FEB 2019

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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Page 42 of 67

Februar y 2019 • 41 guests fi ll out an intake questionnaire asking about their health and well-being. The staff member then reviews the questionnaire and makes an add-on recommendation based on the information provided. "The therapist might say, 'I see you have lower back pain—I'd recommend adding a Yoga Balm to your massage,'" notes spa director Jaana Roth. "Or, in winter when the weather is especially dry, we may suggest a shea butter enhancement—it's more of an expert recommendation than a car salesman approach." Likewise, Lila Castellanos, owner and esthetician at Doll Face Skincare Studio in Los Angeles, always assesses the client's skin prior to determining which extras might be helpful. "I want them to feel that they're spending their dollars in the wisest way, and that I'm being honest about what they really need," she explains. "You don't want your clients to feel like you're trying to break open their banks." PICK YOUR MOMENT Timing is everything, particularly when it comes to upselling. After all, clients won't appreciate a therapist talking about money just as they're getting into relaxation mode, says Castellanos, who notes that the consultation is the best time to suggest an enhancement. Meanwhile, at milk + honey, customers are given at least three opportunities to upgrade: at the time of scheduling, during the intake, and then at the start of the consultation. The recommendations are offered verbally during the scheduling and consultation, and in writing during the intake via a printed menu, which allows guests a moment to consider their choices without staff input. "We want our clients to understand all of their options, and make a decision that is best for their experience," says Solokow. Checkout can present another key opportunity— not for adding more services, but for offering retail upsells, especially items used during the treatment. Solokow says that at milk + honey, therapists are trained to educate clients about products as they're performing the service, and to leave homecare recommendations at the front desk. The concierge then follows up with the product offerings at checkout and closes the sale. GIVE COMPLEMENTS Add-ons may run the gamut from incorporating foot scrubs into a massage to offering lymphatic treatments with a facial. When making a recommendation, think about things that not only complement the original service, but that don't extend the length of the client's visit by too much. For example, The Biltmore therapists may advise guests to try antiaging collagen mitts during a manicure, a face mask during a massage, or light therapy with just about any service. "These enhancements are easy and there's no extra time needed," enthuses Roth. "It's multitasking!" What about suggesting something a guest might not have considered? Castellanos advises only going that route if you have a solid relationship with them. "Regular clients love to try something new after they've established trust with you," she explains. Solokow agrees, noting that this is especially true if you're recommending more intense enhancements: "Clients who've had their last six facials with a gentle fruit acid exfoliation may be ready to see further benefi ts, so there's a good opportunity to discuss something stronger, like an advanced peel." PRICE IT RIGHT Offering add-ons at several price points will make it easier for clients to embrace them. For example, The Biltmore offers fi ve to six enhancements between $20 and $75. "It gives guests a nice range, so they can choose what they can afford," says Roth. The charge will generally factor in the cost of products used, intensity of labor and amount of time the treatment takes. Of course, you must be up front about the cost of any add-ons you recommend. At milk + honey, enhancement prices are listed on the spa's printed menu, and employees are trained to be fully transparent about charges as well, so guests won't be unpleasantly surprised at checkout. "We take the time to help staff with proper verbiage and even role-play, saying something as simple as, 'You're going to love the Foot Polish Enhancement, great choice. The cost is $15. Which scent would you prefer today?'" notes Solokow. "It only takes a second or two, and it doesn't need to detract from the experience." Indeed, if the add-on is something simple that the guest actually wants, it's offered when they want it and the price is right, you really can't go wrong. u © GETTY IMAGES

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