We all love to be busy, especially in sales. Busy usually equals money, or at least opportunity. That being said, I’m surprised when salon staff complain about being too busy! I’ve never met a person who complains about having too much money in the bank, or that they are able to buy too many things, or that they are too successful. Yet there they are, complaining about how many customers they saw on their shift, and how they all wanted something different. WRONG![gap height=”15″]
After working with salon staff and owners for over 20 years, I’ve concluded that there are really only five customer types who come to a tanning salon. I can hear it now: “Wait, what? I saw 75 people today on my shift – I was really slammed.” In actuality, only five TYPES of customers came in; you just saw each of them many times throughout the day. Understanding who they are and what their main objection is will make dealing with them much easier and make you more successful.[gap height=”15″]
The first is the “I tan better without lotion” customer. This person is convinced they don’t need any of the products you offer, and it’s our job to explain why that is incorrect without being argumentative. One of the most successful ways I’ve seen to get through to them is the “Feel, Felt, Found” approach. It’s pretty easy: “Mr. or Miss Customer, I understand why you think that. I used to FEEL the same way as you. I FELT that I didn’t need a [insert product type here], but once I tried it, I FOUND out what an immediate difference it made.” Try this – it works.[gap height=”15″]
The second type is the “It’s too expensive” customer. Their focus is on price, and you need them to see in terms of cost and value. Tanning without a lotion results in less color development that doesn’t last as long, and a need for more frequent sessions. This translates to more expense, both in time and money. By explaining that they can see dramatic differences with a lotion, often for around $2 per use, and that they will have better, longer-lasting color with fewer sessions, we shift the emphasis from how much it costs to how much it’ll do for them.[gap height=”15″]
Next is the “I’m too sensitive” client. You know them: those who are “allergic” to everything. Lotion manufacturers have, for years, made products specifically for these tanners – hypoallergenic, fragrance-free, gluten-free, and nut-free are just a few formulations available for your sensitive-skinned customers. Be sure to explore these options, rather than just walking away from a potential sale.[gap height=”15″]
Fourth up is the “I’m a real man” tanner, aka, the guys. Here’s a little secret: men are just as vain as women; we’re just a bit better at hiding it (in most cases). Usually, men are the easiest sale to make if you understand that we don’t shop the same way women do. Women like choices – men don’t. Pull a product off the shelf, tell a guy that he should be using it because it’ll make his tan look better, and he’ll usually buy it, as long as he didn’t have to shop for it.[gap height=”15″]
Lastly, everybody’s favorite: “I’ve already got lotion.” Congratulations! You’ve already sold them! Now, sell them more! At bare minimum, every customer needs a body-tanning product, a facial-tanning product and a tan extender to maximize their results. Nearly 100% of your current salon guests are a potential first-time sale during every visit; don’t miss these easy opportunities.[gap height=”15″]
See? You’re not nearly as busy as you thought! Now, go sell![gap height=”15″]
Nearly 100% of your current salon guests are a potential first-time sale during every visit; don’t miss these easy opportunities.
