Sell More: Tips & Tricks

Staying on top of the most-effective sales techniques is key to any business. The difference between a good salon and a great one results from the successful execution of the following components.

Not only is education the key to a successful salon, it’s also a vital part of increasing sales potential. An employee that has been certified in the basic aspects of tanning—and fully trained on all products and equipment within the salon—will gain both confidence and credibility.

A customer will feel a higher level of comfort when they trust that the tanning consultant is qualified to help them make a wise purchasing decision. An employee that understands the benefits of all tanning products, especially which ones would be good candidates for different tanners, is a valuable asset to any salon—and every potential customer.

Customer service is essential in all areas of business—and that holds especially true to the tanning industry. A salon that is kept spotless, has the most beautiful, up-to-date, well-maintained equipment and a wonderful location still is not immune to losing customers if those tanners are not happy with the treatment they are receiving from the staff.

With the growing number of tanning facilities opening every year, it is now more important than ever to treat the customer as the No. 1 priority. There are a few options that the salon owner can use to try to evaluate the performance of the staff when the owner is not on location.

The most expensive method is to install a surveillance system that monitors everything—from the amount of time and attention that a customer receives to the day-to-day behaviors of employees, such as cleaning procedures, inventory control, friends loitering and overall operation procedures.

Another suggestion is to designate a secret shopper. There are professional companies that can do this work for a charge, but it is usually just as easy to find a friend or family member who will perform the service in exchange for tanning and products.

Before the inspection, make a checklist of specific areas to be evaluated—and tell the secret shopper to fill out the information before they tan so it is still fresh in their memory. Include questions such as, "Did the employee tell you about the lotion of the day?" and "Were you reminded of the importance of wearing protective eyewear?"

The least expensive option available would be to place a comment box in the salon. Buy one with a lock or the complaints mysteriously will disappear and the compliments will be plenty. Post a sign stating that customer service is the top priority of the salon. Mention that the management would love to hear if the customer had a pleasurable visit—and if not, they want to know what they can do to improve the service next time.

A salon owner has to take advantage of the amount of time that they have the customer as their captive audience. Once a tanner shuts the door to their room, they spend anywhere from two to five minutes preparing for their tanning session.