In a recent SmartTan.com poll, the percentage of customers who use upgrade equipment varied greatly by salon. One-third of indoor tanning businesses said that just 1-2 of every 10 clients that visit their business use upgrade equipment.

Nearly as many, 30 percent, said that 3-4 of every 10 customers upgrades, and 24 percent said 5-6 of every 10 clients.

But notably, an impressive 13 percent of salons said that 7-8 of every 10 clients uses upgrade equipment. Now that sounds like the recipe for a profitable salon!

The best long-term strategy is to drive clients into higher-level EFT plans featuring upgrade equipment, but it’s important for salons to understand the value of actively trying to sell upgrades to every customer, every visit. As a previous poll shows, 44 percent of those using upgrade equipment pay on a per visit basis, despite it not being the most cost-effective option. The increase cost per session makes individual upgrades sales very profitable, while also enticing clients to move up to an upgrade EFT.

While some salons are able to be successful with mostly base equipment, in today’s market many discerning customers want more. The best way to differentiate your business from the competition is with high-end, visually stimulating equipment that offers a more distinctive tanning experience.

We’ll have more on this important topic in the upcoming February issue of Smart Tan Magazine.