While waiting for my massage last week I overheard one of the other therapists in the office talking with the client he had obviously just worked on. She asked him “Should I come back?” He replied, “Well, I don’t know… you’re always so busy.” Then she asked, “Well wouldn’t it help to have another session?” To which he replied, “It might, but I can’t say for sure.”

My first thought on hearing this whole exchange, apart from being dumbfounded, was that the therapist really has a lot to learn about self-marketing. But then it made me wonder – what did the client think about that whole conversation? Would his attitude make her consider becoming a regular, long-term client? How should that conversation have gone to best serve both the therapist and the client?

Without asking the client, I’ll never really know what she thought. What I do know, however, is if you want your practice to grow into a profitable business, you need a solid base of loyal clients who book regularly and well in advance.

So how do you get that?

Well, we’re Bodyworkers…so obviously, if you don’t resolve their issues, then anything else is a moot point. Results speak for themselves; if your work doesn’t get great results, clients won’t come back. Let’s face it; most people aren’t going to pay anything…let alone top rates… if what you’re doing doesn’t help them.

But there’s more to it than just results. Building long-term clients also means that you provide something no other therapist can provide; and that something is you! It pays to make yourself your own best marketing tool.

One of the easiest ways to do that is by sharing your wealth of knowledge and life experiences. Education is an incredibly powerful tool; you can use it to give clients information that will help them better understand their situation, give them explanations and alternatives that they may never have heard before, or give them hope that there are always more options than they think there are. Sharing your own experiences can be equally powerful; sometimes the best thing you can to is to let your client know you can relate to their pain.

It’s up to each of us, individually, to discover how we can use what we know, what we do, and who we are in such a way to be of unique service to our clients. Find that place for yourself and the next thing you know you’ll be building a business that becomes more financially, professionally, and personally rewarding than you’d ever thought possible.

Don’t be like that therapist and blow the chance to bring someone who’s looking for help the solution they’re searching for; it could very well be exactly what you’re looking for, too.