Incorporate Some Value Added Services to Your Business

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Dear M&M,

I own a tanning salon and am wondering if you have any specific tips for me?

 – Lisa

Dear Lisa,

The first thing you may consider is a way to incorporate some value added services to your business. While it’s always good to increase your client base, if that’s your sole focus, you’ll miss out on vital opportunities right in front of you. Often, using proven sales techniques on your existing client base are far more beneficial in the long run.

 Offering Knowledgeable Advice

One of the best ways for tanning salon staff to sell more products and services to their clients is through knowledgeable advice. Therefore, it’s important for tanning salon owners to make sure their entire staff is fully knowledgeable about all the products and services offered in the salon. For example, a client may be more likely to purchase a particular lotion if they are first educated about any benefits that the unique formula has to offer.

 Seizing Upselling Opportunities

Many potential sales can be missed if the staff fails to proactively listen to the needs and concerns of their clients. As a result, many missed opportunities end up falling through the cracks. For example, if a client mentions that it’s been difficult for them to squeeze tanning appointments into their busy schedule, it’s the perfect opportunity for the staff member to sell the client on trying out one of the more-expensive high-pressure units that offer deeper tans with fewer sessions.

 Free Offers

A key concern for many salon owners is how to attract new customers to their establishment. One way of accomplishing this is to offer free promotional items. For example, the salon could run a promotion where any new client can tan for free on her first visit. Buy-one, get one free programs are also popular. In addition, once clients are in the salon, the staff also can use this same approach to sell products. For example, free lotion samples can be given out so the clients can try the products before they buy them.

 Referral Programs

Having a referral program in place is a great way to generate new sales. Referral programs are not only one of the best marketing tools, but they are one of the least expensive ways to advertise because they rely solely on word-of-mouth. Plus, referral programs can be set up in numerous different ways. One way would be to give vouchers and coupons to clients so they can hand them out to interested friends and family members. Another method is to offer discounts to clients for each referral that result in a paid purchase.

– M&M

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