ASCP Skin Deep

JANUARY | FEBRUARY 2019

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www.ascpskincare.com 39 expertadvice MIND YOUR BUSINESS Rejuvenate! 3 simple steps to give your business the facial it deserves by Kristin Coverly Get rid of things that aren't working. Just like you'd exfoliate to remove dead skin, it's time to slough off aspects of your business that aren't serving you anymore. Is your business starting to feel dull and uninspiring? Does it need some rejuvenation? Maybe it's time to give it a facial! Follow these three steps of a basic facial to give your business just the boost it needs to start the new year glowing and inspired. CLEANSE AND STEAM Let's start this process by prepping your business for change, just like you'd start a facial by prepping the skin. Before you can make smart and informed decisions about how to improve your business, you need to have a clear and accurate picture of where your business stands today. First, get up to date on your normal bookkeeping and data gathering (like income and expenses). Additional helpful stats to track for the previous year include the number of appointments by quarter, month, day of the week, and service menu item. Calculate the number of new clients you gained in the past year and your client retention rate (the number of previous clients who came for at least one session during the year). Look at all areas of your business and track anything you want to evaluate. EXFOLIATE AND EXTRACT Next, get rid of things that aren't working. Just like you'd exfoliate to remove dead skin, it's time to slough off aspects of your business that aren't serving you anymore. Is there an item on your service menu that no one is booking? Evaluate whether it's worth devoting extra marketing time and attention to, or if it's time to remove it and dedicate your time and attention to something else. Same goes for a service that you just don't want to do anymore. Is it time to drop it from your menu so you can focus on services you're more passionate about? What about your schedule? Is there a day of the week or time of day that is consistently slow? How about a product that isn't selling? Are your marketing efforts successful and worth the energy and money you put into them, or is it time to let some go and try something new? Evaluate all aspects of your business and make informed decisions to extract anything that is no longer contributing to your success. MASK AND MOISTURIZE Is it time to absorb support from outside your business? Like a mask that's personalized for your skin type, the right mix of professional help can boost your ability to succeed from the outside in. Identify areas of managing your business where your skills aren't the strongest or that you don't enjoy doing, and consider getting help. Paying others to do those jobs for you—accounting, laundry, marketing— frees you up to spend your valuable time doing what you do best (and enjoy the most) and lets the expert do what they do best (and hopefully enjoy the most). You'll see the payoff in your bottom line and in your business's inspiring new glow.

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