This past ski season marked my 5th year of ski instructing with the well-known Fiorini Ski School. The school has been in business for generations. Many of its students grow-up to become adults who teach for the school, and who later send their own children on the same path: from student to instructor. The Fiorini Ski School began operating in the 1940s, with Bing Crosby as one of its famous clients.
Over the past 5 years, I’ve noticed that the art of ski instructing shares many parallels with the world of business. Although, I must admit, I have been ski instructing for the fun of it, and not seeing it as “work.” Following are many of the business skills that mirror those of teaching ski lessons to children:
- Manage expectations – It is important to manage the expectations of the students and of their parents, just as it is important to manage the expectations of clients and managers. It is important to be realistic about what can be achieved, and to be able to explain why certain actions make the most sense. Parents often want to chime in with what they think their child should be doing (such as, say, the most difficult terrain), just as a client may demand something that makes no sense (such as requesting a press release when what they really need is a FAQ page on their website).
- Speak in a language your client understands – When speaking to a CEO who is not social media savvy, it is important to break down the digital media facts in lay terms to help him/her understand the bigger picture. Similarly, when speaking to a 6-year-old, it is important to stoop to their physical level when speaking to them, and to speak in a language of fun and adventure rather than technical terms.
- Create a plan and execute – In business, it is important to create a plan of attack for each project: a marketing plan, a PR plan, a product launch plan, etc. In ski school, it is necessary to have a plan or progression for getting students from skill level A to B. These plans require foresight and research.
- Think on your feet and be flexible, but stand your ground when necessary – Just as the best laid plans of mice and men often go awry, the best laid marketing or teaching plan can go awry. Unexpected hurdles are nearly inevitable. Sometimes, a printing company will mess-up the official event invitations that were needed on deadline and an impromptu fix is required. And, sometimes you get unexpected ski conditions or an injury on the slopes. It is important to remain versatile and open to changes in plans. However, unexpected hurdles do not mean that you have no recourse. Do your best to improvise and remedy the situation and move to plan B swiftly. When met with inquisition, stand your ground and support your stance with facts and validation. “Yes, I know I had promised to let the kids do the black diamond run today, but because of all of the [ice/fog/child who wet their pants], we decided to work on X to keep their skills sharp for the challenging runs another day.” If you did something wrong, apologize promptly and fix the situation.
- Provide excellent customer service – Communication and customer service are imperative to successful relationships, whether it be with parents, clients or managers. The more you can communicate clearly and directly, the better. Prove to your client that you have their best interest in mind and build trust. Explain why you take certain actions and not others. Educate them on what you do, and step up to the plate as an expert in your field.
- Leave your client wanting to do business again – One of the most important factors in ski instructing is and in business is leaving your client wanting to come back. For ski lessons, this means making sure that the kids have fun. Having fun is arguably more important than what the kids learn. If the children are having fun, they will stick with the sport and want to come back next year to continue learning. If they hated ski lessons, there are slim odds that they will be back next year. In business, it is important to end a project on a positive note to ensure repeat business and the ever-valuable word of mouth referral for new business.
Above is a photograph of my adorable ski class for the 2010-2011 winter season. It is difficult to see, but there are smiles on each of their faces. 
