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Motivating Your Retail Sellers: 6 Do’s and Don’ts
By: Kate Wind
Posted: March 1, 2014, from the March 2014 issue of Skin Inc. magazine.
As important as it is for you to be proud of your spa and skin care treatments, it is just as valuable to feel equally proud of your product sales. Motivate your team to turn the “I am just looking” client into a product-buying diva.
Most shoppers use the “just looking” line when they are not engaged. Either they don’t know what they are looking at, or they don’t know what they are looking for. Here are six tips to motivate your sales team. Pick one or two, and soon you will love your retail area. No complicated sales pitches required—promise.
Do incentivize. Typically, spas incentivize with a small commission based on the retail sales amount. Although money is a great motivator, product incentives may be a better choice. By letting team members experience the product firsthand, they can offer personal testimonies—a top motivator in making a sale. This is a particularly helpful technique to build confidence, while ensuring stronger sales in the long run.
Do create responsibility. Assign each receptionist a retail line on the sales floor—preferably one they are passionate about. Their role is to maintain the appearance of the section and be the go-to person for knowledge and education on the line. This exercise fosters responsibility on the sales floor, which establishes a confident seller.
Do educate. Retail lines are constantly adding additional products or discontinuing favorites. Make sure your sellers are educated. If you notice low sales on a specific product or line, put together a fact sheet about the features and benefits to share with the team. It is beneficial for the information to be organized in easy-to-read bullet points.
The worst is when a line discontinues a great-selling product. In this case, create a suggested selling chart showing a corresponding product that would be comparable. The sheet can show products similar in price point or performance. This will ensure you don’t lose the sale!
Don’t overwhelm. Most retail areas have eight to 15 retail lines, which can be overwhelming to the team and the client. This abundance of options can cause confusion and uncertainty. Create focus by implementing a product or line of the month with your selling team. By creating an emphasis, the sales team can naturally highlight the product and identify target clients.
Implementing a tip of the week also creates focus. Create a product-knowledge board featuring a weekly fact about a key benefit of a product. For example, “Did you know that each foundation powder in our makeup line has SPF 20?” An easy fact like this can be used in casual conversations with clients and as a way to break the ice.
Don’t set unattainable goals. Setting unrealistic goals for your sales team is detrimental. Pressure from a high sales quota can translate two ways. First, it can discourage sellers, creating the opposite effect of the set goal to increase sales. Secondly, it can create pushy selling techniques, which can shoo clients out the door. The demeanor of the salesperson is influential and is an extension of the entire team.
Goals, if used correctly, are excellent tools. Begin by working to raise current goals 3–5% at a time. The motivation from meeting a goal will drive further sales.
Don’t forget to acknowledge and appreciate your sales team. Create excitement around selling accomplishments. This acknowledgement pushes your team to want to sell more. And the best part—it costs nothing!
Kate Wind manages a team of 53 estheticians, hair stylists, nail technicians, massage therapists and reception attendants at Spa Mio at The M Resort in Las Vegas.