PSYCHOLOGY OF THE BUYING MIND
BUYING STAGE
YOUR ACTION
1. Not Interested (Unaware)
Create Awareness (question, fact, image)
2. Thinking
Push a “Button” (need, want, fear, dream etc)
3. Looking
Explain, Demonstrate, Discover (give it a shot)
4. Buying
Invite to Buy (state price and call to action)
Having products on your shelf without
the secret sales appeal is like advertising
the airplane but not the destination
people dream of seeing. Why can’t spa
owners utilize with strategic sophistication other industry best practices in
their own spa environments? What if I
tell you there is a formula to guest
engagement? It is possible for your
guests to be excited by your retail
products and service offerings or even be
inspired to start the conversation with
their massage therapists or estheticians.
Spas that complain or wish
they had more retail sales
often fall into one of three
categories:
1.
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PULSE
Reluctant Retailer.
Reluctant Retailers are afraid
of being perceived as salesy,
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November 2016
pushy, tacky or commercial and are
totally devoid of any cues that create the
“buying desire.” They don’t hang their
brand’s posters. They don’t advertise
specials or promos. They don’t even
display their own styling work or service
offers. They create either a “cozy
environment that helps guests feel at
home” or one that is modern and
sophisticated like a luxury hotel or an art
gallery where everything is beautiful, but
not directly related to the services or
products they sell.
This puts 100 percent of the pressure
and responsibility on the team to promote
to a guest who is often unreceptive
because his or her “subconscious buying
mind” has not been engaged to think
beyond the current service or treatment.
Products are often on discreet shelves as
an afterthought, creating zero client
engagement in the process.
2.
Rush Retailer. The total
opposite of the Reluctant
Retailer, the Rush Retailer
creates retail areas overrun with options
that are stacked convenience-store style
for self-serve opportunities without any
reflection on the result that each product
may offer. Although Rush Retailers’ sales
are often higher because they have more
options to offer, guest engagement is
largely discount-driven or appealing only
to an established market for certain
products.
3.
Random Retailer. The
Random Retailer may have
monthly promotions and
advertise throughout the store, but often
employs a direct-marketing style that
produces random sales (i.e. clearance or
50 percent off signs). There is no
specific guest engagement or discovery,