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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:
-
Rivalry between two or more businesses striving
for the same money, customer or market
-
-
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(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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