For effective massage and spa products sales—and positive professional relationships—you must be aware of howyou are sharing spa retail product information with clients.
Each of your clients are unique and may appreciate different facets of what you are offering, so be prepared to navigate the conversation in a way that makes them the most comfortable.
• Upgrade your intake form. You’re already asking about the basics, but consider the intake form as an opportunity to expand your knowledge of your client from the very beginning. Go beyond the most important items, like medical history and allergies, and ask additional questions about their lifestyle and passions. You can even make the questions fun.
Let these questions open things up for more small talk to develop rapport and set a friendly, curious and caring tone for your business.
While including such questions might sound too personal, they will deepen your client knowledge in a way that will improve your services while helping them feel seen and understood. (Visit massagemag.com/intakeform to read “Build Trust with Your Massage Therapy Intake Form.”)
• Be direct and informative. You want to deliver all the information quickly and effectively, so they have space to enjoy the service they came in for. Displaying that you are timid about making massage and spa product suggestions or back tracking might start to feel pushy and uncomfortable instead of supportive and educational.
• Don’t be afraid to talk $$$. Offer any details you feel are relevant about price breaks from bulk sizes, or special package deals being offered in your retail space. This approach might not be appropriate for everyone, but some clients respond to numbers and financial perks as a way to justify spending the money for the self-care needs.
• Create displays and esthetics. You want to be able to visually communicate the essence of your business to your client, so creating the right environment is important.
This can start from as soon as they walk through the front door (smelling the freshness of diffused essential oils as they enter), or sit down in the waiting room (being offered refreshments and wellness magazines while they wait), and can then be further reinforced by the service menu and massage and spa product offerings.
Consider everything the client might notice: Does your retail display add to or take away from the environment? Sure, a product brand could be reputable, but do they also offer packaging and merchandising options that speak to the esthetics of your business? If not, there may be opportunity to explore lines that are more in sync with both your business’ values and style.
Make it Special
Everyone likes to feel taken care of, so including some extra-thoughtful touches in your transaction helps them feel like they are getting a present, instead of getting pushed into a sale.
• Gift wrap: Consider thoughtful and decorative gift wrap for their massage or spa product purchase (even if it’s not the holidays) that can be put together quickly and conveniently. If the wrapping production is too over the top, it may be overwhelming to the client, so keep it simple and beautiful.
A gift bag or tissue paper, a sprig of lavender, a ribbon or even tossing in a pre-hand-written “Thank You” card are small but memorable gestures that help demonstrate your appreciation for them without feeling aggressive.
• Samples: Provide extra product samples relevant to their service or your conversation. This helps them feel like they are leaving with a special gift, and that you have gone above and beyond for them.
While offering free samples ahead of time as an incentive for the sale can be helpful, giving samples as a surprise at the end of a transaction lets them know there are no strings attached and that the samples are purely for their enjoyment.
• Special offers for the holidays and birthdays: Who doesn’t like a reason to celebrate? Decide how you might like to acknowledge special days of the year with your client in a way that both benefits your business and makes them feel festive. Some therapists make sure they have clients’ birthdays on file, so they can send out a pre-birthday special.
About the Author:
Amy T. Simmons is the Research and Education Coordinator for KM Herbals. She is a licensed Esthetician who specializes in holistic wellness and plant-based skincare, and studied Herbalism and Aromatherapy at the California School of Herbal Studies with renowned teachers such as David Hoffman and Trinity Ava, as well as Cosmetic Chemistry with Rebecca Gadberry at UCLA.