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We live in pretty hectic times. Running from sunup to sundown, work all day, fighting traffic and road rage, stop by the store for groceries and watch someone cut in front of you in the 15-items-or-less line with a full cart, interact with the kids, cook dinner, work some more from home, texts, emails, phone calls. ARRGH! Well, that’s what many of your salon guests endure in one form or another. And then, they come to your facility for some stress relief – to relax, escape and enjoy building a cosmetic tan – to look good and feel better about life. From the moment your guest or potential customer steps into your salon, your team needs to be on their “A” game … because now is their time to shine!
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I checked in with longtime industry veteran, Eric Haynes of PC Tan, whom I’ve known for quite some time. When it comes to delivering great customer service, he really knows his stuff, and has been preaching it to salon owners over several decades!
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Here are some tips from Eric focusing on several key areas:
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Lobby Etiquette
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As every guest enters the salon, acknowledge and welcome them with eye contact and a big, warm smile. Calling them by name will make them feel extra special. This could differentiate your business from every other one they walk into that day.
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Equipment Knowledge
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Each tanning system at each level delivers a different UV mix and therefore, a different tanning result. Understanding the UV output of each unit is a critical part of recommending a successful tanning regimen for your guests, so that they see their best results. Some units are more efficient at building a base tan, while others are more effective at bronzing existing melanin that is close to the skin’s surface.
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Clean, Clean, Clean
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Nothing says “we care about you” to your tanners like clean and sanitary rooms and equipment. Your commitment to this very important detail is what will make your salon stand out from your competition and keep good word-of-mouth advertising flowing from your appreciative customers. It will keep them coming back, for sure.
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Tanning Knowledge
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You are the tanning professional – it’s what you do and it’s how your customers should view you. You and your staff MUST understand the science of tanning and be able to effectively communicate it to each tanner. Proper skin-typing and properly recommending exposure times hinge on understanding the tanning process. Please make sure that you and your staff have been professionally trained, so that you can give your customers the service and education that they need to enjoy moderate, responsible tanning.
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Handle Complaints Effectively
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Listen to an unhappy guest with empathy and have your response show appreciation for their complaint. We are all consumers, and we all have issues from time to time with products or services that we purchase. When we do, we want someone to hear what we have to say, and then treat us fairly. If you treat your unhappy customer more than fairly, chances are good that it will turn them into a happy customer. Pinching pennies on this point will cost you dollars.
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Offer Ancillary Products
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Find creative ways to let your guests know about all the products and services you offer. Don’t assume they know! Post professional signage throughout the salon, place “specials” cards or coupons on top of the towel in the tanning room. Create attractive product displays. Get to know your customers and what they like – individually. Then, cater to those needs. Always ask how they are doing with their tanning products, moisturizers, etc. Tell them what you have used and what you like the best – because, again, you are the expert. Expand your offerings with spa/wellness services and products. More and more salons are benefitting from the huge “wellness” market as a complement to the great services they already offer.
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Lastly, Eric says, “Keep it fun, fresh and exciting for your guests and your staff and watch great things happen to your business!”
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From the moment your guest or potential customer steps into your salon, your team needs to be on their “A” game …
