Issue link: http://cp.revolio.com/i/15024
Table of Contents CHAPTER ONE Introduction Welcome to Associated Skin Care Professionals . . . . 4 Get Connected ................................ 5 Professional Code of Ethics ..................... 6 CHAPTER TWO Get Started 7 Ways to Think About Your Work .............. 8 9 Business Pitfalls to Avoid . . . . . . . . . . . . . . . . . . . . 12 Start the Job Hunt . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Get the Job You Want ......................... 16 Resume Basics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Log On for Spa Employment ................... 20 Buy a Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Insurance 101 ................................ 24 Home-Based Businesses ....................... 26 CHAPTER THREE Manage Financial Health Finance Your Vision . . . . . . . . . . . . . . . . . . . . . . . . . . 28 Financial Record Keeping and Management . . . . . . 31 Understand a Balance Sheet .................... 34 Taxes for the Small Business Professional . . . . . . . . 36 Figure Profit Per Hour ........................ 37 Tips on Tips . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 Price Your Services Strategically ................ 39 Barter Smarter ............................... 41 CHAPTER FOUR Good Business Basics Work Relationships . . . . . . . . . . . . . . . . . . . . . . . . . . 44 Manage Your Public Image . . . . . . . . . . . . . . . . . . . . 46 How’s Your Customer Service? ................. 47 Eliminate Customer Service Pain Points . . . . . . . . . 49 The Art of Retailing .......................... 52 Decide on Your Products ...................... 55 Pain-Free Selling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58 Compete with Over the Counter Products . . . . . . . . 60 Is a Private Label Right for You? ................ 62 Product Shelf Life . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64 Successful Retail Tips . . . . . . . . . . . . . . . . . . . . . . . . . 66 Create Your Atmosphere ...................... 67 The Art of Negotiation . . . . . . . . . . . . . . . . . . . . . . . 69 Establish Business Policies . . . . . . . . . . . . . . . . . . . . 71 CHAPTER FIVE Marketing and Promotion The Business of Esthetics ...................... 73 Marketing and Competitive Analysis . . . . . . . . . . . . 76 Understand Special Markets . . . . . . . . . . . . . . . . . . . 80 A Customer Network . . . . . . . . . . . . . . . . . . . . . . . . . 82 Create a Loyal Customer Base .................. 83 The Many Wheels of Marketing . . . . . . . . . . . . . . . . 86 Spread the Word About Your Business ........... 92 Make Word-of-Mouth Advertising Work for You ... 94 The Professional Network ..................... 97 Make the Web Work for You . . . . . . . . . . . . . . . . . . . 98 Create Your Own Website ..................... 99 Social Networking ........................... 101 Create Customized Marketing Tools . . . . . . . . . . . . 105 Develop an Advertising Strategy . . . . . . . . . . . . . . 107 Use Direct Mail . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109 Market with Gift Certificates .................. 110 How to Design Service Packages . . . . . . . . . . . . . . . 113 Charitable Promotions . . . . . . . . . . . . . . . . . . . . . . . 116 2 successful business handbook www.ascpskincare.com