Scary times

[Sharry510]

I remember my friend, who, when encountered with a slow season, would get so depressed and seized up with fear she'd climb inside her little cocoon when a week or a few days would go by with no business... now, I آ see her seeing 12-15 clients a week in her slow season. آ Apparently, something snapped her out of it!Here, in my slow season, I am averaging 5-10 a week, and when I used to be just slightly ahead of her in numbers, she seems to have now passed me up. آ Now I am averaging less than her.True, I did have a car accident almost two months ago, and I haven't advertised for about 6 weeks, so I realize 5-10 clients with no ad out is not bad under the circumstances, but it wasn't enough to make my rent, and now I have to pull myself back up. آ In my slow season (June is my worst month), it's going to be a long walk uphill. What have you done in scary times to get you through? آ I have been sending out some postcards to past clients offering a substantial limited time discount, sent out bulk emails to those that signed up for my email list, and I re-ran my ad, which begins running this week. آ I have been reading and re-reading my marketing books also, and combing the internet for ideas.  What else can I do?  Is there a better way to prepare for the slow seasons before they hit?  What do you all do?

 

[Justin]

My slow times almost always seem to be Jan. ( people have overspent during holidays) and mid July through mid August (last minute vacations and back to school.)  The first couple of years of my massage career I was very distressed and wondered if I would recover, then as years went on I recognized this pattern.  I try to have an ace in the hole for these times.   I'm a diligent saver the 2 months prior to these slow months.  I make sure when I'm at the salon during these times that I have materials for independent study and I do a lot of reading and studying.  I also use that time to repaint my room.  I've started scheduling a few vacation days for myself during those months, as well.  I use January to start marketing Valentine's Day gift certificates and I use July/August to market massage as "an excellent summer stress-buster to cool off" and use more eucalyptus, peppermint, biofreeze, etc. and keep plenty of cold teas, iced water, etc. and cool colors and Caribbean music in my massage area.  I'm always looking for new ideas to implement during those rough times.

 

[max jerry horowits]

Hey, why not approach this in a new direction?  When we focus on what we don't have, it can create more problems.  The book "Creaing Affluence" by Deepak Chopra is very inspiring. You might even find it in your city library.  I highly recommed reading his book, it has opened me to many possibilities and has assisted my income.  And meditation always helps too!

 

[Pompal 09.]

Scary times

Traci,I asked this question here ages ago in a thread called 'summer slump'. I got lots of answers, some placatiing... which angered me. I don't know why... I guess I was looking for a golden clue. Now here we are a year or two later & the 'summer slump' will be on us again in Arizona. Here is what I am doing right now to prepare for a more affluent summer:I have been planning a Client Appreciation month in my head for quite a while. I am going to send out postcards & e:mails about it. I am going to make multiple massage in the summer a very attractive thing to my clients! It is turning out to be more of a client appreciation season! June will offer a substantial discount, July a free upgrade, etc, etc.Its also tempting to revisit the 'give to get' strategy that I did in March. In retrospect, it would have really filled our books over the summer & made a nice impact on business at that time.I have also gone ahead & scheduled myself a real vacation! I haven't dared do it in the past couple of years over summer time, thinking I would miss out on some valuable opportunities at a time when business is generally slow.good luck to you (and us all!) in our 'down seasons'.Jill/Sagetherapist

 

[roar_y {~[GCH]~}]

My slow season is mid July-Mid August, and this year I'm taking a vacation!But in years past, I used that time to heavily market my chair massage practice: it's fast and easy on the working parents, and I highlight the "weekend warrior" aspect of summer. One year, I offered a $10 "kids need massage too" - special, where I set up my table in a shady spot at the park and rec, and gave 15-20 minute massages to kids and their parents.  I was surprised how many kids wanted to try massage - and how many parents were more than willing to pay for it. I think I ended up with 5 or 7 regular clients out of the deal, too, once summer was over. Plus, teaching kids about "good touch" and the wonder that is massage therapy can only be a good thing. (Get 'em hooked while they're young  )The important thing is to always have in mind who could benefit from massage (almost everyone) and how. What about approaching the local pool about setting up there? Or the beach? or summer camps? Or if you don't want to deal with kids, find out about the local fire department, or police department, or anybody else whose job gets a little stickier in the summer heat. Bring a table or chair, and offer inexpensive trial massages. You'll be surprised how quickly you can generate business this way.Good luck!

 

[Peter J]

Something that I tried just this year is sending out birthday letters.  This doesn't apply to just down times but year round.  I'm in the process of building my two year old business and this has been working.  I've been seeing people that showed up just once, come back on there birthday month and have rebooked again.  I offer them $10.00 off their massage for a birthday gift and only give them 30 days to use it.  So come up with a nice letter, include a coupon, and reap the benefits.Good Luck!

 

[dancergirl]

Scary times

Hi.Looks like we're all sort of thinking the same.  If you can figure out when your slow times are, then you really can plan ahead somewhat for vacation, study-time, catch-up or "specials".  Personally I think vacation is the best.  Here in the States, we never take vacations like we should, and many therapists just don't have the extra cash to do it right, but if you plan ahead and prepare your clients for it, you can really make it work.I have done this in the past by actually locating a therapist in my area who charges just slightly higher than I do and using that person as my referral while I am gone (of course, I work it out with the therapist).  This actually does two good things.  One, is that your clients actually get a chance to test out someone else without feeling bad about it, which many times makes them all the more happy they are with you, or, they actually wait until you get back - telling you all the while on your return how much they needed you while you were gone.  It really is sort of nice to get the input.  Of course the fact that another therapist is slightly higher in cost also pretty much assures you won't have your clients swamp that therapist, leaves the client feeling "taken care of" even during your absence because they have a safety net, and it gives the added benefit of your client feeling they are getting more "bang for their buck".I send the information out about 1 month prior to my departure from the office (which means you will get a number of people who feel they must    schedule an appointment before you are gone - extra boost in income)  -  informing clients it is time for me to rest my hands so I can rejuvinate in order to better help them in the practice.   Then when it is time, I leave the other therapists name on my answering machine and forget about business for a while.Be it a long or short vacation, it is good for us to get a little rest. :

 

[Ginny]

Hi Traci,Let me start by saying if you need a vacation, this is a great time of year to take it.  Recharging your batteries can do wonders for how you feel about yourself and your practice.     While massage therapy can have it's seasonal ups and downs, nobody said you have to just accept it and wait for next month to happen!  Now is a perfect time to work on reactivating inactive clients and bringing in new clients.First, let's try to pick your spirits up a bit.  If you like a really upbeat great motivational speakers/authors check out anything by Anthony Robbins.  Or if you prefer someone who is less "rah-rah", then you'll love Brian Tracy.  Your local library should have books or tapes by either one.Next, send out a reactivation letter or postcard to any of your clients you haven't seen in 6 months.  Pick a special offer that you feel comfortable with.  Something like $10 off an hour or $15 off a ninety minute session.Now, here's  a couple ways to generate some new clients at little or no cost to you.* Send a letter to your clients announcing a referral contest.  Each person they refer to you during the months of July and August counts as an entry into the contest.  Winner gets a free 60 or 90 minute massage.  (When my clinic ran this contest one year, it generated 9 new clients and 5 reactivated clients in a month).* Send out a birthday letter to your clients with a birthday this month.  Offer them $10 off an hour massage.* Talk to the owner of a complimentary business (hair salon, personal trainers, accupuncturist, etc.) about doing a Customer Appreciation Day for their customers.  You offer 5-10 minute free chair massage at the event (if people want more, charge $1/minute) and give each person you work on a coupon good for a free 1/2 hour.  Or if that's too much to give away to attract a new client, make it $10 or $15 off their first appointment.The complimentary business looks great in their customers' eyes with having the special event & chair massage.  You score points with them so they are more likely to ask for your help again.  You could gain new clients and the only thing it costs you is your time.Best of luck,Michael

 

[Rob S]

Scary times

 Now is a perfect time to work on reactivating inactive clients and bringing in new clients.

First, let's try to pick your spirits up a bit.  If you like a really upbeat great motivational speakers/authors check out anything by Anthony Robbins.  Or if you prefer someone who is less "rah-rah", then you'll love Brian Tracy.  Your local library should have books or tapes by either one.

I read all my marketing books and a kind of spiritual book during that time.  This helped inspire me to become active in my prosperity rather than wallow in my self doubt.

Next, send out a reactivation letter or postcard to any of your clients you haven't seen in 6 months.  Pick a special offer that you feel comfortable with.  Something like $10 off an hour or $15 off a ninety minute session.

This is exactly what I did!  I mailed postcards to 100 of my local clients, and many not only came back after a long hiatus, but also upgraded to a longer massage, and two also purchased Gift Certificates.

* Send a letter to your clients announcing a referral contest.  Each person they refer to you during the months of July and August counts as an entry into the contest.  Winner gets a free 60 or 90 minute massage.  (When my clinic ran this contest one year, it generated 9 new clients and 5 reactivated clients in a month).

This is an awesome idea!  I think I am going to try and develop this one, and maybe some others!  

 

[Araz]

Hi!What about hosting an "open house" day at your clinic?  Offer tours, refreshments, goodies, hand out cards, pamphlets, etc.  It would give members of the public and other health professionals in your area a chance to check out your facility and services and meet you and your staff in person.  Those who have been apprehensive about coming in for their first massage treatment can safely visit and ask questions.  Potential referral connections could be made with Physicians, Chiros, etc.  You could advertise for this event in your newspaper, distribute flyers in your area, announce it on the radio as a community event,  or even send out some invitations.    I think you'd be doing some valuable networking and likely gain some business.