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EXPERT VIEW Valerie Delforge consultation. Does it fill you with confidence about the treatment you’re about to have? Does it make you feel that the therapist is an expert? Probably not. If you carry out a thorough consultation you show clients that you’re taking their <strong>wellness</strong> seriously, which is why they’re at the spa in the first place. The how and when Consultations can be done in different ways and to ensure they happen in your spa, you need to analyse your customer journey to determine when it works best for your business to carry them out. It’s a great idea to get the reception team to distribute the consultation forms, but make sure the client comes in 10 minutes early and that they fill in the form correctly. If you can’t read their handwriting, if they didn’t fill out the back of the form or if there is no signature, you will have wasted those 10 minutes. Make sure you train your team throughout the year, implementing quarterly consultation training. Get a senior therapist to train the other staff members, and also reinforce this by bringing in an external expert from time to time. Scheduling can be tricky as spas often don’t have time allocated for consultations. As a trial you could, however, give therapists 10 extra minutes per treatment to carry out a consultation, monitoring the results for three months to see if there is an increase in retail sales, upselling and cross-selling. If you notice no such increases, you can take those 10 minutes back. In all my years I have never seen that happen, however, which is why I know that consultations have a powerful impact on the bottom line. Mystery shopping can also be a good way to make sure your therapists really are carrying out consultations, giving you an idea of where each member of staff is at with this and enabling you to create individual plans of action. Regardless of the particular strategy you choose, remember that consultations are key and that, when conducted well, they produce great results both for your customers and your business. Valerie Delforge is founder and chief executive of Delforge + Co which offers business mentoring, coaching and education to spas and salons. Past roles include head of the Academy at Treatwell (then Wahanda), head of spa operations in the UK for Steiner Leisure, and general manager of Bliss for Steiner. delforge.co <strong>World</strong> Spa & Wellness | July/August 2017 77
REGIONAL AWARDS Recognising the best spas and salons in every region of the UK 8 October 2017, EventCity, Manchester Categories include: BOUTIQUE SALON OF THE YEAR: Northern Ireland • Scotland North East • North West Midlands • South East South West & Wales LARGE SALON OF THE YEAR: Northern Ireland • Scotland North East • North West Midlands • South East South West & Wales SPA OF THE YEAR: Northern Ireland • Scotland London • North East North West • Midlands South East • South West & Wales ENTRIES ARE NOW CLOSED! The list of finalists will be available in July www.professionalbeauty.co.uk/regionalawards SPONSORED BY: IMPORTANT INFORMATION: In order to enter the Professional Beauty Awards 2018 (to be held in London on 25 February) in the following categories: Beauty Salon of the Year: Three Rooms or Fewer, Beauty Salon of the Year: Four Rooms or More, Residential Spa of the Year: 10 Rooms or Fewer, Residential Spa of the Year: 11 Rooms or More or Day Spa of the Year you MUST enter and win the Professional Beauty Regional Awards 2017. For any queries please contact info@professionalbeauty.co.uk
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worldspawellness.com July/August 20
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#masterpiece
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CONTENTS This month... Cover: Shang
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Inspired by Facial Skin Care. Perfe
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NEWS NEWS BRINGING YOU THE LATEST F
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MARY COHR OFFERS AROMATHERAPEUTIC B
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mr sauna Saunas, steam rooms and mo
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