2016 ISPA Conference & Expo
Professional Development Session
Using Analytics to Take Your Day Spa
to the Next Level
Wednesday, Sept. 14
8 – 9 am
How to present the product to the
guest.
One day, I was working in the retail area
with displays and observed the following:
Guest comes to check out and the front desk
staff places seven products in front of her and says, “This is
what your esthetician left for you. Do you want any of it?” I
call this “retail vomiting on the guest.” I have created videos
of a retail presentation role-play to prevent this from ever
happening again.
We present our products in sections, get the commitment
and then move to the next section. Here is how we do it: “Ms.
Smith, Leah has recommended for you to begin your home care
tomorrow morning with three steps: cleanse with the Purifying
Cleanser that cleans and tones the skin with antioxidants,
follow with the Vitamin C serum to protect your skin and
prevent discoloration, and finish with this firming cream that
hydrates and firms the skin.” We then set this product aside
and present the advance product we would like her to consider.
“Ms. Smith, Leah also wanted us to encourage you to add the
Advance Radical Night Repair for nights to help brighten and
soothe your skin. How does that sound?”
LESSON
LESSON
Provide the tools for them to win.
My product training website gives them all
the information about our products so they
can’t say, “I don’t know about the product.
I’ve never been trained before.” We carry
four skin-care lines and can be overwhelming for any team to
learn. On my training website (created free through Weebly)
the therapist and hospitality team will find:
l Skin-care product descriptions and ingredients plus
features and benefits.
l Contraindications for every product we carry so there is no
fear of selling to allergic reactions.
l Tips on how to handle objections from the guests.
l Selling to the Senses as a proven sales technique.
l Tips on how to close the sales with an emphasis on
assumptive closes.
l A vendor product test which our therapist is required to
score 90 percent and above.
The training website has more than 75 visits per week so I
know it is working. In addition, take an hour out of your day
to spend time in your retail boutique observing the interaction
your front staff has with the guests and determine what
opportunities you can develop. After I spent an hour with my
team in the past, I found out they could not easily speak
about features and benefits with the guest nor did they know
the ingredients that made the product work. I would hear,
“You will love this product.” But why?
With the help of my vendor partners, we created regimen
cards for all product lines. When you have a guest check out
after an anti-aging facial treatment, staff would select the antiaging regimen card to review the home-care products a guest
will be taking home with him or her. Each product is listed on
the card and includes information such as the product price,
what the product does for the skin, when to use it and which
ingredients make it work. It’s seamless and it works!
How to close the sale.
I teach the “Assumptive Close” style to all
my employees. Every product we carry represents brands with high integrity and comes
from vendors committed to training our
staff. More importantly, our entire team believes the products
work! Why wouldn’t you buy them?
LESSON
First, set a tangible goal and break it down daily. Everyone
must have buy-in to the goal. Our front desk team is required to
sell US$25 per hour, estheticians 50 percent to services and
massage and nail therapists 10 percent to services.
Now, let’s give them the tools to “run.” One tool I created is
a training website for all retail products with “how to” videos on
how to recommend product to our guests.
Do a daily “check-in” with each therapist prior to the start of
their shift in order to discuss their day and their retail goal for
the day. We take the service sales booked for the day and assign
50 percent of that number for retail to our estheticians—yes,
this is a big number, but guess what? My team can hit this goal.
Conduct a daily “check-out” with each team member. Go to
your monitor station and review with your staff how they did
for that day. A pleasant at-a-boy encouragement is critical to
their success and performance. We also encourage competition
by posting the team’s performance individually on our huddle
board so they are encouraged to be a winner within their
department.
September 2016
■
PULSE
47