Customer Relations

Most retail experts claim that customer service is the best way to build and keep a strong, loyal and productive customer base. It’s a claim that makes sense, too. If the only thing you have to offer is a tanning service, you’re not providing your customers with anything that every one of your competitors doesn’t offer as well.

The service is the minimum you can offer. If you want to go beyond the minimum and achieve success you must provide your customers with something more; you must enhance the basic service at your salon so that they feel that it’s not only a good place to go to tan, it’s the best place.

When customers walk in your door, they should be greeted immediately on a first name basis, if possible. The ability to memorize names is an important asset in working with clients. They should be made to feel as though you are expecting them and are happy to see them. The customer always should be escorted to his or her tanning room. This provides a feeling of importance. When clients are done with their sessions, they should be complimented on their looks and asked if they enjoyed their session. All employees should be trained to follow the same routines with clients. This keeps the atmosphere professional as well as discrepancy-free.

Make certain the clients understand what they can and can’t expect from their tanning sessions. False claims by employees obviously can cause a myriad of problems that you eventually will have to confront, and that promises to be an unpleasant and
possibly costly experience.

Established customers are the rock upon which your business is built. Not only do they support your salon financially with their loyalty, but they also have the ability to bring in new customers. Word of mouth is the most important part of any business’ advertising campaign. You’ll want to do as much as sensibly possible to maintain old customers.

According to a Rockefeller Foundation Study, only 4 percent of all customers are lost because they die or move. The majority of customers (68 percent, according to the study) are lost simply because they don’t like the employees’ attitudes. The main point to remember is that your customer is your most precious commodity and should be treated as such. All customers should be offered a refreshment before they leave your salon. This is a good time to ask them if they have seen the new line of products you have available, whether they be clothing or lotions.

If someone just walks in to check out your salon, you should give them the royal treatment. Answer any questions as thoroughly as possible and show them around the salon and explain your equipment and services. You even may want to offer them a complimentary tanning session just for coming in.