Retail Mastery

We had a great time presenting a live class on Profit for Products: Your Unique Position, at the American Massage Conference (AMC) in April.

We were excited about how many therapists are interested in enhancing their retail sales and serving their clients. The class totally participated. They asked great questions and shared real-life experiences.

Alexa Zaledonis, LMT, NCBTMB of Even Keel Wellness Spa, attended the class and sent us the following:

For most of us who sell retail, like it or not, we could use some help. A new idea, a different strategy or just the reminder that good retail is not a “hard sell,” it is just an extension of our treatment plan. Lynda’s and Cherie’s fabulous and fun presentation was the little confidence boost that I needed. I own a wellness spa with a very small retail area. I have sold everything from candles to creams, some did well, but a lot made great gifts (at least I thought) to my family at the holidays. I think my mom just smiled and then pitched it when I wasn’t looking.  I guess expired pomegranate body polish and cellulite cream wasn’t her thing. Nor was it my clients.

How many times do we use a product on a client and they say “Wow that feels great, what is it?” and we in turn say “it’s Biofreeze” but never tell them that it is for sale out in the waiting area and will really help them if they use it before bed that night, etc.

Lynda talked about “baking the product into the treatment” a brilliant way to showcase something you believe in. Notoriously massage therapists are not good sales people but we are great at giving care. The presentation I sat through at AMC reminded me that the products are part of the care. It made me realize that I can teach my therapists to sell anything from ice packs to self massagers if I help them understand that it is the same premise as telling a client that just one massage is all they will ever need…..it doesn’t work that way. I ran back to my spa with a little spring in my step and a reminder to myself that “if the product is good for the client, then it will also be good for the bottom line!”

Be sure to “like” us at Retail Mastery on Facebook and submit questions.

Join us on the bus!

Cherie and Lynda

Last weekend I (Cherie) was in Las Vegas as part of a volunteer committee. We stayed at the Trump Tower. I received a fabulous facial on Friday! I had to leave quickly for a group dinner, so I didn’t have time to look at products although, as far as I can tell, the esthetician did not write up any recommendations. I did take some photos of their displays but for some reason they didn’t show up on my phone.

I returned on Sunday to use the spa facilities (mainly the steam room). They had a nice assortment of 5 essential oil blends that you could put on your body before using either the steam or the sauna. I choose a blend of healing and invigorating. They also had a lovely aloe face mask. I have very sensitive skin, so I was extremely pleased that the mask was gentle and fragrance-free. It was also very gelatinous; I left it on my face for a while before entering the steam bath and while I could feel a slight tingling, it didn’t dry out (every other mask I’ve used at home gets dry). Needless to say, I was set to purchase this mask to take home. When I went to the front desk I was told they don’t sell that mask. The attendant said that it’s part of a line that they have privately labeled, but for some reason, they don’t supply them with retail sizes. Yet, they have everything else—from body lotions to aromatherapy blends to shampoo and conditioner—for guests to purchase. The attendant said they carry another line of facial products with a similar mask and gave me a sample to try. While I commend her for her customer service skills, I think the spa is making a huge mistake in putting products for guests to use while in the spa and selling everything but the one item. I think it would have been better for them to have a container filled with the mask they do sell – even if it’s not part of their private line.

This experience reinforces the importance of congruency and communication. Think about the products that you use in your practice. Are they available for your clients to purchase? If not, why?

Our last post included our Top 10 Tips for Retailing. Tip number 1 is: Choose products you trust and believe in; conduct product research before you offer products for resell.

Here are some ideas to implement Tip number 1.

Step One: Assemble a List of Potential Products to Sell   

1. List the products you like to use for your own self-care.
2. List the products (e.g., lotions, topicals, hot/cold packs, aromatherapy) that you use in your sessions.
3. Keep track (for about a month) of all the products that you recommend your clients buy somewhere else. Note which of those items you could potentially sell.
4. Survey your clients about the types of products they would like for you to carry.
5. Review trade journals and magazines for product ads and reviews. In addition to providing ideas, selling those products could provide you with a differential advantage, as those products are often not easily available for purchase by the general public.
6. Review newsletters and magazines that appeal to your target markets for ideas on the types of products that other companies (who might have large marketing research budgets) think those markets wants.
7. Talk with other practitioners about their experience with different products.
8. Attend trade shows to see and test different products.

Step Two: Refine the List
1. Combine the lists, eliminating the items you definitely do not want to sell.
2. Find out the suggested retail and wholesale cost of each item.
3. Condense the list to products that you would like to sell and have a reasonable profit margin.

Step Three: Due Diligence
1. Research the products by reading the product information sheets (most can be found online).
2. Look for product reviews.
3. Test the products on yourself.

Ethical product sales involve providing clients with easy access to high-quality products that enrich their well-being. Ideally, you would only sell products you know are reliable, suitable for use by your clients, within your scope of practice and a natural extension of your business.

Clients expect you to provide them with sound information and guidance in the realm of product sales. Thus, it’s essential to know your products well and convey the proper use, benefits and possible side-effects or contraindications of each product. You must believe in the products you sell. If you are new to retailing, you might want to start with a few items, particularly those you already recommend and items you currently use in your practice.

We would love to hear your results after you’ve done the 3 steps.

Happy New Year from Cherie and Lynda! Thank you for letting us be a part of your continuing success. We wish you a prosperous 2012. We are starting off the new year with our Top Ten Retailing Tips.

We believe your retail success stems from offering home care solutions to help increase your bottom line and complement the massage treatments that are offered on your menu of services. Here are tips to help you retail products. Starting in February, each month we will go into depth on one of the tips:

Top 10 Tips
1. Choose products you trust and believe in. Conduct product research before you offer products for retail.
2. Educate yourself and your staff on the products you use and sell, especially employees who talk with clients about products. Try a product before offering it in any treatment or for retail in your practice.
3. Choose products that are not easily accessible to your clients and that carry a professional recommendation.
4. Choose products that you use in your practice or are a direct extension of your work.
5. Take an ethical approach to product sales.
6. Charge a fair but profitable price.
7. Purchase products from a distributor or manufacturer that will work with you on important customer service issues and marketing support.
8. Make the products visible and attractive. Put the products on display so clients can see, feel and smell the product.
9. Offer samples to your clients. If a client tries and likes a product, the product will sell itself!
10. Keep track of your sales and inventory. Make sure you also know your local, state and federal tax laws.

Ultimately, you need to drive your own BUS to increase your profits!
BUS stands for:
Believe in the products you use and sell.
Use the products in your treatments that you sell.
Supply sample products to clients.

Product sales are a great diversification method—and profits from them can defray overhead expenses and add to your bottom line. It is hazardous—physically, emotionally and financially—to rely on your hands-on work as the sole source of your livelihood, particularly if your work requires intensity. Plus, what happens to your finances if you are ill or injured?  If it’s a long-term condition and you have sufficient disability insurance, then your basic expenses will be covered—although most policies to not begin coverage for several weeks. In most instances, people are back to work before their insurance coverage kicks in.

If you generate all of your income doing massage treatments, the only options you have to increase your bottom line is to reduce expenses, raise your prices, take on additional clients or hire more massage therapists to work for you. Yet, you can easily increase your income with add-on services, gift certificates and product sales.

In today’s economy, it’s wise to look at several income streams—and selling products is a smart revenue stream choice. Selling products supports clients in their wellness care between sessions, and increases your income, all at the same time. And it can be done in a professional, non-pushy manner! Additionally, retailing can actually increase the frequency of clients booking sessions. When clients use a product at home, it reminds them of the treatment they received, and that usually inspires them to book another session. Plus, if they share those products with friends, those friends are most likely to become clients.

The majority of massage therapists we’ve surveyed don’t sell products, and those that do only sell a fraction of what they could sell. Of course, there are always exceptions…. We hope that what we share in our blog, and the readers’ responses encourage you to challenge yourself in regards to any limiting notions you may hold about retailing.

What are your retailing experiences as a massage therapist and a consumer of wellness care?

Welcome to our first blog on retailing for massage therapists. We are both very passionate about how retailing supports therapists increase their income and provides their clients with products to extend the treatment benefits to home. However, we realize that some people have mixed feelings about product sales. We will dispel some of the myths surrounding retailing and share ways to overcome concerns so that you can comfortably sell products that support your clients’ well-being.

We plan to provide you with insights, resources and tips so that you can appropriately and profitably incorporate (or expand) retail sales into your practice. We hope that you will also ask questions, and share your opinions, experiences and resources.

We welcome you to get on the bus and join us as we tour the wide world of retailing!