trained them . Still , I complain about it all the time . So , we worked out a retail game plan for six months . We put 54 people on our online training program . They had goals , quotas and an incentive , and for the first time in 15 years — in the company ’ s history !— 52 of the 54 made their sales goals . They improved retail sales by $ 180,000 over the six months and enhancements or upgrades by $ 80,000 , which wasn ’ t even part of the plan . EXAMPLE 3 : I was at a luxury resort in northern California . One of the senior estheticians was phenomenal at giving a facial but was terrified to sell . After giving her what to say and how to say it — her roadmap to sales — she improved her retail sales so much she won a trip to Paris from their product vendor . The service didn ’ t change , pricing didn ’ t change , the menu didn ’ t change , nothing changed except she had the skills and got comfortable practicing the skills to boost it $ 60,000 in four months .
Pulse : What are a few takeaway messages from your presentation ? CP : In a spa or salon environment , it almost inevitably works out that no matter how big or how small the team is , the top 20 percent of the team will always be your top sellers : Put the product on the shelf , keep them stocked , stay out of their way and let them go . The bottom 20 percent of your team will never open their mouth no matter what you do and how you do it to encourage them to sell . The 60 percent in the middle is who I would encourage you to focus on for the next six to 12 months . You are going to have the most significant swing in your sales numbers if you work on an educational plan with your vendor , with your sales team … to drive your numbers up another 20 to 30 percent .
Pulse : ISPA attendees like to plan ahead for which education sessions they will attend . Who is your target audience ? CP : This session is 100 percent designed for anyone on the beauty and wellness team responsible for setting their sales goals and quotas . This session will work for spa directors , spa owners and product vendors who partner with beauty and wellness businesses .
I ’ ve had the pleasure of speaking at ISPA before — and if you ’ ve been in one of my classes , you know it ’ s going to be fast and jam-packed with very practical tips and techniques to drive both service and retail sales . n
FAST FACTS : Carol Phillips
Favorite spa treatment ? I worked on-site with the fantastic Canyon Ranch spa team in the Tucson location and had the sheer joy of a Watsu treatment . And the sky opened up to a magnificent desert thunderstorm . I can still remember seeing and feeling the thunderstorm during the Watsu treatment . Mother nature is in sync with my Watsu . Something fun you ’ ll do in Phoenix ? This one is easy . I get to see all of my favorite spa peeps from around the world and catch up , hug their neck and hopefully have a glass of wine with all of my besties . Favorite quote for your career or life journey ? “ When you ’ re through improving yourself , you ’ re through .” Favorite hobby outside of spa ? One thing my daughters and I love to do , especially living in Southern California , is hit up all the local vintage flea markets on a Sunday afternoon .
“ If … those in leadership positions committed to high-quality education in product knowledge , selling skills and communication skills , our industry could double .”
JANUARY / FEBRUARY 2024 n PULSE 21