April 2005 Marketing Newsletter

Help Your Practice
April 2005 Marketing Newsletter

April 18, 2005
Volume I, Issue 10

Note: This newsletter was originally published for both massage therapists and personal trainers. We no longer offer any newsletter or products for personal trainers.

Welcome to the Help Your Practice Newsletter! My name is Michael Humphreys. Along with my business partner Eric Mitchell, we are here to help your journey to business and life success.

Each month, we will be coming to your email inbox with the latest Help Your Practice news, special offers and great business tips that can help you create the massage or fitness practice of your dreams.

Do you know someone who would enjoy reading this newsletter? Please forward this newsletter to them and help share the wealth!

Now Available: Massage Practice Killers

Learn Twenty Three Solutions To Eleven Of The Top Massage Practice Killing Mistakes that massage therapists can make. The type of mistakes that can limit or stop your massage practice success in its tracks.

We are now offering “Massage Practice Killers: Eleven Ways Massage Therapists Can Harm Or Hurt Their Massage Therapy Success” on CD.

The CD has debuted at $14.95 and for a limited time, we are offering fr*ee shipping on any order. (Note: This introductory price is no longer available)

To learn more about Massage Practice Killers, please click here:

Goal Setting Monthly Tip

Last month, we talked about recognizing fear and continuing to move towards your goals. This month, our Goal Setting Word is Change.

Every day, we are bombarded with new things. From new foods, the latest newspaper, to new techniques in our industry, we are in a constant fluctuating world.

Like it or not, the personal trainer and massage therapist are always part of that changing world. Both trainer and therapist are in two industries that have captured the cutting edge of world.

You are in the business to help people and flexibility (no pun intended) is one of the keys to your success. Gone are the days where one or two systems could get you all the clients you ever needed. You must adapt to the changes that are occurring around you and make those new systems work for your business.

Help Your Practice has always felt that one huge stumbling block to great success is being resistant to change. Your industry is constantly changing and the first great step is accepting that change and in turn embracing that change.

Massage Therapy and Personal Training have evolved from simple “making people feel good” to industries that cater to the overall health needs of the population. You could walk out right now on your street and meet at least 10 neighbors who have either had a professional massage or workout with a trainer.

Remember this change has happened in the last 10 years therefore you are at the cutting edge of a health revolution.

But change is not limited to our chosen profession.

Now we are getting into something beyond your industry.

It is also important to look at the results of personal change:

As the world changes, there is an increased need for personal change. You and only you should be the one who prides themselves on your adapting to a changing world and creating a personal change. Ultimately, each of us is responsible for our own change!

The Three Tenants Of Change:

1.) There Must Be A Change
2.) I Must Change It
3.) I Can Change It

You are the bringer of change as long as you realize that change can be achieved no matter what the obstacles are in your way. Be like the butterfly, who emerges from its cocoon, spread its wings, and flies toward freedom.

Remember this quote by Nathaniel Emmons: “Habit is either the best of servants or the worst of masters.”

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Monthly Marketing Tip

Sometimes it happens. You thought your client had an appointment at 2 p.m. and it was really at 1 p.m. Or you got stuck in traffic and were 20 minutes late for your client.

The client is fuming mad. What do you do? Do you:

Apologize and try to do the training session or massage without further comment?

Apologize and do nothing.

Apologize and give them a free session.

Most people would choose option A or B. They hate the idea of losing a sale.

But the busiest massage therapists and personal trainers will chose option C:

Apologize and give them a free session.

Studies have shown that the public’s opinion is that customer service is at an all-time low. There are more rude and uncaring salespeople than ever before. It is so bad that people have become accustomed and expect to be treated badly by businesses.

By admitting you made a mistake and delivering more than the expected half-hearted apology, you create the following positive benefits:

You blow the client out of the water by your customer service skills. They were only expecting a halfhearted apology like they would hear anywhere else.

You give them an opportunity to tell their friends and family how well you treated them. Yes, that means more referrals from them!

They do not always take you up on the free session but are touched by your gesture.

They will continue to schedule with you.

“How Losing $70 Saved Me $840 Per Year”

Here is a story of something that happened recently at Michael’s massage therapy center:

“We have a client (I will call her Jane to protect her identity) who has come in every month for an hour massage for the past three years. It is not always the same day each month, but every month, like clockwork, Jane will call us and schedule an appointment.

At $70 per hour, she pays us $840 every year for massage therapy.

Just last week, she booked an appointment for 2 p.m. instead of her preferred 3 p.m. slot.

Why? The therapist she wanted was not available for a 3 p.m. so the client compromised.

Jane showed up for her appointment at 2 p.m. And the therapist did not.


Turns out the therapist heard 2 p.m. and wrote down 3 p.m. in her appointment book.

And Jane was really, really, angry. And I was the lucky soul who got to take her angry call!

First, I let Jane vent and tell me why she was so angry.

I told her I understood her perfectly and felt terrible that this had happened. Then I told her that we wanted to do the right thing and give her a free session since we had screwed up. Jane immediately got quiet on the phone and I heard a very quiet ‘ Thank You Michael. I need to check my schedule but I will have to call you tomorrow to set up my next appointment’ in return.

The next day, we received two phone calls.

The first one was from Jane to schedule her free appointment. With the same therapist who wrote down the wrong time.

The second one was from a new client who told me, “My friend Jane recommended you.

She told me that you have great therapists who treat everyone the way they deserve and she would not go anywhere else!”

Here’s What We Recommend:

Yes, it hurts to lose the money by having to give a free session as your apology.

But what hurts more: Losing $70 once or $840 per year for the next three years?

The lifetime value of a client can be huge. That is, the amount of money they will spend with you, month after month, year after year, if you can keep them as your client.

In twelve years as a massage therapist and using this method, Michael has never lost a client and gained countless new referrals as a result!

That’s all for this month. On behalf of Eric, we’ll look forward to talking with you next month.

Seize The Day,

Help Your Practice

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