As a massage therapist, you know all about the benefits of massage and could probably talk about them all day. You also know many people don’t get massage even though they would benefit from it. Some of them are curious, but many of their questions go unasked and doubts remain unspoken. You can see them thinking, “I would get a massage if …” or “I don’t want a massage because …”
Having answers for each of the objections voiced by prospective clients is an effective tactic used by top salespeople. They know what might be keeping you from buying that new car or other item, and they make sure they have a well-informed, persuasive response for you. You can do the same while promoting massage therapy without being pushy. You are simply providing information so potential clients can make educated decisions.
Many people’s image of massage comes from mass media portrayals. Television shows and films use massage to make a point, sell something, or entertain, generally not to provide accurate information about what massage therapy really is.
Think about a product you want to buy. If you found satisfactory answers to all of your questions and the product was in your price range, what would stop you from buying? If you can remove the obstacles a potential client may have, you have a much better chance of getting them in for a session. As a bonus, when they do come in and experience your great massage and all of its benefits, they are likely to return—and spread the word.
Let’s consider some common massage obstacles and the answers for them.

No. 1
Obstacle: Cost
This is one we hear often. While it is true that some people truly cannot afford regular massage, many people can. We spend our money on what we consider valuable. Potential clients need more education on the valuable benefits of massage to truly appreciate the cost. People are happy to spend their money when they feel they are getting something valuable in return.
We don’t always buy the cheapest vehicle, food, medicine, clothing, or place to live. Why? We want a good value for our money.
Let’s consider a car. We want reliability and safety. We want it to start when we get in on a dark and cold night. We want it to keep running until we make it home safely. We don’t want to have to keep taking it back for repairs. Saving some money initially can end up costing much more over time.
Massage is often inaccurately depicted as a luxury for the wealthy. We all have some things that are considered luxuries. Can you live without a cell phone? Yes, of course. Now try to convince somebody to give up theirs. Good luck.
Health is not a luxury. When you present a clear vision of what is possible—a good night’s sleep, pain reduction, stress relief, feeling good enough to do the things you want to do in life, the list goes on—people will change their view of massage. Toss in the possibility that clients may not need to buy as many pain relievers and may have fewer doctor visits, and massage could actually save money for some people.
Not every massage has to be an hour long with add-ons that increase the cost. Consider offering shorter sessions that cost less. Eventually, some clients will realize the benefit of longer sessions and move toward them, but even a short massage can be an enormous benefit for a great number of people.
Also, discount packages or plans can save customers money while providing you with regular clients. Having a regular client at a small discount may be better for you than seeing that same person once in a while at your regular price. Frequent massage will also give your client better results than occasional sessions, further demonstrating to them the value of the work.

No. 2
Obstacle: Time
You have heard “I would get a massage, if I had the time” or some variation of it. There are some things in life that require our time, like work, home, and family responsibilities. Time is limited and you can’t get it back once it’s gone.
We do have some leeway in how we spend part of our time. People make time for what is important to them. Therefore, we must educate our clients on why massage therapy is worth their time. Again, make sure they understand the benefits massage provides. Help them realize that while an occasional massage feels good, they can make real progress toward feeling great by coming in regularly. By planning their next massage, they are making a choice to take care of themselves.
If possible, offer a flexible schedule to be available for clients when they have the time. Of course, you can’t be on call 24-7, but you can offer some evening or weekend times based on your and your clients’ needs.
Additionally, explain that shorter time periods are available. Some people benefit greatly with just a 30-minute massage on a problem area. Shorter sessions still provide relief from pain and reduce stress. If you have your own business, be creative and offer something even shorter that allows clients to get in and out in less time, while still providing therapeutic benefits. Consider offering a short lunchtime or after-work session that allows clients to get what they need at a convenient time of day.
Chair massage can be offered at a variety of places: a workplace, a gathering such as a festival or event, or your office. Ten minutes working on a stiff neck can make a big difference in the rest of the day for that person. Consider having a set walk-in day to provide short chair or table massages.

No. 3
Obstacle: Getting a massage is weird
Taking off most or all of our clothes and letting a virtual stranger touch us is not something we commonly do. This hesitation can be overcome by giving a complete explanation of what to expect, which is addressed further in the next section.
Emphasize that what a client wears or doesn’t wear is completely up to that person. Let them get to know you and your training and licensing. Having this information available conveys your professionalism and expertise. Make time for people to meet you in person at your office or at an event. Give one of your current clients a reason to bring somebody with them to get to know you and ask you questions. A brief chair massage is a safe way for them to experience how it can help.
We allow touch by other professionals: doctors, dentists, nurses, and hair stylists, to name a few. Touch can occur without any sexual intentions. People shake hands and hug frequently and innocently. Almost everybody enjoys a short neck rub or back rub from a friend or family member who probably doesn’t have any massage training. Emphasize that they are just as safe with you—except with you, they will get better results since you are educated in this work.
Touch is a common and natural occurrence. It connects us and makes us feel less alone. But in our hands-off society, many people may be lacking touch. Massage is a safe way to provide the touch people need.
To overcome this objection, describe how different types of people use massage as part of their wellness plan. Athletes, active people, parents, people with medical conditions, people with injuries, people with anxiety and stress—more people than ever are embracing massage as part of a well-rounded lifestyle of health and wellness. Chances are your clients will find themselves in one or more of those categories, and realize it is not weird to seek relief from the issues they face.
Again, being professional in everything you do lets potential clients know they are safe with you.

No. 4
Obstacle: I don’t know what to expect
Think of a time when a friend wanted you to try something new. You had loads of questions and wanted to have a certain comfort level before trying it. Now, think back to before you started massage school. You wanted to know what it would be like, what you would be studying, and what it would be like to give a massage.
For somebody new to massage or new to you, it helps to walk them through the process step by step—from the time they enter to the time they leave. Go over the intake procedure and explain why it is needed. Give an overview of what your massage is like, including the pressure you use and the areas on which you will and won’t work. Cover important issues like clothing and draping. Let them know they don’t have to talk during the massage, but they can if they want. Give them a clear picture of massage as a safe and nonsexual way of allowing a trained professional to help them take care of their body.
Trying anything new can be awkward—especially massage, which is a very personal experience. People want to know what to do and how to act, so make it easy for them. Provide a clear description of what will happen during the session and you will be more likely to get an appointment.
In addition, make sure you answer other common things people wonder about, such as falling asleep, having gas, needing to use the bathroom, and becoming aroused. Alleviate these concerns by letting the client know such things are perfectly normal and will not negatively affect the massage experience in any way.

No. 5
Obstacle: I had a poor massage experience
Some people have tried massage, but had a poor experience and are reluctant to try it again. They don’t want to waste their time and money on something for which they don’t see the benefits. They don’t want to pay to feel worse or to be in pain from a bone-crushing, deep-tissue massage. They also don’t want a feather-light massage when they have an area that needs some firm work.
Make it clear how you operate so the client knows what to expect. Make sure they understand the massage is all about them—that you will use the pressure they want and you will address their main problem area, if there is one. You will treat them professionally, be prepared and on time, and give them your full attention.
Communication is critical. Get a clear understanding of what the client wants before the massage begins. Let them know you will listen and be observant during the session and adjust when necessary, and that they can speak up anytime.
What if the very first movie you saw was awful? If you never watched another, you would miss some outstanding, memorable performances that might have changed the way you feel about movies. You would also miss other awful movies—but seeing more movies would give you the experience to know which ones do or do not appeal to you.
Encourage the people you meet who have had a negative massage experience to do the same thing with massage. Friends and family who receive massage can tell others what things to look for and what to avoid, and will likely be happy to recommend their favorite massage therapist (you). Have plenty of good material on your website to allow new clients to do a little research, and be willing to answer any questions your potential clients may have.

No. 6
Obstacle: Body issues
Almost everyone has body issues; for many people, this is the biggest objection to getting massage. We all want to appear in our best light and hide any perceived flaws. Massage makes you vulnerable and takes away most of the things we use to hide and cover up.
Massage is for everybody and every body—if we worked exclusively on athletes, actors, cheerleaders, and models, most of us would go out of business quickly. Let your clients know you don’t care how they look, and that the massage room is a safe, nonjudgmental place.
This objection can be removed or reduced by showing clients we understand body issues. Most of us had to deal with our own body issues when we began our massage careers. We have learned that bodies are wondrous and amazing creations. Your clients need to know you honestly and sincerely do not care what they look like. Remind them they will be draped the entire time except for what is being worked on at the moment. We want people to feel better so they can enjoy life. Allow them to imagine how much better they would feel with a good night’s sleep, less stress, and relief from headaches and other pains.
Massage can help boost self-esteem. It makes your body feel good, which presents a better self-image. Feeling good about your body can motivate you to take better care of it with your diet and activities. Having positive body experiences helps people overcome their body issues.
Everyone is under pressure from the media to look a certain way. Young people are especially vulnerable, since they lack the experience and tools to deal with this pressure. Giving a young person confidence in their still-changing body through massage is a great gift for them.

No. 7
Obstacle: I Feel Guilty Getting a Massage
The people who feel guilty about getting a massage tend to be those who care for others. They help family, friends, a cause, or an organization get through a difficult time or a big project. They are people who give of themselves and feel they should be using this time and money to do something for someone else. It’s not because anything inappropriate happens during their appointment or that massage itself is a bad thing.
If clients are caring for somebody else, much is being asked of them. They can only give so much without replenishing their source of energy. Help them make the time to take care of themselves so they can continue with the care they are providing. The quality of their care, and their life, will greatly improve. They may find they have increased energy or more patience when they feel good and are not worn down.
Airlines instruct their passengers in case of an emergency to put on their own oxygen masks first, before taking care of others. Clients taking care of themselves doesn’t mean they are selfish; it lets them recharge and restock their reserves to continue to assist those they care about.
Massage helps relieve the burden of stress. It alleviates the physical pain brought on by stress, overuse of muscles, an injury, or a medical condition. The clamp around the head is loosened and the headache goes away. Necks can turn and backs can bend without screeching pain. The mind gets a break, and a new outlook on the issues at hand and their solutions comes a little easier. Is that anything to feel guilty about?

No. 8
Obstacle: Massage is Temporary
Some people like massage, but they don’t like the fact that the benefits are temporary. That is true, but everything you do for yourself physically is temporary. You can enjoy a holiday feast, but you will get hungry again. You can get a great night’s sleep, but you will get tired again and need more sleep. We practice personal hygiene on a regular basis—we don’t go weeks without showering or brushing our teeth. One great workout doesn’t last for months.
Our bodies have needs that require regular attention. Massage and other forms of health maintenance are indeed temporary, but that doesn’t mean they are not valuable. A headache, stiff neck, back pain, stress, or other ailments do not go away on their own. Action needs to be taken to make it better. Massage is a way to help us feel good along with our other regular activities.
Conclusion
These objections come up in massage-related conversations at times, so work on understanding them and practice responses you are comfortable with. Some people will also mention objections on the phone before making an appointment.
Since there is not a lot of research on the Internet, answer these questions on your website. If you don’t have one, you can build one quickly and easily through ABMP’s site.
A business blog is another great place to expound on these topics. It gives you plenty of space to explain what to expect and how you work. People can read it privately and learn about issues they may be embarrassed or reluctant to talk about. If you don’t blog, you can link to an informative post, but be sure to obtain permission before posting it on your site.
On my business blog, I deal with questions a lot. My most-read posts are from the group of topics in this article. The most-read post overall is consistently about what to wear. People search for the answer to this every day. The same material can be used on a blog, your website, emails to clients, in printed material, and in conversations.
By becoming familiar with the questions people have and having an answer to them, you can remove the objections potential clients have about massage.

Barry Hatfield is a licensed massage therapist with a practice in Hudson, Ohio. He writes a blog directed to massage clients at hudsonmassage.wordpress.com and he can be found on the major social media sites.