lisa starr wynne business. the framework of success building blocks for a successful spa
TRANSCRIPT
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Lisa StarrLisa StarrWynne Business. Wynne Business.
The Framework of The Framework of SuccessSuccess Building Blocks for a Successful SpaBuilding Blocks for a Successful Spa
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Different constituenciesDifferent constituencies
Who are your customers?Who are your customers?
External customersExternal customers
Internal customersInternal customers
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The ChallengesThe Challenges
““Nobody ever told me.”Nobody ever told me.”
““It’s not my job.”It’s not my job.”
““I don’t know who to ask.”I don’t know who to ask.”
““When is my next break?”When is my next break?”
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Documentation and Structure Documentation and Structure create . . .create . . .
A Strong FoundationA Strong Foundation
Empowering Staff Empowering Staff MembersMembers
Shortening the Decision-Shortening the Decision-Making ProcessMaking Process
Happy CustomersHappy Customers
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““Getting the right people on the Getting the right people on the bus” is your most important bus” is your most important responsibility.responsibility.
You can’t do everything yourselfYou can’t do everything yourselfYou’re not touching all of the clientsYou’re not touching all of the clientsYou’re only as strong as your weakest You’re only as strong as your weakest
linklinkClients are attracted to a calm, Clients are attracted to a calm,
professional atmosphere for personal professional atmosphere for personal care servicescare services
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RecruitmentRecruitmentApplicationApplicationTelephone ScreenTelephone Screen Interview ProcessInterview ProcessPersonality ProfilesPersonality ProfilesPractical Skills Practical Skills
AssessmentAssessmentReference & Reference &
background checksbackground checks
Creating “A” Players OverviewCreating “A” Players Overview
The OfferThe OfferCompany OrientationCompany OrientationSupport Support
DocumentationDocumentationTraining & EducationTraining & EducationCareer ManagementCareer ManagementOngoing Performance Ongoing Performance
AppraisalAppraisal
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Position Descriptions - Why?Position Descriptions - Why?
Attract the Attract the rightright candidates candidatesBe clear from the beginningBe clear from the beginningSetting standards avoids accusations Setting standards avoids accusations
of favoritismof favoritismEnsures that staff knows who and whatEnsures that staff knows who and whatDon’t start compromising alreadyDon’t start compromising already
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Job activities/responsibilitiesJob activities/responsibilities Basic job responsibilitiesBasic job responsibilities for technical and for technical and
therapeutic staff include meeting therapeutic staff include meeting attendance, sidework, client communication, attendance, sidework, client communication, daily work station prep and cleanup, daily work station prep and cleanup, team/staff meetings and meetings with team/staff meetings and meetings with supervisor.supervisor.
Team member responsibilitiesTeam member responsibilities Qualifications and experience requiredQualifications and experience required Desired behavioral characteristicsDesired behavioral characteristics
The A Player Job DescriptionThe A Player Job Description
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Market your business as an “employer of Market your business as an “employer of choice”choice”Renowned training programRenowned training programExcellent career opportunitiesExcellent career opportunities
Word of mouth generates the most leadsWord of mouth generates the most leadsApplicants should have a resume and fill Applicants should have a resume and fill
out an applicationout an applicationDetail is important, not just “relevant” Detail is important, not just “relevant”
experienceexperience
Recruitment & ApplicationRecruitment & Application
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You’re never in too much of a You’re never in too much of a hurry to hire right.hurry to hire right.
Job turnover Job turnover destroys profitdestroys profitTrainer wagesTrainer wagesTrainee wagesTrainee wagesTrainee errorsTrainee errorsCustomer Customer
dissatisfactiondissatisfactionOperations DisruptionOperations DisruptionManagement time Management time
wastedwastedRecruiting costsRecruiting costs
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Initial review of application and resume Initial review of application and resume determines the “first cut”determines the “first cut”Share this with department headsShare this with department heads
Spend more time on the phone and Spend more time on the phone and less time in “dead end” in-person less time in “dead end” in-person interviewsinterviews
Don’t overcommit! Don’t overcommit! ““I’d like to get back to you as we begin to I’d like to get back to you as we begin to
schedule our in-person meetings.”schedule our in-person meetings.”
Stop wasting time: Screen!!Stop wasting time: Screen!!
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Needs to take place Needs to take place earlyearly in the in the interview processinterview process
Different strokes! Different strokes! We use the DISC We use the DISC
survey, measuring:survey, measuring:DominanceDominance InfluenceInfluenceSteadinessSteadinessConformityConformity
Personality SurveyPersonality Survey
Examples: Examples:
High Dominance people High Dominance people won’t last in line won’t last in line positions. positions.
High Influence people sell High Influence people sell and retain but may talk and retain but may talk too much in the treatment too much in the treatment room.room.
www.discprofile.comwww.discprofile.com
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Let’s sit down!Let’s sit down!
Interview environment Interview environment must be comfortable, must be comfortable, private, with no private, with no interruptions.interruptions.
Allow ample timeAllow ample timeOrient candidate to the Orient candidate to the
entire processentire processWrite down notes on Write down notes on
separate sheet, not appseparate sheet, not appHelp them do their best!Help them do their best!
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Legal Interviewing BasicsLegal Interviewing Basics
No questions or conversation about No questions or conversation about age, sex, race, religion, marital status. age, sex, race, religion, marital status. ““What a beautiful ring! Are you engaged?”What a beautiful ring! Are you engaged?”
OK to find out if there are physical OK to find out if there are physical limitations which would prevent them limitations which would prevent them from performing the job as describedfrom performing the job as described
Questions must be Questions must be job-relatedjob-related..
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Be a good interviewerBe a good interviewer
Shut up and listen!Shut up and listen!Don’t jump in after Don’t jump in after
a question if there’s a question if there’s a long silence.a long silence.
Take notes.Take notes.Drill down.Drill down.This is not the time This is not the time
to “sell” the job to to “sell” the job to the applicantthe applicant
Don’t “telegraph” Don’t “telegraph” your desired your desired response!response!
WRONG: “Are you a WRONG: “Are you a team player?”team player?”
RIGHT: “Give me an RIGHT: “Give me an example of a time example of a time your teamwork your teamwork abilities helped out abilities helped out a co-worker.”a co-worker.”
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Good interviews take timeGood interviews take time
Too much rapport is as bad as not Too much rapport is as bad as not enough: you’ll get distractedenough: you’ll get distracted
Thorough, methodical review of the Thorough, methodical review of the work history. (It gets repetitive. That’s work history. (It gets repetitive. That’s when it gets interesting!)when it gets interesting!)
Explore tangentsExplore tangentsProvide refreshments, take a break if Provide refreshments, take a break if
neededneeded
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Red flags!Red flags!
““I plan to open my I plan to open my own salon...”own salon...”
““My manager at Spa My manager at Spa X was incompetent.”X was incompetent.”
““There was too There was too much backstabbing much backstabbing at Salon X”at Salon X”
““I need to know I need to know where this is going.”where this is going.”
““I only use organic I only use organic products made products made during a full moon in during a full moon in my facials.”my facials.”
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Turning up the heat...Turning up the heat...
Keep the applicant comfortable. They Keep the applicant comfortable. They will open up more if they feel at home.will open up more if they feel at home.
Pursue interesting statements with Pursue interesting statements with additional questions. additional questions. “Tell me about “Tell me about the incompetence you had to deal with the incompetence you had to deal with at Salon X.”at Salon X.”
Find out what they know about Find out what they know about youyou. . Good applicants do research. Great Good applicants do research. Great candidates will have been to your spa.candidates will have been to your spa.
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The Practical InterviewThe Practical Interview
Conduct the hands-Conduct the hands-on interview under on interview under “real world” spa “real world” spa conditionsconditions
Have candidate Have candidate perform multiple perform multiple services on different services on different evaluatorsevaluators
Evaluators fill out an Evaluators fill out an appraisal afterwardappraisal afterward
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Second Manager InterviewSecond Manager Interview
If you can, have more than one manager If you can, have more than one manager meet with the candidate. meet with the candidate. Assign “sections” of the interview to each.Assign “sections” of the interview to each.
Second impressions are as important as Second impressions are as important as first ones. first ones.
Discuss their practical candidly. How do Discuss their practical candidly. How do they react to constructive criticism?they react to constructive criticism?
Now’s the time to sell the opportunity.Now’s the time to sell the opportunity.
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Reference & Background ChecksReference & Background Checks
Never skip these steps!Never skip these steps! Only legitimate references are former Only legitimate references are former
supervisors/managers. supervisors/managers. Confirms legitimacy of educational Confirms legitimacy of educational
credentials, licenses, previous credentials, licenses, previous employmentemployment
Criminal background checkCriminal background checkThird party companies provide this Third party companies provide this
serviceservice
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The OfferThe Offer
Confirm offer in writingConfirm offer in writingBe specific about expectationsBe specific about expectationsInclude detailed compensation informationInclude detailed compensation informationIf no thanks, send a prompt, gracious “no If no thanks, send a prompt, gracious “no
thank you” notethank you” note……we’ve decided to select a candidate who is a we’ve decided to select a candidate who is a
closer match for our profile…closer match for our profile…Your reputation among potential therapists is based Your reputation among potential therapists is based
on how you treat your “rejects”on how you treat your “rejects”If they need additional skills, invite them to If they need additional skills, invite them to
reapplyreapply
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Company OrientationCompany Orientation
Performed by a spiritual and Performed by a spiritual and passionate leaderpassionate leader
Welcoming and company overview, Welcoming and company overview, indoctrinationindoctrination
Not Not reading to new hires!reading to new hires!90-Day probationary period90-Day probationary periodAssign a mentor or buddyAssign a mentor or buddy
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Support DocumentationSupport Documentation
Policy HandbookPolicy HandbookPromotes fairness Promotes fairness
Job DescriptionsJob DescriptionsFor all positionsFor all positions
Service ProtocolsService ProtocolsDepartment ManualsDepartment Manuals
Department specific infoDepartment specific infoOperations ManualsOperations Manuals
Front desk and customer Front desk and customer serviceservice
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Employee Handbooks - Why?Employee Handbooks - Why?
Guidelines will be objectiveGuidelines will be objectiveUncertainty creates tensionUncertainty creates tensionClear expectations drive Clear expectations drive
desired behaviorsdesired behaviorsAvoiding unnecessary Avoiding unnecessary
litigationlitigation
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Employee HandbooksEmployee Handbooks
Lay out all of the guidelines extantLay out all of the guidelines extantDivide into sections such asDivide into sections such as
General Policies, Comp & Benefits, HR General Policies, Comp & Benefits, HR PoliciesPolicies
3-Ring Binder3-Ring BinderReview by local attorneyReview by local attorneySpa/salon industry specificSpa/salon industry specific
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Sample Guidebook Topics - Sample Guidebook Topics - OverallOverall
Purpose of HandbookPurpose of HandbookCompany HistoryCompany HistoryMission Statement and Business Mission Statement and Business
VisionVisionTeam Standards of ExcellenceTeam Standards of Excellence
Expected behaviors of both staff members Expected behaviors of both staff members and companyand company
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Sample Guidebook Topics - Sample Guidebook Topics - PoliciesPolicies
Professional Image and TeamworkProfessional Image and TeamworkSmoking and eatingSmoking and eatingWorkstation MaintenanceWorkstation MaintenanceStaff MeetingsStaff MeetingsCharitable DonationsCharitable DonationsConflict of Interest and ConfidentialityConflict of Interest and ConfidentialityClient DistributionClient Distribution
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Sample Guidebook Topics - HRSample Guidebook Topics - HR
Schedules and schedule changesSchedules and schedule changesAttendance and PunctualityAttendance and PunctualityPerformance AppraisalPerformance AppraisalHarassmentHarassmentTraining and education programsTraining and education programsEqual Employment OpportunityEqual Employment OpportunityTerminationTermination
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Sample Guidebook Topics - Sample Guidebook Topics - CompComp
Paid Time OffPaid Time OffFamily PrivilegesFamily PrivilegesStaff Member PrivilegesStaff Member Privileges
Vouchers, bonus poolsVouchers, bonus pools
Other BenefitsOther BenefitsHealth Insurance, 401K, Wellness DaysHealth Insurance, 401K, Wellness Days
Compensation ProceduresCompensation ProceduresHolidaysHolidaysGratuitiesGratuities
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Department Manual Department Manual
Information specific to the departmentInformation specific to the departmentDept dress code, purchasing processDept dress code, purchasing process
Accessible – in tx rooms/personal Accessible – in tx rooms/personal copiescopies
3-ring Binder3-ring BinderProduct knowledge from vendorsProduct knowledge from vendorsService ProtocolsService ProtocolsLinen usage guidelinesLinen usage guidelines
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Department Manual – Why?Department Manual – Why?
Consistency, consistency, consistencyConsistency, consistency, consistencyDemystificationDemystificationEveryone shares Everyone shares samesame information informationLeads to process improvementLeads to process improvement
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Service ProtocolsService Protocols
Step by step how-to Step by step how-to Specific for each service on the menuSpecific for each service on the menuInclude timing of each stepInclude timing of each stepSupply consult languageSupply consult languageInclude recommended product and Include recommended product and
laundry usage guidelineslaundry usage guidelinesEstablish home care tie-insEstablish home care tie-ins
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Service Protocol example Service Protocol example cont’dcont’d
Overall description of serviceOverall description of serviceIdeal target client for serviceIdeal target client for serviceContraindicationsContraindicationsService TimeService TimeSupply and Product ChecklistSupply and Product ChecklistProcedure OutlineProcedure OutlineHome Care RecommendationsHome Care Recommendations
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Service Protocol example Service Protocol example cont’dcont’d Before client enters room, mist air with stress reliefBefore client enters room, mist air with stress relief||
relaxation room spray.relaxation room spray. Perform client interview and skin analysisPerform client interview and skin analysis Once client is seated in facial chair, apply a ½ tsp of Tension Once client is seated in facial chair, apply a ½ tsp of Tension
Relief Balm to your fingertips and have client close eyes and Relief Balm to your fingertips and have client close eyes and breathe deeply as you cup your hands over their face. Apply breathe deeply as you cup your hands over their face. Apply Balm from fingers to temples andBalm from fingers to temples and||or back of neck to relax or back of neck to relax client.client.
Remove eye makeup with Bi-Phase Eye Makeup Remover Remove eye makeup with Bi-Phase Eye Makeup Remover applied to cotton pad. Preheat facial steamer.applied to cotton pad. Preheat facial steamer.
Cleanse face, neck, shoulders, and décolleté with 2 pumps Cleanse face, neck, shoulders, and décolleté with 2 pumps SensiCalm Gentle Foaming Wash (warm between palms of SensiCalm Gentle Foaming Wash (warm between palms of hands before applying). Use ample tepid water during this hands before applying). Use ample tepid water during this step. Remove thoroughly with damp sponges.step. Remove thoroughly with damp sponges.
Perform massage technique on face, neck, and Perform massage technique on face, neck, and shoulders . . .shoulders . . .
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Service Protocol exampleService Protocol example
Change/Prep-5 minutes
Cleansing-5 minutes
Massage-10 minutes
Exfoliation-8 minutesExtraction-10
minutes
Mask-12 minutes
Change/Cleanup-5 minutesMask
Removal/Finishing Product-5
minutes
GlycoC Firming Facial
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Operations ManualsOperations Manuals
Oriented to Customer Service staffOriented to Customer Service staffDaily tasks and objectivesDaily tasks and objectivesLoss Prevention outlineLoss Prevention outlineOpening and closing procedures Opening and closing procedures Detailed “how-to” on software Detailed “how-to” on software
transactionstransactionsContact infoContact infoSeparate daily log book Separate daily log book
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Operations Manual - Why?Operations Manual - Why?
Enable empowermentEnable empowermentProvide consistency in customer Provide consistency in customer
service approachservice approachUnderstand “why”Understand “why”Stress importance of detailsStress importance of detailsBuilds confidenceBuilds confidence
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Training ProtocolsTraining Protocols
Compensate new hires for training time Compensate new hires for training time at hourly training ratesat hourly training rates
Don’t overload them; spread it outDon’t overload them; spread it outDon’t just train on technical dutiesDon’t just train on technical dutiesCustomer Service, Communications, Customer Service, Communications,
Sales SkillsSales SkillsDepartment Manuals should include Department Manuals should include
space for note-takingspace for note-taking
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Training Protocols Training Protocols cont’dcont’d
Develop a training grid for each Develop a training grid for each departmentdepartment
Training by both inside and outside Training by both inside and outside personnelpersonnel
Demonstration and hands onDemonstration and hands onRole play where appropriateRole play where appropriateQuizzes and gamesQuizzes and games
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Communicating Systems and Communicating Systems and ProtocolsProtocolsWritten InstructionsWritten Instructions
Manuals, Memos, SignsManuals, Memos, Signs
MeetingsMeetingsGeneral meetings, Team/Dept meetingsGeneral meetings, Team/Dept meetings
Continuing EducationContinuing EducationRefresher sessionsRefresher sessionsVendor/Manufacturer sponsored trainingVendor/Manufacturer sponsored training
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Performance AppraisalPerformance Appraisal
What?What? Average ticketAverage ticket Retail to Total Sales RatiosRetail to Total Sales Ratios Client Retention RateClient Retention Rate Utilization ratesUtilization rates
WhenWhen Quarterly or MonthlyQuarterly or Monthly
HowHow One on one meetingOne on one meeting
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Quality AssuranceQuality Assurance
Client Evaluation CardsClient Evaluation CardsFor all clients, not just new onesFor all clients, not just new ones
Secret Shopping ServiceSecret Shopping ServiceTestingTesting
InspectionInspectionQuizzes/ExamsQuizzes/Exams
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Career ManagementCareer Management
Support their passionSupport their passionAnnual education stipendAnnual education stipendQuarterly education events for each Quarterly education events for each
departmentdepartmentLife Skills Training; sales, Life Skills Training; sales,
communications, stress-managementcommunications, stress-managementCompensation plan that promotes Compensation plan that promotes
career growthcareer growth
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Career Management Career Management cont’dcont’d
Magazine subscriptionsMagazine subscriptionsEconomics in the real worldEconomics in the real worldContests and sales promotionsContests and sales promotions
Trips to other salons and spasTrips to other salons and spasTrainingTrainingMotivational speakersMotivational speakers
Walk the walkWalk the walk
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The Framework of SuccessThe Framework of SuccessThank you for your attention!Thank you for your attention!
Q & A with Q & A with
Lisa M. StarrLisa M. Starr
[email protected]@wynnebusiness.com
www.wynnebusiness.comwww.wynnebusiness.com
Please complete an Information Request Form Please complete an Information Request Form as you leave if you would like a copy of this as you leave if you would like a copy of this
presentation.presentation.