| I have spoken a lot about marketing in the past | | | | serious talk time by me.) To cut a fairly long |
| few months in the most direct way. I've | | | | story short he realised that a major percentage |
| mentioned your target market also and how | | | | of his clients were never to be seen. I mean up |
| important it is to know who your clients are. | | | | to 48% never came back. |
| There is one thing that I have not spoken to you | | | | Why? Because he hadn't identified his target |
| about and I think it's time I said it. It's really | | | | market properly, what they really wanted or |
| important and something you must know before | | | | worked out how to educate them to come back |
| I continue giving you good information about | | | | to continue with a treatment 'program'. After our |
| marketing tips. | | | | meeting he realised that he had to know who |
| Getting to know who your clients are is essential | | | | was coming through the door and why, and if he |
| because you can't create an effective marketing | | | | could increase the amount of times they came |
| message if you don't know who you are | | | | back. |
| marketing too. Okay, that's established. But really, | | | | Now you and I both know this isn't an exercise is |
| you've got to take a step further. | | | | getting clients to come back if they don't need to, |
| This next step is keeping up to date with who is | | | | but I'm not talking about clients who are ok. I'm |
| coming to you and why. You see in order to be | | | | talking about clients with chronic muscular |
| successful you must keep the "finger on the | | | | dysfunction that needed to come back but didn't |
| pulse" of your massage business. This means you | | | | know they needed to. They were not being |
| must know what types of people are coming to | | | | educated. |
| you, how long they want their treatment for, | | | | After our meeting he then implemented a plan |
| what they get treated for and if they have | | | | (with my help) to increase the number of times |
| successful results. | | | | they came back, thus getting better results from |
| The main reason we have to do this in our | | | | the massage treatment, and as a consequence, |
| practices is because having clients means knowing | | | | referring more people to him, because they were |
| them. And a huge aspect of that is to actually | | | | better educated. They were better educated |
| know how many of them are repeat business, | | | | because he realised there was a gap in his client |
| once-offs and casuals to intermediate clients. | | | | identification process and once fixed his once-off |
| By dong this simple analysis will show you exactly | | | | clients dropped to 20%. |
| what type of massage business you have, and | | | | And hey, this isn't rocket science, as the saying |
| gives you the chance to rectify any potential | | | | goes. This is about knowing who's coming, why |
| flaws lurking about, such as 40% of your clients | | | | and how often so you can keep better tabs on |
| you never see again. Wouldn't you like to know if | | | | your practice and reap the rewards of success, |
| that is actually happening? It sounds funny to | | | | as you deserve. |
| think you wouldn't know something as important | | | | Take time to do this every week, so you don't |
| as this. | | | | get behind. Just half an hour to write down who |
| I'll explain. | | | | you treated, for how long etc. It will give you |
| A client of mine, a very good Therapist who has | | | | better and more effective control over what's |
| a thriving practice in a busy inner city suburb and | | | | happening and be able to make better decisions in |
| has several staff has been running for 13 years. | | | | the long run. Success will come faster. |
| This lovely guy thought he had it made. (I knew | | | | Good luck! |
| just by looking at him that he was in for some | | | | |