Inside Track

Image Is Everything Leslie Hartlieb, vice president of marketing

As the busy tanning season approaches, many salons are reflecting on their past successes and focusing on new merchandising tips for a successful 1997. Everyone would like to come up with a guaranteed way to be successful, but the thing to keep in mind is that merchandising is not just a program or sale, it is the image that your salon puts forth. In the November issue of LOOKING FIT, we touched on what to do to get your salon ready for the season. This month, we would like to share successful merchandising techniques that other salon owners have shared with ETS over the years.

Be Friendly And Honest If there is one thing that can set your salon apart from the crowd, it is your salon staff. Displays, sales and promotions are all great, but if your customers are not comfortable with your staff, they won't come back. Sit back and remember the places you like to visit. What do they do? Are they friendly and knowledgeable or do they make sure that you know they are unhappy with their job? Schedule friends of yours to make surprise visits to your salon. What do they think of your salon? Small changes, like smiling, greeting customers by the name and asking them if they remembered their lotion, all will make customers believe you care about them, and they will keep coming back.

Advertise, Advertise, Advertise This doesn't have to be expensive television or radio ads. Two of the best forms of advertisement for small businesses is word-of-mouth and co-op advertising. Ask your customers if they know anyone else who is thinking about tanning. If they refer someone to your salon who purchases 10 sessions, give them a free session. Remember, once you get a customer, they will spend an average of $100. Co-op advertising is very successful with daycare centers, apartments or laundromats. Contact the owners of these facilities and ask them to co-op with you by placing your fliers at their front desk or on a bulletin board. You will do the same service for them. The key is to get started now and build your clientele before your competition does. As mentioned above, the average customers spends $100 at a salon during their session time. Are you achieving this? First, make sure you are sufficiently stocked with merchandise. You can never make up for a lost sale because you were out of a particular item. We all know how quickly time flies when you are busy. Make sure to invest in a minimum two-week supply of all lotions and accessories, especially January through May. Plus, you will add more money to your bottom line profits by purchasing larger orders; you may receive quantity discounts, shipping discounts; and, if nothing else, you will have peace of mind, knowing you have what your customers want, when they want it.

Go Window Shopping Do people know that you have tanning beds when they walk or drive by your salon? More importantly does your salon look inviting from the outside? Do you have posters or banners up letting them know that new customers are welcome? This may seem obvious, but many people are timid to come into a new place. Make sure your phone number is visible from the road, or at least in your window, because many people are more likely to call for pricing then to come into your salon. Another tip, always ask if you can get the caller's phone number and call them when you run specials. If they don't come into your salon immediately, start a calling list and have your employees call clients during down time and offer customers incentives to come in.

Merchandising Items When is the last time you dusted your display? Many salon owners tell us that their sales increase up to 25 percent just by moving their display to a new area. Every time you move your display, customers will think there are new items available and will come and look more closely. Don't forget about your posters. Are they old and yellowed or curling up at the ends? Posters are an exciting way to draw attention to the products that you carry. Every time you order, get a few more posters for your salon. Many people think that as long as you have products and tanning services, clients will always come in and buy. That is not always true. You have to give them a reason to like your salon and want to come back. Someone that only tans a few times is important, but building a clientele that feels like a family will keep them coming back.

This column is bylined by ETS and offers salon owners monthly tips on marketing products and services to their customers.