A successful cosmetology clinic always loves its patients

The success of a cosmetology clinic or beauty salon depends on many factors, and all of them are very important in the conditions of high saturation of the market with cosmetology enterprises and services.

According to Ekaterina Levit, commercial director of Viora (Israel), who was a special guest of the conference of Alfa SPA, it is very important for the success of the clinic not only to select an individual approach to each client, but also to love him, appreciate and respect, show its importance. Read about some other secrets of the success of a cosmetics company in the answers to questions from Ekaterina Levit especially for estet-portal.com.

How can a cosmetics company or cosmetology clinic stand out from others in a highly saturated market?

I think that every company has an individual approach – values, mission, some key features. The success of every company lies in its ideology. The key ideology of Alfa Spa – This is a holistic approach to the client. We love all our customers and we understand that when the market is oversaturated with different technologies, we must give our customers something other than professional equipment, cosmetics, or innovative technologies. We give them an individual approach to each.

For a client, an end user, sometimes the price is not very important or it is not a primary factor in making a decision for him. But  for him, the main – approach, message, significance. We value and respect each of our clients. And the success of our company – it is the result of cooperation with our customers. We take their example, we share experience, we rejoice in their success. Therefore, in terms of emotional intelligence, emotional key features, individuality is very important for us, significance is very important for us, and it is very important for us that for each client – whether you are a novice cosmetologist or a medical practitioner, an investor or a director of a  -  we always have the best offer.  We love each of our customers.

What criteria, in your opinion, should a beauty salon or clinic choose the best offers on the market?

I think it is very difficult for clients of the cosmetics market to make a choice, especially when it comes to opening a new clinic or salon. Often the management of a cosmetology clinic is lost among the many proposals regarding equipment, techniques, technologies, because they want to immediately become leaders and have all the new products. When I am asked for advice on this matter, I  I explain to them that there is no need to rush. Your project is unique, and you should think, first of all, about end users and their needs. You should not forget about such important factors as the location of the salon, what are its key features, what is its focus. It is not always right to strive for the latest trends, for expensive equipment, for some novelties.   It is much more important to hear and understand the key needs of customers, and then, based on this, make unique offers for them. The most important thing is that they be effective and implementable in the planned project.

What should a beauty clinic do if it wants to find new and unique ideas to market?

There is no need to constantly strive to be the market leader. So you can lose yourself.  We cooperate with many schools that train directors for beauty industry enterprises. And we recommend our clients to study, learn something new and never copy ideas in a template, applying them to their project, but first of all, take into account the needs of their clients. What is the soul of – try, experiment. Your uniqueness is in yourself, in your individual approach, in the fact that you managed to organize your team, present the concept of your cosmetology clinic correctly, choose the right equipment and technologies and, thanks to painstaking work, create your project. How unique your services will be is up to you. And, of course, it is necessary to monitor the trends of the cosmetic market,

In today's volatile economic environment, how can a cosmetic clinic maintain revenue without losing customers?

I think before making a decision to increase prices or other changes in the work of the cosmetic clinic, you need to conduct an internal analysis. Our mentality is such that people are open to any changes. And if the information about the increase in prices for services does not come as a sharp surprise to customers, if you present it consistently and with an explanation of the situation, do it with reason, then it will most likely be received with understanding, and you will not lose customers. It may be worth explaining to patients that due to rising prices from suppliers, you are changing the cost of your services, or choosing a different  brand of cosmetics for work – from the same quality category, but at the best price. It is worthwhile to conduct a survey among clients   about their opinion about the economic policy of the clinic and not be afraid of

Besides, it is necessary to use some complex programs. Now it is very popular – when a course of procedures is recommended to the client. At the same time, it is worth talking about what you combine to optimize the cost of the procedure & nbsp; cosmetics with hardware technologies or other methods, which can even improve the quality of services provided.  We should not forget about discounts, gift certificates, trial procedures, holding client days. By doing this, you create a bridge of trust between the client and the salon.