She stood at your reception, and still bought it from Dermastore
Hello,
I was sitting with an owner last week, going through her actual numbers with her - not a percentage she’d heard quoted somewhere once, the real ones, on her own screen. Halfway through, her receptionist popped her head round the door to say a regular client had just come in to collect a gift voucher for her mother.
Nice, easy, completely unremarkable interaction. Except the owner mentioned, almost as an aside, that this same client has been using a specific serum religiously for over a year. Recommended by one of her own therapists. In one of her own treatment rooms.
She’s just never bought it from the spa.
She reorders it every six weeks from Dermastore, because it’s a bit cheaper and it lands on her doorstep.
One client. One product. Roughly eight bottles a year, for at least a year. That’s money this business already earned - the recommendation, the trust, the actual skin result - and then handed straight to a delivery van.
Now here’s the part that actually stopped me mid-sentence: that client wasn’t lost to a competitor down the road. She wasn’t “not a retail person.” She was already sold. Just not to this business….
This is exactly the gap I’ve been building the Retail Masterclass for Therapists to close. Because right now, across almost every spa and salon I work with, this same story is playing out with dozens of clients at once, quietly, every single month - and almost none of you have ever actually measured it.
The number most of you are avoiding.
Here it is, plainly. Most spas and salons sit somewhere between 5% and 15% of total turnover coming from retail. Ask around, and you’ll hear owners genuinely believe that’s just what retail looks like in this industry because “we’re a service business, not a shop.”
That belief is costing you real, spendable money. And it isn’t fixed by working harder. It’s fixed by working smarter, running an actual system with your therapists, instead of hoping the right one of them figures it out on her own.
Do this maths on your own business, right now: take your total annual turnover, work out what 10% of it is - that’s roughly where most of you already sit on retail. Now double it. That difference, the whole amount, is money you are already earning every single day, in trust and in results. You’re simply not collecting it.
I’ve taken spas past 20%, past 30%, and yes, all the way to 50% of total turnover from retail alone - not by finding one gifted salesperson and hoping the rest of the team learns from watching her, but by giving every therapist an actual, repeatable model to work from. Even outside our industry, the clinics that treat retail as a real revenue line, not an afterthought, are seeing 20–30% of total revenue from it and that’s before anyone’s even trying properly.
This isn’t theory. I’ve now taken hundreds of therapists through versions of this system, and it hasn’t just moved their retail numbers, it’s changed careers. Therapists who were completely convinced they “weren’t sales people” becoming the top performer on their team within weeks.
That’s exactly what the Retail Masterclass for Therapists is built to do. Not for you, the owner, for the therapists standing in your treatment rooms, having these exact conversations a hundred times a week. Five sessions, one hour a week, every Thursday from 10 to 11am, starting 15 October with small tasks to practise in between, on real clients, not homework for the sake of it. None of this pulls your therapists out of their busy schedules. It simply makes sure they’re properly focused on doubling your retail revenue at exactly the time of year it matters most.
And I need to be upfront about one thing: the actual value of this sits in being there - live, camera on, in the room - not in catching the recording later with one eye on a client file. It only works if your therapists commit to showing up and participating properly, all five weeks. If the plan is to forward them a replay link and hope it sinks in, please don’t book them in. Save the seat for someone who’ll actually use it.
I’m not going to give you all five steps here, that’s exactly why it’s a Masterclass and not a newsletter but I’ll tell you this much: it isn’t a script to memorise, and it isn’t about becoming pushier. It’s five specific, teachable skills, each one building on the last, and every therapist on your team can be trained in every one of them whether she’s the quiet one or the chatty one.
So here’s my question for you this week:
If I sat down with you the way I sat down with that owner last week, and went through your actual numbers - not the ones you assume, the real ones - what would your retail percentage be? And if I then told you I could double it, using nothing except the clients and therapists you already have, would you actually believe me?
Go find your real number.
We start Thursday 15 October, 10 to 11am, every Thursday for five weeks. If you want your therapists in the room for this, register your interest below and I’ll send you everything you need, what to prepare, what it involves, and how to get your team ready to commit properly.
Have a wonderful week.
Lots of love,
Marisa
P.S. I wanted you to see the real numbers before you saw a date or a link - that was deliberate. Do the maths on your own business this week. Once you register interest, the details I send through will land a lot harder for it.
