Are you creating a Signature Moment with your salon guests?
How do you greet a new salon guest? Sounds like a simple question; but are each of your team members on the same page as you, the owner? When new guests come into your salon to learn about your services and products, it’s important to give them a well-planned tour of your facility, whether they’ve previously tanned indoors or not. The initial tour is your opportunity to make them your customer … or it can send them down the street to your competitor!
The key to staging a great tour experience is translating the points of interest into points of significance. When you take a guest on the tour, show her the salon layout, the different rooms and tanning units, and all other unique features and points of interest. During the tour, a brief explanation of the tanning equipment features is a vital selling point.
I’ve found that the key to getting your staff on the same page of the playbook is to role-play when learning the key points of the salon. Sometimes, people are self-conscious during the role-playing scenario, but it confirms whether or not that they know what to say and how to say it. Here are some tips to guide you on the development of your own scripted touring process, from the Sun is Life® “Be a Tour Guide” training module.
Sunbed Script
- Sunbeds offer the comfort of lying down and relaxing during the session.
- Your staff ensures that the acrylic surfaces (top and bottom) are sanitized after each session.
- Eye protection is available and must be worn to prevent damage from UV exposure.
- Be sure to point out the on/off switch or button.
- Explain the exposure schedule on the bed with relation to skin types.*
Stand-Up Script
- Booths tend to offer a more all-over tan due to the position of the lamps, but may not be as comfortable as lying on a sunbed; ask the guest what they prefer.
- Explain that the areas tanners come into contact with (i.e. handles, booth floor) are sanitized after each session.
- Eye protection is available and must be worn to prevent damage from UV exposure.
- Be sure to point out the on/off switch or button.
- Explain the exposure schedule on the booth with relation to skin types.*
*Remember, whether it’s a sunbed or stand-up session, never let the guest dictate their skin type or exposure time!
Sunless System Script
- This tanning system creates a tan with a DHA solution, as opposed to UV rays.
To prepare for your session:
- Apply special barrier cream to areas such as fingers and toes.
- You may wish to use the provided nose filter to avoid inhaling the spray solution.
- Stand in the unit as directed, so the spray solution is applied evenly.
- The application takes only about a minute and you start to see results within a few hours.
Remind them that the sunless tan will not not provide any photoprotection; so they will need to use sunscreen in the natural sunlight.
A prospective customer’s initial visit to your facility is the most important – that’s when they will form their first impressions about your salon. After the tour, you’ll want to escort them to the front counter (do not allow them to simply walk out of the salon!) and enter their data in the computer. Then, immediately ask if they would like a free trial visit; otherwise, they can purchase a single session if they don’t feel comfortable buying a tanning membership before they actually experience a session. Asking them their intentions (“Why do you want to start an indoor tanning program?”) may lead you toward selling them a premium package – so ask!
What else do you say to your guests during a tour? Ask more questions as you conduct the tour. Get to know them and their reasons for tanning indoors. As you prepare your scripted walk-through, think about what you can do to make your salon tour memorable. Remember to get to the point: most folks don’t have a lot of time to waste and neither do you. What would you include as your “Signature Moment?” It’s the most memorable or powerful impression you create that leaves a positive image of your salon in the guest’s mind. It could be something you say about your equipment, your staff, or your programs. Ask your team to use that memorable selling point … as they all become expert tour guides.
For more info on Sun is Life Training and Certification and other ideas regarding this topic, visit sunislife.com and the “Be a Tour Guide” module.
