Dear Millionare Seminar Participator,

What kind of differences matter? The answer is - Every difference matters to different kinds of people. Here are the kinds of differences that you can consider:

These 28 points of difference are actually characteristics that consumers associate with you and your beauty salon, the treatments that you offer and the products that you sell.


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There are additional differentiations criteria, but, let’s start with the above ones.

What parts of your business should you differentiate? Here are the business parts (Your marketing mix) that you should compare and the important points necessary to differentiate from your competition:


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Here is how you start the differentiation process:

You write down all the parts that your business is made of (Your marketing mix) and start comparing and differentiating each specific part in comparison with  the competition.

For example: let’s take part 1 – the PRODUCTS:

We sell Bionome products, the competition doesn’t, Bionome is safer offers faster results, is more concentrated and therefore more effective per ml, Higher concentration allows us to use the product longer than a classical product, because we can use the product longer it means we are cheaper, using skin Identical ingredients and expensive oils makes the usage more luxurious, consumers can buy for home care what professionals use in their Cabin (more professional), avoiding allergies (less) contributes to more fun, more calming, its is simple to use and doesn’t require special training, its is healthier and protects our environment as well as protects animal rights, it is tailored (designed) to your skin seeing that it is prescribed by a authorized cosmetician “expert” according to your skin condition, with every purchase you not only receive a 100%  guarantee for visible results within 3-5 weeks but at the same time you have a hotline (service) to any questions that concern your skin and how to apply the products that you bought (education), Facts meanings benefits – you can back the above facts using objective and scientific documents that we provide you with. You can explain the meanings and the benefits of the above comparison and differentiation to your customer. 

Seriously – what kind of consumer who visits a Dr.Baumann Shop-beauty salon and invests 3 hours will decline to buy Dr.Baumann products if the differences between us and any other competitor will be clearly and fully communicated?  

Service – An additional service that you should consider offering: Tell your customer “you don’t need to come to us in order re-purchase your products, you can order by phone, fax, E-Mail or buy in our online shop. You can pay by credit card or  cash  card and the products are on the way to your home”.

Summary - A different definition and different positioning of your business in the consumers mind can do miracles and therefore has a significant importance regarding the future success of your business.

7 Practical steps:

1. Take each part of the 17 parts that your business is made of and differentiate it compared to the other 6 distribution channels. Do it in a tabular version and do it in writing.
2. Use the 28 characters and give one dominant character or more to each of the 17 parts that your business is made of. Do it in writing.
3. Look at your strong points and weak points compared to the competition- make a plan as to how you are going to match up to the strong parts of your competition.
4. Take your existing customer list and analyze which of the newly defined characteristics matches the expectations of each specific customer.  
5. Send out by post or via Mail the newly defined characteristics and differences that you came up with to all your customers. The best is if you can underline the more important differences according to the differences that interest each specific customer. For example: price, promotions, free treatments etc…
6. Prepare and print out an A4 document for each of the 17 parts of your business (all together 17 documents) and its differences to your competition and hand out those A4 papers to new visitors that enter your beauty salon. (as well as all your existing customers)
7. Advertise another difference each time in your local media- Choose  another  difference each time that is connected to the latest NEWS (example environment), or season or local holiday.

Happy Bionome good feelings Greetings
Avi Konigsberg
Tel:0049-2054-873904
Fax:0049-2054-873905
Cellular:0049-177-5798325
avi-konigsberg@theskincaremillionaire.com
www.theskincaremillionaire.com
www.dr-baumann.com