Recently the Global Wellness Institute projected a 42% employment growth in the spa industry by 2018. I don’t know about you but I find this absolutely mind-blowing. They reported;
“In 2013 the spa industry employed about 1.1 million spa therapists and 200,000 spa managers and directors. So it looks like it will need at least an additional 500,000 trained spa therapists and 80,000 experienced spa managers/directors (above those levels) by 2018.”-GWSRead More
Education never goes to waste. This is particularly true if you are currently working in the spa industry. The Global Spa and Wellness Summit has released staggering information about the growth of employment in our industry. Retail selling, customer engagement and social media training for therapists and management should be top agenda items to maximize revenue earnings. Whether delivered online or in house, spa training is a critical need .
Spa Industry Jobs to More Than Double from 2007-2018: from 1.22 Million to 2.72 Million Asia-Pacific will add most spa jobs, at 250,000, from 2013-2018 Sub-Saharan Africa will see highest job percentage growth at 215 percent in those five years
Living in Bangkok, there are no lack of places to get body treatments. After several late night writing marathons which resulted in hunched painful neck and shoulders, I finally decided to get a massage.
I opted on a spa located in a Five-Star hotel. As part of an international luxury brand, it has a reputation for excellence so I felt safe with my choice. Read More
It is really amazing how often training is conducted at spas without first seeking input from therapists on what they actually need. For many spas, training is delivered yearly (if that) without variation or assessment of the areas where the therapists fail to deliver.
Also training is often thought of as a disruption so the attitude of “lets just get through it” prevails. To get the best ROI, perform a needs analysis before investing time and money on training.
Anyone who is passionate about their work knows that it can be difficult to turn off sometimes. This is particularly true with customer service because good or bad, it’s always around us.
As a spa sales trainer I look everywhere for inspiration and the elusive key that will unlock the door to perfect service delivery. It’s doesn’t matter if I’m having dinner at a sky bar restaurant or buying a bag of freshly sliced fruit from a street cart vendor. I always notice how they deliver their service. Read More
It’s been said that there is comfort in familiarity. Many of us eat the same lunch every day, wear the same colors and go to the same hair stylist for years (who never updates our look). At work, we’ll use the same service providers and vendors mostly because;
1. They’ve been around forever and it’s too much of a hassle to change.
2. You know where everything is located on their website. After all they never update it except for price hikes.
3. They’re best friends with the CEO of your company.
So often the performance rating of a receptionist is predicated on her charm or even her beauty. It’s rare that she or he is judged on their ability to engage with clients in a way that drives sales.
I like to tell the following story because I think that it’s indicative of so many spas. Your reception area can be a microcosm of your entire operation and as such can shed light on your flagging sales. Read More
Social media and news outlets are bringing us closer together minute by minute. Air travel is faster and more frequent; most areas of the world can be accessed within 24 hours. Opportunities to conduct business with a global clientele are increasing exponentially. So what can spa therapists do to help build a brand which attracts and maintains the attention of treatment lovers from around the world?
What’s guaranteed to work every time and garner rave reviews on social media sites? Check this out-
Smile. A smile is a universal welcoming signal that crosses all boundaries and immediately puts your client at ease. Further engagement with the guest is mandatory and serves to benefit the therapist as well so make sure that the charm is dialed on high.
Interview your client. Use that intake form to begin your conversation.with your client. Everyone’s situation and reason for visiting the spa is different. Give men the same amount of time and respect for discussion as women, their needs are often just as pressing. Don’t assume anything, ask questions and listen well.
Don’t categorize your clients. When it comes to skin and body care, knowledge of the Fitzpatrick Classification Scale is not enough. Multi-ethnicity is everywhere and creates some very interesting characteristics that probably weren’t covered in your massage or aesthetics classes. Gather as much information as possible, this will help to ensure great service.
Make the client comfortable. People come in all shapes and sizes. Have a plan in case a plus sized or small person walks into your spa. Be sensitive to the hairstyles of your clients. If she (or he) has a lot of hair offer her two headbands rather than one. Don’t assume that the hair is all hers. Ask if its OK before plunging your hands into someone’s mane to perform a head massage. If you are performing facial services on a bald man give his head some love too. It’s exposed to the sun and needs care.
Cleanse, remove and check. When I worked as a makeup artist for a spa, I would frequently have to remove leftover makeup from my client’s neck or traces of masque from their nostrils, post facial. If a man has facial hair, masque may cling to his face. Check your clients in the daylight before sending them back out in public. They’ll appreciate your attentiveness.
Use your loupe. Don’t trust your lying eyes. Examine the skin closely under a magnifying lamp and report your findings to your client.
Be gentle. You will never go wrong if you treat all skin with respect. There is a commonly held belief that darker skin tones can tolerate more aggressive products. The opposite is true. Here’s the rule of thumb: If you are causing pain to your client, you are probably causing damage. This will get your name on social media quickly but not in a good way.
Avoid extractions. A good practice is to focus on providing clients with skin that is polished, luminous and smooth to the touch. No one on vacation wants their skin to look damaged. If your client returns to you often, you can then create a schedule for deep cleaning and extractions.
Make product recommendations Almost no one travels a distance and gets a treatment to not take something home with them. Therapists have problems selling because they fail to initially engage with their client. If you have a product that you really believe in or that worked incredibly well during treatment share the knowledge with your client. Recommend that they buy another for gifting, especially if it’s unique to your spa.
Make care recommendations One of the ways to show true interest in your client is a final written recommendation for body and skin treatments once they return home. Create a three month schedule for them to follow, include a sentiment thanking them for visiting the spa. Send it to their email address. They will appreciate the reminder to take care of themselves and likely follow your expert advice.
My father used to tell my sister and me that whenever something looked easy, it was probably because the person doing it was very good at it. He would say that unbeknownst to us that person had been practicing for a very long time and there was no such thing as instant mastery or “overnight sensation”. Most of us found this to be true the first time we attempted to “moonwalk” like Michael Jackson. Read More
It’s no secret that most spas don’t exactly have their retail products leaping off the shelves. And it might come as no surprise that the spa treatment a customer books might not necessarily be the best one to resolve their particular issues. That is where the expertise of the therapist should come in.
But unfortunately many therapists are doing one half of what they should be doing. They’re not listening well, they’re not guiding your customers to the most effective spa treatment(s) and they’re not making product recommendations or sales.
This is a problem. According to a recent spa study;
–If a client buys 2 products there’s a 60% chance they will revisit -If a client buys 1 product, there is a 30% chance they will revisit -If a client buys no products there is a 10% chance they will revisit
For those resort hotels and spas with multiple locations around the globe with branding that has been meticulously cultivated, this may play out even more. With so much at stake, therapist training should be at the top of senior management’s budget.
Most schools do a great job of laying the foundation for performing treatments. But selling or making product recommendations? Not so much. So how do the therapists learn this skill? Isn’t it taught by the product representatives? Well, the truth is that the product reps are there to promote their products, not to train the therapists on how to engage with your customers.
Customer engagement is an entirely different skill set. If you have invested time and money into sales training for your therapists in the past, it was probably quite effective. For one or two weeks, maybe even a month.
And then your numbers began to creep down again. Ever had that experience?
That’s because most traditional sales training is designed for extroverts. Research tells us that most spa therapists and support staff (with therapist backgrounds) are introverts. These are folks who prefer to work in a very quiet setting in a one on one situation.
Most traditional sales training is delivered in a manner which is the exact opposite of your therapist’s comfort zone.
“Sales within spas are different than other retail environments, they are much more intimate and personal, says Lynne McNees, president of the International Spa Association (ISPA). “The therapists are professionals within their fields, so it’s not so much a sales push as it is a recommendation to the client.”
The best training builds upon the considerable emotional intelligence of the therapists. The results can be dramatic and immediate.
Just some food for thought as you review your monthly revenue report. Maybe it’s time to do something different.