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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