Advanced management & operations

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Welcome
Advanced
Operations and
Management
June 23,24,25
2008
http://www.youtube.com/watch?v=GbweiP4_Mfs

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DAY 1:
Operational Success- 9 to 5
Attitude & Motivation
“The Secret”
Leadership & Management
Getting your Operational Platform Right!
“Show Me the Money”
25 Strategies for Success
DAY 2:
Management Success- 9 to 5
Leadership Skills Sets
Hiring the Best
Train the Trainer
Multiunit Management “MUM”
DAY 3:
Raising the Bar- 9 to 2
Managing the Goal
Through Accountability
Following Up & Following Through
Time Management
Everyone Must Be In The Race
Extra Nuggets:
10 Thoughts on Management
J.P.’s 100 Tips for Success
Business & Leasing Terminology

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DAY 1:
Operational Success- 9 to 5
Attitude & Motivation
“The Secret”
Leadership & Management
Getting your Operational Platform
Right!
“Show Me the Money”
25 Strategies for Success

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Brandy,
Testimonial: Advanced Sales
Training
I recently attended the Advanced Sales Classes, and have already seen a
difference. I came back from the classes with much enthusiasm and
created excitement in my sales team by holding numerous "classes" to
implement the new techniques learned. Our overall sales have increased
15%, when compared to last May!! The largest improvement has been in
Membership Sales.
I think a light went off in their heads...they finally got it!! They have even
admitted how easier it is to sell a membership with these simple changes.
I just got off the phone with my Spa Consultant and she informed me that
they each sold three Spa Memberships this week alone! What fun!
Anyone who doesn't take advantage of this great tool is foolish. Thanks
again for the help.
Monica Wolf

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Steve,
Testimonial: Advanced Sales
Training
I sent a friend, Gretchen, into your store with my business card for three
complimentary sessions two days ago. I am thrilled to tell you that she
phoned me last night and went on and on about how she fell in love with
it! She said that the staff was very attentive, informative, and friendly. The
best part is that she originally wanted to go in because she had never
tanned before and wanted to try it out but she came out completely sold
on hydration (she called this a full body steam cleaner) and lumiere. You
should pass on kudos to your new manager for effectively communicating
our overall concept and converting a “tanner” to a wellness enthusiast
simply by caring enough to educate them. Gretchen is going back today
planning on signing up on an EFT and is bringing another one of our
friends with her.
Way to go uptown!
Alicia L. Conforto

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OOppeerraattiioonnss
The nuts and bolts of operational
issues of the company
Composed of a wide range of day to day
activities including:
o Hiring, motivating, and firing employees
o Developing compensation plans
o Keeping relations with vendors/outside resources
o Deciding on who will do the accounting/ book keeping for
the company
o And many more…

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LEADERSHIP
Management & Operations
is like running a tight ship
….and That Takes
LEADERSHIP!

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The Price of Leadership is
Responsibility
….and part of that
responsibility is to stay positive
whether you feel like it or not.
The Attitude of the Leader will
determine the Attitude of the team!

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Leadership
“GIVE A MAN A FISH-YOU
FEED HIM FOR A
DAY”
Teach him how to fish and you
feed him for a life time.

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How to Manage & Operate a
Successful Planet Beach Contempo
Spa
It’s About…
ATTITUDE!

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You Must Be In It To Win
It
Running a successful business is
like a SPORT…It takes courage,
commitment, conviction, and
confidence to win!

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Attitude
The longer I live, the more I realize the
impact of attitude on life. Attitude, to me, is
more important than facts. It is more
important that the past, than education, than
money, than circumstances, than failures,
than successes, than what other people think
or say or do. It is more important than
appearance, giftedness or skill. It will make or
break a company…a church…a home.

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Attitude
The remarkable thing is we have a choice
every day regarding the attitude we embrace
for that day. We cannot change out past…we
cannot change the fact that people will act in
a certain way. We cannot change the
inevitable. The only thing we can do is play
on the one string we have, and that is our
attitude…I am convinced that life is 10% of
what happens to me and 90% how I react to
it. And so it is with you…we are in charge of
out Attitudes. -Charles Swindoll

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‘You’ve Got To Be a Fighting
Rooster’
“You’ve got to be a fighting
rooster. You’ve got to get
out there and preen those
feathers and look like you
know what you’re doing
and hope you know what
you’re doing and have a
good time.”
-Pierce Brosnan

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‘You’ve Got To Be a Fighting
Rooster’
“You struggle with money. You
struggle without money. You
struggle with love. But it’s how you
manage. You have to keep laughing,
you have to be fun to be with, and
you have to live with style-not
fancy-schmancy, but in a way
which is present and meaningful
and has some beauty to it.
-Pierce Brosnan

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What it Takes to be Number
ONE
http://mk1.netatlantic.com/t/765377/8627015/3178/0

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The Secret
http://www.youtube.com/watch?v=_b1GKGWJbE8

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I Thought I Would Get a
Plan?
When you bought the Franchise,
no one ever taught you how to be a
franchisee.
You’re not opening a Planet Beach
Contempo Spa, you’re opening a
BUSINESS!

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WHAT ARE TTHHEE 44 SSKKIILLLLSS AANNDD
QQUUAALLIITTIIEESS TTHHAATT AA SSMMAALLLL
BBUUSSIINNEESSSS OOWWNNEERR MMUUSSTT AACCQQUUIIRREE
OORR PPOOSSSSEESSSS TTOO BBEE SSUUCCCCEESSSSFFUULL??

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It's Easier Than You Think
““AN EXPERT IISS AA MMAANN WWHHOO KKNNOOWWSS
JJUUSSTT TTHHAATT MMUUCCHH MMOORREE AABBOOUUTT HHIISS
SSUUBBJJEECCTT TTHHAANN HHIISS AASSSSOOCCIIAATTEESS.. MMOOSSTT
OOFF UUSS AARREE NNEEAARREERR TTHHEE TTOOPP TTHHAANN WWEE
TTHHIINNKK.. WWEE FFAAIILL TTOO RREEAALLIIZZEE HHOOWW
EEAASSYY IITT IISS,, HHOOWW NNEECCEESSSSAARRYY IITT IISS TTOO
LLEEAARRNN TTHHAATT FFRRAACCTTIIOONN MMOORREE..””
--WWIILLLLIIAAMM NN.. HHUUTTCCHHIINN

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44 SSkkiillllss ttoo bbee SSuucccceessssffuull
11)) SSaalleess SSkkiillllss
- Always selling someone (whether it ’s your
customers
employees, or vendors
22)) MMaannaaggeemmeenntt && OOppeerraattiioonnss
-- Employees must have a good leader & operational
platform
33)) BBuuddggeettiinngg && FFiinnaannccee
- Budgeting/Business Performa/Plan
- Reporting on financial performance of company
44)) MMaarrkkeettiinngg SSkkiillllss
- Everyone has to market her product…no one is
exempt

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Challenges of Small Business Owners
AAccccoorrddiinngg ttoo tthhee UU..SS.. SSmmaallll BBuussiinneessss
AAddmmiinniissttrraattiioonn,, rroouugghhllyy 5500%% ooff ssmmaallll bbuussiinneesssseess
ffaaiill wwiitthhiinn tthhee ffiirrsstt ffiivvee yyeeaarrss..
Some of the top reasons for failure include:
1) Lack of Experience
2) Poor location
3) Unexpected Growth
4) Insufficient Capital

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The Hard Work Will Pay Off!
OOnnccee SSuucccceessssffuull,, yyoouu wwiillll:
oHave a sense of accomplishment
oKnow the thrill of creation
oFeel the pride of watching your creation grow
oRealize that your work & vision have filled an
identifiable void for your customers, employees,
and family

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Winning is Everything
“WHAT IS THE MOST
CENTRAL TO BUSINESS?”
They joy of creativity; teaching
our people how to create
business.
How to win, how to be top
producers!

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“What is Our
Business?”
To satisfy the customer is the
mission and purpose of every
business!

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What is PROFIT?
If you don’t have it…You won’t have a
Business
A day is surely sadly done when you
do a day’s business just for fun.
Henry David Thereau

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Creating
Tomorrow
You Cannot Change Today, You
can Only Change Tomorrow.
What is happening today is
already in motion.
Spa Directors and Assistant Spa
Directors have to create
tomorrow!

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Efficiency &
Effectiveness
Effectiveness is the foundation of
success– Efficiency if a
condition of survival after
success has been achieved.
Efficiency is concerned with
doing things right–
effectiveness is doing the right
things

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MMaannaaggeemmeenntt && OOppeerraattiioonnss
MMaannaaggeemmeenntt= most important of all business
plan categories!
oThe success/failure of a business
hinges on the quality of its
management & operation platform

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Manager
Focused
These 3 days will be manager
focused.
Great Management is a
Taught Discipline: It is a
sum of knowledge to
perform tasks through
people.

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From Objective To Doing
Without action all is wasted!
Specific and concrete work assignments
with clear defined goals, with
deadlines and clear accountability is
the end product of analysis.
Unless objectives are converted
into action, they are not
objectives and goals, they are
only DREAMS!

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Manage to Our
Mission
Mission
Statement
For the benefit of our customers and the
communities we serve. We will remain dedicated to
the continued success of each Planet Beach
franchise.
Our franchise locations will provide superior
customer service with an inspiring, alternative
atmosphere
Planet Beach will deliver premier wellness,
relaxation, UV Therapy and skin rejuvenation
services that enhance the contempo spa experience.

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Manage to Values
Statement of
Values
Good PEOPLE who BELIEVE in
the product, who have
professional INTEGRITY and
know how to FOCUS on
achieving all GOALS.

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Planet Beach Organization
Chart
OUR MEMBERS & GUESTS
FRONT LINE STAFF
SPA DIRECTOR/
ASST. SPA DIRECTOR
FRANCHISEE

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Organization Chart
Explained The Inverted Pyramid Model
Most organizations are pyramidal in
nature with owner at the top.
There’s nothing wrong with the
pyramid but who’s at the bottom?
The people who do all the work!
What IS wrong is when people see
the pyramid as each level working
for the level above them.

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Organization Chart
Explained
We turn the pyramid upside down so that no
one staff person is on top.
We put members and guests at the top because
most service organizations fail because the staff
is spending all their time responding to the top
boss instead of responding to the member!
The management works for their people. They
are responsive to the staff. Managers help their
staff win!
The staff is responsible for high quality SERVICE
MAGIC.

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Our Commitment
The spa’s success is based on your job
satisfaction and the relationship you have
with your co-workers and the members.
We will provide you with appropriate
training, recognition for a job well done,
and an equitable opportunity to meet your
personal financial goals so you can become
a happy, productive team member. With a
productive team, we can stay focused on
the spa’s primary goal: Keeping our
members first in everything we do.

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Commitment
To do this, our management and staff are
committed to the following:
1) Hiring talented and dedicated people and paying
them competitive salaries
2) Creating an atmosphere of trust, teamwork, and
confidence so each team member can excel and
grow as an individual
3) Working together to create a financially strong
company that continues to invest in its members
and staff. The team members also provide
support for each other as they achieve individual
& company goals

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Commitment
4) Accepting the changes that come with personal
and professional growth
5) Agreeing to negotiate resolutions to all
complaints and concerns
6) Having pride in the work and service we provide
to our members
7) Consistently exceeding our members’
expectations

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What One Man Can Do Another Can
Do!
It is fashionable today to talk of
revolt against authority and
proclaim that everybody should
“Do your own thing.”

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Stress Responsibility &
Performance
I’m sorry that this advanced
operations & management
training will completely go
against this train of thought.
I will not talk about rights; but I
will stress responsibility
WITH A CLEAR FOCUS ON
PERFORMANCE &
PROFITABILITY!

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SSHHOOWW MMEE TTHHEE
MMOONNEEYY!!
$$11,,000000,,000000
SSPPAA

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JJeerrrryy MMaagguuiirree
Show Me the Money!
http://www.youtube.com/watch?v=OaiSHcHM0PA

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MMiilllliioonn DDoollllaarr
SSppaa!!
LLoonnggvviieeww,, TTXX

Are you making too much 1
Money?
I am confident the answer is NO. We have solutions to improve your bottom
line. If you have not looked at the rankings on ORION we challenge you to do so
immediately.
TX055 Longview. Texas put $94,600.93 in the bank for May 2008 and a total of
$467,445.00 from January-May. That is more than most locations do in
a year. That’s $93,489.00 per month, projecting $1,121,868 for the year!!!
Planet Beach Contempo Spa’s 1st Million Dollar Spa!
This location has not been airlifted to another spot to increase traffic. They have
the true essence of SPA. They have skincare and retail sales over $132,799 for
the year, or $26,600 per month average. Ask yourself do you want to have
results like that? What are they doing that you are not?
45

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How are they doing it??
The answer…They are a true Contempo Spa
and you are still operating as a tanning
salon. Just because you have SPA
equipment does not mean you are operating
as a Contempo SPA. There are two huge
MUST HAVES to achieve these results.
Staffing for Success and Education on
How to Operate a True Contempo Spa!!

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Getting Your Operational Platform
Right
1)Make the Invisible- Visible
2) Staffing for Spa Success
3) Operating a Contempo Spa Not a Tanning
Salon

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Make the invisible- Visible
“Make a physical change and a
mental change will take place!”
-Pat Riley

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Contempo Spa The
Movie
You Must use your
imagination to picture a
True Contempo Spa.

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“The most common form
of stupidity is forgetting
what one is trying to do.”
“What ’s Your main
focus?”

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Focus on Your Main
Goal
IIff yyoouu cchhaassee ttwwoo
rraabbbbiittss,, yyoouu wwiillll
cceerrttaaiinnllyy ccaattcchh
nneeiitthheerr..””
JJ..PP..

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Contempo Spa
History
 We have been selling,
 the same product;
 the same way,
 to the same people for some time
But hey wait…things are pretty good-why
change? Or Are they????
Because a huge opportunity exists in our
industry and is very powerful

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TTAANNNNIINNGG IISS DDEEDD!!
• DDAARRKK TTAANNNNIINNGG IISS
OOUUTT!!
• HHEEAALLTTHHYY GGLLOOWW IISS IINN!!

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CORPORATE EE--MMAAIILL ((SSTTEEVVEE
SSMMIITTHH))
I was reading a new tanning trade publication yesterday and I
was amazed at how the tanning industry is still in utter
denial of marketplace reality. In an article about the
German tanning market (Germany is the mother land of
indoor tanning), out of 8000 tanning salons, 1800 went
bankrupt in 2006 alone. The article blames the decline on
price wars and poor quality...how about supply and
demand stupid! The publication is full of statements such
as "today's tanning customer is more demanding"...duh!
Nobody drives a horse carriage anymore. Fortunately, we
asked ourselves why this was happening to UV tanning two
years ago and then we went about changing our market
position to that of a "Contempo Spa", as you all know.

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Corporate EE--mmaaiill ((ccoonntt……))
Additionally, in this new publication it is reported that according to a
Smart Tan customer survey in May of 2005, “From 1998 to 2005,
consumer confidence in tanning has dropped in the U.S. from 70% to
16%.” In spite of evidence such as this from the industry educational
leader, the tanning industry as a whole remains stumped as to why
their market is in decline. They can’t seem to see that no industry
can sustain that much bad press for that long. Needless to say, PB in
on the right track.
May, 2008-What’s the popularity of tanning now?

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WANT A SSEEAASSOONNAALL BBUUSSIINNEESSSS??

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TTHHEE BBUUGGGGYY WWHHIIPP
QQUUEESSTTIIOONN:: WWHHAATT IISS IITT??
http://youtube.com/watch?v=MfL7STmWZ1c

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GM * Ford *
Chrysler
“Failure to Realize what the Public
Wants”
Gas Mileage!

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WWiinn oorr
DDiiee!!
We are in a battle for our
very existence.
There is “do” or “do not”.
There is no “try”.
Yoda
http://www.youtube.com/watch?v=1FLgLJnZgjE

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We are iinn aa rreecceessssiioonn--22000088
People are stressed out of their mind with
uncertainty. Fear, Fear, Fear
Stocks Plummet as Oil Prices Soar
Gas approaching $5 per gallon
Massive layoffs projected
Interest Rates- Where will they be?
Who will be our President? Our Leader? Can he save us?
War in Iraq-Iran? When? How Long? How much$$?
Housing Market in the tank. Losing Money. Foreclosures.

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If life gives you lemons, make lemonade!
The last recession wiped out 500,000 small
businesses. The recession is going to dramatically
effect you and your Planet Beach Contempo Spa
business. When you are prepared for change, you
won’t just survive, you’ll thrive.
How to profit during the recession of 2008 and
beyond?

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RReeaaddyy ttoo RReellaaxx??
We have the ultimate stress reducer at Planet Beach
Contempo Spa.
Where people can immerse themselves in total
tranquility, where they can relax, rejuvenate, recharge
themselves.
Planet Beach Contempo Spa is the ultimate retreat from
the everyday. A place to relax and to revitalize the mind,
body and spirit.
We have the perfect prescription for anti-recession!!

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Stress! Stress! Stress!
Planet Beach Contempo Spa is a Stress Buster
Don’t kid yourself, stress ages you faster
than anything else:
Stress is a killer…
In fact the world health organization
estimates that 80% of ALL ILLNESSES are
directly or indirectly caused by STRESS.
Therefore, if you’re not proactive in
busting stress, it’s very likely to come back
and bust you!

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Whack-A-Mole
http://www.youtube.com/watch?v=A2pUe8FiHFA&feature=related

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Organizational Chart & Job
Descriptions
Who
Is
Going
To
Do
What
By
When
And
How?

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T.E.A.M.
Motivation and Teamwork
& your Operational Platform
are the Keys to Total Success
for your Planet Beach
Contempo Spa
T = Together
E = Everyone
A = Achieves
M = More

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Danger iinn tthhee CCoommffoorrtt
ZZoonnee OOuurr ccoommffoorrtt zzoonneess ccaann bbee
oouurr ggrreeaatteesstt eenneemmyy ttoo oouurr
ppootteennttiiaall aanndd ssuucccceessss..
WWee mmuusstt eemmbbrraaccee tthhee
cchhaannggee ffrroomm TTaannnniinngg SSaalloonn
ttoo TTaannnniinngg SSppaa ttoo ttoottaall
CCoonntteemmppoo SSppaa..

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WWAALLKK TTHHEE TTAALLKK NNEEWWSS
TThhee DDaaiillyy MMoottiivvaattiioonn
““IInn lliiffee,, CChhaannggee iiss tthhee
iinneevviittaabbllee..
IInn bbuussiinneessss,, cchhaannggee iiss vviittaall..””
WWaarrrreenn GG..
BBeennnniiss

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Tell It Like It Is!
It’s about accountability &
individual performance.
Level with your people, tell it like
it is.
We are going to be going
through a change– Its going to
be challenging.
It may be better for some of you
to move on.

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TThhee ““44”” TTrruutthhss ooff
CChhaannggee
1.) Change in business is necessary. Or Die!
2.) Change is an absolutely critical part of
business!
3.) Only true believers in change will succeed!
4.) Ferret out resistors, even if their performance
is satisfactory or you will not succeed!

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Change
“Perhaps the biggest pitfall you face
is assuming that what has made you
successful to this point in your career
will continue to do so. The dangers of
sticking with what you know,
working extremely hard at doing it,
and then failing miserably are very
real.”
- Michael Watkins

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Business Model Change?
Franchise Times (April 2008 Article)
“The Numbers Game” by Wendy Webb
Sometimes companies start out
doing one thing and end up
specializing in another.

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Changes in the demand for your product or service.
Companies that are impacted
positively or negatively by a
change in demand need to stay
ahead of that curve.

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Rebirth of an Eagle
http://www.youtube.com/watch?v=J65MycJKwgw

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JJoohhnn KKootttteerr:: OOuurr IIcceebbeerrgg iiss
MMeellttiinngg
HHooww ttoo LLeeaadd BBoolldd CChhaannggee
“More and more people have to
understand how the world is changing,
the need for change, and how change
works when it works well…”
- J. Kotter
http://www.youtube.com/watch?v=Gh2xc6vXQgk

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Change: GET REAL
Transforming
Organizations Must Do’s
1) URGENCY = focus on what matters and DO IT! NOW!!
2) LEADERSHIP = Create vision of “What business we are in” To
Achieve Market Advantage
3) STRATEGY = New information. Everyone must be aware of
new goals, new operator platforms, and how it is achieved.
4) PRESSURE TO PERFORM = Do it Now! Everyone is
accountable for performance OR LEAVE!

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Change
It is not necessary for a
business to grow bigger, but
it is necessary that it grow
BETTER!

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Kotter’s 8 Steps ttoo SSuucccceessssffuull
CChhaannggee
11)) IInnccrreeaassee uurrggeennccyy
22)) BBuuiilldd tthhee gguuiiddiinngg tteeaamm
33)) GGeett tthhee vviissiioonn rriigghhtt
44)) CCoommmmuunniiccaattee ffoorr bbuuyy--iinn
55)) EEmmppoowweerr AAccttiioonn
66)) CCrreeaattee sshhoorrtt--tteerrmm wwiinnss
77)) DDoonn’’tt lleett uupp
88)) MMaakkee iitt ssttiicckk

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Step 11:: CCrreeaattee UUrrggeennccyy
What You Can Do:
o Do it now! Procrastination is suicide on the installment plan.
o Examine opportunities that should be, or could be, exploited
with time frames.
o Start honest discussions, and give dynamic and convincing
reasons to get people working on the change with time frames.
100% of the team needs to “buy into”
the change NOW!

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Step 2: BBuuiilldd tthhee GGuuiiddiinngg
TTeeaamm What You Can Do:
o Convince people that change is necessary
oWork on team building within your change coalition.

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Step 3: Create aa VViissiioonn ffoorr
CChhaannggee What You Can Do:
o Determine the values that are central to the change.
o Develop a short summary (one or two sentences) that
captures what you "see" as the future of your organization.
o Ensure that your team can describe the new vision in three
minutes or less.
o Practice your "vision speech change” often.

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Step 44:: CCoommmmuunniiccaattee tthhee
VViissiioonn What You Can Do:
o Openly and honestly address peoples' concerns and
anxieties.
o Apply your vision to all aspects of operations – from training
to performance. Tie everything back to the vision.
o Lead by example.

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Step 5: Remove Obstacles && EEmmppoowweerr
AAccttiioonn What You Can Do:
o Identify, or hire, people/eagles who will embrace and deliver
change.
o Look at your organizational structure, job descriptions, and
performance and compensation systems to ensure they're in
line with your vision.
o Recognize and reward people for making change happen.
o Identify people who are resisting the change, and help them
see what’s needed or remove them.

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Step 6: Create SShhoorrtt TTeerrmm WWiinnss
What You Can Do:
o Look for sure-fire projects that you can implement with team
targets for the change.
o Don't choose early targets that are expensive. “Baby steps”
oReward the people who help you meet the targets

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Step 7: Don’t Let Up. BBuuiilldd oonn tthhee CChhaannggee
What You Can Do:
o After every win, analyze what went right and what needs
improving.
o Set goals to continue building on the momentum you've
achieved.
oKeep ideas fresh by bringing and using team suggestions and
strategies.

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Step 88:: MMaakkee iitt SSttiicckk
What You Can Do:
o Talk about progress every chance you get. Tell success stories
about the change process, and repeat other stories that you
hear.
o Include the change ideals and values when hiring and training
new staff.
o Publicly recognize key members of your original change
team, and make sure the rest of the staff – new and old –
remembers their contributions.

KKootttteerr’’ss 88 SStteeppss PPuutt ttoo WWoorrkk
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John Kotter’s 8 Steps ttoo SSuucccceessssffuull
CChhaannggee hhaavvee bbeeeenn pprroovveenn vvaalluuaabbllee
ttoo ssuucchh ccoommppaanniieess aass:: MMaasstteerrccaarrdd
WWoorrllddwwiiddee,, KKaaiisseerr PPeerrmmaanneennttee,, aanndd
BBllaacckk && DDeecckkeerr..

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Staffing for Sales Success
Consulting vs. Selling
Getting your body count right can
make or break you.

Staffing and Operational 1
Platforms
Correct staffing and education
on operating a true Contempo
Spa are the KEYS to Financial
89
Success

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90
How many Employees do I need?
Spa
Director Asst. Spa
Director
Spa
Consultant
Spa
Consultant Spa
Consultant
Spa
Consultant
Receptionist Bed Cleaners

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You Can’t Send a Duck to Eagle
School
http://www.eagleschoolmovie.com

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92
Hospitality =
Profit
“Hire Sunshine. Your front
line is your bottom line.”

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93
Talent Goes
Downhill
“A 10 usually hires a 9. Focus
on getting an 11”

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94
Hire for Ability as Well as
Hospitality
“You can’t train STUPID!”

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95
80
What’s Your
Problem?
Fix your people
problems before you
fix your marketing
problems.

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96
Staffing for Success
Recommended Spa Schedule
*see worksheet

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97
For the Week of:
Prepared by:
10/18/2004
9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM Sick? TOTAL
Spa Schedule
Monday
Spa Director x x x x lunch x x x x x 9
Asst. Spa Director x x x x lunch x x x x x 9
Spa Consultant 1 0
Spa Consultant 2 x x x x lunch x x x x 8
Receptionist* x x x x x lunch x x x 8
Spa Consultant 3 x x x x lunch x x x x x 9
Total
Tuesday
Asst. Spa Director x x x lunch x x 6
Spa Consultant 1 0
Receptionist* x x x lunch x x x x x 8
Wednesday
Asst. Spa Director 0
Receptionist* x x x x lunch x x x x 8
Thursday
Asst. Spa Director 0
Receptionist* x x x x lunch x x x x 8
Friday
Spa Director x x x x 4
Asst. Spa Director x x x lunch x x x x x 9
Receptionist* x x x lunch x x x x x 8
Spa Consultant 3 0
Saturday
Spa Director 0
Spa Consultant 1 x x x x lunch x x x 7
Spa Consultant 2 0
Spa Consultant 3 x x x lunch x x x x 7
Open
Sunday
Spa Director
Spa Consultant 1 x x x x lunch x x x 7
Spa Consultant 2 0
Spa Consultant 3 0
Open
* *You should hire a receptionist once your Contempo Spa is open. This position is not necessary in a prev iew center.

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98
OOppeerraattiioonnaall SSuucccceessss
AA wweellll--ddeeffiinneedd oorrggaanniizzaattiioonnaall cchhaarrtt
aanndd cclleeaarrllyy ddeeffiinneedd jjoobb ddeessccrriippttiioonnss
aanndd dduuttiieess aarree ccrriittiiccaall ttoo yyoouurr SSppaa’’ss
oovveerraallll ssuucccceessss..
““DDiiffffiiccuullttiieess mmaasstteerreedd aarree
ooppppoorrttuunniittiieess wwoonn..””
WWiinnssttoonn CChhuurrcchhiillll

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99
Operational Procedures
Few people go to work intending
to perform poorly. Franchisees
and Spa directors must establish
high standards and operational
procedures for their staff and
show them how to pursue
excellence.

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100
LLeetthhaarrggyy ooff
This coEEmnnpttiiattnlleeymm isee jnnuttst like one big,
happy family.
Ever heard someone say that?
Chances are, they’re stuck in
entitlement.

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101
EEnnttiittlleemmeenntt
The result of too much generosity?
We give people what they expect and don’t
hold them accountable for meeting criteria’s of
excellence.
Why does that happen?

1
102
Hugs aanndd WWaarrmm FFeeeelliinnggss
Entitlement Answer:
Spa Directors/Franchisees are unwilling to do the
work requiring work.
Spa Directors and Franchisees that are not
focused on goals and rewards based on
productivity frequently create entitlement
because they want to avoid discord and bad
feelings. They don’t hold people accountable for
results.

1
Good performance, bad performance, or
no performance are all treated the same.
Entitlement happens when people feel they
have so much security, they don’t have to
earn their rewards or pay.
Remember, we’re going to WAR with a
RECESSION. Entitlement won’t cut it.
103

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104
Great People Great Profits
Success…
My nomination for the single
most important ingredient is
energy well directed.
-Louis Lundburg

1
105
Jim Collins: Good to
“Why SGomree aCotmpanies
Make the Leap…
and Others Don’t”
“Good is the
enemy of
GREAT”
http://www.youtube.com/watch?v=3bR2Jlgg71Q

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106
Are You a Fox or a
HedgeAhn oangc?ient Greek parable
explains the differences
between foxes and hedgehogs:
FOX
•Knows many things
and lacks consistency
•Cunning creature
•Able to devise
complex strategies
HEDGEHOG
• Knows one BIG thing
and sticks with it
•Dowdier creature
•Simplifies a complex
world into a single idea

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So what separates those
who make the biggest
impact from all the others
who are just as smart??
THEY ARE ALL HEDGEHOGS!!
Hedgehogs are not stupid!!
They understand that the essence of
profound insight is SIMPLICITY

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Hedgehog Concept: The Three
Circles
“It is not a goal to be the
best, a strategy to be the
best, an intention to be
the best, a plan to be the
best. It is an
understanding of what
you CAN be the best at.”

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The Three Circles
1) What you can be the best in the world at (and what you can’t
be the best at)
-Good to Great companies understand that doing what you’re
GOOD at will only make you GOOD; focusing solely on what you
can potentially do BETTER than other organizations is the only
path to GREATNESS.
2) What drives your economic engine
- Must find a single “economic denominator”
- If you could pick ONE ratio– profit per x for example– to
systematically increase over time, what x would have the
greatest and most sustainable impact on your economic engine?
3) Understanding your passion
- The idea is not to stimulate passion but to discover what
MAKES you passionate

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110
Why Greatness??
The real question is not, “Why
greatness?” but “What work
makes you feel compelled to try
to CREATE greatness.”
"Be not afraid of greatness:
some are born great, some
achieve greatness and some
have greatness thrust upon
them".
-William
Shakespeare

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111
The inmates do not run the asylum!
Every customer and member MUST
wait to be consulted!

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112
You must SLOW down.
Consulting is a contact sport.
You are a Contempo
Spa not a Tanning
Salon.
No more “Turn ‘em and
Burn ‘em!”
SLOW
DOWN
SPA AHEAD

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113
Think Hospitality aanndd RReellaaxxeedd
AAmmbbiiaannccee
TThhiinnkk RRiittzz CCaarrllttoonn,, nnoott MMootteell
66..
TThhiinnkk RRuutthh CChhrriiss,, nnoott
MMccDDoonnaallddss..
TThhiinnkk VViiddaall SSaassssoooonn BBeeaauuttyy
SSaalloonn,, nnoott SSuuppeerrccuuttss
TThhiinnkk CCaannyyoonn RRaanncchh DDaayy SSppaa,,
nnoott MMaassssaaggee PPaarrlloorr

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114
What ddoo yyoouu kknnooww aabboouutt……

1
115
MMootteell 66
We’ll leave the light on for you!

1
116
TThhee FFoouurr SSeeaassoonnss
Beyond Compare

1
117
RRiittzz CCaarrllttoonn BBaassiiccss

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122
HOSPITALITY BBYY AAPPPPOOIINNTTMMEENNTT
OONNLLYY
TThhiinnkk CCoonntteemmppoo SSppaa!! NNoott TTaannnniinngg SSaalloonn!!

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123
Services By Appointment OOnnllyy…… NNoonn--
NNeeggoottiiaabbllee
“We set up our
services by
appointment only.
Are you available
today or
tomorrow?”

1
124
SSttoopp TThhee IInnssaanniittyy!!
SSllooww DDoowwnn;; CCoonnssuulltt
YYoouurr CCuussttoommeerrss aanndd
MMeemmbbeerrss ffoorr SSaalleess
SSuucccceessss aanndd MMaaxxiimmuumm
PPrrooffiittaabbiilliittyy..
MMoovviiee NNeettwwoorrkk
hhttttpp::////wwwwww..yyoouuttuubbee..ccoomm//wwaattcchh??vv
==9900EELLlleeCCQQvveeww&&aammpp;;ffeeaattuurree==rreellaatteedd

1
125
The Critical Path ttoo YYoouurr SSuucccceessss
1.)Compliment and Direct
2.) Usage Consultation
3.) Skin Care Consultation
4.) Referral/Ambassador Program Consultation

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126
What People Crave
Harvard school of law:
People crave 2 things
more than anything else
in this world…Repect and
Acceptance
“Enough about you.
Let’s hear about me.”
-Cynthia Heimel

1
Make Your Members Feel Important…
127
“Most of the trouble in
the world is caused by
people wanting to be
important.”
- T.S. Elliot
Not You

We must guide aanndd ccoonnssuulltt 1
oouurr
mmeemmbbeerrss ffoorr mmaaxxiimmuumm ooppeerraattiioonnaall
“We are what we repeatedly
do. Excellence, then is not
128
an act, but a habit.”
Aristotle
ssuucccceessss

1
129
11..)) CCoommpplliimmeenntt aanndd
DDiirreecctt
Every guest, customer, aanndd mmeemmbbeerr
sshhoouulldd bbee ccoommpplliimmeenntteedd aass tthheeyy
aarrrriivvee aatt yyoouurr ssppaa.. PPeeooppllee bbuuyy ffrroomm
ppeeooppllee tthheeyy lliikkee aanndd tthheerree iiss nnoo bbeetttteerr
wwaayy ttoo ggeett ssoommeeoonnee’’ss ffuullll aatttteennttiioonn
ootthheerr tthhaann ttoo ggrreeeett tthheemm wwiitthh aa
ccoommpplliimmeenntt..
YYoouu wwaanntt ttoo ggoo wwhheerree eevveerryybbooddyy kknnoowwss yyoouurr nnaammee::
hhttttpp::////wwwwww..yyoouuttuubbee..ccoomm//wwaattcchh??vv
==LLff55oojjddaakkppqq88&&aammpp;;ffeeaattuurree==rreellaatteedd

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“My job is to take care of you. Please sit
down, relax and unwind! You deserve it.”
130
Ready, Set, Relax, Breathe, Indulge Yourself
It doesn’t get
any better
than this!

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131
The Opportunity
Sell the Contempo Experience
This is The Great America Industry
• We do our jobs
• We produce very little waste
• We make people happier, healthier, more
relaxed, and less stressed
• We make money
SO…
Don’t just sell Memberships…
Sell the Experience, Inspire Lifestyles!
Make the Contempo Spa the
Third Space in People’s Lives
• They have work
• They have home
• We want to be their third place that
they not only want, but also NEED

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132
22..)) UUssaaggee
CCoonnssuullttaattiioonn
CCoonnssuulltt tthhee cclliieenntt oonn wwhhaatt sseerrvviiccee
tthheeyy aarree uussiinngg;; ffiinndd oouutt hhooww tthheeyy aarree
eennjjooyyiinngg tthheeiirr sseerrvviicceess,, aanndd mmaakkee
rreeccoommmmeennddaattiioonnss oonn ootthheerr sseerrvviiccee
ooppttiioonnss..

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133
UUssaaggee CCoonnssuullttaattiioonn
Planet Beach Contempo Spa is your
retreat from the every day. A place to
relax and revitalize the mind, body
and spirit. Spend and hour or two.
Our extensive range of spa and beauty
treatments will give you the balance
you desire and the tranquility you
deserve.

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134
Regarding our
Lumiere Facial, we
suggest starting off
with two to three
sessions per month

1
135
33..)) SSkkiinn CCaarree CCoonnssuullttaattiioonn
Consult the client oonn tthhee pprroodduuccttss
tthheeyy aarree uussiinngg wwiitthh tthheeiirr sseerrvviicceess,,
aanndd aasskk aabboouutt tthheeiirr ssaattiissffaaccttiioonn iinn
tthhee rreessuullttss tthhuuss ffaarr.. SSuuggggeessttiivveellyy
sseellll aaddddiittiioonnaall pprroodduuccttss ttoo
pprroovviiddee bbeetttteerr rreessuullttss..

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136
Let me ask you this…
Regarding Skin Care,
how important is
looking your very best
to you?

1
137
SSkkiinn CCaarree CCoonnssuullttaattiioonn
Planet Beach Contempo SSppaa iiss tthhee
wwoorrlldd’’ss lleeaaddiinngg lliiffee eennhhaanncceemmeenntt
cceenntteerrss.. EEnnrriicchh yyoouurrsseellff ttooddaayy!! WWee
bbeelliieevvee tthhaatt yyoouurr sskkiinn ddeesseerrvveess
oonnllyy tthhee bbeesstt.. TThhaatt’’ss wwhhyy wwee ooffffeerr
hhoolliissttiicc ssoolluuttiioonnss ffoorr tthhoossee wwhhoo
cchhoooossee aa nnaattuurraall aapppprrooaacchh ttoo
hheeaalltthh,, wweellllnneessss aanndd bbeeaauuttyy..

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44..)) RReeffeerrrraall // AAmmbbaassssaaddoorr CCoonnssuullttaattiioonn
Consult tthhee mmeemmbbeerr oonn tthhee
ssttaattuuss ooff tthheeiirr rreeffeerrrraallss,, aanndd
WWIIIIFFMM wwiitthh tthhee ccuurrrreenntt
aammbbaassssaaddoorr ooffffeerrss aanndd
iinncceennttiivveess..

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140
Referrals=Rewards and Retention
Referral’s have ggrreeaatt rreewwaarrddss ffoorr
oouurr mmeemmbbeerrss.. WWoorrdd ooff mmoouutthh
aaddvveerrttiissiinngg iiss tthhee bbeesstt aaddvveerrttiissiinngg..
IItt ccrreeaatteess llooyyaall,, lloonngg--tteerrmm,,
ssaattiissffiieedd mmeemmbbeerrss..

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141
When your friend becomes a
member you will receive
1 Month FREE
When 5 of your friends become
members you will receive
1 Year FREE
Sponsor 10 people and receive a
Lifetime Membership
FREE

1
Spa’s do not come with customers. We have to create them.
142
Prospecting
Promotions
Referrals

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143
Prospecting: Promotions and Referrals
Your prospecting-promotions and referral goals must be
linked to your spa goals with the focus on your reoccurring
revenue, your EFT goals for maximum monthly and yearly
Spa revenues, as well as profitability.
80% of your sales success must come from your staff…
ALWAYS! Franchisees and Spa Directors must train,
educate and hold your staff accountable for your spa’s
success along with their own success!

1
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Remember…
THOSE WHO LIVE BY THE DOOR
DIE BY THE DOOR!!

1
145
Let’s bbrreeaakk ddoowwnn tthhee
MMiilllliioonn $$ SSppaa GGooaall bbyy tthhee
nnuummbbeerrss……

1
146
GGOOAALL RREEVVEENNUUEE
SSUUMMMMAARRYY
1. Monthly Net EFT $54,000/ mo.
2. Monthly Membership Cash $20,250/ mo.
3. Monthly Retail $9,084/ mo.
Total $83,334/ mo.
x 12 months =
TThhee $$11,,000000,,000000 SSppaa

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147
HHooww ttoo EEssttaabblliisshh YYoouurr MMoonntthhllyy EEFFTT GGooaallss
•In order to reach the $1,000,000 Spa Goal, you must
have $54,000 EFT members established in 14
months (with 2 months of pre-sale) with projected
average monthly dues of $69 per member.
•$54,000/ $69 avg = 780 Total Members needed @
0% attrition rate of 13%; you must establish 900 EFT
Members.
•900 EFT Members over a 14 month period = 65 EFT
Members per month or 2 EFT members per day,
which includes the attrition rate of 13%.

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148
Let’s do the Math…
$54,000 EFT Goal for Million Dollar Spa
-$20,000 existing Spa EFT now
$34,000 needed to hit $1,000,000 goal
Assuming a $69 average EFT per member
$69/$34,000= 492 new EFT members needed.
At a factored attrition rate of 13%, then goal of 566 new
members needed over a 12 month period, or 47 new
EFT members per month at $69 per month average.

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Managing to your top and bottom line
Budgeting for growth in our new Contempo Spa model:
To obtain a $1,000,000 spa (or $83,333.00) per month revenue you must
focus on overall (end game $1,000, 000) growth (one year process)
versus immediate profitability.
Projected typical gross sales monthly, EFT goals, percent of profit,
monthly and yearly targets.
* Any time you are over 25% for profitability, you rock!
The sky is the limit. Go for it!!
Note: All projections and assumptions are based on normal pre-sale &
grand re-openings expenses and normal overhead costs. Your profit
margins may vary depending on your overhead expenses…

4 Quadrants of Promotions
1
150
I. Community Outreach:
Guest Passes
Prospecting:
Lead Gathering
II. Staff Promotions
Cooperative Promotions
Business to Business
III. Internal Referrals:
Ambassador Program
Member Appreciation
Party
IV. Universal Promotions
Marketing

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Planet Beach Contempo Spa
When you enroll a new member
what do you lose?
What is your Contempo Spa’s
most impor tant core asset?
Answer: Current members/customers/guests
and past members/customers/guests.

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Prospecting for Referrals
•Prospecting and promotions is the single most important
quality in the selling process.
•Franchisees are good prospectors first, and good sales people
second.
Prospecting: The First Step to Sales
•Since selling is an active process, so must prospecting be.

1
•Knowledge of business, sales skills, and training are linked to your
153
income by your strength in prospecting.
•Prospecting and sales are completely interrelated and independent.
•It is all mathematics—the more people you talk TO, the more new
members you will enroll.
•Unquestionably, the “Referral System” is one of the most
successful prospecting methods ever developed.

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154
•Not asking for a referral is a serious mistake because most
members want to contribute and help.
•42% of sales people do not asked for referrals.
•Those who do ask for prospects, in 65% of the cases, fail to
secure any new names.
This is a tragedy!

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155
How ttoo BBrreeaakk DDoowwnn YYoouurr
EEFFTT MMoonntthhllyy GGooaallss UUssiinngg
tthhee ““44”” MMaarrkkeettiinngg
QQuuaaddrraannttss

1
156
Quadrant #1
I. Community Outreach Promotions
Guest
Passes
Lead
Gathering

1
157
What are the non-negotiables?
Superior Customer
Service
•Each employee must show utmost
respect to each guest/member.
•Follow up and Follow through with
everyone!

1
158
Hello Dolly
Movie Clip
http://uk.youtube.com/watch?v=taNDkbHPne8

1
159
Returned Guest Passes
You must have 5 of your guest
passes returned each month
to maintain your position.

1
160
QQuuaaddrraanntt II::
•Community Outreach: Guest Passes
•Prospecting: Lead Gathering
Let’s do the Math….
·Community Outreach: Guest Passes (Non-Negotiable) Staff
6 consultants x 5 passes= 30 New Guests
30 Guests @ 33% closing= 10 NEW MEMBERS!!
·Prospecting: Personal Leads Prospecting (Non-Negotiable) Staff
6 consultants x 30 names= 180 Leads
180 x 33% show rate= 60 New Guests
60 Guests @ 33% closing= 20 NEW MEMBERS!!

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161
The Pre-Employment
Package
Must be COMPLETELY
memorized.
Is your prospective employee a true
Eagle?
Give them 2 hours to go into the
community and collect names and
numbers of those interested in visiting
your Contempo Spa.
How many will they collect?

1
162
Personal Leads
You are responsible for collecting 30
names, phone numbers, and email
addresses each month of people who are
interested in our experiencing our
Contempo Spa

1
163
Quadrant #I Success
Lets do the Math
Guest Passes
6 consultants x 5passes=30 new guests
30 guest @ 33%closing= 10 new members!
Personal Leads
6 consultants x 30names=180
180 x 33%show rate=60 new guests
60 guest @ 33%closing= 20 new members!
--You got it--
30 new
members
without a
marketing $$
spent!

1
164
Quadrant #2 Success
II. Local Business Promotions
Cooperative
Promotions
VIP Business
Partners
Lead Box Placement Business of
the Month
Staff Monthly
Promotions

1
165
Promotions
Each employee is responsible for
organizing and participating in at
least one promotional event each
month

1
166
Promotion Examples
•Sporting events
•Fundraisers
•Bar promotions
•Conventions
•Wellness Shows
•Bridal Fairs

1
167
How do I get other businesses involved?
Establish relationship
with local business, like
yourself, that market to
the same demographic.
Maximize your marketing
dollars by setting up
special incentives for
Contempo Spa Members.

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168
Lead Boxes
Each employee is responsible for
maintaining their lead boxes and
collecting leads on a weekly/bi-weekly
basis

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169
Lead Box Tips
Tip #1:
The number 1 place to put a lead box for the most leads
The restrooms in restaurants (especially for women) provided that they have a sink or vanity
area.
*Sometimes a merchant will not allow a lead box on their counter space. So ask them about a
space in the restroom (vanity area). It is a better location for leads.
Tip #2:
If a merchant is hesitant about putting a lead box in their establishment long term, ask for a trial
run of two weeks. In most cases, 2 weeks becomes months or longer once you have it in place.
Tip #3:
Follow up with Thank You letters or card to the store owner and manager.
Tip #4:
BE NICE—BE NICE—BE NICE—BE NICE—BE NICE!!!

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170
Lead Box Call Back Script
*See worksheet
Call each lead back and offer
them a WEEK of Spa.

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171
How do I get other businesses involved?
VIP Business Partners
•Florist—10% off arrangements
•Restaurant—buy one meal, get
one FREE
•Health Club—1 week free trial
•Boutique--$10 off $50 or more

How do I get other businesses 1
involved?
Corporate Outreach
Set upP croormpoortaioten s
172
accounts
*See National Corporate Wellness Program and Activity
Master List worksheet

involved?
173
Corporate Outreach Promotions
You must have a
business of the
month
every month!
*See Business of the month
program worksheet

1
174
Corporate Accts
Corporate Accounts are Key!!
•The New Expanding Corporate
Market Membership Potential
•Opportunity for Franchisees
*See Worksheet

involved?
Community Business Promotions
•Establish trade-outs with
175
local businesses.
•Participate in conventions
and trade shows.
•Get involved in
community fundraisers
and sporting events

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176
Quadrant #II Success
Lets do the Math
Minimum of 20 VIP Business Partners along with
Lead box program= 60 new guests
60 guests @ 33%closing= 20 new members!
Employee Monthly Promotion
6 consultants x 1 combined event per month.
The goal is to have spa consultants generate 5 guests each, equalling
30 new guests.
30 guests @ 33% closing= 10 new members!
Corporate Outreach and
Business of the Month Program
You must have on selected business of the month and Corporate Outreach Program.
The goal is to generate 30 new guests.
30 guests @ 33% closing= 10 new members!
--You got it--
40 new
members
without a
marketing $$
spent!

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177
Quadrant #3
III. Internal Referral Promotions
Ambassador
Program
Month-End
Member
Appreciation
Party (MAP)

Referrals Referrals Referrals
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178
Creating and Retaining
Members

1
179
1. Sign them UP!
On the right membership—24mth Contempo Spa
2. Never Let them QUIT!
By providing excellent customer service.
3.Have them Bring a Friend!
Referrals are 50% of your marketing success.

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180
10 Step Referral Process

1
1. Congratulate the new member on a great decision on joining
Planet Beach Contempo Spa
2. Ask Question: What do you think is the biggest reason a member
stops coming to the Contempo Spa?
ANSWER: They have no friends or family that are members
and they are going alone
3. Make Statement: My main objective is to see that you accomplish
your goals. (Go over skin care and usage consultation.) The best
insurance policy is to have someone else who is a member also come
to use UV therapy and Contempo Spa services with you and it is even
better if they have been sponsored by you.
181

1
4. Explain guest privileges and tell them we like to have our members
nominate prospective new members.
5. Tell them we would like for them to give us 5 names of friends and
family they would like to see using the spa. Give them 5 VIP Guest
Passes.
6. Schedule their New Member Skin Care Consultation (green
appointment)
7. Referral Rewards: Make Statement. . . “When you and your friend
come in (repeat appointment time and date) and if they decide to become
a Planet Beach Member, you will receive 5 chances win the $1000
drawing and additional prizes and receive a Free Month. When 5 friends
182
join, you get a FREE Year!

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183
AAmmbbaassssaaddoorr LLeetttteerr
HHaannddoouutt

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184
Be A
Planet Beach
AMBASSADOR
Sponsor a member and receive a
FREE month of dues.
You will also be entered into a drawing to win lots of
amazing prizes.
Prizes include:
A trip for 8 days and 7 nights in a four star hotel of your choice
$ 1,000.00 CASH
An overnight stay at the Cambria Suites
A 1 Year membership to Idaho Athletic Club
And much much more!
Ask a spa consultant for more details

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185
8. Congratulate the new member again. Repeat their goals again
and tell them how good they are going to look and feel.
9. Introduce the new member to as many Planet Beach employees
that you can.
10.Follow-up with a telephone call back procedure. (2 days, 10
days, 30 days) REMEMBER – it takes 21 days to build a habit. Help
your members stick to the program and they will bring you friends for
life.

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MAP (Non-Negotiable)
Monthly Member Appreciation Party for close-outs.
The goal is to generate month-end excitement (invite back all
missed guests and potential Members, all current Members for
possible upgrades and family add on’s, as well as Community and
Business of the Month promotions, etc.)
Goal is to have a minimum of 5 guests per employee x 6
employees= 30 guests (Non-Negotiable) Staff
30 guests x 33% closing= 10 NEW MEMBERS!!

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PB Belle Chasse
July 4th MAP
PB Marrero July 4th MAP
PB Uptown MAP
PB Uptown MAP
PB Uptown MAP
PB Terrytown Fresh Flowers
PB Sarasota MAP Opening
PB Marrero MAP
John Cena at Shreveport MAP

Quadrant III Success
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188
Lets do the Math
Internal Member Referral Program
“Ambassador Program”
The goal is to create 2 referral guests per day.
2 guests x 30 days= 60 guests per month x 50% closing=
30 new members!
MAP
5 guests per employee x 6 employees= 30 guests
30 guests x 33% closing= 10 new members!
--You got it--
40 new
members
without a
marketing $$
spent!

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Quadrant IV
IV. Universal Promotions-You Buy It!
Direct
Mail
Inserts
Billboard Radio
Ads
P.R.

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Have a plan!
MARKETING AND ADVERTISING INIATIVES - All Brainstorming Options & Ideas
Publication: Name
and Contact
Information
Distribution
Information:
Include
number of
households
and city info
Frequenc
y Ad size Ad dimensions
Price
Information
Term:
Include any
minimim
requiremen
ts
Monthly
Rates
Publicati
on Dates
Deadline
for Ad
Submissi
on
Additional
Comments
1
Hometown
Magazine
Judy Anderson
303-690-
0717
cometanderson@ao
l.com
50000 homes in
zip codes
80134,80138,80
015,8016,80013
, 80016
covers both
locations
Mar, May,
July, Sept
Nov
1/6
1/4
1/3
1/2
3.8125H x
4.875W
7.875Wx3.25 H
495
545
645
945
5 issues 272.5 11/15/07
10/31/06
2
3
4
5

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You must be in the Marketing Parade!
Use Radio, Direct Mail, Billboards, Ads,
Newspaper Inserts etc..
*Make you piece effective by including
an expiration date, your location
address, phone number and map!

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Quadrant IV Success
Lets do the Math
Universal Marketing & P.R
Through universal marketing and P.R. campaign,
The goal is to generate a minimum of 2 guests
Per day or 60 guests per month.
60 guests per month @ 33% closing= 20 new members!
--You got it-- 20
new
members

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Your Expected New Member Totals Per Month
EFT Membership Goals per Month
Quadrant I = 30 New Members
Quadrant II = 40 New Members
Quadrant III = 40 New Members
Quadrant IV = 20 New Members
100% of Goal = 130 New Members per Month!

1
Hey! Give me a break, we’re just getting started!
195
OK, I’ll buy that…
However, let’s assume that you only
hit 50% of you goals. With ½ of the
expected guests and ½ of the
expected closing %, etc., you will still
hit 65 New Members per month and
you are on your way to your $54,000
EFT goal!

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Let’s Recap!
Guest Passes
Lead Gathering
Increased
guest
traffic=
increased
membership
sales
Lead Boxes
Promotions of the month
Business of the Month
Corporate Outreach
and B2B
Referrals,
Referrals,
Referrals,
& MAP Parties
Universal
Advertising–($
$You Buy It!$$)

You can do it!
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$1,000,000
Contempo
Spa!!

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198
WWhhaatt’’ss MMoorree IImmppoorrttaanntt……YYoouu GGoottttaa
ddoo IItt!!
““THE ONLY PPEEOOPPLLEE WWHHOO AACCHHIIEEVVEE
MMUUCCHH AARREE TTHHOOSSEE WWHHOO WWAANNTT
KKNNOOWWLLEEDDGGEE SSOO BBAADDLLYY TTHHAATT TTHHEEYY
SSEEEEKK IITT WWHHIILLEE TTHHEE CCOONNDDIITTIIOONNSS
AARREE SSTTIILLLL UUNNFFAAVVOORRAABBLLEE..
FFAAVVOORRAABBLLEE CCOONNDDIITTIIOONNSS NNEEVVEERR
CCOOMMEE..””
--CCLLIIVVEE SS.. LLEEWWIISS

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Wishing You All A Greater
Tomorrow
““There is no medicine lliikkee hhooppee,,
nnoo iinncceennttiivvee ssoo ggrreeaatt,, aanndd nnoo
ttoonniicc ssoo ppoowweerrffuull aass eexxppeeccttaattiioonn
ooff ssoommeetthhiinngg bbeetttteerr ttoommoorrrrooww!!””
OOrriissoonn SSwweetttt
MMaarrddeenn

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Our New Business Model

Do something You Love, 1
Never
202
Work a Day in Your Life
“If you don’t fulfill
your own joy with
work-life plan, one
day you’ll wake up in
a special kind of hell,
where everyone is
happy but YOU.”

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The System
“The system works…
If you work the system.”
- Macrae Ross

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DAY 2:
Management Success- 9 to 5
25 Strategies
16 Things to Teach Your Staff
Leadership Skills Sets
Hiring the Best
Train the Trainer
Multiunit Management “MUM”
J.P’s Thoughts on Management
10 Truths for the Boss

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The Power of Attitude
http://www.powerofattitudemovie.com/

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Secret of the Spa Business
1) Sign someone up
2) Never let them quit
3) Have them bring in one
friend

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Great Management= Great
Results
The Test of a great manager is
results. Management is knowing
1st, then performance.
A great franchisee must be a
great manager of people.
In our new Contempo Spa
Model, an absentee
franchisee won’t cut it!!

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Great Management Takes
Practice
1.Management is a Discipline
An organized body of knowledge
applied
2.Management is Tasks
Every achievement of management is
the achievement of a manager.
Every failure is a failure of a
manager
3.Management is People
Good people, Good Results
Bad people, Bad Results

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Every achievement then
is the achievement of
the manager through
people
Every failure is a failure
of a manager through
people
“PEOPLE ARE YOUR
GREATEST ASSET”

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Nothing Succeeds Like Hard
Work
“Your Success is your
own damn fault.”
-Larry Winget
http://www.youtube.com/watch?v=lNBiAn0L3NU

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Chapter 5
“It’s called work for a
REASON.”

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25 Strategies Needed to Operate A
Successful Planet Beach Contempo Spa
These Strategies will:
 Help create a fun, exciting atmosphere
for management and staff to work it
 Promote customer service—the
backbone of any successful Contempo
Spa
 Build trust and respect between
management and employees
 Allow management/staff to do work
that is challenging and meaningful
 Give you the opportunities to develop
and use your individual skills to the fullest
extent
These strategies are a road
map that your contempo
spa needs to follow to reach
its desired destination—a
place where management,
staff, and members will
flourish

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Strategy #1: Quality &
Expectations
A. What is your definition of quality for Planet Beach Contempo Spa?
B. What are your expectations for your Planet Beach Contempo Spa?

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Strategy #2: Identify &
Analyze
A. What are your operational expenses?
B. What are your salaries?
C. What are your debt sources?
D. What are your maintenance & repair expenses?
E. Do your membership sales meet your expectations?
F. Is your spa clean? REAL CLEAN!!
G. Is the equipment working?
H. Is your staff qualified?

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Strategy #3 Question Your
Course
A. Why do we exist?
B. What do we want to be?
C. Review & modify business plan, if necessary.
Redefine strategic goal, if necessary
D. Generate new strategy to fulfill goals, if necessary
E. Implement new action plan, if necessary

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Strategy #4: Communication to
Members
“Communication is
the key to the hearts
of your
membership”—Let
them know you!
A. Goals for Good Communication
1. Friendly, positive member constituency
2. Source of new member referral
3. Reinstatement of inactivated or departed member
B. Communication Model
1. Newsletter- monthly?
2. Letters to members- Ambassador Program
3. Survey your members once a year
4. Posters and signs in spa
5. Suggestion/comment box

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Strategy #5 Communication to
Staff
“Find the wisdom for success
by talking to the staff”
A. Staff must feel and know the “pulse of the
membership”
B. Staff creates network—use it
C. Allow staff to be emissaries of management
D. Allow staff to communicate
E. Staff needs to feel a part of the total team
F. Staff is your best conduit from and to your members
G. Hold weekly meetings

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Strategy #6 Communication to
Management
A. Keep all management/franchisee informed
B. Put it in writing
C. Hold monthly accountability meetings with
staff and franchisees.

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Strategy #7: Service is JOB
ONE!
Emphasis must be placed
on excellent service
A. Extra effort must always be made in correcting
every reasonable problem in a reasonable amount
of time
B. Always enforce a “make up for mistakes” policy
C. Service excellence must be our main focus
NOTE: Members can understand
certain spa limitations, but they will
never understand poor service!!

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Strategy #8 Create a Great
Staff
Your staff is your greatest
capital investment
A. Ongoing staff training
B. Ongoing staff re-evaluation
C. Delegate responsibility
D. Don’t skimp on pay for quality help- FIND EAGLES!
E. People and hospitality sell and retain memberships

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221
Strategy #9: The Brass
Ring
“Let Staff reach for brass ring.”
A. Give staff freedom and responsibility to be
creative in their area of specialty
B. Establish goals, then reward for excellence
C. Support and help in achievement of goals
D. Everyone must be in the race!

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Strategy #10:
“Staff, fraLnechaisdeees,r asndh mipembers
need to feel someone knows
what they are doing and why”
A. Develop a written game plan.
B. Provide confident and definite leadership
C. Exude confidence with passion
D. Be firm, yet compassionate
NOTE: You must be able to
lead, follow, or get out of the
way! The strongest leaders do
so by example.

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Strategy #11: Expenses vs.
“You cPanr’to exgpernasem yousr
way to profitability”
A. People sell memberships
B. People retain members
C. Expense cutting is a reasonable strategy
(especially is expenditures are
unwarranted, frivolous and excessive)
D. Expense cutting will not yield profit
without new production goals
E. The only expenses you an control are
Payroll & Advertising
DON’T CUT YOUR THROAT!
NOTE: Any
program
expense is
appropriate as
long as it leads
to profitability
and is always
within budget

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Strategy #12:
Clean it! “Your spa must be clean—
enough said—CLEAN IT!!”
A. The cardinal rule…not doing so has
ruined many a good spa!
B. The spa MUST be pleasant,
comfortable, bright, and smell good at
all times!
C. Lack of cleanliness is a controllable
objection to new sales and retaining
your members

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Strategy #13: Preventive Maintenance
“PM”
A. It is imperative that everything
works
B. Preventive maintenance will
decrease equipment down time
C. Create maintenance log book
and follow up

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Strategy #14: Maintenance
“Out of order is ‘out of order’”
A. Nothing is out of order—it’s under repair!
B. Everything breaks down sometime.
However, staying broken can break you.
C. Fix it fast! Do it now!
REMEMBER…IT’S
“UNDER REPAIR”

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Strategy #15: Do Business with
Integrity
A. Give the buyers confidence that they will
get and are getting what they paid for
B. Don’t ever promise what you know you
can’t deliver
C. Don’t wheel and deal on prices.
Price Integrity is a MUST!
D. Stay consistent to your promotions
E. Be consistent with consistency

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Strategy #16: Reports &
Records “Reports and records are
NOT a waste of time”
A. Periodic reports from all divisions of the spa
provide the information to enhance what is
working and alter what is not working.
B. Financial reports are most important
C. Budgets, P&L, cost of goods, marketing,
forecasting, etc.
D. Retail Profit centers are cost centers, too!
Watch Your Margins.
E. If you do it, track it!

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229
Strategy #17: Phones & Headsets…How
Many??
A. To be a successful spa business,
TWO computers are as
necessary as spa equipment
B. THREE phone lines plus fax
machine Remember, you’re in a
sales driven business
C. Headsets & walkie talkies create
more efficiency & effectiveness

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Strategy #18: Spending
“Spending money on
needs, not desires”
A. Costs to provide quality, service,
and retention must be allocated to
increase profitability (i.e. Rules of 5
for Retention)
B. On every expense, ask this question
— “Is this necessary?”
C. Any expense that increases
profitability is ALWAYS within the
budget, and thus a good expense

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Strategy #19: Public
“RPueblliac rteilaotionnss- a“ cPheRap”
means to an end”
A. Communicate with the market place
without paying for it.
B. Volunteer for local paper columns on
health, stress reduction, and wellness.
Also radio and T.V.
C. Get involved with charity groups, etc.
D. Get involved with health fairs, etc.
E. Distribute news releases regularly
F. Remember 80% of all P.R. is Planted!

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Strategy #20: Marketing &
“The purpoAse dofv adeverrttiisisngi n& gmarketing
is to drive in more business that you can
lose by the mistakes you make”
A. Create a marketing plan and launch it.
B. Create a marketing budget and stick to it.
C. Do what works- test everything.
YOU MUST ADVERTISE FOR
INCREASED BUSINESS OR
ADVERTISE YOUR SPA FOR SALE

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Strategy #21: Membership
“MembeSrs adolne’ts just
happen. You have to
create them one at a
time”
A. Ongoing membership sales & retail
training is a must.
B. Provide an environment for your
membership sales & referral
systems to flourish
C. Reward positive membership sales
when goals are hit and surpassed
$$BONUSES!! $$

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Strategy #22: Get
“TheO orrgagniazantioinz meudst
be organized!”
A. Create a “Schedule for the Day” program
for everyone—use the “5 Most Important
Things to Accomplish” rule.
Accomplishment List Not a To-Do List!
B. Inspect what you expect. Create a system
of accountability
C. Trust, but verify
D. Follow up and follow through

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Strategy #23: Time
“RoMme awansna’t gbueilmt ine a ndaty”
A. With proper time management,
positive results should be realized
B. Set time lines with realistic
expectations – S.M.A.R.T.
C. Delegate with time accountability
D. The request and promise system

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Strategy #24: Continuing
Education
“It’s what you learn after you
know everything that counts”
-John Wooden
A. Create a continuing education program-knowledge
builds confidence in people
B. You must know what’s going on in our industry
C. The great aim of education is action, not
knowledge
D. Knowledge= Information= Power= Success $$$
E. Attend Planet Beach Contempo Spa annual
convention and continuing educational courses.

1
“You are searching for the magic key that will
unlock the door to the source of power and yet
you have the key in your own hands, and you
may use it the moment you learn to control
237
Strategy #25: Attitude is
Everything
“Any act facing us is not as
important as our attitude toward
it, for that determines our success
of future”
-Norman Vincent Peale
your thoughts”
-Napolean Hill
A. Positive attitude will breed positive results- the
reverse is also true
B. Your overall positive spa attitude will be the
No. 1 reason for your overall spa’s success- the
reverse is also true

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The First 16 Things You Teach Your
Staff
1) The customer is always first in everything we
do. Everything starts and ends with the
member
2) Never say, “It’s not my job.” Try everything you
can to help the member
3) Make members feel good about you, not just
going to the spa. Learn the member’s names
and a little about them
4) Do things for the member that you don’t get
paid for. Give the member the extra touch that
makes them feel special about belonging to
your spa
5) Know our competitor’s spas better than he
does. We can’t outsell the competition if we
don’t know anything about them

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Staff 6) Be early for everything. Being late makes a
statement about you as a person and the worth
of the person you are supposed to meet
7) Never bad mouth a member, a fellow staff
member or the competition
8) Dress and groom yourself as if you’re the actual
product we are selling
9) When it’s time to go home, talk to one more
member and do one more thing nobody else
would think to do
10) If you stay in the shower a long time in the
morning because you don’t look forward to
coming to the spa, find another job or help
make this place an enjoyable place to work

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Staff 11) Stay out of the office and away from the counter as
much as possible. We don’t make money sitting in
an office but from providing the best customer
service in the area
12) Always tell the owners/managers the good news
and the bad news you head
13) Never, ever back off of your goals
14) Listen, listen, listen to what the member is really
telling you. Complaining members aren’t the
problem; it’s what they’re complaining about that
we need to understand
15) Strive for constant improvement in everything you
do at this spa
16) Everything we do starts and ends with the member

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6 Traits of AA SSuucccceessssffuull SSppaa
DDiirreeccttoorr
1) STAYS FOCUSED
-Stays focused on the project at hand no matter what is
going on around you
2) PAYS ATTENTION TO EVERY DETAIL
- Be precise!

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Details, DDeettaaiillss,, DDeettaaiillss
Robert De Niro is a Las Vegas
Owner/Operator working for the mob
“I want an EQUAL
number of blueberries!”

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6 Traits of AA SSuucccceessssffuull SSppaa
DDiirreeccttoorr
3) FOLLOWS UP
- Has great follow up & follow through
4) CONFLICT RESOLUTION
- very important part of the entrepreneur’s job
description
5) WILLING TO GROW & LEARN
- Spa Directors must be flexible to changes
6) EDUCATION & TRAINING
- Spa Directors must be a great educator/teacher

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Willing to Grow and
Learn
EDUCATION IS KEY!
One survey states that for every dollar spent on
employee training, the employer can expect a $30
return. People on your team who resist training are
narrow-minded about their future and what they
currently know. The business will eventually grow
past their abilities. Everyone can only know so
much. You can only apply what you know. If what
you know is not enough to make your business
grow, then you need new people who are willing to
learn.

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Education Raises the
Bar
“To be what we are and
through education to become
what we are capable of
becoming, is the only end of
life.”
-Robert Louis Stevenson

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Spa Manager = Teacher
“The teacher, if indeed wise,
does not bid you to enter the
house of their wisdom, but
leads you to the threshold of
your own mind.”
-Kahil Gibran

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248
Training- Training-
Training Ongoing sales and motivational training to spa
managers and consultants.
Ongoing training on service excellence, phone
excellence, and great customer retention
Ongoing motivational and communication
training for the entire team
Ongoing training on spa operations,
management

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Teaching, Training, Educating.
“You cannot teach a person
anything. You can help them
discover it within
themselves.”
-Albert Schweitzer

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250
Teaching, Training, Educating.
What’s the true difference
between
Teaching?
Training?
And Educating??

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252
You can’t train a duck
to hunt like an eagle!
You can’t teach someone to smile.
You can’t teach someone to want to serve.
You can’t teach personality.
Most importantly, you can’t teach
someone to hunt like an eagle.

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What we can do however is hire
people who have those
qualities and teach them about
our services and our culture.
Ask yourself this question. . .

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254
Am I hiring a duck thinking
it will
become an eagle?
I can honestly say that asking this simple
question, you will save yourself from making
the most costly hiring mistakes. http://youtube.com/watch?v=xAsXtDKdU0Q

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Training the Trainer
1. Do things in a way that makes others feel that they
did them.
2. If you don’t trust, you’ll never be trusted.
3. Mules can often be lead where they can’t be driven.
Lean and teach like you would like to be led and
taught.
4. Succeed quietly and know that this success is really
because of their efforts. Loose the ME in search of
the WE.

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Training the Trainer cont. . .
5. The words and teachings we say really mean very
little – it’s our energy and passion that transforms.
6. When your training your people, you must be 100%
WITH your people.
7. Who is Malcom Knowles? Father of Adult Training.
8. He wrote the famous book on How Adults Learn.

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How Adults Learn
 Adults have a wealthy of experience and a great deal
to contribute. Successful trainers build on this hard
earned experience
 Adults will devote energy to learning those things that
they believe will help them perform better. Adults
NEED W.I.I.F.M.
 Adults are more responsive to motivations such as
increased self esteem rather than higher salaries.

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You cannot teach a person
anything. You can only help
them discover it within
themselves.
-Galileo

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260
How do you begin?
 Opening and introduction overview. WIIFM
 Learning objectives: List all learning content. Break
objectives down into smaller more achievable segments.
 Arrange the learning objectives into logical learning
sequence.
 Teach by doing. We retain information/knowledge when
you engage participation.
 You need feedback. It’s not important what you say – it’s
very important that they understand what you are saying.
TELL – SHOW - DO

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How do you begin? (cont. . .)
 Summarize training and gain commitment to action.
1. Memo to themselves regarding two performance
improvements they will make.
2. Collect memos and share with team.
3. Use memos for future training – “DID I DO IT?”
 Send them off with an encouraging word and
challenges.

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“OPPORTUNITYISNOWHERE”

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263
Prepare to Succeed
A. Prepare your training environment.
B. Prepare your people.
C. Prepare yourself.
D. Practice – Practice - Practice

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264
Are you a Trainer or Facilitator?
 A trainer - conducts a training session, course or
program.
 A facilitator – allows people to assume responsibility
the their own learning.
You Must Be BOTH!
EXPERIENCE is the best Teacher!

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265
The Training Myth –
O.J.T.

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266
Training Strategies and Tips
 Practical Application (Real World)
 Use Actual Examples (Role playing & Simulations)
 Build in practice opportunities (Design training for
practice and feedback.
 Poll expectations (Build in W.I.I.F.M)
 Transfer training to O.J.T.
 They must take ownership of info. (They must tell
you how they will implement what they have learned)

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Training Strategies and Tips (cont. . . )
 They must create self reminders (memo to
themselves)
 Action plan from each person. They must hold
themselves accountable and to the TEAM.
 What are they going to do on the job as a result of this
training!

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Learning vs Performance
Learning experiences develop skills and knowledge so
people can perform.
Performance occurs when people apply this skill and
knowledge, accomplishing results.
The great aim of education is not knowledge – but action!

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The E Myth. Most entrepreneurs
are merely technicians with an
entrepreneurial seizure. Most
entrepreneurs fail because you are
working IN our business rather
than ON your busniess.
- Michael Gerber

1
WHAT IS THE BENEFIT OF TRAINING?
Training can provide many benefits. You, your
customers, your employees, and your spa have
270
much to gain-and nothing to lose-with a high-quality
training program.
Which of the following
will benefit your spa?

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271
 Saving Money-If employees know how to do work the right
way, costs will be lower; profits will be higher
 Saving Employees-Employees who know how to do work
according to their leaders expectations will be less anxious and
turnover will be reduced
 Saving Customers and Making New Ones-Customer are
happy when they receive the products/services they expect.
 Saving Time-A trained staff will promote efficiency. Both the
manager’s time and that of employees will be saved.
 Reducing Staffing Concerns-Trained employees are better
prepared and more eligible for promotion opportunities.
 Saving Relationships-Managers who show their concern for
employees with quality training, helps motivate them and morale
levels are likely to increase
*Give yourself an A+ if you checked all 6 boxes!

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W.I.I.F.M.
Trainer’s job is to demonstrate how training will benefit them.
Trainers must properly explain when training and in return,
employees will want to be trained. Employees will
participate in training activities and will receive maximum
benefits from their training experience.
There is an old saying, “If a trainee hasn’t learned, it’s
because the trainer hasn’t trained.” Trainees who
understand the benefits they will receive from training will
want to learn.

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Here are some examples of what your employees
could achieve with proper training:
1. Personal knowledge that the job was well
done
2. Wage/salary increase
3. No anxiety about performance evaluations
4. Fewer customer complaints
5. Job enjoyment
6. Promotion
7. Freedom from on-the-job accidents
8. Good first on-the-job experiences

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Here are some examples of what your employees could
achieve with proper training:
9. Less stress
10. Improved teamwork
11. Respect/esteem from customers, peers, and boss
12. Freedom from on-the-job boredom
13. Less tiresome work
14. Feeling of being a “professional”
15. Knowledge of job security
16. Participation in career development programs

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TRAINING
Definition of TRAIN - To cause to grow as desired.
The first step in becoming a successful trainer is to know your
preferred style of training. Identify your training goals and
clarify what you need to learn. Always be prepared to make
sure that you’re focusing on the desired solution or objective.
By stating clear goals and objectives this with prevent you and
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your team from heading in the wrong directions.
When training, always tell your employees what your training, and
why Planet Beach operates this way, how it’s going to benefit
them, and how it’s going to benefit the company as a whole.

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Walk the Talk
“We must be the change we wish to see in the
world” -Gandhi
A true trainer will always lead by example. As a trainer you set the
tone of the salon. The single most important way to ensure that
your employees become the best, is to “WALK THE TALK.” Set
values, talk values, practice values, and demonstrate values. Your
employees make judgments based on what they see you do rather
than what they hear you say. Make sure your actions demonstrate
what you say.

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Albert Schweitzer
The best 3 ways to teach is by
1. By Example
2. By Example
3. By Example
“Example is Leadership.”
“Example is not the main thing in
influencing others, it's the only thing.”

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Walk the Talk
Employees will believe you when you model the behaviors
that you want them to practice. If you want your employees
to give your guest a great tour and ask all the power of
questions, then show them how to give a great tour by
asking all the right questions. If you want them to be more
organized, then you must be more organized. If you want
your employees to show up at work on time, and you start a
meeting late or show up for work late, that’s saying it’s ok
not to be on time. Your responsibility is to begin your
own discipline.

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Preparation
“Failure to prepare is preparing to fail”
Coach John Wooden
There are a wide range of policies, procedures,
activities, and other concerns that should be
addressed during the training process. Employees
should not be trained to do a job until the correct
way to do the work has been defined. This step is
often omitted (What is there to plan? We do the
work every day and should be able to show
someone how to do it. Time saved in planning can
be spent in training!)
Failure to plan for training activities is a
sure way to have your training ef for ts fail!!

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Preparation
Plan for training, a Trainer must!
Here are several steps you can follow:
 Print 2 training itineraries, one for your records and one for
your employees to write notes on.
 Choose what topic on the training itinerary you will be
training your employees on.
 Develop an agenda for 3 days of training and 1 day for a
recap of training. (Remember to include breaks)
 Research the topic you will be training on.
 Write notes next to the topic your going to train on.

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Communication for Results
“Nothing in life in more important than the ability to
communicate effectively”
Gerald Ford
As a trainer you need to know whether you have
communicated effectively by what is understood by
your employees. Good communication is the most
crucial element to sustaining creativity and
motivation in the work place. When you do not
communicate effectively, there will be limited
understanding.
TELL – SHOW – DO!

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Communication for Results
Communication is based on more than just spoken
words and dictionary definitions. Nonverbal
communication is the part of the message that the
person communicates in addition to the words that
he or she speaks. Research, in fact, indicates that
7% of communication consists of the words we use
(verbal), while 93% of communication is based on
how we say those words, and how we look when
we say those words.
Passion – Persuades!

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Verbal Messages
The words we choose are only a minor part
of the complete communication process.
They can still either enhance or stop
effective communication from occurring.
Great communication takes
everything you’ve got!

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Non-verbal Messages
They consist of vocal elements (tone, non-word
sounds such as sighs, rate of
speaking, emphasis, etc.) and visual
elements (body language, facial
expressions, and gestures.) Remember that
this is 93% of the entire communication
message!

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Below are some key tips that can increase
the odds that you are heard:
 Avoid blaming
 Beware of negative nonverbal messages
 Use concise, clear messages
 Seek feedback
 Ask questions and listen
 Present training material with enthusiasm
 Tell trainers they will have to feed it back.
 Always remember Tell – Show – Do!

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Signs when your communication is off-track
 Your employees are bored and uninterested. They continue to do
what they have always done without change in their behavior.
 Your employees are confused and cannot train you on what you just
said. They have no idea about what you said and what you want.
 Your employees are overwhelmed. They are overwhelmed by too
much information coupled with a lack of clarity and direction.
K.I.S.S. – Eat an elephant one bit at a time
To be an outstanding trainer who produces high performance,
you must communicate with accountability!

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Signs when your communication is
accountable
 Employees are inspired and go into action to make
things happen.
 Employees re-create your message for others. They
use their own words to restate what you want and the
timeframe you want it.
 Your employees know what’s important and have a
clear understanding about their priorities.

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Effective Training Summary
 A good trainer/educator must believe that:
a. People learn best when they are active rather than
passive.
b. People learn best when challenged rather than
talked at.
c. People learn best when involved rather than
observing.

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TELL – SHOW – DO
Learning is NOT a
Spectator Sport!
a. We tell them & then show them
b. Participants will then do the training back to us =
The “DO!”

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Team Training:
Training with a partner is one of the most effective and
enriching opportunities that will produce the best damn
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training that the participant has ever had!
NOTE: “Two Heads are Better than One!”
Shows that you know your stuff and this is the
Gospel of the way it should be!

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Learning Insurance
K.I.S.S.
Learning Insurance mostly comes down from how you create a structure for
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the best learning experience:
The React (mnemonic) “Training the memory and assisting the memory:
Relax – and establish an informal atmosphere.
Encourage - to take control of their own learning
Accept - participants where they are.
Communicate – openly and honestly.
Tap – participants for their ideas.

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Repeat. . . Repeat. . . Repeat!!!
W.I.I.F.M
W.I.I.F.M
W.I.I.F.M

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Top 10 Tips for Outstanding Trainers
1. Be flexible. The unexpected can be your greatest
moment.
2. Be well prepared. Back-up props, back-up
activities, back-up agenda, back-up everything!
3. Leave your ego outside the room. Follow the flow
of the group even when it goes off your course.
4. Tell personal stories that are true and make a
point.
5. Ask outstanding questions (so that true learning
and reflection abound.)

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6. Anticipate resistance, deviations, and mistakes. How you
handle these impacts the whole day and are usually where
the learning takes place.
7. Pause often. Whether after a sentence, after an activity, or
after a debriefing, allowing your participants to think and
reflect. This is the time when they come up with their own
solutions and lessons.
8. Take risks and new things. We teach what we need to learn.
9. Involve the whole group. Design the learning so that the
learners focus on themselves and each other. You create the
learning experience and then step back.

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10. Keep the day fun, fun, fun. And always close with
high impact.

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Top 10 Worst Mistakes Trainers Make
1. Forgetting to check the facility ahead of time for
lighting, sound, audio-visual, room temperature,
props, and overall participant comfort.
2. Starting late OR WORSE. . . running overtime.
3. Talking too much.
4. Forgetting break times.
5. Not laughing at yourself when the unexpected
happens. And they will happen.

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Top 10 Worst Mistakes Trainers Make
6. Giving unclear directions.
7. Not smiling.
8. Not involving participants.
9. Not reading the audience, and therefore not
knowing when to change strategies or pace.
10. The all-time worst mistake – not being real!
Passion is everything! People remember the
feeling they had with the trainer long after the
content.

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“OPPORTUNITYISNOWHERE”

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Spa Director Skill Sets
 Big Picture Perspective
 Company Philosophy
 Company Standards
 Team Hiring
 Team Coaching
 Time Management
 Decision Making
 Marketing and Sales
 Member Satisfaction
 Owner/Franchisee Relations
 Promotion Drive
 Communications Flair
 Planning Capability
 Organizational Know-
How
 Staffing Expertise-
Hiring & Training
 Controlling – Must be a
great control
 Ability to Lead &
Motivate
 Belief in Yourself
 Vision
 Positive Attitude
 Dedication
 Willingness to Take
Initiative/Risks
 Ability to communicate
 Inspirational
 Consistency
 Goal Oriented
 Persistence

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Spa Directors: Focus
1) Spa Directors & Assistant Spa Directors’ #1 job is PRODUCTION
2) Production can only be brought about with a total TEAM EFFORT
3) Operational system will bring about Team Effort
4) You need total operational environment with your staff
5) Facts & Figures give a clear picture on what is going on…
Accountability & Inspect what you Expect
FACTS & FIGURES DON’T LIE…
1) Work backwards, trace everything back to the source.

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How to Be a Great Spa
Director 1. Be a good and willing communicator
 Great bosses share information, ask employees opinions,
and encourage employees to take initiative
2. Specify job-performance expectations
 A good boss doesn’t hesitate to tell an employee about a
problem as soon as it becomes apparent
 Schedule brief meetings with each individual under
supervision once a month
3. Make contact daily with as many team members as possible
 Visual recognition counts
 Give employees information about the company
performance, plans, and objectives that affects them.

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How to Be a Great Spa
Director 4. Loosen the reins
 Ask the right questions & make sure they understand.
If mistakes are made, they make sure everyone learns
from them.
5. Have a sense of humor & admit mistakes
 Have a consistently upbeat style with an obvious sense
of humor & an ability to joke about oneself
6. Provide direction & strive to be consistent
 Formulate a plan of operation and stick to it
7. Look for ways to improve & to learn from others
 Try to avoid the mistakes your bosses have made and
be open to change

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General Principles for Working With
Your Team When you’re making a change
of direction with your staff,
you need to keep them
focused. Let them know that:
1) Change is going to happen. What we did before is no longer
acceptable
2) Expectations are set. You now have a basic level of performance
to live up to starting right now
3) Nonsense is OUT. Back stabbing, member bitching, late for
work, absenteeism days are now over
4) The work ethic and the customer are IN. On-time for work is 15
minutes before the shift starts
5) People are going to enjoy working in this spa
6) We will be tough but fair

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Find Ways to
Praise
Special Note:
Always recognize the heroes
first in every meeting. Praise
doesn’t cost you anything and
giving the performers attention
puts extra pressure on the non-performers.

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Motivating the Low
Guys
oEvery staff has a couple of people at
the bottom that are usually a little more
difficult to keep motivated
o We should always recognize the
winners but there must be
consequences for failure
oMost of the common mistakes owners
make when trying to get the staff
moving comes down to basic mistakes in
over-all management

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3 Secrets of the One Minute
Manager
Secret #1: One Minute Goals
Secret #2: One Minute Praising
Secret #3: One Minute Reprimanding

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Secret #1: One Minute Goals
- Agree on your goals
• Make sure employees understand their responsibilities and what they
are accountable for
- See what good behaviors look like
- Write out each goal on a single sheet of paper
- Read and re-read each goal, which should take only a minute
- Take a minute every once in a while out of your day to look at your
performance
- See whether or not your behaviors match your goal

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Secret #2: One Minute Praising
-Tell people UP FRONT that you’re going to let them know how they are doing
- Praise people immediately
• “Help people reach their full potential; Catch them doing something RIGHT.”
-Tell people what they did right- Be Specific
- Tell people how good you feel about what they did right & how it helps the
company
- Stop for a moment of silence to let them “feel” how good you feel
- Encourage them to do more of the same
-Shake hands or touch people in a way that makes it clear you support their success

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-Tell people before hand that you’re going to let them know how their doing
1st half of Reprimand:
- Reprimand people immediately
- Tell people what they did wrong- Be Specific
- Tell people how you feel about what they did wrong
- Stop for a few seconds of uncomfortable silence to let them know how you feel
2nd half of Reprimand:
-Touch them in a way that lets them know you are honestly on their side
- Remind them how much you value them
-Reaffirm that you think well of them but not their performance in this situation
- When reprimand is over, its OVER.
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Secret #3: One Minute Reprimands

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DELEGATE, DDEELLEEGGAATTEE,, DDEELLEEGGAATTEE!!!!!!
You must make sure the
right things get done the
right way at the right
time by the right people.

Advanced management & operations

Advanced management & operations

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