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Four common mistakes when opening a laser clinic

Featuring in The Salon Magazine

“FOUR COMMON MISTAKES WHEN OPENING A LASER CLINIC”

Looking for the best deal is a good thing. We must always do our due diligence and research when going into this business. We must look deeper than just what meets the eye or what a trade show salesman or a glorified website tells us. Most machines look similar on the outside, but what’s on the inside is what matters. The cheapest is not always a good deal and the most expensive is not always what it seems to be.

Common Mistake Number 1…

“This machine has much better specs, it also looks more grand, so therefore it is better.”

Wrong!

Looking at the spec-sheets of a product does not always define the quality or the actual results of the system. There are many systems on the market that offer fake specifications to make the product more attractive. Savvy business customers should always look for a trusted brand with a long-established history. We are not saying all brands are reputable, but it is less likely that the specs are fake. However genuine specs are not the only answer either. The parts and components are required to work simultaneously together. My best advice when looking at specifications is to look at little features rather than specs, and the see if the company is reputable on the whole.

Common Mistake Number 2…

“My technology and machine is better than yours so therefore I am going to be more successful and win all the customers.”

Wrong!

Let’s just say your machine is made of gold, but nobody ever heard of it before. So now you start to tell your existing customers (if you have any) about the golden machine and all the glory it has to offer. They will instantly be intrigued, but since this is a semi-medical procedure, your customers will want to know where, how, and when, as well as any previous clinical data, results and the efficiency of the system. Without this, even if your system is made of Diamond, you will lose that customer against your competitor who uses a reputable well-known system. Never buy an unknown system with no clinical trials and research. Always ask where the machine comes from as well as all of it’s data, certification and the type of support you are getting.

Common Mistake Number 3…

“I have been told that your machine is poor quality, with cheap parts as well as providing poor service as well as being overpriced.”

Don’t believe everything a salesman tells you. Remember the salesman’s job is to sell you their product, there are many that will sell with no dignity. A coward salesman can also be unprofessional and speak badly to dis-sell you off another company and provide you with false information to win over your custom.

Do your market research and make an informed decision? Look at real data as well as making an overall judgment of the company rather than just hearing 1-2 negative aspects.

Common Mistake Number 4…

“I am left with a machine I cannot repair and the supplier has gone bust.”

This is one of the most common stories when customers do not dig deep. We have never seen an industry where so many suppliers have gone bust! We can list about 10 companies that have gone bust in the last 1-2 years alone, while others are still going strong.

When the company goes bust, no third party will want to service or repair your machine as it is not worth the liability. It is impossible to source parts simply because they do not know who the manufacturer of the system was, as the supplier never supplied them with a certificate or a factory address.

If thousands of machines are being sold, it is very unlikely that the company will go bust, but if a handful are sold, you must be wary of this.

ABOUT AW3

Allwhite Laser, also known as King of Lasers® is a medical technology manufacturer, internationally renowned in Europe, Asia and North America. AW3 offers the most innovative technology and is at the forefront of the laser industry today. The company has implemented dozens of advanced technological innovations for medical and beauty machines.

AW3 produces technology that is based on scientific research and development. We collaborate with leading brands to produce the highest quality systems in the world. The quality is defined by hardware and software, working harmoniously together to offer superior treatment results, and we continue to refine this experience to offer an intuitive user interface that simplifies the operation for the technician.

Innovative technology, branded parts, beautiful design, and quality build – this has dramatically pushed the boundaries for our machines, leading Allwhite Laser into a new era of Laser precision. All our systems are European Medical Grade and mostly U.S FDA cleared meaning they produce far better results and are much safer than many other machines in the industry.

SYSTEM SPOTLIGHT: AW3 V-COMBO PLUS

The V- COMBO PLUS™ is an all in one laser. This ultimate system combining ND YAG, Alexandrite, Super Laser Diode hair removal, tattoo removal, and skin treatments is all you need for your laser business.

 

The Salon Magazine

A2SIZE - Four common mistakes when opening a laser clinic

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KING OF LASERS®- Be part of the most successful laser brand in the world

AW3 Professional Beauty Show Guide DPS

“Aesthetic treatments is a long term investment and how it can help your business grow in terms of revenue.”

When taking out finance for a high end AW3 machine, people forget that this is not a liability, it is in fact a business asset. A business asset is something that is there to grow the business to maximise the return on investment. People often say, Oh I cannot afford $1000 a month, I can only afford something for $200 a month.

What if I tell you when spending $1000 you are more likely to make $10,000 where as if you spend $200 you will only make $2000 a month. And if you make $2000 a month, you may as well not have the business as your overheads and business outgoings will be so much more, so you are working for free. If you ask me, I know which business package I will be choosing. Remember you are buying a business, not just the machine. Technically you are buying into a ready made franchise with a powerful brand backing without having to pay for any franchise fees.

If you tell me to finance a car, I will tell you that I cannot afford $50 a month. The reason for this is a car is not an asset or a long-term investment. A car is a liability that will cost you money instead of making you money.

When going into this business, think of it as a long term business investment. As well as looking for the right machine, you need to look for the right brand, the right return on investment, the right marketing support that the supplier has to offer. If a brand cannot market themselves, how can they market your business? Remember a TV advert can be marketing support, or a pop up poster costing $20 can also be marketing support. As a savvy business customer, you need to look for marketing support value that the brand can offer.

An example of this would be the US giant McDonalds. This is the most powerful burger chain in the world. Forget whether it is the best burger or not for the moment, but if you spend a million pound just to have the M outside your store, you will be the most successful burger shop in town. If I get the chance, I would definitely spend a million pound on McDonalds rather than spending $100,000 to open a regular burger shop with the best burger. The truth is, most people do not get this chance to finance a million dollar.

Business people need to understand that they are in this industry to make a good living, not for fun. So weather you are in the US, Europe, Australia or Asia. Look for the highest return on investment on a business rather than a local supplier that is down the street from you.

 

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The importance of advanced technology in salons

MAG

What are the benefits of introducing advanced technology in-salon?

In the next 5 years, every salon in every street corner will be using advanced technology for treatment services. This includes lasers, tattoo removal, fat loss removal and skin tightening treatments. People are more adapted to non surgical treatments using technology rather than going down the route of needles or knifes.

Business owners are ditching the wax pots as well as traditional beauty methods. Technologies are able to bring clients better results as well as making it effortless for the technician. In return, staff are able to spend more time running the business to provide a better customer service while business owners are able to grow their business.

Which factors should salon owners consider when determining the most suitable technology for their business?

Nowadays local clientele is not the only option. We are not in the 90s. We have the power of social media as well as brand awareness and success stories of using the correct brand. It is not the same thing as getting your nails done or your legs wax. People will travel to clinics offering a good product and technologies. Technology alone is not enough, using a good brand will provide clients with the extra re-assurance meaning they will choose you over your competitors.

There are hundreds of courses and manufacturers available on the market, but only a handful are taught reputable qualified teachers or doctors. If you are trained by a non-accredited person, your insurance may become void. In this industry we do not want to put ourselves at risk of just buying the insurance. Whether the insurance will pay out or not is another matter.

Are there any particular advanced treatments that are currently proving popular?

Hair removal is the most popular industry after all almost everyone has unwanted hair, but the competition is also higher so make sure you invest in a reputable brand as it is still one of the best investments. In recent years, tattoo removal is a very popular choice as old tattoos are bad and people with regrets either want to get rid of it altogether or get a new one. Again, investing in a good machine is one thing, but using a better brand will bring your business with a higher return on investment. Fat loss business is the third most popular choice as I am sure there are more people with unwanted hair than unwanted body weight. But in terms of business prospective, it is very profitable as there is less competition.

In recent years, there has been a craze with Botox and facelift. However, one of the hottest business presently is HIFU which stands for High Intensity Focused Ultrasound.

As we age collagen cells become depleted causing the skin to become lax and develop fine lines and wrinkles. By using the AW3 Clarity™ Hifu system, it delivers the right amount of ultrasound energy at the right depths in to the skin at the right temperature to trigger a natural response under the skin. This will jump starts the regenerative process that produces fresh new collagen. As fresh new collagen is produced the skin becomes tighter and firmer, pushing out wrinkles to give a younger firmer complexion.

How can salons market this technology once they have introduced it into their salon/spa?

People seem to dwell over- my technology and machine is better than yours so therefore I am going to be more successful and win all the customers. WRONG!

Let’s just say your machine is made of gold, but nobody ever heard of it before.  So now you start to tell your existing customers (If you have any) about the golden machine and the glory it has to offer. They will instantly be in-treed, but since this is a semi- medical procedure, your customers would like to know where, how, when as well as any previous clinical data, results and the efficiency of the system. Without this, even if your system is made of Diamonds, you will loose that customer against your competitor that uses a reputable well known system. So never buy an unknown system with no clinical trial and research. Always ask where the machine come from as well as all of it’s data, certification and the type of support you are getting.

When businesses buy a machine and training, the key point which they forget to look for is marketing support. I mean any supplier can offer businesses with marketing support. A TV advert is marketing support and an unknown brand with a few flyer or window poster with cut and paste images from google is also marketing support.

Remember a brand is not just a Logo and you are paying for success and not just the machine or training itself. If a company struggle to market themselves, why would they bother with you and how will your business be known?

It takes years of good reputation and a team of experienced marketers in order to grow a brand, which your potential customers have already heard of and your competitors be afraid of.  Let me ask you a question if you are a shop owner, would you sell Coca-cola or unbranded cola? The truth is, you will not even stock Cola for free if your customers do not desire it. Unless Pepsi comes along and presents you with a better return on investment for your shop, of course.

Now I am not saying we are as big as Coca-cola or Pepsi, but within the laser industry, you would only want to be associated with the King of Lasers!

Check out what Allwhite Laser has to offer for your business investment.

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Salon Magazine ft Jay Hutton

The Salon Mag

‘Designing is our passion, Quality is our brand, building your machine is our business.’

Be part of the most successful laser brand in the world. There is a reason why industry professionals call us the KING OF LASERS®.

Thousands of systems sold globally.

Jay Hutton as known from E4 Tattoo Fixers and the owner of Adrenaline Tattoo studio uses only AW3 

The V- COMBO PLUS is an all in one laser. This ultimate system combining ND YAG, Alexandrite, Super Laser Diode hair removal, tattoo removal and skin treatments is all you need for your laser business.

FLASH PICO AW3 Pico laser technology is the diamond standard of tattoo removal technology.

LASER BUSINESSES HAVE NO COMPETITION WHEN USING AW3