Issue link: https://www.massageandbodyworkdigital.com/i/640605
C h e c k o u t A B M P 's l a t e s t n e w s a n d b l o g p o s t s . Av a i l a b l e a t w w w. a b m p . c o m . 25 BUSINESS SIDE 5. HAVE A MARKETING PLAN Add 7 points if you do at least two marketing efforts a month; 1 point if you've ever done any marketing; 0 points if you think marketing means buying groceries. KC: Just to be clear here: "winging it" is not an acceptable strategy. As Les stated (and he's smart, so we should listen to him) repetition is the key to many aspects of maintaining a practice, and marketing is no exception. I'm not suggesting you repeat the same marketing efforts over and over with no variety (that would be boring for you and would be less effective for your practice over time), but you should be marketing your practice on a consistent basis. Just like a New Year's resolution to run a fast 10K doesn't happen if you go for one run on New Year's Day and then do nothing else, building a practice takes more than one marketing push. Marketing consistency and repetition really are the cornerstones to growing and maintaining your practice. I get it, though—not everyone enjoys marketing, so agreeing with that concept and putting it into practice are two different things. It's something you need to embrace in your own way and prioritize if you want a full practice, because, bottom line, it works. And it works best if you do it regularly. Let's adapt some shampoo-bottle wisdom and chant this mantra together: Market. Grow. Repeat. 6. USE YOUR PHONE Add 6 points if you already use your smartphone for business; add 3 points if you have a smartphone, but don't use it for business; 0 points if you don't have a smartphone; subtract 10 points if you have a rotary phone. LS: Talking about smartphones is a bit passé by now, right? They're ubiquitous. Which is why we need to talk about them. If you are holding out, it's time for a look in the mirror. If you don't have a smartphone, ask yourself this question: Why? Philosophical objection, or a cost issue? If it's philosophical, I'm not sure how I can sway your thinking—other than to think about it in the context of what else has changed in your lifetime. Do you still drive with just lap belts? Use a VHS player? Listen to 8-track tapes? Technology evolves; the key is to use the advancements to your advantage and not to consume anything too much. If your concern is cost, I suggest you conduct a cost analysis. You can deduct phone expenses off your taxes—up to the percentage of time you use it for your business. And think about the ways a phone can make your business money—like online scheduling, accepting credit cards, email, text reminders—the list goes on and on. 7. HAVE A CLIENT RETENTION PLAN Add 8 points if you've created your own unique client retention strategy; 0 points if you think "doing things exactly like everyone else does them" is your best plan. KC: I'm sure you're not shocked that I'm recommending you have a client retention plan. You've already heard how important this is—probably from me. Here's my new twist on this advice: please have fun! There are so many things we should do to maintain our practices that everything can start to feel like a chore and we begin to lose the joy of doing what we love. Yes, a good retention plan includes the tried- and-true items: birthday and holiday recognition, rewards for frequent visits, package plans, referral incentives, etc., but this is a fantastic opportunity to implement at least one strategy that's unique to you and your practice. For example, a friend is celebrating her practice's 10th anniversary with special promotions for current clients that feature the number 10. Another friend holds a drawing from each month's clients for a special prize the winner can use with her next session: an extra 15 minutes, free stone massage upgrade, etc. This rewards clients for repeat visits and introduces them to how wonderful longer sessions and add-on services are. Take advantage of this opportunity to put the "fun" back into the fundamentals of managing your practice (ba-dum-tss). 8. BE ONLINE Add 10 points if you have a website; subtract 10 points if it's only pictures of your cat. LS: Website, Facebook, Twitter, Instagram, Snapchat—it can be overwhelming, but it doesn't have to be. Just like with your phone, your online presence can be a reflection of what you value. You don't have to be everywhere, but sitting on the sidelines is not an option. Why? Because your clients aren't. Beer advertisements are shown during sports, because men like sports and men like beer. Smart move by the beer