May 19, 2016
How to Introduce Offers to Your Massage Clients (without sounding salesy)
Recently, I got a question from one of our readers and I thought this may be a question some of you may benefit from hearing the answer to. Here it is:
Brenda: How do I introduce the membership deal? Do I explain it at all anywhere? The people that sign up for the membership... is this an auto payment that gets pulled out of their account monthly?
Before I get into the details of the membership that I suggested in my post: Why I Love Memberships, I want to say that selling massage memberships is not the only way to structure your massage therapy business. In fact, depending on your target audience, your market and the type/style of massage you focus on, massage memberships may not be the ideal structure. However, instead of getting into the nuances of where it doesn’t work, let me tell you some of the situations and business models that it definitely works for:
- Markets that are saturated with Groupon deals, Corporate Massage Companies selling memberships and/or markets that have quite a bit of competition.
- You don’t necessarily specialize in any one area of massage.
- You do specialize in one specific massage style (i.e. medical massage, trigger point therapist etc.) but at least 60% of your client base will benefit from monthly massages.
- You have been struggling to keep a consistent flow of clients month after month.
Ok, obviously these are a few examples and you can always add other product or package options as you see fit. The main reason for creating the membership model is to ensure a consistent flow of clients month after month and build a relationship with those clients.
The first part of Brenda’s question is very common among therapists: “How do I introduce the membership deal?”, or in other words how do I pitch the membership to my clients. As a side note: I cover this entire process from A to Z in my Client Retention Mastery Course. The short answer to this question is: There is NO one way to pitch the membership and it honestly depends on the client’s real needs. There is however a way to decide whether or not a client is a good fit for the membership and that decision is primarily based on your consultation with your client. If you plan to base the 40-60% of your income on massage memberships than you still need other payment options for the clients who will not be a good fit for the membership.
For example: Let’s say you own a small practice that offers Swedish, Deep Tissue and Hot Stone Massage. The payment option you offer are:
60 minute massage- $90
90 minute massage $120
Monthly Membership (60 min) - $69
Monthly Membership (90 min) - $89
Simple right? Well then you have a client who comes in who has chronic migraines and needs a massage weekly. Most clients will not be in a position to pay $90/week and even $69 may be slightly too much. At this point you need to decide what is more important to you and if you truly have the skills to help this client. If the answer is yes you would want to help clients with chronic pain then you my need to create an additional payment option or discounted rate that applies. So in the example above, I may then decide to create a massage membership option for chronic pain clients that looks like this:
Chronic pain Membership (biweekly-billed monthly) $108
Chronic pain Membership (weekly-billed monthly) $216
You could also decide to create packages for your chronic pain clients giving them a discount during their treatment time and then offering them the monthly membership options once you have worked on them long enough to downgrade them.
As you can see, this is an opportunity to fit in all of your clients and reward consistency. Now as far as how to present these options verbally to your clients, here is a sample script:
[client’s name] as I stated earlier because of your [insert biggest challenge with their body here] and the fact that [insert main reason why they need massage for this situation] I would recommend you get massages every 4-6 weeks to [insert outcome of consistent therapy]. I think the best option for your situation would be the monthly membership. If you want, I can sign you up for the membership option at your next visit. How does that sound?
After you have said something like this, your client may have additional questions about the membership which you can then answer. You should however rebook your client for your next available slot in 4-6 weeks, before they have left your office.
I hope this helped clarify the massage membership process and gave you all some ideas on how to approach this successfully within your own practice.
As far as the logistics of setting the membership up automatically for your clients, simply having a page on your site with your different options and then creating a paypal ‘subscription’ button will easily allow you to track your new membership signups. Those of you interested in seeing exactly how to do this, look out for my next Google Hangout Q&A session, where I answer questions ON THE AIR.
Got more questions about this? Send me your experiences or questions and I will do my best to answer them.