How to Sell Without Selling Out – Part IV

“Identify a need and fill it.”

That’s what my co-worker had told me when I asked him how to sell products at a spa. I had no idea what he meant. Here I was, needing answers and he was feeding me riddles like the Sphinx. I was perplexed and frustrated.

[this part 4 of 4; see beginning of the story here]

Weeks went by and it had not been easy, but I was making progress in my attempts to add sales to my skills set while I worked at a large day spa. I was surprised to find out how hard it was at first to even suggest anything to a client – an extended massage time, a membership, a product – and now it was becoming more of a habit.

When clients came in, I would ask questions before starting the massage to find out what they wanted in their treatment. From their answers, I would pick up clues as to what services or things we offered that would fit their needs.

Identifying and filling a need is a basic of good service, but one that was easy to forget as I worked with clients on a back-to-back schedule with five to 10 minutes between services.

The five to 10 minutes was used to escort clients back to the lounge, change the room linens, tidy and find the next client. Oh, and that was if things were running smoothly. Often, fresh sheets and towels were still in the wash, client itineraries had been changed, the computers were down and/or a treatment using lots of products that had to be prepped and heated in advance.

Basically, there was no time to sell anything on the in-betweens. I discovered that if I did not have something in mind from the session or the client’s answers I was out of luck.

For all the times we were very busy, however, there were days and evenings that were slow. Then I discovered that I could suggest extra massage times or treatments, or introduce clients to other services the spa offered.

With all the howling that came from our massage department when the spa director gave us a sales quota, I was finding out something very interesting. Once clients understood I was actually interested in what they wanted, they would open up and appreciate my help.

I had learned something about myself and about how to make clients more satisfied. It was a skill that I added to my toolbox, right next to trigger point, Swedish and therapeutic stretching. I had learned to communicate better with clients and better serve them.

All it had taken was some effort, and a good bit of failure before I got the hang of it. My therapist co-worker had me baffled when he told me to identify a need and fill it. Now I understand exactly what he meant, and I use these skills to this day in my private practice.

Authored by Susan Peterson, CAMTC, NCTMB