Part I: Set a Strong Foundation | 1 |
Chapter 1: Getting Started | 3 |
First Steps | 3 |
| Self-Awareness is Key | 4 |
| Why Clarify Your Values? | 7 |
Exploring Career Paths | 8 |
| Why Clear Career Focus Is Essential | 10 |
| Career Tracks | 11 |
Your Ideal Future | 16 |
Chapter 2: Life Planning | 19 |
Goal Setting | 19 |
| Setting Realistic Goals | 20 |
| Purpose, Priorities and Goals | 21 |
| Goal Setting Techniques | 23 |
| Clarifying Your Life Vision | 26 |
| Ranking Goals | 28 |
Strategic Planning | 28 |
Follow-Through | 32 |
Chapter 3: Success Strategies | 33 |
What Is Success? | 33 |
| Self-Management | 34 |
Barriers to Success | 35 |
| Attitudes, Beliefs and Perceptions | 35 |
| How to Avoid Self-Sabotage | 36 |
Tools for Actualizing Goals | 43 |
| Creative Visualization | 43 |
| Affirmations | 44 |
| Breaking Old Habits | 47 |
| Dissolving Problems | 48 |
Time Management Principles | 49 |
| The Pareto Principle | 50 |
| Types of Time Needed to Run a Business | 51 |
| High Priority Activities | 54 |
Tracking | 55 |
| Tracking Key Business Indicators | 56 |
| Sample Tracking Forms | 57 |
The Art of Risk-Taking | 58 |
Motivation | 60 |
| Motivation Techniques | 61 |
Chapter 4: Boost Career Longevity | 63 |
Career Longevity Components | 63 |
| Personality Characteristics | 64 |
| Client Interactions | 64 |
| Technical Capabilities | 65 |
| Business Savvy | 65 |
| Self-Care | 65 |
| Grow a Strong Client Base | 66 |
Prevent Burnout | 66 |
| Scarcity Consciousness | 66 |
| Sloppy Time Management | 67 |
| Boundaries | 67 |
| Stress | 67 |
| Boredom Syndrome | 69 |
Professional Development | 69 |
| Continuing Education | 70 |
| Research | 73 |
Cultivate Your Support System | 75 |
| Find the Right Mentor | 75 |
| How to Choose Advisors | 76 |
| Create a Safe Harbor with Supervision | 77 |
| Mastermind Groups | 79 |
Part II: Intentional Excellence | 81 |
Chapter 5: Conscious Practice | 83 |
Ethics | 83 |
| Key Interpersonal Ethics Concerns | 84 |
| Key Business Ethics Concerns | 86 |
| Resolving Ethical Dilemmas | 87 |
| Codes of Ethics | 90 |
Professionalism | 90 |
| Professional Affiliations | 91 |
| Professional Credentials | 91 |
| Image | 92 |
Goodwill | 95 |
Social Responsibility | 96 |
| Profiles | 96 |
| Steps You Can Take Now | 98 |
Chapter 6: Therapeutic Communications | 101 |
Communication Fundamentals | 101 |
| First Impressions | 102 |
| Building Rapport | 102 |
Communication Barriers | 104 |
| Upset Clients and Difficult Situations | 105 |
| Emotional Triggers | 106 |
Listening Skills | 107 |
| Active Listening | 107 |
| Reflective Feedback | 108 |
Communication & Learning Styles | 109 |
Documenting Client Sessions | 110 |
| Client Forms | 111 |
Client Interviews | 113 |
| Timing | 113 |
| Artful Phrasing | 114 |
| Interview Stages | 115 |
| Subsequent Sessions | 117 |
| Client Compliance | 118 |
| Client Education | 118 |
| Hone Your Interviewing Skills | 118 |
Telephones: The Client Connection | 120 |
| Phone Etiquette | 120 |
| Screening Clients | 122 |
| Machines vs. Humans | 123 |
| Improving Communication Effectiveness | 124 |
Part III: Navigate Your Way to the Perfect Job | 125 |
Chapter 7: An Insider's Look at Work Settings | 127 |
Working in Spa Settings | 127 |
| What to Expect in Spas | 128 |
| Day Spas | 133 |
| Cruise Ship Spas | 134 |
| Destination, Resort and Luxury Hotel Spas | 136 |
| Dental Spas | 138 |
| Medical Spas | 139 |
Working in Medical Settings | 140 |
| Specialties | 140 |
| Administration | 141 |
| Measuring Therapeutic Outcomes | 141 |
Working in Wellness Centers | 142 |
Working in Specialty Centers | 144 |
Chapter 8: Employment Fundamentals | 145 |
Research Potential Employers | 145 |
| Informational Interviews | 146 |
Contact Potential Employers | 147 |
Polish Your Interviewing Skills | 148 |
| Tough Questions | 149 |
Resume Writing Made Easy | 151 |
| Resume Formats | 152 |
| Cover Letters | 155 |
| Targeted Inquiry Letters | 157 |
Employment Contracts | 157 |
Negotiating a Raise | 160 |
| Rate Your Performance | 160 |
| The Performance Review Meeting | 161 |
Career Success Secrets | 163 |
Part IV: Business Beginnings | 165 |
Chapter 9: An Insider's Look at Practice Settings | 167 |
Your Ideal Practice | 167 |
Private Practice | 168 |
| Independent Contractors | 168 |
| Key Aspects of Private Practice | 168 |
| Salon and Day Spa Environments | 171 |
| Fitness Centers and Health Clubs | 172 |
| Private Practitioner for a Celebrity or Athlete | 173 |
| Corporate Wellness Programs | 174 |
| Hospice | 175 |
| On-Site and Outcall Settings | 176 |
| Working in a Primary Care Provider's Office | 177 |
Group Practice | 178 |
| Key Aspects of Group Practice | 180 |
Chapter 10: Business Start-Up | 185 |
Where to Start | 185 |
| Scope Out the Competition | 185 |
| People with Insider Information | 186 |
| Determine the Business Feasibility | 186 |
| Self-Assessment | 188 |
Start-Up Financing | 189 |
Buying a Practice | 191 |
| Evaluate Your Reasons For Buying | 191 |
| Determine the Fit | 192 |
| Conduct a Preliminary Evaluation | 193 |
| Evaluate the Business Premises | 193 |
| Clarify Legal Agreements | 194 |
| Open Negotiations | 194 |
| Final Stages | 194 |
Legal Status | 195 |
| Sole Proprietorship | 195 |
| Partnerships | 196 |
| Corporations | 196 |
Business Name | 199 |
Location, Location, Location | 200 |
| Zoning: Your Rights & Responsibilities | 201 |
| Office Design | 205 |
Licenses and Permits | 210 |
Insurance Coverage | 210 |
Setting Your Fees | 212 |
| Sliding Fee Scales | 214 |
| Prepaid Package Plans | 214 |
| Raising Your Rates | 214 |
Chapter 11: Create a Dynamic Business Plan | 215 |
Overview | 215 |
| Business Plan Fundamentals | 216 |
Business Plan Outline | 217 |
| The Basic Business Plan | 217 |
| Business Plan Supplement | 221 |
Getting Started | 222 |
Part V: Business Operations | 223 |
Chapter 12: Practice Management | 225 |
Policies and Procedures | 225 |
| Policy Manual | 225 |
| Procedure Manual | 232 |
Make Smart Technology Choices | 233 |
| Business Software | 234 |
| Telephones | 236 |
| Pagers | 237 |
| Message Systems | 237 |
| Fax Machines | 238 |
| Photocopiers | 238 |
| Computers | 239 |
| Personal Digital Assistants (PDAs) | 241 |
| Printers | 241 |
| The Internet | 241 |
Office Organization | 242 |
| The Paperless Office | 242 |
| Get Organized Now! | 242 |
| Protecting Your Records | 246 |
Health Insurance Portability and Accountability Act | 246 |
| The Four Facets of HIPAA | 247 |
| Who Must Comply with |
| HIPAA Regulations? | 247 |
| Myths | 248 |
| Penalties for Noncompliance | 248 |
| Steps to Implement Now | 248 |
The Anatomy of a Contract | 250 |
Negotiations | 252 |
Conflict Management | 254 |
| Mediation and Arbitration | 255 |
Insurance Reimbursement | 256 |
| Insurance Claim Processing Overview | 257 |
| To Bill or Not to Bill | 258 |
| Types of Insurance Providers | 259 |
| Licensing Regulations | 260 |
| Procedure and Modality Codes | 260 |
| Basic Steps for Submitting Claims | 261 |
| Electronic Billing | 262 |
Chapter 13: Take Your Practice to the Next Level | 263 |
Recession-Proof Your Practice | 263 |
| Product Sales | 263 |
| Value-Added Service | 266 |
Choose Your Direction | 268 |
| Decision-Making Pinnacles | 269 |
| Exploration and Evaluation | 269 |
| Options | 270 |
Hiring Help | 270 |
| Administrative Support Staff | 271 |
| Sources for Finding Help | 272 |
| Employment Regulations | 272 |
| Independent Contractor Status | 273 |
| Managing Your Staff | 278 |
Relocating Your Practice | 280 |
| Moving Within the Same City | 280 |
| Moving to a New City | 283 |
Chapter 14: Financial Management | 285 |
Money, Money, Money | 285 |
Financial Recordkeeping | 286 |
| What Types of Records Should I Keep? | 287 |
| Creating a Separate Identity | 288 |
| Business Income | 290 |
| Business Deductions | 292 |
| Financial Statements | 296 |
Taxes | 301 |
| Common Tax-Cutting Strategies | 301 |
| Preparing Tax Returns | 302 |
| U.S. Federal Tax Reporting | 303 |
| Tax Credits | 305 |
| U.S. State Tax Reporting | 307 |
| Canadian Tax Resources | 307 |
Work Smarter with Barter | 309 |
| Direct Barter | 309 |
| Barter Exchanges | 310 |
Inventory Control | 311 |
Selling a Practice | 312 |
| Four Ways to Leave Your Business | 313 |
| The Eight Selling Stages | 314 |
Retirement Planning | 321 |
| Retirement Plan Options | 321 |
Part VI: Marketing Mastery | 323 |
Chapter 15: Marketing Fundamentals | 325 |
Primary Marketing Principles | 325 |
| The Essence of Marketing | 326 |
| The Power of Public Opinion | 326 |
| Establish Credibility | 327 |
| Competition | 327 |
| Cooperation | 329 |
| The Lifetime Value of a Client | 332 |
| Tracking Trends | 333 |
Develop a Marketing Plan | 335 |
| Positioning | 336 |
| Targeting Markets | 339 |
| Marketing Assessment | 349 |
| Strategic Action Plans | 350 |
Chapter 16: Marketing in Action | 351 |
Marketing Techniques Primer | 351 |
| Marketing Mix | 351 |
Getting Your First Clients | 353 |
| Almost No-Cost Start-up | 354 |
| Moving Forward | 354 |
Promotion: Person-to-Person | 354 |
| Word-of-Mouth Referrals | 355 |
| Networking | 357 |
| Building Professional Alliances | 361 |
| Show and Tell | 367 |
| Develop a Dynamic Introduction | 372 |
| Parties | 373 |
| Open Houses | 377 |
| Booths | 378 |
Promotion: The Written Word | 379 |
| Articles | 379 |
| Reports | 380 |
| Newsletters | 381 |
Promotion: Marketing Materials | 386 |
| Business Cards | 387 |
| Brochures | 389 |
| Fliers and Circulars | 392 |
| Direct Mail | 392 |
| Gift Certificates | 397 |
| Coupons | 400 |
| Personalized Gift Items | 400 |
Promotion: Internet | 401 |
| Website Savvy | 402 |
| Website Design | 402 |
| Website Hosting Services | 404 |
| Search Engine Listings | 405 |
| Blogging | 406 |
| Online Discussion Groups | 407 |
| e-Newsletters | 407 |
Advertising | 408 |
| Internet Advertising | 409 |
| Print Advertising | 409 |
| Broadcast Advertising | 415 |
Publicity | 416 |
| Developing Media Relationships | 417 |
| Press Releases | 418 |
| The Media Kit | 421 |
| Getting Interviewed | 422 |
Community Relations | 430 |
| Fundraisers | 430 |
Choosing a Graphic Artist | 431 |
| Contracts | 431 |
Marketing Action Plan | 433 |
Marketing Ideas from A to Z | 434 |
|
Chapter 17: Client Retention | 437 |
Beyond Customer Service | 437 |
| Customer Service Levels | 438 |
| Customer Service Action Plans | 441 |
Prevent No-Shows | 443 |
Incentive Programs | 445 |
Rebook Clients | 446 |
| Session Completion Protocol | 446 |
| Post Session Follow-Up | 447 |
Transition Practicum Clients | 447 |
Recapture Lost Clientele | 448 |
| Why Practitioners Lose Clients | 448 |
| Tools to Determine Why Clients Leave | 450 |
| Reconnect | 451 |
Epilogue | 453 |
Endnotes | 457 |
Index | 459 |
Other Offerings | 463 |
