The time is here! It’s spring and our salons are filling up with familiar faces from last season, our usual year-round tanners, as well as some new customers who are either new to your area or are starting to use your services to get ready for a specific event or vacation. April usually is one of the busiest months in the salons, so I would like to go over a few key steps to make sure we are giving each and every salon guest the attention and education they need, even when you have a line of tanners out the front door.
Don’t skip the tour! I believe that when you have a new guest or even one who hasn’t been in the salon since last season, it’s important to give them a tour of your facility and what you have to offer. I prefer to start at your lower-end equipment and work your way up, leaving your “best bed” as their last impression before picking a membership option that best fits their needs. It’s also important to point out in the tour how long it will take the guest to achieve results in each bed, where the fans and radios are located and any extra bells and whistles the equipment may have (A/C, facial lamps, sensor systems, curved acrylics, etc.).
Make sure you give each and every salon guest the attention and education they need, even when you have a line of tanners out the front door.
Don’t forget to point out where your restroom and beauty bar are located, so guests know where they can find baby wipes, hairspray and tissues. After you’ve walked your guest around the salon, the question I like to ask on the way back to the front counter is, “Which bed did you like best?” I ask this before they see a price tag. Most of the time, they’ll mention the last bed you showed them because not only is it freshest in their mind, but you’ve also explained how they will get the best results from that unit. Take this info and spin it into selling the membership options that include your best beds.
“Do you have your lotion with you today?” This very general question is like nails on a chalkboard to me! In my opinion, it doesn’t ignite the sale – it kills it. Anytime you ask a consumer a closed-ended question, you can expect to get a closed-ended response. The better question is, “What type of tanning product are you using today?” This question engages a conversation. Leading a guest to respond with anything other than “Yes” or “No” gives you the opportunity to either educate a lotion non-user on the importance of using it, or show some new and exciting tanning or after-care products to the guest who already has a bottle with her.
Just because she already has lotion and a membership doesn’t mean a guest is “all set.” Train your staff to take this as an opportunity to quickly show her something new. If a guest only uses UV equipment, take a moment to explain the sunless option. If she isn’t using your best bed, talk about the benefits of upgrading. If she’s using a mid-range lotion, talk about why it’s good to switch it up. One of my favorite questions to ask is, “What are you using at home to protect your color?” This opens the door to introduce the importance of after-care products, whether it’s a tan-extender, body wash or salt scrub.
April is one of the year’s busiest months. Make sure your team is prepared for each type of tanner who may come through your door and that your team knows what quick and easy questions can maximize sales, rather than just clicking the guest into her tanning room.
Busy season is here – embrace it and make the most of it! ■
As Director of Brand Development for Devoted Creations’ family of brands, Lisa brings 17 years of industry experience, knowledge and enthusiasm to all aspects of the business, including social media, product development, training, customer relations, public speaking and marketing strategies. Lisa worked at the salon level managing a large chain of salons, which infuses her sales training and brand concepts with real world experience. Lisa has been chosen IST Magazine’s “Person of the Year” four times.
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