Issue link: https://www.massageandbodyworkdigital.com/i/329694
30 m a s s a g e & b o d y w o r k j u l y / a u g u s t 2 0 1 4 BUSINESS SIDE 6. HOW MANY CLIENTS ARE ON YOUR LIST? HOW MANY TOTAL CLIENTS DO YOU NEED TO FILL YOUR SCHEDULE? Earn 5 points for being within 10 percent of your total; 0 points for saying, "What list?" KC: Call me crazy, but my guess is your goal is to have a full schedule every week, right? Whether "full" to you means fi ve sessions or 30 sessions, simple math tells us that unless every client comes every week, you'll need more clients on your list than available sessions. The overall number you need will vary based on how clients fi t into these categories: • Regulars: your core clients who book consistently. • Periodic-but-faithful: they may only book sessions a few times a year, but when they do want a massage, you're the one they call. • Yeti: clients you haven't seen in so long, you're not even sure if they still exist. To keep your schedule full, you want to keep your regulars happy by offering great hands-on work and customer service, increase the frequency of your periodic-but-faithfuls' visits through education and incentives, and send long-time-no-see messages to the yeti. 7. WHAT IS YOUR CLIENTS' PREFERRED DAY AND TIME TO RECEIVE A MASSAGE? Add 5 points if you know most of your clients' preferences; 0 points if you answer, "But what about me?" LS: "Now!" That's my preference as a client. But the end of the workday works for me. And fortunately, that works for my therapists as well. Do you know your regular clients' preferences? Do you log it? You should have a little database—a contact manager, spreadsheet, or notebook—that you keep this info in, so you can examine your schedule and also know who to reach out to should you have an opening. 8. WHAT ARE THE TOP THREE REASONS EACH OF YOUR CLIENTS RECEIVES MASSAGE? WHAT ARE THEIR FAVORITE TECHNIQUES? LEAST FAVORITE? You get 5 points if you keep a list of this information; 0 points if you answer, "Because they booked it." KC: We know that one of the keys to client retention is tailoring every session to your clients' ever-changing needs and preferences. My suggestion: ask for three goals for each session; often their second and third goals end up being just as important to them as the fi rst. Techniques make a difference, too. A 10-year client recently told me she loves a particular stroke that I sometimes, but not always, use and she misses it when I don't do it. I never would have guessed she loved that little technique so much. The light bulb went on, and I asked all of my clients what their "love it" strokes are and which are "leave it." A few extra "love its" each session equals a happy client! Moral of the story: never assume you know what clients like or want, or that they'll tell you on their own—ask! Your goal is to have more clients in the regulars category than periodic-but-faithful and yeti. m a s s a g e & b o d y w o r k j u l y / a u g u s t 2 0 1 4 7. WHAT IS YOUR CLIENTS' PREFERRED DAY AND TIME TO RECEIVE A MASSAGE? Add 5 points if you know most of your clients' preferences; 0 points if you answer, "But what preferences? Do you log it? You should have a little database—a contact manager, spreadsheet, or notebook—that you keep this info in, so you can examine your schedule and also know who to reach out to should you have an opening. TIP