Win the War on Spa Retail
In the challenge to increase retail sales in the spa, where LMT's usually feel uncomfortable,
I have found the solution, and it's not retail!
I have a background in Advertising and Commercial Art. I was trained by the best in sales both outside of spa and in spa, and all of my spa career I have instructed therapist in many different ways to increase their retail sales.
I've created games, had them watch Billy Mays ShamWOW commercials, role-play, write scripts and many, many other ways. To the point of exhaustion of hearing all the reasons they think they can't.
Both myself, my wife and a few other career spa people I know are AMAZING at it. (well, Im ok, but the rest of those mentioned above are incredible.) I know it can be done. I've done it and so have others...
Make no mistake, retail is very important. (especially when you educate for a product & lifestyle company (comfortzone), Products create incredible services, feed all the families who work for the farms to corporate, they give your spa a sense of belonging to a community of other owners who think and care about the same thing as you. I will always continue to train my staff and others in retail sales.
However, there's another way. Here's my secret. And to prove to you that it works , I am going to launch this at one of my spa's and track the progress and share it with you.
In order for spa techs to sell retail they have to :
A: know the products
B: feel comfortable selling / educating
C: want to sell
D: KNOW HOW TO SELL / EDUCATE.
Here's a secret...They already know how to sell. Just not retail. Shhhh..dont tell them, right now.
Do you know what they are good at selling? The one thing they are great at selling and sell everyday.
SERVICES.
They can talk someone's ear off about a modality they are passionate about. Reki, Accupressure, Cupping, CBD...ect...They have to have a passion for it. And when they do, they sell it like Good Ol Billy did.
In my spa, all massages and facials are the same price. (This is a story for another day).
So here's the secret, the experiment I am going to try. I am creating a section in my spa menu / hair menu for Enhancements.
Here's a list of the Enhancements we are going to try:
Rosemary ReviveMint Sugar Leg Scrub
[comfortzone] eyezone treatment
[comfortzone] foot peel pads
[comfortzone] skin regimen rapid results facial at the shampoo bowl
[comfortzone] Grotto Guisti Mudd-ssage
Cupping
CBD Balm Treatment
Reflexology with CBD Balm
and two more we are deciding on.
I've asked my team to add something they are passionate about to the enhancement section and I want that to be their focus, not retail. This allows them to earn more than the 10% we typically pay on retail, it takes the same amount of time to do a 10min enhancement as walking through retail and... HERES THE TRICK, THE GUEST THAT SPENDS EXTRA ON THE ENHANCEMENT WILL WANT THE PRODUCT USED DURING THE ENHANCEMENT. It makes it easy for a front desk person to see the enhancement and know exactly which product to suggest.
Now, This may not be 100% fool proof, But I see this working out wonderfully. I will report back my findings after Spring Break to give you all my feedback and any adjustments we make.
What you think ? Do you have any suggestions that your spa does differently?
#dontbitchgetrich #themassagemillionaire