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PROFIT CENTER Perhaps most importantly, treatment providers should pull products used during the service and meet the client afterward at the front desk. And if therapists are back-to-back booked? "Pull the products and have the front desk person close the sale," Sarfati advises. Keep in mind that, similar to skincare problems, many hair and scalp conditions, such as itching and flaking, cannot be normalized in a single service. "Prescribing products such as at-home weekly treatments that help provide lasting relief will keep clients coming back to us instead of seeking treatments elsewhere," says Delgado. Aveda's Zollicoffer reminds that maintenance is key when it comes to taking care of hair—just as it is with the rest of the body. Says Zollicoffer, "If a doctor didn't help a patient with back problems to self-treat the issue daily, it would be a challenge for the patient; part of our job is to effectively communicate the reasons for maintenance. For instance, the scalp needs to be massaged two to three minutes every day to maintain benefits achieved at the spa." HANDS-ON HAIR When it comes to haircare retail space, there are a couple of schools of thought. One is to carve out room specifically for hair care, featuring just a few products that complement your services. If your hair- and skincare brands are the same, though, experts recommend placing those collections beside each other. This can encourage sales from loyal brand fans. Samples are a big trend right now, but sample packs given to a client on her way out the door won't earn you the sale. Sarfati says the most effective ways to sample include setting up a testing station near the reception desk, and offering mini treatments that take less than 30 minutes. "Quick, mini services are the perfect way to introduce solutions and entice clients to book longer treatments and purchase products," she says. Consider displaying hair care inside the treatment room—and elsewhere. "Don't forget to place haircare products in bathroom and shower areas," suggests Wells. "And remind clients with signage that the products are available for purchase." However, Zollicoffer reminds, sales will still boil down to the conversations therapists initiate during treatment. After all, you and your staff are already your guests' wellness and beauty advisors. Help them to extend their beauty regimen at home to their hair, and many will become even more loyal spa clients. Liz Barrett is an Oxford, Mississippi-based writer and editor. dayspamagazine.com/freeinfo • Use FreeInfo #42 86 DAYSPA | JANUARY 2013