Issue link: https://www.massageandbodyworkdigital.com/i/68009
CREATE SUCCESS their needs before they occur. Similarly, we should remember our clients' likes and dislikes—from the type of music or pressure they prefer to the way we confirm their appointments or return their phone calls. It is also our responsibility as professionals to educate our clients about the need for self-care and what specific treatments, regimens, or products will help them achieve their desired goals. This includes knowing when treating a particular condition or providing a desired result is out of our scope of practice and being willing to refer to other professionals whenever needed. Lastly, assuming the therapist/ client relationship is a good match, the provider should help the client to determine an appropriate treatment plan—even if the only desired goal is relaxation or stress management. After doing so, the therapist should invite the client to return again. Help them to rebook another appointment and provide appropriate follow-up after the appointment. Your dentist does it for you. Why shouldn't you do it for your clients? DEFINING WHAT YOU DO It's no secret that with the proliferation of massage schools across the country, there are more massage therapists and more places that offer massage therapy services than ever before. And as the number of therapists and companies offering massage and bodywork continues to grow, more and more new business models (and thankfully more client types) emerge. But what does that mean for your individual success? It means that today's therapists have to be more flexible, creative, inventive, and persistent to create and achieve their massage therapy career. All but gone are the days of naming your desired commission rate from salon and practice owners—which as a business Finding a Niche One example of a therapist who specialized right from the start of his practice is Jim O'Gara, a musician turned massage therapist. "I decided to specialize in pain relief for musicians simply because I am one," O'Gara told me recently. "I've been a guitarist for almost 20 years and developed both carpal tunnel syndrome (CTS) and thoracic outlet syndrome (TOS). After recovering from CTS and TOS using Julstro Muscular Therapy (www.julstro.com), I was able to play again and later decided to help other musicians recover from or, more importantly, prevent the pain I went through. "This sets me apart from other massage therapists in that I am already a member of the niche I am trying to reach." O'Gara is taking this effort one step further by offering self-care education to his musician clients and is working on a book detailing the work he does. For more information, visit O'Gara's website at www.painfreemusician.com. 40 massage & bodywork july/august 2009