[ BOOK ]
Jim Root
by Christine Schilling
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[ BOOK ]
The Heart of Marketing:
Love Your Customers and They Will Love You Back
Bonnie Gildea, owner and director of SolSpring, LLC— an integrative spa and wellness center located in Kalamazoo, Michigan— credits her inspiration and success to the book, The Heart of Marketing: Love Your Customers and They Will Love You Back by Judith Sherven, Ph. D and Jim Sniechowski, Ph. D.
The book’ s subtitle matches the philosophy that she bases her business on and the subject matter is parallel to her natural instinct, avoiding“ hard sell” marketing techniques. The book details how selling in a“ soft” way, from the heart, is the most powerful way to connect with clients, in a long-lasting and authentic way.
The principles noted in The Heart of Marketing guided and shaped Gildea’ s approach to how she markets her business and how she interacts with clients and staff. Gildea says she often jokes that her husband, Larry, is the“ head” of the business while she is the“ heart.” After reading The Heart of Marketing, she claims to now have the confidence to trust her heart when making business decisions.
“ This book is not only inspirational, but has [ also ] given me stepby-step strategies to implement in my business. One of the most valuable lessons for me was the section about‘ how to train your brain to realize that it’ s OK to ask for the sale, because what I am offering is of real value,” she says.“ Changing my mindset about‘ selling’ has really revolutionized my business.”
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INTHELOOP with the Chairmen’ s Council
Jim Root
GLEN IVY HOT SPRINGS CEO AND PRESIDENT CORONA, CALIFORNIA
What’ s your definition of success? As the oldest of 10 kids, my mom and dad would always tell each of us that they simply wanted us to be happy in life and that only we could decide what success meant for ourselves. They certainly mentored, molded and shaped our experiences, but in the end, this very simple intention was and is an ongoing, individual and very delicate balance of many moving pieces. The 10 of us have taken completely different routes along the way, and I marvel at the diversity my parents nurtured.
I’ ve embraced my parents’ push as part of my practice in life to explore, to experience, to make mistakes and to grow. So success for me is being on the journey of life and to understand that success is not a destination but, indeed, a daily practice.
What has been your greatest failure? There have been many times in life that I’ ve failed and several times spectacularly so. I’ m sure there will be more and when those times come, I’ ll embrace [ them as ] my choice to make [ things ] different, to be happy and to be successful.
Today, I’ m very happy in my relationships, with my work and my life and realize that every day is indeed my practice. As a parent, I’ m sharing with my boys that their path, their success and their life is in their hands. I can only hope that this wisdom serves them as much as it has for me.
CHAIRMEN’ S COUNCIL
Past Chairmen of ISPA who are currently ISPA members.
Gayle Brady Brady Spa Consulting
Jeff Kohl Elizabeth Arden Red Door Spas
Jean Kolb Kohler Co.
John Korpi Korpi & Korpi
Kate Mearns The Spa of Colonial Williamsburg
Jim Root Glen Ivy Hot Springs
Jane Segerberg Segerberg Spa Consulting, LLC
Deborah Waldvogel( Immediate Past Chair) Sedona Resorts
November 2012 ■ PULSE 63