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

 

 

 

 

 

 

 

 

 

 

Chick-fil-A-Pay

“By 2022, the minimum wage in California will rise to $15. But the owner of a Chick-fil-A restaurant in Sacramento plans to go ahead and raise the wages of his employees now, offering a huge bump to $17 to $18 from the $12 to $13 he pays now. While analysts can’t say whether a $17 to $18 hourly wage is the highest in the country for front-line fast-food workers, it certainly appears to be among the higher ones, said David Henkes, a senior principal with Technomic, a restaurant research and consulting firm.”

Eric Mason, owner of the Chick-fil-A location in Sacramento, comments: “I’m looking at it big-picture and long-term. What that does for the business is provide consistency, someone that has relationships with our guests, and it’s going to be building a long-term culture.”

Warren Solochek, senior vice president of industry relations for the food service practice at NPD Group, adds: “You can’t have that high level of service when you continually hire people and have to train people. You need people who’ve been in their job for a while. That’s Chick-fil-A’s reputation, and that’s very true across the country.”
The Washington Post

Compared to what

Women have many options to get their look ‘just so’.

Are you making her an offer that she can’t refuse?

The Offer: Great Environment (salon). Great Service (staffer). Great Value for the money (spray tan).

Is your salon and spray tan offer a better OVERALL deal than her other options?

If your price is $30 or more for a single session, are you giving your salon the best chance to win her business?


If you’d like help to grow your salon’s sales and profit, connect with your VersaSpa representative at 888-974-9977.

Check 2 popular posts:

I love to be kept waiting

Said, no one … ever.

Yet, Thursdays and Fridays offer hefty wait times for spray tanners because, well, every weekend is an ‘event’, even when there isn’t a wedding, prom, or the like.

What can a salon do to reduce this wait time and inconvenience?

1) Conduct a market survey to see if local salons make their customer wait as long as your salon. If not, check to see if the salon has more than 1 spray room.

2) Spread the crowd by offering the “Saturday Special”. On Saturday, there’s still 2 days left in weekend – lots of fun can still be had, especially when she’s looking her very best. Offer a special discount on Saturday morning spray tans. Historically, only 12% of spray tan sessions occur on Saturday versus 51% on Thursday and Friday, combined.

Make Saturdays work harder for your salon.

3) Add another spray room to the salon. That’s right, it might be time to invest more in spray tanning – especially if the number of customers waiting is consistent and your local competitors have 2+ spray rooms. Mystic Tan has case studies which demonstrate that salons that add a spray room increase spray sessions by 40% (provided they also offer a reasonable price). If the budget is tight – consider buying a used booth. Businesses that make is easier and more convenient for customers win new customers and loyalty.

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.

Check this post:

 

You can deduct 100% of purchase price for Spray Tan Equipment

Changes in the IRS tax code make it easier and more affordable for salon owners to purchase new spray tan equipment.

Section 179 of the updated IRS tax code allows businesses to deduct the full purchase price of qualifying equipment purchased or financed during the 2018 tax year. That means that if a business buys (or lease) a piece of qualifying equipment, it can deduct the FULL PURCHASE PRICE from their gross income.

Simple example: If a business has Gross Income of $50,000 and purchases a new automated spray tan booth for $26,000, the adjust (taxable) Gross Income is reduced by $26,000 to $24,000, which lessens overall tax payment, while allowing the business to invest in itself.

IMPORTANT NOTE: Every business owner should consult with their personal tax advisor to determine how this tax provision will affect their individual business.

As a reminder, sales/income from spray tanning is 100% exempt from the 10% Tan Tax.

I Don’t Eat Meat

Customer to restaurant server: How’s the NY Strip tonight?

Server to customer: I don’t eat meat, I’m a vegetarian.

As bad as that response is, can you even imagine a server saying: “I don’t eat at this restaurant.”

Yet, a similar scenario is not uncommon in tan salons.

Customer to staffer: “Can you tell me a little about spray tanning?”

Staffer to customer: “I don’t spray tan.” 

Spray tanning may not be for every staffer, but every staffer needs to know how to sell a spray tan.

So, what might a staffer who doesn’t spray tan say to a customer?

  • It might be most helpful to let you know what our spray tanners love about it …
  • UV tanning is my fave but our customer that spray tan look amazing …
  • We must have 50 people spray tan each week, and they love …

Customers are looking to be honestly informed, so have staffers tell them what spray tan lovers love about spray tanning.

If you’d like help with staffer training – connect with your VersaSpa representative at 888-974-9977.

Check 2 popular posts:

A one, and a 2

When your review data in your POS system, do you have any salon rooms generating LESS THAN $65,000+ in annual sales, at 80% gross margin? If yes, here’s something to consider.

Across all salons in the USA, a VersaSpa PRO spray booth performs 8.9 spray sessions per day – on average. Btw, the average for the predecessor VersaSpa booth is 5.2 per day, or 41% less sessions.

8.9 sessions per day

x 365 days

= 3,248 spray sessions per year

x $21.00 per spray session

=$68,218 in annual sales for salon

Little secret: Many salons with VersaSpa PRO booth, have more than 1 and have implemented a reasonable price for a single spray session.

New & better equipment + Reasonable price + Faster service for customers = Win for customers & salon owners.  

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