Table of Contents - Edition 5

Preface

iii

Introduction

iii

About the Author

iv

Acknowledgments

iv
How to Use this Book
v
Online Workbook
v
Digital Edition
v
Special Note for Students
v
Teacher Resources
v
Pictograph Glossary
vi
What’s In a Name?
vi

§1 Set a Strong Foundation

1

1. Getting Started

3

Self-Awareness is Key

4

Values Clarification

7

Your Ideal Future

8

2. Life Planning

11

Goal Setting

12
Setting Realistic Goals
12
Purpose, Priorities, and Goals
13
Purpose
13
Priorities
14
Goals
14
Goal Setting Techniques
14
Written Goals
15
Goal Setting Enhancements
17
Make A Collage
17
Compile a Picture Book
17
Create a Picture Board
17
Assemble a Vision Box
18
Record Your Goals
18
Build a Miniature Replica
18
Clarify Your Life Vision
18
Ranking Goals
20

Strategic Planning

20

Follow-Through

23

3. Success Strategies

25

What Is Success?

26
Does Success Lead to Happiness?
26
Self-Management
27

Barriers to Success

28
Attitudes, Beliefs, and Perceptions
28
How to Avoid Self-Sabotage
29
The Inner Critic
29
Negative Conditioning
29
Procrastination
31

Tools for Actualizing Goals

33
Creative Visualization
33
Acting As If
34
Affirmations
34
Breaking Old Habits
36
More Than Positive Thinking
37
Dissolving Problems
37

Time Management Principles

38
The Pareto Principle
39
Types of Time Needed to Run a Business
40
Work Smarter—Not Harder
41
Managing Business Logistics
41
Working with Clients
41
Professional Development
42
Idea Development
42
Marketing
42
Having Fun
42
Personal Wellness
42

High Priority Activities

43

Tracking

43
Tracking Key Business Indicators
44
Tracking Trends
45

The Art of Risk-Taking

47
Motivation
49
Motivation Techniques
50

4. Boost Career Longevity

53

Career Longevity Components

54
Personality Characteristics
54
Client Interactions
54
Technical Capabilities
55
Business Savvy
55
Strong Client Base
55

Prevent Burnout

56
Self-Care and Stress Management
56
Body Mechanics
57
Scarcity Consciousness
57
Sloppy Time Management
58
Poor Boundaries
58
Boredom Syndrome
58

Professional Development

59
Continuing Education
59
Requirements
59
Sources
60
Learning Environments
60
Evaluating Continuing Education Providers
61
Research
62
The Scientific Method
62
Research Literacy
63
Research Capacity
63

Cultivate Your Support System

64
Create a Safe Harbor with Supervision
64
Professional Supervision
64
How To Find A Supervisor
65
Start a Peer Support Group
65
Find the Right Mentor
65
How to Choose Advisors
66
Mastermind Groups
67
How They Work
67
Join Online Discussion Forums
67

§2 Intentional Excellence

69

5. Conscious Practice

71

Ethics

72
Key Interpersonal Ethics Concerns
73
Key Business Ethics Concerns
74
Resolving Ethical Dilemmas
75
Codes of Ethics
78

Professionalism

80
Professional Affiliations
80
Professional Credentials
81
Image
81
Exude Confidence, Competence, and Compassion
82
Generate a Comfortable, Professional Ambiance
82
Treat Clients with Respect
82

Goodwill

84
Public Recognition
84

Social Responsibility

85
Profiles
86
Steps You Can Take Now
86
Act Responsibly
86
Volunteer
87
Fund Projects
87
Use Your Purchasing Power
88
Be Respectful
88

6. Therapeutic Communications

89

Communication Fundamentals

90
First Impressions
90
Building Rapport
91
It All Begins with You
91
Keys to Excellent Communication
91

Listening Skills

92
Active Listening
92
Reflective Feedback
93
Body Language
94

Communication Barriers

95
Upset Clients and Difficult Situations
95
Emotional Triggers
96

Documenting Client Sessions

97
Client Forms
98
Intake Forms
99
Session Forms
99

Client Interviews

100
Timing
101
Artful Phrasing
102
Interview Stages
103
Initiation Stage
104
Exploration Stage
104
Planning Stage
104
Closure Stage
105
Client Compliance
105
Client Education
106
Hone Your Interviewing Skills
106

The Client Technology Connection

107
Machines vs. Humans
107
Phone Etiquette
107
Email and Text Etiquette
109
Screening Clients
109
Inappropriate Calls
110

Declining and Dismissing Clients

111
Declining a Potential New Client
111
Dismissing a Current Client
111

§3 Exploring Career Paths

113

7. Career Tracks

115

Wellness Career Trends

116

Why Career Focus Is Essential

117
Multi-Discipline Options
118

Employee vs. Independent Contractor vs. Self-Employed

119
Employment
119
Corporate Culture and Image
120
Policies and Procedures
121
Compensation
121
Sexual Misconduct
121
Teamwork
122
Employment Status
122
Independent Contractor Status
122
Self-Employment
123
Autonomy
124
Safety
125
Planning
125
Finances
125
Insurance
125
Benefits
125
Self-Evaluation
127
Your Ideal Career
128

8. An Insider’s Look at Spa and Salon Settings

129

What to Expect

130
Key Aspects of Spa Settings
132
Corporate Culture
132
Training
132
Scheduling
132
Treatment Space
133
Expanded Responsibilities
133
Confidentiality
133
Contraindications
133
Scope of Practice
134
Seniority
134
Boundaries
134

Day Spas and Salons

135

Cruise Ship Spas

136

Destination, Resort, and Luxury Hotel Spas

138
Resort and Luxury Hotel Spas
138
Destination Spas
138

Medical and Dental Spas

139

9. An Insider’s Look at Primary Healthcare Settings

141

What to Expect

142
Key Aspects of Primary Healthcare Settings
142
Administration
142
Additional Training
143
Care Coordination and Case Management
143
Research Opportunities
143

Hospitals and Hospice

144

Medical Clinics

145

10. An Insider’s Look at Group Practice Settings

147

What to Expect

148
Key Aspects of Group Practice Settings
149
Self-Assessment
149
Interviews
150
Common Values
150
Roles, Goals, and Expectations
150
Peer Support
151
Legal Status
151
Finances
151
Product Sales
151
Marketing
152
Office Logistics
152
Scheduling Clients
152

Wellness Centers

153

Specialty Centers

154

11. An Insider’s Look at Private Practice Settings

155

What to Expect

156

Commercial Office Space

157

Home Office

157

Primary Care Provider’s Office

158

Fitness Centers and Health Clubs

159

Practitioner for a Celebrity or Athlete

160

Corporate Wellness Programs

161

On-Site and Outcall Settings

162

§4 Navigate Your Way to the Perfect Job

163

12. Employment Fundamentals

165

Career Success Secrets

166
Traits of Successful Employees
166

Research Potential Employers

167
Informational Interviews
167

Contact Potential Employers

169

Polish Your Interviewing Skills

169
Tough Questions
170
Take Charge of the Interview
172

13. The Employment Kit

173

Write an Inspiring Résumé

174
Résumé Formats
175

Cover Letters

180

Targeted Inquiry Letters

182

14. Terms of Employment

183

Negotiating Initial Terms

184

Renegotiating Terms

184
Scheduling
184
Asking for a Raise
186
How Much Do I Request?
186
Advancement
187
Rate Your Performance
187
Review Your Performance Record
188
The Performance Review Meeting
188
Mental Preparation
189
Factor in Benefits
189
The Negotiation Presentation
189

§5 Business Fundamentals

191

15. Business Start-Up

193

Initial Research

194
Scope Out the Competition
194
Meet People with Insider Information
195
Determine the Business Feasibility
195
Supply and Demand
195
Complete a Self-Assessment
197
Assemble Your Business Advisors
198

Start-Up Financing

198

Legal Entity Status

200
Sole Proprietorship
200
Partnerships
200
Corporations
201
C Corporations
202
S Corporations
202
Personal Service Corporations (PSC)
202
Limited Liability Companies (LLCs)
204
Professional Limited Liability Companies (PLLC)
204

Business Name

204
Domain Name
205

Laws and Regulations

205
Professional Licenses and Requirements
206
Business Licenses and Permits
206

Insurance Coverage

207

Setting Your Fees

208
Sliding Fee Scales
210
Prepaid Package Plans
210
Raising Your Rates
210
Value-Added Service
211

Buying a Practice

212
Evaluate Your Reasons For Buying
213
Determine the Fit
213
Conduct a Preliminary Evaluation
214
Analyze Documentation
214

Assess the Business Premises

214

Open Negotiations

215
Brokers
215

Final Stages

215

Purchasing a Franchise

215

16. Location, Location, Location

217

Zoning Regulations

218
Home Office Requirements
219
Variances
220

Leasing Agreements

220
Negotiate a Fair Lease
221

Office Design

221
Ambiance
223
Professionalism
223
Sensations
224
Touch
224
Sight
224
Smell
224
Sound
224
Layout
225
My Ideal Session Room
225

Relocating Your Practice

226
Moving Within the Same City
226
Retain Clients By Communicating Benefits
226
Revitalize Your Practice
227
Notification
227
Generating New Clientele
228
Moving to a New City
229
Research
229
Network
230
Scouting Expedition
230

17. Create a Dynamic Business Plan

231

Business Plan Fundamentals

232
Getting Started
233

Business Plan Outline

234
The Basic Business Plan
234
Cover Page
234
Table Of Contents
234
Owner’s Statement
234
Executive Summary
234
Mission Statement
235
Purpose, Priorities, and Goals
235
Business Description
235
Marketing Plan
235
Risk Assessment
236
Financial Analysis
236
Operations
237
Success Strategies
237
Appendix
237
Business Plan Supplement
238
The Executive Summary
238
The Financial Analysis
238
References
238

§6 Business Operations

239

18. Office Management

241

Policies and Procedures

242
Policy Manual
242
Internal Company Policies
242
Client Interaction Policies
244
Procedure Manual
249
General Procedures
249
Front Desk Operations
252
Personnel
252

Smart Technology Choices

253
Telephones
253
Messaging Systems
253
Computers and Tablets
254
Laptop Computers
254
Tablets
255
Business Software
255
Cloud Technologies and Apps
256
Accessing Information
256
Recordkeeping and Financial Analysis
256
Calendars, Tasks, Reminders
256
Client Management
256
Marketing Strategies
256
Desktop Publishing
257
Online Scheduling
257
Internet Service
257
Copiers, Printers, and Fax Machines
258
All-in-One
258

Office Organization

258
The Paperless Office
258
Get Organized Now!
259
Mail
259
Phone Calls and Messages
259
Projects
259
Upcoming Events
260
Contacts
260
Client Files
260
Financial Management
261
Resources
261
Protecting Your Records
262

19. Practice Management

263

Health Insurance Portability and Accountability Act

264
The Four Facets of HIPAA
264
Who Must Comply with HIPAA Regulations?
264
Myths
265
Steps to Implement Now
265

Insurance Reimbursement

267
Insurance Claim Processing Overview
268
Workers’ Compensation
268
Personal Injury Claims
268
Third-Party Insurance Claims
268
To Bill or Not to Bill
269
Types of Insurance Providers
270
Managed Care Organization (MCO)
270
Health Maintenance Organization (HMO)
271
Preferred Provider Organization (PPO)
271
Licensing Regulations
271
Procedure and Modality Codes
271
Diagnostic Codes
272
Basic Steps for Submitting Claims
272
Ensure Efficient Claim Processing
272
Electronic Billing
273
The Affordable Care Act
273

The Anatomy of a Contract

274
What to Include
274

Negotiations

276

Conflict Management

277
Mediation and Arbitration
278

20. Financial Management

279

Personal Budgeting

280
Saving Money
281
Credit Scores
282

Financial Recordkeeping

282
What Types of Records Should I Keep?
283
Create a Separate Identity
284
Business Income
284
Credit Cards
284
Managing Gift Certificate Finances
285
Gratuities
285
Business Deductions
285
Business Use of Home
286
Travel, Entertainment, and Gifts
286
Transportation
286
Depreciation
287
Assets Owned Prior to Business Establishment
287
Pro BonoWork
287
Financial Statements
290

Taxes

294
Preparing Income Tax Returns
294
How to Find the Right Accountant
295
U.S. Federal Tax Reporting
295
Employees
295
Sole Proprietors
296
Partnerships
297
Corporations
297
Employer’s Forms
297
Tax Credits
297
Business Tax Credits
297
Personal Tax Credits
298
U.S. State Tax Reporting
298
Sales Tax
298
Canadian Tax Resources
299
Provincial and Territorial Tax Rates
300
Goods and Services Tax (GST)
300
Provincial Sales Tax (PST)
300
Harmonized Sales Tax (HST)
300

Work Smarter with Barter

300
Direct Barter
301
Barter Exchanges
302

Retirement Planning

302
Retirement Plan Options
302
Small Business Retirement Plans
303
SIMPLE IRA Accounts
303
Self-Employed 401(k) Plans
303
Traditional IRA
303
Roth IRA
303
SEP-IRAs
303

Recession-Proof Your Practice

304

21. Retail Management

305

Boost Your Bottom Line While Serving Clients

306
Extend Session Benefits
306
The Importance of Retailing
307
Retail Reality
307

Ethical Concerns

308
The Power Differential
309
Product Knowledge
309
Nutritional Supplements
310

Choose Appropriate Products

311
Product Research
312
Distributors
312
A Twist on Traditional Sales
313
Pricing Products
313
Inventory Control
313

The Art of Selling Products

314
The Three C’s of Effective Sales
314
Consultation
315
Convenience
315
Compliance
315
Sales Methods
315
Recommending
315
Baking
316
Direct Selling
317
Creative Ideas for Selling Products
317
Spotlight Products
317
Bundle Products
317
Public Speaking
318
Closing the Sale
318
Fostering Ongoing Sales
318

Merchandising

318
Visibility
318
Design
319

Drive Your BUS to Success

320

22. People Management

321

What Makes a Good Employer?

322

Hiring Help

322
Administrative Support Staff
323
Sources for Finding Help
324
Employment Regulations
324
Independent Contractor Status
325
Common Law Rules
326
Other Government Agency Guidelines
327
Interviewing Practitioners
327

Managing Your Staff

332
Employment Policies
332
Performance Reviews
333
Cultivate Camaraderie
333

23. Transitioning Your Business

335

Choose Your Direction

336
Decision-Making Pinnacles
337
Exploration and Evaluation
337
Options
338

Selling a Practice

338
Four Ways to Leave Your Business
339
Transfer Ownership to a Family Member
339
Sell to a Co-Worker, Key Employee, or All Employees
339
Sell to a Third Party
339
Liquidation
339
The Eight Selling Stages
339
Review Your Selling Motives and Alternatives
340
Analyze Your Business
340
Assemble Your Advisory Team
341
Set a Selling Price
341
Preparing Your Business For Sale
343
Marketing
344
The Actual Sale
344
The Post-Sale
345

Closing a Practice

345

§7 Marketing Mastery

347

24. Marketing Fundamentals

349

Primary Marketing Principles

350
The Essence of Marketing
350
Benefits vs. Features
351
No One Cares about Your Boat
351
What Clients Want
353
The Purchasing Cycle
354
The Lifetime Value of a Client
356
The Power of Public Opinion
356
Establish Credibility
356
Positioning
357
Branding Your Image
357
The Differential Advantage
358
Your Position Statement
359
Target Markets
360
Demographics and Psychographics
361
Connecting with the Right Clients
361
Matching Needs and Benefits
362
Target Market Profiles
363
Sample Target Market Profiles
364
Competition
368
Competition Survey
369
Cooperation
370
Same Service—Different Target Market
371
Different Service—Same Target Market
371
Same Service—Same Target Market
372

Marketing Mix

373
Promotion
373
Publicity
373
Advertising
373
Community Relations
373

Develop An Innovative Marketing Plan

374
Marketing Plan Components
375
Marketing Assessment
376
Strategic Action Plans
376

Getting Your First Clients

377
Almost No-Cost Start-up
378
Moving Forward
378

25. Promotions and Community Relations

379

Word-Of-Mouth Marketing

380
Natural vs. Planned WOM
380
The Direct Referral Process
381
Request The Referral
381
Repeat the Request
381
Reward the Referral
382
Reciprocate the Referral
382
Generate Indirect Referrals
382

Networking

383
Work Your Network
383
Choose a Networking Group
383

Develop a Dynamic Introduction

386
Self-Introduction Design
386

Build Professional Alliances

388
Increase Public Awareness
388
Develop Direct Affiliations
388
Initiate Contact
389
Front-Door Approach
389
Side-Door Approach
390
Back-Door Approach
390
Forge Relationships
391
Maintain Connections
391

Public Speaking

394
The Public Speaking Circuit
395
Successful Presentations
396
Sample Topics
396
Resources
396
Presentation Design
396
Delivery
397
Overcome Nervousness
397

Events

398
Open Houses
399
Pre-Planning
399
Promotion
399
Event Logistics
400
Follow-Up
400
Booths
400
Fundraisers
401
Client-Hosted Parties
402
Sponsorship
402
Party Preparations
402
Product Sales
404
Party Follow-Up
404

26. Marketing Materials

405

Design Overview

407
Artwork Sources
407

Business Cards

407

Brochures

408

Flyers and Circulars

412

Articles

413
The Article Writing Process
413

Reports

414

Newsletters

414
Ready-Made Newsletters
415
Newsletter Content
415
Cooperative Newsletters
416
Newsletter Design
417
e-Newsletter Tips
418

Welcome To My Office Kit

419

Direct Mail Materials

419
Wellness Surveys
420
Postcards
420
Greeting Cards
420
Sales Letters
420
Envelopes
422
Mailing Lists
423
Generating Responses
423

Gift Certificates

423
Expiration Date Debate
424
Early Redemption
425
Stocking Up
425
Marketing Gift Certificates
426

Custom Gift Cards

427

Coupons

427

Personalized Gift Items

427

Signage

428

27. Online Presence

429

Website Savvy

430
Planning
431
On-Page SEO
432
Hosting Services
434
Content
434
Creative Design
434
Marketing Perspective
436
Drive Traffic to Your Website
436
Search Engine Directories
437

Blogs

437

Videos

438

Social Media Marketing

438
Social Media as SEO
439
Hashtags
440
Posting Schedule
440
Social Media Management Tools
441
Increase Engagement
441
Social Influencers
442
Reusing Content
442
Multiple Social Sites
443
Personal vs. Business Use
443

Online Advertising

444
Customer Personas
444
Elements of an Online Ad
445
Testing Ad Effectiveness
446

28. Print and Broadcast Advertising

447

Print Advertising

448
Display Ads
448
Content
449
Design
449
Classified Ads
453
Directories
455

Broadcast Advertising

455
Radio
455
Television
456

29. Publicity

457

Developing Media Relationships

458
Make a Personal Connection
458
Become the Expert
459
Be Newsworthy
459
Identify Your Hook
459

How to Contact the Media

460
Telephone
460
Email
461
Mail
461
Faxes
462
In Person
462

Press Releases

462
Press Release Components
463

The Media Kit

464
Pitch Letters
464
Fact Sheets
464
Biographies
464
Photographs
466
Event Stat Sheets
466

Getting Interviewed

466
Print Coverage
467
Airtime
467
Programs to Target
468

Planning Your Publicity Campaign

468

Post Coverage Follow-Up

469
Acknowledgments
469
Print Media Contacts
469
Airtime Media Contacts
469
Evaluations
470
Capitalize on Coverage
470

30. Client Retention

471

Beyond Customer Service

472
Customer Service Levels
473
Minimal Customer Service
473
Good Customer Service
473
Exceptional Customer Service
474
Customer Service Action Plans
476
Client Comment Cards
476
Prevent No-Shows
477

Incentive Programs

478
Membership Programs
479

Rebook Clients

479
Session Completion Protocol
479
Post Session Follow-Up
480

Transition Practicum Clients

480

Recapture Lost Clientele

481
Why Practitioners Lose Clients
481
The Results from Your Work
481
Professionalism
481
Convenience and Comfort
482
Finances
482
Psychological Needs
482
Tools to Determine Why Clients Leave
482
Survey Clients
483
Reconnect
483

31. Marketing in Action

485

Marketing Ideas from A to Z

487

Epilogue

491

Glossary

495

Endnotes

503

Index

509

Other Offerings

515