I’ve got a little tough love to throw your way again. So let’s talk about why you don’t have clients; why you’re struggling to get people to book with you, and therefore why you’re not making money.
Every day it seems several people are asking “how do I get clients?” “how did you fill your practice?” “what did you do to convince people to book appointments?”. But I’m here to tell you that all those answers that you’ll get from that question are usually BS, because what works for all those random people across the internet will more than likely not work for you. You’ll have one person swearing Facebook ads don’t work at all while someone else is screaming how it’s the only way to build a practice because it’s what worked for them. The same goes for chair events, Google ads, Instagram, email marketing, flyers, and any other form of advertising there is. But the problem arises in that none of these people are you; their business is not your business; their target audience is not your target audience. Stop relying on all these other people to tell you what works to get clients, because you have to figure out what works for you.
And part of that is figuring out what isn’t working! So let’s check out 5 reasons you’re not getting massage clients…
#1: You’re not investing in your business
Whether it’s marketing efforts, continuing education, expanding your knowledge on massage techniques or business strategies, or to improve your offerings and amenities; you’ve got to make the investment with your money and your time. Stop being cheap, and instead, be strategic about how you spend it; figuring out what kind of return you’ll see on that investment. Every cent you put into your business is an investment and you should have a strategy for how you’ll get a return on that.
#2: You’re discounting just to get a quick buck
Now, if you’ve watched some of my other videos on discounting, you know I’m a big proponent of taking a balanced approach. Discounts aren’t necessarily bad, but they need to be handled strategically. You can’t just throw out discounts all the time to get clients and get a quick buck. And if you’re about to say “but they won’t pay my prices” then they’re not your ideal client. Stop talking to them! Determine your ideal client and talk to them instead…ideal clients don’t have to have a discount to book an appointment, because they don’t mind paying full price because they value what you offer. Period.
#3: You’re not as good as you think you are
This may be a hard pill to swallow, but just because you think you give a great massage or have a great ambience, does not mean you do. You need to be able to take an objective look at ways you can improve; clients often don’t complain to use about what they don’t like, so it’s up to us to take a good look in the mirror. Could your space use some sprucing up? Do you need to keep your focus on your clients instead of letting your mind wander and your hands forget the important work they’re doing? Do you need to focus in more on what your clients request instead of what you think they need? In what ways can you improve to make sure you’re delivering what people expect and beyond.
And this brings me to
#4: You’re delivering a service, not an experience.
If all you’re selling is a massage, it’s difficult to convince someone it’s worth their money. If all you’re providing someone with is just a massage, then it’s unlikely they’ll come back. It has to be an experience; something that resonates with them and goes beyond just a simple service they can get at most massage clinics or spas. You don’t have to have the high-end expensive amenities; just take care of your people, in little and big ways. Be the only all-inclusive clinic in your town so all the add-ons are included if they want or need them so they don’t have to pay for upgrades. Have a nice drink and snack station. Send them home with a first-visit gift. Whatever it is, make it a bit more of an experience than just a massage.
#5: You’re not marketing
Now before you roll your eyes and say duh, like you’re doing this ad and that networking, and blah blah blah…hold up. Are you marketing or are you advertising. Big difference. An advertisement is just an offer, an enticement to book with you. But marketing is a detailed strategy of the who, what, when, where, and how of getting clients in the door. It’s not about throwing out ads and hoping something sticks; it’s a full-on strategy and plan of action that is backed by research and data. Just a couple hours ago I taught a live class to our members on writing a marketing plan. If you want in to watch the replay, check out our membership program and join now.
So if you’re having trouble getting clients in the door, take a look and see if any of these 5 apply to you.
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