Spa managers who achieve high retail sales know that a strong front desk team is worth their weight in gold. Conversely, show me a spa with low retail sales and chances are great that the receptionists are weak in product knowledge.

Recently I trained a city spa team with product sales that hovered around 6%. (25% and higher is ideal) Staff included three receptionists all of whom had worked there for over a year. A technique that I always use is to ask the front desk staff to tell me their complete skin care regimen based upon the products on the shelves. This does several things; it allows me to gauge their knowledge, comfort in explaining product use, enthusiasm for the brands and level of engagement.

None of the receptionists were well versed enough to inform me of an entire daily routine. Despite the fact that the spa carries only three brands, they have complete access to product samples and serve as treatment models during training, they were somewhat clueless.

I wonder what happens when guests come in to purchase products?

In contrast, high performing teams always have strong receptionists. They are more than just pretty. They’re highly engaging and product obsessed! If your guest has last minute  doubts or questions about their purchase, a good receptionist calls upon their personal experience with the products. They can provide the reassurance necessary to close the sale.

For managers with a weak front desk staff, resolving knowledge gaps and apathy is not difficult to resolve. Take these five steps:

1. Ensure that down time is spent familiarizing themselves with your products.

2. Ask product related questions frequently.

3. Conduct role play sessions with them.

4. Include product knowledge expertise as part of their performance review.

5. Create a program to incentivize sales.

This is something that you can begin today.

Consider that your front desk is first and last contact for your guests. Make the experience excellent.