WHY MEDIOCRE THERAPISTS LOVE DISCOUNTED PROMOTIONS AND GREAT THERAPISTS HATE THEM
Heavily discounted promotions (mostly last minute ones) are a common tactic used to increase cash flow when urgently needed. However, not all promotions are met with the same enthusiasm by therapists. There's a huge difference in how mediocre therapists and great therapists see discounted promotions, and it all comes down to the impact these promotions have on their work and client relationships.
The Appeal of Discounts to Mediocre Therapists
Mediocre therapists often welcome discounted promotions because they make their job easier in the short term. These promotions fill appointment slots quickly with clients who are drawn in by the low prices. For therapists who are not particularly motivated, or don’t know how to build long-term client relationships or sell additional products, these promotions are a perfect fit. They don't have to (or again don’t know how to) put in the extra effort to rebook clients or upsell them on retail products, because the immediate influx of clients gives the illusion of productivity. When clients don't rebook or buy products, these therapists might simply shrug it off, claiming that the client "wasn't interested." Often, when asked about their low productivity, they say it’s because the columns are empty and they need another promotion. 😣
The Frustration for Great Therapists
Great therapists often find heavily discounted promotions frustrating as they perceive them to devalue their expertise and potentially diverting revenue from their productivity. Great therapists invested in their clients' long-term skin health and satisfaction. They know without a doubt that real success is not just about providing treatments but about achieving tangible results for their clients.
To achieve this, they adopt a comprehensive long-term approach. Their clients initially need a course of treatments and retail homecare to ACHIEVE results and monthly (minimally) treatments and continuous homecare to MAINTAIN results. Their focus on client retention not only fills their appointment schedule organically but also reflects their commitment to building lasting relationships with their clients.
The passion and commitment of these therapists not only bring them personal satisfaction but also drive their high performance, enabling them to consistently meet and exceed productivity targets, leading to financial bonuses.
Conclusion
Well planned strategic promotions are support the goals of great therapists. Whilst these promotions might still offer a discount or added value, they are structured in a way that encourages ongoing client engagement. For example, a promotion might include a discount on a package of multiple treatments or a free product with the first treatment to encourage clients to commit to a regimen. Great therapists excel with such promotions. They’re motivated by the satisfaction of clients achieving visible results and by the financial rewards of meeting and exceeding their targets. These therapists are the ones who can turn a first-time client into a regular, who not only comes back month after month but also becomes a brand ambassador, spreading the word about the quality of service and results they receive.
Discounted promotions may bring a quick influx of clients and cash flow, but they do little to foster the kind of client relationships that sustain a business in the long term. Mediocre therapists may be content with this arrangement, but great therapists understand that the real rewards come from building a loyal clientele.
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