I was asked three times this week about retail sales at spas.
One question was this:
Is it is standard to pay retail commission to your staff?
How do I get my people sell? No matter how much I try, they still are not selling.
We decided to dedicate this blog to selling retail and I will share with you the tips that I generally only share with my clients.
First and foremost I never hire anyone without the explicit expectation of sales being part of their job description. In my opinion, all staff at a spa or salon should know that they are required to recommend home-care to their clients. This advice is the easiest when working with a new spa or for setting up expectations with new hires. I realize that the bigger issue lies with the current staff and how you got them to sell more retail.
So, how do you get your current staff to sell? Well, it’s doing your due diligence. I know this may sound crazy…but trust me it’s not! It means communicating the new goal to the team. It means explaining the benefit of recommending homecare. It means letting your treatment staff know that they are not hard selling during the treatment they are performing but that they ARE offering a professional recommendation for homecare that will extend their customer’s desire to achieve long-term goals.
I NEVER suggest hard selling techniques within the spa environment. I just believe in educating our customers so that they can make a decision to purchase products that are good for their overall health and well-being. Once this message is communicated to the staff, you can communicate the benefits that the staff member will receive as well.
Wouldn’t your team think it would be fantastic to make an extra hundred dollars in your paycheck? How about an extra $300 in your paycheck? These are very achievable goals, goals that are set and maintained by some of the most successful spas in the world. In addition to the commission, another benefit that the staff member will receive is increasing repeat business. So, wouldn’t it be great to have the extra $300 in your paycheck and over time build a steady book of regular client that you can count on… ? Wow! So now your team is not only making more money in their day to day paycheck by selling retail or recommending homecare, but they are increasing their client base and filling up the books so that they increase their annual salary and customer satisfaction.
Now, that ‘s good for everyone!
In your one-on-one with each of the team you will set a goal. You will set a goal that is achievable and you will monitor and measure this goal on a daily/weekly/monthly basis. I suggest, if your team’s selling very little retail to begin with, you set a realistic initial goal. By realistic, I mean that stylists, massage therapists, nail technicians can earn $50.00 per shift and estheticians or anyone performing facial services $100.00 per shift. These are small, reasonable, and achievable goals.
If your team is already selling, but just “okay”, I suggest setting a goal that is 10% higher than their current sales average.
Small goals make a big impact in business. You just must hold everyone accountable. This accountability is on your shoulders, the manager/director/owner.
This requires exceptional organization and follow up. I suggest having a dry erase calendar in the back office or break room, an area where the team has the ability to see it . And I also believe in setting the retail goals for the team on a daily and monthly basis. Everyone needs to know the monthly goals of the spa and how they are impacting those goals. Make it fun! The team needs to know that the success of the spa is not just the responsibility of one person, it takes a team. The success of the spa is their success and they are creating their future in this success. Job security is a commodity these days.
So, we met with our teams and set the goals. NOW WHAT?
Making the retail magic happen. Here are five key tips beyond what I mentioned above to make the sales happen:
1. Offer the tools the team needs to sell
They need product to sell that they believe in and love. Have each person chose at least five products that they feel everyone needs and they can offer to sell those products to their clients. (Not all five at once of course.) This is not a gimmick, they are offering home care that they’ve selected themselves – because it works and the client would be better off with the product than they were without it.
2. Offer to train the team on sales skills
Your vendor partners can be helpful with doing a sales training for your team and offering key selling techniques to help sell their brand. You can also bring in a retail sales trainer help the team active confidence in selling. This can be a very reasonable expense given the potential return on investment.
3. Offer additional incentives that motivate the team
Your vendor partners can help create monthly incentives for your team that will help create excitement. How about, for every piece of xyz brand you sell you will enter your name into a raffle to win a basket of xyz product with a value of $500.00. Or How about for every $250.00 or more sold you win a $50.00 American Express gift card?
4. Offer incentives/promotions for your customers
Your vendor partners can help you create a promotion or gift with purchase. This helps the team sell retail because there is now an added value in the purchase for the customer. Don’t sacrifice profit here – utilize your vendor partnerships to offer these promotions.
5. Encouragement and Consistency
You have to encourage your team on a daily basis. Let them know where they are in achieving their goals and see what you can do to support them. This may be a requirement of the job but they still need a cheerleader to help them achieve their goals. Be the cheerleader or delegate this task to a leader in your spa. When I say every day encouragement, I mean EVERY DAY. Once the consistency stops, they will revert back to old ways.
My last bit of general advice is be creative and make it fun. This is a positive step in your spa, treat it as such. Make the team love to sell. Be a positive light and show them the way to more success than they could ever imagine.