Issue link: https://www.massageandbodyworkdigital.com/i/230373
What are the key responsibilities that go into being the CEO of a massage and bodywork practice? time, Kristin. That topic deserves its own column! One word we haven't mentioned yet is entrepreneur. Being a successful CEO of You, Inc. in the massage and bodywork field means you are an effective entrepreneur. A key trait of successful entrepreneurs is restless energy to improve and succeed. The first tool therapists should employ to become successful is a mirror: Take a good look at yourself, and have an honest conversation with yourself about what you do well, and what you don't. Think about what you like to do, and what you might need help with—either help to improve or a way to outsource the things you don't do well. However, there are some things you can't outsource—like client relations and recruiting. As I like to tell massage students, "Congratulations on your new sales career." KC: Right, but sales in a good way, not in a sleazy, fake way. What it boils down to is you're simply letting people know who you are and what you have to offer, in language they'll understand and be compelled by. Your message is honest and genuine about who you are as a person and as a therapist. It's letting people get to meet you and understand who they'll be working with as part of their wellness team. When you have a moment of doubt about selling your work, or fear when you're putting yourself out there, remember what you're selling—your hands-on work will actually help them. You're not asking them to spend money on something they don't need. In the end, they'll want what you're selling, so speak up! a practice), but you're the boss of a practice. Some might say my role is harder, but I would argue my role has oodles of support—from 50 colleagues who really do all the work, to a management team I can rely on and get guidance from, to a board to help shape decisions and directions. We've talked about the nitty-gritty of managing a practice, but what about the burden of being a practice? For therapists who say, "I'm not sure if I can manage my own business," what are some bits of advice you'd share? KC: For me, the key to being a successful and happy practice owner is to let yourself fully step into and embrace the role of managing your practice. Choose to be excited about the opportunity you have to actively create the practice you want, instead of being intimidated by the amount of work it takes. Create the vision for what you want your practice to be—how big or small, what kinds of clients, what types of modalities— and then realize that vision by taking ownership, making appropriate decisions, and doing the work. Write down all the reasons you love being a therapist and the benefits of having your own practice. Revisit your list for a dose of inspiration when things feel tough. Having a thriving practice you enjoy is worth every single minute you spend creating it. LS: There you have it—from the mouth of a successful practitioner, practice owner, and instructor. Until next time, as Ty Webb says in Caddyshack, "be the ball." Les Sweeney is ABMP's president and resident blogger. Contact him at les@abmp.com and read his blog on www.abmp.com. Kristin Coverly, kristin@abmp.com, is an ABMP education facilitator who teaches workshops for therapists and instructors across the country. Both are massage therapists with business degrees who care about you and your practice. Want more? Check out their ABMP BizFit video tips on www.abmptv.com. LS: Kristin, I get to be the boss of a big organization (bigger than It pays to be ABMP Certified: www.abmp.com/go/certifiedcentral 31