| Massage therapists often have an inherent | | | | And then think about whom you can really relate |
| resistance to "selling" themselves. If you find | | | | too. Often this is based on your own life |
| yourself reading this article: Congratulations! And | | | | experiences during which you developed a deep |
| just so you know, you are not selling out. You are | | | | understanding of a situation and are relaxed about |
| providing a communications platform so that | | | | it. It's important that you can relate without |
| those who need your services can actually find | | | | judgment to others experiencing the same |
| you. That is a service in itself. | | | | situation and dealing with these people will not |
| There is a logical principle that if you solve a | | | | pose a difficult situation for you. The area where |
| client's problem better than your competition, | | | | you can develop a deep rapport, is where you will |
| under the same conditions (price, availability etc.) | | | | likely be most successful. |
| and communicate this to your potential clients, | | | | The more accurately you can define your solution |
| success (however you define this for yourself) is | | | | to an existing problem, the easier it is to |
| unavoidable. This simple statement opens up a | | | | communicate with your target market. Does that |
| whole drawer of possibilities of refining your | | | | make sense? If you know that you are catering |
| communications practice to attract more of what | | | | to senior citizens, it is easier to find out where the |
| you want. | | | | congregate, which publications they read and what |
| Define problem? | | | | other forms of communication they tend to |
| What many do not realize is that it is not the | | | | prefer. It is also much easier to formulate the |
| product or service that the client desires, but | | | | solution(s) you offer. |
| rather the feeling, emotion and sensation that | | | | The question is always: How can I improve the |
| ensues when their problem is solved or improved. | | | | client's experience in their current state by guiding |
| This should be the result of using the product or | | | | them to a future state in which they have a |
| experiencing the service. A client's problem is not | | | | better experience of themselves. |
| finding a massage therapist. The client's problem is | | | | The next question is: How can I convey this |
| that they are not feeling the way they would like | | | | information to them? |
| to. And you might have the solution to that | | | | While there are many details that can be refined |
| problem. | | | | in this process it is important to return to the |
| Here are some examples so you get the gist: | | | | original thought of: "What problem am I solving |
| Starbucks does not sell coffee, they sell a | | | | here". I find that there are primary issues and |
| community meeting place. | | | | secondary issues and sometimes even a third or |
| Mercedes does not sell cars, they offer status | | | | fourth layer that offer opportunities to provide a |
| symbols. | | | | unique service. |
| Gatorade quenches thirst. | | | | Let me provide an example. |
| What is your solution? | | | | Most likely the primary reason your client is |
| Anticipating client problems, associating them with | | | | showing up (for the first time) is that they have a |
| a demographic profile and offering a solution is | | | | PAIN in their... Probably one of the main reasons is |
| essential to being able to address them | | | | that they have not spent the time to RELAX and |
| successfully and critical to attracting that client | | | | by booking a massage they are giving themselves |
| group. | | | | permission to do so. Maybe underneath all that is |
| Every demographic has there own common set | | | | that they find themselves in a situation that will |
| of problems. Yes, everyone is different, but | | | | not allow them to take TIME AWAY from the |
| based on commonalities such as age, profession, | | | | circumstances and by visiting you they are doing |
| location and other keys we find that certain | | | | so. |
| groups have similar needs. We often can define | | | | While the primary issue is often addressed by |
| groups based on age, income, mobility, education, | | | | many: example: "relieve your pain with massage |
| employment status, and even location. | | | | therapy", secondary and tertiary layers often go |
| Some examples of the more obvious groups are: | | | | unmentioned. |
| Seniors | | | | For example: "Get immediate relief from your |
| Business people | | | | migraine headache, relax deeply and give yourself |
| Traveling business people | | | | the time out you deserve". |
| Pregnant women | | | | Now, if your communication says (and this is a |
| Athletes | | | | real example): |
| Some examples of the less obvious are: | | | | "[Name Removed] Massage Therapy is one of |
| People with fibromyalgia | | | | the more experienced massage practices in Los |
| Children with Down syndrome | | | | Angeles (located in North End, LA). I draw from |
| Runners | | | | 23 years of experience in healing work and |
| Bikers | | | | massage therapy and a strong, intuitive, |
| Shoppers | | | | compassionate, and uniquely healing touch. I am |
| Young parents | | | | versed in Swedish, Sports Massage, Deep Tissue, |
| Bereaved parents | | | | On-site Chair Massage, and Energy Healing." |
| Business leaders | | | | This statement not only requires the client to |
| Chemically sensitive | | | | figure out on their own what the benefits are, but |
| Hospice care | | | | also leaves everything open to interpretation. |
| Cancer survivors | | | | Would it not be better to say the following?: |
| What does this mean for your practice? | | | | "If you are looking for someone who will really |
| When you define your product or service, think | | | | listen to you and knows how sensitive you are, |
| about what you really provide. You may not | | | | can alleviate the little aches and pains with |
| always be able to directly call it by its name, but | | | | comforting touch and send you off feeling like a |
| you should try to get as close to describing it as | | | | new person, your should call ... for a free |
| possible. | | | | consultation. |