First, I have to say congratulations to all of our Consultants and Directors who joined us thsi past weekend at the Grand Velas on an exclusive tropical get-away, compliments of BeautiControl. No matter how many of these trips that I go on, I am amazed every time by the presentations, the elegance and the opulence of a trip with BeautiControl. It was so wonderful to spend quality time with the friends that I have made over the years. There is nothing like the BeautiControl family to re-charge your battery. It was so great to see all of you.
This week's installation of the BeautiControl 101 series involves something that is one of themost important aspects of our business. The Spa is the core of our business, and without it, we cannot survive. To take it a step further, the Host is the lifeblood of our Spas and without them...we have nothing. A motivated Host will ensure your success with every Spa.
Many new Consultants fail before they even begin because they don’t think that they have what it takes to be a seller and they don’t want to be seen as “pushy”. Don’t forget…you are not in this alone. Your Hostess is your business partner. The Spa is the HOST’s party, not yours.
As a BeautiControl Consultant and business owner, you both sell products, share the opportunity to open a business to those you meet and provide a unique and in-demand service. As a Skin Care and Style Consultant, you teach people how pamper themselves, take care of their skin and look their best from head to toe. This is a service that both men and women need and a service that companies desperately need in today’s world. Not only are people experiencing more stress than ever before, but there is a renewed awareness about the importance of personal style and image. Finding someone to be a Host for you is easy once you have clearly articulated the service that you are providing all who attend the Spa.
The Host’s responsibility goes beyond simply opening his/her home and inviting friends. The Host has to understand what they are receiving as a benefit of Hosting a Spa for you. Your Host proposition has to be very compelling to encourage Spa bookings.
Many companies offer Host programs that are set in stone. Host a Spa and receive a bag, or a bowl or some very specific and tangible item. In some cases, the company actually funds the Host program and ships directly to the Host following the Spa. The companies who have a “company sponsored” Host program also have a lower discount structure and do not have any additional merchandising/discounting on the product line. This is how they can pay for a fully funded Host program. While the Consultant has less out of pocket expenses where their Host incentives are concerned, they also have less, “in pocket” profits due to fewer discounting opportunities.
BeautiControl’s Host plan is somewhat different. Our Host program is set up to offer a sales credit based on the orders that are taken at the Spa, the outside orders that are collected to count toward that Spa and from the number of future bookings that were made at the Spa. When this become’s your Host or Spa guest’s only opportunity to receive a “discount” on the products, then your Host proposition becomes a far more compelling opportunity for you.
One of my favorite objections to receive during a Spa is “I can’t afford to buy an entire set”, or something of that nature. That is the perfect opportunity for me then to reverse the dialogue and present the Host opportunity as an option to receive a “discount” on their products. When done effectively, it is not unusual to have a Host that uses Host rewards to completely pay for their skin care regimen every few months. Some of the best Hosts you will ever have will be a Spa guest that doesn’t want to pay full retail for their products. I have found it effective to have each guest keep a “wish list” during the Spa. This helps them start to make a plan of how many people need to place an order and what the Spa sales totals should be in order to receive the Spa credits.
Once your Host has a goal in mind, they will be an active partner to help ensure that the sales from the Spa are large enough to help them earn the Host rewards. Hosts who have no interest in what they can earn as a Host, will not be an effective business partner. Remember, this is not your Spa, this is your Host’s Spa. Your role is simply to pamper your Host’s guests, demonstrate your incredible products and create sets for them to choose from to help your Host achieve their sales goals.
The Host program is the discounting opportunity for your clients and can create a compelling opportunity to attract and reward your Host. It is important for you to determine how you want to maximize the benefits of your Host program. You have many options that you can choose from to customize your Host program to be most profitable to you. One way of maintaining a high profit at each Spa is to stock up on the “products of the month” that we feature each month with additional Discounting opportunities. These products are our best selling products and can help you create a compelling Booking/Host reward.
Understanding that the key to having a successful Spa is by having a motivated Host, do you:
- Utilize the Host program as your discounting opportunity?
- Coach your Host to set sales objectives and share them with each guest at the Spa?
- Coach your Host to collect outside orders from friends and family who will not be able to attend their Spa?
- Have a Hostess proposition that you feel is compelling and creates a motivated Host?
Let me tell you from the perspective of both being in your seat as a Consultant and in the seat of the Spa guest...every person who attends your Spa comes with in expectation to make a purchase. If they weren't willing to at least be "sold", they wouldn't be there. It is the responsibility of you to provide the incentives that entice your Host and your Host's responsibility to activate the purchase, up-sell and generate higher Spa sales.
Remember…our Host program is structured to put you in the drivers seat as a business owner to help you Book more Spas and earn more profits. If you don’t feel confident in your Host proposition, then it may be time to refresh or change it to be more compelling. Your Host is the lifeblood of your business and will guarantee not only a successful Spa, but a faithful client and possible future new Consultant. When a Host continues to see you succeed as a business owner, it won’t be long before they want to do what you do so they can experience the benefits of being a business owner for themselves.
Thanks for checking in and be sure to come back on Friday where I will feature the highlights of NYC Fashion Week as well as the trends that you will want to share with all your clients.
Have a great week.
Ciao.
