smart Tan Magazine is the leading source of information for indoor tanning salons, covering everything from the newest tanning technology, Vitamin D and the lastes tanning lotions to detailed ways to improve your salon's success.
Issue link: https://smarttan.epubxp.com/i/230394
FEATURE customers can be difficult to convince, especially after tanning for any amount of time without lotion, but the extra effort can open the door for more than a sale. When a tanner sees the difference in their results and skin quality, they are also likely to trust you more in the future and remain loyal to your salon. "I break it down like this: You wouldn't brush your teeth without toothpaste. The job just isn't complete without it. People who don't use tanning lotion just don't understand how tanning is faster and better with a good skincare product," says Covert. Identifying multiple strategies to use with these customers and practicing in role-playing scenarios can help alleviate the pressure of their resistance. Instead of being focused on the sale or "winning" the customer over, sales staff will see that the most effective methods require them to drop any selfish motivations and become invested in what is best for the customer. "If it comes down to the price, explain that if they aren't using a lotion, they don't get to benefit from the first three to four minutes of their session. You're truly devaluing the tanning experience without it," says Wottring. "Often, it just comes down to educating the client. Most of the time, they don't buy because there's something they don't know." Talk how using a proper tanning lotion helps skin fully absorb UV light and utilize all of their session time, or the important skin care benefits that complement their tan. The bottom line of any of these benefits is that the customer increases the value and effectiveness of the time they spend tanning when they are using the right products. That is the bottom line of why you're recommending a product – not because of commission – but because your salon is dedicated to doing what is best for the customer. "We don't want them to buy a membership and go into the bed without some type of lotion, because those customers will stop coming back if they aren't getting the color they expected," says Johnson. "This is when sampling is important. Just say, 'I understand what you're saying, but I believe in this so much that I want you to try a sample for free.' Give them a packet and follow up with them. The follow up is the most important part." Top of the Line Sometimes, selling top-shelf lotions can feel like an elusive task. product, no matter how good of a salesperson you are. But with the right presentation and a healthy dose of confidence, it's not impossible to raise the average amount of money your customers spend on a lotion. Much like your stubborn tanners who don't use lotion, customers who typically buy lower priced lotions do so because they don't see the value. Most tanners will see a value product as one that does the job and doesn't cost much, which is why tanning consultants must change the conversation. By not placing as much emphasis on the price, staff can demonstrate that the true value of a product is in the benefits and results it provides. Suggest that your clients buy a packet just to see the difference. If they like it, offer to reduce the price of a full-size bottle to cover the cost of their packet. "With all expensive purchases, people like to try it before they buy it. Some salon owners hate to give packets away, but it's an affordable investment. But you have to collect on that investment by following up with the customer," says Johnson. When presenting products to clients, it's important to focus on the key benefits that make a product worth the extra money. If someone is purchasing a tanning lotion through you on top of some anti-aging products, show them how moving up the scale can help them multitask. "You get what you pay for," says Wottring. "There are some great products at a lower price point, but higher priced items will have more and better bronzers, more skincare benefits, firming, antiaging, and great fragrances." One way to mitigate concerns about the cost is to break it down to the cost per session. By understanding how many applications a tanner can get out of one bottle of a product, you can show the tanner a more palatable number. This can be especially effective when you know that a person is tanning for a special event: Paying ession makes t to achieve the perfect tan for something as important as their wedding day. "You shouldn't assume that someone can or cannot afford something. It's important to assume that your clients want the best, then sell them the best," says Covert. "The high-end products are really great for customers who have hit a plateau because the ingredients are more potent." Finding the Middle Ground Another important issue in lotion sales is an ongoing debate: To use or not to use a sales script, that is the question. As with most things in life, being on either extreme is probably the most dangerous stance. On one extreme, robotic salespeople use high-pressure sales tactics that effectively make customers uncomfortable and less likely to return. On the other, customers get too friendly and neglect to ask for the sale at all, assuming that their relationship will make the sale on its own. Used together, these two tactics are a dynamite combination. The challenge is making it work for you. Making a sales script can be great for new or struggling employees as a way to take the pressure off and provide a clear format for the sales process. A good sales script can help keep the flow of conversation while taking control and mitigating objections. The trouble is that a sales script can easily take the focus off the relational element of building rapport. And of course being friendly is a great quality in SmartTan.com ❘ SMART TAN MAGAZINE ❘ 38