Investing in a retail product without the tools to sell it effectively is a surefire way to catch "buyer’s remorse". Now savvy spa owners are expecting sales and marketing support to be included with the cost of each unit. Erika Mangrum, president and cofounder of the four award-winning Iatria Day Spas in North Carolina, says it’s no longer enough for vendors to offer a great product. “You’ve got to have all of the operations behind it,” she says. “Of course the vendors that do it really well have your loyalty forever.”

We asked Mangrum to share some vendor incentives that make her a repeat customer. Read them before you place your next purchase order.

Instructions Included. “Self-talkers” take precedence in Iatria’s retail areas. Mangrum likes photo-driven displays with text that explains a product’s educational or clinical benefits. “There’s a lot of shelf space vying for attention, and you need something that captures the client’s eye,” she says.

Market Price. Mangrum gives business to vendors who will do some marketing on her spa’s behalf. “One of the things that we’ve found really successful is when vendors have a website that lists day spas that carry the products,” she says.

Test Drive. Mangrum prefers vendors that offer samples and testers and also looks for companies that will replace or refund products, especially if clients have an allergic reaction. She also works with several vendors that offer a quarterly 20% discount to her spa’s employees, and calls that incentive “one of the most effective tools I’ve seen.”

Express Delivery. Iatria doesn’t warehouse inventory, so Mangrum counts on vendors who offer expedient shipping. “If we placed an order a week or two before` and it hasn’t arrived, it doesn’t support the business,” she says. “I’d rather not carry a product than have a client upset with me.”

Cash or Credit. Mangrum says spas who are starting out can really benefit from vendors that offer flexible payment terms. It gives spas time to sell some of the product before making a payment, she explains. She also appreciates vendors who will offer payment options when introducing a new product line.

DAYSPAMAG.com

subscribe to e-minutes