TALK TO EACH OTHER
How often do spa directors get together in your area?Your spas are not in competition with each other!Guests in your resort would not normally visit a spa at a competing resort. Get together, strengthen your community and learn from each other.What sells? What works? What are guests looking for?
FOCUS ON YOUR CORE CLIENTELE
It’s likely that up to 80% of your income comes from 20% of your guests.
What do your guests want? What do those top spenders have in common?
TRAVEL SIZES / STARTER KITS
When your guests have to get on a plane to go home, they are concerned with weight and space in their luggage. Make it easy for them to try a new line or product with travel sizes or starter kits.
Do you have a miracle product that everyone should try?
A mask that instantly lifts, tightens or tingles
A bronzer that shimmers, eyes, cheeks, lips, body, etc.
A make-up trick you can teach
A body-brushing demo for reducing cellulite and toxin elimination
A couples massage seminar – link to retail: massage oils, neck pillow
Put your seminars on your resort’s list of daily activities. Provide each attendee with a spa Gift Voucher (e.g. $30 USD off any spa treatment over $150) dictate terms.Never underestimate the power of someone holding money (a voucher) in their hand – they will WANT to spend it. This is far more effective than a discount.
MASK / EXFOLIATOR BAR
Sample out exfoliators and masks (body / face / hair) and set them up in your hydrotherapy area for use in the steam room. Add a shelf talker to provide info and let the guests know that the products are also for sale. Guests who have first hand knowledge of a great product are more likely to purchase.
FIND SOMEONE ON YOUR TEAM WITH A FLAIR FOR MERCHANDISING AND CREATING DISPLAYS
This isn’t a skill that comes naturally to everyone, see if someone on the team has hidden talents you can make use of and be sure to praise and reward these efforts.
What can your guests take home to remind themselves of the time in your spa?
CHECK YOUR INVENTORY
Hold retail competitions for slow moving items. Include these items in retail ‘bundles’ with fast moving popular items to offer value add, or with high priced service packages (instead of discount).
HOLD RETAIL TRAINING FOR YOUR TEAM
Use slow times to do retail workshops. Focus on the benefits of the products & what it can do for the guest. Highlight the ‘famous’ products of the brand you use. Train your team to believe that all guests are multi millionaires and to imagine that the products are free to overcome retail phobia!
I saved the best for last! If you are not using prescription forms for every service, start now. Facials, massages, body treatments, mani-pedi. Everything!