It’s that time of year again! The holidays are right around the corner and, if you play your cards right, this can be a great time of year to boost your sales and bring in new clients into your massage practice.
This is also the time of year when too many therapists offer insane discounts to price-shoppers… which doesn’t help you or your clients (see this post here about why owning your worth is good for your clients). I’ve heard horror stories of therapists being trapped by their Black Friday Deals months if not years down the road.
In order to make the most from this season both in profits and in service, here are 5 tips to crush your sales this holiday season!
#1: Mindset Matters- Why You Should Start Small on Small Business Saturday
I want you to first keep in mind the consumer mindset with Black Friday and Small Business Saturday looming. Typically, the mentality of the Black Friday consumer is to find the biggest/best deal available. They aren’t necessarily looking for the best therapist or making a long-term commitment to their health. They want one thing- the best deal possible.
You and I both know you are more than just a ‘deal’. Which is why I encourage you to kick-off your holiday sale on Small Business Saturday instead.
You see, Small business Saturday shoppers have a different mentality than Black Friday. Small Business Saturday shoppers are motivated by supporting local business and supporting you. Yes, there are savings involved, but understand that supporting you may not mean rock bottom pricing. These are the life-long clients, the ones who support you because they believe in your business, not just the lowest price.
#2: You Don’t Have To Break The Bank To Give A Discount
I’ve said this before, but typically a small discount ($10 or 10%) is PLENTY for an ideal client. If you want to be generous, maybe you can double it on Small Business Saturday ONLY.
Another option might be to add BONUSES for purchasing gift certificates. This will help them aim for a higher amount while rewarding their behavior.
Yes the goal is to sell gift certificates, but please don’t do it at the expense of your own value.
#3: Give Them A CLEAR Reason To Act NOW!
Many people will put off their holiday buying as long as possible, so you want to encourage them to take action NOW when purchasing your gift certificates. This may mean a special offer on Small Business Saturday ONLY or it could be an extra bonus for the first 3 (or 5 or 10) people who buy a certain number of gift certificates.
Also remember to clearly outline what the person needs to do to complete their order and any details on how the gift certificates will be delivered. I know it may sound redundant, but people can easily get lost or distracted online. Clearly state where they need to click, scroll and enter their credit card information.
Make it fun. Make it clear. Make it massively important that they act now!
#4: Have Healthy Boundaries
I was reading a post in a Massage Facebook Forum the other day about a woman who sold 18 gift certificates to one person at more than 50% off her normal prices and that woman wanted to redeem ALL of them the ONE week before they expired (in her state, it is legal for them to expire). WHAT!!
This is exactly why you need to have boundaries around how many gift certificates people can purchase, how they can be redeemed, scheduling limits, and so on.
Remember that healthy boundaries make a better business. That holds true for gift certificates.
#5: Remind them- OFTEN!
People won’t buy unless they know what your selling. Period.
Let them know TODAY that your sale is coming, announce when the sale begins, follow up throughout the holiday season, post on social media and remind them when they come in for their appointments.
I know it may seem like a lot to you, but it is not a lot for your clients. Most people don’t read all their emails. They scroll quickly through social media. They NEED to see it multiple times to take action.
I encourage you to remind people every week between Thanksgiving and Christmas, along with the bonuses available during that time to promote your gift certificates.
Remember that promoting your services and your business IS in service of your clients.
What is your gift certificate goal this holiday season and what is your plan of action?! Write it out and, more importantly, make it happen!
Remember, you and your clients are worth it!
To Your Success,