Drobot Dean / stock.adobe.com
I would never have thought that the content of my IST article would be advice on how to sell to your salon guests while you are not legally allowed to offer your services! But, here we are. I have no idea what the current government and CDC recommendations are going to be by the time this goes to print; all I can hope for is that when you see this article, you’ve already re-opened for business and the following advice will no longer apply to you. But, if that’s not the case, read on for ideas on how to endure, adapt and, most importantly – stay positive!
Over the last couple of months, I have spoken to many salon owners who have different ideas and points of view on how to maintain their business during this uncertain time, so I thought my article for this issue of IST would be best utilized as a collection of the ideas I thought were best.
Curbside pickup or front door drop-off: two phrases I never thought I would use when it came to salons are now becoming increasingly more common, and highly recommended. Your customers are still the same people they were a month ago – they want to be tan! So, why not buy the products they need and want to use now from YOU? I have seen many salons have great success selling sunless maintenance kits, or tanning lotions and moisturizers bundled with gift cards or free upgrades that are redeemable when your store re-opens.
Stay engaged with your customers even when your doors are closed. This can be through Facebook, Instagram, etc. – but maintaining customer engagement is just as important now as it ever was. Plus, this is the best way to show your customers that you have these “bundle items to sell.” Most people are at home glued to their social media anyway, why not give them something to laugh at, something to buy or something to share with their friends.
Utilize your resources. Your tanning product distributor, as well as your favorite lotion manufacturers, are helping salons all over the country with different ideas, so reach out to them to learn what they have seen work for operators (and not work) as well as ideas for promotions for re-opening. Depending on what lotion brand you carry, some manufacturers will send you an event kit to use for any re-opening event you may have.
Training and Ongoing Education:
Take advantage of this downtime to participate in online education for salon operators and staff. I have seen many different and innovative web courses being offered including IST Magazine’s Sun is Life® Training. This is the perfect time for your staff to fine-tune their sales skills, product knowledge, salon tour script, etc.
I know it’s hard to view this situation as turning lemons into lemonade; but there are small things you can do that will help you come out stronger on the other side. Remaining optimistic and positive is key!
And as always … don’t hesitate to reach out for support. We are all in this together!
is Devoted Creations’ National Sales Trainer & Educator. With ten years of industry experience, she works directly with the company’s distribution & salon partners to improve product knowledge & sales.
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