Massage Therapy is a personal business; as such, providing excellent customer service is essential. Building repeat business is a necessity for building a base of loyal clients, whether massage therapists work for a spa or for themselves.
There are two marketing philosophies that everyone in the massage business should know and adhere to. The first is that keeping a client is cheaper than acquiring a new one. The second is that a happy customer will tell a friend about your business, and an unhappy customer will tell 10.
These two concepts are the keys to providing excellent customer service and developing repeat business.
Loyal clients are key to your business success
Although it may seem odd to break down a personal service to pure profitability, it is a basic business principle. If your business spends $2,000 on an advertisement and 50 new people set appointments, each one cost $40. If the charge for service is $65, the profit is $25. Seems simple, right? If half of those people make new appointments, those appointments cost you nothing. As they make more appointments, the average cost of acquiring those loyal clients diminishes further.
Lifetime value of a client
At the core, knowing the difference between a customer and a client is vital. A customer is someone who comes in once; while a client is someone with whom you develop a business relationship, is loyal to you and sends referral business to you. Here’s the great thing about referral business: you didn’t spend any money to get them through the door.
Dealing with unhappy clients
If a person tells you they did not enjoy their massage service, it is important not to be defensive. Try to take it as constructive criticism. Apologize and find a way to make it right on the spot. In the era of social media, you may face negative reviews. It is important that you show you take action. Addressing the issue can turn a negative into a positive.
How to turn customers into clients
- Communicate with the client to determine what they want.
- Give the customer you’re with your undivided attention.
- Keep your space clean and well-organized.
- Pay attention to details and personalize the experience.
- Acknowledge clients and let them know you appreciate their business.
- Thank clients who make referrals.
- Price your massage service competitively and fairly.
- Go above and beyond to provide the best experience.
Are you interested in a massage therapy career?
Working as a massage therapist can be a rewarding and exciting career. First Institute offers hands-on massage training programs to help you on the path to a career you’ll love. For more information, contact us today.