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Business Success, Part II: Elements of Staying on Top
By: Cathy Christensen
Posted: April 28, 2010, from the May 2010 issue of Skin Inc. magazine.
“Being up a little and having a comfortable enough cash flow; it’s a trick, but it’s what makes Glen Ivy go,” Gray says.
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Competition is another powerful force both today and in the future, according to Murad. “Today, there is more competition, and it comes from everywhere. You have to understand that and be willing to modify whatever you do,” he says. One of those modifications might be to become more connected with other health care professionals, because, according to Jamal, she sees a future where health care, spa and medical professionals will become closer. “Align yourself with all kinds of professionals. If you’re not working with physicians, at least have a personal referral relationship to help stay in that realm,” she recommends.
All in all, says Gray, clients are driving the changes taking place in the spa industry. “The industry in the United States has seen a great deal of growth during the past 15 years, and we have an increasingly savvy spa-going public with higher expectations. In order to succeed in the future, it’s the spas that have both competent and caring employees, and originality and innovation in the client experience they offer that will succeed.”