ch 23 - vocabulary / terms

Question 1

advertising

Answer 1

promotional efforts that are paid for and are directly intended to increase business

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 recommendations, 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

consultative 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 letters, telemarketing, electronic mail, and text messages

Question 6

marketing

Answer 6

a strategy for how goods 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 consumer’s attention, with the goal of increasing business

Question 9

publicity

Answer 9

a marketing strategy used to gain free media attention

Question 10

questionnaire

Answer 10

• aka. intake form
• form that provides the esthetician with a complete client profile, including important information about a client’s skin care habits and health

Question 11

retailing

Answer 11

the act of recommending and selling products to clients for at-home use

Question 12

upselling services

Answer 12

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