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/242935
FEATURE HAPPY CUSTOMERS = PAYING CUSTOMERS Of course, the main mechanism for generating profit from new equipment is through happy customers. PC Tan's beds offer the visual appeal and rave-worthy tanning performance that makes customers want to pull out their wallets. When tanners lay eyes on these futuristically designed beds, they command attention. Larger footprints and luminescent displays scream for customers to notice. LaMarca knows all too well how the right upgrade can draw attention like a magnet. At first glance, LaMarca and his staff knew that the KBL 6800 Alpha would be the latest addition to their lineup: "When we saw the 6800 Alpha on the trade show floor last year, it caught our eye immediately. Our girls fell in love and practically insisted that I buy it. We knew that if we were this excited, our customers would be too. We installed it in a room near the front desk so everyone could see it – and there was a huge wow factor with our customers." "After making all these changes, we restructured our pricing. Even though this industry is very competitive, we raised our prices because people will pay – within reason – to have a better, cooler tanning experience." Ron Gustafson, Classic Tan It's love at first sight. And in the same way that the perfect handbag can make a woman a loyal brand devotee, one session in a KBL Alpha Series bed can connect on a deeper level with tanners. Why not bring in something new that will turn your customers into fanatics? It's that kind of "wow factor" that gets clients to upgrade and spread some serious word of mouth. The best part is that PC Tan beds are more than just their good looks; a great tan in less time with all of the major amenities makes it a value buy your customers will be happy to indulge in. "People really think about how things look and feel when they shop – there is a lot of emotion that goes into it," says Manke. "I know my girlfriend loves Michael Kors. The brand makes her feel good when she wears it, and it's the same idea with our tanning equipment. One of the biggest challenges is making our clients feel an emotional connection." CHA-CHING! Fortunately, PC Tan customers feel that getting these new beds allowed them to be more profitable than ever. In big markets and small, uwe, KBL and Sportarredo equipment is responsible for some exciting changes in these businesses. For salon owners like LaMarca, adding PC 55 ❘ SMART TAN MAGAZINE ❘ SmartTan.com Tan upgrade beds allowed them to create a whole new level of tanning on the higher end of the price scale. The beauty of the equipment sells itself, and customers are lining up to pay more. "We have seen a quick return on investment because people just want to give it a try," he says. But these tanning beds are making the difference for businesses even in small markets. Salons like Malibu Tan show that population is no excuse for missing out on the opportunity for profit. "There's no question that we are more profitable, even in our smallest markets," says McCormick. "We have salons in towns with 8,000-10,000 people and these beds have been a great investment. Also, the return on that investment has been pretty amazing for us. We thought it would be crazy to charge our clients to get into these beds, but since our EFT members get better deals, EFT sales have gone up tremendously. In towns like this, there's only room for one good salon, so you have to own that market." "After making all these changes, we restructured our pricing. Even though this industry is very competitive, we raised our prices because people will pay – within reason – to have a better, cooler tanning experience," says Gustafson. With the high-quality, visually appealing equipment you can get from PC Tan, your salon can walk the walk and talk the talk. Clients will pay to try the shiniest, newest thing, but they will get hooked when they realize that there is an excellent tanning experience to back it up. When your equipment speaks loud enough to increase EFT sales and incite an entirely new pricing structure, the numbers will follow. And that is truly the difference of working with PC Tan: The numbers don't lead, they follow. With over 30 years experience doing the right thing for businesses like yours, they know the value of a dollar – and they know that the value of your trust, loyalty and success is much higher.