How do you greet a new salon guest? Sounds like a simple question; but are each of your team members on the same page as you, the owner? When new guests come into your salon to learn about your services and products, it’s important to give them a well-planned tour of your facility, whether they’ve previously tanned indoors or not. The initial tour is your opportunity to make them your customer … or it can send them down the street to your competitor!
The key to staging a great tour experience is translating the points of interest into points of significance. When you take a guest on the tour, show her the salon layout, the different rooms and tanning units, and all other unique features and points of interest. During the tour, a brief explanation of the tanning equipment features is a vital selling point.
I’ve found that the key to getting your staff on the same page of the playbook is to role-play when learning the key points of the salon. Sometimes, people are self-conscious during the role-playing scenario, but it confirms whether or not that they know what to say and how to say it. Here are some tips to guide you on the development of your own scripted touring process, from the Sun is Life® “Be a Tour Guide” training module.
*Remember, whether it’s a sunbed or stand-up session, never let the guest dictate their skin type or exposure time!
Remind them that the sunless tan will not not provide any photoprotection; so they will need to use sunscreen in the natural sunlight. A prospective customer’s initial visit to your facility is the most important – that’s when they will form their first impressions about your salon. After the tour, you’ll want to escort them to the front counter (do not allow them to simply walk out of the salon!) and enter their data in the computer. Then, immediately ask if they would like a free trial visit; otherwise, they can purchase a single session if they don’t feel comfortable buying a tanning membership before they actually experience a session. Asking them their intentions (“Why do you want to start an indoor tanning program?”) may lead you toward selling them a premium package – so ask!
What else do you say to your guests during a tour? Ask more questions as you conduct the tour. Get to know them and their reasons for tanning indoors. As you prepare your scripted walk-through, think about what you can do to make your salon tour memorable. Remember to get to the point: most folks don’t have a lot of time to waste and neither do you. What would you include as your “Signature Moment?” It’s the most memorable or powerful impression you create that leaves a positive image of your salon in the guest’s mind. It could be something you say about your equipment, your staff, or your programs. Ask your team to use that memorable selling point … as they all become expert tour guides.
For more info on Sun is Life Training and Certification and other ideas regarding this topic, visit sunislife.com and the “Be a Tour Guide” module.
A 26-year industry veteran, Joe has taught certified salon operator training for the last 15 years, as well as advocating indoor tanning in many capacities. Joe is a sought-after speaker and presenter at both national & regional trade events, also interacting with the FDA, state & local regulatory agencies. During his most recent tenure with the ITA, he served as director of membership.
Copyright 2020 ist Magazine