APPRECIATION: It doesn’t matter if this is your first year in the tanning industry or you are a veteran salon operator, you undoubtedly look forward to this time of the year. Salons are filled with new and existing tanners, and there is no better opportunity to show them your genuine appreciation for their continued support and business. Every person who comes into your salon represents residual income, not only from the money they are personally spending, but also from the potential customers that happy customers send your way. Let your loyal guests know how much they are appreciated and always with a smile. Little things go a long way toward making sure your customers feel valued. Always remember: Retail is Detail!
EVENTS: In order to welcome back your tanners who have not been in your salon since last spring and to show them they are appreciated, plan a special event – a Free Tan Weekend, Tan Fest, Customer Appreciation Weekend, etc. This is the perfect time of year for an event, since foot traffic in salons is starting to pick up. During this time, a lot of people will come to your salon to tan in preparation for vacations or an upcoming wedding, and if they are going to receive more value tanning at your salon opposed to the one down the street, they are going to choose to tan with you. I know a salon in a small Kansas community that does a very successful free tan weekend every year in April, which they make a community event. The salon serves burgers and hot dogs to anyone in the town who stops by, they have specials on packages and products, and anyone who comes in their salon can have sessions in any piece of equipment that weekend for free. The salon operator plans for this by letting his customers know about specials and promotions two weeks in advance, so that they make sure to tell their friends and family. It’s also promoted heavily on Facebook and Twitter. By planning that their event will be a big deal, it becomes a big deal.
RESOURCES: I’ve just discussed how to appreciate your customers and the importance of planning an event during your busy season. It’s time to implement these practices. Is there an area on which you can improve? What steps are needed to make the most of this busy season? If you are having trouble planning your event or need ideas on customer appreciation events, referral programs or even where advertising dollars are best spent, use your resources. Distributors, as well as your lotion manufacturers, are capable and willing to help you grow, improve and offer ideas that are proven successful.
LOYALTY: Creating loyalty with your clients and staff is an important aspect any business needs in order to be successful. Your salon is most likely seeing more people now than it has in the last few months. Building loyalty with each customer helps ensure future business for years to come. Establish a customer experience so enjoyable that they want to tell their friends and families. Loyalty creates repeat business, which in turn creates more revenue. People don’t do business with businesses, people do business with people. Making sure your salon has a great reputation is crucial to the longevity of any business. As word of mouth and social media help to spread information at record speeds, it is important that your salon strives to maintain a positive reputation with your customers and your community.
“Make sure your business is creating a service experience so good that it demands loyalty.” – Steve Maraboli
