Page 195 - Massage Therapy School Program

RETAIL REALITY
Clients, employers and massage therapists have expectations and concerns that affect retailing. Clients like to get products from you. They appreciate the convenience and expect you to have them stocked or easily attainable. They expect you to know more about these products than they do and they expect you to choose quality products.
Employers expect therapists to sell products. They know that retailing is a critical element in both client satisfaction and their business’s bottom line. The sales volume increases when the therapists have input on products carried and the products are within the therapists’ scope of practice.
PRODUCTS IDEAS
As local statutes permit, it’s entirely appropriate for massage therapists to sell healthcare products designed to assist in the relief of pain and promote well-being.
Over the past thirteen years, massage therapist Cathryn Wright, of Taylorville, Illinois, has sold many products in her practice—from pain relievers to therapeutic tools to vitamins to music to natural cleaning products for the home. She chose these products because she tried them and liked them. Unfortunately, not everything sold well. She states, “My practice is in a small town and people are reluctant to try new things. Plus, this is a financially depressed area and many people don’t see the need for spending money on themselves. The products that are successful are ones that seem to help with their pain issues, such as pain relieving gels, ice packs, rice bags and therapeutic tools.”
Massage therapist Bob McAtee of Colorado Springs, Colorado, sells several products in his practice and is always on the lookout for something unique, useful and not readily available in retail stores. “I sell products mostly for the convenience of my clients,” McAtee says. “I use these products in my sessions and clients like to use them for self-care at home.”
commonly sold, are unique and if possible, are an extension of your work. The product should have a reasonable profit margin, offer benefit to the client, be something you believe in, and is something your clients need or want. Occasionally you might carry an item that is easy to find, but you make it available for convenience so that your client doesn’t need to make a stop on the way home. Epsom salts is a prime example.
SPECIAL NOTE ON SPAS
Many spas and massage centers require their practitioners to sell products. According to the International Spa Association (ISPA), retail sales account for almost twenty percent of a spa’s total revenue. Plus, the profit margin on products is typically higher than services. Thus, even a small increase in the revenue from retail sales can make a tremendous difference in a spa’s bottom line.
The common expectation is that somatic practitioners (such as massage therapists) generate between 10 to 20 percent of their total sales in home-care products or supplies. As a side note, most estheticians are required to generate upwards of 50 percent. Salaries, bonuses and seniority are often based on the amount of products sold. Before taking a job at one of these establishments, clearly understand their product sales requirements, and make sure that you feel comfortable and confident in their product lines.
It is important to consider carefully which products to sell. When choosing products, choose those that are NOT
A TWIST ON TRADITIONAL SALES
Traditional sales involve a practitioner buying and stocking an inventory of products at wholesale and reselling to clients. This involves an investment of time and money. Another option is to have just one item on display and enable clients to place orders through the practitioner with options to either have the product delivered directly to them or to the practitioner. This involves some time and paperwork, but lessens your financial risk.
There is another option that takes almost no time and incurs no risk. You simply have a display and provide clients with the order information. Clients order directly from the manufacturer and the manufacturer sends you a commission check.
The Smart Step Flooring Company offers this type of program with their premium anti-fatiguing flooring mat. They previously sold only to large companies, but recently began working with wellness practitioners. They have created what they call the unique “Premier Sell Through Program.” Here’s how it works. The
Massage Therapy and Retailing
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