We all know that it’s extremely important to establish a relationship with each client – that’s just a given. Sometimes, we take this relationship for granted and forget that it is the foundation of everything we want to achieve – sales, success. Yes … a positive relationship will lead you in the right path as long as you know how to use it.
Establishing this bond is simple; we just need to spend a few minutes getting to know our clients. Now, we all have those few special clients who will come into the salon and spend hours at the front counter talking to you. When times are slow, you may welcome the company … when the salon is busy, then not so much. But just take a minute or two with every client to find out how their day is going, how was their weekend, are they all ready for that upcoming vacation? What I’m getting at here is that we know these people. Making them feel comfortable and welcome is our job.
I cringe when I walk into salons and hear the salespeople greet a customer with, “Last name?” Then, “How long?” and finally, “Okay, you’re all set in bed number five.” This is completely unacceptable! There is no way this type of interaction is going to lead to an up-sell. We’re not cattle herders … we do not just “put butts in beds”. This industry has progressed so much over the years and when you work in a tanning salon, you truly are a consultant. Clients need you to give them the right advice. The only way to accomplish this is to TALK TO THEM!
I always say that tanning salon consultants are the “bartenders of the tanning industry”. Clients tell you everything … even things you may not want to know. But the more you know about them, the easier it is to start conversations which can, in turn, lead to the topic of lotions and upgrade packages … SALES! When we have a positive, healthy relationship with another person, we’re more likely to trust in what they say. Looking at that from a sales perspective, if someone has confidence in you and you provide them with a recommendation for a specific lotion, they’re going to buy it!
Opening up those lines of communication is key. Look at the super salespeople on your staff. Are they shy? Unfriendly? Not approachable? I doubt it! Across the board, in all industries, successful salespeople are confident and personable. They tend to engage with others and not shy away from challenges. And let’s face it … that is what we do on a daily basis – interact with people and provide them with the knowledge to help them choose the package and lotions that will ultimately lead them to their goal of a deep, dark, sexy tan!
So put on your best happy face … smile and start talking to your clients! You’ll learn so much about them if you simply ask the right questions! You’ll start to understand why certain people don’t use lotion and why others only use the “affordable” ones. Take the time to build that relationship and talk to them … you’ll be very happy you did.
As Director of Brand Development for Devoted Creations’ family of brands, Lisa brings 17 years of industry experience, knowledge and enthusiasm to all aspects of the business, including social media, product development, training, customer relations, public speaking and marketing strategies. Lisa worked at the salon level managing a large chain of salons, which infuses her sales training and brand concepts with real world experience. Lisa has been chosen IST Magazine’s “Person of the Year” four times.
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