Page 141 - Massage Therapy School Program

Massage Therapy & Retailing – Presentation Outline
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Tip #3: Choose products that are not easily accessible to your clients and carry a professional recommendation. Don’t compete with products sold in retail stores. There are many high quality products available to you that are sold only through healthcare and wellness professionals.
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Tip #4: Choose products that you use in your practice or are a direct extension of your work. The best way for a client to experience the products you sell is to use them in the treatments offered on your menu of services. Consider that the products you have chosen will enhance a client's treatment and offering those same products for sale will then be a more natural sell. Bake products into the treatment.
■ Have students list ways to incorporate product sales into a session.
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Tip #5: Focus your product sales on those that are suitable for clients, and within your scope of practice. Convey the proper use, benefits, and possible side-effects or contraindications. Restrict detailed product conversation to before or after the session. Don’t manipulate or coerce your clients.
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Tip #6: Charge a fair but profitable price. The products you purchase for resale are sold to you at prices that enable you to mark up for resale. Your distributor or the product's manufacturer should guide you with suggestions of the proper selling prices for products.
■ Work through several examples of the amount of money product sales could really generate. (e.g., selling 25 tubes of Biofreeze® Pain Reliever a month = $150 profit)
■ Discuss quantity discounts and package pricing options.
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Keystone is a retail industry term that means to double the cost that you pay, which represents a 100% mark-up. As an example -- you purchase a tube of Biofreeze from your distributor for $5.00 and sell it to your client for $10.00.
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Tip #7: Purchase products from a distributor or manufacturer that will work with you on important customer service issues and marketing support. Look for things like; return policy, price guarantee, how quickly the product is shipped, and shipping charges.
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Tip #8: Make the products visible and attractive. Put the products on display so clients can see, feel and smell the product. Get Point-of-Sale displays that fit easily onto a countertop in a waiting room or even on a shelf in a treatment room. Do not place product behind a receptionist's desk where it might be unnoticed or inaccessible to clients. Identify all products with price tags or signs.
■ What are some specific ideas for setting up displays for general merchandising, holidays and special events?
■ How can you bundle products together (e.g., a gift certificate plus an eye pillow and a bottle of essential oil)?
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Two examples of Point-of-Purchase displays.
■ Discuss the advantages of Point-of-Purchase displays
■ List other Point-of-Sale displays students have seen.
■ Ask students how Point-of-Sale displays influence their purchases.
©March 2012, P05507, Rev. 0