Ladies and gentlemen, based on tanner algorithms so complex that they’ve never been decoded or deciphered until now, I have just master-minded the single most powerful salon sales system ever created!
With my new system simply called DOUBLEIT, I will show you how you can take any number, multiply it by two and have double what you originally had. With my new system, you could literally sit on your backside all day and do nothing while DOUBLEIT just keeps on doubling! Don’t believe me? Try it right now. Think of any number … now, multiply it by two! It’s that simple.
As I count backward from ten, you will slowly come back to reality and feel relieved that you didn’t just spend $399.99 (three easy payments) and bet your salon’s success on a sales system called DOUBLEIT that you saw on a late night infomercial.
Selling twice as much lotion and depositing twice as much into your bank account will never have anything to do with math or algorithms or even the distributor discount you spent a week negotiating that’s two percent better than what Rin Tin Tan gets down the street.
Selling twice as much lotion and depositing twice as much into your bank account will never have anything to do with math
At Performance Brands, Inc. my title is National Educator; but I think a more fitting title would be Traveling Salon Worker, because I have visited and worked at salons of all types and sizes from coast to coast. On the surface, most salons seem equal – mostly delivering a fairly comparable experience … you know, all the expected things like smiling, breathing humans on staff, clean equipment, lots of lotions for sale, etc.
On a Friday night in March of 2010 after an onsite, classroom-style training presentation, I decided for once that rather than jump in and work directly with the salon’s guests, I’d just sit back and observe. This decision was really the catalyst for a whole new way of assessing a tanning salon’s sales situation. The tanner traffic was heavy – 12 beds running all night with a 10-30 minute wait! Here’s where it gets interesting. For all the tanner traffic, lotion sales were dismal; but then, I figured out why.
the girl at the front counter had to keep telling the bed cleaner to clean the beds rather than chit-chat with every guest who walked in.
the manager (who was in the office most of the time) would occasionally come out and tell the counter girl how efficient she was with the guests and how organized the front of the store looked for being so busy.
the counter girl was a neat-freak/busy-body bordering on obsession who barely spoke to the guests.
Then, it hit me! They were not recognizing and utilizing their employees’ strengths. So, when the absentee owner asked me what I thought, I simply suggested she make the girl at the counter a bed cleaner in charge of salon systems and cleanliness. Make the current “Chatty Cathy” bed cleaner the counter girl who can connect with and sell product to the guests, AND hire a manager who could have figured this out sooner! I also took a deep breath and told the owner that if she had a vision of her salon staying in business and profiting, then she would be at the salon on a daily basis and share that vision with her staff. The owner listened … and her lotion sales doubled from the season before and tripled last year.
To be ultra-successful, every successful business needs four vital roles filled. Next month, I’ll profile all four so all salons can replicate them!
David is a National Educator for Sun Evolutions, offering brands including Supre Tan, ProTan, Fiesta Sun and Hempz. He is a face-to-face sales and beauty product fanatic who gauges his success solely on his effectiveness at selling real product to real, live salon guests.
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