Massage Services

She utilizes several outlets, including television, local papers, travel guides and various Web sites, as well as cross-promoting with bed-and-breakfasts, hotels and motels, festivals, conferences and conventions, and at local convention centers. According to Griffith, representation at local health fairs or smaller malls and sidewalk sales is a way to market services.

To cater to existing tanning customers and suggests beginning with chair massages and table massages. The best way to bridge the gap from tanning to massage is to offer both in one package.

Classics such as Swedish, sports, deep-tissue and stone massages are ideal, Minton says. "The average national cost for massage is $65 to 70 per hour. That includes prices as low as $25 in the Midwest to prices as high as $120 in Manhattan," she adds.

Suggestive and consultative selling educates the client on the salon’s services and allows him or her to make a decision. It’s very important to ask the tanning clients when they call for an appointment if they also want a massage. If employees suggest to the person that he or she tan first, then they’re going to be able to incorporate both.

Minton suggests a frequent-buyer program and pre-booking. "Try to promote an esthetic add-on to the massage like a buff and self-tanning, paraffin dip or mini facial," she says.

Customer survey cards can provide additional information about the clients’ wants and needs.

Tanning salon owners need to decide whether to hire massage therapists as salon employees or keep them as independent contractors.

According to Minton, it’s all about pay, because massage therapy is labor-intensive and doesn’t usually lend to retail-sales opportunities. Thirty-seven percent commission is about as high as one can go and make money.

Before deciding on a pay split with massage therapists, Griffith suggests considering if incentives should be offered to massage therapists bringing in new or existing business of their own. "In any business situation, the more defined the parameters, the better everybody’s going to be able to service their clientele-the happier the place is going to be," she says.

There are many facets a tanning salon owner must take into account when deciding to add massage therapy to his or her business. Providing well-trained therapists who can help market tanning packages may be a good place to start. Marketing massage therapy to existing clientele also may extend their loyalty, in addition to increasing the tanning salon’s bottom line.