Feb 10
16
Darren Hutchison, RMT
“Eighty percent of your business will come from twenty percent of your client base.”
I was amazed by the stat and thought, “I wonder if that applies to my business?”
I’m a massage therapist who’s had a steady flow of both new and regular clients since 2002 and was curious about where my business stood. When I ran the numbers, I was amazed. Now it wasn’t exactly 80/20, but pretty darn close.
I discovered that 23 percent of my client base was responsible for about 80 percent of my business. With that knowledge, it was very clear to me that in order to stay successful, my job was to keep doing the things that kept my strongest clients happy.
The other side of the coin for the 80/20 rule was that 20 percent of what we do makes 80 percent of the difference in our business.
I needed to clarify what the 20 percent of what I did in my business brought success and keep building on that momentum in order to convert more of my clients to my top 20 percent category.
Every business is going to have a different mix of skills and aptitudes, but we all have something unique about us that will attract clients to us. For me as a Massage Therapist I had to look at why my top clients come to me.
I think some of these ideas may work for your business as well.
1. Be skilled at what you do.
Do your job well. Be the best and give your best to your clients. Nothing frustrates me more as a massage therapist than getting a lousy massage from another therapist. Use the skills you’ve been trained with, find the solutions people need that only you can give and your clients will stick with you for the long run.
2. Make it easy to do business with you.
Make sure your client is at ease and comfortable in your setting. When I chose my current location, I made sure my clients had free parking and could find the location easily. I made it easy to book and rebook appointments and created flexible payment options so that the only thing they had to worry about was showing up for their appointment. Make it easy to do business with you.
3. Have a follow up and marketing strategy to stay in contact with your clients
One of the best strategies to grow a business is a follow-up system. Send a Thank you card after your first appointment. Have a system that doesn’t allow clients to fall between the cracks. Send a birthday card, or special occasion note, a newsletter or a note on an upcoming event. Have a marketing plan and stay in touch with your client base.
4. Use reminder systems
Everyone appreciates a reminder. I have a number of clients who come in weekly, bi-weekly, monthly and every couple of months. With today’s technology it’s easy to stay in touch and send out reminders for upcoming appointments. I use text, e-mail and even a simple phone call to let them know appointment times. It works and keeps my clients coming.
5. Make every appointment client centred.
It sounds like a no-brainer, but you’d be surprised how many clients want to come and just relax. If I’m talking about my family, my life, my experience, my weekend – they may feel forgotten. The appointment is their time, so make sure you keep the focus on your client.
6. Take a unique approach to every appointment and track your progress along the way
I take notes at every session; not only for medical notes related to massage, but trips my clients are taking, or shows & sports their children may be involved in, upcoming weddings and births. It shows you’re paying attention and that you care. Notes help me stay on track with my client’s goals for health and their progress. Asking how they are doing and feeling today helps me to monitor where they are in relation to their health and helps me be more affective as a therapist.
As a Self Employed Massage Therapist, I earn my income when I’m working on a steady flow of regular clients, who care about their health and feel their investment in self care is worth it. These have been some of the keys to my success. I hope they work for yours.
Darren Hutchison
Registered Massage Therapist
Soul Vitality
Lethbridge, Alberta