Wearing masks has caused a decline in the use of lipsticks and foundations. More attention is now paid to cosmetics for the upper half of the face, like mascaras, brow enhancers and concealers. And most importantly, everyone is paying more attention to the health and wellness of their skin which bodes well for spas.Read More
As late as February 2020, I was still writing blogposts to a somewhat skeptical audience about the importance of selling spa retail. Managers were still worried about pushback from their teams! Many found the process of seeking training budget approval from senior management nerve wracking. Combined with navigating the complex forms of the financial department it was too time consuming. Sales suffered.
Connecting the dots between retail revenue, staff training, customer retention and financial health was simply not being done.
Spas that did decide to take the training leap were for the most part considered outliers. Even as they achieved positive results, they still weren’t proof positive enough for a massive industry shift.
And then Covid-19 happened.
Today, we can all bear witness to these simple facts:
More spas with a strong homecare/retail culture managed to survive than those that didn’t.
Spas whose therapists were more comfortable selling retail transitioned more easily to online consultations than those that didn’t.
Spas with robust online retail sales before the pandemic, generated more revenue during shut-down.
The conditions that caused low sales before Covid-19 have not gone away and they won’t do so on their own.
According to March ISPA’s Pulse magazine article “The Training Experiment”, the days of sitting in an eight hour class are over. You may still be cumulatively in class for eight hours, but everything will be online.
This means a shift in convenience and affordability. However, the flood of training means that classes should be carefully assessed for the following:
A solid track record of training before Covid-19
The information being provided has real value
The company you select can provide any ongoing support that the spa may need
This means a shift in convenience and affordability. What may have been financially out of reach in the past is now not only doable but critical. However, the new flood of training material means that classes should be carefully assessed for the following:
When you get these things right, you are well on your way to accomplishing your retail goals.
It is common knowledge that many spas are laying off management in an effort to reduce expenditures. What I discovered from conversations with industry friends is that often they are replacing spa managers with senior therapists and desk personnel. Read More
Have a look at the image below. Which spa are you? Many successful spas are using unscheduled treatment time for training and development. Others use their time in ways that ultimately will not enhance therapist skill sets or earning power.
Right now the spa industry is existing in a time of uncertainty. You may be looking for ways to improve what you did before or trying to find that silver bullet that will fix all past mistakes. (There isn’t one). You can never go wrong educating your staff. However, you must select a course that fits into the current work climate.
Here’s why the Express Online Retail Training Course may be the answer; Read More
Albert Einstein said that the definition of insanity is to do the same thing over and over again and expect a different result.
Thankfully many spas are now reopening. Customers have anticipated this for months and are excited. Competition is greater than ever. It’s important to over-deliver just to maintain your customer base.
Were the following four “wanna haves” on your wish list before COVID-19 closed spas down?
More frequent bookings and re-bookings
More robust retail sales
More highly engaged therapists and support staff
If they were, it’s clear that you must do something different to achieve your goals. I never met a spa manager who didn’t want the same thing. But the ones who get the best results always have an ongoing training process in place that guarantees success.
Have a look at the demo of my Express Retail Training Course. It is delivered totally online, provides fast results, and may be exactly what you need.
There are four simple steps to selling spa retail. The challenge comes in making sure that everyone follows the steps consistently and with each guest. There are other considerations that I’ll talk about later, but for now, here are the steps you need to know: Read More