Retail - it’s a part of your business that can offer massive benefits, not only in the amount of revenue you bring in, but in the overall client experience you create. If you’re a sunless biz owner that hasn’t taken the leap into offering retail in your business, this discussion is for you! You may feel uncertainty when deciding if selling retail is the right next move. We are here to tell you that it 100% is! Choosing to sell retail means that you have to be dedicated to getting in the routine of selling to your clients at every appointment. It also means you’ll need to put additional money into investing into products you think your clients would be interested in purchasing. If you’re feeling unsure if stepping into the world of retailing is the right next move for you, let’s walk through some of the main benefits together!
Increases Revenue & Profits
When we start our beauty businesses, we, of course, have a dream to do something we love. However, we also have the dream to do something we love while making a whole lot of money in the process! The good news is that this scenario is very much possible with the right tactics and strategies in place. Picture this: you have an appointment that would originally produce a sale of $50 for a single spray tn service. However, after deciding to add retail into your business, you offer that same client a tan extender that you are retailing for $30. If you were to recreate this scenario in your actual business, you would have increased a $50 appointment to a $80 appointment just by incorporating a simple five minute post-tan conversation with your client on why you’d recommend this product to improve their results. Now, imagine doing that for every single appointment you have in a day! Putting a minimal amount of extra effort and time at the end of each appointment to do product recommendation can dramatically increase your business revenue overall. As a business owner, your focus should be on the profits you’re earning monthly and annually in order to determine your growth. In order to increase your profits, you have to do one of two things - 1. Decrease expenses or 2. Increase revenue. When you raise the average income per appointment, you’re successfully moving toward increasing your revenue, which in turn, increases your profits. Being consistent with this practice of upselling at appointments is what will allow you to continue growing your business and make more money!
Enhanced Client Experience
Clients book their spray tan with trust that you will deliver an amazing result from their service. When someone makes the investment to get a professional spray tan, their expectations are that the outcome will develop into a long-lasting, natural looking glow. In order to deliver the highest level of results, the correct sunless safe products should be used! If you find yourself sending your clients away to a big box store in order to maintain or prep for their spray tan, your business is losing out on the opportunity to bring in more money! Your clients want to know how to best take care of their investment with you. Therefore, as a savvy business owner, the best move for you and the client is to offer these products from a company they can trust - YOUR company! Offering these types of retail products enhances your client’s results, which in turn, enhances their overall experiences with you. Furthermore, providing the ultimate client experience that keeps their glow looking fabulous for longer will allow you to gain even more raving fans that can’t wait to tell their friends and family about your business!
Positioning Yourself as the Expert
It’s your job as the professional to help guide your clients to receiving optimal results from their service by educating them on all things sunless tanning. When you’re working in your business, you are more knowledgeable about your service than your clients, therefore it’s your responsibility to position yourself as the expert. When you provide products and product education in order to make their experience better, your clients will view you with a new sense of authority and expert status because you're showing that you really do know your ‘ish! Remember that sales doesn’t have to feel icky. When you’re “selling” to a client, you’re really just educating them on what is going to work best for them. Not to mention, once you start educating them more frequently and they start seeing your recommendations making a difference in their results, they will have even more trust in you as a service provider.
When you start offering retail products, your business can then become the go-to place for all things sunless for your clients! This means you will no longer be sending clients away to purchase their tanning care products from someone else, but instead, reaping the benefits of the extra income for yourself. Retailing is also a way to show your clients that you are able to offer them a vessel of knowledge as an industry expert in order for them to get a long lasting glow that they love.
Now that we’ve gone over the benefits of carrying retail in your sunless biz, you can head over to the X-Tan Sunless website to explore all of our premium wholesale options for professional spray tan artists!