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One of the biggest mistakes massage therapists make in trying to grow their massage business is that they are mostly doing it the same way as every other therapist. The problem with that is, it then makes their services indistinguishable from every other practitioner in town, and they have thus created for themselves a little problem called.... competition.
Now, don't get me wrong. I don't think that a little competition is all that bad. However when it comes to directly competing with other therapists in getting new clients there will always be someone who is cheaper, has more experience, knows more massage techniques, has a more convenient location, a nicer office, has better connections in the community, is better at networking.... and so on.
When we feel like we are competing with other massage therapists it can create a sense of struggle within ourselves. We may find ourselves getting caught up in poverty consciousness and lack. We may even find ourselves living in a constant state of comparison. Sometimes we think that we have to lower our prices to stay competitive, or accept clients that we don't especially enjoy working on. Has that ever happened to you?
But the good news is there is a solution. And that is, to promote yourself in a way that immediately separates you from the competition in the minds of your prospective clients. It also means setting yourself up to stand apart from all the other therapists in your area.
But in a town full of massage therapists, many of whom are masterfully skilled in their craft, how do you separate yourself from the competition and stand out from the crowd?
How do you set yourself up as being unique, special, one of a kind?
How can you have clients coming to you rather than you chasing them?
How can you charge more for your services and have clients willingly pay?
How can you do all of that and at the same time have more joy, fulfillment and satisfaction in your massage career?
It begins by deciding to take an innovative approach and see things from a different perspective. It begins when you allow yourself to fully be who you are - quirks and all.
When you bring all of your strengths, talents and passion to your work... When you let your uniqueness shine through... When you fully embrace all of who you are and allow yourself to integrate that into every aspect of your business you will have eliminated the competition, because there is nobody in this whole world exactly like you!
This may sound simplistic….. but it WORKS!
It's also important that you fully believe in yourself, and trust that what you have to offer will be of value.
So stop right now and think about what it is that truly makes you unique as a massage therapist. What specific strengths, talents and abilities do you possess? And how can you integrate these into your massage marketing plan?
I, of course, am passionate about having your own business as I've done it pretty much all of my working life. However, not every therapist will be suited to the lifestyle of an entrepreneur.
Running a successful massage practice or business requires many skills that are not taught in the typical massage school. And just because you are a great therapist, does not by itself guarantee that you've got what it takes to be successful running your own massage business.
In my work I have interviewed many successful therapists to see what they have done differently from therapists who are struggling. I have come to the conclusion that there are certain skills and qualities they possess that truly make the difference between success and failure.
And the good news is that often these qualities or skills did not come naturally. Many of these skills and qualities had to be learned or developed over time. But if other therapists can develop them, you can too. It all begins with an honest evaluation of what strengths and weaknesses you currently have, paired with a willingness to learn.
So here are some questions to consider if you are either thinking of stepping out on your own, or already have your own business but are wondering what skills you need to develop to take it to the next level of success.
How willing are you to really put yourself out there? Many highly successful massage therapists told me that a key to their success was getting really involved in their community. They attended Chamber of Commerce meetings, Leads Clubs, and other networking events where they could connect with people in their target market.
For a very few this came naturally. For most it meant moving outside of their comfort zone. It meant accepting that this was uncomfortable and doing it anyway. How willing are you to get out in your community and promote yourself and your massage services? Interestingly enough, most therapists told me that networking become much easier over time. Some even got to really enjoy it!
How organized are you? Did you know that poor planning and lack of organization alone leads to the failure of many massage businesses?
Let's face it, there's a lot to keep organized. You have to organize your time, your schedule, your client files and records, your finances, your billing if you don't get paid at the time of service, your inventory if you carry products… Yikes! If organization doesn't come naturally to you, you might want to consider hiring a coach or an organizational consultant to help keep you on track.
How motivated are you to be successful? Many massage therapists who now have thriving businesses credit their drive to succeed no matter what to keep them going when times got tough. In every business there are up times and down times. Without strong motivation many therapists give up when the going gets tough. Sadly, success is often just around the corner. So, think about what you can do to increase your motivation and drive to stay the course until your dream manifests.
How well developed are your “people skills”? Running a business requires to you interact with a number of different people and personalities that you might not ordinarily choose to spend time with.
You may find yourself interacting with cranky clients, unruly sub-contractors, troublesome employees, demanding receptionists.. to name a few. What can you do to improve your people and communication skills? One thing is to understand your communication style and learn how you can adapt that in different situations.
There are a number of assessments and programs you can take to help you with this.
So these are some of the qualities and skills that I have found to be present in highly successful massage business owners.
And remember, with every business endeavor there are risks involved. There are no guarantees. However, with some good preparation you certainly increase the odds of being successful and creating the massage business and the lifestyle of your dreams.