Word of mouth (WOM) is marketing is a natural process in which an individual shares an experience with family, friends, or workmates - either good or bad. A positive WOM marketing strategy is driven by excellent customer service which then creates a happy enthusiastic customer.
Massage therapy services are effectively marketed through WOM if our clients are willing to share their experience. How many of us will share an event in our lives if it was "awesome" or "horrible"? Many of us will if we have undergone something that is outside of our normal experience.
To generate a successful WOM campaign, you must be able to influence that communication into something that is positive; therefore, the client experience must be "Wow"; something that is easily recognized as outside the normal massage therapy routine that they can not equally get up or down the street.
Many massage therapists will market their services in an identical manner as their peers. Copying, in this sense, is not a form of flattery. It's a matter of not truly knowing how to set oneself apart from all the others.
True, our services are as unique as we ourselves are and are as different as the combination of modalities we have learned. However, it is through becoming superlative (surpassing all others) in our services to that will help us to attract and retain our clients.
It can be accomplished through the little extras that we can do and how we do them and it does not necessarily depend upon our technical skills as a therapist.
Beginning with our advertising, how do we advertise our services to our target market? Is our advertising located in areas in which they look to seek our services or services related to massage therapy? Is it convenient to locate?
Also, in our advertising is it easily understood how to schedule an appointment, if necessary, or is it a "walk-in" service; or even both? When I seek your services, how much advance notice must I provide to you in order to receive your services?
In fact, then how are your potential clients educated as to what is it exactly that you are offering? Are you offering Deep Tissue massage or Deep Pressure massage? What is the primary reason for your services? Stress relief or pain relief? (Yes, I know that massage is good for both but does your potential client know that?) What if your client wants a relaxation massage but you are more experienced in pain relief and therefore tend to direct the massage in that manner, although subtly?
Is your purchasing process intuitive? Is it with or without tip? What forms of payment do you accept? When is it customary to pay before or after the treatment?
Many potential clients will not conduct business with us if they are confused by how we manage our services. If you remove the frustration and the fear of making a bad purchase, then you are more likely to attract that important new client.
Additionally, our services outside of our techniques should be considered into making your services into that WOW experience. Consider providing water or snacks for after the massage, recognize specific events in their lives, or offer package multi-service deals.
Even within our treatment services we can utilize "extras" that will make our services more rememberable, such as socks for the cold feet, eye pillows for greater relaxation, the special product that aids in managing pain, and that extra blanket or towel to add to their comfort and or to enhance the treatment.
Massage therapy is a personal service by nature. It is a humanizing experience where our clients become more self-aware. By surpassing their expectations in our services, we maintain that human connection and create a tangible experience.
Then, offer your client the tools to share this experience with others. Reward your client with an additional service for each referral that received one of your services or "Bring a Guest" package deals or extend their treatment by discounting additional time or add-on service.
When you deliver on your WOW promises, then your clients have no choice but to talk about how you are the best at what you do.
From providing therapeutic massage and spa treatments to building a massage therapy brand to a local massage therapy chapter, Cherisa Chapa, LMT provides multiple services to the industry of massage therapy through her web site, http://www.chapaenterprises.com
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