I thought this title would get your attention!
Obviously, the answer for most of us is, “No.” In my shower, the list of products is endless … shampoo, conditioner, once-a-week deep conditioner, shaving cream, body wash, body scrub … we haven’t even talked about the post-shower routine. Here’s my point: We often stop the sale after the salon guest has only purchased the tanning lotion. Is there only one product in your bathroom?
As tanning professionals, we know that our skin needs more than just a tanning lotion to increase and maintain results. I don’t get to tan as often as I’d like to, and it’s obviously crucial to my job that I maintain a perfect glow! I use an abundance of after-care items to ensure my color lasts. I start in the shower with tan-extending body wash. Before any UV or sunless session, I make sure to prepare my skin with a salon quality, oil-free salt scrub (I love the Sunstyle Catwalk exfoliating body polish). When I get out of the shower, I use either a DHA moisturizer to help my color last, or just a regular tan-extender to help it fade less quickly. So, why did I just give you all a glimpse into my daily skincare regimen? It brings up the question again: Why do we stop the sale after a guest buys a tanning lotion, when we know the importance of these other products?
Market studies show that if someone buys a product from you, they are 50% more likely to buy a secondary product at the same time. We often miss that sale opportunity because we don’t ask for it. After closing a lotion sale, what works best for me is to ask, “What are you using at home to protect your color?” This statement will take you in one of two directions: either the guest will respond with, “I use (insert drug store moisturizer here)” or “I don’t use anything.” This is an opportunity to educate!
I compare after-care products to my daily shower regimen. If they are not using anything at all, I ask, “Would you shampoo your hair and not follow it up with conditioner?” Most women will reply, “No way!” We use conditioner because it keeps our hair healthy, it softens, hydrates and protects. Tan extenders work in the same way. They have active ingredients to extend the life of your tan, hydrate your skin as well as prevent fading. Our guests come to our salons for the best possible results – we need to make sure that when selling products, we present them with everything they need to achieve and maintain the best possible color.
Selling Bundles – This is an easy way to “train” your guests to use after-care products. One of the best bundle deals I’ve seen utilized in the salon is the “Upgrade Your Color” promotion: when a guest buys a lotion, for an additional $29 (or whatever price your market would support) they receive a tan-extending moisturizer plus an in-shower extender product, like a body wash or scrub, and a two-week session upgrade to the next level. This is a win-win, because you not only get tanners to experience your other equipment, but also set the standard for after-care products; it will become routine when they buy new tanning lotion to also pick up after-care products to protect their color.
Imagine that every person who walks into your salon has an empty bathroom at home. Don’t miss the opportunity to educate them on the importance of at-home care by ending the sale after the tanning lotion. They came to your salon for great results – ensure that they achieve and maintain their color by stressing the importance of maintenance products.
Remember, you have more than just one product in your bathroom.
Why do we stop the sale after the salon guest has only purchased the tanning lotion?
© Denis Tabler / Dollar Photo Club
