Lotion Rules

Lotion Rules
Fresh Strategies To Help Your Customers Realize

by Anthony Tesoriero Jr.

Only a decade ago, indoor tanning lotions were fairly simple--there weren't very many choices, packaging was basic and oftentimes the brands were difficult to tell apart. The average price of a tanning accelerator was about $8, and the No. 1-selling product in the industry didn't have any type of tingle, hot action or super-duper reddening ingredients.

Now, with the 2002 tanning season in full swing, lotions have become more daunting than ever before. The bad news--especially for salons trying to stay on top of new developments--is that there are so many options, varieties and brands that it's hard to know what's what. The good news? Lotions have never been more profitable or easy to sell.

Although many salons do a considerable lotion business, I still am asked for strategies to improve sales. Since I have spent more than a decade in the industry--dedicating my career to the lotion field, from product development down to the nitty-gritty in-store sales and promotions--I feel qualified giving some pointers to help salons increase their profits.

The key to lotion sale success today involves throwing out the old rulebook that you may have been using and adopting some fresh strategies. Make sure you and your employees focus on the following:

Rule 1--Start selling customer-specific products.

The old rule said to sell lotions top down--from the most expensive to the least expensive, regardless of your customers' perceptions. The new rule says to ask a lot of questions, find out your customers' requirements and tailor your product selections for individual customers based upon their answers. With so many varieties of lotions available, you are sure to find a product that has exactly what your customer is searching for.

Rule 2--Start selling needs not just wants.

The old rule said to sell what smells good and looks pretty. The new rule says to pay attention to what your customer may need specifically for their skin type and tanning progression. In years past, there weren't as many choices (and products designed for specific usage), but now there is no reason why you can't find a product and price point to suit any client. In fact, the best sales professionals will anticipate their customers' needs before they do.

Rule 3--Redder is not necessarily better.

The old rule said to sell customers up the ladder of increasing tingle factor products. The new rule says there are so many great products without a tingle--that will give your customers the results they are looking for--that the old rule doesn't apply. The other problem with this old rule is that all brands market their reddening products differently, so one company's tingle factor may be a more intense tingle than another company's. This could create confusion for your customer--and when confusion occurs, sales are harder.

Remedy this by increasing your knowledge of the product lines you carry and recommending products based upon anticipated results, needs and the other qualities of the product--not just the number on the package.

Rule 4--Sell benefits, not just features.

The old rule suggested that you appeal to your customers' desires by pointing out the sex appeal of a product, as in the seductive fragrance or the sexy shimmer effect. The new rule says that the most important thing for your customer is the long-term outcome--so sell ingredients and their benefits instead. Explain what results your customers should expect and what advantages they will receive after using a specific product.

Rule 5--Clearly define your products at the retail point-of-purchase.

The old rule said lotions are lotions--just buy a little bit of everything, put it all on one shelf and let the customer pick the one they are attracted to the most. The new rule says salon owners need to start thinking like professional retailers.

If you have trouble taking on this role, visit The Body Shop, Bath and Body Works or an Aveda retail store. Take account of how they merchandise and display their different product lines, then follow a similar pattern. You would never see a professional retailer group all of their products together on one shelf--and neither should you. Each brand has its own unique identity and should be displayed in a way that makes it clear--not confusing--to the customer.

Making the Sale

These five rules present a clear guide to a newer, better approach to selling lotions. Over the years, the lotion business has changed dramatically for the better. It has never been more profitable--or easy--to sell lotions than right now, but the key word is "sell." It still requires effort.

The true definition of insanity is doing the same thing over and over again, expecting a different result. So don't expect your bottom line to improve by waiting for your customers to ask questions--you must take the first steps. Before you dismiss any of the new rules of selling lotions (and stubbornly refuse to modify your current approach), examine your sales model and retail goals to see whether you can improve--then use these rules to boost your bottom line.

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