Selling Strategies:

Selling Strategies:

In my own experience as a salon owner, I am well-aware of the constant need to stay on top of the most-effective sales techniques. When I am visiting salons across the nation--in my role as Training Director of the National Tanning Training Institute (NTTI) or with the LOOKING FIT(R) Tanning Tour--oftentimes, I've found that the difference between a good salon--and a great one--results from the successful implementation of the following components.

Not only is education the key to a successful salon, it's also a vital part of increasing sales potential. An employee that has been certified in the basic aspects of tanning--and fully trained on all products and equipment within the salon--will gain both confidence and credibility.

A customer will feel a higher level of comfort when they trust that the tanning consultant is qualified to help them make a wise purchasing decision. An employee that understands the benefits of all tanning products, especially which ones would be good candidates for different tanners, is a valuable asset to any salon--and every potential customer.

Customer service is essential in all areas of business--and that holds especially true to the tanning industry. A salon that is kept spotless, has the most beautiful, up-to-date, well-maintained equipment and a wonderful location still is not immune to losing customers if those tanners are not happy with the treatment they are receiving from the staff.

With the growing number of tanning facilities opening every year, it is now more important than ever to treat the customer as the No. 1 priority. There are a few options that the salon owner can use to try to evaluate the performance of the staff when the owner is not on location.

The most expensive method is to install a surveillance system that monitors everything--from the amount of time and attention that a customer receives to the day-to-day behaviors of employees, such as cleaning procedures, inventory control, friends loitering and overall operation procedures.

Another suggestion is to designate a secret shopper. There are professional companies that can do this work for a charge, but it is usually just as easy to find a friend or family member who will perform the service in exchange for tanning and products.

Before the inspection, make a checklist of specific areas to be evaluated--and tell the secret shopper to fill out the information before they tan so it is still fresh in their memory. Include questions such as, "Did the employee tell you about the lotion of the day?" and "Were you reminded of the importance of wearing protective eyewear?"

The least expensive option available would be to place a comment box in the salon. Buy one with a lock or the complaints mysteriously will disappear and the compliments will be plenty. Post a sign stating that customer service is the top priority of the salon. Mention that the management would love to hear if the customer had a pleasurable visit--and if not, they want to know what they can do to improve the service next time.

A salon owner has to take advantage of the amount of time that they have the customer as their captive audience. Once a tanner shuts the door to their room, they spend anywhere from two to five minutes preparing for their tanning session.

Place a suggestive selling sign or poster in plain view so that the customer will be exposed to a purchasing idea--before they are exposed to the ultraviolet light. The information even can be an educational poster that answers the question, "Why wear eyewear?" or "Why should I use a lotion when I tan?"

A salon with various types of equipment and levels of tanning can hang posters of the equipment--along with a description as to the differences--to try to entice the tanner to upgrade on their next visit.

Another option would be to post images of new products, or the lotion of the day, week or month. This can be a flier produced by the manufacturer that lists all of the qualities and properties of the specific products. A tanner that may not take the time while standing at the counter to let an employee explain all of the benefits might, when alone, read something--either before or after their session--that peaks their curiosity.

To increase SPF sales, create a combo deal for spring breakers and vacationers. Include a tanning package, an accelerator to use while tanning at the salon and an SPF to use when they reach their destination. Add up the total for all three items separately and then offer a discount when the items are bought as a group.

Make sure to display the savings to show the value of the multiple purchase. A customer that might not usually buy the SPF at a tanning salon could be persuaded by the combo deal--when it is promoted correctly. If a customer feels like they are saving $20, they may not notice that they are spending $16 more than they had planned.

Employee motivation is a very easy and inexpensive way to increase sales within a salon. Hold a friendly contest that is tracked in the salon and keep the current statistics visible at all times. One example would be for the salon owner to pick a lotion and say that the first person to sell twenty bottles wins. The prize can be as simple as a free tanning product of their choice or a gift certificate to a popular local restaurant.

Every day, update the chart with the progress of each individual employee to keep the rivalry going. As the contest gets close to the end, it is amazing to see the sales efforts of the staff. This same procedure can be used with tanning packages and EFT memberships and can be held anywhere from a single shift to an entire month or through the whole year. It is possible to run more than one contest at a time, but don't over do it or allow things to get too confusing. Remember to be creative and ask the employees to help with suggestions for the contest and the prizes.

This final idea can be very effective--not only to increase sales but also to convert a customer to begin using a product that is offered in the salon.

When a customer comes to tan and has a tanning product that is not available on your shelf, offer them a discount to trade it in for a product sold by the salon. If the customer is reluctant, just inform him or her that it is perfectly fine if they use up their entire lotion--and when it is gone, bring in the empty bottle for a discount.

The employee should be able to recommend which product is comparable to the customer's current lotion. The staff member should ask questions and be positive. For instance, the employee could ask the customer what they like and dislike about the product they currently are using.

Remind employees to be very careful not to suggest that a customer's product is not good. They should be sensitive to the fact that a tanner could feel embarrassed if the suggestion to use a different product is not handled skillfully. The emphasis should be on explaining the advantages of the recommended product and the qualities that are similar.