“ Great brands come from great strategic foundation. There are no shortcuts to great branding.”
What’ s the right mindset when looking at great brands?
“ Creativity is not part of the brand, it is the brand. Great brands come from great strategic foundation. There are no shortcuts to great branding. The most iconic brand set a strong foundation and they build from that foundation, and they are relentless in keeping with their equity and protecting their equity.”
— PEGGY NOE STEVENS
How can you easily get customers to buy a product or service?
“ Customers make two decisions. First, they make a decision on whether they are going to buy. Second, they make a decision on which product to buy. A study found that if [ you ] always show more than one product at a time, consumers skip the first [ step in the decision process ]. If you show just one product and ask them if they want to buy, the answer will most likely be a‘ no’ but if [ you ] offer three products at a time and ask which one [ they ] prefer, [ something is triggered in the psychology of buying and ] sales [ could go ] up to 20 percent.”
— DOUG FLEENER
What takeaway would you want spa owners to leave with about the science behind massage?
“ I’ m trying to give [ spa owners ] this idea that [ they can reach out to those ] who have symptoms or challenges [ with two key questions ]: 1) Are we reaching them well enough? 2) Can we do a better job if we have the science behind us? The answer is ' yes.”’
— DR. BRENT BAUER
What is the elevation principle in social media marketing?
“ The elevation principle: Great Content + Other People – Marketing Messages = Growth. Shift your mentality from‘ How can we sell to you?’ to‘ How can we help you?’ Demonstrate that you are an expert by the people you associate with and by the free content that you give them.”
— MICHAEL STELZNER
What are you doing to help therapists build loyalty with clients?
“ What we do to help therapists [ build a relationship with clients ] is we give them a certain amount of‘ diamond dollars.’ Each therapist in a spa can get up to a hundred diamond dollars in a month, and they are able to spend these diamond dollars however they want to invest on their existing clients, giving them sample versions of whatever it is they feel their clients truly need and they can come for. That’ s how we‘ plant the seed.’ You empower the team to select the clients that they want to‘ grow’ with.”
— TANYA CHERNOVA
How should you view each hiring process?
“ Begin to look at everything you do in the hiring process as a test. In your industry, more than any other industry, your people are your product. The experience is determined by the service provider. There is no decision more important than you make every single day in who you allow in the door to help you take care of your customer.”
— MEL KLEIMAN
January / February 2012 ■ PULSE 45