SunseraWarman

Like you said its a discussion forum to discuss anything related to tanning, and that is what he is doing. You are not a moderator so you really have no say.

I don't particularly like Steve but there's no reason to go off on a rant about him, if you don't like him don't read his posts. Simple.

Robert K

A voice of reason.

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Robert Klem
Superior UV Technologies
(888) 526-7712 x77
robertk@superioruv.com

Steve Underhill

To show customer appreciation and maybe draw some new tanners.

Here is another example of why.

Versa/ mystic was the only game in town. They stopped taking care of their clients and opened the door for new competition that have taken a very large portion of their market. That could have been avoided just by providing a higher level of customer service and a better product. Customer appreciation.

Because you may be the only salon in town does not suggest that you should do any less for your tanners. Creating loyalty and showing your clients that you appreciate their business pays off with increased sales. Plus a free tan weekend done correctly can be one of your top income producing weekends of the year.

You clearly have stated that sale and tanners are down, and you are the only salon in town, maybe that is related to the lack of appreciation for your tanners. I should not have to tell you what is wrong with that picture. Never taker your clients for granted.

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Stephen Underhill
Consultant
steve@smuconsulting.com

eileen

It's simple. I'm in a very competitive market there are over 10 nice places to tan in less then a fifteen mile radius.

Sales 101. You may think it's don't answer an open ended question like do you use lotion? I disagree...I think you should know 3 things about your client. Do you quiz your staff on this after they sign up a new client? I do, I did it today to a team member! Steve have you ever mentioned this? KNOW your client and learn something about them! My customer average for myself is $25^ my team members $10^. What is yours Steve? Kidding you Steve, but unless you can spend time behind the counter and understand your clients you may never get to the numbers that will make a difference. Slap on new coats of paint all you want... I spent over 10K for an artist and if I put new paint over his art work trust me it would not look as good!

We are showing our best numbers in 9 years for the past 3 months. I even thought about selling on a high note but I have 3 nieces that think like me so I think we're here to stay. :)

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"under exposure to UV rays is as dangerous as overexposure....this is D life" eileen

Steve Underhill

Point well taken. What should be done with each salon varies from salon to salon and that is only the visual aspect. As far as the communication with your clients whether its face to face or through marketing that is the life blood of your salon. Training manuals sales training meetings and employee evaluation will insure that communication between you and your staff, your staff and tanners. If you are not communicating you are not selling. I do sales training and marketing seminars all over the country, how to sell and communicate with tanners is not lost on me.

I am not someone that has not been active in the tanning industry telling you how to operate a tanning salon. There is nothing you do on a day to day basis that I have not done extensively as well as things that most of you will never do. I speak tanning from practical experience. I am business and marketing expert. 35 years in the tanning industry and 13 years in clothing retail. That allows me to appreciate what you do every day.

It bothers me as well when someone that has never owned a tanning salon much less even worked in a tanning salon gives you advice or even tries to sell you equipment or products.

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Stephen Underhill
Consultant
steve@smuconsulting.com

Steve Underhill

Sounds like you are a successful salon owner, good for you. You obviously understand that you have an impact on your success even in what sounds like a vary competitive market.

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Stephen Underhill
Consultant
steve@smuconsulting.com

Steve Underhill

I am always surprised at how many salon operators don't have monthly sales meetings or even any real sales training at all. No employee training manuals or any material that would help train your staff. Many of you have procedure manuals but not a sales training manual. Many of you that do have a monthly meeting devote it to procedure or issues in the salon rather than an actual sales training meeting that leaves your staff on a high anxious to make a sale. It is not just what you do or don't do, it is about how you do it.

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Stephen Underhill
Consultant
steve@smuconsulting.com

SunseraWarman

Steve, do you have an example of a sales training manual you'd be willing to share? I've been putting one together and made a post about it asking if anyone else has one and got no input.

Steve Underhill

I think your sales training manual must be built around your specific business model and proven successful sales techniques. I write business Manuals for my clients based on the business model established for that salon. It is not what most want to hear but as a successful salon owner or salon chain you should never share what makes you successful with the competition. That is what franchises or Consultants are for. They have established a formula or business model that can be transplanted into any market with slight adjustments successfully and is too valuable to just give away.

I am sure that franchise companies and Consultants and others in that category are more than willing to provide a limited amount of very useful information that all operators can benefit from but most things of supposed great value that are given away are not game changers.

I don't have a stock Training manual that I can share but there is always some sort of procedure manual floating around on these sites that may give you some ideas.

I recommend unless you are using a proven business model that always comes with supporting material I suggest that you put your specific business model into written form and build a sales training manual around that using some sales techniques and training procedures that you personally found to be successful.

Remember that in doing so a good training foundation is built around communication, product knowledge and knowing when to close the sale.

Remember for a tanning salon sales are easy when you realize that when a tanner visits your salon they are telling you that they want to buy what you are selling. If you are not talking to them you can't sell them.

This is why when you are hiring your staff you must identify those that can strike up a conversation with anyone. Finding people that are not afraid of people or talking to people.

Also remember that a sales manual is only a tool that you use to support the actual training that you or your manager must provide regularly. Also remember that you can't train someone once. Training should be repetitious and fun. That is why it must be done at least once a month. It must not last more than an hour except the annual sales training event can be much longer and incorporate awards, rewards, entertainment and departmental training, product, and tanning training. There is a difference in a sales meeting and a procedure meeting.

Sorry for the long answer.

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Stephen Underhill
Consultant
steve@smuconsulting.com

Steve Underhill

I also see that you are a small salon and probably don't have a great many employees. Good for you for putting a manual together. Even if you are the only person at the salon a sales training and a procedure manual is important as a reminder of how to get the most out of your salon. The mindset of just winging it without structure will never generate the same success as a well organized and structured salon. things as simple as a uniform or company logo shirt make a big difference in how you are perceived by tanners. Don't think for a minute that little things don't make a difference because they do.

I have said this many times but it always rings true. Every decision you make will have a positive or negative effect on business. No decision will have a neutral effect. If there is something that you should be doing that you are not doing it will have a negative effect on business 100% of the time.

Doing things right always takes more effort. Do not avoid doing things because it takes more effort or because you are afraid of the process. Fear of new things or technology is a business killer.

I hope this is not taken as preaching. In business you must establish the proper mindset.

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Stephen Underhill
Consultant
steve@smuconsulting.com