Today I want to talk about why some massage therapists struggle to get clients.
It has nothing to do with the quality of the therapist.
In fact, it has more to do with whether or not they are actively marketing their services. A lot of the time I speak to a therapist, and they hardly market their services at all. (By the way, just having business cards is NOT a marketing strategy)
Quick question: What is a client worth to you as a therapist?
Think about that number…
How did you calculate that number?
If you’re like most, you looked at the revenue generated by a one time transaction, and subtracted your expense for providing the service.
For example: If you charge $80 for an hour massage and average a $15 tip per hour. you’re looking at around $95 revenue for that customer.
Take into account your expenses(if you have them), driving to the client, massage table, oil, etc… your expenses are around let’s say $5 in this scenario.
That’s one of the good things about being a masseuse… Extremely low overhead.
So Right now the total profit for that client is around $90, assuming you are an independent and keep 100% of the revenue generated.
So if I asked you how much you would pay to market to get that client, you might say you would pay up to half of your profit to generate that new customer.
That comes out to around $45.
If you look at that and think, that’s a reasonable amount to pay to acquire a new customer, good for you! You are seeing the business side of the equation, and you realize that you need to pay to acquire new business.
For those of you who thought, why would I pay $45 to give an hour massage and earn half of what I normally do, I say, you’re looking at the scenario the wrong way.
You are saying you wouldn’t pay $45 to get back $90 in revenue. Where else can you double your money in an hour?
People who invest in the stock market spend an entire year trying to get a 12% return on a stock.
A therapist who is actively marketing can double their money in an hour!
If the client books again, and all of your numbers hold true, that person is now worth $180 in profit.
Would you trade $45 for $180?
I would. All day long, everyday, as many times as I could.
This is all BEFORE factoring in any revenue generated from referrals.
We all know referrals are the easiest way to generate new business.
If you’re a therapist and you don’t have as many clients as you would like, or you want to charge more for your services…
I strongly urge you to think about the LIFETIME VALUE of a client when marketing your services.
The therapist that wins is the one who is willing to pay the most for that first massage. The only way you can be that masseuse is by knowing how to market your services.
If you are a therapist and want to learn how to get clients in your local area, you can sign up for my free massage marketing mini course. It’s designed to be a crash course for masseuses who want to book their schedules full and market their practice’s more effectively.
P.S. I have a therapist in Big Bear, CA that I book for my wife and I almost every time we visit. He makes AT LEAST $400 A YEAR from us.
What would you be willing to pay for a client like me?