upsell based on what the guest has purchased in the past, the
guest is much more likely to make another purchase,” she says,
adding that pairing services is another important tactic. “When
you pair services together during the booking process and
explain how they complement each other, the guest is more
likely to add on to their services.”
Todd Hewitt, senior spa director at Four Seasons Toronto in
Ontario, Canada, employs numerous upsell strategies, the most
successful of which is to provide a small sample of product during
the treatment: The spa’s massage therapists add a complimentary
application of yoga balm on the
neck and shoulder during the
deep-tissue massage, which has
resulted in a 20 percent increase
in retail sales for that item.
Hewitt’s team has also generated increased sales through
enhancements, adding to the
guest experience without
increasing treatment time.
“Most spas struggle with
getting massage therapists to
upsell, so be sure to include
enhancements that they can
participate in such as hair andscalp treatments, anti-puffy
eye treatments and hand or
foot treatments,” he says. He
also emphasizes the efficacy of
coupon services, such as
TravelZoo and Groupon, to
service upselling.
From a retail perspective, Ahmed Sandoby, spa and wellness
center director at Four Seasons Cairo First Residence in Egypt,
has an easier time linking product recommendations to services
when a treatment is high-tier. However, he also encourages his
staff to make an effort to upsell slow-moving inventory items
rather than focus on items that already sell quickly. Typically,
Sandoby has successfully upsold retail items through promotional pricing, point-of-purchase displays and loyalty programs.
Sandoby says his upsell tactics differ depending on the
service, but the best upselling opportunities take place during
booking and the treatment itself. For massages, suggesting a
one-hour instead of a 30-minute treatment during booking typically proves effective, and recommending a retail massage oil
during the treatment itself often prompts a bonus buy. Facial
services are similar: Sandoby recommends a premium service
depending on skin needs during booking and pushes the applicable products in the midst of the treatment.
It is crucial to remember that upselling can go badly if not
done with the customer’s true needs in mind. Both Sandoby
and Hewitt caution that being too pushy without demonstrating value can result in the loss of a sale and, at worst, the loss
of a customer. “What’s more annoying than being jumped on
by an aggressive salesperson who is trying to sell you products
or treatments?” Sandoby says.
“Upselling and cross-selling
techniques will be efficient only
if you are adding value to the
customer’s experience. Use your
business knowledge to ascertain
what type of customer you are
dealing with.”
Hewitt also emphasizes the
importance of competition by
creating contests and promotions to staff for who can sell the
most, a tactic that has greatly
increased his retail success.
“Run competitions as to who
JENN HULL
can sell the most per month
Product Manager
with prizes from within your
SpaSoft/Springer-Miller
hotel or local businesses,” he
Systems
advises. “Place your highest
Markham, Ontario, Canada
sellers with your lowest sellers
so they can work together as a
team and win recognition.
Paying commission on each enhancement means that therapists can actually make more per treatment.”
“We have found that by
customizing the upsell based
on what the guest has
purchased in the past, the
guest is much more likely to
make another purchase.”
38 PULSE
■
September 2015
Staff Strategies
When training staff on upselling tactics, Sandoby requires daily
briefings, in addition to regular supplier training, samples and
other materials. He especially emphasizes particular skills that
can increase sales such as making initial contact, letting the customer decide what is affordable and being specific while offering
a variety of options. A truly good salesperson will be most successful when he or she can read their customer and knows the
products well enough to make an informed recommendation.
(CONTINUED ON PAGE 40)