Episode 076: Should You Discount Your Services? A Strategic Guide for Massage Therapists

Discounting your services as a massage therapist can be a double-edged sword. While discounts can attract new clients, they also risk undervaluing your work, creating a misconception about your worth, or worse—attracting bargain hunters who don’t appreciate the quality of what you offer. In this article, we’ll explore the dos and don’ts of discounting in a massage therapy business, unpacking effective strategies that can help you build a client base without compromising your rates.

1. Why Discounting Shouldn’t Be Your Only Strategy

It’s common to see advice suggesting steep discounts as a quick way to attract clients. However, discounting without strategy can do more harm than good. When discounts are overused or poorly implemented, they can erode the perceived value of your service and attract clients who are more focused on price than quality.

Think of it this way: other healthcare providers like physiotherapists or chiropractors rarely discount their services unless they are opening a new practice location or bringing on new therapists. While some circumstances warrant a discount, it should never be your primary or only tactic for drawing clients in.

2. When to Consider Offering Discounts

Discounts are a tool, not a solution, and their value lies in how and when you apply them. Here are a few scenarios where discounts can actually benefit your business:

• Launching a New Service: If you’re introducing a new service, like prenatal massage, a limited-time discount can encourage clients to try it. This can help establish a steady stream of appointments for the new offering.
• Introducing a New Team Member: If you hire a new therapist, consider offering introductory rates for their services to help build their client base.
• Opening a New Location: Moving to a new area can be challenging. Offering a short-term discount or promotion for new clients in the area can increase awareness and help fill your schedule.

These strategic discounts work because they’re purposeful. Instead of undermining your business, they target specific goals, like introducing new clients to your business or a new service.

3. The Importance of Strategy in Discounting

Successful discounting isn’t about slashing prices; it’s about creating a pathway for clients to experience the value of your services. Without a plan, discounts are just a shot in the dark. Here are some essentials for building a smart discounting strategy:

• Define Your Goal: Are you looking to fill your schedule? Introduce new services? Clarify what you’re aiming to achieve with a discount, and ensure the results are measurable.
• Set a Time Limit: A limited-time offer creates urgency and prevents clients from expecting discounts as the norm.
• Track Engagement: Follow up with clients who take advantage of your discount. If you offer a promotion, ensure there’s a strategy to retain those clients for future appointments.

David used a discounting strategy when he needed to rapidly build new business in a new location using the help of a professional marketer. The strategy used social media to first raise awareness of the practice, those who engaged with the ads were shown articles, those who engaged with the articles, were shown more information, and those who engaged with that information were invited to apply for a special offer. They had to fill out contact information to receive the voucher. Then there was an email strategy sharing helpful and quirky stories until the person booked their appointment. This approach filtered out the wheat from teh chaff to only engage with people truly interested in massage in a specific area and who engaged with his business personality. David was then able to follow up personally with any who applied for the voucher..

4. Discounts Aren’t Free Samples – Avoid Cheapening Your Brand

Discounts should never undervalue your hard work, skills, or professional worth. A good rule of thumb is to ensure that any discount still meets a price you’re comfortable with. If you find yourself resenting clients who pay a discounted rate, the price might be too low. Consider these methods that add value without deeply discounting:

• Offer Added Value, Not Discounts: For example, instead of reducing your session rates, offer a bonus like an additional 15 minutes, a hot stone upgrade, or an essential oil blend.
• Package Deals: Encourage clients to commit to multiple sessions by offering a buy-three-get-one-free package or similar offer. Packages build commitment and trust and show clients the benefits of consistent care.

The beauty of adding value instead of discounting is that clients feel they’re getting more, while you maintain your rate integrity.

5. The Risks of Attracting “Bargain Hunters”

Not every client who buys a discount intends to become a regular. Some people simply look for the best price and don’t plan to return. These “bargain hunters” can erode your profits and even disrupt the energy of your practice. Unfortunately, platforms like Groupon or other daily deal sites often attract these clients. These are the people that never talk about the quality of their experience, only how cheap it was.

Instead of indiscriminately discounting your services, consider selectively offering deals that focus on long-term clients or trusted referrals. This way, you reward loyalty and create a system that nurtures dedicated clients.

6. Rewarding Loyalty to Keep Valued Clients Happy

When offering discounts, consider how it might affect your long-term clients. Offering new clients an exclusive discount while loyal clients pay full price can lead to resentment. Think about your own experiences with other services—when companies offer new customers better rates than loyal ones, it can feel like a slap in the face.

To avoid this, communicate openly with your regular clients. If you decide to run a promotion, reach out to your existing client base first, allowing them to take advantage of the offer and encourage them to share it with people hat they know. Some clients may even decline, preferring to support your business at full rate, but they’ll appreciate being considered.

7. Examples of Effective Discounting Strategies

Here are a few tried-and-true ways to incorporate discounts while preserving the integrity of your pricing:

• Referral Discounts: Encourage existing clients to refer friends by offering a small discount for both the new client and the referrer. A 5-10% discount can be enough to make clients feel appreciated without compromising your income.
• Limited-Time Promotions: Offering a seasonal discount during a slow time might encourage past clients to come back when you urgently need cash-flow to pay your staff and yourself.
• Tiered Loyalty Discounts: Create a loyalty program where clients earn a small discount after a certain number of sessions. This rewards commitment and loyalty and provides clients with an incentive to stay with you long-term.

8. When to Skip the Discount Altogether

At the end of the day, you don’t have to discount your services. Many massage therapists find success by simply enhancing their client experience, offering exceptional service, and building strong word-of-mouth referrals. In fact, frequent discounts can create a “race to the bottom” where clients begin to expect lower prices as standard.

Consider this: if you offer your services at a discount to get clients, will you be able to meet your expenses and sustain your practice? Building a steady client base takes time and dedication, and in most cases, there’s no need to compromise your rates.

Final Thoughts: Building Value Over Discounting

Discounts can be useful when used with purpose and care, but they aren’t the only way to attract and retain clients. Approach any discount strategy with caution, considering both the short-term benefits and long-term impacts on your brand. By setting fair rates, focusing on building relationships, and selectively offering discounts when they serve a clear purpose, you can attract clients without diminishing your worth.

After all, your work deserves respect—and so do you.