Build a thriving massage practice: client retention

Build a thriving massage practice: client retention

If you are like me and most of the therapist's in our field you have probably come to realize that building a thriving practice in this field is more difficult than expected.  It takes time, consistency and perseverance to find enough clients that fit your personality and skills to fill your schedule.  This is the first installment of a series of steps I have used over the past five years to help my practice grow. I hope these tips will make the journey just a tiny bit easier!

Appointment flow for client retention

Greet your client as if they are an honored guest in your home

• Your client has already enjoyed an easy and excellent experience booking with you and have just entered your door for their appointment.  Greet them right away, welcome them to your space with a smile and usher them to where they need to be, offer them something to drink, ask them how their day is, let them know where the restroom is and how long they will be waiting for you to take them in for their appointment.  (of course have them fill out any paperwork needed if they are new).

Plan your session with your client to set their expectations and effectively meet their needs

• Lead your client to the treatment room and chat about how they are feeling and what their needs are.  I usually plan for 5-10 minutes here.  My goal is to find out:  how my client is feeling today, what area's of the body they would like to focus on, expectations and anything else I need to know to customize their session (heat on table, music choice/level, type of massage, pressure, things to avoid etc..).   Then I summarize things for my client before I leave the room ie.  "It sounds like we need to do a mixture of hot stones and deep tissue work with focus on your neck and low back today to help you find some relief.  And depending on how you feel after, we may need to schedule a few weekly sessions to (work on your forearms and feet) or (to help you become fully pain free from these issues).  This is a good place to educate your client and a good selling moment because next you could say something like "We offer packages and memberships that make it easy to get the treatment you need." Your client may want more information in that moment or you can chat with them about it again at checkout. 

Offer a clear treatment plan and a path for re-booking

• After the appointment ask the client how they are feeling and give them a moment to share their observations.  Share your findings ie. hips are tight and need more work but hamstrings and adductors on left side are also very tight and will require focused attention etc...  Suggest a treatment plan "I think a massage a week for the next month would help you get to where you need to be and then you could most likely go to monthly for maintenance.  If you decide to do that I would focus on your hips, hamstrings and adductors on your next visit and then we could go from there.  I have this time available again next week if that works for your schedule?"  A good tip from one of my most successful colleagues is to let your client know that they should just get on your book so that they can get the time they want and if they are feeling like they don't need the massage they can always cancel or reschedule-within your allotted cancellation policy of course.  Usually the client will feel ready for the massage when the time comes and will be happy they scheduled.  If they decide not to rebook I thank them and let them know how they can rebook on their own if they choose to do so (online, text etc...). 

Welcome and empower your client with information

• As your client leaves give them a welcome packet.  A welcome packet could include a branded card with a short note that welcomes them to your space, some information about booking and pricing options, a little blurb about what makes you/your practice unique (why you love what you do, what you do in the community, how you want to help them) and thank them for choosing you.  You could also include a small coupon to use on their next visit, cards for sharing with friends and postcards for any type of event or specials.  This could all go in an envelope or folder with your logo on the front.

Record the details of your session so that you can customize future sessions

• After your client leaves record notes for their next visit about your findings, what techniques you used, what things they like/don't like, anything important you spoke about and your suggested treatment plan so that you are on top of it for their next session. Clients feel special and considered when you remember the details and it will allow you to take your sessions to a whole new level by building on the work you have done.

Remind your client that you care beyond their visit

• If your client is new, write a thank you card right away regarding your findings in their session, your suggested treatment plan and where they can find info about your pricing options and re-booking (or whatever information is appropriate for each client).  Mail this within a week of their session.   This shows that you care, you want to see them again and it keeps your business fresh in their minds.
  

I hope you find these tips helpful!  If you have helpful tips to share regarding client retention I would love to hear them.  Please feel free to share in the comments or on my Facebook page:)
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