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Each tanning system at each level delivers a different UV mix and therefore, a different tanning result. Understanding the UV output of each unit is a critical part of recommending a successful tanning regimen for your guests, so that they see their best results. Some units are more efficient at building a base tan, while others are more effective at bronzing existing melanin that is close to the skin’s surface.
Nothing says “we care about you” to your tanners like clean and sanitary rooms and equipment. Your commitment to this very important detail is what will make your salon stand out from your competition and keep good word-of-mouth advertising flowing from your appreciative customers. It will keep them coming back, for sure.
You are the tanning professional – it’s what you do and it’s how your customers should view you. You and your staff MUST understand the science of tanning and be able to effectively communicate it to each tanner. Proper skin-typing and properly recommending exposure times hinge on understanding the tanning process. Please make sure that you and your staff have been professionally trained, so that you can give your customers the service and education that they need to enjoy moderate, responsible tanning.
Listen to an unhappy guest with empathy and have your response show appreciation for their complaint. We are all consumers, and we all have issues from time to time with products or services that we purchase. When we do, we want someone to hear what we have to say, and then treat us fairly. If you treat your unhappy customer more than fairly, chances are good that it will turn them into a happy customer. Pinching pennies on this point will cost you dollars.
Find creative ways to let your guests know about all the products and services you offer. Don’t assume they know! Post professional signage throughout the salon, place “specials” cards or coupons on top of the towel in the tanning room. Create attractive product displays. Get to know your customers and what they like – individually. Then, cater to those needs. Always ask how they are doing with their tanning products, moisturizers, etc. Tell them what you have used and what you like the best – because, again, you are the expert. Expand your offerings with spa/wellness services and products. More and more salons are benefitting from the huge “wellness” market as a complement to the great services they already offer.
From the moment your guest or potential customer steps into your salon, your team needs to be on their “A” game …
A 26-year industry veteran, Joe has taught certified salon operator training for the last 15 years, as well as advocating indoor tanning in many capacities. Joe is a sought-after speaker and presenter at both national & regional trade events, also interacting with the FDA, state & local regulatory agencies. During his most recent tenure with the ITA, he served as director of membership.
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