9 ways to boost tanning sales in your salon

Some of the biggest names in the tanning industry tell us how you can grow your spray tan client base in just nine simple steps:

1. Create bulk beauty packages

“Many therapists feel that discounting treatments can be a way of boosting revenue in the quieter months. However, I always advise other effective methods outside of price. For example, try creating a “winter glam” package offering tans alongside lash and nail treatments, perfect for festive partygoers,” says Laura Jones, senior product manager for Sienna X. 

2. Launch a loyalty scheme

“Spray tanning can be a saturated market and it could be that local competitors are offering a cheaper treatment or weekly deals. However, my advice is don’t go too low in your tanning prices, instead launch a loyalty system where customers can receive a complimentary tan after a certain number of visits,” advises James Harknett, celebrity tanner and global creative consultant for Fake Bake.

3. Do seasonal offerings 

“Highlight tanning solutions most suitable for different times of year and promote these to clients. For example, our Tan in an Hour solution is perfect for those who need to glam up quickly before seasonal parties, while our Clear Tan solution is ideal for clients who want to snuggle up in their pyjamas after tanning without the risk of product transfer,” explains Jones. 

4. Be more personal in your marketing

“Use your database and any key notes therapists have made on clients (for example, birthdays, previous holiday tans they’ve had, what they like and don't like) and use this information to send out promotional emails that are actually relevant to the client. This will show them that they are important to you,” says Nicky Matthews, founder and chief executive of Sienna X. 

5. Do trial tans

“Give clients the option to book a trial spray tan long before their actual getaway. If they’ve never had a spray tan before then they will want to ensure they like the colour before finally choosing it for their holiday tan,” says Alyson Hogg, founder and chief executive of Vita Liberata.

6. Target bridal parties 

“Research the local bridal market. It is a huge sector that is growing rapidly when it comes to spray tans. Offer a bespoke natural glow and perhaps approach a bridal business to cross-promote your services. It’s about thinking outside the box to capture an ever-growing market,” adds Harknett. 

7. Create a men’s menu

“Don’t forget the expanding appetite for men’s tanning services. Men’s fitness shoots are an ideal opportunity to master a contouring technique. Take an appropriate course and find out about which parts of the body are going to benefit from fine layering,” explains Harknett. 

8. Less talk, more listening

“If you don’t listen to your clients then you aren’t going to get the most out of them or you. What’s their summer tan for? A wedding, holiday or hen do? Tailor the tan to their needs,” says celebrity tanner Jules Heptonstall.

9. Swot up on techniques

“Ensure your team are up to date on training. Refresher training can mean you achieve another 10 tans out of a litre, so it’s well worth the investment,” adds Matthews.

Check out our PBTV videos on spray tanning troubleshooting and 5 tanning mistakes to avoid