This week I decided to try out the local alternative treatment centre – the idea of not having to travel far appealed.
Initially the website was confusing and had tucked away the therapist’s credentials and training, which are impressive – when you find them! This got me thinking about websites and advertising.
I had overlooked the fact that potential customers have their own fears and concerns. When visiting a website in search of a new therapist, they need certain information.
Namely: where did you train? How long for? Are you insured? Are there any recommendations on the website I can read? What do you look like? (My clients often tell me that they chose me based on a feeling they got from my website photo.)
Then there’s the treatment. I want to know how long it will last. What are the benefits? What will I feel during and after? Are there any contra-indications?
Checking the competition
I realised the aforementioned website had very little information that was easily accessible, which made me reflect on my own and whether I was ticking all these boxes. It’s a good idea to check out the competition occasionally to see if there’s anything you can copy, or mistakes they’re making which you should avoid.
I started to see how fine the line is between encouraging clients to return and looking a bit too desperate for bookings
By email I found the therapist informative and personable, just the right balance. It was straightforward to arrange an appointment and she offered me plenty of options.
It made me think about my own responses to emails. Perhaps I should make a guarantee to get back to people within 24 hours at the latest, I thought.
The actual appointment was a different experience. Somehow she had not defined her business.
On the one hand it was a holistic treatment room, yet on the other she was asking me how I attracted business as a Reiki healer in the area. Customers don’t want to hear that the therapist is having a slow year, work-wise; they want to feel they are giving their hard-earned money to someone who is in demand.
I started to see how fine the line is between encouraging clients to return and looking a bit too desperate for bookings. Rather than advise me on what would work best for me AFTER the treatment this lady started talking about further treatments at the initial consultation.
This made me feel I was being set up to book more. I tend to advise clients after their session when I have a better idea what will work best for them.
During the massage I took note of the ambience. She had placed a heated blanket under me to keep me warm. Though this sounded nice it was uncomfortable.
When I set a space I always test it out from the client’s perspective. Is this comfortable to lie on? Will it be warm enough; is the light the right setting?
She also played “soothing”music that was far from it. It seemed to be some kind of soft rock with melancholic lyrics – which given I was feeling emotional and tired anyway (hence the massage) was the last thing I needed.
Non-intrusive
When in doubt it’s best to choose instrumental tracks that suit the treatment, not your favourite tunes. Or sounds of nature that are non-intrusive.
For Indian head massage clients I use a special music CD that complements the rhythm of the massage. It can be hit and miss so don’t be afraid to swap and change and to even ask clients for feedback (perhaps using feedback forms).
After the massage – which was nice – we sat down and chatted about what I had experienced. Then, much to my surprise, during our conversation she got up and made herself a cup of tea! This amazed me!
Not only did it appear really unprofessional because we were in conversation, but the focus was taken right off me, the client. Clients are even more vulnerable at the end of the treatment, it’s important to make sure the focus is all on them.
If you are going to make a hot drink, wait until the session is over or make it part of the cooing down for the client and offer it to them instead.
As I was leaving I asked her about a pregnancy massage for my flatmate. But instead of detailing the services she offers (one of which, according to her website, was a pregnancy massage) she began telling me about other therapists and what to look out for.
Always make answers to questions about therapies, treatments and related topics relevant to how you practice. Of course, offer recommendations where relevant.
The client has come to see you – so build on that relationship and reassure them that you can help with most things related to your discipline.
