Building a Professional, Performing and Passionate Spa Team

The Heart of a Successful Spa

Building a Professional, Performing and Passionate Team

It is interesting to look at what defines a truly amazing Spa from simply a good Spa. What attracts a clientele that LOVES your Spa, that need your Spa in their everyday life and what keeps this clientele feeling valued and cherished. The answer is simple - the Team, from the therapists right through to management.

Surveys show that guests remember either the quality of service or great therapists; rarely do they remember how beautiful the Spa is. So it is genuine care, exceeding guests' expectations and consistent professional service that your guests receive that is the vital key to success.

Building an exceptional Team is one the major foundations of SPA business success. It all starts and finishes with the Team. Your Team are the ambassadors of your business; they are the representatives of your business who deliver the promise you have made to your guests about their Spa experience. Your Team are the representatives that will be delivering to guests, service, therapy and results. Your Team will be asking your guests to return time after time.

It is your Team's performance; their professionalism and the heart with which they deliver their service that will win your guests over and in turn make your guests ambassadors of your business. Hence your Team's performance forms the basis for your Spa's reputation and ultimately; a quality Team, running efficiently and effectively generates success and PROFIT.

Over the years I have spent an enormous amount of time, energy and money developing a Team that is committed, excels in performance and is caring. I was determined not to be a victim of the industry human resource challenges I was seeing all around me, so I researched everything I could about developing Teams and building effective human resources departments in businesses. I then set about the long and sometimes painful process of implementing it in my own Spa.

I'm happy to be able to share some of that knowledge, focussing on advice on professional standards, recruitment, employment agreements, motivators and training. It's good to know that once these foundations are in place, you can concentrate on the vital job of growing your business.

Following are some key areas that I consider the most important

Professional Standards

When focussing your energy into building an exceptional Team, it is important to concentrate on developing a culture within your Team that ensures they are behaving in a Professional, Performance oriented and Passionate way. (The three P's) Using these, as a benchmark for your Team's performance will support you to stay focussed on what's truly important when growing your business.

I believe that we build our businesses one guest at a time. It's a long, managed and stable growth but one that is sustainable and develops a clientele that feels valued, cherished and has their needs not only met but also exceeded time after time. It's a big ask to slowly build our businesses, as we all want quick solutions and burgeoning cash flow. So apart the basics of ensuring our operational standards are high and our costs are under control, we all know what we put energy into gets energised. So, I encourage you to put loads of positive energy into "the three P's" creating a Team that is Professional, Performing and Passionate about what they do.

Inspiring Leadership

People follow enthusiastic people. Your Team want and need to be inspired by their leader, who will lead them in their careers; so be the inspiration you want to see in your Team and you are more than half way to inspiring them to be their best.

Consider how inspiring you currently are. Are you leading with a full cup and creating the kind of business you would want to be a Team member of? Or are you tired, grumpy and under pressure from troubleshooting issues all day and dealing with the Team, business and financial pressures. If you truthfully answer yes to this then consider the impact it may be having on your Team and how they will be seeing their experience working in your Spa.

Good leaders are those that know the way, go the way and show the way. I believe as leaders we have a responsibility to make a positive difference to our Team members' lives that we come into contact with us.

Effective leadership is the difference between good and GREAT. Two Spas can be exactly the same; same size, same demographic market, provide the same type of treatments at the same price but one can out perform the other hands down. The difference is leadership and the culture of service and excellence that they have created. In other words how their Team perform!

So, our Spa can be incredibly beautiful but unless we have a passionate Team that are committed to their guests and supporting the business to succeed the experience is empty for everyone; the guests, Team and the owners. But with inspiring leadership and the systems and standards in place to help your Team to shine, operating a Spa can be so rewarding and satisfying. It's your choice.

Recruiting Exceptional Team Members

As the number of Spas grows in Australia by approximately 15% per annum the demand for excellent therapists is growing beyond supply. Therefore the aim for Spas is to become an Employer of Choice to attract and retain more than your share of the limited exceptional Team members available. This involves building a positive and rewarding Team culture where people will aspire to be and ensuring your Team have all the conditions to feel valued and the tools they need to perform to the highest standards. Employers of Choice also lead their Teams with conviction, consistency and inspiration.

We all know that if we recruit the right people then it is so much easier to manage, coach and lead them to reach their potential and to contribute to your businesses success. Following are some quotes I have collected over the years from successful Spa operators in the United States. These operators rely on these quotes as their recruitment mantras. They may help you develop your own mantra and support you to recruit more effectively.

"If you hire the right attitude and match their talents with your roles then you are sure to succeed. You can teach skills and provide knowledge; you can change someone's mood but you cannot change an underlying attitude"

Ginger McLean

"Never hire an employee that isn't perfectly suited for your position, as a quick fix to an immediate problem.

A hiring decision based on desperation will likely result in far greater problems in the future."

Mindy Terry

"For me, a big part of the interviewing process is not only determining that they are capable of doing the job but also that they are a good fit for our team and if they will enjoy their new position.

I usually look at one of their previous positions and really try to understand what they did enjoy about their role. If I can find someone who will feel fulfilled and satisfied in their job, I know their performance will be there too."

Jeremy McCarthy

"I would like to add a few more practical pieces of advice to these wise words on recruiting. If they feel right for you and you would like to incorporate them into your business I strongly suggest sticking to them, even if you are very busy and desperate for staff. They will always serve you in the long term."

• Create a Company Information pack, which Team members' read before the interview. It shows you are professional by giving prospective Team members an understanding of your Spa, your expectations. It also gives immediate and upfront clarity on important issues, explains why they should join your Team and can save valuable time.
• Follow the recruitment systems you have created, and never waiver. Itís when we take short cuts or compromise on standards that issues ALWAYS arise later. On every occasion seek a second opinion and undertake a thorough and specific skills analysis and reference checking. Most important of all is to listen to your intuition and be prepared to go understaffed rather than recruit in desperation.
• Seek diversity in your Team. Choose unique and highly qualified Team members that will give your Spa spirit, heart, a point of difference and compliment your business culture. As mentioned, we can train Spa procedures and bring someone up to five star service but people need to bring with them their open heart and passion for excellence.
• Consider performance-based salaries to link Team memberís performance to their salaries. In this way everyone is focussed on the main business goals, and Team members have clarity as to what they need to achieve before they are due for a pay rise and what kind of career path they can create for themselves at your Spa.
• I have been through the process of not only linking financial performance to salaries but also professional behaviour. I believe itís up top management to set the standard of behaviour excepted in your Spa environment and then reward positive professional behaviour through their salary. It also gives management the clarity and support they need be able to deal with unprofessional behaviour and its consequences swiftly and effectively.
• Clear and legally binding employment agreements give everyone the clarity and security to develop a lasting positive relationship. Australian Workplace Agreements are a very effective medium. They are empowering for Team members as they create identified career paths, clearly define how performance is linked to salaries and allows for flexibility on important issues for the individual and business. A fantastic human resource management tool.
• Valuable time and money is invested on training and retraining Team members. To encourage Team members to maximise their training and stay loyal, a Training Bond is recommended.

Retaining Exceptional Team Members

As we all know employing great Team members is one thing; keeping them satisfied and motivated is another. Therapists have unique needs and motivators, so it is imperative to try to understand your Team, what they need and what keeps them inspired, happy and productive. What attracts them to the Spa and what will be motivating for them to stay long term.

Following are some areas that I have found the most beneficial in developing and keeping exceptional Team members, though of course itís important for each Spa to develop their own criteria in what motivates their Team.

Some key motivators are:

• Developing your values together. Bringing your Team into key decision making processes that affect them, gains their trust and gives them a sense of ownership of the values and culture they are asked to work for. It keeps Team members involved in giving input on how to refine systems and improve their working environment.
• Performance salaries are best complimented with a Reward Program for Team members. Clear indicators for Team members of what is required and what is available both encourages them and gives them incentives to be responsible for their own financial success.
• Be clear how Team members should behave and always lead by example on creating a positive and safe environment. Happy and efficient management leads to quality and satisfied Team members.
• Create an environment conducive to healthy living. This will support your Team to walk their talk and hence pass their inspiration and knowledge on to their guest.
• From the beginning always be clear with Team members of what is expected and what the conditions of employment will be. No surprises for them - no surprises for you. Remove the risk for them of not knowing the outcomes expected of them and the consequences of not achieving them.
• Regular, interesting and inspiring training is important for a Teamís ongoing professional development. Regular training is imperative to keep therapists interested and motivated.

As previously mentioned a key motivator for all Team members is a financial Reward Program. Recognising Team members financially is one of the most effective tools to improve results and build a happy and motivated Team. People from all walks of life love to be recognized.

Although there are varying views on which is the most effective, my experience is that a combination of rewarding the individual as well as the Team is more effective than one or the other.

Special experiences and rewards for the Team as a whole however, are also very beneficial. It helps unites the Team, unites management and the Team and gives a general feeling of support and nurturing.

It is important to note that if not done effectively and with genuine care, rewarding can create disharmony, dissatisfaction and de-motivation. It is important to carefully plan a Reward Program, making it simple and exciting. The program must be writing so there is no confusion and Team members can clearly see what is expected. Results should be available regularly and the Reward Program achievable and attainable.

If managed well and consistently Reward Programs can add great value to your Spa and can excite Team members to achieve. Non-financial rewards and surprises are another fantastic idea. Team members do not expect these so can be extremely well received. Keeping a business flowing with positive financial and non-financial rewards and special surprises is guaranteed to keep contented Team members.

To sum up remember the following important tips to motivate and develop the HEART in your Spa:

• Develop your values together
• Lead by inspiring example
• Understand personal motivators
• Recognise and reward regularly
• Coach your Team to success, don't expect it
• Nurture your Team so they can nurture guests
• Be caring in personal situations
• Provide a safe environment
• Have fun together
• Provide financial security
• Provide regular excellent training for development
• Be clear with your intention, communication and actions

Relevant and Regular Training

Exceptionally well-trained Team members are the basis for a Spaís success. Both new and existing Team members require ongoing regular inspiring training in all areas of the Spa from treatments to operational systems. Training is the tool that helps Team members reach their goals.

Although it can be financially draining and somewhat daunting to provide a professional and ongoing training program long term, I believe that if you are aiming for long-term Spa success it is more financially draining not to. Without training and systems, management is tied up in troubleshooting, counselling and recruiting and therefore never have time to work on these systems. It becomes a vicious cycle.

Effective and measured training in theses areas directly links to an increase in revenue and productivity; builds trust internally and credibility externally; develops Team skills and enhances their behaviour, hence building loyalty reducing turnover and offering more knowledge and practical tools to guests to enhance their lives. A very worthwhile investment on many levels!

Following are some key areas to ensure are included in your Spa training program:

• Orientation
• Guest relations
• Monitoring and supporting guests progress
• Training theory and practical of the Spa's Policies and Procedures manual
• Retail and building a clientele
• Cross training of skills
• Attitudinal training
• Team development
• Leadership
• Career development
• Coaching and mentoring

Implementing excellent and effective training programs and operational systems takes planning and commitment but it is worth it long term. Quick fix solutions may help through transition time but are not the answer. An investment in a Specialist In House Spa trainer or adviser is a cost effective way to maximise your training dollar. You may be able to develop a skilled therapist with a talent in training, to be your In House trainer; it's a fabulous career opportunity for them and can enhance their loyalty. The training that you invest in can be secured with a Training Bond.

In House trainers can deal with issues immediately and to the standard you have set. I don't believe we should rely on our Product House trainers, although they are certainly there to support us, it is our responsibility to train our Team to the style and standards we create. In House trainers also give us the ability to adapt our treatments to best suit the vision and purpose of the Spa as well as creating us a point of difference.

So, if a Spa's Team is satisfied with their salaries, motivated by incentives, clear on what is expected of them, receive regular and exciting training, are aligned with the businesses goals and feel cared for they will require minimal troubleshooting and energy from management. Thus allowing you to get on with big picture of growing the business and making a PROFIT.

If Spas implemented these strategies, then they would, without doubt, achieve satisfied guests, industry awards and of course the above mentioned financial success.

What I have learnt from experience is that developing a Team with HEART is an ongoing and focussed process. Changes cannot be implemented and results seen overnight. For example in a Spa where standards and revenue are under performing and the Team culture is negative, then the key to turning this around is not to bring in a Consultant who implements numerous changes over a short period. Success lies in addressing problems one at a time to build a strong foundation setting the Spa up for long-term success.

If the Spa decides to bring in a Consultant or Mentor then this should be seen as a long-term partnership. The Consultant should assess and evaluate the situation then develop a program that deals with the issues and implements the necessary changes. This is how long lasting, profitable results are built, and how extraordinary Spas and outstanding guest experiences are achieved.