One of the cool things about working for ABMP is getting to hear from our members. And we do hear from them—more than 70,000 phone calls a year! We get lots of different questions about amazing and crazy things (seriously, some you wouldn’t believe, although they would make you smile). But there are a handful of commonly asked questions that pertain to practice development, so we thought we’d share them. Perhaps you’ve thought about these as well (or even called and asked).

Ready to Dive In: New Graduates
You’ve graduated, passed the MBLEx, and are state-licensed and ready to practice! Now what do you do?
Something to consider: do you want to be an employee, a sole proprietor, or a combination of the two? Think about your experiences in school, clinic, internships, and practice sessions: which modalities, clients, and environments did you enjoy most? Find ways to incorporate those elements into your career choices. Still not sure? Try a few different experiences to see what fits your skills and what doesn’t. The goal is to make thoughtful decisions about what you want to do so you can take control of your career.
Following are the questions we get most often from therapists who are just starting out.

Q. I know I probably won’t be able to have a full private practice on day one. How do I build my practice, but still pay the bills?
Les Sweeney: This is a very common concern among new graduates (or soon-to-be new graduates): “How do I make ends meet while starting up?” There is no one set answer. Ideally, you have a rich uncle who lets you live in his mansion for a while (note: this is not a common occurrence). For those of us without rich uncles, a common step is to start your own part-time practice while maintaining your current employment (assuming you are currently working). Before you make this commitment, however, you need to think about where and how you want to work. At a clinic? In your own space? And how busy do you want to be? What does “full” mean to you? Establishing a full private practice can take some time. If you are currently employed, perhaps the best approach is to set a target date by which you can reduce your current employment hours, with the expectation that your practice will fill in the hours you give up at your job. It is probably reasonable to expect to take 6–12 months to transition from your old job to your new career.

Q. How do I ace my job interview?
Kristin Coverly: In the massage and bodywork field, you need to prepare for both verbal and hands-on interviews. Practice answering interview questions beforehand so you’re more comfortable talking about yourself and are able to dazzle the interviewer with strong answers. Then, when you’re scheduling the interview, ask about a hands-on assessment. Try to get as much information as you can in advance so you know what to expect, but also be ready for impromptu scenarios, too. For example, a spa interview might include a 50-minute full-body session, but a chiropractor might ask you to perform shorter sessions that include several injury-based scenarios for you to adapt to. Research each potential employer and come prepared with questions to ask them about the expectations, client base, schedule, pay structure, etc. Remember that you’re choosing them as much as they’re choosing you!

Q. What do I need to look for in an office space lease?
LS: According to Dan Weil of www.bankrate.com, the main things you’ll want to focus on are:
• Appropriate length of term (how long are you willing to sign for);
• Rental rate and any rate escalator included (ask for what you think is fair, remember every number is negotiable, and don’t agree to more than 1–3 percent annual rate increases);
• What’s included in rent and what other costs are there? Who handles snow removal, trash, maintenance, and repairs?
• Confidence and trust in your landlord. They’re investigating you—you should do the same. Talk to other tenants; perhaps even do a credit check.
KC: A few more things to keep in mind when leasing office space (that my friends and I have learned the hard way) involve heat, noise, and access. Do you have control over the temperature in your space and does the building’s heat and air operate on the weekends? What’s the noise level like during the times you’ll be in the space—loud office neighbors, vacuuming cleaning crews, lawn mowing service outside your window, fire house next door, etc.? If you’re renting in a traditional office building, often the outside doors automatically lock at a certain time, making it pretty tough for your evening clients to get to you. All of these aspects factor into your day-to-day happiness in an office space.

Start Paddling! 1st Year
There’s a lot going on during your first year as a therapist. You’re figuring out the who, what, when, where, and why of your massage and bodywork practice. It’s the perfect time to create a strong foundation for your practice and form good habits that will pay off throughout your career.

Q.  What are the key things I should be doing to market my practice? (a.k.a.: I’m panicking! How do I get clients?)
KC: New therapists have a tendency to go one of two ways: either they do no marketing because they’re nervous and don’t know where to start, or they try to do everything at once and end up with a lot of half-finished projects. Do yourself (and your practice) a favor and focus on creating solid marketing strategies in these three areas first: an in-person marketing/networking plan, a website, and a client referral program.

In-person marketing/networking: This is the “meet people” part of the plan. Don’t bank on randomly meeting potential clients; create opportunities to get out into the communities you choose to work with and let them know who you are and specifically what your practice has to offer them. Want to work with pregnant women? Speak to a Lamaze class about the benefits of prenatal work, give a demo, and offer a special incentive if they book a session on the spot. Also schedule networking opportunities with other business owners; try your local chamber of commerce.

Website: Help people find your practice. The great news is people are looking for therapists online. The even better news? It’s not as hard as you think it is to create an Internet presence. ABMP members can take advantage of the easy website builder tool that comes with membership and have a professionally designed website up and running in no time.

Client referral program: It’s OK to ask current clients, friends, and family to help you build your practice. Don’t just wait for word-of-mouth referrals to happen. Ask people to refer new clients to your practice and reward them when they do.
After you have these foundational marketing tools up and running, your next steps include email marketing and social media marketing. Taking each project one at a time so you’re giving it the time and attention it needs to be done well will pay off in more effective marketing for your practice and less stress for you!

Q. Is it worth it to use an online scheduling, client management, and bookkeeping program? If so, what should I look for?
LS: I could rephrase this and ask, “Is it worth having easier ways for my clients to pay me?” My answer is YES. There are some technology-oriented developments that I don’t always champion for massage therapists (worried that your website isn’t at the top of the Google search? Don’t.). But having a way for clients to book, rebook, and pay you is a no-brainer. You need to meet clients where they live, and I am willing to bet that most clients today regularly book, rebook, and pay for all types of services online. That’s how we live—take advantage of it.
There are a few different ways to get from A to B when it comes to client management and booking software—you could pay a monthly subscription fee regardless of usage, or you could sign up for a program that charges based on bookings. At ABMP, we partner with MassageBook. It includes an all-around balance of features, including some that only our members get for free. But there are a handful of other good programs out there, too. There is good feedback about programs on ABMP’s Facebook page, and you can also post questions there to get a sense of what others recommend.

Q. What are my goals in my first year as an employee?
KC: This is the time to evaluate the setting(s) you’re in. Are the modalities you practice and clients you work with a fit for you? If not, it might be time to look around for a new opportunity. If yes, work on your client retention strategies. Are you actively encouraging clients to rebook with you instead of whichever therapist is available when they call? Start thinking about your career plan, too: do you want to become a lead therapist, supervisor, manager, or clinic owner? Plan the steps you’ll need to take to accomplish those goals.

Remember to Breathe: 3–5 Years In
Now is the perfect time to check in. What’s working in your career? What’s not? Are you passionate about the clients you work with and the modalities you practice? Are your marketing plans up and running, and—most importantly—working? 

Q. I have a website, but haven’t gotten into social media marketing like Facebook or Twitter yet. Do I have to?
LS: Have to? No. But it goes back to meeting your clients where they are, and what problem you are trying to solve. Do you need to build your practice, or are you pretty content with your workload and client count? The upside to getting into social media marketing: it’s basically free (unless you choose to do paid advertising), and it provides a way for you to connect to your clients (and learn about them, which can help you better serve them and grow your client base). The downside: it’s one more thing to do, and you’ve eliminated a personal boundary (no party photos).

You’re a Regular Dara Torres: 10+ Years
By this point, most therapists have settled into a groove with modalities, location, and clients. The questions and concerns that pop up now usually center around finding ways to keep it fresh for you and your clients so you can keep practicing for as long as you choose (FYI, Dara Torres is a 12-time Olympic medalist in swimming).

Q. How do I reignite my passion for my practice?
KC: Therapists in this phase of their career often feel like they’re just going through the motions of running their practice. This is the perfect time to look at what you’re doing with fresh eyes. Are you truly happy with where your practice is today or has it evolved into something that’s comfortable and familiar, but not as fulfilling as it used to be? It’s time to shake things up a bit and try something new. Look at all aspects of your practice, from your music to your modalities: what small shifts or big changes can you make to keep things interesting? Find new ways to network and connect with other practitioners and business owners in your area, too. Talking about your practice and hearing about theirs often rekindles your own spark and inspires new ideas. When all else fails, think of your clients. Remembering how grateful they are for your work and how it affects their lives can reignite your passion for the beautiful work you do.

Have a question that wasn’t covered here? Ask us! Email bizfit@abmp.com. We’d love to hear from you.

Les Sweeney is ABMP’s president and resident blogger. Contact him at les@abmp.com and read his blog on
www.abmp.com. Kristin Coverly, kristin@abmp.com, is the manager of professional development at ABMP and teaches workshops for therapists and instructors across the country. Both are massage therapists with business degrees who care about you and your practice. Want more? Check out their ABMP BizFit video tips on www.abmptv.com.