Working a tanning salon counter effectively takes skill. To do it right, you are a multitasking super-hostess – greeting every guest personally, asking questions, sampling products, cleaning beds and usually, a few other things at the same time!
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How is the Counter Game at your salon?
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I’ve seen too many salon reception counters turned into nothing more than a place where a disinterested employee clicks loudly on a computer keyboard and asks: “All set with lotion?” “Eyewear?” and then offers, “Bed 3 is ready.” And on special days, one lucky guest may be told loudly, “your card was declined” in front of a lobby full of judgmental onlookers. “We have a declined card on register 1! Bad card on register 1!” the 19-year-old exclaims.
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And this impersonal, uninspired Reception Counter of Doom is the first place to which your salon guests are programmed to go. Nothing says “we’re glad you’re here” more than a good ole fingerprint scan and obnoxious clicking on a keyboard as the staff tries to pretend the guest is more important than the SNAP that just popped up on her cell phone.
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Has your salon’s Counter Game lost its mojo?
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Many of us are guilty of creating unproductive guest interaction routines. These routines are the norm, they are safe and they are easy to repeat over and over again to the point they have become allowed. Even worse – we have trained our guests to do the same, and they feel “safe” with it, too. Which makes it even more difficult to implement a “new way” because everybody is comfortable in their routines.
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It becomes difficult to implement a“new way” with guests, because everybody is comfortable in their routines.
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Bring your salon to life with sick Counter Game!
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1. FIRST IMPRESSIONS: It starts with your very first word and the spirit in which it’s spoken. It’s more than just “hello” – it’s whatever you need to say to show guests you are glad to see them. I know salons where the staff practice “greetings” with the goal of starting a conversation with every guest.
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2. FUN, FUN, FUN: Make your reception counter a fun space to be. Place two or three “lotions of the week” on the counter for guests to smell and try. A fragrance bar is cool: a variety of moisturizers displayed and open. You ask, “we’re all debating our favorite scent – what’s yours?”
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3. IMPORTANT INFO: This is the time to give them information they can benefit from: discounts they may qualify for, current contests, upcoming specials or events.
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4. FREE SAMPLES: Ever notice that Sephora gives you samples of everything you buy? It trains customers to expect that the more they buy, the more they get for free. As a manufacturer, Sun Evolutions practically makes it free (via monthly promos) for you to have a constant stash of lotion packets to give away. Use them to entice guests to buy more or try something better, or experience a specialty product. Make the counter the place where they get these samples, so they remember, “this is where I get all the cool ‘free stuff!’”
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5. TAKE NOTES: You don’t have to close a sale to make a guest’s visit valuable. Sometimes, you won’t sell a product to every guest – but letting them see, smell and try new products gets them excited about what they will purchase next. Note on their account (short & sweet) what has been suggested or sampled. “Sarah tried XYZ bronzer and loved it.” “Bob’s wife’s birthday is coming up – he wants to buy her Hempz Tahitian Ginger Vanilla.” Plus, when you have notes that the entire staff can read, they have more to talk about with guests and won’t miss the easiest sales opportunities.
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Check out my April column – a blueprint for effective product-sampling that will help you make more $$ all year long.
