Repent! For the end of your salon is near … if you’re committing any of the seven deadly summer sins, that is. We’re talking about the mistakes made by salon owners who go into “panic mode” when business slows down in June and July. Faced with decreased profits and tanners during the warmer months, these tanning pros end up making bad decisions that hinder their earning potential even more. Furthermore, they seem to be unaware of the revenue potential that summer brings to salon operators who play their cards shrewdly. Let’s take a look at the seven deadly summer sins as well as how to better your business during these off-peak months.
Thou Shalt Not Lose Your Lunch
Did you cut your hours of operation this summer? It’s not the end of the world if you did, but it’s definitely bad for business if you lock your doors for lunch anytime between noon and 2pm. That’s most people’s lunch hour, and if you’re not behind the counter, you won’t know how many people are stopping by to get a tan only to find your doors locked! Everybody’s gotta eat, but you shouldn’t do it when people are coming to you for a tan. Reschedule your lunch hour accordingly. Another thing to consider: shortening your hours suggests to your customers that they don’t need to tan during the summer. Is this the message you should be sending?
Thou Shalt Not Count Peanuts
Salon owners who don’t re-lamp during the summer are a good example of the old saying, “Counting peanuts while the elephants walk by.” In other words, they’re too focused on saving a small amount of money (the peanuts) while ignoring the huge amounts of revenue they’re losing (the elephants). Try comparing the cost of re-lamping to the losses from the tanners who quit coming to your salon because they’re not getting tan, and doing the right thing won’t seem so expensive anymore. You’re not in business to make your competitors rich, so bite the bullet and keep your lamps fresh … even during the summer!
Thou Shalt Not Bink Thackwards
The peak season “peaks” for one reason: people want to buy tanning sessions, packages and products so badly, they’re willing to pay full price. This is why it makes no sense to discount your products and services by 40% or more during this time of year. If you believe that the summer is the slowest time of the year, why not offer your biggest discounts then? That should be enough incentive for people to keep tanning, and the packages and specials you offer them should last until fall, keeping a near-steady stream of clients coming through your door. Makes more sense that way, doesn’t it? Yeah, we think so, too.
Thou Shalt Not Do Too Little
Stop frontin’! We already know you’re cutting back on staff hours to cut your summer expenses. But how much money are you losing? Are you even aware of the number of guests who’ve walked out of your salon, with or without stealing merchandise, while your one and only employee tries to quickly clean a tanning unit? As much as it might pain you to do so, Mr. Scrooge, it’s best to have at least two people on duty at all times … the sales you miss will be the ones you miss dearly, especially during the summer months!
Thou Shalt Not Know Everything!
“I don’t need you telling me how to run my business – I’ve owned my salon for 20 years!” If this sounds like you, then you’re committing one of the seven deadly summer sins: you already know it all. The problem with this attitude is that you don’t; no one does, and even the biggest and the best salon owners swap trade tips. To put it another way, you probably don’t wear the same clothes you did 20 years ago, or drive a 20-year-old vehicle, so why would 20-year-old ideas be all you need to succeed today? The industry is changing and evolving and new sales and marketing techniques are being perfected nearly each day. Need to catch up? No problem! Read ist Magazine and attend some industry events, all with an open mind, of course.
Thou Shalt Not Say, “Sorry. Last tan is at …”
Never tell a guest that it’s “too late to tan,” even if they’ve arrived 5-10 minutes before closing time. You might think you’re being slick by rushing them out the door so you can make the barbecue at your friend’s house, but your rudeness might be sending frequent, paying tanners to your competition. Let them tan anyway, even if it means getting out of work a little later than you planned. It’s a gesture that tells your salon guests they’re very important to your business.
Thou Shalt Not Stop Marketing
During the summer, you need to be spreading the word about your salon, not spreading it thin. In other words, cutting back on marketing and promotions is a bad idea. If you think people aren’t interested in indoor tanning during this time of the year, the absence of your promotions certainly won’t remind them. Successful operators ramp up their advertising to keep their business name top-of-mind and promote summer sales programs and special events. And they always remember to mention that their “sunshine” comes with free air conditioning!
Repent!
If you’ve committed any of these seven deadly summer sins, know that you’ll be forgiven. June is eight months away, giving you plenty of time to repent … and plan for a busy and profitable summer 2015! ■
