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A Holistic Training Approach 54 Brow Perfection
A Holistic Training Approach
The Four Pillars of Effective Spa Training
by Monique Blake
Effective training is the foundation that solidifies and maintains brand integrity.
Often when spa branding is mentioned, there is a natural focus on marketing. Marketing is invaluable to success when it clearly identifies the target market and then creates opportunities to attract the spa's ideal guest. Equally important and at the other end of the spa success spectrum is training. Whether it focuses on company culture, service protocols or guest service, effective training ultimately determines the outcome of the guest's face-to-face interaction with the brand.
While marketing leads the guest to the spa, it is a consistently well-executed service that brings the guest back repeatedly. Effective training is the cornerstone to exceptional guest service experiences. Therefore, an exceptionally planned and well-delivered training program is essential for brand integrity and spa success.
Research offers indisputable evidence on the positive impact of training on customers, staff, and the bottom line. A Deloitte article entitled The New Organization states that 'learning opportunities are among the largest drivers of employee engagement and strong workplace culture' and results in a 37% increase in productivity. A Gallup research showed that a "highly engaged workforce would outperform those with low engagement levels by 21% in productivity and 22% in profitability."
Nevertheless, often spas do not design or budget sufficiently for training. The approach to training feels more like a la carte than a strategic and well-developed holistic program. In this article, we will examine four pillars to integrate a holistic training model. The emphasis is on service protocols education, but the template can be used for all types of training.
The Four Pillars of Holistic Training: Holistic training is a plan that encompasses the why, where, who,, and when.
PILLAR 1: THE PLAN
The plan clarifies the reason or the 'why' for training. It answers the questions, 'What is the purpose of the training? and 'What is the problem you are trying to solve? 'Below are four typical reasons to plan training:
• To introduce an innovation • To maintain important standards • To re-engage company culture • To refresh technical skills Knowing your why is the necessary starting point for all training. As Stephen Covey from the 'Seven Habits of Highly Effective People' states, 'start with the end in mind.' In other words, think not only about why you would like to train (introduce a hot new industry, teach new COVID standards, or refresh technical skills due to guest feedback), but also what goals you would like to achieve with the training (e.g., specific revenue amount). Next, consider which metrics (rebooking, increase in average ticket, etc.) you will use to measure the success of these goals.
PILLAR 2: THE PLATFORM
The platform determines the method of delivery, i.e., the where. It answers the question, 'What learning management platform or live venue can be used for training?'
• Learning management system platform (LMS) • Live Learning • Blended learning (virtual and live)
Using a learning management system for online training is one fundamental way to create cost savings and consistency in today's environment. There are many platforms on the market, so it will take some time and research to determine a good fit for your training needs.
You will also have to decide how the service provider will access this platform. Will there be a laptop at the location set aside for this? Will the service provider be able to access it on their mobile devices? How and when will you schedule training sessions? On slow days? Or downtime? How do you compensate for online training?
Live learning for hands-on services is a must for a high-touch industry. Service providers need to see and touch to grasp a new skillfully. Additionally, live learning, when planned well, can be a team-building activity. Many service providers work in isolation. They work one-on-one with guests behind closed doors and have little time to interact with their counterparts. Cultivating a community is one of the additional benefits of live training.
A blended training offers the best of both worlds. There is usually a theory portion as well. In a blended scenario, the theory can be completed online. Participants can submit their questions
and be evaluated on comprehension before the live training. This prior involvement stokes engagement in the live training and typically enhances the results.
PILLAR 3: THE PARTICIPANTS
This pillar clearly speaks to those who will participate in the training. It answers the question, 'Who do I need to engage in this training?'
• Maximize engagement by focusing on learning styles • Include leaders from all departments
Many service providers are highly kinesthetic learners. Therefore, they need to actively participate in smaller hands-on training that is not lecture heavy. This is where a blended format is beneficial. The theory necessary for the training can be completed online, maximizing the hands-on training in the live session.
Finally, one of the most significant missed opportunities is that service trainings are often exclusively attended by service providers. Providers are the last person to inform the guest about the service. The guest will interact with the front desk team, spa attendants, and sometimes even management before their service. These associates' personal understanding and experience with the treatment is critical. Including them is also a fun way for them to connect and learn about their co-workers, while getting to know the mechanics of the service.
PILLAR 4: THE PROGRESS
This pillar focuses on when to integrate the service. It answers the question, 'When do I need to launch the service, and when is it time to refresh or update the provider's skill set for this training?'
• Training integration (post-training practice) • Refresher course es are two training approaches that are pivotal to service success but are often overlooked. A post-training period is recommended for training integration. After the hands-on session, additional questions often come up, along with the need for quick reminders on specific techniques.
Pre, live, and post-training may sound like a lot, but it is the foundation of instructional design. With learning models like Bloom's Taxonomy, there is a presentation and comprehension of knowledge (recommended in the pre, online portion) followed by application and analysis (perfect for the live hands-on portion). It is at this point that most trainings end. What is missing is the synthesis and evaluation. A virtual post-training session and/or an evaluation component with a spa lead are both ways to check for proficient integration of the training.
Refresher courses are often a response to guest complaints. Spas, however, can be proactive and work to limit negative guest feedback with periodic refresher courses. When refresher courses are a part of a training program, service providers are less likely to view it as punitive.
Understandably, a training program requires an investment in time. Time is money. Nevertheless, investing in excellence is more cost-effective than repairing the damage of an unsatisfied guest.
Training trumps a perfectly written service description, perfectly manicured brand image, competitive pricing, and more. A guest is more likely to overlook gaps in these areas if their experience is superlative.
Monique Blake is a champion of vibrant living. For over 23 years, she has helped women confidently answer the poet Mary Oliver’s question, “Tell me, what is it you plan to do with your one wild and precious life?” She loves to custom craft innovative education and programs to assist spas and their guests fully express their radiant health and wellBEing.
Retail Sales for the Modern Esthetician
Change your relationship with sales
by Mara Jenkins and Marie Adamo
As a skin care professional, you are probably all too aware of the importance of retail sales. Not only do retail sales determine your paycheck, but they also determine your clients’ results — and in turn, client loyalty and referrals. In other words: the success of your business depends on retail sales. Yet, retail sales are not why most of us got into this work. And selling can sometimes feel… well, icky.
In 2019, Skin Care Literature surveyed over 360 skin care professionals — and 95% cited retail sales as the most challenging part of their job. Fears about being "pushy”, not having enough product knowledge, and online retailer competition rose to the top.
But here’s the thing: if you aren’t enjoying selling, your clients certainly aren’t either. The modern consumer is being marketed to all day, every day, so they can smell a sales pitch a mile away.
To rid ourselves of features & benefits lists and the dreaded “hard sell” at the product wall, it’s time to modernize the retailing experience in our industry. Here are Skin Care Literature’s three keys to easy, natural retail sales in 2021 and beyond.
LEAD WITH SCIENCE
The skincare industry is now worth a whopping 155.8 billion US dollars with no signs of slowing down. This is amazing news for the professionals like you in our industry. However, the key is to position yourself as an expert — not a salesperson — to capitalize on this growth.
According to Cosmetify online search data in 2020, consumers are no longer searching for products for skin conditions (such as “anti-aging cream”), but rather for specific ingredients (like “retinol” or “hyaluronic acid”).
These trends tell us that our clients are getting savvier — and they know the difference between science and marketing. In fact, a study by Nielsen found that 67% of consumers said that an endorsement from an unbiased expert makes them more likely to consider purchasing, and 92% of people trust a personal recommendation over brand marketing.
Of course, the reality is that we carry and get the majority of our education from skincare brands. So to earn the trust of our well-informed clients, we need to adapt our communication.
Ask yourself: Am I using a branded pitch to educate my clients, or my advanced skin and ingredient knowledge? Am I leading with the science behind this formula, or am I using the same product description my client could find online? And, finally, am I explaining why this treatment is right for this individual’s skin, or am I using a onesize-fits-all elevator speech?
This brings us to our next key...
KNOW YOUR SERVICE
The fact is, esthetic services are elective — no matter how important we know professional skin care is.
That’s why it’s essential that we know the service our clients sought us out for. What is their goal? Why did they book this appointment and what do they hope to get out of it?
The good news is that if someone is in your facial bed, they are primed to buy. You just need to figure out what they hope to change or maintain in their skin and then educate them on how they can achieve it. That is your service. And the fact is, achieving results requires home care — i.e. retail sales!
The key is to shift your approach from “how can I make this sale” (which focuses on discounts, fear tactics, or sales gimmicks), to “how can I help this person achieve their skin goals” — why they came to you in the first place. Ironically, not focusing on sales will result in more sales... just without that awkward, end-of-treatment exchange that can dampen the whole experience for both of you.
ADVANCE YOUR SKILL
And finally, just like in any skilled profession, you can’t be an expert without staying an expert. It takes continuous learning and advancing your knowledge to remain a trusted authority in your field.
The key is that your skill is not the facials you perform; it’s your expertise. After all, clients don’t pay for a facial or product — they pay for an outcome. And it’s your expertise (in identifying skin conditions and causation to create personalized treatment plans) that gets them that outcome.
This mindset shift is a game-changer when it comes to improving your retail sales. However, it requires a commitment to continually hone your expertise and advance your knowledge of skin, ingredients, and technology
— not just brands and products. That’s why the mission of Skin Care Literature is to provide brand-agnostic education to elevate your “job in esthetics” to a lucrative career as a skin expert.
Mara Jenkins is a global educator, advanced aesthetician, and creator of Skin Care Literature, a brand-agnostic education membership for estheticians wishing to specialize in skin. She is also the founder of Sales Haters Academy: the New School of Retail for Career Estheticians — an online course based on modern consumer psychology, to optimize the client journey for sales and elevate estheticians to be perceived as the experts they are. skincarelit.com
BEAUTY BULLETIN BOARD
ADVANCED PEELS ONLINE COURSE AT AW
ADVANCED AESTHETIC TRAININGG Peels are in high demand due to their instant results. They are also a low investment with high-profit treatment. The AW Chemical Peel Training includes the latest the industry has to offer in medicalaesthetic chemical peels. You can expect to learn about AHA’s, BHA’s. Polyhydroxy Acids, TCA, Lactic, Mandelic, Glycolic, Retinol, and more.
awskincaretraining.com
BUCCAL FACIAL MASSAGE TRAINING BY ANASTASIA TALAN This hands-on online training features Anastasia’s exclusive lifting massage with an intraoral approach. You will be able to perform buccal facials right away. Buccal face massage is a sophisticated technique that works from the inside of the mouth to achieve a natural facelift. As a result, facial muscles improve tone & elasticity, the lymph and cell metabolism is stimulated, and collagen, elastin production, and blood flow are increased.
koshaspa.com
SKIN FROM THE INSIDE OUT: HOW TO BODY A HOLISTIC ESTHETICIAN
Cecily Braden has collaborated with Low Tox Beauty Academy (LTBA) to bring you this 2-day hands-on training to explore the functional theory of the skin from the perspective of Dr. Kate Egan, Naturopathic Doctor and Human Biology Professor. The first day will cover the Foundations of Holistic Skincare, and the second will be about integrating functional medicine. The event will take place on September 11 and 12, 2021.
Spawellnessacademy.com
LASH SAFETY COURSE FROM LASH AFFAIR
Recognize and avoid hazards when performing professional eye services. This course covers eye anatomy, eye conditions, contraindications, sanitation, adhesive safety, recommended safety kit supplies, and how to create an emergency plan. It is intended to elevate the industry, your business, and prioritize client health and safety.
lashaffair.com
esty2esty ON INSTAGRAM
See what the @estheticianedithas been up to this month!
• The exhibitor floor was HOT in Long Beach this year! What products did you snag for your business?
• Testing out products at Sorella Apothecary. The Facial Elixir was exciting to try. • Editor Samantha at Ole Henrikson in LA. The Bath Ritual was everything after a long flight!
• Our Editor and VP at DESAUR Spa. Spa Director Deisy was an incredible and inspiring soul to meet!
ICES Long beach 2021 was a hit! It was amazing meeting you all in California.I loved receiving the royal treatment at the spas in LA and inviting you all to the show in Long Beach. It's been a while since we've since your faces, and it was exciting to see you all filling up your bags with new products and sitting front row in class.
The eagerness to learn and get back to business was at an all time high. We hope you all took the energy with you back to your clients. Follow us @estheticianedit for a recap of the incredible spas we had the chance to visit. Tag us in your photos and stories, and tell us about your favorite part of the show. We are counting down the days until our next show in Miami!
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@estheticianedit
Esthetician Spotlight
Joanna Kula is a Polish-born skincare expert with over ten years of experience in the spa and beauty industry. Joanna is the founder and owner of Skin Devotee Facial Studio in Philadelphia, where she is constantly riding on the cusp of innovative skincare techniques.
Combining her expertise with high-tech tools and exclusive products, Joanna can transform her clients' faces and empower them to feel happy, healthy, and confident in their skin.
What inspired you to become an esthetician?
I always knew I wanted a career helping others. I thought I'd go to medical school, but it took me a while to find my path when that didn't work out. What drew me to esthetics was that it was a mix of science, chemistry, and art, but seeing how estheticians change lives inspired me the most.
What inspired you to go out on your own and create your own business?
It was something I had thought about for a long time but never felt ready for. When the pandemic hit, everything changed. I lost my job and the financial security that came with it, and I decided to go for it. Embracing uncertainty became my source of strength and gave me the inspiration and courage that I needed to start.
What is your skincare philosophy?
I believe in strengthening the skin rather than breaking it down. Everything I do is non-invasive and supports the skin's own healing process.
What makes your services unique?
I was trained in traditional European techniques, an art form in itself, but I combine that with science and cuttingedge technology, which allows me to do more advanced treatments and take results to a whole new level.
What is a high-tech facial, and why do you need one?
A high-tech facial combines the latest and most advanced tools like micro-current, ultrasound, radiofrequency, LED light, etc., usually within the same treatment. Using different forms of energy really helps to kickstart cell metabolism and collagen production, which we all need as we get older.
What are your favorite techniques to use in the treatment room?
Manual lifting and sculpting because it's so transformative and so much fun to watch.
What is in your magic tool set? What is one tool you can't live without?
My toolset includes everything from microdermabrasion to micro-current, ultrasound, radiofrequency, oxygen, LED light, the list goes on, but my hands are my most valuable tool. Nothing can replace them.
What are the benefits of virtual skin consultations? How have they benefited your business?
Virtual consultations are wonderful because they allow us to help more people and reach a wider demographic. I think they've definitely shifted the playing field by putting skincare professionals in the forefront. They're a win-win for clients and estheticians.
How do you obtain and maintain loyal clientele?
I built my clientele mostly through social media and word of mouth. Once you get clients through the door you have to earn their trust and maintain it. That's how you build loyalty.
What do you believe is your secret to success?
Having good mentors, working smart, and always challenging myself.
What advice would you give to solo estheticians looking to brand themselves?
Be authentically you, believe in what you are promoting, and do it with a passion. Your brand is what you do and how you do it, so let that become an extension of yourself, and the world will start to take notice.
What are some challenges you have faced, and how do you overcome them?
I always look at challenges from an engineer's perspective and try to problem-solve my way through. Opening a business during a pandemic was extremely challenging and frustrating because there was very little that I had control over. Staying fully committed and trusting the process is what kept me moving forward.
