EXPERTS
80 NERGISH WADIA-AUSTIN
Nergish Wadia-Austin is the CEO and Founder of PHAB Standard, the first performance-based industry standard for the hair, beauty and nail industries. She has developed the PHAB Customer Service & Professionalism exams, an online exam specifically for the spa industry. To trial the exams for free, email:
info@phabstandard.com
+44 (0) 208 840 9070
www.phabstandard.com
Talk the talk I
n today’s challenging climate, how can spa managers ensure that their therapists sell effectively? I have seen numerous spas open and close in the past three years, after tremendous energy has been invested into the design, vision,
marketing, equipment and product/treatment training. So, I would like to take this opportunity to explore an issue that is close to my heart: helping spa managers teach their team to sell successfully; specifically, how to manage your spa team’s ‘couch-side’ language and consultation training. Let me ask you a question: as a spa manager or
director, do you actually know what goes on behind the treatment room door that results in under- performance? I do not refer to the thorough product
european spa |
www.europeanspamagazine.com
In the first of a two-part series, Nergish Wadia-Austin, Chief Executive of the UK’s PHAB Standard, asks if your spa team is speaking the language of success
consultation training, which I believe is excellent, but the rather crucial ‘sentence training’ that needs to be delivered to ensure sales. This is the wording used by all your team members in order to solve customer needs, secure repeat business and encourage and guarantee client recommendations; all the fundamentals required to make any business a success.
Ignorance is not bliss Productivity varies from therapist to therapist because, while some spa professionals are natural ‘couch-side’ communicators who are good at up- and cross-selling, others need some help to ask the right questions. By not properly assessing or training your therapists, spa managers are
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