Just less than 50 percent of salons said they plan to purchase new equipment in preparation for the 2015 busy season in a recent SmartTan.com poll.

In an increasingly competitive marketplace, with salon chains featuring the latest UV and sunless equipment popping up in more and more markets, it’s vital than to keep equipment up to date and find the right mix to appeal to the various segments of your market. And now is the time to think about what you need to do to maximize your appeal – not when busy season comes around and you’re disappointed by the traffic coming through your doors.

The people who are successful in this industry are the ones who aren’t afraid to make investments that put them in control of their business’s future. At the most foundational level, businesses that offer an attractive mix of current equipment are able to intrigue clients and level the playing field with larger competitors.

Having the right mix of equipment is all about appeasing the broad range of customers that enter your business. In a consumer-driven marketplace, tanners don’t want to settle for something mediocre; they have the tools to search for a business that will give them the best for their money, and your salon should be on that list.

A lot of the problem is rooted back to fear. Salon owners are afraid to spend the money and wait for a lengthy return on investment. Contrary to those doubts, most companies report that salons that properly promote their new equipment enjoy a wave of revenue and excitement from customers.

So, what should salons be doing? The main tactics of creating a successful equipment mix requires strategic replacement or upgrading, even steps between levels, and creating awareness with clients. Start planning for busy season today, and it will make your 2015 a lot easier….and more profitable!