Shiatsu Society

Working from home

Working from home is a good option when initially building your practice. You benefit from having no rent to pay or being tied to a contract and also no travelling and transport costs. Many practitioners allocate a room in their house or garden specifically as a treatment room. This is beneficial as it causes less disruption to your family and looks more professional. Remember that many people will judge you upon the first appearance of your home so you should ensure that the front of the house is clean and tidy – house and gardens.
There are also disadvantages such as you may not have room within your home, you may have disruptions from your family, clients may question your professionalism, you will need to maintain your home to clinical standards and you may not be able to offer a waiting room or Reception area. Toilet facilities are also essential. If you are unable to offer a ground floor room then you may come across problems with some clients not able to climb stairs due to illness, disabilities, etc.
Most councils have no problem with you treating clients at home but it may be worth checking out your household insurance as some mortgage / insurance companies will require you to have business insurance. Some councils may wish to inspect your room and business rates may be mentioned. The Inland Revenue allows you to claim for the use of your home for business. This should be discussed with your local Inland Revenue office or accountant.
When the door knocks ensure it is yourself that answers the door, it is not advisable to send one of the children as first impressions will count! Smile, clearly introduce yourself and show the client to the treatment room. Do not be in a hurry to shut the door behind them as you do not want them to feel "trapped". Build a rapport first.
Keep yourself safe at all times! Remember, this is a stranger coming into your home. Never leave valuables lying around. Keep a mobile phone handy or have someone present in the house with you.
Keep your room clean, tidy, bright and spacious.

Working from a clinic

There are many advantages to renting a room in a clinic such as a specific treatment room, no inconvenience to your family, reception/toilet facilities, professionalism, quiet environment, disabled access etc. Clients may also be able to pay by credit card. Many clinics have other therapists hiring rooms so this can be great for networking, advertising costs, marketing, word of mouth business and improved personal safety.
There are also disadvantages such as travelling costs, rent for the room, contracts, location etc.
Always be sure to check your contract carefully. Ask questions such as do you have sole use of the room?; Are there restricted hours / access?; Is there disabled access? Any noises/disturbances throughout the day? – check the neighbours or local market day! How long is the contract for? What have been the rent increases over the last 5 years? Is there a Receptionist? Do they want a monthly rent or do they take a percentage of your earnings? Are any renovations planned? Who owns the building and how long have they had it?

Personal touches are good whether you work from a clinic or home. Boxes of tissues, glass of water, pleasant scent, flowers etc will all be clocked and remembered by your clients.

Venues to Practice from

• Home
• Clinic
• Gym
• Health Centre
• GP Surgery
• Hospital
• Hotel
• Sports Centre
• Hair/Beauty Salon

Being Mobile

Again, there are pros and cons to being mobile. There are many benefits. Your only overhead will be the insurance, travelling and transport.
Be aware that the client may not have a suitable area for you to treat them and it may also be very untidy and dirty. Consider your own personal safety. You will be entering the home of a stranger. Always carry your mobile or have someone waiting outside in the car for you. Many clients will not mind you turning up with another person on the first visit for security as long as you explain to them why that person is with you.
Being mobile means you are attractive to the housebound, disabled, elderly and may increase your client base.
Bear in mind that you will need to carry around a futon, tissues, cushions etc. You may be going to a flat on a 10th floor with no lift!

Working within a Corporate Environment

Getting work within a corporate is not always easy but it is a good place to be if you can. Start by talking to the Receptionist. Be very polite and try to get them laughing, they will give more away! Ask for the name of the person you need to talk to, say thank you and hang up. Call again a few days later and ask to talk to that person by name. If this fails then follow up with a letter.
There can be many advantages to working within a corporate. Most has many members of staff and will welcome an hour off work for a Shiatsu. You have a captive audience. There is also no marketing or overhead costs to yourself apart from travelling to the business.
The disadvantages may be that you are not allocated a suitable room to work within. Staff may also be stressed and just thinking ‘I need to get back to work, I haven’t got time for this’ etc. On the other hand, the Shiatsu should soon change their minds!

Working within a GP Surgery

We all want Shiatsu to be recognised by the NHS more so getting into a GP surgery is excellent. You may be given a treatment room within the practice and receive referrals from the GP. Many surgeries have spare rooms and this is an ideal way for them to earn more revenue.
The advantages sure outway the disadvantages which may be that you can only treat clients during opening times, the environment may be noisy or too clinical.

Don’t forget combinations. Many practitioners work from home, are mobile, have a clinic and also work within a company.

What should I Charge?

You should charge what you are worth! Do your market research by finding out what other practitioners in your area charge. Think about whether you want to offer concessions to the unemployed, retired, disabled etc. If you do offer concessions then try to treat these clients outside of your busy times such as evenings and weekends. Many practitioners also do voluntary work at local hostels, hospices etc. Whatever you charge you will need to cover your overheads at least.
Think about special offers such as 10% off their first treatment, buy one get one free, reduced cost for a spouse etc.
Think about having a cancellation policy if a client cancels last minute. Have you incurred any costs you need to recoup? Should you have a minimum notice cancellation policy? Always state your cancellation policy to clients.

Attracting Clients

• Be flexible with your working hours
• Market yourself
• Do local talks and exhibitions
• Produce leaflets and distribute them widely
• Be reliable
• Have a clean and tidy clinic room
• Offer payment options
• Have a good location
• Answer the call from a new client professionally.; Be polite and cherpy. Speak clearly and really promote yourself and Shiatsu. Take the time to listen. Ensure you answer all their questions clearly and accurately. Do not lie or try to bluff your way through an answer, be honest.
• Some clients do not like calling mobiles
• Offer a freephone number
• Have a good answering service if you are unable to take a call
• Gift Vouchers
• Promotional Items such as mugs, pens, keyrings, stickers, balloons, diaries, calendars etc.

Retaining Clients

• Build a rapport with them
• Always be clean and smart
• Always be reliable
• Give advance notice of holidays
• Listen to your clients
• Always appear happy and smiling – don’t take your problems to work!
• Specialise in an area
• Make clients feel valued and welcome
• Know your product, learning never stops
• Offer a discount to them for referrals
• Provide testimonials
• Don’t appear desperate for clients
• Every few months review your practice management
• Be flexible
• Ask for feedback from your clients
• Send letters to past clients to ensure they have not forgotten about you or lost your details

Promotional Materials

All promotional materials should be accurate, truthful, catch the eye and designed and produced to the highest quality. Ensure they contain essential details such as name, therapy, contact details, your qualifications, membership to the Shiatsu Society, types of other therapies you offer and ailments you can help with. Use quotations & testimonials from existing clients.

• Leaflets
• Business Cards
• Car Stickers
• Transfers on cars/windows
• Posters
• Website
• Case studies
• Articles
• Treatment Cards so clients always have your details to hand and confirmation of their next appointment
• Have a newsletter for your clients
• Produce a mini-manual about your therapy

Promoting the Awareness of Shiatsu in your Area

• Hold a fundraising event
• Have a stand at a local exhibition
• Distribute leaflets and posters widely
• Advertise
• Contact your local media to produce an article or case study
• Give talks at local colleges / WI meetings / Senior Circle etc
• Offer tasters at your local health stores, Boots, libraries, shopping centres, airports, train stations, supermarkets etc.
• Run an evening class
• Organise a monthly group
• Offer corporate workshops
• Advertise in local media
• Advertise in directories such as Yellow Pages, Thomson, talking directory enquiries etc.
• Get interviewed on your local radio station or local TV station
• Run a competition
• Do volunteer work
• Talk to local driving schools. Shiatsu could calm their pupils nerves!
• Network. Join local business groups, attend local support groups etc.
• Form a co-operative with other therapists in your area

References:
The following book is an excellent resource and would be invaluable to any member setting up in practice. It would also be useful to members with an established practice giving new ideas and encouragement. The book is available from the web address below or try www.amazon.com.
Marketing Tips for Complementary Therapists, Steven A. Harold, ISBN: 1 84528 076 8, www.howtobooks.co.uk