Our September Salon of Distinction operator – April Wisnieski of Velocity Tan in Norfolk, NE – pointed out during our interview that a typical tanning salon customer has a limited amount of discretionary income. In order to gain her share of those funds, April feels that it’s imperative that she and her team provide a consistently fantastic guest experience.
So, what’s the key?
It can be something as simple as engaging each guest with a sincere, personal interaction as you explain the benefits of indoor tanning. What benefits do you mention?
As many of you already know, sunbeds and sunlamps fall under the jurisdiction of the Food and Drug Administration. In fact, they are listed as “cosmetic devices.” So, although the significant benefits of UV exposure – beyond a cosmetic tan – are becoming increasingly well-known and publicized, it’s important to stay on track. Salon operators cannot market or advertise any other health benefits. The FDA (as well as the Federal Trade Commission) is keenly aware: salons that make these claims are actually minimizing the impact on the consumer of the warning label required to be displayed on every sunbed and sunlamp. And that’s something on which both state and federal regulatory agencies may take action. It’s not just a threat – there have been several salons, chains, and manufacturers that have recently incurred stiff financial penalties for promoting such health claims to the public.
Your staff needs to be trained on how to engage both new and current guests with a friendly, even scripted conversation that projects professionalism and confidence.
So, how should you promote your tanning services? Let’s go back to that sincere interaction. One of my personal pet peeves is being tracked down in retail establishment by a poorly trained salesperson who initiates a really weak conversation with me. Think fast food: “Do you want any fresh-baked cookies today?” Uh, no. Just make sure that exactly what I ordered is in the bag. Geez! Now, fast-forward to an interaction between a weak, untrained salon employee and a guest. For the current customer: “What bed do you want? How long do you want to tan this time?” Stop! You’re killing me! For the new customer: “Are ya here for UV or sunless?” Oh my gosh, NO.
Your staff needs to be trained on how to engage both new and current guests with a friendly, even scripted conversation that projects professionalism and confidence.
First, greet everyone who walks in the door. Since the inception of the industry, folks have come to tanning salons to get a tan. Yep, and also to RELAX. It seems that many of us barely have time to breathe – kids, bills, work, etc. all create stress. Don’t add to it! Smile as you welcome guests to the salon to enjoy their “me time.”
Second, don’t read to them from a cheat-sheet about your pricing or equipment. Rather, direct your guest with suggestions that address her specific needs. “Carol, you had a session on Tuesday in one of our premium sunbeds. It’s our most popular bed and I’m sure you can see why. We’ve got a great special on our ten-session package for that tanning level. Let’s put you back in the same bed today and get you on the way to the results we discussed – a beautiful tan with no redness and in plenty of time for your wedding!”
I’ve embellished this scenario a bit; but you get the idea. You can make it work with simple modification to fit your own style and by putting some enthusiasm behind it.
For more tips on professional guest interactions, take the Sun is Life Training Module, “This Little Bed’s Just Right” at sunislife.com.
