Bowen Business Alexia Monroe

8/12/2019 Bowen Business Alexia Monroe

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ReflectionsOn Converting a Massage Practice to Bowenwork Part 1

n article by US Instructor lexia MonroeMany students who attend our

classes come from a massage orother bodywork background. Somealready have a full practice, relyingupon massage for their bread andbutter.

When they leam that Bowenworkmust be practiced alone for bestresults, and practiced a LOT in orderto le am and understand it, they shaketheir heads in frustration:

But where am I going to findtime to practice? I'm alreadyexhausted by the end of the day,and my clients are all so attached tomassage that they've got no interestin trying something new

I empathize. I was a LicensedMassage Technician for 8 yearsbefore I leamed Bowtech in early1993. I had a full massage practicefor years, booked weeks in advance,doing 20 massages per week. I hadto stop after developing severe carpaltunnel syndrome, but now I thank mylucky stars.

Receiving Bowenwork not onlyresolved my carpal problems, itgave me a new career. For almost15 years I have practiced nothingbut Bowen, and it has been moresatisfying on every level- physically,emotionally, intellectually, spiritually,and financially -- than I could haveimagined.

Some of you see the potential fora Bowenwork practice, whether fromyour own exploration or from seeingsomeone else's, and you would liketo convert your massage practice topure Bowen.

However, most people have notheard of the work. You cannot putout a shingle and expect people tocome if they don't know what it is.

You cannot place an ad in a paperand expect people to call. No onewill contact you until they have someknowledge of your offering. So howdo you begin?

The Little Bowen Bookby Louise Tremblay

Useful for clients wanting to understandhow a owen session proceeds or forpractitioners who want to begin or

perfect their training

IDENTIFYING THE NEWWORK

It is greatly to your advantageto use the terms Bowenwork orBowtech instead of Bowen.We use Bowenwork in the U.S. dueto the prominent archery companynamed Bowtech. Bowen Techniqueor Bowen Therapy are not helpfulterms anymore, as there are manyvariations of the work being doneunder those names. If someonehears you do Bowen, and does anintemet search for Bowen, theywill research dozens of offshootgroups while trying to locate you.Bowenwork or Bowtech are theregistered brands that distinguishyou from the rest. It is likely thatoffshoots will continue to veer fromthe original work, so our futuresuccess lies in identifying ourselveswith the profound results obtainedfrom our minimal and non-invasiveapproach.

more specific to your pain than whatwe've been doing. Let's devote thenext two sessions to this approach,and see how you feel. It is possible itmay relieve your tension/pain levelsin a more lasting way .

Since the client trusts you toaddress their condition with your bestjudgment, they are usually willingto receive your suggestion. Explainthat it is different from their usualmassage, but avoid going to greatlengths to try to describe it beforethey have experienced it. Keepit simple at this stage. Possiblewordings of key points: This workaddresses the stretch receptors inyour muscles. It may seem subtleat first, but the effect builds as yourbody responds. It is specific to thefeedback of YOUR body. I will belistening for signals that guide me inwhat to do and when to stop. I will beleaving the room for a few minutesat a time, since pauses are requiredfor your brain to complete a feedbackloop. Continued next pageFFERING THE WORKMassage boards do

not specify what forms ofbodywork you may do underyour license, as long as it isbodywork and you do notdiagnose or advise beyondyour scope of practice. Ifyou are already licensedas a bodyworker (or OTor PT, etc.) in your stateor province, then you arelegally allowed to charge forBowenwork in your practice,even though you are still astudent in the training. Theethical consideration is thatyou cannot claim to be aPractitioner of this work untilyou are Accredited.

Therefore, even afteronly Module 1, you mayapproach your regular clientsand say, I'm leaming anamazing technique that is

Price: 14.95 Canadian dollars)plus postage handling

For further inform tionpl s contactPierre Saine

Bowen Canada [email protected]

Pag e

Reprinted w/permission of Alexia Monroe from December 2007 issue of Bowen Hands


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ReflectionsOn Converting a Massage Practice to Bowenwork PartThe brain's messages reset

the tension levels in the tissuesthroughout your body. We will gaugeyour responses 3 or 4 days from nowrather than today.

Offer the work with calmconfidence, even though you arejust learning, and wait until the nextsession to assess the results. Donot try to address every symptomthey have, which I call chasing thesymptoms ; you will overwork themif you do, and you will diminishthe results. Give their body time torespond holistically.SETTING UP MULTIPLET LES

I suggest that you set up youroffice with at least two tablesfrom the beginning. Tell clients,Bowenwork is usually performed onmore than one person at a time, dueto the required pauses that allow thebrain to respond to the moves. Thesessions take various times, whichare hard to predict since the work istailored to the specific needs of eachperson. Everyone likes to hear that

A successful Bowenwork practiceis set up more like a doctor'soffice than a massage therapist's.Bowenworkers charge by the session,not by the time. You can make moreincome for your time when youprepare to work on multiple clients.And it is helpful to have a free tableso that clients can drop in if theysustain an injury.INJURIES

Educate clients about the dramaticresults gained by treating an injury onthe day it occurs. Strongly encouragethem to see you OR, if you are notavailable, another Bowenworker onthat day. It is far more important thatyou show your belief in the workover attachment to the practitioner.When you and your clients see themiracle recoveries after an injurythrough receiving Bowenwork on the

day, everyone's belief in the workrises. Your clientele will becomepassionate about this work, and allwill benefit.

massage or chiropractic, the holisticeffect begun in the body throughBowenwork changes. It is verycommon that after a few sessionsof Bowtech, a client improvessignificantly. Then they receive asession of a different bodywork, andtheir chronic pain and problems oftenreturn. The kicker is that their pain isso familiar that they forget they hadbeen improved a few weeks before

So I do my best to persuade themto give me a month of Bowen workwith no other bodywork influences.This does not mean a session eachweek is required. The first twosessions are one week apart, but ifthey are still processing, we mightwait two weeks for the next. Isimply ask that they not receive otherinput during that time. Truly, theyoften improve from receiving lessbodywork overall, and giving moreresting time to those areas trying toheal.

SCHEDULING THE FIRSTPPOINTMENT

Make all first appointments fortwo sessions, including your regularmassage clients who are willing to tryit. I describe it in the following way:We need two sessions, one weekapart, to set in the basic foundationof the work. A week after the secondappointment, I'll know more fromyour body's responses what might begoing on. At that point, we'll decidetogether how to proceed, ok?

Ask before you schedulewhether their calendar is free fromall other bodywork. If they haveappointments on their calendar, I say,That's fine. Since we want to giveeach approach its own time to work,let's schedule after those are finished,so that we give Bowenwork its owntime, too. This way you can be agood judge of the effectiveness ofeach.

It is essential that you valueBowenwork highly enough to insiston no other bodywork influences.Even if the client did wait aweek after a session to receive a

Next issues, parts 2 3: Being ascientist with intake notes, drawingnew clientele with new cards,targeting your market, promotingwith results, describing the work,pricing and scheduling, dissolvingcompetition, continuing to learn.

L to R Instructors Rick Minnery Sheila Jackson Piero uraro and Sandra ustafson withSandra husband Chris at the Salzberg Kongress

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ReflectionsOn Converting a Massage Practice to Bowenwork Part

The second part of an article by US instructor Alexia MonroeIts purpose is to draw new peopleto you for pure Bowen so you canpractice your new work.You do not want this card to sayMassage and Bowenwork. If itdoes, then people who love massagewill call you for massage. And thepeople who do not love massage willtoss it; massage is already a no intheir minds, while Bowen probablydraws a blank.

So your new card has to offerinformation that gets them pastthe blank from the start, and getsthem to tune in. If you are not yetAccredited, it could read as follows:

JANE SMITH, MTBowenwork

Soft Tissue Release for LastingRelief'

Prescott, AZ555-223-4411

www.bowtech.com

FOCUSING YOUR ATTENTIONTwenty-three years ago, when

I was a young massage therapist,I received business advice from asuccessful entrepreneur. He was anolder man and an inspiring humanbeing.

I proudly showed him my first-ever business card, which listedSwedish Massage, Deep Tissue,Reiki, and Rayid Iris Interpretation.

He said, The impression I getfrom your card is that you havestudied many things, so thereforemust be a master of none. Consideryour focus: a specialist is alwaysmore respected than a generalist

I was shocked But I came torealize this is true. When I say topeople, I have done nothing butBowenwork for 15 years, their eyeswiden.

My passion about it and success\: ith it imbues the work with value. credibility goes up immediately.~TEW CARDS FOR YOUR NEWCLIENTELE

I suggest that you make a separatebusiness card to give to new contacts,even if you are not yet Accredited. Itcan be a contact card at this point.

The byline above is just one of manypossibilities. Others: Holistic PainRelief', Accelerated Healing,Gentle Touch, Deep Results. Youwant to communicate somethingabout this work from the start.

Most importantly, the cardindicates your affiliation with theAcademy. Even before you areAccredited, you are registered. Aslong as you pay your registration feeeach year, you retain the right to usethe term Bowenwork or Bowtechwith the Registered mark. Identifyclearly the web address of Bowtech,so people do not do an open searchfor Bowen Technique and endup on dozens of other groups'sites. Once you are Accredited, it iseven more important, as you wantpotential clients to find you on ourdirectory straightaway. If they earchBowen Therapy it is likel they'llnever find you.

It is al important to give peoplesomething besides a card since ourwork is unfamiliar to most people.

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Advertising research shows thatpeople take action to buy a productor service only once they feelfamiliar with it, and that this takesmultiple exposures. You can helppeople get there by attaching yourcard to an article about Bowtech. Ifind that a published article is morepersuasive than a brochure; it addscredibility to see public recognitionof the work beyond your own ravingabout it. Place a label with your nameand number on the article before youmake copies of it.

Use only your new card whenyou meet new people. Your currentclients who love your massage willcontinue on for now, but if you wantto transition your practice, do noteven mention massage with anyonenew. Carry your brochures, articlesand cards in your car. You neverknow where you will meet and talkto new people. Focus on buildingBowen-only clients, and their numberwill grow.TARGETING YOUR MARKET

Practice delivering a shortdescription of Bowen work. It isimportant not to be vague or airy- why would anyone be drawn if youcannot describe simply and clearlyyour own work? You might say, Itis a fascinating new approach - westretch and release muscles andtissues.

Each move sends a message to thebrain. Your brain responds to eachsignal, delivering messages backthrough the stretch receptors to resetthe tension patterns all through yourbody.Gi e them a chance to respondbefore you continue, and hope theyask a question. If so, great Then youcan address whatever most intereststhem first, which keeps them moreinvolved than if you went on too longat the beginning. Highlight details

Continued next page

Reprinted w/permission of Alexia Monroe from March 2008 issue of Bowen Hands


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Try to include a photo to goalong with it; that is always to youradvantage. Show yourself dressedin business clothes, and performingback moves on a clothed client.Communicate visually that you arenot a massage therapist in gym oryoga clothes, but another level ofprofessional.

The client's clothingcommunicates that this is anotherkind of bodywork entirely, andrespectful, as well. I dress formy office appointments in loose,comfortable business clothesroutinely. I know it makes adifference in how my work isperceived.

My local paper did an article onme after one of my clients called andsuggested it. I did no writing at all,but just answered questions posed bythe reporter. It included two photos.In the next two weeks, I received150 phone calls, which infused mypractice with dozens of new clientswho are still with me today.2) TalkslDemosGive a talk to any little group thatwill have you. You do not have to beadept at talking. Bring along a clientor friend who is willing to talk, too.They can cue you with questions youhave outlined on an index card.

You can even bring printed pagesof descriptions from the internet,and use them to refer to for givinginformation during pauses in yourdemos.

If you are enthused, your audiencewill most likely be intrigued, nomatter what. Ask if anyone has asore shoulder, back, neck, knee, orelbow. Invite them to receive a fewmoves sitting in a chair. Assess theirROM's and pain scales in front of thegroup. Work on two or three peopleat once to accommodate the pauses.Consider Low Back 4and Hit theLat on the ones with low back pain.

Continued next page

ReflectionsOn Converting a Massage Practice to Bowenwork Part

of how Bowen differs from otherbodywork, such as We perform itover light clothing, in a series ofgentle, specific moves.

Pauses are required in between,to allow for your body's responses.Your responses guide us injust howmuch to do; each session is unique tothe individual.

Many will perk up when youmention these details, people whoare on a different wavelength frommassage clients. Believe me, thereare potentially dozens of them forevery potential massage client

Countless people living withpain would love to hear that theymight find relief without taking theirclothes off and getting smeared withoil for an hour. You will find themin churches, schools, communitycenters, senior centers, fanningcommunities, women's businessgroups, service organizations,hospitals, and even within your ownfamily.PROMOTING OW NWORK

You can advertise that you offer

the best bodywork in the world, andthat Every Body is Better withBowen, but if no one knows whatBowen is, then no one will respond.Until Bowen is well known in yourarea, do not bother with a print ad.Instead, focus on two methods thatpromote you more successfully:1) An Article

Arrange for an article to bewritten about you and Bowenwork/Bowtech by your local paper. Papersare often looking for new businessesto highlight in the local news section.One of your clients who loves thework might call for you, to suggestthat they do a story about youand this new, amazing work fromAustralia.

Being a massage therapist isn'tnews. But Bowtech is new andinteresting You could print outdescriptions of the work from websites on the internet, to help youanswer questions posed by a reporter.You might write up a question andanswer page ahead of time, to giveto the reporter to refer to later.

Gold Coast Module November 2007Page 14


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ReflectionsOn Converting a Massage Practice to Bowenwork PartConsider Upper Back 1-8 alone

for those with upper back pain, oradd orth for the painful necks,ideally on one side only.

You could do just 1-8 andShoulders, or 1-4 and Elbow, asper symptoms.

Do nothing more than one Kneeon someone, just the sore side. Hitthe Lat alone on others. Give thebodies 5-10 minutes to respond,and then assess the ROM's and painscales again.

The point is to show the grouphow such a minimal approach canproduce a felt or seen result on thespot.

Likely some will respond rightaway, and that is persuasive to therest. Even though you may feel youcannot possibly speak in front ofpeople, I guarantee that you will findyour own flow, if you simply dare toshowup.CHOOSING VENUES FORPROMOTION

For Articles: Large circulationsare not necessary. Small townnewspapers are often the most open.

Other possibilities: the newsletterof your local hospital, YMCA,school, church, or knitters' guild.Some towns contain small healthdirectories with articles.

For TalkslDemos: Businessbreakfast clubs, professionalwomen's clubs, Red Hat Society,Lions and Rotary and all the otherervice organizations, pain support

groups, retirement homes, YMCAmeeting rooms, grand openings of atore.

Don't pass up even a group of 6friends at a house. Ever-wideningcircles of interest can generate fromone person who makes a follow-upappointment.

An excellent venue for talks/demos is a booth at a fair. But

ironically, the place I am LEASTlikely to set up is at a holistic healthfair

If you are one of manypractitioners promoting bodyworkthere, then you will not stand out.People often go from booth to boothreceiving demos, as well, and willnegate your effect in the mix.

Ideally, set up at a more unusualtype of fair: Hospital health fair, amidst boothsfor blood tests and the like.

Our local Bowenworkershave had a booth at the Veteran'sAdministration Hospital fair for threeyears now, very successfully. Mother/baby expo, or senior livingexpo. Sports-oriented gathering of anykind ~ golf, tennis, swimmers,rodeo. Fair targeting computer workers,the postal service, hairdressers.

Home improvement orconstruction trade fair. Back-to-school fair. You couldpromote that in your practice, a childis free with any paying adult, forexample.

In any case, when you man abooth or give a talk, always givethe people a coupon of some sort tofollow up on.

I suggest Two people for Twosessions for the price of One

When the person you've met findsthat second person for you, you havejust doubled your reach from thebooth.

exia { nnreNext issue, part 3: taking the notesof a scientist, pricing and scheduling,dissolving competition, medicalnetworking, evolving successfully.

SydneyModule 7 class, December 2007L to R: Margaret Spicer Instructor), Susanna uve en Joan Keefe,Caroline Shin, Ka/pana agraj, Marisa Secco, Yvonne Oderbolz, Lilo Kunz

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The third and final part of an article by US instructor lexia Monroein a field of your choice. I choose towork on all children with a payingadult for free, and teenagers with apaying adult for $25. This is verypopular Our work is so applicableto children and teens, who are oftenliving with pain and yet would neverget a massage. Kids universallylove our non-invasive, staying-out-of-their-space approach. Too, theyusually respond so fast that the adultsbecome more aware of their ownimprovements. By the way, childrendo not need to lie still duringsessions. Let them play quietly witha book or a stuffed animal during thesession.I strongly advise you not to

accept tips. Tips put you in thecategory of hairdressers andwaitresses and spas; it is the mark ofa luxury service, not a necessity.People who understand Bowenworkpay for it even when the economyis depressed. It is their doctoringfor pain, not a luxury they wouldeliminate. They often offer a tip thefirst time, but when I insist that Idon't take tips, I can see that theyfeel relief. It establishes clarity in ourrelationship.

PRICINGYou may wonder how to price

and schedule your new work. It isdefinitely best to set it up differentlythan for a massage practice (see Part1, Dec. 07 issue, for details). Ideally,start to group your interested clientsinto a half day or full day in whichyou do only Bowenwork. As yournumbers grow, you can add moredays devoted to only Bowen. Chargeby the session, not by the time. Doyour best to set yourself up to workon multiple people. If you do, youcan charge a bit less than your localmassage prices, and still make more,overall.The price for a massage here in

Northern Arizona is $50-60. I charge$65 for my initial intake visit, and$50 for follow-up visits. That keepsthe price reasonable enough so thatI have a large number of clients whomake appointments every 3-4 weekslike clockwork, just for maintenanceof their well being. They are mybread-and-butter, and the core of myreferral network.Focusing on some area of

special pricing is always a goodidea. You can target a group youare particularly interested in. Somepractitioners give a senior citizendiscount, or one for service personnel

TIMING THE SCHEDULEI like to schedule 9-10 people

in an afternoon. I have three tables.I begin at 12:30 pm, and staggerclients to start each half hour, whichmeans each table is scheduled forthe next client 1 and 1/2 hours later.When two people schedule together,I might schedule one table for 1 and1/2 hours later, and one 15 minutesbefore or after that. I leave a time slotfree each 3 or 4 people to allow spacefor the unexpected, such as a clientcoming in with an injury or one whoneeds extra time lying down. I leavethe office by around 6:30 pm.The intake conversation with

new clients takes extra time. I talkto them in a waiting area outside the

treatment room, so as not to disturbthe clients in session. I plan for 20-30 minutes of listening and writingdown their wordings, asking for moredetail than they've written on theirintake forms. It evens out, as 1 knowthat their actual treatment time willbe shorter than most. I tell the newclient, 1 will be going in and out ofthe room to do moves on the othersduring our intake, so we will talk inlittle soundbites, ok? I will hit thepause button every few minutes,and then I'll come back to continue.I make sure that each segment ofour conversation is paused just after

they have spoken last, not 1.This waythey don't feel blocked just when itis their turn to speak. Then I'll say,Ok, let's pause for a minute, and Iwill respond to what you just said(or ask more details, or take someROM's) right after I come back. Itkeeps the intake concise, yet feelsample to the client.TAKING NOTES AS A SCIENTISTIn this work, it is essential to have

detailed objective and subjectivedescriptions of a client's state. Weneed far more information than weusually take for massage, so we haveclear bases of comparison week byweek.At the first visit, ask for pain

reports (on a pain scale) for eacharea of complaint. Take rangeof motion assessments (ROM's)for these areas. Note the ROM ofshoulder and neck, even if they arenot complaints; these give you extrainformation. There is often limitationin the shoulder, even though theclient describes only a problem in theback.It is vital to write details of

their own words as they describediscomforts or restrictions ofactivities. Put them in quotationmarks. If they say, 1 have low backpain, do not stop there.

ontinued next pagePage 20

Printed w/Alexia Monroe's permission from June, 2008 issue of Bowen Hands


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Bowen Business Alexia Monroe

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