skin smart
recognise this fact and simply find the idea of sales people ‘educating’, as a complete conflict of interest, and simply do not allowit to be a consideration.
Furthermore, every educator should be a qualified skin therapist or physician, certified by the company to educate on their technology, and have practicallyworkedwith the technology that they are educating upon in a professional environment. If an educator does not have this background, again, be concerned. If it is one thing that I have learned in life, it is to only take advice froma personwho has succeeded in the subjectmatter that you are hoping to learn.
marketing&building your business
One of themajor stresses of doling out a large chunk ofmoney is just this fact; you have spentmoney and need to get it back, and get it back quickly. So you gain education, set up the therapy roomand sit back andwait for the money to fall fromthe sky…if only itwere that simple!
Agoodmanufacturerwill supply youwith a completemarketing kit that includes a sample menu of descriptions of possible services, pictures of the device aswell as before and after pictures, press releases, brochures, etc., whichwill assist youwith yourmarketing
efforts.They should also be available and motivated to assist youwith every need regardless of howsimple or complex, including reviewing your newly designed menu and assisting youwith ideas of howto pre-launch the technology and services before it even arrives in your business.
it’s all in the timing…
Remember,marketing is all about timing and dynamics; a little bit of information all the
time.The day that you anticipate taking your first client is not the right time to begin to educate your clientele on this fantastic new
service.Communicationmust startweeks and evenmonths before the launch
date.The objective of a goodmarketing campaign is launchwith a bang, having customers pre- booked before the actual launch date.
educate the consumer
Workingwithmanufacturers that understand the need to educate the end consumer and stimulate end consumer demand is key. Look formanufacturers that participate in highly publicised events and consumer PRthat allow the goodword to spread like a virus.Good manufacturerswill also be able to supply you with basicwaiting area video education and literature so that your clients can gain amore
Goodmanufacturers will be able to supply you with waiting area education and literature so that your clients can gain amore thorough understanding of your offerings.
thorough understanding of your offerings while they arewaiting.
referrals fromthe manufacturer
All progressivemanufacturerswill have a progressive and informativewebsite thatwill include a referral resource that allows end consumers the ability to find a professional that is near their
location.To be listed as a professional offering the services on the manufacturer’swebsite, the professional is usually required to commit to specific programs and clubs that ensure that every professional listed performs the services based on the fundamental protocols put forth by the manufacturer; including the appropriate product usage during professional services and take home prescriptions.
Having such requirements allows for consistency and continuity of professional services aswell as results, and gives the end consumer confidence that theywill receive the quality and integrity of service that they have read about on the site or in end consumer
press.Being ‘listed’, and having certain requirements to do so should be viewed as an exclusive opportunity to benefit froma dynamicmarketing teamof a good manufacturer aswell as gain other perks that come alongwith the
program.Remember, you are looking formore than supplier; you are looking for a partner.
this is amarriage, not a date!
And,what about service? Fromordering new parts, products and accessories, to purchasing additional equipment andmaintenance of existing devices, youmust have a strong partnerwho has the infrastructure tomake all these expectations a timely reality.We have all had our experienceswith an all star representative of a poorly run organisation that seems to be able to ‘pull it off’most of the time.Unfortunately, business owners do not have the luxury ofwaiting; you need consistency and dependability.Your investment and commitment is substantial, so be selective!
Let’s face it, there is no shortage of aesthetic equipment suppliers in the skin caremarket today.However, there is a shortage of equipmentmanufacturers that have the infrastructure, dedication to education and commitment to customer satisfaction thatwill enable the skin therapist to
succeed.Don’t sell yourself shortwhen choosing an equipment manufacturer, and don’t stop halfway.
Purchasing the equipment should only be the beginning of your relationshipwith the manufacturer, and therefore only the beginning of the questions that should be asked before moving aheadwith the purchase to ensure that you are considering a company that is truly interested in your success, andwill support every aspect of your
needs.Remember, that this is about you and your business!
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 029 2023 1228 quoting Guild News.
GUILD NEWS 31
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