I’m often asked by salon owners and managers, “David, what is the secret to success for a tanning salon?” and, “David, how can we sell more?” My answer has no fluff and comes from years of working behind salon counters across multiple countries – salon sales counters just like the one you work behind now.
Many expect the answer to include some sales tactic or merchandising method that I’ve seen work, which of course play an important role in “salon success.” But without one particular skill, all the marketing, sales techniques or merchandising won’t work, anyway. I have narrowed it down to one simple word: talking.
Talking – the sounds that come out of every salon employee’s mouth in the form of words – will always be the one sales skill that will determine the level of success your salon can achieve.
Talking (or lack of talking) is happening right now and during every minute the salon is open. Actually, talking is even happening when the salon is closed. Your guests are talking about the “talking” that occurred while they were in your tanning facility taking their little beauty nap.
The talking that takes place in your salon is a huge part of your brand and the “experience” by which your guests know your business.
Let’s call it “thoughtful communication.” Delightful, well thought-out, skillful conversation that is sharpened and practiced is the one detail that allows any salon to sell much more than another, with everything else being equal.
When your entire team is conscious of the way they give information to and receive info from your guests, that one skill alone will affect product sales far more than a flashy new logo or FB 20% off ad ever could.
Here are some Thoughtful Communication quick tips to teach and practice:
- Watch your tone. Tone says more than the words themselves. “Need anything else?” and “Can I help you with anything else?” are the same exact question but tone makes them sound completely different. The first way almost sounds impatient and a little sassy. Whereas, the second way implies you really care about what they might need.
- Language and word choice matter. “Can’t,” “won’t,” “didn’t” and “you have to” or “you need to” are usually interpreted as negative. Good conversations don’t feel argumentative. Upbeat language keeps the exchange going in a positive direction.
- The Golden Rule of Customer Service. Guests don’t really care about what you can’t do or why. They only care about what you WILL do. Empower your team to solve problems, not rattle off policies.
- Always try and use their names. Call it basic human psychology, but people love hearing the sound of their own names.
- Speak their language. A great speaking or conversation tool is to mimic the type of language somebody uses. The best example I can remember was watching a salesperson try to be too formal with a guest who was joking around and just wanted to have fun.
- Always offer more help than they need. Never end a conversation quickly or abruptly. It makes them feel like you are rushing them. Remember this phrase: “Let me know if there’s anything else I can do for you. I’m happy to help.”
- You have hundreds of things to talk about. Use the incredible beauty products at your fingertips to slow a guest down and get her to have more conversations with you. Think of all of those products as your secret weapons. “Hey, check out this new fragrance – whatta you think?” Or, “I know you love dark bronzers. Try this one.”
Keep on talking … and happy selling!
