Biz Booster No. 1: Realize The Industry (And The Economy) Are Changing ... Change With Them

There’s not a whole lot you can do about the cost of gas or the state of the economy—except roll with the punches and do everything in your power to keep clients coming in the door. Now is a great time to re-evaluate your salon—from your services and products to your business processes—and implement changes that will help you continue to be successful.

Diversify Your Salon Services

Incorporating an array of services at your salon provides you with a cross-selling opportunity for current tanning clients and can help draw in non-tanners. Today, many salon owners are adding a variety of ancillary services—from sunless to hydrotherapy to teeth whitening—to elevate their salons to the status of “tanning spa,” and suddenly, those salons aren’t just a place where people go to tan. In addition, diversification separates your salon from the one down the street and allows you to provide clients with quick and convenient ways to pamper themselves while getting some much-needed rest and relaxation.

Cut Out Unnecessary Expenses

Quit spending! You can’t expect to turn a profit if you spend money as quickly as you make it. Now is the time to pare down expenses to what is essential to the business, such as new products or services and marketing. You must keep spending on those because they will dictate the future of your salon; meanwhile, you can get rid of all the nice-but-not-necessary things—for example, pricey carpet-cleaning services. Perhaps now is the time to consider replacing carpet with an easy-clean alternative, such as laminate or tile. Or, at the very least, you can try renting a carpet-cleaning machine and doing it yourself. Chances are, you’ll save a good deal of money simply by not using a service. Look at all of the expenses at your salon and figure out what you can eliminate or find an alternative method for—every dollar counts, especially during JASON.

Turn Negatives Into Positives

A recent discussion on TanToday.com brought up the idea of using the high cost of gas as a selling tool in the salon. In essence, the idea is to push HP membership sales by informing clients that they can develop a tan faster and maintain their color with less-frequent visits by using high-pressure equipment. While the upfront cost for the HP membership is more expensive than that of the lower-level beds, customers will save money in the long run because they won’t have to visit the salon as often—thereby saving on gas and travel time—and will have to purchase lotion less frequently because they aren’t tanning as often. Taking a negative such as high gas prices and turning it into a positive for your salon is a great way to keep profits rolling in. Plus, your clients will think of this sales tactic as you looking out for their best interests—and nothing ensures continued success like client loyalty.

The bottom line. Complaining about the effects of the economy on your business isn’t going to do you any good. Instead, accept the fact that the industry is changing, and change with it. By implementing smart marketing and money-saving strategies, you will help your business continue to grow and be profitable.