Susan Carlton has been a long-standing trainer for the New Sunshine family of brands, training salons all over the country about confidence and body language in the sales process. But lately, she’s adopted a new nickname: Webinar Queen! Her charming southern personality graces many of the webinar videos featured on www.trainwithnewsunshine.com. In a Smart Tan-exclusive interview, Carlton shares her views on creating a strong sales team.

Q: How do younger employees sell differently?

A: Most of them are selling out of their checking account and not their customers’. After they sell a bottle of lotion and a membership, they stop because they are afraid to ask for another sale.

My job is to get them to sell the way they shop. If you have been to the cosmetics counter recently, they love to give makeovers. You don’t just see one product, you try everything that goes into the look. They bring out give products, sell you three and you buy two. It’s the same with tanning. Bring out the bronzer, the tan extender, the body wash and facial products to show customers how to get the look.

Q: How does showing an array of products help the sale?

A: Employees can relax a little more because we’re getting rid of the dirty connotations that go with sales. They can have more fun because they feel like it’s their job to educate the customer instead of forcing them. Show them what’s best for that customer and let them choose what they can afford.

We see people  buying less expensive tanning lotions because of the economy, but they have to buy body wash and facial products anyway. They are spending that money somewhere else and we need to train employees to bring that money to us. Educate customers on how your products are better for their tan than the stuff they by at the grocery store.

Click here to read the entire article in the latest issue of Smart Tan Magazine online.