What They Don't Know Can Hurt You

Why Training should be Top on Your List

 By Melanie Vasseur nutritional chemist, esthetician and founder of Vasseur Skincare

With the quality of treatment and the friendliness of staff as two of the key reasons for spa selection, there are few things a you can do that will have as big of an impact on customer experience as training. Training is crucial in delivering results, creating repeat business and bringing in referrals. Last year, the spa industry saw an 87 percent increase in the total number of employees (International Spa Association- ISPA). But because developing an employee training program takes a concerted effort, time and planning, it is often neglected.

The spa-goers’ experience and the results of the treatment help to create a lasting impression. Although nine out of ten clients who visit a spa will return within the year (ISPA), a positive encounter can determine how quickly they will return and whether or not they will recommend the spa to their peers.

Spa practitioners are the basis of knowledge and reputation of the spa. They are your greatest resource, and like any asset, they must be well-trained and their knowledge maintained to keep them abreast on new trends. At Vasseur Skincare, training has always been a critical element of our organization. In addition to providing training on a regular basis to our own staff, we also train nurses and estheticians from other organizations on procedures and emerging ingredients, which I believe is one of the main reasons why Vasseur Skin Care has developed such a strong following and reputation for being on the cutting-edge.

At Vasseur Skincare, training has always been a critical element of our organization. In addition to providing training on a regular basis to our staff, we also train nurses and estheticians on procedures and emerging ingredients, which is one reason we have developed such a strong following and reputation for being on the cutting-edge.

Why is training so important?

Aside from the obvious and basic reasons – such as to have all staff with the same level of knowledge in order to guarantee good quality results and to ensure that team members are on the forefront of what’s new—there are numerous other motivations for keeping staff knowledge up-to-date through training programs. As a spa owner or manager, what you don’t know about your staff and what they don’t know about good techniques can hurt you. Here is why training is becoming a more important issue than ever.

Ensuring an unforgettable spa experience

No two spa practitioners will come to a new organization with the same philosophy, techniques or background. It is up to you, as the spa manager or owner, to oversee the quality and consistency of your products and services, and to ensure that spa-goers have the best possible experience. Realize as well, that your new staff members may not be familiar with the most recent technologies or have hands-on experience with every product or method on the your spa menu. Often, school-led programs for esthetician board certification do not teach advanced or specialty procedures such as peels, aromatherapy massage or airbrush tanning. New staff members may not always be forthcoming about their lack of experience or knowledge or even be able to pinpoint where they may need improvement. Textbooks often do not cover the latest advanced ingredients such as DMAE or ALA that spa clients are beginning to become educated about through the internet and other media, and these students’ practical experience is often very limited. A good practitioner must have a large bank of knowledge that not only encompasses the steps involved for each procedure, but also includes knowing how to address issues of aging skin, acne, rosacea, pigmentation, pregnancy, allergies and a host of other challenges that they entail. The clients may pose questions regarding conditions and ailments that they are not being treated for, and it is important that your staff be able to answer these questions promptly and professionally. You want your guests to leave your spa feeling that they have entrusted their skin to knowledgeable professionals.

Staying up-to-date in a rapidly changing industry

With technology continually improving and new products and services being updated, it is challenging for even the most experienced estheticians to keep up with the fast pace of the industry. Procedures and products that may have been in high demand a year ago are not necessarily the best solutions or the most in-demand today: Alpha Hydroxy Acids, though popular for a while, are now being quickly replaced by potent ingredients like ALA , DMAE and Esther C. Regular training sessions are critical to keep practitioners in the spa industry in the know about what’s hot and effective today, as your sophisticated clients will definitely ask

Meeting the needs of savvy clientele

As a society, we are becoming more conscience of the benefits of exercise and a healthy diet. You don’t have to be involved in the health field to know what’s good for our bodies and what’s not. Consumers no longer see spa visits as pampering, but as a prerequisite to stay healthy and feel great. One needs to look no further than the growing popularity of Dr. Perricone, Yoga, Tai Chi and even healthier alternatives at fast food restaurants to confirm this fact. Even men are becoming more concerned and are educating themselves about maintaining their physical appearance. A recent 2003 ISPA survey revealed that 29 percent of spa goers are now men. Spa practitioners must be ready to address questions that they will receive from this more informed, savvy, and often more masculine, client-base.

Treating all the issues

A knowledgeable staff can provide added-value to clients by giving them the best solution to the problem, though it may not necessarily be what they came in asking for. While it’s true that some procedures are not complex, such as a Brazilian wax, for example, however, other remedies may be more difficult to diagnose. The best spas attempt to unveil that underlying problem, going beyond the knowledge of the client to treat him/her with the best solution to the ailments. Like going to a doctor, a client comes to a spa for expert guidance and answers—how to relieve stress, eliminate redness, clear up acne, soften fine lines, the possibilities are endless. Though the client may have booked a facial, he or she can often be better treated if the esthetician considers the booking simply a reservation of time to treat the significant issues. Clients should never be completely left to their own vices to choose the exact service, since multiple considerations contribute to whether or not what they request are the best treatment for their concerns --can the skin even handle the treatment? Could the procedure negatively impact her pregnancy? Is the client taking medication, such as Accutane, that may interfere with the requested procedure? The most successful spa practitioners take the time to assess the clients conditions by speaking with the client, examining the skin, knowing which questions to ask and advising the client on the best procedure for the specific issues. We do not want to make the clients feel as though they’ve come to a facial factory but to a spa that caters to each individual’s needs.

Showing clients why you are the best

A good practitioner will walk the client through every step of the treatment, especially if the individual has never received that treatment before. If the purpose of the treatment goes beyond relaxation, the practitioner must tell the individual what he or she is going to do, explaining each step and why it is important prior to beginning the procedure. This communication opens up the opportunity to talk about why certain products or procedures are being used and to educate clients about a regime they can follow at home between visits to maintain the fresh, beautiful complexion using the right products from your spa. Training employees on how to create an open dialogue with clients and how to utilize their in-depth knowledge of your spa’s products and services is essential. Not only is your staff promoting your spa’s products but creating personal rapport with the clients to keep them coming back.

Gaining a competitive edge

Training staff on the newest innovations in skin care creates opportunities to diversify your menu offerings of products and services. The spas that offer the most unique or advanced treatments that provide benefits long after the one-hour appointment will stand out from the others in this crowded marketplace. By piquing clients’ interest by offering the most cutting edge products and services, you can tout offering the newest treatments to stand out from the rest.

Your practice depends on it!

Finally and most importantly, spas must also be able to protect themselves. A negative spa experience can have a traumatic impact on the clients’s esteem and can mean a huge liability and a ruined reputation for the spa. Estheticians must know all of the benefits and possible side effects of every procedure and ingrediens to avoid and prevent adverse reactions. Your spa practitioners should be aware of the profile of clients that will be good candidates for the procedure, and those that would not; all of the benefits and potential side effects of the treatment, and how to treat the side effects should they occur. Your staff also must know how to deal with such reactions immediately to minimize their impact, they must be able to answer questions and educate clients on how to manage inflamed skin. If a client has a wonderful experience, they will tell one friend. If a client has a bad experience, they will tell ten. Trained professionals are necessary to maintain the high caliber of service at your spa.

Implementing a Training Program

Organizations that realize the true importance of training do not consider it to be a once or twice a year event. Instead, these organizations enhance and protect themselves by ensuring that employees are up-to-date on administering procedures, new ingredients and the latest product trends. They make it a point to train their staff continually to provide a better spa experience. Those that understand the importance of training are continually looking for emerging technologies and techniques that help estheticians to specialize in treating client’s unique needs—they read the magazines, scour the journals and attend the trade shows on a regular basis. More importantly, they update their staff’s knowledge on these findings.

Educated spas don’t merely talk about training, they schedule hands-on training sessions for estheticians on a regular basis. Of course, training on spa procedures, products and techniques should be provided initially whenever a new employee is hired, but monthly training should also be provided with new updates to keep employees fresh and to ensure that their skills remain polished. Further, training should be instituted every time a new service is introduced. Outside training should be considered any time new equipment or new treatments outside of the spa’s specialization are being considered.

Hands-on training is critical, to ensure the spa practitioner is comfortable with performing the service, steps are taken in the correct order, and the pressure and flows of the esthetician’s movements will be effective and soothing for the client. Fellow employees can constructively comment on what they liked and disliked about the treatment given by their peers, opening up positive discussion.

Other effective uses of training include:

• Maximizing investments on outside classes or trade shows by having the spa owner or other attendee systematically relay the new information internally
• Capitalizing on advance training by disbursing information to other spa staff who may have not been able to attend due to cost
• Hiring outside teachers and specialists to teach a class for complementary services the spa is not already specializing in house
• Sending employees to industry events and trade shows and involving them in providing the information to other staff members
• Role-playing and video-recording treatments to help demonstrate and constructively discuss treatment procedures

With an average of 155.8 million spa visits per year (ISPA 2002), the market is vast and growing quickly. Instituting training programs is essential to improve employee performance, increase motivation and team-building, and most importantly, to ensure that clients receive an unforgettable and rewarding spa experience.