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.
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FEATURE It is also important for your staff to try every lotion you offer – especially high-end products. By having your staff use these products, you transform them from salespeople to enthusiasts. They will enjoy raving about the products they use and love, and customers are more likely to respond to their genuine recommendations. "Your team should use the higher priced lotions! If they would recommending it to the customer unless they absolutely love it. Things are much easier to sell when you know how wonderful they are," says Wottring. And motivation doesn't always have to come in the form of cold hard cash. Many salons have competitions that reward the best salespeople and encourage hard work. Others keep track of sales with a system of accumulating points that allows employees to earn gift cards, concert tickets or paid time off. "I tell salons owners that they should make their staff feel like they are part of the business whenever possible," says Johnson. "They should be empowered to make decisions. No client likes to be told that you will get back to them." Teach them how to deal with certain situations instead of forcing them to come to you with every question or concern. Salespeople will feel a sense of 41 ❘ SMART TAN MAGAZINE ❘ SmartTan.com ownership in the business, and customers will be grateful for an immediate resolution to their issues. Time to Score Every person and salon has a unique way of making sales happen, but taking these basic elements and customizing them to your demographic and philosophy will fuel the flames of lotion sales through all seasons. Education, strategy and motivation create the perfect trifecta for boosting your numbers in 2014. Even if you're coming off of a stellar year, there is always room to be better! January is a great time to back up, look at the bigger picture, and come at things from a different angle. In the end, it's all about creating more opportunities to win in your salon. "Lotion sales is like a football game: The goal is to help your team make a touchdown in any way possible," says Johnson. "Whether that means you help a teammate, or let someone else run with the ball, everyone wins as long as we make that sale and make the customer happy."