A proven way for massage therapists to increase income and create an even better experience for clients is through "thoughtful" upselling.
The idea of upselling may not sit right with some of you at first, and we understand the reason behind that. Something about it feels very corporate, manipulative, or downright pushy. However, it doesn't have to be. Remember, you got into this work to help people, and the services you provide are performed in that model. Within said model, putting the client first should be a top priority, and in offering products that compliment your sessions, you are continuing to deliver on that model.
The key is not to push something that nobody wants, but instead to pay close attention to your client and understand their actual needs. If you can identify an area that can use more attention, for example, you can open up a conversation with your client that results in a win-win upsell.
Before we get into specifics and examples, let's break down what upselling really means in a massage therapy context. We'll cover timing, how to approach upselling ethically, and how you can start working on it with the very next client who walks in.
Upselling can be tricky to discuss due to its negative connotations. We treat it like something to be cautious of, so we don't get scammed into buying unwanted items.
The goal here is to reframe upselling from “forcing someone into an upgrade” to "recommending with care." You are not trying to squeeze every last penny out of your client. Instead, you're observing and listening for ways to enhance their experience in a way that's tailored to their needs.
Recommending with care means you're identifying the best ways to serve the person in front of you and giving them the option to get even more benefit from your work. You're not pushing it on them, but suggesting with confidence and integrity.
So, to do this right, you need to pay close attention to your client, and not just when they're on the table. What are they sharing with you when they first come in? What does their body respond best to? What are some areas that could use more attention than others? What do they tend to express to you when the session is over?
Use this information to enhance their experience and add even more value. For example, let's say they're struggling with chronic shoulder tension. One session might not be enough to thoroughly address the issue. You might suggest an extended session focused on the shoulders or a product that can help between sessions.
In this example, you're suggesting an upgrade that makes sense for this client. You do this by presenting targeted options to guide them to greater relief, better results, or a more luxurious experience.
Plus, clients are already coming to you for your expertise. The only way they know about the options available to them is if you share. Again, you're not automatically locking them in. You're just offering a suggestion. It's still their decision to make.
The beauty of this approach is that it doesn't feel like selling. Even if they aren't interested in the upgrades right now, you're opening up the door to explore or revisit them later.
As you hone this skill and continue adding value, they'll appreciate that you recognize their needs and help them find solutions. This enables you to build client loyalty and to grow more confident in your ability to recommend with care.
Successful upselling is enhancing what your client already loves or addressing a specific area outside of the scope of your regular sessions.
If the client regularly complains that their session ends just as you're getting to the area that needs the most work, it's time to recommend a more extended session.
If someone is dealing with chronic pain that tends to flare up every month, you might suggest booking on a more consistent schedule.
If they respond well to footwork, you might tell them about a focused reflexology add-on you've just introduced.
These are just a few suggestions, but ones you can adapt to your skills, modality, and your client's needs. If you're looking for additional ideas, pay attention to:
To give another example, if your client is dealing with a lot of stress, you might suggest aromatherapy for relaxation. If you notice they have a lot of stubborn tension, they might benefit from a hot stone massage. The upgrade could be as simple as adding 15 minutes of focused work to their next session.
That being said, what is the best time to offer up such suggestions, and how do you ensure you present them the right way, confidently?
When you're ready to bring up your offer, you need to present it in the proper context. You're not springing some random upgrade upon your client. Instead, you should be suggesting (with care, of course) a specific upgrade that makes sense for them.
Not only does this show how you're adding value, but it also adds credibility to what you're suggesting. You're tying your offer to some observation or insight grounded in reality. This makes it easier to agree to the upsell if they are interested. It also allows you to anticipate and answer the question of why before they even ask it.
To do this right, it comes down to timing, tone, and the context. The best time to bring up an upsell is right after the session. We strongly recommend against upselling during the session. It should be unsurprising that clients don't want to be pitched on the table. We don't blame them. To a client, that sounds about as enticing as a salesman meeting them face-to-face and selling to them while they’re face down on the headrest.
Stick with upselling after a successful session. Your client is most likely in a relaxed state, grateful for the work, and more receptive to what you have to say or offer. If you're new to upselling, this is a great place to start.
What does that look like? Again, this is very much context-dependent. Keep it conversational and look for the right time to incorporate your suggestion. You don't need to launch into a long-winded explanation. Simply speak on what you noticed in the session and briefly why the upgrade might help them.
For example:
"Based on what I'm feeling in your shoulders, hot stones could loosen up the area faster. Want me to add that to your next session?"
To give another example:
"You responded really well to the hip work today. I think we could get even better results if we added just an extra 30 minutes next time."
Suppose they agree to add it on, great! You've just opened up a way to lock in more value for your client and income for you, all at once. If not, great! They still get to see how you're prioritizing their treatment and being thoughtful about your suggestions.
Whatever your upgrades are, keep them in mind while working with your clients. Think about what might be the most helpful and relevant options to them. At first, it may seem strange, but keep it simple, and you'll get the hang of it in no time. Don't think you're the only MT out there doing this, either. This is the common practice of most... practices (and service professionals, in general).
With that being said, it's important to note that not every client needs an upsell at every session. Do your best to read the room to find the appropriate timing and context.
Now, let's get a bit more specific about how to make this work. This section is going to cover several points on what not to do.
First, don't overwhelm your client with a long list of upgrade options. This is a surefire way to fail at upselling. Too many options can lead to "analysis paralysis," which is simply a fun way to say, inaction caused by overwhelm. At most, provide one or two relevant upgrades and don't lose sight of tying the upsell to a specific need or insight.
Don't sound like you're uncertain or like you lack confidence in presenting your add-ons. It's crucial that you share your suggestion confidently if you want to inspire confidence in your client. If you struggle with this at first, there's no harm in practicing in the mirror. Just know that you will get better at this with time.
This should go without saying but don't push them if they aren't interested. Keeping your clients is more important than closing on a single upsell.
Before offering your upgrades, ensure they are reasonably priced for what your client is getting. You could probably land on a reasonable price range and pick what sounds right. If you have trouble with this, you could figure the price of the upgrade in relation to your standard services. You could also research what other MTs offer and how they tend to price things.
You can offer add-ons either in person or allow clients to select them through your online platform (like MassageBook). If you decide to make these upgrades available online, just make sure they are easy to access. Adding upgrades should be just as simple for your clients as booking an appointment with you. MassageBook makes this easy with customizable add-ons that can be added while booking.
Take advantage of the add-on description box to explain what the add-on is and how it might be valuable to your clients. Remember to keep it simple and focus more on the benefits than the features. As a reminder, features are what's included, and benefits are why those features matter. For example, a feature is 30 minutes of hot stone treatment. The benefit is tension relief and increased relaxation so your client can finally get the rest they deserve at night.
If you are using a platform like MassageBook, you can send a quick follow-up reminder with the add-on options so they know where to find it next time. This way, the add-ons are at their fingertips. Even if they decide not to take advantage of it now, they'll keep it in mind for later, and might be more open to discussing it.
Learning this process takes time, so as you build your upselling muscle, revisit this list and try to implement something new with each suggestion.
The best MTs are the ones who know how to listen. To get truly good at upselling or any kind of selling in this capacity, you need to be able to understand your client on a deeper level.
The most lucrative thing you can do is to build long-term relationships rather than focusing on small wins. Your goal should always be to add value and build trust. So, if at any point, you're trying to sell something that someone doesn't need, you're creating friction, and this will lead to a breakdown in client relationships.
Upselling should never be about squeezing your clients for every last dollar. It should only ever be done in a way that's concurrent to their goals and helps deepen their progress, stay consistent, and feel cared for. Upselling should be an extension of the trust you're building as you help people feel better.
This is a long-term process. Clients may come and go but they will always remember how you made them feel.
Upselling doesn't have to be a bad word if you are able to listen and extend your care in a thoughtful way. As long as you can do it without being pushy and you can genuinely suggest add-ons that make sense for that specific client, you'll do great.
Be as observant as you can so that you can find the right opportunity at the right time. You don't have to upsell everybody, but you should know which add-on is best for each client based on their current or latest session.
Don't forget to believe in yourself, the good you're doing, and your capability to help your clients heal and feel better in their own journey.
If you have to, start small, and practice one suggestion at a time every few clients. You'll be surprised how natural it can feel and how powerful the results can be.
Looking for a little more insight for your MT journey? Unsure of how to navigate every step from beginning to running a fully booked practice? Check out our blog "Client Success Stories - Building Your Practice with MassageBook" which features an in-depth testimony from a real MassageBook user who built his practice into an award-winning, multi-state organization.
Need some financial tips that can positively impact massage businesses? Check out our blogs on the following topics:
1. Knowing your Massage Business Numbers
2. Five unique ways to fund your new Massage practice
3. Bookkeeping for Massage therapists
4. Overcoming your money blocks as a Massage therapist
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