Issue link: https://www.massageandbodyworkdigital.com/i/68009
CREATE SUCCESS But things are different for new therapists now, at least in my area. When I began my journey into massage school, there were exactly two options here in North Carolina. According to my recent Google search for massage therapy programs, now there are at least 25 programs for massage therapy in the Tarheel state alone. That fact, combined with the increased number of therapists all across the country, alters the very fabric of the massage therapy profession (and all of its healing arts kin). These factors, along with the ever- changing marketplace, put pressure on every therapist to be the absolute best they can be just to stay in business. So what does it take to be a successful massage therapist now? Is it learning neuromuscular therapy or myofascial release for pain relief? Being able to take health insurance for payment or offering a flexible fee structure for clients on a budget? Offering your clients a total spa experience by working in a full-service spa or salon? Perhaps these factors are a part of what it takes to be a success, but are any of them enough on their own? After my years in the industry as a hands-on practitioner, educator, spa owner, and consultant, I have come to realize there is no one technique, tactic, or characteristic that makes a massage therapist or any healing arts professional succeed. Still, today's massage practitioner can be at the top of the game by employing a set of key strategies and methods that combined will help him or her to survive and thrive in the current marketplace and economy. Here are a few of my tried- and-true suggestions for success. UNDERSTAND YOUR CLIENTS AND THEIR NEEDS As massage and spa professionals, we sometimes get lost in our own reasons for wanting to work in this field and forget about what makes a massage or other relaxation service appealing to the client. Most clients visit a massage therapist or spa for several key reasons: • Decrease pain and discomfort. • Enjoy a mini-getaway. • Feel restored and renewed. • Find inner calm, peace, and quiet. • Improve health and well-being. • Relax and escape from stress. Unfortunately, many clients do not get what they are hoping for during their visit for a variety of reasons, including a therapist's poor communication or listening skills, inadequate training, apathy, or even a focus on their own agenda (instead of the client's). Unsuccessful therapists may fail to confirm the treatment that is scheduled, and the client's reasons for choosing that treatment, as well as forgetting to address any questions or concerns the client may have about the treatment during the session. As a result, the massage therapy experience can feel confusing, disappointing, and stressful to the client. That, my friends, does not translate into repeat bookings. One of my favorite stories that illustrates this point is about a therapist I visited back when I saw 30 or more clients a week. At the time, I was experiencing some chronic thumb pain and specifically asked the therapist to spend extra time on my hands. Can you believe she actually skipped them? Perhaps she had some professional jealousy of my success, but more than likely she was caught up in her own routine or perhaps thinking about her own problems or after-work plans. The massage itself was decent overall and a good value. But the therapist lost my business when she failed to deliver what I specifically asked for and truly needed. 38 massage & bodywork july/august 2009