The Heart of Esthetics 

Table of Contents (2nd edition)

 

 THE FOUNDATION:

  • The HEART of Esthetics
  • The Professional Esthetician
  • Passion & Vision

CLIENT LOYALTY:

  • Understanding Clients
  • Client Development Plan (acquisition and retention)
  • The Client Experience

 PATH TO PROSPERITY:

  • The Formula - 5 Steps
  • “Retail-Only” Clients
  • Menu of Services
  • Uncomplicate your Menu

 EFFECTIVE MARKETING:

  • The First Impression
  • Demographics (find your niche, customize & specialize)
  • Marketing Strategies (if you can’t measure it, don’t waste money on it!)
  • Marketing Out-of-the-Box
  • Market Yourself (yes, it's necessary...and it can be so easy!)

OWNERSHIP & MANAGEMENT:

  • Choosing and Using your Space
  • Hiring Employees
  • Retail Rocks!
  • Legal Issues

 NETWORKING:

  • Online and Offline

 

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