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Creating a Strong Team
By: Bryan Durocher
Posted: June 28, 2011, from the July 2011 issue of Skin Inc. magazine.
Many professionals from the traditional medical industry are jumping into the spa game, facing a learning curve when it comes to training, compensating and holding professionals accountable for services rendered.
Medical professionals such as nurses and physician’s assistants are most likely accustomed to salaried positions, so it will be necessary to train them in performing services based on dollar incentives or commissions. Conversely, spa professionals such as estheticians and massage therapists may be more accustomed to having customer service and performance tied into their pay. Take into consideration that you may be bringing two different types of professionals together, and the accountability goals you are looking for may be new to both of them.
Systems and structures are more important than ever with skin care business’ narrow profit margins and resources for qualified personnel. The old style of creative leadership with lack of organization or hierarchy management styles that fail to create collaboration or teamwork are no longer able to sustain themselves in today’s fast-paced competitive market. It is more important than ever to put together a game plan for your team that instills and builds upon leadership and growth.
Creating a culture that is unique to your spa is crucial for building your business. Establish common values and goals for both your team members and the business. In addition, employees need to be aware of the various goals, as well as their roles in achieving those goals.
Establishing shared goals and values via a mission statement and job descriptions will get everyone on the same page. People tend to rise up to the level of expectation, so knowing what is expected of them will increase the likelihood that they will achieve their goals.