Pulse Legacy Archive August 2012 | Page 4

FROM THE CHAIRMAN Greetings, ISPA! This issue of Pulse is dedicated to a subject that is always popular—retail! When I was promoted to spa director, I inherited three spa stores that I had little idea how to lead. Luckily, ISPA had all the resources—from the educational sessions at Conference, webinars, networking events to textbooks that helped me get up to speed. While I’m still no expert, I have learned a thing or two that I thought I’d share. For Resource Partners: Find out how spa professionals like to communicate and how often, then respond accordingly. Be responsive knowing that, often, behind our question is a guest who needs an answer. If your product is associated with services, provide some flexibility in your protocols to allow spas to insert their own personality and the expertise of their therapists. Educate us, not only about what your products can do and why our guests need to purchase them, but also about the story behind your brand. Finally, be patient. Your investment in getting to know us and educating us about your brand might be a long journey, but it will likely pay off in the end. For Spas and Spa Retail: First and most basic, if you use it on a guest, PHOTO © TIFFANY BROWN then the guest needs to be able to buy it. Carry those products in your store and keep them in stock. Have a culture of educating the guest about the products, not selling. Educate your employees who are educating the guests. Keep track, celebrate and reward your top performers. Have your sales stars teach the rest of your team. Understand the power of a well-merchandized area and stay on top of it to make sure things stay as you designed them. Finally, understand that your retail is not about what you like; rather, it’s about your guests. Tap into what they are passionate about and sell it to them. Happy sales! —ELLA STIMPSON, ISPA CHAIRMAN ® 2012 ISPA BOARD OF DIRECTORS OFFICERS DIRECTORS CHAIRMAN Ella Stimpson Wynn and Encore Las Vegas Sharilyn Abbajay Abbajay & Associates, LLC VICE CHAIRMAN Michael Tompkins Miraval Resort & Spa Sean Handler Boyne Resorts/ Solace Spa Thor Holm Hammock Beach Resort SECRETARY/TREASURER Todd Walter Red Door Spas 2 PULSE ■ August 2012 Jeff Kohl ISPA Foundation President Philippe Therene SpaEquip Frank Pitsikalis ResortSuite Immediate Past Chair Deborah Waldvogel Sedona Resorts Paul Schmidt The Fairmont Southampton-Willow Stream Spa Lynne McNees ISPA President MEDICAL ADVISOR Dr. Brent Bauer, MD Mayo Clinic