Profit With Products

Presented by Cherie Sohnen-Moe and Lynda Solien-Wolfe2011 American Massage Conference

Two major ways to increase revenue in your practice are to increase the number of clients you see and increase the amount you sell (in services and products) to the same number of clients. Product sales is a natural extension of the standard of care and healing already associated with massage therapy. Selling products in your practice is a great way to work smarter—not harder. You already have a relationship with your clients and retailing is simply another avenue of supporting your clients in their wellness.

Product sales adds value to your classes, extends the benefits at home and increases your bottom line. Clients like to get products from you and appreciate the convenience of purchasing from you. They expect you to know more about these products than they do, and that you will choose the best ones for them. By selling clients the right products, you help them reduce their stress and improve their health.

What is Retailing?Retailing is simply the selling of products or goods.

What is the importance of retailing in your setting?

Retail Sales is equal to passive income. What are the advantages of not relying solely on direct income?

What are some of the disadvantages of retailing?

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Clients’ ExpectationsClients like to get products from you and appreciate the convenience of purchasing from you. They expect you to know more about these products than they do and that you will choose the best ones for them.What other reasons would clients purchase products from you?

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Employers’ ExpectationsEmployers expect therapists to sell products. They know that retailing is a critical element in client satisfaction and rely on the income generated by product sales.What other reasons or expectations might employers have?

Therapists’ ExpectationsMost therapists want to focus on their hands-on work. They might have concerns about “pushing” products, not having enough time between sessions to sell products, and may have a lack of training in product knowledge and application. When working for a company other concerns are the lack of input on products carried and being expected to sell products that are not within the therapist’s scope of practice.What other concerns or expectations do you have?

Product IdeasThere are many types of products that can be retailed in a yoga environment; here are just a few ideas:

What products do you think you might like to offer to your clients?

What are the products that are carried elsewhere but you can stock for your clients’ convenience?

List ways to incorporate products into a session:

Self-help Books

Health Related DVDs

Gift Baskets

Self-care Items

Bath Salts

Scrubs

Body Butters

Lotions

Music

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Hot/Cold Packs

Eye Pillows

Relaxation Tools

Support Pillows

Ergonomic Devices

Self-massage Tools

Essential Oils

Topical Analgesics

Stress Mats

Ethical Product Sales

How can you ensure that your sales are ethical?

Ethical product sales involve providing clients with easy access to high-quality products that enrich their well-being. Only sell products you know are reliable, suitable for use by your clients, within your scope of practice, are a natural extension of your massage practice and congruent with your image.

As a massage therapist, a power differential exists between you and your clients. Clients assume that you are the authority, and they may feel influenced to purchase products out of a need to please you or because they think you know best.

Do:Do know your products well. You should be able to convey the proper use, benefits and possible dangers or contraindications to your clients. Restrict detailed conversation about products to before or after classes or private sessions.

Don’t:Don’t overuse products or make product claims that the manufacturer doesn’t make or would not support. Don’t manipulate or coerce your clients.

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The 3 C’s

ConvenienceClients have the immediate satisfaction of knowing they can obtain and use products recommended by a professional. They do not have to decide between multiple, unknown products on a retail shelf. Clients can make future purchases when they return for another session or purchase from your website.What are the key conveniences you can offer?

ComplianceYou know how regular massage serves clients to achieve better health, yet most people do not come in as regularly as is needed. Self-Care is most successful when clients do what you suggest. When you recommend a product for home use and explain how to apply it, chances are greater the product will be used properly. Remember that you are the expert! By selling clients the right products, they can increase their wellness goals.List the ways your products help your clients to achieve better health:

ConsultationWhen your selection of products closely relates to your treatments, product recommendation becomes easier. Give your clients the power to learn more about maintaining their health and making better decisions. Remember that you are ultimately providing a solution to your clients.List ways to educate clients on your products:

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Prescriptive Selling Example Sheet

HOME CARE REGIMEN DAILY WEEKLYAM PM #X’S PER WEEK

Product 1Product 2Product 3

Activity 1Activity 2Activity 3

WELLNESS ASSOCIATES

Follow-up Care When

_____________________________________ ________________________

_____________________________________ ________________________

_____________________________________ ________________________

_____________________________________ ________________________

_____________________________________ ________________________Client Name Date

____________________________________________________________________Practitioner

Mighty Massage1600 Washington Ave.Portland, OR 10500

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Top 10 Tips to Increase Retail Sales1. Choose products you trust and believe in.

2. Educate yourself on the products you use and sell.

3. Choose products that are not easily accessible to your clients and carry a professional recommendation.

4. Choose products that you use in your sessions or are a direct extension of your work.

5. Take an ethical approach to product sales.

6. Charge a fair but profitable price.

7. Purchase products from a distributor or manufacturer that will work with you on important customer service issues and marketing support.

8. Make the products visible and attractive.

9. Offer samples.

10. Track product sales, commissions, sales tax and inventory.

Drive your own BUS to increase your profits! Believe in the products you use and sell. Use in your treatments the products that you sample and sell. Sample and sell the products that you use in treatments.

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Resources

Providers of Goodie Bag Items Biofreeze www.biofreeze.comBon Vital´ www.bonvital.comCore Products International, Inc. www.coreproducts.comMassage Warehouse www.massagewarehouse.comThe Pressure Positive Company www.pressurepositive.comPivotal Health Solutions www.pivotalhealthsolutions.comCore Products International, Inc www.coreproducts.com

Product Carrying CasesCustom Case Company www.customcasecompany.comBel-Air Shipping and Carrying Cases www.bel-air-cases.comFieldtex Cases www.fieldtexcases.comPromo Peddler www.promopeddler.com/road_warrior/ road-warrior-rolling-sales-case-collapsible-side-walls-qqp345878.htm

Point of Purchase Display UnitsCardboard Displays www.cardboarddisplays.comDisplays 2 Go www.displays2go.comDisplays & Holders www.displaysandholders.com/displays-and-holders/ merchandise-displays

Business ResourcesBusiness Mastery by Cherie Sohnen-Moe www.BusinessMastery.usProfit with Products home-study course www.RetailMastery.bizRetail Mastery Facebook www.facebook.com/RetailMastery

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