4 Steps to Tap into Missed Revenue
Opportunities
When was the last time you went to a spa and had an experience where the therapist actually talked to you about adding a treatment to
what you already selected
from the menu? Or when was the last time a therapist actually recommended a product to use at home? You are probably thinking, I don’t remember or it rarely happens. Actually, the fact is most guests leave spas empty handed… except for cruise spas.
You are probably a spa professional reading this and also a spa goer, as we all go spas. In my position as a consultant and a coach, I have visited
spas around to me. the world,
have been a secret shopper for many spas and rarely do people recommend
Normally
you go into a treatment room, they tell you to lie down, begin the treatment and when you are finished, they let you go empty handed… This practice is costing spa leaders millions of dollars.
On the other hand, I took my family on a cruise to Alaska. Of course, I
visited the spa several times
during the trip. What a difference in their entire approach! They take
8
the time to discover your needs, then recommend treatments and products. The amazing thing
is
they do it consistently! I know this is the protocol on most cruise ships as I experience the same type of service on other cruise lines. If the team on a cruise ship can do it, why can’t resort spas, day spas, and medi spas do it too?
InSPAration Management revenue has
conducted many studies on retail and treatment upgrades. We found that they are two of the biggest missed
opportunities
within the spa. Many spas focus on delivering a great treatment experience, but totally ignore additional treatment suggestions and retail recommendations for home. As an industry, we are missing out on significant revenue that can be generated through both of these revenue streams.
It’s a fact; Billions of dollars are spent
on beauty and self-care
products per year! Unfortunately, most spas don’t get their market share. Thousands of
dollars are
left on the table leading to slimmer profit lines.
1. Set Performance Expectations and Measures
2. Tie Compensation to Performance
3. Implement a Recommending System
4. Train and Coach the Team
Daily, we hear from spa leaders who are frustrated with the lack of retail sales and upgrade opportunities. When we ask, “What
are the
repercussions for lack of sales?” normally there are none. How can you expect to improve performance and achieve new results if the team is not held accountable for their actions? If you want to begin tapping into these missed revenue opportunities, you must implement the following 4 Steps in order for your team to produce the results you desire.
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