Posted : 07/01/2002

Posted : 07/01/2002

Explaining And Selling The Concept Of Medium Pressure

We offer medium-pressure equipment as upgrades at our salons. The problem that we encounter is justifying the price difference over our regular low-pressure beds. How can I encourage my customers that medium-pressure units are the "tanning ticket"?

--Julie Howell
Sun Sack & Club Sun Tanning Salon, Dothan, Ala.

The Sun Sack features Tan America beds and VIP Gold lamps from Light Sources.

Julie, variety is the spice of life! It's a great move to offer more than just one style of tanning at your facility.

First, I think we should start with defining medium- pressure tanning. Low-pressure equipment offers a combination of UVA and UVB lamps ranging typically from 80 watts to 160 watts. High-pressure products focus on lamps with primarily UVA, and very small (if any) UVB. Medium-pressure equipment is more of a marketing term given to a product that offers a combination of both high- and low-pressure. It usually is designed with low-pressure lamps for the body and high-pressure lamps for the facial area.

I probably would focus your staff's attention to the fact that the face usually will tan differently than the rest of the body. Medium-pressure products are meant to optimize that reality. Additionally, some people don't like the reddening effect that may result from some types of low-pressure lamps on their face, and thusly they should have great results with medium pressure.

Are these beds larger or the same size as your low- pressure units? If they are larger, I would try to upgrade customers to the "Lexus" ride of medium pressure. Of course, tanning units cannot exceed the FDA's maximum of four MEDs (one minimal erythemal dose is the least amount of UV needed to redden the skin). The "Lexus" ride is different than the "Chevy" or "Ford" ride--so sell it as such.

Perhaps augment your low-pressure tanners with a special upgrade to try the medium-pressure units. Of those who try it, I would think you would have a strong percentage of converts.

You have had great success over the years, and I'm sure it will continue.

If you have a question you would like addressed in this forum, e-mail joe_lsi@bellsouth.net. For more information on Light Sources lamp products, go to the source at www.light-sources.com.