ist magazine June 2022

From the Publisher

Carpe Diem!

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

Dear Readers, As of this writing, I have just returned home to MI after attending the “Experience Ergoline” event in Clearwater, FL. The JK Products team produced a first class event at a top-notch property. (Look for coverage in the July issue.) The event was attended by serious salon operators ready to move forward with the evolution of the industry. The stars of the show were the new Ergoline systems, including Total Light Technology (see p.20-21) – very exciting! And of course, it was great to reconnect with some industry veterans I’ve known for decades. Such great people in the tan biz! We highlight two such industry veterans in this month’s “7 Questions” feature: Suntan Supply Co-Founders, Bill Gallagher and Marty Gallagher. When these brothers from Ohio decided to pursue the tanning business back in 1994, they jumped in all the way! Read more on p.14-15. As with any industry, much has changed in four decades. At IST Magazine , one thing has remained constant through our 25 years: our goal is to provide a valuable resource that helps you work smarter, whether you’re a newbie or a veteran. This month, our expert columnists offer their knowledge on topics including the ways salon software can help your business go green (p.32) and what a solid sales commission structure can mean to your bottom line (p.36.) With a properly trained salon staff, you should be realizing 25% of your sales in product! I don’t know about you, but I’ve always considered the busy season “trail-off” as a time to address salon maintenance and deep-cleaning my stores. These subjects and so much more are covered in the Sun is Life® Training & Certification program. Every day, salon operators are enjoying the benefits of this award-winning training – one such owner is Kelly Case of Bradford, PA. Her business, The Glow, is featured in this issue. Really, what is your team without consistent training that includes all the key elements of daily salon operation and professionalism? You could be featured next! Begin your salon’s evolution and check out Sun is Life at sunislife.com. Thanks for reading,

Staff Writer Joe Schuster

Graphic Designer Brett LaCross

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

June 2022 | Volume 26 | Issue 5

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.

6

istmagazine.com

June 2022

Contents June 2022 Volume 26 • Issue 5

IN EVERY ISSUE 22 Showcase

COLUMNS 6 From the Publisher 12 Industry Watchdog 28 ASA News 30 Lamp Talk with Leif

32 Lync IT 34 Monthly Motivation 36 Notes from the Road 38 UK View

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

Contents June 2022 Volume 26 • Issue 5

14

16

22

34

36

50

FEATURES 14 7 Questions with ... Bill Gallagher & Marty Gallagher Co-founders, Suntan Supply

44 Forget B2B or B2C: Think P2P 50 Trust and Breaking the Rules

16 Salon of Distinction The Glow Bradford, PA 42 Get the Facts! with Sun is Life® Training

Industry Watchdog

MuchMore Than a Nap By Joe Schuster

I recently saw a marketing piece on something pretty unique: sleeping pods. Perhaps you’ve heard of these or maybe even tried one in Asia where the concept originated. For a min imal fee, you can tuck yourself into a small, cocoon-shaped environment to rest your weary bones, typically much cheaper than a hotel room. I surfed the internet a bit and found some that looked quite roomy, while others seemed just big enough to slide your body into. Some companies charge by the minute, others by the hour. One advertised “Only $9 for 15 min” which briefly summoned images of what might be considered some nefarious activities taking place in the “sleeping” pod. Those images were somewhat erased when I also noted that the pods are intended and rented for “solo” only, meaning no double (or more) occupancies. I will admit that my mind taking that turn was the result of watching too many steamy Netflix shows during COVID

quiet slice of warm solace. Many multi-task by getting a power nap while they tan! Think about the im portance of that. Our lives clearly keep becoming more stressful. Road rage, fights on airplanes, people cutting in line, stealing your parking space, griping about wait times at restaurants and more. And it doesn’t seem to be operator, you and your caring staff deliver so much more to your patrons than just a tan. You are part listening ear, part confidant, part psychologist, part best friend; all rolled up into one and sold at a fantastically reasonable price. And, you deliver it to members of your community every day that you open the doors to your facility. getting any better these days. You see, as a tanning salon

lockdown. But I digress. “Joe,” you ask, “what does this have to do with the indoor tanning business?” Well, the parallel I drew was that while a tanning salon’s per-session pricing may be slightly higher than a “pod nap,” salon tanning delivers a trip to a mental Xanadu that comes with a resultant bonus bronze glow. Nice! So, what are the “rental times” for our “pods?” Typically, tanning sessions are somewhere in the neigh borhood of 10-15 minutes. Have you ever contemplated what those session times might be in, let’s say, the next five years? Will they be reduced to five-minute exposures? Or even just 1-2 minutes? Will we go to the tanning salon only to walk through something akin to an airport security x-ray machine and FLASH … you get your UV exposure? Geez Laweez! It is widely accepted that one of the primary reasons why folks enjoy tanning indoors is for stress relief – no one is ringing your doorbell, no kids are crying, no crazy drivers – just your

You certainly can’t fit that into a pod. 

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.

martialred / Shutterstock.com

12

istmagazine.com

June 2022

Feature

2. What’s something people would never guess about you? BG: I am a high school bowling coach. I have studied coaching the sport (my hobby) ever since my kids began picking it up. They all bowled in high school and one is now competing on the team at Notre Dame. MG: I’m uncomfortable in the spotlight. I like being involved behind the scenes and letting the light shine on others really doing the heavy lifting. Characteristically, it is even hard for me to answer these personal, yet simple questions. 3. What’s your favorite quote from a TV show/movie/book? BG: “Rob, you were there.” – from the movie “Tommy Boy” MG: “Put it on the Underhills’ tab!” – from the movie “Fletch” 4. What’s the most beautiful place you’ve ever seen? BG: Niece, France – the waterfront and beach on the French Riviera are stunning. The people are amazing and the food is incredible. MG: Lisbon, Portugal by far. It is filled with stunning architecture, panoramic ocean views, exciting culture and extremely friendly people. 5. What are you most excited about in your life right now? BG: I am thrilled to be able to give my kids what I couldn’t have when I was their age. Be ing able to send them to college feels like I accomplished many of my life goals. Seeing my kids succeed is all I’ve ever wanted.

7 Questions with ...

Suntan Supply President, BILL GALLAGHER & Executive Vice President, MARTY GALLAGHER

L ocated in Avon, Marty Gallagher and Bill Gallagher. The company had humble beginnings operating from Marty’s garage, and nearly 30 years later is one of the largest full service distributors of new and used tanning equipment and relat ed parts in the United States. The Gallaghers have also actively supported the tanning industry as legislators in Washington, D.C., as well as becoming experts on legal government language and taxes that impact the indus try. In addition, they educate Ohio salon operators with their training and certifica tion program – Train Ohio. OH Suntan Supply was founded in 1994 by brothers

While these veteran tanning community members are well known to many, IST talked them into sharing some “personal stuff” with our readers, just for fun. 1. What was your very first job? BG: I was a bagger at a local store called Danny Boy Farm Market in North Olmst ed, OH. I was 12 years old, made $2 per hour and loved every minute of that job. MG: At age 14, I worked for our family’s miniature golf and ice cream store called Dairy Tee, helping to build a mini-golf course. I started out forming concrete, shoveling dirt, operating a heavy construction backhoe and planting grass. When the course was complete, I had real fun working the counter and serving ice cream to customers.

MG: My youngest daughter Erin is entering the next chapter in her life and will start college soon. After successfully raising four children, my wonderful wife Joanna and I will be “empty-nesters.” Other than business travel, we paused any long-awaited trips – both short getaways and extended travel, plus making time to

(L-R) Bill Gallagher, President and Marty Gallagher, Executive Vice President

14

istmagazine.com

June 2022

MG: Hands down: surf and turf; however, always being mindful of my health, I am not sure my body would agree with that choice. 7. What advice would you give your 17-year-old self? BG: Study hard and get excellent grades in school. Don’t quit college! Wake up

so today, I’m excited to be running for the Ohio House of Representatives. 6. If you could only eat one meal for the rest of your life, what would it be? BG: Crab legs/lobster with steak and asparagus, a glass of Cabernet and crème brûlée for dessert.

on time and deliver on every promise and commitment you have. Do more than is expected and expect nothing in return. Always find a way to make someone’s day better. MG: I would tell myself to become extremely proficient in IT, make sure to learn from all your experiences and most importantly: never give up and always give back! 

spend with friends boating on Lake Erie. Additionally, years back when I was a lobbyist, PAC Chairman and Legislative Chairman for the Indoor Tanning Association, I found tremendous value and satisfaction being the voice of so many industry members. I have had a de cade-long dream of returning to this level of involvement;

15

Salon of Distinction

THE G LO W Focused on the Guest Experience By Joe Schuster

his Salon of Distinction subject hails from Bedford. Not Bedford Falls (with a nod to Capra) or Bedrock

a family affair as I am so fortunate to have my mom Janet, brother Matt and sister-in law, Tricia help with the business. Kendall will work here as her summer job and has already started training. I was so fortunate to retain a previous employee Rachel, and find two great additions, Olivia and Lexi. We have a great team/family atmosphere! IST: COVID mandates certainly impacted small businesses, including tanning salons. Did you have to adjust your business model? KC: When we opened as The Glow in Sep tember 2021, the sanitation guidelines had been established and I just followed those protocols. We continue to adhere to strict cleaning procedures and make sure our guests enjoy a clean, safe, sanitized facility. Our team only knows how to accomplish the sanitization standards at 100% perfection. IST: You recently completed Sun is Life Training. What insights can you share about the education you received and the importance of salon operator certification? KC: Sun is Life was such a comprehen sive overview and I believe we learned

(sorry, Fred). Nope, it’s Bedford, PA – home of The Glow, owned by recent Sun is Life® Certification grad, Kelly Case. Being a fellow Pennsylvanian, it was easy for me to strike up conversation for our interview and I enjoyed her down-to-earth enthusiasm. Let’s learn about what makes The Glow go! IST: Many operators get their start in the tan biz by buying an existing salon where they once tanned. How did you get your start? KC: I had been a tanner for several years and always enjoyed the experience. My husband Tom and I have a 15-year-old daughter, Kendall. When she was born, we decided my “full-time” job would be to stay home with her. I was active with her school and activities, volunteered in our commu nity and helped with my husband’s business but as Kendall got older, I realized I wanted something more challenging. The previous owner of the salon had reached out and said she was thinking about selling so we decided to take on this new adventure. It’s

so much essential information. It is so important to be educated about tanning and relay our knowledge to our guests. They trust us to know the products and equipment and we have to make sure we do! We take the education factor very seriously and follow all safety precautions – 24 hours between sessions, eyewear, proper lotion, etc. I know our tanners appreciate the time and attention we give them and feel at ease, especially when first starting the tanning process. IST: The Sun is Life program covers sa lon operations and resolving issues with the unruly or dissatisfied tanner is part of it. Do you have an example of a “testy” tanner and how you made things right?

lavendertime / stock.adobe.com

16

istmagazine.com

June 2022

Kelly Case, Owner

Lexi Hardy

Rachel Biroscak

IST: What are your 3-5 year busi ness goals? KC: People tan for so many reasons. I am overwhelmed by the appreciation our guests convey about

Olivia Angell

how good it makes them feel. My 3-5 year goals include continuing education on both the equipment and the products we sell. There is always something new to learn and we are the messengers to provide our tanners with the best, most up-to-date information. I plan to purchase new equipment and contin ue to maintain a pleasant and helpful work force. I want to continue providing a full spectrum of high-quality products that our entire demographic can afford and appreci ate. We enjoy being active in our community and participating in special events, as well as offering tanning specials and deals that our guests look forward to. At The Glow, our goal is to provide a magnificent tanning experience that every guest enjoys and that leaves them more relaxed and happier than when they walked into our salon. 

KC: People are interesting! We are very fortunate to have the best customers. Bradford is a small community and everyone knows each other. We pride ourselves on our personal service. The staff knows 98% of our client base and greets them by name, knows something about them and/or their family, what lotions they like (or would like) and which beds they prefer. If we encounter a “stressful” situation, we make every effort to get all the information, assure them the problem will be reviewed and if I am not present, that I will be made aware. We maintain honor and integrity through all aspects of our business.

Location ............................................. Bradford, PA Owner ..................................................... Kelly Case Staff ..................................................... Owner plus 3 UV Systems ........................................ 8 (5 Levels) Lotions Brands .................... Devoted Creations, ......Designer Skin, Ed Hardy, JWOWW, Tanovations, Swedish Beauty Best-selling Lotions ............. Ed Hardy Brazilian Browning Butter, Designer Skin Awestruck, Devoted Creations Dare To Be Dark & Dark AF Salon Software ....................................... SunLync Distribution Partners ......... Four Seasons & URI Social Media ............. Facebook: theglowbradford; Instagram: theglow tanningsalon; web: theglowbradford.com

17

Showcase

Tell ‘em you saw it in IST MAGAZINE

2.

1.

3.

milatoo / stock.adobe.com

DEVOTED CREATIONS 1. Hemp IQ ® Pure Herbal Extract Blend Original Body Moisturizer • Sensitive Skin Formula • 100% Pure Hemp Seed Oil • Cocoa, Shea & Mango Butters • Oat, Cucumber & Rice Extracts • Vitamin E • Aloe Vera Base • Clean & Fresh Scent MSRP $19.99 18.25oz

2. Coconut Krem™ Body Wash Coconut Infused Mega Moisturizing Body Wash • Non-Alkaline Formula • Sulfate & Paraben-Free • Collagen-Boosting Silk Proteins • Skin-Softening Coconut Oil • Electrolyte-Rich Cactus Water

3. Enchanted Emerald™ Brilliance Boosting Nutrient Infused Body Wash

• Non-Alkaline Formula • Sulfate & Paraben-Free • Vitamin C-Infused

• Electrolyte-Rich Cactus Water • Super-Fruit Raspberry Extracts • Skin-Softening Formula • Sensitive Skin Approved • Enchanted Emerald Scent MSRP $17.98 8oz 

• Sensitive Skin Approved • Creamy Coconut Scent MSRP $17.98 8oz

22

istmagazine.com

June 2022

Showcase

NEW!

Tell ‘em you saw it in IST MAGAZINE

6.

5.

4.

milatoo / stock.adobe.com

DEVOTED CREATIONS 4. Ed Hardy Tanning Desired Darkness™ Rapid Release Ultra Extreme Black Bronzer • Dark DHA, Natural & Cosmetic Bronzers • Extreme Moisture Complex • Anti-Reddening Complex • Tattoo & Color Fade Protecting • Exotic Black Amethyst Scent MSRP $38.95 10oz • Coconut Juice Base • Melanin Stimulators

SELFIE GLOW SUNLESS 5. Double Bubble Body Wash Color-Extending pH-Balancing Skin-Softening Body Wash

SUPRE TAN Snooki Collection

6. Moisturizing Body Wash • SoftChic™ Moisturizers w/Coconut & Sweet Almond Oil • Vitamins A, C & E • Skin Nourishing Oil & Extracts • Gluten Free & Vegan • Pink Berry Scent MSRP $22 16oz 

• Sensitive Skin Formula • Watermelon Extracts • Coconut Water • Cactus Water • Non-Alkaline Formula • 24-hour Hydration • Mandarin Mimosa Scent MSRP $16.98 8oz

24

istmagazine.com

June 2022

Showcase

Tell ‘em you saw it in IST MAGAZINE

8.

7.

9.

milatoo / stock.adobe.com

HEMPZ ® TANNING 7. Beach Access™ Blissful White Bronzer • Clear DHA • Pineapple & Coconut Oils • Antioxidant-rich Guava • Paraben/THC-Free, Vegan • Aloe Vera • Vitamin E • Erythrulose • Odor Shield Technology • Surf’s Up Scent MSRP $52 9.5oz

SUNLESS INC ® 9. versaspa ® Restore Tan Body Body Self-Tan Stretch Mark-Healing Mousse • Registril promotes extracellular matrix regeneration • Darutoside improves smoothness • Unique Retinoid Vitamin A Delivery • Shea Butter • Natural DHA & Erythrulose • 100% Vegan/Non-Comedogenic • Gluten/Paraben/Cruelty/Nut-Free MSRP $80 6.7oz

8. One Happy Beach™ Gratifying Natural Bronzer • Natural Bronzers • 100% Pure Natural Hemp Seed Oil • Mangosteen, Sage & Ginseng Extracts • Anti-aging Yarrow Extract • THC & Paraben-Free • Aloe Vera • Vitamins A, C & E • Sun Drenched Blossom Scent MSRP $48 9oz

26

istmagazine.com

June 2022

ASA News

ASA Defeats Under-21 Bills Again in 2022

T

sunbed facilitates have a scientifically supported position. That’s become more and more important, as sun care topics have become less partisan than the days of the 1990s, when it was sim ply a “more-or-less regulation” issue. “I’ve been pretty consistent for 30 years that effective sunburn prevention is the future of professional sunbed operations,” Levy said. “And there’s no doubt that’s the gas that puts fuel in our engine. Demonstrating that to both sides of the aisle is going to be more and more important as we enter the next decade.” Tanning professionals in every state are encouraged to join ASA to help the association fund this advo cacy work. Call 855.879.7678 or visit AmericanSuntanning.org/register. “The best way to keep anti-sun legislation from getting any traction is to re-dedicate your tanning business to professional practices, sunburn preven tion, and to be worthy of the path that is being blazed for the tanning market of tomorrow,” Levy said. “And get involved with ASA. We need your support.”  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.

he American Suntanning Association came out on the winning side or is on track to win in 11 state legislative

under-21 sunbed restriction in New York State. ASA convinced legisla tors not to introduce under-21 bills in California, which were being pushed by that state’s dermatology groups. • ASA successfully amended three bills in California, Vermont and Rhode Island that will prohibit the future sale of most fluorescent lamps, with exemptions for all of the categories of lamps that emit UV light. The specific exemption for sunlamps in the original drafts of those bills improperly identified sunlamp products, which would have left some sunlamps non-compliant and created regulatory confusion, especially in com ing years as that legislation very likely spreads nationally state-by-state. ASA located and identified the groups push ing the bills nationally, and worked with them to change the language to be used as the model for bills in coming years. “These were the first three states moving these bills. We nipped this in the bud,” Levy said. “And we did it cooperatively rather than confrontationally.” • Early in 2022, ASA met with legislators and anti-sun advocates attempting to move an under-18 UV-tanning prohi bition in Ohio, constructively identify ing factual errors in their materials and fortifying our position with opponents of those bills in the legislature who had suspected they weren’t hearing the whole story from the anti-sun groups.

issues in 2022 without a defeat, continuing its efforts to use science to convince legisla tors that our approach to sunburn preven tion and parental consent for tanners is the best way to address sun care issues. ASA is now 25-0 in the past two years in state house issues and 41-1 in the past three years. “We have blazed a common approach of putting real-world sun care in constructive, scientifically supported terms,” says ASA Director of Scientific Affairs, Joseph Levy, whose responsibilities include managing the Association’s state advocacy efforts. Since 2015, ASA has convinced state legis latures 120 times that our positions make sense – continuing to win when we have the opportunity to lay out the unintended consequences of anti-sun legislation. “We can demonstrate that our position is solid scientifically,” said Levy, who has now traveled to 43 different state capitols on behalf of ASA and ASA partners. 2022 State Capitol Highlights: • ASA took action to prevent bills from even being introduced at all this year in seven states – states where bill draft language existed, but where advocates were convinced the bills would face legitimate opposition. “Obviously, this is the best use of everyone’s resources,” Levy said. “And we are not doing this by being obstructionist. We’re doing it by being constructive, which gives us a better chance to be effective in the long-term on all of these issues.” • ASA convinced legislators not to move two bills calling for the world’s first

ASA is now 25-0 in the past two years in state house issues and 41-1 in the past three years.

Levy has worked hard to educate both sides of the aisle that professional

28

istmagazine.com

June 2022

Lamp Talk with Leif

clicking on the “Lamp Talk” link. In the next issue, we will print those questions with relevant answers from Yours Truly. You can submit your question either anonymously or include your name – it’s up to you. For your participation, we’ve also created a monthly prize lot tery that will give one submitter a $150 gift certificate toward your next lamp purchase from Supra Technologies! Especially in these challenging times, the old “it is what it is” does not help your peace of mind when it comes to your business. Your tanners need to be pleased with their results and that, in turn, will help your salon flourish. We hope to hear from you soon!  Supra Technologies! Snap the QR code to submit your question! For your participation, we’ve created a monthly prize lottery that will give one submitter a $ 150 gift certificate toward your next lamp purchase from

LET’S TAKE THE MYSTERY OUT OF LAMPS! By Leif Vasstrom

T

find the best solutions with regard to providing great tanning results, while also following the FDA’s requirements. We know this is often a confusing sub ject! We know that so many salon owners – whether new or veteran – are looking for the best options to meet their current lamp needs. For this reason, IST Magazine created this column with the goal of help ing operators determine which sunlamp product is correct (and most effective) for use in a specific tanning system. This is not about any specific supplier, just common sense to help you provide your salon guests with the best possible tan ning experience on a going-forward basis. How does it work? Simply submit your lamp questions and concerns to IST by visiting istmagazine.com and

he tanning industry and the manufacture of UV tanning systems have now been thriv ing in the U.S. (and in much of the rest of the world) for

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

45 years, and that is a significant number for some of us who have been here from the beginning. Many tanning bed manu facturers are no longer in business, as well as many lamp manufacturers. This means that of the thousands of beds still in operation in tanning facilities, many have lamp labels that can no lon ger depict which product should now be employed in a particular tanning system. As it has for nearly 25 years, IST Magazine calls on decades of industry expertise – and that of its esteemed con tributing writers – to help all salon owners

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.

Kamil Ćwiklewski / stock.adobe.com

30

istmagazine.com

June 2022

Lync IT

With a progressive salon management software program, you can conserve re sources while actually saving money!

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,

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.

Atakan / stock.adobe.com

32

istmagazine.com

June 2022

Monthly Motivation

Later, when you have been persistent and become successful, you’ll remember those times spent fighting in the trenches. To not get overtaken by hardship, I stay focused on my future. It doesn’t matter what’s going on in your world; if you’re obsessed with what you want to create for your life, you won’t have time to stop and think about the negative things that might be happening right now. The only way you can do anything about it is to push ahead. That’s why I never focus on the past – ever. It doesn’t exist. I live to create a life for myself and my family, and that life exists in the future. Obsession with your future is your FUEL for success. For my whole life, I’ve always felt that I could do more. I’m most happy when I’m pursuing that gnawing drive inside me. Rather than being disillusioned by disappointments or deceived by small success, I continue to fuel my goals by affirming and reinforcing the success I have yet to achieve, always with my atten tion and focus on the future, not the past. Quit feeling sorry for yourself, quit complaining, and act like a boss. Stay busy – moving quickly from one activity to the next. If you’re moving fast enough, you won’t have time to think about whether your glass is half-full or half-empty.  on the future, NOT something that hap pened in the past. Mymotivation comes frommy focus

How I Deal with Setbacks By Grant Cardone

but you can guide it by showing up every day and pushing through distractions, setbacks (both personal and professional) and petty things that don’t matter. Some will throw in the towel and quit when things don’t go their way. They’d rather give up on themselves than stick it out until they make it work. To succeed in life, you must be come strong and resilient despite the challenges you are currently facing. Hardships are not unique to you and your situation – everyone has something difficult they must over come; many face significant obstacles. Reaching your true potential might very well be determined by this one thing: persistence. Persist in the face of all ob stacles. That is what creates SUCCESS.

It’s actually quite simple … J ust as you reboot a computer by restarting it and reloading the operating system, all people need to “reboot” themselves from time to time. Setbacks are inevitable. We are all in transition – getting older, starting over, piv oting and re-thinking – and things change. Your destination changes, your condi tions change and your motivation changes. There are disappointments, challenges and losses to face. If you don’t stay obsessed with the future and where you are going, you will become that person you don’t want to be: lost, jaded and wasting away. Persistence is a characteristic of legends. You may not be able to predict your future,

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.

James Thew / stock.adobe.com

34

istmagazine.com

June 2022

Notes from the Road

LPPA of over $2.50, 10% for $3.50, 12.5% for $4.50, etc. You can stagger this how ever you see fit; but incremental goals help keep staff working harder toward daily improvement, especially if they are able to track daily where they are for the month. 3. Team-Based: This one is fun and I have seen it work well in smaller salons and those with fewer staff. This encourages your team to work together to hit a partic ular goal. One example is based on overall growth. Let’s say you set a monthly sales goal of $50,000 and are offering a bonus of $2,000. If your team works together to hit that goal, you can divide the bonus by number of hours worked. Let’s say Employ ee A worked 50% of the hours, Employee B worked 35% of the hours and Employee C worked 15% of the hours – the bonus would be split accordingly: Employee A making $1,000 bonus, Employee B $700 and employee C, $300. What I like about this program is it encourages teamwork for a common goal, instead of just wor rying about personal sales numbers. The most successful salons I have seen will employ a combination of these options. Because the first two are based heavily on product, the third balances it out by still re warding staff for upgrading memberships or selling premium packages. No matter what program or incentive you choose to implement, remember: motivation is key! Motivated staff work harder and perform better. Every salon and employee is differ ent: work closely with your staff, determine what motivates and incentivizes them, and try to reward them accordingly.  Happy employees = happy customers!

MONEY TALKS !

IT seems as though good employees are becoming increasingly harder to find, for several reasons. When we do find someone great, it is imperative to keep them happy and most importantly, motivated. People work to make money; but given the opportunity to earn more, staff will not only stay with your business longer, but also most likely perform better with better attitudes. Through my travels, I have met many salon owners who have said they “can’t afford to pay commissions.” And my response has always been, “I truly be lieve you can’t afford not to!” If you do not incent staff or haven’t changed or updated your commission structure in a few years, then the following ideas are for you. Some statistics before we dig deeper: • A corporate incentive program motivates 66% of employees to stay at their jobs. • 39% of staff feel under-appreciated at work, with 77% reporting that they would work harder if they felt better recognized. • 41% of customers are loyal to a brand or company because they consistently notice a positive employee attitude, while 68% defect from a brand or company because of negative employee attitudes. Is your commission structure working? By Lisa Saavedra

Let’s look at the three most common retail commission structures. 1. Fixed: This involves a flat rate or percentage, such as 5% commission on every bottle of lotion sold. This program has advantages and disadvantages. It is easy to track for you and your team – they know if they sell a $100 bottle of lotion, then they get a $5 commission. The disadvantage, in my opinion, is the lack of an incremental goal. The idea is that we want staff to sell more and strive for higher sales, which is why I prefer the next commission structure over this one. Determine what moti vates and incentivizes your sta , and try to re ward them accordingly. 2. Variable: Referred to as a sliding scale, this one is very common – the more you sell, the higher your com mission percentage. Most commonly, I have seen this program work when there is a certain LPPA goal (lotion per person average) in order to “rank up.” For example, let’s say every team member makes 5% commission on product sales. In order to get them to work to increase their LPPA, you bump the lotion commission to 7.5% for anyone who maintains a monthly

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.

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

stas_malyarevsky / stock.adobe.com

Commit to Your Tan

36

istmagazine.com

June 2022

UK View

Confidence in stepping over the tanning salon threshold as a first-time indoor tanner is undoubtedly being fu eled by increasing salon operator profes sionalism. Along with the obvious, such as trained and knowledgeable staff, clean and hygienic environment, well-main tained equipment and excellent advice on responsible tanning, there is a commit ment and focus on communicating this information in a relevant and engaging way across social media. The result is clear to see with increased footfall into salons. And on top of all that, I am delighted to see that some of the social media messag ing is successfully rebutting many of the indoor tanning myths that still exist. Professionally-run salons will benefit as they play their part in the con tinued education of the consumer about respon sible tanning – whether indoors or outdoors. We all know that there is a lot of mis-information in the public domain about indoor tanning, but we also know that consumers are fed up with the mixed messaging. Statistics and research through out the pandemic brought to the fore the benefits of being out in the sunshine responsibly and this is undoubtedly anoth er reason why we are seeing an increased number of indoor tanners. And it is those professionally run salons that will benefit as they play their part in the continued ed ucation of the consumer about responsible tanning – whether indoors or outdoors.  Happy days!

SUMMER! Here Comes

By Gary Lipman

If I had to pick my favourite time of the year, I would probably have to say it’s around about now – that being June and July. My reasons are several: business is busy, the sun is shining (well, hopefully; as you may know, there’s never any guarantee with the British weather!) and I am usually looking forward to enjoying some summer sunshine. The last couple of years have not delivered on the summer holiday front due to travel restrictions and business was obviously quieter with salons closed, but 2022 is firmly setting everything back on track and thankfully, accelerating at an amazing pace. Whilst I would never want to revisit the last couple of years, I am certainly a glass-half-full type of person and as such, I always like to look for a positive in even the darkest of situations. But what possible positives could have come about from COVID you may ask? Well here in the UK, for our tanning

industry, there is undoubtedly a signifi cant positive: the number of people who are going into a tanning salon for the first time has gone through the ceiling! We have had indicators of this for a while, but I have to say I thought it was possibly just an initial reaction to pent up demand or even a geographical blip as there’s no doubt that indoor tanning use is more prevalent in some areas than in others. But, no. We now have feedback from salons nationwide that confirm new customer sign-ups each month of this year have been significantly higher than can ever be remembered. And that’s not all. Another interesting factor is that the age range of new tanners has widened, but there has not been any drop-off in any age groups and in more and more businesses, the percentage of male : female tanners is increasingly reaching 50:50. All this is, of course, fantastic news for UK salon owners and operators!

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.

ilyaf / stock.adobe.com

38

istmagazine.com

June 2022

Feature

As spring settled in, it seemed as though winter didn’t want to release its grip as cooler weather prevailed in much of the country. In April, snow and sleet drifted into some of the northern reaches of my home base in Georgia … yikes! At this writ ing, May brought cooler weather as well, but hey – now, it’s June! Get out the pool noodles, inflatable rafts, beverage holders and SPF! Let’s grab some recreation time! Yep, after toiling long hours at the sa lon (or salons), you and your crew may need some R&R. But first, let’s gather the cleaning supplies, vacuums and rags and get the salon back into top shape. As the thousands of salon operators who have completed Sun is Life® Train ing & Certification know, Step One in any type of internal sunbed mainte nance procedure is to cut the power to the unit at the circuit breaker. It doesn’t suffice to simply have the bed or booth in the “off” position. Yours Truly can attest to this after a personally “shock ing” experience due to NOT killing the power at the circuit breaker! The Sun is Life Training module entitled “A Little Dirty Talk” suggests that sunbed (or booth) acrylic shields be removed and the lamp surfaces wiped clean after every 100 hours of use. At the 250-hour mark, the lamps should be removed from the system, wiped with a soft cloth and glass cleaner (they are glass, after all) and the acrylic shields’ interior surfaces wiped and polished (there are products made for acrylic maintenance). Most sunbed accessories suppliers can point you in the right direction for purchasing these specific supplies. Next, take advantage of your access to the bed’s (or booth’s) interior surfaces and gently vacuum the unit’s reflective surfaces (the brush attach ment of the vac is great for this). As “DIRTY TALK” By Joe Schuster

always, follow the manufacturer’s in structions for removing, cleaning and replacing the acrylic shields; they may also include specific steps on cleaning the unit’s internal components. Step Three: Using a non-abrasive solution, wipe the unit’s exterior clean.

Throughout the summer months, you can schedule other cosmetic improvements. A fresh coat of paint can really add some “pop” to your decor. Be sure to consult your team – they could have some great ideas! As the pandemic ebbed back and forth over the last two years, many salon operators clearly had to step up their sanitization games. (Not a bad practice to continue). During the Sun Is Life classroom training, I always encourage striving to be the cleanest salon in your market. Resist raising your session rates simply because the competition does. Raise your level of service and cleanli ness, instead. There are two fundamen tal reasons why tanners “jump ship”: their tanning results are sub-par and/or the facility is DIRTY. End of story. Get more facts about professional salon operation and level-up your game with Sun is Life Training today! 

You’d be surprised (or maybe not?) at the amount of dirt and grime that has accumulated! That gunk will eventu ally end up inside the unit’s cooling fans … that’s another issue, entirely. (Again, you need SIL Training.) Tanning systems aside, the remainder of the salon should be in pretty good shape … as long as you have implement ed solid overall cleaning on a sched uled basis (also a Sun is Life subject!).

stokkete / stock.adobe.com daboost / stock.adobe.com

42

istmagazine.com

June 2022

Feature

Why Digital Engagement is Actually P2P By Lisa Apolinski, CMC

change brands if they did not feel the brand promise was in alignment with their core values. They also felt that they would spend more money with brands they felt supported and understood their needs during challenging times. This can translate to a simple con struct: the more human the brand, the more business that brand may get. These consumers looked at factors other than just price and quality; trust and brand reputation factored into their decisions. This trust encompassed brands taking responsibility to live by their values and be more relevant in today’s world.

Forget B2B or B2C T

No Longer a Nebulous Concept Consumers are looking for companies that represent and reflect their values, their beliefs and their sense of purpose in the world today. Brands of the PPE (Pre-Pandemic Era) could float out in the ether as a nebulous concept with no real shape or form. Those types of companies may still try to exist on that plane, but companies that do are miss ing out. They fail to capitalize on retain ing customers as well as attracting new ones. And those new customers may be willing to pay more for the relevancy brought to the business exchange. 

he pandemic arrived and brought with it many new and surprising changes in how companies do business.

One of the most interesting, and most impactful, changes for organizations has been how consumers engage with brands. There was a recent survey* on this very topic and the results were clear. Consum ers are re-thinking how they interact with others and have re-evaluated priorities in life. This includes the types of brands that will get their business in the future. These consumers were much more willing to

nadia_snopek / stock.adobe.com

44

istmagazine.com

June 2022

Feature

The antiquated constructs of busi ness-to-business or business-to-consumer (B2B or B2C) do not take into account this new shift in consumer beliefs or wish es. Prospects and customers want a deeper focus on building the relationship, having a brand reflect today’s current values and providing the type of support and align ment that makes the interaction feel more like an investment in a relationship. Instead of looking at organizations as one end of a transaction, companies that wish to grow in the current paradigm must look at the who in the interaction. The focus must now move to peo ple-to-people or people-to-person (P2P). HOW TO TRANSLATE DIGITAL ENGAGEMENT INTO P2P Digital engagement and commu nication are set up to be much more humanistic than many organizations allow. The focus on connection and community is readily available for organizations. By allowing the people behind the brand to emerge out of the shadows, companies can move beyond the products and services they sell and provide engagement with the people who create those products and services. Several recommendations can be quickly applied by any organization to move past B2B and B2C and move into a P2P interaction. Here are three ways to help move in that direction. 1. Many Voices, One Brand There was a time where one person was sharing content on behalf of the orga nization. Smart organizations, however, have moved to sharing several different voices and points of view in their digital communications. Not only does this allow different viewpoints from a brand perspective, it also keeps content fresh, as many voices make the brand what it is today. Providing different styles of content engages more than one type of prospect, which sets up potential growth. 2. Focus on the Individual in Every Interaction It should be obvious that the individual consumer should be a focus. But what

Instead of looking at organizations as one end of a transaction, companies that wish to grow in the current paradigm must look at THE WHO in the interaction.

about when businesses market to other businesses? There are individuals that each business brings to the table for the engagement, and each one is important in bringing a different viewpoint. When creating content, consider the person ality of the key players in the receiving organization. What are their individ ual roadblocks? How does s/he define success? Always consider the individual sending and the one receiving the com munication. Because either way, a person is on each end of that communication. 3. Know Where the Power Lies It has been said that consumers are now holding all the cards in the busi ness interaction and have no plans to give them back. When organizations look at who is in control of the communica tion, the power lies with the consumer, not with the company. Organizations need to understand this fundamental shift in power to the person receiving marketing and communication. This will help move communication to a person-to-person level and allow the consumer to drive the engagement, which is what the consumer not only wants but also demands in today’s digital paradigm.

Taking the opportunity to bring humanity into any organization’s digital communications can bring accelerated digital growth and engagement. This may feel like a risk to some organiza tions. However, the new paradigm has shifted this from novelty to necessity. By switching the focus from B2B or B2C to P2P, digital communication can be realigned to meet the current demands of audiences. With this ever-changing shift in consumer behavior, thinking about how one person communicates with another has become a cornerstone in digital engagement. This is no longer a passing trend but a new way of being, and the organization that embraces this way of being will reap the rewards.  *accenture.com/us-en/insights/strategy/ reimagined-consumer-expectations? c=acn_glb_lifereimagined

About the Author: Lisa Apolinski, CMC, is an inter national speaker, digital strate gist, author and founder of 3 Dog Write. She works with com panies to develop and share

their message using digital assets. Her latest book, Persuade With A Digital Content Story , was named one of the top content marketing books in the world by Book Authority. For information on her agency’s digital services visit 3DogWrite.com.

nadia_snopek / stock.adobe.com

46

istmagazine.com

June 2022