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Consider this retail mantra: The more they use, the more they buy, the more they use …
Wonder why Sephora, Ulta and even Costco offer product demos and samples? Because they all know the above “mantra” is true. In fact, their business models are built around it. How can your sunless business reap the rewards like the Big Box stores?
Ahh, I’m so glad you are reading on! Get ready, because this is good … simple, but powerful. The beauty of sunless is the instant results it offers – results from a ten-second product application that can raise eyebrows and show your salon guests exactly what benefits they can expect.
Sunless tanning demos on body parts such as the legs or face can be performed with a handheld spray-tanning system and with some automated booths. Both are easy to do and your salon guest doesn’t even have to disrobe. Even better, a single body part demo will cost you between 30-75 cents. The client interaction will lead to more sessions. Why? That mantra again: the more they use, the more they buy, the more they use …
This same principle works incredibly well with sunless retail products, as well. Break out a can of aerosol self-tanner and get some interactive demos going at your salon’s front counter. Sometimes, simply demonstrating to your guests how they can achieve the bronzing results they want is the only thing missing from booming retail sales. Personally apply a top-selling cosmetic bronzer lotion to a guest’s forearms and let her see the immediate color difference with side-by-side comparison. This kind of personal interaction shows them the ease of using the product, as well as the instant results they can expect. All to answer every customer’s No. 1 question about a product: “What can it do for me?”
Product sampling and demos are a fun way to educate, and it takes the “selling” process to a new level by allowing the results to speak for themselves. Your guests look to you – as bronzing experts – for products and services that will give them great results. Sunless services and retail products have a unique hook, since they can give immediate results on the spot. Why not employ the principles that work and have some fun with samples and demos?
Here are two proven promos to help get you started:
Hot Legs Holiday: Plan a two-day event and offer complimentary “legs only” spray-tans with your automated booth or handheld system. Remind customers in advance that Hot Legs
Holiday is approaching and encourage them to take advantage. Post before-and-after pics on social media accounts.
5-Day Challenge: Pick a specific sunless retail product that shows immediate results and challenge your team to collectively sample 100 customers with
it and set a team goal to sell a certain number of units. This program sells product and boosts team spirit.
Remember, the more they use, the more they buy, the more they use … so, teach your guests to use more with fun, interactive selling techniques!
Your salons can reap the rewards of sampling – just like the Big Box stores!
Kimberley Carrasco is Solution & Product Ambassador at Norvell Skin Solutions, offering more than 25 years of experience in the beauty and tanning industries. Having owned and operated a successful, full-service tanning and beauty studio for 15 years, her entrepreneurial experience allows her to understand the unique needs of owners who are working to establish or grow a business. With Norvell since 2014, she has been an integral leader in the development of professional sunless tanning since 2003.
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