SNEAK PEEK OF PROFESSIONAL DEVELOPMENT SESSIONS
(CONTINUED FROM PAGE 26)
ON SALES AND MARKETING
IT’S NOT WHO YOU KNOW, IT’S WHO KNOWS YOU! How to
Build Your Business by Building Your Brand
Speaker: David Avrin
Why You Should Listen to Avrin:
is best known as “The Visibility
Coach.” An in-demand business marketing
speaker, author and executive coach, Avrin
has spent over two decades on the front
lines of marketing, public relations and
strategic branding. Author of three books—
including the Amazon bestseller It’s Not Who You Know, It’s
Who Knows You!—Avrin’s highly informative, thought-provoking and entertaining business marketing programs have
been presented to audiences around the world.
DAVID AVRIN
hosts his own radio show, Business Insanity Talk Radio, and
writes regularly for the American Express Open Forum,
Forbes.com and Crain’s Chicago Enterprise City.
Immediate Takeaways from this PDS:
●
●
●
Long-term Tactics You’ll Leave With:
●
●
●
●
●
Learn how to compare and contrast your marketing messages with those of your close competitors.
Learn to recognize ineffective marketing traps that too
many fall into.
Learn to conduct a “deep-dive” to find and harness true
competitive advantage.
Long-term Tactics You’ll Leave With:
●
●
●
Learn how to craft meaningful and memorable marketing
messages that truly resonate.
Learn how to create and maintain a competitive advantage
by keeping ahead of changes in the marketplace.
Discover actionable strategies and tactics to reach target
markets on a regular and frequent basis.
BREAKING THE DOUBLE HELIX TRAP: How to Grow Your
Business Without Ever Selling Again
Speaker: Barry Moltz
Why You Should Listen to Moltz:
an expert on entrepreneurship
and a member of the Entrepreneurship Hall
of Fame, has founded and run small businesses with a great deal of success and
failure for more than 15 years. His first book,
You Need to Be A Little Crazy: The Truth
about Starting and Growing Your Business, describes the ups
and downs and emotional trials of running a business. He
BARRY MOLTZ,
Learn sales tactics that help increase sales by 25 percent.
Learn how to build a community of evangelists as referral
sources.
Be inspired to have a change in attitude that “sales” is not
a bad word.
ON THE SPA INDUSTRY
Immediate Takeaways from this PDS:
●
Create a systematic approach to marketing and sales in
less than 30 minutes a day.
Cut your marketing time by 75 percent.
Focus on prospects and clients that really want to buy.
INSIGHTS INTO THE SPA STAR DATA
Speaker: Jan Freitag
Why You Should Listen to Freitag:
is a senior vice president at
Smith Travel Research (STR), the recognized
leader in lodging industry benchmarking
services. Freitag is a trusted source for industry insights and a frequent public speaker at
domestic and international conferences, such
as the American Lodging Investment Summit, Global Spa
Summit, ISPA Conference, Russia Investment Conference,
European Hotel Conference. At STR, he oversees a variety of
projects involving the accumulation and interpretation of
global lodging data.
JAN FREITAG
Immediate Takeaways from this PDS:
●
●
●
Understand the utilization percentage and average dollar
treatment rate for luxury spas.
Learn how utilizations and rates trend seasonally throughout the year.
Gain insights into the interplay between treatment room
and salon station utilization.
Long-term Tactics You’ll Leave With:
●
●
●
Set prices from a more knowledgeable position.
Introduce yield management techniques based on historical patterns in the competitive environment.
Understand that data matters.
(CONTINUED ON PAGE 30)
28 PULSE
■
July 2012