For salons in much of the U.S., June is a month when they start to see a decrease in tanner traffic. Rather than viewing this as a problem, I suggest you use this opportunity to build stronger relationships with your existing salon guests. This month, I’ll discuss the often-overlooked importance of one-on-one guest interactions.
We all know that our guests tan for many different reasons, so we try to understand and help them achieve their individual tanning goals. During the busy season, this means we might only have time to ask the most basic questions about their tanning needs. However, when your salon is slower, you have the chance to get to know them on a more personal level. This month, I challenge you to talk to each guest who comes through your door about something unrelated to tanning in order to really try and build more personal relationships.
For example, you might ask a tanner about her work, summer plans, or maybe even what she did last weekend. These conversations can easily turn into sales opportunities! Not only does this extra interaction help you build a rapport, but it also shows them that you care about them as a person. This extra effort shows your guests that you are interested in more than just selling them something every time they visit your business. Closer guest relationships will foster trust, which means they are more likely to value your product and service recommendations and more likely to continue to be loyal to your salon in the future. Investing a little more time into guest interaction can make a significant difference.
If you do not feel comfortable asking them a personal question, try bringing up the unusual weather, mentioning the big sporting event in town, or giving them a compliment on their cute handbag. Everyone loves a compliment, and most of us just like to talk, so get a conversation going. Once your guest feels comfortable talking to you, use the opportunity to ask her about what she wants in a tanning lotion. Learning more about her life can also help you make better product recommendations that really match her needs and concerns.
If you don’t have time for personal conversations with each tanner, I always recommend asking open-ended questions, which are those that can’t be answered with a simple “yes” or “no.” I see a lot of salon staff making the mistake of asking closed questions, such as, “Do you have lotion with you today?” “Do you want to buy our lotion of the week?” When asked these types of questions, guests are going to feel like they are being sold to rather than talked to, and this tends to make them shut down. Open-ended questions are a much softer approach and make guests feel that you’re genuinely interested and understand their needs. So, instead of “Do you want to buy new lotion,” ask, “What are you looking for in a lotion?” Encourage them to talk about their results and product choices – this allows you, the salesperson, to gauge what products or services you should suggest in a way your guests will be more receptive to hearing.
In closing, I think that if salon operators focus more on educating our staff about the importance of open-ended questions and getting a conversation flowing, it would improve our guest relationships and build a deeper level of understanding and trust. Every person who comes to your salon is a potential sales opportunity! Don’t miss that opportunity by asking the wrong questions. Instead, really talk to them. If your guests love you, love your salon, and love the experience you provide, you’re more likely to keep them as a frequent patron of your business.
Remember: the grass is always greener where you water it.
