Issue link: https://www.massageandbodyworkdigital.com/i/68009
SEATED SOLUTION Yes, you've heard of it. And no, don't turn up your nose (like I did). Long, long ago, I maintained the staunch prejudice that seated massage was massage lite, perfectly acceptable as a compromise offering to clients, but lacking the authenticity, professionalism, and efficacy of skilled table work. Not so. But I tend to learn things the hard way. To be perfectly clear, I'm suggesting a creative alternative, a widely distributable, professionally enjoyable, and suitably profitable application of seated massage. I refer to this as on-site seated massage—massage in the workplace. There are still plenty of profitable, wellness-oriented firms in business. Any prosperous industry offers several advantages, including a workforce that can actually afford to regularly (e.g., once/week, twice/ month) purchase a seated massage. The setting is especially beneficial. In order to build and maintain a clientele and make money, you need a convenient surplus of potential customers who don't move around a lot. They're not getting in and out of planes, catching cabs, hurrying from one store to the next. They're at their desks (quite literally stuck), shouldering phones to ear while typing and working long hours more diligently than ever to ensure job security. Cutbacks have left remaining employees overburdened, but uncomplaining, which brings up our first business concern. Is there a demand? Based on my personal experience, there is. Given the unparalleled anxiety and stress levels generated by today's economy, massage is a physical and psychological health imperative. So, our first business concern has been addressed. The demand for massage is there. More than ever, the need is there. Next hurdles: time and money. Taking your services to the customer and making your product affordable, convenient, and uniquely desirable can overcome the combined paucity of these two vital consumer resources. Plenty of businesses will welcome your services. I recommend the banking industry (yes, it still has money), the defense industry, factory workers, the insurance industry, law firms, mortgage companies, medical manufacturers, practitioners (including hospitals), and software companies. The list of potential markets is limited only by your geographic location and imagination. Do some research to find out who is in your neighborhood. SELLING YOUR PRODUCT How do you get your foot in the door? You may already have your foot in the door and not know it. Check with your existing clients. Perhaps you perform bodywork on a paralegal, a nurse, a bank executive. That is how I acquired my first on- site contract. One of my clients asked if I would consider (imagine that!) offering seated massage at her office. With or without this advantage, you must sell yourself and your product. Professionalism in every aspect of your presentation is paramount. Sadly, disreputable stowaways have plagued massage therapy. However, suspicions will evaporate quickly if you present yourself as a respectable, highly qualified therapist. Nevertheless, most offices today require background checks. In addition to legitimate trade- generated suspicions, the company you approach will want to know it's not subcontracting to a criminal. If you don't have a client referral, there are several well-traveled marketing paths. Introduce yourself with a creative mailer, including a few business cards. One mailing may not be enough, but since this is not mass marketing, the cost will not crush you. I utilize my own publishing software, which keeps overhead at a minimum. E-mail also works nicely. You must convince your target audience that massage improves health, elevates mood, and thus can boost office morale, diminish interoffice tensions, and help improve job performance and production. Convince your desired site that your services will benefit their company. Show them the research. You won't be treading on company time because a 10-minute massage can be performed during breaks mandated by state labor laws. 58 massage & bodywork july/august 2009