everything from educating, helping,
recommending tools or even coaching the
guest, when it comes down to it, our
therapists and service providers ultimately
see it as selling.
Outside of the one percenters who are
selling dynamos, at a subconscious level,
most of our service providers fear
rejection. They fear offering something
they perceive is highly priced to someone
they perceive cannot afford it. They take
rejection personally. Most of all, they fear
not being liked and, therefore, not being
booked. So, they subconsciously do
everything possible to be liked and avoid
the discomfort of rejection—including
recommending retail products.
I’ve learned this from traveling to spas
around the world and administering my
Subconscious Test to service providers,
which has them self-evaluate and reveal
their limiting beliefs that hold them back
from making efforts. More often than not,
it reveals a fear of selling.
In essence, fully relying on our service
providers to be the voice of our spa has
its limitations. Although they are
passionate about education, your service
providers subconsciously fear being seen
as sales people and losing the authentic
connection or trust they have built with
the guest. With a focus on creating a
personal connection, they might even
unconsciously miss the buying signals
their guests offer in the form of wishes or
complaints.
Employees can also be transient and
the time for them to gain the product
knowledge required to create a sale can
stagnate profits. All the while, our guests
are still walking out the door without the
proper homecare programs or worse,
buying them over-the-counter or online
without a professional opinion.
time for a New approach:
develop a conscious salesperson
“You cannot solve a problem with the
thinking that created it.” Albert Einstein
40
PULSE
■
November 2017
said that and it’s one of my favorite
quotes because it applies to our industry
now more than ever. It’s time to apply
new thinking to solve this old problem
and truly take an innovative and
conscious approach to create the
quantum leap breakthrough we desire; not
just a new action plan, but a totally new
way of thinking.
In the spirit of Albert Einstein’s
wisdom and the help of the ISPA team,
I’ve created four free educational videos
committed to empowering spas and
“you cannot
solve a problem
with the
thinking that
created it.”
salons to reach their full potential. This
brand-new concept helps premium spas
and salons like yours drive sales. This
authentic and purpose-driven approach
strengthens your guest connection and
organically increases their spending
without putting more pressure on your
teams and without being salesy.
It’s called Creating Your Conscious
Salesperson. If fear is in the subconscious,
then we need a conscious approach to
meeting our goals and authentically
awaken our guest’s buying desire.
Instead of looking at your marketing
as a one-dimensional call-to-action or
advertisement, imagine your guest
communications are being delivered by
your “ideal employee.” One that has a
defined personality and represents and
inspires them with the philosophy of
your spa. That’s your Conscious
Salesperson!
Your Conscious Salesperson is not a
real human, although it communicates to
your guest as if it were, instead it’s the
inspired voice of your spa.
your conscious salesperson:
1. Engages your guest in meaningful
dialogue to stimulate their appetite to
consume self-care.
2. Teaches from your spa’s unique core
values and inspires guests to embrace
their benefit.
3. Plants seeds and guides your guest
through the four stages of buying to
purchase more of your products and
services all on their own.
4. Most importantly, encourages your
guest to make the first move to ask
questions of your service providers, so
the fear barrier is broken and authentic
conversation can occur.
Your regular guests are loyal to you;
they would still come if you changed
brands, changed service providers and
even changed locations. So, why not
leverage this connection and have more of
an intimate dialogue with them with your
own simple marketing materials
throughout the spa?
Harness your ability to influence your
guest’s behavior. Define your spa voice
and practice thought leadership to
consciously guide them along the four
stages of buying. Connect to your
purpose and your passion and reclaim
your power to lead your guest. n
taNya cHErNova, I n
2003, tanya focused on her
passion for education and business success with North
America’s largest corporate training company, SkillPath
Seminars. For three years, she taught 30 soft-skill topics
on leadership, management, communication, sales and
more. In 2007, she launched her own training company,
educating organizations to build the power of their brand.
For more information, visit tanyachernova.com.