Opening A Spa? Product Sales Are Key, Says Med Spa Consulting CEO
Online, May 18, 2012 (Newswire.com) - "I was at first reluctant to include product sales in my business plan," began doctor Peter Bogdan in an interview with Cheryl Whitman, CEO of the med spa consulting business, Beautiful Forever, "Because I did not think of my practice as a retail outlet."
According to Whitman, Dr. Bogdan's concern is a commonly held belief by medical or business professionals starting out in the spa business world. They often worry that "pushing products" will scare customers away, but according to Whitman, that fear is entirely unfounded. Whitman points out that not only do customers expect their med spa physicians to recommend products; they want them to.
"They want and need your direction," Whitman advises new business owners in a September 2007 issue of Medical Spas magazine, "Because you are the expert, they are coming to and need your advice."
Whitman further points out that the potential revenue from product sales is simply too great to shy away from. "Product sales can generate an impressive 30-50 percent of total gross revenue," Whitman told readers in the September 2007 issue.
Thus, Whitman advises all of her clients to follow her four-step sales plan:
1. Create a private-label product
According to Whitman, a private-label product with the company logo emblazoned on the front, creates credibility and brand awareness. In addition, since the product isn't available anywhere else (in stores or online), a private-label product will help development customer loyalty.
2. Give customers free samples
Whitman suggests creating a display case in the spa's waiting area or near the checkout counter and frequently replacing old products with newer ones in accordance with the season.
3. Encourage staff to make recommendations
Whitman advises using spa staff to use words like "recommend" or "prescribe" instead of "sell". Furthermore, she suggests staffers educate the client on proper skin-care and avoid pressuring clients to make a purchase. "If the patient has been properly educated by a confident and knowledgeable professional," says Whitman, "the sale is completed as part of the treatment process."
4. Deliver excellent customer service with a follow-up phone call
Whitman considers it good customer service to follow up a sale with a call to the customer no later than a week after the purchase. She also recommends the call be made from the staffer who recommended the product. This, she claims, will work towards building customer-relationships as well as help with customer.
Author and renowned public speaker Cheryl Whitman is the founder and CEO of Beautiful Forever, a med spa consulting business. Cheryl Whitman can be contacted by phone: 201-541-5405 or through her website www.beautifulforever.com.