To complement the MASSAGE Magazine article, “Business Roundtable: Retail Success,” with Cherie Sohnen-Moe, Shelene Taylor, Jean Shea, Lynda Solien-Wolfe, L.M.T., N.C.T.M.B., and Kelly Robbins, in the August 2013 issue. Article summary: Practice building experts share information and advice on creating revenue streams in your massage business.
by Jenelle Kim
Massage therapy accounts for approximately 70 percent of services provided at spas that offer massage on their menu. Having been a member of the spa-and-wellness community for several years, one thing I have seen time and again is a lack of retail to support that key service.
Many spa owners and directors choose to stock their shelves full of skin-care products—because the price tag is higher, many estheticians are taught how to sell, and the products are often trendy and sexy.
However, much overlooked is the body-care segment of retail. If your clients are visiting your spa for a massage and you don’t have the corresponding retail products, that’s a missed sales opportunity.
Massage therapists are more conscious than the average consumer about natural products. What you put on your hands and body will seep into your skin and your body. If you do not feel great about what you are putting into your body on a consistent basis, why would you ever recommend those products to a client?
This is where the statement, “Massage therapists don’t sell,” originates: Many massage therapists use low-priced, low-quality products, unlike estheticians, who apparently know how to sell. If the product is truly great and you can notice a difference in how you feel when you use it, it becomes easy to recommend to clients—and that translates into retail sales.
Spa owners and spa directors, take note: If you want to see a boost in retail sales, find a line of body-care products your therapists love. You will see a new level of chatter and buzz begin to develop, and they will show you their passion to heal extends beyond the treatment room.
Jenelle Kim, L.Ac., M.S.T.O.M., is a master herbologist and author, speaker and co-founder of Jade Spa and Jadience Herbal Formulas (www.jadespacollection.com), featuring the all-natural Muscle & Joint Collection of product rooted in the herbal-healing wisdom of her family lineage and traditional Oriental medicine.