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Five Actions of Top Selling Spa Managers

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As I travel globally training spa teams and speaking at conferences and events about selling retail, I encounter spa managers who are very successful at achieving high retail sales and customer retention. Most of them employ the same behaviors no matter where in the world I happen to be.

Here are the top five. How many of them apply to you? For the YouTube version click here

1.  Set Achievable Goals

It’s impossible to meet numbers goals if your team has no idea of your expectations. Set realistic but not underwhelming sales goals for your team. Give them something to reach for, they might surprise you. Global standards  are three home-care products after a facial treatment and two products for basic body treatments.

Acknowledge and reward winners and runners-up. Don’t forget most improved sales to keep the underdogs motivated.

2. Train Your Team

Winning spa managers don’t allow their egos to get in the way. They know their shortcomings and take action when outside training is clearly needed, particularly with retail sales. They make it a point to attend classroom sessions so their team grasps the importance of the training. They know their education will also enable them to follow up in the weeks thereafter.

 

3. Rewards & Consequences

For winning spa managers, selling home-care sales is never an option. Because retail sales is a direct indicator of customer engagement winning managers focus on performance. High sales, up-sells, cross-sells and customer retention or lack thereof is built into therapist evaluation. Therapists who do well are recognized and rewarded.

Therapists who under-perform are given opportunities to improve but not kept around forever because it is draining to team morale and the financial health of the spa.

4. Interacting & Engaging

Winning spa managers make themselves available to their team. They understand that they are the linchpin from which everything flows. They also understand that the behaviors they want their guests to receive is best demonstrated by modeling those behaviors themselves. Therefore a significant part of their day is spent interacting with the guests, therapists and front desk staff.

5. Advocating for Products

Winning managers are knowledgeable about the products on their own retail shelves. They make it a point to use the products themselves. That allows them to give personal testimony. They consistently let their team know why they like the products and encourage home care use on a daily basis. As therapist’s knowledge is reinforced and modeled by their manager, sales increase.

Need to chat about your team? Connect with me at Linda@moontideconsulting.com

 

Every Spa Guest Has a Story

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When training spa therapists I’ll use story-telling to measure where they are with engagement, and recommendations for products and services. If you are a spa manager or director try presenting this case study to your staff. 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

Linda Harding-Bond Interviewed by Bon Accord Creative

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If you read our blog or follow us on Facebook, you already know a lot about us. But we want to take some time to get to know all of you! Each week we will be featuring a different small business or entrepreneur. This week Bon Accord Creative is meeting Linda Harding-Bond from Moontide Consulting. Read More

The Case of the Good Bad Receptionist

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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

Increasing Spa Sales in Five Minutes

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Spa managers are busy people. That’s why it’s important to have tried and tested ways to quickly improve your retail sales. Here are five methods guaranteed to not only drive your sales up but inspire your staff to new heights. Read More

Customization-the Key to Attracting Men

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Doug Chambers, founder/principal of Blu Spas, Inc. stated  “A key to understanding the male skin care market is to understand that customization is just as relevant to the male market as it is to the female market. All too often spa menus feature multiple facial options unmistakably crafted for women and a single one-size-fits-all facial for men.”

A more customized experience for men should be the goal, accommodating the individual needs and desires of your target male market.

One way to begin that process is to identify which products among your retail selection are ideal for men. But with the wide range of products now available specifically suited to men’s needs, there is no longer an excuse for not having a section of your spa menu and products dedicated to the the fellas.

Read the complete article- 4 Strategies to Capture the Men’s Skin Care Market http://bit.ly/1Qi8Bbr

Ten Ways to Please Your Global Clients

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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.