Consulting with Existing Customers: A training overview

When considering how you speak to customers who visit in salon, there should be differences between how you interact with new and existing customers. In the training session, Consulting with Existing Customers,  Jade and Juli discussed these differences, as well as how to overcome some of existing clients’ most common objections to using tanning lotion. 

The difference between customers

When hosting the Consulting with Existing Customers session, over 50% of attendees admitted to treating all clients the same when addressing and consulting them, with only 30% looking to reward loyalty and encourage return visits from existing customers. This established a clear requirement to investigate the differences between customer segments and how to accommodate this to improve their in-salon experience, and increase overall salon sales.

When considering the difference between new and existing customers, there are many ways to view this: 

New customers

As a first time visitor, they are more likely to be a guaranteed sale, as they are visiting, with a purchase in mind. 

Existing customers 

Regular visitors typically currently have a course, or tan more frequently. This could be either year round, or for specific times, seasons and reasons. 

New customers also typically require more time, to discuss, guide and explain tanning processes and behaviours

These clients may have some understanding of how tanning works, and what to do during their session. However, they are more likely to have bad habits for tanning. 

New customers may also need a tour or consultation on their first visit, showing how to use the sunbeds.

Existing customers may also be stuck in their ways. They may not regularly change their tanning lotion, and could also be reluctant to hear about things that would change their regular routine. 

New clients may have preconceived ideas about tanning that need re-educating. Therefore education, and skill are key to maximise sales

These clients may also have other reasons for using a sunbed other than gaining a tan. This is especially important during the winter months, as existing customers are essential during colder months to keep salons running. 

New customers are more likely to be coming in for a tan, with no other reasons for visiting. They are less likely to be informed on other reasons why some people use a sunbed. 

Existing customers may already have a tanning lotion. However, that doesn’t mean that they shouldn’t be consulted. There is always a way to maximise your revenue, whilst also improving their tanning experience. 

Existing clients visiting salon should not be considered a “done deal” where there is no need to engage or consult them. All customers are an opportunity, not just to sell, but also to build rapport and increase that trust and loyalty to salon. When consulting with existing customers, there is always something that can enhance their experience. Juli also mentioned that a great way to think of this, is not to look at what your clients have, but what they are missing to get the best tanning experience. This indicates where there is an opportunity to upsell or cross-sell.

Upsell:

Selling a product of a higher price which meets the customer’s needs better. For example, encouraging a client to purchase a bottle of Hot! instead of Rapid Tanning Intensifier.

Cross-sell:

Selling a product that complements a purchase, product or service they are already using. For example, selling a Hemp Nation Tan Extender for clients to use at home in between salon visits.

Looking at the sales cycle

Following Juli’s recommended sales cycle, where the changes in consulting with  existing customers begins, in stage 2: listening and asking questions. At this point, at this point, you have greeted your client entering salon, and establish rapport by asking insightful questions.

Typically for existing customers, this stage is skipped, with staff asking how many minutes their customer wants to spend on your equipment, and allowing them to go through. However, this can damage your rapport with them, and also mean they could not be achieving the best results from their tanning session. Instead, by spending a few moments more with them, you are able to improve your client relationship and gain more understanding of what your customers are using, hoping to achieve and how you can accommodate that in salon. 

To establish this opening conversation, Juli suggests always asking insightful questions, with 80% of the time spent listening, and 20% speaking to your clients. Some key questions that could work for you include:

consulting with existing clients tanning salon sales cycle tanning training

What tanning lotion are you using today? Why / Why not?

Is that lotion working for you?

How are you finding this lotion?

Slowing down the interaction with existing clients allows staff to nurture relationships, encourage conversations and get to know them better. This will help to build trust. As trust is built, clients will be more inclined to follow guidance and advice on best tanning practices. Discussing current lotions also provides you with more information and understanding into your clients’ behaviour and choices when it comes to their tanning practices, and can establish a clear route to recommend accompanying or better-suited products. 

The opportunity to understand misguided opinions

By asking the first question, “What lotion are you using today?”, this also gives you opportunity to understand clients’ bad habits, if they share that they’re not using one. This allows you to ask “why not” and step into their shoes to see:

  1. Why they aren’t using a tanning lotion
  2. What their objections or reluctances are
  3. How you can address this, and educate your clients better and improve their experience

Understanding the difference between reluctance to buy and a hard no

When looking to consult clients on tanning lotions, there must be sensitivity to the difference between someone being reluctant to try something new, and a hard no. Recognising this is key to customer service and to avoid bullying a sale. 

Hard no:

“I truly just don’t have the money”, “I refuse to hear about this”, “I’m done with this conversation”. 

This can be viewed as something you can’t change, and is recognisable via closed down body language, short answers, no engagement, and people looking away from you, indicating a desire to keep moving through to their session. 

Reluctance:

“It doesn’t make a difference”, “I’ve never had to use it before”, “It’s not my thing”.

This is something you can change and should be interpreted and clients seeking more information, as this is founded on a lack on understanding. This could also be caused by lacking trust in staff, asking the wrong questions, clients being skeptical about products, or beliefs formed from bad habits, that your education and guidance doesn’t support. 

This also allows you to hear their objections, challenge bad practices, and educate. Meaning that even if guidance isn’t taken onboard today, you have provided food for thought for tomorrow, making the ability to advise existing clients in the future easier. 

Consulting with existing customers  and facing objections: understanding, educating and how to answer them 

When conversing with clients, there were many classic objections shared, which were reviewed, explained and addressed. When tackling objections, it was noted that it is essential for staff to feel confident in their tanning knowledge, and follow the following structure: 

  1. Listen to your client’s objection
  2. Consider why they are saying this.
    Put yourself in your client’s shoes and try to understand why they believe this.
  3. Speak to them in their language.
    Establish that you understand their way of thinking, and repeat back what they are saying to demonstrate you are listening to them
  4. Explain and educate
    Keep it simple, and challenge what they’re saying, with a basis of fact and personal experience to keep it believable
  5. Provide recommendations based on your education

A great way to structure this, is with the “Feel, felt, found” technique:

Feel:

Address what they’re saying and what their objections are. This means you can establish that you have heard what they’re saying and are not just spieling random facts which may not be relevant to them.

“I understand where you’re coming from, I used to feel that way / X too…”

Felt:

By putting yourself in their shoes, you can further that understanding. This helps to build rapport, as it stops them from feeling isolated, but acknowledges that their belief is founded on some logic.

“I also felt that X did / didn’t do Y for me when I went for my session…”

Found:

Challenge their opinion with your personal experience, or that of someone else that you can provide proof of. This demonstrates it’s also changed your opinion. It’s not an isolating incident, where you’re encouraging change without a foundation of a positive personal experience.

“However, after I started working here, I found out the reasons why X is so important…”