Top 250 Salons Discuss Lotion Sales
by Jenifer Hunt
Successful salons find that, on average, lotion sales should account for approximately 30 percent of their monthly gross revenues. Therefore, it is imperative for salons with an eye toward increasing profits to boost lotion sales. LOOKING FIT talked to a few Top 250 salons to discover their secrets to lotion sales success.
“We gain customers’ trust by recommending products that truly meet their individual needs and don’t resort to high-pressure selling. We base purchasing decisions on products’ unique formulations, and I involve my employees in lotion buying decisions because they are lotion consumers as well. We create in-house “cheat-labels” on display bottles to highlight the specific features of each particular lotion; give away a free tan or tan upgrade with purchases of premium lotions; and identify and designate one employee as the “lotion guru” to specialize in lotions. We do not discount lotions; instead we offer a program to reward loyal customers with store credit based on a percentage of their overall purchases. Like many other salons, we also set individual goals and incentives for staff and offer sales commissions.”
— Michael Gaedeke, managing partner
Pacific Sun
Sherman Oaks, Calif.
“A few years ago we realized the vital extent to which lotions sales affect our bottom line. They are essential for our success because they represent approximately 40 percent of our total revenue. Customers may come into the salon to tan, but the huge impact of their lotions purchases on profits cannot be overstated. We credit excellent training by suppliers and in-house sales incentives for our sales. Our highly trained staff and commission-based sales incentives guarantee our customers receive exceptional customer service.
—Bob & Stephanie English, owners
Tantastic
Monroeville, Pa.
"Our employees with very dark tans are walking advertisements for our lotions and equipment because customers want to use what they are using. This accounts for the majority of our lotions sales and makes it unnecessary to hard sell our customers because it’s obvious the lotions we sell work. Our customers ask our employees what lotions they recommend and take their advice seriously. We also do fun lotion sales challenges that really motivate the staff. I have a weekly sales challenge where my employees try to beat me in sales. The winners receive $100 bonuses. Another fun sales challenge involved me losing my hair. An employee bet that if he could sell a certain quantity of lotions I would have to shave off my beard. He didn’t win, but he came very close. I shaved off half my beard to be fair. Like many salons, my employees also earn commissions once their sales targets are met.
—Tiffany & Israel Nelson, owners
Banana Beach
Newnan, Ga.
"About 40 percent of our total revenue comes from lotions, so strong sales are crucial to our success. We emphasize to customers the importance of using lotions to accelerate the natural tanning process so they receive the maximum bang for their buck while tanning. If a customer has a 10-minute session but doesn’t use a good lotion, he or she only will receive only a fraction of real tanning time. The products we carry sell very well, but if a customer wants to purchase something we don’t carry we will find the product for them. Because of this commitment to service we receive quite a few special orders. We operate under the conviction that everyone’s skin is different and requires individual attention. It’s when we help customers find lotions that are perfect for their needs that they begin to receive the optimum benefits of tanning.”
—Jon-Paul & Dava Robinson, owners
Mega Tan Tanning Centers
North Richland Hills, Texas
