Cash for Clunkers
I have what the late great Ann Sweeney, my wonderful mother, called “the gift of gab.” I got it from her; she always said it was our Irish heritage. Wherever it came from, I can’t disagree; my wife and my staff will tell you I am rarely at a loss for words. That doesn’t mean they’re always the best words, mind you, but I’m not usually left speechless.
Earlier in my ABMP career, I spent a lot of time on the road visiting massage and bodywork schools. I still do on occasion, not nearly as often, but it’s still one of my favorite things to do for ABMP; I really enjoy the energy present at a massage school.
One of the fun parts about visiting a school is speaking to a group of students. I always enjoy interacting with those about to enter the field. I particularly like to find out what their plans are after graduation and how they intend to market themselves. I start by informing them that by attending massage school they are embarking on a career in sales. This usually gets a few funny looks. I then explain that you are going to ask someone to come to your office, take off their clothes, and give you $50 (or more). You better be good at sales.
While the auto industry gets a little CPR this week from the cash for clunkers promotion, I’ve been thinking about the massage therapist as salesman/saleswoman. No, you’re not kicking the tires on old cars and asking people to overlook the damaged bodywork around the fender, but you are compelling people to address their bodywork. And like a car salesman, part of your job is to help the client understand how their life can improve by upgrading. They extol the virtues of leather seats; you educate them about unwinding fascia. What does your sales pitch sound like? Are you comfortable explaining who you are and what you do? Can you explain why that person you just met should come to your office, take off their clothes, and give you $50?
Great article, Les, and you are right. We don’t have enough classes about it in school and there may be only one chance( and that may conflict with other classes) to take one at conventions. I will add more classes to the Festival program to try and help therapists with their sales abilities.
Thanks!
Comment by Mike Hinkle — August 5, 2009 @ 12:38 pm
i agree this is a great idea this needs to be addressed while they are in school also. i am planning on taking some public speaking classes who know maybe i”ll start a class to help massage students.
Comment by debra chalmers lmt — August 8, 2009 @ 2:12 pm
This is interesting concept, Les, comparing what we do as MT/MP as to that of a salesperson. Having 19+ years as a retail sales/manager as well as inside sales Account Rep for a major telecommunications organization, I have to say, my sales background has helped me tremendously when I made the decision to “quit corporate America” and go it alone as a sole proprietor of a massage practice. I have been able to open doors for myself and speak with individuals as well as business owners about what I do without hesitation. Being articulate can take one far in this business…after all…we have to begin somewhere and selling ourselves to others about what we do as MT/MP’s is the first step! Maybe there should be more curriculum added to the training to assist massage students in this area so they are better prepared when they graduate and move on to start their careers in the industry.
Comment by Donna Diakite — August 9, 2009 @ 9:58 am
I find the comparision made is straightforward, frank, and right on target. Being able to sell yourself does require a certain finesse and being able to talk to anyone smoothly. I have always believed, especially since I too, left the corporate world to enter the massage world, that you are first and foremost selling yourself. YOU are a key element in success at massage. We are all taught technique, which evolves into our own versions, but if a person does not feel comfortable with you, they are not going to disrobe for you and touch them in a most intimate environment. I also think this is learned alot from experience and confidence, but some structured practice and education while still in a school setting would be very benefificial; I had very little in the school I attended, and a directed study in this area would add a sometimes-strongly-needed aspect of the business of massage to future therapists.
Comment by Doris Gilkey — August 9, 2009 @ 11:09 am
Your comments are spot on. I also came from the sales/corporate world. I am amazed to find many therapists outright indignant when I remind them that doing fairs etc is ‘Selling Massage.’ It’s as if they believe selling is beneath them! In an ever more competitive market refining your pitch and delivery are no longer luxuries but genuine necessities.
Comment by Ruthellen Wood — August 10, 2009 @ 1:48 pm
Yes…in a way I can see that. When it comes to my clients though, I don’t internally feel I need to sell them anything. I more so love to educate them about what is going on in their body, and let them know this (what ever I specify) is what they need and will benefit from the most. I am 100% honest, and sincere, and I guess you can say that is a way of selling, but I like the honest straight foward approach..
Comment by Vanessa Marquez — August 11, 2009 @ 11:37 am
Hi Les,
Great article! Marketing has been and always will be an integral part of any business, Massage therapy or otherwise. We’ve found a very successfull marketing method has been to focus on providing education/information to your clients with a subtle call to action. If done right this usually results in them calling you for business as a trusted advisor. These methods are best when mixed with on/offline methods. For example on mother’s day this year a simple email marketing campaign generated over 20K in extra revenue for one day spa. Sure beats placing ads in the paper and much more effective..
Tim Hansen
Internet Marketing Consultant
http://www.proactivemarketing4u.com
Comment by Tim — August 11, 2009 @ 2:10 pm