Advice from Two Marketing LMTs: Build your Business in a Recession

By Holly Berry, Admissions Director and newly licensed massage therapist and Jennifer Shaw, Marketing and Sales Director and LMT

While various claims about the state of the massage industry have been made in the past several months, there is no doubt that the world economy is in recession.

Massage Income: TLC Instructor Cindy Anderson has a private practice and provides massage at a local resort in addition to teaching.

For new, part-time or poorly established massage therapists, a recession means there is hard work ahead - and not hard work that can be done with the hands and a massage table. The hard work in store for therapists who want to survive during a recession is business, namely marketing.

Jennifer:

"Though most massage therapists are self-employed, they are often not business-minded people. During a recession, when everyone is thinking about spending less, the burden of proof falls to the LMT. LMTs have to answer the question: why do I need to spend money on a massage? They also have to convince people, to make them aware, that they need to be thinking about massage to begin with. Marketing is critical at this point, and it is not something you can do on a massage table. It's business."

Holly:

"As someone who worked in sales and marketing for over four years before becoming a massage therapist, there are certain practices that I think should be second-nature, but maybe don't come naturally to everyone."

Holly's Top Five

1. Always, always, always have business cards. I don't care if you are taking the kids to the pool, you find a water-proof case and BRING THOSE CARDS.
   


2. Yes, you do need a website. Even if you set up a simple landing page that lists your contact information, hours, and the services you provide. If I can't find you on the internet, you don't exist to me.
   


3. Network! You are a business owner, which means you can gain value (and customers!) by speaking to other business owners. There are a million-and-one opportunities for this. The Outlaw List and Holly's Hot Happenings are two good Austin resources for upcoming events.
   


4. Ask for referrals (and you better already have a referral program!), ask for the next appointment, ask them to post a review of your business, ask how you can improve your services (preferably anonymously), and ask for business when you meet someone new.
   


5. Get personal. Write hand-written thank-you notes, birthday cards, session reminders. Take detailed session notes that show you're paying attention. Take the time to write out a recipe or teach them a self-care exercise or add that extra touch that shows you care.

Jennifer:

"Whether you are just starting out or have been working in the massage industry for a while, consider this. The recession will end. The economy will revive. This will pass, as they say.

Massage therapists need to be careful that they do not pay later for the decisions they make now. For example, taking a part-time administrative job will not do anything for building a client base. Adding a regular chair massage gig or picking up a part-time massage job at a gym are better ways to build clientele and increase income at the same time."

If you are interested in meeting new people and learning the basics of networking, join Lauterstein-Conway for its first Find Your Massage Therapist Networking Event, Friday, June 12th from 6:30-9 p.m.