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