ETS Tanning Bed Blog

Last time, we discussed how to get occasional customers to become members of your tanning salon by bundling services together, adding some discounts, and throwing in things like Free Friday Bed Upgrades or Free Friday Friends and Family passes. This will get the occasional customers to become members, and increase your cash flow.

But what do you do for the people who are already members, and you want to get them to bump up to the next level?

Getting Them to Move Up

In our last example, we were charging $20 a month for a customer to become a member. They were given unlimited tanning on the Level 1 beds, got discounts on tanning lotions, and one free upgrade and pass per month.

To get them to move to Level 2, $35 per month, give them unlimited tanning on the Level 1 and 2 beds. Give them bigger discounts -- say 15% -- on tanning lotions and teeth whitening services. Give them an extra Free Friday Friend & Family pass each month (remember, these are potential customers who are visiting your salon for the first time).

Level 3 could include unlimited tanning in any bed of their choice, a free bottle of lotion, a free teeth whitening session, and special Level 3 members-only events. (We'll discuss some of those next time.) Some salons even throw in free uses of their Rejuvasun beds . (We'll talk about the benefits of Rejuvasun beds for salon owners soon.)

Show Them the Money

After a while, explaining all of this can be rather difficult, and hard to keep straight. Build a menu board that shows the three or four different levels of membership. Divide it into as 3 or 4 columns, and show them what they get for each membership.

Your board can include number of visits, levels of beds available, lotion discounts, free passes, and even special events (more on that next time). Make sure you show them the value of each membership level, as well as the cost.

Finally, be sure to train your staff to sell the value of the membership to the customers, and the value of upgrades to your members. Offer your staff incentives and commissions for selling memberships and upgrades. Their success means success for you. Reward them accordingly.

Next time, we'll discuss some different bonuses you can add to your different membership levels.

Are you running a membership program now? What are some things you offer your members? Leave us a comment or ask a question. We might even turn it into a blog post.