Salons Growing 28% Share their Secrets

Spray tanning is growing. In fact, in 2017, over 1,000 salons grew their spray tan sessions by 28% or higher.

Sunless, Inc. conducted research over the last 2 years to understand the common practices driving that growth and summarized those actions into a ‘How-To’ guide. It is chock-full of specific strategies and tactics used by salons that are breaking from the norm and having success.

The Guide covers lots of ground and some of the concepts may spark a reaction. We don’t expect every idea will be right for every business, yet we think there are a more than a few nuggets that every salon can either test or adopt to change the fortunes of your business. Your representative will be happy to provide you a copy and discuss the ideas that will drive your spray business. Grow Spray Tanning, How-To Guide – click for FREE Copy

Winning salons have grown by taking 5 Critical Steps:

Win with Data:

Track & drive spray sessions per day

Simplify:

Price for single session: Reasonable and transparent to draw in customers who resist a monthly commitment

Menu/service options: Remove the complexity


Target two high potential customer groups
:
You can’t grow by getting more from current EFT tanners, but having those who came in every six months, now come in every 3 months, doubles your spray business

First high potential audience:
Lapsed/Infrequent tanners (tanned 1-3x over last 3 years)

Second high potential audience:
People with less disposable income: Millennials, College, High School, Middle-to-Low income women age 35+


Staff Ambassadors
:

Create enthusiastic & persuasive advocates will make spray tanning cool & desirable

Commit to Marketing:

Right customers

Right message & offer – EVERY DAY

Right frequency

The great news is that your Mystic Tan representative can help you analyze your POS/data. With the right insights, you can evaluate your business and options for future growth with all the needed facts, lessening any risk and increasing the likelihood of success.

Connect with your VersaSpa representative at 888-974-9977.

Brady Bunch & Cocktail Tanning

It’s a worthwhile challenge to persuade UV Tanners to try/use spray tanning.

Some UV-ers don’t think a spray tan looks natural-enough.

But, experience shows that most UV-ers have not tried spray, and many that have tried spray think it gives better color than expected.

What’s that have to do with the Brady Bunch?

The Brady’s popularized the idea of having two doors for one bathroom.

So?

The logistics of cocktail tanning impedes trial – big hassle to get undressed to UV tan, then get dressed, walk down the hall to the spray room and then get undressed again to spray tan.

Possible solution: Put a door along the wall that separates UV room and spray room. If someone wants to Cocktail, they can pass from one room to the next and only un-dress/dress 1x.

If you’d like to discuss ideas to build a bigger and more profitable spray tan business – connect with your VersaSpa representative at 888-974-9977.

Best Piece of Advice Ever Given

The best piece of advice ever given was by the art director of magazine Harper’s Bazaar, Alexey Brodovitch, to the young Richard Avedon, who was destined to become one of the world’s greatest photographers.

Richard went to Alexey on his first day of work and asked – “What do you want me to do?”

Alexey responded: “Astonish Me”

From Paul Arden’s book titled: Whatever You Think, Think the Opposite

What women (shoppers) want

Paco Underhill is the founder and CEO of Envirosell Inc. He works with companies such as Target, Trader Joe’s, Starbucks, Verizon and others examining culture, shopping patterns, trends, and showing those companies how to reposition themselves to do better in the marketplace.

In his book “What Women Want”, Underhill says women want cleanliness, control, safety, and considerateness. And, What Women Want points out that businesses flourish when they recognize that women want different things than men do, from cars to hotels to drugstores. There’s a fascinating chapter about hotels, stressing that women travelers want clean rooms, good lighting and safety.

Regarding cleanliness, he asserts:

  • Cleanliness is hardwired to the female brain
  • Clean and unclean register instantaneously for most women
  • Clean matters to women – it really matters

How does cleanliness factor into your … training, daily inspection, staff feedback, staff reward system?

 

Aim small, Miss small

It’s August, and you want to take advantage of schools being back in session, and you want to promote your new program … simplified and reasonable pricing designed to steal business from competitors like nail, wax, and eyebrow.

Start small if needed, accumulate a few wins and build from there – for instance:

Identify the high schools and colleges in your area.

Google to learn the enrollment of female students.

For example, 500

Decide to get 10% to visit your salon, or 50

Consider how much those ladies can afford to pay for a spray tan (vs. nails, wax, brows).

Start marketing to those groups with simple, reasonable and transparent prices.

$15 for any tan level and $4 for any additive.

50 customers
x 2 spray sessions next school year
x $21 per session
= $2,100 in new business
Margin 80+%
just from 10% of those ladies

See how it goes. If it misses the mark, you won’t kill your business and you can try a different price plan.

If it works, start marketing more frequently to the same schools to get an even more ladies to visit the salon.

Aim Small, Miss small, but, most of all, pick a target and aim.

If you’d like to discuss ideas to build a bigger and more profitable spray tan business – connect with your VersaSpa representative at 888-974-9977.

Laugh & Learn

Lots of people like to laugh at Walmart – ‘The People of Walmart’ is a never ending and much viewed video and meme.

That aside, is there a couple huge ideas a salon can learn from Walmart – the biggest retailer in the world, the chain that gets 150 Million shopping trips, every WEEK?

  1. Which customers to target:
    1. Founder Sam Walton said he catered to middle and lower income people because “God seemed to make a lot more poor people than rich people.”
    2. Young people (college, high school, millennials) and women 35+ from with middle-lower income don’t have much money, and cannot afford to pay $30+ for a spray tan,  nor join EFT.
  2. EDP (Every Day Price):
    1. Walmart uses a ‘same price every day’ strategy – they proved that people shop more often when they know their fave products have a reasonable and affordable price, EVERY DAY.
    2. EDP makes it easier for shoppers to budget and makes them more likely to make impulse visits to the store/salon.

 

If you’d like to discuss ideas to build a bigger and more profitable spray tan business – connect with your VersaSpa representative at 888-974-9977.

Mirror, Mirror

It is very difficult to see your business from the eyes of your prospective and current customers.

The person who …

  • loves your salon and staffers.
  • loves sun bed tanning as much for the relaxation as the tan.
  • left another salon because they were treated poorly and came to your salon hoping for better.
  • knows little to nothing about tanning.
  • who has a fear of spray tanning.
  • with a very tight budget.
  • who just wants to try spray tanning to see if they like it.
  • asks for a 1 week extension on the 3 tan package they purchased.
  • gets intimidated and/or turned off by the ‘hard sell’.

The secret shopper concept is valuable, and can identify what is going very right and what needs to change. See how a company used secret shopper to win a new client.

Years ago, there was an ad agency called ABM.
They were a smaller agency, competing against the big guys.
They were pitching to win the British Railway account.
On the day of the pitch the top management of British Rail visited ABM.
They walked into the reception area and it was deserted.
The Chairman checked his watch, they were on time.
He looked around, no one.
Just a very scruffy reception area.
Crumpled newspapers, litter, cushions with holes.
This looked like there like the worst ad agency they had visited.
Eventually a scruffy woman appeared and sat behind the desk.
She ignored them and started rummaging in a drawer.
The Chairman coughed.
She ignored him.
He coughed again.
Nothing.
He said, “Excuse me, we’re here to see …”
The woman said, “Be with you in a minute love.”
He said, “But we have an appointment …”
She said, “Can’t you see I’m busy?”
The chairman said, “This is outrageous. We been waiting 15 minutes.”
The woman said “Can’t help that love.”
The chairman said “Right that’s it, we’re leaving.”
And the top management of British Rail started to walk out.
At that moment a door opened and the ad agency’s Creative Director stepped out.
He’d been watching everything.
He shook the chairman’s hand warmly.
He said, “Gentlemen, you’ve just experienced what the public’s impression of British Rail is.”

By Dave Trott

Southwest Tanning

Southwest Airlines has never lost money in 45-year history, yet every other major airline has either lost money, declared bankruptcy or had major layoffs – multiple times.

All airlines have same cost of gas, same weather, same airports, same routes, same passengers and same airplanes.

What sets Southwest apart? Why do they keep winning and growing – profitably?

In short, Southwest looked at all the things that people hate about airlines and either removed them, or did the opposite of other airlines. In turn,customers put Southwest first when they chose an airline.

  1. Super easy booking and check-in process
  2. No cost to change flights
  3. Bags fly free
  4. No blackout dates for free flights from reward program
  5. Staff is super friendly, helpful and polite
  6. Reasonable prices
  7. Transferency – no hoops, fine print or strings
  8. Priority access is easy & cheap

If Southwest ran your salon, what policies and practices would they likely change?

One tan salon owner recently said that the smartest thing he had done in years was to allow easy cancel of EFT online. He feared it would kill his EFT revenue stream. Instead, sign ups soared because customers felt respected and listened to. He took away a big obstacle to EFT sign up – customer want to know they can cancel easily – guilt-free, no complexity or uncomfortable exchange with salon staffer.

If you’d like to discuss ideas to build a bigger and more profitable spray tan business – connect with your VersaSpa representative at 888-974-9977.

A few ideas to get more 1st time and infrequent spray tanners:
What tan salons can learn from the NFL
Compared to what?
Reasonable pricing increases sessions & dollars

Drink from the F.O.A.K.

VersaSpa has tons of great information and tips about spray/self-tanning in the Tanning Guide of the web site (here)

Feel free to copy and use the information in your web site, newsletters, eblasts and more.

Every topic under the sun(less) is covered here, including how-to videos — that’s why it is brazenly called the … F.O.A.K.

Fountain
Of
All
Knowledge

If you’d like to discuss ideas to build a bigger and more profitable spray tan business – connect with your VersaSpa representative at 888-974-9977.

A few ideas to get more 1st time and infrequent spray tanners:
What tan salons can learn from the NFL
Compared to what?
Reasonable pricing increases sessions & dollars

Light Buyers are Pretty Heavy

Byron Sharp, best selling author of “How Brands Grow” challenged the conventional wisdom surrounding brand loyalty, purchase frequency and market share growth.

He has proven that light/infrequent buyers are really the secret to growth.

Sharp’s first law is that brands can’t get bigger on the back of loyal customers. Applying a statistical analysis to sales data, he demonstrates that the majority of any successful brand’s sales comes from “light buyers”: people who buy it relatively infrequently. Coca-Cola’s business is not built on a hardcore of Coke lovers who drink it daily, but on the millions of people who buy it once or twice a year. You, for instance, may not think of yourself as a Coke buyer, but if you’ve bought it once in the last 12 months, you’re actually a typical Coke consumer. This pattern recurs across brands, categories, countries and time. Whether it’s toothpaste or computers, cars or banks, brands depend on large numbers of people — that’s to say, the masses — who buy them only occasionally, leave long gaps between purchases and buy competing brands in between.

Therefore, what? 

Salons need to re-think the prices charged for single session spray tans – the more reasonable the price, the more likely 1st time and ‘infrequent’ buyers will spray tan – and, according to Byron, the more likely your business will grow.

If you’d like to discuss ideas to build a bigger and more profitable spray tan business – connect with your VersaSpa representative at 888-974-9977.

A few ideas to get more 1st time and infrequent spray tanners:
What tan salons can learn from the NFL
Compared to what?
Reasonable pricing increases sessions & dollars