Hello February! It seems like the holidays just whizzed by, but now we are in the month of love. Yes, Valentine’s Day. To some, it’s a “Hallmark Holiday,” but let’s think about falling in love with what we do in the tanning industry. We have the ability to improve peoples’ lives and build relationships with our salon guests. I feel very fortunate to have a career that allows me to help people feel and look better, and help people make money and save money every day. Sometimes we just need to take that step back and remember why we do what we do … because we love it!
It’s a great time to send your valued customers a love letter! Okay, not really – more like an appealing email offer. (Got your attention though, right?) Today, having a positive online presence is crucial. Websites like Groupon and Living Social can help you gain customers that other forms of advertising may not have reached. For a small cost, you can get a big return. Research other advertisements on these sights so you can create one that really pops out when potential customers see it.
Like any healthy relationship, those you have with your salon guests require work, maintenance and attention. Just like you remind your loved ones how you feel about them, don’t forget to remind your salon guests that you appreciate them, as well. One way to do this and also enhance business is with a referral program. What better way to reward loyalty than with a direct benefit to them? By encouraging them to bring in friends and family, you can offer clients free or discounted tanning, exclusive promotions on products, and upgraded memberships. This is a small but very powerful tool as you lock in customer loyalty and assure your salon steady and continued business. Positive word of mouth, aka referrals, will be the difference between a thriving business and one that just exists.
Just like you remind your loved ones how you feel about them, don’t forget to remind your salon guests that you appreciate them.
You can also have “loving” relationships with your product vendors. Distributors have a lot to offer – make sure you are doing more than just ordering products from them. Many distributors host free online training covering everything from add-on sales and EFT payments to marketing your salon. Make it a priority to take full advantage of all of the educational opportunities that are out there. Some distributors even offer free or discounted demographics reporting, which can help you choose the best advertising media and give you an advantage over your competitors.
Whatever lotion company you choose to give your business to, remember to not only look at the aesthetics of the products, but also at what that company can offer you. Most lotion makers offer some type of loyalty program that gives you cash back based on what you purchase, which will help your bottom line. They also offer online sales training and in-store product training, in which a member of their team comes to your salon to teach your staff how to be better salespeople. That’s support you can really love!
By creating a positive environment and giving back, your business will grow and you will feel a renewed love for what you do as a salon operator. ■
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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