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"It is completely appropriate to let clients know which types of products you are using on them and why. This helps set up the sale, which should occur in your retail area, after the treatment." that same company's haircare products. And spa staffers need to be able to make that connection as well. "Our spa's clients have become more ingredientsavvy in recent years, and our integrity is reliant upon our knowledge of ingredients in every hair, scalp and skin product we use and sell," says Carmen Delgado, C.I.D.E.S.C.O, owner of Carmen Delgado's Oasis Spa & Salon in Bloomington, Indiana. While you may initially be tempted to offer a variety of haircare lines, Malibu C's Brown cautions against trying to be everything to everybody. "Limit your brands to those that solve problems and are necessary for styling the hair after spa services," she advises. "Focus on your core competency of providing wellness services that are solution-driven." CUTTING A DEAL If your clients already trust your advice, you are in the best possible position to start a sales conversation with them. And for spa practitioners, these clients comprise a captive audience. Yes, it isn't advisable to feed anyone a sales pitch while they're relaxing in the treatment room— but it is completely appropriate to let them know which types of products you are using on them and why. This helps set up the sale, which should occur in your retail area, after the treatment. "When spas brand their staff members as wellness experts to address clients' totalbody wellness, it establishes a natural, open dialogue to address haircare needs," Brown points out. This type of communication is always the key to driving retail sales. "Upgrade your client's service with a prescriptive scalp treatment and talk about what you're doing and why," Sarfati says. "Explain the benefits and ingredients." "Lotions can be a great place to start a conversation," says Wells. "If the client enjoys a certain fragrance, recommend the hair products that go with it." She also suggests placing "tip sheets" in the bathroom on how to create particular looks, listing the products needed to help achieve each. dayspamagazine.com/freeinfo • Use FreeInfo #36 dayspamagazine.com | JANUARY 2013 85