Open A Grand Idea:

Open A Grand Idea:
Getting Frank About Grand Openings

by Tim Luff

As many salon owners know, grand openings and re-openings can be a fun--and reasonably priced--way to open a new salon or to recharge an existing one. Most tanning equipment manufacturers and lotion makers have some great ideas--and contributions--to help salons with these events.

The following are some helpful tidbits to coordinating a great salon event.

Get Ready

Before you can get the party started, you have to determine how to get people to your event. Begin by deciding on your best form of advertising. Remember that a large majority of tanners are apartment renters--and that most apartment complexes have monthly newsletters that they distribute to their tenants. With a little legwork, you can advertise your event directly in the contents of their newsletter or in an insert.

Next, by calling around to newspapers, ad mail companies and other advertising agents, you should be able to get an idea of who best serves your area for tanners--with the typical demographic of women 21 to 45 years old.

Local papers, value pack mailers, fliers and handouts work the best and are the most economical. Also look into some popular area radio stations to see if they will hold a two- to three-hour live remote at your location. Ask the station for a D.J. that actually will hold part of his broadcast while tanning in one of your best beds.

Have the radio personality award a tanning session or product for the first three or more people that come in to see the disc jockey's new tan. A nice door prize, such as a trip for two to a sunny location--with the winner announced during the remote--also can be a very positive draw.

Check locally with travel agents for a discounted rate on the trip. They also can be an essential sales tool--both for your trip and for their customers traveling abroad that could use some SPF from your beds before their vacation.

Finally, don't forget to tempt the passersby. A temporary outdoor display close to the street is very beneficial in that it advertises your opening date as well as your specials--24 hours per day--right in front of your location.

Get Set

Your event will be more successful if you properly train your employees for it. Once your staff is hired, hold a private party for them to let them know how important they will be in making your function a success. Motivate them the easy way--by offering commissions on all packages and lotions sold during your opening.

Teach them how important it is to really show your customers that they are appreciated. Remind staff members of strategies you might think are no-brainers--such as introducing themselves by their first name when a customer calls in for information. This simple tip is a great way to start a new, long-lasting relationship. Your employees will find that when these clients come in to visit, they generally will ask for the associate that they spoke with on the phone.

Instruct employees that when potential customers enter the salon, the staff member should come out from behind the front desk area and give them a smile, eye contact, and a firm handshake.

They should ask guests how they heard about the celebration, and keep record of the responses so you know which ad sources to use for your next event.

With your staff knowledgeable and enthused, complete the finishing touches. Definitely make sure you have stocked up on products--from lotion and swimwear to goggles. Besides your standard stock, some manufacturers actually will send a representative to your location with lots of samples and promotional items for you to give out--at little or no cost to you.

Last but not least, drag in your cooking grill from home. Although it may sound silly, people want to be catered to and have fun--and burgers and hot dogs fill that need year-round. The fare is affordable and easy to keep preparing throughout your event. If you don't feel comfortable grilling, check with a local sandwich shop. Most will swap food and drinks for airtime during your radio remote.

Get Going!

With your staff and salon in place, prepare for a great turnout. When guests arrive, have your staff give a tour of each of your rooms and a description of the different services available. Your employees need to explain the different types of beds and the reasons why different rooms tan for different amounts of time.

After bringing visitors back to the front, staff members should discuss the importance of tanning with a tanning accelerator. This is where your earlier training time pays off, as staff must know enough to recommend the proper product for each skin type, as well as knowing which products contain tingle (for the customers who prefer it). There are so many products on the market today that it can be very confusing to a consumer. If your staff is unsure, it always will affect your bottom line.

Employees need to remind new customers that dry skin actually reflects tanning rays away from the body--and that the healthier and more hydrated the skin, the better the tan.

They shoud physically hand the product to the customer, look them in the eye with confidence, and say, "This is the product that I recommend. It's the absolute best for your skin."

Don't discount your lotions. Instead, try to give one free session with a lotion purchase. And if possible, make the free session an upgrade to an existing package. If the customer enjoys the session in the upgrade bed, chances are they will make it their choice for the next package.

Lastly, help them with finalizers such as moisturizers and shower gels. They are buying these goods somewhere, and it should be from you. Wrap up their visit with a swimsuit or goggle purchase and explain methods of payment for tanning services, especially if your salon offers EFTs.

Close the deal by setting up their first appointment before they leave the salon. Then, walk them to the door, give one last handshake and thank them for giving you a shot at their business.

Tim Luff is director of field operations for John Abat International and is actively involved in the tanning and beauty industries as a successful sales and marketing trainer. He also has been active in developing special promotions for salons nationwide and instrumental in installing some of the first high-pressure units in the U.S.