You keep hearing it. 

I know that you do. 

“Gift Certificate sales are wildly profitable and a key part of building a successful practice” 

But are YOU benefitting from gift certificate sales as much as you should be? 

Probably not. 

There are two important ways that Gift Certificates directly help grow your practice and increase your profitability: 

First – Selling a Gift Certificate is immediate money in your bank. Getting paid well in advance of doing any work is pretty great in and of itself.  

But the kicker is that many Gift Certificates are never redeemed

However you may feel about the fairness of receiving something for nothing, that money belongs to you. 

Second – Each Gift Certificate you sell is a guaranteed personal referral.  Let’s think about it a little different way to highlight the value of this… 

How much would you value a client taking some of your business cards, handing them out to their closest friends and saying “I’ll pay for your first massage with this therapist, that’s how awesome I think they are.”? 

That’s exactly what happens each time you sell a gift certificate. It could be argued that you should be paying your client for doing this, not the other way around!

 

Gift Certificates are the most powerful (and profitable) referral you can receive 

At this point, if you’re a rational person, you understand fully the reasons why you should have an effective Gift Certificate program in place and are asking yourself.  

How can I create a Gift Certificate program to dramatically increase sales?” 

It’s important that you realize there are multiple levels of Gift Certificate programs.  Let’s call them:

  • Entry Level

  • Intermediate

  • Expert

 

Entry Level Gift Certificate Program

Many practices have Gift Certificates for sale.  In most cases, this involves pre-printed certificates that live somewhere in a drawer and are occasionally pulled out when client asks about purchasing one. 

Tracking them is done on paper or a spreadsheet that may or may not be up to date… 

If this (or some variation) of this describes you, I have good news for you. 

You can do a lot better without much more effort.  

Intermediate Level Gift Certificate Program 

The next level up involves promoting your Gift Certificates more actively and making it really easy for them to be purchased, redeemed, and tracked – online or in person. 

People who visit your office or visit your website should both see several highly visible “Gift Certificates available” callouts, encouraging their purchase. 

This level will require software that not only allows people to purchase Gift Certificates online and in your office quickly and easily, but also allows them to redeem the certificates online.

And don’t forget managing all those Gift Certificate sales – You need to have something in place that makes it easy for you to track and redeem certificates within your practice. 

(In case you’re wondering – yes. MassageBook makes all this super easy.) 

While still a fairly passive approach, upgrading your Gift Certificate system and approach is guaranteed to increase your certificate sales significantly.  No question. 

But now what?

What needs to happen to get to the “Expert” level? 

Let’s take a look.  

Expert Level Gift Certificate Program 

Now that you have an efficient and easy way for people to buy and redeem Gift Certificates from you – and you have some basic signs and callouts on your website and in your office, you can get serious about boosting your sales.

To dramatically increase your income and new client traffic from Gift Certificates, you’ll need to do a little marketing. 

It’s not hard. But you should know a few things before you begin.

The Expert concentrates their efforts during those times when a lot of people are looking for gifts to give. Holidays like Valentines Day, Mothers Day, Fathers Day, and Christmas are slam dunks and a great place to start. 

Experts realize that sending the right message, at the right time, to the right person is the “magic sauce” that unlocks the riches of Gift Certificate sales. 

So let’s get specific. 

Let’s take Mother’s Day as an example. Always a big time for massage gift certificates. 

The newbie will send their clients an email the week before Mother’s Day saying “Hey, we have Gift Certificates!”. 

The Expert realizes that approach will offer only limited results. 

The Expert creates a series of four emails that is “dripped” on clients throughout the two weeks leading up to the holiday and realizes that most people need multiple reminders to act. 

The subject lines and timing for these four emails might go something like this:  

12 Days before – “ 3 ideas to make Mother’s Day stress free this year”

9 Days before – “ 3 things Moms don’t want for Mother’s Day”

5 Days before – “ The perfect Mother’s Day gift: Massage from your Business Name“

2 Days before – “ Still stressed about a Mother’s Day gift? “  

This creates an inviting progression that gradually engages the recipient and captures early shoppers as well as the “oh crap – it’s this weekend?” crowd. 

The result? In my extensive experience, this approach is not just a little better.

It’s waaay better. Like 3 to 4 times better. 

Are you among the top 2% of practices that apply Expert strategies to their Gift Certificate sales? 

No? 

That’s why I created MassageBook. To give you the same tools and abilities as franchises and larger spas who have big marketing budgets and full-time staff to drive sales.  

How do I use MassageBook to apply Expert rules? 

We just learned that an efficient Gift Certificate system that allows people to easily make purchases online and in the office – and which allows the practice owner to easily manage redemptions and tracking is at the heart of a successful system. 

MassageBook will do that for you. Easy.

We further learned that the Expert uses timely email marketing sequences to drive Gift Certificate sales aggressively. 

In MassageBook, this is accomplished with the seamlessly integrated email marketing “Campaigns” feature, which allows you to quickly create emails from pre-made templates and to target the clients you wish to send them to. 

All that’s left to do then is to pre-schedule emails in your series to send on the desired day. 

And sit on your hands. 

Watching the Gift Certificates sales come in from your MassageBook website. 

Patting yourself on the back. 

And wondering why you haven’t been doing this all along…

How to get started?

Our team is always here to help.

All you need to do is reach out – we’d love to give you all the support you need and bring your own Gift Certificate program to the Expert level. 

Call us today (843) 352-2026

Email: Support@massagebook.com 

I’m looking forward to hearing your success stories!

Mark


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