You Can’t Put Lipstick On Declining Spa Sales
Almost half of spa owners see no increase in their sales in the foreseeable future. Yes, according to the Professional Beauty Association (PBA) “60 percent of spa and salon owners are positive on growth, expecting to have higher retail sales in the next six months.” As for the other 40 percent — flat to declining.
What’s shocking to me is that 0.5% growth is now being called success. “Overall indicators and feedback from beauty professionals across the country continue to be positive and we remain optimistic that the beauty industry will continue this growth into 2015” says Steve Sleeper, Executive Director of the PBA.
Is retail sales a force of nature that can’t be controlled by man (or woman)?
Wrong!
In my opinion the downward spiral and inability to boost sales is the direct result of a lack of courageous leadership and decision making with regard to therapist training.
In most cases it’s easier for a spa manager to “go along to get along”. It’s understandable. Who wants to risk their livelihood or good standing by incurring the anger of their VP or CEO who refuses to provide an adequate budget for training? No spa manager ever.
If the manager’s network consists primarily of co-workers, strong support for their disparate point of view will not be forthcoming (in public). Their colleagues will likely co-sign with senior management. So they watch the performance of their therapists eroding day by day as their own stress levels increase. They continue to employ the same tired SOP’s within the boundaries of constrictive outdated performance criteria.
Something different must be done.
“Increasing Your Retail Selling: An Online Training Class for Spa Managers” is a new solution I’m happy to introduce. By using current technology I’m able to work with spa managers in a way that fits inside of even the smallest budgets. So senior management wins, therapists win and clients win. Choosing not to make a change in your actions will ensure that you and your owner remain in the 40%.
Linda Harding-Bond
