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PROFIT CENTER Making Sales Register Retail revenue on the low side? Professionals weigh in on the best methods to train and incentivize your staff to sell. By Liz Barrett apist to sell bottles of product, and spa owners know only too well that trying to convince a resistant practitioner that he or she should put more effort into retailing can be a tough sell. Yet staffers who fully understand that selling home care not only boosts a spa's financial health—which translates to job security for them—but often helps extend the benefits of clients' treatments between spa visits, can be persuaded to get on board the sales train. All they need is some direction and encouragement. Although a number of business-savvy spa owners have started making sales skills a job requirement, most just squeeze in an occasional salestraining session, usually spurred by the introduction of a new product line to the spa. Some go one better, and take advantage of slow summer months to encourage staff to brush up on general sales knowledge. However, experts say, to really light a fire under your spa's retail numbers, you need to provide regular sales trainings for your staff—and 90 DAYSPA | SEPTEMBER 2013 those trainings can take many different forms. Popular methods include intensive seminars, training camps, courses within meetings, mentorships, and more. "We use a combo of all types of training methods, including online and webinars," notes Lillian Raic, retail director at Oasis Day Spa, with three locations in New York. "We combine courses with supplemental meetings." We spoke to Lisa Starr, senior consultant at Wynne Business; Denise Obermeyer, manager at The Day Spa in Edina, Minnesota; and Oasis Day Spa's Raic to find out what they've learned about how to make standout therapists equally standout sales stars. How and when should I introduce a new therapist to the concept of selling retail? Starr: Long-term retailing effectiveness is the product of an overall plan that begins with the interviewing and hiring process. Too many spas lack effective structure in these practices and tend to hire therapists based strictly on technical performance during © EXACTOSTOCK/SUPERSTOCK No one becomes an esthetician or massage ther-