#206: Offering X as a Service

I used to get massages fairly regularly.

But it started to feel like a luxury, so I stopped going.

Yet massages have great health benefits, so about a year ago I decided to recommit to going.

I went to Massage Envy, a nationwide franchise that offers massage and skin care services.

Turns out, they have a membership program that’s brilliant — and that we can learn from.

In this short podcast episode, I examine a different way of framing the services you offer to clients — and what Massage Envy’s membership model can teach us.

The notes that follow are a very basic, unedited summary of the show. There’s a lot more detail in the audio version. You can listen to the show using the audio player below. Or you can subscribe in iTunes to get this show delivered straight to the Podcasts app on your smart phone, tablet or iPod.

At Massage Envy, a $60 monthly membership gets you a monthly massage. Any additional massages are $40.

When you consider that the price of a massage without membership is $90, this is a great deal.

To become a member, you have to make a 12-month commitment, which might sound like a turn off.

But for me, it was a bonus!

By signing up for a membership, I’m forcing myself to get that monthly massage. Because when I’m paying $60 a month, I’m going to make sure I do it.

And so, not surprisingly, I’ve been getting a regular monthly massage ever since I joined.

This got me thinking about how we work with our clients.

Ask yourself: What do your clients wish they could do on a consistent basis — but they haven’t been able to do?

In other words, what is their massage?

And how can you offer that as a service?

How can you offer case studies as a service? Or a newsletter as a service? Or a series of articles, ebooks or lead magnets as a service?

And how can you offer this service as a package deal where you perform it on a regular basis in exchange for a regular monthly fee?

This approach is a great way to introduce some recurring income into your business.

So don’t start by asking yourself, “What kind of retainer agreement should I present?”

Start at the other end of the equation and ask “What are my clients not doing that they know they need to do – and how can I become the person that does it for them?”


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