Right now most countries in the Western Hemisphere have not reached the peak of the coronavirus pandemic. We have no idea of what’s to come. What we do know is that directly or indirectly most areas of business will be impacted. Nothing will be as it was before. Smart companies will look ahead and talk about a future that includes diversification, introducing new products and discovering new markets. Read More
As I travel globally training spa teams and speaking at conferences and events about selling retail, I encounter spa managers who are very successful at achieving high retail sales and customer retention. Most of them employ the same behaviors no matter where in the world I happen to be.
Here are the top five. How many of them apply to you? For the YouTube version click here
1. Set Achievable Goals
It’s impossible to meet numbers goals if your team has no idea of your expectations. Set realistic but not underwhelming sales goals for your team. Give them something to reach for, they might surprise you. Global standards are three home-care products after a facial treatment and two products for basic body treatments.
Acknowledge and reward winners and runners-up. Don’t forget most improved sales to keep the underdogs motivated.
2. Train Your Team
Winning spa managers don’t allow their egos to get in the way. They know their shortcomings and take action when outside training is clearly needed, particularly with retail sales. They make it a point to attend classroom sessions so their team grasps the importance of the training. They know their education will also enable them to follow up in the weeks thereafter.
3. Rewards & Consequences
For winning spa managers, selling home-care sales is never an option. Because retail sales is a direct indicator of customer engagement winning managers focus on performance. High sales, up-sells, cross-sells and customer retention or lack thereof is built into therapist evaluation. Therapists who do well are recognized and rewarded.
Therapists who under-perform are given opportunities to improve but not kept around forever because it is draining to team morale and the financial health of the spa.
4. Interacting & Engaging
Winning spa managers make themselves available to their team. They understand that they are the linchpin from which everything flows. They also understand that the behaviors they want their guests to receive is best demonstrated by modeling those behaviors themselves. Therefore a significant part of their day is spent interacting with the guests, therapists and front desk staff.
5. Advocating for Products
Winning managers are knowledgeable about the products on their own retail shelves. They make it a point to use the products themselves. That allows them to give personal testimony. They consistently let their team know why they like the products and encourage home care use on a daily basis. As therapist’s knowledge is reinforced and modeled by their manager, sales increase.
Spa and wellness is one of the fastest growing industries in the world. And massage franchises are keeping stride with the growth. It can be one of the best business investments entrepreneurs can make.
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