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“The extra mile is never crowded” is a popular saying in the world of fitness. For the sunless tanning world, a more suitable quote would be “go the extra mile for the extra dollar.” The process of sunless tanning is made for in-depth customer consultations, customized experiences, and personal customer relationships. With each way that salons add value for customers, they can add on dollars or further increase their current worth.
Even though the economy is no longer in a recession, people are still looking for justification of their spending habits. Millennials, especially, are always looking for the biggest bang for their buck. That’s where sunless industry experts come in and give salon operators the satisfaction of knowing the services they provide are worth every penny. Following are just a few ways sunless salons can either support their current prices, or increase them.
The in-depth consultations that salon staff and spray-tan technicians have with new and even returning customers equal that of hair stylists. Spending anywhere from 10 to 45 minutes (or more) recommending products, going over tips, and explaining applications so that customers get exactly the color they want is worth of a couple extra dollars built into their spray-tan or their sunless product. Furthermore, a happy and satisfied customer is more likely to return.
The most straightforward way to increase sales is to offer a hand-held airbrush spray-tan. This is the crème de la crème of spray-tans, because it’s so customizable, which makes it exactly what he/she wants. This should be higher priced than a spray-booth session. But custom airbrushing isn’t the only money-making service! With both hand-held and spray-booth sessions, salons can offer premium customer service in the form of add-ons that will result in increased value or increased price. For example, adding the cost of a single-use prep and/or post-spray product into the session cost shows that the salon cares about the quality of the spray-tan, and makes the customer more likely to spend a couple of extra dollars.
Salon staff and spray-tan techs go the extra mile for sunless tanners every day. Follow-up text messages to check on a customer’s results, or staying open late to squeeze in a customer who could only come after work – these things add value to the price tag. Further catering to customers’ lives can include services such as a bridal spray-tan party at a private home, or attending a body-building competition on the weekend to spray a customer. It’s the “extra mile” service that adds more dollars to the price tag.
These are just a few of the ways salons can capture more sales or support their sunless pricing structure. Brainstorm more ideas by thinking of ways to go above and beyond for customers. Going the extra mile might seem only beneficial to salons, but it also guarantees customers get the very best value from every single session.
The process of sunless tanning is made for in-depth customer consultations, customized experiences, and personal customer relationships.
Katie Phillips is the California Tan Sunless® Brand Coordinator. She touches all aspects of the business including social media management, sunless training, product development and marketing initiatives. Katie also spray-tans models and competition athletes. She is passionate about connecting with salons and customers and providing exceptional sunless support and education.
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