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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customers don't understand that they can improve their experience simply by buying a moisturizer or facial product from their professional tanning salon of choice instead of going to a big box retailer. Even fewer understand the full potential of the color they can get from utilizing the full lineup of tanning equipment. As the professional, it's your job to create these expectations by outlining a full regimen of products and services that will help tanners achieve their goals. A great way to get a consultation started is through a salon tour. As you take your cus- tomer to each room, approach each bed the way you would talk about a corresponding product. A basic lotion will get the job done, and so will a basic sunbed, but it takes more time and sessions to accomplish the same results. Pointing out the comfort features of your higher levels is enticing, but make sure you can tie the difference back to a client's goals or expectations. says that is too expensive, I will pull down when I give a tour, I compare everything to the top bed. Maybe you'll start seeing color in one to three sessions and come in every 10 days to maintain it in a top bed, whereas it would take 10-15 sessions to develop color and 3-4 visits a week to maintain it in a base bed. What you're selling is time," says Parsons. A skin type evaluation and tanning history will make it easy enough to suggest expo- sure times, but a good consultant will also emphasize the importance of using all lev- els of equipment intermittently to get the best results – a process that some refer to as "tanning confusion," where the skin isn't allowed to get used to one type of exposure, much like "muscle confusion" in the fitness community. Another effective way to motivate cli- ents to purchase a complete tanning and skincare regimen is to give them a sense of ownership about your products and ser- vices. Don't just talk about how they need a facial tanning product – pull one down and put a little in their hand while you explain how it's different from a regular tanning lotion. Ask what your clients like about the moisturizer they use now and let them hold a bottle while you show them how great it smells and feels on skin. Seeing is believ- ing, and that doesn't just go for lotion. A detailed tour of your sunbeds and other ser- vices can help customers feel comfortable with intimidating equipment. If it's possible to give a free upgrade, you can help your tanners develop a taste for something new and improved. "The best way to get your clients to take advantage of upgrades is to do the puppy dog sale: Let them experience the sunbed themselves," says Haynes. "We all eat ham- burger because it's affordable, but when we are given the opportunity to eat something better, we like to. But if we don't have a taste for the finer things or we aren't exposed to it, we don't feel like we need it. Introduce your clients to something that meets their needs in a different way." Suggesting a product regimen can be a little more complicated, but there are two approaches that seem to be most successful. The first is to pull down a regimen of five products based on the tanner's needs and goals. By educating clients that they will get the best results when they use the full line, you open up future discussions about prod- uct, even after they purchase their tanning lotion. Others prefer to focus on selling one type of product at a time. You may start with a tanning lotion, then ask them about what they are using on their face or at home for moisturizing on their next visit. Either way, the goal is to engage customers by showing them the complete tanning regimen instead of portraying aftercare products as optional or extra. FEATURE 59 ❘ SMART TAN MAGAZINE ❘ MARCH 2015 WWW.SMARTTAN.COM You have to keep your skin interested by tanning a different way or else you're only going to get to a certain point. Even if you're in a top-level bed, you need to mix in the lower level units because the UVA/ UVB mix is different at every level. Eric Haynes, Vice President of Sales, PC Tan Meetings with Purpose How many meetings do you have with your team? Do they all have a point? Company meetings are a tool to solve problems, share information and call your people to action. Instead of having a weekly or monthly meeting just to touch base, come prepared with a goal to avoid time wasters. Having meetings "just because" - or not utilizing group meetings at all - can kill productivity and sales.