I’ve been in the tanning industry for 25 years, and things have definitely changed a lot since I first came in. But, you know what hasn’t? The basic rules of selling and how to get those salon profits up!
I’ve done pretty well for myself, and I’ve helped other salons make more money too. You might be wondering how I did it. It’s all thanks to the K.I.S.S. system I came up with back in 2006.
In the competitive world of tanning salons and products, simplicity is your friend in sales. When customers are bombarded with choices, clear communication and simple offerings can make a world of difference.
Here’s how you can K.I.S.S. your customers and be very effective in your sales approach.
1. Understand Your Customer
The foundation of any successful sale is understanding your customer’s needs. Ask open-ended questions to discover what they’re looking for in their tanning experience. Are they first-timers who need guidance or experienced tanners looking to try a new product? Customizing your approach based on their answers can streamline the process immensely.
Tip: Look into what they have purchased in the past and then make your recommendations. Leave notes in customer accounts with information you received during your conversations with them.
Having notes is the fastest way to custom-tailor your sales pitch to your clients. This not only personalizes the experience, but also helps you anticipate future needs.
Keep in mind: When customers are confused they refuse.
2. Simplified Product Offerings
When it comes to tanning products such as lotions, sprays, or equipment, offering too many options can overwhelm customers. Confusion will lead to a refusal. Simplify your product range and highlight the top sellers or best-rated items. This not only eases decision-making but also positions you as the expert.
Tip: Place your top-shelf lotions at eye level. Do not place them on the “Top Shelf.” This is sales psychology. When you reach to grab from the top shelf, the client thinks, “That’s expensive!” Make your top selling products an easy grab for consultants and you’ll eliminate the thought of “expensive” from your client.
3. Clear Pricing And Packages
Nothing complicates a sale more than confusing pricing structures. Make your pricing transparent; consider offering package deals that provide value while keeping choices limited.
For example, a first-time tanner package could include an introductory session and a free sample, which would simplify their decision-making process and introduce them to recommended products.
Tip: Use a visual display (like posters or digital screens) to advertise your packages clearly. This grabs attention and facilitates easy conversations. It is important we provide tools that cater to all learning personalities (visual, auditory, and kinesthetic)
4. Educate With Easy Communication
Use your expertise to educate customers, but keep your information simple. Instead of overwhelming them with ingredients and technologies they don’t understand, use simple words to build value in the product or service. Allow the customer to know what the product/service will do for them and how they need to use it.
Tip: Create quick, engaging training materials for your staff. This ensures they can communicate with simplicity and confidence.
5. Follow Up With Care
Interactions with customers after a sale are essential for developing customer loyalty. A simple follow-up with them during their visit by asking how they enjoyed their experience keeps the lines of communication open and demonstrates that you care.
Tip: Consider automating simple follow-ups through email or SMS to keep it efficient.
So, pucker up and K.I.S.S.: KEEP IT SIMPLE SALES.
Simplifying your sales strategy in the tanning industry can lead to better customer experiences and increased loyalty. By focusing on understanding your customers, simplifying offerings, and maintaining clear communication, you can create a welcoming environment that encourages repeat business.
Remember, in sales, less is more!
