MBS Podcast Ep 46 That was a great massage Ill call you USE (00:02.626)
Welcome to Massage Business Success. I'm Amy Bradley Radford, and this is the podcast for massage therapists who want to grow their business, strengthen their skills, and create a career they love. Let's get started. Well, hello my friends. Before we get started today, there was something I wanted to talk about for today's episode. Some of the information that you're going to hear is really geared towards a newer therapist or a therapist who's struggling to get repeat clients.
We're going to be talking about some great foundational pieces that have to do with how to rearrange your massage flow, how to meet your clients' expectations, how to chart what it is that you're doing so you can create those experiences and recreate those experiences. And it's a good reminder for many of us about what it takes to build and keep a repeat clientele. But if you've been practicing for a long time, you might start listening to this and go, this isn't for me.
So I'm going to encourage you to look at the chapters in the description and maybe go to some of the topics towards the end of this podcast because they might fit your circumstances just a little bit better. We all get stuck in our routine. All of us. And it is part of the thing that keeps us stuck in our business. So there's some good information for many of us to review that can help remind us how to build our business a little differently. I believe there's something valuable here for everyone.
But I've worked with enough coaching clients in the last little while to realize that there's some basic steps that I also need to cover on this podcast for those of you who are coming in and are struggling and you're looking to me for answers. So I hope you will take the time to really listen to what this podcast has to offer all of you. Now, because some of you might hop off, I also wanted to bring up an announcement that would normally go in the middle, kind of as a commercial, and it's something I've been thinking about doing for a while now.
I've got to meet some amazing people in this last year and work with them in their business in so many different ways. But there's a theme that has started to come up through a lot of my coaching calls, and that is so many of you are struggling to understand what it means to own a business. Really own a business. Not just a massage business. There's a big difference between
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Knowing what you're supposed to do to run a business and understanding how to think and make decisions like a business owner. And that's the transition I'm ready to help people make. I also know that many of you want some one-to-one time with me or would like to have me answer a question for you. And this is a great opportunity to do that in a group setting that allows you to grow your business while listening to how other business owners are running their business.
and really see what it takes to be successful. I think this will be a powerful class. So this is a six-week coaching group slash class on how to think like a business owner. This is the first cohort. So it's kind of a pilot class. A good way for me to get my feet underneath me and see what it is that you truly want to learn inside this class. I know many of you are ready for this information. And I'd like to have you join me.
So if you're interested in learning more about how to think like a business owner, there's more information about this class in the description. Now, let's get on with our podcast. Have you ever had someone get off your massage table, look at you, and say, my gosh, that was such a great massage. I'll call you to schedule another one, and then you never hear from them again. I think every massage therapist has experienced that to some point in their career. And you know the frustrating part?
Is that you don't really know what happened? You thought you gave them a great massage. They told you they loved it. So how come they didn't come back? What I want to talk about today is something that I think is important before we get into why this happens, and that's self-worth in massage therapy. Because massage is such a personal expression of who we are. We put so much of ourselves into our work, and when somebody doesn't come back to us, we take that really hard. And then we start questioning ourselves: was my pressure wrong?
Did I do something they didn't like? Am I just not as good as at massage as I thought I was? And then what do we do? We go learn another technique, we take another class, we add something else to our toolbox because we think that if we just got better at massage, somehow that's going to solve the problem. You know, but one of the things I've learned over all these years of being an educator is that massage therapists typically have really great skills. What they don't always have
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is the bridge between taking those skills and giving them to a client in the way that the client actually wants them. And I've watched therapists adapt to this problem in all different kinds of ways. I've seen people become very good general practitioners where they tell everybody, well, all I really do is a great basic relaxation massage. And I've seen therapists go completely the other direction where they're just pummeling muscles because they discovered that some people come back for that kind of pressure. But
Most of the time they're hurting themselves in that process too. You know, and then there are the therapists who start throwing everything and the kitchen sink into their massages, trying to make everybody happy because they can tell you something just isn't quite right, but they don't, they just can't put their finger on it, literally and figuratively. And sometimes all we're doing by learning more techniques is just adding to our own confusion. The problem isn't necessarily that we need more techniques or that we have to use more pressure or that we need to work harder.
The problem may be that we don't really understand what our client is asking us for. And even when we do, we don't necessarily know how to turn that information into the massage they want to experience. And this is something that I have come to understand about our specific profession. We are translators. And I want you to think about what we're actually doing. We're taking everything we know about massage, we're listening to what our clients tell us, and then we're trying to create this.
Unspoken touch experience that matches the picture they have in their head. And the problem is they haven't necessarily told us what the whole picture looks like. So we're trying to deliver something that they expect us to just somehow know that they want. And when it doesn't turn out the way that they had imagined inside their head, they may not tell us that. They may just say, my gosh, that was a great massage. I'll call you. And then they don't come back. But here's what I want you to understand. Just because somebody doesn't come back.
doesn't automatically mean your massage skills aren't good. It may mean you just haven't figured out how to translate what they wanted into what you actually did at the table. And those are very different things. So today I want to talk about something I've been teaching for years. Something I actually wrote about back in 2016 for Massage Magazine, and that's what I call the cookie cutter massage syndrome.
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Because there is a difference between knowing how to give a good massage and knowing how to change that massage to meet the expectations of the person lying on your table. So let's go back to that client who gets off your table and says, that was a great massage, I'll call you. What if it wasn't a great massage? Now I'm not saying you did a bad job, and I'm certainly not saying that every client who doesn't come back was unhappy with their massage. There's all kinds of reasons why people don't return that have absolutely nothing to do with us.
But what if this particular client walked out thinking, well, that wasn't really what I wanted? How come they didn't tell you? Massage is a very personal experience for the client too. They're trusting us with their bodies. And when something isn't quite what they were hoping for, they may not want to just hurt our feelings. They may not want to seem like they're demanding, or they may not even know how to explain what was missing. You know, most people know what they like when they feel it, but that doesn't necessarily mean they know how to describe it.
Something interesting happens when I'm teaching these concepts in a classroom. I'll be talking about client expectations and why people don't always get the massage they wanted. And I'll have therapists tell me, you know, that's exactly how I feel when I go get a massage. I'm still looking for my massage therapist. I haven't found somebody who gives me the kind of massage I'm looking for. And you know, I think that's kind of fascinating because here we have massage therapists who know exactly what it feels like to be on the receiving end of a massage that doesn't meet their expectations.
They've experienced that disappointment themselves, but they haven't necessarily turned that experience around and looked at their own practice. If you're still looking for somebody who gives you the massage you want, how many of your clients might be feeling exactly the same way? And here's where I think we run into another problem. Sometimes we hear what the client says, but we interpret it through what we already know how to do. Maybe a client comes in and tells you their neck is really bothering them, and from your training and experience.
You know you may need to address other areas to help that neck. And clinically, you're probably right. But what if that client really wanted you to spend some time just directly on their neck? What if they needed to feel through your hands and where you started and what you touched that you actually heard what they were telling you? You might do some wonderful work somewhere else in the body that makes all the difference in the world, but if they get off that table feeling like you never really address the reason they came in.
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They're not necessarily going to feel like that was a successful massage. That doesn't mean we abandon our education or all of this clinical judgment that we've learned. It means we have to understand how to incorporate what the client wants into the work we know they need. I think this is where a lot of really good massage therapists struggle because understanding what your client wants is one skill, but being able to change the massage you've become so comfortable giving in order to meet those expectations.
Is something entirely different. And changing that massage isn't nearly as easy as it sounds. One of the things I've noticed over the years, especially when I've had massage therapists working for me, is that they're really comfortable with what they do. And you know that makes sense because we've all spent a lot of time learning how to put a massage together, our own massage flow. We know our sequences, we know how to transition from one part of the body to the other, and all the draping and all the details that go in with it.
We know exactly how much time to spend on one area and still finish that massage in 57 minutes or 60 minutes or 90 minutes or whatever their appointment happens to be. And you've accomplished something amazing in that. You've developed a massage that flows naturally and you feel confident delivering that massage. And you don't necessarily have to think about every step of it anymore. You have what you feel is this great memorized massage flow.
that you're comfortable repeating and you know you're probably pretty proud of it. I know I was proud of my massage flow. But here's where that can become a problem. Let's say I have a therapist working for me and I'm noticing that clients aren't coming back to see that particular person. Maybe I'm hearing things from clients about what they liked or didn't like and I can recognize that the massage they're receiving isn't necessarily the massage they want.
So I sit down with that therapist and I'm telling them, you've got to be able to change the order of your massage to match what the client wants. And you've got to be able to change the intention of your massage to be what the client wants. And that sounds pretty straightforward, right? But when you really think about what I'm asking that therapist to do, especially if they're comfortable repeating one particular flow, it's not nearly as simple as it sounds. Just imagine learning to play a really difficult piece on the piano, if you've ever played an instrument.
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You've practiced it over and over and over again until you've memorized the music and your fingers know exactly where they're going and you can finally sit down and play the whole thing without having to concentrate on every single note or even look at the music, the sheet music. And then somebody comes along, takes the pages of your music, rearranges them all and says, okay, now I want you to play it in this order. Well, that doesn't make sense to your mind because that's not how you learn to play it.
And now you have to stop and think about what comes next and how those pieces fit together and how you're going to make it sound like one continuous piece of music. The transitions don't always make sense. The song feels choppy now. And it certainly doesn't sound like the original version you liked so much. You've repeated that original piece so many times that it became something so beautiful to you, and now somebody's asking you to change it.
And that's exactly what happens when we ask a massage therapist to change the flow they've spent the first couple years of their career perfecting. So we memorize things because it makes our work easier. We don't have to stop and think about every technique or every transition. And we know we can get through the massage in a specific amount of time because that's required for us. But when we become so dependent on that memorized flow that we can't comfortably change it.
We're extremely limited in the number of clients whose expectations we can meet. And that's what I've called the cookie cutter massage syndrome. We develop this base massage that we become really, really good at giving, and then we start simply applying it to everyone who books the session with us. But I want you to stop right now. If you're listening to this podcast, stop. And I want you to really think about what that means for your business. No one explained this to me in school. This is something that I learned as I
Started realizing that I had to change in order to get repeat clients. So if you really think about what it means for your business, it means you're constantly having to find new people who fit what you do. You might have to work on hundreds of people just to find the ones who happen to like your particular massage flow. But what if instead you learned how to adapt your massage so well that the number of new clients you need maxes out at 80 to 100 people?
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Because you can meet each individual's expectations. Think about the difference that would make to your business. Instead of constantly bringing in this flow of new clients to replace the ones who don't return, you're learning how to meet the expectations of more of the people already coming through your door. Now, I know not every client is going to be a good fit for every therapist, but the more adaptable you become, the less dependent your business is on constantly finding new people who might happen to like your massage flow.
And that's how you begin building a more consistent clientele and a more predictable income. You know, the interesting thing is that you don't necessarily have to learn more techniques to do this. You already have all these amazing skills in your hands. What you need to learn is how to rearrange them and change the timing and change the way they fit together without losing the quality of the massage you offer or that you want to offer.
This is something I used to teach my students in a very hands-on way because it's one thing to tell somebody they need to be adaptable, but it's another thing entirely to teach your brain and your hands how to actually do it. So when I was teaching massage in school, one of the exercises I used to give my students was I would have them write out their entire massage flow by body part, and I wanted them to identify all the techniques that they knew how to do and the order they normally performed them in.
And how much time they spent in each area. So we'd start with the neck and the back, then the hips, legs, calves, feet, and we'd do the same thing with the arms. Then we'd look at the front of the body, the legs and the feet, the abdomen, the chest, and finally the neck and head and face. And I wanted them to break those down into individual sequences so they could see exactly what they had learned and how they were putting all their pieces together. And then I would make them cut up those sequences into pieces, little pieces of paper.
And we start moving them around because I wanted them to understand that those weren't fixed sequences that always had to happen in the same order. They were pieces of a massage that could be rearranged like blocks depending on what the client wanted. Now I know that sounds easy when you're moving pieces of paper around on a desk, but it becomes a completely different exercise when you have to actually perform the massage.
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And this is one of the things we did in class. We would take one of the students and we'd pair them up with somebody who wanted a massage in a specific order. And then we would take their massage flow and we would piece it together the way that client wanted us to, and then we would do that massage flow on them to see what it felt like. Let's say you normally start at the foot and you work your way up the leg and then finish at the hip. You've practiced that sequence so many times that the transitions are automatic and you know exactly how long it takes.
Let's say now somebody comes in and says, I want you to start on my hip because that's what's bothering me. So you've got to figure out how to start at the hip, incorporate that work into the rest of the leg without making the massage feel disjointed or disconnected. And you're going to spend more time on that hip. So if you're going to do that, where's that time coming from and where what are you taking it away from? Are you going to shorten the work somewhere else, leave something out altogether, or change the way you're combining all of your techniques?
Those decisions need to be made with the client, by the way, because you still have a limited amount of time and they need to understand what you're going to be able to do to accomplish during that appointment. And that's what I was trying to teach my students. It's not just about learning how to perform a technique. It's about learning how to move those techniques around, change the timing, and still create a massage that feels like one continuous experience. I always compare this to baking because I love to bake.
Think about all the things you can make with flour, eggs, sugar, butter, and just a few other ingredients. You can make something that'll turn out to be bread or cookies or brownies or even a souffle, and you're using a lot of the same basic things. But you change the amounts and the order you put them in together and how you work with them, and you end up with something completely different. And that's exactly what we're doing with massage.
We're taking the techniques we already know and learning how to combine them in different ways to create the experience that particular client wants. And sometimes that means changing where we start. Sometimes it means changing how much time we spend on an area. And sometimes it means leaving something out because it isn't as important to the client as something else. And I think that's where adaptability becomes such an important professional skill. You can know a hundred different massage techniques.
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But if you can't rearrange them to meet the expectations of the person on your table, what good are all those techniques going to do you? Because the goal isn't to get really good at giving one massage. Even if that's what you think. That's not the goal. It's to become really good at designing the massage for the person who's on your table. And once you start doing that successfully, there's another piece you absolutely cannot overlook.
You have to be able to remember what you did because that client may come back expecting you to give that same experience again. And this is something I think we all as massage therapists underestimate because you can be doing everything we're already talking about. You can be listening to your client and figuring out what they want and rearranging your massage and changing the timing and give them the wonderful experience that is completely different from what you normally do. And your client loves it.
They get off your table, schedule another appointment, and when they come back two or three weeks later, they say, my gosh, that massage you gave me last time was exactly what I needed. Can you do that again? And you look at yourself and you're like, I don't remember what I did because I didn't write it down. You remember working on their neck or maybe spending more time on their hip, but you don't remember exactly how you put the massage together.
And then we do this, every one of us. And because you've got another client coming in after them and you're working within that same 60-minute appointment, you just fall back into the massage flow that you're comfortable giving because you can't remember. And now this client who came back specifically because they loved what you did the first time is getting a way different massage. And I want you to think about what's going happen. You were successful in meeting their expectations the first time, but because you didn't document what you changed in detail.
You weren't able to repeat that experience. And now you've created the very problem we've been talking about through this podcast. That client's gonna get off your table and say, Wow, that was a great massage. I'll call you to schedule. Except this time, you know they really did love the first one, and this second one they didn't. That's why I think we have to look at our documentation just a little bit differently. Yes, we need to record the areas we worked on, what we observed, the clinical information that belongs in our treatment notes.
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But we also need to remember what made that particular massage work for that specific person. Where did you start? What order did you work in? What did you change? Did you spend 20 minutes on their back instead of the 10 minutes you normally would? Did you leave out part of your usual routine so you could spend more time addressing what was important to them? What pressure did they prefer? And how did they respond to the way you worked?
Those are all the details that allow you to recreate an experience. And that's the important part. Recreate the individualized experience instead of just remembering that maybe you worked a little longer on their neck or back and then go to your regular flow. You know, when you really think about it, this is a pretty important part of building a repeat clientele. Because if somebody comes back to you because you gave them exactly what they wanted.
they should be able to reasonably expect that you can give them something very similar the next time. And it doesn't mean our massage has to be identical. Their needs are going to change and expectations may change from appointment to appointment. And you may need to adjust what you're doing from that appointment even to the next appointment, but you need to remember what you worked before so that you can repeat what it is that you were doing that created the change the client wanted.
You know, and I want to make this statement for the people just coming into the massage field, our new graduates, or maybe for those who are struggling to maintain a repeat clientele. You can't build consistent repeat clientele on an experience you accidentally created and then can't remember how to reproduce. And this is where I think we need to take some responsibility as professionals. If we're going to ask clients to trust us with their time, their money, and their bodies, then we need to be paying attention to what makes our work successful for them.
Not just what makes our massage comfortable for us to perform. You know, if I were your business coach or I was a teacher evaluating your work and you came to me asking why you weren't getting more clients to come back, one of the very first places I would start with is what you're actually doing in the massage room. How are you designing your massage for each client? And if you're not adapting your massage to each person, then how do I help you learn to do that?
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Because this is one of the things I noticed even when I was supervising students in clinic. Some students were able to take what they had learned and adapt it around to the person on their table. And those students built clientele much faster than the student who was simply practicing their memorized flow and maybe spending a little more time in one area if the client requested it. You know, I specifically remember one woman in particular. She had been a waitress for years before she came into massage therapy.
And this woman understood customer service. Boy, did she ever, she would have people who would wait to be able to be seated in her section even though other tables were open. She just knew how to read people. She knew how to recognize what they wanted. And she was very comfortable adjusting what she did to meet their needs of all these different tables all at one time. She took all of that experience from working with people as a waitress and brought it right into the massage room.
And it was amazing to watch how quickly she started building clientele even in our student clinic. Everybody she worked on wanted to come back to her. In fact, I actually had to create a limit on how many times a client could book with the same student because of her. One of the reasons you have a student clinic is to give students the opportunity to put their hands on as many different people as possible so they can develop their skills and experience.
But on the flip side of that, the purpose of a successful massage business is to build and maintain a clientele, just like she was doing. And here was this student who understand how to adapt her service to the person in front of her, and she was already doing what we want therapists to learn how to do when they go out into professional practice. And that's what I want you to understand about adaptability. It's not just changing the amount of time you spend on someone's back or adding another technique because they asked you to.
It's learning how to take everything you know and adjust the entire experience to meet what that particular client wants. So here's what I want you to do. You remember that exercise I told you about with my students where they wrote out their massage sequences, cut them up into pieces, and started rearranging them? If you're struggling with this exact thing we're talking about, I want you to try that with your own massage. Take the massage flow you're most comfortable giving and break it apart. Change where you start.
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Rearrange the order and figure out how you're going to transition between those different areas while still staying within the amount of time you have available. And then go practice it on somebody outside of your normal business hours. Because you can rearrange your massage flow 20 different ways on paper, but until you've actually practiced those different arrangements, you're still going to fall back on the one you've memorized. You've got to teach your brain and your hands how to move comfortably.
between those different sequences and transitions. And as you start to incorporate those changes into your practice, write down in detail what worked for each client so you can repeat it. If you can only give a great massage when the client fits the routine you've memorized, then you've made your routine more important than your client. And I don't think that's what any of us went into massage therapy intending to do.
You know, years of observing students and other massage therapists and listening what clients had to say about the massages they receive taught me something really interesting. So much of what we need to understand about client expectations can be brought down to about six questions. And some of those questions you're probably already asking, but you don't necessarily understand what the answers always mean. At least I didn't until I really broke this down and really worked through some of this information.
And sometimes you know there's something you need to ask, but you don't really have a way of asking it that gives you the information you're looking for. That's where the six questions inside the Massage Your Market class came from. I just wanted to take out some of that confusion in inside that conversation because one of the problems we have as therapists is that we listen to clients through our own experiences. We hear something that means one thing to us, and we assume that's what it also means to the client.
instead of listening to what they're telling us with our professional ears. And then we make decisions about their massage based on our own interpretation, which may or may not be what the client meant at all. I'm going to give you one last example of something I've seen happen over and over again with massage therapists. Let's say you have a therapist who received some really deep work themselves on their own body and it helped them tremendously. They absolutely loved it.
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They appreciated it for what it did for them and now they believe that's what everybody needs. It helped me, it's gonna help you, whether you want it or not. So they start giving deeper work to practically everyone who gets on their table because they're convinced it's going to help them. It is truly in their mind that their best interest is to help their client this way. And you know what's gonna happen? They're gonna drive potential clients away with their good intentions because not everybody wants that.
But on the flip side of that, you have another therapist who received really deep work and ended up getting injured from it. Now they're afraid to give that kind of pressure to somebody else because they don't want to hurt that person the way they were hurt. So even when a client is asking for deeper work, that therapist is going to hold back because of their own experience. And again, what do you think is going to happen? They're probably going to lose potential clients because they're allowing their own fear and experience.
To influence what they're willing to provide. So that's what I'm talking about when I say we're listening to our clients through our own filters. One therapist believes deeper work is the answer because it helped them, and another is afraid of deeper work because it hurt them. But neither one is listening to what the person on their table actually wants. A lot of times we allow our own experiences to influence our decisions that we're making about somebody else's massage.
And when those decisions don't match what the client was expecting, we probably just lost another opportunity to build a repeat client. So those six questions help us understand things like where the client wants us to start, how they want the massage to progress, what kind of pressure they're looking for, and understanding when you actually meet it, whether they're dealing with pain or stress, and more importantly, what they want to feel like when they get off the table. What is the number one thing? What is their goal?
That we have to meet that when they get up, they feel like it was mad. And all of those answers have to blend and work together in a way that matches the experience the client saw inside their head that they were gonna get. So let's just say somebody wants to be completely relaxed, but they've also got pain that they want you to address and they're carrying all of this stress with them. They're asking for a lot of different outcomes in that session. And realistically, in my experience, that's a 90-minute massage or longer.
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But let's say they booked 60 minutes. I personally know that I can't meet that client's expectations in 60 minutes. It's actually not possible. And I already know the client's going to be disappointed because the outcome of those three things takes more time than what they've been scheduled in for. Now, if you try to squeeze everything they want into that hour without having a conversation about what's realistic, there's a pretty good chance they're going to leave feeling like something was missing and they're not going to come back.
But what if you can explain that to them before the massage? What if you help them decide what's most important today and they understand that you're going to accomplish what you can in 60 minutes, but that a 90-minute appointment would give you more time to address everything they're looking for. Now you've reset their expectations and they're different. They're more realistic to what you can provide for them going into the massage, and they're also now educated on what you can truly offer them.
They're included in part of that decision and they understand what you're trying to accomplish. That client right there who was able to adapt and change their expectation to be in line with what you can actually do is so much more likely to return. And quite possibly for that 90-minute massage because you took the time to reset their expectations to be in line with what is real and what is doable. Sometimes interpreting those answers can be even more complicated.
A client may tell you exactly what they want because they've had a wonderful experience before and they want you to recreate it. But sometimes they're telling you what to do because something went wrong in a previous massage with somebody else, and they're trying to make sure it doesn't happen again, even though you're not the same therapist. So they're trying to ask you to pick up where that other massage went wrong and fix it when you have no idea what happened in that appointment. Those are mixed-up expectations that.
Unless you understand how mixed up they are, there's no way you're going to meet them at all. So you have to learn how to understand what they're telling you, truth or reactive, and how those answers fit together, and then how to translate all that information into the massage you're going to give. Not a big deal, right? Well, the more you understand expectations, the easier it becomes to find success in your business.
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And that's where what we've talked about today fits into the bigger picture. You can have a wonderful system for understanding client expectations. But if you can't take that information and change your massage flow and your timing and your intention and your pressure, you're still going to struggle to deliver the experience the client wants and get that repeat client. So here's what I really want you to take from today's conversation. If you're struggling to maintain repeat clientele,
I want you to look at what you're actually doing at the table before you decide that you need to go learn another technique. Are you giving your clients the massage you've learned to give, or are you learning how to give the massage they actually want? Because those are two different massages. And understanding that difference can completely change the way you build your business and the success you have at the table. The goal isn't to keep finding new clients who happen to like the massage you give. That's a pretty hard way to run your business.
The goal is to become adaptable enough that more of the clients you already see want to come back to you. Thanks for being with me today on Massage Business Success. I'll see you next Tuesday. Don't forget your homework. Thanks for spending part of your day with me. If today's episode helped you, please subscribe, leave a review, and share it with another massage therapist. To learn more about today's topic, explore continuing education, coaching,
And free resources, visit Amy Bradleyradford.com. And until next time, keep building the business and the career you love.
