Create a good environment
Creating an environment with the right products and staff is essential to running a well-established salon. Having an established salon gives your clients a great experience and gets them to “spread the word”. And having more customers means more sales. The survival and profits of each salon come down to sales of products, not sales of services. Services will pay for necessities like changing a light bulb and electric bills, but lotion sales are where the money comes in. Carry only products related to the indoor tanning process. I’ve seen many salons that carry things they think are business related but don’t (eg swimwear, flip flops, etc.). Not only does this take off the focus of their tanners, but you’re reminding them of the beach (your competition). I’ve walked into several salons with a bunch of bathing suits at 70% off because they won’t sell out! Instead, carry a selection of multiple types of lotions and lotions for every skin type and every preference. Also, include specialty products that tanners can use while receiving sessions.
Another important part of creating a good environment is selecting the right employees. Customers will keep coming back if their experience was great, and that experience includes interacting with your staff. Be careful about who you hire and make sure they are the right fit for the job. They must be very personable to customers and provide a clean place for the tanners. When you find a good employee, do what you can to keep them because they are hard to find! Employees are very important because they are the ones who control sales and your profits.
Build a relationship with customers
The key to selling lotions to your customers is creating a relationship with them. By creating rapport, you and your customers will feel open to asking questions. First, you must remember that you cannot sell offline! Before you and your employees just get customers into the computer and check their glasses, ask them questions. Start with simple questions like, “What kind of lotion are you using today?” and “How do you like the lotion you’re using?” Be prepared to respond to different answers. They won’t tell you exactly what they want the first time you ask them a question, but when they come up often, you’ll soon know why they’re tanning and what kind of tan they’re trying to achieve. With this information, you can follow up by suggesting suitable products to them. There are different types of formulations for different people, and it’s up to you and your employee to know what they’re looking for.
Know your lotions
Once that relationship has been established, it is time to sell. First, you want to educate your customers about the importance of quality tanning products. Ask the customer what kind of product they are looking for and listen to their needs. Suggest the right product to them and explain to them the features and benefits of this product. To be able to do all of this, you and your staff must be thoroughly trained in every lotion you carry. Most companies release training videos that can be accessed online, check with your distributor. Conducting sales meetings and watching these videos will keep your business ahead of the game. Role-play with your employees at leisure and give them realistic situations that could happen. The more they practice, the more comfortable they will feel when the situation actually happens. Finally, find out which lotions sell and which don’t. Get specials on products that are not performing well and offer newer and more popular products more frequently. The tanning industry is constantly changing with the introduction of newer products and more advanced technology; Therefore, companies that can keep their shelves and knowledge updated will not be left behind.