premium teeth whitening account training manual · the “must‐know” about cosmetic teeth...

Premium Teeth Whitening

Account Training ManualAccount Training Manual

Founding Member of the Council for Cosmetic Teeth WhiteningFinest in Quality, Service, and Dedicated Support

Author of Industry Best PracticesChosen By Industry Leaders

Copyright Whiter Image, LLC December, 2008 v4.3

VÉÇzÜtàâÄtà|ÉÇáon the purchase of your Whiter Image Premium Teeth Whitening Products!

We would like to take the opportunity to thank you for choosing to work with us at Whiter Image and for becoming a part of the Whiter Image Family!

As part of our continuing efforts to increase your success, we are providing you with the Whiter Image Training Manual as a quick resource to be used during and following your training.

Please contact your Customer Service Representative for any questions regarding y p y q g gyour training.

We wish you much success as you develop your business. If you need any assistance, please do not hesitate to contact your dedicated account manager.

Remember to Share a Smile!


TABLE OF CONTENTS

TopicPage

Number(s)

Introduction 2Introduction 2

Teeth Whitening Industry Overview 3

The Must‐Knows About the Products 4‐5

How to Answer the Questions – FAQ’s 6‐10

Whiter Image Prefilled Tray Overview 11‐14Whiter Image Prefilled Tray Overview 11 14

Whiter Image TOGO Teeth Whitening Pens 15

Suggested Pricing 16

Testimonials 17‐18

Marketing Strategies 19‐28g g


\ÇàÜÉwâvà|ÉÇWe are proud to be a leader in this industry and we recognize the importance of offering the most d d h h d l bl f h l d h h k bl ladvanced teeth whitening products available. Part of that leadership is having remarkable locations to represent our products and our company. We look forward to expanding our extensive training and marketing support to help you reap huge financial rewards as a Whiter Image Client. We believe that creating true success requires more than offering a business opportunity, it is also measured by the number of smiles that are created as we build a solid foundation for making a difference.

Everyone loves a beautiful smile! There is something unique about having a radiant smile that increasesEveryone loves a beautiful smile! There is something unique about having a radiant smile that increases your level of confidence, your self esteem, and most definitely a desire to share your smile with others. It is amazing how much our smile affects our daily lives and how much it affects others around us. It is amazing how sharing a smile with someone can create a viral affect and make them feel so much better about themselves. Sharing a smile doesn’t cost a penny, but it’s rewards are priceless.We believe there are numerous ways to make a difference in the lives of people all around you, and sharing a smile is one of the simplest ways to get started! So, let’s make a positive difference one smilesharing a smile is one of the simplest ways to get started! So, let s make a positive difference one smile at a time!

VERY IMPORTANT: Whiter Image is also committed to recommending best practices for

promotion of your teeth whitening products to ensure optimal customer safety and compliance with regulatory mandates that may be applicable in your state with regards to state dental boards, health boards etc You are offering self‐administered teeth whitening products for individuals which is veryboards, etc. You are offering self administered teeth whitening products for individuals which is very different than the “hands‐on”, higher strength, more lengthy, and far more expensive approach than what is offered by dental professionals. In order to ensure that this is reflected in your advertising/ promotional language, it is strongly recommended to demand strict compliance from your staff with what is outlined in this manual. This applies to language and actions both inside your facility and

what language is used for promotion outside your facility as well. Please NOTE very specifically the portions on Q&A and protocol review along with recommendations for advertising languageportions on Q&A and protocol review along with recommendations for advertising language on Page 25. Please do not hesitate to contact us at any time if you have any additional questions regarding these matters.

Together we can make a difference, one smile at a time!

2Copyright Whiter Image, LLC December, 2008 v4.3

Teeth Whitening Industry Overview

#1 Segment of the Cosmetic IndustryTeeth Whitening is the #1 cosmetic request each year due to its immediate results! Here are some key statistics about the Teeth Whitening Industry:

• 80% of Americans have pursued some form of teeth whitening option80% of Americans have pursued some form of teeth whitening option• Teeth Whitening is a $14 billion a year explosive industry• *Crest White Strips™ alone did over $500 million last year

Why? • Individuals are more image‐conscious than ever before• Instant gratification with visible results that are convenient• Appeals to males, females and all age ranges from teens to baby boomers• Offers one of the best immediate “bangs‐for‐the‐buck” in the cosmetic industry

Nearly everyone believes that having a beautiful smile is important. Having a whiter, brighter smile can affect:

lf• Your self esteem• Your confidence level in your job or in your relationships• Your first impression on others• The freedom to express happiness through a smile

For many of us, lifestyle and the aging process have left us with years of unwanted discoloration on our teeth Some of the many habits that will contribute to discolored teeth include smokingon our teeth. Some of the many habits that will contribute to discolored teeth include smoking, drinking coffee, wine, sodas or even tea. At Whiter Image, we are excited to be a part of your whitening products No matter why your customers desire a brighter smile, we are dedicated to delivering advanced products to help them achieve a more confident and radiant smile!

*Crest White Strips™ is a registered trademark of Procter & Gamble Co.


The “Must‐Know” about Cosmetic Teeth Whitening Products

It’s true. What you don’t know could cost you thousands of dollars from lost business and lack of referrals. As a Whiter Image Account, there are a few things we need to discuss that can help you achieve the highest level of success in your business!

1 The #1 thing to remember is that Whiter Image products are self administer products1. The #1 thing to remember is that Whiter Image products are self administer products. Unless you are a dentist or dental hygienist, never, under any circumstances, should you ever touch your customer’s mouth or anything that goes into the customer’s mouth including the mouthpiece. The only way you are able to offer Prefilled Whitening Trays in your facility is by following these guidelines. With our self‐administered products, there is never a reason for your customer to ask for assistance while putting the tray in his or her mouth. Success is achieved by offering the best products and obeying the law. Don’t bring y g p y g gyourself unnecessary problems, leave the dental assistance to dentists, and focus on teeth whitening products.

2. It is important that you discuss the Whiter Image products with your customer prior to starting. Answer any questions your customers may have about the products and their expectations for results. Your customer will love seeing how the whitening products can provide the greatest potential for achieving their whitest smile! As you know, all customer’s expectations are different, so it is important for them to see the potential of choosing 1, 2, or possibly 3 whitening Prefilled Trays.

4Copyright Whiter Image, LLC December 2008 v4.3

The “Must‐Know” about Premium Cosmetic Teeth Whitening Products– Cont.

4. Customer comfort is a must! Whether you are using a facial bed or relaxing chair, accommodating your customer to make sure they are comfortable throughout is vital to ensure the entire experience is a pleasant one. You have the power to provide a relaxing and enjoyable experience for your customers as they achieve a whiter smile. Dare to be different and be creative with your environment. Add a water fountain to your room, add relaxing Spa music, or offer a magazine to read or even have a TV available to watch during their session(s). If you really want to indulge them, offer them a hand massage or paraffin treatment. Again, be creative. It doesn’t matter whether you offer teeth whitening products in a salon or a high end resort, you hold the key to unlocking the ambiance that will set you apart from your competition. Quality and uniqueness attract customers, but pampering and results keep them coming back for more!

5. Always have your customer sign a customer Profile and Consent Form. This form will provide additional information about the whitening products and serve as a Liability Release Form.


How to Answer the QuestionsMaking the Most of Your Q & A Sessions

It is important to know how to introduce Teeth Whitening Products to your customers and respond to their questions. Most will not want you to get into the scientific breakdown of how teeth whitening works, and for the most part it is best to keep it simple as possible. Occasionally, you will have a customer that challenges the notion of “ if, how, and why” you are offering Teeth Whitening Products. So, we want to offer a simplified approach to answer each of these questions.

As you develop your Teeth Whitening Product Business, you will find that you will repeat the same answers. It is important to remain consistent with your responses.

Whether you offer responses on the phone or in your facility, there will be certain questions that will be asked in almost every situation. Below are the main questions and responses. You can rephrase answers in your own way but remember to be consistent!your own way, but remember to be consistent!

The questions below are in no certain order and not all the questions will be asked by the same customer. Notice that some of the responses are the same as with other questions.

Information Session FAQ

Customer: I noticed you offer teeth whitening products , does it really work?A: Depending on what type of discolorations you have will depend on the level of results you receive. The results of the prefilled tray with the LED light generally tend to be 2‐4 shades using one prefilled tray and up to 6+ shades with 2 prefilled trays . Depending on your particular type of discolorations, you may need to purchase a third prefilled tray to achieve these results or if even whiter results are wanted.

Customer: How white will my teeth get?A: There are several factors that affect your teeth’s ability to whiten, including the type of discolorations you have, types of food/drink you use regularly, and your age. The results of the prefilled tray with the LED light generally tend to be 2‐4 shades using one prefilled tray and up to 6+ shades with 2 prefilled trays . Depending on your particular type of discolorations, you may need to purchase a third prefilled tray to achieve these results or if even whiter results are wanted.

Customer: Do you have to be a dentist to offer teeth whitening?A: The only way we are able to sell teeth whitening products is that we never touch your mouth and offer it as a self‐administered product. All of our products including the LED light are available directly to consumers and are self‐administered without the requirement of a dentist. But the products still deliver quick, outstanding results at an affordable price.


Q & A

Customer: I have smoked for years will this really lighten my teeth?Customer: I have smoked for years, will this really lighten my teeth?A: Smokers tend to see very good results with the products however, each person’s teeth is different due to a number of other factors and may respond differently.

Customer: Will my teeth get as white as going to the dentist?A: The results of the prefilled tray with the LED light generally tend to be 2‐4 shades using one prefilled tray and up to 6+ shades with 2 prefilled trays Depending on your particular type of discolorations you mayand up to 6+ shades with 2 prefilled trays . Depending on your particular type of discolorations, you may need to purchase a third prefilled tray to achieve these results or if you want even whiter results. Dentists use a higher level of Peroxide that provides “extremely white” results. Although the Whiter Image products offer great results, they are not going to deliver the same “extreme white” results. However the Whiter Image products are far more affordable and offers outstanding results for the price with most experiencing virtually no sensitivity – one of the hallmarks of the Whiter Image Advanced Whitening Paste.

Customer: I have crowns (veneers, caps or other dental work) on my teeth, will this affect them?A: Whiter Image products are not intended to whiten artificial teeth, caps, crowns, teeth with many fillings, veneers or porcelain, composite or other restorative materials. If you have any unfinished dental work we recommend you consult a dentist before using any teeth whitening products. Please see our Consent Form.

Customer: Does this whiten tetracycline discolorations?A: Although age and tetracycline discolorations are the hardest to whiten, the Whiter Image products have shown success with both but again every person’s teeth are different and results will vary.


Q & A

Customer: Does everyone get the same level of results?A: Everyone is different, and their discolorations are different. Although the products generally deliver 2‐8 shades whiter in one to two Prefilled Trays, there is no way to guarantee anyone how white your teeth will become. Some customers have seen up to 8 or more shades while others have been less. It all depends on the type of discolorations they have and other factors including their age and their natural teeth color.

Customer: How does your whitening compare to other whitening companies? A: There are a lot of good whitening companies on the market that provide good products. We feel that we provide the best overall experience and results for our customers with the least amount of sensitivity. In addition to the Prefilled Tray technology, we offer a complete line of maintenance products to help you

keep your whiter smile including our TOGO Teeth Whitening Pens. It’s more than just whitening your teeth to us, we want you to keep that whiter, brighter smile…and share that smile with those around you.

Customer: Will I have any sensitivity with your whitening Prefilled Trays?A: Our Prefilled Trays with our peroxide whitening paste includes hydrators to virtually eliminate sensitivity. But for those few that do experience mild sensitivity, it usually subsides shortly after.

Customer: Why do you offer the choice of 1, 2, or 3 Trays, when you get the best results with 3 ?i diff d h l l f l d i d i ll diff l d d hA: Every customer is different and the level of results desired is usually different. We also understand that

everyone’s budget is different. So, you can choose how many to purchase based upon those factors. For the best results, we recommend 2‐3 Prefilled Trays and follow‐up with our maintenance products.

Make the most of your Q& A Sessions and you will reap the rewards from repeat business and word ‐of‐mouth advertising!


Q & A

Customer: How often do I use the maintenance products?A: We recommend using our Prefilled Tray Whitening Kits first and then following up with our maintenance products. As seen below we have a terrific line up of our Whiter Image TOGO pens to help maintain your results.

Chic-Flic

To be discussed later in your Training.

Whiter Imageg


Q: Why should I consider having a whiter smile?A: Everyone loves a whiter smile! Studies have shown that there is a correlation between having a higher

Most Common Customer FAQ

A: Everyone loves a whiter smile! Studies have shown that there is a correlation between having a higher self‐esteem and having a whiter, more confident smile.

Q: How many shades will my teeth whiten with the Whiter Image Prefilled Tray Kit? A: The results of the prefilled tray with the LED light generally tend to be 2‐4 shades using one prefilled tray and up to 6+ shades with 2 prefilled trays . Depending on your particular type of discolorations, you may need to purchase a third prefilled tray to achieve these results or if even whiter results are wantedneed to purchase a third prefilled tray to achieve these results or if even whiter results are wanted.

Q: What is the different between Whiter Image and other teeth whitening products?A: The Whiter Image whitening gel is an advanced Stabilized Hydrogen Peroxide Paste that stays on the teeth evenly and starts working immediately. It also contains an accelerating agent to speed up the whitening process and essentially eliminate tooth sensitivity. When you combine the advanced whitening paste with the L.E.D. whitening blue light, you will soon experience whiter teeth in as little as 15 minutes!p g g y p

Q: Is whitening safe?A: Tooth whitening is the #1 cosmetic request today. Since its introduction, millions of individuals have undergone some form of tooth whitening. There have been numerous studies over the years showing that Hydrogen Peroxide tooth whitening systems are safe and effective.

Q: How long will the results last?A: After whitening your teeth, the results can last 4‐6 months or longer depending upon your lifestyle habits. Depending on the number of whitening sessions and the amount of coffee, tea, wine and other discoloration‐causing foods/beverages you consume, repeat discolorations may occur. Using the Whiter

Image TOGO Maintenance Whitening Pen is an ideal way to maintain your whiter, brighter smile!

Q Wh t t th di l ti ?Q: What causes tooth discoloration?A: There are many reasons for discolored teeth. Aging and the on‐going use of coffee, tea, sodas, red wine and tobacco products can lead to discolored teeth. The ingestion of tetracycline and excessive fluoride frequently causes such severe discolorations.

Q: Is whitening for everyone? A: Almost everyone can experience a brighter smile with the Whiter Image Premium products AlthoughA: Almost everyone can experience a brighter smile with the Whiter Image Premium products. Although, teeth whitening is not recommended for children under the age of 16 or pregnant or nursing mothers.


Premium Prefilled Tray Whitening KitBy:

E l i T h l f U ith LED UV Li htExclusive Technology for Use with LED or UV LightThe Most Unique, Easy-to-Use Solution in the Industry

• Unique, European patent pending technology that is easy to use with instant results and

Key Featuresq , p p p g gy y

no mess…all packaged in a beautiful, compact glossy box for display!• Each kit includes a mouth tray already prefilled with our new, advanced whitening

solution in a paste format that is vacuum sealed in a foil pouch to ensure freshness and stability. The whitening solution includes hydrators designed for sensitive teeth. The customer simply opens the pouch and inserts the mouthpiece with the gel already included!

• All supplies are included with each kit including a bib, disposable shade guide, teeth wipe, and vitamin E swabs for use on the lips for optimum comfort!

• With each kit individually packaged and our more advanced gel, you can offer individual whitenings for stronger profits and more frequent visits. See Sug. Retail Below:

Individual Items & Package Concepts Sug Retail1 Prefilled Tray Whitening Kit $69.002 Prefilled Tray Whitening Kits $99.003 Prefilled Tray Whitening Kits $129.00

1 Prefilled Tray Kit & Whiter Image TOGO Pen $99.002 Prefilled Tray Kits & Whiter Image TOGO Pen $129.00

Prefilled Kit Instructions Easy, Convenient, & Immediate Results!

Step 1 – Open the Kit

Step 2 – Teeth Wipe & Vitamin E

Open the box and lay out the supplies. You may use the disposable shade guide to determine your beginning shade prior to using the whitening kit if you prefer.

Step 2 – Teeth Wipe & Vitamin EUse the teeth wipe to brush across your teeth to remove any residue. You may use one or both of the included Vitamin E swabs on your lips for comfort or use your own lip moisturizer (Chapstick™, etc). Simply snap the end with the red stripe to let the Vitamin E flow to the swab on the other end and apply to the lips apply to the lips.

Step 3 – Insert the Tray & Turn On the LightOpen the foil pouch and bite down gently in the middle of the paste in the prefilled tray. MAKE SURE the paste in the front of the tray covers the front of your teeth. Let your lips rest on the lens in the front of the mouthpiece Avoid any contact of the gel with the front of the mouthpiece. Avoid any contact of the gel with your eyes. Put on the eyeware, make sure the LED light is set for 15 minutes and position it ½ inch away from the lens of the mouthpiece. Turn on the LED light and relax. When completed, dispose of the mouthpiece and use the blue napkin to wipe your mouth if needed. Repeat this step if using additional prefilled kits and use the disposable shade guide to see your final results. Ask p g yabout the Whiter Image TOGO Pens to maintain your results!

What kind of results can I expect? Depending on the types of teeth discolorations and desired whitening results, most customers use 1 up to 3 Prefilled Tray Kits consecutively. Customers average between 2 to 6 shade changes with one or two consecutive kits when used with the LED light and may use a 3rd kit if needed. How often you choose to purchase and use the Prefilled Tray Kits is up t di ti ith t il t th hit i d t S b l f l to your discretion as with any retail teeth whitening product. See below for general usage suggestions that can vary by each individual’s situation and preference. It is highly recommended that you maintain regular visits to your Dentist for optimum oral health and in conjunction with using whitening products.

# of Kits Used General Repeat Frequency1 Prefilled Tray Kit 1 to 2 months

How long will the results last? Each person responds to whitening different. The longevity of your results depends on the number of kits you use, the types of food and drink you consume, and how well you maintain your results. The other Whiter Image Retail Products are ideal for maintenance!

2 Prefilled Tray Kits 2 to 4 months3 Prefilled Tray Kits 3 to 6 months

Ask about other Whiter Image Retail Whitening Products for Your Whitest Smile!

Steps to Maintaining Your Whiter Smile!

1. Now that you have a whiter smile, you will want to maintain your brightest results! So,

purchase your Whiter Image TOGO Teeth Whitening Pens before leaving. 2. Avoid eating within 3 hours after using the prefilled whitening tray and avoid drinking any

dark liquids or smoking within 24 hours after your session.3. Now that you have a more confident and radiant smile, remember to Share a Smile everyday

with friends, family and everyone you see! You never know when that unexpected smile will brighten someone’s day!

Whiter Image ChicFlic


Sales Menu Concepts

Whiter Image Smile Design Plans

The nature of your business and the demographics of your customer base will help determine what price point for the whitening products will be most appropriate. Below are some general suggestions and combination pricing ideas to consider. We recommend discussing the options with your Whiter Image Account Manager to help with the process based on experience with other accounts.

Whiter Image Smile Design Plans

Prefilled Whitening Kits for Use with LED Light Suggested Retail1 Prefilled Whitening Tray Kit $69

2 Prefilled Whitening Tray Kits $99

3 Prefilled Whitening Tray Kits $129

Smile Maintenance System Suggested RetailWhiter Image TOGO Teeth Whitening Pen $29

Chic-Flic TOGO Teeth Whitening & Lip Plumper Gloss Pen $39g p p $

Combo Package Ideas Suggested Retail

1 Prefilled Tray Kit with Whiter Image TOGO Pen $99

2 Prefilled Tray Kits with Whiter Image TOGO Pen $129

Exchange for Chic-Flic Pen in Packages Above $10

Add Additional Prefilled Tray Kit(s) to Packages Above $30

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Copyright Whiter Image, LLC January, 2008 v.3Copyright Whiter Image, LLC December, 2008 v4.3

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Customer Testimonials

"I was a guest journalist at the Grand Opening event for the Spa at Trump Las Vegas recently and had a chance to experience the Whiter Image teeth whitening process. I was pretty impressed with how safe and mild it was and the quick results I got were very appealing My teeth were already white to begin with and in two short sessionsvery appealing. My teeth were already white to begin with and in two short sessions they went several shades whiter. I haven't done any whitening in years and I'm really pleased with my results.” Heather B. Santa Monica, CA

"My teeth have never been white and I have always wished that they were. I have experienced a major difference in the whiteness of my teeth using the Whiter Image system. I drink a lot of coke and coffee and this has changed my teeth. Thank you Whiter Image for a Huge positive change!" Jim H.

"I d i k l t f ff d d i t th ll t i d Aft j t 1"I drink a lot of coffee and some red wine, so my teeth were really stained. After just 1 session, my teeth improved 4 shades and I had NO SENSITIVITY! I have tried Crest White Strips and other products in the past and they always made my teeth sensitive. I was really concerned that the Whiter Image products would make my teeth hurt, but this was great!” Sofia H.

"I have been a teeth whitener enthusiast my entire adult life and I have not come across a better and more effective teeth whitener ever. My teeth sparkle, look very clean and white and I could not be happier! This product is the very best available as far as I am concerned." Jennifer V.


Account Testimonials

"The Whiter Image team is very professional and the personal attention I receive shows me that they are truly interested in partnering with me to grow my business. Their guidance to help me create specialized marketing materials, flyers, and coupons has been a real God‐send The support I get from my dedicated account manager saves mea real God send. The support I get from my dedicated account manager saves me valuable time. The Whiter Image system is beautifully packaged and extremely effective which translates into happy, satisfied customers. My experience with this company has been positive and a pleasure and I look forward to a long and profitable association."Sandee R., Suddenly Bright LLC

"There are many things I appreciate about working with the folks at Whiter Image. They are extremely knowledgeable and bring years of experience in this industry to the table. They are available and responsive to my needs which makes a huge difference to me as an energetic and highly active entrepreneur. The original and appealing branding, the significant whitening results and the high standards of operation and protocol make thi t f th li "this a top of the line company."Jose G., Great White Smile

“We were very impressed with the Whiter Image system after evaluating other options in the market. They have been extremely attentive to our needs to ensure the best possible success for the Starwood and we look forward to a very successful relationship”success for the Starwood and we look forward to a very successful relationship David C., Starwood Properties

“Since we have had the system, we have done 25 whitenings. Great things are just around the Corner.”J. Hennessey, The Lane Spa

“We’ve made around $1,100 in less than 3 weeks.”Jody B., Timeless Day Spa


Making it Count!Marketing Your Premium Teeth Whitening Program


Making it Count!Your Best Advertisement could be under your own Roof!Your Best Advertisement could be under your own Roof!

As you begin to build your Cosmetic Teeth Whitening Business, there are numerous ways to promote this unique program. You may already have a successful Marketing & Advertising Program in place, but we hope to help provide additional ideas to increase

i ibilit d ! S f th id b l f dyour visibility and your revenue! Some of the ideas may be commonplace for some and for others, it may be just what they needed to move forward! We hope to offer something for everyone, so let’s get started!

Make Sure Your Staff is Properly TrainedWhat your Staff doesn’t know could cost you. It is important to lay the right foundation in your business growth and make sure your entire Staff has the knowledge of your Cosmeticyour business growth and make sure your entire Staff has the knowledge of your Cosmetic Teeth Whitening Products. It helps if all staff experience the Whiter Image products. For those that may need a little more training, we have this Training Manual available for download on our website. Please contact us for details.

Send a Promotion to Your Existing customersEveryone likes to be appreciated Whether you send a mailing email or just let themEveryone likes to be appreciated. Whether you send a mailing, email, or just let them know when they come in, offering your existing customers an incentive to try your product is the first place to start.

Explode Your Profit Center with Teeth Whitening Gift CertificatesAs a Business Owner, we all appreciate Gift Certificate Sales, which serve an integral part of our overall sales volume Offering Teeth Whitening Gift Certificates is an excellent wayof our overall sales volume. Offering Teeth Whitening Gift Certificates is an excellent way to build your business, especially during the holiday months. Never underestimate how much money you can make with “Giving the Gift of a Smile Gift Certificate!”

Other Great Ideas1. Make sure your marketing collateral is visible. 2 Update your Website to include complete details and FAQ2. Update your Website to include complete details and FAQ.3. Send out an eBlast Introducing your services and specials.4. Use the postcards and discount cards provided with your package.5. Use your posters or banners in prominent areas of exposure.


Making it Count!The Power of Discount CardsThe Power of Discount Cards

Not everyone likes to give a discount, but almost everyone likes to receive one!

Whether you are a fan of giving a discount or not, there are appropriate times to give a service discount. And now may be one of the best times to flood your area with a discount to receive the Hottest New Smile in Town!

Give your Staff Discount Cards to hand out.We all like to get a discount and sometimes that is what helps us make a decision toWe all like to get a discount and sometimes that is what helps us make a decision to purchase something we might not purchase otherwise. Whiter Image can help create customized discount cards for you and having your Staff hand these out to everyone will improve your visibility. One suggestion is to have your Staff put their initials on the card and provide an incentive for all the cards redeemed with their initials.

Choose times of the year to hand out Discount CardChoose times of the year to hand out Discount Card.As with every business, there are slower times during the year that you might decide to use your discount cards to attract more customers.

Here are some other ideas for using your Discount Cards:1. Leave a Discount Card on the table when you eat out for dinner.2 Include a Discount Card with your payments to your local vendors2. Include a Discount Card with your payments to your local vendors.3. Use it as a Fund Raiser for specific groups. You can offer a 5%‐10% Discount and match

that Discount as a Fund Raiser. Print business cards with complete details and let them hand out as many as they can. You may end up having up to a 15%‐20% discount, but that is FREE advertising as they hand out your business cards. Plus, this is another way to get involved in the Community.

4. Give your existing customers discount cards to hand out to their friends & family. Have y g ythem write their initials on the back of the card for an exciting price they’ll receive with each card redemption.

5. Create a partnership with local businesses (photographers, bridal, beauty).


Making it Count!Your First Month Could be One for the Records!Your First Month Could be One for the Records!

It’s time to Jump‐Start Your Business!

Usually the first month offering a new service is a busy one but if you are serious about taking your Cosmetic Teeth Whitening Business to a new level, then get creative and think

id f h b f hi fi h d ’ h f l b i ioutside‐of‐the‐box for this first month. It doesn’t matter how successful your business is, implementing this First‐Month Promotion can benefit any business of any size.

So, what is this First‐Month Promotion?

Offer a “One Time Only – You Will Never See This Special Again” Promotion.I know it sounds wordy, but if you wish to explode your sales immediately and take advantage of this One‐Time Opportunity, now is the time to do it. You can offer a special for the first 2 weeks or the first month and you will probably see your Appointment Book get filled up in a hurry. The more customers you have come in during your first month, the more FREE advertising you will have with word‐of‐mouth advertising. I’m not talking about a 10% Discount here, this is something that will get people excited and get them talking! As you introduce Cosmetic Teeth Whitening in the upcoming weeks, here are

i f hi isome suggestions for this promotion:

1. Offer a TOGO Teeth Whitening Pen with 2 or more Prefilled Trays.2. Purchase 2 Whitening Prefilled Trays and get the 3rd Prefilled Tray FREE.3. Receive 3 Whitening Prefilled Trays and our TOGO pen for only $1394. Receive 2 Whitening Prefilled Trays for the price of 1.

5 P h 3 Whit i P fill d T d TOGO T th Whit i P Chi Fii P5. Purchase 3 Whitening Prefilled Trays and TOGO Teeth Whitening Pen or Chic‐Fiic Pen for FREE.

6. Bring a Friend & Share a Discount – Any 4 Whitening Products for the Price of 3. 7. 4 friends or family can share the special.8. Or get creative and come up with your own special! Think outside‐of‐the‐box.

Remember making a little less on a lot of whitenings is still more than making a lot on a few!a few!

For some that may never offer a discount, any of these suggestions might be your One‐Time Special. For others that may offer regular promotions, choose something that is unique and limited to this one occasion! We would love to hear about your First‐Month Promotion!


Making it Count!Community InvolvementCommunity Involvement

Create a Corporate Discount ProgramThere is an increasing number of Companies offering benefits to their employees to maintain their health and their self esteem. Studies prove that the happier Employees are, the more productive they are at workthe more productive they are at work.

The CDP would be free for any Company to join and can have any number of employees. You would approach the Human Resources Department and offer the Company Employees a 10% Discount for your Teeth Whitening Products and in turn, the Company would hand out a flyer or card with complete details about the discount.

Depending on the number of Employees, you could either print a 1 page flyer or make them look even more professional and print business cards with the details. With either option, the details would say that the Company and Your Business are proud to offer all Company Employees a 10% Discount for listed services. Instantly, you have access to hundreds or even thousands of employees calling for your services. If there are enough Employees, it makes sense to spend $40 to print out business cards with the details as the Employees will be able to identify themselves by the card in their wallet. I would suggest adding an Expiration. Because of Employee turnover, you might offer a 6 month expiration and renew it every 6 months.

It may sound like a lot of work, and it is. But if put together properly, this can provide an excellent revenue stream through your unique CDP partnerships.

Join the Better Business Bureau & the Chamber of CommerceIf you haven’t already done so, joining both of your local Associations will provide instant exposure for your business. In some counties, as a Member, you can send an advertisement to all BBB or Chamber Members and offer them a discount for being a member This is another way of creating a CDP for these Associationsmember. This is another way of creating a CDP for these Associations.

You can also attend Ribbon Cuttings for New Association Members. This is an excellent way to network with other business colleagues.


Making it Count!Community InvolvementCommunity Involvement

Find your “Power Players”This is one of the best FREE whitening sessions you could offer. Look for the Power Players in your Community and offer them a complete 3‐Session Program. Once they love their whiter brighter smile they will be the talk‐of‐the‐town and will be a walkingwhiter, brighter smile, they will be the talk of the town and will be a walking advertisement for you. Every city has it’s own Power Players. For some, it might be the Mayor, a Business Owner or even Celebrity. For others, it may be the High School Teacher that everyone loves or even a Sunday School Teacher that volunteers for all the community events. If you choose to offer a FREE treatment, please understand that publicity is publicity, so make sure they are pleased with their results!

Other Great Ideas1. Attend local trade shows and set up a booth handing out brochures or even providing

treatments at the show.2. Advertise or provide Give‐Aways on the Radio, TV, Newspaper or other Media Outlets.3. Hang a road‐side banner if available. Utilize the daily traffic in your favor.4. Use a car magnet that promotes your Cosmetic Teeth Whitening.


Marketing Taglines – What to Say & Not to Say

Recommendations

• Improving self image, one smile at a time.• Making the world brighter, one smile at a time.• Making “list city or state” brighter, one smile at a time. Example:

• Making Nashville brighter, one smile at a time. Or• Making Tennessee brighter, one smile at a time.

• Something to smile about…today!• Fun in the Sun with Whiter Teeth• Making Your Perfect Day…Even Whiter!• Bridal Party Teeth Whitening• It’s Your Day. Now you have something else to Smile about!• Share a Whiter Smile Together!

i h hi i f 2 O l $ 98!• Cosmetic Teeth Whitening for 2 Only $198!• Be Bright for Prom Night!

Phrases/Words to Avoid

As mentioned earlier in this guide, it is highly recommended to avoid certain phrasing and words in your spoken and written marketing/advertising language to avoid infringement upon the practice of dentistry. While some states are more liberal than others, we believe in a more conservative approach as your business will be just as successful without potentially overstepping certain bounds. This is a self‐administered “product” vs. a “service.” The whitening product is is being administered BY the customer and not you or your staff. Avoid making any reference that your offering is like dental bleaching or “uses the same technology” as dental whitening While the Whiter Image products are not thethe same technology” as dental whitening. While the Whiter Image products are not the same, they deliver outstanding results at an affordable price per the comparison grid on Page 4. Some other words to avoid are:

Make no reference to “dental quality” or even the word “dental” or “dentistry” in your advertising material. Avoid Professional – use “cosmetic” or “premium”Avoid Professional use cosmetic or premiumAvoid Stains or Removing Stains – use “discolorations”Avoid Treatment or Procedure – use “whitening session” or “offering”Avoid Patient – use Customer


Making it Count!Rest. Relaxation. Results.Rest. Relaxation. Results.

There is more than one way to make you stand apart from your competition and help your customers fall in love with your Business. If you want to create the ultimate experience for your customers, here are a few suggestions for offering your own rest, relaxation and results!

1. Offer an herbal eye treatment during their use of the prefilled whitening tray.1. Offer an herbal eye treatment during their use of the prefilled whitening tray. 2. Offer a hand massage. We use our hands every day and it is the ultimate 15 minute experience

with their lavender & chamomile eye pads! Dare to be different!3. Incorporate a water feature and/or soft music to enhance the ambiance of the session. Not all

businesses will be set up inside, so this might be challenging. But be creative to enhance the ambiance for your business location, your customers will thank you! And if they are pleased with their product, all of their friends and family will hear about it!


Now that’s one HappyNow that s one Happy customer!

I’ve struggled for the past ten years with keeping my teeth healthy and white. I’ve tried whitening strips and kits, special toothpaste. My teeth are healthy but the color was never what I wanted. I came to Whiter Image for 15 minutes and it’s changed my teeth more than any other product I’ve ever used. I’m so grateful for this experience I love Whiter Image! Mr Lindell Egrateful for this experience. … I love Whiter Image! ‐Mr. Lindell E.


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