If you own your own massage practice, one of the challenges of keeping it going involves the need to periodically expand your client base. When your massage practice slips into a lull, and you find yourself wanting to reach out and find new clients, but you don’t have the money on hand to launch any sort of a big ad campaign, what do you do? Well, how about rather than spending the time and resources to go looking for new clients, you just connect with the clients who are looking for you?

When most people are looking for a restaurant, a shop, or service, they look online. Search engines, like Google, Bing, and Yahoo offer up local business listings before the usual web results. These listings can include the location, phone number, the hours, links to reviews on sites like Yelp, and such. If you’ve been in business for a bit and your state business license is up to date, you’ll likely be able to see your listing just by searching. If your massage practice has a listing, but you’ve never done anything with it, you should see a link in there that says: “Claim this business.” Go ahead and click it. Once you have claimed your business, you’ll be able to be sure that the information shared with searchers is up-to-date and shows your practice in its best light. If you’d like to read up a bit on how business listings work with the search engines, Google, Bing, and Yahoo all offer easy step-by-step instructions.

Another place where you’ll be sure to want to claim your business is on Yelp. Yelp is the leading business review site, and has become the go-to resource for anyone vetting a new massage therapist, hair stylist, or great dinner spot. Also, by claiming your business on Yelp, you’ll also have the opportunity to ensure that the photos and information shared on your practice’s listing are current. All those options help you control the information about your business that is served up to potential new clients when they search online for a massage therapist. If you’d like to reach out in a more interactive way, you can set up a Facebook business page. Facebook allows you to reach out to existing clients who have liked your page, as well as easily create ads to reach beyond your current client base. (That part’s not free, so it might be for another day, but it is super-easy.) So, if you find that your massage practice is periodically in need of fresh clients, take just a few minutes to claim your business online so that potential clients in your area who are looking for what you have to offer can find you.

You’re approaching the end of massage school. Now what?! Where do you start? How do you spend your time prior to starting your fabulous, successful massage practice? It can feel daunting, for sure. Once your logistical concerns are taken care of (like choosing a space to practice, acquiring your massage & business licenses), you might still be feeling some overwhelm about being a ‘beginner.’

Putting yourself out there can be daunting for many massage therapists. Oftentimes new therapists distract themselves with the logistics, i.e. I can’t start seeing clients until I have X, Y, Z. Sometimes the most important part is not the website, the business cards, etc. Sometimes the most important part is to just start.

Here’s an easy way to start and get over the inertia of that initial period: Set up your massage room and just start working on clients. Don’t worry about income for that first month (but make sure that you are covered financially!). View that first month as an extension of your education and invite anybody and everybody you can to come and receive massage. Ask for feedback. Thank them for the opportunity to work with them. Practice setting up treatment plans and communicating with clients for return visits & referrals.

After you have done twenty or thirty sessions in that first month, you will start to develop confidence as the techniques that you learned in school begin to get refined with real-world client communication & feedback. Then, you will not only be ready for the next stage of growth, but you will also feel ready to start promoting & embodying your practice.

Many of us have had glowing reviews from clients, telling us that we’ve just given them the best massage of their life. And yet, even being the superhero healers we are, we still occasionally have those clients who end up complaining or telling others that we just didn’t quite get the job done for them. I think this results from common misconceptions that some clients have about massage:

• Assuming it’s one size fits all: Newer clients commonly think that we massage therapists have a set “routine,” applying it indiscriminately to everybody. Of course, we know that we’re far more likely to create a unique massage plan for the individual client based on what they’re presenting with that day.
• Mistaking personal preference for quality: If a client doesn’t like what you did, it can be easy for them to assume that it’s because you’re “bad” at massage, when really it’s the choice of modalities or techniques you used and your communication about them. Myofascial release is going to feel great to one person and terrible to another. Some people love the broad, sweeping experience of having forearms stretch their back, while others prefer the specific feeling of having someone using their fingers. Techniques being experienced differently by each client results in a difference in how they react to our work.
• Judging the work based on the therapist’s appearance: Some clients mistakenly believe that a petite female therapist is not going to have enough strength to really work the muscles, or conversely, that massage from a big burly male therapist is going to be too strong. In reality, it has a lot more to do with technique than physique. I’ve had plenty of sessions from men that were focused on creating a relaxing, gentle experience with soothing ambiance.

So, what can you do about this? The antidote to all these misconceptions is the same: communication—even before the session begins.

Simple clear communication is the best approach to get ahead of the misconceptions and empower clients.  Consider explaining to clients at the beginning of the session that:

• Every body is unique
• Your work is adaptive to them
• You invite them to speak up if they don’t enjoy a technique or want more/less pressure
• You welcome them to speak up if they enjoy a specific technique or want to stay in an area

Creating a space for clear open communication is the cornerstone of ensuring that clients feel heard and get the best massage for their body.

Unless we stay in private practice for our whole career, we all have to interview for a job. Some of us end up interviewing several times—when we switch jobs or relocate, to upgrade our income, etc. Wouldn’t it be nice if someone gave us the key to what employers are looking for that results in one massage therapist being hired and another turned away?

Here’s a list of the top 5 things, from my perspective as an employer, that can determine whether a therapist gets hired:

1. Massage technique. Make sure you manage your time well, address all the areas discussed, and use several techniques. One of the biggest things that can make an employer turn away a therapist is an over-reliance on one technique, resulting in a massage that’s ineffective or boring.
2. Eye contact. So simple, and yet, I’ve seen many candidates who would barely make eye contact. Make it a habit to maintain reasonable and healthy eye contact with your interviewer.
3. Energy and enthusiasm. When I’m interviewing someone, I’m very aware of their level of energy. If they respond to questions in a monosyllabic way, seem to be reluctant to share anything about themselves, or generally feel like a low-energy individual, I’m unlikely to hire them. So, get plenty of sleep, meditate—whatever you have to do to show up in a good mood, with a sparkle in your eye.
4. Personal appearance. While we are all beautiful beings, remember that the interviewer is looking at you through the lens of how their clients will see you. Come for your interview dressed similarly to how you would dress when actually performing massage on clients, especially if you’re going to be doing a demo. Showing up looking sloppy, disheveled, or unprofessional is a clue to the employer that you are not really serious about your career, or about getting this job.
5. Client focus. While you may be already have years of experience, making you a massage therapist superstar, it is important that you focus on your client’s preferences. Preferences for temperature, music, massage techniques, etc. all need to be client approved. This will create trust between the client and the massage therapist and a general sense of caring for that individual’s needs.

Good luck in your next interview, and I hope these tips help you get hired wherever it is you’d love to work.

If you’d like a chance to put these suggestions into practice, Dreamclinic is hiring and would love to hear from you.

Like so many of my peers, I used to regard chair massage as nothing but an “introductory” technique that would allow clients to experience a bit of massage, after which they’d want to come to a spa or clinic where they’d get a longer “real” session.  That was, until one day when I joined a group providing massage on-site at a large retail chain for both customers and floor staff.

The response from the staff was so profoundly grateful, that it opened my eyes and changed my whole perception of chair massage. The women who came up were shocked at how much better they felt. They asked, “Is there any way that you could do this on a regular basis? Could you get our management to set this up?” They could tell that they were receiving true healing benefit from even those short 10-minute sessions.

So, why is chair massage viewed as less-valuable than other modalities like sports massage, clinical massage, Thai, shiatsu, etc.? Well, for one thing, sessions tend to be shorter: instead of an hour, they run just 10-30 minutes. Secondly, clients are clothed, so you can’t access their skin. You have to modify your technique, and you can’t use many techniques, like effleurage. Plus, certain body areas, like the front of the legs, abdominal area, and the chest, are not exposed without special arrangement.

However, there are a lot of things that you can do in a chair massage session. You still get great access to people’s neck, back, head, shoulders, arms, and hands. But the most interesting thing that I learned that day is that for some of those clients, this would be the only version of massage that they would ever receive or consider receiving, and, while it might be less-effective than a full session on the table, we all know that all massage has benefits simply because healing touch is healing touch.

I’ve come to realize that clothed chair massage is a wonderful and valuable modality unto itself that serves a portion of the population for whom it’s the perfect fit:

• People who are not comfortable taking off their clothing—those who are shy or maybe have religious conventions that prevent them from getting undressed
• Those who may not have the funds to go for a $70-90 session but will gladly spend $25 for 15-20 minutes of massage
• All those hard-working, busy people, who are so busy that taking an hour or two out of their day is just not feasible. For them, access to a shorter session nearby or even potentially right in their neighborhood or where they work is a godsend.

Don’t underestimate the role that chair massage, particularly on-site, can play in your practice.

So, here’s an interesting conundrum: we all know to keep our conversation with clients to a minimum so they can have the most relaxing session, and yet, reports from those on the table abound of overly talkative therapists. No one wants to be a “Chatty Kathy,” but it happens.

Years ago, before I even went to massage school, I had a pretty good massage therapist who happened to decide that she liked me. Over the course of four or five sessions, I ended up learning everything there was to know about her boyfriend, her living arrangements, the health condition she had experienced, and her personal opinion about many politicians. When I showed up the next time, she literally said, “oh, good! You’re my favorite client!” And she started talking at me just like in the previous sessions. I said nothing. I kept my end of the dialogue as best I could while trying to relax, but I made a mental note to make this my last appointment with this therapist.

Why does this happen?

Clients do sometimes ask us questions like: “Where are you from?” or “How long have you been practicing?” or “Where did you go to massage school?” Social norms dictate that the polite thing is to answer them. And hence, we are drawn into a dialogue, but it doesn’t need to get out of hand.

In order to know when to stop talking, try thinking of that dialogue as a dance. One person leads, and the other follows. The person with the lead shows interest and asks the questions. Always let the client be in the lead position. If they ask how long you have been practicing, you can answer politely that you’ve been practicing for two years—without going into the details of where and how and that one funny thing that happened that one time with that first coworker who drove you so crazy…

While in general conversation it’s polite to reciprocate with interest and questions of you own, it’s vital, with a client on the table, to take care to avoid taking the lead. If you find that you’ve been talking for several minutes, chances are you’re shifting into the “Chatty Kathy” mode, which can be a real risk. The average client is too polite to tell you to shut up. They might even acknowledge your comments. They’ll never tell you point-blank that you talked too much for their taste; they’ll simply opt to see another therapist.

If you’re lucky, the therapist will be one of your colleagues, but if you are in private practice, you’ll likely never see that client again.

One of the best pieces of advice that I’ve heard many times over the years is that if you want to excel at something, you need to find someone who’s already succeeding at it, connect with them, and try to learn from them. In other words, you need to find a mentor—someone who can help you see what in your practice or technique you might not know, notice, or even think to look out for, in order to help you improve.

Sometimes therapists can be reluctant to give (or receive) feedback because they don’t want to hurt anyone’s feelings (or get their own hurt). But if you look at it in perspective, you’ll see there’s nobody better-qualified to give you honest, actionable feedback, tips, and new techniques than someone who is already busy with a thriving practice.

How do you find a mentor when you are a massage therapist? Well, contact the most successful massage therapist that you already know and offer to give them massage in exchange for feedback. If you don’t happen to know someone like that already, then you could shop around at local spas or massage clinics until you find someone fabulous. You could also comb through online reviews on sites like Yelp, as well as your local newspapers’ annual “best of” lists to see who has built a strong following.

Once you get together with your mentor, put away your ego, mercilessly invite their honest feedback, and really open yourself up to it. Don’t worry; we all have blind spots. Asking to see yourself through their eyes only helps you to see more. Plus, when you go ahead and put yourself on the line to receive that feedback from a true pro, it gives you the chance to elevate your own practice and take it to the next level.

There are some really great therapists who are super-effective at resolving the most complicated muscle conditions, and yet, they have trouble making a living. They struggle to keep their private practice going, or they end up going to work for an employer—possibly one who doesn’t pay them very well. So, how come that happens when their technique is so good?

In my experience, most massage therapists are focused on developing, honing, and refining their massage technique—which is not a bad thing. But, by having such exclusive focus on that, they end up overlooking the fact that almost 50% of the client’s experience comes from factors beyond their actual touch and technique. So, it’s important to step way out and look at the bigger picture remembering that Remembering that your client’s experience starts before they even enter your practice,

If you are struggling or it’s just not as busy as you’d like, do an audit of all those other things that go beyond your massage:

•  Observe your practice’s outside experience
  • What’s nearby?
  • Is there graffiti?
  • Any smelly garbage?
  • Was it hard to find parking?
  • Is there a really loud noise next door?
  • Should you be looking for a different place to practice?

• What does your client see upon entry into your practice?
  • How welcoming is your lobby?
  • Is there dog hair all over the couch?
  • What’s the temperature like?
  • Do you need some curtains because the view out the window is unpleasant?
  • Are they greeted with a friendly welcome?

• In the Massage Room
  • Are you doing a thorough intake and discussing a massage plan?
  • Is the massage room clean?
  • How about your personal appearance?
  • Are there any unusual odors in the room?
  • Any odor issues from your body or breath?
  • What about your dialogue—are you communicating pleasantly and effectively?
  • Are you talking too much, or too little during the massage?
  • Have you been forgetting to let the client know at the end of a massage that you enjoyed working with them and would love to see them back and welcome any feedback?

There’s a myriad of things that could be working against you—or for you. How do you figure out what they are? Ask for feedback. Find a friend or long-time client and just ask them point-blank, “Is there anything that you think I could be doing better during our intake, during the massage, or afterward?” You may find a couple of things you could tweak that would begin to help you flourish.

It never hurts to look with fresh eyes.  You could even call in a Feng Shui expert. The fact is, when you focus on holding the intention of creating the most positive and welcoming environment, it pays.