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Spa Leadership

The End of Competition As We Know It
by Linda Bankoski, Managing Director of Education and Assessment, SpaQuality LLC

Attend SpaQuality's Education Course given by Linda Bankoski in Las Vegas
June 13-15, 2007

It seems to me that Spa management teams (owners, directors, managers) are often concerned with what competitors and others in the industry are doing. Believing that the health of your Spa business is related to or dependent on the health of other Spas will most likely lead to poor decisions and misplaced focus.

It is worth exploring the definition of competition before we decide to embrace the concept as reality. Here is a collection of definitions:

  1. Rivalry between two or more businesses striving for the same money, customer or market
  2. A contest
  3. A test of skill or ability

By closely examining these various definitions we can decide which is the ultimately be more useful.

1. Are Spas in a "rivalry for profit, customers or markets" with other Spas?

Probably not. There are thousands of people who have never considered going to a Spa. For them, the competitors to be considered are not other Spas. The real competitors are other health delivery systems, other sources of relaxation or alternative self-care processes. A victory for one Spa to create a loyal Guest is a victory for all.

Is there a limitation of money available?

Probably not. There does not appear to be a limitation on the amount of money but rather there is a limitation in the perceived value in exchange for the available money. Finding ways to increase the perceived value of Spas is the challenge for all to share.

2. Are Spas in a contest that creates winners and losers?

Probably not. We, in this business of delivering harmony, serenity and wellness, have a choice; cooperate so that everyone wins or choose to compete and hope to not be "the loser". Through cooperation we will effectively reach more people who will decide to try a Spa and find value when they do.

3. Are Spas in a test of skill and ability?

Absolutely! Every day we are challenged to use our skills and abilities in order to stay competitive. The question is compared to what? Compared to other Spas?

A wise man named Jules Paoli was asked who his competitors were. His reply? "Yesterday". Each day we need to get better at doing what we have the skill to do and to improve our ability to be both effective and efficient.

Now the real challenge in using "yesterday" as the basis of comparison is knowing precisely what happened yesterday.

In real competitions, they keep score. The difference in practicing and playing is how the scoring is done. What was the Guest satisfaction score of your Spa yesterday? What will the Spa team do better today to improve that score? Teams that blame each other or compete with each other are not teams. They are simply a collection of individuals.

Replace the traditional view of competition with effective performance goals which are the true measures of a Spa's health and success. They are the competition for your Spa staff to compete against. Begin by collecting data from every Guest every day on important measures of current performance such as Guest satisfaction and Guest loyalty. Once you know what the current performance is, set a numerical improvement goal to achieve. Post the scoreboard so that everyone will know if your team is getting better and reaching the goals. Establish Spa goals that encompass all activities so that you will be an effective team. Individual and department goals are anti-team and create internal will/lose games. Without relevant Spa measures such as Guest satisfaction and Guest loyalty, you really aren't "in the game." With effective goals and rigorous measures, you, your Guests and other Spas will know who is "winning" - All of us!

~ Linda

Making Spa Peace and Harmony a Reality Part 1:
Dealing With Staff Conflict

Making Spa Peace and Harmony a Reality Part 2:
Using Effective Goals

More Articles by Linda Bankoski

The International Standards of SpaExcellence 2007
The International Standards of SpaExcellence(SM)2007
A Quality Management and Certification Framework for Spas
written by Linda Bankoski and Julie Register of SpaQuality LLC

Leadership Books Recommended by Linda Bankoski

 

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