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Running a Successful Massage Business —
Three Building Blocks: Client, Therapist, Business
By John Vito, massage therapist and business owner

I believe the path of the healer fulfills an important role in our society. When we are caring and compassionate, we help the world become a better place one body at a time.
My Business: Body Mind & Spirit Massage
  Being a good business person means giving great massages to our clients, running my business efficiently, and treating my employees with respect. All three parts: the clients, therapists and the business are equally important and interdependent.
The Massage Clients — Consistently Great Massage
  Every time I do a massage, I am determined to give the client the best massage I can. As a beginning massage therapist I received massage regularly and got to know many of the massage businesses. That was 23 years ago. When I founded Body Mind & Spirit, my business plan was to consistently offer clients a great massage, instead of the “hit-or-miss” massage experiences I received elsewhere. At Body Mind & Spirit, we often focus on and release specific areas while simultaneously creating balance and relaxation throughout the body. We make sure we get results. Our therapists do a great job of that. When I receive massage outside Body Mind & Spirit I find that many spa therapists don’t really attend to my specific needs. I often receive a “slide and glow treatment,” but I still have a nagging pain in my shoulder. It has been my experience that if you can release the pain in the requested area and simultaneously create a great overall experience, you will keep your clients coming back.
Marketing Massage — Three Main Messages

 

My #1 marketing message is: A great massage at a great price. Our clients need a great massage. They require tension relief, especially in the neck, back and shoulders. They work hard, and don’t create enough time for relaxation or exercise. A one hour massage at Body Mind & Spirit is $78, and 1 1/2 hour is $113. Thirty percent of our business are the 1 1/2 hour sessions. When people book a longer session they notice the difference.

Our number two selling point is our location. We are in a good neighborhood with high visibility. A lot of customers come in for the first time because they see our sign. Most of our clients live in the neighborhood, or in a 5 to 10 mile radius.

The third thing we offer is a very convenient schedule. Half of our business are same-day appointments because we have 10 massage therapists available every day.
The Marketing Tools — Making the Most of Basic Strategies

 

Birthday specials
When I first started Body Mind & Spirit, I had the honor and privilege of working with Houston LeBrun, past president of the American Massage Therapy Association. She was pivotal in helping me build my business. One day we were looking at marketing and how to get more people in the door. We found that clients already came in on their birthdays because they felt they deserved a massage on their birthdays. So we started mailing out birthday cards with a discount. Ultimately we knew that once we got someone to come in and experience our great massages we would create a loyal client base.

Public relations — making a contribution
Another way we get our name into the community is by donating 35 massage gift certificates every year to local school auctions. I believe in investing in our children's future and I like to practice the law of generativity. By giving generously to my clients, employees and the community I generate good karma for myself and the business.

Brochures
We have been using Natural Touch Marketing materials since we opened in 1993. I like the look and feel of their materials. We have brochures in our lobby and outside the entrance door, where
we attract walk in traffic. We also insert our price cards in the brochures, and we add the brochures to gift certificates.

Advertising — turning negatives into positives
For years, as a member of the Massage community, I was appalled by the illegitimate “massage” businesses advertising in the Yellow Pages. Then I decided to turn my anger into positive action by creating an ad that looks very professional. So I worked with a graphic artist to achieve a layout that looks dramatically different than the “opposite side of the page.” We also advertise in a local paper which keeps our name in our clients’ minds. Initially, we tried marketing with coupons on grocery receipts and in Valpak® mailings. It brought in some people, but many of them did not return. We learned that people just looking for a deal are not necessarily our best clients.

Internet word-of-mouth
Something I am very appreciative of but didn’t create is yelp.com.
[Editor’s note: yelp.com is a website where consumers create reviews for restaurants and other businesses] We are now getting 5 to 10 calls a week from “yelpers.” Most of our 45-plus reviews are great, so when people read about the quality of what we do, and the price we do it for, they realize the inherent value. We can see from the reviews that our best selling points are same-day appointments and the consistent quality of our massage.
Simplicity pays off

 

Simplicity and perseverance pay off. In the beginning, I spent 80 hours a week doing whatever it took, and learned by trial and error. I had a strong work ethic and watched my bottom line. I never spent more than I had on office furniture or a cost-prohibitive marketing program. I kept my marketing plan simple.

Most of our clients come to us via “word-of-mouth.” Our target market are educated consumers who appreciate our relaxed atmosphere and good quality bodywork. Most of them are working professionals, 35 to 45 years of age who look for ways to live healthfully. There is a big spa in our neighborhood, which charges about twice what we do, yet so many people keep coming to us. We are down-to-earth, relaxed and friendlier than the spa. And we attract clients who appreciate that.

The Therapists — Mutual Respect

I respect massage therapists and I encourage them to take care of themselves by receiving regular massages. After they get hired I offer them a free massage to return the favor of their interview massage, and have them experience my work. I created a policy that reinforces the importance of trading with each other and they can receive massage sessions at half price. It is mandatory for our new receptionists to receive twice a month. They become familiar with each therapists' work and can match the clients to the appropriate therapist. I believe the path of the healer fulfills an important role in our society. When we are caring and compassionate, we help the world become a better place one body at a time.

The Philosophy Behind the Business
  Body Mind & Spirit initially came to me as a dream. I was walking along the beach doing some goal setting work when I asked myself "What do you want to create in your life?” I began to visualize that massage therapy would be treated for the sacred healing art that it is. In my vision, I saw a massage business where massage therapists were treated with respect, clients were getting great massage, and the business was doing great. “Wow,” I thought to myself, “This is an important vision!” Two weeks later, I was receiving a massage at a local massage business, when the owner told me the business was for sale. I bought the business and began actualizing my dream by creating Body Mind & Spirit in 1993. Now the dream is real, and it’s been an incredible honor to create what I truly wanted in my life: a sustainable business where everyone benefits.
A Sustainable Business
  I am very proud to say that we became one of the first Green Certified Massage Businesses in California in 2007. It was after seeing Al Gore’s movie , “An Inconvenient Truth”, that I felt compelled to take action. As Goethe said, "Let everyone sweep in front of his own door, and the whole world will be clean.” We took several small steps like switching to 100% recycled paper products, using biodegradable cleaning products and energy efficient lighting. Then, by reducing the massage center’s water, solid waste, and energy consumption, we made great strides in reducing our ecological impact. Being a Green Certified Business in Berkeley, CA gives us a strong standing in our community.
For more information on John Vito and his business, see: