How Getting a Massage Is Like Building Trust With a Client

I get regular massages. It’s something I’m proud of, since most people don’t take enough care of their bodies. But I digress. I met a new therapist on my last appointment. At first I was a bit nervous. After all, I was trusting her with my body. What if she yanked something in my neck? What if she didn’t give me my money’s worth?

spa treatment

After we chatted a while about what I wanted out of the massage, I began to relax. She seemed competent. And after the massage? I would have handed her my wallet; I trusted her that much.

This got me thinking about building trust with clients. Many start out just like I did: unsure about this working relationship. It’s your job as the business owner, consultant or salesperson to put the client at ease and show her that she’s put her money in the right place.

Demonstrate Your Expertise

My masseuse talked to me about trigger points. She deftly found the knots in my back without me pointing them out. This showed me she knew her field. When you talk to new clients, do you show your expertise? You don’t want to come off like a know-it-all, but you do want to show them that you’ve done your time in your industry, and that you’re qualified to help with their problems.

Show Your Passion

What probably sold me on this massage therapist was her love of massage. In fact, I chose her because she was recommended to me, and I was told that she “puts her heart into her massages.” I loved that. And my experience with her only proved that to be true. Do you wear your passion on your sleeve? Can others tell how much you love what you do?

I call myself a marketing geek. If you meet me at a networking event and show the slightest interest in marketing (or even if you don’t, to be honest), I will quickly come up with some ideas on how you can market your business. It’s my version of freestyling. Give me a business concept and 30 seconds, and I’ll tell you what you need. It’s very clear how much I love what I do, and I really think that’s why people hire my company.

Give Them Their Money’s Worth

Some masseuses give massages that are too light for my liking. I need my muscles pounded on. So when I get a light massage, I feel cheated. Are you giving your customers your all? Are you treating them like each one is your only customer? That’s the mindset you need to have in order to provide stellar customer service for every client.

While this first massage was a sort of courting date, I now will only visit this therapist. We connected, and we built that trust together. That’s the key to solid customer relationships.


Susan Payton Susan Payton is the Communications Manager for the Small Business Trends Awards programs. She is the President of Egg Marketing & Communications, an Internet marketing firm specializing in content marketing, social media management and press releases. She is also the Founder of How to Create a Press Release, a free resource for business owners who want to generate their own PR.

3 Reactions
  1. Susan: I will show your post to my business contacts who are into the wellness industry. I look forward to meet you someday and to learn more about your passion for marketing! 🙂

  2. I wish I’d read this BEFORE Christmas, because a couple massages would have been a great item for my Christmas request.

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