SHOT TALK: there will be no success in business without trust

SHOT TALK: без доверия в бизнесе успеха не будет

There is an unspoken rule in medicine: the patient who trusts the doctor recovers and the doctor who inspires this trust wins. The same thing happens when we work with beauty companies.

What parameters should be taken into account if you want to build trust in business? On estet-portal.com read the discussion between cosmetologist Elena Stoyanova and representatives of Allergan Ukraine – Alexander Uskov and Aleksey Filchukov about what trust in a business (brand) is, how to gain and maintain trust.

Live Shot Talk: all about trust in business and how to win it.

What is the company's responsibility to cosmetologists

Е.С.: Often in my practice I meet the following question: "Will there be an effect?" I always answer that I don’t know if the patient will see the effect, since this is a subjective perception, but I know for sure: my manager always picks up the phone, and the products that I use – protected legally and has a scientific basis.

Quick contact and scientific background – important aspects of building trust with a company

A. DW: When we talk about Allergan, we have a full degree of responsibility to physicians and patients.
When I think about the definition of trust, the standard formulaic phrase immediately comes to mind: "long-term mutually beneficial relationship." Here, the long-term from this phrase is a very important factor of trust.
Allergan has been on the country's market for 10 years: we are here for a long time and seriously.

Today, we are trying to explain to aesthetic doctors that working with us, they have a long-term program of trust and loyalty.

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This loyalty lies in constant development, training, leadership in the market not only in terms of sales, but also in terms of the level of service provided and product quality.

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A. F.: For my part, I want to say that the feeling of trust, in principle, can be bought. Unfortunately, we work in a market where our colleagues buy the illusion of trust by purchasing low-quality products.
Even with good drugs, if used incorrectly, the patient can get side effects that rebound on the company's image.

Therefore, we will definitely implant training, especially for new products. The company must be responsible for the quality and technical aspects of the use of its products.

What parameters should be taken into account if you want to build trust in business

Now we are gradually leaving the black and gray market and choosing the "white" ones. relationship in principle.

Market trends today – conduct business in a transparent and legally fair manner

A. DW: In order to build trust in business, in addition to long-term relationships, it is necessary to adhere to the “high ethical business standard”; - a high standard of ethical business conduct.

"Ethics, from my point of view, is primarily a white business." - Alexander Uskov

Long Term Relationships & Ethical Business – the cornerstones of trust between a company and a consumer.
Of course, when we talk about trust, there must be some measurable component. For example, we say, "These people have never let me down." or vice versa: "This company let me down three times."

Think not about today, but think about tomorrow – Here is the main recommendation for our colleagues. It is also necessary to comply with all ethical standards of behavior in the market and provide quality products.

A. F.: The reality is that now we are approaching European quality in small steps.
The number of people who come into the aesthetic business with long-term investments is growing, which gives hope for the development of this industry for many years.

Therefore, long-term contracts and relationships are now, from my point of view, more valuable.
When there are negotiations or we communicate with doctors, we are no longer discussing "now"; - we are discussing a relationship for a year or more.

Why do people buy substandard non-original products

E.S.: Why do people buy products from indirect representatives? What drives them?

A. W.: Probably, this motivation is connected with a certain mass market and certain commercials that are very firmly in our head. The thirst for easy money and extra profit prevails in terms of long-term life. We do not know what we will have tomorrow or in a year. We must change our attitude towards long-term projects. If you are going to live and work in this country for a long time – you can’t think about one or two years.
Which is more difficult: gaining or maintaining trust
A.F.: It's hard to gain trust – it is a long process, but it is no less difficult to maintain it.It's like in sports: you spend a lot of energy on becoming a champion, but only a few of the really great athletes repeat their achievements for several years.

This makes us move towards innovations in a good sense of the word, to be always ahead. Allergan has created training standards that most competitors have copied, and that's basically a good thing.

"The hardest thing in our field – is to keep our leading position in the market." - Alexey Filchukov

My default image This situation indicates that the market is developing in the right way. For us, leadership has become a challenge, because it is no longer possible to do the same as 8 years ago. Nevertheless, thanks to this, it makes us think and move on.