ist magazine March 2023

Feature

The Best By Joe Schuster

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W hen you think of “The Best,” what comes to mind? Some of us sports fans may quickly consider the just-retired football icon, Tom Brady. Widely thought of as the GOAT (Greatest Of All Time), Brady has seven – count ‘em, seven – Super Bowl rings, a feat that may never be matched. Like him or not, he will nonetheless always be respected as a superstar athlete. Chess aficionados may quickly point to Gary Kasparov or Bobby Fischer as the best. Best airline? Price, service and comfort are key. (Delta is my choice.) Those who follow politics may point to the Great Eman cipator Abraham Lincoln or the four terms of Franklin D. Roosevelt to top the list. Best restaurant? Consider the attributes of eateries in your own town that constitute the best dining experi ence. Is it just great food? Great food and atmosphere? Price? Service? Well, when it comes to choosing “The Best,” restaurants may track closely with tanning salons. I recall a few years ago when a member of my management team told me I was doing a “really good job.” I smiled and thanked him, not realizing

that I’d been set up. “Joe, why isn’t your team great?” Ah … greatness. That is the pinnacle of achievement and certainly one that once attained is hard to keep. So, back to the restaurant analogy. For me and my wife, consistently good food and service at a fair price will get our repeat business. If those hit the mark, the tip will also be consistent at 20% or better. What if tanning salons relied on tips? You know, at the end of your guest’s session, you hand them a bill and ask them to consider tipping your staff. What would your team members get? Extra cash or a scribbled note listing things they need to do better? “Hey, three lamps are out in the Bed #3 canopy – fix it!” Or, “There were fingerprints all over the sunbed acrylic. Do you even clean them?” Maybe, “There was something odd in the wastebasket in my room – don’t you ever empty them?” So, what are you doing now to set the service bar? How do you motivate your team on a daily basis? I’m not simply talking about monetary incentives, but pure motivation. We offer salon guests Jeez, Laweeze! I sure hope that wouldn’t happen in your salon!

the opportunity to relax and enjoy their “me time.” Make sure they consistently leave your facility feeling better than when they got there. You know, 10-15 minutes of escaping from reality in a warm sunbed on a horrible cloudy, cold, wet and windy day will clearly do the trick! You and your staff can help navigate the landscape. Simple gestures like a smile and using a guest’s first name starts the experience off right. Making sure that every room is cleaned to perfection is paramount. Then, offer another smile after their session and ask them when they want to schedule their next one. Simple things done consistently will get your salon team tracking toward greatness. What’s holding you back? Go for it! To learn more about these and other solid salon operation methods that will quickly elevate your business, invest in Sun is Life® Salon Operator Certification today! Don’t you want to be “The Best?” n

What are you doing now to set the service bar at your salons? Don’t you want to be the best?

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istmagazine.com

March 2023