ASCP Skin Deep

July | August 2019

Issue link: http://www.ascpskindeepdigital.com/i/1129879

Contents of this Issue

Navigation

Page 41 of 93

ascp now offers advanced modality insurance! ascpskincare.com/ami 39 expertadvice MIND YOUR BUSINESS What do you think is more important when developing and growing a business, strategy or execution? Does having the best strategy ensure future success, or is a sustainable business more about execution? Here's a hint: General George S. Patton famously said, "A good plan violently executed now is better than a perfect plan executed next week." Yes, there are solid reasons for having a perfect strategy, but if your team can't execute and follow through on basic everyday tasks, then what is the point of formulating a "perfect strategy" that may never be executed in the first place? In other words, when it comes to small business basics, it's all about execution. There are two key principles to keep in mind for consistent execution: Do what you say, and say what you do. This is how your reputation is built and how momentum starts to build for your skin care business. Let's break these down a little further. DO WHAT YOU SAY You know the saying "actions speak louder than words." Doing what you say sows the seeds of trust—and trust is the foundation of all relationships. Without trust, we do not have customers, employees, vendors, or industry partners. Even if it doesn't seem like it's benefiting us directly or immediately, by doing what we commit to, we are building credibility and trust. SAY WHAT YOU DO This principle may seem basic, but it is more about focusing your message than anything else. I work with thousands of spas and clinics around the globe, and a consistent challenge of execution I observe are clinics that don't effectively communicate what they do. They are motivated, good at what they do, and a pleasure to do business with, but if you observe their social media or website, they simply fail to effectively communicate what they do and why a prospective client would want to visit their business over another. How do you say what you do? First, choose your message. What is your spa known for? What can you do better than anyone else? Have you won any awards or received specific accolades? Flaunt them! Next, write everything down and focus this Back to Basics What's more important, strategy or execution? by Drew Coleman I work with thousands of spas and clinics around the globe, and a consistent challenge of execution I observe are clinics that don't effectively communicate what they do. message on your branding—digital, print, and the experience within your clinic. Each touchpoint or interaction with your company should reinforce this message. For example, your company name or logo should be consistent on all social media, website pages, and everything you print. LET'S RECAP Execution today is more important than a perfect strategy that never gets executed. • Do what you say, even when it's hard. • Say what you do—keep your message simple, focused, and consistent. By getting back to these business basics, you will strengthen your foundation, which will help build a better future for you and your clients.

Articles in this issue

Links on this page

Archives of this issue

view archives of ASCP Skin Deep - July | August 2019