Tony

radio, tv and digital

Steve Underhill

Lets look at the big picture. Anything that can be done successfully to increase sales is a good idea. If something done like a free tan is structured properly and as a result you gain more tanners and sales increase, how can you say it is a bad idea because I refuse to give tanning away. Yet you are sitting on a salon that has declining sales every month.

If there is something that you can do that will insure an increase in sales why would you not do it. It is not just about a free tan it is about how you turn that offer into sales.

You must sometimes, no, always take your blinders off when it comes to business. Never let your way of thinking prevent you from being successful. Because you do not understand something does not make it bad.

Be open to change, not for the sake of change but because the right changes will improve your situation. You must understand how to use marketing ideas properly so they turn into sales.

Here is an example of how free translates to income.

Direct tv gives you 150 channels for $39 and all of the movie channels free for 90 days. Because of the free movie channels you sign up. What channels do you watch? Obviously the movie channels. At the end of 90 days are you likely to let the movie channels go away. No!

You will buy some or all of the movie channels all because you were given a taste. That is the way drug dealers do it, they give you a taste and you are hooked. Granted you must make sure you have a great product, and that is where many of you fall short.

My point is you can't look at it as just giving tanning away. You must look at it as generating sales and a loyal tanner, if you are using the free tan promotion properly. A hair cut is once a month or so a oil change is every three months. Tanning is a service that depends on frequency, 1, 2 or 3 times a week. The cost of free tanning is recuperated quickly.

__________________
Stephen Underhill
Consultant
steve@smuconsulting.com