Embracing Competition To Build Your Massage Therapy Business

Shifting Your Business Building Paradigm

Competition helps businesses and industries grow.  It's a positive force in any business environment although it is hardly ever seen that way.  

But think of it for a moment, saturated markets provides a working model for new businesses.  Simultaneously, it stimulate the demand side of the market.for the particular products or services.  

Competition enables choices and a wider range of selection.  It moderates prices and can even self adjusts to inefficient operations. Competition is essential to a robust market environment. 

If you read the previous blog post you would already have the answer to the question; "why buy from me?"

If you have that answer now, you can see how you can be more prepared to enter the market and stand out from the competition.  

This is an essential step, whether you are operating as an individual, or an established business you must formulate a unique selling proposition with a strategic business model.

To understand the concept of competition in marketing your business, consider a pie the total market.  Assume it represents all the massages that take place in your particular market place.  Now see that pie sitting in front of you on a table.  Can you eat it all?

For normal people, the answer is absolutely not, eating a slice usually satisfies their hunger.  The reality is that every industry is like the pie.  You are vying for a share of the market, a piece of the pie. .


We agreed that you couldn't and maybe even won’t eat the whole pie.  What if from that big pie you cut out a slice with the pink frosting?  That's what you do when you identify an attractive niche in your market.  You cannot have it all anyway. 


The piece you cut out is still more than you can eat but it's all you want.  This is your massage therapy niche, you have just reduced the number of potential clients you could approach but you have also drastically reduced the number of direct competitors in your market.  


You may be the sole player in that particular niche.  Your competition will certainly be limited. 


Now let’s introduce a cooperative element into your marketing.  Remember the left over pie.  


Think it's possible to tap into the larger segment of the massage therapy market?  If you have already carved out a niche for yourself, do you think that other massage therapist will cross paths with some of your perfect clients?  


What if you were able to get them to refer these clients to you?.  


Definitely counter intuitive but consider the advantages of being able to cooperate with other genuine massage therapists: You will have 

§  Qualified referral to your business because of  your positioning as a specialist.  You can offer to reciprocate or pay a fee. 

§  A wider variety of skill sets at your disposal  when you refer your clients to their services which you don't perform. 

.

§  Benefits of focusing on your core area of expertise to consistently produce  successful results  

A cooperative strategy will require that you become familiar with a network of other massage therapists. 


This is not possible if you are still insecure and believe that the market is small and clients are limited.  It will not happen if you don't know your specific target market.  It certainly will never happen if you continue to think that you should own every massage client.  This is what one professional had to say:about massage therapists and competition. 


Competition is a reflection of your fear.  You fear that there won't be enough clients for you or that you have to take clients away from everyone else in order to be successful.  Online Quote


That's why you were asked to focus on yourself first. It is the reason why you should formulate a  unique selling proposition before ever looking at the competition.  It allows you to easily decide on your target market, identify your real competition and develop an efficient business model.


Becoming cooperative instead of competitive is one strategy but that’s only one.   


There are many ways to grow a business in a competitive environment.  The most important and I might add no cost way to attract clients is to develop, use and live with a unique selling proposition.


This is so important to your business that the next post will delve into how you come up with a unique selling proposition for your massage therapy business.  

Why Do So Many Massage Therapy Practices Fail?

Rewards For Your Thoughts

No comments yet.  This blog is starting to generate visitors but no comments.  It does take a more compelling reason to comment on something that you are passionate about.

Today I want to add an incentive for comments.  Anyone making a comment on this blog will receive a free gift.  

This is a special online pdf ebook written by a natural healer in India.  It covers cures and natural healing techniques.  This free gift is offered on my site for sign ups, just for commenting you get it here. 

As should be obvious by now this blog is focused on Massage Therapists in Trinidad and Tobago but the tips and information provided here can be used in any country or location.  Anyone is welcome to comment and get the free gift. As soon as the comment is approved you will be provided the link. 

OK so much for good housekeeping; let's get back to the topic.

Build your practice to attract more clients.

The idea is that you first identify what exactly makes your services unique from all the other massage therapists in your markets.   Why will they choose you?  Is it your lower prices, better service, one stop shop mentality or some other element of your business that will attract clients?

The answer is none of the above.  The fact is that when you study your competition you may find that one or maybe all offer some aspect of the above to attract clients.  To be recognized and differentiated you must know what really make you different from the rest of the crowd.  Here is something that will immediately differentiate your practice; a business and marketing plan. 

As a general rule most therapists begin their practice without a plan.  They will tell you that they do have a plan in their head as to what they intend to do and some would sit down and even sketch out an outline of a business or marketing plan but the reality is that most never do this.  How does this make you different?

Your success depends on you being focused.  There are a number of ways that you can approach the market by being focused you are able to avoid the variety of campaigns, tactics and products that blunts your ability to grow.  Not being focused is the primary reason why so many massage therapy practices fail within 2 to 3 years.  You just cannot market everything to everybody. 

“Know thyself”

As people become more stressed the need for professional massage therapy has increased.  As a therapist you need to position your practice to attract more clients.  Think of your target market as the center, the bull’s eye.  Get to know and understand this segment of your market.  Find out where they live, work, play, read and entertain themselves.   Develop a profile of your perfect massage client.  Male, female, married, single, career type, you must find out everything you can about your target market.

These are the people you will be advertising to, the people you want to attract to your business.  You cannot talk to a face you cannot recognize. 

For example, although you can offer all types of massages you may want to focus primarily on providing therapy for people in pain, sports injuries or geriatric massages.  You need to ensure that the market is large enough to sustain your business.  How do you find out that?  

Let’s look at what your competition is doing, nest post

What's The Primary Reason A Massage Prospect Would Choose You or Your Business?

How To Get More New Clients

Today let's talk about marketing your Massage Therapy practice.

Here is the assumption; you are a small practice, a place to call your own and you need clients.

You have already tried, or hopefully not tried printing flyers, giving everyone you meet your business card and calling all the family and friends you know.

If you were enterprising you may have place an ad in the newspaper but that is not sustainable. So now what?  What can you do to get more clients.

The first question you should ask yourself is; Why should someone do business with me?  Why should they not go to someone else who does massages? What makes me special, different, unique?

In a lot of the cases, especially in your local market the perpetual question in your prospects mind is; Why should I massage anyway?  What do I get out of it?

Now if your prospective client knew the benefits of a professional massage they would be begging you for an appointment.  But that's not the case, they know nothing about you, they do not understand what a deep tissue massage does.  For example, if they are over 50 and have never been massaged what would you want to tell them? If they were in constant pain; what would you tell them?

These are questions your should ask and be able to respond to for before you  introduce yourself.  Know the  benefits of not only the massage but why you?  If you are a therapist and you are reading this answer the questions.  If you wish, and you are bold enough, share your answers.  Maybe we can sharpen up a bit.

Imagine I'm a potential client you just met and you want to convince them that they should do a massage with you.  Why?  Tell me.  What makes you different?  Why will they want to come back?  Let's hear you.

3 Most Effective Massage Therapies Available To Man

A Quick Lesson On Two Asian and One European Massages 

Thai Massage:  More energizing and rigorous than most classic forms of massage.  Thai massage is also called Thai yoga massage. I use my hands, knees, legs, and feet to move you into a series of yoga-like stretches. Many people say Thai massage is like doing yoga without any work. I also use muscle compression, joint mobilization, and acupressure during treatment. People describe Thai massage as both relaxing and energizing.

Shiatsu Massage: Performed on a mat on the floor. I will use my fingers and thumbs to apply pressure to specific points on your body's energy pathways, known as meridiens. I often use other techniques such as rocking, stretches and joint rotations. Shiatsu treatment is holistic, addressing the whole body rather than focusing on the one area where symptoms are most obvious. A shiatsu session usually lasts between 45 minutes and an hour.

Swedish Massage: I use massage oils to help get smooth, gliding strokes called effleurage. Other classic Swedish massage moves I use include kneading, friction, stretching and (sometimes) tapping. For more intense pressure you can get a deep tissue massage.  Swedish massage was pioneered by a Swedish physiologist, Henri Peter Ling, at the University of Stockholm in 1812. 

Take Your Massage Therapy Business To The Next Level

Cherie Sohnen-Moe (http://www.sohnen-moe.com)is an author, business coach and international workshop leader and has been in business since 1978.

She was in private practice for many years as a massage and holistic health practitioner before shifting her focus to education and coaching. In her coaching/consulting practice she has worked with individual practitioners, (such as massage, acupuncture, nutrition consultants, counselors) to small wellness centers to day spas that have multiple locations.

Her consulting clients also include retail boutiques, restaurants, automotive repair shops, schools and artists.

She has also served as a faculty member at the Desert Institute of Healing Arts, the Arizona School of Acupuncture and Oriental Medicine and was an adjunct professor at Clayton College of Natural Health.


Massage Radio

Caribbean News: Blind Massage Therapist In Mexico

Blind therapists help Mexicans deal with stress

Caribbean News.Net
Tuesday 25th January, 2011 (IANS)

A massage parlour in Mexico city has been providing residents its services for almost half a century - but with an all-blind therapist staff.

The massage parlour's services are a big relief for residents having muscle pain and stress that originate from living in a metropolis of 20 million people. Around 20 to 30 people of different ages head to the downtown parlour every day to seek relief from ailments like dislocation, tension, minor backache, and even facial paralysis.

Read The Rest Of the story here

Therapeutic Value of Massage

                    An Excerpt from The eBook "Nature's Cures"            

Massage is an excellent form of passive exercise.
The word is derived from the Greek word
‘massier’ which means to knead. It involves the
scientific manipulation of the soft tissues of the body.

If correctly done on a bare body, it can be highly stimulating and invigorating.  

As far back as 400 B.C. , the great Hippocrates, the father of medicine, 

employed massage and manipulation in healing his patients. Since then it has 

been used as a mode of treatment for many ailments and it has restored 

many a sufferer to health and vigor.

Benefits

The general massage, dealing with all parts of the body, is highly beneficial 

in many ways. It tones up the nervous system, influences respiration and 

quickens the elimination of poisons and waste material from the body through 

the various eliminative organs such as the lungs, skin, kidneys and bowels. 

It also boosts blood circulation and metabolic processes. A massage

removes facial wrinkles , helps to fill out hollow cheeks and neck and eases 

stiffness, sore muscles and numbness.

Various movements

There are five fundamental modes of manipulation in massage and these are : 

• effleurage (stroking), 
• friction ( rubbing), 
• petrissage ( kneading), 
• tapotment (percussion) and 
• vibration (shaking or trembling)

Get the entire ebook Nature;s Cures

Free Massage Therapy Business Marketing Tips

MARKET YOUR MASSAGE THERAPY SERVICES ON A SHOESTRING BUDGET 

Let me help you market your Massage Therapy business.

I have been marketing online and off for over 12 years and although I will stop short of calling myself a guru, I do know a thing or two about marketing online and off.


Recently I assumed a challenge that I want to share with you.

A very good online friend, who I have never actually met face to face, but who I have known for over 4 years asked me to help her build her massage therapy business.

"No problem" I responded. "That's what I do".

Now you have to understand something, I met this young lady online and she was at the time attending a massage therapy school in the Philippines.  Occasionally, we would chat using yahoo IM and then Skype and we got to know each other pretty well.  I think the feeling was mutual.

So when she asked the question I was a little confused.

I have been advising her ever since she graduated from the school.  Just informal advice on what she should do.  Anyway, to cut a long story short, she immediately found employment with a salon and after she explained the conditions she was working under I advised her to become an independent mobile therapist.

It did not take much convincing.  Soon she was an independent massage therapist with a daily goal of 3 massage. In a day, she was making more pesos than a week at the salon.   Over the last 3 years the business just got better, she loved the independent lifestyle and success.

I coached her because she took my advice so readily I felt obligated to ensure she was successful.   We had long business discussions on marketing strategy, tactics and ways to build her business.  As we shared information she learned a lot about marketing and I about about the massage therapy business in the Philippines. Not that I thought that knowledge would be useful, I never intend to go to the Philippines to set up shop.

So that's why her request for help confused me a bit.  Then she told me.

"I want to move to work in Trinidad for a bit.  Life in the Philippines is a bit tough sometimes, I don't talk about it much but if i could leave here for a few months I think it would be great."

My response was "Hmmmm"  Speechless.

OK, OK, I'm a man and the thoughts do run around in any man's mind but you gotta understand my situation...   well lets say that this has to be strictly business.  

We are still working on that but in the meanwhile started thinking; why not set up and assist local therapist to market their businesses.  I started looking at the local massage therapy market and what I found was
wanting.

The massage therapy industry is monopolized by about 3 large businesses with what may be thousands of individuals who have had some training in becoming a massage therapist.

I found one school, located in Marabella that profess to be a "a private, not-profit, professional tertiary level institution, educating and training massage therapist "private, non-profit, professional tertiary level institution, educating and training massage therapists for top level careers in these professions".  The Massage School is run by a lady with the distinguished title of  "Madam Professor Pearl Gopaul". From the site it looks like that is the name of the school.


 That school has been responsible for training a number of locals in the art of massage.  The challenge however, is that once they leave the school they are expected to either find employment with one of the very few local establishments or open their own shops. 


Either way, therapist in Trinidad needs help.  


If you are reading this it is probably because you have some interest in the field.  If you are a massage therapist in Trinidad or in any part of the world, join me and get some fresh idea on how to market your business.  


Go to our optin page to get on the list so that you will not miss any of the post on this blog. Go Here


Or, you can check back occasionally to see what we have posted. 


Good luck in your business.  

Massage Therapy Bed In Trinidad and Tobago For Pain

The Thermal Massage Bed

The following article was printed in the Trinidad Newsday last year.  Just to insure that the contact information was still current I contacted the owner, Selman-Sookdar owner of the Migun Center.

She advised me that the business had moved to 16A Lucknow St. in St James and the new business number is 628-0901 and 705-2150.  Below is a video I found that gives you a look at the concept.  This is the same bed that is used in the Migun Center.  The technology is standard.

 

If you are interested in an alternative massage therapy session, contact her directly for an appointment.  The contents of the article follows:


Excerpt Newsday Article 

By VERDEL BISHOP Tuesday, May 18 2010

MASSAGE THERAPY can work wonders on a tired body and if it is done using Migun Thermal Massage Bed, it can only be described as pure magic.

That is the claim of Patricia Selman-Sookdar owner of the Migun Centre, in Woodbrook, who says she knows about the therapeutic wonders and benefits of thermal therapy, which she explained goes beyond providing chiropractic therapy.

Selman-Sookdar said the Migun Thermal Massage Bed places heat and pressure on the points in the body connected to certain organs. She added that thermal therapy is effective in treating strokes, ulcers and problems of the kidney, prostate, heart and liver.

“As anyone who has experienced the massage bed will tell you, the bed will cause all the tension in your muscles to disappear and reduce the amount of pain you feel by a great deal.   

Read the rest of the story here

Constipated? Have You Tried A Massage?

An Old Prescription For An Old Ailment


According to an article written in www.nursingtimes.net  and reprinted in MassageMag.com a study was conducted to determine the affects of massages on constipation.  


It compared the results of laxative to abdominal massages.  The conclusion of the group that  had these massages was:  


"The study participants considered abdominal massage to be a pleasant treatment compared with using laxatives, which often have negative side-effects,"  Read More 

Why does Americans rate massage as highly as medications?

After Reading This You Should Be Totally Convinced 

A new survey conducted by an independent research firm, this annual survey is the ninth commissioned by the American Massage Therapy Association (AMTA).

The result of the survey is another reason for the growth of the massage therapy industry globally, including here in Trinidad and Tobago.

The survey went on to state that "one out of five US adults got a therapeutic massage in the last year".

Here are some of the other survey findings. .

• 90 percent of Americans feel massage is good for a person's health.
  
• 93 percent agree with the statement that massage can be effective for pain relief.
  
• Use of massage in people age 65 and older has tripled from 4 percent in 1997 to 15 percent in 2005.
  
• 22 percent of Americans had a massage in the past year; 34 percent had a massage in the last five years.
  
• 73 percent of those who had a massage would recommend it to a person they know.
  
• 46 percent of respondents at some time had a massage to relieve pain.
  
• Among respondents who discussed massage with their health care provider, 57 percent said this health professional strongly recommended massage or encouraged them to get a massage.

It shows that one in five U.S. adults got a therapeutic massage in the last year. Three-fourths of them would recommend it to others — one reason for the body therapy's growing popularity.
If we used the above statistics as a window to the globe you will realize that if you have not had an massage as yet, you should be seriously considering making an appointment to get one soon.

Go here to read the entire article


If you live in Trinidad and Tobago go here to see how it can make a differentness in your life. .

Massages Are NOT ONLY For Pleasure

Works Great On Pain


These three blogs below have nothing and everything to do with massage therapy;they all focused on specific health issues. 


These are only a couple of possibilities that may occur in between massages. Ailments that may respond favorable to a professional regimen of massages.


The blogs are very interesting, they are not focused on massage therapy as a remedy but as you read you will understand why massages are so important.  


Maybe the topic may not interest you directly now but there may be someone in your life, now or  in the future, who needs a unique perspective. Check this and be a hero with a bit of informed advice.  . 


Back Pain
This one is obvious.  Back pain solutions including exercises for lower back pain and upper back pain. Even severe back pain may be helped with exercises and natural remedies. Back Pain 







Knee Pain Treatments:
Did you know that when your knees pain coughing hurt. 
Knee pain is one of the most prevalent causes of sport's injuries. A person may have been a runner all his life then suddenly had to stop running due to a knee injury. This blog explores the best knee pain treatments so you can quickly resume your sport without further injuries. Take a look. Knee Pain Treatments

Sudden Headaches?

This is a must read blog for advise on what to do.  For the latest techniques and Headache pain relief information and migraine headache treatments - plus - latest headache pain relief products and natural headache remedies. Headache Cures

THANK YOU, THANK YOU, THANK YOU

Hopefully you took the time and checked them out.  Do you see what I mean about massage therapy possibly being an alternative treatment for those afflictions?  Please comment if you have any opinions others can learn from.  One question before you go...

Have You Heard of Dr. Mani?

You should because he is an unselfishly heart doctor actively saving the lives of hundreds of children with heart disease.   

Check out Dr.Mani built this website to help spread awareness about heart birth defects. Take a look at what he is doing. Congenital Heart Defects

How Does A Massage Affect Your Mind?

 Qualified Proof That Massages Are Mind Altering 

The story about my friend will continue but before we do, read this Massage News.

A recent study done by the Cedars-Sinai Medical Center in LA, Calif concluded that massages can actually make a sick person better and improve a well person emotional disposition..

That's not breaking news to people in the industry but it does provide scientific proof that a massage does not only stimulate the muscles.

What they discovered is that massages can actually reduce aggressive behavior.

They tested the blood of subjects in the study before and after the massages.  Guess what they found?


Read more about it here. Massages

For a free report on other benefits of massages go to Massages In Trinidad & Tobago

Are There Any Good Massage Therapists in Trinidad and Tobago?

 My friend Jenny got into an accident the other day.  Well, it was not really an accident but I’ll say it was an accident so that I don't call her stupid.

When she told me the story it made me laugh.  I know he's going to read this so I will not share the details with you.

She had hurt her back and I could see that she was in a lot of pain so the laugh did not last long.

She explained that she visited the doctor who told her that she would have to let her back heal on its own while prescribing some pain pills.  

She was aware of the regenerative affects of massage therapy and since she had only recently returned from living many years in India, she wanted to know how to find a good therapist in Trinidad, preferably in Port of Spain.

She needed a proper massage, a deep tissue massage that penetrates and stimulates every fiber of her muscles.  She knew that this would cause the blood to circulate through the tissues that were so painful now relieving the tension she felt.

She had a plan too, she would take a couple pain pills before then have the massage done.  By the time the affects of the pain pills wore off she would be fine.  Sound like a good idea but she needed to find one soon.

Fortunately for her, I was thinking, I had the perfect Spa.  A massage therapist. I have known for quite awhile, I mentioned the name to her.  She ran a Day Spa in Port of Spain.

She stopped me suddenly when I mentioned the name, a mean look crossed her face.  I thought that she had a sharp pain in her back.  I was wrong..

She quickly explained that she happened to call that same Spa and the receptionist was so rude to her she  hung up.  She swore that if that was the only place she could go, she will continue the pain pill regimen. 

I bet my friend would like to hear that bit of news.

So how could she find a good therapist anywhere in Trinidad and Tobago?

I decided to help her.

The story of how we found one is interesting.  I will share that with you in my next 


Visit us at Trinidad Massage Therapy