Promoting: Free vs. Paid Chair Massage

[Yazmin]

Over the last two months I've been doing a fair amount of promotional chair massages almost weekly (2-3 hours per day, 1-2 times a week) at various locations, primarily the Gold's Gym that my employer is next to, in my employer's office (chiro/PT) to his patients, or at health fairs. Most has been unpaid/uncompensated as a freebie to get clients interested.

To build my private practice as well, I'm about to do more at my local health food store. I've enjoyed working with the people who've sat down in my chair, but so few of them are actually calling for appointments. I've gotten a handful of clients this way, but the time invested (not to mention the 50-minute drive each way to my work) and the slow ramp-up is really discouraging me. (I realize there are other ways to market myself and I'm working on that.)

So I've been wondering if giving away so many free 10-15 minute massages is the best approach. What if I charge $10-$15? Will the prospective client value me more? Will the people who never intend to pay for a massage pass me by, leaving room for those more serious about it? How many of you have garnered a significant amount of table clients through chair massage?

I'm thinking I could be spending my time more wisely on other marketing efforts...

Thanks!

 

[qwerty]

So you are giving away anywhere from 2 to 6 hours of your talent and skill per week for free, and seeing no return on that investment of your time? Yeah, I agree, you could spend your time and energy on other marketing efforts. My experience has been (for the most part, with rare exception over the course of 19 years) that people will seldom pay for something that you initially give to them for free. These are not the people you want in your practice (I doubt it anyway). And even chair massage that people pay for often offers little return in the way of building your table practice. There is a poster on MassagePlanetL (forget who) who has great experience in converting chair clients to table clients, yet most of what I have observed and experienced is to the contrary.

My opinion is don't give it away anymore, except for perhaps charities or service work that is dear to your heart.

One more thing I have to say, when you give away your work, it can set up an image in the public eye that MTs SHOULD give out free chair massage, and I don't think that's great for the industry.

Good luck with your marketing changes and keep us posted on what you will be doing instead!

 

[WILNA S]

My instructors beat it into our heads that we don't give away our services, because no one will then pay for it. When I represented my school (as a recent graduate) at a Women's Expo, I wasn't allowed to charge. So I didn't do chair although I had it set up, along with cards, coupons and info. And I talked to everyone. When I had them announce that I would give away a chair massage an hour, the line extended all the way through the room, probably 300 people signed up and 3 got their chair massage.

Our instructor's feeling was that no one else - hair stylists, nail techs, chiros, plumbers, electricians etc - ever gives their services for free, so why should we? At the very least, charge so that you're making some $$ for you time and effort, even if you never see them again. I *do* give certificates for a free 1/2 hr. session to various community groups and charities, I don't mind that. But give it away any other time? Nope.

 

[IronMan of Rome]

Thanks for making me feel better. Don't mean to hijack the thread, but this morning a man came by wanting to make an appointment for an hour massage the next day. He kept after me, pointing to the chair, "Can't you just give me 2 minutes so I know if you're good or not?"

I just laughed and said, "You can pay $2 for 2 minutes if you really want to know. I've been told I'm very good."

*shakes head*

He still made the appointment tho.

Let's see if he shows up tomorrow!

Emily

 

[Alan Alda]

I agree with mtnlionz. I did a lot of for free chair massage at events starting out, and got only a very small handful of clients for my efforts. I also did a number of very expensive marketing things, which also never panned out. (Most notably, an ad on the back of store receipt tape. oh my, was that ever a bad choice.............) : :

Ultimately what built up my practice, and got me great clients, was word of mouth. I give my clients a referral bonus (a free 15 minute chair massage!).

Now the only time I do free chair massage is if I have an open house at my own office, or for a charity (like a homeless shelter, where obviously the clients are not likely to pay, or be return clients). I donate my time to other charities doing chair massage at their events, and charge for the massage but donate the proceeds to the charity. I rarely get clients from this venue either, even though I hand out business cards. So I've learned to only do it at an event that benefits a charity I care a lot about, and not expect any other outcome.

I on occasion offer a free five minute massage to someone that drops in to ask questions about my business but is hesitant about trying massage. I always have my chair set up in my office, and if people call inquiring about massage and "have never had one", I often suggest they start out with a 15 minute or 30 minute chair massage, to check out my style and see if they like it.

In my office I offer a discount for chair massage because there are no linens, and it appeals to some people who have difficulty budgeting in a monthly massage - they'll have a table massage one time, and a chair massage another. So if they don't feel like they can afford the full Monty, they will still schedule a monthly appointment. Out of sight seems to be out of mind for a lot of people when it comes to self care, and if they miss an appointment, suddenly six months go by. And I have a handful of clients that come in for regular chair massage.

I also promote that I can often "squeeze" chair massage into an already full schedule so if someone wakes up hurting, I can often get them in right away, even if it's only for the chair. And it's great for lunch breaks - no mussy hair, no oil, don't have to allow time to dress and undress. So people that work close to where you practice can enjoy those benefits.

I also agree about the offering "free" massage seems to be developing an expectation, in my locale at least - there are many requests to the local school I graduated from for "free" massage for student organizations, teachers, nurses etc. I'm sure they're all very worthy people, but if I'm going to make a living, someone somewhere has to pay me...........
Savannah

 

[nomoreskyline]

Wow, several great replies already, thanks! Alas, the answers are just what I suspected.

My guess is the few people who are more successful roping clients in this way probably do their best to book people right after the chair experience, something I've not been doing so well, especially 'cause of course there's always a line of people waiting and I feel hurried. I've given my business card and a "rack card" extolling the benefits of massage to the person just getting off the chair and that's mostly been it.

Well, darn it. Guess I'll see how the two days this week go locally, as I'm committed. I'll definitely try to book clients on the spot, but if that doesn't seem to be fruitful I may give up this new gig I set up (the opportunity is 4x a month). On the other hand, maybe it would still be worth it if the health food store will put a flier of mine in each customer's bag all month long. Gotta ask them about that...

 

[Geek]

Never let people waiting make you feel that you need to rush. [...] Use the time to talk to them, find out what their needs are and educate them as to how YOU can help them and certainly have your schedule handy and ask them to make that appointment to come to your office.

Yeah, I DO take my time with chair clients, maybe too much time in a way (a 15 minute massage can turn into 20) 'cause I spend time doing the health review and asking about problems, and I am attentive to them. I should just stop feeling pressured by a line and take care of *my* needs: getting the client booked!

Also, I'm unclear as to why you are doing so much FREE chair?? I agree with Mtn - no other profession gives their work away, why should we? It's hard for others to value our work when we give it away. Do you not have the option of being paid for this work?

I'm only paid sometimes, if I'm at the pain and rehab center (my employer). The gym won't let me charge, nor will the health food store. I guess they figure I'm getting a good enough benefit by getting my hands on potential clients. Well, I'm learning that isn't true, so I won't be doing freebies at the gym and probably not health fairs any more. I'm not sure what to do about the health food store, as I'm booked for this Thursday evening and Sunday afternoon and they've publicized it (my first times there).

Lastly, you mentioned a 50-minute drive - is this from the health food store to your office? ...or do you live far from where you work? The reason I ask is that if clients have to drive 50-minutes to come see you, this could explain your low conversion rate...

I live 50 minutes from my employer, the pain and rehab center, which is right next to the gym. I was trying to recruit clients there, since their last MT was never there and didn't build up a clientele herself. My own practice is just getting started too, and I'm about to rent an inexpensive space locally so I can expand from doing outcalls and having known clients at my house (I live in a rural setting that's inconvenient for most clients, on a mile-long dirt road and with lots of steps).

 

[knoxzi]

Let's see if he shows up tomorrow!

Emily

Just thought I'd let you know. He didn't show this morning. I had a feeling he wouldn't.

Emily

 

[Sincity Lin]

Last Tuesday my partner and I took over a large, award-winning massage therapy business. There are some regular clients that come in for chair massage rather than table massage. We will be gently encouraging some of them to try table massage as well, as some of their issues are difficult to treat in chairs... but at least for now they believe in the value of massage, and that's GREAT.

From prior experience, paid chair massage is a more effective marketing tool than free chair massage. The paid events have always given me more paying clients later than any of the freebies I've done. Today I negotiated our first on-site chair massage deal with a local business. It will be modest, but will net a tidy income while letting us acquaint their employees with our services. On my way into their office today, I noticed that at least one person there is already familiar with our business, as a huge page of 50 coupons was laying in the lobby, and the ONLY coupon removed was OUR coupon! 8)

 

[Pompal 09.]

Please allow me to rant a bit...

I just quit the job I referenced at the start of this thread. The chiro kept insisting I do free chair massages (at the gym and elsewhere) despite the lack of paying clients. He asked me to come into the gym for an open house, I responded that I wouldn't be willing to give away free chair any more, he reminded me that we had a contract, and I replied with, "I did agree to be available for two marketing efforts a month, and I can adhere to that agreement. In thinking about how to proceed in a way that keeps us both happy, I've decided that I can certainly talk to potential clients about how massage can benefit them, but I will not be giving away my services any longer. This approach would keep me in line with the other offerings by NOVA Pain and Rehab, as the chiro and PT discuss their services without giving them away. To continue to give my talents for free serves neither me nor my industry. I'm hopeful you can agree that we should all be held to the same standard and respect for our education, skills and time."

I'd never used chair as a recruitment method before -- only as a paid service -- and had no idea how difficult the prospects were. I totaled up my time spent and I did a whopping 25 hours of free chair massage for them! I averaged at *minimum* 3 clients an hour (occasionally as many as 6 at health fairs), so my conversion rate of a whole 2 clients (!!!) out of a very conservative estimate of 75 served was pretty telling. Those two became repeat clients and they did refer me to several others, but still, only 2 clients garnered directly from my give-aways. :

After researching here and elsewhere, the evidence was indisputable, apparently free chair is almost never a successful way to get clients. I shared my research vie email with the chiro and he was unconvinced, responding "I do not believer researchers. Researchers do research because they are not successful in the field." I then pointed out that I was polling other therapists, not reading researchers and sent him a couple links, including this one and: http://www.indeed.com/forum/job/massage-therapist/05390c183c137e1b797b4005

If I had found ANY discussions by therapists saying how successful free chair had been for them in building their practice, I might have had second thoughts, but unfortunately that wasn't the case. Some did say that giving free chair to *qualified* prospects might work, but then walk-by gym members aren't qualified prospects. The link above defines "qualified" as, "1) Someone who is looking for a massage therapist to work with on a regular basis" and "2) Someone who is planning on paying for a massage and not looking for a freebie."

Anyway, I presented all of this to the chiro (who has an MBA too, go figure) and he still insisted I give away free chair. He wouldn't entertain other marketing approaches, like me just TALKING to people about massage and what I can specifically do for them, as Pete suggested above. The chiro argued that he'd volunteered "8 to 15 hours a week with sports teams and have built successful practices around the country this way." I countered with, "Hm, it seems sports teams and walk-by members of a gym are like apples and oranges, not really comparable. There are necessary differences in client mindset, client need, and I'm guessing the setting is different from a gym lobby."

Naturally, the chiro didn't respond to any of my good points above. And he didn't respond long enough that the gym's open house came and went (I didn't attend), and then I finally decided to quit over his resistance and the subsequent lack of communication on his part.

I didn't feel *used* until our last set of communications on this issue. His unwillingness to even consider other marketing approaches left me with the unmistakable impression that he just wanted me to be there to attract possible clients to his booth, with little regard for my time, talents, etc.

I'm giving up on the notion of working for someone else, I think I'm too mature, opinionated and strong-willed to put up with employer shenanigans, and I'm unwilling to drive 90 minutes to DC to find truly gainful employment (i.e. enough clients for decent pay). I've been talking with one of the teachers from my school and we're looking for possible office space together (or not). While the rental pickings in my price range are slim as far as the local realtors are concerned, I've been doing some networking and have some leads on possible spaces that aren't being advertised. Either I'll make it on my own or I won't, but it's time to find out!

 

[Cireric120]

Congratulations on standing up for yourself (and massage therapists). I think you handled it all very professionally. 'Your' chiro must be one happy camper to live in a world where he/she is always right.

Best of luck with your finding a new space to work. I'm sure you will and it will be awesome.

 

[Marianne]

Doing massage, even chair massage, is a cost to the MT. Your chair, education, insurance, certification and CEU's add up. Then you have the face cradle covers to launder or replace, and your TIME has a cost to you. Your travel is an expense. It is completely unreasonable for an employer to even suggest you not charge, let alone to require it.

Good luck with your own business. You'll do fine - you get it. Keep us posted so we can celebrate with you along the way!

 

[Goodness]

Thanks Pete, Gaspen and Rose of Sharon for the encouragement! I'll let you know how it goes.

As it happens one of the realtors I've been talking with called yesterday with a $200 rental space beneath a health clinic in the nearest town, utils included, 15x21', separate entrance. I hope to see it early next week. (The other space I was hoping to rent is having sewer problems and won't be ready 'til June, earliest.)

Also stopped in the new bike shop in town (a pointer I got when doing chair at the local health food store) and it seems they're interested in having someone do massage following their weekly races. Will follow up with the main contact next week.

So, things are happening!

 

[Violette]

Things are happening quickly!! Yeah!!

 

[Violent John]

Good luck on the rental space and congrats on the bike shop. Little (and big steps) are all the path.

 

[Pompal 09.]

Latest update

Okay, more things are happening. I just posted a new thread at http://www.massageplanet.com/forum/viewtopic.php?t=13104&start=0 entitled, "Renting vs. employment vs. outcalls" ... if you have the time please go read it (sorry it's so long) and let me know your thoughts.

I hope you all are having a lovely late Spring and your practices are just as full as you want them!

 

[NotInsaneINC]

Congratulations on the positive news! Good job doing your homework and reaching your own conclusions rather than knuckling under. Best wishes for your future success!

 

[maplesyrup]

Free vs. Paid Chair massage

I am a new member, having been licensed since February of this year. I am sooo glad to have found this web group. I am also having this same issue when offering chair massage. Some of the more receptive clients occurred at local golf courses during their member tournaments. Other than that, its like people think that you are willing to work for free just because you don't have your table with you. Now, I DO offer a portion of my earnings when I am working at a charity event. Does anyone else do that, and if so, what is a reasonable perceneforum.xxxe in your opinion.

 

[geegee]

I don't have much experience with marketing myself using chair massage, but something I could suggest that I might personally do, to get people on the chair but still make a profit: Pick a place or event with a good cause to do chair massages, and put up a sign saying half the proceeds from chair massages will go to that organization. Say for example, the Humane Society or Animal Rescue League.
Perhaps you could also go even further and hand out "coupons" that anybody can pick up during the time you are giving the chair massages, stating that on their first session with you, you will donate half or 25% of the price of the massage session to that organization.

 

[rhywherne]

More tips:

Collect contact info! I made up little quarter-sheet forms with my business name and space for chair clients to put:

* First and last names
* Full address
* Email address
* Phone
* Birthdate
Your info is kept private. I would like to add you to my email newsletter / mailing list. [ ] Yes, add me. [ ] No, don't add me.

Try to book an appointment with the person as soon as they're off the chair. Tell them how your services can potentially help whatever issues they have and say you have some openings next week (or whatever). Explain how table massage is different from chair and how much more beneficial it can be.

Or better yet, use your table instead of a chair! Have folks lie down on the table clothed and give them a 10 minute back (or whatever) massage.