Most owners of independent tanning businesses seem to pride themselves on customer service. But what does that really mean? If you think it’s all about being nice and knowledgeable, your salon is missing some of the components that will make your business shine above its competitors.

While bigger chains offer seemingly unbeatable prices, owner-operated outfits face a fork in the road: Do you try to match them, or go down a different road completely?

Even in an economy of tight purse strings, lowering prices is not always the answer – in fact, it’s never the answer when customer satisfaction is sacrificed as a result. Studies show that consumers are willing to spend an average of 13% more with retailers who provide superior customer service. Why cut your prices when you can raise your revenue another way?

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