ASCP Skin Deep

COVID 2020

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for the latest info, visit 45 As a business owner, it was difficult to accept that the work I do is "nonessential." My business supports a lot of local charities that rely on our donations to do their essential business, so becoming "nonessential" feels like a slap in the face. My entire life's work—and my entire savings—went into my business, so I don't like feeling disregarded and discredited. I'm sure many of you are feeling the same way. Despite the sting of the words used to classify my work, I do understand the importance of shutting down, and there is solace in knowing that I'm not closing because I didn't work hard enough. After a few days of licking my wounds, I decided to put on my big girl pants and get to work. There are many aspects of my business I still control—and those that need improvement—so I am taking full advantage of this time to reorganize my home life and restructure my business. That way, when things get back to business as usual, I can devote 100 percent of my time to building my empire! Here are some things I'm working on to improve the health of my business. I hope you fi nd some of these tips useful during this time. • Keep your cash. If you have payments that auto draft each month, stop them if you are not under contract (SEO, marketing, pay-per-click ads, etc.). Retain as much cash as possible to pay bills that cannot be postponed. • Talk to your landlord(s). Have those uncomfortable conversations. I found mine to be helpful. Your landlord doesn't want you to vacate their space, so they may be willing to defer payments or pause rents. • Chat with your vendors too. Even my electronic medical record company paused payments for the time being, and a lot of my vendors have extended payment terms to 90 or even 120 days on open invoices. • Talk with your staff . This is a hard one. Talk with your staff , cry with them, have Zoom calls to keep connected and improve spirits. Help your staff navigate the unemployment site and explain what you're doing as their employer to secure their paychecks. • Amp up your online presence. Create content for your website and social media pages: upload all those photos and videos sitting on your phone, make edits, and clean things up. Start a blog. Build an ecommerce site to sell retail products. • Stay connected. Call your clients and off er them products or gift cards or discounts for packages. Help clients with specifi c conditions like acne keep their home-care routine going. They will not forget how you helped them. Have video chats with your peers. Host an online spa party. • Continue learning. Seek out opportunities for webinars and continuing education through ASCP, your vendors, and other online programs. These are just some of the things I am doing during COVID-19. I fi nd that taking action—doing the things I still control—is very therapeutic. I'm still up at 5:00 a.m. each day, and I'm sticking to my regular schedule. I get dressed, I am rocking a mean smoky eye every day, and I continue to plug away. This will be over soon, and your clients will be eager to get back in to see you for your facials, massages, hair, and nails. They are dying to get out of the house just like you. Cry, scream, get angry, be sad, reorganize, restructure, reach out to your peers and support system, but whatever you do, DON'T GIVE UP! Even though we are all in isolation, we are not alone. Sending you positivity and good vibes! I look forward to touching all the faces with you in the near future. Don't Give Up How to bravely and decisively rebuild your business by Jessica Marie, 2020 ASCP Esty of the Year INSPIRATION

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