Show them the Love … And they’ll show you the money!

Just when we finished all that turkey, put up and took down holiday decorations, and watched a giant disco ball drop, we thought it was all over. Think again. The “holiday” season may be over, but the “Hallmark” season is just beginning. February is known as the month of love, and people like to give it as well as receive it. That being said, this month is the best time to show your salon guests how much you really do appreciate them! For your salon, Valentine’s Day is a MUST in terms of marketing, and you need to prepare to help your guests with good gift ideas.

I’ve seen salon operators run numerous cute promotions that benefit both their wallets and their guests’ morale. When a salon runs a special that involves an existing tanner and their Valentine, it seems to draw in more foot-traffic. It not only gets your existing tanners to return, but to also bring a guest — a potential new tanner — through your door. Such promotions could be named “Couples Retreat,” or “For that Special Someone.” When it comes to adding salon promotions, get creative. Increased foot-traffic results in increased word-of-mouth advertising, and increased sales! It’s a win-win.

Another great idea I have come across is offering gift bags or product sets. By creating your own spin on gift bags, your guests will be able to purchase a larger gift with everything they need to give their Valentine. If putting together gift sets isn’t your thing, lotion manufacturers create their own gift bags and gift sets throughout the year to make this promotion easy for you, as well. Make sure you take advantage of this offer so you have enough in your inventory before and after Valentine’s Day hits. After Valentine’s Day, you will see all the gift cards purchased in-store being redeemed; make sure to keep your shelves adequately stocked. In the worst-case scenario, your guests may have to wait a few days, but it’s more professional to have what they demand on-hand. We all know that salon customers don’t like to wait.

As we’ve all experienced, not everyone has a Valentine every year. So, let’s make sure we do something special for our guests who don’t. You could create a promotion called “Treat Yourself,” or “You Deserve It,” for your tanners who aren’t looking to purchase a gift. As a female customer myself, whenever I am in a store and I see those two quotes associated with a special offer, I’m immediately drawn to it because I agree with the statement 100 percent. It is important to offer all types of customers something special without making them feel left out or isolated.

Last, but definitely not the least, spread the love to all of your guests. Often in our busy season, we lose track of how our business essentially operates. Sometimes when we are busy doing something, a guest can feel like an interruption. Let’s remember to take a step back and look at our purpose for business: serving our guests. They are the sole reason why businesses survive daily. Without them, we are nothing. My boss always ends her trainings with part of a very knowledgeable quote, and I feel the ending of it plays a key role for this article. “A customer is a person who comes to us with needs and wants. It is our job to fill them. A customer deserves the most courteous attention we can give him. He is the lifeblood of this and every business. He pays your salary. Without him we would have to close our doors. Don’t ever forget it.” (Sam Walton, founder of Walmart). Please make sure to greet all guests as they enter your salon and make them feel like you’ve known them forever. A little bit goes a long way when it comes to kindness. So, spread the love, and have a Happy Valentine’s Day!