Founded in 1987, California Tan® Has Over 30 Years of Experience in the Development of Innovative Sun Care Products
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Founded in 1987, California Tan® has over 30 years of experience in the development of innovative sun care products. Inspired by the carefree, sun-kissed lifestyle of the golden state, California Tan® tanning lotions combine advanced tanning technologies with premium skincare for optimal results. No matter how you want to achieve your golden glow, we’ve got you covered. No other company can provide the complete package. Experience the Sexy Side of Science®. Introduction Welcome to the 2020 Quick Reference Product Guide. Designed as an easy-to-follow educational training tool for tanning salon employees, this manual will empower you with the necessary information to increase product knowledge and to aid in answering any customer questions. How To Use This Guide All California Tan® products are listed in the Product Guide. Each product highlights its unique features and benefits via an in-depth yet “simple” breakdown of features, benefits and additional information. Finally, the Product Guide includes a comprehensive ingredient glossary to help employees better understand the tanning and skincare benefits of various ingredients found in our products. Contact Us: We welcome your comments or questions. 8001 Woodland Dr. Indianapolis, IN 46278 Toll Free: (800) 633-0069 [email protected] Websites and Social Media Training Options Nobody understands leadership and 2. Regional Trainings • Focus: Connects salons with New innovation in the indoor tanning Sunshine Sales Experts to gain industry better than the Australian Designed for salons to provide knowledge about current products Gold®, California Tan®, Designer Skin® feedback and learn what New Sunshine WHO CAN BENEFIT? Salon Owners and Swedish Beauty® teams. These and Distributors have to offer. and Employees qualities extend to training and • Location: Numerous locations www.CaliforniaTan.com www.CaliforniaTan.com educating with a full staff of regional www.facebook.com/CaliforniaTanLotion www.facebook.com/caltansunless across the U.S., visit 4. Live Webinars www.instagram.com/CaliforniaTan www.instagram.com/caltansunless sales managers that are dedicated to TrainWithNewSunshine.com www.youtube.com/CaliforniaTanLotion www.youtube.com/CaliforniaTanLotion helping increase salon profits. for details Interactive, online trainings. Snapchat: California-Tan 1. Training on Demand • Focus: New Sunshine programs, • Location: TrainWithNewSunshine. how to maximize profits and com upon request, webinars can be A pre-recorded library of videos interaction with New Sunshine customized and held privately for featuring products, sales skills and employees an individual salon or chain other educational videos. WHO CAN BENEFIT? Salon Owners • Focus: Product information and • Location: TrainWithNewSunshine.com, and Managers selling tools Available 24/7 www.newsunshine.getbynder.com WHO CAN BENEFIT? Salon Owners www.TrainWithNewSunshine.com • Focus: Product information, selling 3. Distributor Seminars and Employees tools and more Distributor Hosted Events with ® keynote speakers, new product 5. California Tan Sunless WHO CAN BENEFIT? Professional Training Course Salon Owners and Employees. introductions and education. Perfect for New Employees! • Location: Distributor specified Sunless certification and training locations courses designed to educate salons on sunless solution and retail SOCIAL MEDIA TRAINING OPTIONS Business Resources and Support Tools products. Courses discuss all aspects How To Register For Training Website Available For Download On The of sunless, from DHA to the profit TrainWithNewSunshine.com is a comprehensive Salon Marketing & Image Website sunless can provide. TrainWithNewSunshine.com website developed for salon owners and • Logos, Bottle Images, Glamour/Model Levels of Certification 1. Go to TrainWithNewSunshine.com. employees. It features: Images for Advertising • Certified Specialist • New Sunshine product information 2. Create a username and password • Pre-made Ads and Posters • Certified Expert by filling in the appropriate boxes. • Training on Demand videos (including product • Product Videos • Certified Master features and sales tips for each product) • Product Charts 3. Finish completing the form by • Registration for New Product Kick Off Tours • Sales Fact Sheets You must complete each level of entering the rest of the required • And More! • Registration for monthly Webinars featuring certification prior to moving to the information. next. product information and Advanced Training How To Register 4. New Sunshine will notify you by Tracks 1. Go to https://newsunshine.getbynder.com. Location: Select cities across the US email when your account has been • Training classes and events near you (Not supported by Internet Explorer.) and Canada and Exclusive salons with approved. a minimum of 15 attendees per class Available In Print From Your 2. Click “Register a new account.” for private trainings. For More Information Or To Distributor 3. Complete the form by entering the required Register For Training, Please Visit information. WHO CAN BENEFIT? Salon Employees, • Product Chart 4. Once completed, click submit. Professional Spray Tan Artists and TrainWithNewSunshine.com 5. You will receive an email notifying you once Salon Management! Available On Brand Websites access has been approved. • SDS Forms • Email Sign Up for Product Deals • Links to Social Media Sites TRAINING OPTIONS BUSINESS RESOURCES AND SUPPORT TOOLS Smart Selling Be Smart About How Also, when trying to sell a product, nicely, are all methods of making What answers can you get when you Another selling technique is to nod For face products use the following comfortable, warm conversation with ask a customer “Do you need a lotion?” and smile while you are presenting the formula: You Service and Sell you should be looking at a customer your client—asking them what their Nothing but “yes” or “no” and most of product to a customer. This simple eye-to-eye, not looking “up” at them (Price of Bottle/Ounce Size) x 0.1 • Stand Up and Smile! last name is and what bed they want the time it will be “no.” action very often gets your customer Be sure to round your final answer up to • Make Conversation from a chair. Remember…your first is not conversation. Now what kinds of answers might you smiling and nodding in agreement – A impression sets the tone for the step closer to making the connection the nearest cent if needed! • Ask Questions and Select Products Ask Questions and get if you ask a customer “What lotion rest of the time you are with this are you tanning with today?” This can’t with them and the sale! Practice Calculating CPS: Your client • Review Benefits while customer—not just today, but every Select Products be answered with a simple “yes” or loves the packette of California Tan Demonstrating Products day they visit. Whether dealing with a new customer “no”, so it stimulates conversation and Create Value with Tekton® Optimizer they purchased • Create Value with Cost Per Session or an existing customer, asking open- conversation leads to sales. Cost Per Session during their last visit for $10.25 and they ended questions…questions that Some clients may be tempted to • TRY! TRY! TRY! Make Conversation want to buy another Tekton® Optimizer Customers who feel welcomed by start with who, what, where, why, Review Benefits While purchase lotion sample packettes packette! The full-size bottle costs how or when… is the best method of instead of a full-size bottle of lotion, as Stand Up and Smile salon employees will spend more Demonstrating Products $98.00 for 8.5 ounces. Show the client conversational “selling”. the upfront investment of a packette A smile is a good first impression! time talking with them, as well as After selecting an appropriate product, the value of buying a full-size bottle by is much lower than a full-size bottle. Standing up and greeting every wanting to learn from them. Happy hand it to the customer—let them see figuring the CPS of Tekton® Optimizer. While purchasing a sample packette customer with a smile is the very best clients buy more. Based on the customer’s responses it and smell it. Solution: The CPS for a full-size is a fantastic way for a client to try impression you can give. bottle of Tekton® Optimizer is $5.76. to your questions…you will easily be Allowing the customer to hold the a product, purchasing packettes Remembering a customer’s name $98/8.5oz.=$11.53; $11.53 x 0.5=$5.76. able to select appropriate products repeatedly is not the most cost- Standing up shows respect as well bottle—showing ownership— If the client bought the full-size bottle when they arrive is important… to review and demonstrate to your effective option for the client long term. as interest. Just sitting in the chair significantly increases your chances of they would spend $5.76 per tanning asking how they are today is another customers. Show the client the value of buying a or on a stool…behind a desk…can session as opposed to paying $11.53 to warm welcome…re-confirming the Open-ended questions are better than selling that product. full-size bottle through Cost Per Session give the impression that you are type of tanning bed they would like buy a packette each session. uninterested or have low energy or “Yes/No” questions because they do a Select the product, then hand it to the or CPS. to use…and even commenting that better job of creating a conversation enthusiasm. customer and say… You can calculate the CPS of any their tan seems to be coming along between you and the customer. “Let me show you our __(product)__, product by using this simple formula: It is a _ _(what it is)__. It will __(what it (Price of Bottle/Ounce Size) x 0.5 does)__.” SMART SELLING Notes Notes Try! Try! Try! • Walk clients to their tanning or e. Where are you going on vacation? Suggestive selling is key to your selling sunless room—tell them to relax f. When are you going on vacation? success, but more importantly, think of it and enjoy— they deserve it.