Issue link: https://www.massageandbodyworkdigital.com/i/72195
BUSINESS SIDE "Wherever you have big exposure, even if you don't get clients, you're promoting the field of massage." Sharon Long, Senior Touch director/owner chiropractor, a doctor's office, or an organization like Medicaid to insure a regular income during tougher economic times when your more casual client may have difficulty receiving massages on a regular basis." Above all, he encourages therapists to learn new modalities and take business courses to enhance entrepreneurial skills. At The Bodywork Center in Hingham, Massachusetts, business in April dropped approximately 30 percent, according to owner Yael Friedmann. Although this reflects an annual trend, she has found ways to cut expenses year-round. She carefully considers her advertising venues before investing. "If I'll only get a 1–2 percent return, I won't do it. I want to send out a specific message reaching into my client base," she says. Credit card processing can eat into a budget, so Friedmann purchased her terminal and cut rental fees by $175 a month. She also canceled her Yellow Pages ad, saving another $125 per month. Although some therapists might balk at the idea of "going retail," Friedmann has found the approach relatively successful. She carries the same line of products as Canyon Ranch, Four Seasons, and other high- end spas and added body treatments to her portfolio of services recently, which have drawn in more clients. To increase her business' visibility, Friedmann has formed partnerships with other local businesses and takes part regularly in bike challenges, health fairs, road races, and walks. On the opposite side of the country, Jessica Gumkowski of Boulder, Colorado, enjoys a schedule so busy she is unable to accept new clients. Athletes abound in this holistic mecca and place a high priority on self-care. She says, "They need a consistent schedule of massage to continue to be at the top of their performance." Gumkowski immerses herself into her audience. "If you want to work with athletes, become an athlete," she says. Her participation in triathlons has made a huge difference in her understanding of what her clients need when they are on the table and has resulted in repeat business. RELATIONSHIP BUILDING VIA TECHNOLOGY Gumkowski heralds the Internet as one of her most valuable resources for getting new business and keeping existing clients. "My biggest tool is my monthly newsletter," she says. This electronic missive provides updates on coupons, educational articles, package deals, promotions, and services. She includes health information that relates to everyday life and writes a blog about her other passion: participating in triathlons. "This lets my clients know that my life is not just soft music and low lights. I try to give them a glimpse that I'm a person. This helps to cultivate relationships with clients," she says, although she is careful to maintain boundaries. Christine Vander Bloomen, owner of Great Lakes Relaxation Center in Manitowoc, Wisconsin, agrees that technology has enhanced her business significantly. She notes that an eye- catching website is absolutely critical to her success. "This is a no-brainer. It's one of my best marketing tools. It is a preview of what new clients can expect from my practice, so I take care of it and update it on a regular basis," she says. Vander Bloomen feels the same about her computer in general. "It makes my charting paperless. I book appointments on it. I design my pricing brochure on it. I check in with other practitioners around the country," she says. 134 massage & bodywork september/october 2008