By Grant Miller, salon consultant

There’s a lot happening all around you that will affect how successful your business will be for the next several years. It’s already no secret that the number of tanning salons nationwide has dropped over the decade. Thankfully, that number has leveled off.

Most salon owners still have to deal with low-price competitors. Whether it’s the gym down the street that gives away tanning as an incentive to join or just another salon owner who decides to compete on price alone.

Lowering your price is almost always a very bad decision. Some salon owners feel that if their price is lower, they’ll make it up on increased volume. This rarely happens. The other big downside is that competing just on price leads to a race to the bottom where nobody wins.

Few consumers will ever base their decision solely on price alone. Of course, some will, especially if you don’t give them reasons why it is in their best interest to pay more.

My somewhat radical idea for you is to raise your prices this year, and here’s why.

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