Sunquest's top tips for maximising off-season profits

Indoor tanning specialists Sunquest is renowned for offering all-round marketing and promotional support to its tanning salon accounts. Gary Hobson Here, sales director Gary Hobson, provides some top tips on how salons can increase footfall during the quieter winter months and, as a direct result, maximise profits from their tanning equipment. * Firstly, salons should look to retube their beds early, certainly in time for the December party period, supported by eye-catching window displays and customer mailers (-- these are all available free from Sunquest when you retube with its lamps). Your local competition may have less powerful tubes -- so you have a big advantage and unique selling point. Remember, bang the drum and advertise this as prominently as possible, both inside and outside your salon. * Having friendly, welcoming and knowledgable staff will also make your customers feel extra-special – and encourage them to come back time and time again. Therefore, training your staff on how to use the tanning equipment properly and professionally is essential. * Offering such exacting levels of customer service will also prompt word-of-mouth recommendations, as customers are more than likely than not to tell their family and friends of the wonderful experience they enjoyed at your salon. This is one of the most effective forms of marketing there is. * Your staff should also be encouraged to promote the salon equipment and cross-sell tanning creams and other accessories. When customers come into the salon to have their treatments, there is an excellent opportunity for staff to sell these products to them by explaining exactly what the products do and the benefits that can be achieved. * You should also consider running seasonal initiatives. For example, recommend a friend promotions are an excellent means of acquiring new customers, as well as encouraging customer retention. By offering an existing customer money off their next tanning session if they introduce a friend to the salon, you will not only get them to re-use your equipment, but also bring in a new customer. * In addition, if a particular piece of equipment is under-utilised, you could promote it by discounting the price of the session -- or offer a “buy one session, get one free” deal. Alternatively, for the more expensive treatments such as the UV-free spray tanning, why not consider a “buy one treatment, get the second one half price” package. This will encourage clients not only to try out the equipment, but also encourage them to re-use it. Such initiatives can be promoted as special offers until a certain date - then, once business picks up, prices can return to the normal cost. * During the long, dark days, people tend to have the winter blues because the weather is dull and wet – and they look and feel pale. Running special seasonal promotions can encourage customers to come in and get a tan to make them feel much, much better. And your bottom line feels much, much better too! Finally, please remember that if you don’t tell you don’t sell! For more details visit www.sunquestsunbeds.com