I had one of my coaching clients ask me yesterday why she would start a membership program rather than just have her clients come in regularly and rebook? So, I wanted to share some of those reasons with you. The main reason is because those people will be on regularly recurring monthly payments for their services. Not only is that better for them, because they are going to be coming in at least once a month and staying healthier, it’s better for you, because you’re going to have income that you can count on every month coming into your business.
We all know how clients can drift off! Maybe they cancel, because something came up, and then we don’t hear from them for weeks or maybe even months. Some of us can be shy about following up, but with a membership program, if somebody has already paid for that massage, they are ten times more likely to get in gear and reschedule. That money coming out of their account every month is the best reminder of their commitment to get their services and to take care of themselves. It is absolutely a win-win. It’s a win for you, because you have income coming in that you can count on, and you’ll have people pre-scheduled. When somebody buys a membership, the most logical thing to do is to find a time that works for them and just get them in your book for the next six or twelve months and just book them at that time spot.
Another thing it does is it encourages them to get more services. Once they’ve paid for that monthly service, they’ve come in, it’s very easy to have them book more services at the same price point. They’re going to be getting member benefits, which will really encourage them to do more business with you like buying gift certificates, more services, and to purchase retail. You can incorporate all of those things into your member benefits.
One of the biggest things I hear is, “Well, I already have regular clients. Why would I just give people a discount for becoming a member?” A membership does not have to be a big discount. It’s just a way of structuring your prices. That’s something that we are going to be talking about in detail in the membership success class I have coming up in one week. How to structure your prices so that membership is a win-win for you and your clients. That may mean looking at your current prices and making some adjustments. Almost every business in the world has a pricing structure, so that they’re able to offer incentives, and discounts, and reward loyalty. We should do that as well.
I feel like a big block that a lot of people have is as soon as you say membership program, massage envy pops into mind, and they only think of that one example that they know about! There are as many ways to do a membership program as there are therapists, and businesses out there. Your membership program that you create can be completely unique to your business. You could even create a special service for your members. It could be, a 75-minute service with some type of enhancement. It could be a massage and stretching, it could be massage and sauna. It doesn’t have to be discounting your 60-minute massage. That is not the purpose of membership program.
I would love to encourage you to open your mind and look at how having a membership program would help your business and how it would help your clients. Think about it. If you had a membership program that was say $79 a month and that was for their monthly service locked in with you, and you have 50 people on that program, and everybody renews on 1st of the month, then the 1st of every month you know that almost $4,000 is going to go into your business account. How would that help you plan your month?
You could get all your bills for the month paid, plan your marketing, and really grow your business, and pay yourself a regular salary. So many of us therapists don’t pay ourselves a regular salary. We go week to week. I’ve always found that the best thing I can do for me is to pay myself a weekly salary. I know how much I’m getting each week from my business, and I can count on that, and I can plan my personal life budget and my business budget.
Of course, if you have a great month, you can give yourself a bonus. Membership programs can help you to get to that point, because you’ll have that security of knowing how many members you have, and yes it will fluctuate from month to month. Sometimes people will put their membership on pause, or cancel their membership, but meanwhile once you get good at selling them, you’ll be able to sign-up new members and hopefully get to a really comfortable place with a good amount of members for your business.
I would encourage you to open your mind about doing a membership program. They can be really fun! Clients love to be treated special, and to be treated like VIPs, and to feel like, “I’m on the member list, so I’m going to know first when appointment availability opens up. I get to know first when Christmas specials are launched, and I get to know first when new retail products come in.” That can really make your clients feel special.
Check out the class! It will be next Wednesday night at 7:00 PM. If you can’t be on the live class, of course you’ll get a replay. I’ve got some great bonuses going out with promotional materials to help you get started. The class will answer a lot of your questions about what should be included in your membership program, how to launch it, how to set it up, what kind of contracts and things that you need, and how to process your payments. I’ve been getting a lot of questions about the contracts and I KNOW we let little things like that hold us back from getting started.
Honestly, you could do some research and probably figure out how to write up that contract. I’m going to give a checklist of what my understanding is that needs to be in it. Of course, I can’t give you legal advice, then I would probably run it by a lawyer, and you should be all set. We let ourselves get held up and stopped, because something like legal contracts, and seeing a lawyer, can just send us completely into overwhelm! You don’t need to do that, it’s a choice. We’re just going to take it one step at a time.
Membership models can be a great way to go for many massage and skincare businesses to get that recurring income going on! I have several memberships online, and then also with my spa, I have a lot of experience with membership programs, and I can help you with a lot of those little details that if you don’t think about them ahead of time can trip you up. It’s nothing that you can’t handle. We need to have that confidence in ourselves!
If that sticky stuff comes up, for example, we start a membership program, and we forgot to put something important detail in our terms and conditions….. what’s the worst thing that could happen? We must give a refund and then we fix it? Great. That’s how you learn, that’s how you improve!
Have a wonderful day. I hope that I’ll see you in the new class. Check it out right here >>>>> https://gaelwood.com/product/massage-spa-membership-workshop/