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Somehow, the joyous image evoked by of one of the most beloved words in our language became one that refers to a five-month period feared by all who make a living selling sunshine. I call it the best example of self-inflicted brainwashing in the retail beauty business!
We in the “sun biz” have programmed ourselves to not only accept it, but also add fuel to it by giving it a clever acronym inspired by the diabolical character from that quintessential horror film we loved to watch as teens … Friday the 13th!
So, scary “J.A.S.O.N.” has arrived to massacre our summer profits – when a season has its very own acronym, it must be for real, right? If you’re too frightened to read on, then I can’t help you; but if you want to make money this summer and help me create a new acronym for the summer months – one that we can actually look forward to – then, keep reading!
The best way to be rid of this profit-murderer for good is to keep cash flowing into your business even after the peak UV-tanning season is gone. It’s time to think outside the box and focus on the needs of your salon guests. Easier said then done? Nope! Just figure out what they want, then get creative and actually embrace and try new ways to deliver it.
If you have great ideas to keep your salon busy during the summer, don’t let them go to waste! Here are a few excellent ideas from one of the best product sales educators in the tanning industry: Sun Evolutions’ very own John Johnson (JPJ):
1. Offer Freebies
People love free stuff … no matter what it is. Offering your guests product samples with a purchase is a great way to incentivize them to keep buying. Getting freebies also makes them feel valued and important.
2. Pop-Up Sales
The concept of a pop-up sale is that it’s unadvertised, which means that your guests have to check in at your store to see if you’re having a sale. If you start having pop-up sales weekly or even monthly, your guests are likely to visit your store more often, just in case there is a sale.
3. Create a Referral Program
Referrals are a great way to gain new customers and reward loyal patrons who recommended your business. You can reward them with “salon cash,” free upgrades, discounts or free products. You should also reward new guests for giving you a try.
Here are even more ideas to chase away J.A.S.O.N.:
Don’t wait for a holiday to have an event or promotion. Make up your own “Day” to reward guests with a fun event or promo, and if you can’t come up with one, visit nationaldaycalendar.com or holidayinsights.com. There is a national “something” day for every day of the year! And, don’t forget to make your own calendar of events so your guests have something to look forward to!
J.A.S.O.N. must die … ONCE AND FOR ALL!
David is a National Educator for Sun Evolutions, offering brands including Supre Tan, ProTan, Fiesta Sun and Hempz. He is a face-to-face sales and beauty product fanatic who gauges his success solely on his effectiveness at selling real product to real, live salon guests.
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