Dayspa

SEP 2013

DAYSPA is the magazine of spa management. Spa owners and spa managers turn to DAYSPA for spa management trends, spa management tips and more.

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PROFIT CENTER don't ever want the conversation to seem unnatural. It can feel very artificial to the client. What types of incentives should be offered for hitting sales benchmarks, if any? Starr: While paying a retail commission is a fairly standard activity, we have also learned that many spa therapists are not that motivated by the money alone. The idea of earning $2 or $3 for selling a product is often not enough to overcome their reservations at compromising the relationship with the client. I like to connect staff's retail sales, along with other performance metrics, to their overall compensation package. At Wynne Business we usually design compensation programs with tiers, or levels, and therapists must perform to certain standards on several specific metrics to advance a level. This can be more effective in helping them overcome their reluctance to "sell" the client. Raic: We always offer incentives for our front desk and technicians, and have found it an important tool for increasing sales. Staff members receive a free service when they sell a certain number of that service. We do the same with product sales: We recently held a contest in which, if staff sold four Kneipp products, they got one; if they sold eight, they got two, and so on. Obermeyer: Different departments vary, but we conduct individual performance reviews that show us who is or isn't performing, so we're able to talk with employees individually about revenue/bonus consideration. We also hold shortterm team contests in which we group stronger sales staff with those who may be struggling, or full-time staff with part-time staff so that teams are even. The contests run for about a month and the prizes are giveaways from our vendors. What, in your opinion, are the top three vital training topics? Raic: You must know how to illustrate to the client: 1) the value of the product; 2) its benefits, and 3) its key ingredients. Obermeyer: 1) How to find out what a client is looking for (leading without leading); 2) how to always give the client a choice, and 3) how to ultimately let the customer make the final decision without feeling forced. The conversation would sound like this: 'Do you prefer cream or gel cleansers?' and then, 'OK, since you like creams, you could go with this one or this one because…' Liz Barrett is an Oxford, Mississippibased writer and editor. dayspamagazine.com/freeinfo • Use FreeInfo #48 96 DAYSPA | SEPTEMBER 2013

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