Customers always have choices— even if the choice is not to buy at all. So if everyone in the marketplace is basically good( and they are), we need to know why you are a better choice? Don’ t just settle for tired, overused and“ clever” marketing messages that simply highlight your features and benefits. Show and tell your prospective customers why you are a BETTER choice than others who claim to do what you do, or solve the problem that you solve. Remember the four most dangerous words in business are:“ All Things Being Equal.” Don’ t EVER let everything be equal.
DAVID AVRIN TOPIC: IT’ S NOT WHO YOU KNOW, IT’ S WHO KNOWS YOU! HOW TO RAISE YOUR PROFITS BY RAISING YOUR PROFILE
Ultimately as a leader you have two choices:( 1) Create an environment laced with fear which inhibits authentic conversation and contribution, or( 2) Create space infused with safety and trust allowing employees to authentically appear and contribute in their own unique way. The best leaders know the value of a workplace that encourages any level of employee to step up and say,“ I disagree”.
DEBRA KOERNER TOPIC:“ I GET IT”: EFFECTIVELY COMMUNICATE WITH YOUR ENTIRE SPA TEAM
Your brand is more than your Web site, your ads, brochures, business cards, bags and everything else you use to put your spa’ s name out there. It’ s even more than the name you choose to hang over your front door. Each of these things is critically important to your brand identity, but they are the components used to build your brand, not the brand itself. Remember that your brand is the emotional connection— the physical reaction— customers feel when they hear your spa’ s name, see your logo, click through your Web site or visit your spa. It’ s the concept you own in the mind of the customer; it’ s the experience they can get only from you.
RICH KIZER AND GEORGANNE BENDER TOPIC: THINK LIKE A BRAND, ACT LIKE A BUSINESS: HOW TO MAKE YOUR COMPANY MORE IMPORTANT THAN ANYTHING IT SELLS!
Attendees Sound-off
We asked, you answered. Here’ s a sampling of the feedback we’ ve gathered from ISPA’ s Conference survey.
Bryan Williams was fabulous! Thank you for giving me the opportunity to hear his session“ Work like you own it.”
[ Debra Koerner and Eric Stephenson ' s session ] was amazing. They’ ve touched on every problem I’ ve been experiencing and have helped me learn how to assess effectively.
Dr. Elaine Dembe has a great presence and information was well-received. Amazing speaker!
AMAZING INFORMATION, PRESENTED IN AN INSPIRING AND EASY-TO-DIGEST WAY.
Bender and Kizer are an adorable team. Flawless. Played off each other. SUPERB!
Kathleen Turpel did a great job addressing different levels of social media users. She had applicable tips and recommendation. She was a very animated and engaging speaker, clearly very passionate and knowledgeable.
OMG— I came looking for an answer, I got it in David Arvin’ s class!
Kudos to the ISPA Speaker Task Force for helping select the 2010 ISPA Conference and Professional Development Session speakers! The 2011 Speaker Task Force and Speaker Applications are now open. Visit experienceispa. com to know more.
January / February 2011 ■ PULSE 43