The 14 Steps to Repeat Customers

July 22, 2009 by  
Filed under Articles by Wendy

Here are 14 Easy Steps to Getting “Repeat Customers” for Reflexology and other bodywork sessions.

Many of the reflexology students I teach are people who want to make a living by offering their services.

They’re professionals, bodyworkers, artists. Many of them are have some experience in a related field, and just as many are starting out, for the first time, in the field of complementary and alternative health.

Few of them have much experience of working for themselves, but all of them like the idea if they could just make it work.

But here’s the problem: I see many of them trying to sell their services with the same mentality as if they worked for someone else.

They talk about the benefits of reflexology in vague terms and assume that people will know just what they’re talking about.


You need a special approach that answers all your client’s questions, even the questions that they haven’t thought of yet!

Here’s a basic outline of the 14 elements you’ll want to include. To see most of this process in text visit MY own sales page at:

1. In the beginning, limit your selection of services.

This seems to be the opposite of what most people think, but you don’t want to overwhelm clients with too many choices – establish that you’re the best at what you do.

The client shouldn’t be distracted by choosing from dozens of possibilities.

The idea is to build the relationship first. Then later you can unveil the wonders of all the possibilities of reflexology – hand, foot, face, ear, reiki, polarity, aromatherapy, etc.

So initially, only have the few services that relate to what they’re looking for or what will “wow” them.

Keep the subtle, more esoteric for later.

2. Give a powerful motivating challange.

Your first statement can make or break the session. If it’s not compelling, your client will likely be as underwhelmed as your presentation.

Here’s an easy motivating statement formula:

“Let’s Focus On _________ So Your Body Can ____________.”

Make sure the 2nd part gives a big benefit, for example, “Let’s Focus On” moving you to the next level of quantum healing/health/relaxation…”So Your Body Can” heal itself (or experience the rejuvenating effects of the deepest relaxation made possible).”

3. Discuss the problem the client has, and incorporate a success story.

First discuss the problem or pain that the client has, and then lead in to how reflexology has solved similar issues for others.

This is where your collection of client antidotes or articles and research papers come into play.

If you share another failure-to-success story that the client can empathize with, it will give them the gem of hope without guarantee of a specific outcome, which is beyond our scope of practice anyway.

4. Talk about who you are.

If someone is going to put themselves in your hands, you’ll want them to know why you’re qualified to offer these services. Give them the feeling that you’ve learned a lot about your own health and well being through this process – reflexology – and want to share it with them (and the world).

You don’t have to get into every detail of your own story but the connection will help the client instantly feel like she knows you better, increasing the “trust factor.” And people feel more comfortable around those they feel they know, like, and trust!

5. During the session list the reflex connections.

I don’t wake client up to find out if they’re relaxed, but I do let them know what reflexes are “talking” as I move through the session.

You can turn each reflex point into an exciting secret. For example, suppose your client feels some sensitivity in their adrenal reflex – let them know how common that can be and that it’s used as a marker for how busy our lives have become.

Then you can ask the question, “What’s the one thing that works best for you to relax and rejuvenate outside of reflexology?”

Their answer will give you the best homework suggestion that you can make because you already know what works for them.

6. Mention plenty of other client’s experiences.

Let your client know that reflexology is used by thousand from around the world. They’ll find comfort in knowing that it’s not just a local phenomena, but a world-wide movement.

It’s even more effective to weave-in testimonials throughout your conversation, but remember to honor the confidentiality that is paramount in reflexology.

In fact, it gives you a great entry to telling them about client confidentiality. And, this will make it easier for them to feel protected and safe.

7. Tell your client why reflexology is such a great value.

How does the price of reflexology sessions or a reflexology package compare to time lost from work?

Or, you can always remind them that your sessions are a great value at $75 ($100… $150) an hour when compared to the most expensive place in town which would run them $250+.

Yes, you just have to look around. There will be someone or some spa who has tapped the high end market.

Here’s some good homework for you – and a bargain business lesson at any price. Get a session from the most expensive place in town and don’t forget to leave a good tip too. It’s important research and it will confirm that your work is as good, if not better – giving your value statement the ring of truth.

You can hardly ask someone to pay good money for good value if you would never do it yourself.

8. To quickly established your client relationship, throw in a few great bonuses.

Offer special bonuses (especially in exchange for them telling others about your services) that are something special like an additional half hour of hand reflexology or a free session for every client referral that buys a series package.

It could be additional aromatherapy, gem stone therapy, reiki, or a free consu1tation.

One reflexology business that came to my attention recently was offering a unique first time experience, and in a few months they’d booked thousands of sessions.

9. Give clients a way to notice the difference they feel after the session.

This gives your client a way to measure, in their own body, the feeling of relaxation and their sense of well-being.

But, what if they don’t feel the benefits? You want to know that too.

By registering the tangible benefits, they’ll have no reason to NOT return.

A few clients will report no change, but the amount of sales you GAIN from this strategy can dramatically outweigh the risk.

10. Request immediate action for the follow up session and give them a time frame to start with.

Some reflexologists say goodbye and hope that the client will call again.

You need to take action and ask before they leave if they would like to book another session.

Even better you can give them a couple of dates in the next week or two that you have an opening.

You’re doing them a service by eliminating the time and inconvenience of having to call back, leave a message, etc.

If you’ll be raising your price soon or you’ll be away from your office or doing a benefit event – let them know this or say there’s a discount for booking in advance because it will save you the administrative cost of call-back or hiring a booking service.

Clients love it when savings are passed on to them.

11. Make it ABSURDLY CLEAR what to do next.

Nothing bothers me more than when I’m at a spa and everyone assumes that I’ve been there before and know how everything is handled.

Take your clients by the hand and help them navigate your session protocols.

Make your process idiot-proof. Example: When a client entered my office, I use to let them find the most obvious place to sit – there is ONLY ONE comfy, non-working chair in the place and it’s meant for them.

Instead, they would come in and sit just about anywhere else (like on a stool that I needed to use) or put their things on the working surface – the massage table, only to have to relocate them for the session.

Where they would sit seems obvious to me, but that was just not the case.

Now I help them through every step of the way (no need with the regulars they know the routine).

I say, “Hello, come in. This is your chair – please sit down (I need them seated to have them fill out the client history form). Your things can go on the side here and you can drape your coat over the chair or hang it up on the door here”.

I can almost hear a sigh of relief. No guessing as to what I expect or what will make the experience go smoothly.

Also sprinkle information throughout your session — some people need to know that for the relaxation benefits it’s okay for them to close their eyes.

I offer these as suggestions and never infer that it’s wrong if they don’t. Some people need to feel familiar with a new experience before they’re completely comfortable (and want to close their eyes).

12. Give your clients an Action Plan.

It’s a good idea to give your client some suggestions about they can do to help themselves between sessions.

Since they are ultimately responsible for their own health, it can be a great help to give them a plan or get them back on the path towards their goals.

Try not to make it too big of a task, because if they don’t accomplish it they might feel badly.

If I don’t have any unique ideas for them to try, I’ll ask them about what they already know. I find something that does work for them and then I suggest that they increase this activity (or decrease it as the case may be) by 10 %.

I’ll sometimes suggest that they do no more than 10%, (which can always be added on to in the future). That’s because if they fail to achieve it, nothing big is lost.

13. Make one last suggestion.

In parting ask your client if, as a courtesy reminder, they would like you to call before their next scheduled session.

Or, if they haven’t booked a next session, ask if they would like you to touch base with them in a week or 2.

If they give you permission to call, make sure you do, but don’t try to “sell them a session”. Make the communication about them and not about you.

14. Don’t forget to let your client know that they can contact you for any information!

Clients WILL have questions, so provide an easy way to get a hold of you with your phone number and e-mail address, and add your website too, especially if it has a section for FAQ’s (frequently asked questions).

As I mentioned in Step # 12 – give yourself an “action plan” if you do just 10% of these steps, you should reap the benefits and if you do them all, I know you’ll be amazed by the power of these

Here’s to your good business health!

  • Wendy Coad


2 Responses to “The 14 Steps to Repeat Customers”
  1. Sheila Isbell says:

    Hi Wendy.

    I have a friend (Amy) who just had 2 breast removed Thur. July 29th. She had cancer in one and decided to have both removed because she also has MS and didn’t want to have to worry about the other one . Her DR. agreed.

    Anyway I live in Montana and she lives in Iowa.
    I was wondering if it would be o.k. to sugest to her husband to rub her feet in the areas that would help with her healing faster.
    Such as chest/lung/breast, lymphatic system,& pituitary.

    I had paid for her 1st session to a reflexologist in her home town the day before surgury. She went, but the reflexologist was a real turn off to her because she talked about herself the whole session and didn’t explain what she was doing and why!!!! 🙁 So I’m assuming she won’t go back.

    I had Amy tell me what the reflexologist had done, and explained everything to her and told her that she did a very good treatment and it will help with the stress of surgury even though she talked the whole time.
    That put her at ease and she was greatful to know how it all worked.

    I’m a reflexologist, but very new at it (1 1/2 years )
    So I need the confidence I guess, to be able to help long distance.
    Thank you for taking the time to read this.

    And I love the news letters. I always look forward to the next one. 🙂

    Thanks again.

  2. Wendy says:

    Hi Sheila,

    Thanks for your email.

    In order to feel confident about having your friend who just had 2 breast removed Thur. July 29th, receive reflexology you should check first with her doctor. This is so simple to do and this way you won’t miss anything (i.e., a complication or another issue that is not known to you) only the doctor knows about.

    Once you get the doctor’s okay, the reflexes you suggested are an excellent choice: chest/lung/breast, lymphatic system,& pituitary.

    I would also detail what I call the “BIG 3” systems, endocrine, lymph and CNS (for calm and relaxation)

    I’m sorry that your friend had a less than positive experience with her first practitioner – (and this should be a note to all reflexology practitioners – keep the session client focused).

    You’ll be interested to know that the University of Michigan has received a 1.3 million dollar grant from the NIH (National Institute of Health) to study reflexology as a support for the effects of the treatment breast cancer. As their website states:

    “Breast cancer patients turn to reflexology for comfort” 9/30/2005

    EAST LANSING, Mich. — Researchers at Michigan State University are finding that many women who are receiving chemotherapy while in the late stages of breast cancer are turning to a complementary therapy known as reflexology to help them cope.

    In a pilot study, researchers from MSU’s College of Nursing tested three different complementary therapies — reflexology, guided imagery and reminiscence therapy, in which women recall times in their lives when they’ve met and overcome challenges. Of those three, reflexology proved to be the most effective…

    As, a reflexologist, even a new one, the more you practice, the more confident you’ll become (1 1/2 years is a good amount of time to have practiced – keep up the good work, you’re well on your way).

    I like to remind my students that reflexology is not as exacting a science as say, brain surgery… with reflexology, even the simplest effort has potential to offer a tremendous amount of support. The stress relief that’s inherent in reflexology tends to really help the body in its own healing processes.

    And yes, you can certainly help long distance. I believe that the care and compassion that you have for your friend will certainly help, even from afar.

    Best wishes.

    Wendy Coad
    The Reflexology Professor

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