Let’s face it, most salon guests have their own “busy” lives to worry about. The last thing on their minds is how they can become better at sharing what they really think of us, our salons and our staff. But knowing how our customers really feel is vital to our sales and business survival!
As I travel to salons across the country, I’ve made it my mission to find out what your tanners are really thinking. Disguised with a big, bushy fake mustache to protect my identity and armed with plenty of free lotions to get your guests talking, I have figured it out!
Here is a list of what your guests are really thinking:
1. I find myself endlessly fascinating and cool!
2. I really like buying things, but I don’t like pushy salespeople.
3. I will tell you to your face that the best way to contact me is via email or phone, but when you contact me via email or phone I will tell you that face-to-face is a better way to speak to me.
4. I want to spend money at your salon, but I need you to help me justify it and make me feel good about it too.
5. Help me feel like I am protecting the things that are important to me and I will thank you by being loyal.
6. I get angry when you won’t get off the phone when I arrive, and it infuriates me when you answer the phone while you’re supposed to be taking care of me.
7. I don’t understand how to use your beds or spray booths to get the most out of them, but I can’t admit that because it would make me feel dumb.
8. I want to tell you how you can be more helpful to me. Why don’t you ever ask me?
9. My life is really stressful. If you reduce that stress, you become really valuable to me and I will spend more time and money here.
10. I have the attention span of a goldfish. Go too long without contacting me and I’ll simply forget you exist.
11. Money is no object when it comes to buying what I think I deserve.
12. When I refer my friends to you and you give them exceptional service and spoil them a little, that makes me look and feel smart. I love that.
13. I like it when I feel like I am your only customer.
14. Embarrassing moments scare me more than death.
15. I’m lazier than I would ever admit.
16. I’m more selfish than I would ever admit.
17. I’m more vain than I would ever admit.
18. I’m more insecure than I would ever admit.
19. I always believe I deserve much more than I’m getting.
20. I want to tell you everything you need to know in order to sell to me, but I’m lazy. Make it easy and I will buy (especially if you flatter me a little).
Now you know, and with that knowledge, you know exactly how to make the sale! ■
