Working with family members poses a unique challenge to any business. While it can be stressful, we know firsthand how productive and rewarding working with family can be. We know this firsthand as Jay and Mara are a father-daughter duo and partners in Shorr Solutions, a national practice management consulting company, and Robert has worked with his mother, the medical director of RenovoMD in Shrewsbury, Massachusetts, as well as his brother, in the management of the practice.

One thing is for certain, working with family has the potential to both expose underlying issues in your personal relationships and bring out the best in you and your team. This unique challenge comes with bringing on a team member you already know so much about. Both positive and negative, you share a wealth of experiences with this individual, and often personal feelings will cross over into your business relationship. At times you may find yourself being overly lax or even hypercritical of this relative. It is important to set boundaries and clear expectations to make sure the work relationship stays productive and the personal relationship remains on good terms. Keeping communication open and honest, clearly defining expectations, and maintaining a good work and life balance goes a long way in ensuring a productive work environment.

ESTABLISH STRONG COMMUNICATION 

Working with team members, in general, can be stressful, but working with the family poses a unique challenge. Communication is key and business relationships can be strained and fall apart quickly if everyone is not clear in their role. Miscommunication leads to misunderstandings which leads to conflict within the company. Make sure the company’s goals and individual responsibilities are clearly defined. Discuss what the company wants to achieve and outline the roles everyone must play in order to make that happen. Most importantly, make sure the company’s mission and goals and those of the individual are aligned. Having a good understanding of this helps everyone work more effectively.

KNOW EACH PERSON’S ROLE

Organization charts establish a hierarchy and boundaries in the practice. Having a formal organization chart will also help maximize efficiency. Businesses,  especially family businesses, do not run smoothly when everyone is stepping on each other’s toes. Discuss and outline how company decisions will be made and who is allowed to make them. Make sure that it is known whether or not one person has the final say. The nature of your business and the relationship between the team members will assist you in making these decisions, and having this structure in place will keep the entire office on task and efficient.  For example, one person may have a final say when it comes to marketing, while another may have a final say when it comes to expenses.

PUT EXPECTATION IN WRITING

Make sure each staff member, related or not, has a role clearly defined with a job description. Not only will a job description outline who does what, but it will also outline what is expected. Responsibilities need to be completely and clearly described, so focus can be directed where appropriate. Often times with a family business, formalities tend to fall by the wayside, but when this happen, one person will inevitably feel they’re being taken advantage of or doing more than their fair share. It is important that these are written out and reviewed together to help each staff member stay on task. Another thing to keep in mind when writing a job description, make sure details such as salary and benefits are clearly outlined, although these should not be made public to the rest of the staff. Having this in advance and in writing will eliminate the threat of disputes later.

It is vitally important that all negotiations and contracts are collected in writing. When working with family, companies have a tendency to operate under informal agreements. Should issues arise, they are left in a precarious situation with nothing to refer back to. Having formal documentation prevents any miscommunication and gives the company something to fall back on. This goes for business agreements between the practice, medical spa and spa, and each employee relationship, as well as if you’re using other family businesses as vendors. For example, if a family member owns a floral company, laundry service, or cleaning company, all agreements should be put into writing, even if services are done in trade. It’s important to note that this should occur no matter what, but again, we find formalities tend to drop off with family members.

LEAVE WORK AT WORK AND HOME AT HOME

As family, there may be some crossover between work life and home life, but it is important to maintain a professional tone at all times within the workplace. While you may already have an existing relationship with coworkers, it is important to maintain those boundaries. Be mindful of the difference between work issues and home issues. Remember that there are different approaches to an issue as a family member versus a coworker. If possible, try to leave work discussions for the office and personal conversations at home.  We always say that family relationships always come first – we’ll always love our family, even if we sometimes don’t agree with them as co-workers, bosses, or partners.

When working with family, it may be difficult to draw a line between where work ends and where your personal life begins. Because these things are so intertwined, the day-to-day demands of the office may put a strain on your home life. As a coworker, your family must respect your time away from the office as much as they respect your ability to be a productive team member during office hours.

INTEGRITY IS KEY

Fostering trust between members of the family and all members of the business are vital. It should go without saying to always work with integrity and back up your words with actions. Because it is a family business it does not entitle certain people to take certain liberties and this must be made clear from the start. As a family member, there is a large target painted on your back and your daily performance will be under increased scrutiny. Show co-workers you are dedicated to the company and can perform at a high level. Remove all doubt that you are in your position because you are the best person for the job and that your hiring was not based on nepotism. Fostering strong relationships with non-related coworkers is as important as maintaining familial relationships.

BE RESPECTFUL

Encourage co-workers and give them the praise they deserve. Be attentive to their needs. Many times, they may feel like a family member is pushing them out. Remind, and more importantly show, fellow staff member that everyone is a valued member of the team, regardless of who they are related to. Respecting the feelings of your co-workers will thought not completed?

In any family business, it is extremely important to not let personal feelings come into the workplace. Maintaining a professional atmosphere is a priority.  You can’t let work place drama come home with you and vice versa. Be open and honest about your thoughts and address any issues that may arise up front. Letting issues sit and fester may lead to an explosion later on that may damage your relationship. You already know your family co-workers. You understand what makes them tick and (especially in the case of siblings) what buttons to push in order to annoy them. This insight might make it difficult to be rational with your thought and feelings. Don’t let emotions get in the way of your professional relationship. Disagreements will happen, but you don’t want them to affect your business or your relationship. Your behaviors and attitudes also have an impact on other co-workers, so pay attention to how any dispute would affect them. Save the heated personal discussions for outside of business hours. It is important to remember that you are co-workers during operating hours, but you’re family forever.

Jay A. Shorr, BA, MBM-C, CAC I-XIV is the founder and managing partner of Shorr Solutions, a Florida-based medical practice consulting firm assisting practices with their operational, administrative, and financial health. He served as the vice president of operations and practice administrator for a leading board-certified dermatologist and cosmetic surgeon and held partnerships in two leading South Florida plastic surgery centers. Shorr has served as a professional motivational speaker for nearly a dozen industry organizations. He is a certified medical business manager (CMBM) from Florida Atlantic University, a certified aesthetic consultant (Levels I-XIV) at The Aesthetic Show and The Aesthetic Academy, and a member of The Aesthetic Show’s 2019 Scientific Advisory Board.

Mara Shorr, BS, CAC II-XIV, is a partner and vice president of marketing and business development for Shorr Solutions, bringing more than a decade of marketing and communications experience to Shorr Solutions’ clients. She is a Level II through XIV certified aesthetic consultant utilizing knowledge and skills from her previous positions in marketing for two separate leading dermatology, cosmetic, and plastic surgery practices located in South Florida. Focusing on both internal and client strategies in traditional and new media, she is a public speaker and has written for a number of industry publications.

Working with aesthetic medical practices and medical spas across the country, one of the truest common denominators for areas of improvement is that of human resources. After all, your team can make or break the success of your business. At the helm of that team is the leader and if you’re reading this article, that leader is most likely you.

Whether the title is manager, owner, administrator, or something else, as the head of your team you drive success, and this is why we’re offering top tips to becoming a better leader in your spa.

Throughout this entire article, you’ll notice that we call your employees your team. That’s how we refer to those working for Shorr Solutions, our company, as well. We’re all team members – because they are.

HIRING TEAM MEMBERS

Prior to hiring a new team member, review what you really need in your practice. This means examining not only the position you’re looking to fill, but the tasks that need to be completed daily, as well as the personality type that would work best within both that role and your spa.

PLAN AHEAD FOR HANDLING CONFLICT

If you’ve dealt with staff drama in the recent past, take a hard look to understand why. Who led the drama and how have you dealt with it to avoid infecting new team members? The goal here is to avoid making the same mistakes again. Creating an open and honest line of communication is key. Make sure you’re not jumping to conclusions or taking sides during a disagreement, and always, always, always make sure conflict is resolved outside of the earshot of clients and other team members. Keep the conversation both productive and on-track so those involved don’t revert back to things that happened months ago. A good leader serves as a mediator and helps the conversation come to a swift resolution instead of taking sides, all while making sure both parties feel heard.

ASK TEAM MEMBERS THEIR GOALS

Converse with them about what they’re looking to achieve, both in the next 90 days, the next year, and in the future. Look at additional opportunities for growth inside the spa and keep that team member in mind while expanding your vision. For example, if your front desk receptionist has a brand new marketing degree, keep them in mind as your spa expands its social media presence or has additional graphic design needs. They’ll feel like a valued part of the team that you keep in mind.

KNOW YOUR TEAM MEMBERS’ COMFORT LEVEL WITH TECHNOLOGY

Don’t assume your older team members aren’t comfortable with their iPhone or that a younger team member can rock an Excel spreadsheet. Have open and honest conversations with team members as individuals and offer training where needed on an individual basis. This goes for marketing software, EMR, and Microsoft Office to name a few.

LET POLICIES BE KNOWN FROM THE BEGINNING

Each team member should receive a copy of the employee handbook on their first day. If one doesn’t exist in your office, make that a priority. Let them know your cell phone policies, communication policies, and how to address each team member, both in front of clients and when it’s just the team alone. Ask team members how they like to receive feedback and explain your open door policy or lack thereof. All of these items are important to review from the beginning to avoid frustrations down the road.

KNOW WHAT YOUR TEAM VALUES

 Make sure you’re treating each team member fairly and with respect. Including fair benefits and a work and life balance is more important to today’s working generation than ever before, and whether this is something you believe in or not, perception often becomes reality. We’ve seen in-office meditations and mindfulness workshops make a positive difference, while screaming profanities at your team during the day and sending snarky e-mails at midnight will hurt morale in massive ways. When your team loves coming to work and loves what they do, you’ll see less absenteeism and a team that stays for the longterm.

BE THE ROLE MODEL YOUR TEAM NEEDS

Always remember that the team looks to you as an example. If you don’t want your team to come in late, leave early, snack at their desks, and roll their eyes at each other make sure that you’re not doing those things either. If you want your environment to be a place of positivity, smiles, and team spirit make sure you’re doing those things each day.

Jay A. Shorr, BA, MBM-C, CAC I-XIV is the founder and managing partner of Shorr Solutions, a Florida-based medical practice consulting firm assisting practices with their operational, administrative, and financial health. He served as the vice president of operations and practice administrator for a leading board-certified dermatologist and cosmetic surgeon and held partnerships in two leading South Florida plastic surgery centers. Shorr has served as a professional motivational speaker for nearly a dozen industry organizations. He is a certified medical business manager (CMBM) from Florida Atlantic University, a certified aesthetic consultant (Levels I-XIV) at The Aesthetic Show and The Aesthetic Academy, and a member of The Aesthetic Show’s 2019 Scientific Advisory Board.

Mara Shorr, BS, CAC II-XIV, is a partner and vice president of marketing and business development for Shorr Solutions, bringing more than a decade of marketing and communications experience to Shorr Solutions’ clients. She is a Level II through XIV certified aesthetic consultant utilizing knowledge and skills from her previous positions in marketing for two separate leading dermatology, cosmetic, and plastic surgery practices located in South Florida. Focusing on both internal and client strategies in traditional and new media, she is a public speaker and has written for a number of industry publications.

Millennials are simultaneously gaining buying power in today’s marketplace and rising through the ranks as they age, potentially becoming a more popular target client base for your office. Born between 1980 and 1999, today’s millennials are seeking anything from fewer facial wrinkles and fuller lips, to a breast augmentation coupled with a Brazilian butt lift. So how do you entice this growing market into your location?

Strengthen your social media presence.

Make sure you’re utilizing a strong, personalized social media presence. This includes video and personally taken pictures, not generic stock images of laughing millennials with a cup of coffee next to a succulent – on both your posts and stories. There is a time and place for those pictures, sure – your website being one of them - but social media should be a place where you’re socializing with clients. Include behind-the-scenes pictures of your team doing what they do best. Include client before and after photos from your location and not from vendors. Make sure you always have your clients’ consent in writing before posting these. Include daily tips or videos with millennials’ frequently asked questions and utilize interactive polls. Respond to questions, comments, and direct messages in a timely manner. Ultimately, just be social.

Utilize #Hashtags

Be sure to utilize relevant hashtags in your social media to make yourself found. This includes geographic hashtags, like #Philly and industry hashtags like #facial. Consistent research is key, as certain hashtags and images do get shadow banned (meaning they won’t show up in a search) from time to time as algorithms change.

Reconsider your “Influencer” strategy

We’re not saying you shouldn’t work with influencers and we’re not saying you should. What we are saying is that you need to create a strategy. Include the number of leads you wish to get and what your desired client base looks like. In other words, are you looking for millennials who are in college or millennials in their early thirties with children? The generation is broad, so be crystal clear on that. Are you looking for men or women? In addition, create a plan to track the success of your influencer strategy, and include every desired deliverable in their contract, from the number of posts and desired content to copies of the pictures and what the influencer can and cannot post. If you don’t have the time to work through all of these details, an influencer relationship isn’t going to yield you the desired results.

Show your desired audience through marketing

As mentioned above, if you’re marketing to young moms, show them. Marketing to single men? Show them. Marketing to a culturally and ethnically diverse audience with a variety of body types? Show them. Stock art has come a long way, but if you’re not seeing what you need, consider a photoshoot of your own for your spa’s marketing.

Marketing is more than just social media and a website

Sure, those are great pieces, but the classics aren’t completely dead. Make sure your strategy includes e-mail marketing, as well. This includes asking each client who walks through the door for their e-mail address each time they visit the spa. Looking to strengthen your online reviews or hosting a client appreciation party in your office? Consider printing postcards to hand out to clients when they check out. Each team member should have a set of business cards to hand out on a moment’s notice to their friends and family. Keep a few business cards in your wallet so you always have them on hand. Put up marketing materials inside your office to promote the services most enticing to millennials, like a custom canvas or a customized before and after book. Some classics never go out of style.

Make their lives as easy as possible

Millennials communicate differently than previous generations. Most would rather type than pick up the phone. Rather than be frustrated by this or attempt to change a generation, implement tools that play this game. For instance, online chat functions for your website, online stores for your products, and online scheduling for their appointments can all be implemented at a fairly inexpensive rate. In addition, make sure you’re utilizing automated appointment reminders that text, e-mail, and call existing clients to remind them of upcoming appointments and overdue retreatments. Automation is key.

Great customer service from start to finish is key. Some things hold true regardless of the generation. With a social media generation, poor customer service experiences can spread faster than ever before.

Jay A. Shorr, BA, MBM-C, CAC I-XIV is the founder and managing partner of Shorr Solutions, a Florida-based medical practice consulting firm assisting practices with their operational, administrative, and financial health. He served as the vice president of operations and practice administrator for a leading board-certified dermatologist and cosmetic surgeon and held partnerships in two leading South Florida plastic surgery centers. Shorr has served as a professional motivational speaker for nearly a dozen industry organizations. He is a certified medical business manager (CMBM) from Florida Atlantic University, a certified aesthetic consultant (Levels I-XIV) at The Aesthetic Show and The Aesthetic Academy, and a member of The Aesthetic Show’s 2019 Scientific Advisory Board.

Mara Shorr, BS, CAC II-XIV, is a partner and vice president of marketing and business development for Shorr Solutions, bringing more than a decade of marketing and communications experience to Shorr Solutions’ clients. She is a Level II through XIV certified aesthetic consultant utilizing knowledge and skills from her previous positions in marketing for two separate leading dermatology, cosmetic, and plastic surgery practices located in South Florida. Focusing on both internal and client strategies in traditional and new media, she is a public speaker and has written for a number of industry publications.

We’re now in an era where, more than ever before, we’re hearing phrases like “provider and staff burnout,” “I’m just too busy for that,” and “self-care.” From yoga studios to juice bars, everywhere we turn, businesses are riding the #selfcare train to cash in on the need for busy people to slow down.

While there may be some merit to it, let’s take a look at eight simple ways to avoid provider burnout in your office.

DRIVE YOUR TO-DO LIST

Make sure you’re driving your to-do list and your list isn’t driving you. Compile your to-do list each morning (or the night before) with your top priorities and review, proactively, what needs to get done that day, that week, that month, and that quarter.

DELEGATION IS YOUR FRIEND

Take a hard look at what you, as the provider, need to be focused on, and the answer is easy: treating patients and clients. When it comes to insurance-related billing, that can be outsourced to a strong billing company. The same goes for managing your website – that’s best handled by a digital marketing firm. But, when it comes to verifying insurance claims, posting on social media, and serving as a patient care coordinator, that can be done by trusted, well-trained members of your team. Which brings us to tip three.

BUILD A STRONG, COHESIVE TEAM

This should be a trustworthy team you’re able to delegate to, a team who works well together without you having to play referee on a daily basis. If you find that you don’t have this, look at why. Are you understaffed? Hire! Is your office drama-filled? Fire the drama queens before they infect the positive treasures. Your team is your backbone, and you’ll be surprised at how smoothly things run once you have a strong team in place. Removing negativity is key, as your office is no place for eye-rolling, yelling, tardiness, or disrespect.

KNOW WHAT YOUR TEAM VALUES

For example, you’re more likely to have a strong, less-burned-out team when everyone feels they are treated with respect. Speak to each other with respect and respect each other’s capacities and schedules. This means no texting at midnight for something that can wait until the next day. In addition, offer fair benefits when you can and consider what your team values. Some may say health insurance and a retirement program, while others would rather have more paid time off. In addition, others may value in-office meditation, workplace wellness programs, or mindfulness coaching. Different offices have different mindsets, so dig deep into what works for you. Studies have shown that a happier team and happier providers lead to improved mental health, reduced stress levels, and strong physical health, which decreases absenteeism in the workplace.

TAKE A BREAK FROM TECHNOLOGY FROM TIME TO TIME

We’re in a technology driven world where e-mail rules, text messages never stop blowing up, and social media is checked compulsively. But, even as a provider, you need time to unwind, so review what that looks like. Create a plan for who – when you’re away (either from your office, phone, or town on vacation) – will cover staff issues, respond to client e-mails, and handle those other annoying (yet vital) issues, like false alarms from the alarm company, for instance. Once you have a backup plan in place, you’re going to be more comfortable taking time away to regroup.

FIND ANOTHER HOBBY

Sure, you love your job and we do, too. We really love what we do, and helping aesthetic practices and spas grow their business is fun for us, but that doesn’t mean that you don’t need a hobby outside of work. Vacation with your loved ones, go kayaking, spend time at the gym, or maybe even paint or garden. Whatever that hobby is for you, embrace something that gives you joy, even if you are only able to do it for 15 to 30 minutes each day. Trust us – it’s well worth taking back the time for you, even when you’re convinced that the time doesn’t exist.

TAKE BACK YOUR PHYSICAL HEALTH

It sounds basic, but make sure that each day, you’re doing the following: drinking enough water, eating breakfast, getting enough sleep, moving your body for at least 10 to 15 minutes, and spending some quality time with friends and family. Often, when we feel burned out, it comes from us feeling hungry, angry, lonely, or tired (remember the acronym HALT). Evaluate which of your basic needs need to be filled to remedy the situation.

AUTOMATE AS MUCH AS POSSIBLE

Are there weekly to-do list items that can be recurring? Review automated systems on ordering your supplies in the office and even review an automated grocery delivery service. Taking the little things off your plate is going to be key.

Jay A. Shorr, BA, MBM-C, CAC I-XIV is the founder and managing partner of Shorr Solutions, a Florida-based medical practice consulting firm assisting practices with their operational, administrative, and financial health. He served as the vice president of operations and practice administrator for a leading board-certified dermatologist and cosmetic surgeon and held partnerships in two leading South Florida plastic surgery centers. Shorr has served as a professional motivational speaker for nearly a dozen industry organizations. He is a certified medical business manager (CMBM) from Florida Atlantic University, a certified aesthetic consultant (Levels I-XIV) at The Aesthetic Show and The Aesthetic Academy, and a member of The Aesthetic Show’s 2019 Scientific Advisory Board.

Mara Shorr, BS, CAC II-XIV, is a partner and vice president of marketing and business development for Shorr Solutions, bringing more than a decade of marketing and communications experience to Shorr Solutions’ clients. She is a Level II through XIV certified aesthetic consultant utilizing knowledge and skills from her previous positions in marketing for two separate leading dermatology, cosmetic, and plastic surgery practices located in South Florida. Focusing on both internal and client strategies in traditional and new media, she is a public speaker and has written for a number of industry publications.

When today’s baby boomers first entered the workforce, and went on to take it over, employees came to their place of employment and, if all went as planned, stayed there for the duration of their career. This was, in essence, what was expected on both ends.

The workforce has changed considerably in recent decades. Long-term career loyalty is no longer the case. Employers consider themselves lucky if an employee stays more than two years and spending a decade or more with an employer is almost non-existent.

With all of this transition, what happens when a former employee asks to come back to work? While some might immediately consider this to be a hard “no,” it may be valuable to evaluate several things before making a decision.

First, who wants the employee to come back: the spa or the employee? If a spa owner must beg an ex-employee to come back, the situation is ultimately going to end with him or her leaving again, and this time, it would most likely be sooner than later. The employer will end up in the same position all over again.

Also, consider why the employee originally left. What made the employee decide they wanted to come back? Where would the employee fit if hired back?

There are all sorts of reasons people leave their current workplace. It could be that they leave in order to make more money or to secure a higher-level position not available in a small practice or spa. Or, they may have needed to move out of town when they got married or a spouse got transferred. It could be that someone made them an offer they just could not refuse. It could also be that the spa had another incredibly toxic staff member at the time that caused a mass exodus. If any of those reasons are the case, it may still very well be in the spa’s best interest to engage in a conversation about working together again.

Once they are back and want to talk about returning to work, consider a few additional things. If it truly was the decision of the former employee to leave, look at what made them want to return to the location. Maybe they realized the grass really was not greener on the other side. Or, did they miss the spa’s family-like atmosphere and drama-free environment? Did they go somewhere else, get more experience, and now the spa has a higher-level position available? Did they move out of town and now they are back? While surely no employer wants to play second fiddle to an ungrateful employee, sometimes, there is validity in the expression, “If you love something, set it free; if it comes back, it was meant to be.”

Do not be afraid to ask the former employee questions about why they left and why they are returning point blank. Also, consider how their departure went and how bringing the employee back would affect the morale of the rest of the team.

Now, be aware, there are certain conditions in which it does not make sense to engage in a conversation about re-hiring a former employee. If the former employee was anything but a rockstar, it most likely does not make sense. Consider if the employee was ever any of the following while working previously: lazy, consistently late, rude to clients, stole from the office, caused drama amongst the rest of the team, or made life flat-out miserable. If the answer is yes to any of these – then, rehiring is not a good idea. Those items are deal breakers. In cases like those aforementioned, it is more than likely that, in the time since the employee left, the spa has built a stronger, more cohesive team – one that would likely be disrupted and ruined with the reintroduction of this former staff member and their drama-filled ways. Do not go there.

Finally, above all, go with instinct. If instinct says that something is a bad idea, then stay away.

by Mara Shorr, B.S., CAC II-XII and Jay A. Shorr, B.A., MBM-C, CAC I-XII

When most skin care professionals first opened their spas, they were probably in one of two situations: everything was shiny, new, and top-of-the-line, or they made due with what they had on a limited budget. Years later, most spas are ready for an upgrade that will make it look modern again, while maintaining the essence of the business that was built. Here are a few points to consider when in the market for a product and
spa makeover.

by Mara Shorr, B.S., CAC II-XII and Jay A. Shorr, B.A., MBM-C, CAC I-XII

In the age of social media, it is easy for everyone to think they are an expert. From DIY posts with beauty influencers to promotional videos filling Instagram story feeds, there is no shortage of at-home beauty advice available to clients.

by Mara Shorr, B.S., CAC II-XII and Jay A. Shorr, B.A., MBM-C, CAC I-XII

Before attempting to figure out how to draft a contract, it is important to understand what a contract really is. A contract is a written or spoken agreement, especially one concerning employment, sales, services, or tenancy that is intended to be enforceable by law. In the old days, a simple handshake was good enough, using the old term, “my word is my bond.” Now, in today’s litigious society, it is not even posible to do that.

by Mara Shorr, B.S., CAC II-XII and Jay A. Shorr, B.A., MBM-C, CAC I-XII

First and foremost, with this article, we want to make one thing clear: this article is not about bashing the abilities or capabilities of one gender over the other when it comes to the cosmetic and aesthetic industry. We know that both genders provide stellar services to clients and are proud of that fact. However, for the focus of this article, we want to assist spas, medical spas, and aesthetic and cosmetic practices on overcoming any discomfort that female clients may have with a male professional.

by Mara Shorr, B.S., CAC II-XII and Jay A. Shorr, B.A., MBM-C, CAC I-XII

You have already done the heavy lifting. You created the perfect job description and scoured the internet. You racked the brains of everyone you know for the candidates, did the interviews, and ran the background checks. You hired the perfect employees and you are watching them thrive! Now, it is time to keep the employee.

by Mara Shorr, B.S., CAC II-XII and Jay A. Shorr, B.A., MBM-C, CAC I-XII

Every year it seems as if the holiday season has arrived out of nowhere. One minute, the start of summer vacation is being celebrated and then, suddenly, jack-o-lanterns are being replaced with evergreens or dreidels. This holiday season, try some spa management tips to make it through the holiday season unscathed. While it is certainly not an all-inclusive checklist, the following are the mistakes that are most often made by spa owners.

by Mara L. Shorr and Angelica Pierini

The world is a diverse place that allows for the enjoyment of cross-cultural interaction. As a result, skin care professionals must be careful when trying to fit their spa’s culture into a sea of sameness because their demographic makeup greatly affects a number of factors including the methods with which the spa is marketed to clients and how they are communicated with once they are in the spa.

by Mara Shorr, B.S., CAC II-XII and Jay A. Shorr, B.A., MBM-C, CAC I-XII

When skin care professionals create their spa's image, they are often convinced that it could not possibly be more perfect. They agonize over every detail they can think of, usually convinced that they have perfected every inch of their brand. Often times, professionals end up realizing that as time passes, their branding is no longer the perfection they once thought it was; they find that they cannot continue to run their business like they have in the past.

by Mara Shorr, B.S., CAC II-XII and Jay A. Shorr, B.A., MBM-C, CAC I-XII

Men and women are incredibly different, especially when talking about what makes them push the purchase button while surfing a website or what leads them to pick up the phone to make an appointment at the spa. If skin care professionals are looking to grow their male client base, making a concentrated effort has a stronger effect on their results than assuming their existing efforts will do double duty.

Leading a team takes more effort than simply hiring the right players. It involves keeping the right players and motivating and inspiring them to do their very best. Excited, eager, and talented employees at every level of the spa can be spotted by clients as soon as they pick up the phone or walk in the door. Furthermore, a motivated employee also shows in the bottom line.

Once upon a time, salons, medical spas, and aesthetic practices were only able to sell their services in two places: their office and over the phone. Over time, more products were added to the shelves, including a variety of moisturizers, cleansers, serums, toners, and more. But again, these products were only able to be sold when a client walked through the doors or called in their order for pick-up.

by Mara Shorr, B.S., CAC II-XII and Jay A. Shorr, B.A., MBM-C, CAC I-XII

You are itching to grow, and believe me, we know the feeling! There comes a time when partnering with a physician appears to be the next logical step… congratulations on being ready to take it! Wondering what to watch out for? Find the circumstance that fits your situation:

Word on the street is that most spa owners love the concept of owning a spa. They love the thought of happy clients, the relaxation it brings to the lives of their clientele, and the youthful glow that comes from each new treatment brought to market.
But it is no secret that most spa owners watch dollars fall out of their bank accounts at a rate they did not anticipate. While bringing dollars into your spa is crucial, keeping those dollars in your bank account through practical savings techniques just makes both sense and cents.