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FEATURE 57 ❘ SMART TAN MAGAZINE ❘ MARCH 2015 WWW.SMARTTAN.COM To many people, sales is a dirty word. As much as people hate selling, they hate being sold to even more. But with the image of a hefty com- mission check wafting in the distance, many salon employees are looking for ways to bridge the sales gap. Armed with plenty of product knowledge, they dig their heels in and get ready to duel. But expert sales don't come from an us vs. them mentality. Learning to work in your client's best interests and being their professional consultant are the keys to unlocking a flood of sales without the icky used car salesman tactics. The indoor tan- ning industry's foremost sales professionals share their advice for hitting sales goals without the drama. SELLING YOURSELF Unless you put the legwork into building rapport and trust with clients, it's easy to come off as pushy or lose a sale. First, sell yourself! You don't have to be besties that go to brunch every Sunday – you just need to let them know that you are a trained expert who wants them to have the best possible tanning experience. Establishing yourself as a professional can be tough to do, but it is an essential part of the process. It may sound like common sense, but start by introducing yourself if the customer doesn't know you by name. Too many tanners get recommendations from some nameless person behind the counter. If you have a certificate hanging on the wall of the salon, talk about it! Most likely, you have been trained not only on the products and services you are selling, but on the science behind getting a great tan. This knowledge establishes your legiti- macy as a tanning expert. "Confidence is first and foremost," says Lisa Parsons, director of sales and education at Devoted Creations. "If you don't believe in what you are selling, or if you don't under- stand why people need it, you're not going to be able to sell it very well." Attitude is another major component of your relationship with a client. If your main focus is meeting your commission goal for the month, your customer can tell. It's easy to get frustrated if a sale isn't going your way, but those feelings indicate that you are more concerned with your paycheck than the experience of the customer. Keep your sights set on their happiness instead of their wallet, and be patient. If you want the customer to trust you, you also have to Ashley Laabs, Editor, Smart Tan Magazine