Taking the ‘Sales’ Out of Retail

We have probably all met massage therapists and spa professionals who dislike selling retail. They feel like sales isn’t necessarily the profession that they chose when they enrolled in school. And, really, who can blame them for feeling that way? To a certain extent, they are right. However, massage therapists and other spa professionals did knowingly enter the health and wellness industry. With that said, I’d like to encourage these professionals to look at retail in a new light. To my mind, retail isn’t just a way to increase your bottom line, it is a method by which you improve each client’s experience between visits.

If therapists take the stance that they aren’t necessarily meeting a sales goal as much as they are enhancing the treatment they provided, they are more likely to succeed in retail sales. Of course, let’s also not forget that by selling products that are likely to benefit a client, the therapist really is improving the client’s experience. And experience is what it is all about. It is what brings clients back in for more.

Treating retail sales as a wellness “enhancer” rather than a number meant solely to impact a bottom line makes many therapists more comfortable with the actual act of selling. Instead of rushing through product descriptions, they are apt to consider what might improve the health of their client. That is, in my opinion, the most impactful thing a spa or massage professional can do for clients off of their massage table.

The long and short of it is this, the next time you consider selling product to a client, try making it less about sales and more about the client’s overall health. I think you’ll feel better about the results. And, you’ll improve your bottom line in the process. No complaints there, right?

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