This month, 3R spoke to, Liz McKeon, founder and managing director of Facialworks. Facialworks is a skin care centre that focuses on optimizing skin health and beauty. With a range of specialist skin care products, combined with pleasant surroundings, people of all ages, leave facialworks, feeling radiant and beautiful. It is vital that your clients trust you. Start small with them; earn the right to be their confidante!

Liz, tell me what made you set up Facialworks?

The Reason that I decided to start the company, was that I saw a gap in the facial skin care market. On one hand we had the invasive treatments such as cosmetic surgery and botox. At the other end of the market we had the feel good pampering market. I wanted to create the best of both worlds, whereby people, were able to see a marked improvement in their skin health and look while getting the same feel good factor of pampering.

Tell me about the people who come into you, what are they really looking for?

In fact my clients want it all, they want to look ten years younger, without having to undergo the knife. The real problem is that there are so many products out there, that they just don’t know what to choose. So in effect, they want their life simplified, while reducing the effects that everyday stress and tension heaps upon them.

Upon leaving Facialworks, how do they feel?

They can hold their head up high and feel really good about them selves. I have even heard some of my clients tell me about the real wow factor, they got, when someone they have never met, says to them “you look really gorgeous today!” When people feel good about themselves, than achieve more, go to functions they never dreamt of, without having to feel they needed to hide in the corner. They have also had a time out in pleasant surroundings.

What can they do, after a visit to Facialworks, that they could not have done before?

Most of my clients go home, and get rid of the 97 lotions, potions, serums and gunk, that have been cluttering up their dressing room table for years. Apart from saving a fortune on cosmetic products, that have done nothing for them, they now know that what they leave facialworks with is right for them. The reason for this, is that we are able to analyse a customer’s skin, and provide the right products for them. This is not the run of the mill test you get at the cosmetic counter of a large store, this is a scientific, yet non invasive set of test, that have been proven to work.

What are the alternatives to going to facialworks, why are you better?

There are many, and I won’t knock any of them. In fact one of my competitors rang me recently, asking for one of my products, since one of their clients wanted the treatment, but wanted to stay with the therapist they had been using for 10 years. This tells me trust is a big thing with clients. So in essence we provide environments whereby clients can get the treatment that specifically designed for them, in surroundings they love, from people they trust.

What piece of sales advice that you have learnt at the coal face, would you like to pass on to other Business Owners?

As I just mentioned it is vital that your clients trust you. Start small with them; earn the right to be their confidante, than they will take your advice, products and services for years. While you are saving them a fortune, they are still highly profitable for you; it’s a total win-win situation.

Finally, this newsletter is called Success, what is your definition of success with Facial Works?

By continually striving to improve people’s lives, and getting 100% client satisfaction, I believe that in time I will have a business that is valuable and saleable.

This article was written by Peter Lawless, founder of 3R Sales and Marketing - www.3r.ie. For previous articles or interviews like this, visit 3R's Resources. Alternatively, subscribe to Success our free monthly Information Bulletin with sales and marketing articles.

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