“Buy A Saddle”
Jack Canfield may be many things…
but love him or hate him, he nailed this one.
Welcome back to another Monday with the Mavens. We created the Massage Mavens blog to connect with and educate self-employed massage therapists working to grow as business owners.
It can be lonely working for yourself – and we’re here to remind you that while you’re in business for yourself, you don’t have to be in business by yourself.
While we cater our content to independent MTs, all massage therapists are welcome here; whether you run your own independent massage therapy studio, you contract in a clinic, work in spa, or you are still in school.
When To Buy A Saddle
Whether you agree with everything he says, or not (for the record, I’m about 50/50), Jack Canfield does make some excellent points.
One that has stuck with me is from his book The Success Principles, and it boils down to “Know When To Buy A Saddle.” Technically, the concept is from Jack Rosenblum, but since it was introduced to me in Jack Canfield’s book, I give them both credit.
The idea of buying a saddle was discussed during the section on how business owners and entrepreneurs should “Look for Patterns.”
“If one person tells you you’re a horse, they’re crazy.
If three people tell you you’re a horse, there’s a conspiracy afoot.
If ten people tell you you’re a horse, it’s time to buy a saddle.”
The point is that if several people are telling you the same thing, there is probably some truth in it. Why resist it?”
And if you’re wondering what saddles have to do with running a massage therapy studio, stick with me:
When I opened my doors, I planned to be an Orthopedic MT that specialized in injury rehab. Fast forward three years, and I’m comfortably niched into a High End Stress Management market. How’s that for a horse of a different color?
I spent the first year of my business fighting the current (and anyone else who got in my way) to prove the point that I was a pain management resource. “I am well-educated, dammit, and I am not just here to fluff you and buff you and send you on your way!”
But you know who my favorite, and most loyal clients were? The people who had maybe originally come in with pain, but who were now coming in 1-4x/ month simply because they liked to. Clients have told me from day 1 that while I *am* good at orthopedic work, they keep seeing me for the calming and luxurious experience.
Around Year 2 I finally caved and bought a saddle. I re-niched from Ortho/Pain to High End Stress Management. And the result? There is SO much more ease in my business.
The lesson here:
Don’t wait 2 years to buy a saddle like I did.
Just pony up and do it.
Okay, okay. I’m done with the horse puns, I promise.
You may think that since it is your business, that you get to be right…and technically you do. But the question you have to ask yourself is “Would you rather be right (and cranky, likely struggling to attract the clients you’re aiming for) or busy, thriving, and at ease?”
Option B wins out for me every time.
How about you?
Thanks for stopping by!
As always, we’d love to hear how our content has helped you improve either your studio, your mindset, or your revenue as a self-employed massage therapist.
Rachel Martin, LMT, is an independent massage therapist living in Denver Colorado. Having built her solo massage studio to capacity, she now spends her free time helping other massage therapists do the same. Check out Six Figure Studios, Queen Street Marketplace, and The Techy MT to learn more.
