Effective Retailing
The lecture will develop and highlight simple bullet point modalities that are tailored to management and staff targeted to rapidly increase retail sales. The material will cover the finest details ranging from image, body language, vocabulary to the ultimate variable, an effective close.
The material contains fundamental information that will benefit all spa staff members, even those who are the most challenged in this area. The art of effectively developing the retail portion of the business is a multi faceted endeavor and most members of the spa environment have a specific role in these channels, additionally these details will be defined!
This lecture will define and elaborate key components necessary for a property to increase retail sales volume with essential details including:
- Modification of selling tactics adjusted according to the individualâs position, abilities and other variables
- Effective vocabulary and body language
- Step by step outline on how to professionally CLOSE THE SALE without pressuring the client!
Gina Molinari
Effective Retailing
Therapeutic Beverage Selections to Enhance Your Spa Services
Gina began her professional chronicle in retail sales early on in her profession at the age of 17 for an exclusive cosmetic collection, Stendhal. Selling was a skill that came natural to her and as a result only months after receiving her Degree in Fashion Merchandising at the age of 19, the company promoted her to West Coast Trainer. Over the course of a career spanning more than 2 decades Gina has spent most of her time representing European cosmetic firms developing their retail business in either one form or another. Success stories include her ability to turn high percentage increases with minimal modalities including poor stock levels and lack of marketing support.
Eventually Gina made the transition from the retail cosmetic sales environment to spa and harnessing skills she had cultivated over the years using them to enhance her relationships. Recognizing that retail volume is a critical component to their success, spa owners welcomed Gina’s approach to business development and her assessment of their professional partnership. Properties in her New York based territory achieved volume increases in excess of 100% within three years!
With a one time client base of 250 accounts, Gina has had the opportunity to observe the challenges plaguing spa management from a ‘panoramic’ perspective. A common aspect is the issue of selecting an approved vendor as a product supplier: ‘the right relationship is everything’. Often comparing the professional relationship to a courtship she helps her accounts to identify the necessary components of a successful ‘relationship’ from ‘commencement’ to ‘engagement’ and eventually ‘marriage’.
Today Gina continues to enjoy working side by side with her accounts helping them to enhance the development their businesses. She remains focused on the continued action of cultivating new and effective retail skills which she shares with her clients to help them to reap the benefits of her expertise. Additionally she has helped her clients create a distinct synergy between retail collections offered in their properties. In her opinion there is nothing more rewarding than to see the fruits of your labor in your bottom line!
* * *In the mid 1990’s Gina embarked on an expedition to discover her ethnic roots and following her dream she arrived in Tuscany, Italy. The rich Italian diet disagreed with her delicate constitution and she became desperate for a remedy. Whilst staying at the renowned Terme di Saturnia, the Spa’s General Manager, Dr. San Giovanni, suggested that she try an authentic Italian healing beverage named tisane* explaining that the curative herbal infusion had been part of Italy’s tradition for hundreds of years. To her surprise the aromatic elixir worked brilliantly and as a result she decided to bring the Italian custom to the doorstep of a new frontier.
Recognizing a missing component in the American spa market, Gina embarked upon a series of lectures and unique educational syllabuses to inform professionals and clients about the therapeutic benefits of enhancing spa treatment performance with the beverage’s medicinal effects. Her programs include interactive participatory activities and workshops with principal agricultural authorities. It remains her passion to help people optimize the effects of their spa services and live a more quality lifestyle through the healing power of Tisana.
*tisane (pl. tisane) literally translated healthy tea or it heals you. The word refers not to a specific brand but is an indication of the pharmacology type and method extraction of the therapeutic benefits of specific herbs. The method of extraction is critical to determine overall curative value of herbal beverages.