“ 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