The Shocking Truth about Wellness Retail Sales
Currently, wellness facilities and concepts are growing both independent of and across the landscape of spa. Millions of dollars are being spent creating new spaces and programs to enhance mental, emotional, physical and spiritual well-being.
But when I peep behind the curtain, I see with few exceptions, that the gate-keepers and their outlook toward therapist training hasn’t changed. See the chart below:
source: Global Wellness Institute, Global Wellness Economy Monitor, January 2017
Wellness spas should be the highest earning facilities in the spa arena for home care, yet at 4% in retail sales to service they weigh in only 1% higher than resort spas.
The wellness community is navigating a complex landscape. Consumers want solutions and answers that they were not receiving with “traditional” spas. Highly stressed, they are seeking a listening ear, comprehension, specialization, authenticity, expertise, and results. To fulfill their needs, means a commitment to enlisting therapists who can deliver a deeper level of engagement than displayed in the past.
A good customer consultation creates the platform upon which not only treatment enhancements, but retail sales recommendations are made. Quite frankly, most therapists are lousy at it because they have an abject fear of being intrusive. This is the introvert effect. It’s another reason why retail revenues across the spa and wellness industry are so dismal.
The ability to listen well and ask astute questions to determine the exact needs of the guest is one of the weakest areas in the spa industry.
The problem is that money is not being invested upon education and information that will develop customer interaction and sales skills for the people who have the most contact with your guests.
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