Building a Massage Therapy Client Base

Most businesses depend at least to some degree on customer loyalty. Building a massage therapy client base is especially important to the new practitioner. Probably he or she is not selling many products beyond scented massage oil, a book or two, or other massage-related items. The primary product is the work the therapist does, which means that customer loyalty is far more important to the survival of the business than it is to a grocery store. Of course, it should go without saying that it's much easier to build a client base if you've qualified for massage therapy certification.

Doing a great job is important; but it isn’t enough. Even though a client may be extremely satisfied with the massage he receives, when he hears about the extraordinary therapist a friend has visited, he may decide to try the friend’s therapist instead of returning to the one he has already experienced. The beginning therapist will need to do more in building a massage therapy client base.

Massage is intimate work. Emotions are brought to the surface. Deep aches and pains are addressed. Clients become deeply relaxed and meditative. A bond is formed. It is important to let clients know that the bond is as real for the therapist as it is for them. The therapist should call clients two days after a massage to ask how they are feeling. Inquiring about sore muscles or offering to answer any questions will strengthen the client–therapist bond.

Another way to let clients know how much they are appreciated is to create a variety of inexpensive, but thoughtful, post-massage gifts. Small net or brocade bags can be ordered online—jewelry supply companies offer them for less than a quarter each—and small presents slipped inside. For example, bath salts can be made with Epsom salt and essential oils. Other small gifts include a small scented candle or a cone of incense. Even an inspirational saying in calligraphy on handmade paper will make clients feel blessed. A smooth stone, a feather - the possibilities are endless. These little gifts are reminders to celebrate life and dwell in the moment. Building a massage therapy client base will depend upon the therapist’s continuing thoughtfulness and concern for the clients’ well-being.

Everything about a massage therapy practice should ease anxiety. The therapist should make sure that directions are exact and that both the address and directions to the studio are on the business phone. The massage studio should be an oasis of tranquility. A bubbling water feature or a small, floor-level pond complete with a waterfall and koi help to create that effect. Other methods include burning gently scented candles and playing delicate, quiet music, such as Native American flute music or whale songs. The environment should be as clutter free as possible. The waiting room furniture should be extremely comfortable, and any reading matter should be related to health and body work. Tattered magazines should be recycled, furniture should be dusted daily with lemon oil or beeswax, and a water cooler or pitcher of fresh herb tea should be provided.