“What lotion are you using today?”: The importance of interacting with your clients
” What lotion are you using today? “
You’ve heard it 100 times. Every single training session you have attended, via social media and even your suppliers have advised you ask your clients this, but why do you really need to ask that all-important question to your clients every time they pop in?
You asked them last week, and they were using their favourite Intensifier, surely they’ll be using it again this week?
You should never assume what your clients are thinking. With the increase in social media and internet use being relied on to answer all questions, it’s time to step into your customers shoes and consider what their questions and thoughts may be:
- Why do I even need to use a lotion?
- If I apply my lotion at home, and then come in, will that do the same job?
- Should I be using bronzers?
- What does a lotion even do?
By doing this, it’ll demonstrate some of the many reasons why this question should be asked prior to every tanning session:
Protect your equipment from damaging products.
By asking what lotion you client is using, this gives them to opportunity to share with you what they are planning to tan with. You can then double check that all products being used on your equipment are suitable and will not harm your acrylics.
Sunbed acrylics are porous; they contract and expand during tanning sessions to ensure that they don’t crack when warmed up. Tanning lotions are designed to work with acrylics, allowing this movement to continue.
However, unlike tanning lotions there are many high street products that people will try to use which are unable to move with the acrylic. When these products are applied, they are absorbed into the acrylic, making it go cloudy, before eventually cracking. A cracked acrylic is very dangerous, and therefore clients will not be able to use your equipment until it has been replaced, which can be costly.
With the increase of social media challenges, and well-meaning, but false tanning tips being spread outside of salons, it is your responsibility to ensure that the practices inside your salon are responsible, both for your client and equipment!
Highlight the use of tingle lotions
When clients use a tingle lotion, sunbeds must be double cleaned before the next tanner. This ensures that all residue from the lotion has been removed and will not transfer onto another customer unwillingly.
Tingles should only be used by experienced tanners, and all surfaces, such as door and sunbed handles should all be thoroughly cleaned post-tingle use.
Some tanners won’t use a lotion at all
This gives you the opportunity to educate clients on the necessity of a lotion, such as:
- Lotions work to boost your tan by kickstarting the tanning process faster, and using colour-boosting ingredients to deepen your natural colour.
By applying a lotion, your tanning process will start within 30 seconds of your session, unlike when not using a lotion – this can take up to four minutes to start. Not only does this mean they’re saving time, but this allows clients to also shorten their sessions whilst still gaining better results, saving them money too! By sharing this, you will also be able to build trust with your customers for a better working relationship.
- They restore nutrients lost in the tanning process to keep skin soft and supple and maintain your skin condition
- Lotions prevent after-tan odours, keeping you smelling fresh
- Lotions will stop skin from drying out post-tanning, by acting as a moisturising shield during your session
- By not using a lotion, your skin can dry out, this may lead to skin becoming sensitive and irritated
Finally, build a rapport with your clients!
Building a rapport and trust with your clients is key to every business plan. By asking clients this open-ended question, this welcomes conversations surrounding lotions, tanning tips and personalised recommendations, as well as allow them to voice any concerns or queries they may have. By educating customers on responsible tanning practices, not only will they improve their results, but their success will instil confidence in your experience and advice, building their trust in you.
Creating a relationship with customers should not be underestimated. Trust and great relationships will encourage loyalty to your business, build a larger customer base through current clients’ advocacy and positive word-of-mouth reviews. This also means clients will take and embrace your advice as a tanning professional, understanding that you are there to help them reach their tanning goals successfully, not just make a sale.