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Four common mistakes when opening a laser clinic

Featuring in The Salon Magazine


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.”


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.”


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.


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.


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

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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


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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Laser hair removal business Christmas


Open Laser hair removal business and have the training by Christmas.

The holiday season is a busy time of year. So busy that most people don’t want to take on new projects, especially one as big as starting a cosmetic laser business.

However, the holidays may be the best time to launch your venture. If you’re putting off starting an aesthetic business until after the new year, you may want to reconsider. Here’s three reason why…

1) January and February are one for the busiest time for treatment services due to people wanting to achieve a new look and resolution. So why not set up your clinic at Christmas in time to take over the world in the new year.

2) Create a marketing plan. Focus on how your business is unique or better to attract customers. You may have the best machine but without the best marketing solution, you will have no business. AW3 are here to support businesses so you can achieve your maximum potential.

3) The most time-consuming part of the business is the start-up. You do not need to capitalize on the holiday buying time in this industry as people are busy shopping, but you’ll have something already up and running that you can build in the new year. The key is to continue marketing using the best brand and delivering a quality product or laser hair removal treatment services.

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What is HIFU?


High Intensity Focused Ultrasound- Allwhite Laser Hifu system 

The first investigations of HIFU for non-invasive treatments for abnormally fast heart rhythms were reported  in the early 1940s. Extensive important early work was performed in the 1950s and 1960s by William Fry and Francis Fry at the University of Illinois and Carl Townsend, Howard White and George Gardner at the Interscience Research Institute of Champaign, Ill., culminating in clinical treatments of neurological disorders. In particular High Intensity ultrasound and ultrasound visualization was accomplished stereotaxically with a Cincinnati precision milling machine to perform accurate ablation of brain tumors. Until recently, clinical trials of HIFU for ablation were few (although significant work in hyperthermia was performed with ultrasonic heating), perhaps due to the complexity of the treatments and the difficulty of targeting the beam noninvasively. With recent advances in medical imaging and ultrasound technology, interest in HIFU ablation of tumors has increased.

The mechanism is similar to using a magnifying glass to focus sunlight. Focused ultrasound uses an acoustic lens to concentrate multiple intersecting beams of ultrasound on a target. Each individual beam passes through tissue with little effect but at the focal point where the beams converge, the energy can have useful thermal or mechanical effects. HIFU is typically performed with real-time imaging via ultrasound or MRI to enable treatment targeting and monitoring (including thermal tracking with MRI).

High intensity focused ultrasound was first invented in the USA by Myron Medical Cosmetic Research Institution.  Since its invention, many technology companies jumped on the concept to introduce it to the market. Allwhite Laser are one of a few to take on the project to research, design and develop the ultimate HIFU systems, making our Clarity™ Hifu machines superior. We are able to do this due to our immense infrastructure. AW3 build much more complex systems such as the Regeneration Laser for Hospitals and Surgeons, so building the Clarity™ HIFU systems is just second nature to our development team.

The purpose of these machines is to tighten the skin using high intensity focused ultrasound. The treatment is extremely effective in stimulating collagen production, removing lines and wrinkles to the face and neck .

All HIFU technology is not yet classed as medical in many countries but achieving a true medical result sets us apart from all the other Hifu machines on the market.


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What Is Better Than A Laser Franchise?


Franchises are highly successful. Over 95% of Franchises that opened in the last 5 years are going strong.

Why are Franchises so successful? They are successful because they are a ready made developed business. Adapting to a formula that works better, ensures that most franchisee’s will not fail.

They work, as excellent tools such as Training and Marketing Techniques are offered as well as great continual support, backed up by a huge trusted brand that everybody knows.

So what could be better than a Franchise? 
The answer is, having all of what a Franchise has to offer without paying a Franchise fee.

At Allwhite Laser, we offer Business Packages that includes the skill set to make your Business a success. What’s more, your potential customers have already heard of us! We are the 1 and only “King of Lasers”

Do marketing packs work better than a powerful brand?
Marketing packs can sound good, however would your customer notice your business if they don’t know the brand? On going support and popular branding is a fundamental pillar of a successful franchise. At Allwhite Laser, we are the only company that can truly boost your business brand awareness compared to other poor marketing strategies being offered.

To be the most successful in this industry, start your business with Allwhite Laser.

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Is Fat Freeze the Future?

Fat Freeze Button

Fad or the Future?

We all have our problem areas, that little bit of stubborn fat we just can’t budge. Wouldn’t it be great if we could get rid of it, without breaking into a sweat or breaking the bank? Well, apparently now we can with All white Laser AW3!

The newest inch loss craze sweeping the nation is Fat Freeze. This type of treatment targets stubborn areas of fat that resist our hard work in the gym and the healthy diet we stick to.

The treatment involves placing a membrane on to the skin and then placing a vacuum cooling device over the membrane. The targeted fat cells are then safely exposed to minus zero temperatures over a 30-minute period. The lipids in fat crystallise at a colder temperature than skin cells so only the fat cells are destroyed with no damage to skin or nerve tissue.

The dead fat cells are gradually removed by the body’s natural metabolism and immune system. Subsequently, making this a very natural process.

If something sounds too good to be true, it probably is. So it’s not to say we can gorge on take outs and expect to look like a catwalk model after having something like this done. Best results will come from treatments with our Sub Zero™ or Antarctica™ machines along-side a healthy diet and life style and the best advice of all… drink lots of water.

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The Future of fat freeze training and business


Fad or the Future?

We all have our problem areas, that little bit of stubborn fat we just can’t budge. Wouldn’t it be great if we could get rid of it, without breaking into a sweat or breaking the bank? Well, apparently now we can!

The newest inch loss craze sweeping the nation is Fat Freeze. This type of treatment targets stubborn areas of fat that resist our hard work in the gym and the healthy diet we stick to.

The treatment involves placing a membrane on to the skin and then placing a vacuum cooling device over the membrane. The targeted fat cells are then safely exposed to minus zero temperatures over a 30-minute period. The lipids in fat crystallise at a colder temperature than skin cells so only the fat cells are destroyed with no damage to skin or nerve tissue.

The dead fat cells are gradually removed by the body’s natural metabolism and immune system. Subsequently, making this a very natural process.

If something sounds too good to be true, it probably is. So it’s not to say we can gorge on take outs and expect to look like a catwalk model after having something like this done. Best results will come from using this treatment along-side a healthy diet and life style and the best advice of all… drink lots of water.

Are you interested in Fat Freeze Training? Not only you are buying the best machine, allwhite laser will support your Fat Freeze business to be more successful than your competitors.  Click here 

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Fat Freeze Business

Businesses are now beating the bulge with cutting edge technology in the form of Fat Freeze. Clinical data proves that AW3­® fat freezing system provides the best results in comparison with other non-surgical fat reduction treatments.

Diet and exercise should be the fundamentals of fat loss, however there are always those stubborn areas that do not shift. Now you can target these stubborn areas with proven technology. This non-invasive treatment has no downtime and maximum, long-term results. These qualities provide a unique and effective selling point for your business.

Starting your fat freeze business with Allwhite Laser is as easy as 1-2-3. Speak to an AW3 representative and start your Fat Loss business before your competitor does.


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Laser Vs IPL

Ipl or Laser

Is IPL better than Laser? or is Laser better than IPL?

Some people vote IPL while others vote laser. But what is the truth behind it all? This question is not that simple, it depends on the brand of machine, components being used and many other factors which salon owners should consider before buying a machine. This article will highlight the actual facts about the technology and the business so you can have a deeper understanding of both. Make sure you read it to the end and educate yourself about the real scientific differences rather than an opinion.

The ever growing popularity of hair removal services in recent years has led to an equally rapid growth not only in the number of clinics offering such services but also in the types of technology used in removing the unwanted hair. There is now an often confusing array of treatments available to the public provided by a range of competing technologies, some more effective than others for different hair types and often at widely divergent prices.

Hair removal is one of the most frequently requested services at laser clinics and it is popular amongst people across many demographics and regions of the world. The Middle East is also experiencing a rapid and ongoing growth in demand for hair removal services of all types. We’ve sold thousands of units to the Middle East last year alone. But what types of hair removal are available and how effective are they?

As an individual, trying to understand the differences between laser and IPL for hair removal and deciding which method is right for you can be very confusing due to lack of sound advice and information available. Our aim is that by reading this article, you will not only understand the technical difference but the business reasons behind a clinic’s decision to use IPL or Laser.

To begin with, you should know that both laser and IPL work on removing unwanted hair in essentially the same way. Both require that the region to be treated be shaved prior to the procedure, both convert light energy into heat energy which will heat up the hair follicle, prompting the bulb of the hair to fall out thus reducing hair growth. However this is where the similarity ends.

So What is the main difference?

laser vs iplThe main difference between Laser and IPL is the process by which the light is produced, the type of light (wavelength) and how well it is absorbed by the different hair and skin types.

An IPL produces varying wavelengths, which is types of light found on the visible light spectrum whereas Laser produces one single and precise wavelength, an intensely concentrated beam of light that is proven to target hair growth, so there is no ‘hit and miss’. This exact wavelength leads to a more effective treatment than IPL hair removal and therefore fewer treatments in the long term.

The advantage for IPL is that many different skin types can be treated with one machine and they are much cheaper to manufacture but unfortunately the light is ‘one-size-fits-all’ in terms of its effectiveness on the hair.

However on the down-side it employs a diffused broad band of light in the visible spectrum, typically 550 to 1100 nanometers, whilst the optimum wavelengths for treating most hair types fall into the 700 to 850 nanometer range. Thus the light below 700 and above 850 is either ineffective or even putting the patient at risk of side effects if an incorrect energy level has been selected. It also means that more treatment sessions can be required to achieve a desired result.

Furthermore IPL cannot be used on sun-exposed or darker skin, nor is it effective on all hair and skin types, thus making it less versatile than laser treatment. It can also cause damage to pigment producing cells, which can result in patches of darker or lighter skin.

The advantage of a Laser (single wavelength) is that the light is targeted. There are many different Lasers with different wavelengths for different uses but each one is chosen to maximise effectiveness and safety for a particular hair and skin type.

Allwhite Laser has wide variety of technologies including  Nd:YAG Lasers, Alexandrite lasers, Schnelle diode lasers which safely and effectively treat all hair and skin types.

The medical graded AW3 Schnelle Laser works at 810nm which falls into the optimum range for hair removal so we are able to produce more effective results much faster than an IPL system. It works by the laser beam passing safely through the skin targeting the melanin (pigment) in the hair, its energy is absorbed by the hair follicle and the heat created weakens or destroys the follicle preventing further growth.

The disadvantage of certain Lasers is that it can only be used on certain skin types which range from fair to middle-eastern. Asian or black skin cannot be treated with this type of Laser as the absorption of energy in the skin would be too high due to the high concentration of melanin in the skin.

However our AW3 Schnelle Laser system is suitable for all skin types. The laser passes through the skin without targeting melanin, it works by directing the beam onto the base of the unwanted hair follicles where it disperses the energy and damages the follicle, reducing the rate at which it grows.

Over time, many studies have been conducted comparing satisfaction level, the safety, and the effectiveness of IPL and Laser, on various skin types and have come to the conclusion that laser outperforms IPL every time. Laser hair removal results in significantly longer hair-free intervals, a larger reduction in hair counts and greater patient satisfaction than the IPL.

The AW3 Schnelle Laser enables us to treat the widest possible range of skin types, producing the optimum result for each patient whilst keeping discomfort and potential side-effects to a minimum. Yet further adding to patient comfort and safety, we also use a unique advanced ice-cooling system which cools the skin before, during and after application of the laser without interfering with the laser beam. The result for the patient is an overall pain-free and safer experience, enabling the laser to work at higher efficiency and produce even better results.

Another factor to consider is the difference type of laser technology used and the brand of laser used. Just remember that brand and technology are two different things.

Apart from different Laser or IPL technology, before buying a laser system, customers need to understand that not all components being used on the machines are the same. Some IPL technology we offer these days is far better than many older laser machines 3 years ago as there has been improved technology other than just the actual light alone. .

We have found that many unknown companies uses poorly made or even counterfeit components. Incorrect specifications, lack of research, development and innovations is quite common. If this is the case, the best laser or IPL technology can still have a huge downfall. When it comes to laser technology, the most expensive does not mean that it is the best, or the cheapest does not mean that they are rubbish. This is where the confusions comes in.

We know that many suppliers or middlemen are charging a ridiculous amount of money and have poor service support or limited replacement parts. On the other hand it is tempting to buy cheaper abroad, but often the specifications are incorrect, poor quality training provided, no regulations and standards to the machine which will restrict you from getting a treatment license in many cases. One common thing which we come across, many buyers are misled into buying a laser but instead it is just a cheap flash lamp. You will not know until your clients are not getting any results, by then it is too late to put your business back on track.

Another question you may have to ask yourself, why are some laser machines really expensive, are they really better?  In most cases price does not matter, some companies sell in volume to make profit, while others sell just a few machines a year to make a bigger profit on a typically same system, but 5 times the price. These high ticker companies usually distribute only a few systems rather than raw manufacturing and mass sale.

It is important to buy from an honest company that can offer you a great system and support, after all you are buying a machine and the technology aswell as a brand that your customers desire.

At AW3, we pride ourselves on being the leader in laser and IPL manufacturing. Our branding has made a huge impact in recent years hence we are labeled the “King of Lasers”. Competitors say we are just a rubbish brand that are cheap, unworthy or even poor results. Despite the bad mouthed, our system speaks for itself hence the reason why thousands of professionals choose us for business success and best results. Using the highest quality components for our machines separates us from other companies. We don’t build all the components in-house, hence the reason why we are better.

We source the best components from the best manufacturers around the world and put together an extraordinary system that no other can compete. Having the ability to sell thousands of machines worldwide on a continual basis, we are able to cut down the manufacturing and components costs to the minimal, offering our customers the highest quality technology at a reasonable price. The more customers buy from us, the more affordable we can offer it to businesses.

Why is service after the sale important?
Service after the sale is so important because you are purchasing complicated technology that can potentially break down. What will you do if your machine has a failure & you have clients booked in all week? The last thing you need is unhappy clients whose appointments you have to cancel because of equipment breakdown. Businesses must also remember that not all after sales and repair facility or engineering equipment are the same, some claim to be experienced engineers or doctors but merely know anything about laser technologies. Perhaps they know allot more than you, but not enough to service a medical device to an optimum level, and in most cases a bodge job is done in a poor facility. There are more cow boys in this industry than indians, much more than you think. Let’s face it, a 2 year old child will look up to a 6 year old, although a 6 year old is old enough to lead the way but is still a child that you do not want to put your business in the hands of. It is vey easy for many to fall into this trap, even experienced researchers who think they know it all until they encounter an amateur. What we are advising is for you is to look closer into many things before making an informed decision.Questions which businesses should ask before purchasing:

  1. Proof of the experience that the company have with laser service and repair, as a consumer you need to see evidence not just words that someone tell you they have 10 years experience.
  2. Evidence of facility and professional engineering equipment to service the system. This is not DIY repair in a little garage.
  3. A notified certificate from an authorised body showing the address of the facility where repair and serviced is held. This should proof that the company is certified to manufacture, service and repair of medical grade systems.

And remember, you usually offer your laser hair removal service to clients in multiple sessions. Your clients may have pre-paid for a course and they could be coming for their second or third session. In that case, it is likely that they have waited 4 to 6 weeks just for this appointment.

You want your company’s brand to grow, you want your clients to be happy and feel as though they can rely on you. The last thing you want is to have angry clients demanding refunds.

At AW3, we understand the importance of a reputable business. As a leading manufacturer with hundreds of parts in stock, our on site engineers can replace parts immediately when it comes to breakdown and repairs. As well as selling the machines to you, we will be there for you almost as a business partner. We offer ongoing support on training, assist with treatment support and marketing exposure. You are in this business for the highest ROI and not just the best machine. But why not have both as our brand awareness is already a success for your business as your customers have already heard of Allwhite Laser. Businesses do not fail when using AW3.