ASCP Skin Deep


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Page 31 of 69 29 expertadvice MIND YOUR BUSINESS Reality Check Answer 5 questions to see if you're on the right path by Kristin Coverly Answering the five Ws of your business—who, what, when, where, and why—helps clarify your vision and identify what's working and what's not. Are you heading in the right direction, or is it time to shake things up to get your business back on track? WHO DO YOU WANT TO WORK WITH? This question applies to both your clients and colleagues. Are you surrounded by colleagues who inspire and support you? Does your client mix give you the opportunity to work with the populations that motivate you and allow you to give the treatments you really want to give? If your answer to either question is no, it may be time for a change; consider a new location with different colleagues and/or adjusting your marketing message to appeal to the clients you really want to work with. WHAT TYPE OF WORK DO YOU WANT TO DO? Is your treatment menu working for you and your business? Does your weekly and monthly breakdown of treatments reflect a higher percentage of the treatments you want to give? Identify the treatments you prefer—because you have a passion for them or because they have a higher profit margin—and then work on adjusting your treatments through marketing and sales efforts until your mix is where you want it to be. WHEN DO YOU WANT TO WORK? Evaluate your current schedule. Does it match your needs and, equally as important, your clients' availability? Are there appointment times that rarely get booked and others that fill up quickly? Look at your calendar for the last few months to see if you can spot some trends. If Monday is your slowest day, you might increase your availability slightly on other days and take Mondays off or start a marketing campaign promoting Monday appointments. Send clients a survey asking if there's a day and time they prefer that you're not currently offering. You may find that slightly shifting your start times works better, or there's a high demand for Thursday morning appointments you didn't know about. WHERE DO YOU WANT TO WORK? Is your current treatment room serving your needs? Do you have enough space? Are the location and parking convenient for clients? Are your office neighbors respectful and quiet? Look at your space with fresh eyes and put yourself in your clients' shoes by receiving a treatment. It may be time to improve your current space or even start looking for somewhere new. WHY ARE YOU DOING THIS WORK? What's your vision for your business? What do you wish to get from it—emotionally and financially—and what do you wish to give to others through your work? Does your business's current path match your goals? If yes, find opportunities to create more of what's working. If no, make the necessary adjustments to get back on track.

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