In business, separating yourself from your competition is a very important. The key to making this happen lies in your ability to communicate with your salon guest the fundamental truths of our business.
Even your most loyal spray-tan customer was once a first-timer. Although your actual spray-time can be cut down to five short minutes, it is imperative to take the time to speak to the guest and put them at ease. The more comfortable you are with your ability, the better the initial customer experience will be.
During the initial contact with the guest, it is imperative to find out why they came to your facility. Are they prepping for a special event? This small detail will allow you to point them in the right direction for package services, an EFT membership, and/or providing you with referrals for additional people who are attending the same event.
Things to review with your guest:
Pre-Session
- Prior to a session, have your guests sign a Spray-Tanning Agreement. Review each point on the Agreement prior to each visit.
- What your guests did prior to their previous spray-tan session may be different than what they did today (i.e. showering, etc.). Ask, “What did you do prior to coming in for this spray session?” Did they exfoliate 24-48 hours prior to coming? Did they apply any lotions or topical skin treatments within the 24 hours prior to the session? These types of questions will avoid surprise results.
- Does the guest use paraben-free sunless tan maintenance products?
- Explain that the cosmetic bronzers in the spray solution create instant color that is only temporary.
- Educate the guest on the prep-spray product options you offer.
During the Session
- Engage in a relaxed and informative dialog with your guests. Taking the time to get to know them opens up the lines of communication, allowing for greater sales opportunities, as well as increased referrals and return business.
- Give them one or two points on the top-selling retail maintenance and enhancement products you offer in your salon. This is your prime opportunity for retail product placement!
- Talk to them about the current products in their daily skin care regimen and pinpoint any negative effects they may face with the range of products they use (i.e., do not use bar soap).
Post-Session
- Explain the details of any referral specials you may be running – your confidence in your spray-tan ability is the key to getting referral business.
- Lastly, thoroughly cover what the guest should do/not do for up to 24 hours after their session. Explaining what to expect in the coming hours and days will magnify your level of care for them and their appearance.
Mastering these small nuances will ensure continued repeat business and referrals for weeks, months, and even years to come. ■
The more comfortable you are with your ability,
the better the initial customer experience will be.
