Turning Your Tanning Salon Into a Tanning Gold Mine.

Chances are, you've used or carried either the Australian Gold® or Caribbean Gold® brand of premium tanning and skin care lotions. But carrying the right lotions, and skin care products, is just the first step to retail success. There's a lot more you can be doing to capture your clients' interest in your merchandise so that your overall retail sales increase.

1. Quality, Quality, Quality! Today's consumer demands high-quality products that are reasonably priced. One of the first things to consider before you begin the actual process of merchandising is to select quality products, at reasonable prices, to merchandise. Also, be sure to offer products at different price levels so you meet all your clients' tanning budgets. Tip: Carry reputable brands familiar to your clients, such as Australian Gold or Caribbean Gold. Doing so will tell your clients you carry products known for quality and integrity.

2. Know your products! Educate yourself and your staff on lotion ingredients and their benefits to, and effects on, your clients' skin and tans. This will help you and your staff better answer your clients' questions about the lotions you carry. Also, be sure to use the educational materials supplied by the manufacturer to help find just the right tanning formula for a client. Tip: Using the products you sell will give you first-hand knowledge and will help you better answer your clients' questions.

3. Provide excellent customer service! You want your customers to feel special and wanted, and no matter how attractive your salon is or how creatively displayed your products are, the only way to achieve this is with the "human touch" only you and your staff can provide. Tip: Build a rapport with your clients. Be sure to be friendly, honest, a good communicator (and a good listener), patient, trustworthy, enthusiastic, intuitive and knowledgeable about salon policies.

4. Merchandise well! The closer products are to the point of purchase the better so your clients won't have to go too far to find and purchase a lotion that meets their needs. This also allows you to soft-sell or cross-sell different products. Maintain well-stocked, clean and organized shelves. Not only does a full, well-stocked display attract attention, but it also shows a commitment to your product lines. Tip: Display creatively. Ask your Australian Gold® representative for creative ways to display items. Feature a different lotion every month as a "lotion of the month." Let your clients feel and smell the lotion. Also, change your displays regularly. Move things around in your salon to give regular clients a change of scenery - part of good retailing is generating and maintaining client interest. Remember to keep your shelves clean and organized. Your clients are more likely to be attracted to shelves that are tidy.

5. Arm yourself with knowledge and engage your clients in conversation! Your clients rely on you and your staff to be tanning and skin care experts. Immediate, expert answers will build your professional credibility and increase your sales. Talking about your favorite lotions is a good way to increase your sales and letting your clients know how much better they'll tan with lotions. Tip: Try asking your clients "Are you interested in a dark tan and healthy skin?", "Are you getting the most out of your tanning session?" or use phrases such as "I personally like ... " or "I've seen great results with ... "

6. Commission, Commission, Commission! Your success depends a lot on your staff. Not only must your staff be knowledgeable and friendly, but they have to be motivated, too. Tip: Establish a commission plan as an incentive to get your staff to increase your retail sales.

Use the the links below to get the latest information available.

Free Training Seminars

Product Sell Sheets

Tanning Product Charts

Product Brochure Download

Ingredient Definitions

MSDS Sheets