Calling All Procrastinators!
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Now is the time to prepare your salon for the next busy season. NOW – when the weather is good, your mind is clear and you have the time to prepare. You cannot wait until November or December to start the process of sprucing up your salon, fixing or replacing worn-out equipment, and developing and testing new sales and marketing programs.
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Improvements to your salon and changes to your sales strategies should be done with careful planning and accomplished methodically, so as to preserve cash flow, maintain normal business operations and allow time to test the waters. And to get you motivated and help you handle this challenge, we have prepared easy-to-follow guidelines that will assist you in tackling each area.
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Step 1
Salon Equipment: The Tune-Up!
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Begin by evaluating each piece of equipment to determine whether it needs a detailed cleaning (inside and outside), a few replacement parts and repairs – or, if the system should be replaced.
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You should compare these costs (as well as the cost of your time and effort) to the market value of the tanning system, itself. For example, if your salon is utilizing ten-year-old, Level-1 tanning systems that may be worth $500 to $1,000; does it really make good business sense to spend more money on replacement parts than the unit may actually be worth? Taking all costs, time and effort into consideration, you may be better off purchasing a new unit or a high-quality used system.
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NOTE: Dirty, worn acrylic shields can reduce equipment performance by up to 50%. The underside of the acrylic surface should be cleaned every 2-3 months and all acrylics should be replaced about every 2,500 hours.
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Next, using keen eyes and attentive ears, examine each tanning system from top to bottom, end-cap to end-cap. Pay close attention to all moving parts and components that come in contact with a tanner. Handles, hinges, lift systems, etc. should all be checked to ensure that they are secure and in proper working order.
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Look for “pinch-points” on acrylics, such as looseness or bowing areas that could pinch the skin and cause injury. And, listen for squeaks or odd vibrations. These could be signs that a component is coming loose and needs attention.
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NOTE: Prior to performing internal equipment inspections, checking wiring, etc., power to the unit must be shut-off or disconnected.
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Check all fans and filters to ensure that they are free of dust and debris. Clogged fans can dramatically increase the operating temperature of the unit, creating an uncomfortable tanning environment while also prematurely depreciating lamp life and putting a strain on the units’ cooling and A/C systems.
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Inspect the fan’s protective covers, grates and housings to ensure that they are tight and secure – and that they are impassable to fingers, toes, etc. This is especially important for external cooling fans and ceiling fans in stand-up units.
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Examine wiring behind and around each tanning system, making sure that no wires are loose or exposed. Check all wiring connections to buck-boosters and wall outlets to ensure that they are safe and secure.
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If your tanning menu includes spray-tan booths or spa pods, you need to examine all water connections and hoses for leaks and crimps. Water and drain hoses should not be run around corners, over walls or ceilings, or for long distances.
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Now is the time to methodically examine every inch of your business, get down to it and make everything sparkle
Discolored ceiling tiles, in addition to being an eyesore, may be a sign of a leaky roof or pipes.
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Step 2
Salon Interior: The Clean-Up!
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No one eats in a dirty restaurant … twice. The same logic holds true for salons, spas and fitness centers. Now is the time to methodically examine every inch of your business, get down to it and make everything sparkle.
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When was the last time you used the shop-vac behind, under and around each tanning system? When did you last change ventilation system air filters or lift a few drop-ceiling tiles to see what’s lurking up there? “When cleaning your salon, I highly recommend removing ceiling tiles, especially near ventilation areas,” says Nick Goyuk, Owner of the Sun Spa Tanning Salon in Everett, MA (he provided the photo). “Dust and debris can get trapped there and dramatically reduce airflow throughout the salon.”
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When was the last time you got out the bleach and ammonia and thoroughly cleaned windows, base-boards, sinks, toilets and vanity areas? Dust, grime and dirt are not only unseemly, they also add to the cost of keeping the salon cool. Clogged air-filters and ventilation systems can force A/C units to operate inefficiently and add up to 25 percent to each month’s utility bill.
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One of the most effective strategies you can initiate is the process of transforming your salon into a “Buying Environment” and not just a “Selling Environment.”
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Step 3
Inside Moves: The Sell-Up!
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This is the the best time of the year to test new marketing strategies and ideas. Typically, foot traffic in the salon is down and you can devote more time and attention to your guests and your programs. And one of the most effective strategies you can initiate is the process of transforming your salon into a “Buying Environment” and not just a “Selling Environment.”
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Proof of Concept:
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Take a mid-priced bottle of a popular lotion or skin care product and make it your “Lotion of the Week.” Place a sign on the bottle that reads: Buy Me & Get 1 Month of Level-5 Tanning FREE!
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Place the bottle front-and-center on the sales counter and measure customer responses. In most cases, they’ll pick up the bottle and enthusiastically inquire about the offer. And, based on personal experience, you should sell several bottles quickly.
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Yes, I used a “no-brainer” offer for this example; however, this demonstrates just how much easier it is to sell a product when the customer initiates the “buying action.” You can modify to fit your comfort zone and circumstances, but be sure that the offer packs the punch to generate the desired response.
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There are a multitude of specials you can create and many areas inside your salon where you can test the “Buying Environment” strategy. My advice: take baby steps and try one strategy at a time, measuring customer responses, accordingly.
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There is true science behind the Buying Environment Strategy, and we will explore this subject in greater detail in the September issue. In the meantime, if you would like more info on creating an effective buying environment, write jerry@istmagazine.online
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