Issue link: https://www.massageandbodyworkdigital.com/i/68174
SHOESTRING MARKETING 1. COMMIT TO CLIENT SATISFACTION Massage therapy is a people business; you sell your professional services and products to unique individuals. There's no substitute for an understanding of that basic business principle. The most effective, and least expensive, marketing technique for any therapist is an uncompromising commitment to client satisfaction. As you know from your own experience, it's a pleasure to do business with a firm that keeps customer satisfaction at the top of its priority list. Making certain that every one of your clients goes home with positive feelings about you and your professional skills will turn those clients into walking advertisements for your practice. the researchers, many spoke so rapidly that the caller had a difficult time understanding what was said. Less than 10 percent answered the phone in a way that made the caller feel welcome. To harness the power of the telephone as a marketing tool, you must regard every ring of the telephone as a marketing opportunity. Following are three simple steps that will help you create that profitable first impression. Try to answer the phone by the second or third ring. Taking too long to answer creates an impression of disorganization and lack of interest. Speak slowly and give your name. Add a phrase like, "How may I help you?" Most communication experts agree that a smile on your face translates into a smile in your voice. That's why some professionals place a mirror next to the phone so that they can see the expression on their face when they answer. 3. MAKE USE OF CROSS- PROMOTION Massage therapists are ideal candidates for cross-promotion—an inexpensive and effective way for noncompeting businesses to help each other. Here's how it works: Sara, a massage 2. HARNESS THE POWER OF THE TELEPHONE Independent studies show that the telephone remains one of the most underused business tools. In one study, researchers called 5,000 Yellow Page advertisers to say, "I saw your Yellow Page ad. How much does your service [product] cost?" The responses clearly indicated lost opportunities. More than 78 percent didn't bother to ask for the caller's name. More than 55 percent took eight rings or more to answer. According to therapist, works out a cross-promotion arrangement with John, owner of a beauty supply store in the same town. Each agrees to display copies of the other's business brochure at their businesses. The cost? Nothing more than the cost of printing. There's no need to limit the participants to like professions. The combinations for cross-promoting are limited only by the participant's imagination. Depending on the nature of the businesses involved, cross-promotion techniques may include such methods as window signs or posters, discount coupons, or personal referrals. 4. PUT NETWORKING TO WORK People prefer to do business with people they know. Think about it. If you need a plumber, an attorney, or any professional, who are you most likely to call? Will you call a stranger from a generic listing or will you call someone you know—perhaps a neighbor or the friendly person you met at last week's mixer for professionals? Service organizations, special- interest nonprofits, and your local Chamber of Commerce is populated with entrepreneurs and professional people, and most are as anxious to meet you as you are to meet them. Joining a local service club is an excellent way to put networking to work for you. 5. TELL YOUR STORY THROUGH AN ATTRACTIVE BROCHURE Every massage therapist needs some form of written material to provide information to prospective clients. A skillfully designed brochure is an easy and low-cost way for you to grab and hold their attention. Brochures have a longer shelf life than many other forms of business advertising and are often passed from person to person and kept for future reference. A word of caution: while desktop computers have made the physical job of producing a business brochure a simple task, creating an effective selling message is not a job for an amateur. If you do the job yourself, 66 massage & bodywork may/june 2010