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/815811
33 SMART TAN MAGAZINE MAY 2017 WWW.SMARTTAN.COM SMART PRODUCT SALES and see dozens of them lined up on the shelf, then go to Michael Kors or Louis Vuitton and there are only a few on the self. It lets them know it's a high-end item." SWEETEN THE DEAL Giving away free tanning with a bundle is another common strategy to maintain profit margins while making a bigger sale. Selling a bundle of three or more products at full retail price is well worth giving away some free tanning or upgrades. It also helps you avoid devaluing the product and is another way to expose clients to the best equipment, with the best products, for the ultimate tanning experience. "In order to really help sell bigger ticket items or bundling, I give free visits in our strongest level rooms," says Sun Oasis owner Kristi Sugg. "That, right off the bat, is getting them to use a high quality product and high level equipment so they're getting great results right away." Every salon is different, but it does make sense for all salons to add value to a bundle with free tanning rather than discounting the package. It creates a bigger sale at less cost to you. There are a number of ways to approach it, but one effective approach is giving the cost of the bundle back in "tan dollars" that can be used on upgrades. It's a tremendous value to the customer and the additional benefits might actually outweigh the cost to you. "It gives them incentive to purchase and gives them the opportunity to try the better equipment, so hopefully they're getting hooked on that," Parsons says. "That's also going to keep people in their EFTs, because they'll lose that money if they cancel." Ligon also takes full advantage of this approach. in tanning, or vice versa," he says. "Bottom probably costs us four or five bucks. I've kind of made a joke out of it with customers; it almost seems like it's too good to be true." SHARING IS CARING Bundling at-home care products with tanning lotions, or as completely separate skin care bundles, can take your sales in a whole new direction, providing the incentive for customers to buy all their products from you, rather than the drug store. This strategy involves value, of course, but is really centered on education. It's the same concept as selling the entire tanning routine, complete with all the products to maximize the tanning experience. The right products will provide the best, longest lasting results, leading to increased client satisfaction. That's a formula for client longevity and long-term success. "Clients are often surprised on their first visit at all the things we go over," says Sugg. "It's very important on their first visit that we establish that tanning is not just about getting as tan as possible, it's about taking care of your skin. So many of our products are so much more than tanning. A lot of them carry higher quality skin care ingredients than something from the makeup counter. Once they understand that, it makes selling the high price point lotion easier." Clients are going to spend money on body washes and a variety of moisturizers somewhere; it's your job to convince them that they should be spending their money with you. You'll explain the benefits and quality of ingredients, but also want to relate everything back to their tan. Even if they're buying expensive quality skin care products outside the salon, those products aren't specifically designed to improve and extend tans. They're already spending good money on their tans and should get products that will enhance them. By buying a bundle of everything they need, they can still get great value and added convenience. "You also have to change the way you talk about the products, moisturizer and body wash. We don't want to call them that because that's what the drug store calls them," Parsons says. "There are unique features outside of what the drug store products offer. Call them tan extending moisturizer, tan extending hydrated, tan extending wash, instead of just the term body wash or moisturizer. The question I always like to ask is 'what are you doing at home to protect your color.' People don't generally think about it as protecting their color." SEAL THE DEAL Packaging and positioning are the first steps, but you still have to seal the deal at the "In order to really help sell bigger ticket items or bundling, I give free visits in our strongest level rooms. That, right off the bat, is getting them to use a high quality product and high level equipment." – Sun Oasis owner Kristi Sugg