Smart Tan Magazine

VOL32 ISS5 2017

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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35 SMART TAN MAGAZINE MAY 2017 WWW.SMARTTAN.COM at the counter. You can set yourself up for success with the right preparation. As Ligon mentioned earlier, separating the bundles you're focusing on from the crowd can change the perception. Rather than just casually presenting a mix of products, clearly define your bundles and highlight them on the counter or in a special way on the shelf. This shows the customer that you chose this bundle for a reason – because it's the perfect combination. It also helps your employees narrow their focus to selling this one bundle that will bring in a nice chunk of change and give the client a sensational tanning experience. You can also help your bundles stand out by customizing the presentation. Something as seemingly trivial as putting the products in a basket or bag or tying them together with pretty ribbon can change the customer's perception. Giving the bundle a theme can also help it hit home for the right segment of tanners. And, little add-on items like sunglasses or beach towels from the Dollar Store can add perceived value far greater than the cost to you. Then, when the client is at the counter, it's no different than any kind of tanning sales. It all comes back to education and training. Knowing the products and general sales training is always a must, but more specifically for selling bundles, the most common and simple advice seems to be just asking questions. Or, even easier, ask before you even speak. "I would always use some type of catchy little something on the counter with the three products you're bundling together," Parsons says. "Something that says 'ask me how to complete my tanning regimen' or 'ask me how to get color to last longer.'" As long as you keep asking questions, you maintain the potential for a bigger sale, and the customer doesn't feel like you're even selling. "Don't ask for permission to show extra products," Snider says. "Keep the questions open ended. I always say 'what kind of facial skin do you have?' Then you can make a product suggestion. If you keep asking those open ended questions, it keeps the products coming." The questions don't always even have to be about products or their particular needs. Sometimes you just need to provide some perspective. "I know I spend a ton of money on makeup and skin care for my face," Jaeger says. "Ask a customer 'if you were to lose your makeup bag, how much money would you be out?' Well, you're spending all this time and money on your face, why wouldn't you be using a facial product?" HAPPY DAYS Big sales make tanning salon owners. Great value and exceptional tanning experiences make customers happy. Happy customers lead back to more big sales...and around, and around we go. It's the circle of sales, and it's a sure recipe for a more prosperous season. SMART PRODUCT SALES

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