DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.
Issue link: https://dayspamagazine.epubxp.com/i/862953
[ 62 ] • # dayspamagazine • september 2017 back to school In-House Instruction When education comes to the spa, the entire team benefi ts. In fact, Nooney often favors in-house or online training, which may only be one or two hours versus full-day events—ideal for more limited attention spans. "Some of my employees prefer several shorter classes over the course of a few weeks rather than an entire day of training, because they retain the information more easily," she explains. "It's also generally less expensive; I don't have to pay for travel, and staff members don't have to take time away from clients to visit a training center." To that end, Nooney brings in sales consultants to increase upselling; leadership coaches to help managers handle employee confl icts and boost interviewing skills; and even a Pilates instructor, who taught the entire staff a technique for relieving chronic pain—for their own well-being, and as a potential take-home tip for clients. She encourages employees to stay up to date on the industry on their own time. "We subscribe to business publications and journals, plus we network with other spa owners and managers," notes Nooney. She also hires sales and marketing strategists who are not necessarily involved in the spa industry to work with her team on sales techniques, including recognizing diff erent consumers' behaviors and how it infl uences purchasing decisions. During the sessions, staff members practice dialogues, such as how to close a sale. At his Ole Henriksen spa, Soto likes to get creative about who trains his staff . He has former employees visit to talk about best practices and sales, and he consults with customers for their perspectives. "We recently had a client join a training session to discuss how they react to 'suggestive selling.' The client gave us some real insight about how far a provider can push the envelope without coming off as a saleperson," says Soto. "I like to invite opinions that are outside our company as a way to inspire. It teaches the team how to recognize the opportunities in front of them." Online Options Web-based learning off ers the ultimate in convenience; as technology evolves, these options continue to grow. For example, Pevonia houses extensive training tools and resources on its professional website—think comprehensive step-by- step manuals, how-to treatment videos and product reference guides. Repêchage frequently hosts Facebook Live sessions with CEO/founder and master esthetician Lydia Sarfati, in addition to the brand's free monthly webinars detailing treatments, retail, marketing and business solutions. "Our online certifi cation program off ers assessment to ensure spa professionals are fully knowledgeable on the rudiments of skin care," explains Sarfati. On-demand video training is another popular—and growing—go-to, allowing trainees to review as many times as needed. Éminence's YouTube channel showcases nearly a dozen product tutorials and 80-plus "Mixology Monday" segments. "With each video averaging less than two minutes, this is a great way to build knowledge quickly and eff ectively between on-site trainings," notes Cooper. The company also utilizes Slideshare to create easy-to-read educational slideshows, and Éminence provides additional information about green living and organic lifestyles on its Certifi ed Organic Farm blog. Off -Site Smarts Although online education promises convenience, physically participating in off -site training off ers a bevy of diff erent benefi ts. "Traveling to a training site is very stimulating and motivating for therapists," notes Nooney. Kim Lee, corporate sales educator at Pevonia, believes that hands-on training is best when learning new techniques. "It empowers therapists by allowing them to practice under an educator's supervision," she says. "Role playing is also an ideal way to learn, so we create typical guest-therapist scenarios for spa employees to practice their skills." Pevonia educators perform modules at regional class forums, and teach customized classes at the corporate headquarters' training center. Repêchage holds educational events throughout the year, and the Lydia Sarfati Post-Graduate Skin Care Academy in Secaucus, New Jersey, teaches a range of courses, including Sarfati's 3-Day Master Class. "By attending a class in © GETTY IMAGES