Using esthetic devices within the treatment room can improve client results and your bottom line if chosen correctly. There are many factors that are important to keep in mind when deciding what works for your business. It can be easy to get caught up in the latest marketing hype and make an expensive mistake. In my 20 years in the industry, I have made some major purchases that are now sitting in a closet. Most of them were impulse buys—I thought it would improve my service offering, only to find out that the clients did not care about the device or there was no significant result from using the device. To help you avoid the same mistakes that I have made, let’s take a different approach to choosing devices for your spa, and this approach starts with determining if you need the device. After identifying your needs, determining the financials, its efficacy and scope of practice will help you make an educated decision to avoid long-term issues.
1. Do I Need It?
The first question that should be asked is if you really need this device? Is this part of your strategic plan?
Every small business owner should have a strategic plan that includes marketing and financial planning to help direct the growth of the business. Even if you are a one room independent contractor, you need some direction on where you are going.
Before your eyes glaze over at the thought of developing this type of a plan, there is a rather simple way to do it. It is worth your time to put some thought into why you are working the way you are. The idea is to work smarter, not harder. With social media marketing and other digital data resources, getting an idea of your demographics and target customer is easier than ever. Here is a simple formula that you can use to define a simple business strategy.