skin smart
clear, definite strategy
It is important to understand this concept, and vital to exercise this concept when you are creating unique solutions for each of your clients. If you do not, and treat all technology as an equal, your services will lack dynamics, focus, andmost importantly, results. In short, you will lack a strategy with any sort of real definition.
Why is this important? Every client, regardless of the simplicity or complexity of his or her objective, comes to you for a solution. Every solution requires a strategy or a
plan.This plan is your common roadmap to get frompointA to point B, fromwhere they are now to where they want to be. Thismust be explained to your clients, so that they understand the strategy, understand the technology, have realistic expectations, and as importantly, can be an active participant in creating the
strategy.This is how they ‘own’ the plan, and how it becomes theirs.A plan that they own is a plan that they can, and will, commit too.
investing in accents
It is important to realise whether or not you are purchasing a stand alone lead technology or accent technology so that you can prioritise when you purchase the device, and howmuch you pay for the device based on its objective.
As importantly, it is crucial tomarket the technology appropriately. If youmarket an accent technology as a stand alone service at a stand alone price, you will have very dissatisfied clients who feel as if they have over paid for their service and receivedminimal
results.This doesn’tmean the technology is not effective, only that we placed an unrealistic expectation on the technology, purely based upon the high price that we paid for the device.
At the end of the day, there are few simple rules that youmust remember:
• Every technology can be an accent service, while at the same time, only certain well qualified technology can be a stand alone lead service.
• Stay clear of haphazard combo devices thatmarket benefits, however, lack results and any logical efficacy to achieve results. Having a device with on LED light on the end of the hand piece or compressed airmay seemlike a nifty idea, however, if the technology is not complete, efficacious, or effective, it is useless.
• Permanent Hair Reduction • Photo Rejuvenation • Facial Thread & Spider Veins • Pigmented Lesions • Rosacea • Sun Damaged Skin • Vascular
Pulsar Treatments the New Generation are happy to announce the launch of our new Pulsar Duo and Pulsar Smooth. Speak to us today about our new financial options to purchase/lease equipment, special upgrade offers or trade-in prices. All new exciting college packages are also available.
Contact:
june@pulsaripl.co.uk www.pulsartreatments.co.uk 62 GUILD NEWS
• Realise what you are purchasing (accent or stand alone lead) and the corresponding objective, before youmake the purchase. Standalone lead technology is always going to have a higher price point, and for good
reason.Themost commonmistake that I see in themarket is the purchase of accent technology at a ridiculously high price, which inevitably drives unrealistic expectations froma service result and service charge standpoint.
Accent technology is a blast, and are the details that give you the ability tomake your services amazing and as importantly, one of a
kind.Accent technology is generally about half the cost of standalone technology, and for good reason, you use it a fraction of the time.Youmustmake sure that you purchase the real deal, which requires wellmanufactured, efficacious, and results driven technology. Using this strategy, you will be able to greatly lower your cash outlay, while at the same time increase your ability to accent your way to the top.
David Suzuki is President of Bio Therapeutic Inc., and has been an active licensed member of the aesthetic industry for 20 years. For more information,
telephone 01788 220 458 quoting Guild News or visit
www.bio-therapeutic.co.uk
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