Ask a Tanning Salon Business Consultant: Establish a Sunless EFT Program

by | Ask a Tanning Salon Business Consultant

Q: “I’m debating on making my single tan $45 or unlimited for $25.99 to attract more clients.  I’m trying to get volume and sell aftercare products.  Do you really feel that lowering it to that rate would help?  And, should there be a one year minimum for the EFT price.”

A: This is a very good question, and you might have based it off some advice I’ve shared on my Facebook page.  For those who haven’t read it, I encouraged tanning professionals to offer sunless tanning EFTs.  I suggested that if you charge $49.95 for one session, try offering your EFT at $25 per month.  Your clients typically tan about four to five times per month.

With solution costs averaging between $2-$3 per session, an EFT at or around that price still offers a large profit margin.  It also brings people through your doors.  This gives you and your staff a chance to up-sell them on pre- and post-sunless products.  If the average client spends $80-$85/year, four months of a sunless EFT already earns you more than that… not counting the up-sells.

So, to answer your question, yes, I believe that lowering the rate to your sunless EFTs helps.  This is what many of the largest, most successful tanning salons have done with their UV services.  The approach could also be successful for sunless.  Now, as to the pre- and post-tan products, your success with these sales depends upon you and your staff.  If you are the sole salesperson, then selling additional products makes all the sense in the world.  If you employ a staff, it can be hard to get them peaked up for upselling unless you offer attractive commissions.

If you offer spray tan booths, $45 might be a bit high unless you are doing a big deal for an EFT.  We set up most of our clients with a three- to six-month EFT commitment.  So, if you stay at $45, I would offer an EFT at $80.  If they spray four times during the month, they’re getting sprays at $20 each.  You can use that price in your marketing.  (“Luxury spray tans as low as $20 a tan.”)  The catch is, clients commit to at least three months of payments.  A one-year deal would seem tough to sell because most spray tanners might not see the need to tan all year long.

It was a pleasure answering your question.  I hope all this helps you sort out the issue of sunless tanning EFT memberships.  If you have any other questions, don’t hesitate to ask this tanning salon business consultant.

Ask a Tanning Salon Business Consultant: Establish a Sunless EFT Program

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