One of the first marketing decisions you face as a new reflexologist is deciding on your price. (After all the “5 P’s of Marketing” – aka the foundational components – are product, price, place (aka location), promotion, and people.)
The first step is to do a survey of what others are charging. Look at other reflexologists, but also massage therapists too. You’ll likely find a range that could be as much as $40 or more between the high and low ends. So, while a helpful starting point, this range can feel confusing without taking a few more things into consideration.
I’ve found pricing to vary based on several factors including:
Your City/Town (the Market You’re In)
Smaller towns lean on the lower end of the price range while urban areas tend to be higher. For example, a massage therapist I’ve worked with splits her time between Peoria, Illinois, and Chicago. The places she’s worked with in Chicago have required her to charge about $30 to $40 more per session than she does working out of her home in Peoria. Same therapist, same results, different town.
Your Experience Level
In general people tend to raise their rates as they gain more experience. This goes for all service industries. Experience tends to equal better results and thus they can charge more. Plus they have a larger client base and referral base and if some can’t afford the higher rates, they tend to do okay anyway because they are established.
Generalists in any industry don’t’ tend to charge as much as those who are considered an “expert” in their specialty. When you niche down and offer a more specialized service like specifically working on runners or pregnant women, etc. this niche can help you charge more because you get really good at your niche. It can also be easier to find clients when you have a niche because it’s clear to people who you can help and you become associated with that specialty.
Luxury and Prestige Marketing
Sometimes raising rates can attract a certain audience that likes the prestige of paying for something expensive. Targeting this audience means you need to charge on the higher end of the price range. It seems crazy but it works if that’s the market you are good with. Some people have found that simply raising rates brings in more clients.
Your Audience’s Budget Constraints
If you prefer working with people who have limited budgets and want to price your services to be more affordable for them, that’s an option too. For example, there was this amazing woman in my town who offers blood testing services at a fraction of the cost that the doctors offices and hospitals do. She had a heart for serving the low-income population. Her office was in a side room of someone else’s business. There was no receptionist, just a couple chairs to wait in. Nothing had changed in that office in probably 30 years. She still typed receipts on a typewriter, etc. So people who care about prestige and image wouldn’t want to go there, but it was a huge help to those who needed her services.
What would that look like for you? A more basic location to save costs and maybe you don’t do the extras and go for the budget audience, who values you and appreciates you for the affordability and being able to get results.
Your Costs and Needed Income
You also need to consider what costs you’ll have to run your business. Then make sure you’re charging enough to cover all your business expenses, including marketing, rent, laundry, utilities, etc. and then realistically how much you need to make. Keep in mind you’ll have to spend time working on your business outside of just seeing clients, and account for days off for holidays, sick days, and vacation time.
Raising rates or introductory offers?
Depending on your personality, it can be hard to raise your rates. So if you’re just starting out, you could offer an introductory special for the first 6 months so it’s clear to clients that the discount is a limited offer and it encourages them to take advantage of coming to see you more often while the discount is available in the hopes that they see the benefits more quickly and become great word of mouth referrals for you.
Do your clients value your services?
People who understand the value of what you offer (this is where your marketing and client education comes in) are going to be your best customers and will prioritize your services in their budgets.
In the Reflexology Marketing Facebook group, here are a few of the responses of what the members charge to give you a feel for the range.
- $75 CDN (Canadian)
- $60 CDN (Canadian)
- $79 USD (United States)
- $50 USD (United States)
- £50 – travels to the client (United Kingdom)
- £35 (United Kingdom)
- £40United Kingdom)
I hope that helps add some perspective on why you’re seeing different rates and how to pick where you want to price your reflexology services.