Dealing with the everyday details of running a spa or massage therapy practice are a given. Last minute cancellations, no-shows, returned checks, rude clients can bog you down and take the joy out of your profession. And just when you thought that was enough, along comes the added stress of making sales, which as in any business, in the spa environment is somewhat of an elusive beast…sell or die!
The dilemma…most Spa staff are skin care or massage technicians whose first training is in the care of clients and not in the art of selling. Selling, for some spa professionals, makes for uncomfortable client interactions but the key is getting your professionals to connect caring for the client goes beyond the service they provide the client at the spa environment but the maintenance of the client’s well-being afterward.
A truly sustainable spa business should be run with a more sales focused approach to the business of relaxation and rejuvenation. As a spa or massage practice you are primarily selling two things: goods and services. When they are selling , professionals should understand that they are selling themselves and the customer an experience that will provide touch points to understand their needs and how to provide for those needs which translates into using their expertise to design a customized aftercare routine. Here are some key tips for professionals to remember in the experience:
- Strong eye contact in the initial into and consult
- Ask open ended question in reference to the service requested (For instance, what are you hoping to achieve with your back treatment service today?)
- Know when to talk and when to ease up on the sale
- Make sure to comment on the positive affect the product you are applying is having on their skin (For instance, “The Scandle Healing Massage Candle I’m using on your back has tea tree essential oils, which will aid in the breakouts and inflamation of the skin you are experiencing.”)
- Post appointment sales is essential where products are purchase, instructions for usage are given and a return appointment is booked.
The sales process is an art that is learned. While what spa professionals do is to provide an incredibly pampering, relaxing experience it is still a business that is run on sales. By using the tips above and keeping the process natural and simple, sales should become an integral part of the service and the overall experience your clients have at your establishment.