1. Set Performance Expectations and Measures You get what you expect and what you measure.
To improve
performance,
you must set expectations. What does it mean to be a professional therapist on your team? What are their profes- sional obligations? You will need to out- line them in detail. Set targets for both treatment volume and retail volume per guest. Then measure often. Don’t wait until the end of the month to real- ize they did not hit the target, it’s too late then. Just like in sports, the goal is to get to the playoffs, then win the championship. In order to do that, the coach tracks statistics from every single game. You need to do the same. Track performance daily and watch your profit line grow!
2. Tie Compensation to Perfor- mance Tying compensation to performance is
essential. If a team member is not rec- ommending, they don’t deserve to earn the same amount of money as the one who does. Tying service commission to retail commission is a sure way to make the team recommend more. That is why the cruise ships do so well in
retail.
Their compensation plan rewards retail sales. Does yours? Compensation plays a big role and it must be addressed if you want to im- prove performance.
3. Develop a Recommending Sys- tem To succeed you must have a recom- mending system. Systems insure con- sistency, accuracy and growth. Without a proven effective system, your future in uncertain. Fortunately, there are sys- tems available to help you. We teach the P.R.I.D.E. recommending system. It’s called, Don’t Sell, “Recommend”! It’s a philosophy focused on deliver-
ing a complete guest experience in the spa and at home. The system identifies guests’ needs or concerns while making recommendations using the P.R.I.D.E. system.
4. Training and Coaching the Team Training and coaching is a never ending process. Someone must be responsible for train- ing and coaching the team. Who is the coach in your organization? Training is an essential component to your suc- cess. It needs to be conducted often and must include role playing. Just like in sports again, the team listens to the coach, then they go out on the floor to practice what they learned. That’s role play… but in our industry, the therapists say “I hate to role play.” Many spa lead- ers accept that reply and don’t role play. Can you imagine a basketball or a soc- cer player telling his coach I don’t want to role play? How long will that player be on a winning team?
You get my point… they must role play. The more they do it, the more comfort and confidence they will have with the entire recommending process.
It’s time for the spa industry to real- ize opportunities they have and start recommending as a way of life. Focus on these four strategies, set new guest experience standards for your spa and- maximize
your revenue generation.
Need help? Seek out an educational firm to guide you and implement prov- en effective systems. Work smarter, not harder to maximize your success!
Dori Soukup Founder InSPAration Management
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