By now, we should all be feeling that Busy Season rush – and man, does it feel good! Better weather, spring break and vacations right around the corner are the cues that bring people to the tanning salon to get some color.
Now that your customers are coming out of hibernation, let’s keep them coming back to your salon. Here are some suggestions to set you apart from your competitors. Yes, you might have different equipment, different lotions or better pricing, but going the extra mile to insure ultimate customer satisfaction will make your salon stand out. Here are a few easy (and cheap!) ways to show your clients just how essential they are to your business.
Birthday Wishes: Make sure the information in your salon’s database includes a birth date for every customer. Make it part of your team’s morning routine to call each client, active or inactive, on their birthday to wish them well and invite them in for a free “birthday tan”. If they already have a tanning package, offer them a free upgrade session. The fact that you took the extra time to call them will make any client feel special. And who doesn’t like to enjoy a tan on their birthday?
Be Sweet: We all love candy! I love it when I go into a salon that places a piece of candy on each towel on every clean tanning bed. What better way to relax while you tan than to also enjoy a little, sweet treat? It’s a very simple pleasure people look forward to each time they arrive at the salon for a session. This type of thing shows your clients that you care about offering them a truly special and enjoyable experience at your salon. It’s the same concept with upscale restaurants; they always bring you a couple pieces of candy with the bill and usually have a little bowl you can take from on the way out. Why not give your salon the same upgraded feel?
Beauty Bar: Most high-end salons already make these items readily available to their clientele. You can create a memorable, spa-like atmosphere by offering just a few personal care items in a convenient, common area of the salon. Create a Beauty Bar! I prefer that this be located in a hallway – that way, it can be monitored and clients are less likely to take the items from the salon. A perfect Beauty Bar has all the essentials a client would need to leave the salon feeling refreshed and fabulous. The most popular items include tissues, baby wipes, spray deodorant, body spritz, hand sanitizer, cotton swabs, cotton balls and eye makeup remover. This is very easy to accomplish; just place a mirror on a blank wall in your hallway, put a decorative shelf below it, and bingo – you have a Beauty Bar! This creates a very high-end appeal when you give someone a salon tour and show your potential clients more about the overall experience at your salon.
Making small but special changes at your salon can have lasting effects on your clients. While you have them coming through your doors, make sure you’re taking advantage of every opportunity to keep them coming back. Every salon in your town has tanning equipment and lotions – it’s a great time to think about what you can do to move ahead of the pack and make each visit to your facility a memorable one for your clients.
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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