Educate Then Sell

In this business, we have found that the difference between a sales pitch and a product presentation is in the education. You can present the same information about the products you are selling, but when you educate the guest first, a ‘cheesy’ sales pitch turns into an informative talk about what products the guests should use to maximize the look of their tan and extend how long it lasts.

Your staff should be educating guests every step of the way. Educate them when they call to make their first appointment, during their tanning session and after their session is complete. There is a lot to learn about spray tanning and most people don’t know much about how it really works.

Ask your guest questions and listen to what they tell you. Personalize your sales pitch based on their lifestyle and concerns.

Examples of how to educate guests before, during and after their tanning session:

“You will need to leave the tanning solution on your body for at least 6 hours after your tanning session. You can shower after 6 hours but 8-10 hours is ideal.”

“It is best to come freshly showered, shaved and exfoliated.”

“The way a high quality sunless tan works is it permanently colors your outer layer of skin and naturally exfoliates as your skin naturally exfoliates. Low quality sunless tans can rub off on clothing or when you exercise or sweat. The difference in these products is the percentage of DHA, the quality of ingredients used and the color combination of the tanning solution. In order to ensure your tan lasts as long as possible, we use the highest quality solution with the highest percentage of DHA we believe you can use and still get a very natural looking sunless tan.”

“Your tan will last about 4 – 6 days if you keep your skin well hydrated. The only way your tan can exfoliate unevenly is if your skin exfoliates unevenly. So keep your skin well-moisturized for a long-lasting and gradually fading sunless tan.”

“In the hours immediately after your tanning session, it is best not to sweat or do dishes. Avoid anything that can cause your tan to streak.”

“Do not moisturize until after your first shower. You don’t want to move the tanning solution around.”

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Heartland Tanning, Inc. is a wholesale distributor and does not sell direct to the public.