Issue link: https://www.massageandbodyworkdigital.com/i/81195
BUSINESS SIDE without having to worry about looking for a reputable therapist or a safe place when they're in an unfamiliar town. For the rest of us, there's stiff competition. If the price wars and the coupon deals have been getting the best of you, think about the added value of your massage; that can mean anything from having advanced training in specialty techniques, to add-on services such as giving a paraffin hand treatment with each massage. Specializing in orthopedic massage, pediatric massage, or hospice massage could help you gain a lot of physician referrals. Training in lomilomi or Ashiatsu Barefoot massage are skills that a relatively small segment of massage therapists have. Capitalize on what it is that makes you stand out from the crowd. It could be something as simple as always having a heated neck warmer or a cool eye pillow for each client. You can always say, "My fee is $100 because I can't accomplish the work I do in an hour. My sessions are always a minimum of 75 minutes." Time iS moneY There are massage therapists who don't charge by the hour, but instead charge by the results. Sometimes therapists who specialize in clinical work may only spend 15 minutes or a half-hour with the client—a common scenario in chiropractic offices. We all recognize that time is money—and we all need to make money—but time can make so much of a difference in the total client experience. If you are only allowing 10 minutes between appointments (or if that is unfortunately beyond your control because you're working for someone else), then you're going to be rushing to finish up with one to get to the next. Even though you give a great massage, it can be construed as poor service to a client if she feels like she has to hustle off the table and out the door. Allow yourself enough time to rebook the client, reset the table, have a drink or snack, and go to the restroom. PRICE VS. VALUE Frankly, if I didn't get massage, I'd be on drugs (painkillers and muscle relaxers). I have degenerating discs; I spend hours a day at the computer and regular massage keeps me going without having to run to the medicine cabinet or make too many trips to the doctor. So the value of the service, to me, is high—I figure that the price of massage is well worth the money I am saving by not being on medication. There are people who view massage as a luxury, instead of the necessity that I personally view it as. Even so, I think the recessionary economy actually may have increased their use of massage. Perhaps people who couldn't afford to go off on their usual vacation stayed at home and treated themselves to massage during their "staycation." As luxuries go, it's still very affordable, compared to many other things. (You could easily spend two or three times the price of massage on a nice dinner and a night on the town.) People want to know how something will benefit them, and as a massage therapist, part of your business is to educate them. Don't wait for the coupon-cruisers to define your business for you. Laura Allen is the author of A Massage Therapist's Guide to Business (Lippincott Williams & Wilkins, 2011), Plain & Simple Guide to Therapeutic Massage and Bodywork Examinations (Lippincott Williams & Wilkins, 2009), and One Year to a Successful Massage Therapy Practice (Lippincott Williams & Wilkins, 2008). Allen is the owner of THERA-SSAGE, a continuing education facility and alternative wellness clinic of more than a dozen practitioners. Celebrate ABMP's 25th anniversary and you may win a refund on your membership. ABMP.com. 27