Why Selling Massage Services Feels Challenging and What You Can Do About It

Why Selling and Promoting Massage Services Feels Hard - and What You Can Do About It!

Most massage therapists have a complicated relationship with selling. We receive mixed messages from our parents, upbringing, and the media throughout life. Even in massage school, there was often a message that selling services is okay, but selling products is not. These conflicting messages contribute to a "sticky relationship" with selling.

We might resist putting ourselves out there, even when we know our services can help people. We may go through the motions but hold back from fully committing. When you truly show up and put yourself out there, you take a risk. People might say unkind things or reject you. That’s a normal fear, but avoiding it keeps us from growing (and selling our services!).

Common unhelpful thoughts include:

"People don’t want to be sold to."
"I don’t want to be pushy."
"I’ll make people uncomfortable."

These thoughts often operate in our subconscious, shaping our actions without our conscious awareness. That’s why it’s essential to be curious about your thoughts and then work to reframe them.

Reframing Your Thoughts About Selling

Since 80-90% of our thoughts are subconscious and repetitive, stepping outside of that cycle can be powerful. Here are some ways to reframe those common selling fears:

"People don’t want to be sold to." → People want solutions to their problems, and I have those solutions. No one is walking around thinking, "I hope someone sells me something today," but they are thinking, "I have neck pain," or "I need a great gift." Your job is to connect them to the right solution.

"I don’t want to be pushy." → I will show up and promote my business because other people’s opinions are none of my business. No matter how kind and low-key you are, someone will always think you’re too much. Your responsibility is to your business, not their opinions.

"I’ll make people uncomfortable." → The right people want to know how I can help them. The vast majority of people will not feel uncomfortable. And if they do? That’s okay! It’s not your job to control their feelings.

The Power of Showing Up Fully
A few years ago, I decided to stop teaching in the massage industry and focus on Feng Shui. Then the pandemic hit, and in-home consultations weren’t feasible. When I returned to teaching massage business courses, I hesitated—I had made a big deal about leaving, and now I felt embarrassed coming back. But you know what? Hardly anyone even noticed my absence.

Most people are too focused on their lives to track our every move. The key is to show up and serve rather than worrying about perceptions.

The Numbers Game: Selling is Just Math

Selling isn’t personal—it’s numbers. When you promote your services, only a percentage of people will buy. That’s normal and expected.

Here’s a basic breakdown:

Cold audiences (people who don’t know you) might convert at 1-2%.
Warmer audiences (people familiar with you) might convert at 5-10%.
If you want to sell 15 gift certificates at $150 each to make $2,000, and your conversion rate is 5%, you need 300 people to visit your page. To get 300 visits, you should promote to 2,000-3,000 people.
This realization can be freeing! If people aren’t buying, it’s not about you—just a numbers game. Solve the numbers, and you’ll reach your goal.

Energy & Selling
Positive energy sells. Scarcity, fear, and hesitation do not. When you market your business, check your energy. If you’re feeling desperate, taking a break and reset before promoting is best.
Ways to shift your energy:
Go for a walk.
Meditate or do positive affirmations.
Look at the facts of your situation (e.g., "I have food, I’m safe, I have time to grow my business").
Use group support—our challenge community can help boost motivation.

Final Thoughts: Action Over Fear

Your brain is wired to avoid discomfort and keep you "safe." But marketing isn’t dangerous—it’s just putting yourself out there. Expect some fear and take action anyway.
One of the most effective techniques is to pre-decide your actions ahead of time. When you plan, you remove the emotional decision-making in the moment. Commit to your marketing plan and follow through, even when you don’t feel like it.