Did you get married on your 1st date?
Neither did I. Neither did anyone I know. Come to think of it, have you ever heard anyone say “We dated for 2 years and then got married – I wish we had gotten married after our 1st date.”
What’s the point?
Too many salons ask spray tanners to marry them on the first date (sign up for EFT), and it is causing the salons to lose customers and sales.
Most businesses that are really good at acquiring new customers make it very easy and inexpensive for the customer to try the product and get hooked. Once the product/business delivers on the big promise, it’s easier to get customers to join for the long haul.
What businesses?
- Netflix, Hulu, Pandora, Spotify, etc.
- DropBox
- Mobile phone carriers
- Cable TV
- Satellite/Dish TV
- Storage Units
- Gyms/Yoga/Pilates
Have you noticed that ‘no contract’ is becoming much more common for mobile phone carriers?
Sure, an EFT – unlimited monthly spray sessions for $59.99 – may be a great deal.
But, most people just want to try spray tanning once, or a few times to see if they’ll like it and will use it.
Why is the choice $59 for one, or $59 for unlimited?
Nail Salons and Wax Salons continue to grow and have become a part of the standard beauty regimen without EFT, or without charging a very high price for a single treatment. Same with other services many people use on a routine – car wash, dry cleaner, coffee shop.
Even the mighty Amazon has had very limited success with their ‘auto-replenishment’ program, even with products that are bought very frequently – diapers, formula, wipes. Why? Most people are not comfortable being locked-in — they are afraid they will not use the service, or it will be too difficult to cancel.
If you are not getting the amount of EFT sign ups you desire, the problem is probably not the EFT deal but rather human nature — most people don’t want to get locked in.
Make it easy for the customer to sample spray tanning – if they like it, the EFT will sell itself.
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