Page 199 - Massage Therapy School Program

CLOSING THE SALE
For some therapists selling products is as natural as booking the next massage session. Others struggle with both. If you have done a thorough intake interview and truly listened to your client, you have a fairly accurate knowledge of their needs and wants. After the hands-on segment of the session is finished and the client is dressed, give a very brief overview of what took place in the session, highlight some of the client’s major goals, assign homework, give the client an opportunity to ask questions, make any necessary referrals, discuss which products might be helpful to purchase, sell those products or provide sample, and schedule the next appointment.
One key to enhanced communication is to ask open- ended questions whenever possible. Open-ended questions facilitate therapeutic communication as they encourage clients to express their thoughts and feelings. Open-ended questions usually begin with how, what or could. For example, “What would you like to achieve in today’s session?” “How do you see these daily stretches helping you?” “What products would you like to take home today?” These types of questions also help the client to feel like an active partner in the treatment process. In contrast, closed-ended questions are limited in scope, as the answer is usually a simple “yes” or “no.”
FOSTERING ONGOING SALES
If you are going to sell products at all, the key to working smarter—not harder—is to develop long-term product sales relationships with your clients. Follow up on product sales, especially after the initial sale. Contact clients several days after their session. Ask them how they are enjoying the product, what results they notice and what questions they might have. If you gave them samples, ask if they would like you to reserve or order a larger size. Also, consider sending thank you notes after the first sale or a large sale.
Make notes in your client files about their purchases and product preferences. Also, review those files for important dates that could lead to future purchases (e.g., birthdays, anniversaries, seasonal changes, vacations).
Some therapists offer a modified type of frequent buyer plan that rewards clients for their purchases. It could be a free product, a free service or a special discount.
SUMMARY
Ultimately, selling products is like “selling” your services—simply share your enthusiasm about the product. If you make your products visible, accessible, attractive and affordable, your clients will buy them when it’s appropriate.
• Sell only products you trust and that fit into the type of work you do.
• Focus on a few product lines.
• Display your products and promotional literature in your waiting area.
• Bundle items. For instance, if one of your target markets is executives who travel frequently, you could assemble a travel kit consisting of an eye pillow, essential oil and a small self-massage tool.
• Put price stickers on all your products.
• If you carry self-health DVDs, play them before and after sessions.
• Encourage questions about products used during sessions.
• Utilize products during the treatment: play a CD; apply a hot or cold pack; use specialized gels, creams or liniments; or include aromatherapy applications.
• Ask clients for their reaction to and opinions on the products being used.
• Print fliers that describe all the products you carry. Give these to your clients and mail them for special promotions.
• Offer specials on products and promote them in your waiting area, newsletters and on your website.
• In the post-interview, recommend any reference materials, relaxation tools, support devices, books and other items that are appropriate to the client’s goals. Be certain to demonstrate products and explain all procedures.
TOP 10 TIPS ON RETAILING
Offer home care solutions to help increase your bottom line and complement the massage treatments you offer. Here are ten tips to help you retail products.
1. Choose products you trust and believe in. Conduct product research before you offer products for retail.
2. Educate yourself and your staff on the products you use and sell, especially employees who talk with clients about products. Try a product before offering it in any treatment or for retail in your practice.
3. Choose products that are not easily accessible to your clients and that carry a professional recommendation.
4. Choose products that you use in your practice or are a direct extension of your work.
5. Take an ethical approach to product sales. 6. Charge a fair but profitable price.
7. Purchase products from a distributor or manufacturer that will work with you on important customer service issues and marketing support.
Massage Therapy and Retailing
‐ 6 ‐