Looking Fit

by ETS, Inc.

Operating a successful tanning business is a twofold proposition. First, salon owners always must strive for optimum customer satisfaction. On the other hand, they consistently must heighten public awareness (past, present and future clientele) of a salon's services, products and specials through cost-effective marketing to create higher demand.

Reaching this desired outcome is not a secret. While other salons let their business crumble due to poor customer satisfaction, smart and thriving salon owners repeatedly are saying, "We know how to treat our customers." Word-of-mouth not only is the best and longest-lasting form of advertising, but it also is the least expensive way to guarantee growth.

Be Professional

Immaculately clean beds without a hint of a smudge are just the tip of the iceberg. From the moment a staff member picks up the phone or greets a customer walking through the door, a strong professional salon image must be projected.

Hold regular meetings and workshops to ensure that employees collectively align themselves with the salon's vision and long-term goals. Train and educate your salon's staff so they are confident in their professionalism.

It is equally important that staff efforts and suggestions are acknowledged and recognized. A salon's employees cannot be team members unless they are treated like one. When employees feel appreciated this is conveyed directly to customers. It is a fact that a profitable tanning business is clinched by happy employees.

Additionally, customers like to know they look good, so tell them regularly. Do everything conceivable to make the trip to the salon a more relaxing, enjoyable and convenient experience.

Does the salon have a vanity area with items such as make-up remover, moisturizing body spray, deodorant and hair spray? Does the salon keep its sweet-tooth customers content with candy or mints? Does it offer beverages? Is the salon decorated with color schemes that appeal to both men and women? Is there a full-length mirror available so customers can make sure they look their best? If not, you may want to add one or two of the listed amenities to show your customers they are appreciated.

Salon Owners Must be Knowledgeable

Remember, you are the skincare expert. Clients expect you and your staff to be an authority on tanning. Customer loyalty is won through respect and trust so help your clients choose an appropriate lotion. Always advise new tanners on appropriate exposure schedules. Personally escort new customers to the tanning room and explain everything in detail. Never assume a customer already knows how to tan or you could end up with a one-time client.

In addition, salon owners need to stay current on industry news and have brochures from product distributors available for clients. The more information salon owners have available, the better prepared they will be to answer tanning questions, and to share helpful hints with customers.

It also is a good idea to print your own brochures that briefly explain the salon's history and goals, as well as its services and products. Also, salon owners should give their staffs regular pop quizzes and samples of high-end products so they will be better able to explain the benefits to customers.

A top-notch salon employee has a good mix of knowledge and personality. This starts with professional phone techniques, that is why it is important that the entire salon staff answer phones in the same manner. When a client enters the salon always try to greet him or her by name and with a smile. The key is to pamper clients and make them feel special and important. Winning salon owners often say, "We're like a family."

Be Innovative

Salon owners need to be clever and innovative, going beyond conventional thinking. For example, salons should have a catchy name that matches the decor. Salon owners should frequently change front window displays and make them interesting so that people look forward to seeing them.

Use bright fluorescent paint on front windows to advertise specials. Have local artists exhibit their work in the salon to help draw in crowds. Have lots of unusual flowers and plants in the salon. Not only are they are great ice-breakers, but they also are aesthetically pleasing to the eye. Start having theme days where the staff dresses up. Hold annual customer appreciation days for the whole family and bring in a caricaturist or magician and give away prizes and tanning specials. You even can display tanner photos for an informal, fun dating service.

There are so many ways to keep people intrigued with your salon. Try brainstorming with employees and see what creative ideas you can implement.

Moreover, what have you done to make the salon more high-profile? Consider contacting the local newspaper to see if it would be interested in interviewing you for a positive article on indoor tanning. Get involved in community projects and raffles. For a small dollar amount, salon owners can offer three free tanning sessions or a bottle of lotion to an organization and get positive recognition in the community.

Smart Marketing

What is smart marketing? It's direct-mail campaigns that target an audience three miles to five miles from the salon location.

Insist on exclusivity, with no competing salons included in the mailing. In addition, contract with a printer who will design quality graphics and colorful, eye-catching coupons that advertise the salon's specials. Order extra coupons for salon patrons as well as co-oping them (with permission) to neighboring commercial establishments. Check to see if you can put your salon's information (fliers, coupons or business cards) in such hot spots as health spas, photography studios, beauty salons, travel agencies and nightclubs.

In addition, always reward customers for referrals and be especially attuned to customer surveys to find out what improvements and changes they would like to see implemented in the salon. Make the most of computerized technology by producing your own newsletter, allowing customers to e-mail in appointments or even going on-line with the salon's own Web page. Finally, utilize the salon's customer data base to creatively design customized cards for such occasions as birthdays, anniversaries, weddings, graduations, Christmas and Valentine's Day which highlight specials and discounts.

How do you promote successful tanning packages? Everybody loves to receive free gifts. Give-away protective eyewear, lotion, T-shirts, Koozies or plush towels with a one-year membership. Salon owners also can bundle up some goodies and advertise free surprise grab bags to the first 10 people who sign up for a year's membership. Implement gold, silver or bronze tanning packages. The gold program will peak curiosity and a customer's desire to be a gold member.

Another successful program could be putting the names of customers who buy tanning packages into a bowl and holding a monthly drawing for free merchandise or tanning.

If the salon provides add-on services such as hair, nail, massage, wraps or water massage therapy sessions, design your own fliers or brochures that offer specials in conjunction with tanning.

Have several unique packages and rotate them depending on what time of year it is. Be a poet, give each package a name and make it sound good--don't just list everything matter-of-factly. Also, offer enticing free or discounted products to motivate customers to buy different tanning packages.

As you can see, developing long-term relationships with your customers only happens if they are treated right. It is not just giving out free carnations on Valentine's Day, changing lamps on schedule or even having a wide variety of beds and booths--it is being a friend and listening closely.

If done correctly, salon owners can make even infamous salon "hoppers" happy. But more importantly, your salon will be generating steady, year-round profits and a healthy growing customer base.