The Key to Up-Selling
Up-selling is merely selling something more than the customers originally intended to purchase. Try providing options that increase the dollar amount of the sale.
For example, a customer wants to purchase a 100 minute tanning package, you can offer them an alternate package of 200 minutes with a lower cost per minute to try and entice the customer into buying a larger package. Another option would be to include lotion, tan extender and eyewear as part of a package upgrade. The same technique can be used for a customer purchasing lotion. The sales associate suggests an alternative lotion that provides additional benefits in line with the customer goals. Such as, if the customer really wants to have a dark tan and has selected a 4th dimension bronzer, the sales associate can suggest a higher priced 7th dimension bronzer to increase the client’s colour and rate at which they tan. Also try to recommend a tan extender that will prolong the life of their tan.
Use hands-on product demonstrations to help you up-sell. Uvalux provides free trial samples of some lotion products for salons to provide to customers. If a customer is not quite convinced to follow your recommendation of a product offer, provide a free sample first so the customer can try the product. Remember to reinforce the product benefits and ask for the sale!
The key to up-selling is to focus on the customer and provide solutions to their unique needs. Talk to the customer, build the relationship and listen. It’s a win-win for you and the customer. They are investing a lot of time, money and energy into their tan. Don’t you think they deserve the best lotion?
If you have a Marketing Minute that you would like to share, please e-mail me your promotional idea and if we print it you will be rewarded with $150.00 in product.
Thanks,
nik@uvalux.com
Nik’s Marketing Minute February 2011
Salon owners are always on the lookout to find fresh, new marketing opportunities to try. The biggest misconception is that some owners believe successful marketing is expensive. This is not always the case.
Proving that creativity is key, Cathie Bal, Salon Owner of Endless Summer Beachwear & Tanning in Vernon, BC writes:
“Hey Nik,
We’ve recently started using the mirrors in our tanning rooms, change rooms and bathroom as billboards. It’s as simple as buying a few window markers and writing a few tanning tips or sales on the mirrors! Everyone looks at themselves before they leave the tanning room so why not advertise there!?”
Using mirrors and windows to deliver tips and sales promotions reminds us that sometimes the simplest methods are also the most effective ways of getting through to a customer. For example, think of first-time business owners. They’re ambitious and use simple, inexpensive ways to advertise. They give their business card to everyone they meet, they put flyers on windshields, put up banners, send out mailers, etc. At the beginning, the possibilities are endless! As your business grows, your time becomes limited and so does your creative efforts for marketing opportunities. As a result, owners may spend a great deal of money to promote their salon without proper knowledge and tracking efforts. You may be headed down a path that doesn’t work.
Take a good look around your salon, and see what can be used for more than one purpose. Mirrors don’t just give clients the opportunity to admire their tan; they also make your salon or change room look bigger, and they’re an advertisement staring your client in the face.
Here’s a powerful marketing tip - When you write a message on windows and doors, use a short and direct question. Why? Because a question requires a response. For example, “Have you reached a tanning plateau? Ask Mary about our new bronzer” or “Have you thought about trying a new lotion?” Sample the most popular lotion today”, “Going away on vacation? We have a full SPF line”, etc.
Have you discovered any exciting marketing ideas? If you’ve already done most of the hard work of trying all marketing opportunities – what worked? What didn’t work? Now you have the knowledge of what marketing strategies were the most successful. Keep in mind that quite often; these are the most basic marketing efforts and that successful marketing opportunities take time. When searching for ideas, and when it comes to measuring their success, salon owners need to be patient. Use the knowledge you’ve gained over the years, keep your ambition and continue to educate yourself about current trends in the industry. Then apply what you learn into marketing opportunities, and make them successful!
If you have a Marketing Minute that you would like to share, please e-mail me your promotional idea and if we print it you will be rewarded with $150.00 in product.
If you have a Marketing Minute that you would like to share, please e-mail me your promotional idea and if we print it you will be rewarded with $150.00 in product.
Thanks,nik@uvalux.com
Building an Awesome Team Using Facebook
According to a study from CareerBuilder.com, 45 percent of employers turned to social media profiles last year to determine whether or not a job applicant was a suitable hire. That number is up 23 percent from the previous year.
With job seekers now using social media to find out more about their potential new employer, are you using social media as another tool in your hiring process? Find out 3 key tools for building an awesome team using Facebook. These tips will also help build your salon’s reputation online.
1. Screening potential staff.
It’s amazing what some people will put on their Facebook profile. When trying to decide who might be the best fit for your team, search their name in Facebook. You might be surprised what you might learn about their personality, hobbies, and friends. Keep in mind, legally you can’t rely on the information you learn to make your hiring decision, but it might help steer you in the right direction or ask the right questions.
Key Tip: Search for yourself, be critical of what you put on your own page. Think about how potential staff might see you; think about what information your customers or their parents might learn. Think about what potential business partners and your banker might learn.
2. Find new team members.
You should have a fan page for your business. It’s an excellent way to connect with your customers, share specials, information and connect with current and potential customers.
On your personal Facebook and on your fan page let the Facebook community know that you are looking for someone to join your amazing team. Put some traits that you are looking for and get people excited about the job. I’ll talk more about creating a great job posting next month.
Want to expand your search outside your own Facebook community? Try using Facebook advertising. It’s a great way to target your local market and the type of person that you are looking for.
3. Communicate with your existing team.
Facebook ‘Groups’ is the best tool to communicate with your team. It gives you one place to talk about new things happening in the salon. You can announce specials and discuss how to sell them. You can create discussions about key products and services you provide. It’s one central place to talk about the day to day happenings. Why not talk and discuss your business where your team is anyways… on Facebook.
The Trick: When you create the Group create a “Secret” group. This way no one can find it when they search and only the people you invite into the group can see it. If someone leaves your team, all you do is remove them from the group and they won’t have access anymore.
Facebook also just released a new feature that will give you one email address for the whole group. This will allow you to email everyone from where ever you are. It’s an awesome tool, and best of all Facebook is free. Use it!!
Don’t know how to use Facebook? Search YouTube, there are lots of great videos.
Don’t know what YouTube is? Ask one of your staff, they will know!
If you have a Marketing Minute that you would like to share, please e-mail me your promotional idea and if we print it you will be rewarded with $150.00 in product.
Thanks,
Nik
Between the Lamps: “Gen Y Guy”
I am currently reading a book by Jason Ryan Dorsey, the “Gen-Y-Guy”. His book, Y -Size Your Business: How Gen Y Employees Can Save You Money and Grow Your Business gives insight how Gen-Y employees think and act. When you know how your employees think, you can gain a real competitive advantage and transform them into high-performing, loyal employees. Here are five key points to help you understand and relate to the Gen Y employees found in your salon.
No expectation of lifetime employment.
Although extremely loyal, the Gen Y generation is the only generation that never expected to work for one employer their entire career. They see nothing wrong with switching employers if a job or company no longer fits themselves, (or their sleep schedule). They work with a company in order to better themselves or their resume. The trick is to challenge them and help them feel a genuine connection to the company or yourself. Give them a sense of ownership; listen to their feedback and suggestions. They do have excellent ideas.
A feeling of entitlement along with big expectations.
The biggest complaint I hear from employers of all ages — including Gen Yers who manage other Gen Yers — is that many in Gen Y feel entitled. They show up to work and act as if they are owed something for showing up to work. McDonalds figured this out with their campaign “McDonalds Works for Me”. They realize that they have to give to their team all they can. Some may stay, some may choose to go… but you do get the most out of them when they are with you. Check out www.worksforme.ca – you’ll get the idea.
A hunger for instant gratification and tangible outcomes.
Gen Y has come of age with almost instantaneous access to just about everything and everyone — from instant meals to instant messages. This constant immediacy has taught them to have little patience, short attention spans, and to seek ongoing progress in every aspect of their life. They hate waiting in lines at the grocery store (Can you say self checkout?). They will even walk into a fast food restaurant, see a line at the counter, and leave to go somewhere else. You could see this as the “instant everything” generation, Jason’s research shows that they are simply outcome-driven. How do you manage this? Tell them what you want them to do, then get out of the way so they can get it done. In the workplace, this makes them extremely project-oriented rather than job-description focused.
A new relationship with technology and communication.
Since Gen Y grew up during the Internet boom and mobile communication revolution, technology has become an extension of themselves. However, older generations have a big misconception when it comes to Gen Y and technology. Older generations think that Gen Y is tech savvy. This is 100 percent not true. Gen Y is not tech savvy, they are tech dependent. Important difference. They can’t live without their technology. What does this mean? Communicate with them through the technology. Text them when you are away from the salon, this generation would rather text you back than have a conversation on the phone. Create a private/secret Facebook group, this is where you can talk about scheduling, specials and communicate about what’s happening in the salon.
A need for ongoing feedback.
When it comes to employing and motivating Gen-Y employees, give just a five-second check-in that says you notice they exist. All you need to do is send a quick text or go into the salon and mention, “Jessie, I saw how you handled that new customer. Good job.” That’s it. Nothing more. Better yet… post it on their Facebook wall, let them brag to all their friends and family!
I want to hear your comments, visit www.nikvanhaeren.com or email nik@uvalux.com
Thanks!
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