Understand your client
Providing a quality service goes beyond massaging a pain away or even relaxing your client’s muscles. By establishing both the more obvious and other more subtle factors that have prompted your client to seek your services you will be more likely to establish reasons for continuing.
Get to know your client
Building a great rapport with your clients will go a long way in retaining them in the long term. Showing a genuine friendly interest in them, especially on return visits will help to foster their loyalty. When you know what presses their buttons and makes them tick and connect with their hopes and dreams you are well on the way to developing a long term client.
Educate your client part 1
You have probably experienced clients who think one massage is the quick fix it for everything! Of course reality is that when a body is continually subject to stress, hard physical exertion or chronic injury, a treatment plan or maintenance program may be needed. Once you have established what your client expects, you can offer suggestions that will meet their expectations which may or may not require a treatment plan. It is your duty to inform them of what is necessary to meet their needs. If they just want to spoil themselves while on holiday, one massage is perfectly fine. If it is relieve symptoms of stress from ongoing work or personal pressures, then a monthly appointment may be more appropriate. Again, if they have a chronic injury or are under constant physical strain or a particularly sporty then a more regular massage may be required. Whatever the case, discuss their needs, show genuine interest and make appropriate recommendations based on their requirements. Not to do so is doing them a disservice. This leads to:
Ask for a follow-up appointment
Always (yes always) offer a follow-up appointment at the time of payment. Do not simply wait for your client to call! This simple step can easily double your appointment load in a short time frame. How soon the follow-up appointment should be will depend on the nature of the condition and the recommended treatment plan as outlined above. Providing you have discussed a suitable plan with them, asking for a follow-up appointment will be a perfectly natural progression.
Establish a client follow-up system
This is particularly useful for clients who have a particular condition. The best time to re-contact your client is 48 to 72 hours after the initial appointment to see how they are feeling. If you have advised the client that you will ring to see how they are feeling they will not feel pressured. It does not need to be used to secure another appointment (although is an opportunity to do so), and is an excellent way to show genuine interest in your client. If you receive a favourable response it is a great opportunity to obtain a testimonial Just a simple “do you mind if I use that comment on my website or brochure” is all you need to ask. Follow-ups can be done monthly or even 3 monthly depending on the nature of the clients condition. If you have established a friendly rapport with them, it will not be out of place to just call to see how they are doing, ask about their condition and schedule another appointment if required.
Educate your client part 2
Sending your client base a regular newsletter is a fantastic way to remind them you are only a phone call away. A newsletter will allow you to educate them on the benefits of regular massage and keep them informed of the services you provide.
Reward their loyalty
Surprising your regular clients with a gift or treatment bonus occasionally can bring joy to both the giver and receiver. Do not think of such things as unnecessary costs, but an investment in your valued clientele. Remember it is much less expensive to retain clients than to obtain new ones. A demonstration of genuine gratitude will be appreciated and often rewarded.
Client Retention Plan Checklist
Initial Assessment
* Include stress and emotional factors as well as any physical conditions in your initial assessment.
* Ask what outcome your client expects from your appointment this can include short and/or long term goals
* Suggest appropriate treatment plan depending on their condition and expectations (remember you are the expert)
Build Rapport
* Show a genuine interest in your client. Send birthday cards, ask after their families or interests, know what is important to them.
* Follow through on commitments such as sending them info you promised.
Follow-up
* Ask for a follow-up appointment after every massage
* Establish a regular follow-up strategy and let them know will keep in touch
* Send a regular but informative newsletter
* Ask them for feedback about your services and their experience receiving them
Reward loyalty
* Send birthday cards and thankyou notes if they refer a friend
* Surprise them with an occasional small gift or treatment bonus.
Our next blog will look at obtaining referrals and the power of word of mouth.
