UpClose & Personal - Ralph Stephens

Realizing that preferences in food are quite subjective, I ask you
this rhetorical question: Who can make a better hamburger than
McDonalds?
Answer - anybody.

But, who markets hamburgers better than McDonalds?
Answer - nobody.

So what does this have to do with chair massage?

First it means that, if you chose to do so, you can give a better
seated massage than the typical chair massage operation in your area.
However, knowing how to perform the best massage around does not in
itself mean you will be busy. You must promote yourself in a way that
creates demand for your services. Being the best you can be as a
therapist, continually growing and striving for excellence will
provide the foundation for success. The world will beat a path to a
better mousetrap, or in this case a massage, but they have to know
about the better mousetrap and at least the general directions to
find it before they can beat that path to it.

In most of the business world, mediocrity is usually cheaper than
excellence. However, in massage, I see the worst and the best
therapists charging almost the same fees. This is especially true in
seated massage where the standard has been a dollar a minute for over
10 years. To cut prices is not the way to gain more business in a
health service profession. People often do not trust their body to
the cheapest doctor or therapist. Therefore, with price taken out of
the equation for the most part, the issues of quality and promotion
become much more important and influential.

Dedicate yourself to becoming known as the best therapist around.
This only requires effort. Do not hang out with unsuccessful massage
therapists unless you want to be one. Do not have failures as your
role models. Network with the best therapist in your area every
chance you get. How do they do it? What do they do different than
you? Receive their work. What are they doing that is better? How can
you improve on what they do?

Becoming the best you can be at your profession is, of course, an
ongoing process throughout your career, as no one has ever learned
all there is to know about this profession. (Or any other profession
for that matter.)

Present yourself as the best. Not in an arrogant or egotistical way,
but in a calm, confident manner that instills trust and creditability
with potential clients.

Keep you advertising clean, clear, easy to read and professional
looking. Market to the class of people who can afford you regularly.
You can spend a lot of money on advertising. Most massage therapists
do not have the money to invest in a huge media campaign, especially
if you are just getting started. There is a way to get great
advertising that costs you little more than your time.

Network in your community. Become involved in organizations like the
Chamber of Commerce, your church, Rotary, Lions Club, etc. Do not
just join. Become active. Get on committees and go to meetings. This
is how you meet and interact with other professional people in a way
that establishes creditability for you and your business. Most cities
now have Professional Women Network Organizations. If you are female,
these are good groups to associate with. Establish yourself as a
professional in the eyes of your community. You will get out of your
community what you put into it. If you support your community, it
will be much more likely to support you.

Massage is a personal service that is best promoted by direct contact
with potential clients or employers. Getting involved with people and
showing you are dependable, capable, knowledgeable and professional
will put you ahead of the average massage therapist. Then, when given
a chance to provide seated massage, your investment in learning
advanced therapeutic techniques will insure that you exceed people's
expectations. Now your clients will become your best source of
advertising and you will soon be working as much as you want to.

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