Building Client Loyalty in Your Massage Practice
For massage clients, there are real benefits to receiving massage therapy regularly. Building client loyalty and encouraging clients to rebook are crucial for massage therapists to sustain and grow their practice. But, getting clients to rebook appointments isn’t always easy. Read on for five strategies and tips for getting your clients back in your practice.
1. Provide Exceptional Service and Personalized Sessions
Tailor each session to the client by taking the time to understand their specific needs, medical history, and preferences. As part of this, make sure the client communicates their goals for the session, whether it’s relaxation, pain relief, or addressing a specific issue. It’s also important to be aware of any contraindications or allergies.
2. Create a Welcoming Environment
Ensure that each massage therapy space is clean, comfortable and soothing with the appropriate lighting, music and scents. Providing warm towels, comfortable linens, and temperature control all add to the quality of the client’s experience.
3. Build Relationships
Remember to communicate with clients before, during and after the session. Ask for feedback and listen actively to their concerns and preferences. This helps build rapport and trust. You could even send a follow-up email after their session to show you care about their well-being.
4. Educate Your Clients
Take advantage of the opportunity to educate your clients on the benefits of regular massage therapy and how it can address their specific issues. Massage therapists can also provide tips for self-care in between sessions, such as stretches or exercises, to show you are invested in their overall well-being.
5. Offer Incentives and Loyalty Programs
Therapists can also boost their business by providing discounts for clients who book multiple sessions or sign up for a package. Offering incentives for clients who refer friends and family or implementing a loyalty card system where clients can earn a free session after a number of visits can also be effective.
Insights from Seasoned Massage Therapists
Gabriel Antuna-Rivera
“In this climate of massage, and especially compassionate touch, I encourage my clients to structure a day around their appointment, as opposed to ‘fitting’ it into their regular schedule. It’s proven to be quite effective and gets them to slow down in a time where there’s still simply too much to do.”
Jeffrey Montoya, DHPE, LMT, BCTMB
“For me, the most important factor is the correct frequency of massage. Many times, people want to come once a month and expect miracles. Most massage research studies use weekly (or more frequent) massage when they show results (such as decrease in pain). I like to book new clients with sessions about a week apart for their first three to four sessions, then they can come in monthly or even six to eight weeks. I explain my rationale and experience when treating their presenting issue and suggest a series of massages after their first session. I have found having a plan builds client confidence and loyalty.”
Mandy Root, LMT
“Determine what their needs and goals are for the session, and make a specific treatment plan. I have found this to be true for both my clients at the spa I work at, and also for my personal clients. Clients are more likely to rebook if they know how frequently you want to see them, and what the plan is for future sessions. Another thing that has been very effective for me with my personal clients is that I have a loyalty program. For every four massages that they book and keep, I give them their fifth for free. It’s a great way to thank my clients, and make them feel special.”
Shania Sonneville, LMT
“Honestly, the best way to get clients to rebook is to have a treatment plan ready. I always follow-up first time visits with an e-mail that outlines some of my observations and lists their goals, which should ultimately be established in conversation before and after the massage. I offer memberships as well, which really makes life easy for me and my clients. I have created a consistent cash flow based on automated payments, plus it encourages clients to see me at least once per month.”
Valerie Smothers, LMT
“As my client is paying, I simply say, ‘and when do you want to come back?’ Most will say three or four weeks. Treating my practice like I want it to be seen by my clients is an important part of the confidence of my clients. Also, clients don’t rebook if you constantly have to reschedule them (because of you, not them), don’t have consistency in your work schedule, or don’t return calls and texts.”
Nicole Tellez, LMT
“I always remind the client why they came in the first place and reiterate everything they wanted me to focus on during intake. That way the client cannot say ‘You didn’t focus on this/that.’ I explain what I noticed during the massage and relay the information back to the client. This helps the client know I was focused on everything they said and can trust my professional expertise. Lastly, this is the part where some of us don’t want to feel like we are ‘selling’ our services, seem desperate, or say 'perhaps they don't have a lot of money or time available.' I was always told, 'A client will spend their money as long as they see something good that positively impacts them.' Meaning, if they see the worth, they will spend."