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Today's Flight to Quality

By: David Suzuki
Posted: October 26, 2009, from the November 2009 issue of Skin Inc. magazine.
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Another attribute of marketable longevity is the technology’s ability to integrate itself within the growth of your business. This means the technology must not only be excellent and proficient on its own, but it also must have the capability to be layered and utilized with other technologies and services both now and in the future. In many cases, this has more to do with the company that supplies and supports the technology than the technology itself, as ongoing education and the development of new protocols, accessories and methods of use are key in keeping things current, fresh and new.

With this in mind, partner with a company that maintains a real education department and can truly support you in this way. This support may include webinars, seminars, and e-mail and phone correspondence whenever needed with expeditious response rates, videos, protocol supplies and so on. The real point is to look closely for the infrastructure needed to supply and sustain the support you will need, along with the history of the company and references that can attest to its experience.

Asset or liability?

In tough times, investing in the future does not always seem like the most popular way forward. However, there is the distinct argument that it is actually the only real way forward. As the examples in this article have shown, there is great profit potential when you invest in the right technology. Society will always welcome applicable, efficacious technology, but it is likely to now more than ever.

Also keep in mind new technology is not always as expensive as it seems, as there are many handheld technologies made for professionals that cost as little as $300, and some of these are key to what many consider to be one of the hottest new trends in skin care—the mini service. These quick, less formal services generally take between 20–30 minutes, are performed in a reclining service chair, take place in a room-less environment usually located in the retail area of the business, and utilize the latest technology that is mobile, battery-operated, and compact so these tools can be kept with the skin care professional at all times.

Noting this, make sure that in your flight to quality, you do just that—purchase a quality asset and champion it to your clients as such. When you keep your investments in the right perspective, it allows you to maximize their potential and move forward with confidence into profits as opposed to worrying about how you are going to make your next payment. The point here is that you need to keep your sights on the glass half full.

Continuing to change