We'd all like to sell our way out of a downturn, but the fact is, it's time to make some hard decisions and begin cutting expenses. There are a few questions to ask yourself when contemplating spending money: 1. Is this a "nice to have" or a "have to have" item or expense? 2. Does it "touch" the client (literally or experientially)? It is not worth keeping a frayed or stained robe in circulation to save a few bucks. Protecting...

All businesses are having to adjust quickly to some stark new realities. In this current environment of seesawing markets - surging and then sagging commodities, volatile currencies - huge gains... then huge drops in stock prices - it's getting harder than ever to predict what's going to happen. I can recall fairly recent conversations (pre-crisis) I had with a number of people outside the USA who felt their business was insulated from the issues here. But, as always, that's not...

1. R & R Role Identification — Finding the Right Fit First, identify the ideal characteristics and skills required for your R & R positions. Then, create a detailed position description for both the receptionist and the reservationists. Clarify expectations in writing. Note: R & R position qualification must go beyond the ability to pick-up the phone and say hello. They must be able to sell your services and maximize revenue by promoting the spa's services and products. Stay away...

Even though the short term outlook is uncertain, it is important to understand potential longer-term consequences of reactive decisions made during an economic downturn and review how spas may take advantage of market changes during economic downturn. For example: Development Plans - as others around you shelve spa development or refurbishment plans, it may be advantageous to continue with the project, assuming funds are available, and take advantage of the increased availability of trades' people, advisors, trainers and suppliers you...

None of us knows what is going to happen to our economy in the coming weeks and months, but one thing is certain. Your team needs your leadership. Our industry that tends to wish away bad news (Downturn? What downturn?) but we all know that this is not the time for Happy Talk. Your team needs to hear from you. They know things are difficult. They're afraid. They need to believe that you have the confidence and smarts to steer...

You must have a focus in your career as a Spa Therapist. You simply cannot move through each day without a professional growth plan. You will find yourself working for mediocre businesses, doing mediocre work, and feeling less than satisfied with your mediocre career. Why not set your goal at becoming the best therapist in the business? If this is too lofty for you, what about simply becoming the absolute best therapist you can be? The first thing you may...

1. Accessibility . Whether the contact is in person or by electronic means, customers get the feeling that a responsible, easily approachable and customer-friendly person will be available when needed. 2. Competence . Employees have the necessary skills and knowledge and are proactive in demonstrating their ability to satisfy customers. They take advantage of in-house expertise to support the service effort. 3. Attitude. Employees demonstrate a positive and flexible attitude with a commitment to continuous improvement. They are helpful, possess...

Consultants Peppers and Rogers, other pioneers in this dynamic world of direct marketing and loyalty strategists, have encapsulated five laws for achieving real success in any customer loyalty program as reported last week by thewisemarketer.com. We would go even beyond their focus of loyalty programs and reference their laws across all forms of 21st century marketing. LAW 1 - Never waste an opportunity to gain insight about a customer... We love this law because the suggestion is that the brand...