For most tanning facilities, September isn’t necessarily the busiest month. Rather than viewing slower salon traffic as a problem, I suggest you use this opportunity to build stronger relationships with existing customers. This month, I will discuss the often-overlooked importance of one-on-one client interactions.
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We all know that people have many different tanning goals, and we try to understand and help them achieve those goals. During the busy season, this means we might only have time to ask our guests the most basic questions about their 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 of your guests about something unrelated to tanning, and really try to build more personal relationships.
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For example, you might ask a guest about her job, upcoming fall plans, or maybe even what she did last weekend. These conversations can easily turn into sales. Not only does taking this extra time with guests help you build rapport, but it also shows them that you care about them as people. This extra effort shows your customers that you are interested in more than just selling them something every time they walk through your door. Building relationships will foster trust, which means they are more likely to value your product and service recommendations and remain loyal to your salon in the future. Investing a little more time and effort when talking to your guests can make a significant difference.
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This month, I challenge you to talk to each of your guests about something unrelated to tanning, and really try to build more personal relationships.
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If you don’t feel comfortable asking guests a personal question, try bringing up the unusual weather, mentioning the big sporting event in town, or complimenting their outfit. 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’s looking for in a tanning lotion. Learning more about a tanner’s life can also help you make better product recommendations that really match their needs and concerns.
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Even if you don’t have time for a personal conversation with each guest, I always recommend asking open-ended questions – 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 a lotion with you today?” “Do you want to buy a new lotion? We have a special.” When asked this type of question, tanners are going to feel like they are being sold to rather than talked to, and this tends to make them shut down. Asking open-ended questions is a much softer approach that makes guests feel like you are genuinely interested and understand their needs. So, instead of asking, “Do you want to buy new lotion?” ask, “What are you looking for in a lotion?” This will get them talking about their results and product choices and allows you, the salesperson, to gauge what products or services you should suggest in a way your guest will be more receptive to hearing.
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In closing, I think that if we focused 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 walks through your salon door is a potential sales opportunity! Don’t miss that opportunity by asking the wrong questions. Instead, really talk to them and build a more personal relationship. My advice for the month of September: get personal!
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