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6 Costly Management Mistakes and How to Avoid Them

By: William J. Lynott
Posted: September 28, 2012, from the October 2012 issue of Skin Inc. magazine.

Even in ordinary times, life as a skin care facility owner means dealing with many challenging decisions, any one of which can have a negative impact on your operation. Now, with today’s unpredictable business climate, even tiny management errors hold the potential for serious damage to your bottom line.

Following are six common and costly management mistakes, along with advice on how to keep them from harming your business this year—and in years to come.

1. Trying to do it all yourself. As the saying goes: If you want something done right, do it yourself. This is a classic philosophy with an undeniable grain of poetic truth. As a result, too many business owners suffer from a dangerous case of do-it-yourself-itis. “Failing to understand the importance of delegating is one of the most common mistakes made by small business owners,” says entrepreneur and consultant, Phil Wilkins. “You must learn to focus on what you do best and pass off the rest to others.”

2. Ignoring unsatisfactory employees. Discharging an unproductive or disruptive employee is an unpleasant task most skin care facility owners dread. However, failing to take action in those cases can be a costly mistake. “Once you identify an unsatisfactory employee, it’s best to face up to the unpleasant task of terminating the relationship. Postponing it will only lead to more serious problems,” says management consultant and business owner Simon T. Bailey. “It can also lead to resentment on the part of your best employees who feel their work is not being appreciated.”

3. Misunderstanding the meaning of marketing. Many spa owners are so busy dealing with day-to-day operations that they never get around to putting together a business-building marketing program. That’s a mistake. Marketing is a basic building block in the construction of a successful skin care facility. Yet, many owners shy away from all but the most obvious ways to promote themselves and their businesses.