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WWW.SMARTTAN.COM 31 SMART TAN MAGAZINE MAY 2017 I t's every tanning business owner's favorite time of the year. Customers are flocking through your doors, purchasing memberships, sessions and products galore. It's a nice reminder of the possibilities in this business. But, it's also not an opportunity to sit back and revel in your busy-season success. It's time to make the most out of your prime time, and set your self up for continued success into the offseason. One simple tactic that produces a number of outcomes that will benefit sales both now and later is product bundling. Packaging multiple products in a bundle most obviously impacts sales immediately, but perhaps more importantly, it's an easy way to expose clients to a plethora of products and train them to tan the right way. When they use the best tanning lotions, skin care products and equipment, they'll experience results that will keep them spending money with you. "It's our responsibly as tanning consultants and trainers to make sure we're offering the best overall client experience," says Devoted Creations Director of Sales Education Lisa Parsons. "That's going to include the best packages, best products, best after-care. It's our job to show them the best, and if they don't take that route then that's okay, but we need to give them the chance. With bundles it's going to make it way easier for your employees to have the mindset to sell multiple products. It takes the guesswork out of it. They don't have the chance to stop after selling tanning lotion." BUNDLE UP Sales trainers agree that a "bundle" consists of at least three products, but there are different perspectives on how to package and categorize them. Parsons outlines bundles in two general categories: tanning product bundles and after-care bundles. A tanning product bundle includes some combination of products like a primary tanning lotion, face lotion and leg lotion – it's the complete in-session tanning regimen. An after-care bundle would still be centered on the primary tanning lotion, but then also include a moisturizer and body wash, or other similar non-tanning products. Sun Evolutions Sales Trainer Gina Jaeger suggests some additional options. You can By Curt Holloway Smart Product Sales Lotion and skin care bundles enhance value, profit and client satisfaction