jump-starting

jump-starting
Your Tanning Season

by Anthony Tesoriero Jr.

We are living in challenging times--so much so that many salon owners are filled with questions about the future of their own tanning businesses.

Without a doubt, you are looking for ways to jump-start your business for the pending season--which is challenging as the long months of winter drag on. Yet, it's only a matter of time before the peak season gets into full swing, and you need only step up with some new ideas to get in the game.

While the past few months have been difficult nationwide, and salon owners have felt the crunch of a tightening economy, we believe this tanning season will prove to be one of the best ever. To help you get prepared, we've put together five great tips to give your business the boost it needs at this critical time of year.

1. Use A Customer-Centered Approach

Many salon owners have been advocates of the "Churn'em & Turn'em" method of doing business--based on the theory that customers are more concerned with value than they are with service.

Times have changed, and now, more than ever, people are looking for safe places to spend time and relieve their anxieties. No business offers them this opportunity more than the local tanning salon. Spruce up your salon, be more flexible and spend more time talking to your customers--and less time on hardcore selling.

2. Invest In Personal PR

In these times, the personal touch will win out. Get involved in your community, local charities and sponsorship of groups and events. While larger companies are cutting back on their media advertising and slashing prices, now is the time to strengthen your ties to your community and get to know other local business people who can help you. You will be able to maintain your prices and bring in more loyal customers.

3. Invest In Direct Communication

Even though millions of Americans open their mailboxes with a hint of hesitation today, there is still no better way to reach your customers at home. Kick off the year with a great holiday card tied to a charitable promotion and follow it up immediately with a New Year's celebration promotion that offers a long-term value.

Now is not the time for one-time promos--you want to use the early part of the season to get your customers committed to long-term deals.

4. Sell Value-Added Gift Deals

Be creative and package together a variety of bath and body products with a few tanning essentials and some minutes in the form of a gift certificate. Fill up your front window with a special New Year's or Valentine's Day promotion.

You may want to partner with other businesses in your community to sweeten the deal. Place these baskets for sale at other shops like the gym, nail shop and hair salon.

5. Throw An After-Holiday Party

Print up gift certificates for your customers to buy at a value-added discount, (i.e.: 5 tans for $5, a $25 value) that only can be given away as gifts so they cannot use them for themselves. Join in on the "after-holiday" craze! Then plan a day or whole weekend for members to bring in their friends to redeem these certificates for their value and an added secret prize or simply for a complimentary session. Do your best to make a party out of it, serve refreshments, wear hats and change the music. Most of all, have fun--your customers will take notice.

The bottom line is simple: the economy has definitely slowed down and people are more hesitant than ever to spend money. However, that doesn't mean they don't have money; it means they will require a larger trust factor to part with it.

In past economic slowdowns, while spending on large ticket items and luxury goods tends to decrease, consumer spending on vanity items typically increases. This tells us that tanning will be first in line for those unrestricted "feel-good" dollars.

Anthony Tesoriero Jr., HbP, is director of salon education for John Abate International and is actively involved in the tanning and beauty industries as a speaker and successful owner of multiple salons.