Issue link: https://www.massageandbodyworkdigital.com/i/530196
F r e e S O A P n o t e s w i t h M a s s a g e B o o k f o r A B M P m e m b e r s : a b m p . u s / M a s s a g e b o o k 29 MASSAGE FREQUENCY LS: I think this question and its answers are really interesting. Here, the surveyors tried to determine what gets people to schedule massage and bodywork more frequently. Sometimes, on these types of questions, I can guess the answers; in this case, some of the answers were all over the place and changed based on which group it came from—those who received massage in 2014, those who had massage before (but not in 2014), and those who hadn't received massage in the past but are open to the idea. Here's a number that might frighten some people: 63 percent of those who got massage in 2014 said they considered "better quality" as an extremely or very important factor in booking more frequently. So does that mean what we're providing is not good enough? KC: No, because 87 percent of that same survey group rated their overall satisfaction with their massage session as an 8, 9, or 10 out of 10, so they are happy with the massage they're getting. That 63 percent result does remind us, though, that we should always be striving to improve the quality of our work with continuing education. What do you think? LS: My guess is this—people like the massage they receive, but when asked, they'd like it to be even better. That doesn't mean therapists are failing, but it could go back to your client education view. And I'll contradict my earlier comment (although I do like to zone out)—the average client may not understand the true benefit of what he is receiving, or the potential benefit. And if that's the case, that's on us, not the client. them on their own. We need to bring awareness to the physical changes that occurred during their session by asking about specific outcomes: Has your range of motion increased? Has your pain decreased? And so on. Giving clients specific information about what your work increased and decreased helps clients realize the value of the session beyond just that one wonderfully relaxing hour. LS: Here's a contrarian perspective, Kristin: maybe clients don't care. Do we believe that teaching clients how their life is improved from a massage will result in more clients getting more frequent massage? Sometimes you don't want to know if your Cabernet is oaky or about the tannin— sometimes you just want to enjoy a glass of wine. Some people want to know all about their wine, but others just want to have a drink. You know how I snore when I'm on the massage table sometimes? There are times when I don't care about the aftereffects; I am a massage client "in the moment"—I know you are an extremely professional, thoroughly knowledgeable therapist, but I just want to zone out! Is that so wrong? KC: No, of course not. There's incredible value to giving people the opportunity to zone out (and most of us take snoring as a compliment). But if clients aren't coming back, we need to address those issues. And, because we're working with people, everyone's needs will be unique. That means you need to ask clients what they value and want, and then continue to remind them that what you're giving them is what they value and want. What about those people who do come back for massage? What did the survey tell us about the factors that influence how frequently they schedule? Z Z Z BUSINESS SIDE