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ways. A therapist is a trained, licensed professional who should be making the product recommendations. However, the support staff will need to be capable of following up with the client and able to answer general product-related questions as well as, in many cases, wrap up the sale. So they need training in understanding various client types and overcoming objection responses. Raic: Our professional therapists receive in-depth training on product benefits and ingredients, but we cater a little more to the front desk staff when it comes to basic sales knowledge, because they are the ones closing the deal with clients. Obermeyer: Most of the sales trainings are done with the esthetics department because they have the most opportunity to sell to clients. There are usually only seven to 10 people in a single training session because one-on-one training always works best. We hold separate trainings for our front desk staff. Spas that don't train their front desk staff are missing the big picture; it's part of customer service for clients. And while our desk staff doesn't earn commission on sales, we do hold day spa dollar contests, which they can use toward services. How do you feel about scripts/role-playing used in training? Starr: I think that role-play in particular is essential. Spa employees excel at developing one-on-one relationships with their clients in their quiet treatment rooms, but for a variety of reasons that are discussed during training, they can be shy when it comes to asking for the sale or addressing any challenges. Roleplaying, in a way that's fun, can help remove the tension around selling, and make it easier for employees to perform when they are live with a client. However, although it is very important to ensure that staff knows what points need to be made, I'm not fond of scripting; I like them to make those points in their own words. They'll be more comfortable if they find their own way to say things, and this is also reinforced through role-play activities. Obermeyer: We do a little of the role-playing, but we dayspamagazine.com/freeinfo • Use FreeInfo #46 94 DAYSPA | SEPTEMBER 2013 ©ISTOCKPHOTO.COM PROFIT CENTER