FRONT DESK SALES
(CONTINUED FROM PAGE 36)
COMPETITIVE COMPENSATION
Another driver will be compensation. A
March 2, 2012 survey by Payscale.com
showed that the average hourly front
desk wage of the 953 spas polled
nationally was US$9.92 and that the
average spa manager wage nationally
was US$13.20. As a rule-of-thumb, the
front desk payroll budget for your spa
should be eight percent of total sales.
Be sure to look back over an average of
six months to see what your trending
budget percentage has been. From this
basis, you will know how much financial
room you have to work with to further
compensate your team based on sales
growth. If you have the right people in
place who are hitting their targets and
growing in their position, reward them.
You could also offer performance-based
rewards and incentives based on the
following:
●
●
●
●
●
Percentage of clients
rebooking
Number of referrals
generated
Gift certificate sales goals
achieved
Retail sales and service sales
generated at the front desk
Goals related to monthly
marketing promotions
accomplished
As the team moves forward with
these systems, a rewards system is a
great strategy that will support both
them and the customer. Similar to what
is offered by major airlines, this type of
program will allow you to mix crucial
elements to make selling from the front
desk more effective and successful.
Psychologically, you train your clients to
38 PULSE
■
August 2012
“Reconnect your front desk
team with the WHY part of
what they do each day:
vision, mission and values.”
expect monthly point specials along
with standard benefits. It creates interest
on the client’s part to see what you are
offering and provides an easy conversation-starter for your front desk team. It is
easy to track and makes it fun for all
parties involved.
MAKE THEM ACCOUNTABLE
Once implemented, be sure to follow
through. Accountability will be crucial to
front desk sales success. Coach and
praise them often, make a big deal out
of the smallest steps forward. If you
come across a team member who is
struggling or not hitting sales goals, be
patient and open to his or her success
while challenging him or her to create
specific actions to follow over a 30-day
period to improve performance. Be sure
to schedule regular checkpoints along
the way to maintain a steady and supportive presence.
Shifting and adding systems and
responsibilities to your already busy
business can be daunting. The key is to
get your team involved from the start.
People get involved in what they help to
create, and the successful integration
and execution of these sales strategies
hinges on their immediate participation
at the inception and throughout the
process. You can create sales-driven
culture at your front desk that is deeply
rooted in the customer service consciousness of your team, an extension of
WHO you are, WHAT you’re committed to, and reinforcing for your clients
and your team WHY you are a great
place to invest in! ■
STEPHEN GOMEZ is the Professional Development Manager for Milady. As senior
business coach, Gomez has supported over 130 businesses in the salon and spa
industry to increase sales and profits over the last 18 years. Gomez has also delivered business seminars to thousands of industry professionals over the last
decade specializing in business systems, structure and communication to support
growth fiscally and culturally. Milady is the leading provider of beauty and wellness education and has been an industry staple for the past 85 years. For more
information, visit milady.cengage.com.
LOOKING FOR MORE RETAIL INSIGHTS from Stephen Gomez? Be sure
to attend his Professional Development Session at this year’s ISPA Conference &
Expo on Oct. 15-17 at the Gaylord Palms Resort & Convention Center in Kissimmee,
Florida. To register for Conference and to learn more, visit ispa2012.com.