ETS Tanning Bed Blog

Stop Charging Lower Prices

You may think that the secret to success is being able to charge a lower rate than the tanning salon down the street. But, do you really want to be the discount bin tanning salon known for its low, low prices, flickering fluorescent tube lighting and chipping wall paint? I hope not.

If you want to successfully market your tanning salon business to a higher echelon of customer, you need to appeal to that customer. And since you can’t do that having the lowest prices in town, stop worrying about price and start worrying about the experience.

Why Charging Higher Prices Can Work

Charging high prices not only lifts up the image of your business, it also enables you to afford higher quality staff, a better customer experience, improvements to your business and added incentives for your customers.

It takes a small initial investment and time, but the return means you’ll be able to afford to “wow” your customers with a pleasant environment, great service, and what they see as a luxury tanning experience. You’ll set yourself apart from the competition and create the profit you need to not only invest back into your business, but also your own pocket.

Why Dropping Prices Won’t Work

Consider this example, two women are walking down the street and see a luxury tanning salon. One says she’d like to maybe try it before her next vacation. The other declines because she likes fair skin and is worried about health hazards. If the salon owner walked out and reduced the price, would the second woman change her mind? No, because her refusal didn’t have to do with price.

How to Raise Prices Without Raising Prices

If you don’t think you’re in a position to actually raise prices on certain items then give customers the chance to spend more elsewhere. For example, offer upgraded tanning packages, deluxe lotions, premium add-on services or even added luxury levels.

For more on this, stay tuned for Keys to the "Big Sale" Customer Part 2 – Creating an Experience.