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CLIENT HUNTING IN TOUGH TIMES
Copyright 2003 M. Johanna Powell
The client search goes on and on. You can never, ever have too many clients. The perfect situation is to have a waiting list of clients you can call when you have a cancellation. However, every therapist goes through some tough times, some when they are starting out, when illness or family requirements must take first place, or when the economy is a bit shaky.
Always is when you want to look for clients, but you especially want to do an active search when times are slow. This is a perfect opportunity for you to review your schedule for the past few months and find when your slowest time slot has been. Your slowest time can become your marketing time. You can schedule speaking engagements, write articles for publication, prepare mail- outs, do volunteer work or anything else you have been putting off because you didn’t have the time. Keep this time slot in the front of your mind and focus on filling that specific time with clients. (When you are successful, you will miss the old slow time!).
1. Target the client you really want. Don’t just look at what you are currently doing but look at all modalities you are trained for. Are you especially gifted regarding the feet, head or hands? List the body areas you really enjoy doing, the modalities you are most comfortable with, the modalities that offer the most challenge, etc. Then do the same for the things you most dislike. Your lists should give you insight into where you can really make a difference for clients and be happy doing what you love. Where do these clients live, work, eat and exercise. Listing these answers will give you some ideas of how to get your information out to them. It may be through flyers, community advertising, hospital gift baskets, new family gift baskets, etc. Targeting the exact client you want makes your marketing much easier on you and much more successful. “Everyone” could use your help, but you want the client who will be a weekly or monthly client who will refer all friends and associates.
2. Concentrate the majority of your search for new clients in your local area. Clients on the fast track like to go where it is convenient for them. Review your current list of clients and send a “Refer a friend in the next 30 days and get $20 off your next massage” invitation. Visit and meet with the manager of any retirement communities, perhaps offering a special day just for seniors during your slow time or add an additional service like pain reduction lotions for your regular price. Most retirement communities provide transportation, so you could offer a group (5 or 6 people) 10- minute neck and shoulder massage which would take approximately an hour and a half. The group could become your best referral source. You may offer a special stress reduction massage for those who have lost their jobs. Get to know your local area well and never, ever be without your business cards. Talk to grocery cashiers & sackers, UPS people. If it has two legs and moves, it may be or know a client.
3. Change the message on your answering machine. Put the kind of massage you specialize in on your greeting. “Hi, this is Johanna. I’m busy right now doing an aromatherapy massage on a relaxed and happy client. I appreciate your call and look forward to talking with you so please leave a detailed message, phone # and name and I will return your call as soon as possible so we can schedule your time.”
4. Write the phrase “There is an abundance of clients” on a piece of paper and post it where you can see it and repeat it to yourself every opportunity. It will help you keep a positive outlook and watch it come true. When we look worried or unhappy, people tend to shy away, so a positive outlook is business savvy
5. Knock on doors so to speak. This may be the perfect time to join a breakfast club, Chamber of Commerce or other networking group. Your physical presence will result in referrals. Everyone likes to do business and refer someone they know something about.
6. Be willing to offer different kinds of services.
Any time your add a new or different service is a marketing opportunity. Print flyers detailing the service and benefits. Mail special notices to your client list. Post a notice in your location’s mailbox area.
• 10 and 15 minutes shoulder and neck massages
• Aromotherapy blends
• First time specials
• Offer free educational seminars on your modality or massage in general. (Community newsletters often print free seminar information without charge)
7. Don’t be wearied by rejection. The more noes you get out of the way, the closer you are to “yes, schedule me please”! |
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