Massage & Bodywork

January/February 2013

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visit abmp.com For more great tips from Les and Kristin, watch their videos at www.abmptv.com. Kristin Coverly: First, let me point out that Les wrote that introduction. For the record, he's not just the president of ABMP, he also happens to have an MBA, he's a fantastic boss, an incredibly entertaining speaker, the lead singer of a rock band, and is running the Boston Marathon to raise money for the Massage Therapy Foundation. And hopefully to lose weight [Editor's Note: Les added that part]. Let's flip the question "What should a massage or bodywork session cost," and instead ask, "What should a therapist charge for a massage or bodywork session?" since, as small business owners, we have the power to set that rate ourselves. To do that, start by determining what price the market will bear. The going rate for a massage varies by location and cost of living. Let's face it: you're able to charge more for the same session in Los Angeles, California, than you can in Los Angeles, Texas. Using the "Competitive Analysis Form" in the Business Management section of www.abmp.com, do an analysis of your area; what are other therapists charging for the same type of session? Set your own rates accordingly. Do you have advanced training or experience? That justifies a bump in your rate. Clients will get on board for a great session at a fair and competitive price. Les Sweeney: This question is too simplistic to provide a decent answer. What is this, the presidential debate? Who thought of this question? Oh, right, I did. OK, given that—as little as you can charge to ensure more frequent business. I have a hypothesis, and until I am presented with overwhelming evidence to the contrary, I am going to believe it is true—on balance, massage and bodywork sessions are not priced appropriately. Now, before legions of therapists descend upon Colorado with pitchforks, allow me to elaborate. KC: You better. I think they're starting to gather outside the castle. many ways and building an independent practice can be a challenge. But we must also remember that millions of hours have been spent studying the behaviors of that unique animal known as the American Consumer. And that creature just happens to be the audience from which we attract our clients. Which means, by the transitive property, the behaviors of the American Consumer can be reasonably expected to be exhibited by the American Massage and Bodywork Consumer. Which means massage and bodywork professionals need to be willing to appeal to the motivators that attract these people—value, rewards, a feeling of understanding and importance, and, of course, fast cars. Massage and bodywork is an investment; there is immediate return, certainly ("Wow, I just slept on the table for 45 minutes, but I am relaxed and feel great"), but we as professionals know that the magic of regular therapy is the "regular" part. So, as professionals who like what we do, seek to continue doing it, and enjoy being paid for our talents and our time, our entire objective should be regular sessions. Business 101 tells us repeat customers are the most profitable. As card-carrying American capitalists, we like profit, especially since it can be achieved through serving others. I can profit by helping others? Sign me up! LS: Right. Important safety tip. Thanks, Egon. I do not necessarily mean priced too high, although I would suggest that many therapists start out too high, rather than building demand and then adjusting price accordingly. We all agree that massage and bodywork is unique in www.abmp.com. See what benefits await you. 27

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