Just naming off a list of lotion ingredients like a rapper won’t get a salon guest pumped and ready to spend! Okay, maybe it would if you were laying down a phat beat and could freestyle it, but let’s face it – you probably can’t rap.
Since we all can’t flow like Jay Z, let’s focus on the benefits of tanning product ingredients and how they appeal to each one of the four very powerful “feel good senses.”
When was the last time you heard a salon guest mention a specific lotion ingredient after a great UV session? She will exclaim, “I got so dark!” or “My skin felt amazing!” or “My tan has never lasted this long!” You don’t hear, “Wow! Tyrosine really increased my melanin production!” or “OMG! That erythrulose really kept my tan active and helped it last longer!”[gap height=”20″]
The Four “Feel Good Senses” that make ALL lotion sales happen:[gap height=”30″]
#1. SEE
[gap height=”15″]Will my tan look darker, deeper, better? Will my skin look brighter, tighter, sexier? Face it: for most of our bronze-seeking beauties, seeing is believing. Every tanning product in your salon has benefits that can be seen – from the instant “off the beach” color of numerous natural bronzers to potent skin-firming compounds that can improve the appearance of fine lines and wrinkles. The secret: As you present a product to a guest, paint a vivid picture of how her skin will look after she uses it. An ingredient list will always be far less important to the more “visually stimulated” tanning guest.[gap height=”40″]
#2. SMELL
[gap height=”15″]Will I love the lotion’s essence before, during and after tanning? What is its aura – fruity, floral, sweet? So many tanners tend to be very fragrance-driven. Sometimes, the scent alone can be the deciding factor for purchasing a lotion, regardless of all its other benefits. The secret: Learning to describe a product’s essence is a far more valuable sales tool than describing in detail how much you loathe a particular fragrance! Why? Because what you loathe may be their new fave![gap height=”40″]
#3. THOUGHT
[gap height=”15″]How will the end result make me feel? Will it help fulfill a desire, solve a problem, ease a fear? When you really listen to your guests they’ll tell you what matters to them. Your guest says, “I just started working out again and my legs are so white!” In this one simple sentence, she has expressed a desire to not have pasty legs, asked you to help her solve a problem and expressed a fear of being embarrassed in front of other gym members. The secret: Help her by making what’s important to her important to you.[gap height=”40″]
#4. TOUCH
[gap height=”15″]How will my skin feel? Softer, firmer, smoother? Your “touchy-feely” types will give you blatant hints when they are all about FEEL, like: “I love how this lotion makes my skin so soft!” or “My face gets so dry in this weather.” Your salon is filled with masterfully crafted moisturizers, hydrators and skin-perfecting conditioners designed to nurture and rejuvenate every skin type. The secret: These silky skin connoisseurs can’t help themselves – they must have the latest and greatest skin care breakthrough. Let them sample new products liberally and often, because once they love the way it feels, they have to have it!
[gap height=”15″]Every salon guest you encounter will naturally gravitate to one or all four of the “feel good senses!” Your job: Be a “feel good sense” detective! Listen for the clues and cater to the senses they care about.
