A vision isn’t enough. Enthusiasm alone isn’t sufficient. Recognition of potential profits by itself won’t do it. Without the willingness to see it through and make it happen, whatever that might take, there’s only failure. Successfully integrating a new service into an existing business can be summed up in a few steps:
- Know why you’re integrating the service into your business
- Know the profile of the client who will benefit, why and how
- Know how you’ll present and sell it to them
- Make, and implement, the necessary changes; modify as necessary
Unfortunately, what usually happens is the business owner has a great idea, the new service becomes part of the menu, and instead of an instant line around the block, the new service never really gets off the ground. Fundamentally understanding that the default answer to something unknown or costing more is generally “no,” and that not everyone benefits from everything will help shift your mindset into realizing that simply asking a client if they want whatever the new service is, isn’t enough. This is particularly true if the new service is unfamiliar to clients or if the competition offers a lower price.
Rarely does adding a new service come without multiple shifts, often in how you perceive your business, your customers or both. More often than not, the business model needs to change, as does the perception of the people who are part of the business. In other words, everyone in contact with clients or affected by the new service must eventually be behind it.
For a tattoo shop integrating Tatt2Away, the patented non-laser tattoo removal method that studios can use in-house, the shop artists need believe in the value of the service, and understand how working in tandem with the Tatt2Away technician will enhance, not damage, both their pay and their prestige.
Tatt2Away was instantly spotted as a brilliant innovation to effectively remedy tattoo regret in a way laser cannot. The other traditional remedy for regret is a coverup, but it’s a remedy limited by the existing tattoo. Rather than forcing an artist to pitch Tatt2Away and delay both art and income, owners are better off initially keeping Tatt2Away as a separate revenue stream. Instead, educate the artists as to how it works – even offer each artist a free removal session for the experience – and when a client wants a coverup, the technician brings the client to the artist, thereby giving the artist a new client and increasing his income. This path allows the artist time to buy into it on his own, resulting in a smoother integration rather than verbal support while still urging clients towards the immediate coverup.
Successful integration begins even earlier than that, with the information provided to people who call, often with multiple questions. If the receptionist has minimal information about what Tatt2Away is, what types of clients it can benefit, how, and when, and is unable to communicate this effectively to people who call with questions, the potential business is lost.
Equally important is the ability to help the caller with a decision. Asking if they’d like to schedule a free consultation is more effective than asking the same question without the word “free.” Either one is better than asking no question at all, waiting for the caller to volunteer their interest. Answering a call from an interested potential customer without asking any followups will usually result in a missed sale. Remember that the default is “no,” even if the person is interested.
Shop owners need to think through how they’ll market Tatt2Away to bring people into the shop and how the sales funnel will function. Free, in-person consultations between technician and prospect are more effective than texts, emails, and phone calls. Laser differing vastly from Tatt2Away in technique, results, and cost, so educating the client on the differences before quoting a price changes the focus from cost to value, and is more likely to result in a treatment appointment.
The emphasis then becomes measurable results in the context of what the client wants done and how that determines the number of sessions. Overall price is more meaningful than comparing costs of each session, especially when the five sessions quoted by laser removal clinics almost always become ten or more.
Tracking both process and results will not only tell you how well it’s working overall, but where a change may need to be made. Precision planning, in-house education, and calculating specific outcomes provide a better path to success than simply bringing in new equipment and hoping everything will work out.
Tatt2Away is a specific patented method for non-laser, all-natural tattoo removal. The patent and registered trademark cover unique elements – including the template – that contribute to its success. If you visit a location claiming to be a certified Tatt2Away center and they fail to use the template in your procedure, leave (and please let us know).