You are not going to be the best fit for every massage client. Nor are they always going to be the best fit for you. However, when you attract people who are best-fit clients, they are far more likely to have a unique and satisfying experience with you.
And when that happens, they are far more likely to stay with you and recommend you to others, which is what you want.
That doesn’t mean you can’t work with not-best-fit clients. It means you use your (usually limited) time, energy and money to attract and retain clients who are a best fit.
Best fit has three parts: what they want from the massage, what kind of experience they prefer, and the kind of person they best click with. But how do you know what a stranger will want? Yes, that’s difficult. So, let’s start with what you want.
If you’ve been in practice for a few years, you may already have a good idea of what your best-fit massage client looks like, even if you’ve never thought much about it. If you’re new to practice you’ll have to dig a little deeper but it will be so worth it!
Best Fit: Results
Most clients don’t actually come to us for massage. They come for a change of some kind. They can be seeking specific results (even when they can’t easily vocalize that). What kind of change or results do you want to deliver?
Some of this depends on the training you’ve had. If you’ve studied manual lymph drainage (and enjoy the work) your results will revolve around reducing edema and helping the lymphatic system work better. If you’ve studied special protocols for low-back pain, your results will be about reducing pain and creating greater mobility in the lumbar and sacral region. Some of this is governed by experience. You may have discovered you are good at helping people with headaches, anxiety or foot pain.
So, what kind of results are most professionally satisfying to you? Warning: Don’t talk yourself out of or into saying “I like delivering [fill in the blank] result” because you think it’s popular or will attract more clients. Be honest.
Again, you can work on anyone. This is about honing your client attraction and retention efforts to find that best-fit massage client.
Best Fit: Experience
The second thing to think about is the experience your practice creates.
Some of the things that create the “experience” are things we think of as add-ons or bonuses, such as a heated table pad or a drink of water after the session. Others are how we set up a space to match the type of work we do. Décor, lighting, music, etc. Beyond that, there are the things that make your business easier to work with, such as online scheduling and reminder emails.
If you really love doing relaxation or spa work, you will create an experience you think accentuates the relaxation or spa experience. If you really love working with athletes, you will create a different kind of experience but one that fits the clients and work you most want. If you want to work with the elderly you will look at your space with an eye to accessibility.
Clients respond, consciously or unconsciously, to a space and experience that fits their needs and expectations. If the experience you provide is in line with the work you most want to do, you are more likely to attract and retain massage clients who like it too.
Best Fit: You
When I was moving to another state I wanted to make specific referrals for some of my longest-term clients. I asked them why they kept coming to me. Was it location or skill set? To a person they said “you.” Whoever and whatever I was with my clients is why they kept coming to me. It was difficult to translate that into something I could use to make a referral. Who out there is just like … me?
We’re not trying to make new best friends—but it is easier to relax and engage with a massage therapist whose temperament and personality fits with me best, as a client. This can be a little thorny since we are, first and foremost, striving to have a professionally appropriate relationship with our clients; a relationship that honors the vulnerability, imbalance of power, and boundaries that are so critical to our work. Considering who you might and might not click with is not alicense to ignore any of these things. This is about your personality and your temperament. It’s not about your personal life.
Are you deeply spiritual? Do you have a wry sense of humor? Are you active in social justice issues in your community? Are you always punctual? Are you a better-than-average listener and perhaps do a longer intake? Do you keep up with research and like to share information? Do you always remember birthdays? Do you love to decorate for holidays?
What aspects of your personality do you let clients see that helps you click? In short, the more (professionally) transparent you are about what you most desire in your work, the easier it will be for the right client to find you.
What Do You Do with This Information? You Put it Out There for Massage Clients to See
1. Does your website or social media have an “about me” section? If so, add information like this there:
• “I value listening and will take the time necessary in each session to let you talk about what brings you in for massage today.”
• “I respect both the physical body and the energetic body and will address both in a session with your permission.”
• “In addition to my private practice I also work with local college sports teams and Olympic athletes. This means my practice may close for 1-2 weeks sometimes so I can attend national and international competitions.”
• “Having spent 20 years in the Navy myself, I especially invite the military (active duty or veterans) to explore how to take care of yourself with massage therapy.”
Does your website have a “what to expect” section?
• “Because I value your time and schedule, you can count on me to be punctual, starting and ending on time.”
• “Before your session you will be invited into the Quiet Room to relax. We provide tea and water.”
• “I incorporate stretching into many of my sessions because it’s so valuable to athletes. I’m also able to apply kinesiology tape if appropriate.”
• “When you are face-up on the table, I’ll place an eye pillow over your eyes to help you relax into the table.”
2. How do you talk about your work in general on your website, social media, printed material and in person? Consider:
• “This practice works with many people post-surgery, using manual lymph drainage to help them reduce the swelling and tenderness so common after surgery.”
• “I am trained in multiple modalities that can be especially helpful to anyone who has undergone top surgery or a mastectomy.”
• “I love doing perinatal work, supporting persons from ‘trying to get pregnant’ all the way through to the post-natal challenges. You are welcome on my table at any point before, during or after your pregnancy.”
3. If you’re posting on more visually-oriented social media like TikTok and Instagram, use visuals, photos and graphics that help clients really “get” you:
• If Bubba-the-poodle is often in your office, post a photo of you with Bubba-the-poodle in your office.
• An image of you on Veterans Day in your uniform.
• A short video of you at the Pride festival in town providing seated massage.
• A longer video of you at a professional conference talking about what you’re learning and how you’ll use it in your work.
4. Create an experience in your space that speaks to your best-fit clients:
• Magazines in your waiting room that speak to your best-fit clients’ interests.
• Appropriate colors, sounds and decor.
• Stretching tools.
• Products for sale that would be attractive to your best-fit clients.
About the Author
Kelly Bowers is the owner of the Healing Arts Business Academy and has been teaching massage therapists how to be smarter and more authentic business owners since 2003. She is the author of three books: “The Accidental Business Owner,” “Can I Deduct That?” and “Between Doormat and Diva.” She is a NCBTMB-approved provider of continuing education and a regular presenter at national massage gatherings. She is also a practicing massage therapist (NC license 16669). You can find her on Facebook, Instagram, LinkedIn, YouTube and Tumblr. She lives and works in Durham, North Carolina.