Chapter 23 Vocabulary

Question 1

Advertising

Answer 1

Promotional efforts that are paid for and are directly intended to increase businesses

Question 2

Client record keeping

Answer 2

A method of taking personal notes that helps the esthetician to remember important data and serve client needs better

Question 3

Closing consultation

Answer 3

An opportunity at the end of a treatment session to review product recommended, prepare a home care program for the client to follow, and provide any additional literature on other treatment options that the client may be interested in

Question 4

Consultation selling

Answer 4

A method of advising or consulting to clients and recommending the best treatments and products for their use

Question 5

Direct marketing

Answer 5

Any attempt to reach the consumer directly with an offer such as direct mail postcards, coupons, newsletters, sales letter, telemarketing, electronic mail, and messages

Question 6

Marketing

Answer 6

A strategy for how good and services are bought, sold, or exchanged

Question 7

Merchandising

Answer 7

How retail products are arranged and displayed in your salon

Question 8

Promotion

Answer 8

The process of getting the consumers attention, with the goal of increasing business

Question 9

Publicity

Answer 9

A marketing strategy used to gain free media attention

Question 10

Questionnaire: intake form

Answer 10

form that provides the esthetician with a complete client profile

Question 11

Retailing

Answer 11

The act of recommending and selling additional services to the client that may be performed by you or other practitioners in the spa

Question 12

Upselling

Answer 12

The practice of recommending or selling additional services to clients that may be performed by you or other practitioners in the salon