When you opened your doors, what other practice were you hoping to put out of business? Whose clients were you planning to steal? What were your specific plans to have complete control over your area?
What?? Those weren't your goals when you opened your practice, were they? You weren't out to conquer and defeat every other massage practice in a 10-mile radius, were you? You weren't trying to put anyone out of business, you were just trying to take care of yourself I bet. Me too.
So why do we take it so personally when another massage practice opens up in our area (corporate chain or not)? Why do we assume they have it in for us, personally? Why do we assume they live and breathe (and structure their fees) specifically to put us out of business?
We don't think that, you say! Oh, yes we do. Lots of us think that if a practice in the next neighborhood offers deep discounts or a fancier spa experience, it's because they want to drive us out of business. We presume that Massage Envy / Hand & Stone / Massage Heights / etc. looked around with a wicked gleam in their eye and said "you, yes you!, I'm putting YOU out of business by stealing ALL of your clients!" And then they probably rubbed their hands together maniacally while chuckling "bwahahahahaha!"
Most people, even most chains, open their doors because they see an opportunity for themselves to make money. They see a need not entirely being met. They've structured their business (including their rates) to attract the people they think will be most profitable for them.
Just like you did (I hope).
Now, there are businesses that will specifically target their competition with the firm intent of putting them out of business. I could tell you the story of an outcall business that moved into DC about 15 years ago and very intentionally set out to drive the pre-existing outcall business out of business. And they were nasty and underhanded about it (and they were that way in most of their business dealings, which is why they had a terrible reputation among the local massage community). Those people do exist, unfortunately (and, quick Google search, yep they're still in business in Washington DC though I haven't heard anyone talk about them in years so I suspect they aren't doing a lot of business in DC).
But they really are the exception (which is why I remember them so well). It's rare for a massage practice (yes, including a massage chain) to open with the express purpose of putting you out of business. Oh, if they've done their homework they know you exist and they have an idea of the size and strength of your practice. But they probably think there's enough business still out there for them to thrive as well.
It's not personal.
Does that mean having competitors doesn't affect us? Of course not! And we affect them (didn't think about that, did you?). It's part of being in business.
So what do we do about competition? I'd suggest, first, quit thinking of it as "competition" and start thinking of it as "the marketplace" in which our clients (or potential clients) move and make choices.
You are part of the marketplace. Other MTs are part of the marketplace. Other remedies for their particular woes (gym, personal trainers, talk therapists, physical therapists, acupuncturists, chiropractors, etc.) are also part of the marketplace.
How well are you making yourself visible in that marketplace?
How do your offerings (and hours and rates and scheduling processes and payment options, etc.) stack up against the others in the marketplace?
How well are you getting your message out to the people who are your ideal clients?
How well are you integrated with others in the marketplace?
"Competition" It's not personal and they aren't (or at least rarely) out to get you. Take it as an invitation to keep yourself sharp. Take it as an invitation to stay focused on keeping your practice alive, relevant, and healthy.
(Because they're not going away.)
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