What women (shoppers) want

Paco Underhill is the founder and CEO of Envirosell Inc. He works with companies such as Target, Trader Joe’s, Starbucks, Verizon and others examining culture, shopping patterns, trends, and showing those companies how to reposition themselves to do better in the marketplace.

In his book “What Women Want”, Underhill says women want cleanliness, control, safety, and considerateness. And, What Women Want points out that businesses flourish when they recognize that women want different things than men do, from cars to hotels to drugstores. There’s a fascinating chapter about hotels, stressing that women travelers want clean rooms, good lighting and safety.

Regarding cleanliness, he asserts: 
  • Cleanliness is hardwired to the female brain
  • Clean and unclean register instantaneously for most women
  • Clean matters to women – it really matters

How does cleanliness factor into your … training, daily inspection, staff feedback, staff reward system?

Aim small, Miss small

It’s August, and you want to take advantage of schools being back in session, and you want to promote your new program … simplified and reasonable pricing designed to steal business from  competitors like nail, wax, and eyebrow.

Start small if needed, accumulate a few wins and build from there – for instance:

Identify the high schools and colleges in your area.

Google to learn the enrollment of female students.

For example, 500

Decide to get 10% to visit your salon, or 50

Consider how much those ladies can afford to pay for a spray tan (vs. nails, wax, brows).

Start marketing to those groups with simple, reasonable and transparent prices.

$15 for any tan level and $4 for any additive.   

50 customers
x 2 spray sessions next school year
x $21 per session
= $2,100 in new business
Margin 80+%
just from 10% of those ladies

See how it goes. If it misses the mark, you won’t kill your business and you can try a different price plan.

If it works, start marketing more frequently to the same schools to get an even more ladies to visit the salon.

Aim Small, Miss small, but, most of all, pick a target and aim. 

If you’d like to discuss ideas to build a bigger and more profitable spray tan business – connect with your Mystic Tan representative at 888-974-9977.