Issue link: https://www.massageandbodyworkdigital.com/i/72093
GET TO KNOW OTHER THERAPISTS The unique marketing style that fits you may be different than what works for another introverted therapist. Tamar Kummel, a licensed massage therapist in New York and Los Angeles, takes a networking approach based on mutual referrals with other massage therapists. "Because I work out of my home, and in major cities, I can't advertise at all. My business, for safety, must be word of mouth," Kummel says. How does she create word-of-mouth marketing opportunities? "Meet as many other therapists as possible and recommend each other. I collect other therapists' business cards and email addresses and make sure they have mine. I get recommendations for good companies to work for. When jobs come up, I email my licensed therapist group. We all work together to get each other work, and I never have to leave my computer!" If meeting other therapists sounds too intimidating, try meeting them in the virtual world. The growth of massage therapy forums and social networking sites, like Massageprofessionals.com, not only allows the free exchange of ideas on technique, etiquette, and business ideas, but it fosters relationships between therapists. Social media sites are another way to network online. ASK FOR WHAT YOU WANT Want more referrals? Ask for them. All it takes is a simple request: "If you know of others who would benefit from massage, please let them know about us." As an introvert, you're more comfortable with one-on-one conversation with people you already know. Take advantage of this strength (building deep personal relationships) by asking for referrals from your existing clients, who can personally vouch for your skills as a massage therapist. You can formalize the request with a rewards program that offers discounted or free massage to clients who refer friends and family. If a new client books (and keeps) an appointment as the result of a referral, both the new client and the referring client receive a discount on their next massage. Shel Horowitz, a marketing consultant and the son of a chiropractor who constantly struggled to build his practice, suggests asking for referrals from other practitioners. "Approach other practitioners for mutual referrals," Horowitz suggests. "Develop referral programs from nonpractitioners also in the feel-good business: hair salons, custom clothing shops, gourmet dessert bakeries—anyone whose clientele likes to be pampered." Another option is to partner with another health practitioner. "Become the in-house massage therapist at a doctor or chiropractor's office, and then they're doing the marketing for you," Horowitz says. Although you'll still want to do some of your own marketing, the partnership takes the pressure off and can lead to more natural marketing opportunities through a mutually beneficial teamwork approach. NURTURE THE CLIENT RELATIONSHIP Think your marketing efforts are over when you get a new client in the door? Think again. Relationships take work. They either move forward or they die. If you're not working on building the client-therapist relationship, there's no reason for the client to stick around. Once you've established contact with a new client, it's important to nurture that relationship. At the end of her first appointment, ask if she would like to book her next appointment. Do this for your regular clients, too. Send a handwritten, personalized thank-you note to new clients after their first massage. Even if you don't hear back from a new client right Additional Resources on Marketing for Introverts visit abmp.com Celebrate ABMP's 25th anniversary and you may win a refund on your membership. ABMP.com. 63