MEET CAROL PHILLIPS I started in retail in high school at our local Merle Norman studio and then graduated early to start beauty school the next day . Over the past several decades , I have been laser-focused on how to drive service and retail sales . I bring a unique perspective as a trainer and spa consultant because I started as a licensed esthetician , CIDESCO diplomat , nail tech and makeup artist , even before opening my first day spa at 21 . Over the past several decades , I have enjoyed working and consulting with the entire vertical chain of beauty and wellness , from beauty school students to day spas , med spas , luxury resort spas and beauty brands .

Pulse : When you take the stage at the 2024 ISPA Conference for a Knowledge Builder session , what topic will you present to ISPA members ? Carol Phillps : In this session , I will share tried and true ways to drive retail sales in a luxury spa environment .

Pulse : ISPA asks members to “ Dream Big !” during the 2024 Conference . How does that idea tie into your work with spa business leaders ? CP : Since Covid , I have noticed , working with beauty businesses around the globe , that almost every beauty brand and spa is underperforming in the retail department by at least 25 to 50 percent . I believe to my core that if , as an industry or individually , those in leadership positions committed to high-quality education in product knowledge , selling skills and communication skills , our industry could double .

Pulse : Could you share a success story or case study from your career highlighting effective spa management or operational strategies relative to your Knowledge Builder session topic ?

CP : I ’ ve noticed , especially in the last two years , that spa owners , beauty business owners and spa managers have given up the ship , so to speak , when it comes to retail sales . Many spa directors , in particular , have become gunshy about retail sales goals , quotas and education when hiring becomes more challenging . The beauty of sales education is that you can get instant results for your ROI . EXAMPLE 1 : I had just completed an on-site sales training session for a large resort . One of the massage therapists had worked there for seven years and had never sold one item the entire time he was there . An hour and a half after the training session ended , the massage therapist had a male customer in the retail department , buying body care products in his bathrobe . EXAMPLE 2 : I had a salon and spa owner in a seminar . One of the things I always say is , You don ’ t get to complain about your staff not meeting their sales goals and quotas when you haven ’ t trained them . I saw the owner ’ s eyes get very big — deer in the headlights — and at the break , she came up to me and said , You know what , you ’ re right , I ’ ve never

20 PULSE n JANUARY / FEBRUARY 2024