By Melissa Gallion - President, Four Seasons Sales & Service

The Power of EFTs: 

In the ever-evolving world of business, adaptability is often the key to survival. This holds true for tanning salons, where a growing trend is offering Electronic Funds Transfers (EFTs) as a means of payment. Despite the numerous benefits that EFTs provide, there is still a substantial number of tanning salons that have yet to implement this innovative approach. In this blog, we'll explore the advantages of EFTs for tanning salons, debunk common misconceptions, and shed light on how this simple and efficient system can guarantee a steady stream of income even during slow seasons.

Understanding EFTs and Their Impact:

EFTs, or Electronic Funds Transfers, have emerged as a game-changer for various industries, including tanning salons. This payment method allows customers to authorize automatic deductions from their bank accounts or credit cards, providing a hassle-free experience for both the business and the client. However, despite their convenience, some tanning salons have been hesitant to adopt EFTs, often due to misconceptions and concerns about customer reactions.

Misconception 1: Complexity and Customer Confusion

One common misconception among salon owners is that EFTs are complex and that customers will have difficulty understanding how they work. In reality, EFTs operate on the same principle as subscribing to streaming services like Netflix or Hulu. Customers provide their payment information, and monthly dues are automatically deducted, eliminating the need for manual transactions.

Misconception 2: Potential Interruptions to EFTs

While some salon owners worry that clients may want to pause or cancel EFTs, the truth is that many individuals prefer the convenience of automated payments. EFTs offer customers the benefit of maintaining a consistent tanning regimen without worrying about making manual payments, ultimately contributing to increased customer retention.

The Power of EFTs for Tanning Salons:

Tanning salons that have embraced EFTs have reaped numerous benefits that contribute to their success and longevity.

1. Steady Income Throughout the Year:

One of the most significant advantages of implementing EFTs is the consistent and reliable income stream they provide. Take, for instance, a tanning salon that charges $49.95 per month and enrolls 300 customers in an EFT program. This simple calculation results in a monthly income of $14,985, regardless of seasonal fluctuations.

2. Enhanced Customer Loyalty:

EFTs foster customer loyalty by simplifying the payment process and ensuring that clients receive uninterrupted services. This convenience encourages customers to maintain their tanning memberships and stay loyal to the salon.

3. Operational Efficiency:

By automating the payment process, salon staff can focus on delivering exceptional customer experiences and other core tasks. This streamlined approach improves overall operational efficiency and frees up time for strategic growth initiatives.

As the tanning industry continues to evolve, embracing innovative payment methods like EFTs can pave the way for sustained success. Despite misconceptions, EFTs offer tanning salon owners the opportunity to establish a stable income stream, enhance customer loyalty, and optimize operational efficiency. By recognizing the parallels between EFTs and widely used subscription models, tanning salons can empower themselves to thrive in any season and provide their customers with a seamless and hassle-free experience. It's time for the tanning industry to unlock the potential of EFTs and embark on a path towards greater prosperity.

By Melissa Gallion, President Four Seasons Sales & Service

In the ever-evolving world of beauty and wellness, staying ahead of the curve is the key to salon success. Gone are the days when a salon's offerings were limited to just a few treatments. Today, the path to prosperity involves diversifying services and providing customers with unparalleled value. Let's explore how savvy salon owners are taking this approach to new heights.

Redefining Value with Diversification

Modern salon chains are embracing a strategic shift towards diversification, enriching their menu of services to cater to a broader range of customer needs. The mantra is simple but powerful: more services, more value.

Consider this scenario: Imagine you're a loyal customer at a salon that offers a monthly EFT package for $59.00. Now, picture this – the salon retains the same $59.00 price tag, but here's the twist – they've added a range of enticing services. In addition to tanning, you can now indulge in the luxury of massage chairs, bask in the benefits of red light therapy, and achieve a flawless sun-kissed look with the sunless booth. Suddenly, that $59.00 EFT package has transformed into a treasure trove of experiences, making it an irresistible deal that keeps customers coming back for more.

Adding Upgrades for Maximum Impact

But diversification doesn't stop there. Forward-thinking salons are taking it a step further by offering upgrades to their existing services. Imagine having the option to enhance your tanning experience with premium equipment or to unlock the benefits of cryotherapy – a groundbreaking technique that aids in relieving inflammation, chronic pain, and muscle soreness. By presenting customers with these upgrade possibilities, salons are elevating their value proposition and ensuring that each visit is a transformative journey.

Guiding Salons Toward Success

As industry enthusiasts, we can play a pivotal role in shaping the future of salons. While we may not directly sell equipment, we possess the knowledge to guide salons in the right direction. For instance, if a salon is considering incorporating red light therapy, we can point them to reputable companies like Poly Light - Jerry Deveny or KBL. The same applies to other offerings such as message chairs, cryotherapy equipment, sunless booths, teeth whitening solutions, saunas, and spa services.

Expanding the Horizon of Beauty

The possibilities for diversification are virtually limitless. From indulging in soothing salt sauna sessions to pampering yourself with rejuvenating facial treatments, the realm of beauty and wellness knows no bounds. The transformative power of brow and eyelash services, permanent makeup, and non-tanning retail items further underscores the potential for expanding a salon's repertoire.

In conclusion, the path to salon success is paved with diversification and value-added services. By embracing this approach, salon owners can cater to a wider audience, enhance customer satisfaction, and ultimately secure their spot as industry leaders. So, let's continue to champion innovation and guide salons toward a future of boundless beauty and wellness possibilities. Together, we can shape an industry that thrives on diversity and delivers unparalleled value to every cherished customer.

Remember, this list is just the beginning. Stay creative and open to new opportunities for growth and excellence.

Red Light Equipment:

Poly Light, Jerry Deveny 

KBL hybrid UV and Red-light equipment 

Massage Chairs

Regular Message Chairs/beds

Industry Favorite Hydro Message Chairs/beds www.hydromassage.com

Cryotherapy Equipment - Helps to relive inflammation, chronic pain, muscle soreness, injury.

Industry Favorite Cryo:One by Mectec Freezing www.mecotec.net/en/products/cryo-chambers/cryoone/

Sunless Equipment

Handheld – https://rb.gy/93c1j 

Auto Sunless Booths – Sunless Inc

Teeth Whitening 

Retail items – https://rb.gy/kf7ow 

The actual machine and chair – Bleach Bright

Sauna

Salt Sauna Industry Favorite HaloTherapy uses dry salt.  Helps with Acne, Inflammation, Cold, Flue, Allergies, COPD, headaches, sinus infections, snoring. [email protected]

Spa Services

Facial treatments – Acne Facial, Deep Pore Cleansing Facial, Microdermabrasion, Glycolic Peel

Some services may require a certified esthetician.

Eyebrow Services

Brow Henna

Brow Lamination

Brow Threading

Waxing – https://www.fstanning.com/gigi 

Tinting

Microblading

Eyelash Services

Extensions

Lift or perm

Tinting

Permanent Make-up

Tattoo on eyebrows, Eyeliner, Lipliner, Lip Blush

Non-Tanning Retail Items

Clothing, Jewelry, Handbags, Swimsuits, Shoes, Skin care, Beauty – 

FS Boutique - https://www.fstanning.com/accessories-apparel.html

1. What is Free Tan Days? 

A: Free Tan Days or Free Tan Weekend is an event where you let any and everyone come in and tan for free. I know the concept might sound scary, but I promise if you plan it correctly it can be one of your biggest money making events with the correct marketing and determination to make sales. Really, the free tans are just a hook to get people into your salon. Think of it as like an open house. Let these new guests come in and try you out no strings attached and see how many new customers you can convert into memberships / monthly’s!

Terms and conditions for free tan: 

•(Depending on state) Anyone that comes in must show us their tanning eyewear, if they do not have any they will have to purchase a pair. We sell ours for $5. Boom, that free tan just gave you $5. Now with your killer lotion deals that you have going on, you should be explaining to each person the benefit of tanning with lotion and that this sale will only be for 3 days (create a sense of urgency with the specials, make them have FOMO. 9/10 they will buy a lotion). So now let’s say you got them into a top shelf lotion (start with the best to sell the rest), and eyewear. You’re now looking at $128 for that free tan. I always tell my staff that their goal should be to sell between $150 - $200+ to each person that comes through that door. Give your staff goals to work towards. 

• While they can come in each day for the free tan, we do have a limit of one free Diamond (our top level) session per non autopay customer. Autopay members can use the Diamond bed each day if they want to because we want them to get hooked and upgrade their membership to that higher level.

• They can receive one free spray tan during the event however they will only receive a level 1 or 2 for free. If they want our darkest spray it would be a $5 upgrade and our sticky feet and CT Towelette are not included in this free spray. We sell the sticky feet for $2 and the towelette for $1.50 

• They can come in each day and do any of our spa services for free. Just make sure your staff tries to do add on sales for the spa services (restored, fit burn, sweat suits, smart water, etc) 

So while yes, essentially the service IS for free, it’s up to your staff to include add ons to make money 

2. Why do I do Free Tan Days instead of Free Tan Weekend?

A: 5 years ago, I tried doing Free Tan Weekend but noticed 2 things:

• 1. Our foot traffic was always down during the weekends (we’re located in Florida so during the weekends, most people would be at the springs, the beach etc)
• 2. Our sales were low due to low foot traffic. So a year ago I decided to try doing it during the week. I noticed the “sweet” spot for foot traffic was Wednesday, Thursday and Fridays. So I changed it from Free Tan Weekend to Free Tan Days and oh my god what a DRASTIC difference it made in all aspects!
  • Our traffic was up and our sales were through the roof. Last year was (at the time ?) our best free tan days in sales. We had made a little over $7,000 for three days as to where when we held it over the weekend, we were lucky to make $1500. My advice to salon owners is study your traffic and hold your event during your highest traffics days. 

3. Autopay members

A: over the years, I’ve realized that a lot of sales we put out to try and get new customers in the door, also shorts us when it comes to our eft members. So what I started doing a few years back was Exclusive sales that only autopay members could get. We’ve always told our eft members that they always have the best rate and the best deals so we had to stay true to that when doing our events. They are the only ones who will get free gifts during the event because we want them to feel spoiled and special. They’ll also always have higher discounts than our non autopay members to stay true to our promise. A lot of salons think, “well I already have them, I don’t need to do anything else” and I can’t stress enough how bad of an idea that is! My autopay members throw down hard during events and spend so much money! I couldn’t imagine leaving them out and not getting that stream from just them. This year, to make them feel extra special I decided to do a special called Early Access. What I did for this special was allow ONLY our autopay members to come in the day before the event starts and they get first dibs on products. We made $3,000 alone yesterday on just eft sales. And a majority of our efts didn’t come in yesterday because they forgot. So, the point I’m getting at is never leave your eft customers out of specials and spoil them as another way to say thank you! 

4. The specials 

Autopay Members:

• Early access/extra day - to specials & free upgrades 

• 40% off lotions

• 35% off tan extenders - 2 per member

• 25% off spa products for spa memberships 

• Bogo free upgrades (spa services and tanning) - 5 max 10 total

• Waived prorates for new autopay members

• Free gift while supplies last - this is the goodie bag that has three lotion packets in it. I try to always do lotion packets that we sell so that way if they love it we just got a lotion bottle sale 

• Extra entry into giveaways 

• Free mystery box with $95 purchase- this seems to be a big topic in the group and probably my best special. What it is is any autopay member has to spend $95 BEFORE TAX during the event and they get a free mystery box. I like to call this my incentivizing special. You wouldn’t believe how many members yesterday were adding things to their “cart” and then asked how far am I from $95? And then proceeded to add more which went over the $95! You want to make deals that help you get more money from customers. This also makes it easier to sell top shelf lotions because then they’re guaranteed a free mystery box (while supplies last) 

What’s in the mystery box? 

Each one is different. But I will NEVER put tanning lotion bottles in those boxes. Why? Because I know my customers will buy that from me so I don’t want to give it away for free. What I end up doing is putting at least one full size after care product in the box. This is hopefully going to help increase our tan extender sales in the near future. Then I add an energy drink (we sell them in salon), and some other misc items like mini tan extenders and mini sunless products, lip scrubs & body scrubs etc. The MSRP value came out to about $82. My whole goal for the mystery box was to put products in that I want my customers to buy from us so it’s like an introductory box in a sense. Remember, you want to create FOMO. I do this by saying we only have 30 mystery boxes in stock so once they’re gone they’re gone! This helped us get a line right at opening. Our customers love our mystery boxes and they tagged us in their stories yesterday showing off what they got and thanking us. It was awesome and they helped promote our event! 

Nonautopay: 

• 35% off lotions 

• 20% off tan extenders max limit 2 per person

• 20% off selfie sunless 

• Bogo month 20% off 

• Buy 5 sessions any level, get 3 more for $5

• But 3 months any level, get 2 months free 

5. Planning & Marketing

One of the things people don’t realize is that it takes months to plan a successful event. It’s not something that you can just advertise the day before and think it’ll do well. You have to be very methodical about everything. I started planning free tan days back in January. I Started coming up with my specials, my theme (if you make everything cohesive, it not only looks nice but your customers will also be able to pick up on it and remember that somethings coming up) and how I wanted everything done advertising wise. My biggest piece of advice is to start making videos rather than still pictures. We’re in the day and age where our customers will stop scrolling to watch a video as to where if they scroll and see an image, there’s no motion to stop their eye and make them look at it so they scroll past. I ended up teaching myself how to make videos on after effects (Adobe Software) 6 years ago and I truly believe that has played a massive part into my event success. But you don’t have to learn after effects, you can use Canva. 

From there, once your video is made, it’s now time to start dropping bread crumbs. I like to release my video two weeks before the event and I’ll boost it on Facebook and Instagram to get the word across. But prior to releasing the video, I’ll start doing teases (I posted pineapple pictures 5 days prior to the video drop and had my customers guessing what was coming. By doing this it boosts your engagement on your social media and Facebook will start showing your posts in feeds better if there’s enough engagement. So make sure you have your staff/ family & friends like and comment on it so you can have a better outcome for when it’s announcement time). Once the videos been released, and you have the engagement, DONT LOSE IT! If you stop posting, your engagement will be gone. What I like to do is a couple “leaks”. Where I’ll leak one or two specials to get people excited. Then the week before, I’ll release the non autopay specials, then the following day I’ll do the autopay specials. Then to get more attraction to my video I’ll do our first giveaway where they have to like and comment on the video and share for a bonus entry.

Also be sure to have your staff post about the event every day in the stories. We also make event shirts that we have them start wearing once the announcement of the event has been made public on our social media. 

Once you’ve gone live, you should also decorate your salon to match the theme. This makes people in store ask questions about what’s going on. I also make postcards for the event and we put them on the beds. If the customer takes them and writes their name on it, hands them out and its returned during the event, that customer will get a $10 credit to use AFTER the event.

Another thing when it comes to marketing is keep your ads writing short and sweet, don’t over cram the graphic with information. Make a headline in the ad and then use your caption as the way to thoroughly explain the specials. 

6. Staff Meeting 

A big thing you should do is hold a staff meeting a couple weeks before your event and go over each and every special with your staff and all of the terms and conditions. Make them learn the specials so they’re not struggling during the event. Have them prepared. Another thing you should do is incentivize them and motivate them by giving them a goal. Our goal this year was to make $8,000. If they make that will get them each a gift. We also tell them that for every $500 they sell during the event they’ll automatically get money back as a bonus. Make them excited about the event. If they’re passionate and money motivated, just sit back and watch them go. It’s amazing! Be sure to explain your expectations, what they should be trying to sell the most of, how you should sell etc. For example, for my autopay sales I told my staff that I want them to try and sell each member at least 1 tanning lotion, 1 tan extender, one spa product and upgrades. (But I urged them to sell more than one bottle of tanning lotion). They are getting customers to buy 3 bottles and more specials because we’re creating urgency. We only do 4 sales events a year and the next one won’t be until November so we’re telling them to stock up. 

7. Salon Tour 

Make sure every person that comes in gets a tour of the salon. Now is the time to impress them and wow them to where they WANT to stay here after the event is over. Be sure to use enticing descriptive words and be excited when showing off the equipment. 

Disclaimer that we have to put at the bottom but don't really want to: Four Seasons does not claim that you will experience the same results included in this blog post. This is for reference only and was written by a third party. Evaluate your business and implement the ideas included at your discretion.

The tanning industry is a popular and lucrative business, but it also comes with its unique financial challenges. As a business owner, managing cash flow and finances effectively is essential for the success of your tanning business. In this blog post, we will discuss five tips for managing cash flow and finances in the tanning industry.

Tip #1: Track Your Revenue and Expenses

One of the most important aspects of managing finances effectively is tracking your revenue and expenses. By keeping a close eye on your income and expenses, you can identify areas where you can cut costs, reduce waste, and increase revenue. There are several tools and software available that can help with tracking finances, including QuickBooks, Xero, and FreshBooks.

In the tanning industry, revenue tracking is especially important as it can help you identify peak and slow seasons. By understanding your revenue patterns, you can make informed decisions about pricing and promotions, which can help boost your revenue during slower periods.

Expense tracking is also crucial in the tanning industry, as expenses can quickly add up, especially if you are using expensive tanning products. Tracking expenses can help you identify areas where you can cut costs without sacrificing quality or customer satisfaction. For example, you may find that you can save money by purchasing tanning products in bulk. This is why it's important to stay in constant contact with your Four Season's Account Manager. Rely on them to relay the best savings and trending products available.

Tip #2: Manage Inventory Efficiently

Managing inventory efficiently is another important aspect of managing cash flow in the tanning industry. If you have too much inventory, you are tying up cash that could be used for other business expenses. On the other hand, if you don't have enough inventory, you risk losing customers who may go elsewhere for their tanning needs.

To manage inventory efficiently, it's important to have a clear understanding of your sales patterns and inventory turnover. You can use tools like inventory management software to help you track inventory levels and sales trends. With this information, you can make informed decisions about when to order new inventory, how much to order, and which products to prioritize.

Tip #3: Analyze and Adjust Pricing Strategies

Pricing is a crucial aspect of any business, but it's especially important in the tanning industry, where customers have many options to choose from. To stay competitive and maximize revenue, it's essential to have a clear pricing strategy that takes into account your costs, your competition, and your target market.

One way to analyze your pricing strategy is to conduct a competitive analysis. Look at what your competitors are charging for similar tanning services and products, and consider how you can differentiate your offerings while still remaining competitive.

You should also analyze your costs to ensure that your prices are profitable. This includes not only the cost of your tanning products but also the cost of overhead expenses like rent, utilities, and salaries. If your prices are too low, you may be leaving money on the table. If they're too high, you risk pricing yourself out of the market.

Once you've analyzed your pricing strategy, be prepared to adjust it as needed. For example, if you're experiencing a slow season, you may need to offer discounts or promotions to attract customers. On the other hand, if you're experiencing high demand, you may be able to raise your prices without losing customers. At Four Season's we can help you find the lowest pricing on the products you need to be successful.

Tip #4: Maximize Cash Flow with Payment Processing Solutions

Payment processing is another area where you can optimize cash flow in the tanning industry. If you're still relying on cash or checks for payments, you may be missing out on potential revenue and adding unnecessary complexity to your business operations.

By accepting credit and debit card payments, you can streamline your payment processing and reduce the risk of errors and fraud. There are several payment processing solutions available, including traditional merchant services, mobile payments, and online payment gateways.

When choosing a payment processing solution, consider factors like transaction fees, security, and ease of use. Look for a solution that integrates with your existing software and offers features like automatic reconciliation and reporting.

Tip #5: Prepare for Seasonal Fluctuations

Finally, it's essential to prepare for seasonal fluctuations in the tanning industry. During the summer months, demand for tanning services is typically high, while in the winter months, demand may drop off significantly.

To prepare for seasonal fluctuations, it's important to have a clear understanding of your revenue patterns and expenses. Use the data you've collected to forecast your cash flow and plan for potential dips in revenue.

One strategy for managing seasonal fluctuations is to offer promotions or discounts during slower periods to encourage customers to come in. You may also consider diversifying your offerings by adding new services or products that are in demand year-round, like skincare products or spray tanning services.

Conclusion

Managing cash flow and finances effectively is essential for the success of any business, and the tanning industry is no exception. By tracking your revenue and expenses, managing inventory efficiently, analyzing and adjusting your pricing strategy, maximizing cash flow with payment processing solutions, and preparing for seasonal fluctuations, you can optimize your cash flow and position your tanning business for long-term success.