Archive for November, 2010

I consider myself to be a pretty good marketer (after all, I do have a degree in international business and have owned and sold several businesses). So you might be thinking what could I learn from someone else about marketing?

First let me tell you how Laura and I were introduced. I had just finished writing Creating a Prosperous Practice Spending Little Or No Money Marketing and was looking for an editor. I happen to mention this to one of my business coaches and she recommended Mary McClurkin. Mary is from North Carolina and knew someone who has just started a massage practice and suggested I email her to introduce myself. Who was this new therapist? You guess it! Laura Allen!

I did email her and we’ve been writing back and forth over the years on several topics: teaching CEs overseas, starting a practice,… She was always prompt and giving of her time and information when I emailed her questions.

I respect Laura as a fellow colleague, author and blogger and love listening to her Southern drawl. So when Irene Diamond, of Successful Massage Therapist announced that Laura would be on her program talking about “How to Run a Successful Massage Business” a few weeks ago I registered right away.

During the tele-seminar, as Laura was talking and telling of her experiences, I was amazed at how similar our business views and marketing strategies were. While some ideas and strategies were reinforced, I did learn a few new things.

1. Put Yourself Out There. Laura tells of a new therapist who asked for a job. She told her that she couldn’t afford to pay her, but if she was available for the next 30 days, should could guarantee her that they would build her business just from the walk-in alone. While this one therapist has gumption (I’m so jealous, I wish I would have had a few therapists like her on my staff). She went to all of the businesses and introduced herself. After an hour, she came back to the office with 3 appointments!

When I had my full-time business, I used to tell new therapists that they needed to be at the office and available…that you set your intention and energy to draw clients. This particular therapist took this to a new level. People like to do business with people they know, like and trust. By introducing herself, and explaining the benefits of massage, she did just that.

2. “If I had a …, would you come?”. When Laura just started her practice, there were several modalities that neither she or her therapists offered and clients were driving out of town to get these services. So she asked them, “If I had a Rolfer here, would you come?” They all said yes! So she called a Rolfer that she knew and asked him If I could get you enough clients to make it worth your while, would you work here one day a week? She later replicated this is therapist with other specialized modalities. Absolutely brilliant! A win-win for everyone! Clients get services that they want and don’t have to drive to the next town. The individual therapists get more business. And Laura gets to look great to her clients, plus the extra money from these services probably wasn’t so bad either.

3. Database of physicians and dentists. Laura wrote letters to the chiropractors, doctors and dentists in her area introducing herself, her practice and the benefits of massage. She started receiving a response the very next day. Better yet, she goes to their lectures and introduces herself after their talk and gives them her card. Now has quite a few doctors as clients as well as receiving referrals from them.

There was so much more to this tele-seminar. If you missed it, you can still listen to the full tele-seminar by registering here.

Want more Laura? Laura has written a marketing book called One Year to a Successful Massage Therapy Practice. I just got it before I left for Costa Rica, so I’m looking forward to reading it. She has another book coming out soon, so I’ll keep you posted.