Leadership & Massage 3 - Characteristics

Part 1   Part 2

In the last post, we looked at the power that leaders possess. Here, I’ll take a look at what makes a leader a leader. While there are many descriptions and lists of leadership characteristics, there are a few that seem to be universal.

A Compelling Vision

So where are you leading your followers? A leader has a vision of the future. Something that isn’t here yet, and will take work and time to get there, but is possible. An effective leader has a very clear vision, one that is almost tangible. A vision that offers hope of a better future, a place that others want to be. Nobody wants to follow a vision that takes them to a worse place – although they may be willing to suffer hardship to get to a better place.

Having this vision is central to leadership and directly impacts other essential leadership components such as passion and inspiration. It isn’t enough to just have a loose idea of the future, the vision must be clearly defined and articulated. Write it down as best you can. Try to formulate a simple statement that encompasses your vision. It isn’t a good vision or goal until it’s outside of your head. Which leads us to our next vital component of effective leadership…

O Come All Ye Faithful

Sorry, I couldn’t resist the holiday cheer! But it is a very appropriate statement in this case because we’re talking about communication. Not just communication, but creating the faith in others that they want to follow you. This is why it is so important to clearly define and articulate your vision – you have to share it with others. You should be able to describe it easily to other people. And frequently. As a leader, nobody should have to wonder what it is you’re all about. Why? Because you will tell them straight up consistently and often.

You need to tell people where you are going and if your vision is compelling enough they will join you.

Passion, Enthusiasm, and Optimism

These three go hand in hand and all spring from your vision. When the vision is compelling, it is a source of motivation. Most people, even the extremely unmotivated have little trouble getting started when they are working on something inspiring. It becomes a positive circle in which the vision feeds the action, passion, and motivation and they feed back into the vision. It is hard to get motivated and passionate about a ho-hum vision.

Hope springs eternal and it also is the fuel for the journey. A positive outlook is attractive and draws others into following you. People like to be around positive, energetic people. You need to believe that your vision is possible – if you don’t you need to choose something you can believe in. Think Eeyore from Winnie the Pooh, he was always depressing to be around – not exactly an inspiring figure.

A Plan

Finally, a leader must have a plan. You must know how to get there, or at least a pretty good idea. Your followers want to see progress, action, something being done to reach the goal. The vision can be a prize that can get a person through a rough patch along the way, but if no progress can be seen, if the leader seems to be uncertain, then the followers will begin to lose interest. Have a plan. Create milestones. Chart the progress. Take the time to step back and reflect on how far you’ve come from time to time. Leaders hate to be stagnant and are always changing and reworking things to better fit their vision.

Control

Leaders will not hesitate to enforce boundaries or redirect the course of events to stay on track. The first sign that things aren’t quite going right is the feeling that things aren’t quite going right. Evaluate it against the vision and if it doesn’t fit, redirect. Non-followers can damage your following through negativity. Leaders employ a “healthy surveillance” to monitor the goings-on within their sphere of influence and act accordingly.

Leadership in Context

Just to bring things into perspective a little, let’s take a look at the recent presidential election. In my opinion, Barrack Obama won because he demonstrated stronger leadership qualities than his opponent. Obama campaigned on a vision of hope, restoring American status in the world, a new energy future, and better health care. He was able to convey the hope well and I think that this was the primary reason that he one so convincingly.

In order to keep us engaged however, he’ll have to fill in some blanks and operate on more than just hope. We’ll need to see a plan and the milestones along the way. He’ll need to repeat the vision often and clearly.

Other characteristics that I’ve seen described as essential to leadership are:

1. Sacrifice – This one goes with passion. If you’re fired up about your vision, you’ll go to great lengths to see it through and be willing to put up the time, money, and effort to achieve it.
2. Moral Character – People hold their leaders to a different standard. We expect them to be better than us. Make sure you demonstrate the qualities that your followers expect. A part of this is to “practice what you preach”. Related to this are credibility and honesty
3. Self-Confidence – When you have a clear idea where you’re going, there is a degree of certainty about your actions that creates confidence in yourself and your followers.
4. Emotional Intelligence – AKA empathy, it’s the ability to recognize emotions in yourself and others. Great leaders are able to feed off of, address, and even develop desired emotions in their followers.
5. Desire – You have to want it.
6. Comfort Zone – Ironically, although leaders push their followers outside of their comfort zones in the pursuit of a better future, the leaders themselves create a new comfort zone within the vision. They provide a structure or framework from which to operate. The leaders don’t have this safety net however, and must draw on their own drive and passion to persist.
7. Win-Win Thinking – Leaders get the advantages of power, but they have to bear in mind that following is voluntary and that the power is received at the whim of the followers. In other words, the followers must see the advantage of following. For that to happen, the leader must operate from a position of mutual reward.

Leading & Massage Therapy

Your clients come to you to be led. That’s a part of the therapeutic relationship. It’s up to you to exercise that power in the most effective manner for your client. Pay respect to client-therapist boundaries; to the effects your actions, words, and attitudes can have in either a positive or negative way. Understanding leadership is an important part of leadership.

Where are you leading your clients? Are you on the same page? Are the benefits balanced? Do you have clarity about your vision? Do your followers? How can you use your power for the most benefit? These are all questions you should ask yourself in your massage practice so that you can truly own your role as a therapist… and a leader.

So where are you leading your clients?

Compiled from various sources (Human Relations, Dubrin), (Supervision Today!, Robbins & DeCenzo), (Leadership, Chapman & O’Neil)

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Leadership & Massage 2 - Power

<<< Part 1                                                                       Part 3 >>>

I know that you didn’t get into the field of massage therapy because you wanted power over people, so don’t get your bonnet in a twist. You do have power, however. A leader’s power is derived from the followers. In other words, they give it to you! There are three different kinds of power:

Role Power

As I mentioned in the last post, power is inherent in the therapeutic relationship. The client has lost power over their condition somehow and is turning to you for help. This kind of power is called Role Power – or the power of your position. You are the therapist and they the client. They have given you power over their healing. As we facilitate the healing, we gradually give their power back, but there will always be a degree of role power in play.

Other examples of roles that are given power (to a greater or lesser degree) are parents, your boss, teachers, police officers, or the president of the United States. Sometimes these roles have authoritative power attached to them – such as the police officer’s ability to have you do something against your will.

Role Power is effective when you need to “lay down the law” such as with enforcing boundaries when someone in your charge has stepped out of bounds. However it becomes less effective the more you use it. It is best to rely on role power only when necessary.

Personality Power

Charisma. Likability. The power of persuasion. This power comes not out of respect for the role you occupy, but because of respect for who you are. Are you courteous, respectful, trustworthy, optimistic, communicative, amiable, welcoming, helpful, and/or a whole bunch of other good things? Have you ever convinced (I won’t say manipulated) a friend or family member to do something they didn’t really want to do but you could get away with it because of your relationship? Personality power in action!

Knowledge Power

People like to be led by others that have the answers. It is a cliché that knowledge is power, but clichés only become clichés when they are true. The more knowledgeable you are about something, the more power others will give you with regards to it. Never stop learning! The more knowledge power you have, the more credibility you will have when you give you clients helpful information.

Use of Power

Obviously we need to wield our power effectively and appropriately. Our job is to gradually give our clients back much of their power. We use our power in our clients’ best interests. That is part of the essence of being a leader – the proper use of the power that has been given them. The most effective leaders apply these different types of power at different times and in different situations, something called situational leadership. There are times where you need to put our foot down and use your role power to redirect the ship. At other times, you convince. Others you educate. Wise leaders learn when to do which.

Next, we look at the characteristics of leadership…

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Leadership & Massage 1 - Intro

Massage Therapy and leadership? What do those have in common? You might say, “I got into this profession to help people, I don’t want to lead them!” But you do.

Why Leadership?

Leading your clients is an unavoidable circumstance in massage or any other healing profession. It is inherent in the therapeutic relationship. They look to you for guidance. In the therapeutic relationship, one person is always in need. They seek out the therapist to address that need. Your clients will have varying needs, some common themes, but they all are coming to you for help. They look to you for guidance, expertise, assistance, and yes, they want you to lead them to their goal. Sometimes a client won’t even know what they want from you, so again it takes leadership to help them to discover it!

Leaders and healers are both involved in empowering their followers.

You steer the ship. You chart the course. You choose the destination. When you allow your clients to participate in the planning, you are still the one that decides upon how to get there. In some ways it can help to envision your massage practice as a kingdom with you at its heart. Your clients are the people who live in your kingdom (just don’t get too carried away with this image!). People choose to live in your kingdom or not, they must have a reason to stay there. You control that for them. No matter whether it is your private practice or some regular clients at your work, your practice (your little universe) is centered around you (take that Galileo!). If you cease to lead, your universe (or massage practice) ceases to be.

So what makes a leader anyway?

Are they born or made? Most sources will say that although some characteristics of leadership come naturally to some people, most leaders are developed. The good news about that is that it means it is something you can learn to do. If you truly want to be successful in your massage business/career, you need to learn to develop these skills.

Even better news for us all is that there is no standard definition of what it means to be a leader. How is that good, you might ask? Because it means that there is flexibility both in how you choose to emphasize your leadership, and on the leadership characteristics that you choose to develop!

Defining Leadership

In my studies, I have come across numerous definitions of leadership. Here are a few to wet your appetite (not my definitions, although I modified a few slightly):

1. “Leaders have the ability to influence others towards challenging goals.”
2. “Leaders bring about constructive change”
3. “Leaders get people to think, believe, see, and do what they might not have otherwise without your presence”
4. “A person with a compelling vision that he/she can communicate to and inspire others with.”
5. “A leader is a conductor, director, or guide”
6. “One who has influence or power”

In a later segment we’ll take a look at specific leadership characteristics, but first, let’s see where leaders get their power in part 2...

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Creating a Safe Space

I just returned from a trip (not by choice) to Ciudad Juarez, Mexico. Murder rates are sky high, crime is rampant and there is a three-way (at least) drug war going on. And the only place in Mexico to get a US resident visa happens to be there. Go figure.

When we got back onto American soil, I had a vision of how it is in the movies - where the hero returns home and kisses the sand of his homeland - and believe it, I understood exactly how he felt. It was good for my companions to have me there, even though as a gringo I stuck out like a sore thumb. And it was against this backdrop that I began pondering the idea of "creating a safe space" for your clients.

I've taught the concept of creating a safe space to my massage students for years. However, my recent experience very much deepened my understanding of it.

Everyone needs to have a safe place to be - to work, to play, to be. Good old Maslow placed safety in second place on his pyramid of needs - second only to physical existence needs like food and shelter. When we exist in a place in which we don't feel safe, our body's natural defense mechanisms kick in. Stress chemicals flood our bodies - cortisol, epinephrine (aka adrenaline) - as our bodies prepare to either flee from danger or to fight it. (More on stress in a later post) When we are stressed, we seek a safe haven to retreat to - a safe harbor to weather the storm and recuperate.

A Safe Space For Healing

Massage can be a truly therapeutic form of healing if this idea is taken to heart. Most of us therapists understand this on some level - Our clients seek us out to find that safe space for healing. This safe space can be physical - such as our office space, a quiet room, seclusion from the hustle and bustle of life outside, privacy. And it can be conceptual as well, like an invisible bubble that shields your client in the same way a physical space can - a blanket of trust, warm and welcoming energy, moral support, encouragement.

You see, all healing takes place when we are at ease. Relaxed, stress-free and safe. Stage 4 sleep. Massage. Studies have shown that we heal at least 50% faster when we are stress-free and relaxed. Interrupted sleep, high-stress jobs, constant activity all interfere with our bodies' ability to cope and recuperate.

One of the most profound benefits that you can offer to your clients is that safe haven. A place where they can go to get away from it all and focus on what they really need - healing at every level, emotional, spiritual, mental, physical. This safe space is one of the most important, yet most intangible qualities about the work we do. It is vitally important to our clients and our success as massage professionals, and it is one of the hardest things to communicate.

Creating a Safe Place

Trust
We all know that it is difficult to relax with somebody that we do not trust. We keep our guard up and remain wary and suspicious. But we also all know (I hope!) the feeling of ease we get when we are with someone we can trust and let down our guard, take off the mask we show the world and just relax. Trust is something that can be granted in a surprisingly short period of time when the stage is right. It is impossible for our clients to trust us if we don't first start with the wholehearted intention to do well by them (see point #3)

Consistency
Consistency will build trust over time. We humans enjoy the stability that comes with regularity. It is difficult to trust and relax when we are on edge from not knowing what is coming next. When we do know what to expect, we get "in the groove". Consistency is comfortable. Think of all of the little things that you do the same way, just because it feels right. Brushing your teeth, crossing your arms, even the way you walk - it's all habitual. Clients will come to you not just because of the great work you do, but that you have a groove they can relate to, that is comfortable to them. They don't want things shaken up every time (or to come and listen to your drama). They want the stability and strength that rises from the Earth element. We can foster this consistency by creating little rituals - starting and ending your session the same way, greeting our clients the same way, finding out what they like and making sure it is there for them every time. Clients are attracted to the familiarity you create, if they aren't, they go elsewhere to find it.

Intention & Attention
These two go hand in hand. First you must start with the intention to build this safe place, then you must pay attention to the details to make it so. Make sure you ground yourself sufficiently before each and every session - clear your thoughts of your to-do lists and the guys who cut you off on the freeway on the way to the office - those aren't client-centered thoughts. Bring your whole attention to your client, because that is your role to play, the "safe space maker", so that they can heal the way they need to.

Remember the Process
Healing occurs in its own time. Let it take its course. Your job is simply to create a conducive environment. That doesn't mean that healing will take place, only that it can.

Playing It Safe

A key to remember is that healing only occurs when the client is ready. I have known many therapists (massage and otherwise) that have grown frustrated that a client doesn't seem to be making any progress. Well they never will until they're ready and I always say that

"You can't inflict healing, it must occur from within."

Creating a safe place is the first step in the process as the client's mind will never allow the healing to begin in an unsafe environment. Healing requires one to drop their defenses. If you can do this for your clients, you can bring to them the same feeling of overwhelming relief and joy as I felt as I passed into El Paso and touched home again. The funny thing (or not so funny) is that the stress of the trip has lingered and I still haven't been able to fully relax yet.

I think I'll head over to my safest massage therapist to find my peace of soul.

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Stacking Services with Massage Therapy

Would you like to be able to earn more money for your work?

The real question is who wouldn’t? There are several ways you can earn more money by increasing the value of your work – making it more convenient, offering better results with advanced techniques, et cetera. Today I’ll talk about stacking you services.

What does “Stacking Services” Mean?

Stacking services means performing more services that you can charge money for within the same amount of time. An example from my spa days was to have a base rate for a one-hour massage and then charge more for add-ons. For instance, you could charge an extra $10 for deep tissue or aromatherapy, or $15 for both together. The key here is that you are increasing revenue without increasing time.

Stacking services is a way to become more efficient with your time. Let’s step into the shoes of a spa manager for a moment. You’d know that you have a certain number of treatment rooms and that you are open for a certain number of hours per day and per week. That means that there is a certain dollar-value in revenue for each room. What stacking services does is to increase the revenue that each room would make every hour.

Doing More with the Same

The same thing applies to large spas or private, individual practices – you have a certain amount of work that can be performed and it is limited. For an individual therapist, that limit would be the number of massages one could do in a week. For a simple example, if a MT can do 20 massages a week and makes $50 per massage then they are limited to a maximum of $1000 per week. In a perfect world, this MT would earn that much, but in the real world we know that they would seldom be fully booked and would be lucky to make 75% of that.

Now if this same MT stacked some services and raised the average profit per massage to $60, then the weekly income would go up by 20% without working any extra hours. Nice improvement!

For a real-world example, at my old spa, we charged an even $100 for our base one-hour service, a one hour Solace Massage (more on branding later), but our average billed service ran $128 for an hour. All due to stacking. Needless to say, this improved our profitability by 28% without any more hours.

What Can I Stack?

The key to stacking is to do more things in the same time frame. It is fairly common for massage establishments to charge more for specialized massage treatments that require additional training – clinical deep tissue, pregnancy massage, manual lymph drainage, hot stone therapy, and so on. This reflects the fact that fewer people know how to do it. Do you have skills that you could charge a premium for? If you are looking to acquire some skills, find a good balance between what you want to do and what your clients are looking for. If you don’t know what your clients really value about your work – find out! Here are some examples of things you can stack easily:

1. Hot Stone Massage
2. Aromatherapy
3. Deep Tissue work
4. Sports Massage
5. Reflexology
6. Body Treatments – Exfoliations & Body Wraps
7. Eye Zone treatments
8. Signature treatments (i.e. your specialty scalp massage)
9. Postural Evalutations

This is by no means an exhaustive list. Do some brainstorming and think about what you can do to add value for your clients. Will they all jump to take advantage of your add-ons? No, but if you really take into account what they want and look to you to deliver, these add-on services can tailor their treatment to even more perfectly fit their needs.

Adding Time

Another relatively easy way to increase the efficiency of your time is to increase the length of your service. I found that when I was doing outcall massage to the hotels in San Francisco that maybe half of the time if the client had booked a one-hour massage and I asked if they would like to go for a 90-minute session they would say yes.

Now this is different than stacking because it actually does take more time, but especially for outcall massage it is more efficient because it maximizes your travel time.

You see, it would take about 30 minutes to get to and from each appointment for me. That meant every appointment actually took me 2 hours for a one-hour massage. However, with the upsell to 90-minutes, I got paid for 90-minutes of 2.5 hours instead of one-hour out of two. That’s 10% better. You’re already there, so why not make more while you’re at it?

The only problem with this one is when you’re already working close to your limits. Adding time isn’t the best option in that case.

Wrapping It Up

Make sure that when you think of these things that you are looking at it from your clients’ perspective. What do they value about your work and how can these add-ons make it better? If an add-on isn’t a win-win for both you and your clients, don’t do it. They’ll resent it and feel you are trying to gouge them if it only works for you. And you’ll resent having to do it if it only works for the client. If you own a massage business, it has to be win-win-win: for you, the client, and for the massage therapist doing the labor.

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Repeat Clients Are Golden

Have you ever noticed how cell phone companies always seem to offer the best deals to new customers? To customers that switch from other carriers? How you, as a loyal customer only get ho-hum deals on upgrading a phone or changing your plan?

Another one I love is when you’ve been a customer of a company for a while, you call to cancel and they transfer you to “customer retention” where they offer you a deal at half the rate you’ve been paying. Why didn’t you offer me a better rate before?

How does this make you feel as a customer?

In many business and marketing classes, you are taught how to find new customers – a necessary and worthy endeavor. The trick is to balance the quest for new blood in your practice with honoring those who have been with you all the while.

The Cost of a New Client

What many people don’t realize is that gaining new customers costs money. If not money, it costs time; but as the old saying goes, time is money. So just how much money does gaining a client cost you?

Well first you have to determine how much money you are spending on your marketing efforts. Tally up what you spend on business cards, mailers, maintaining your website, open houses, charity functions, etc… so you have a dollar amount. The next part is a little harder – figuring out the intangible costs.

To figure out the intangibles, ask yourself, “Are any of my promotional efforts costing me money in time or potential lost business”? If your time is plentiful, this may not really be a cost. But if it isn’t, you might be “spending” money that way. Also factor in things like transportation, refreshments and any other costs direct or indirect.

Let’s take an example (numbers entirely fabricated) by evaluating all you spend on marketing broken up by category. Then, you have to keep track of how many clients you get from each source. And finally you divide to see how much each new client costs you…

Biz Cards	$25	5 clients	$5 each
Paper Ad	$150	3 clients	$50 each
Online	$50	2 clients	$25 each
Health Fair	$400	8 clients	$50 each
Mailer	$100	5 clients	$20 each
Totals	$725	23 new clients	$31.52 average

What this does is allow you to see how effective each effort is. In this example, our imaginary MT spent $31.52 to gain each new client. New clients are expensive! But wait, there’s more! If you give an introductory discount, it can be even more.

Say your normal rate is $70 per hour. If you give a $20 new client discount on top of that then those clients from the newspaper ad and the health fair were given a free massage. You’d better make sure they come back! The business cards were more efficient, but during this time frame their appointment was still given for:

$70-31.52-20 = $13.48

New clients are vital to any business, growing or established, but don’t lose sight of the big picture and focus all of your efforts here. Not many of us can afford to do all of our work for $13 an hour. It can be an eye opening experience to find out exactly how much we can spend to get those clients in the door. The added bonus to this strategy is that it can really help us focus on our most successful and efficient marketing efforts.

Repeat Clients Are Golden

Now that we’ve seen the sticker shock of how much new clients can cost, how much do returning clients cost?

Nada.

Quite often a client will come back with a simple “would you like to book your next session now?”? Don’t miss this opportunity to ask the client to come back. Show your appreciation for their business and to let them know how much you genuinely value them. Gratitude can go a long way.

Going back to the cell phone company example from the start of this post, why don’t you go a step further and offer a VIP program, a “frequent flier” type program, or a discount for booking a massage at least once a month?

If you look back to working with new clients, you have to look at your conversion rate – how many of those new clients come back for another massage? And another? Personally, unless there is a major clash of personalities, I consider it a problem with my service if a client wouldn’t come back for another session. I use that as an opportunity to evaluate if I could do something better. Of course there could be any number of reasons why a client doesn’t return, so find out what those reasons are! You can’t do anything about it if you don’t know!

Invite those clients back, entice them for more, and as they say in show business, always leave them wanting more (but not wanting what they came for in the first place).

The 80/20 Principle tells us that 20% of your clients will provide 80% of your bookings and income. Make sure you know who they are and you treat those 20% the way they deserve. (More on the 80/20 Principle to come)

I had a client once that turned to me as he handed me the check with a bemused grin on his face and said “wow, with all this money I’ve spent on massage I could have bought a car!”. He followed that statement up by saying that he had enough cars anyway (much to my relief) but it also made me realize that he had spent thousands of dollars with me. When I looked at the books, it turned out that this one client had provided almost 10% of my income for the year!

Follow Up

If you haven’t heard from one of your regulars in a while, make a point of calling them to see how they are doing. Although many new massage therapists blanch at the idea because they are afraid it seems pushy, it has always been a good thing for my practice. In fact, I usually get a booking out of it and I have had quite a few clients thank me for calling – genuinely grateful because I was concerned for their well-being. You’d be surprised how many of your clients think about coming to see you but life gets in the way and they don’t get around to it. Make it easy for them.

There are any number of strategies out there to maintain contact with your clients, so look them up and use them! Ask your colleagues what they do. Ask your old teachers. But above all…

Don’t neglect your repeat clients!

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Building Your Personal Network To Build Your Massage Business

This is a very simple, yet powerful technique to kickstart the best way to build your business – word of mouth. I’ve taught this method in my business classes for years, and the students who apply it meet with great success.

Building Word of Mouth

This is far and away the most effective long-term strategy for a healthy business. It involves building a reputation and confidence in your customers that if they send their friends to you that they will be well taken care of. It starts with exemplary service to your customers. Provide top-notch customer service to every client and potential client. They won’t recommend you if they did not have a good experience.

But how do you take the next step, getting them to refer their friends and family to you? With some clients, you don’t have to do anything – they will sing your praises to anyone within earshot. It’s the others that you should focus on (without forgetting these wonderful people of course!)

What Do You Want Them To Say?

One thing that I’ve seen very few people pause to think about is what people are saying about you. Remember that everybody has their own view about what massage is and what it means to them. People will talk about what massage does for them, not necessarily what it can do for their friend.

To tailor this message a little more, first you need to understand what it is that you deliver. That involves several pieces…

1. What do you do? (Frame it in terms of what the client gets out of your work) and what do you enjoy doing? What are the challenges that you like to face in your practice?
2. Who do you work with? This ties in to what challenges you like to face, but what kinds of clients do you work with? Athletes? Pregnant women?
3. What environment do you practice in? Clinical? Spa? Outcall to clients’ homes? This is tied heavily to the clients you work with. It can also include the kind of “functional” environment that you create. You can create a spa feeling within a clinic and vice versa.

The final step in this process is to create a mission statement that includes these pieces. Try to make it clear and concise – preferably something that is easy to say aloud. Why? Because you will be saying this to your clients in so many words and more importantly, this is what you want your clients to be saying to other people.

Get The Word Out

Once you have refined a mission statement, you need to get it out there. Let all of your current clients know about it and use it in your marketing and in conversation with potential clients. You don’t have to say it word for word every time, but it should be clear enough that every person hearing or reading your message will be able to describe fairly accurately what you are all about.

It is not limited to only potential clients though, and here is the magic. When you make a simple, clear statement about what you do (that really communicates your mission) then that is what sticks in the person’s mind. You’ve created an association in their mind, you’ve created a special category for you, your brand of massage therapy, who you work with, what environment you work in, and what problems you deal with. From that point on, any time one of those topics comes up, they have a much better chance of recalling you.

Recruiting Your Army

Finally we get to the simple, yet powerful, technique I mentioned at the start of this post. The Friends & Family Letter (FFL). To understand how this works, think about what you do when you need something you don’t know about. Where do you turn to first? Simple, you turn to the people you know to ask about their experiences. Then you rely on other people’s testimonials and personal familiarity (like you drive by the business every day but have never been in it). Then, and only then, do most people turn to marketing. Of course that doesn’t mean that you should neglect your marketing, but that shouldn’t be your first effort.

The FFL is designed to recruit the people you already have a relationship with to be your sales & marketing force. The good news is that because these people know you they will hear you out. They care about you and they want you to succeed. You can sound like a dork in the letter and they won’t care because they already like you!

To write it, discuss the following:

1. What you’re up to: Are you just graduating or still in school? Are you starting a private practice? Are you job-hunting? Give them an update
2. What you do: Here is where the personal mission statement kicks in. Make sure you frame it in terms of how you can benefit them (your friends & family). Make sure it is in terms of how they should talk about it to their friends and family. It is very important to be clear here, because what you say here heavily influences what they say about you – which is exactly what you want.
3. What you want them to do. ASK! Make sure you come out directly and ask them to help you. They like you already so it isn’t a great imposition. Do you want them to come in and get a massage? Do you want them to tell all of their friends and family about you? Do you want them to ask their friends and family if they have heard about any massage jobs for you? All of these? Make sure you ask them directly – don’t just hope that they understand what it is that you are looking for.
4. Thank them and let them know what they get out of it. You might have a referral program or you might offer your undying gratitude. Make sure you show your appreciation.

You can tell your friends & family that they can forward it on. Send it as a letter or as an email.

Effective?

So does this work? I had a student who sent out a FFL by email the night of this class lecture. Over the next 2 days she got over 20 new appointment bookings from people she knew, booked herself out for that weekend, and ended up getting established with a successful weekend BBQ massage business – all by referral. In fact it was so successful that she turned it into a monthly newsletter that continued to help grow her business.

These people know you, so they are likely talking about you already. But are they saying the right things? Do they know what you’d like them to say? Do they know you’d like their help? Do they know what they can do to help? This FFL helps to answer all of these questions.

Good luck! And let me know how it works for you!

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Massage Therapy in a Down Economy

Given the fact that there is an update in the news every single day about the steps the government is taking to address the current financial meltdown, I thought it was appropriate to talk about how the general economy affects massage therapy.

It’s not as simple as saying business hurts during a recession. There is a letter from a massage therapist in the current issue of Massage & Bodywork that says their practice is thriving in spite of the economy. So what gives? Why are some MTs continuing to see success ad others going bust when the economy takes a downturn?

So What Happens?

There is some good news these days. Massage isn’t seen as solely a luxury anymore. The MTs and massage businesses that cater to clientele in this category can experience some belt tightening, but this isn’t the only market segment. Many more people see massage as therapy and health care these days than in the past. Before you get out of the massage-for-luxury market though, there are still people out there spending money on these things, so it isn’t as if the jobs are going to vanish. Hiring may slow down, MTs may not see as many clients these days, but the world isn’t going to end.

The simple fact is that when times are hard economically, people cut down on their spending and some of that spending may be massage. Usually people cut out what they see as dispensable first. So whether your massage business suffers greatly depends on how your clients value our work.

Building Value

Value is a perception. It is a perception of how much something is worth. Yes, there are some universal qualities to value, but it is mostly subjective. When you go to the ballpark and get charged $4 for a soda, you may feel like it is overpriced, but it is worth more to you there at the time than leaving the park to go somewhere else to get it more cheaply. So really the value is in the convenience.

If you sell your services as relaxation, people associate a certain value with that. People will associate a different value with pain-reduction; with athletic performance; with restored function, etc… You need to know what it is that you provide to your clients. Find out what makes you indispensible.

So What Can You Do When The Economy Isn’t Working In Your Favor?

1. Diversify
2. Refine (or Learn) Your Mission
3. Target Your Market
4. Be Proactive
5. Roll With the Punches

Diversify

Branch out a little. Don’t be afraid to explore new markets, new niches, for some extra income. Be creative in some of the ways you can do massage. You aren’t necessarily tied to your office. Do some chair massage, supplement your private practice with a job at a chiropractor or some independent contracting. Find some local sports events and call up the coordinators to see if you can come down to work on the athletes. Work a charity event and split the proceeds with the charity. Use your imagination.

Another option is to take a look at your books and your schedule and figure out when your down time is. At our spa, we found that M-Th before 3:00pm was our dead time. Then figure out what you want to do with that time, you can offer a discounted rate to book during that time, we closed our doors during that time without prior appointment, or you could even use that time to hold down another job.

Refine (or Learn) Your Mission

When things become challenging, it is a good time to make sure that your message is on target. What are you trying to accomplish with your work? Of course for you, but more importantly to your clients, what does it do for them? Really home in on that benefit and make sure that is the message you’re sending. If you have never really sat down and thought about it, start. And keep reading this blog because I’ll keep building on this topic.

Target Your Market

Once you have a really good message you have to make sure it is getting to the right people. Who benefits from what you do? And don’t say everybody. A mission that is too broad has little appeal to most people. Try to hone your message so that it really appeals to precisely the people you want to come into your practice. A jack of all trades is a master of none they say, so try to become a master of your chosen niche. Since I’m speaking in clichés – you can please some of the people all of the time, all of the people some of the time, and some people none of the time. You don’t want to try to appeal to everybody all of the time – focus on the some people you can please most of the time.

Be Proactive

When in doubt about what to do, do something. One thing is for sure, sitting around and whining about how things aren’t going well isn’t going to make them better. Massage is a business that little just falls in your lap. You may be the best MT in the world, but if nobody knows about you, you’ll have no business. The only way they’ll know is if you tell them.

Being proactive isn’t about just doing anything though, it’s about working smart. Take the time to identify the things that are in your control, that you can control, and focus on them. Try to break it down into small, actionable steps, preferably into steps that you can do in a short period of time, like an afternoon or a couple of days. That way you don’t have to wait too long until there is some kind of payoff. Set some attainable goals that allow you to taste some success and keep you moving in the right direction.

If you aren’t already, call up those clients who haven’t been in for a while and check up on them. You’ll find that a good number of them will be happy that you care about them and you’ll get some appointments out of it. Send a letter or email to all of your friends and family and ask for their help (more on this technique in another post). Nothing beats referrals.

Roll With the Punches

It can be hard on your attitude when times are tough, but you have to maintain your outlook. Don’t waste your time dwelling on the obstacles, but look for the silver lining and the paths around those obstacles. I know it sounds trite, but there really is an opportunity in every problem, so try to look for the bright spot and how this can benefit you in the long run.

Conclusion

Above all, realize that things will turn out alright. I speak from experience. When we opened our spa in the Westin in Silicon Valley, we did our very first appointment the night before the 9/11 attack and the bottom fell out of the travel to our region. We rolled with it although it certainly changed our business plan. Do what you can do, try to minimize your risks, and don’t worry about the things you can’t control.

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More Thoughts on Muscle Energy Technique

In the latest (Nov/Dec 2008) issue of Massage & Bodywork Magazine, there is an article entitled “Sports Injuries: Breakthrough Methods in Treatment” by Karta Purkh Singh Khalsa. There is a lot of great information in this article, but something strikingly lacking is the use of MET (Muscle Energy Technique) in treating these injuries. I can see great value in the manual techniques that Mr. Khalsa describes, but have to argue that those should come after MET has been employed.

As my work has grown, I have moved away from a purely manual approach – in the sense that I used to do it all myself. Teamwork is key, and in this case your teammate is your client; more specifically, their brain. If their brain is holding tension or inhibiting a muscle, it can take quite a bit of work to get it to normalize, and often the effects are short-lived. You can be much more successful when you engage the client from within, instead of simply inflicting
a fix upon them.

In addition, MET reduces the irritability of the tissue so that the subsequent work is less uncomfortable. And it creates conditions in which I don’t have to work so hard. I prefer to work from the inside out on a client instead of the outside in.

There is no “I” in TEAM, but there is “A MET”!

This also helps to start the process of rebalancing the joint. Sherrington’s Law of the Reciprocal Inhibition of Muscles…

“When one set of muscles is stimulated (our agonist, or target muscle), muscles opposing the action of the first (antagonists) are simultaneously inhibited.”

…is important to understand. Many novice therapists make the mistake of only working the sore muscles. Often the soreness is caused by excess eccentric load caused by hypertonic muscles on the other side of the joint. In simple terms, they are sore because they are exhausted from resisting the tension of the opposing muscles. They are also weak (inhibited) because of the hypertonicity of their antagonists. Relax that tension and the load on the sore muscles is decreased. MET is great because that is exactly how it works – by balancing the muscles on both sides of the joint.

Incidentally, MET improves the communication between the brain and the muscles and clears dysfunctions such as the negative feedback loop created by a trigger point (TrP). I always use MET to reduce TrP activity prior to more aggressive and painful techniques such as cross-fiber friction or sustained (ischemic) compression. Sometimes MET alone is enough all by itself, but even when it isn’t, almost every time the irritability is reduced so that the other techniques cause much less discomfort to the client.

Yet another effect is that MET retrains the brain as to what the state of the tissue is and how it should be. It allows the brain to do a reset of the proprioceptors. Ultimately, it will be the new and healthier movement patterns that allow the work to endure.

So I will close with the immortal words of Snoopy.

“Get MET, it pays!”

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Muscle Memory

We’ve all heard somewhere along the line that muscles have memory. So do they? Yes and no. What does that really mean?

The Muscles Themselves

Muscles themselves only have a little “memory”. Myofascia is designed for movement, and it molds itself to the stress that it experiences. In that capacity, if the myofascia has been shaped by habitual movement, the muscles will only be used to, or even able, to move within that range. So in that sense, muscles do have a memory.

The Bigger Picture

More to the point, it has more to do with the nervous system’s relation to the muscles. When the nervous system generates an impulse, neurons talk to each other – a line of communication is opened, potentially where none existed before. But once that line of communication is established, every time those neurons speak to each other it reinforces the connection. Of course this is why practice makes perfect – every time we do a particular action, our brain gets better and better at coordinating the muscles to do it. incidentally, when we start resistance training, the initial gains in strength are more due to improved communication between the brain and the muscle than any physical increases in the muscle itself.

This is what we’re really talking about when we say muscle memory – these habitual patterns of movement. When we learn how to do something a particular way, it can become very hard to undo it. For instance, you know how you can identify many people by the sound of their footsteps? This is because when we learn to walk we develop a unique gait. It takes over a hundred muscles working in coordination to walk and we all learn how to do it in a slightly different way. These patterns become ingrained and the connected neurons prefer the familiar. This is also why we massage instructors harp on our students to use proper body mechanics all the time – if you start by learning it the wrong way, it will be much harder for you to learn it the right way.

These connections, once learned, go on autopilot. And a good thing too. Who would want to have to constantly think about putting one foot in front of the other, or the position of your tongue while you are speaking? But once they become unconscious, we also lose some awareness about what we are doing. This is fine if things are working the way that they should, but when things are off we need to bring the awareness back.

When we get injured, we can develop bad habits, maybe habits that were necessary while we were hurt (limping), but no longer serve a purpose once we’re better (continuing to limp after healing). Our bodies adapt wonderfully to remain functional in response to these things. But once your body has found a way it likes to do things it can be hard to get it to go back to do it the right way, the optimal way.

Can it be done? Of course, but it may not be easy. Stroke victims can relearn to do things that they lost because of the neurons that knew how to do it dying. It is a matter of re-patterning.

So What Does This Mean?

For our clients, this means we need to understand how these patterns affect them. What factors were in place when developing these movement patterns? Did they break their leg as a child, or have something disrupt their development? Was there an injury? Athletic training? How long has it been there? The old saying that you can’t teach an old dog new tricks is somewhat valid – It’s a lot harder to break a habit that has been there a long time because to break a habit, you are really creating a new one to replace it.

Progress will be slow with long-term patterns. I have found that often, clients will feel some relief after massage, but it is short lived. This is because although massage is great, once they leave my office their old patterns begin to dominate again. I always tell my students that even if they come and see me once a week, there are 168 hours in a week – leaving 167 hours for them to undo everything that we worked on in that session. It is vital to educate your clients about what they need to change and think about in between sessions to let the work take hold.

Another implication is that as much as we work on the soft-tissue, it will have little to no long-term effect if we don’t address the neurological functions that maintain the pattern. It’s akin to eating one healthy, nutritious meal (your massage) amidst a sea of junk food (their bad habits). It won’t have much of a lasting effect. It is a process, and one that the client must be on board for. They won’t change until they are willing and ready to.

Reboot

I love Muscle Energy Techniques (MET), PNF (Proprioceptive Neuromuscular Facilitation), and Neuromuscular Therapy (NMT). I will focus on MET here, but use a variety of NMT techniques. They are all techniques that reboot the system by resetting the lines of communication. MET uses the higher thinking of the conscious brain to reprogram the lower order unconscious functions.

In every case you come across, resetting the interface between the brain and the muscles will make your job easier. You recruit the most powerful force in your client’s body, their brain, as an ally. If you neglect to address the neurological dysfunction, those old habits will be actively working against you. Most often this also clears the way to reveal the problems as well. MET will reduce hypertonicity (excess tension in the muscles) so the knots really stand out in the tissue.

Re-educate

Once you’ve done your part as a massage therapist, then you have to recruit the client to do their part. Do your best every session to give them something to go home with that they can do to take some ownership of their healing. An exercise, a stretch, a new movement pattern, a breathing exercise, or just some homework to take note of their posture once or twice a day. These things will help to begin the process of creating new movement patterns. Awareness is key.

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The Challenges of Being a Male Massage Therapist 4

In part 4 here, we will conclude our look at these challenges with the idea that women are more nurturing and better healers than men. You can look at the original three posts here (1,2,3).

Are women more nurturing than men?

The answer to this one is hard to pin down. Certainly there is a lot of variation depending on a persons personality. I’m not a psychologist, so I won’t delve into the inner workings of the gender-based mind. What I can say is that a most people, male or female, must have some kind of nurturing bent to enter this profession. Sure, I have seen some that just don’t seem to get it, but they don’t last long. Ideally someone should have clued them in before they spent a lot of money in education for a career that won’t work for them. However, opening oneself can be a process, so we can’t just write people off.

I would venture to generalize that the men who enter the field of massage therapy really do have a desire to help. Men have a different kind of energy about them. It is easy to think that males tend to have a more yang healing energy about them, but I have known incredibly nurturing male therapists before. I also know plenty of clients that once they have experienced a truly good male therapist don’t want to go back because they prefer the uniquely male energy.

Culture can have a huge impact on this as well. Traditional gender roles paint women with the nurturing, motherly brush, which certainly works in their favor in this profession. It isn’t to say that men can’t be nurturing in Western culture, they just aren’t seen that way most of the time. Ironically, there is still a lingering perception that men are better than women in the more power-healer roles such as doctors. These attitudes are changing, but the impression can seem like women are making more headway in the medical professions than men are in the nurturing ones.

Since the public perception persists that women are better healers, what can men do about it in a profession like massage therapy?

Diligent attention to professionalism is a must. I know I’ve belabored this point in this series, but it is so important. Often, people are really looking for any excuse not to buy your services, so why give them a reason on a platter? Professionalism is a skilled way of being welcoming, caring, and appearing competent in what you do. Make sure this is always on. Communicate and present that you do care and you are a healer. Walk the walk and talk the talk.

Recognize that not everyone has to like you. Not everyone will warm up to you as a male massage therapist, but they don’t have to. All massage therapy is a construct of trust, respect, and safety – a framework in which the healing happens. Some people just don’t click. As much as we are working to create standards so that a person can go to any therapist and receive the same level of care, it’s the relationships that make it work. Do your best to make everybody comfortable with you. Ask for the honest opinions of those closest to you. “Do I inspire trust?” “Do you feel safe around me?” Et cetera…

Put yourself out there. Realize that the business won’t just come to you. You need to take the first (and sometimes second and third) step in building relationships with your clients. A good first step is to get out there and get your hands on your clients. It’s harder to say a guy isn’t a good healer when you’ve felt the healing power of his hands.

Cultivate references and testimonials. Develop a body of evidence that you are a healer. Don’t be afraid to ask your clients for their opinion.

In Conclusion

So yes, male massage therapists do face challenges, but not insurmountable ones. With a little thought, a little preparation, professional skills, and the right attitude men can find the success they desire in this field.

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The Challenges of Being a Male Massage Therapist 3

Part 3 of 4 (1,2,4)

Homophobia and Thinking Sex in Massage Therapy

Sexuality has no place in massage therapy. Or so we’d like it to be. We can no more leave our gender, sexuality, or identity at the door than we can leave our endocrine system. We are sexual beings and even when it isn’t sexual, it still is in part.

What I mean by that is that we have a lot more tied up in our sexuality than we realize. It falls into a much larger category of gender identity, which includes the roles we identify with men and women and ourselves in relation to them. It encompasses the culture we are part of, religion, and past experience. It colors our attitudes, beliefs, and morals. It is such an integral part of who we each are that it is a little ludicrous to think we can do any kind of holistic treatment without taking it into account.

We need to accept that it is there instead of denying it. Then we can do something about it and make sure that it isn’t the central issue in our sessions. practices, and careers.

Homophobia

In this series, we are talking about this from the perspective of men not wanting massage from other men, as that is much more the issue in our profession.

In practice, you can break this into two categories. At the extreme, you have men who will never get a massage from another man under any circumstances. Don’t waste your time trying to convince these guys, but talk to them anyway. Remember that no man is an island and they have friends and family that they talk to. They may never feel comfortable with getting a massage from you (it’s their issue, not yours), but that doesn’t mean that they wouldn’t feel comfortable recommending someone else to you.

The other category is men who aren’t so adamant about it. They may never have had a massage from a man before, but this is often due to inexperience. Unfortunately, sometimes it is due to a bad prior experience with a male therapist as well. The key with these men is to pay extra attention to their comfort zone and don’t push their limits too much. I’ve had plenty of past clients (male and female) who commented after that I had completely changed their mind about getting massage from a man. Often men in this group will feel more comfortable receiving massage in a more clinical and less of a leisure capacity. Speak to them in terms of functional outcomes to make them feel more comfortable.

Make it easy and safe for your clients (and this goes for working with women as well). For massage rookies, usually disrobing is a point of distress. Tell them that they should only disrobe as far as they’re comfortable or that you can even work on them clothed (the Magic Massager works great for this). Mind your professionalism with a microscope and make sure that there is nothing in your speech, demeanor, or presentation that implies anything sexual about what you do.

Thinking About Sex

This is another common perception about men – that they are constantly thinking about sex. I’m not about to debate here whether this is true or not. I suppose it could be on a subconscious level that affects behavior, but it’s not really all that important.

What is important is that actions speak louder than words. The words are certainly important. Make sure that none of your words give any room for misinterpretation. However, you need to focus all of your attention on making sure that your actions scream professionalism, trust, respect, safety, and client-centeredness while leaving sex out of the equation.

Some women choose not to work with a male therapist simply because they don’t want sex to even be a possible issue, some because they may have experienced abuse in the past, some because they have body image issues and fear that a male will judge them, some because they don’t feel comfortable “letting it all hang out” in front of a man. There can be many legitimate reasons that a woman doesn’t wish to receive massage from a man. Of course, almost all of those reasons could make a person prefer a male as well. Although we strive to reduce gender preference, we will never eliminate it entirely. Understand it, reduce it, and work with it.

How do your friends talk about what you do?

An important thing that I see many MTs overlook is non-client communication. If you let your friends get away with joking around about what you do, you are tacitly condoning their inappropriate attitude. Make sure that you discuss with your friends some of these issues or they will be talking about the same inappropriate things about you to their friends. You have to emphasize and embody what you want your friends to say.

One of the main things I want to get across here is that an MT does not have to appeal to everybody. There are plenty of clients out there and the way the business is trending, there are many more to come. Find your niche and stop trying to be everything to everybody.

In part 4, we’ll take a look at the idea that women are more nurturing and better healers than men…

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The Challenges of Being a Male Massage Therapist 2

Part 2 of 4 (1,3,4)

The Problems

In the previous post, I mentioned four specific problems that impact male MTs. Job discrimination, homophobia, the impression that men are always interested in sex, and the impression that women are more nurturing and better healers.

Job Discrimination

As I mention before, I got passed over in at least one instance for a job because I am male. I’m sure every other male therapist has and will encounter this particular problem at some point. Many of the male students that graduate from my program get disheartened when they experience this – I have come to see it as an opportunity.

It’s not OK for massage businesses to perpetuate this gender gap. They see it as catering to their clients, but really it is just reinforcing a major problem in our field.

When I was fresh out of school, I went to work for a massage business called Equilibrium in San Francisco that was opened by two of my classmates, one of them male. As I would listen to them on the phone booking appointments I learned something – it is really up to the business the impression they give to their clients. When a client would call asking for a female, they would start in pointing out out all of my virtues and almost every time the session would be booked. And then out of those sessions, almost every time the client was very happy with the experience. How do I know? Because of all of the “I never thought I would get such a great massage from a guy” comments I received.

We need to work to change the lopsided preferences in our field, while accepting that some legitimate concerns do and will always exist (abuse, religion…)

So what can a guy do about this?

First of all, don’t be afraid to say something. I used to just let it go and move on, but I’ve learned over time that it is important to speak up. There seems to be a prevailing attitude out there that “that’s how it is” and the businesses go with the flow. Never pass up this opportunity to educate. It may not help you personally, but it will help all of the men out there in the profession. In this respect, we certainly all must work together to address this issue. We’ll all benefit in the end.

Secondly, accept that things won’t change overnight and some won’t ever change. Move on and look for a place to work where it won’t be as much of a struggle. Look for places that are more male-friendly; establishments that are more sports, clinical/medical, or deep tissue oriented. In this respect, sometimes men even have an advantage. Men still dominate in sports massage (Benny Vaughn mentions it in his Olympic massage blog) and the perception remains that men can perform better deep tissue work.

Almost all spas want to have at least one man on staff because they will get some male requests. Be aware that at some spas, those requests might not be enough to keep you busy.

Once you’re working, one of the best things you can do as a male is to make sure that whoever books the appointments is on your side and trained to promote you well. Believe it or not, I’ve seen places where they almost talk down about their male therapists! The scheduler is the person who can help you the most so get them on your side! Make sure that they have experienced the wonders of your work. Make sure that they understand the challenges you face as a male MT and that they know to steer more non-gender-specific appointments your way. Make sure that they know how to sing your praises because when a person calls to book their appointment, the scheduler becomes a testimonial. They get asked often “who’s good” and ideally you want them to say your name. Train them how to say, “Yes, I had the same fear about seeing a male at first, but after one session with Mike I don’t go to anybody else.” If you an get the scheduler to say that on your behalf, great! Now the ball is in your court to deliver!

Part 3: Homophobia and Thinking Sex in Massage Therapy

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The Challenges of Being a Male Massage Therapist 1

Several years ago, I responded to an ad calling for massage therapists at a small day spa. The woman on the phone was very polite when she told me that they had already filled the position. Out of curiosity, I had my wife call about the same position only ten minutes later. They wanted her to come down for an interview.

Men can sure face a lot of challenges in the massage business – job discrimination like I just mentioned is only one. Homophobia, the impression that men are always interested in sex, and the impression that women are more nurturing and better healers are other obstacles that men can face.

Am I advocating that this isn’t a profession for men?

Of course not.

All of these challenges can be dealt with, overcome, and sometimes even made into a non-issue. There are even some factors that work in men’s favor.

According to the latest surveys at ABMP and others, around 80-83% of the MTs out there are female. The good news is that in my experience far fewer than 80% of massage clients out there will only have work performed by a female therapist.

The Politics of Gender

As much as all of us would love to change massage into a gender-neutral profession (and of course need to endeavor to do so) the reality is that it is not. Massage by its very nature is an intimate experience, so attitudes about intimacy will always be a factor. For some people this is more of an issue than others and there is a large part of this that is based on past experience, culture, and learned attitudes. These attitudes can be changed, however, and it is important for male MTs to be pro-active about educating their clients about this.

I intend to write an entire post on the complexities involved in touch and communication since it has such a big impact on what we do.

The spa I mentioned above actually did something illegal. At the time I chose not to bother doing anything about it (I might do differently now). My school’s career services department fields many calls about externship sites where they only want female therapists as well. Although I could wish otherwise, that all massage businesses would take the high road and educate their clients that males aren’t evil, the truth is that many cave to the requests of their clients without even an attempt to steer their preferences. As a learning institution, we weed out extern sites and clients for our clinic that attempt to perpetuate the gender gap in our profession.

There is an interesting article from Massage & Bodywork Magazine on this subject, even though I have to disagree with some of the expert opinion expressed in it. (more on that later)

What’s Next…

These problems are not insurmountable and we’ll take a look at some strategies for male massage therapists to use to deal with them in part 2…

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Hybrid Education in Massage Therapy

Right now, we’re standing on the cusp of a new era in education. With the advent of Learning Management System Software (LMS), there is a lot more power at the fingertips of teachers in delivering course material. Some material works fantastically well in an online environment delivered via LMS. Courses that are heavy in theory, reading, or lecture work very well. Of course, massage therapy does require a substantial hands-on component so online delivery isn’t a complete option for most courses. A hybrid model is to combine part in-class training with part online. This solution is ideal for massage therapy because the online component can replace or reinforce the lecture components of a class, leaving potentially more hands on time with the teacher.

What can LMS Software do?

An LMS is a system for the delivery, tracking, and management of training (wikipedia). It can include everything from online test-taking, grade-reporting, lecture & powerpoint components, video and multimedia presentations, online forums and class discussions, wiki’s, and more. One of the advantages is that the LMS can be either a guided, structured process or more free-form and self-paced.

I've been interested in using LMS ever since I found out it existed in a few online classes I’ve taken and trainings at work. As a teacher, I’m always looking for better ways to implement learning objectives. Technology isn’t always better, but it is a tool. Most of the students I see in the classroom are increasingly tech-savvy (text messaging anyone?), so moving some of the learning online isn’t that much of a leap. The added bonus is that after some work to set it up, some of the process is automated.

I’m planning on bringing LMS into my classroom in stages and I’ll keep you posted here about how the implementation is working. The first step is to take the testing online. LMS software includes the ability to import/create a testbank and administer the tests online. The nice thing about it is that the test is automatically scored and their grade entered in the LMS. Our program is spending too much time on tests and retests and grading and I’m hoping that after the initial testbank entry that this process will be much more streamlined.

As a parent, my daughter’s middle school just implemented an LMS called School Loop. It’s great to be able to log on and see your childs progress any time you like and check how they’re doing. She’s on there every day making sure she’s completed all her assignments. It’s great. So much for the old “I forgot my assignment at school” excuse.

What Are The LMS Options?

There are quite a few options out there, from the very expensive to the free. Commercial vendors include Blackboard, eCollege, and others. The two big free players are Moodle and the Sakai Project; both are open-source and have similar functionality. I have chosen Moodle, primarily because there is a larger user base and to the uninitiated I thought Moodle seemed easier to get into. I’m not a big advocate for one or the other, but from here on out I’ll be talking about Moodle, since that is what I’m using. Here is a good place to take a look at some of the eLearning options.

Hosting

Once you decide on your LMS, you’ll need to host it. There are packages that you can download to host a server on your own, but I elected to go with a free (ad-supported) off-site server called NineHub, but there are other free hosting solutions available. If you choose to go commercial, you’ll probably want to set up a vendor-hosted solution that can provide enterprise support. Setting up NineHub was a breeze though and I was off and running.

A Sample Test

Once I got into the system, it took a couple of hours to learn my way around. Give yourself some time to get acquainted, especially if you aren’t at all familiar with the online classroom environment. You can get some help from a downloadable guide from Moodle. In short order I was able to figure out how to import some of the questions from an existing testbank and set up a small quiz. It worked! Based on that test, I’ve decided that we will try a pilot test in a few weeks in an actual class to see how it goes. We’ll gauge student response and see if it has the desired results in reducing teacher overhead. I’ll let you know how it goes.

Closing Thoughts

I’ve been in classes using online learning before and can definitely see the potential. I’m excited to try some of these solutions in my class now. As learning continues to evolve, as teachers we need to use the best tools available to ensure the best learning. While technology can’t guarantee more effective learning, it has a place, and in it’s place it excels over anything that has come before.

You can read more about eLearning here and here.

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Killer Introductions for Massage Therapists pt3

This is the final entry in the “Killer Introductions for Massage Therapists” series. See parts 1 and 2 here (1 & 2)

Putting It Together

Once you know what you deliver and who you deliver it to, you are ready to design your killer introduction. Now you are equipped to frame what you do for your potential client instead of letting them put you in a box. Try these introductions on for size:

“Hi, my name is Mike Wolnick and I’m a Massage Therapist.”

“Hi, my name is Mike Wolnick and I use massage therapy to help athletes overcome chronic pain and injury to maximize their performance.”

Which introduction do you think is better? This kind of introduction is very powerful. Let’s look at why:

1. It describes your work specifically. It’s hard for anyone to frame #2 as a sex worker or a spa therapist.
2. It appeals to your niche. If you are really good at dealing with certain client issues, or just really enjoy working with some types of clients, why try to appeal to everybody? This introduction is going to appeal to athletes.
3. It plants a seed. If you just introduce yourself as an MT, if they personally don’t need massage right then, they’ll forget about you. But if you frame it right, you’ve made a connection in their mind. In this case, if the client experiences an athletic injury, that is tied in their mind to you now. Even better, if they have a friend in a month complaining of some nagging sports injury, you’ve made that connection for them too! Otherwise they might never have associated massage with their friend’s pain.
4. Sounds more professional. Which introduction would you take more seriously?
5. Changes Your Competition. Do you think introduction #2 is competing with the spa down the street? Of course not, now your competition is other things that help with athletic injury. You even set yourself up in a better position to work with other professionals in that new area – sports medicine, orthopedic surgeons… Now it’s a matter of the client thinking about what very different method they can use to deal with their injury. Would you rather have surgery or get a massage…?

I’m just using sports massage as an example here, so adapt the idea to your own work. One other thing to note is the tone of the introduction. Use action words (overcome, maximize) and address the partnership involved in massage (help). And finally, make sure you don’t promise on anything you aren’t positive that you can deliver!

Using this process will help you to better build your business with the kinds of clients you want to work with. I guess you could say my introduction is:

“Hi, my name is Mike Wolnick and I help people change their lives and develop exciting, successful careers in massage therapy!”

Let me know how it works for you!

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Benefits vs. Features in Massage Therapy (Killer Intros pt2)

This is a continuation of a series entitled “Killer Introductions for Massage Therapists”, see part 1 here.

Benefits vs. Features

Simply defined, a feature describes what it is and a benefit describes what it does. This is a very important distinction. Features are things like the style of massage, techniques, and anything that describes your work. Benefits are what the client actually gets out of it; how their life is affected by the bodywork.

One of the biggest problems is that most of the things described in textbooks as benefits are really features. Do you think your clients really care about better circulation? Endorphin release? Decreased secondary edema? Any of the other things that are commonly described as benefits? Of course not.

What they really care about are the benefits they receive from these effects.

1. Better circulation = More energy, less pain (from stagnant irritating chemicals)
2. Endorphin Release = Less Pain so maybe they can sleep better at night
3. Decreased Secondary Edema = faster recovery from injury

It is vitally important that you translate what you do into something meaningful to your clients. They care about what your work will do for them, not about what it is you do. So make a list (write it down!) of the benefits you deliver to your clients.

Taking The Next Step

The next step is to figure out who you give these benefits to. You deliver different results to stressed out executives, pregnant women, and athletes, so why would you say the same thing to each of these clients?

Massage has a great many effects and benefits on the human body, pick the ones that are going to have the most effect for your target market. Going with these examples:

1. Executives: Stress-reduction, better job performance, increased energy, reduced headaches…
2. Pregnant Women: Decreased sciatic pain, Reduced discomfort from side-lying positions…
3. Athletes: Increased performance, reduced risk of injury, more playing time…

Think about what is important to your target market. Once again, write it down!

Back to Part 1 On to Part 3

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Killer Introductions for Massage Therapists pt1

When Massage Therapists are taught how to be professional and build their business, they are often taught to introduce themselves with the good old “Hi, my name is Mike Wolnick and I’m a Massage Therapist.”

Although this isn’t really a bad thing, it’s just not quite good enough. Why, you might ask? I mean it gives your name and it lets the client know what you do. So what’s the problem? Let’s dig into this a little deeper.

The Problem

Every person out there is going to have a different body of experience with massage therapy – shaped by the media, past personal experience, the past experiences of the people they know, etc… In other words, they already have some kind of opinion about what massage therapy is. When you tell that person you are a massage therapists, you are now whatever they think that means. If they think that MTs are prostitutes, that is what you are to them now. If they think of spa massage, you are now a spa MT, if they think of clinical massage, now you’re a clinical MT. So what do you do about this?

The problem is that you allowed them to define what you do for you.

So What Do You Do About It?

You want to turn the tables and frame what you do for them, as it should be. The key to this is a thorough understanding of what it is that you really do. Your first thought is “I do massage”, but this isn’t quite as simple as it sounds. What is your focus? What is it you really bring to your clients? Start to think in terms of benefits.

Part 2

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Making a Living with Massage Therapy pt4

This job pays x (insert rate here). Is that good?

I don’t know, is it? Asking this question is putting the cart before the horse. There are a couple of things that must be considered before this question is asked.

1. How much do you need?
2. How much work can you do?
3. How busy will you be?
4. What do comparable establishments with comparable clientele pay?

How much do you need?

The first and foremost item that needs to be considered is what you need to live. If you are young, single, and living at home with mom and dad, your expenses may only be a few hundred dollars a month. On the other hand, I had a student that had over $9000 a month in expenses by paying 2 mortgages and the like. Obviously their needs would be very different.

Start by figuring out your bills and obligations on a monthly basis. Rent, car payment, gas, insurance, cable, phone, memberships, etc... add it all up. Don't forget to include annualized costs as well like car registration, magazine subscriptions, or that annual family trip you take (just divide by 12 for a monthly cost). Also, estimate what you spend irregularly on things like clothes, new shoes, and the like. Try to average it out into a monthly cost. The important thing here is to put a number on your lifestyle, NOT to give yourself a bare minimum budget that you can just barely survive on. It is good to know the bare minimum that you can scrape by one, but you don't want to live that way all the time. You can even plan for the future by adding in the things that you aspire to - new car, starting a family, starting a business.

How much work can you do?

Because we work directly with our clients, and generally we can only work with one client at a time, we MTs are inherently limited in the quantity of work we can do. There are also physical limits as well. Although I've done 10 massages in a day before, I certainly wouldn't and couldn't keep up that pace on a regular basis. Personally, I found my comfort zone to be about 15-20 massages a week. What is your number? It may be higher or lower, but how many appointments a week works for you? Without putting your body, your health, or your family/social life at risk? There are 4.33 weeks in an average month, but using 4 will help you to play it safe and estimate higher.

How busy will you be?

Before you can determine if you will be able to live off of the income from your practice or that job you applied for, you need to know how much work you will be getting. This isn't as important if you are making a set hourly wage, but it is vital if you are paid by commission or per client. This is so important that you should never leave an interview without finding out how many appointments a typical MT at a business does a week. Why? Because it may sound great that a spa will pay you $60 an hour, but if you're on-call (or worse, sitting around) and only getting 3 appointments a week, you're making a lot less than $30/hr at 10 appointments per week. Also find out the cycles of the business. Some places are relatively steady, others are feast or famine. Make sure you see the big picture.

What do comparable establishments with comparable clientele pay?

If everything is working for you in these other questions, this one isn't so important. If you ain't broke, don't fix it! But it is good practice to know what comparably experienced MTs, in comparable establishments, working with comparable clientele, and in comparable locations are paying their MTs. Minimize comparisons between massage businesses that seem similar but are not. A small day spa that caters to locals in a ritzy resort town won't be comparable to the huge, posh spa at the resort up the hill. Compare apples to apples. Still, the difference isn't as much as you might think. Cost structures in massage businesses can vary widely - how the business is run and the cost of overhead can be very different from place to place. Spas are expensive to run, so don't expect the lion's share of what the client pays.

Another common mistake is to compare what the business charges the clients. Sure the sticker price of the services can give you a good idea about the clientele, but it isn't necessarily an indication of how they pay their MTs. My wife and I took a look at working at the Ritz-Carlton Spa in Half Moon Bay when it first opened. We were shocked to see that they only paid their MTs what amounted to $10-15/hr in commissions (on a service price of $100+). The 10% they were paying wouldn't have been bad if they were charging $300+/hr, but they weren't. They claimed they had interest from MTs as far away as Utah, and my immediate thought was they would have to be from out of state and have no idea about the cost of living here! Needless to say, we passed on it. They wanted their MTs to rely on tip income, which in my experience, no matter the setting, is unreliable at best.

Summing it up

Once you have answered these questions, then you'll be equipped to determine whether the pay is good or not. If a job isn't going to make enough for you, then you either should pass on it or you'll need to supplement it. If it will keep you busy but the pay is low, how will you have time to supplement it? Or if you are already doing your limit in appointments per week, how can you add more to make more money? These questions will allow you to figure out if a job or practice will allow you to live the way you'd like. A good job or practice will balance all of these elements.

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Making a Living with Massage Therapy pt3

Will people pay $xx?

Maybe. There are a lot of factors that go into a purchasing decision. It’s really all about value. If the perceived value is equal to or higher than the price, a person will buy it. The trick is to find the right balance.

A frequent concern is that a MT down the street charges a different rate. It is absolutely OK for you to charge something different – as long as you can justify it! It’s called differential (competitive) advantage. What sets your service apart from theirs? Although you do have to account for the price levels in your area, it isn’t the most important factor. Sometimes it can even work in your favor!

A MT I knew had an office on Union St. in San Francisco, a posh little shopping district. She was charging $60/hr and couldn’t seem to get clients to save her life. She looked at what the other massage businesses in the area were doing and realized that she was by far, the cheapest place around. Seems like it would be a good thing, right? Nope! It turned out that her low price was giving her potential clients the idea that she offered a sub-standard service. Believe it or not, when she raised her rates to $85/hr the clients started coming in!

Build the value of what you do, tailor it to your specific clients’ needs and you are on your way to finding the success you want.

Differential Advantage

Simply put, this is what makes you different than your competition. Just like you never see a business advertising "we have the same prices as everybody else!", you need to talk about what makes you better as well.

A differential advantage (DA) could be anything, but it's important that you find out what yours are. Pricing is an obvious one, but others can be location, convenience, specialty techniques, parking, outstanding customer service, testimonials, education, experience, etc...

A little less obvious can be some of the intangible DAs, things like a warm and welcoming personality, inspiring trust, creating security, excellent communication skills, personality, sense of humor. These things can be harder to pin down and you can't really advertise most of them ("Come on down for the funniest massage in town!"), but they have an important impact on the value that people perceive in your service - and on client retention.

Most people are willing to pay more for something that they see more value in. Differential Advantage is a topic that warrants its own post, so keep an eye out for more on setting you and your business apart.

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Making a Living with Massage Therapy pt2

Should I charge while I am in school?

In my opinion, yes. I always think it is a great idea to set up your clients’ expectations to the fact that you offer a valuable service that is worth paying for. Bear in mind that you may need a license to legitimately charge money for your services. I generally suggest that you charge about half of what you would once you are out of school and a practicing professional. I tell my students that they need to build the expectation with their “practice clients” that there when they finish school that the rates will change. Even if you choose not to charge while in school, you still need to build this expectation from the very beginning.

I used to work with a MT years back who was struggling in her practice. She had enough clients, but was still having trouble making ends meet. It turned out that she had quite a number of clients who were still paying her student-rate of $20-25 for an hour session! Her normal rates were $60/hr or 2 sessions for $100. She had been scared to raise her rates with these people for fear of losing the clients. After some convincing, she decided to raise her rates in compromise, to about $40-45. So did she lose clients? A few. But she also had a few comments of wonderment that she hadn’t done it sooner. And she earned more from the clients that stayed than she did in total from all of her clients at the lower rate.

It’s OK to give your loyal customers a preferential rate, just make sure it’s not hurting you more than helping! Think about the business and practice you are trying to build and work from there. It is a common mistake for MTs to chase down the bargain hunters, dropping their prices to where they can hardly sustain themselves. Bargain hunters will come to you for the low rates and will just as quickly go to someone else offering a special deal. These clients are hard to retain and you have to ask yourself, how hard do you want to work to keep them?

The other thing to bear in mind is what the massage laws are in your area. California thankfully just passed a state certification law SB731, but it is voluntary, and until then all of the old piecemeal laws remain in effect. Right now, in San Jose, you only need to be certified for 100 hours to get your license. Palo Alto is 72 hours! Once you have a license, I believe you should be charging as a professional (based on your abilities), not as a student.

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