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How a Flop Could Help the Spa Industry Succeed

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I’ve always been into watching sports.  My Dad is head official for the Penn Relays, a national tournament held annually in Philadelphia so track and field is an event that I’m very familiar with.

The great thing about sports is that with the right coach, athletes who might be considered just average can rise to great heights of excellence.

As I watch what’s happening in the spa industry today with retail selling and the lack of therapist training it makes me think about Olympic high jumper Dick Fosbury. (Hang in there with me for a moment and you’ll see where I’m going with this.)

Last week I had a very interesting conversation with the senior manager of a massage club company. I’d experienced great massages from one therapist in particular who works for his company and I told him so. I also mentioned that  although stress relieving products are in-house, in two years she had never suggested one to me. I trusted her so I would have purchased almost anything she recommended. I wondered if he might be open to try a new method of training that’s been very effective with therapists. He responded:

We track metrics and invoke and promote strategies for LEs to improve and drive retail sales in line with our partners’ X and Y. We have instituted a National Director of Esthetics and National Esthetics Trainer to drive this facet of our business from a franchisor level and I’m pleased with the results to date. We significantly outpace our competition X and Y in revenue. I think we have the appropriate vision of what we can do, what we are doing, and are capable of doing.”

I think we have the appropriate vision of what we can do, what we are doing, and are capable of doing.”

I am certain that prior to 1968, world class coaches around the globe held the same conviction about their method of teaching the high jump.  And then an athlete named Dick Fosbury showed them something quirky and different.

New methods can often spur your team to levels of achievement that you never imagined.

Always be open.

Linda Harding-Bond is the creator of Increasing Your Retail Selling an Online Training Class for Spa Managers. It is the first retail sales and engagement training designed for how introverts learn. 

The Importance of Personalization for High Retail Sales

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I worked at a top spa in Philadelphia for ten years. We carried a total of ten skin care lines. I had used them all and was totally in love with maybe six. I could talk for hours about their benefits and the differences between what each product offered.

At that time therapists at the spa were averaging around $3,500 per month in retail product sales. I spoke with the spa manager last week who told me that figure has increased to $5000. That’s the impact of time and experience.

Many of you might assume that high pressure tactics are being used to sell, the clients are outrageously wealthy or the products are overpriced. Read More

How a $60 Massage Became Unforgettable

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Many people think that one of the perks of working at a spa is the ability to get treatments. But when you work at a popular spa where the therapists are in high demand it just doesn’t happen. Read More

Spa Superstars: Hidden in Plain Sight

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Innovation is a hot buzzword. Senior executives in the hospitality industry are burning the midnight oil trying to find ways to innovatively one-up each other. Flying yoga, wellness strategies, sustainability campaigns, the list goes on with one thing in common. They’re all designed to target a larger portion of revenue from the upscale leisure consumer. Read More

How To Analyze Your Spa Training Investment

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Your spa therapists are not selling your retail products. The same offerings that sit in your display cases and on your tables day after day are literally flying off the shelves at beauty outlets like Space NK, Sephora,  Ulta and Blue Mercury ,both of which provide spa services. Ulta announced just last week that sales are so robust they’re building 100 more stores.

It’s obvious that your customers love purchasing beauty and body products. So the question is,  why are you so reluctant to invest in training that teaches your team how to make retail recommendations and engage with your guests more easily?  Read More

Does Every Customer Deserves a Great Experience?

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Do you believe that every customer deserves a great experience? Your quiet, somewhat shy therapists are well skilled in treatments. They can perform a perfect massage or facial. They diligently attend product training and know the ingredients contained in your retail offerings. Read More

Will Spas Sleep on Bieber?

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Last week Justin Bieber paid a visit to a Los Angeles spa. Recently he’s been spotted meditating outdoors and wandering around barefoot in the park aka earthing.   Read More

Seasonal Strategy Secrets of Savvy Spas

consulting
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With thousands of spas vying for the attention of consumers, many spa managers are always seeking out ways to gain a competitive advantage.  Using the holidays, seasons and special events to tie in existing treatments or create new ones is a smart way to keep customer and employee excitement, and revenue flowing through your operation. Read More