ist Magazine May 2022

From the Publisher

Content is Key

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

Dear Readers, As we marked the 25th anniversary of IST Magazine a few months ago, it gave us cause to reflect on the multiple ways we have impacted the industry to which we’ve been so dedicated. Of course, the goal of any trade publication should be to help members of a specific industry improve and grow their business. By definition, a trade publication “will contain news, current events information, articles and ads of interest to people in that industry.” The image of the tanning business has always been one of attractive people and myriad products in pretty packaging, which has made it easy to produce a publication that’s nice to look at. IST is still here because our loyal advertisers have supported our efforts; but it really comes down to what you see between the ads: the content! I’ve always received great feedback on our content. While our great expert contributors are laser-focused on salon-related matters, the business features offer a variety of food for thought. I find the articles about leadership particularly informative. This month’s feature topics include learning to see the future success in others (“Power of Potential” p.42); ways for you and your team to come up with the fresh ideas you need (“Old Thinking Won’t Lead to New Ideas” p.46) and finding clues about how to “Motivate the Unmotivated” employee (p.50). It’s possible that all your salon staff needs to be more motivated on the job is more confidence in their skills. It’s easy to make it happen with Sun is Life® Training & Certification. Now is a great time to get your new-hires started on the right foot with the confidence they need to provide superior guest service, succeed at product sales AND enjoy their jobs. Happy staff means happy guests – happy guests are loyal to your business! Salon operators who invest in our super-affordable and accessible training (see p.56-57) are eligible to be featured in this magazine … your facility could be next! Visit sunislife.com today for all the program details. 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

May 2022 | Volume 26 | Issue 4

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 May 2022 Volume 26 • Issue 4

COLUMNS 6 From the Publisher 12 Industry Watchdog 26 ASA News 28 Ergoline Focus 30 Lamp Talk with Leif

IN EVERY ISSUE 20 Showcase

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

58 Health Newsletter 64 IST Contributors 66 Distributor Contact Cover images by luckybusiness / stock.adobe.com

Contents May 2022 Volume 26 • Issue 4

14

16

20

36

46

50

FEATURES 14 7 Questions with ... Tech Support Manager Tanning Supplies Unlimited 16 Salon of Distinction Juicy Tan Skiatook, OK Dave Moore, Installation &

40 Get the Facts!

50 Motivating

the Unmotivated

with Sun is Life® Training

42 The Power of Potential 46 5 Tips to Instantly

Become More Innovative

Industry Watchdog

Tanning onTikTok By Joe Schuster

T ikTok. What a great pretty much addicted to watching these videos. I have one friend from college who throws a TikTok at me whenever we have an online political discussion. (I typically assume that’s when I’ve got leverage in the chat.) What evs. So, I thought I’d check it out to maybe find a grin or two. Found it! As I swiped up on a couple videos, I found one that featured some women trying out something called “nasal tanning spray.” The hook was set, and I checked out several that featured young women; I assume there are some fellas out there who are also sampling these products as well, but I did not confirm that on this research path. Of the TikTok videos I watched on the subject, I could not confirm seeing labels on any bottles that listed ingre- dients of these nasal tanning sprays. distraction for those with time on their hands. Or for those who want to be entertained, or enjoy a good laugh, or all of the above. My whole family (sans me, of course) is

Apparently the pursuit of a “quick tan” throws all health concerns to the wind. “So you say it’ll make me tan overnight? Gimme that sprayer and let me have a hit!” Geez Louise! What in tarnation is in those bottles, anyway? I did a little more research and found that many contained a sub- stance called melanotan or melano- tan II, which is a synthetic mela- notropic peptide not regulated by the Food and Drug Administration (FDA) and according to Dr. Anand N. Rajpara, a dermatologist at the University of Kansas Health System, not approved for human use. It can be administered either by injection or by inhalation through the nose, and it stimulates our skin’s melanocytes to produce the darkening pigment we know as melanin. Well okay, but does this stuff have any side effects? Among the known possibilities are facial flushing, loss of appetite, gastrointestinal symptoms includ- ing diarrhea and vomiting, and sexual arousal disturbance. (That last one had to catch your eye, or is it just me?) Yep, it apparently

has a positive effect on erectile dysfunction. So, if I read this right: after using this product I could feel extremely passionate, but may also have to hit the bathroom to address one or two issues/functions. Um, that’s a solid NOPE from me! When working on my columns for IST, I very seldom need to conceal what I’m typing from my wife; how- ever, this may be a first. “Just writing my article for the magazine, honey … ya know, in the name of science.” Again – these questionable products had no ingredient label, no FDA approval and can cause a host of pos- sible negative side effects (maybe one positive, LOL). I say everyone should entrust the pursuit of cosmetic tan- ning to professional indoor tanning salons, where operators offer an array of UV and/or sunless products for use under strictly controlled guidelines. In other words, keep it outta your nose and leave it to the pros! 

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

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Feature

7 Questions with ...

1. How/when did you get involved in the tanning industry? I got into the business in 1992 through a prior relationship. I had been injured at my place of employment and migrat- ed to the salon during my recovery. Before that, I was very involved in running the salon, start- ed forming relationships and eventually expanded the business to four locations. That grew into selling tanning equip- ment; the rest is history. 2. How would your friends describe you? Hmm ... I think they would say I’m depend- able, a lover of God, family and veterans. Fun to be around!

3. What is one of your “pet peeves”? My biggest pet peeve is lack of communi- cation or improper communication. (LOL, mind-reading is NOT my superpower … see Question No. 7.) 4. What advice would you have given your 17-year-old self? Hard work will pay off. Follow your dreams and make sure you work hard to fulfill those dreams. 5. If you could only eat one meal for the rest of your life, what would it be? I would choose spaghetti. I love my own recipe, but Mom’s

is the best – with meat sauce, meatballs, what- ever. Spaghetti is my favorite as long as it has Parmesan cheese! 6. Do you collect anything? I am not a big collector of THINGS. At this stage in life, rather, I am work- ing on collecting memories I make with my family, friends and associates. 7. If you were a superhero, what powers would you have? I would have the power to see the future – to know what lies ahead of me; what tomorrow holds. That way, if there is something I can change or improve I could and would do it. 

Installation and Tech Support

Manager Tanning Supplies Unlimited

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Salon of Distinction

JuicyTan SHE’S GOT GOALS! By Joe Schuster

T his month’s Sun is Life® Certifica- tion graduate, Chloee Pshigoda, got her salon operator training “classroom style” in the session offered by Heartland Tanning at their Feb- ruary “Bootcamp” event. It’s always fun to dig into how folks get started in the business and how they operate their salons. Read on! IST: So, you’re living on “Tulsa Time?” (It’s a Clapton reference – a big deal in my day. YouTube it). What propelled you into the tan biz? CP: Well, I’m a city girl who loves having a Target store down the street. My husband moved me (dragged me) out to this small town from the Tulsa/Broken Arrow area. I started working out in the Total Fitness For Her gym that is connected to Juicy Tan. Honestly, I attempted using those tanning beds, but the previous owner did not maintain or change lamps unless they burned out. Experienced tanners know

when they are in a good bed or not! I have been tanning since I was 15 and always wanted to own a salon. That owner sold it to a close friend who definitely had no idea how to run a business and needed to sell it. I expressed interest and took the leap! IST: How did the COVID crisis affect your business? CP: Luckily, I was able to get small business loans and I have a wonderful, understanding and generous landlord who helped me during times of closure. I missed a lot of spring season business, but was truly blessed and still able to survive. IST: Did COVID awareness cause you to change any of your cleaning rituals? CP: The things that changed included keeping linens in containers and away from salon traffic. I also started using a company called Cintas that provides my floor cleaners and hand soaps, rather

than using store-bought products. I did a follow-up training with my staff to make sure they were properly cleaning everything in the tanning rooms. IST: We had a great class in town for Heartland Tan’s “Bootcamp” and I’m glad you were a part of it. Care to share your thoughts on the class? CP: The Sun Is Life class definitely gave me new insights to consider. Oklahoma doesn’t have any regulations for tanning salons. When I bought this business,

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(L-R) Team Juicy Tan includes Owner Chloee Pshigoda, Aubrey Williamson, Teddi Tatum and Amy Kirkland.

Location ............................................ Skiatook, OK Years in Business ............................................. 3 Staff ....................................................................... 4 UV Systems ......................................................... 4 Other Services .................. Custom Airbrush Tans Lotion Brands ........................ Devoted Creations, New Sunshine, Supre Tan, Tan Inc. Best-Selling Lotions .................. This small town prefers Island Black (Tan Asz U), Love Boho (Swedish Beauty), Australian Gold Accelerator K, Charmingly Black, Nothing But Black Distributor Partner ................. Heartland Tanning IST: WOW – you’re fired up! Go get ‘em! And thanks for taking some time for the interview. All the best from your friends at IST Magazine .  every time a tornado comes through town, she attempts to tan and we are closed early, so she needs a credit for that day on her account. “Sure you can,” I tell her. And since pot has become legal, I do have the occasional “too high to even walk upright” guest come in to tan! I offer to add extra days to their package and turn them away. IST: Too high to tan – THTT. I may have to add that to my next classroom training! Let’s move on. You impressed me as being goal oriented. What are your plans? CP: I have a handful! 1) Upgrade my computer and salon software; 2) Find creative ways to keep year-round customers to make the most of the slow season; 3) Start upgrading tanning beds one at a time; 4) Add other services like infrared therapy and teeth-whitening.

IST: High praise, indeed. Thanks! We covered a section on “irritable guests” and how to handle them. Can you give us an example of one you had to handle? CP: Well, I have one jealous customer who owned a salon 20+ years ago and it was the only place to tan in town. I treat her very professionally and sell her my best tanning packages and when she decides to comment negatively on social media, I ask her to her face (with a little sarcasm) how I can improve her experience at Juicy Tan so she can say nice things on social media. I have another customer who claims that

I even made phone calls to find out how to dispose of old lamps. “The dump- ster” was the answer I was given – I am working on a different disposal method. I also learned a lot about UV exposure and the importance of eye protection. I believe the Sun is Life class stimulates your brain into creating the best, safest ways to operate a salon business. Classes that cover a lot of information in a small period of time are generally very boring and overwhelming. You added humor and entertainment to make it memora- ble. Sun is Life Training is a must!

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Showcase

Tell ‘em you saw it in IST MAGAZINE

2.

1.

NEW!

3.

milatoo / stock.adobe.com

DEVOTED CREATIONS 1. Frosé Fantasy™ Satin Softening Daily Moisturizer • Ultra-Blurring Moisture Lock Technology • Electrolytes • Champagne Extracts • Super Fruit Smoothie Blend

2. White 2 Bronze™ Coastal Blue-Hued Dark Tan Enhancer • Color-Correcting Agents • Sea Buckthorn Berry • Skin-Detoxifying • Anti-Orange Technology • Anti-Aging & Firming • After Tan Odor Eliminators • Aquamarine Coastal Cool Scent MSRP $49.98 8.25oz

3. Sunkissed Sweet Tea™ Summer Skin Color-Extending After-Sun Hydrator • Maintains & Builds Results • Anti-aging & Skin-firming • Antioxidants & Skin Protectants • Natural Antiseptic & Healing Properties • Sunkissed Sweet Tea Scent MSRP $33.98 18.25oz 

• Vegan Collagen • Aloe Leaf Juice • Vitamin C • Frosé Fantasy Scent MSRP $26.98 18.25oz

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Showcase

5.

Tell ‘em you saw it in IST MAGAZINE

6.

NEW!

4.

milatoo / stock.adobe.com

DEVOTED CREATIONS 4. Chronic Color™ Natural Botanical Bronzer • Indoor/Outdoor DHA-Free • 675 MG CBD Isolate Cannabis Complex • Quad Tyrosine Blend • BB Crème Formula • Color-Correcting • Hemp Seed Oil Hydration • Tattoo & Color Fade Protecting • After-Tan Odor Eliminators • Dazed Dragon Fruit Hemp Scent MSRP $77.95 13.5oz

SELFIE GLOW SUNLESS 5. Color Lust Bronze Rich Dark Bronzed Color Self-Tanning Mousse • Vegan Collagen • Color Correcting • Fast-Drying 7-Day Formula • Organic DHA + Instant Bronzed Color • Melactiva Melanin Stimulator • Anti-aging Green Tea • Mandarin Mimosa Scent MSRP $28 7oz

SUPRE TAN Snooki Collection 6. Shimmering Body Moisturizer • SoftChic™ Moisturizers w/Coconut & Sweet Almond Oil • Vitamin-enriched Skin-conditioning Blend • Lightweight Body Shimmer • Vitamins A, C & E • Skin Nourishing Oil & Extracts • Gluten Free & Vegan • Pink Berry Scent MSRP $26 16oz 

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Showcase

Tell ‘em you saw it in IST MAGAZINE

8.

7.

LIMITED EDITION!

9.

milatoo / stock.adobe.com

HEMPZ ® TANNING 7. Love Out Loud Herbal Body Moisturizer

PROTAN ® 9. Beaches & Créme™ All-In Intensifying Serum

8. Truly Rose™ White Bronzer

• Clear DHA plus Natural Bronzers • 100% Pure Natural Hemp Seed Oil • Collagen Blend of Essential Oils, Butters & Extracts • Aloe Vera • Erythrulose • Jasmine • Vitamins A, C & E • THC, Paraben & Gluten-Free • 100% Vegan • Jasmine & Rose Scent MSRP $90 13.5oz

• 100% Pure Natural Hemp Seed Oil • Non-Greasy, Fast-Absorbing Formula • Dash of Shimmer • Paraben/Gluten/Cruelty-Free • 100% Vegan, THC-Free • Juicy Pineapple & Creamy Coconut Scent MSRP $2 17oz

• Dark Intensifiers including Tyrosine • Oolong Tea & Mushroom Extract • Shea Butter • Tattoo ColorShield Technology™ • Aloe Vera • Vitamins A, C & E

• Silicone & Paraben-Free • Odor Shield Technology • Sweet Summer Days Scent MSRP $32 8.5oz

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ASA News

Protecting What’s Yours

IF

you are a tanning salon owner, you know all too well that unfair govern- ment regulations are a

members and advocates from every state willing to join the ASA and strengthen our industry’s collective resources. The most important way to help your salon association defend your business from federal and state government attacks is by becoming a member. Your membership contribution only amounts to what you’re probably spending on

membership financial assistance. If you want to become an advocate, we will supply you with the information and coaching you need to feel com- fortable participating and make your involvement as impactful as possible. We’ll be with you every step of the way. The ASA has created a powerful or- ganization to help defend and improve

constant threat to your business. Right now, there are federal and state regula- tors discussing under-21 tan bans, taxes and other restrictions without any consideration of scientific accuracy or the harm it would cause business owners and their customers. Fortunately, the American Suntan- ning Association (ASA) has had several thousand meetings in Washington, D.C. since 2013 on behalf of your business and this industry. ASA has also suc- ceeded in defeating dozens of onerous state regulations and tan bans. For our industry to hold off these attacks, we must cover a lot of issues and impact a lot of people. Right now, ASA is working to change the federal government’s posi- tion on UV light and to prevent harmful federal and state regulations. This sounds like a lot of work, because it is. To manage this enormous effort, ASA has developed a well-organized team. And though the ASA has a strong team working for you, there is still only so much this group can do without your help. To win this battle waged against our industry and your business, we need

The ASA is the only organization that has the ability to actively represent you in Washington, D.C. and in every state.

your daily morning coffee. This is a small price to pay for the peace of mind that your business is being looked after while you’re busy at your salon. By becoming an ASA member, you make an investment in your future. Regardless of what industry you do busi- ness in, you need to help secure the long- term health and success of your venture. The ASA is the only organization that has the ability to actively represent you in Washington, D.C. and in every state. You don’t need to have extensive knowledge of politics and relevant issues to become an ASA member. Our talented team of representatives and consultants will handle these issues through your

your business and we need your help. So, please send an email to DaleP@ americansuntanning.org right now. Let Dale know that you are interested in joining the ASA. That’s all it takes! Please contact us today.  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 team members who specialize in this type of work.

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Ergoline Focus

W ellsystem has created an entirely new marketing and a comprehensive service network, Well- system is rapidly expanding as the market leader. The high level of customer satisfaction has been recognized numerous times by multiple industry awards. As part of the JK Group of Companies which exports lifestyle, tanning and wellness products to over 50 coun- tries, Wellsystem has access to widespread resources and technology with its own development center. The JK Group is at the forefront of a new era of relax- ation services. The market leader’s overwater massage systems are used in thousands of therapeutic and commer- cial applications worldwide. Recently introduced to the market, the all-new Wellsystem Wave is a fully-automated, contactless, hygienic water massage experience. Equipped with powerful shoulder massage and technology, Wellsys- tem is filling a new product niche that is now an indis- pensable part of physiotherapy. JK has responded to the desire for a way to relax and rejuvenate the body and mind while on the go. product that is becoming an integral part of the health and wellness industry. With regular innovations, professional A Wellsystem session allows the user to unwind and decompress with full-body, heated hydrotherapy, relax- ation and rejuvenation. Offering invigorating aromather- apy combined with calming and centering meditation audio tracks, a 15-minute session can make an amazing difference in one’s wellbeing. The Wellsystem Wave will transport you to a world of tranquility where you can experience superior health. At JK, we may not be able to make you stop over-think- ing, over-scheduling, or over-committing yourself. We may not be able to send you away on a two-week vacation to a tropical paradise. What can we do? We can listen – listen to your needs and the needs of society. We have responded to the desire for a way to relax and rejuvenate the body and mind while on the go. For more information about the Wellsystem Wave, visit wellnessJK.com or email sales@jkamerica.com. ■

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Lamp Talk with Leif

A High-Pressure QUESTION By Leif Vasstrom

Filters This graph shows spectral transmis- sion curves of filter glasses frequently used in older tanning systems, as well as many units – especially German-made – still in operation (UVISOL ‘95). Other examples of filters used for UV applica- tions are M-UG2, M-UG4, M-UG6 and Type322. More recently, several types of coated (filter) glasses have been intro- duced that more effectively, and with lower wattage, afford more efficient tan- ning. IMPORTANT NOTE: You cannot and must not mix, match nor randomly exchange filter glasses in any tanning unit without discussing this with a relevant manufacturer, lamp manufacturer or sup- plier, as it is not only potentially danger- ous but also against FDA regulations. 

I am a relatively new salon owner with limited lamp knowledge. I have several older tanning units with high-pressure facial tanners and two that are all high-pres- sure lamps. The lamps listed on the manu- facturer labels are no longer available, as the companies are no longer in business. Here is my question: How do I determine which lamps to install in these units? — ANONYMOUS With many older high-pressure systems still being used in the industry, this is a common question! In order to assure that the most efficient lamp use is achieved, it is important that the right lamp is installed in a particular tanning system. A sunlamp’s tanning performance is due to correct and efficient spectral range characterized by manufacturers’ proprietary metal-halogenide mixture. In addition, high-quality components such as quartz glass, electrodes and gas mixtures have to be complemented by rigorous control systems to ensure quality, performance and longevity. The design of a lamp’s glass envelope, its size (both length and diameter) has to perfectly fit a specific reflector system in order to not only assure maximum perfor- mance, but also to enable proper cooling for tanner comfort and long lamp life. To sum it up, the lamps are also the key com- ponent for the longevity of filter glasses, reflectors and electrical components such as igniters and wiring, all while ventilation is, of course, paramount to both compo- nent cooling and providing a comfortable and pleasant tanning experience.

It is also important to understand that voltage supply, the actual current in watts, as well as the ratio of UVB to UVA, are all integral parts of the tanning unit’s performance. Tanning lamp performance, both high-pressure and fluorescent, is measured in mw/cm2, and one must measure both the peaks’ amplitude and where the UVB and UVA peaks are on the nanometer scale, in order to properly ascertain a lamp’s peak bronzing ability. The diagrams below show character- istics of two lamps (400W and 1,000W) measured in an ambient temperature of 104°F. Radiation flux: UVA 320- 400nm; UVB 280-320nm; the chart includes other UV/infrared character- istics such as visible light, as well as UVC, which is why high-pressure lamp systems include filter glass. Operational Characteristics

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 Solarium equipment line in 1978, and Dr. Müller systems in 1993. In 1986,

he helped start Applied Dig- ital (T-Max). In 2011, Supra acquired industry forum tantoday.com as a means to further the message about the positive aspects of mod- erate UV exposure.

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Lync IT

Is Your Salon Summer Ready? By Melissa Damiani

A lthough the usual time frame we’ve known as “busy season” has some- what transformed and evolved from what we are used to, you’re likely winding down from a prosperous period for your salon. Now is a better time than ever to look at what you can do this month in preparation for the upcoming summer months. Even if you historically earn the majori- ty of your annual revenue during the busy season, there are ways that you can keep that cash flowing year ‘round. Do you have tanners who are fairly regu- lar patrons of your business in that they will purchase a package from time to time, but once they’ve used up all of their ses- sions you don’t see them again for a while? I’m willing to bet that many of these same customers have visited your salon this busy season and purchased a package in order to tan for an upcoming event such as a spring break vacation or prom. The month of May is a perfect time to convert these customers to a recurring (EFT) monthly membership! The key is to incentivize the purchase by offering promotions that are only available for redemption this month. With a little creativity, there are a num- ber of ways you can encourage customers to purchase an unlimited recurring membership. If you typically charge an upfront activation fee at the point of sale for your EFT memberships, you might consider waiving this fee for anyone who purchases from May 1 to May 31.

Or, perhaps you offer the first month of tanning free for those who sign before the end of the month. Another way to boost membership sales, as well as repeat product sales, is to offer a substantial discount on the purchase of any retail item on the day the EFT membership is purchased. You never know, your guest might just get hooked on their favorite new product they may not have otherwise purchased! Making the terms of the memberships you offer as flexible as possible is vital not only to closing the sale, but also to ensuring that the tanner retains their membership into the future. Allowing them to freeze their memberships without a minimum draft requirement will diminish any guest’s apprehension, especially those who may have summer travel plans. Charging a nominal “freeze fee’’ each month that the membership is frozen – with the option of refunding the fees upon reactivation in the

form of reward points – will entice guests to unfreeze sooner than later. We have an idea of when our peak and slower seasons tend to occur cyclically each year. In an effort to create a balance of the revenue you generate throughout the year, give some thought to insti- tuting an annual supplemental fee into your membership agreements; drafted automatically from your guests’ accounts in August, for example. The amount of the fee will seem inconsequential to the tanner, but multiply that by the number of your active memberships, and the result will be significant to you! Incoming cash flow is imperative not only during busier times of the year, but in the off season, as well. During slower time periods, implementing a robust EFTmembership program is not only rewarding for your guests, but it can be for your business, too! With a solid salonmanagement software program, the possibilities are numerous. ■

During slower time periods, a robust EFT membership program is not only rewarding for your guests, but it can be for your business, too!

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.

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Monthly Motivation

Separating FACTS from FICTION By Grant Cardone Is Sherlock Holmes real? In one in- teresting survey, 58% of British teens thought Sherlock Holmes was a real guy … and 20% thought Win- ston Churchill was a fictional character. This is just one illustration of how over time, the truth becomes fairytale and fairytale becomes truth in our world. Nowhere is this truer than in the world of sales and business, which has become full of false information that has been perpetuated over the years. This false data may be partly responsible for the poor impression people have of sales, which is a true profession and a very needed life skill. “Fictional data” is information that is NOT factual, but has become accepted as truth and passed along like wisdom. Let’s play “Fact or Fiction” on sales and business training. 1. Experienced salespeople and business owners don’t need training. FICTION. Experienced people need training and are the people who can benefit the most from it. Think about it: even LeBron James has a coach. It’s not that he needs to be taught to dribble, but a coach can show him a differ- ent perspective – someone who sees things from outside of the court while LeBron has only the view from on the court. LeBron trains daily. It’s called practice. To get to the top of the sales profession and stay there is a continual process and will not hap- pen without a program of ongoing coaching, self-evaluation and self-improvement.

Experienced people need training and are the people who can benefit the most from it.

and should be provided within a sales and business training program, but rah-rah meetings won’t last long without teach- ing the skill sets needed to close deals. After a motivational session, de-mo- tivating things such as high levels of re- jection will still be a problem. The best way to improve long-term motivation is to acquire skills and successful sales techniques that you can use to boost your sales and your paycheck. To get massive growth, great sales and business training is a must. The FACT is that nobody should worry about spending a little on sales training if they hope to make millions! 

If you have a big difference in revenue generation from month to month, a good training program will result in big increases and steady income. The only reason, in fact, why anyone doesn’t train is because they fail to see the benefit. If ev- eryone saw the “missing sales,” the whole world would be using daily sales training. 3. You can see a direct result of sales and business training. FACT. If a training program fails, it’s because it doesn’t relate to specific, mea- surable performance objectives. If specific needs and objectives are established and training is modeled around them, the results can be measured and tracked. Do a pre-training and post-training test and you’ll get a simple visual gauge that can show you the training’s knowl- edge-improvement results. What is your sales training ROI? You can know all sales achieved as a result of training, minus the cost of training. Don’t rely on feelings to assess the effectiveness of this expense. Measure it by doing some simple pre-training and post-training tests! 4. Good sales and business training is just a matter of “pumping people up.” FICTION. Motivation isn’t the same as sales training. Yes, motivation is necessary

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.

2. Sales and business training doesn’t provide much benefit.

FICTION. Training, if done properly, will increase sales results and make your bank account bigger.

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Notes from the Road

It Takes a Village By Lisa Saavedra

We have all heard the old saying, “it takes a village” – but, how does that relate to your tanning business? S mall business owners tend to take on a lot, and one of the biggest downfalls of some owners or managers is their unwillingness to ask for help or delegate tasks. We think if we ask for help or hand over respon- sibilities, things won’t be completed in “the way we would have done them.” The problem with YOU being your only resource is that you have a harder time seeing the big picture and being open to outside ideas and input. We are now in busy season, and we need to take full advantage of this window of opportunity – and maxi- mize it! This is hard to do if you aren’t delegating some of the little things to your team. When you empower your staff to take on management tasks, not only is it taking some things off your plate so you can focus on the big things, but it also allows them to feel pride and a sense of ownership in what they are doing. You would be surprised how many staff members you have who would step up and give you 110% just for the recognition. Performance is not always money-driven. An article I read once stated that statistically, more employees are moti- vated by a title (ex. Manager, Assistant

During this busy time, make sure to maximize your revenue opportunities by utilizing all of your resources. business! There are a lot of different people to bounce your ideas off of – your product distributor, your lotion manufacturer representative, other Manager, etc.) than by monetary in- centives. However you decide to utilize your team to help you during this busy time, make sure you are focusing on the end goal: Get more customers in your door, capture every sales opportunity and give them a reason to stay! If those weekend Costco runs and product orders are distracting you from your main goals, then maybe it’s time to prioritize and delegate some of those tasks to competent staff. It is very hard for some of us in an owner/management role to “ask for help” so, let’s put it this way: Utilizing all of your available resources is very beneficial to you and the success of your

salon owners, etc. Asking for advice and ideas is the best way to help you think outside the box. If you’re thinking about trying something different, most likely your fellow salon owners have done it or know someone who has, and can offer you advice and guidance through the process. Your contacts at lotion manu- facturers and product distributors are great people for you to brainstorm with – every day, they typically talk to salon operators from all over the country about promotions, product selection, staffing, equipment, etc. and have some potentially great ideas for capitalizing on this year’s busy season. Not to sound cliché – but you’re not in this alone! During this busy time, make sure to maximize your revenue opportunities by utilizing all of your resources. It really does take a village. ■

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.

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Commit to Your Tan

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UK View

When is a Case Study NOT a Case Study? By Gary Lipman I believe it is fair to say that a section of the UK’s media is subjects and individuals. Over the years, tanning beds have been an easy target for this media segment with people willing to sell their story for a quick buck and so-called reporters (I refuse to besmirch the profession by calling them journalists) appearing to simply file a copy without any subject knowledge or fact-checking. So as sure as night follows day, around the start of each year’s tanning season, it is a given that we will see a number of alleged tanning bed case- study stories appearing in our tabloid media, sometimes in print but more often online. The obvious but frustrat- ing fact is that without exception, any alleged claim of a causal relationship between responsible tanning bed use and a “skin cancer” diagnosis simply falls apart under scrutiny. Almost without ex- ception, it is a self-diagnosis not backed up with any quote from or reference to a dermatologist or other medical profes- sional that would represent the most basic due diligence. It would appear that quite simply, the reporter has met their filing deadline in a pressurised 24/7 news cycle and the “case-study” individual has pocketed some extra cash. Tomorrow’s another day and another story. So what can, or indeed, should we as the professional indoor tanning industry be doing to address this? On the one hand, you could say we do nothing. It really is very interesting to learn that in the UK, there is a significant number of first-time tanners coming into tanning salons post-pandemic and pretty well globally renowned for its often malicious and disingen- uous coverage of a whole raft of

the reasons are varied. From a lack of opportunity to holiday abroad and the sometimes poor British weather, greater awareness of the benefits of regular UV exposure, desire to look and feel great, through to increased professionalism in our industry – whatever the reason, and it is probably a combination of more than just one – the fact is more people visited tanning salons in the UK in the first quarter of 2022 than they did in 2020, just before we went into our first pandemic lockdown. On that basis, it could quite justifiably be said that overall, the general popu- lation simply does not relate to or even believe the case studies about tanning bed abuse that they see in the media as “the norm”: using a tanning bed every day or at least several times a week year-round, sunbathing without any or very little sun protection cream all day every day on hol- iday and at every chance at home. These people are sun abusers and absolutely not representative of the behaviour of the average person who enjoys tanning re- sponsibly in a professional tanning salon. we as an industry continue challenging the media to do their jobs properly. I believe it is imperative that

Yet as an industry, we surely must challenge these individuals, or as I would prefer to say, educate them. However, therein lies a small hurdle and that is the anti-tanning lobby is often funding and/or supporting these case studies, as they provide a useful human and often emotional arrow for their poorly constructed bow. And there can be no doubt people often prefer or need to blame something or someone rather than looking to their own actions or behaviour and if that approach is being fuelled, it is a somewhat harder hill to climb for the tanning bed protagonist. Nevertheless, I believe it imperative to continue challeng- ing the media to do their jobs properly by securing medical verification of case study claims prior to publication. Imagine if we could achieve this – that in itself would be the end to these ridiculous stories. We have our ideas and we have our plans on this front and I have to say the initial response and reaction to them has been very exciting and very favourable indeed. It is time to change the narrative … watch this space! 

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 & spray systems. He is also Chairman of the UK’s Sunbed Association & a European Sunlight Asso- ciation member.

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Feature

Clean Up Your Act! By Joe Schuster

s pring has definitely sprung! Well, certainly in the south where waves of pollen now coat everything in sight. This calls to mind the term “spring cleaning.” My mother took great delight in this annual ritual of attacking the grime that built up in our home over the winter months. Yep, Mom was quite the fastidious cleaner – and perhaps salon owners should all take a page from her cleaning manual: roll up your sleeves and start wiping! UV tanning systems are notorious dust magnets. Their internal cooling fans pull all kinds of debris inside, much of which inevitably ends up adhering to the exterior of the sunlamps. This build- up can decrease the lamps’ UV output. Of course, we all want to get the most for our money, and that includes your salon guests who are paying to get a golden tan. A periodic deep-cleaning of the equipment goes a long way toward keeping tanners happy. Both UV and sunless tanning systems should be cleaned daily; but add a couple more items to the checklist for sunbeds. Of course, deep-cleaning the system’s interior is part of the re-lamping procedure (right?), but you must be vigilant. After 100 hours of usage on new lamps, remove the acrylic shield (per the owner’s manual) and wipe its underside surface clean.

You’ll be amazed at how much dirt has accumulated! Spray a soft cloth with a mild cleaning solution and carefully wipe each lamp surface clean, as well. NOTE: don’t just spray the lamps – you want to avoid getting any moisture on the unit’s interior components and surfaces. After 250 hours of operation, remove the sunbed acrylic again and wipe it clean. In addition, you should also care- fully remove each lamp from its fitting and wipe it clean before putting it back into place. Look, it’s a time-consuming project, but well worth the time. Your guests will take note of what you’re doing, as well. “Pardon our dust as we keep our beds sparkling clean’’ should be built into your conversations. Acrylic longevity varies among prod- uct manufacturers but note that over time, UV transmissive quality will de- grade with all brands. A process referred to as acrylic “solarization” (clouding) also occurs and eventually reduces the level of UV that gets through to the tanner. Some acrylic shields can last up to 3,000-4,000 hours, but think of it this way; how many operators replace acryl- ics after 3-4 lamp changes? I’d guess not many. Most change them out when they crack or break. Then, ponder how much UV light gets blocked by dirty lamps covered by dirty acrylics that may have

logged several thousand hours. It can be significant and can certainly lead to customer dissatisfaction. This topic and so much more is covered in the Sun is Life® Training & Certification program. Get ahead of the curve, check out Sun is Life and get busy on that spring cleaning! ■

The topic of equipment cleaningand so much more is

covered in Sun is Life Training!

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Feature

The Power of Potential: Planting the Seeds for Success One Person at a Time By Kate Zabriskie

“K endra, I think you are going to do wonderfully at this next task. You have a good idea for detail and that’s exactly what’s required here.” “Tom, you have a real knack with peo- ple and I’d like you to take on a temporary role in account management. I think you will thrive based on what I’ve seen you do with our internal customers.” “When I was asked to recommend someone to head the new department, I immediately thought of you. You learn quickly, you work hard and you’re good at bringing a team togeth- er. These next few months are going to be a heavy lift and I can’t think of anyone else better suited to the task.” Like gardeners planting seeds, peo- ple who spot potential can help others produce results they may never have

imagined for themselves. By following a few steps, anyone can learn to see the future success in others. 1. Start with Strengths Pay attention to what’s special. Everyone has talents and great po- tential-spotters zero in on those gifts. Is someone organized, great with people, quick to pick up new activities or mechanically inclined? 2. Look in Less Obvious Areas Once you’ve identified the visible strengths, start looking in less obvious places. You may uncover a hidden talent. An average performer may become exceptional with a little help from the power of suggestion. 

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the person with the potential does not immediately or, for that matter, ever embrace the opportunity. A good potential-spotter is ready for anything. 8. Set the Stage for Success Sometimes, people with great potential fail because of factors that have nothing to do with the person or the opportunity. Exceptional poten- tial-spotters keep this in mind. And to the extent they can, they pave the way for success with training, exposure to information, time to practice new skills and other appropriate resources. 9. Embrace All Results When people meet with success, poten- tial-spotters acknowledge it, and they’re well on their way toward finding addi- tional opportunities to build on what’s been achieved. On the other hand, when people and opportunities don’t come together well, a good potential-spotter takes the situation in stride and finds other avenues for people to thrive. 10. Make Time for Spotting Potential-spotting can happen organically, but it can happen more often when you set aside time to think about it. Scheduling “spotting time” can yield great results. Great potential is in everyone and when it’s unleashed, it compounds. Success builds success! Imagine if everyone in your work- place realized even half of his or her potential. What could people achieve alone and together? Probably more than they do now. So, whose potential do you need to spot today? 

Great potential is in everyone and when it’s unleashed, it compounds.

3. Stick with Sincerity It’s one thing to recognize a spark before you see it; it’s another to tell people they’re good at something when there is significant evidence to the contrary. Most people can spot insincerity from a mile away, so it’s important to remain sincere. 4. Identify Opportunities In addition to recognizing possibility, great potential-spotters are on the lookout for the places where others can shine. They know opportunities come in all shapes and sizes: Sometimes the opportu- nity is a task or project. Other times, it’s a position or some other responsibility. 5. Bring the Person and the Opportunity Together in the Right Place Great potential-spotters understand not only who and what to pair, but how to introduce the opportunity. Sometimes these conversations are casual and other times, they are formal meetings. The type to hold largely depends on the person and the task. And because every circumstance is different, it’s important to be deliber- ate. If the task is part of routine work, a short conversation held in public may be appropriate. Conversely, when presenting a large project or new position, a formal meeting might be a better option.

6. Connect What &Why Potential-spotters follow a formula. They recognize a person’s strength, how it fits with the opportunity and why the match makes sense. “Julie, you’ve always done well with spreadsheets. I think you’d be a good fit for the position that’s opening in inventory management. Their system is similar to what you’ve been working with. In the role, not only would you be able to use what you currently know, but you’d also grow your skillset and open yourself to additional opportunities.” “Ben, I’ve been watching you work. You know how to follow the SOP and now, I think you’re ready to increase your speed. You’re diligent in your approach to what you do, and your attitude is certainly one of “can do.” I’d like to get you some additional time on the line later today. I know you could be one of our top performers with some practice.” 7. Prepare for a Range of Reactions People react to potential-spotters in a range of ways. Some embrace what they’re told and look forward to tack- ling whatever opportunity the spotter highlights. Others get bogged down in self-doubt and require additional reassurance. And from time to time, the spotter meets with rejection when

About the Author: Kate Zabriskie is the president of Business Training Works, Inc., a Maryland-based talent development firm. She and her teamprovide onsite, virtual and

online soft-skills training courses and workshops to clients in the United States and internationally. For more information, visit businesstrainingworks.com.

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