Pricing Tips For Massage Therapists! Ask the Muscle Whisperer Series

We hope you have all been enjoying our "Ask The Muscle Whisperer" series. This month we asked the UK massage industry's top thought leaders to share their top tips for pricing and the mistakes they made in the past when setting prices for their massage treatments! Read on to hear their thoughtful tips.

• SUSAN FINDLAY
• EARLE ABRAHAMSON
• NIKKI WOLF
• JAYNE BURKE
• EMMA GILMORE
• SUNITA PASSI

• SUSAN FINDLAY 

  Susan has observed that new massage therapists will come on the scene and be intimidated by the competition and as a result they will try to not be too expensive. As a they think I need to make my mark in the industry but anybody who puts their prices too low is typically considered to be too inexperienced as they are too cheap. These massage therapists will find that the people that will come into their clinic will be ones that don't necessarily invest in themselves and they will struggle to get repeat business.
  
  Another issue massage therapists find with pricing is that if they slot into the middle with the prices of other local massage therapists it's really difficult to stand out and demonstrate your skills. More experienced massage therapists who don't have confidence to increase their prices can also struggle to be seen in the crowd. This is why it's best to go a little higher and explain the value you are providing. You can then demonstrate your skills, training and experience.
  
  Not only does this not undermine everybody else's pricing it also attracts clients looking for quality who are more likely to turn into repeat clients. For Susan now is the perfect time for therapists to increase their prices. With the increase in procedures and PPE clients will likely be expecting a rise and you can also point out that you are unable to see as many clients at the moment.   
  
  Your pricing speaks loudly to your experience and what you have to offer. So don't be afraid to increase your prices and stand out from the crowd. It'll just lend itself to more business, not less!
  
  
  
  

  Watch Susan answer your "Ask the Muscle Whisperer" Question below!

  To find out more about Susan's courses and sign up for her great Massage Monday series click on the image below or follow her on Twitter, Facebook or Instagram. 

  

   

  Susan Findlay
  Earle Abrahamson
  Nikki Wolf
  Jayne Burke
  Emma Gilmore
  Sunita Passi

• EARLE ABRAHAMSON 

  For Earle the key for pricing is selecting an amount that reflects the level of education and professional skills training that goes into our practices as massage therapists. When Earle first started his career as a massage therapist he had no idea how to price himself within a highly competitive market. So he decided to become a client, he booked in with multiple clinical colleagues and received massages from all different skill sets. What Earle notice was that there was a discrepancy and a complete range in terms how colleagues tended to price. He spotted that pricing wasn't dependent on skills, education, or experience, but more on the area from which that person worked. So for example, booking into a central London clinic had a much higher price than outside the captial.
  
  So Earle learned very early on that one price doesn't suit all there isn't a standard pricing within massage, and soft tissue practice. So the pricing is really determined by what the client is willing to pay for what the client perceives as value, what the client perceives as an absolute need and the rapport that you as a massage therapist establish with them.
  
  One of Earle's early experiences with pricing was when he had recently qualified. A client booked in for 30 minutes and Earle gave them an additional 10 minutes of time for consultation and charged £40 for this service. The client said "are you sure it's 40 pounds?" and Earle replied that he was sure. The client replied that he felt Earle was massively undervaluing his skills and service and gave him an additional £25 on top of his fee. The client let Earle know that he had received lesser care from other healthcare professionals and been charged more and that he shouldn't underestimate what he brings to his massage table!
  
  Earle's big take home message from that experience was to really think about how he values his skills and training. You can then think about how to convey those skills and experience to your clients. This will help you immensely when building rapport and a strong therapeutic alliance with your clients. By really thinking about your value and setting a reasonable price in alignment with your messaging you can set yourself up for getting great clients who really appreciate your skills and expertise.
  

   

  Watch Earle answer your "Ask the Muscle Whisperer" Question below!

  You can find more details on Earle's latest book 'Muscle Testing – A Concise Manual' by clicking the images below or find out more details on the next Hands On Training courses by clicking here.

  

   

  Publications:

  • Making Sense of Human Anatomy and Physiology - Lotus Publishers 2016
  
  

   

  • Concise Manual of Muscle Testing - Handspring Publishers. Due out October 2019 
  
  
  Susan Findlay
  Earle Abrahamson
  Nikki Wolf
  Jayne Burke
  Emma Gilmore
  Sunita Passi

• NIKKI WOLF

  For Nikki the main pitfall of pricing that massage therapists fall into is to go by the going rate. Nikki sees lots of therapists asking in the Facebook groups in forums what other massage therapists are charging, so that they can charge accordingly. Nikki thinks this is a bad idea for two reasons. Firstly because therapists in general, are really bad at setting good rates for themselves. As a group we want to help people and we tend to have a guilt mindset around earning earning money. Secondly just because another therapist is charging a certain amount doesn't mean that they've got it right.
  
  In the industry as a whole Nikki sees a lots of therapists who think the only way to get clients is to charge a little less than other local massage therapists. In Nikki's opinion this is bad for the industry as a whole as it doesn't encourage clients to value our work and creates a literal race to the bottom!  
  
  What massage therapists need to do is set their prices in a way that supports them financially and reflects the value they are giving their client. So the first step is to do the maths and work out all the costs associated with your massage treatments and think about what it is you would like to earn. This process also includes thinking about how many clients you would like to see in a week.
  
  Nikki then encourages clients to step away from thinking about charging per hour and instead focus on the outcomes you are offering. Sometimes we get so focused on what is an hour of our time and expertise worth that we forget the value we are giving our clients. If a client was to think what is it worth to me to be pain free you can guarantee that would be a higher figure than what is an hour of someone's time worth. When thinking about your pricing through this lens you will likely feel more confident about increasing the prices of your massage treatments.
  
  At the end of the day the only way to go wrong is to charge too low and not covering your costs. As massage therapists we need to accept there will always be clients who cannot afford our services regardless of what we charge. If your struggling to attract clients its likely because you are not describing the value you offer clearly enough. So think about positioning yourself as a premium brand with a premium experience so that you can attract clients who really value your work.
  
  
  
  

  Watch Nikki answer your "Ask the Muscle Whisperer" Question below!

  To find out more about Orchid Massage Academy, click here or find more details on Nikki's mentorship program, here. Alternatively you can follow on Facebook here

  

  Susan Findlay
  Earle Abrahamson
  Nikki Wolf
  Jayne Burke
  Emma Gilmore
  Sunita Passi

• JAYNE BURKE

  For Jayne the thing to remember when it comes to pricing your massage treatments is that if you have clients who value the work you do together, they will pay your price. In the past Jayne made her pricing much too complicated. She used different offers to encourage clients to come back for another massage treatment in the same month. Jayne offered five pounds off for the second appointment in the month, then 10 pound off, for the third, 15 pound off for the fourth and so on.
  
  This was a complete logistical nightmare trying to work out where she was with each client each month and in fact it didn't make any difference to the amount of times the clients were coming in for treatments. For Jayne it's better to have a serious think about all your expenses including rent, heating, equipment, professional association fees, insurance, and CPD training and then set your prices from there. You can check out what other local massage therapists are charging but you in no way need to match what they are offering.
  
  If you are struggling to feel confident about your pricing Jayne recommends a little exercise. Take 3 long breaths to centre yourself and then say your price out loud. How does it feel? Then experiment with saying a higher or a lower price and note how you feel about those. Ultimately you know what feels right for your services so trust your instinct and be bold! The clients who value your skills will pay for them!
  
  

  Watch Jayne answer your "Ask the Muscle Whisperer" Question below!

  Click here to find out more about Jayne Burke Holistic Therapies or you can follow on Facebook, Twitteror Instagram. Earle Abrahamson
  Susan Findlay
  Earle Abrahamson
  Nikki Wolf
  Jayne Burke
  Emma Gilmore
  Sunita Passi

• EMMA GILMORE

  
  For Emma the top tip when it comes to pricing your massage treatments is to never undercut other massage therapists. It never serves anyone to undercut and instead Emma would recommend looking at the prices local massage therapists have set and either match those prices or go slightly higher. Emma stresses that if you have been investing in your training and maintaining your skills as a massage therapist then it is crucial to have self respect for your hard work and charge accordingly.
  
  Think about your genuine expenses. You have paid for all your operating costs and for your training and education. Factor in all these outlays and charge the high end prices your treatments are worth. If you charge high end prices you attract clients who are looking for quality and who are more likely to invest in their health and wellbeing on a regular basis. If you charge low rates you will attract clients who are
  looking for a bargain who when you try and raise your prices will just move onto the next massage therapist who is offering discounts or a deal on their massage treatments.
  
  If a regular client is not able to afford more treatments due to personal reasons you could put together a special offer just for them for a limited period of time. You can also offer one concessionary rate space a week. Emma recommends you keep studying so that you can charge more for your massage treatments as you are demonstrating a strong knowledge base.
  
  

  Watch Emma answer your "Ask the Muscle Whisperer" Question below!

  You can see the latest courses on offer at School of Bodywork by clicking the image below! You can also follow on Facebook and Instagram.

  

  Susan Findlay
  Earle Abrahamson
  Nikki Wolf
  Jayne Burke
  Emma Gilmore
  Sunita Passi

• SUNITA PASSI

  
  For Sunita there are various factors massage therapists need to keep in mind when pricing their treatments. The first to consider are personal in nature. Massage therapists need to think about what they would like to earn? Your location is likely to influence the figure. This also includes thinking about the numbers of hours you would like to work each week and how many years do you see yourself working as a hands on massage therapist? These questions will likely start to give you an idea of what your hourly rate could be.
  
  Sunita then suggests looking at other market factors. Take a look at the prices of other local massage therapists. The idea is not to set yourself lower than your competitors but to make sure you are not pricing yourself out of the market completely. Have a think about the type of treatments you are offering. Are there lots of massage therapists offering these treatments in your local area or are you offering something new? Are you trained in something no other massage therapists are offering in your area?
  
  On top of the costs of getting set up massage therapists also need to consider the costs of delivering their treatments and their operational costs. Factor in everything from your heating, to towels and massage oils. Have a think about the type of clients you want to attract. Will they have certain expectations of what your treatment space should look like or the quality of your towels? All this will likely have an impact on your costs as a massage therapist. Think about what stage your are in your career. Are you a novice or are you an expert in the type of treatments you are offering?
  
  After considering all these factors you will be in a much stronger position to set your prices. If a new massage therapist comes to town stick to your guns! The right clients will find you!
  
  

  Watch Sunita answer your "Ask the Muscle Whisperer" Question below!

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  Susan Findlay
  Earle Abrahamson
  Nikki Wolf
  Jayne Burke
  Emma Gilmore
  Sunita Passi