Now let's dive in to the actual process of working the deal.
Remember, it's going to be hard work but I think you're up to the challenge!
Here are my nine steps to a successful deal campaign.
1. Get ready!
First, decide what your offer will be.
Will you do a Swedish massage or a completely new service?
For example, I might want to get creative and create a 30 min. foot massage / peppermint foot scrub followed by a 45 min. focused massage, this way I can add some value to the offer and raise the price a bit on this service.
Next decide on a price point and add it to your services and website. Do this before you sign up with a deal site.
Don't forget to buy any new equipment or supplies ( like towels, new sheets, sugar, peppermint oil...)
Remember to think about making a good impression. If your sheets are funky, think about replacing them. You are aiming to retain these clients so first impressions matter!
2. Put processes in place or sharpen your existing ones.
What is your booking process?
What is your communication process?
Really think about this. You're going to be working with more people than usual so you'll need to have these processes streamlined. They need to be CRYSTAL clear. Don’t make things complicated and make sure your website is easy to navigate.
3. Get online booking, like now!
Requiring that people who buy the deals book online is a great way to manage the influx of new business. Make your tools work for you. Automate as much of the booking and communication as possible through email. After all, That's how they found out about you in the first place so it's a great tool to use in order to communicate.
For example, when someone books with me, I send them my welcome email. Every client gets the same one. I introduce myself, important information about my practice, directions with a map and a picture, and attached links to my intake and policy paperwork so they can fill out everything before they get here if they want to.
Then my booking system takes care of the rest with email confirmations/reminders as well as text reminders.
4. Clean and organize your office and get all your paperwork ready.
Is your treatment room appropriate and comfortable for new clients?
Is your intake form professional?
Do you have a policy agreement ready for new clients to sign?
Do you have a place for them to fill in their email and a check box if they'd like to be added to your list for future contact?
Make sure you outline your policies on no shows, last minute cancellations, and expirations on packages and promotions. Lay it all out there for them and have them sign the agreement. You can even have a copy to put in your welcome bag. (More on that later)
Remember that your main goal is to retain them as long term clients so you'll want to let them know about your policies.
5. Give a stellar treatment.
This is your time to shine, knock their socks off! Be friendly and focused on doing your best work. Listen to them and find out their bodywork goals. Anticipate their needs and give five star customer service.
6. Create a rebook incentive.
You just gave them an outstanding massage, so they are totally relaxed and amazed at your awesome skills! Great Job!!
Now, you want to retain these wonderful clients so give them even more incentive to come back.
I decided that I would offer a package with special pricing so that I could show that my work was consistently great and to get them in the habit of seeing me regularly. That might not work for your practice so think about your goals and get creative. Also, make sure to put appropriate restrictions on your incentive.
7. Give them a welcome bag.
Some ideas for things to add to your gift bag: a heartfelt welcome letter, your brochure, your business card, samples of pain relieving gel, mints, coupons for other like-minded businesses.
You could even put some gift certificates in there for their friends (first time clients only) if you’re doing Eric Brown’s 60 clients in 60 Days program. Another great way to boost your clientele!
8. Add them to your email list.
DO THIS. Once you’ve grown your list, you can start running your own deals, NO profit sharing. Remember, scarcity is really important so don’t run too many specials or deals. I only run two specials a year and it’s an extremely successful campaign for me because people anticipate it.
This is how you retain the value of your work. People feel like they are getting something truly SPECIAL, because they are! Running specials all the time is not...well, special. It becomes expected.
9. Follow up with a handwritten "thank you" note.
Handwritten is KEY. Don’t let bad handwriting be an excuse to skip this step. Take your time and do this. I promise you’ll make a huge impression.
Include a few business cards for their friends and offer a referral bonus. Something catchy like, "Send three, get one free". This is just an example. Be creative and make it juicy so they will want to refer.
Questions:
Have you had success running “deals”? What are your tips for success?
Share your experiences!
Hi! I’m Hillary Arrieta and I help people improve their lives by offering holistic solutions to eliminate stress.
I own Gaia Bodywork in Richardson, TX. and specialize in unique and effective massage and meditation techniques such as Barefoot Bar Therapy and iRest® Yoga Nidra.
As a solo massage therapist, it may seem daunting to try and compete with the franchises. The key is to set yourself apart from the big chains, not to try and compete with them on prices or try to run deeply discounted groupon deals or membership specials. Remember that they have a huge staff to implement those deals… you only have YOU! If you try and compete on price, you will only burn yourself out and not make any money in the process. (Not to say that you shouldn’t run group deals, but if you do, know how to run them to work for you! Don’t expect to run them the same that the franchises do and be successful. Check out Hillary’s blog posts on running a successful deal campaign: Part 1 & Part 2. We also have a special offer just for the Bodywork Buddy readers of 50% off Tiger Lily Studios audio book on using social buying sites. Enter code BWB50 when ordering. Valid through July 31st only, so go get it now!)
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