ist magazine July 2022

From the Publisher

Make the Most of Summer!

Publisher Vince Lorraine Editor In Chief Vince Lorraine Managing Editor Sherron Barden Assistant Editor Peter Hinterman Editorial Advisory Sherron Barden

Dear Readers, Well, it’s here … the beginning of what is typically a slow season for operators in much of the country. I feel like tanners have been so happy to be returning to their normal routines of life, they will keep coming to salons for their little dose of “me time.” If you find yourself with down time, it never hurts to schedule some deep-cleaning or a mini-facelift for your facility. And if you haven’t done so already, it’s a great time to invest in educating your team with Sun is Life® Training & Certification! Not only will you set them up for success, but you could also find your business featured in an upcoming issue as a Salon of Distinction – that’s some nice, FREE publicity! See p.22-23 for details. Training increases employee retention – something nearly every business is struggling with these days. When staff feel confident in their job skills, they enjoy it more and want to stay; it’s as simple as that. If you’re needing to hire new team members, check out “Notes from the Road” (p.40) for Lisa Saavedra’s tips on finding staff who will sell, sell, sell! While things definitely change, so many stay the same – like the challenge of keeping tanners spending money at your salon during slow season. On p.32, Gina Jaeger-Morris shares some suggestions to generate “Epic Sales” through the summer months. Lots more great content (for when you finish re-painting those lobby walls.) One thing is for sure: even “old dogs” like me still get excited about new technology in our industry! At the Ergoline Experience event in early May, JK Products unveiled their latest innovation: Vitality – a bed that combines red, blue and UV light. We have coverage of the event and the equipment debut on p.14-17, and you can snap the QR code on the back cover of this issue to view the entire catalog of the gorgeous Vitality product line. Heading into the future with new technology is pretty exciting! I hope you’re ready to make the most of your summer in your salons AND your free time. Thanks for reading,

Staff Writer Joe Schuster

Graphic Designer Hailey Worrell

Graphic Designer/ Web Developer Jonathan Boedecker

Accounting/Circulation Kim Davis

Senior Account

Executive Terese Allen

Contributing Writers Grant Cardone Melissa Damiani Gina Jaeger-Morris

Gary Lipman Lisa Saavedra Leif Vasstrom

HOW TO REACH US 5152 Commerce Rd. Fl int, MI 48507 810.230.1735

fax 810.230.1115 ist magazine.com

INTERESTED IN ADVERTISING? CONTACT VINCE@ISTMAGAZINE.COM

July 2022 | Volume 26 | Issue 6

IST Magazine ISSN#2329-8545 (USPS 023149) is published monthly by IST Magazine, Inc., 5152 Commerce Rd., Flint, MI 48507. Canadian Mail Agreement #41971515. Periodicals postage paid at Flint, MI and additional offices. Postmaster: Send address changes to IST Magazine , 5152 Commerce Rd., Flint, MI 48507. For back issues, inquire for availability. Editorial Correspondence: Address product information and inquiries to: Editorial Department, IST Magazine , 5152 Commerce Rd., Flint MI 48507, phone 810.230.1735. To authors, photographers and people featured in this publication: All materials, articles, reports and photos published in this publication are the property of IST Magazine and cannot be used without written permission. The opinions and conclusions recited herein are those of the respective authors and not of IST Magazine . IST Magazine is not responsible for returning unsolicited manuscripts, photos or other materials. Every effort will be made however, to return rejected manuscripts, etc., if they are accompanied by sufficient first-class postage, but the publisher will not be responsible for loss of any such material.

If there’s something you’d like to see in your IST, please email vince@istmagazine.com. Vince Lorraine, Publisher

Copyright © 2022. All rights reserved. Printed in U.S.A.

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Contents July 2022 Volume 26 • Issue 6

COLUMNS 6 From the Publisher 12 Industry Watchdog 30 ASA News 32 Epic Sales 34 Lamp Talk with Leif

IN EVERY ISSUE 24 Showcase

36 Lync IT 38 Monthly Motivation 40 Notes from the Road 42 UK View

58 Health Newsletter 60 IST Contributors 61 Distributor Contact Cover images by Nikita / stock.adobe.com

Contents July 2022 Volume 26 • Issue 6

14

18

20

24

30

42

FEATURES 14 EVENT COVERAGE Experience Ergoline 18 7 Questions with ...

20 Salon of Distinction Desert Tan

48 Branding to Better Manage the Human Side of Business 52 Be The CEO of Your Dreams

Camdenton, MO 46 Get the Facts!

Terah Shear, Lamp & Lotion Sales Account

with Sun is Life® Training

Manager, JK Light

Industry Watchdog

I Had to Question This... By Joe Schuster

T his month’s Watchdog report will dovetail with our Sun is Life® feature. There was just too much questionable information from this one post from the UK’s University of Manchester student publication, The Mancunion . To bring you up to speed, the post centered around statistics some researchers came up with regarding how much impact a ban on sunbeds would have in the UK, including melanoma fatalities and the finan cial impact on their healthcare sys tem. (Read “How About the Facts?” on p.46 if you haven’t already.) The researchers also investigated the impact of a public information campaign and predicted a 99% likelihood that the ban combined with the information campaign would be cost-effective. Hmm, could you please tell us how you

define “cost effective?” Does that take into consideration the finan cial impact on salon operators who would no longer have a business? They went even further, saying, “there is thought to be around 62,000 children under 18 currently using indoor tanning devices in England.” Well, that sure sounds like quite a big extrapolation of the numbers! Currently, there is a sunbed ban in England for people under age 18. So, picture the Las Vegas Raiders new Allegiant Stadium filled nearly to capacity with British kids under 18 years of age. That’s how many teens the researchers “thought” were tanning “illegally.” I could be wrong; but that sure sounds like a crazy-big number to me. Here’s one last tidbit: “We strong ly advise the avoidance of sunbeds.” Let’s look at those increasing rates. Is it increasing for all age

groups or just in an older segment of their population, similar to that of the U.S.? What about the 86% “preventable” number? How do you prevent the impact of hered ity, your skin moles, freckles, fair skin and light eyes? Well, here’s the truth … you can’t. Lots of misleading info about our industry is continuously thrown at the public. Count on the Watchdog to continue my search for factual information to share with your salon guests – those people who weigh the risk and benefit of UV exposure and choose to obtain a tan in a professional facility operated by a responsible salon operator … you! 

Team IST searches for erroneous, suspect or negative reporting by the media that adversely impacts the tanning industry. Reports such as these have plagued tanning businesses for decades. Although the media sources will seldom admit a falsehood and print a retraction, IST offers these well-crafted responses to the negative reports that can be shared with your customers and potential customers, alike.

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Feature

Welcome to Another LEVEL …

An event to remember and equipment reveal never experienced before in the United States

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“These salon operators were the first in the world to set eyes on the equipment series featuring never-before-seen designs, styling and technology that will drive salons to a successful future.” - Brynn Scarborough

ON May 5-7, JK Prod ucts & Services and Devoted Creations co-sponsored this tanning industry event highlighted by an exciting product reveal: Vitality by Ergoline. The inno vative equipment series with brand-new UV-light technology made its world premiere in beautiful Clearwater, FL. “With EE 2022, we took a chance and approached our industry event differ ently,” said Brynn Scarborough, CEO & President. “Our goal was to create a space where attendees could interact and learn from the product vendors, have a great time and be the first to experience our new Ergoline equipment launch.” In classic JK style, Experience Ergo line 2022 kicked off with a private yacht cruise and Welcome Cocktail Reception that gathered tanning professionals from all over the country, both veteran and new, to catch up and mingle. With a stunning ocean sunset as the back drop, attendees enjoyed sumptuous 

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Feature

Attendees enjoyed customizing their giveaways in the Ergoline Gifting Lounge.

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“Experience Ergoline was the event to be at this year! The high energy, exciting new equipment and industry insights provided my team with impactful experiences and knowledge that we can apply in our daily business operations. We are

excited for the next one! Salon Partner, Amanda Vaid Avaas Spa & Tan – Villa Rica, GA

seafood platters, refreshing cocktails and lively entertainment. On Friday morning, Scarborough opened the program by bringing the crowd to their feet with her high energy and the jaw-dropping product reveal. EE attendees were excited to experience Vitality by Ergoline – the world’s first “trio of light” technology combining red, blue and UV light. “These salon op erators were the first in the world to set eyes on the equipment series featuring never-before-seen designs, styling and technology that will drive salons to a successful future,” Scarborough stated. To provide their unique industry experience, JK focused on creating an interactive space where salon customers and product vendors could interact and educate. In the main vendor exhibit area,

Team Devoted Creations’ Lisa Saave dra and Megan Racine provided salon operators with knowledge and helpful tips with a look ahead to the future to keep lotion sales moving forward. In addition, the Women’s Panel Discussion featured a group of industry leaders who offered a wealth of expert insight. “Our panel brought understanding to everyday operational obstacles, with valuable tips on navigating the road ahead in the tan ning business, regardless of the changing economic landscape or business model,” Scarborough said. For participating in the vendor booths, interactive equipment, educational sessions, Devoted Creations product sales training and more, attendees were rewarded with access to the much-antic ipated Ergoline Gifting Lounge, where they were invited to customize their giveaway items. Offering only the best from the event sponsors, JK curated a premium collection of tote bags, Ergoline backpacks, full-sized Devoted Creations products and much more. Stay tuned for the JK Products Virtual Summer Series in August! Visit experienceergoline.com for more details. 

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Feature

7 Questi s th ... Terah Shear Lamp & Lotions Sales Account M nager JK Light

1. How did you end up working in the tanning industry? I managed a restaurant located next door to the JK Products office and team members would come in for lunch/dinner. After hearing them talk so highly about JK, I thought it could be an opportunity for me to get out of the restaurant industry. When an opening came at JK, I applied. I was hired in late 2019 and got out of restaurants for good in early 2020. 2. What was your very first job? When I was 14, a friend of my mom’s got me a job hosting birth day parties at McDonald’s in my hometown of Batesville, AR. My official title was “Playground Ranger!” Honestly, it wasn’t a bad gig. 3. What did you want to be when you were small? I wanted to be not poor (LOL)! I don’t remember having a particular career in mind. I’ve always enjoyed talking to people and learning about their lives. That’s probably why I worked in restaurants for 20 years and why I love my position at JK so much. Every customer I talk to has something unique about them and a story to tell. 4. What’s something people would never guess about you? During my adolescent years, I won the Arkansas State Swim ming Championship in my age division five years in a row. I rep resented Arkansas at the Junior Olympics when I was nine years old, which seems like a lifetime ago. I’d probably drown now!

5. What would you sing at Karaoke Night? “Return of the Mack” by Mark Morrison 6. What’s the most beautiful place you’ve ever seen and why? Colorado, the whole state, is absolutely amazing – the weath er, the landscape, and the people. My aunt lives there and I’ve had the opportunity to visit many places in the state. 7. What are you excited about most in your life right now? It’s exciting to watch my kids grow and experience new things, creating memories with them and my husband. In my twenties, I thought life couldn’t get any better and as I approach my late thirties, I think about what an idiot I was in my twenties! Right now, these are the best years of my life and things only continue to get sweeter, year after year. 

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JULY 2022

Salon of Distinction

CHRISTINE WALZ & SNOOP HARRIS

Desert Tan Having Fun Selling Sun! By Joe Schuster

TEAM DESERT TAN INCLUDES (L-R) BROOKE, JERZIE, CHRISTINE, MADIE, JORDANNE, KELSEY

O ur Salon of Distinction subjects are selected from a mix of salons with staff who have passed the Sun is Life® Training & Certification program either online, or the classroom version at an industry event. It’s always enjoyable for me to interview folks I have trained in the face-to-face format. Since joining the tanning industry as salon operators just a couple of years ago, Snoop Harris and Christine Walz have attended several industry events. I got to meet them in Missouri when they took advantage of the classroom session offered earlier this year at a Heartland Tanning expo. They have a hearty appetite for training and knowl edge about the business they love. Here’s the “scoop” from Snoop (and Christine!)

IST: How did you get started in the tan biz?

IST: Has your salon sanitizing protocol changed? If so, how?

SH: We were tanners at the salon and Christine always told Tammy (the previ ous owner) that if she was ever ready to sell the business, we would buy it. Well, she did and in February 2020, WE DID! IST: The COVID pandemic certainly impacted many small businesses. How did you survive that challenge? SH: Having just purchased the salon when COVID hit, we really just barely survived it. However, our local Chamber of Commerce helped us out a ton and then, we pushed back against the new health department COVID regulations to be able to be open for business.

SH: Really, it didn’t change too much as we were already doing a high level of sanitizing to our beds, the rooms and the entire salon. IST: Snoop, you and Christine complet ed the classroom version of our Sun is Life Training & Certification program. What insights did you gain? How important is it to have your staff fully trained with Sun is Life? SH: Joe, the Sun Is Life course was amazing and very much needed for Christine and me. We have learned so much about the business – from daily operations to tanning

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Owners .........Christine Walz & Snoop Harris Location .....................................Camdenton, MO Years in Business ................................................. Staff ................................. full-time, part-time UV Systems ............................................................. Lotions ................................. Devoted Creations, New Sunshine and Sun Evolutions Brands Best-selling Lotion ....... Hempz Truly Black Best-selling Tanning Package .......... ‚ Months Unlimited Salon Software ..............................Touch-n-Tan Distributor Partner ........Heartland Tanning

regulations – and we highly recommend the program. You made the class really enjoy able and our team is much more informed about the business and how to assist the customers in a professional manner. IST: You have a really nice social media page highlighting your services. Do you plan to add to your menu? What are your goals for Desert Tan in the next 1-3 years? SH: We plan to pursue more growth as we work to move forward in this post-COVID economic environment.

Currently, we offer tanning (UV & spray) services exclusively, as well as lo tions and apparel. However, we intend to diversify by offering teeth-whitening and will consider adding additional services later this year. We believe that offering more gives us an opportunity to be a “one-stop shop.” Customers appreciate that, especially considering the price at the pump these days! 

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Showcase

Tell ‘em you saw it in IST MAGAZINE

NEW!

3.

1.

2.

milatoo / stock.adobe.com

DEVOTED CREATIONS 1. Metaphoria™ Infinite Auto-Darkening Iconic Bronzer • Extreme DHA, Natural & Instant Cosmetic Bronzers • Violet Flower • Prebiotic Blend • Ceramide Complex • Anti-Orange Technology • Antioxidant Resveratrol • Cashmere Blend 24 Hour Hydration • Tattoo & Color Fade Protecting • Lunar Escape Scent MSRP $159 13.5oz • Sugarcane Derived Squalane™ • Slimming & Collagen Perfecting

2. H.I.M.™ Billionaire Ultra-Exclusive Rich Bronzing Formula • Color-Correcting Formula • Anti-Inflammatory & Antioxidant Blend • Anti-Reddening & Complexion Clearing • Anti-Aging & Firming • Tattoo & Color Fade Protecting • After Tan Odor Eliminators • Rich Mahogany Scent MSRP $36.98 8.5oz

3. Butter Rum Bliss Miraculously Melting Rich Herbal Body Creme • 300MG of CBD Isolate • Powerful Probiotics • Skin-Purifying Agents • Vitamin C-Infused • Anti-Inflammatory Calming Blend • Skin-Softening Cocoa Butters

• Sensitive Skin Formula • Butter Rum Bliss Scent MSRP $44.98 18.25oz 

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Showcase

Tell ‘em you saw it in IST MAGAZINE

5.

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6.

milatoo / stock.adobe.com

SUPRE TAN Snooki Collection

DEVOTED CREATIONS 4. Vacay Vibes™ Indoor/Outdoor Tropical Bronzing Cocktail • Hydrating Guava • Anti-Aging Watermelon • Electrolyte-Rich Coconut Water • Melanin Stimulators • Tattoo & Color Fade Protection • Island Escape Scent MSRP $25.98 8.5oz

SELFIE GLOW SUNLESS 5. Power Hour 1 Hour Rapid Color Extreme Dark Self-Tanning Mousse • Vegan Collagen – Color Correcting • Fast Drying 7 Day Formula • Organic DHA + Instant Bronzed Color

6. Sunshine & Shorelines™ Ultra Darkening Natural Bronzer • Natural Streak-free Bronzers • HyperDark™ Technology • Tattoo ColorShield Technology™ • Vitamins A, C & E • Skin Nourishing Oil & Extracts • Aloe Vera • Paraben & Gluten-Free/Vegan • Odor Shield Technology • Salted Caramel Espresso Scent MSRP $67 12oz 

• Melactiva Melanin Stimulator • Watermelon & Plum Extracts • Coconut Water • Anti-orange Agents • Mandarin Mimosa Scent MSRP $36 7oz

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Showcase

Tell ‘em you saw it in IST MAGAZINE

LIMITED EDITION!

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7.

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milatoo / stock.adobe.com

SUN EVOLULTIONS 7. ProTan ® Love Me Collection High Noon Summer Seltzer™ Hemp-Infused Natural Bronzer • Natural Streak-free Bronzers • High-Power Ultra-Dark Tanning Formula • CX2 Skin-Firming Complex w/Caffeine, L-Carnitine, Coenzymes A & Q • Aloe Vera • Vitamins A, C & E

8. Fiesta Sun ® Seas Collection Oh Hey, Vacay™ Indoor/Outdoor Natural Bronzer • Natural Streak-Free Bronzers • Conditioning Sea Salt & Sea Kelp • Vitamins A, C & E • Caffeine • Green Tea Extract • Aloe Vera • Tattoo ColorShield Technology™ • Paraben-Free • Odor Shield Technology • Sweet Mango & Mint Scent MSRP $44 9.5 oz

9. Happy Limited Edition Herbal Moisturizer

• 100% Pure Hemp Seed Extract • Avocado & Jojoba Seed Oils • Honey Melon Extract • Pineapple Extract • Aloe & Cucumber Extracts • Vegan Formula • Paraben/THC/Gluten & Cruelty-Free • Best-selling Sweet Pineapple & Honey Melon Scent MSRP $25 17oz

• Odor Shield Technology • Blueberry & Acai Scent MSRP $35 9.5oz

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ASA News Kansas SalonOwner Defends Her Business By Kelly Robbins, Owner Sunsations Tanning Salon – Topeka, KS

Kelly Robbins

I

a local tanning salon owner. At that meeting, only two representatives of the tanning Industry were present: Joe Levy from the ASA and Yours Truly. The ASA provided all the literature and written testimony that was needed to fight the bill. I was there to speak from a business owner’s perspective regarding the

opened my tanning salon in 2006 and since then, I have regularly attended trade events in order to

industry veterans, I decided the KBOC was a good investment of my time to help further strengthen our industry. Thanks to my newfound position on the Board of Cosmetology, I learned that a bill was being considered that would add state sales tax to all beauty services, including tanning. With a 10%

gain better knowledge and understand ing of our industry. At that time, I did not see the value of a tanning industry association; therefore, I joined a national small business association with hopes that they would be able to help battle the Federal Tan Tax created by the Afford able Care Act. I have since learned that the American Suntanning Association (ASA) does so much more than the aggressive work they were doing in Washington, D.C. – they also battle legislation in each state to protect your tanning business. When I was approached by the Gover nor of Kansas to apply to be a represen tative on the Kansas Board of Cosmetol ogy (KBOC), I was hesitant. I reached out to a childhood connection and now mentor, Daryl Ringler, who previously held the position. He connected me with fellow tanning salon owner Roger Holmes, who was the current KBOC member and an ASA Board Member. With the encouragement of two strong

Over the years, I’ve learned that the only way to protect your business is to NOT sit on the sidelines and hope someone else will solve your problems!

impact this would have on small, women owned businesses in Kansas. We managed to dodge the State tax for tanning salons, but I can honestly say nothing would have been done to stop this tax from becoming a reality if it weren’t for me working with the ASA. Their experience, development of critical information and materials, and most importantly, their presence at the State Capitol were critical in facing this terrible bill. Over the years, I’ve learned that the only way to protect your business is to NOT sit on the sidelines and hope someone else will solve your problems! That’s why I am now a proud member of the ASA, and if you’re planning for a future in the indoor tanning industry, you should be, too.  About the ASA Founded in 2012, the American Suntanning Asso ciation is committed to defending and growing the industry through a detailed and proactive plan directed by an all-salon board and executed by more than two dozen management and consulting teammembers who specialize in this type of work.

Federal Excise Tax already hurting my business, I knew an additional State tax would be devastating, and my business would suffer more than it already had. I immediately contacted the ASA to alert them to the bill and joined with them to put a stop to this damaging State tax. Despite the short time frame we were given before the bill went to committee, the ASA was ready! With the help of Joe Levy, I held meetings with several representatives along with Joe. I also presented the tanning industry’s posi tion to the committee on taxation giving them a first-hand perspective from

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Epic Sales

Incorporate Reward Programs Rewards like “Buy 6 Packets/Get the 7th FREE” and “Buy 6 Upgrades/Get the 7th FREE” can really boost sales because they require customers to buy more of a product/ service than they typically might for the op portunity to get a free one. Or, offer a points program that gives customers a reward or retail product discount when they reach a specific number of points. A “Salon Cash” incentive works great for this, too. Beef Up Your Referral Program Referral programs are great for gaining new customers and rewarding loyal ones who recommended your business to friends, family, coworkers, etc. There are many ways to offer a referral program, but the key is to HAVE one. Regardless of the reason foot traffic slows down this time of year, there is no need to stress! It’s a Celebration! A “free tan weekend” or open house allows you to showcase your services, products and how to use them. Invite your best customers and give them gift bags or even offer a snack and drink buffet. The key is to create a fun environment. Even though you have a plan to beef-up marketing, get organized and make your customers feel special, this isn’t enough! Be sure to keep your staff motivated to sell – they can really make or break the hot months of summer. For free promotional support or more infor mation, email gjaeger@sunevolutions.com 

Keep Summer Sales Sizzling By Gina Jaeger-Morris

S ummertime is vacation time – for many industries (including tan ning), it notoriously brings slower days, weeks and even months. People are traveling on vacations; parents are tied up with kiddos being out of school and most everyone else is trying to head out to the beach or backyard for some rest and relaxation. Regardless of the reason this season brings foot traffic down, there is no need to stress! Stretch Out Your Network On average, 20% of your overall clientele is still patronizing the salon. It’s important to reach out to loyal customers, offer great deals to both new and existing tanners and ramp up your marketing efforts to keep your name in everyone’s mind. So, first things first: it’s time to organize your database and beef up your email and especially social media marketing campaigns! Merchandising for Seasonal Sales With more than 70% of all purchasing decisions taking place in-store, it makes perfect sense to feature product displays in your salon. Have you ever noticed that successful retail stores use visual merchandising to maximize sales? They typically have products displayed on an end-cap, showcased in the front of the store or at their counters/registers. Here are some strategies to help keep income flowing during these hot months.

This is no coincidence, because it creates a non-pressure environment allowing shoppers to react to impulses. Therefore, it can be good to embrace the philosophy “If no one can touch it, they won’t buy it” by utilizing a focal counter display in your salon. It’s just another way to keep things fun, fresh and profitable. Surprise! Pop-Up Sales It’s really a must that you entice custom ers to come through the door and offering them a great opportunity to save money will usually do just that. The idea of a pop-up sale is that it is unadvertised until a few days before or on the same day, which means that your customers must check in with your store to see if you’re having a sale or regularly follow your Facebook and emails. If you start having pop-up sales two or three times a month, customers are more likely to stop by because they don’t want to miss out on something. So, getting them through the door is half the work of increasing summer sales. Some Pop-up ideas could be: • A 12-hour product or service sale • BOGO lotion packets • Free tanning lotion with 1-month unlimited package or 3-month EFT • Free body wash with a $70 product purchase • Free mini-size with any body care product • Buy 3 months, get 1 month free • BOGO on session upgrades

About the Author: Joining the Supre/Hempz team in 2006, Gina Jaeger Morris brings a wealth of sales and marketing experience to her position as Business

Development Manager. Known as “Miss Gina” to the hundreds of salon professionals she helps, Gina combines Sun Evolutions product knowledge with solid retail expertise developed from her extensive experience in the indoor tanning, beauty and retail industries. Her unique combination of talents continues to provide winning sales strategies for salons across the country.

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Lamp Talk with Leif

Snap the QR code to submit your question! For your par ticipation, we’ve created a monthly prize lottery that will give one submitter $ 150 to ward your next lamp purchase from Supra Technologies!

It’s Comp licated By Leif Vasstrom

T his month’s question comes from 19-year veteran salon City Tanning in Pembroke, MA. Q: With so many different tanning units on the market, it gets confusing for salon owners when so many of the same model have different lamp configurations. This is especially true for newcomers who buy older equipment and/or older salons. What are the differences between the many lamp ends and sockets – both fluorescent and high-pressure? Thank you. A: Joe, your question is crucial and rel evant in our industry, as so many tanning systems currently in use were produced over 45 years ago, and often have changed the lamp configurations while keeping the same model number. This often makes it hard for lamp suppliers to be sure they are sending operators the appropriate product – especially those who take over existing salons that have older beds. This does not mean older beds are not great or out of order; we just need to focus on not only the lamp connections, but also the wattage and manufacturer’s suggested maximum session. Simply installing a lamp product that “fits” in the unit is not a solution for providing salon guests with the best tanning experience and results. There have only been two types of fluorescent lamp ends: the bi-pin, which you drop into the lamp-holder and turn/ twist – we call it “click-click.” These prod ucts are labeled as F59, F71, F74 and F79, which represents the length of the lamp, regardless of wattage. operator Joe Eng, Owner of Sun

Choosing the right HP lamp is para mount. The wattage has to be right, and the size and depth of the reflector and its closeness to the filter glass determine which lamp is appropriate. HP lamps are produced mostly as 250W, 400W, 600W, 800W, 1400W and 2000W, although different suppliers may list them in different ways. For example, Supra Brands lists 25 different lamps on suprabrands.com/lamps_quartz.html where you can see the various shapes, sockets and other useful info to help take the guesswork out of your research. (Click on a model number to see a picture of the various lamps.) Lamps are complicated! This is why I have always suggested that salon operators discuss their needs with their supplier.

Then, you have the RDC (recessed double-contact) lamp-end style, mostly uti lized in American-made tanning systems. This style is created to fit a spring-loaded lamp-holder, and these products are typically labeled as FR72, FR73 etc. To further enhance the “mystery,” some American-made systems (such as TanA merica) are equipped with FR72 RDC lamps in the bench (usually 100W) and bi-pin F71 160W lamps in the canopy which require RDC caps, so they become an FR72 lamp. You purchase those RDC caps separately. Adding to the confusion, some systems require another type of RDC cap that adds length to a bi-pin lamp to make it fit. All accent lamps and most fluorescent shoulder-tanners have a bi-pin config uration and I believe that the bi-pin has become the norm in all newer systems. High-pressure lamps are a bit trickier, as there are many connection styles. Depending on the system it is made for, it will have either a wire-lead, single-contact plug-in, GY 9.5 or double-contact, which in turn can be the most common R 7S, of ten referred to as “clip-in.” Italian systems have either a double-blade connection or double-round pin. In addition, other Ital ian units (or U.S.-made copies of such) can have what is referred to as the c-clip, half pipe twist and turn, or full-solid round-pin metal end. Some Italian manufacturers may have changed lamp holders to suit special GY 9.5 sockets; as stated before, talk to your supplier for the correct solution. A 250W shoulder tanner can come in either GY 9.5, a standard rectangular socket, or the round base often used in UWE and KBL models.

Thank you for the question, Joe! I’m happy to help. 

About the Author: Industry veteran Leif Vasstrom founded Napa, CA-based Supra Brands Group in 2004, and has been at the forefront of sun lamp innovation since 1978. He

opened the first tanning salon in NYC on Madison Avenue in 1978. In 1985, his company designed the Breeze Salon Software and business manage ment program, acquired by SunLync in 2003. He launched the Silver Solariumequipment line in 1978, and Dr. Müller systems in 1993. In 1986, he helped

start Applied Digital (T-Max). In 2011, Supra acquired indus try forum tantoday.com as a means to further the message about the positive aspects of moderate UV exposure.

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Lync IT

OFFER THE ONL INE BOOK ING Experience By Melissa Damiani

As we continue operating during a “new normal,” the customer service we deliver to our sa lon guests along with providing a safe and comfortable environment is of paramount importance. In order to regulate traffic and promote social distancing, you may want to consider providing your custom ers the option to schedule an appointment for tanning, spa or other ancillary services you offer. In order to effectively manage multiple service offerings, accepting appointments for everything from tanning sessions to facial treatments is crucial. How you accept these appointments is just as imperative. Some customers prefer to call and book an appointment while others opt for the self-service method of booking online. While it’s necessary to accommodate those customers who prefer to call for an appointment, it’s equally important to have the tools in place to meet the needs of those who prefer booking online. An online appointment book is not only of benefit to your guests, but your business will reap the rewards, as well. When calling your salon to book an appointment, chances are a customer may occasionally have to leave a message

free to answer calls from those who prefer to book with you over the phone. Your online appointment book should be easily accessible – via a link on either your website or social media page. You will also want the opportunity to custom ize the appointment book so that it has a look and feel similar to your website, including your company logo, so that the transition is transparent to the user. The process of booking an appoint ment for a specific equipment type or for a custom service with a specified technician should be simple and intuitive for your customers. In order to seamlessly book an appointment,

that your online appointment book has a responsive layout and that it is optimized for various types of devices. Probably the most notable consider ation when preparing to implement an online appointment book is that it is inte grated with your point-of-sale system so that you can easily view your customer’s upcoming and historical appointments and get them checked in quickly while reducing the chance for double bookings. Offering the option for both existing and prospective customers to schedule an appointment at your salon will affirm the high demand for your service offerings while also allowing you to control the number of customers in your salon at a given time. If you haven’t already consid ered implementing an online appointment book, it’s time to do so. It will be a win-win for your salon and your customers! 

I n orde r to r egu l a t e t r a f f i c and promot e so c i a l d i s t anc i ng , cons i de r of f e r i ng the opt i on to schedu l e an appo i ntment for t ann i ng , spa or othe r anc i l l a r y se r v i ces you of f e r .

About the Author: Melissa Damiani is the Sales Manager of SunLync Software, Inc. a member of the JK-North America group of companies. With the company since 2002,

– and we all know how a vicious game of phone tag could ensue, resulting in a potential loss of a reservation and possible revenue. Online booking can produce more appointments and minimize the occurrence of no-shows since guests have the ability to schedule and cancel appoint ments online even during non-business hours. And while some of your guests are booking online, your phone line will be

a customer must be able to easily and without guidance select a preferred location, service, and date and time. A confirmation email follow-up will result in fewer no-shows, as well. Just as your customers prefer different methods of scheduling an appoint ment, some also prefer using a desktop computer over a mobile device, and vice versa. As a result, you want to confirm

Melissa has served the organization in several capacities, and has extensive knowledge of all aspects required to deliver robust salon manage ment software solutions that are designed to enable measurable growth within its users’ ever-evolving business models. Call Melissa at 866.SUNLYNC x3 or email mdamiani@sunlync.com.

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Monthly Motivation

4. GOAL SETTING Nobody should be setting your goals except you. Don’t reach for what others expect of you; rather, set your own expectations. I make my goals bigger than anybody else would make for me! 5. YOUR PURPOSE Can you imagine asking, “Hey John, can you get my purpose in order? I’m just too busy right now.” Sorry, it’s not going to happen. Finding your purpose will never be something you can delegate in life.

What You Can Never Delegate By Grant Cardone

6. RELATIONSHIPS Much like parenting, you can’t delegate this stuff. You can hire an assistant to help with birthday gifts or making appointments; but sooner or later, YOU will need to be there for a relationship to thrive. 7. SPIRITUAL CONDITION Isn’t this self-evident? This is your respon sibility and yours alone. 8. PERSONAL DEVELOPMENT The more you learn, the more you earn. I’ve spent so much time and money over the years going around the nation to different conferences in order to connect with others and better myself – and I highly recommend you do the same. I don’t delegate this – because it can’t be delegated. Delegate as many things in life as you can to free up your time to pursue what’s most important to you. 

I’m a big fan of delegating things in life to free my time up for what matters most to me. This is why I don’t do things such as mowing my lawn or cleaning my own car – I delegate this type of stuff to others in exchange for money so that I can buy my time back. Why? Because time is more valuable than money. All small business owners must learn to delegate better in order to succeed. When you’re in your startup phase, you are handling everything yourself. To become a grownup business, you have to start investing in great people to do tasks you can no longer do. Three-quarters of all small businesses have zero staff, which highlights the fact that people are resistant to delegating responsibility – they don’t trust others to do the same quality and level of work. Look, you have to grow your business to achieve and maintain success. It is a misconception that people cost money; a lack of production and a failure to grow your business costs you money – far more money. However, when it comes to life, there is a limit to what you can delegate.

Here are some things in life you just can’t delegate.

1. HEALTH Of course, you can use a personal

trainer to motivate you and hire a cook to make the right meals; but ultimately you have to be willing to do the exercise and commit to a healthy diet. Your body is your responsibility! 2. PARENTING It’s okay to employ a nanny – I do. But you can’t just delegate being a mom or dad to someone else. YOU are your kid’s most important role model and teacher, and nurturing that relationship requires time spent together. 3. CONFIDENCE People can fake confidence, but if you want genuine, REAL confidence … it can only come from within and is created from the actions YOU take in life. You may be able to take many things from me, but you can never take my confidence.

About the Author: Grant Cardone is a New York Times bestselling author, the No. 1 sales trainer in the world, and an internationally renowned speaker on lead

ership, real estate investing, entrepreneurship, social media and finance. His companies have annual revenues exceeding $100 million. Forbes named Mr. Cardone #1 of the “25 Marketing Influ encers to Watch in 2017.” He regularly appears on Fox News, Fox Business, and MSNBC, and writes for Forbes, Success Magazine, Business Insider , CNBC, and Entrepreneur. He urges his followers and clients to make success their duty, responsibility and obligation. He currently resides in South Florida with his wife and two daughters.

When it comes to life outside of business, there is a limit towhat you can delegate.

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Notes from the Road

O ne of the biggest obstacles salon owners face today is staffing. Some may blame the lackluster available talent over the last year on things such as stimulus and unemployment payments, lucrative work-from-home jobs or even a generational difference in the work ethic of available employees. Hiring and re taining a solid salon staff remains a constant battle I hear about regularly. This month, we are going to break down exactly who a successful salon is looking for, as well as where to find them. Let’s face it: there is a huge difference between an employee and a salesperson. Any successful retail-driven business is going to find, hire and recruit strong sales people. Statistics for 2021 show the turnover for salespeople was around 27% within a two-year period – almost double the rate for the overall labor force. So, how do we find salespeople? And more importantly, how do we keep strong salespeople? First, you need to identify your ideal candidate. Before posting your “WE ARE HIRING” sign and conducting interviews, identify exactly what qualities and traits your ideal candidate will possess. What traits do your current top performers possess? What traits are currently missing from your sales team? Overall, most successful salespeople have some key personality traits that you should seek out in any position you are looking to fill. Goal Oriented: This is crucial. All successful salespeople possess an intense drive. It can be fueled by a financial element, peer recognition or just self-mo tivation. No matter what it is, there is always motivation. Seek people who thrive in a goal-oriented environment. Are You Recruiting or Hiring? How to Find Rockstar Sales Staff By Lisa Saavedra

A People Person: A good salesperson is able to make a connection with everyone they meet. Your strong salespeople are not the ones who are shy or timid when talking with clients. Resolution-based: Every sales transaction is different, every customer has different needs. A strong salesperson is able to pivot any sales conversation to guide the consumer to the goods and services that fit their needs. Self-improvement: The world’s sales leaders are also still students them selves; there is always more to be learned no matter how long you have been in the sales industry. Some of the best sales candidates are active listeners who have a strong focus on self-improvement. Recruiting goal-oriented, motivated and coach able salespeople is the key difference between an average-performing salon and a strong one. Prior to interviewing, you will need to write a thorough job description. I recom mend enlisting your current salespeople to help with this. List exactly what traits your ideal candidate has, as well as a detailed description of what you expect from them. A well written description should draw the candidate to your organization as a whole, as well as the available position. Your job description needs to be easy to understand, appealing, and outline a realistic picture of what the potential role entails.

Once you have determined the type of salesperson you are looking for, as well as a future job description, now it’s time to recruit the ideal candidate. The first part of recruiting is getting the word out about your available position. I recommend reputable channels so that you attract a pool of quality prospective employees. Utilize your outer circle: Have you recently had a great experience with a salesperson at a retail establishment? I would contact them and see if they are a good fit for your organization. If they are happy where they are, ask if they know anyone who is like-minded that fits your requirements. I also recommend sharing your job description and candidate profile with as many people in your inner circle as possible. This is so they can potentially recommend someone they think will be a good fit for your company. LinkedIn and networking events are also great places to find sales-minded people open to explor ing new opportunities. We all know sales drives any company! Recruiting goal-oriented, motivated and coachable salespeople is the key differ ence between an average-performing salon and a strong one. 

About the Author: As Director of Brand Development for Devoted Creations’ family of brands, Lisa brings 17 years of industry experience, knowledge and

enthusiasm to all aspects of the business, including social media, product development, training, customer relations, public speaking and marketing strategies. Lisa worked at the salon level managing a large chain of salons, which infuses her sales training and brand concepts with real world experience.

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Lisa has been chosen the IST Magazine “Person of the Year” five times.

Commit to Your Tan

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UK View

Who Is Listen i ng? By Gary Lipman

A veritable indicator that the world is getting back on track is the res urrection of awareness campaigns. Confidently shifting from a global focus on one particular subject, we now have the appetite to consider other matters. Enter stage left: the ubiquitous aware ness campaign featuring everything on absolutely anything – ranging from a single awareness day all the way through to a month-long focus on a particular issue or indeed, celebration. Internationally, the merry month of May is awareness month for skin cancer and there are a number of organisations in the UK, such as SKCIN and Melanoma Focus, that are usually fairly proactive during this time. This is perhaps unsur prising with research from the British Association of Dermatologists showing 72% of the UK population surveyed admitted experiencing sunburn at least once in a previous 12-month period. I ncons i stent and mi xed campa i gn messag i ng has left the Br i t i sh publ i c jaded , confused and , as research shows , d i sengaged . Shocking statistics indeed, and I am not aware of anywhere else in the world that has sunburn statistics as high as these. Given these figures, there is no doubt that securing engagement with the British public when it comes to the matter of responsible sunbathing and sun exposure is a tough nut to crack. Over the last three

nothing broadcast. I can only imagine the post-campaign evaluations! The first story addressed a timely study from the University of Manchester which suggested a ban on tanning beds would positively impact melanoma rates in England. Clearly, the analogy was far too simplistic and used data not relevant to the UK, with researchers and (it would appear) the media knowing that intermit tent outdoor sunburn is the real problem, in fact a problem that is epidemic in England. Combined with an extremely robust rebuttal from the UK’s indoor tanning association, this story gained very low levels of media interest. And the other story – well, that focused on the consequences of not wearing appropriate protective eyewear whilst tanning. Absolutely correct, could not agree more, thank you very much! Could it possibly be that not only is the public jaded with mixed messaging, but our media are also heading in that direction as well? 

decades, there have been countless public information sun awareness campaigns, costing the public purse many millions of pounds; but, unfortunately, from skin cancer awareness campaigners’ own re search, it seems there has been little if any impact with regard to the general public’s behaviour toward sun exposure. In my opinion, the failure of sun safety campaigns in the UK is the result of the direct adoption of campaigns from countries such as Australia, where the UV levels are so much stronger than in the UK, with outdoor lifestyles and UV exposure levels simply non-comparable to the reality of life in the UK. As a result, and combined with inconsistent and mixed campaign messaging, the British public has been left jaded, confused and, as research shows, disengaged. Under pressure perhaps to deliver any kind of result to justify the significant public and donated spend and, perhaps more importantly, to secure ongoing funding and donations, there is no doubt that the indoor tanning industry be comes an easy commercial target during these campaigns. This year was no exception; but interestingly, the efforts were not well-received by the media. Two stories made it into only parts of the media, with nothing of merit broadcast, and the second story was relatively more successful than the first but again with

About the Author: In the tanning industry since 1982, Gary Lipman is Man aging Director of the UK sub sidary of Ergoline, and runs Ergoline Plus, the exclusive

distributor for a wide range of sunless products and spray systems. He is also Chairman of the UK’s Sunbed Association & a European Sunlight Association member.

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