Something happens as a new year gets underway. People want a fresh start, which explains why New Year’s resolutions are so important. A survey of 500 adults conducted at the end of 2022 about how consumers were thinking about their New Year’s resolutions found that the most common type of resolution was health related. Saving money was the next most common type of resolution. [1]
Relative to meeting their goals, the survey found “While 60% of the people we surveyed were moderately or extremely optimistic about their chances of success, more than half still indicated that they were on the lookout for products to help them turn their New Year’s resolutions into long-term habits.” The downside of consumers being open to new products and brands, survey authors point out, is that they also might be more open to switching to a competitor, especially if they were not particularly happy about the one that they had a relationship with. [2]
How to gain clients looking for a change
Saving money and improving their physical health continue to be at the top of consumer resolutions as we head into 2025. As noted, with these goals in mind, spa and massage therapy clients may be looking for a change in providers who better suit their needs than their current ones, which means potential new clients for you. The other opportunity is to attract first-time clients who never had a massage or spa skin treatment and now are in the market to meet their 2025 wellness and health goals
With potential business waiting in the wings, you need to be proactive in marketing. For starters, having a professional website that clearly conveys the services you provide and how you are different from competitive providers is essential. Other things you can do to make your spa or massage practice stand out include:
Host an open house: As you strategize how to get more clients, consider introducing prospects to your spa or massage practice with an open house. Promote the event on your social channels and use Facebook and Instagram ads to help target your ideal demographic. Ask local businesses with complementary services to help promote your open house on their social channels and if they have a place to post flyers. Of course you reciprocate by promoting their establishment –
At a minimum, the open house should be a few hours but ideally try to keep it going all day to get as much foot traffic in the door. Include refreshments and activities, such as a drawing for a free massage or skin treatment. Make sure to have staff on hand to answer questions about services.
Cross-promote complementary services: Keep the collaboration ongoing with complementary businesses, such as health clubs, hair salons, yoga studios and activewear clothing stores. Create a plan whereby you provide content that partners can use in their social channels to promote your offering and vice versa.
Participate in local charitable events: When you are thinking about how to get clients, do not overlook the opportunity afforded by participating in local charitable events. For example, offer neck and/or foot massage for free at a local run or walk or other not-for-profit event where such services would be appropriate. By participating with not-for-profits you gain exposure for your professional expertise and build good will in the community through volunteerism.
Roll out a referral plan: When you ask others how to get more clients, you will be advised to ask for referrals. Referrals are a powerful way to validate your great service. No matter what you say about your great service, it is always more credible when someone else is talking you up. Do not be shy about asking long-standing clients for referrals. Your best clients are fans. They want to see you succeed and are happy to help spread the word about you to their network.
Update your online business profile: Make sure your business profile is up to date with the correct business name, address, phone, website, category and description. The description should be optimized for local SEO (search engine optimization). If you specialize in Deep Tissue Massage, for example, make sure that term is included in your description so prospects looking for that treatment will find you.
Ask for reviews: Never underestimate the importance of online reviews when it comes to how to gain clients. Reviews help consumers make decisions about products and services and build trust for brands. They also help a business build on its online presence. Do not be shy about asking clients to give you a review on Google Business, Yelp, Facebook or other sites you may use for reviews.
How to secure business from prospects
As you embark on your how to gain clients program for the new year, do not forget that getting prospects is just step one. You need to secure them as new clients and that may require some additional effort. To secure clients, keep the following in mind:
Listen actively: Whether in person or on the phone, your first conversation with a prospect should focus on their needs. Listen to their issues and concerns, show interest, and after you hear what they need, talk about what you can do to help.
Focus on benefits, not features: Do not make the conversation about your expertise and the features of your service. Highlight the tangible benefits the client will enjoy by working with you and your team.
Personalize the approach: Do not sell a cookie cutter approach to massage or skin treatments. Tailor your approach to the unique needs of the prospect. Talk about customized solutions.
Be ready for objections: As you understand a prospect’s needs and concerns, be ready for objections. Be proactive in addressing any concerns you anticipate they may have about working with you and the services you provide. By addressing objectives, you gain a prospect’s trust and confidence.
By taking the right steps, the challenge for the New Year will not be how to gain clients but how many do you want to take on. You should be in a great position to boost business.
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