Set a good atmosphere
Establishing an environment with the right products and employees is imperative to running a well-established salon. Having a well-established salon will give your clients a great experience and get them to “spread the word.” Also, having more customers means more sales. The survival and profit of each salon comes down to product sales, not service sales. Services will pay for necessary necessities like lamp changes and electricity bills, but lotion sales are where the money is. Bring products related to the indoor tanning process ONLY. I’ve seen so many salons that carry things that they think are business related but actually aren’t (like bathing suits, flip flops, etc.). Not only does this take the focus off their suntan lotions, it also reminds them of the beach (their competitor). I’ve walked into too many salons with a bunch of 70% off swimsuits because they just wouldn’t sell! Instead, carry a selection of multiple types of lotions, lotions for every skin type and every preference. Also, include special products that tanners can use while receiving sessions.
Another important part of establishing a good environment is selecting the right employees. Customers will keep coming back if their experience is great, and that experience includes interacting with your employees. Be careful who you hire and make sure they’re right for the job. They must be very nice to customers and provide a clean place for tanners. When you find a good employee, do your best to keep them because they are hard to find. Employees are very important because they are the ones who control sales and YOUR profits.
Create a relationship with customers
The key to selling lotions to your customers is building a relationship with them. By creating a report, you and your clients will feel open to asking questions. First, you have to remember that you cannot sell without communication! Before you and your employees enter 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 responses. They won’t tell you exactly what they want the first time you ask them a question, but when they come often, you’ll soon know why they’re tanning and what kind of tan they’re trying to achieve. With this information you can continue to suggest suitable products for them. There are different lotions for different people, and it’s your job and your employee’s job to figure out what they’re looking for.
know your lotions
Once you’ve created that report, it’s time to sell. First, you want to educate your customers about the importance of high-end tanning products. Ask the customer what type of lotion they are looking for and listen to their needs. Suggest the right product for them and explain the features and benefits of that product. In order to do all of this, you and your employees must be fully trained on every lotion you carry. Most companies post training videos that can be accessed online, check with your dealer. Having sales meetings and watching these videos will keep your business one step ahead of the game. Role-play with your employees in downtime and provide them with realistic scenarios that could occur. The more you practice, the more comfortable you will feel when the situation actually occurs. Finally, know which lotions are selling and which are not. Have special offers on products that are not doing as well and introduce newer and more popular products frequently. The tanning industry is constantly changing with the introduction of new products and more advanced technology; therefore, companies that can keep their shelves and knowledge up to date will not be left behind.
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