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spa
retail
NEW!
REVENUE GENERATION
FOR SPA’S & GYM’S
AWARD WINNING
TRAINING
FREE
PRESENTATIONS
‘WHAT HAVE YOU
GOT TO LOSE!’
T: 08456436134
At-home products
.COM should be discussed
E: INFO@KORETHERAPY.COM
T
O
during and as part of a
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treatment, not simply
OCKPHO
tacked on at the end
©IST
DR JOHN BRAZIER SUSIE SANTIAGO
KORE THERAPY FOUNDER, THE
CONSULTANT SANTI PROGRAMME
B
y offering a
consultant-led
visit, the client O
n a daily
basis, and
for all your
feels they are being guided to what suits spa sites, measure the average spend
them best, with advice on the best forms on services and retail, as well as the
of treatment and/or exercise to ensure percentage of retail to services sales
all their needs are met. This creates trust – operators should aim for this to be
and confidence in the total service which, 50 per cent (so, if you sell a treatment
as all sales people know, produces an for £100, you should sell the client
opportunity to sell product, membership, £50-worth of products afterwards) as
repeat treatment and so on. this is where the real money is made.
At the end of the experience – whether Also look at what percentage of
it’s a whole day or a single treatment – the customers re-book and how quickly
client should then return to the consultant they return. If you can encourage clients
to discuss any further needs. These may to re-book, and to book back in sooner
be home exercises, product sales or than their current visit pattern shows,
re-booking for more of their experience. you will increase the number of visits
The worst type of sale is an they make to you each year and thereby
inappropriate one – when the client their annual spend with you.
doesn’t know what it’s for, or if it’s really Discuss all these measures with your
needed. This happens in many spas, staff, explaining how it will benefi t them,
usually immediately after a massage as well as the benefi ts for clients and to
because the masseur has a sales target the business. Remember to give praise
to reach. If the client buys, it will usually when due and coaching when needed.
be very little. Instead, consultants should
introduce samples of the product in their kate cracknell
room, where it’s relatively easy to sell it. healthclub@leisuremedia.com
72 february 2010 © cybertrek 2010
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