Keeping a constant eye on your competition will help you stay a step ahead of them. It’s important to know what else is out there in order to be the best that you can be.
Equipment – What types of tanning units do they offer? Do they have multiple tanning levels? Do they change lamps on a regular basis? If you’re unfamiliar with their offerings, do some research. How do they compare to what you offer in your salon? Make this info accessible to your team so that they can answer questions about this should they arise. You need to know what units are comparable and if a client was tanning somewhere else, what units you have that are better than those offered at the competitor’s salon!
Lotions – This is where things can get tricky. Obviously, everyone has their preferences as to which lotions they like best. At the end of the day, the product selection you offer fits what you believe are the needs of your tanners. But you need to be aware of what the facility down the street is selling, as well. If you carry the same products, then you have some different options. You can distinguish your salon and change your lineup, or you can make sure your staff is fully trained and knowledgeable on the products you offer and use amazing customer service to win over your clients. The only thing to avoid here is getting into a discount battle.
Do NOT start lowering your lotion prices to beat your competitor! Once you drop prices, you’re de-valuing the products and you’ll never be able to get the pricing up again.
Packages – Let’s keep with the topic of discounting for a moment: lowering package pricing. I cringe at the thought of this! Getting your sales numbers up just by dropping pricing should never be the answer. Tanners choose a salon based on many things and pricing does not rank Number One on this list. Should you be competitive? Yes. Should you be cheaper? Not necessarily.
If you have better equipment, a more convenient location, friendlier staff and a cleaner environment, then you’re ahead of the game. Consumers don’t mind spending a bit more for a better quality product and/or service. By dropping prices, you do yourself a disservice. You can run promotions throughout the year to offer some great deals and keep things exciting – but not all the time. There is no need to “give away the farm”. When you continuously discount, that is what your clients come to expect. There is no urgency for them to purchase a product or a package, because they know the sale is always going on.
Check out your competition and be realistic; there’s always room for improvement.
Take pride in your business and know that you are the best! Check out your competition and be realistic; there’s always room for improvement. No one is perfect and there is always something to learn from those around you. Ask your clients, as well – their feedback is crucial. They are spending money in your salon, so you want to make sure that you give them everything they want or they’ll eventually go elsewhere. Stay up-to-date on industry info and get salon operator training if you’ve not already done so – presenting a professional image is vital.
You do not necessarily have to have it all; but think outside the box and find ways to set yourself and your salon apart from your competitors. Your tanners will thank you for it!
A 13-year tanning industry veteran, Danielle Ardito is the National Sales Manager for Devoted Creations. She travels the U.S. and Canada providing product education and sales training, working closely with salons and distribution.
Copyright 2020 ist Magazine