Sometimes, when people are in dire straits they must make hard decisions. Many spas, in order to save money, are reducing senior management salaries.
April 1, 2020
Part Two– Engagement, Energy, and E-Commerce
“Change is inevitable. Growth is optional.”
-John C. Maxwell
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
May 21, 2019
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.
Need to chat about your team? Connect with me at Linda@moontideconsulting.com
May 2, 2019
I learned about luxury skincare when I became an esthetician at Rescue Spa and was introduced to Biologique Recherche. Prior to that, my experience was with lesser brands that had a minimum impact on the skin. Read More
April 20, 2019
Last week in Deauville, France I presented on the topic of Spa Retail Sales at the Biologique Recherche Worldwide Convention. I had an opportunity to speak with distributors and spa decision makers from over 90 countries. There was a great exchange of ideas but what stood out was that increasing retail sales is still a global challenge.
December 7, 2018
The spa front desk staff is a major part of the guest experience, especially if your retail products are in the same area. Unfortunately, spa managers rarely have an opportunity to sit in an unobtrusive corner and watch the interaction that takes place between the guest and the receptionist.
To help improve conversions, you need to give sales training for retail staff. Part of that is knowing what not to say.
Here are the five foolish questions never to ask your guests:
1. How are you today?
Admit it, you don’t care; the shopper knows you don’t care. This leads to the customer having to parrot back the expected answer, “Fine and you?” To which the retail employee responds with another expected answer, “Fine,” or they launch into another unthinking question or go silent.
What to say instead: Good morning, feel free to look around and I’ll be right back.
2. Are you looking to buy today?
Why it’s wrong: Trying to decide between lookers and buyers based on their answers is ludicrous. Many times people go into a shop not intending to buy but they get so romanced by the environment, displays, and salespeople that they treat themselves anyway. And just as many intend to buy, but a pushy salesperson’s comments and attitude have made them leave without their intended purchase.
There is nothing to say instead.
3. Isn’t this weather-related noun (heat, snow, rain) awful?
Why it’s wrong: If you get someone to agree, you’ve put yourself in misery’s company. You build rapport with someone by first finding out what positive things you have in common – not fishing for misery. And not about the weather.
What to say instead: Something positive about their skin if they just had a facial. What they are wearing or holding or the products.
4. Can I help you find something?
Why it’s wrong: Because it starts from the idea that customers all know specifically what they want, that they all are trying to fix something. But that’s not the case. Most spas carry luxury items – guests are filling a want not necessarily a need.
What to say instead: How can we make you feel better today? And then listen closely.
5. Do you have a budget?
Why it’s wrong: This question supposes that customers won’t spend more than they plan. It allows the salesperson to limit the customer’s choices and removes what probably would be the best solution. The best solutions cost more. You know this yourself…if you see something you really like, you’ll move heaven and earth to get it… and pay whatever it takes to get it.
What to say instead: We have a range of options and price points, to find your best solution, may I show you them all?
To read the Bob Phibbs article in its entirety go here.
July 10, 2018
As a retail trainer, I’ve noticed that therapists are allowed to be clueless when it comes to their earning power.
I’ll explain: Read More
June 12, 2018
Recently, I’ve received several e-mails from spa managers who’ve expressed interest in retail training. Their retail area is well appointed and the products well chosen. They ask how would I determine the training needs of their therapists. They ask what metrics I use to measure the skill of their team. Read More
November 21, 2016
Years ago when I worked as an esthetician, every Thanksgiving Day I would hear “I can’t believe you have to work tomorrow” from well-meaning family and friends. Read More
May 12, 2016
Hey Spa Managers and Directors. We are midway through the second quarter of 2016. Have you reached your monthly retail goals yet? What are you waiting for? It’s time to take the first step. Read More