Fourth Edition: Third Edition: Second Edition:

Third Edition

Complementary Medicine Association

by Mary Wolken

This is not a simple book about how to succeed in business. Business Mastery is a full course between book covers of how to visualize, create a business or find the right person to work for or with you in your new business.

Don't go to work, but create that special business for your self that will help you reach your dreams. Whether you go to work for someone else, build your own business or hire people to work for you, this book helps you do it.

From creating a resume, to maintaining quality business relationships or wading through the volume of legal paperwork, getting up and running, marketing strategies, or making contracts, this book can help.

It is a must-have guide to success.

M.I.N.Z.I. Messenger
Newsletter of the Massage Institute of NZ Inc.
Vol 5 num 1
June, 2002

by Brian Milham
Chief Executive Officer

Do you have a business plan for your business? A commonly asked question to which the usual answer is no. I have just finished reviewing an excellent book titled Business Mastery.

This book is excellent for those that are starting up a practice, and gives guidance on setting up a business plan to assist you in clarifying your vision, evaluating the market place, calculating your costs, forecasting your growth and determining your risks. For those of you who have been in business for a while, a new or updated plan can rejuvenate your practice.

A business plan addresses these issues: What are you offering? Who will your clients be? What needs do your services satisfy? How will your potential clients find you? How much money do you plan on making? What actions do you intend on taking to ensure success?

By developing a business plan, you may discover steps vital to your success and happiness that you may otherwise been unaware of or overlooked.

This book is the only thorough business text written for the complementary health-care professional that I have come across. It is written with the courage and insight to focus on business as an integral aspect of health care. If you build your practice with the help of this book you will succeed.

The cost of the book is US$24.95. For a copy of the order form, please contact me by phone or email.

Association of Massage Therapists Australia Journal
Vol 13 num 2
June, 2002

by Michael Gurry
Remedial Massage Therapist

The two-stage title on the front cover says it all! I bought the second edition 6 years ago and have found it to be a valuable resource. This new edition is more comprehensive and has some very useful improvements.

Like the previous editions, which now cover 10 years of Business Mastery, this book is specifically written for wellness therapists - massage therapists, chiropractors, counsellors, acupuncturists, naturopaths, etc. in fact anyone in the health care professions. In the Business Mastery series, Cherie Sohnen-Moe embraces a holistic approach to life and business, which also forms the foundation of this book.

This third edition is thoroughly updated and expanded, including two new chapters on Therapeutic Communications and Conscious Business. These new chapters cover aspects such as communication fundamentals, client interaction policies, beyond customer service, client retention, referrals, building professional alliances, social responsibility, goodwill, professionalism, image and ethics. The marketing chapter is greatly expanded and full of useful tips to accelerate your business, such a marketing principles, positioning, targeting markets, action plans, promotion, cooperative marketing, companies that market for you, etc.

It is enhanced with numerous illustrations, charts, checklists, ad samples, examples of promotional materials and contracts, letters to health professionals and 30 reproducible business forms. I particularly liked the use of icons in the margins throughout this new edition. They signal quick tips or suggestions, additional resource materials from other books, magazines, companies, Internet, etc., inspirational quotes, exercises to do, and where to find related information elsewhere within this text (either forward to later chapters or back).

For those who have recently started a massage business, you will find this book a valuable beginner's text to add to any business development materials you may have been given within your massage course. You will be shown that it is possible to stay true to the principles of healing and service to others while you develop a successful business. No matter how good a therapist you are, if you can't run your business profitably you won't stay in business for long.

This book contains all the information you need to know to get started and become successful. Make sure you start from page one and read all the way through, because it has been designed to follow a pattern - the chapters build upon each other. In fact, it is used as the required text for Business Development in many massage courses in the U.S. Some of the early sections cover self-employment, clearing negativity, goal setting, time management and self-management. Keeping motivated and learning to pace yourself are very important aspects to longevity in this business so that you don't break down with injury or suffer burnout.

Or, maybe you have been in practice for a while now and you have a business plan. You know what you want out of life but you are still not accomplishing your goals. In that case you may want to start with chapter 3 "Success Strategies", then review your Marketing approaches in chapter 9.

This is not a book to sit and read in one evening. It's filled with numerous exercises and soul-searching questions, so it may take some time-management to work through it over a week or so, but I can assure you it will be well worth it.

Business Mastery3 is an invaluable reference guiding allied health professionals towards successfully creating, operating and managing a business with integrity and profitability. Even if you have been in business for many years, you will find many practical ideas in here to lift your business into another gear.

Nutrivention Newsletter
by Ron Kalvin
December, 2001

Attention Business Builders...

We recently came across an excellent business building resource for you to look at. It is a well written book on how to build a successful business. You should also consider recommending this book to any struggling new business builders in your down line. Better yet, make it a gift to some highly deserving people. The book is called Business Mastery, third edition. The author is Cherie M. Sohnen-Moe and the ISBN # is 0-9621265-4-3. This is a large 430 page resource which will show any business builder how to successfully build their business from the ground up. The book is not directed to network marketing professionals, but is written for any person in business who is interested in knowing what to do to become successful and avoiding common pitfalls. This is especially important since in network marketing we are not generally taught much, if anything, about how to manage our business lives.

There are plenty of books out there which are written by supposedly successful network marketing professionals for network marketing professionals. (I find it interesting that so many of those people seem to be more interested in making money off of their books, and us, than in sticking to building their own businesses, but that's another topic for another day.) In this book the author assumes that we need to start from ground zero. Then she builds on that.

She is an international workshop facilitator and successful business owner since 1978. She holds a BA degree from UCLA in Psychology and has extensive experience in management, training, communications and creative problem solving. She has served as a faculty member at several schools and achieved the Distinguished Service Award and the Professional Achievement Award from the American Society for Training and Development, plus other awards from professional associations. In short, she knows her material.

The book is specifically targeted to people like us and to small business owners (which is what we are). It is filled with numerous exercises and soul searching questions designed to make us think, and stretch our abilities. Not everything in this book will necessarily apply to everyone, but there are a number of things which will definitely be useful to everyone. The author covers everything from business licenses and permits to setting fees for consultations. In between she discusses the following topics, to name a few: financing, insurance coverage, choosing advisors, embracing technology, bookkeeping and taxes, retirement planning, client files, client retention, building professional alliances, marketing principals and how to market ourselves, finding and developing your strengths, creating an effective business plan and implementing it. This is a book that challenges and makes us think. The author provides numerous examples of various forms and work sheets which are needed to manage our business and stay out of trouble.

I suggest that you check at one of your larger local book stores to see if the book is in stock so you can review it. If not, the store can easily order a copy for you. At the price, it's cheap. And don't forget, it's tax deductible.

Yoga Bulletin
Fall 2001
Volume 10, Issue 3

From the Front Lines by Vandita
Getting down to business

A yoga teacher with an excellent business sense. Does this sound like an oxymoron to you? Not if you've read Business Mastery: A Guide for Creating a Fulfilling, Thriving, Business and Keeping it Successful, a comprehensive business manual that I can wholeheartedly recommend.

Being a yoga teacher in the world is much easier today than it was 10 years ago. But it's also a more competitive and demanding profession. If you're one of the hundreds of yoga teachers who have decided to make yoga not only your passion in life but also the way (or one of the ways) you earn a living, then you've probably discovered that your field of knowledge must extend beyond the techniques of asana, pranayama, meditation and keep relaxation. You must also know some basic elements of business.

Business Mastery is written by Cherie Sohnen-Moe, a holistic practitioner with years of successful business experience. Designed specifically for wellness professionals, the manual offers support in all aspect of developing a yoga business. I especially like the fact that it focuses on creating an enjoyable and profitable career without sacrificing values.

Many of our members have asked for assistance relevant to yoga teachers in the areas of business start-up, operating a conscious business, business management, financial management, marketing and business plans. I'm happy to say, "It's all in there." The Business Mastery manual is thorough, well thought-out and very user-friendly.

Initially, I considered creating our own business manual for KYTA members. While researching what is currently available for yoga teachers, I discovered the Business Mastery manual. Sohnen-Moe's credentials include a degree in psychology and extensive experience in business management, training, communications and creative problem solving. Formerly a massage therapist, she maintains a part-time practice in rebirthing and has served as a faculty member at several schools. Her articles have been published in journals and magazines around the world and she's received awards from the American Society for Training and Development and as an Outstanding Instructor at the Desert Institute of the Healing Arts.

No matter where you are in your career, if you're willing to take a new look at your life and challenge your old thought patterns, you'll benefit from using this manual. It truly is an incredibly valuable resource.

Vandita is director KYTA and former director of the Albany (N.Y.) Kripalu Yoga Center.

Reviewer's Bookwatch
The Midwest Book Review
Volume 7 Number 7 - July 2000

Now in a thoroughly updated and expanded third edition, Cherie M. Sohnen-Moe's Business Mastery is an invaluable reference guiding allied health professionals towards successfully creating, operating and managing a business w with integrity and profitability. Of special note are two new chapters on Therapeutic Communications and Conscious Business.

Business Mastery is enhanced with numerous illustrations, charts, checklists, ad samples, promotional materials, examples, and contracts, plus thirty reproducible business forms. Also included are sections on professionalism, ethics, client retention, designing promotional material, referrals, planning, marketing, insurance billing, finding a location, time management, networking, diversification, and self management. Business Mastery is a complete, single volume, indispensable instructional manual and reference for novice health care providers seeking to establish their business or service with competency, practicality, and entrepreneurial success.

Summer 2000
Eleanor Criswell-Hanna

Somatics educators and practitioners work in a business setting, either their own or someone else's. Business elements are part of the picture no matter what. You still need good relations with your clients, legal and accounting practices, marketing, and so forth.

Cherie Sohnen-Moe tells us that "many people embrace the principles and holistic approach to life and business that are the foundation of this book." She promises you that "you can have an enjoyable, profitable, fulfilling career without sacrificing your values." This is a business success book "written specifically for health care professionals."

Chapters include
  • Initial Considerations
  • Life Planning
  • Success Strategies
  • Conscious Business
  • Business Start-Up
  • Business Management
  • Financial Management
  • Therapeutic Communications
  • Marketing
  • The Business Plan.
Business Mastery 3 is well written in a very informative and lively way. Whether you are starting a practice or evaluating and enhancing an existing practice, this is an ideal office companion. Features of the book include charts, the Wheel of Life Exercises, assessment exercises, and a workbook format. Sohnen-Moe invites you to work your way through it. There are checklistsand inspiring quotes, exercises, ideas (tips or suggestions), and publication resources.

The book is very interactive. Questions help you think through issues. Examples are used throughout, like career goal examples and samples. There are sample forms ready for you to use and there are tracking tools. The book is extremely comprehensive and has a wonderful philosophy. Special features of the book include "self-assessment exercises, " a "Sample Code of Ethics," "exploration questionnaires," information about licenses, insurance, and taxes, "risk management" information, a sample letter and referral pad, and so forth. Appendix A includes forms to copy, and Appendix B explores "barrier-free practices, how to deal with disabilities."

Cherie Sohnen-Moe has been an "author, business coach, international workshop facilitator and successful business owner since 1978." Originally a psychology graduate from UCLA, she practiced massage therapy for six years, and still maintains a part-time rebirthing practice. She was on the faculty of the Desert Institute of Healing Arts for seven years, and she currently focuses on "writing, coaching, and facilitating workshops."

Massage Magazine
March / April 1999
In Review
Books, Videos and Music
for Practitioners and Clients of Massage
Reviewed by Iris Burman
Business Mastery, 3rd Edition
by Cherie Sohnen-Moe
Sohnen-Moe Associates, Inc.
Tucson, Arizona
800-786-4774, 520-743-3936
$24.95, 448 pgs., 1997
ISBN #0-9621265-4-3

In the latest update of her book Business Mastery, Cherie Sohnen-Moe presents an exquisitely simple, follow-the-dots version of an entire business course. She takes you through the process of self-discovery, business envisioning, and on through the creation and management of your venture. This book is written for anyone int he allied health field who wants to set up a professional health care practice.

Presented in a conversational tone, it is like sitting with a friend who will share with you her wisdom, telling you stories of her own or others' successes. She then asks the right questions that direct you together the important data and walk through the steps to implement your own dream.

In this third edition, Sohnen-Moe has kept everything from before, expanding on each section, particularly on marketing, and reorganizing them for an easier, more logical flow. In addition she has included new sections, on therapeutic communications and running a socially conscious business, to further enhance your business endeavors.

No matter what type of business you want to create, this book helps you start with you feet firmly planted in self-awareness and your dream well-thought-out and drawn in detail. Business Mastery 3 takes you step-by-step and gives you a head start to success. Get it. Use it. Enjoy the journey to your dream.

Massage Therapy Journal
Spring 1999
Vol. 38, No 1

Reviewed by
Monica Roseberry

Business Mastery 3: A Guide for Creating a Fulfilling,
Thriving Business and Keeping it Successful
by Cherie M. Sohnen-Moe.
Sohnen-Moe Associates, Inc., 1997
(3906 W.Ina Rd #200-367, Tucson, AZ 85741; 800-786-4774).
448 p., paperback, $24.95.
ISBN 0-0621265-4-3 [Available from AMTA.]

Happiness, health, prosperity, success, and balance are the ultimate goals of Business Mastery 3, the third edition of the business classic by author, speaker, and MTJ Business Editor Cherie Sohnen-Moe. Keeping pace with the leaps and bounds of the massage and bodywork industry, her latest offering highlights creative and cutting-edge thinking while expanding on fundamental business principles necessary for a new and experienced practitioners alike.

Impressive in its third incarnation, Business Mastery 3 is broader in scope. Its two hundred new pages are chock-full of practice-building concepts and ideas covering marketing, client retention, professionalism, referrals, business start-up, designing promotional material, self-management, networking, and more. Samples of ads, contracts, client intake questions, and a host of other goodies enrich the material. An appendix containing thirty updated and reproducible business forms for logging time, money, and client information is invaluable for planning and tracking success.

Using feedback from countless readers and audience members, Sohnen-Moe has streamlined this edition by removing the fill-in-the-blank written exercises to squeeze in as much content as possible. The design and layout of the book leave ample white space, making each page visually appealing and inviting.

Clever "pictographs" or icons entice the reader to keep moving down the page, while cartoons and inspirational quotes summon onward. Examples, tips, checklists, and scenarios to illustrate points are encased in grey-screened boxes, which gives the eye and mind a momentary rest while summarizing key points and making them easy to review later. Sohnen-Moe displays an acute understanding of her reader with these little touches, knowing that subjects such as money and business often meet with massage therapists' conscious or unconscious resistance and lead to an I'll-read-it-later attitude. Keeping a reader on a page in a book that some will view as nasty medicine they have to take in order to succeed has become her specialty, and she has combined wit, humor, and heart to gently help the medicine go down.

Sohnen-Moe has looked into defiant, bored, or frightened eyes while broaching the subjects of finances, taxes, marketing, and record keeping. But she has soldiered on admirably, blending business and personal values and demonstrating that healing and profit can be compatible. Humanistic business is a relatively new, even radical, concept, and Sohnen-Moe has dance don a tightrope few have dared to step out on to gather the experience and knowledge that she shares in this book.

However, Business Mastery 3 contains no magic bullets. Leaving it on the shelf will not let this book fulfill its purpose nor let the reader fulfill his or her destiny in the healing professions. Thought-provoking questions, soul-searching exercises, and knuckling down to the reality of putting numbers on paper are almost guaranteed to bring up issues about materialism, fear of success, fear of failure, and a host of other inner demons that have sabotaged countless budding practices.

As massage therapy gains respect and legitimacy for hands-on work, the public will also come to expect practitioners' business skills to be of equal caliber. Following the steps and principles in Business Mastery 3 can give readers the insights and abilities to attain that excellence and enjoy long-term careers of helping others.

Massage Message
A Quarterly publication
of the FL State
Massage Therapy Assoc.
Book Review

Fall 1998

Reviewed by
Iris Burman

Business Mastery, 3rd Edition

So, you want to open a Massage Therapy business! There are lots of things to consider. Do you dream of having a private house-call practice, private office, or day-spa? Creating a sole proprietorship, partnership, or corporation? Working alone, in alliance with others, or having employees? Renting an office, subleasing space, or owning your building?

Let's face it. We, as a profession in general, do not come from a business background. In fact, many of us shun the thought and avoid the details of business fundamentals.

Most of us are drawn to this profession with a romantic notion of being our own bosses, masters of our destiny. We seek plenty of free time and money to enjoy it with, derived from our lucrative part-time job. This dream is attainable. However, there are many things we need to know to reach this goal.

We graduate from massage school thinking that if we print up business cards and maybe post a flyer, we can just sit back and the phone will start ringing and we will be flooded with more appointments than we can handle. We miss the point. There is much that we need to understand: about ourselves, about financial and governmental responsibilities of being in business, about reaching our intended market, about managing our business toward success.

Cherie Sohnen-Moe, in the latest update of her book "Business Mastery" presents an exquisitely simple follow-the-dots version of an entire business course in one book. She takes you through the process of self-discovery, business visioning, and on through the creation and management of your venture. This book is written for anyone in the allied health field who wants to set up a professional health care practice.

The book is presented in a conversational tone. It is like sitting with a friend who will share with you her wisdom, telling you stories of her own or other' successes. She will show you examples and illustrations of their outcomes. She will then ask you the right questions that direct you to gather the important data and walk you through the steps of implementing your own dream.

This 3rd edition of her popular book does much to improve on the previous edition. Cherie has kept everything from before, expanding on each section and reorganizing them for an easier, more logical flow. In addition, she has included many new sections to further enhance your business endeavors. To support conscious business practices there are sections on Social Responsibility and Ethics. To give a good foundation to begin you business, there are chapters on Financing, Buying a Practice and Selling a Practice; Legal Structure, Licensing and Permits; and Insurance. To promote smooth operations and growing success she has included sections called Beyond Customer Service and Telephones: The Client Connection. She encourages you to Embrace Technology and support yourself in the long run by putting into place Retirement Planning.

To be successful in any endeavor, it is of primary importance to know yourself and what you hold important as well as where your talents lie. Just open the pages of this inspiring book and begin going through a process of self-discovery. How well do you know yourself? Have you identified your hopes and dreams for your life in general? Are you traveling the path that can manifest your dream? Have you thought of your future? Have you created in your mind the detailed image of that romantic notion that set you on this path to begin with? How does that image fit in with the rest of your life's dreams and aspirations? What will it take to get you there? Will you need to change much, or do more of what you're already doing? The exercises in this book will help you become clear in these regards.

I have been teaching business at Educating Hands School of Massage utilizing Cherie's book for about ten years and I will say that most students express the desire to be in business for themselves. Some want a simple house-call practice. Others have big and fancy dreams of spas and retreats. And still others hold images of the many variations in between. It is wonderful to hear the visions and dreams of the students when they indulge their inner-most desires. It can also be disturbing when you discuss the details of business management and watch them react with surprise and overwhelm.

Do you have what it takes to be self-employed? There are certain personality traits that equip you better for success as an entrepreneur. It is most helpful to have a sense if you can make it on your own or if you might be better served finding a compatible partner, or working for someone else.

Cherie takes you on a journey of defining yourself to yourself. She has you give power to your inner desires by writing them down. I have noticed over the years that some people resist this process for fear that putting something in writing obligates you do it, commits you to manifesting it, maybe trapping you into something you may not want.

Au contraire, it is far easier to toss out an idea that doesn't work while it is just some words on paper. Think of all the physical effort (not to mention money) you save by not trying to manifest such a vision. The beauty of "paper creations" is that you can create the details of several ideas and discover which one you like best. You can then put more focused effort to fine-tuning the design until such time as you are ready to act on it.

So, no matter what type of business you want to create, start with your feet firmly planted in self-awareness and your dream well thought out and drawn in detail. This book will take you step-by-step to this end and get you a head start to success.

Get it. Use it. Enjoy the journey to your dream.

Reflexology Digest
April/June 1998

Reviewed by
Lorena Pollard

Business Mastery 3: A Guide for Creating a Fulfilling, Thriving Business and Keeping it Successful, by Cherie Sohnen-Moe.
3rd Edition 8.5x11 448 pages $24.95

The subtitle says it all! Although written specifically for health care practitioners, Business Mastery is more than a book, it is an entire course that would benefit anyone planning or running a business. The potential financial, as well as emotional, rewards to anyone following the guidelines in this book are worth far more than the cost of the book. Business Mastery is not a book to read and put on the shelf, it is a handbook - a resource tool to use regularly.

The ten chapters include: clarifying purpose, priorities and goals, with suggested affirmations for positive manifestation of goals; time management; the many aspects of Business and Financial Management including basic do's and don'ts, risk taking, bartering, and retirement planning; communication fundamentals and guidelines. The Marketing chapter has tripled in size and now contains 200+ low-cost, innovative marketing ideas. It aptly demonstrates the difference between four marketing techniques: advertising, promotion, publicity and community relations, with many useful samples of ads, promotional materials and contracts, and a section on Marketing Ideas from A to Z. The appendix includes 30 updated, reproducible forms.

These business skills are fundamental to your success - whether you work for someone else or are self-employed. If you've been in business for a while and still aren't accomplishing your goals, go directly to the chapter on Success Strategies.

This exciting new edition with 200 pages of new material is hot off the press - printed in January, 1998 - just ten years after the first edition of Business Mastery. The Reflexology Association of California congratulates Cherie Sohnen-Moe for having sold over 53,000 copies.