As beauty service providers, salon operators spend a lot of time spoiling their guests with what I call “beauty retail romance.” This includes caring, personal service, little special gifts, and every extra touch you can think of to make their salon experience amazing. It’s like, every time they visit, it feels like a first date. These relationships take soooo long to nurture and build, right? But, sadly, these bronze love stories can be crushed in seconds if we step out of line even once. As your relationship counselor, I can teach you some things NOT to say to keep the love alive.
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Don’t say, “all sales are final!” It’s like you’re saying, “even if you bought it and didn’t like it – too bad, sucker!” I realize that once a product is sold, the last thing a salon pro wants is to get that item back. However, it’s our job to satisfy our guests, and product returns are a retail reality. This is why it’s so important to communicate with customers and listen to their requests, so we can recommend the correct tanning products to fill their needs. Not only will this cut down on returns, it also helps build loyal guest relationships.
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Instead, say, “I understand that you’re unhappy with this particular product, so let’s find a better, more appropriate one for your needs.”
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Don’t say, “I don’t know.” Customers don’t expect salon professionals to know everything; however, they DO expect them to be able answer questions in a timely fashion. Say this, instead: “That’s a good question. Let me find out for you.”
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Using appropriate and positive language is a key to solid service and loyal customer relationships.
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Don’t say, “we’re closed.” At the end of the day, the last thing staff wants to do is allow tanners to scurry in for a session after hours. Before turning away a potential new customer or sale, understand the hours of operation that are posted on your door. If this becomes an issue, change the times posted on the door to display closing time for tanning appointments, or rethink your hours of operation to better serve your guests.
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DO ask, “How can I help you?” DON’T ask, “How long would you like to tan today?”
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As professionals, we never want to invite our guests to tell us how long their tanning session should be! It is our responsibility to assess each tanner’s exposure time by asking the appropriate questions in order to make a recommendation.
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Say this, instead: “Let’s assess your current progress and set the perfect exposure time for you.”
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As you can see, sometimes, the difference between being professional and sounding like an amateur can be in what you say. It also can be in how you say it, so remember to watch your “tone” with guests – you don’t want to seem rude or inept. Consistently using appropriate and positive language, however, is a key to solid service and loyal customer relationships … which is something we all want!
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