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Can you feel it? It’s that time of year again … it’s like our own version of the NFL pre-season. We start readying our facilities, get our new team together, recruit a new product selection and put a game plan in place to help us achieve the ultimate goal: a winning and profitable 2018 Season!
Is your retail product lineup in the same position it was in throughout the summer? If so, move them around! Also, don’t display the same quantity of every lotion on the shelf at all times – it can look like nothing gets sold.
Do you have a tester bottle of moisturizer at the front counter? This is the best place to make an easy sale!
Featured Product Display: Put one tanning lotion at the front counter or on a self-standing display that clearly promotes it as the “PRODUCT OF THE MONTH.”
What’s on the inside of the tanning room doors? This is a great place to advertise monthly promotions, the Featured Product and a reminder to “Use Tan Extender to Prolong Your Results!”
Have you inspected the tanning systems? Now is the perfect time to clean beds and remove dust from under the acrylic shields. Check the hours on your lamps and make sure you have current documentation on the proper lamp for each bed and the price you paid for them. Need a quote or help? Call Team URI!
Lotion manufacturers offer free online training – make sure your team knows all the plays!
Change up your sales contests and incentives. Changes lead to results!
Feedback, Feedback, Feedback. Employees need to be part of the Team … as such, you need their feedback and suggestions on what they think will work. Some of the best ideas will not come from you, but from the players on the frontline.
The first step in identifying new product options is to eliminate some of the old ones. Identify the current bottom 20% of your sellable product roster and consider cutting them from the lineup before adding more. Don’t expand your product playbook … refine it!
Look through your IST Magazine for all the newest product offerings and work with an experienced distributor (like Ultraviolet Resources International) to choose those that best fit your
salon’s demographic. Most importantly, minimize duplication – you don’t need five DHA bronzer products at the same price point.
Holidays are important. Do you have products in stock that support upcoming holiday sales? Remember, not every product you bring in needs to stay in the salon for the entire season. Limited Supply/Limited Time products can sell very well.
“Huddle” with all team members and communicate your exact goals. Make sure everyone understands your expectations for the month, and then review the results when the month is over.
A winning season can only be achieved by having clearly written objectives. Sometimes, failure and/or disappointment is simply a matter of not really knowing what you’re trying to achieve BEFORE you put the work in and see the results.
This is the pre-season. It’s time to put in the practice before the season starts. If you need an extra “Assistant Coach” to get you ready for success, don’t hesitate to call Team URI at 800.247.3251.
Since 1997, IST Magazine (formerly known as Island Sun Times) has been committed to the success of salon professionals, while promoting the growth of the tanning industry as a whole.
Copyright 2016 ist Magazine