skin smart
partner or purchasing?
Maximise the potential of your equipment investment, says David Suzuki
You have trudged through every trade show in the country, read everymagazine, attended every seminar and asked every question that there is to ask. Finally, you have selected what you believe is a well qualified supplier to purchase the latest and greatest technology from. So, now what?
The question ofwhat to do next inmost cases is, unfortunately, a decision thatmany skin therapists are left to answer on their own. Many equipment suppliers simply do not offer education and certification on the technology that they sell, othersmay offer it but lack either the infrastructure or expertise (or both) to fulfill the promises thatweremade at the time that theywere so eagerly accepting your hard earnedmoney.
jack of all trades?
Most equipment dealers are just that, dealers and
notmanufacturers.They generally sell many different types of equipment and products frommany different sources.Having said this, they are usually spread quite thin and placewhat resources that they have toward selling the devices, rather than after sales support, education and counsel.
Not unlikemany industries, themanagement ofmany aesthetic equipment dealers or distributorships generally have a limited amount of knowledge in regards to the usage andmaintenance of the devices that they sell, and an obvious limitationwhen it comes to their vested interest in the brand that is clearly demonstratedwhen they are asked to ‘go the extra yard’ for the helpless newdevice owner.
consistency&continuity
Conscientious high integritymanufacturers of skin care products and devices have quickly
followed the examples of successful business models such as Starbucks andBose, and reeled inmost distributorships and dealerships in effort ofmaintaining a clearmessage, front and centrewithout dilution, completelywithin their control.
An immediate benefit of going directly to the source is that it allows you to dealwith the originators, the patent holders, the researchers and the teamthat lives and breathes this great newtechnology that you are interested in implementing into your business. It also allows you the opportunity to better understand how andwhy itwas developed, aswell as the efficacy that supports the science and mechanisms of actions that allows for achieving results.
MSRP
Manufacturers also establish and put forth the MSRP,Manufacturers SuggestedRetail Price, which gives you the peace ofmind of knowing where the bottomline iswhen it comes to your spend andwhat should be includedwithin the purchase price.
Goodmanufacturerswill supply youwith all original accessories, support products and marketingmaterials that youwill need to implement newservices into yourmenu, and to begin to realise the financial
possibilities.As a rule of thumb, a supplier thatmakes additional charges for basic logical inclusions such as shipping of the device is likely to be a company thatwill continue to do so throughout your relationship.
education, education, education
Device sales and operationwithout education has become so rampant that here in the States newlegislature is being implemented that requires every devicemanufacturer to register their curriculumwith the state, and requires every skin therapistwhowishes to partake in applicable device oriented services to be certified by themanufacturer of the device
accordingly. In addition,many insurance companies are nowrequiring copies of the education certificates for newdevices that their customers are using.
Forward-thinkingmanufacturerswill not sell equipmentwithout the skin therapist or medical practitioner participating in a course and certification examination that confirms they havemet theminimumrequirements regarding their knowledge of theory, device operation, contraindications, indications and practical
applications.Because all conscientiousmanufacturers require this type of education and certification, this service should be available to you at your location, inclusive in the total price of the device that you are considering purchasing.
becoming an expert
So does a day or two of educationmake you and instant expert? I think thatwe all knowthe answer to this question, and it is not yes! Studies indicate there is a limitation as towhat can be absorbed and retainedwithin a day or two of intense education, as suchmost progressivemanufacturers limit their certification courses accordingly.
As education is a continuous process, always workwith amanufacturer that offers on going education on a consistent
basis.Agood manufacturerwill also supply youwith a good qualityDVDandmanual that reiterates the information put forth in the education class, as well as have a superior education department that is dedicated and available to answer any and all questions that you have during your learning evolution.
who is your educator?
If the salespersonwho seemingly extracted the credit card out of your pocket a fewweeks back at the trade show, iswho is nowat your door for your ‘day of education’, be concerned. Sales people are not educators, and educators are not sales
people.This very point in itself iswhatmakes each of themgood at what they do.High integrity companies
30 GUILD NEWS
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