And … the season begins!
In 2020, our industry is poised to roll into a fifth decade of existence. Incredibly, we have survived many struggles – bad weather, late spring arrival. It seems to be that folks enjoy the warmth of the sunbed and having a little color in the winter, and then really seek a deeper tan when it’s time to break out the shorts and flip-flops. We have survived the economic dips and swells, high gas prices, high unemployment, loss of jobs, loss of homes, etc. Clearly, we’ve even survived the continual bashing and negativity by the media (when was the last time you read a positive article on sunbeds?)
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As we dive into the start of a new season, it’s appropriate to get headed in the right direction. I recently had opportunities to teach the Sun is Life® program at the West Coast Tanning Expo in Boise, ID. hosted by All Hours Distribution, and the 27th Annual America’s Tanning Expo in Blue Springs, MO put on by Heartland Tanning. Customer Service is an important topic in our training program – so, let’s “kick the tires” on it.
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Inevitably, small business owners will experience customer service issues. How you choose to handle them can mean the difference between keeping a customer or having that customer leave and probably begin to “dis” you and/or your salon on social media. I’d like to pass on a few suggestions for maintaining positive energy within yourself, your staff and your customers.
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Most folks who have an “issue” want to be treated fairly, at the least. A customer who complains will want respect and will not want to be argued with. Hear their complaint fully, without interruption. You may not agree with them, but try to understand their situation. Your job should be to listen (you have two ears and one mouth for a good reason!) and seek a resolution. Sometimes, customers want to raise the intensity of a complaint and direct it at you, personally. To smooth out the wrinkles, I have taken the following tack on more than one occasion: “I may be the source of your irritation, but I’m also the one who can try to solve this issue. Let’s work together and try to fix what’s broken.”
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A customer who complains will want respect and will not want to be argued with. Hear their complaint fully, without interruption.
So, what are some common complaints?
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- “I always tan in Bed 2 and today, you put me in Bed 3. It wasn’t hot enough and I’m sure I didn’t ‘get anything’.”
- “I’ve had three sessions and I’m not seeing any color.”
- “I’ve had six sessions and I’ve stopped getting darker.”
- “I saw an ad for a new salon that has much better deals than you. Can you meet or beat their price?”
We’ll tackle these one at a time.
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- Understanding the role that heat plays in the UV tanning environment is key. Tanners have always perceived heat as being directly related to the UV output of the sunbed’s lamps. They probably carry the feeling from natural sunlight and equate warmth with developing a tan. However, as ambient heat increases in a tanning room, the UV output of low-pressure lamps can decrease. Tanners should be made aware of this reality and understand that under normal operation, (assuming that you replace your lamps on schedule) UV output begins very quickly once the lamp is ignited.
- Let’s move on to the “Tanning Plateau” – the point when the color of a person’s tan stops deepening. After UV exposures, the skin’s surface layer becomes slightly thicker, making it more difficult for the rays to reach deeper (into the dermis layer) to stimulate the melanocytes (cells that form melanin). It’s been said that “healthy skin tans best” (an homage to Rick Norvell) and keeping the skin hydrated is important. Moving a tanner into an upgraded UV unit or adding a sunless session can be the answer; however, remember that your guests should always be reminded to tan in moderation.
- Can you beat the competitor’s price? I call those salons “Two Buck Tom’s Tanning” (apologies to the Tom’s out there), where you can tan anytime for $2. Well, we all want to stretch our dollars as far as possible and indoor tanners are no different. Over the years, I’ve heard many complaints from salon owners about super-low prices and how to combat them. However, it’s a slippery slope trying to keep up by cutting price! Instead, make the extra effort to increase your level of service. Offer the cleanest, friendliest, highest quality facility you can and you’ll be rewarded with customer loyalty.
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