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Old 08-11-2004, 02:37 PM   #1 (permalink)
 
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* FIRST, you must be adequately capitalized so you can afford to buy customers instead of expecting to make a profit on every initial sale. Bring in fresh blood.

* SECOND, you can't afford to dilly-dally in building up your list of customers, for if your pace is too slow, your overhead will devour you. Don't let your overhead clock tick away without a matching increase in your database. Bring in the new blood fast.

* THIRD, you must continually go after repeat orders, multiple sales, and reactivate your inactives, for they make it possible to invest money obtaining new customers. Stop the bleeding with existing customers from your database and reactivate your inactives.
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Old 08-11-2004, 10:35 PM   #2 (permalink)
 
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I'm trying, I'm really trying! Got my mailing list from the Chamber and have the labels to print client list from my TanTrack software. NOW, I need a SUPER promo to bring them in. Suggestions?
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Old 08-12-2004, 10:31 AM   #3 (permalink)
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I have a different take on this for indoor tanning products :

1) Train your employees to understand why customers should use tanning products .
2) Limit your selection to 20 or less. It is important that every employee knows every product to sell it. Too many products confuses customers to make no choice.
3) Focus your sales efforts on products that can only be bought in your salon. Why spend your time and efforts to sell products that tanners can find on the internet for 1/2 the price you are selling them at?
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Old 08-12-2004, 12:04 PM   #4 (permalink)
 
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lil_misfit:

I don't know what you got with the "mailing list from the Chamber ". Since 40% of the success rate of your mailing is THE LIST, any list you get for free from the local Chamber is suspect for many reasons.

Also, instead of printing labels and trying to accomplish a label-on and postage-on mailing, you'd do better to have the addresses CASS certified (address corrected) first by a mail fulfillment company who has USPS software designed specifically for this purpose. This will ensure the highest deliverability rate of your mailing, plus due to automation, the addresses are printed directly on the mail piece along with an indicia (postage paid stamp) so you don't have to put labels on or postage on.

Since THE OFFER is also 40% of the success rate of your mailing, you must take into account customer expectation levels in your area, what you and your competition have offered in the past, the seasonality of the offer, and how you can make the offer sound irresistible.

I'd love to help you with offers, but alas, that advice is reserved for our clients.
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Old 08-12-2004, 01:29 PM   #5 (permalink)
 
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SUTR, your take on this subject is different from a salon owner's(not surprisingly) considering the business youre in. Your idea is definitely a good one, but dont forget, the salon owners need to build clientele and get them coming in the door first before we can push your goop.
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Old 08-12-2004, 05:20 PM   #6 (permalink)
 
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Yes, you've got to sell the tan first before you can sell the lotion. If I'm no longer tanning, I don't need the lotion.

Besides without a database of customers to cross sell, upsell, and sell more to, there would be no lotion sales. The database comes first...and second...and third...
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Old 08-12-2004, 05:37 PM   #7 (permalink)
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I agree that building salon traffic is the key to a successful salon. Once they are in the door those were ideas to boost your profits.

I think Gary's ideas are very good.
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Old 08-12-2004, 07:16 PM   #8 (permalink)
 
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And I agree with SUTR, too many salons have poor lotion sales and one of the least expensive things you can do is sell lotions at counter check-in. Free sampling, urgency offers, BOGO offers, B2GO offers, Free upgrade with any lotion purchase, and today's special are all things that salons should be doing.
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