We all make choices regarding the career we'd like to pursue. In publishing, we can choose editorial or the sales/business side. I chose the former, because convincing someone to buy things isn't one of my strong points. I do understand the "charge" one gets when making a sale, however, because back in my school days when I thought the sales world might be for me, I sold kitchen-knife sets door-to-door. I didn't continue long, though, because the rewards weren't great enough to erase how uncomfortable I felt.
I've been hearing about a parallel in the spa world. You can be business-minded with an eye on the bottom line, or you can be a "hands-on" bodyworker or esthetician for whom money is not a priority. The ideal scenario, of course, is to understand the value in both. So: How do you convince everyone on staff that selling product is a good thing? Sure, commission is always an incentive, but for those to whom money is not the be-all-end-all, what then? Just like in other industries, the most successful salespeople believe in the products they're selling. In the spa world, this translates into each employee being deeply educated about the product lines you offer. When your staff understands that by purchasing a product, a client walks out the door with something that will extend the benefits of his or her spa experience, they will begin to feel good about selling.
Need inspiration? The Spa at La Costa in Carlsbad, CA, averages $75,000 per month in retail sales. Turn to page 75 to read more. You'll also want to check out "Rallying Around Retail," Nancy Griffin's Business Builders column this month on page 30, and "10 Ways Massage Therapists Can Sell," by Carol Phillips, on page 68.
I hope this issue's special retail focus will help you improve your bottom line-and assist you in getting your employees to sell from the heart. Because when employees feel good, clients notice.