When you’ve created a body care product wonderland in your salon’s lobby, a place where your guests can let their senses guide them to their next moisturizer/body wash combo that they will obsess over for the next six months, you have effectively stolen or ripped off those sales from wherever your guests were previously buying those products: the drug store, department store, grocery store, etc. – and this is good!
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If you’re selling moisturizers (tan extenders), the easiest way to increase lotion sales QUICK is to offer other body care products such as washes, exfoliators and scrubs. How quick? Right after you read this article, organize a little meeting or “acting class” so that your team can learn the script, practice it and start using it with every guest who walks into the salon.
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Everyone buys body care products and they are sold everywhere, so why not buy it at your salon? Make sure every guest knows that the body care products they use at home will influence how long their tan last and how good their skin looks on a daily basis.
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The script I am suggesting is flexible and can be used at any time during a salon guest’s visit, but you will probably have the most success selling these professional body/after-care products right after double-checking that they have purchased a professional maximizer, natural bronzer, delayed bronzer, etc. that they will be applying pre-session. The simple acknowledgment that a tanner uses a professional product to enhance and jumpstart the tanning process opens the door to discussing how a professional after-care feeds and nurtures their skin while extending the life of their tan.
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This scripted sales method is most powerful when everyone on your team uses it. So, help each other get good at it and practice together.
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Script: “So, you are using a professional bronzer/maximizer specifically created to enhance and speed up the tanning process during your UV session – great! The effects of this in-session product will wear off after your session today. Our professional after-care products help keep your skin looking gorgeous by nourishing it through the day. It also keeps your tan active and slows down fading between sessions. Our professional body washes and extenders feed your tan with exotic botanical oils and antioxidants, drenching your skin with vital moisture and hydration to keep it looking younger and firmer.”
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You don’t have to repeat this exactly – have fun with it, use your own words and customize it with your own style. Make it fun and part of the sales meeting/workshop to create and tweak the pitch.
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Okay, so once the script is written and your team members have it down, don’t forget your biggest secret weapon for increased body care sales: teasing your guests’ senses by letting them feel and smell these products as part of every visit to your salon. Letting them experience these products should be part of your pitch, because once a guest has fallen in love with a fragrance or how a product feels on their skin, it is almost impossible for them NOT to buy it.
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This scripted sales method is most powerful when everyone on your team uses it. So, help each other get good at it and practice together. Happy selling!
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