Professional Beauty July/August 2019

TALKING POINT
TRUE SOLUTIONS
What training support is available to salons when
they purchase your equipment – both initial
and ongoing?
“When a salon purchases Omnilux they are supported
from the very beginning. Not only do we offer technical
training with half day education sessions that are
provided by our Education Manager, but our Business
Development Managers are always on hand to answer
any other queries regarding the treatment, the results, the
science behind Omnilux and of course the value it brings
to a salon. We always recommend when new staff come
on board they too attend the half day education session
to ensure they are familiar with not only how the machine
and different heads work, but also how to safely use the
Omnilux machine.”
Technology purchases can require a significant
investment – what payment options do you offer
potential clients?
“At True Solutions we work with preferred financing
companies however we always recommend our partners
speak to their Accountant to get professional advice.
We can arrange payment terms for existing clients which
can be an alternative. In addition to this we try to host a
launch event for our Omnilux partners where more often
than not, we help our Salon partners book clients in for
courses of treatments that are often pre-paid which means
the machine often pays for itself in the first few months
of ownership!”
What is the best advice offered to your clients to
ensure they receive a return on their investment?
“From the first meeting when discussing the investment
in Omnilux we work with our clients to show them how
to maximise their return on investment with our Omnilux
treatment calculator. It’s a simple tool that shows them with
their existing clients how much revenue they can make.
We always recommend a launch event, as mentioned
above this is the best way to ensure you are focussing on
revenue coming in as soon as the machine is in place. We
also recommend upselling treatments including facials and
peels to incorporate Omnilux into them. The results are
outstanding and most clients see them
immediately and then book in for a
course of treatments.”
Mia Cassin
Sales and Communications Manager
www.truesolutions.com
SALON INSIGHT
How do you combat the discounting threat of the larger
franchise networks?
“I have owned and run beauty salons since the late 80’s and I think
the beauty industry is booming because it has become mainstream
it’s no longer a luxury it’s just part of everyday living.
New franchise salons are popping up everywhere, and they
can have an impact on established beauty salons. They may not
be high end salons like yours or mine, they’re generally catering
for the low end of the market and this can affect your business.
But there is enough business around for everyone, and this is one
of the biggest challenges for salon owners today especially when
the competition are under cutting on price . I believe though
that getting into a price war with competitors is one of the most
dangerous things salon owners can do. I often liken it to buying a
moisturiser - there’s a market for a $40 moisturiser and a market
for a $400 moisturiser you just have to know your market.
I also believe you will really struggle in today’s market if you
try to compete against everyone. In our beautiful little town of
Richmond NSW, of only 5000 people, there are over 15 nail and
beauty salons, and to be honest I wouldn’t have a clue what any of
the other salons are charging or doing. I’m just focused on my own
business, my team, clients and making sure we give the very best
treatments, service, products and equipment possible.
The salons that are doing really well today are the ones who
have got their market right and know exactly what their point of
difference is from the one down the road. Don’t get me wrong
once years ago I did make the terrible mistake of doing a discount
voucher book and yes I did make a nice up front lump sum, but
then I still had to pay the same rent, wages, products and the
clients that were attracted to these cheap vouchers weren’t my
client market and will never be loyal to my business anyway. They
were clients who “salon hopped” always looking for a cheap deal
and quality, service and expertise weren’t as important to them
as price.
Here at The Beauty Room we can’t compete on price so
what we’ve tried to do, is add value to what we provide . But
competition isn’t always a necessarily a bad thing it is good for
our business and it keeps business owners on their toes . It’s all
about customer care and you have to make sure your staff are
highly trained .
Once your clients know the true value of the treatment, then
price won’t be a factor there will always be the discount hunters
but do they really get the results? I think not.”
The Beauty Room Cosmetic Clinic
Meredith Langley
Owner
Phone: (02) 45787555
PROFESSIONAL BEAUTY | 83