Hotelier Middle East - HotelierMiddleEast.com

Sort out your hotel spa sales

Posted by: EyeForDetail
14 Aug 2012
This experience is still all too common in our region (and sadly not only in spas). It's not a complicated formula to realise that women (and men) are particularly open to product suggestion that will improve their well being immediately after they have had a spa experience. I am not an analyst but surely the degree of probability for purchase, must be very high. I would say this missed opportunity is due to a lack of training not only in the products themselves but also from the company equipping their staff with the skills required to up-sell. This doesn't limit the opportunity to just products but future treatments and services. All this creates repeat business. It doesn't have to be a pushy promotion but a natural extension of the service. So many brands stop short of providing a truly authentic experience for the customer - they miss the details and think that if they teach staff how to say 'hello' and 'thank you' that people will just come back. It doesn't take much to realise that you are being served by an automated, scripted individual that has no ability to go beyond the basics. It is not 100% their fault but it starts with the brand and recruiting the right people, training them - continually - and giving them a reason to go beyond the minimum requirements. It seems such a simple concept but in reality I have not seen evidence that many brand owners understand it at all.
Posted by: Linda Harding-Bond
15 Aug 2012
I completely disagree with Ms. Howard. Her solution to lead with body product sales is not addressing the root cause of the problem which is lack of engagement. Engagement is a skillset, can be taught, and is the foundation of sales and stellar customer service. Sales/engagement training should always be provided for therapists who by nature tend to be introverts. Most managers seem to think that retail training is the same but it's not. However the problem is even deeper. Almost all esthetic training is done from a European perspective. This means that for most overseas therapists they are lacking the ability to knowledgeably analyze the skin of about 80% of the world's population including their own. This omission in their foundational training does not build confidence and confidence is needed for making strong recommendations to customers. I just recently returned from India where I conducted the aforesaid training to over eighty therapists for a five star hotel group. Results were immediate and positive.




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