ASCP Skin Deep

JANUARY | FEBRUARY 2020

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find your dream career! ascpskincare.com/career-toolkits 37 expertadvice MIND YOUR BUSINESS Have you ever tried to drive a car with frost blocking your view? How about with windshield wipers that aren't functioning well in a heavy downpour? If you answered yes to these questions, you know what it's like to operate a vehicle with impaired vision. It's not safe! Well, the same holds true for your business. Without clear goals, your vision is impaired, and your business could suff er. In this article, we'll off er three clear steps to improving the future of your business. So, wipe the fog off your windshield this year, and drive your business down the road to success! STEP 1: SET SMART GOALS Goal-setting is the platform to building a strong foundation for your business— and a clear view of where your business is headed. For goals to be successful, though, they must be SMART—meaning Specifi c, Measurable, Attainable, Relevant, and Time Bound. • Specifi c goals answer the fi ve Ws— the who, what, when, where, and why—of your goals. • Measurable goals have metrics (time, percentages, dollar amounts, etc.) that are used to manage the goal. For example, retail sales will increase by 50 percent. • Attainable goals are realistic goals. For example, if the goal is to see 100,000 clients in 2020, but your clinic only has the capacity for 2,500 clients per year, your goal is not attainable and should be reworked. • Relevant goals are at the core of the vision for your business. For example, a 2020 goal to run a half-marathon is not relevant to the overall success of your business. • Time Bound goals have a specifi c deadline or end date. For example, your retail sales goal will be met by December 31, 2020. If your goals include these fi ve variables, you are on the right track to having a clearer vision for business success in 2020. If you are missing a particular metric or deadline, take a moment to get more specifi c about your goals. Making your goals SMART will defi nitely help keep you on track! STEP 2: COMMUNICATE Communication is the key to holding yourself accountable to your vision and 20/20 Vision Three steps to setting clear goals for business success in 2020 by Drew Coleman goals. Once your goals are set (using SMART goals), they need to be communicated to your employees, vendors, and clients. By sharing your 2020 goals, you invite your team to grow and develop with you. A great way to share your goals with your employees is to post them in a common area and track your progress together throughout the year. Share product goals with your vendors. With customers, share your service goals and ask for their help. For example, if your goal is to improve your Yelp rating to fi ve stars by the end of 2020, ask your clients to rate your business. STEP 3: SIMPLIFY Simplifying your goals for 2020 is one of the easiest ways to make sure you have a clear path for your business to follow. For example, rather than having 30-plus goals or objectives, try looking at the overall theme of your goals to see if a pattern emerges. For some, revenue growth is important. For others, helping more people is key. Whatever your overall theme, it is important to summarize your goals into two or three sentences. For example, if your goal is to be the 2020 premier skin care destination in your area, you would summarize your theme to read: In 2020, we will be the premier skin care destination in our area. We will do this by serving 200 clients per month in our two- room clinic. By December 31, we will have grown our business revenue by 50 percent and increased our Yelp rating to 4.9 stars. This is an excellent example of using SMART goals to create a clear vision, concrete goals, and a succinct theme for your business in 2020. Most importantly, your goals are clear and easy to communicate to team members, vendors, and clients.

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