Pro Bono Massage

[Aron]

I haven't started my MT career yet, but I'd like to vouch for the practice of charging the going rate for massage, and not do too much price cutting to drum up business.

My mother has taught private piano lessons for years, and I've learned some lessons from that market. Your price is part of your image. Is your massage WORTH $20? Or $50 Or $80? Charge what it's worth, by golly! Because if you advertise $20, then you will only get people who are looking for $20 worth of a massage! If you charge $80, then you will get people who are looking for $80 worth of a massage.

It seems counter-intuitive to some, but it really does work that way. Of course, I wouldn't use absolute prices. Find out what established practitioners charge in your area, and don't undercut them more than 10%.

If you offer a "first time discount", don't make it more than $10 off.

If you want to incentivise word-of-mouth advertising, give existing clients coupons that they can give to their friends that give $10 off for the friend as a "first timer", but the coupons also have the referrer's name on them. Ever 2nd coupon redeemed will earn the referrer an extra half-hour massage upgrade (turning a 60 minute into a 90).

 

[winnefred]

Good ideas from everyone. I think the community aspect is the hardest thing for me to do considering my work schedule as it is.

As far as price I don't charge $20/hr, I've charged $50-$60 /hr on average but lately with things so slow I figured that was a desperate attempt at getting business (which is counter-productive to my own beliefs too). I haven't really been doing much work for there to be any reputation of me being cheap actually. So no bad stigma.

Ideally I would be charging $70-$75 / hr for basic Swedish considering I am offering in-home service which is a convenience to them so they should pay a higher premium for that service. That said when there are no clients to be had, I start wondering if I was doing this out in California where I would love to move, I KNOW I'd have clients paying $75-$100/hr no problem. People there seem to have a better knowledge of living a healthy lifestyle and I can't spend all my time trying to educate people just to make a buck.

Trust me I know I'm good, and it was frustrating after flipping the channels like a year or so ago and seeing one of the students in my class on tv in a salon giving a massage and doing it very poorly I might add plus she was like failing every test and yet she is making money at massage when who knows how many people there are like myself that try to excell in everything they do and to see someone doing everything wrong and the only reason they are there is because of who they know or how much butt kissing they can do...

 

[Alessandro]

Fusion1...

It was poor marketing that led to the downfall of the computer consulting business I worked on for a year with my brothers. Skill in your profession isn't enough. And yes, sometimes it IS knowing who's butt to kiss.

So let's figure out what you're doing now...

Where do you work now? Are you employed anywhere? IC anywhere? or strictly freelance? If you have a mixture of working locations, what percent is done where?

What perceneforum.xxxe of your business is currently repeat?

How much do you charge them (i.e. what is your regular rate)?

What is the going rate in your area?

Let me ask you this: If the going rate is $60/hour in your area, and your regular rate is $40, and you start offering half off as an introductory rate or reward rate, what does that tell people? It says, "I can get by on doing $20 massages." It'll be much harder to charge them the full rate or the going rate in the future, when you've already given them such a sweet deal.

Your goal is to get regular clients right? Not just one-timers? So if you had to drop to 1/3rd the going rate in the area just to get them in the door, these will be people who will NEVER want to pay $40 or *gasp* $60!! for a massage later.

Your mission, should you choose to accept it, is to find clients who place enough value on massage that they are willing to pay the $60 for it... and pay that much on a regular basis... hopefully at least once or twice per month.

So... make your regular prices AT or just below the going rate in the area. By "just below" I'm talking within a $5-10 range. If the going rate is $60 here are the messages that people might get from the price charged:

$70 says "I'm one of the best and most popular around. Give my secretary a call, and she might fit you in 3 weeks."
$65 says "I'm fully established, and popular. Give me 2 weeks notice."
$60 says "I'm a fully established professional in this area. My schedule is generally full, but with a week's notice, I can probably fit you in."
$55 says "I've been around a while, but could fill my schedule up a bit more."
$50 says "I'm new, and looking to expand my clientelle."
$40 says "I'm desperate for clients."
$20 says "I'm bottom of the barrell. I probably have a criminal record."

So... that's the pricing game.

Next is the advertising game... there are SO many tips for this, but they break down as follows:

Work your "Warm Markets"

1. Look to your own existing clients. They know you're good. Some will talk you up of their own accord. Others may like a little incentive. Consider my idea of offering extra time on massage as that incentive. They'll really feel appreciated, but you won't risk devaluing your service.

2. Work your friends and family. Let them know you're trying to expand your business. Make sure they all have a few business cards of yours to hand out. Don't pressure them, but when they ask, "How's business?" Let them know it's going slow, and how much you appreciate it when they bring in business.

3. Work your fellow professionals. Massage therapists should be getting regular massages. Since you know some additional skills that some therapists might not, this is a great way to encourage them to receive a massage from you. Say, "I'd be happy to perform a couple of these techniques on you." That gets them on the table. Then ask them to think of you if they run accross someone that could use those techniques... especially if they have pretty full schedules.

Work the Cool Markets

1. Find some part-time work at a spa as an IC. (This would only work if they don't make you sign a non-compete agreement.) It doesn't pay as well, but you may find someone coming back asking for you. If so, let them know that you only work part-time at the spa, but that you're available for sessions outside the spa environment... even in their own home (if you do outcalls).

Work Cold Markets

Newspapers, Yellow Pages, etc... even "accidentally" leave your card on the bookshelf at the local bookstore in the holistic health section. *whistle*

 

[sambaxter2007]

Caoimhan,
Thanks for the great, detailed and well thought out reply!
I found that you've given me a little "food for thought" as well! t038

 

[leafie]

There are two things that might possibly be a problem with your ad.......the first is that there are no benefits listed. For the person who has no idea what Swedish, NMT, etc. are.......those words can be scary and confusing. What gets people calling is targeting their problems. If they see an ad that says "Do you suffer from chronic pain?"......they might say "YES"......and read on and perhaps be more inclined to call.

The other thing that I see in your ad that may be discouraging people, and I really hate to say this......but you are a male. Please don't think that I wouldn't call....but many people won't. It is very tough in this business for a male therapist and I think business for them grows best via word of mouth. I had a friend who advertised in the yellow pages with a business name. He got a lot of calls, but nobody booked when they found out he was a male. It took 14 months for the first actual appointment to be realized.

Unfortunately, men have a harder time in this business. I think your marketing needs to be a little different. Word of mouth and personal contact will open more people up to trying you for massage. If they are not getting a personal referral from a trusted friend, then they may need to meet you and get to know you. Perhaps doing chair massage or little seminars at businesses will give you an audience and a chance to gather names, addresses and e-mails for an e-mail newsletter where they can further get to know a little more about you and begin to trust your knowledge and professionalism and feel confident in making an appointment.

I can't tell you how MANY of my clients tell me that they could never let a man massage them. I always try to take the opportunity to try to open their mind, while not lecturing or stepping on their boundaries. But, I do think that if something were to happen to me and I referred all my clients to a male therapist, there might only be one or two that would go to that therapist. These are people who know me and trust me and I still don't think they would take my suggestion.

I don't know what the general numbers are, but let's say that for most female therapists, each time their client tells 10 people about them, perhaps just 1 will actually make an appointment. I think for the male therapists, their clients need to tell maybe 20 or 30 people before 1 will make an appointment.

Some things that I think are contributing to the lack of calls are:

** you are male
** the amount of hours you spend marketing are limited
** your ad doesn't tell people why they should call you

I'm a firm believer that at first when you don't have a lot of mouths talking for you, YOU have to be doing all the talking. I think it's important also not to be timid. If someone says "I have to call you and set up an appointment." You take out your appointment book right then and there and ask if next Tuesday is good for them. If they say they don't have their calendar handy, give them your business card and then ASK FOR THEIR NUMBER and then give them a call in a few days if you don't hear from them.

Good luck.