Getting Smart With Spa Consultations
Last week I received a request for therapist training from the spa director of a world renown Five-star hotel spa.
As always, I asked for her therapist retail sales report from the past month. Here are the results:
Total of 14 therapists
Average # of treatments 51
Treatment revenue – $115,000
|Therapist #||Retail Sales to Service Percentage|
|3||8 – 10%|
|8||7% and less|
These numbers are reflective of what’s happening at many spas. What I appreciate is that she’s aware enough to recognize the need for training.
Interestingly her team has recently undergone product training, so that’s not the issue. What’s probably happening is an inability of her therapists to confidently open a conversation with the guest. Typically, this is where the biggest hole in the process exists.
If you want to improve sales, find out what questions your therapists are asking in their guest consultation. There’s a great chance that they are not delving deeply enough into the guest’s reason for being there. Most therapists are introverts, and have an intense fear of being intrusive. In Asia this is particularly pronounced! However, understanding the guest’s needs is critical and creates the connection and platform for recommending home-care.
Therefore, the key is to remove the fear of asking questions. That’s our talent the hard part.
We insist that they learn to ask at least five questions that begin with what, where, when, why and how. We role-play like crazy. From those they can generally glean enough information to deliver personalized service.
Once that roadblock is removed, improvement happens quickly. In our training, we focus on reinforcing therapist’s perception of themselves as healers. They are reminded that like doctors, they must dispense home care to accelerate improvement.
Giving good customer service is the focus. Sales follow organically.
Holiday season is coming. Contact us to discuss your spa team’s ability to have the best year ever.