Thoughts on the Upcoming Price Change

Embody Wellness will be increasing the price of services coming in January 2018.  These prices will be changed as follows:

I remember years ago when Netflix changed the nature of their services.  It used to be that they had streaming and DVD by mail all in one price of $9.99.  Nowadays we all know that these two are split into two prices, of which most people opt for the instant streaming service.  I had feelings of shock and anger at the change of something that I valued almost doubling in price.  It struck some other sensitive chords I had about the increase of gas prices years ago as well.

So with my feelings of these past changes, why do something like this now?  It really comes down to the value.  Something that I had to face when I chose this profession was the idea of self-value.  What would one charge for an hour’s worth of time?  This goes down to an ever deeper core issue of personal (non-monetary) value.  When I first graduated school and moved to Utah Valley, my struggle of my massage value influenced my attempts at getting work.  I found a chiropractor that I fit in comfortably with as he charged $40 for an hour massage.  As some years went by, I found ways to increase my price per massage to $50 and then $60.  Each jump had a feeling of hesitation as I asked myself “Am I worth this?”

One thing that helped me cope with the Netflix change was reading a blog post that explained everything.  They had struggles as well dealing with the price of acquiring titles to stream and were forced to change it or go out of business.  Seeing how much I enjoy Netflix now, I’m glad that they are still doing what they do. In that spirit, I wanted to explain a few ideas that influenced my upcoming price change.

First is my experience.  I have been doing massage since I graduated my course in 2006.  January marks my 12th year of the massage profession.  I have also found that there are not a lot of therapists that have that amount of experience; in fact the average life of a massage therapist is about three to five years.  So with the experience I have, I need to separate myself from those that haven’t yet hit the milestones that I have.  One way is with charging more.

Second is that I want people to know what type of therapy they will receive from me.  If you were to compare a ten-dollar haircut to a fifty-dollar one, what would you expect the difference to be?  Hopefully, one would expect the higher priced service to be five times better than the other.  The same principle would be applied to my massage.  If someone needs a lot of work from an experienced hand, they may want to pay more for that.

Finally, something that I have discovered is about the energy of exchange.  In the past I was somewhat inconsistent with my pricing, giving out major discounts to some while charging more for others.  (My system was roughly based on the clients income level).  I found that while I would give the same massage on all ends, the people that paid more for the service usually received more therapy.  Meaning that they would heal faster, need to come in less often, etc.  It really boggled my mind until I found that they were setting their own pace for healing by putting more value into the massage, and therefore themselves.

So, going forward from here I hope that this price change will reflect more of the quality that one can expect from Embody Wellness.  I also hope that as my personal value increases, that of my clients also improves.  When you come in to get a massage, are you worth it?