Today I wanted to talk to you about some very important points that I see us, as massage therapists, not taking seriously enough. If you’ve been with me for any length of time or are one of my students, you know I constantly preach – charge what you’re worth.

The question is: What are YOU worth?

At a meeting the other day, a marketing consultant opened her talk by asking the group, “What are you worth?” She went on to discuss all the different ways we minimize our worth or discount our value in desperate attempts to close the sale. After all the pitfalls of pricing and selling were laid out, she closed the talk by asking again, “What are you worth?” The responses around the room were very entertaining as people began to realize or give themselves permission to adjust their prices to make a profit!

As a wakeup call for your own massage business, I want to give you some options to consider ensuring your pricing delivers the profitability you deserve.

1. Educate your customers. When prospects approach you or call/email you for your prices, this is a buying signal. They are telling you they are ready to buy and willing to spend money to purchase your expertise. – Provide superior service and they won’t look elsewhere and won’t blink at your price. Excellence is priceless.

2. Many prospects perceive value and price as equal. A lower price can actually hurt your credibility and sales because they associate the best quality products and services with premium pricing. Listen to your clients. Do some competitive research and be sure you are not shorting yourself.

3. Periodically calculate your profit margin to be sure what you charge, after expenses and overhead, pays you a good living. Covering expenses, overhead and payroll is not enough.

4. Periodically do the numbers to be sure that the actual cost/hour and price/hour give you the necessary profit margin.

5. There are ways to keep your prices fixed to maintain value and yet be flexible. Add the flexibility by designing different packages.

6. Set your fees just a bit above what you feel comfortable asking for. Then, bump them up incrementally until clients complain or you stop getting repreats.

7. When asked, be upfront about your prices, and then zip it. Do not apologize for your prices, defend your prices, or justify how you derived the price.

8. Yes, there are strategic times when negotiating/discounting a price is in your best interest. For example: a unique packaging of services for a new type of client (i.e. corporate seated massage), or the introduction of a new service (or product).

You have to appreciate what you are worth before your clients will. Decide what you are worth in the marketplace. Be sure your fee or rate has a profitability factor built in. You are worth it.

Your services and skills are worth more than you believe. Notice I did not say “think”? I want you to believe in yourself and your work. Until you believe in what you stand for, you’ll always limit yourself to the true freedom and wealth that comes as a result of offering your unique talents.

Just for a moment, no matter how uncomfortable it makes you feel, write down what you believe you are worth. Put a number that represents what you are worth for each one of your services. No matter how crazy a number, if you feel it’s $10,000, write it down. Don’t rationalize it. Just do it.

Post it where you will frequently see it and sit with it for the next 48 hours.

Part of getting what you want to be is learning to ask the right questions. Instead of asking “why?”, start asking “why not?”