Make the Most of Massage

Category: Start/Grow Massage Business (0 – 30K)

  • Why Your Google Business Profile Matters: Doug’s Wake-Up Call

    My friend Doug owns a small hair salon—just him and one employee. He’s been in the business for 40 years and knows his craft inside and out. At one point, Doug ran big operations but decided smaller was better. Less stress, more joy. Recently, Doug started paring down his clients—the ones who made him want to pull his hair out (pun intended). But that left a gap. He needed fresh, positive clients to fill the chairs.

    I told Doug about how my massage business climbed the local search ranks when I optimized my Google Business Profile for small businesses, our number one referral source. Doug gave me the blankest of stares.

    I did a quick local search. Doug’s business didn’t even show up. Imagine all the clients he was missing—people actively looking for what he offers! It was like having a neon sign, except it was unplugged.

    So, that’s when I said we need to grab some coffee and fix your Google Business Profile.

    What’s a Google Business Profile, and Why Should You Care?

    A Google Business Profile is a free tool that puts your business on the map—literally. When someone searches for “hair salon near me” or “best massage therapist in [your city],” businesses with profiles pop up first. If you don’t have one, you’re invisible in Google’s world, and that’s where most people are looking.

    Doug didn’t have a profile, but it wasn’t because he’s lazy or tech-averse. He just didn’t know how critical it was—like me for the longest time.

    Whether you’re a solo operation, have a couple of employees, or run a service-area business (e.g., mobile massage), learning how to optimize your Google Business Profile for small businesses is a game-changer.

    How to Create Your Google Business Profile in 5 Easy Steps

    1. Sign In to Google Business Profile Manager
      Head to Google Business Profile Manager and sign in with your Google account. Don’t have one? Create one—it’s quick.
    2. Enter Your Business Info
      Add your business name, choose a category, and, if you don’t have a storefront, set up service areas instead. Doug serves a specific zip code, so we will list that.
    3. Provide Contact Info and Hours
      Fill out your phone number, website, and operating hours. Accurate and consistent information is key for improving your local search visibility.
    4. Verify Your Business
      Google will send you a postcard with a code, or let you verify by phone or email. It’s their way of making sure you’re legit.
    5. Add Photos and Update Regularly
      Upload high-quality images of your workspace or services. For Doug, adding before-and-after shots of his haircuts can help his profile stand out.

    Best Practices to Optimize Your Google Business Profile for Small Businesses

    1. Consistency Is Key
      Your business name, address, and phone number should match what’s on your website and social media.
    2. Collect Reviews
      Ask happy clients to leave reviews. Respond to each one—thank them for good reviews and address negative ones professionally.
    3. Post Updates Regularly
      Share news, promotions, or special events. This keeps your profile fresh and engaging, which can help boost visibility.
    4. Use Keywords Strategically
      Incorporate keywords like “hair salon near me” or “massage therapy for stress relief” into your profile description and posts to attract the right audience.

    Go right to the source for Google Best Practices for Google Business Profile.

    Why Doug’s Experience Can Be Yours

    Like I said, next up, Doug and I are sitting down to create and optimize his Google Business Profile. We’ll include high-quality photos and use strategic keywords, just like I did for my massage business. Here’s what I expect: within weeks, Doug’s salon will start appearing in local searches. New clients will find him, his phone will start ringing, and his schedule will fill with the kind of positive, high-quality clients he’s looking for. I’ll keep you posted!

    In the interim, get started on your Google Business Profile optimization for small businesses. And let me know if you need help (mark@makethemostofmassage.com).

  • How Much Do I Charge for a Massage?

    How Much Do I Charge for a Massage?

    Every massage therapist has asked: How much do I charge for a massage? The short answer is you probably can’t go wrong if you stay close to the price of your top 2 to 3 competitors.  But there are variables and pricing strategies you should consider before making a final decision.

    Before we start talking about strategies, let’s address the emotional  battle that may be going on inside your head. On a bad day you might be thinking that you’re not worth as much as other massage therapists are charging, and on a good day you might be thinking you’re worth a lot more than everyone else. 

    The Emotional Side of Setting Your Massage Rate

    In addition to the emotional battle, there’s also the reality piece: How much is someone actually going to pay for a massage?

    These feelings and thoughts are normal. But don’t let them stymie you and settle on a price by default. Here are some suggestions that I think can help you out.

    Self-Evaluation: Understanding Your Value

    First, how would you rate your massage? This is a loaded question because it’s difficult to do a self-evaluation without bringing in emotional baggage, like “my massage is never good enough.”

    Here’s a way to evaluate your massage and leave the baggage at the door. Ask yourself: Do clients come back to me? Do they compliment me?

    Client Feedback: A Guide to Self-Confidence

    If you’re working in a place with other massage therapists, are you holding your own in terms of getting clients?

    My guess is that your massage is good to go, but that you have normal self-doubt. However, if you think your massage needs tweaking, check out New Therapist Can Be Good Therapists.

    Research Your Local Market for Comparable Rates

    Next you need comparables. What are other MTs in a 5-ish mile radius from you (the place where you’re going to see clients) charging for massage?

    To answer this question, find 2 or 3 MTs or massage businesses as comparables—but be selective. You want to compare apples to apples.

    How to Choose Relevant Competitors

    For instance, if you’re currently working in a spa setting and are going to see clients in a room in your house, then you shouldn’t use a spa in your 5 mile radius as a comparable. People coming to a spa are not only paying for the massage, they’re also paying for the spa atmosphere and wouldn’t pay that price to get a massage in a room in your house.

    However, a franchise massage spa, such as Massage Envy or Hand & Stone, might be a fair comparison. Why? Because a franchise massage spa makes money in volume which means they charge lower prices than non-franchise spas in order to drive more people through the door.

    Pricing Strategies for Massage Therapists

    Undercut Strategy: Pros and Cons of Starting Low

    Once you’ve got your comparables, you’ll have a price range. Let’s say MT 1 charges $70 , MT 2 $80 and MT3 $70. The price range is $70 – $80. Where should you fall in?

    This is the challenging part.

    Instinct may tell you to price low, maybe even below the lowest price in the range. For instance, with the $70 – $80 comparables price range, you might think that $60 would be a good price point to get people in the door. Then over time you would raise the price.

    If you’re going to try this strategy, only do it for a short period of time and only for clients who will follow you from your current job to your practice.

    I say this because I used this strategy when I started my first practice. Yes, it did help me establish a core client base so that I could make it on my own. However, some of those original clients are still not up to my current massage rate.

    If you know that you’ll have a hard time raising the price over time, just avoid this strategy completely.

    High Price Strategy: When to Set Higher Rates

    The opposite approach to undercutting would be to price your massage off the high-end of price range scale. For example, if the comparables price range is between $70 and $80, a high price strategy would be to price your massage at $85.

    This strategy is more often employed by established MTs who know their market. If you’re just starting out, I wouldn’t recommend this strategy unless you have access to people who can pay that price.

    Here’s what I mean: Let’s say you’ve worked at local spa for a year and you’ve developed a following. One of the clients, Nefri, who loves you is also your biggest promoter. Nefri has talked you up to her friends and some come to see you at the spa.

    Your plan is to rent a studio and start your own massage practice. You do your research and find that your competitors are charging $75 – $80 for a 60 minute massage. The spa charges $100 for a 60 minute massage.

    When you tell Nefri that you’ll be leaving the spa to do massages in a studio, she wants to follow you. You suspect that most of her friends who see you at the spa will follow you, too.

    Banking on Nefri and her friends following you (they are used to paying a higher price) and counting on them as referral sources (they can provide an on-going source of people who can afford the higher price), this would be a time where you could price your massage higher than your competitors.

    Putting it in numbers, it might looks like this: at the spa, Nefri pays $100 for a 60 minute massage and gives you a $20 tip. Her out-the-door cost is $120.

    The top end of your comparables price range is $80. If you charge Nefri $85 and she still gives you a $20 tip, her out-the-door cost will be $105.

    You would be making $5 more per massage than your highest priced competitor and Nefri would be paying $15 less than if she went to the spa, which makes up for the fact that you can’t provide the total spa atmosphere.

    In-The-Range Pricing: Staying Competitive

    Personally, I prefer to stay within the comparables price range. Here’s why: Let’s say I work at chiropractor’s office. She charges $75 for an hour massage and my comparables price range if I were to go out on my own is $70 – $80.

    I have a few clients on the side, but I’m nervous that I’m not going to have enough clients when I start to rent space. I know that if undercut and charge $55, I’m in a position of never getting paid enough going forward.

    Solution: I price my massage at $75, right in the middle of the price range, and offer an intro massage price at $45.

    This strategy has worked well in our most recent massage business for 3 reasons:

    1. The intro pricing is a nice way to say thank you to the people who are going to follow you.
    2. The intro pricing is hard to resist for people who are on the bubble about following you.
    3. It’s a great way to get your hands on (literally) future clients and sell your massage through your hands.

    Cheat Sheet: Choosing the Right Massage Pricing Strategy

    Here are the Cliff’s Notes for pricing your massage.

    1. Only price your massage under the low end of the comparable range for a short time (e.g., until you have a base that pays for your massage expenses) and only with clients who are going to follow you.
    2. Only price your massage above the high end of the comparable range when you have access to clients who will pay that rate.
    3. You probably can’t go wrong with pricing your massage within the comparable price range and offering a one-time, intro discount price.

    Setting Your Massage Rate with Confidence

    Cheat Sheet: Choosing the Right Massage Pricing Strategy

    Here’s a quick summary of massage pricing tips:

    • Undercut Strategy: Use sparingly for new clients only. Look for ways to save money on massage insurance, a website and renting a room until you can get to your ideal price.
    • High Price Strategy: Ideal if you have clients willing to pay premium prices.
    • In-The-Range Pricing: Safe choice that aligns with competitor rates. Don’t let pricing your massage stop you from growing your business. Start within a comfortable range, then adjust as you build confidence and experience.

     

    Need more help starting and/or growing your massage business?

    Get my free course–Jumpstart.

    It has everything you need to get your business moving in the right direction.

    Save Money!

    If you are looking to save money on massage insurance, check out my most recent article: Who has the Cheapest Massage Insurance. By the way, website don’t have to be expensive. In fact, if you build it yourself, you can save a lot of money and make changes immediately. Go here for that article: Cheap Website. Last, you can land a room to rent for cheap if you find the right person to rent from. Here’s how you do that: How to Rent a Massage Room for Cheap.

    Questions? Email me at mark@makethemostofmassage.com. 🙂

  • How to Sell (a lot of) Massage with Your Hands

    How to Sell (a lot of) Massage with Your Hands

    How do I market myself as a massage therapist?

    You take your number one work skill—massage—and use that to sell massage.

    Wait, it’s that easy, Mark?

    I didn’t say it was easy. You still have to have a plan and put in the time, but by using a skill that you already have, you streamline the process of bringing in clients OR you can try to become something you’re not–a salesperson.

    On second thought, maybe you could be a salesperson…

    Let’s test it out.

    Are You a Salesperson?

    First, as a salesperson you’re going to want to overcome objections. That means if someone has a reason not to get a massage, you have a response that potentially makes that person reconsider her objection.

    What are you feeling right now?

    Do you want to punch me in the face?

    Hell, I want to punch me in the face.

    Here’s why.

    Overcoming objections is 1000% NOT who I am, and I’m pretty sure that’s not who you are either.

    In fact, I once quit a massage spa job because I couldn’t wouldn’t sell massages like they were gym memberships.

    Okay, Mary, just sign here for the massage membership.

    What?

    You really don’t have money for massage and this intro session didn’t help you with that excruciating pain going down your right leg, and you still can’t move your right foot?

    Well, here’s the thing, Mary, if you buy now, we’ll give you our special spring rate AND you can put your membership on hold for 3 months until that pesky back thingy gets better.

    (Slide contract closer to Mary.)

    Here’s my take on objections: All objections shouldn’t be overcome.

    And sometimes the customer may be better off spending her hard-earned money on something other than massage in the health & wellness services field.

    Because of this mindset I felt screwed or, at the very least, disadvantaged when it came to selling massage.

    At one time, I tried to pound that thinking out of my brain.

    I talked to shrinks and mentors. I listened to sales podcasts and read self-help books.

    Guess what I discovered?

    With core things, I’m sort of stuck being me.

    Alas, I was a failure at selling massage…or was I?

    When I looked backed over my career as a massage therapist, I had done okay. I had maintained a decent massage practice for many years, and I had a solid client base.

    It was only when I tried to take my income to the next level by becoming a salesperson that I felt like a failure in sales.

    But after I tanked at trying to be a salesperson I discovered something pretty cool.

    To make more money than I was currently making, I didn’t need a brain transplant.

    I just needed to tweak what I normally did to sell massage.

    So, what did I normally do to sell massage?

    I sold massage with my hands.

    How to Sell Massage With Your Hands

    Basically, I’d get someone on my table. If they liked my work, they’d tell other people.

    Okay, so now I just needed to amp up that process. In other words, I needed more people on my table who could become clients or refer clients to me.

    How did I get more people on my table?

    Well, marketers told me to build a customer rewards program and an email list and a Facebook page and to join the local chamber of commerce and Toastmasters and…OMG slap me!

    I’m not saying that an email list and a customer rewards program and other marketing strategies aren’t helpful.

    I’m saying that marketers don’t understand the true power of “selling with your hands” and that the quickest (and cheapest) way to get more people on my table is simply for me to move my feet.

    Seriously, Mark?

    Seriously.

    I got my feet moving and I found venues to demonstrate my value, like a chiropractor’s office (where massage wasn’t being offered), a physical therapist’s office, a running store and a personal training studio.

    Here’s how I demonstrated my value: I offered free, demo massages.

    Yes, free massage. But it’s also free advertising. And remember, advertising with your hands is your strong suit.

    Are you choking on your gum?

    Okay, I’m going to explain why free is not bad–and actually good.

    Oh, still not done?…take your time…I know this seems like very choke-worthy-stuff here…okay, you’re starting to breathe again…good…so, here’s my argument for doing demo massages.

    One, it’s the absolute cheapest way to advertise.

    Anyone trying to build a massage business, even coming fresh out of massage school with debt, can afford to demo massages.

    Hell, you don’t even need to buy face cradle covers and disinfectant wipes. You can simply use paper towels and a spray disinfectant from home.

    Also, if you’re thinking you need to have a massage chair, think again. I do my demo massages using my massage table.

    Two, you’ll be selling massage using your best marketing tool: Your hands.

    But, Mark, what about lowering the value of my service?

    I promise you that you’ll never devalue your massage if you follow these 3 rules.

    3 Rules for Selling Massage With Your Hands

     

    Rule #1: Not Free For Everybody

    Only offer free demo massage to strategic business allies, their employees and their clients. A strategic business ally is someone who can refer clients to you, like a hospital, MD, chiropractor, PT, personal trainer, hotel, or retirement community.

    Rule #2: It’s Free! (for 15 minutes)

    Limit the length of the massage to 15 or 30 minutes. Typically, I’ll offer a business ally (e.g. chiropractor) a free 30 minute massage. And I’ll offer her patients 15 minute massages.

    I give the extra time to the chiropractor because I want to demonstrate that I’m a good fit with her practice. For her patients, 15 minutes is the perfect amount of time to find and treat pain/problem areas.

    Rule #3: Limit the Time of the Offer

    Offer free massages for 3 months (12 weeks). For the first 6 weeks, do demo massage once a week. For the next 6 weeks, do demo massages once every 2 weeks. At the end of 3 months, reevaluate and decide if periodic demo massages in the future are important to keep you connected to your business ally and her clients.

    By the way, you can still do effective demo massage marketing during another COVID-like episode.

    Demo Massage During Another COVID-Like Episode

    Instead of doing demo massages onsite, you’re going to do the demo massages in your office where you can maintain the safety measures you have in place. If you’re also selling safety as part of your marketing strategy as I do, then it’s a double marketing win—you get to sell with your hands AND the potential client gets to see how you go out of your way to keep her as safe as possible.

    I prefer doing demo massages in my office even before COVID because I wanted the client to get the full experience of a massage at our office.

    Earlier on I said “move your feet”, suggesting that you need to knock on doors. That is a way to introduce yourself to businesses that can refer you clients, but it’s not the only way and it’s not the appropriate way during COVID.

    The  other ways to “move your feet” are calling and emailing. I have done 90% of my demo massage introductions through calling and emailing.

    If you need help with wording what you want to say as an introduction I have call scripts and sample emails in a free course called Jumpstart.

    Lastly, health-related businesses that you court should be very receptive to relationship building (growing their business) during this time of economic uncertainty because they too are looking for ways to sustain their businesses during the pandemic.

    Let’s recap: How do I market myself as a massage therapist?

    How to Sell Massage With Your Hands Recap

    Strategically offer demo massages to the customers, clients and employees of potential referral sources. Bring them to your office where you not only demonstrate your massage skills but also your above-and-beyond customer care.

    This free course provides an email template and a call script for introducing yourself to other businesses and has all my strategies that got my business off the ground: Jumpstart.

    Need more help?

    Get all my latest info for free. Sign up below:-)

     

     

     

  • How to Compete with Massage Envy

    I have a “that’s good, but wtf?!” feeling towards national massage spas, like Massage Envy.

    The “good” part is that they provide steady work.

    The “wtf?!” part is everything else: Low wages, a churn and burn business model, and the soul sucking break room where if you weren’t already miserable walking in, you will be before you walk out.

    These massage titans are ubiquitous.

    Massage Envy has 1200 locations, 1.5 million members and are in 49 of 50 states in the US.

    And they have massive budgets for marketing.

    Meanwhile, the independent massage therapist is rolling change to see if she has enough money for a website. (BTW, your rolls of quarters can buy a cool website. Click here.)

    This is an absolute unfair fight.

    It’s like David going up against Goliath, but instead of having a sling and a rock, David’s got a straw and a spitball.

    Independents should be running for the hills.

    But here’s the thing, as much as massage spa franchises have dominated this decade, they haven’t stamped out independents.

    In fact, this independent and other independents that I know have gotten stronger.

    How?

    For me, I did two simple things:

    (1) I copied the things that Massage Envy et al. did well.

    (2) I double-downed on being better at the things not in their wheelhouse.

    Here’s my fall and rise story.

    [bctt tweet=”Do what massage spas do well. Capitalize on what they don’t do well.” username=”Mark LiskeyMarkLiskey”]

    The Juggernaut 

    I took a major hit when Massage Envy and Hand & Stone moved into my area.

    I didn’t realize the pull they would have and some of my own clients left me to try them out.

    Antonio was one of them and he had been with me for a long time.

    As I watched the massage spa industry grow and my business shrink, I started looking for side hustles to cover my income drop.

    Massage and side hustles worked for a couple of years until my side hustles dried up.

    Then I was back to facing the reality of Mark, a competent massage therapist, not being able to make it as an independent in the changing world of massage.

    The Awakening

    After being talked through a little self-defeatism by my wife, Lisa, I started to ask myself questions, like: Why did Antonio switch to a massage spa? What could I do to get him back?

    For the next two years I got to know the massage spas business model very well, and that’s when I figured out what I needed to do to compete with Massage Envy.

    The first thing I needed to do was to imitate what they did well.

    Massage Spa Strengths

    Do #1: Prompt Response Time

    Massage spas kick butt when it comes to appointment turnaround. Typically, you can get an appointment on the same day you call.

    Though I was not, and did not want to be, an on-demand therapist, I realized that I needed to tighten up the whole scheduling process.

    In fact, over the years, I had remembered Antonio complaining about how hard it was to get an appointment with me.

    When I did these things, I saw an uptick with booked appointments:

    1. Answered my business line whenever I could,
    2. Checked my voicemail more frequently,
    3. Took care of appointments as they came in rather than in one chunk (like at the end of the day),
    4. Offered a texting option for old and new clients.

    Do #2: Track New Business and Client Retention Numbers

    Everything about massage spas is numbers.

    Numbers don’t lie.

    They tell you the truth about the health of your business.

    If I had paid closer attention to my “new clients” and “client retention” numbers instead of relying on my Spidey senses, I would have been able to react faster than I did after the massage spas moved into town.

    Do #3: Offer an Intro Massage Price

    One local massage spa did Groupons a while back. Potential clients poured through their doors. Though most did not become members, some did.

    So, I did an experiment with Groupon, Amazon Local and LivingSocial. And 15% to 20% of the customers I saw turned out to be repeat business.

    Hmm..a hundred people walk through my door and 15 to 20 become new clients. Not bad.

    A special introductory massage price works the same way. You offer a lower price than your normal rate to get clients through the door. Massage spas, such as Massage Envy and Hand & Stone, offer intro specials.

    For me, the intro massage special has worked great. It draws people in and since my intro rate is higher than what my massage would be priced through Groupon, the basement bargain shoppers usually stay away.

    A great bonus to an intro rate massage is that anyone who comes in—no matter if she becomes a return client or not—has the potential of spreading the word about my business.

    This has been a greatest no-cost way to advertise.

    Massage Spa Weakness

    Though massage spas do a lot of business things right, they don’t (and can’t) do one thing better than you. They can’t make the massage experience as caring and personal as you can.

    1. DON’T Make Efficiency Your Number One Goal

    If you’ve ever worked in a massage spa, you know that things move fast. For instance, if the massage is 50 minutes, you may only have 10 minutes to get one client out of the room and the next one in.

    That’s not too relaxing for you or the client—but that’s the business model massage spas use because efficiency equals profitability.

    Efficiency has its drawbacks though.

    For one, massage spas have a hard time keeping MTs because they burn them out. That means the client may not get his favorite MT when he comes in for his next massage.

    Efficiency also means that a front desk person is in charge of sales, scheduling and collecting money. But who is going to be more invested in making sure that a client’s experience is top-notch, a front desk person who probably doesn’t know a whole lot about massage or a massage therapist whose livelihood depends on it?

    2. Care Better Than They Do

    Once I got this, I started to tweak what I did at my office so that there was a crystal clear distinction between how I took care of a client and how a massage spa took care of a client.

    This is standard in my massage practice:

    1. I allot 30 minutes for a new client intake and 15 minutes between each massage.
    2. From intake to end of session, I focus on caring for the client.

    When I was doing my research on two brands of massage spas I studied their intakes. It was immediately apparent that on both intakes quite a few of the questions were designed to find the sales barriers that the front desk needed to overcome in order to sell the client a membership.

    Our client intake form was/is/always will be client-centric.

    I want the information that will allow me to do the best job possible.

    If I do a good job, my work will sell itself.

    You can download our intake here: [download id=”618″] Feel free to use it (or parts of it) for your business.

    1. I follow up.

    With new clients and anyone in a pain situation, I do a post-session follow-up via text or phone call. This is where going the extra mile can pay off big in terms of getting a client out of pain and building therapeutic rapport.

    It is a huge differentiator between what we do and what spas do.

    Massage spas don’t want MTs who work for them to follow up with clients.

    Why?

    Because they’re afraid that their MTs will steal clients.

    Boom.

    Advantage independents.

    We win (should win) with therapeutic rapport every freakin’ time.

    Bring it Massage Envy!

    If you’re an independent or want to be an independent it’s time to play hard ball with the massage spas.

    After all, they’ve already done the heavy lifting in terms of making people aware of massage through their extensive advertising.

    And they’ve been at it long enough that people know what they’re getting.

    That means they have some unsatisfied customers.

    You can snag these wayward clients using massage spa tactics like offering an intro price and knowing your numbers (new business and client retention) so that you can stay motivated to pursue new business and on top of what you need to do to keep new business.

    Then do what they can’t do: Provide stellar therapeutic rapport and above-and-beyond customer care.

    Don’t rush your clients.

    Do follow-ups.

    Let your care and concern come through in your intake, interactions and advertising.

    Good massage work with exceptional customer will sell.

    Boiled down to it’s essence, my competing with Massage Envy strategy comes down to this:

    Massage Envy does the advertising to bring customers in.

    We steal ’em.

    And now you know how:-)

    P.S. Antonio is back.

    Guess who answers texts promptly and makes sure that Antonio knows that he’s appreciated:-)

    Need more help competing with Massage Envy?

    If you just starting out or don’t make more than 30K a year on your own, go here: Jumpstart.

    If you’re paying the bills, but need to take it to the next level go here: Accelerator.