Display Colors Decoded Blue —induces thoughts of the sky, water and purity, and is preferred especially by mature customers.Red —makes the heart beat faster, demands attention, and attracts all ages and both sexes.White —creates feelings of cleanliness and purity, and attracts young people.Black —stimulates elegant, sophisticated and subcultural feelings, and appeals to individualistic and youthful people.Green —promotes thoughts of health and the environment.Yellow —is the color humans see first, which is why it has a strong shelf impact.Sampling For Success Experienced tanners swear by their favorite brands of lotion for one simple reason: they work. Today’s formulations are chock-full of vitamins, botanicals, essential oils and antioxidants and allow salon professionals to provide a multitude of products for every client’s needs. Regular patrons don’t need lotion pep talks; however, it is often tough to sell clients on a professional-grade lotion when they find out that a typical bottle costs anywhere from $25 to $50. That’s why sampling is one of the industry’s most important sales tools and the best way to help new clients ease into the full indoor-tanning experience without breaking their banks. Sampling physically will prove why the bottle is at its price-point. The more samples you sell, the more bottles you will sell. One uncertainty salon operators might face with sampling is whether to charge clients. Lotion samples can be a nice ancillary item, says one sales and marketing expert. "Trial-size packaging no longer is used just for introducing new products," he says. "Demand for convenience and portability is driving the development of smaller-size containers to be used as unit-dose or travel-size packages." Many salon operators often sell packettes or sample cups for $1.50 to $2. Some even have had success by selling their samples as high as $5. Then again, "free" still has a high value in any business. "Giving free samples to our customers tells them that we care," says another salon owner. "By caring, I mean we take the time to find out what they like and don’t like, and then we go through what we offer. From there they can decide what they want to try." Free may be a scary word for business-minded operators, but it’s important to remember that free samples could lead to a lot of lotion sales because quality lotions do their jobs. Veterans advise salon operators to be careful when it comes to sampling. Some people will sample a product more than once, never buying the bottle. Counter that by keeping all the information about the customers in the computer and on their chart so you know what they tried, when they tried it and what they thought of it.
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