Operations
Pulse Check
Before you chase new leads, do a pulse check on your cold ones. “We treat ‘cold’ as inactive — not dead — and maintain systems to reengage them,” says.
Marketing
Monetize Your Customer List
You already have one of the most valuable marketing assets in your business — and there’s a good chance you’re not using it.
Merchandising
The Visual Language of Luxury Spas
“Less is more” is the mantra of upscale retail businesses that attract high-income customers. Years ago, I ghostwrote the visual standards manual for Saks Fifth Avenue. When I ran into their visual team at a trade show, their corporate director of visual merchandising told me that almost everything I wrote is still used 30 years later. Standards don’t change, but the merchandise and fixtures do.
Insiders
If you had to audit a typical spa retailer, where do you think they’re leaving the most money on the table right now?
SpaRetailer Insiders: If you had to audit a typical spa retailer, where do you think they’re leaving the most money on the table right now?
Coaching
From Selling to Serving
When it comes to getting a customer to buy a product or service, it’s easy to focus solely on the sale: the dollar amount, the numbers and hitting targets. Yet every interaction presents a much bigger opportunity — to make a meaningful, even extraordinary, difference for customers.
