Sunless Sales System: 5 Steps to Year-Round Retail Growth
If you want more than just a sunless season and instead want year-round retail growth, you need a plan, not just a promotion. The most successful salons aren’t guessing at what to stock or hoping for sales to happen. They have a Sunless Sales System.
Here’s how to build yours in 5 simple steps:
1. Know Your Core 4 Sunless Products
These are your non-negotiables—what every client should be using before, during, or after their tan:
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Prep: Exfoliator or pH balancing spray
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Color: Mousse, mist, airbrush, or booth tan
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Maintain: Tan extenders, moisturizers
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Perfect: Bronzers, gradual tanners, correctors
Tip: Don’t overwhelm your shelves. Focus on 2–3 top performers in each category.
2. Train Your Staff to Speak “Sunless”
Confidence converts. Make sure your team:
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Knows when and how to recommend products
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Understands ingredient benefits (e.g. hyaluronic acid = hydration = longer-lasting color)
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Roleplays objections like, “I don’t need anything extra” or “I’ll just use lotion at home.”
3. Set Up Smart Merchandising
Put your best sunless sellers:
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By the checkout
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In bundles (Tan + Extender = Stay Golden Kit)
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On clean, seasonal displays with “Before/After” visuals or scent testers
Pro Tip: Add signs like: “Want your glow to last longer? Ask us how.”
4. Track KPIs that Matter
Your system can’t grow what it doesn’t measure. Start with:
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Average sunless retail per client
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Add-on conversion rate (who buys after a tan?)
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The top-selling product each month
Use what’s working. Phase out what’s not.
5. Plan for Peaks and Valleys
Sunless isn’t just for summer or events. Promote it year-round by:
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Marketing it as a skin-first glow during colder months
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Offering “Glow Goals” memberships with retail built in
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Featuring staff tan picks and tutorials on socials
Remember:
You’re not just selling products. You’re building a confidence routine for your clients. When your sunless strategy works year-round, so does your revenue.
Want help planning your Q4 Sunless System? Reach out to your Heartland rep—we’re here to help.