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THE IMPORTANCE OF SELLING LOTIONS...

Encouraging the use of indoor tanning lotions is a critical component in helping your customers develop the tans they desire. At the same time, lotions are important to the financial success of your salon-some salons report that over 30% of their revenues come from lotion sales. In addition, lotions are the easiest and best way to get your customers to spend more money in your salon, therefore adding to your bottom line.

By training your staff to both educate your customers and use suggestive selling techniques, you can add to the overall satisfaction and experience of the customer, while also putting money in your cash register. [go back]

OFFERING PRODUCT VARIETY

It is important to offer a variety of lotions in different categories.You want to carry certain products within each step so that you can effectively use the 3-Step Tanning System to sell to you clients.

• STEP ONE PRODUCTS- For beginning tanners to build a rich, golden brown base tan.
• STEP TWO PRODUCTS-For advanced tanners to build deep,dark results beyond the tanning plateau.
• STEP THREE PRODUCTS-For all tanners at all stages of tanning, to preserve and extend the life of a tan.

It is also very important to offer products with a variety of attributes, such as...

• HOT ACTION - Products that increase the blood flow and oxygen intake creating a temporary reddening and heating effect on the skin while improving tanning results.
• BRONZER - Products that supplement a natural tan within 2 to 4 hours with the addition of a self-tanning ingredient.
• COOLING - Products that contain special ingredients to create a temporary cooling effect on the skin. -In addition, you may want to consider products that combine multiple attribute, such as hot action products that contain bronzers. [go back]

OFFER PRICING VARIETY

Be sure that you offer products at a variety of price points that reflect the spending habits of your customers. For example, if you're going to carry several Step Two items, you may want to carry one at $100, $80, $60, and $40. Always carry a variety of price points so you can start the selling process by recommending a higher priced item, but have a lower priced item to fall back on when a customer objects to a product based on price. [go back]

DON'T FORGET SAMPLE SIZES

Most tanning products are also available in sample sizes. Small size products are excellent for tanners who are not yet ready to commit to a full size product and can save from many lost sales. One important rule about sample sizes: Only carry a sample size if you have the full-size bottle available for the customer to buy at their next visit! [go back]

PREPARE FOR THE ADD-ON SALE

For customers who already use and own a lotion, it is important to have a variety of speciality products available to suggestive sell. These would include a facial tanning product, a lip balm, eyewear, a soothing product, a shower gel and a bronzing powder. [go back]

CONSISTENTLY EVALUATE YOUR PRODUCT ASSORTMENT

The proper mix of products can affect your salon profits in a huge way. Remember, research tells us that many salons generate over 30% of their dollar revenue through lotion sales.

Lotions are an important factor in your salon's equation for fiscal success. With consistent forethought, planning and analysis, you can generate better tanning results for your customers and increased business growth for your salon. It may even surprise you how much revenue potential you can tap into once you set your business fitness plan in motion. You'll be glad you took the time to crunch the numbers and understand how lotion sales can work for you. [go back]

MERCHANDISING AND VISUAL IMPACT...

THE VERY FIRST (AND MOST LASTING)IMPRESSION THE CUSTOMER HAS OF YOUR TANNING SALON IS THEIR INITIAL WALK THROUGH YOUR DOOR. This impression will depend on the care and thought you put behind the physical impression your salon relays to the customer.

Some questions to ask yourself...

• Is cleanliness my major focus?
• Are things neat and in order?
• Does my retail area tell the customer a "story"?
• Am I creating a "selling environment" throughout the space?

SOME GUIDELINES FOR EFFECTIVE MERCHANDISING INCLUDE:

• Keep brands separate to make selection easier for your customers (and employees);
• Line the products up like little soldiers in neat rows and columns;
• Keep highest-priced items dead-centre and eye level to create first impact;
• Take advantage of counter tops-create "bundles" of product (one to three related items bundled together) to inspire multiple purchases;
• Display key items in key places and in more than one location;
• Use printed shelf-talkers available and handy - a customer is much more likely to purchase an item if they can touch and feel it. [go back]

THE P'S-PR AND PROMOTION

A great way to generate interest and develop awareness of your salon is through local PR and promotion.Some ideas include...

• Conduct a modelling or beauty contest in your salon-uses the photos in your next ad (be sure local papers are aware of the event...get a representative
  there and make a story out of it).
• If your in a local shopping centre location, visit the nearby stores and invite them in for a visit and/or a free tanning session - it's a known fact that your best customers are often your own employees or those that work next door.
• Have a gift certificate program-it's a great customer service item, especially for birthdays and holidays.
• Partner with a travel agency or radio station that is giving away an island vacation. Give all finalists a free tanning package in exchange for handing out coupons or on - air mentions. [go back]

WHAT ABOUT DISCOUNTING?

This can be done in many ways:

• Offering gift-with-purchase programs(either vendor sponsored or create them
  yourself);
• Create a loyalty program-offer a punch card that tracks lotion purchases - after they purchase a specified number of bottles, they get one free;
• Only offer discounts to first time tanners;
• If a customer purchases a sample size, let them apply the cost of that sample to the cost of a full size bottle if they buy it that day;
• Discount prices for ''Club'' members or premier status customers.

**AS A WORD OF CAUTION, discounting should only be done when necessary and never on a regular basis. Over time, discounting can lower the perception of your salon and train your customers to only buy when a product is on sale.

*REMEMBER YOU ARE THE EXPERT*

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