by John P. Ribner

These days, it seems there are as many different ways to sell tans as there are salons that are selling them. Is the way some salon pros sell tans becoming so complicated that they’re just confusing current and potential customers? “Yes,” is the firm response from several industry professionals. These experts say that while no one way is better than another, the important thing is how the options are presented.

SIMPLE & STREAMLINED
As one of the industry’s top educators, Anthony Tesoriero, has seen the good, the bad and the ugly when it comes to how salon pros sell tans. As Director of Education for JK North America, Tesoriero routinely addresses this topic during his popular educational programs. His advice to salon operators – keep a simple, streamlined approach when selling tans. “To put it directly, your clients aren’t going to waste their time trying to figure out a complicated pricing structure,” Tesoriero said. “Tanners want to know how your salon can meet their needs as quickly and easily as possible. What we’re starting to see – with everyone from the top salon chains and franchises to the successful smaller stores – is that the profitable salons are taking a simple, straightforward approach to selling tans.”

So how does it happen? How does a salon pro end up with a complicated pricing structure? “When they try to duplicate the offers or specials of their competitors,” answers Karen Meade-Bentlage, President of Future Industries Inc./The Original Dr. Müller. As part of her distribution company’s educational programs, Karen’s staff educates their salon clients on this and many other topics. “Some salon pros become insecure when their competitors start offering something different, so they try to offer the same thing on top of their existing system,” Karen explained. “All this does is end up confusing both the customers and the salon’s staff who are trying to sell new memberships. We recommend that tanning pros determine their market niche, and then make the commitment to stay that course. In other words, your business can be like Target, Neiman Marcus or anything in between, but you can’t be all these things.”

NO CONFUSION HERE
Bruce Wood is one salon professional who knows that when it comes to selling tans, “simple” works. Things are very straightforward at his salon – No Tanlines in Streamwood, IL. “One of the worst mistakes a salon pro can make is trying to offer a potential client everything at once,” Bruce said. “All this does is overwhelm them and cause them to lose interest in your salon and its services. What we try to do is put ourselves in our customers’ shoes – it’s our duty to accommodate them.” Wood’s pricing structure includes both sessions and memberships, combined in a way that’s neither complicated nor confusing, proving that combinations can work, when presented the right way.

Also key: The staff at No Tanlines has the process of selling down to a science. “Before we even begin to explain what the salon has to offer, we enter the potential client’s info into the database, conduct a skin-typing test and offer a tour of our facility,” Bruce said. “We then ask them why they’re interested in tanning, and based on their response, we have an idea of what to offer them.” For example, if a client wants a tan for a vacation or special event, the No Tanlines staff might interest them in the salon’s bundles of two, five or 10 sessions. For the more serious tanner with long-term potential, the staff pitches its All Access Membership, which operates on an electronic funds transfer (EFT) program. Even Wood’s latest special offer – the Beach Club – is designed to eliminate confusion. “It’s a 30-day membership at one low price with no contracts, no commitments, no EFT and no tanlines,” he added. “Any questions?”

DON’T FORGET TRAINING!
So a salon owner has worked hard to develop a pricing structure that’s simple to understand yet still meets the needs of their various clients. Great! Now, the tanning pro must make sure her staff is trained to properly present it to customers. “A properly trained staff is vital to selling a tanning package, regardless of what that package or offer is,” commented Bill Pipp, ETS, Inc. Chief Executive Officer. “If the staff isn’t trained to sell the program, then it won’t matter how streamlined or attractive that program is.” Pipp recommends that training not only focus on learning the salon’s different offerings, but also on how to sell them to each type of prospective clients. Pipp also recommends that effective and quality visual materials be used to help seal the deal.

ALL ABOUT SALES
Sales training is extremely important to the staff at Total Tan, Inc., based in Buffalo, NY. With 29 salons that operate six shifts per day, it’s no wonder. “We have a very streamlined system – we offer visits, unlimited weekly and three-month packages, as well as an EFT program,” said Rachel Mitchell, Total Tan Regional Manager. “What we believe allows our employees to sell this system is that they’re trained to present it and sell it properly.” To that end, all Total Tan employees complete a rigorous 30-hour training program over a two-week period before they’re left alone behind the counter. The company also holds two corporate training seminars each year, and attendance is mandatory. During these seminars, employees are provided not only with Total Tan training, but education from ETS, Inc. and Future Industries, Inc.

CUSTOMER SERVICE AFTER ALL
While the tanning industry is certainly fun and unique, the basic principles of good customer service still apply. After all, indoor tanning is a service business and the way you sell tans is another way you can service your clients. Do some research and choose the pricing structure that best suits your demographics, present it to customers in a straightforward way, and remember: a good salesperson will show potential clients how your salon will best serve their needs. Now sell those tans!