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How Spas Skyrocket from Bronze to Gold

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Day Spa Association cited an interesting statistic in their latest Snapshot Report;

Spas that generated 20% or higher in retail could potentially improved their sales by as much as 14%.

This is not surprising as success tends to breed more success. But if you’re in that lower 20% group and desperately want to make a giant leap into the elite 30% plus club,  how do you make it happen?

Imagine your team as Olympic athletes. Everyone knows their routines inside and out; more training is not what’s needed. At this point it’s coaching that will make the difference in quality of execution.

Bob Bowman, the coach for Olympian Michael Phelps explains the benefits of coaching;

“For a swimmer, I’m their eyes out of the water. They can’t see what they’re doing. A lot of times what you think you’re feeling isn’t exactly what you’re supposed to be doing.

The most important thing a coach does is give feedback. Also, I think we give guidance and motivation and some other things. The coach really is a partner in your activity, and I think it’s so much better when you have one.”

coaching spa

Spa teams are no different. Most spa managers of the highest performing spa teams would never reveal that for them, coaching is an ongoing process. They may have dedicated third party experts or assistant managers who focus on performance excellence.  The investment in time and money is justified by stellar revenue earnings and customer retention. It the difference between bronze, silver and gold winners!


High performance  spa coaching includes the following;

  • Identifying and working through areas of discomfort during in-room customer interactions.
  • Role play exercises which incorporate communication with a variety of personality types.
  • Ensuring that therapists are using product descriptions that feel comfortable and authentic to them.
  • Exercises which build on listening skills to maximize engagement and up sell opportunities.
  • Status meetings to discuss the features of “hard to sell” products.
  • Consistent positive feedback that catches staff doing something right.
  • Role play on customer objections and close of sale.

Empathetic skill building delivered in a manner which respects the sensitivity of  therapists is the key to top performance.

Linda Harding-Bond
Linda Harding-Bond is shifting the paradigm on spa retail training. Her Express Online Retail Training Course is exactly what's needed for post-COVID-19 spa re-openings. Designed to bring your therapists' retail skills up to speed, it will quickly position retail as a robust alternate revenue stream. Linda has provided training for many world-class organizations including The Oberoi Group, St. Regis Hotel, Anantara Hotels & Resorts, Shangri-La Hotels, The Resort at Pedregal, GoldenEye Resort and Spa and Six Senses Resorts. She is author of "Listen, Engage, Sell!: The Foolproof Method for Increasing Spa Sales in 7 Days or Less" and "The New Esthy Handbook: an Essential Guide for Novice or Nervous Estheticians". Connect with her at Linda@Moontideconsulting.com .
Linda Harding-Bond

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