Sell More: Tips & Tricks

Place a suggestive selling sign or poster in plain view so that the customer will be exposed to a purchasing idea—before they are exposed to the ultraviolet light. The information even can be an educational poster that answers the question, "Why wear eyewear?" or "Why should I use a lotion when I tan?"

A salon with various types of equipment and levels of tanning can hang posters of the equipment—along with a description as to the differences—to try to entice the tanner to upgrade on their next visit.

Another option would be to post images of new products, or the lotion of the day, week or month. This can be a flier produced by the manufacturer that lists all of the qualities and properties of the specific products. A tanner that may not take the time while standing at the counter to let an employee explain all of the benefits might, when alone, read something—either before or after their session—that peaks their curiosity.

To increase SPF sales, create a combo deal for spring breakers and vacationers. Include a tanning package, an accelerator to use while tanning at the salon and an SPF to use when they reach their destination. Add up the total for all three items separately and then offer a discount when the items are bought as a group.

Make sure to display the savings to show the value of the multiple purchase. A customer that might not usually buy the SPF at a tanning salon could be persuaded by the combo deal—when it is promoted correctly. If a customer feels like they are saving $20, they may not notice that they are spending $16 more than they had planned.

Employee motivation is a very easy and inexpensive way to increase sales within a salon. Hold a friendly contest that is tracked in the salon and keep the current statistics visible at all times. One example would be for the salon owner to pick a lotion and say that the first person to sell 20 bottles wins. The prize can be as simple as a free tanning product of their choice or a gift certificate to a popular local restaurant.

Every day, update the chart with the progress of each individual employee to keep the rivalry going. As the contest gets close to the end, it is amazing to see the sales efforts of the staff. This same procedure can be used with tanning packages and EFT memberships and can be held anywhere from a single shift to an entire month or through the whole year. It is possible to run more than one contest at a time, but don’t over do it or allow things to get too confusing. Remember to be creative and ask the employees to help with suggestions for the contest and the prizes.

This final idea can be very effective—not only to increase sales but also to convert a customer to begin using a product that is offered in the salon.

When a customer comes to tan and has a tanning product that is not available on your shelf, offer them a discount to trade it in for a product sold by the salon. If the customer is reluctant, just inform him or her that it is perfectly fine if they use up their entire lotion—and when it is gone, bring in the empty bottle for a discount.