Massage therapists: how can I increase client base and should I train in beauty?

[Rones]

Sorry this is a bit long.....

I really need some advice because I'm struggling to maintain a regular client base for the massage treatments I offer (holistic, deep tissue, hot stone, pregnancy, indian head and ear candling).

I qualified 5 years ago in holistic massage (I have trained in other treatments since). If I look over my records, I've massaged a LOT of people but most of them have been one offs or just twice maybe and I can't figure out why I can't get regular repeat business. I do have a regular pamper party job(once a month on average) and they are very happy with my treatments.

I used to work full time in an office when I was training and when I qualified, had a year off maternity leave about 2 years ago, moved house etc. so I've stopped at various points or being very limited in time.

You might be thinking that the reason I don't get repeat clients is because I'm just not that good but I genuinely believe that I am, that I have a good touch and give good treatments because I've had lots of positive feedback (from people I trust). I've received enough 'bad' massages to know the difference between good and bad treatments!

I've tried advertising in the local free magazine when I tried to work from a treatment room, which was expensive and I only got 2 or 3 bookings from that which made up for the money I spent on the advert. I must admit it's been quite a while since I made a real effort to get out in the community to promote myself (which I have done at various points) but I sent Xmas cards to all previous clients and even letters when I set up again after going back to my office job (now 2 days a week) offering a free welcome back massage and only 2 people took me up on it! Even yesterday I sent a text to all those I have numbers for offering £10 off their next treatment and got only one reply asking how much it would be and still haven't had a reply to say she'll book in...

I offer treatments from home (in a treatment room) and am not mobile - except for pamper parties. In terms of other regular work, I do some jobs for an on-site massage agency and also at my office, which has been up and down.

I'm wondering whether I should be offering beauty treatments too? My neighbour has been a beauty therapist for 15 years (she's mobile) and has a very big client base - she does massage treatments too. I feel very envious!

I don't know where I'm going wrong because I give good treatments, reasonable prices... I live in an area with a lot of therapists already so that might be an issue and people are tighening their belts more...?

Help! I'm having a real crisis of confidence!

where abouts are you based? just asking cos i love a good massage.

Brighton

Brighton

Hi

Before retraining I'd try to give proactive marketing a go.

I am guessing (think of myself here) that booking a massage is an impulse thing, so you need to encourage people & hopefully catch them at the right time - tricky!

A few things I'd think about (sorry if you already do all this!).

What you offer

1. What is your competition offering? If you google holistic massage, Brighton, what comes up? That could be what your prospective clients are doing, step into their shoes.

2. What about going for a massage by somebody else and see what they do....

3. Is your treatment room as good as it could/should be. I only mention as I visited somebody in their home near me and it was a bit tatty. I am sure yours isn't, but if you are taking a step back worth thinking about.

4. Can you offer a USP? Online booking? New technique etc.

Being more salesy
5)Do you hand every client a business card, do you try to encourage them to re-book then and there? £5 off if you book now? Or 6 massages and get 1 free etc.Do you incentivise them to recommend their friends.

6)Have you got a facebook page?

7)Get to a networking event or connect to an org where you can meet others.

8. Do you have email details for your clients? If not, you could start collecting them... Mailchimp is a free email tool. I think sending Christmas cards and letters is great - shows you keep in touch - but email would be quicker and you could do a few campaigns throughout the year.

Reaching potential clients
9) Is there a way to reach your "typical client" - ie if it is mummies in their 30s, the NCT, if it is professional women maybe a local business networking event etc.

Some thoughts.

Good luck.

WS76

Hi Rones,
I'm a massage therapist, been qualified for 7 years now. I only work 2 days a week when DS is at nursery but I am mainly full. Do you work full time? I would struggle to be full for 5 days a week.
I must say my selling point is being mobile, I can charge a bit more too. It suits me better that way as I don't have a dedicated room at home that I can use for treatments. I don't offer any beauty treatments (although trained in preg and onsite and ear candles I very rarely use them).
Are you competitive with your rates, are there lots of other massage therapists/spas/salons in your area?
Your treatments may be good, but do you find you get on with your clients? Sometimes the hardest thing is gauging if they want to chat or just zone out. I know I've been put off by hairdressers who just yabber at you when all you want is to put your head in a magazine for an hour!
I'll often ask a new client exactly what they hope to gain from the treatment and try to tailor it to their needs.
I'm also friends with a physio and some other therapists and we refer clients to each other which helps too.

Do you use a product range?

You could take on Elemis or Espa and promote detox seaweed wraps and also boost your income with aftersales. plus run courses for the treatment. Expensive outlay though. Research other smaller product lines too with body detox programs.

I really wouldn't train in beauty TBH. It really takes years of pratice to be excellent in a wide range of treatments and one bad treatment then you may lose a client. If you are good with massage then specialize in body.

Promote yourself better and think of yourself as a buisness woman! Maybe you are too nice. You may have to push a little more and inform clients with tension and sports injuries to have a course of deep tissue weekly, then monthly etc.

You need to give clients a reason to keep coming back rather than them feeling the treatment is a treat.

Maybe cover cellulite treatments too which you are completely qualified to do.

Have you looked into spray tans?

I think being mobile is the key - a lot of clients can be put off by having to come to your treatment room, and also I love a good message at home as then I can just relax after without having to get dressed and drive home again. Lots of great suggestions above

Maybe ask clients to fill out feedback forms & ask them what 1 thing would improve their experience, maybe it is the environment, maybe the parking is bad or it is too far out of their way?

I sometimes call up to enquire about my opposition & I know some people will actually go for a treatment with a competitor to see what they are offering. This helps you gauge how busy they are too.

Do you attend any business forums? I know funding has been slashed but I am attending a free rapid results marketing workshop tomorrow & have a free business advisor (for now until more funding cuts happen), I found this through direct gov- businesslink & it has been invaluable.