Kristin Coverly, LMT

ABMP: Client Retention Strategies That Work!

(c) 2018 ABMP 1

with Kristin Coverly, LMT

Client Retention Strategies That Work! Kristin Coverly, LMTABMP Manager of Professional Education

Two Types of Marketing

Yes, You Can Market Your Practice!

Essential Marketing Skills Made Easy

Kristin Coverly, LMT

ABMP Manager of Professional Education

Client Retention =

Satisfied retained clients tend to spend more, cost less,

and make valuable referrals to potential new clients.

The ability of a business to keep its clients coming back

over time.

It’s important because

Naturally-Occurring

Phenomenon?


(c) 2018 ABMP 2

Survey: Why didn’t you go back?

Cost

Didn’t think they needed

massage

Too busy

Not enough

benefit

Misc

35%

26%

25%

8%

6%

Don’t

See

Value

Core Requirements

Excellent

Quality

Fantastic

Customer

Service

Fair Price

During the

Session

Beyond the

Session

Client Retention Strategies That Work!

Build Community

Reward Behavior

Incentivize

Increase Retention Rate

During the

Session

Beyond the

Session



(c) 2018 ABMP 3

AskProduct

SalesCreate Value

During the

Session


Create Value &

Overcome the Barriers

• Get personal

• Connect the dots

• Revisit the past

Never

Assume!

In-person purchase incentive?

• Ask for it! Assume or recommend?

• Book multiple sessions.

• Upgrade or additional service?

• YOU are in charge of the next step

(call, text, email, etc.).

• Make it easy: online scheduling

Rebook

AskProduct

SalesCreate Value

During the

Session


Marketing Strategies

Communication Strategies

Beyond the

Session



(c) 2018 ABMP 4

Build Community

Reward Behavior

Incentivize

Increase Retention RateOut of Sight, NOT Out of Mind

Session Follow-Up

• Check on results

• Treatment plan

• Thank you

• Email marketing

• Social media

• Postcards/Mailings

• Variety of methods

How do your clients want to

communicate?



Beyond the

Session

Client Retention Strategies That Work! Marketing

Strategies

Promoting or selling a

product or service


(c) 2018 ABMP 5

Frequent Visit

Reward

ReferralAppreciation

Membership

PackagePlans

Birthdays& Holidays

It’s Been a While


Quick-ReturnOffers

More!Get Creative!Strategies: Reinvent the wheel?

Incentives/Rewards

DiscountsAdd-Ons &

UpgradesTime

ALL can be used as INCENTIVES & REWARDS!

Successful incentives work for…

&

Your ClientsYour BusinessWhat are your goals? What motivates them?

Who’s in control?

Who makes the decisions

about what, how & when?

YOU!


(c) 2018 ABMP 6

Frequent Visit

Reward


Membership

PackagePlans

Birthdays& Holidays

It’s Been a While


Quick-ReturnOffers

More!

Build Community

Reward Behavior

Incentivize


Birthdays & Holidays

• Plan (and have a plan)

• Birthdays

• Track dates through client file management

• Be consistent!

• Holidays

• Have fun, be creative, create your own!

Build Community

Reward Behavior

Incentivize


Frequent Visit Rewards• # of visits. Find your balance.

• Frequent enough to be motivating

• Hard enough to attain it feels like a true

reward

• Type of visits. Are there services

you want to promote?• Ex: 1 90-minute session + 1 Thai yoga

massage + 1 morning session: 1+1+1=Free!

• Have fun!

• Bingo-like card: they draw the letter/number

for a square each visit. Connect and win!

• Raffle: can add one entry every visit.

Word-of-Mouth Referral Appreciation


(c) 2018 ABMP 7

Word-of-Mouth Referral Appreciation

• Ask!

• Make it easy for them to help you.

• Business card/postcard

• Email to forward

• Social media post to share

• Say THANK YOU!

• Reward them quickly.

• Give them something they want.

Let them choose!

Build Community

Reward Behavior

Incentivize


DiscountsAdd-Ons &

UpgradesTime

ALL can be used as INCENTIVES/REWARDS!

Successful incentives work for…

&

Your ClientsYour BusinessWhat are your goals? What motivates them?

End of Time

End Date (clearly stated)

How long do promotions last?

Birthday/Holiday - Frequent Visit - Referral Thank You


(c) 2018 ABMP 8

Quick-Return Offers

• Choose time frame & service

• Any service

• Service you want to promote

Ex: Come back for [any service, a different service,

a specific service] in the next two weeks and

receive [incentive]!

• Change it up!

• Slow season only, rotate services, swap out

incentives, etc.

Offers to motivate clients to return for

another appointment in a short period of time.

Package PlansClient receives an incentive (discount, add on, upgrade, etc.) for

purchasing multiple sessions in advance.

• Same service/multi-service pack

• YOU create the packages

• Tip: save the money and

pay yourself when the

session is given.

• Get creative!

Gift card for a friend, etc.

Client pays a fee to receive special privileges & rates.

• Typically pays a monthly fee.

Ex: pay a $60 fee to receive a

monthly session ($10 below the

regular rate).

• Any additional sessions within the

month are at the discounted rate.

Membership Program

• Why?

• Encourages regular and consistent appointments

• Creates a habit

• Increases loyalty

• Increases potential for

word-of-mouth marketing

• Builds community:

special club, VIPs, etc.

Make it your own!

Membership Program

It’s Been

a While

Why haven’t they been back?

• May just need a reminder to book.

• May need a reminder of benefits.

• May need an incentive to try again.

It’s Been a While

• Plan (and have a plan)

• What happens at how many days?

Ex: at 45 days, send email w/openings

at 60 days, send text/mailing checking in

at 90 days, send email with an offer

• Track client appointments

•Client file management system

or software

• Consistency = best results


(c) 2018 ABMP 9

More!Make it

personal

Change

It upGet

creative

Balance

Evaluate

Frequent Visit

Reward


Membership

PackagePlans

Birthdays& Holidays

It’s Been a While


Quick-ReturnOffers

More!



Beyond the

Session


During the

Session

Beyond the

Session

Math Bonus!


Do you calculate your

client retention rate?

• Why?

• How?

How to Calculate Your Client Retention Rate

What % of clients came back?

1. Choose a time period to study.

2. Determine your total number of clients at the beginning of the time period.

3. Evaluate the clients that came for a session during the time period.

4. Determine existing clients versus new clients.

5. Calculate the % of all existing clients (at the start of the time period) that

came for a session during the designated time period.


(c) 2018 ABMP 10

Number of all existing clients

at the beginning ofthe time period:

_____

Breakdown of clients during the time period:

Total sessions = _____

_____ = existing

_____ = new

Client Retention RateCalculate the % of all existing clients that

came for a session during the time period.

_____ ÷ _____ = _____%Existing clients

during time period

Total clients at the beginning of the

time period

Client Retention Rate




80


Total sessions = 100

40 = existing

60 = new



40 ÷ 80 = 50%Existing clients

during time period


time period





80



60 = existing

40 = new




during time period


time period


50% → 75%




120



90 = existing

10 = new




during time period


time period


80 existing clients → 120 existing clients



During the

Session

Beyond the

Session

Math Bonus!

Kristin Coverly

ABMP Manager of Professional Education

800-458-2267, ext. 1658

[email protected]

Thank You!

Documents

Kristin Coverly, LMT