There’s good news and bad, according to the ABMP 2011 consumer survey. In ABMP’s July/August issue of Different Strokes, an awesome pie chart showed that 35% of surveyed massage clients stopped coming in due to cost, 26% didn’t feel they needed it, and 25% were too busy. Only 8% felt they weren’t getting enough benefit from their sessions.
Good news!
Why? Clients believe massage works. You don’t have to convince anybody who’s had massage that it is good for them.
The bad news is that many of you know firsthand that clients have quit coming because there is less money to go around. BUT. You can bring them back — at least some of them.
Before you do anything
Look carefully at your income needs. Do not give away the farm. Really consider what you can afford to offer. Once you’ve looked at that, proceed.
Four ways to get them back
1. Packages are one way to get the cash you need up front. But for a client, coming up with that amount of money can be daunting. Try this. Cut your rate by a certain percent if clients agree to schedule their twice monthly massage for, say, 3 months running…even if they don’t lay out the money ahead.
2. If a client doesn’t schedule their next session on the spot as usual, go ahead and ask if cost is an issue. If it is, offer shorter sessions, combined with less frequency, if necessary. You can’t stay afloat without your clients, so do what you can do to keep them. When you offer them a way to keep getting massage, they will feel valued — which they are.
3. Some therapists offer a discount for clients who come in during slow times. Say you have a hard time filling your schedule before 4 pm during the week. Have an “office hour” special. Or run a special massage promotional when your business slows during September or around the Thanksgiving and Christmas holidays.
4. Don’t offer the same discount to everyone. Send an email or postcard discount offer to clients you suspect may really need a break, or who you haven’t seen in a while. If they come in, have a frank, but gentle discussion. Maybe you can work out an affordable way for them to keep getting the bodywork they love and need.
Okay, you all. Let us know — what’s worked for you?
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3 users commented in " Why Clients Don’t Return and How to Get Them Back "
[...] the results of the question, “Why haven’t you returned for massage?” from the ABMP 2011 Consumer Survey. I wrote about ways to help clients who said they had stopped getting massage due to [...]
I have used #1 since I started my practice 6 yrs ago. It works in several ways. I allows them to have their “regular massages”, which technically makes my job easier, they feel physically better and they get used to regular massages. Then it is harder for them to let go when their body cries for it. More recently, I have used #2 for several clients who have upper back and neck tension – offering 1/2 hour sessions makes it more affordable to come more frequently and stay in shape. I work on only the areas they need it the most. Win-Win. #3) And a couple times recently, I have sent emails to people I have not seen in awhile letting them know that next week I have “blank” openings. If they can fill them, I offer a discount. 10% have called for an appointment during those times. That is pretty good turn on the investment of time and email is very inexpensive. Don’t over use this one – I believe it would lose its power if done every week. So Guess I am ready to try #4.
Hi massage in Lenexa,
I bet your practice is doing just fine. It sounds to me like you have struck a balance between charging a fee that keep your business viable and really flexing so clients can continue to get the benefits of your work.
Kudos on responding creatively to the challenges of having a practice!
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