resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Curbing Label Overwhelm
For the average consumer, reading a food package can be overwhelming: natural, organic, non-GMO, gluten free, free range ... you get the picture.
Remembering Clarence Gonstead and 50 Years of the Gonstead Clinic
Dr. Clarence Selmer Gonstead (1898-1978) took chiropractic practice from back-alley bone setting to an understandable biomechanical science. His life was dedicated to clinical competency.
Are You a Bad Chiropractic Patient?
My father was a great DC. In fact, as you might expect, he was the doctor of chiropractic I measured all other doctors against. Sadly, he died at age 61 when I was in my early 30s.
Medical Qigong for the Heart: Part III
Part 1 and Part II of this series focused on the physical aspect of the Heart and mental emotional aspects of the Heart respectively. Now, I would like to focus on the spiritual aspect of the Heart.
A History Worth Telling
The popularity and the use of acupuncture for the treatment of animals in the United States is at its peak.
Fibromyalgia: Put the Pain in Its Place
While some fibromyalgia patients respond favorably to regular chiropractic care, others experience minimal relief. Unfortunately, many of these patients must rely on pharmacological management to relieve their constant pain.
New Medical Technologies You Need to Know
We're all familiar with how fast computers become obsolete, as well as the rapid pace of development in the field of cell phone technology. The latest smart phones are far more powerful than desktop computers were only a few years ago.
Immunizations by Colorado DCs: Really?
You probably didn't hear about it, but back on Nov. 21, 2013, the Board of Directors of the Colorado Chiropractic Association (CCA) adopted "immunization authority" for Colorado DCs as its No. 2 legislative goal.
Vaccines and Chiropractic: Evidence-Based Medicine or Medical Dogma?
Right or wrong, the chiropractic profession has historically been against vaccinations. However, a growing trend within the profession is seeking to reverse this position.
Building From the Bottom Up
I caught up with my dear friend Honora Wolfe, in her Colorado painting studio where, if she is not praying in Bhutan or doing charitable work in a Nepali free clinic, she spends most of her time now.
A Guide for Talking to Doctors about Acupuncture and Brain Chemistry
Before I begin any discussion of how to talk about the effects of acupuncture on brain chemistry, nervous and endocrine function, it is essential to understand just what physicians most need help with.
Physical Exam 101: The Hands
I am sure you are familiar with the old adage: "When the only tool in your toolbox is a hammer, everything starts to look like a nail."
The Science of Stretching
In 1986, Rob DeCastella set a course record by running the Boston Marathon in 2:07:51, just 39 seconds off the world record.
Coding for the Subluxation: ICD-9 vs. ICD-10
When I attended chiropractic school, I was taught that chiropractors approach health care differently than the traditional medical establishment.
By the Numbers: 3 Common Financial Mistakes With Major Consequences
Warren Buffett is on record for sharing the hidden art of becoming wealthy and making it simple enough for anyone to grasp.
Peer Points: Always Seeking To Grow
Ellen "Kiki" Geary has spent the last decade honing her craft. As a specialist in integrative holistic care, she went straight from completing her master's degree in acupuncture and chinese herbal medicine from Bastyr University to building a successful and thriving practice in the small community of Anacortes, Washington.
Knee Pain From the Kinetic Chain
As practitioners of manual medicine, chiropractors often treat patients suffering from knee pain.
A Chinese Medicine Story: An Interview with Mazin Al-Khafaji
Mazin Al-Khafaji's work has interested me for years. In February 2014, we invited him for the second time to speak at the Southwest Symposium in Austin, Texas.
Why You Should Include the Single-Leg Stance Test in Every Patient Assessment
The single-leg stance (SLS) test, also known as the single-limb stance test, unipedal stance test or one-legged stance / balance test, is often used in the geriatric population to assess static postural and balance control.
July, 2006, Vol. 06, Issue 07
Tips to Make Your Retailing Adventure a Success
By Angie Patrick
Adding retail to your practice is a sound business idea proven to add unlimited revenue dollars to your business, while providing a profit for your bottom line. You potentially can add 20 to 80 percent or more to your income over treatment offerings alone! Numbers like that are difficult to ignore, especially when they are so easily within your grasp.
So, now that you have made the decision to offer products to your customers, where do you start? With so many decisions to make from product selection, to pricing, to merchandising, it's natural to feel a bit wary about taking the first step.I will share with you some ideas that can help you avoid making a mistake when beginning your new retailing adventure.
The first thing to identify is the type of therapy your services provide. Is your practice geared toward sports massage, relaxation massage, eastern therapies, holistic, energetic, spa, rehab or something else entirely? Once you have established what kind of market your clients comprise, you can begin to select products appropriate to your practice, as well as offering the greatest possibility of sell through.
Let's use sports massage as an example. Products appropriate for retailing in this type of environment would be hot and cold packs, analgesics, stretching tools, muscle relaxing bath soaks, exercise balls and so forth. The clientele for this type of massage would be more inclined to buy these types of items from their therapist because this is in the same realm as the therapy they seek from you. Offering items such as body scrubs and candles might not work as well in this sports massage environment. Conversely, relaxation products such as essential oils, buckwheat pillows, lamp rings, bath salts, sugar scrubs, salt scrubs, and scented lotions would be ideal retail items for spa, holistic and energetic therapy types.
Choose products you believe in and would use. Choose products you are knowledgeable about. When you make your product line decisions, make sure you are going to be comfortable with providing information about the product to your client. Know and understand the usage, and be able to share this information fluidly. Stumbling over instructions or ingredients will not convey a confidence in the product, and might cause your client to feel a bit unsure about purchasing from you. The more you know about your product lines, the better your ability to sell through and create more demand.
Listen to the cues you receive from your clients. Listen for phrases that begin with: "Oh I love the way my skin feels!" "What was that wonderful scent you used?" "I wish my skin could feel this soft all the time." "I want to get some of that stuff you used on my shoulder, it really relieved the pain." These are all cues signaling the type of products your clients would buy following a treatment.
The second piece in a successful retail program is pricing. You likely will be buying your retail products from the same place you buy your professional products. Often, your professional supply company might offer specialized pricing for select retail items. Spending your time trying to match professional pricing found in professional catalogs and advertisements is not necessary unless you are trying to retail your goods to other professionals in your field. Your pricing should be a fair "consumer" market value for your product offering, keeping in mind a few important points. One: you will be offering specialized professional products clients typically can't find in their local discount department stores. Two: your professional advice and suggestion also accompany that product sale. And three: your client likely will never frequent the supply company catalog or Web site from which you purchase your products, and likely will never see the pricing offered from them. Offering your products at an increased price is not bad business. Typically, the Manufacturers Standard Retail Price (MSRP) is a good indicator of pricing for your retail venue, and should be available from your supplier. The client is benefiting from your expertise, instruction and personal evaluation of the products you offer, so make sure you don't sell yourself short!
And lastly, presentation of your chosen product offering is the key in successful retailing. Clean and thoughtful placement of your products speaks volumes about you. A display with ample product appears well-kept and maintained. Avoid allowing only one of any item to be presented because doing so makes the item seem like an afterthought rather than a promoted feature. Items should be grouped in minimums of threes whenever possible. Three is a number that will provide ample product stock, as well as a pleasing aesthetic look.
Too many signs can give the appearance of a yard sale environment. Avoid hand written signs and price stickers. These techniques do not present a professional appearance, and can detract from the image you would like to present to your clients. You can print labels and signs easily from any PC. Doing so will add a streamlined look and feel, with a more desirable effect on your sales.
By following these simple guidelines, you can make retailing a natural part of your therapy practice. It isn't difficult to share information about products you believe in and can talk about from a personal perspective. This type of sales approach is real and honest, and is greatly appreciated by your clients. I encourage you to ask questions of your suppliers to find the right product lines for your needs. You can start small with a few key items you think would be beneficial. Whether you begin with a little or a lot, the important thing is just to start. You will be glad you did! I would love to hear about your retailing success stories and ideas. Feel free to drop me an e-mail at .
Click here for more information about Angie Patrick.
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