Can ‘Please’ and ‘Thank You’ be worth $3 Million

Chick-fil-A is beating every competitor by training workers to say ‘please’ and ‘thank you’

The secret to Chick-fil-A’s success is as simple as saying “please” and “thank you.”

The chicken chain is statistically the most polite chain in the restaurant business, according to a QSR Magazine’s annual drive-thru report.

Employees at Chick-fil-A were the most likely of the 15 chains surveyed to say “please” and “thank you,” and to smile at drive-thru customers. Chick-fil-A workers were also as the second most likely to have a “pleasant demeanor,” only topped by the up-and-coming fast-food chain PDQ.

According to the report, Chick-fil-A employees said “thank you” in 95.2% of drive-thru encounters, based on data from nearly 2,000 visits to 15 restaurant chains.

For comparison, KFC had a “thank you” rate of 84.9%. McDonald’s rate was 78.4%, putting it in 14th place out of the 15 chains analyzed.

“It’s all about speed and accuracy, but we know our customers appreciate that we can be nice while being fast and accurate,” Mark Moraitakis, senior director of hospitality and service design, told QSR. ” Eye contact and smiling go a long way in the drive-thru experience.”

Chick-fil-A has taken pains to make its drive-thru strategy as customer-friendly as possible, reports QSR. The chain has dedicated drive-thru teams, made up of compatible Chick-fil-A employees, and sends employees with tablets out to the drive-thru lane to take orders when lines begin to form.

While small pleasantries are easy to dismiss in the multi-billion dollar restaurant business, these little things have played a key role in setting Chick-fil-A apart from the competition.

In 2015, Chick-fil-A generated more revenue per restaurant than any other fast-food chain in the US. The chain’s average sales per restaurant reached nearly $4 million.

Meanwhile, the average KFC sold $1 million in 2015.

Analysts have said that customer service is key to Chick-fil-A’s success. Superior customer service drives higher sales per unit, contributing to the chain’s ability to generate greater revenue than chains such as KFC, Pizza Hut, and Domino’s with more than twice as many US locations.

According to Chick-fil-A, the chain has the upper hand when it comes to customer service because it invests more than other companies in training its employees. The chicken chain’s unique business structure, in which each franchisee is only allowed to open one Chick-fil-A location, further allows for more hands-on supervision and training.

From BusinessInsider.com

 

Salon Staffer: Must-Have vs. Nice-to-Have

Knowing that you can seldom land the ideal candidate, Put M next to Must-Have, N next to Nice-to-Have

Punctual
Reliable – fulfills all responsibilities, without excuses
Hard worker (no let up)
Follows procedure/training
Polite
Energetic
Engaging
Can sell/persuade
Money motivated (commission)
Youthful – in age
Youthful – in spirit
Team players – tries to make co-workers better
Loves to tan
Organized
Add your faves

Many retailers and salon owners find it hard to source and retain good talent. Many lament the work habits of millennials and youth.

Is it time to go ‘older’?

Would someone who worked 20-30 years, in a quality organization, with high quality performance fit the bill – provided they nailed all your ‘must-haves’?

Which type of staffer is more valuable to your operation – someone who looks the part of a youthful tanner, or someone that is young in spirit who performs in the manner that you prefer?

Horace Greeley uttered the famous phrase: “Go West, young man” – maybe the new slogan is … “Go older”

Get (new) Loyal Customers: Free tan -or- $5 tan

Free Tan promotion to gain new customers requires no commitment from the tanner (unless salon up-charges for everything except Level 1/Light).

$5 Tan promotion may offer a better long term potential.

In February, a major salon chain offered $5 tan (any level) for an entire week.

Why might the $5 offer yield better (new) customers, who actually come back?

  1. Any color for $5 is a fair and good deal – appeals to all skin types and is antidote to bait & switch complaints by tanners
  2. $5 allows for impulse tanning – “$5, why not?”
  3. $5 weeds-out the freebie-hunters who seldom remain loyal

For more ideas to improve the marketing of spray tanning in your salon, click here for FREE best practices guide, including chapter named “Improve Spray Tan Marketing”.  If you’d like to discuss marketing ideas to build a bigger and more profitable spray tan business – connect with your VersaSpa representative at 888-974-9977.

365-52-24-7

It sounds like the coordinates on a map, leading to a treasure.

And, well, it kinda is.

Salon Owners want to know:

  • When do people actually spray tan?
  • How seasonal is that business?
  • How much opportunity is there throughout the year?

Answers: All the time, Not much, Lots.

So, when do people actually spray tan?

January thru March: 20% of spray tan sessions are performed

April thru June: 34%

 July thru September: 24%

October thru December: 20%

Spray tanning is YEAR ROUND business opportunity, because …
– events are year-round,
– looking good is a year-round thing,
– feeling better about yourself is year-round thing

So, turn up the dial on your marketing efforts March thru June, but Never turn that dial off.

For more ideas to improve the marketing of spray tanning in your salon, click here for FREE best practices guide, chapter named “Improve Spray Tan Marketing”.  If you’d like to discuss marketing ideas to build a bigger and more profitable spray tan business – connect with your VersaSpa representative at 888-974-9977.

Selling spray tans is easy with … Feel. Felt. Found.

Dennis, the salon owner, surprised people when he said, “Selling spray tans is really easy.

Just remember three things: Feel. Felt. Found.

I said, “Pardon?’

He said, ” Feel. Felt. Found. That’s all you need to know”

I said, “How does it work?”

He said, “Well. let’s say you’re selling a spray tan to someone who has never tried it and is a bit intimidated.

You tell the prospect that the tan will look natural and it will seem like they just lost 5-10 pounds.

The prospect gets a skeptical look and frowns.

You say, “Look I know how you FEEL. That’s a big promise.

I FELT the same way when I was trying spray for the first time.

But what I FOUND is that the tan looks great and my friends always ask me if I lost weight.

For more winning selling tips, read/download the Best Selling Practices of Winning Spray Salons – click here

Run Faster, Jump Higher

Salon owners who are growing spray tan sessions are getting more creative and more persuasive in their spray tan marketing.

One of the most creative and bold examples is Fabutan with their ‘Spot the Spray Tan’ street interviews.

It’s a super cool idea and demonstrates the natural beauty of a spray tan, in an uber-believable way.

Click here to see Spot the Spray Tan video

For more ideas to improve the marketing of spray tanning in your salon, click here for FREE best practices guide, chapter named “Improve Spray Tan Marketing”.  If you’d like to discuss marketing ideas to build a bigger and more profitable spray tan business – connect with your VersaSpa representative at 888-974-9977.

 

Single Session Spray Tan – Let’s Play ‘The Price is Right’

The game starts by deciding what your goal is for spray, over time.

Growth engine?

Cash cow?

Growth: Will your salon create immediate and sustained growth if it dramatically expands the number of people who spray tan every now and then, in order to convert some of them to an EFT spray memberships, over time?

Cow: Will your salon grow sales and profit both now and long term by maximizing the sales and profit on each sale? Based on experience, when you maximize sales and profit per each single session, do most tanners come back – soon? frequently? 3-4 times per year?

Growth or Cash Cow is a critical decision because few lines of businesses can be both.

So, decide, as it will help you determine the everyday price of a single spray session.

 

Should the price be the same as a EFT spray membership $49?

Seems to make for an easy sales pitch … Tan 1x for $49 or unlimited tanning for $49?

The value is obvious but most people do beauty treatments (hair cut, hair color, nails, brows, massage) every now and then, not weekly.


Should the price be linked to your actual ASP
(click: how to calculate average selling price of spray tan session)?

If the salon has an ASP of $14, then maybe the every day price for a single session should be priced 50% above that, or $21. Tip: Lots of salons have a spray ASP in $9-$18 range.

$21 may seem low, especially if the salon advertises a price of $49 (or whatever).

But, $21 is 50% more than you are making now.

If EFT member is paying $49 now for unlimited tanning, would they cancel membership because they can tan anytime for $21?

If you think so, then maybe the every day price is $25.

 

How would you feel if your spray sessions increased 20% or more and you raised your ASP by 50%? Over 1,000 salons – like yours – grew spray sessions by 28% or more over the last 12 months.

Of course, getting the price right is no game — not to you, and not to your current or future customers.

If you’d like help to properly calculate ASP in order to set an every day price for single sessions that will drive a sales and profit increase – connect with your VersaSpa  representative at 888-974-9977.

O.D.O.o.O.D.B.

So, are you, your spray tan business, your staff …

One.
Day.
Older.
or.
One.
Day.
Better.

One day?
One year?
One quarter?
One season?

If yes, Bravo!
If yes, or no – what are you going to do to change things for the better?

As the saying goes … Hope and Lucky are indeed strategies, but there just not reliable nor predictable.

Time to make your own luck by following the lessons of salon owners who are breaking the mold and driving 20+% gains in their spray tan sessions in just one year. That’s right, last year over 1,000 salons grew their spray tan sessions by 28% or more.

Sunless, Inc. worked with those salon owners to identify and document their winning practices, which are available to you for FREE – Winning in Spray Tanning

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

1 Million New Spray Tanners, Already in Your Salon

Ernst & Young conducted market research and learned that 25% of sunbed tanners plan to spray tan in the coming 12 months.

25% equals 1.1 Million sunbed tanners.

Market research is, well, research and you live in reality.

So, how can you make our own luck to dramatically increase the number of sunbed tanners who use spray?

Training and Selling, that’s how.

Staffers Can Make Spray Tanning Cool, Trustworthy and Desirable
Develop a motivated, persuasive staff to be enthusiastic and convincing advocates of spray tanning
-Allow 1 free spray tan per week for staffers (any, and all options)
Promote demonstrations – seeing is believing:
-Spray Tan Uniform: At least one staffer per shift should wear a fresh spray tan
-Play spray tan demo video inside salon, on salon website and include in emails
-Get staffers involved in marketing! Post customer testimonials and pictures on salon web site and social media
-Create spray focused contests to keep staffers excited and engaged
Teach Staffers the Easy Ways to Sell a Spray Tan

Here’s a few ideas to start the spray tan sales pitch:

-Live testimonial: Look at me (or another staffer), I spray tanned yesterday
-Here’s what I love about spray tanning …
-Let me tell you what spray tanners love about it …
-Sunbed tanning is my fave, however, our spray tan customers look amazing …
-Only takes 4 minutes to get a gorgeous tan …
-Let me tell what sunbed tanners love about spray … they spray tan for pop of immediate color when they didn’t get to salon enough, or their color has peaked (legs).
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.

Do you have ASP (not ESP)

ASP stands for Average Selling Price.

As in, what is the ASP for a spray tan in your salon over the last 12 months?

It is the most important piece of data to know about your spray tan business – just as important as total session count.

Most salon owners presume that it is much higher than the actual ASP.

It is critically important the salon owner knows the actual ASP in order to set a price that will drive more spray sessions.

How is ASP calculated?

Calculate: Total revenue/sales from all spray tan sessions ‘$a’
Calculate: Total number of spray tan sessions ‘b’
Divide: ‘a’ into ‘b’
ASP = $c

But, there’s a glitch in that calculation.

Many spray tan sessions are paid for as part of UV EFT membership. Example: $69 includes 1 spray per month.
Most salons do not allocate a portion of the UV EFT membership sales into spray revenue.
Therefore, the value of the spray business to the salon is under-stated, therefore, the average selling price will also be understated.
In short, the spray business is contributing more than you might think.

Most importantly, knowing the ASP for spray will help you decide what the ideal price for a single spray session (click here to learn why and how) and that is critically important to gain new customers and grow spray tan sessions.

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