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ANIK CHA
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Beautician-plus Therapists need to be skilled and empathetic, but they must also know how to make a sale
NICK COUTTS
CEO, HOLMES PLACE IBERIA of repeat business, but if they aren’t retail sales in hotel spas
A
s already discussed, all spa clients motivated to up-sell retail, your retail and day spas – that
will purchase based on the sales are unlikely to be significant. anything above 20 per
level of trust their therapist has When up-selling or making retail cent retail is good going
managed to build with them. However, product recommendations, what seems (ie: for every €100 sold
the therapists who consistently achieve to work best for our therapists is when in treatments, an additional €20 being
the best retail sales do so not only on they build the continuous ‘home-based generated through retail sales). However,
a platform of trust, but also because self-treatment’ concept into the overall I would always propose to build into
they consistently follow a set process explanation that they offer to their client the commission/reward structure an
of retail product recommendation. during the spa treatment. element that’s directly linked to retail
This is critical: it’s quite possible to I believe, within the health club spa sales; in my experience, if retail sales
have a team of fantastically empathetic, setting – although I imagine one would aren’t an area of focus, they will naturally
popular therapists who have a high level expect signifi cantly higher percentage decline to less than 10 per cent.
february 2010 © cybertrek 2010 Read Health Club Management online 71
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