Do Your Therapists Strikeout Looking?
My husband and I recently went to a spa that had a wonderful aroma wafting through it. On a table in the reception area was a prominent display of essential oils and diffusers. I assumed that one of the oils was scenting the spa. As a trainer I’m always interested in the staff’s ability to interact well with customers. This day was no different.
“I want to try something”, I whispered to my husband. “Talk about how much you enjoy the smell in here”. I didn’t have to cue him further as he is a marketer and has a natural flair for drama. “Honey, what is that aroma” he asked in a loud stage whisper. “I like it, it’s nice. Do you recognize it?” Two receptionists were standing at attention close by, smiling at us. Not one of them approached us to clue us in on what turned out to be the signature scent of their company.
It so happened that I was conducting a retail workshop at that spa the very next day. When I walked into the training room one of the receptionists, upon recognizing me looked visibly upset. I found her response to be encouraging. She was aware of the opportunity she had missed. In this case she didn’t even have to make a sale, we were more than ready to buy. If this were baseball, they would call it a “strike out looking”!
What percentage of retail are you expected to sell at your spa and are your therapists meeting your goals? If your customers are not buying from you it simply means that they’re going elsewhere. Believe it!
Online companies like Amazon and Ebay offer a plethora of top notch products. Brick and mortar establishments like Sephora and Target have a wide range for the entire family. Overseas companies like Boots and Watson’s woo their customers with loyalty cards for instant discounts. And I haven’t mentioned traditional department stores. All of these are your competition.
Your advantage is that your competitors don’t have a captive audience for a minimum of 1- 1½ hours. It is ridiculous to allow a customer to walk away from your retail area and go to another establishment because your staff was too- a. apathetic b. shy c. uninformed d. unaware, e. scared- to make a product recommendation.
A certain spa in Philadelphia generates 35%-45% monthly from retail sales. The therapists don’t push, and don’t hard sell. They don’t have to because they use the products and discuss the products with each other. When they performed a service they listen more than they speak and then make their recommendations. Their customers buy because their issues are addressed. This spa is playing in the big leagues. Isn’t it time for yours to get in the game?