Massage Coupons & Discounts
Lower Value or Add Value?

To use massage coupons and discounts or not is one of those subjects that has folks strongly for or against it. I will explain the two basic standpoints and my own viewpoint so that you can make a clear choice for yourself.

One side believes that using massage discounts lowers your value in your client's eyes (and yours). Always offering discounts leads down a road of training clients to always expect to pay less. If you attract a new client with a massage coupon or discount, you are probably attracting the type of client who will not be willing to pay you your full rate later.

The other side of the argument suggests that new clients have a resistance to trying new services, and that by reducing the cost you get the opportunity to impress them, and many of these clients will become regular paying clients. In many areas there is a lot of competition for that first appointment, and you need to give new clients a strong incentive to try you instead of the many other therapists in your area.

As with many arguments where folks are strongly for one side or the other the best option is often in the middle.

So many times the issues with massage coupons and discounts stem from the therapists not believing they are worth what they charge. No matter if you use discounts or not, you must have complete confidence in your ability and right to receive your full service rate. You provide an extraordinarily beneficial service to your clients and you deserve every penny of what you charge. You deserve a nice car, house and vacations.

So if you are providing massage coupons and discounts because you don't believe you are really worth what you charge, stop right there. Do some soul searching and get help to fully value yourself.

That leads me to a fundamental rule to use when thinking about discounting your services.

Rule: Never give your services away. (Except for charity.)

Does that mean you can't use any massage coupons or discounts? No.

But I do believe that you should only use massage coupons and discounts to trade for something you value. Something of equal or greater value for your business than your discount value.

Let's say you want to use a discount to get a client to try you for the first time. If you don't have a working plan to get that client to come again many times that year, then you are just giving your services away.

But if you get that client in with the discount, and you have a plan that works for getting that client to come back many times that year at your full rate, then you are not giving your services away. You are trading them for something of greater value: their ongoing business.

It is important to make sure that your clients do not view the massage coupons or discount as something free. If they think it is free, it will lower your value in their eyes. They should understand that you are offering something valuable in exchange for something valuable in return.

Don't waste any time with clients who always want discounts. Don't market to them. Go after clients that value you completely. They are out there. Building your business on low cost is almost always a loosing battle. Because there is always going to be someone who values themselves less than you do. There are endless businesses that lose money for years on end and believe that they are still heading in the right direction. Do you want to compete with that belief? Nope!

It is better to have a higher value, and work less, than to work your tail off for the same amount of money. Business growth with the higher value option is enjoyable. Every increase in business with the low value option can be exhausting. This may even prevent your growth.

Let's say you have a maintenance program for your clients. Suppose you offer a discount if they prepay for a package of massages, or a discount for coming a certain amount of times per month. In this case your are trading for several valuable things for your business. The peace of mind of an appointment book that is fuller and booked farther ahead. Also the added income over a year that you will receive from these clients because they come more often. If they prepay, you get the benefit of what equals an interest free loan on services you have not yet provided. You can use this money to grow your business quicker. The combination of these benefits to you may be worth trading a discount for.

Often it is new therapists who don't have a very full practice who try to use big massage coupons and discounts. They are trying to jump start their practice. They are trading the value of their time as an advertising expense. Sometimes when you don't have much business capitol to grow your business, then paying with your time seems like your only option. Just make sure you always value yourself fully.

When focus on never giving away your services, and always upholding your true value, then some other options open up.

One thing you can do is add value, instead of reducing value. You want people to try your services. You want people who can afford your regular rates. So offer them something extra to try you the first time, while charging them your normal rate. Offer them a free fifteen minutes, with an hour purchase. Then you know you are attracting clients who can afford your normal rate.

You can also offer add-on products that don't cost you as much as their perceived value. Purchase some lovely aromatherapy candles at wholesale and offer them as added value items for first timers.

Think of ways of adding value, instead of reducing it, to trade for what you want.

But again, even with adding value options, if you don't have a plan to get those clients to come back regularly, your are still giving away your services/money. It works the same with reducing or adding value. Don't give it away.

Also, try to leverage your efforts up. It works much better to have someone else offer your value reducing or increasing offers than if you do it. You will get a much higher return. Form a partnership with a local salon or other business with a similar client base. Let them hand out your massage coupon or discounts for you. Do it in a way that it makes the salon owner look good to her clients. You will get a much better response rate this way because it acts like a referral. You won't appear needy.

Another option to attract new clients who have not experienced your massage is to offer them a full 100% money back guarantee. Instead of reducing your value to overcome their first time concerns, offer them all of their money back if they are unhappy. It will show great confidence in your own work and maintain your value at your full price.

Also, don't make the mistake of assuming for your clients, what they can afford. It has everything to do with how they value your services, not their income level. Many less wealthy people will gladly pay you your full price regularly, and budget for that, because they really value it. It makes a big difference in the quality of their lives. While many wealthier clients who don't value it as much will consider you expensive. It is perceived value that is important, which is why building value through education is good marketing.

So here it is in the short and simple. Don't give your services away. Always trade your massage coupons and discounts for something of equal or greater value. Help your clients understand that the offer is an exchange of value, not something free. Consider adding value instead of reducing value as an incentive. Leverage your results into higher ground. And above all, always value yourself fully.

Finally, it is completely possible to build a great practice, in a competitive environment without every offering big first time discounts and massage coupons. But if you are going to use discounts, do it in a way that maintains your value. Who wants a massage therapist who appears to be cheap and unsuccessful? High value is perceived as one sign of a good massage therapist who is successful.

P.S. Because your massage coupons and discounts are valuable, they can be an advertising cost. In many cases you can write them off your taxes if you keep track (check with your accountant). Realize that it is an expense to you. Always figure in this expense when you are looking at your marketing costs to know if your marketing is profitable.

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