Issue link: https://www.massageandbodyworkdigital.com/i/68012
TEN FOR TODAY Presentation of products is important whether you work in a fancy spa, which may have a dedicated boutique, or you work out of your home. Claudette Laroche, a massage therapist for the past 19 years, does massage in her home in Hookset, New Hampshire. During working hours, her dining room table becomes her product display table. "I'm not pushy on the products," Laroche says. "And it's not like I have a big inventory and staff people to handle the sales. But I've always sold products, starting with essential oils when I first started out. As years have gone by and new products have come out, I've gone with them." 8. 9. OFFER SAMPLES This is the best way to encourage clients to buy more. "In most cases, if the client loves the product, they'll want to buy it," Poirier says. Laroche has found that to be true even in her small, in-home practice. "People try it, and then they'll ask you for it," she says. "And if you can get samples from the manufacturer to hand out, then you don't have to spend a lot of money to keep a lot of stock on hand." SELL WITH INTEGRITY Many therapists shy away from aggressive sales spiels, but you can still encourage clients to make a purchase without them feeling like they're being pressured. "I went to one place where the massage therapist came out with a silver tray and put it at the checkout where you write your check to pay for the massage," Solien-Wolfe says. The therapist told her, "These are all the products I used in your treatment, and we have them all available, if you'd like to take any home. It was a very soft sell, and very effective." Conversely, she once went for a massage on a cruise ship, and afterward was presented with a list of products. "Which of these products will you buy today?" she was asked. "I bought something because I felt uncomfortable and obligated to buy," she says. "That's where we don't want to put our clients. We don't want them to feel obligated." 10. KEEP UP WITH PAPERWORK Introducing a retail element to your massage practice means increased paperwork. You'll have to track your inventory and make sure you don't run out. You'll have an initial cash investment as you stock your shelves. Depending on where you live, you may have to charge sales tax and report that money to the state. And if you're in a spa or work in a multi-therapist setting, you may have to educate the rest of the staff that it's in their best interests to become salespeople, as well as care providers. You may even want to set up an incentive plan to help fuel sales. It's almost never a bad idea to invest the extra time and money in building your practice. "Unless you're willing to make an investment, you'll never make any more money," Poirier says. "In order to grow your business, you really do need to diversify and do more than just treat clients. You need to provide products that will bring in enough revenue to help you build your practice for the future." Adds McGillicuddy: "Some people go to massage school thinking that it's not their job to sell products. But if you know there are things you can do for your clients, products you can sell them that will improve their health and their comfort, why wouldn't you want to do that? It's really giving you the ability to help your clients more." based freelance writer. Contact her at killarneyrose@comcast.net. Rebecca Jones is a Denver- visit massageandbodywork.com to access your digital magazine 95