Posts

Front Desk Training Webinar: Checkout that Maximizes Rescheduling and Retail

Monday, August 9

9 a.m. Pacific/Noon Eastern

About 70 minutes; a live encore presentation

$99

Your biggest moment of truth in a spa or salon takes place, not in a treatment room or at an employee’s station, but when a client is checking out. This is the moment you must ascertain whether a guest is satisfied, when your guest is invited to reschedule, and when they are invited to make home care purchases. Your challenge? To do all this while checking out guests as quickly and as accurately as possible.

Because your reschedule/retention rate is the most critical metric in business success, this “moment” must consistently ensure the best possible outcome. Being friendly and efficient is important, but it’s only the beginning.

Join us for this webinar, the third in our series for front desk employees and their managers. Presenters Lisa M. Starr and Peggy Wynne Borgman of Wynne business, veteran spa consultants and educators, pack the hour of instruction full of use-it-tomorrow, down to earth content. Jessica Zike of Coyle Hospitality Group, the premier mystery shopping company for the hospitality industry, will kick off the session by providing eye opening real-world performance data from their Mystery Shoppers, as well as anecdotes about front-desk experiences that missed the mark.

Participants will learn:

– The importance of the front desk team in building the business
– The hidden opportunities of checkout
– Who is supposed to do what? Understanding roles and responsibilities in this transitional zone
– Recognizing the guest at checkout; what to do when you don’t know their name
– Creating a smooth “handoff” from a service provider to the front desk
– Creating a smooth transition from the locker room to the front desk
– How to effectively gauge guest satisfaction at checkout
– The most inspiring home care recommendation strategies
– What to do when you’re asked a question you can’t answer!
– How to respond to “objections” such as “I already have something like this at home”
– Building the sale with “bumps”
– The recipe for persuasive invitations to return
– What to say when the guest says, “I need to check my calendar”
– The most neglected step in the checkout process

The webinar includes an hour long presentation and concludes with a Q & A session.

$99

Visit our Webex site to register and click on the “upcoming” tab.

Can’t make it live? Download an archived version of this webinar. On our Webex Training Center, click “Recorded Sessions” in the menu on the left of the screen. You’ll be prompted with instructions for purchasing the webinar. Once downloaded, you can use your webinar perpetually.

The Spa Director’s Management Intensive: summer session August 22-25, 2010

August 22-25, 2010, San Francisco Bay Area

If you own, manage, or plan to invest in a spa, this program is a must!

Co-taught by Peggy Wynne Borgman and Lisa M. Starr of Wynne Business Spa Consulting

Read more

The Front Desk Must Die!

Spas are working harder than ever to be innovative in their designs, but there’s one convention that just won’t seem to die: the monolithic front desk. Once upon a time, we had big fat computer monitors and hulking CPUs to hide in those enormous desks. So why, in this age of flat screens and cloud computing, are we still confronted with these intimidating beasts when we enter a “state of the art” spa?

Front desks create a barrier between guest and client. In restauranteur Danny Meyer’s parlance, it’s hard to convince a guest you’re “on their side” when you literally are not. Check-in, a simple enough transaction, can be accomplished with about two keystrokes–and for that matter, on a handheld. Why use up valuable square footage that you could use for retail merchandising? Because architects and interior designers think we want these things.

Instead, guests could be welcomed by a friendly host who is visible from head to toe, whose full-frontal greeting will feel much more sincere. He or she checks guests in with his or her handheld, or at a simple podium. (Seeing staff engulfed by giant desks reminds me of those little old ladies you see piloting massive cars.) Perhaps we could even stop calling our spa concierges “front desk staff.” (It’s a bit like calling massage therapists “massage table staff,” isn’t it?)

In the new spas Wynne Business designs, we include a comfortable “checkout lounge” that encourages lingering, with tables where home care recommendations can be reviewed over a cup of tea and some conversation with a Home Care Advisor. This salesflow strategy separates the departing spa-mellowed guest from the frantic incoming one, who often induces the departing guest to unconsciously “giddyup.” Not good for retail or rescheduling. Even when there isn’t room for a checkout lounge, we include in the design a “checkout bar” with stools. “If you perch, you purchase,” we like to say.

The front desk is one part of the spa business that has never undergone a serious rethink, which is very strange. Yes, we store things in those massive desks, we conceal trash cans and we hide our Starbucks cups (heaven forbid.) But our front desks carry tremendous symbolism. They are the physical manifestation of the intimidation that so many guests still feel when they enter a spa. I have no idea why they are so often front and center, like some sort of altar. Talk about scary.

They also function as a sort of fort, from which your staff defends the spa from the clients. Visit a new spa and try to get a spa concierge out from behind their desk. It’s like prying off a barnacle. Behind a desk, it’s easy to look busy as long as you’re not leaning on it, chin in hands. Imagine what happens when there is no longer a desk to hide behind. Shelves get dusted, products are straightened, guests are interacted with, refreshments proffered, doors are opened.

So why not do away with them altogether? Handhelds make it possible for the “point of sale” to be anywhere the client is–another way to encourage more natural interaction with staff, better customer care, more spontaneity, and oh yes, larger purchases.

As we look for new ways to draw the ellusive Millenials into our spas, rethinking the front desk may be a very good place to start.

Moments of Truth: Guest Checkout that Maximizes Retail and Retention

ON-DEMAND WEBINAR
About 70 minutes
$99 (unlimited use)

Your biggest moment of truth in a spa or salon takes place, not in a treatment room or at an employee’s station, but when a client is checking out. This is the moment you must ascertain whether a guest is satisfied, when your guest is invited to reschedule, and when they are invited to make home care purchases. Your challenge? To do all this while checking out guests as quickly and as accurately as possible.

Because your reschedule/retention rate is the most critical metric in business success, this “moment” must consistently ensure the best possible outcome. Being friendly and efficient is important, but it’s only the beginning.

Join us for this webinar, the third in our series for front desk employees and their managers. Presenters Lisa M. Starr and Peggy Wynne Borgman of Wynne business, veteran spa consultants and educators, pack the hour of instruction full of use-it-tomorrow, down to earth content. Jessica Zike of Coyle Hospitality Group, the premier mystery shopping company for the hospitality industry, will kick off the session by providing eye opening real-world performance data from their Mystery Shoppers, as well as anecdotes about front-desk experiences that missed the mark.

Participants will learn:

– The importance of the front desk team in building the business
– The hidden opportunities of checkout
– Who is supposed to do what? Understanding roles and responsibilities in this transitional zone
– Recognizing the guest at checkout; what to do when you don’t know their name
– Creating a smooth “handoff” from a service provider to the front desk
– Creating a smooth transition from the locker room to the front desk
– How to effectively gauge guest satisfaction at checkout
– The most inspiring home care recommendation strategies
– What to do when you’re asked a question you can’t answer!
– How to respond to “objections” such as “I already have something like this at home”
– Building the sale with “bumps”
– The recipe for persuasive invitations to return
– What to say when the guest says, “I need to check my calendar”
– The most neglected step in the checkout process

The webinar includes an hour long presentation and concludes with a Q & A session.

$99