Client Retention means keeping the clients you have! It’s a well known fact that bringing in new employees costs more than keeping existing ones. We can think of massage clients in a similar way. Massage is a very personal profession. We are asking clients to trust us very quickly and its our job as the professional to do everything we can to earn that trust. By changing and adding a few simple things, we can create a space that feels welcoming, inclusive, and hopeful.
Put down the intake and listen to your client. You should have read and looked over their intake before their appointment. The major things to remember are any contraindications you noticed or have questions about, and their goals for the session. If you are running behind or they filled out their intake form when they came in, give it a quick glance before you start talking to your client. I can’t think of anything more disrespectful (and similar to the doctor’s office experiences we all hate). So read the form, then put it down and look at your client. Have a conversation. I like to start with “how’s your body feeling today?” or “what brings you in today?”. Especially with chronic pain/illness clients we have to ask every session because it changes day to day for them.
Have clear boundaries around your time and access. Yes this will help retention. Clients want to be told what to do. They don’t want to guess at your policies or assume its the same everywhere. Having clear policies around how to schedule (online, text, call?), address and map (so they don’t have anxiety about getting lost), and any late cancellation policies should be posted on your website and scheduler. Determine your “business hours” (including when you are available for phone calls or texts) and don’t message outside of those hours. We think that by being the Best People Pleaser Ever it will ensure clients keep coming, but that boundaryless way of running a business feels unsafe, unstable, and unserious to your clients.
Ask-Listen-Ask. Ask your clients what their issue is, what they are feeling, or what their goal is for massage. Listen to them. It’s then your job to take what they said and come up with a treatment plan. Share that with your client and ask consent. Here’s a basic example:
Me: how’s your body feel today?
Them: My neck and shoulders are really tight.
Me: okay, we have 60 mins today, were you wanting a full-body massage today or just focus on your areas of concern?
Them: Full Body
Me: Great. Let me have you start face down. I’ll get your back and focus on those shoulders, get the backs of your legs, have you flip over, then get the fronts of your legs, arms, and end with some nice neck work and stretching. How does that sound? (consent)
Them: Perfect!
The little things matter. The cozy blanket. The table warmer. The clean smell of your linens. The music. The quality of your touch. That little stretch you don’t always do but know it feels good. The extra 30 seconds it takes to massage each finger. Every little thing feels luxuriously to your client. This might be the only time they let someone else take care of them. What a privilege. You don’t have to show up to every client with your best, but you should show up with the desire to be your best.
Don’t just ask to rebook, give them a reason. It is our job to educate our clients about their issues. This is why staying up-to-date on the research and continuing to take education opportunities is so valuable. We need to know what is actually happening to be able to explain it to our clients, and also to be able to better identify what would help. Give them something to do in between your sessions. A stretch, a referral, an exercise to try or a meditation track you like. Be of service to them holistically, meaning it will never be just you that helps them. It’s always the client that heals themselves, and when our practice reflects that support and gives them the autonomy and space, we get to bear witness.
Client Retention is just Client Relationships. Build a healthy and professional relationship with your clients, bringing in your authenticity and personality, and you will attract the clients that resonate with you.
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