It’s January!
Why the excitement? It’s almost Tanning Season … the time that those of us in the tan biz wait for all year long. And if you haven’t already, you’ll soon start to see some familiar faces coming through your doors, and it’s also time to work on gaining new customers. This month, let’s talk about how to utilize available resources to ensure the 2016 tanning season is the most successful and profitable one yet.
These days, having a positive online presence is crucial. Using websites like Groupon and Living Social can attract new customers that other forms of advertising may have not been able to reach: small cost, big return. Spend some time researching and looking at other local marketing, and create ads that really POP when potential customers see them. The challenge with Groupon or Living Social deals lies in keeping that customer once they come in to redeem the deal. Prepare your staff with add-on deals and packages exclusively for those customers, so that they continue using your salon when their “deal” has expired.
The Internet is another huge advertising tool. If you are not utilizing Facebook, Twitter and Instagram, you are losing many potential customers simply because this is the way people interact. I can’t stress enough the importance of keeping your website up-to-date and promptly answering customer inquiries. This lets people know you are truly interested in helping them, and earning their loyalty.
Make sure your team is prepared and utilize your resources and free training to boost sales.
Another great way to enhance business is with a referral program. What better way to thank your current customers than with a direct benefit to them? By encouraging them to bring in their friends and family, you can offer them free or discounted sessions, exclusive promotions on products, and upgraded memberships. This is a small but very powerful tool as you lock in their loyalty and assure your salon steady and continued revenue. Rewards go a long way to boost sales and give your guests the salon experience they desire. Positive word of mouth (AKA referrals) will be the difference between your business thriving, or just existing. The majority of our revenue is generated this time of the year. Make sure that when someone in your area thinks about tanning, that word is synonymous with your salon.
Most tanning product distributors have a lot to offer your business, such as free online training. These educational opportunities cover everything from add-on sales to EFT payments and marketing. There is a lot of knowledge out there – make it a priority to attend some of these web courses! Some distributors even offer free or discounted demographic reports which can help you target your marketing efforts.
Whatever lotions you choose to carry, remember to not only look at the aesthetics of the products, but also at what the manufacturer can offer you. Most lotion makers offer some type of loyalty program that gives you cash back based on what you spend; this can really increase your bottom line. They will also offer online sales training and on-site training, when one of their knowledgeable trainers comes to your salon to teach your staff how to sell their products. Knowledge and confidence are the keys to sales! Make sure your team is prepared and utilize your resources and free training to boost sales. Your lotion manufacturer is your business partner – they can and will help you meet your specific goals.
Keep your business relevant and thriving by making sure to utilize all available resources. Everyone from your tanning product distributor and manufacturers, lamp providers and beyond wants to see you succeed. The better your salon does, the better our industry does! ■
