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Retail: Turn Ideas into Action
By: Carol and Rob Trow
Posted: May 29, 2008, from the June 2008 issue of Skin Inc. magazine.
page 6 of 6
Finally, all of the above retail initiatives lead to a retail sales program2 that has you preparing for a sale equipped with business-specific information about your spa on product knowledge, selecting the right product mix, making sure your skin care supplier is a strategic partner, investing in training and educating your staff, asking and discovering your client’s needs, learning to initially ask—not tell—clients about problems, presenting products as solutions and as a continuation of professional treatment protocols, practicing overcoming objections, and closing the sale. And never forget to follow up with calls after clients’ visits so you can build on that initial sale, translating the treatments and products into future visits and additional retail revenue.
1. Day Spa Association
2. www.experienceispa.com, ISPA, Retail Management for Spas (1995)