Letters
KATIE BARNES, MANAGING EDITOR, SPA BUSINESS
Do you have a strong opinion, or disagree with somebody else’s point of view on topics related to the spa industry? If so, Spa Business would love to hear from you. Email your letters, thoughts and suggestions to
theteam@spabusiness.com
Spas need to address what happens when
staff don’t reach their retail targets
RETAIL TARGETS: WHERE ARE THE CONSEQUENCES? Dori Soukup, founder and CEO, InSPAration Management
While crossing the Atlantic after attending the Global Spa & Wellness Summit (see p88), I refl ected on points made by the speakers. Retail expert Paul Price shared some great information on how to improve the sales experience. He spoke about in-spa marketing, digital marketing, emotional selling, appealing to peoples’ dreams and more. He had great things to say but – yes here is the but – as an industry we’re terrible at selling products! We only have a sliver of the self-well-
ness product market share. Why? Because spa teams don’t like to sell. Why are we so bad at retailing? It’s due to the lack of
20
systems and training and, importantly, it’s also due to the lack of consequences when targets are not met. Of course performance expectations must be set fi rst. To improve performance, leaders need to outline obligations in detail and set targets for both treatment and retail volume per guest. Then they need to measure them daily and reward and recognise when it’s worthy. But what happens when targets
are not met? Typically when a team member doesn’t recommend retail, there are no established expectations and consequences in place – and this is the biggest mistake I see spa owners make. Every day guests come and go, leaving
empty handed. This habit is costing spas major revenue. This is the only industry I know where a team can perform only half of their responsibilities (treatment without retail) and keep their job. Spas need to address the ‘what if’. What
if staff don’t reach retail targets month after month? What are you willing to do? You can train and coach them, but if they still don’t do it, what will you do? How much money are you willing to lose because your team doesn’t view retail as one of their responsibilities?
Contact Dori Soukup Twitter: @inSPArationMgmt Email:
info@inspirationmanagement.com
Read Spa Business online
spabusiness.com/digital Spa Business 4 2014 ©Cybertrek 2014
SHUTTERSTOCK.COM/ BIKERIDERLONDON
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118