Achieving a More Consistent Workflow
January 31st, 2008 by Alexander KohlA common problem is smoothing out the peaks and troughs where one week is very busy followed by a very quiet week. What do you suggest for achieving a more consistent workflow?
Great question.
My answer is going to be a bit controversial.
What is your work?
The way you asked that question makes one big assumption: Your work is treating patients.
I do not believe that is the whole truth. Other important parts of your work are
- Marketing
- Networking
- Following up with your clients
- Bookkeeping and paying invoices
- Ordering products
- Keeping up with new developments in your field
So in a way, you should be thankful for the times with fewer clients, because it allows you to focus on all these other things.
I write down every idea I have for exactly that reason: Whenever I have some spare time, I look at my list and do some of these things.
Market when you are busy
I have written about post about marketing your practice when you have clients. In it I talk about how much easier it is to market yourself when you are busy and excited by your success.
So in an ideal case, set some hours aside each week for your work other than treating clients. If clients want an appointment, make them wait (until the next week that is not busy yet). That helps to smooth things out, it might also show how wanted you are and make clients book in earlier (or for a regular treatment time each week or each fortnight).
A Practical Massage Marketing Tip
Let’s say that you have completed all your “non-treatment work”, you’ve got time left and you need some more income this week.
Send out a special via email or text message. Tell you best clients: “I’ve got a few spots left this week and would like to fill them. The first five people to call for an appointment pay for a 1 hour massage, but get 1.5 hours.”
If you do that make sure
- the offer is enticing (not just 10% off, in fact stay clear of discounting, instead add value)
- that there is some urgency to it (you could also send it out in the morning for appointments the same afternoon)
- that you do not do that too often!
One last Thought
Get clients on ongoing massage plans. That way you have them booked in each week, fortnight or month and know what income you can rely on. Again make that enticing. You can afford to earn less per treatment, because you do not have to spend the time and money to sell over and over again.
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