Spa, Salon & Health Club Selling Skills

By GERARD ASSEY

If you could drastically increase the value of each customer's visit to your Spa, Salon or Health Club by 60% or more...(Yes, certainly more!), how would that impact your business's profitability? To be brutally honest, sadly, most spas, salons or health clubs LOSE that amount every time a customer walks out of their door!
Salon Marketing has changed considerably over the last few years and so businesses need to embrace these changes to improve the way they sell to their clients without being 'in fear' of doing so. Besides the regular services & facilities offered, retail sales is now viewed as a significant source of additional revenue for salons and spas; and when successfully done, the profit from retail sales can even pay for the rent of your premises and part of the consumables.
This book: "Spa, Salon & Health Club Selling Skills" is therefore is a must have for anyone in the spa/ beauty salon/ health club & similar businesses on how to take the business further by Selling:
1. Yourselves (Customers go by what they see in you first- the way you carry & conduct yourself.
2. Your Services.
3. Retailing your Products.
4. Projecting the Right Salon Image.
It covers in detail, each step required for the Sales & Customer Service Process- the skills sets, behavior & attitude, and is aimed at all therapists, beauticians, receptionists, retail sales, customer service & shop floor staff, supervisors/team leaders & their managers, who are keen on creating a memorable experience that is enjoyable by encouraging customers to return again!
Potential profits could be walking out of the door every single day! Can your salon/ spa business afford this to be happening?  Increase Sales in Your Spa/ Salon Today!

 

Here's what some of our Participants have to say after attending our session on: 'Professional Selling Skills for SPA's, Salons and Health Clubs'
"Very interesting....One of the best I have had in my life. After the training, I was clear about the objectives of selling in my spa....."
"It built our creativity to work in teams with open minds...Learnt a lot on up/ cross-selling, handling complaints politely & how to translate to profits! Awesome, Interesting!"
"Very useful information....the way to handle my Guests...very useful for my future...."
"I liked the fact that the Trainer was able to keep the attention & interest of the participants at ALL times...A lot of useful information!!! Forced us to think by ourselves"
"Excellent Training!"
"Clear, great information-loved the exercises, examples...I gained enough & valuable information- Gerard, A great Trainer!!!"
"Helped me greatly on my self-confidence, handling complaints & being customer focused!"
"Every part clearly understood...Gained extensive knowledge in selling, up-selling, cross-selling our services...Changed my personal attitude!!! Thanks a lot..."

• Language: English
• Publisher: GERARD ASSEY
• Release date: Apr 19, 2023
• ISBN: 9798223626879

Book preview

Gerard Assey

Spa, Salon & Health Club

Selling Skills

By

Gerard Assey

© Copyright 2023 by Author

Publishing Agency:

Collection Skills

19/18, Palli Arasan Street

Anna Nagar East

Chennai - 600 102

All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means- electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without prior written permission from the author.

(Image courtesy by: www.Pixabay.com- Thank You)

Contents

✓  Preface

✓  Praises, Raves & Reviews

✓  How to get the most out of this book

✓  The Importance and Benefits of Providing a Great Experience

✓  How Customers are lost!

✓  How valuable are Customers and what do they really want

✓  YOU are the KEY! Attributes of a Great Sales and Service Professional

✓  Why Self-Esteem matters: How to build a High Self-Esteem

✓  Conducting and Presenting Yourself as a Great Sales & Service Professional

✓  Professional Telephone Skills and Front Office Skills

✓  The G.R.E.A.T Sales Model- Importance of this 5 Step Process

✓  The GREAT Sales and Service Professional Prepares!

✓  G-Greet the Customer

✓  R-Revealing Questions- The Consultation Process Begins (Understanding their Needs)

✓  E-Explain, Enlighten, Engage, Enthuse and Excite Customers about your Services/ Products

Importance of Retailing Products

✓  A-Answer Customer’s Concerns and Objections

✓  T-Techniques to help customer’s ‘buy’...as people, hate being sold!

Buying Signals

Selling to the opposite sex

Generating Additional Sales: Suggesting Complementary/ Add-on Products/

Up-Selling/ Cross- Selling

✓  Post-sale: Credibility to Promote Advocacy- The Power of Testimonials and Referrals

✓  Post-Mortem: Evaluating your Session

✓  Handling Complaints and Irate Customers

✓  Steps to Improving your Service-Setting Standards from Feedback

✓  Learning to Manage Stress for continued Success

✓  A Final Word!

✓  About the Author

Preface

If you could drastically increase the value of each customer’s visit to your Spa, Salon or Health Club by 50% or more...(Yes, certainly more!), how would that impact your business's profitability over a 12 month period?

To be brutally honest, sadly, most spas, salons or health clubs LOSE that amount every time a customer walks out of their door!

Salon Marketing has changed considerably over the last few years and so businesses and their teams need to embrace these changes to improve the way they sell to their clients without being 'in fear' of doing so.

Besides the regular services and facilities offered, retail sales is now viewed as a significant source of additional revenue for salons and spas; and when successfully done, the profit from retail sales can even pay for the rent of your premises and major part of the consumables.

Let's look at this: Customers who have had a great masterful creation at your salon/ spa leaving with a gorgeous look, definitely desire to continue wanting to look and duplicate the same back home for as long as they can. So where do they go for these health care products if you do not make these available to them as you finish their treatment? Studies confirm that a majority (it says 60%) of people are not buying their health care products from their respective salons or spas, but are unfortunately out buying these health care products from chemists, retailers, grocery, drug and other stores. Now just imagine what this 60% could otherwise do for your

business if you focused also on providing these in additional to the services that you are already offering, by just telling the customer what you are doing- showing and demonstrating to them what products you are using, so that when the customer leaves your facility with these products in their hand, it can help continue extending the same relaxed, uplifted and feel-good experience they had just enjoyed.

While many spas offer bonuses and incentives, these will have no effect if the skills required to push sales are not there to begin with. And while company brands may be excellent at providing product training, this alone is not sufficient as they only go on to tell therapists and beauticians about their products and how to use them, but they don’t necessarily go into the psychology of selling, how to understand people’s needs, what motivates people to buy, what the product would do for them, the benefits of using them and so forth.

Good salon/ spa management is just as vital as good marketing and training your team to up-sell and cross-sell is also another quick, sure way to improve business profits. Up-selling and cross-selling in salon or spa services not only increases sales but just as importantly, it adds value to your customer retention and relationship.

This book: ‘Spa, Salon, Health Club Selling Skills’ is therefore a must have for anyone in the spa/ beauty salon/ health club and similar businesses on how to take the business further by Selling...

✓  Yourselves (Customers go by what they see in you first- the way you carry and conduct yourself)

✓  Your Services

✓  Retailing your Products

✓  Projecting the Right Salon Image

It covers in detail, each step required for the Sales and Customer Service Process- with the skills sets and attitude required, and is aimed at all therapists, beauticians, receptionists, retail sales, customer service and shop floor staff, supervisors/team leaders and managers, who are keen on creating a memorable experience that is enjoyable by encouraging customers to return in the future!

So thank you and Congratulations on obtaining a copy of this exciting book: ‘Spa, Salon & Health Club Selling Skills’, which has been designed exclusively for you- to help you be better at the job, more professional, more profitable, together with building a lasting relationship with your clients; creating a memorable experience for every customer, by exceeding expectations and going beyond satisfying their needs ...thereby making everybody win! The Customer, your Company and the Employees!

Just think for a Moment: Potential profits could be walking out of the door every single day! Can your salon/ spa business afford this to be happening?

Increase Sales in Your Spa/ Salon Today!

(Not to us, O LORD, not to us, But to Your name give glory- Ps 115.1)

Praises, Raves & Reviews

Here's what a sample of our Participants have to say after attending our session on:

‘Professional Selling Skills for SPA’s, Salons and Health Clubs’

VERY INTERESTING....One of the best I have had in my life. After the training, I was clear about the objectives of selling in my spa.....

It built our creativity & work in teams with open minds...Learnt a lot on up-selling, handling complaints politely & how to translate to profits! Awesome, Interesting!

Interesting & very useful information....the way to handle my Guests...very useful for my future....

I liked the fact that the Trainer was able to keep the attention & interest of the participants at ALL times...A lot of useful information...very informative!!! Forced us to think by ourselves

Excellent Training!

Clear, great information-loved the exercises, examples...I gained enough & valuable information- Gerard, A great Trainer!!!

Helped me greatly on my self-confidence, handling complaints & being customer focused!

Every part clearly understood...Gained extensive knowledge in selling, up-selling & cross-selling our services...Changed my personal attitude!!! Thanks a lot...

How to get the most out of this Book

Whether you are new to the profession or a well seasoned one looking to improve your skills, this book will help take you step by step through many of the challenges faced by most people in this profession- providing you a well structured approach, using ‘The GREAT Model’.

Here are some ways to help you get the best out of this book:

1) Make a commitment to dedicate a fixed amount of time each day/week: The results will depend on the time and efforts you put in to follow on the self-paced process that this book will take you through

2) Decide what you want to get out of this book- the objective and how you intend doing this?

3) You must decide initially to get out of your comfort zone if you are to experience success from this.

Remember: ‘If you continue to do what you’ve always done, you will continue to get what you’ve always got!"

If you are looking at different (better) results, you must then look at doing different things and different ways!

4) The road to success is already walked and laid out for you. Someone has already been through the ‘School of Hard Knocks’! You don’t have to waste time re-inventing this wheel.

5) Put the ideas to immediate practice-Apply the ideas to your shop-floor selling situation. No idea or concept is worth anything, if it cannot be applied to real situations. So applying these principles by putting them to immediate practice is the KEY!  The book will help you translate the concepts into your own specific situations right away.

6) Work on expanding your knowledge: Do additional reading/ listening/ watching videos/ CD’s ... whatever that can help you stay ahead!

7) Keep a record of your new learning’s and experiences in using them and your accomplishments. This is YOUR own workbook...Go ahead scribble, make notes. The words you read are really nothing. It’s what you work on as you go along and put to practice is what really counts. The Tools, Exercises and Checklists are designed to help you be more organized and sell more successfully.

8) Learn to share with others how these ideas have helped you: That way these new skills and techniques help get embedded in your system

9) Finally, learn to have fun with every progressive step!

10) Before you move forward on this exciting journey that I am about to take you through, I would recommend that you have a note pad and pen to make notes of important points along by completing the exercises provided, that you can start using immediately.

So are you ready to embark on this exciting journey with me? Take your time, sit back and enjoy these learning’s!

Now Enough of Theory! Let’s just start by putting it into Practice!

The Importance and Benefits of Providing a    GREAT Experience

WE ARE BEGINNING WITH this subject, because if we get this right- we have all else falling in place. This is the KEY!

No business today can afford to ignore two very important people: 2C’s –Your Customer and Your Competitor! The person in front of you is your Customer, and if this person is not treated well, then the person behind you (Your Competitor!) is just waiting to grab her as she drops from your list!

Therefore knowing how to win and retain customers is the single most important business skill that anyone can learn. The business world makes way for the person who brings in the business and the money...and that’s the person who wins and keeps customers.

In today’s service-oriented economy, great service is more than a competitive weapon-it’s a survival skill but distressingly only a few organizations are really delighting their customers. Rest assured that if you don’t provide this great service, someone else would! This therefore has to be the key focus of every organization: to remind themselves that every single person in the organization from the topmost person, whether, the owner, director or manager, right to the lowest in rank can effect or have an impact on customers, by the way they treat them and therefore must have the ‘hat’ of a customer service professional always on. Sales and Service are not to be looked at as separate functions-They are two sides of the same coin, both having the same ultimate goal- To satisfy the customer! In today’s world it’s even more important, where Sales, Marketing, Service and Operations share a common goal: Creating and Retaining Customers. And to create and retain customers we have to combine Great Selling with Great Service.

So what then is this Great Sales and Service Experience?

Customer Service or their Experience is the customers’ perception of how your outlet treats them. These perceptions affect their behaviors and build memories and feelings that will drive their loyalty. In other words: if they like you and continue to like you, they are going to do business with you and will recommend you to others. And for your customers to like you, you should know them very well to create and deliver personalized experiences that will entice their loyalty. But gaining this in-depth knowledge about customers isn’t something that just happens. Spas, salons, health clubs will need to work on this with their customers. No doubt, this is well worth the effort.

And it doesn’t matter what kind of business you are in – improving the experience for your customers is the key to increasing retention, satisfaction and sales.

Here are some vital data that can help open your eyes to this area of your job on priority

✓  For consumers, customer experience will become more important than price and product after 2021.

✓  89% of businesses compete through the level of customer experience they’re able to deliver. -Gartner

✓  70% of the customer’s journey is dictated by how the customer ‘feels’ they are being treated. -McKinsey

✓  Businesses that deliver better customer experiences obtain revenues between 4% and 8% above their market. -Bain & Company

✓  55% of customers are willing to spend more money with a