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SMART PRODUCT SALES MAY 2017 SMART TAN MAGAZINE 32 WWW.SMARTTAN.COM also try timely specialty packages with other items like a "Spring Break Kit" comprised of tanning lotion, SPF, sunglasses and beach towel. Sometimes these extra non-tanning accessories can tie the package together for the customer and increase perceived value. Tanning can be included in the package as extra incentive, like a package of tanning lotion, facial product and 10 upgrades. "The customer has to see value," Jaeger says. "There are three ways a customer can see the value of a bundle. Either they're going to see savings, they're going to love the product combo being offered, or you've taken the time to educate them so they understand they need to use this grouping of products to get the beast results and save time and money." New Sunshine trainer Jessica Snider calls her ideal product bundle the "tanning triangle." The tanning triangle includes a main tanning lotion, an after tan lotion and a facial lotion. "It can also be called the trust triangle," she says. "I always tell salons that if you can close the sale on this it builds trust, because it ensures that the tan lasts tong and the skin stays hydrated." STRATEGIC THINKING Bundling isn't just a way to make larger sales; it also helps you avoid depreciating the sale, while still adding value. It's an unfortunate reality that you won't always sell your products for full retail price. So, instead of selling a single product for less, provide additional value with a bundle. Dennis Ligon, owner of more than 20 Sundays Sun-Spa-Shop locations, is a big proponent of this strategy. The approach is typified by Sundays' new customer bundle. This package sets the stage for everything to come and is primarily motivated by simply getting products into the hands of the customers. It trains the new customer to use the products that will maximize their tanning experience, hopefully increasing their loyalty to your business and ensuring that they will continue to purchase those products in the future. At the same time, it adds incentive for them to purchase a membership and avoids cutting profit margins appreciably. When a new customer comes in, Sundays tanning consultants are trained to sell memberships with the additional benefit of a "quad pack" that includes a tanning lotion at retail price, along with a "free" moisturizer, body wash and eyewear. There are a number of benefits to this strategy. Monetarily, the package provides tremendous perceived value while still maintaining a solid margin. It can be promoted at a retail value off. That sounds like an incredible deal to the consumer, and the salon owner is still getting normal retail price for the bottle of lotion, and the "free" extras only c Compared to discounting the bottle of lotion and eliminating most or all profit, the bundle sale is a boon for the salon. Additionally, the package is an impressive enough deal to further incentivize the customer to purchase a membership, and it exposed the customer to buying tanning lotions and at-home products at the salon. It's a win-win-win for the business. "The attitude should be like we've got the answer for people that want to look good now and protect their skin," Ligon says. "We can show you how to best tan, best protect your skin, you're going to feel comfortable coming here and telling your friends." The concept of adding "free" items to make a bundle can also be used at any time in the client lifespan. You'd definitely rather build a bundle with more for a higher price rather than selling one product for less than retail value. However, a bolder packaging strategy is to avoid discounting entirely. Obviously, this is ideal if you can sell it successfully, and there are ways to make it work. Sometimes, creating the right package can increase perceived value on its own. It's like selling the perfect outfit – a discount won't be necessary if the customer sees the perfect package of products they like and need. "Cost is not the biggest factor; it's what will work, if you want to look the absolute best," Ligon says. "A great example is if a lady wants to look for a purse, goes to Walmart You can also try timely specialty packages with other items like a "Spring Break Kit" comprised of tanning lotion, SPF, sunglasses and beach towel. Sun Evolutions Sales Trainer Gina Jaeger suggests some additional options.