THIS MONTH’S QUESTION:
SOUND OFF
DO YOU EVER WONDER how your peers would handle
a situation? Maybe you’re curious what other leaders in the spa
industry have to say on a certain subject. In sound-Off, we ask ISPA
members from differing backgrounds, countries and companies the
same question and see how their answers compare.
“How do you
incentivize selling
among your team
members?”
GUSTAVO F. GAFFREY KATE MEARNS LISA HILLS CHRISTINA CABRERA
CeO
Spa & Health Centers Consultants Principal
LIVunLtd. spa Director
The Spa at Westin Mission Hills
BUENOS AIRES, ARGENTINA SURRY, VIRGINIA Director of Retail & Guest
Relations
G20 Spa + Salon
RANCHO MIRAGE, CALIFORNIA
BOSTON, MASSACHUSETTS
first, i ask employees to put
all their creativity and
personal imprint into the
sales action and into their
relationships with customers
and client prospects. Second, i
conduct periodic evaluations
and brainstorm how each
employee can individually
raise their bar. Third, i take
the time to celebrate each
achievement, however
minimal, along with the entire
team.
i’ve found the best way to
promote sales is through
education and support. Staff
(therapists and front desk
teams) must have a strong
product knowledge to talk
about the products. i am of
the old school where i believe
that staff wants to actually
help and influence the guest
for the guest’s best interest.
at an average of 10 percent
commission on products, only
the estheticians seem to
make enough money to
notice a difference on their
paychecks. Staff sees more
value in free products,
education, engagement and
accolades.
We offer for a percentage of
all staff’s retail sales to be
placed in an education fund.
education can be expensive
but essential to remain
current and motivated, so our
team can use this fund as a
sort of savings plan to build
up the money needed to use
towards education or tools
needed to perform their jobs.
We have monthly and
quarterly incentives for our
team members. We have a
dollar amount goal set for
receptionists and estheticians
and a separate lower goal for
massage therapists, hair
stylists and nail technicians.
any associate who meets the
monthly goal earns a payroll
incentive. There is a higher
goal as well that any associate
who meets or exceeds will
earn a paid day off. We
recognize the top performers
in our monthly department
meetings and allow them to
choose products from our
prize box. our incentive
programs have increased our
average check year-over-year
by 15 percent. n
KEEP AN EYE ON YOUR INBOX for the next
ISPA Snapshot Survey, where you can answer
upcoming Sound off questions for the chance to be
featured here.
May 2018
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