My late friend and sometime business mentor Bob Smith once said, “If you want to get a person interested in what you are selling, you have to get them to ask questions.” If they don’t ask questions, then you know they won’t call on you for your services. For massage therapists, what you say to a person is the most important part of selling your service. You have to change their perceptions about what they think you offer and convince them that you provide something unique. You have to speak to them in plain language that also leads them to ask questions. In order to reach this “pivot point” of selling, there are some basic guidelines to follow when working a networking mixer.

First, join a local business or social group – be it the Rotary Club, Chamber of Commerce, or other association – for at least a year. Attend their networking events because they offer chances to discover what you can do for your fellow business owners. What you can do for your fellow business owners? Yes, if you can make people feel that you are going to help them – rather than the other way around – you will be way ahead of the competition.

To be most effective at networking events, prepare appropriately in terms of wardrobe, business cards, and conversational strategy. Wear a shirt that has your company name/logo on it. If you don’t have any, for about $99 www.queensboro.com can make five polo-style shirts with your company name on them. These shirts draw people’s attention, and when you see them looking you know you have someone open to conversation. Avoid people who are already in conversations, and look for people who are moving around and ready to chat.

To help focus your efforts, take only five business cards with you to the mixer. In a typical one-hour mixer, talking to five people serves you well by encouraging you to spend quality time with a few individuals. Trying to meet too many people makes you seem rushed, and you miss chances to really listen to someone who may need you. After you have passed out five cards, it is probably time to leave. Don’t stay too long and look like a buzzard searching for an easy meal.

The final element to prepare involves conversation. Be ready to answer the question, "What do you do?” Never, ever say that you are a massage therapist to this perfunctory question. Too often the words “massage therapist” end the questions, meaning you have lost a potential business relationship. I like to say that I help people naturally relieve pain and discomfort. Almost without fail, the person asks, “How?” Now that the listener is hooked, you can proceed to tell them that you teach people how to relax, improve health, and relieve pain with techniques practiced for many years. “Oh,” is usually the response, but it is a positive “oh.” It indicates that you have tempted – but not yet fully satisfied – their curiosity. At this point, turn the conversation back to them, so they don’t start forming their own erroneous opinions of your work. Ask about their work and pay close attention, because they will recognize your interest and respect you more. After noting what they do, ask them how often they exercise or if they ever have headaches, a tight neck, a pulled muscle, or difficulty sleeping. Again, you are trying to determine how to best help them. 

Have you noticed that the words, “massage therapist” have not yet been uttered? After you give them time to tell you more about themselves, mention that you are a clinically trained massage therapist. “Clinically trained" is vital because you want to exclude any notions that you are just going to rub them down or, even worse, that you are a sex worker. As you talk, hopefully they will become more interested in your work. Even if they don’t, as the conversation ebbs thank them for the nice talk and tell them you will call them soon to see if you can help each other. As soon as you separate, write as much as you can remember about them on the back of their business card, noting their exercise habits, any health issues, and any family information they may have given. If you have space, jot down what solutions you think will help their problems.

About two days later, with their cards handy, call your potential clients. Talk to them about specific issues and see if they still need help with any of their problems. Tell them that you enjoyed hearing about their work and that you would like to hear more about it when they visit your office. If they agree, then you are in business. Perhaps only 1 in 5 will accept your offer, but it’s a start. After a few mixers, you will have built a good client base that will help you increase your success. Once you are comfortable with these techniques, you will be amazed at how easy it is to get people in your door.

Nike Roach is the president of the 6^th Sense Wellness Group, Inc. A Winston-Salem based health and wellness promotion firm. Nike can be reached at nike@6ths.com or 336-723-4400

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