It’s here! I just received my third and final post training retail sales report and the results are not surprising.
If you’ve been following me you know that three weeks ago, I wrote about training the hair stylists at a Five-Star property in Hong Kong. I was absolutely thrilled at the opportunity because so many decision makers balk at the idea of budgeting for staff training.
In fact most of my conversations with spa managers center around their justification of cost. “What will the return on investment be? Is it worth it?” Read More
We’re now in the second week of tracking the retail results. If you’ve been following me you know that three weeks ago, I wrote about training the hair stylists at a Five-Star luxury hotel in Hong Kong. This was a new area of the beauty industry for me as my experience has always centered on spa. Read More
Despite the disproportionate number of introverts in the spa industry, most retail sales training is still presented from a traditional perspective geared toward outgoing personalities. Join me at ISPA2017 in Las Vegas on Wednesday, October 18, 2017 8 – 9 AM. Read More
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
When I consult with spa managers in the United States they often tell me that their number one problem is getting their staff to sell retail products. The past three years spent working in Asia has shown me that the same challenges exist.
Their solution has frequently been to increase product training, and to remind their staff more often how important selling is. This rarely fixes the problem because they are not addressing the root cause.
The spa industry has failed to recognize that most of its therapists are introverts by nature. They are quiet people who prefer the peaceful environment which so many spas offer. They work in subdued lighting. Customer interactions are mostly one on one. Because communication occurs largely through touch, the need to speak is kept to a minimum. This suits them just fine as introverts are not huge fans of small talk.
However, most therapists have nurturing spirits. They will bend over backwards to relieve someone’s pain. And as introverts they tend to be great listeners.
The good news is that listening well is at the heart of engagement. And engagement is the key to selling retail products.
For many therapists, customer engagement is initially very difficult. But once the stress and trepidation they experience from second guessing themselves is removed, they become the retail superstars that they are meant to be. And it happens rapidly.
Here are some tips that may help you position your team for more success in increasing your retail sales.
Tip # 1-Ask your therapists what gets in the way of their selling. Address their concerns and fears with empathy and honesty.
Tips # 2-. Divide your team into groups of three. Have them give a one minute presentation to their peers on something they love.
Tip # 3-Have the listeners repeat back what they heard the presenter say. This will help to build listening skills.
Tip # 4-In private provide positive feedback to the presenters on their presentation strengths. Guide them on improving their weaknesses.
Tip # 5-Using their strengths, repeat the presentation process using a retail product that they like. Roleplay presenting to a customer during down-time.
Join me at #ISPA2017 for Introverts: The Secret of Increasing Retail Sales.
Enrique founded a spa/beauty product line created from plants and vegetables unique to a village in South America. For each product sold he gave back 15% of the profit to assist the village in building a school. His distributor positioned the line in the spas of a very upscale hotel chain. Read More
A White Paper highlighting the opinions of spa industry leaders from the Asia Pacific region was released in April 2017. From a series of round-table discussions held in Thailand, one of the resulting conclusions was that people issues are still of primary concern. Despite industry growth that far outpaces global economic growth, the ability to ensure guest satisfaction and motivating millennials remain top of mind. Read More