ist magazine October 2022

From the Publisher

Chart Your Course

Dear Readers, I think everyone was a little surprised by how quickly summer whizzed by … and we all know what that means: it’s time to focus energy on getting our businesses prepared to crush the upcoming peak season. The continued unfavorable economic status may call for you to pivot (again) and adjust your marketing efforts and other operations to meet the challenges facing all small businesses. The good news is: you don’t have to face these challenges alone! You can look to your fellow tanning community members to gain knowledge and inspiration. There’s still time to register to attend the National Tanning Expo presented by Four Seasons this month on the 24-25 in Nashville, TN. It’s sure to be another well-attended and top-notch event – and so many veterans of the business have fond memories of times in Nashville. Check out the new products, spend some time with manufacturer reps and network with other salon operators. We’re all in the same boat – if you don’t take advantage of opportunities to share and gain from the experience of others, it’s on you ! Chart your course for navigating the rough waters ahead and improve your chances for success in 2023. Of course, one way to up your game is by training your team to operate your business in a consistent and professional manner. On the agenda again at the Four Seasons event is a classroom session of Sun is Life® Training & Certification presented by director Joe Schuster (10/24). Sun is Life is the only in-person certification program and the top distributors are offering it at super-affordable rates. Sun is Life graduate salons are eligible to be featured in IST Magazine – talk about great free publicity for your business! (See p. 16-17) Visit NationalTanningExpo.com for details and registration. Next month’s issue will include the New Product Preview 2023 AND the top nominees in the 18th Annual Industry Choice Awards. As of this writing, votes are still pouring in – thanks to all who participated. Hope to see you in Nashville! Thanks for reading,

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

Staff Writer Joe Schuster

Graphic Designer Hailey Worrell

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

October 2022 | Volume 26 | Issue 9

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 October 2022 Volume 26 • Issue 9

COLUMNS 6 From the Publisher 14 Industry Watchdog

IN EVERY ISSUE 26 Showcase NEW PRODUCTS NEXT MONTH! 74 IST Contributors 75 Distributor Contact Cover images by NicoElNinov / stock.adobe.com

44 Lync IT 46 Monthly Motivation 48 Notes from the Road 50 UK View

36 ASA News 38 Epic Sales 42 Lamp Talk

Contents October 2022 Volume 26 • Issue 9

16

20

44

48

46

56

FEATURES 16 Salon of Distinction The Shady Palm Mobile, AL 20 7 Questions with ... Tracy Tabar, Online Sales & Marketing Designer Suntan Supply

52 Get the Facts!

64 Serving the

MZ Generation COMING NEXT MONTH: New Product Preview 2023

with Sun is Life® Training 56 Focus on the Customer & Employee Experience 60 Bust Out of Service Fatigue

Industry Watchdog

Choose Wisely By Joe Schuster

T his month's report of interest just popped into my lap. Whilst enjoying a nice, sunny day in early fall and skimming for some articles about indoor tanning, this headline in the online issue of Glamour UK lurched up like a starved dog grabbing a treat out of my hand. “Sunbeds are suddenly trending on social media, so are they ever a good idea?” https://www.glamourmagazine.co.uk/article/ are-sunbeds-safe attracted me. Hey, UK! News flash: tanning beds have been in commercial use in the U.S. spanning over five decades! Perhaps they were referencing all the cool ways to achieve a tan now being featured on TikTok – among them is using nasal spray to enhance results (yikes). I covered that enterprise in a "Watchdog" piece a few months ago. Spraying a substance up your nose from a bottle you picked up online that lists no I think it was the words “suddenly trending” that

simply avoiding sunbeds does not mean you will be immune to developing melanoma. It’s also noteworthy: despite references by many sources that skin cancer is on the rise among young women 24-29 years of age (and directly or indirectly implying that it’s from sunbed use), the latency period for melanoma can be 30-40 years. I’m no math scholar, but it doesn’t take Pythagoras to see that statement just doesn’t add up! When seeking a cosmetic tan, we suggest choosing wisely. Mil lions do, by choosing moderate and responsible UV sessions provided in a timer-controlled sunbed at a professional indoor tanning facility. Cheers! ■

ingredients, no FDA warning, in the hopes of getting a better tan may not be the best idea. Perhaps Darwinism at work? But I digress. The article also states that “melanoma kills six people every day. And there's loads we can do to avoid it. Like avoiding sunbeds.” Slow down, Sylves ter. According to our Center for Disease Control (please no groans, I know we have heard a lot from those folks lately), the risk factors include: having red or blond hair, blue or green eyes, freckles or moles on your skin, a history of skin cancer, family history of skin cancer, light skin color and old age. But they also state, “minimizing exposure to ultraviolet (UV) rays can help keep your skin healthy and lower your chances of getting skin cancer in the future,” and suggest using proper amounts of SPF products. Note that this is one source that doesn’t advocate only sunbed avoidance. Because, to roughly quote Shakespeare, “therein lies the rub” – the rub being that

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.

Maryna / Shutterstock.com

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Salon of Distinction

The Shady SUN – SPRAY – SPA – STYLE MOBILE, AL A labama – home of college football, great comfort food, longleaf pines, tons of wild life, country music and bordered by four states (try to name them). And it’s home to The Shady Palm, an Alabama tanning facility chosen as this month’s Salon of Distinction. I had a delightful chat with Co-Owner, Debra Cary. Let’s dig in. T

IST: The pandemic certainly impacted many small businesses. How did you survive over the last year? DC: Once COVID was running wide open, I just closed the salon and really took advantage of that down time. I added services to the menu, upgraded our software and increased my retail offerings and took several online courses to help systemize the housecleaning busi ness that my husband was operating. IST: Well done – you definitely made some lemonade out of lemons! So, did COVID change your salon sanitization standards? If so, how? DC: We always maintained a very clean and sanitized salon; we just closed for several months until a vaccine was approved for our own personal safety. In Alabama, a lot of people were anti-vaxxers and mask-wearers so we didn’t want to risk it. During that time,

IST: Debra, everyone has a story of how they ended up in the tan biz – always of interest to our readers. How did you get your start? DC: I left a long-term intermittent position with FEMA after 9/11. I decided that I no longer wished to travel and with my husband in agreement, we went for it and became business owners. I had tanned indoors each year to get a base tan and prepare for the many hours of fun in the summer sun. I had always thought a salon would be an awesome business to own since I was an entrepreneur at heart. We went to our first ITA Tanning Expo in 2002 and have remained in the industry in one aspect or another. In 2014, we closed our former salon (Sundaze Tanning Studio) after the building we were leasing was sold. I opened a boutique and added Norvell Sunless spray-tanning. I was in the very first group of master certified graduates at the ITA Expo in Nashville and have been spraying customers ever since.

Carolina Jaramillo / stock.adobe.com

• Teeth-whitening • Oxygen Bar • Cocoon Wellness Fitness Pod LOTION BRANDS • New Sunshine Exclusive BEST SELLING LOTION • Designer Skin SuperNova

MOST POPULAR SERVICE PACKAGE • “Shady AF” — an EFT membership that includes all services SOFTWARE • Tan-Link

OWNERS • Patrick & Debra Cary YEARS IN BUSINESS 11 STAFF 4 (plus owners)

UV TANNING UNITS • 2 stand-ups

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DISTRIBUTOR PARTNER • Four Seasons

OTHER SERVICES • Boutique • Spray-tans (booth & custom airbrush)

Palm we just focused on our cleaning service and sanitizing our clients’ homes and businesses. We now only offer tanners disposable eyewear and have hand san itizer available, but we do not require guests to wear a mask. IST: Congratulations on recently getting certified with Sun is Life® Training. How important is it to have a staff that is fully trained with Sun is Life? DC: It is imperative to have that knowl edge which gains you credibility with the public. The program is also about the professionalism that is really needed for salon owners and staff. I highly recom mend operators take the course, if they haven’t already! IST: Agreed! So let’s move on. Salon own ership can be really challenging. What has been your biggest hurdle to overcome? DC: Joe, without a doubt, it’s been keep ing a dependable, knowledgeable staff. I’m sure that’s a challenge that many small businesses face. Beyond that, it’s been a challenge to maintain a steady stream of customers!

OWNERS PATRICK & DEBRA CARY

KIMBERLY RICE

IST: Social media or

website: which has the bigger impact on your business?

VICTORIA VETRANO

JAMIE ROPER

DC: It’s a challenge trying to keep more involved with all social media! I’m starting to share more on Tik-Tok to reach the younger generation of our clientele, as well as Instagram. IST: What are your goals for the next 1-3 years? Do you plan to keep growing internally, externally or both? DC: I want to make our current facility the best that it can be. I’ll probably add a hybrid tanning system and eyelash extension services. IST: We both live in the heart of SEC football, which is huge in the south. It’s big in other parts of the country, but it’s been compared to a religion down here, LOL. As you’re from Alabama, I don’t need to remind you

who won the National Championship last season (but I will: Georgia). Who do you root for? Alabama or Auburn? DC: Joe, with us it’s both “War Eagle” and “Roll Tide” – we are a house divided! IST: Debra, Thanks for taking time for a chat and we wish all the best to Shady Palm in the future. 

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Feature

QUESTIONS WITH...

Tracy Tabar ONLINE SALES & MARKETING DESIGNER SUNTAN SUPPLY ➊ How did you come to work in the tanning industry?

In January of 2015, I applied for a receptionist position at Suntan Supply recommended to me by a friend. My background in photog raphy and college experience in marketing allowed me to eventually grow into my

current position managing and devel oping e-commerce and social media platforms.

➋ What do you enjoy most about your job?

I absolutely love the creative aspects, designing all of the advertisements for our social media platforms, email ers and monthly ads for IST Magazine. I’m also able to use my photography skills on a regular basis as I photograph and produce all of the content for market ing our inventory of pre-owned equipment. ➌ What’s your go-to midnight snack? If I could stay up that late (never happens) I would choose anything sweet or cheesy; I have a weakness for anything caramel. ➍ What is your most prized possession and why?

➏ How would your friends describe you? I think they would say I’m too nice. I am the type of person who will help everyone that I can, even if my day is filled with things going on. ➐ What’s one thing that can instantly make your day better?

My camera collection. When I was a kid, my mom gave me a small point-and-shoot film camera and I was addicted. As I got older, I stopped shooting for a while and got back into it about 15 years ago. In 2018, I decided to go back to school for my degree in photography and design and graduated this past May. My dog – an all-white American bulldog/pitbull mix named Blanco. He is so energetic at all hours and loves to play. In the summer, he loves to run all day and my husband and I chase him with a squirt gun. In the winters, once we have a big enough snowfall, we make a maze in the backyard so that he can run and play. His favorite thing in the winter is “snow cookies” – it’s pretty much a snowball, but he thinks it’s a treat.

➎ What makes you laugh the most?

I have been showing and competing with horses for 30 years. Anytime I am in a bad mood I just go out to the barn and hang out with my horse of 19 years, Abby. She makes all the issues of the day disappear. ■

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THERE’S SOMETHING

BIG ON THE HORIZON …

bank_jay / agsandrew / stock.adobe.com

IST MAGAZINE Presents…

New Product Preview 2023 See all the latest creations from your favorite tanning product makers ...

ComingNextMonth!

ASA News

The People Fighting for YOU Since 2012, the American Suntanning Association has been fighting for the rights of U.S. tanning salons by slowing or stopping punitive federal and state regulations and taxes. Without ASA’s solid representation, your business would undoubtedly have additional regulations and state taxes far beyond what exists today. MELINDA NORTON ASA President JOSEPH LEVY ASA Executive Director MATT RUSSELL Consultant, Regulatory, Legal and PR Support

Since 2013, Joe Levy has been on more than 600 flights traveling to 43 states and Washington D.C. to promote the profes sional sunbed community’s scientifically supported position, defending the indus try against tan bans, state taxes, mandated literal interpretation of the FDA graduat ed recommended exposure schedule, and other punitive regulation attempts. Joe presents a constructive approach to the market’s outreach efforts – customizing different strategies in every state based on the DNA of that state’s legislature, but always based on being scientifically accurate and elevating the perception of professional tanning facilities. Here’s an overview of ASA’s state lob bying accomplishments so far: • Defeated more than 100 under-18 tan ban bills nationwide since 2013; • Defeated numerous attempts at state tan tax regulations; • Recently defeated several new attempts at under-21 tan bans; • Defeated several regulatory attempts to mandate literal interpretation of rec ommended exposure schedules, and • Worked nationwide to get tanning businesses classified as non-contact retail stores to allow them to open after COVID-19 shutdowns. Joe’s biggest concern today: Groups calling for under-21 tan bans and other punitive regulatory proposals that have become more prevalent in recent years.

Melinda Norton has spent six years as the industry’s association president, trav eling to Washington, D.C. to build rela tionships with federal policymakers and regulators on your behalf. Melinda’s face is well known in D.C. thanks to thousands of meetings in politician’s offices, congres sional hallways, lunches and fundraising functions. Melinda has been successful at opening doors with top agency officials to educate politicians and bureaucrats about our scientifically supported issues. Here is a list of just a few inroads Melinda has made on your behalf: • Developed relationships with White House officials that helped open agency doors; • Met with top-level agency officials introducing our scientists to govern ment decision-makers; • Created relationships with House committee chairpersons who have supported our issues; • Met with Senate leaders who have helped champion our efforts; • Held thousands of meetings with bi-partisan members of the House and Senate, and • Developed relationships with business support groups and the Small Busi ness Administration. Melinda’s biggest concern is the potential for very damaging industry regulations that are currently in play in Washington.

Matt Russell has worked for the ASA since its inception in December of 2012. As executive director, Matt works to co ordinate efforts between Melinda Norton, Joe Levy and ASA’s federal and state lobby ing consultants, as well as ASA’s legal and PR teams. Over several decades, Matt has developed a historical salon database as well as important industry data that plays an important role in all ASA efforts. Matt’s 40 years of tanning industry experience is also helpful, as he works to support ASA’s frontline team members. • Worked with Melinda Norton, Joe Levy and consultants to develop sci ence-based goals, strategies and tactics for state and federal lobbying efforts; • Created tanning salon outreach initia tives targeting specific state and federal policymakers, agencies, regulators and politicians with call for action requests; • Developed historical industry data to be used for state and federal lobbying; and • Worked to get critical financial, health and business-related information to tanning salons during the COVID-19 shutdown. Matt’s biggest concern today is the con tinued decrease in consumer confidence due to government-driven misinforma tion regarding UV tanning services. The tanning industry is under constant at tack – now, more than ever, ASA needs your support to help keep these attacks at bay. ■

About the ASA Founded in 2012, the American Suntanning Association 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 con sulting team members who specialize in this type of work.

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Epic Sales

TIS THE

SEASON!

By Gina Jaeger-Morris

/ depositphotos.com

Tis the season to start spreading some holiday cheer at your business! Here are some fun ways to celebrate in your salon during the most wonderful months of the year.

Enchant your customers with an eye-catching product display. Don’t jump right into Christmas festivi ties – let Halloween have a chance to shine by brewing up a bewitching display with spooktacular deals to match. Decorate your retail shelves with elements of Halloween to treat your customers’ senses. A little bit of Halloween spirit goes a long way and will help draw extra attention to an awesome product sale. No tricks, just reward customers with treats! To see products fly off your shelves faster than a witch on a broomstick, try giving your customers a treat with every purchase. The more they buy, the more treats they get. Promote product bundles with a build-a-bag potion promotion. Host a Pre-Halloween “Fright Night” event. Halloween is all about bringing people together and looking their best in the fun costumes they picked, and who wants to look ghostly white on one of the most fun holiday nights? Your Fright Night event is a great time to promote UV-tanning packages, and especially spray-tans. Scare up business with social media contests. Since many of your customers will be dressed up for the holiday, why not take this opportunity to hold a virtual costume contest on your social media platforms.

Don’t forget to include everyone in the fun and offer discounts and prizes for the winner. Make sure to ask all participants to like, #hashtag your salon or share the posts to be eligible to win! With the hocus pocus of Halloween out of the way, it’s time to think about Christmas! November 1 marks the start of the Christmas holiday season – so, whatever you do, please don’t wait until the last min ute! Before we know it, we’ll be knee-deep in tinsel and wondering why we didn’t start our promotions earlier. Gift Card Promotions Gift card sales are an easy way to boost seasonal revenue and profits. Here are just a few ideas: ▶ Buy One/Get One Free (BOGO) gift cards ▶ Gift Card Discounts ($80 for a $100 gift card) ▶ “Bonus” gift cards that round up (buy an $80 gift card, get a separate $20 gift card free) Run a “Spirit of Giving” Promotion. I feel everyone would agree, it is truly better to give than receive. With so many people and animals in need, it’s quite easy to organize an event to give back right from

your salon. Consider partnering with other organizations and businesses in your area for these promotions. Here are a few ideas: ▶ Work with a local women’s shelter to col lect donations for basic hygiene supplies. ▶ Partner with a foster care organization for a holiday gift and toy drive. ▶ Support local animal shelters by col lecting pet supplies and donations for medical needs. ▶ Promote a coat drive to help those in need. Add Stocking Stuffers to the reception area. You can never have too many stocking stuffers! Display small sizes of popular tanning and skin care products right near the checkout area. Hide Holiday Cheer in ornaments. Offer every VIP/EFT customer the chance to win coupons, extra rewards, free services and products. Hide coupons in or naments or holiday decorations and direct salon guests to choose one. And of course most importantly, don’t forget to have fun while making your holiday sales season one to remember. If you need assistance coming up with an idea to drive sales at your unique salon, I’m just an email away! ■

About the Author: Joining the Supre/Hempz team in 2006, Gina Jaeger-Morris brings a wealth of sales and marketing experience to her position as Business Development Manager. Known as “Miss Gina” to the hundreds of salon professionals she helps, Gina combines Sun Evolutions product knowledge with solid retail expertise developed from her extensive experience in the indoor tanning, beauty and retail industries. Her unique combination of talents

continues to provide winning sales strategies for salons across the country.

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Lamp Talk with Leif

Sunlamp CoolingZones Long vs Short Leif Vasstrom

QUESTION: What’s the difference between a “long mount” and “short-mount” fluorescent tanning lamp? ANSWER: Today, the majority of tanning system manufacturers are em ploying short-mount lamps in their large (upgrade) beds. When systems are using e-ballasts or e-control systems, it is okay to use a short-mount lamp as the energy supplied to the lamp is highly controlled and there is proper cooling applied to create a cool operational environment. Some stand-up tanning systems (such as Sun Capsule booths) still use the long-mount lamp design, as the units do not always offer efficient cooling to the lamps and they need the built in “cooling-zone” to help temper the lamp’s internal temperature. Also, units with other choke ballasts will typically still be fitted with a long-mount product as they are often supplied with extra voltage in order to increase UV output, creating a situation in which the lamps are a bit “overpowered.”

HO vs. VHO CONSTRUCTION • 80-120W lamps are classified as High Output (or HO). They are always produced using short-mount coil construction in which the coil is posi tioned +/- 1” from the lamp base. • 140-225W lamps are classified as Very High Output (or VHO). They are most often produced using long-mount coil construction in which the coil is posi tioned +/- 3” from the base and isolated via an integral heat shield (see below).

This construction method is required for highly-loaded lamps (+140W) to provide:

• Maximum UV output • Maximum physical life • Maximum usable life

It is possible to modify a short-mount (HO) lamp so that it will work when powered by VHO ballasts. • Certain manufacturers do this be cause they can’t produce long-mount products. • Certain manufacturers do this because short-mount designs are inexpensive. Short-mount (HO) lamps may give ad equate performance in VHO applications, but only if the tanning system is designed to provide rigorous and precise cooling needed by the HO design. Nevertheless, short-mount lamps will never compete with the UV production, maintenance and durability of true VHO products. 

Heat Shield

About the Author: Industry veteran Leif Vasstrom founded Napa, CA-based Supra Brands Group in 2004, and has been at the forefront of sunlamp 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 management program, acquired by SunLync in 2003. He launched the Silver Solar ium equipment line in 1978, and Dr. Müller systems in 1993. In 1986, he helped start Applied Digital (T-Max). In 2011, Supra acquired industry forum tantoday.com as a means to further the message about the positive aspects of moderate UV exposure.

alesmunt / stock.adobe.com

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Lync IT

/ depositphotos.com

W e lc o m e !

By Melissa Damiani Y our salon lobby is the forefront of your business and the manner in which you receive your guests and the experience that you present while they wait for their service is imperative to keeping them coming back time and again. It goes without saying that it is of utmost importance that your staff personally greets each and every guest with a warm welcome as they enter your salon. In addition, believe it or not, the use of technology can be a vital tool in ensuring that the customer service they receive when they arrive at your facility is top notch. Perhaps you’re wondering how this is possible? Well, for starters, who doesn’t love to hear the sound of their own name? I’m willing to bet that each time that you greet your guests by first name, it makes them feel important – like a respected and valued patron of your business. You might be thinking, “I’m terrible with names” or that this is an impossible task, especially during times when you’ve got a line of customers waiting at the front counter. The good news is that you don’t have to have a photographic memory in order to greet your customers by name and make them feel valued! When your guest places their finger on a biometric device, you swipe their driver’s license or you scan their membership card, they aren’t going

to be thinking about the fact that you just searched for their account electronically, and that their demographic information is easily visible to you on the screen – all using the technology available to you at your fingertips. Voila! You’ve just been able

easily visible by guests who are waiting for their tanning/treatment room to become available. Readily displaying the status of your tanning equipment as well as the approximate wait time takes the guesswork out of how long they will be waiting. You can also advise waiting guests of promotions or specials that they might want to take advantage of by displaying a scrolling marquee with this information on the information portal. First impressions are everything – when a guest enters your salon and while they wait to be pampered. Having the right software tools at your disposal will aid in turning those first impressions into lasting impressions and will develop long-term re lationships with your guests by identifying with them on a personal level, making them feel valued and keeping them informed. ■

With the right soft ware tools at your

to effortlessly make your guest feel special by welcoming them to your salon by name. Once a customer has been checked in for their service appointment, your lobby should be inviting and provide a comfort able experience should there be a wait time. Aside from a luxurious environment, they will also surely appreciate transparency and being kept informed of their status. A cost-effective way to accomplish this is to incorporate an information portal that is lasting impressions and long-term guest relationships. disposal, you can turn first impressions into

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

MARKET DURING A RECESSION How to

/ depositphotos.com

By Grant Cardone

A depressed economy or personal business downturn requires that you relinquish any restrictions about your “ideal” or preferred customer. This isn’t a time to be selective with your criteria; you may have to break some of your previous rules for those with whom you do business.

decisions in order to achieve your goal of advancing and conquering during the “contracted” economy. This doesn’t mean you throw your standards out the window; you’re simply readjusting your acceptable criteria during this temporary lull in order to accommo date a wider range of prospects and projects.

These new considerations – and your willingness to work with a broader range of people – may cause you to find yourself opening up to opportunities you’ve never imagined before, expanding your power base, and finding sales and customers you might have missed, denied or overlooked during better times. How far should you take this? It’s up to you. I always remain open to creating new relationships in order to establish new contacts that may one day become regular customers. So, get real during economic contractions, and know that you will have to make adjustments in the way you think, the people with whom you’re willing to work, and how you conduct business. ■

BE PREPARED TO CHANGE PAST DECISIONS IN ORDER TO ACHIEVE YOUR GOAL OF ADVANCING AND CONQUERING DURING THE “CONTRACTED” ECONOMY.

You need to adopt an appropriate game plan to ensure that you advance and conquer when things are tight. What you did yesterday may have worked then, but probably won’t be relevant today or tomorrow, so be willing to open up your customer base to offset any pullback from your normal list. If your typical customer profile has diminished or they have cut their budgets, you will be forced to look to wherever a flow of business could come. When economic conditions change, all of your earlier considerations and actions need to change along with them. Now is the time to be prepared to change past

Ask yourself why you don’t do business in a particular zip code or with a certain de mographic? Start looking for new markets and customers, and spend your energy and resources to determine what you have to do to get them. Forget yesterday and keep all your attention on how you will create a new tomorrow. Reassessing your list of potential cus tomers should be an operating basis at all times, but it’s even more critical now. You need relationships, business flow, action, new relationships and new business. You need to adjust for any loss in opportunities and revenue due to the constraints on the marketplace.

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 leadership, real

estate investing, entrepreneurship, social media and finance. His companies have annual revenues exceeding $100 million. Forbes named Mr. Car done #1 of the “25 Marketing Influencers 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 obliga tion. He currently resides in South Florida with his wife and two daughters.

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Notes from the Road

Holiday Season: Prepare Now, Profit Later

/ depositphotos.com

By Lisa Saavedra

Y es, I said it: Holiday Season. out of the summer months, but the best way to ensure your holiday season is a profitable one is to prepare in advance and execute your plan. This month, we are going to dis cuss ways to get your salon, staff and retail product shelves ready for holiday tanners. Halloween, Thanksgiving and Christmas … Ohh, my! There is a big holiday at the end of each month for the rest of the year. In preparing for these events, I am going to give you examples of how to make these very successful selling times in your salon. Bundling – This is an awesome way to introduce your guests to add-on products. During the holiday months, most lotion manufacturers offer some kind of bogo items or bag deals which incentivize cus tomers to buy lotion and aftercare products together. These are great sets to bring into your salons for many reasons. First, you are teaching your tanning customers about the importance of using aftercare and facial tanning lotions, as well as periodically switching up their tanning lotion. Second, they also feel that they are getting a good deal. When products are bundled together at a discount, consumers are always more apt to purchase because they feel there is more value, which is why you see a rise in “kits” and “value packages” this time of year from most big box beauty retailers. I know it seems crazy to think about the holidays when we are just getting

The best way to ensure your holiday season is a profitable one is to prepare in advance and execute your plan.

Bundling for Gifts – Your salon guests are buying holiday gifts for their family and friends; this is inevitable. The average American spends $1,000+ on Christmas shopping alone. Why not bring some of that revenue into your salon? A lot of people start shopping early, which is why I suggest getting your bundle deals and holi day promotions out there on display sooner rather than later. Offer these buddled lotion packages with gift cards for a set amount. This makes for an easy gift because the recipient gets something to open and you will get a new customer! Don’t forget to reward your customers! Offer a free session upgrade or $10 credit for each bundle package or gift card your current members purchase. What an easy way to generate sales: you reward them for shopping with you. Stock & Displays – This is the biggest mistake I see in holiday preparation: not having enough products on hand. Pick the bundle kits you want to offer and or der an appropriate amount. Making sure you don’t run out will ensure more sales. Also – if your customers don’t know what a great deal it is, then they won’t be as

likely to purchase it. Create a reception counter display for the bag or box deal and frame a festive sign to place next to it explaining what comes in the kit and how much of a value it is. To increase in-store foot traffic, your holiday deals should also be promoted on your social media platforms Whatever special promotions and holiday deals you decide to offer in your salon, make sure your staff is educated and prepared to promote and explain the products and the value of these deals. Happy Holiday Selling!

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

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.

Commit to Your Tan

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Professional resilience is in our DNA

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By Gary Lipman

W ho would have thought we would find ourselves going head-first into yet another global crisis so soon after the pandemic. Just as businesses were getting back firmly on their feet, along came soaring energy bills, interest rate hikes and an escalating cost of living. With electricity consumption one of, and increasingly the largest overhead cost of an average-sized tanning facility, it would be only too easy to understand the mindset of those operators perhaps considering hanging it up after the events of the last couple of years. But here in the UK, where there is undoubt edly a large number of worried business owners across all industry sectors, we are once again witnessing the resilience, flair and determination of the tanning salon operator. The fact that the majority of pro fessional tanning salon owners and operators will be in long-term energy contracts undoubtedly provides them with the welcomed breathing space to see what happens over the next 12-24 months. This does not mean, however, that all businesses are in such a fortu nate position and without any current cap on business energy prices; I am aware of contracts being offered at an increase of more than 400% per unit. There can be no doubt that business es will need to be smarter than ever to ensure they do all they can to keep their overheads as low as possible whilst

experience of their service even better. Every element of the business operation should be put under the microscope and by doing so, this will help ensure customer retention and hopefully, attract new footfall into the salon. Sunshine is certainly not a panacea for all ills but there can be no doubt that it helps. Even at the entry level point of tanning, I think it is fair to say we all

maintaining their professional, quality service to ensure the all-important goal of customer retention. As such, there has never been a better time to think “outside of the box” and whilst investing in the latest energy efficient tanning beds may, at first glance, seem an unusual step to take right at this moment in time, that is exactly what we are seeing salon operators doing, from

As we transition from the outdoor tanning season back to indoor tanning, there has never been a better time to think about the many reasons why people use your services.

feel better with a tan! A bit of controlled sunlight on our skin generally results in an uplift in mood and outlook. And with the challenges that most consum ers will be facing during the coming months, I suggest people doing whatev er they can to help maintain a level of positivity will be of benefit to all. ■

the very largest of chains through to the professional, single-site operators. Not only do the latest energy-efficient tanning systems save significantly on energy consumption, but combined with their inviting, “come and try me” pack of features and benefits, they also provide an excellent opportunity to differentiate from the local competition. And of course, as we transition from the outdoor tanning season back to indoor tanning, there has never been a better time for owners to think about the many reasons why their customers use their services. A focus should also be placed on what can be adapted or introduced to make the quality and

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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Best

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Intentions

By Joe Schuster

S un is Life: What an apropos name for our training program. Through the creative vision of IST Magazine publisher and veteran salon chain owner, Vince Lorraine, the tan ning industry’s leading salon operator certification program was born. Lorraine saw this as an industry absolute: if the

canceled that year. How wrong I was! She explained that they were determined to let the show go on, just in a slightly different for mat. I was asked to deliver our Sun is Life Certification training via video conferencing. At the time, “Teams” calls and similar virtual meeting formats were still in the infancy of mainstream

use during the pandemic – of course, that was sure to change. I agreed wholeheartedly to teach the course.

business of selling sunshine was to survive, an education program was needed – with both in-person and online versions – that could promote the factual message of respon

THE SUN IS LIFE $99 DEAL

If you have ever taken a video class that includes a test, you’ll understand the complexities this presents. Probably the biggest factor as an instructor, is the fact that you don’t receive any instantaneous verbal feedback from the students – such as, perhaps, laughing at an attempt at humor. Look, if you’re going to teach a four-hour class online, there had better be some humor in it! Though many may have grimaced at my efforts, I hope they were received in the manner intended. You make a joke in this teaching format and you will probably hear crickets … nada, zip, nothing. And you just have to move on to the next chapter. I trust that all the salon owners and staff who took the class enjoyed it nonetheless. NOTE: Everyone who took it passed the test. Success! As we forge ahead into another peak tanning season, take a little time to get your team certified with Sun is Life. Our $99 deal is perfect to get everyone on the same page and primed to succeed at their jobs with confidence and professionalism. And if I see you in Nashville at the Four Seasons Expo training session, please enjoy my unique brand of humor. It’s all well intended! ■

sible and moderate UV exposure of fered at indoor tanning facilities. It needed to be based on facts and in strict accordance with the Food and Drug Administration’s guidelines for sunbeds and sunlamps.

is perfect to get everyone on the same page and primed to succeed at their jobs with confidence and professionalism.

As Sun is Life director, I’ve had the pleasure to be involved in the ini tial stages of the online program and to be the instructor for the classroom version offered at annual industry trade events. I’ve been coast-to-coast (and many places in between) spreading “the word” through this certification program. At the end of this month,

Four Seasons National Expo “Beyond Limitations” will be held in Nashville, TN. Once again, Sun is Life has been chosen as the pro vider of a salon operator certification class. Even through the early stages of the pandemic which shut down so much of our industry, Four Seasons resolved to keep their show going, albeit with a pivot to an online presence. I recall being con tacted back then by Sheila Routon, Four Seasons Marketing Man ager; I assumed she was calling to inform me that the expo was

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As

FOCUS ON THE CUSTOMER & EMPLOYEE EXPERIENCE TO TRANSFORM YOUR BUSINESS

busy leaders and business owners, you are faced with a seemingly endless list of things to do to keep

your business operating and an ever-increasing list of ideas on how to improve your business. However, you are encouraged to throw out the hundred plus to-do items and ideas; instead, focus on the experi ence you deliver and start with these three funda mental steps.

The three fundamental steps are: 1 - Define the Promise; 2 - Measure the Gap(s); and 3 - Share the Stories

But before unpacking the steps to improving the experience to transform your business, let’s clarify a couple of important elements. Firstly, the term experience, in this context means the customer experiences, the employee experiences, the experiences that you promise, and ultimately, the ones you deliver. You may even make experience promises about your brand and products but for now, focus on Customer and Employee experiences. Also, as you will quickly understand, the singular experience, the transaction, is just as important as the plural, collectively experiences. Finally, before you get to the three crucial steps to focus on, let’s be clear the customer and employee experience, does not mean hugging your haters, nor does it mean surprising your customers/employees with champagne and caviar. →

By Jason S. Bradshaw

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deliver within the promise, then start measuring the gap of the next promise. However, if you aren’t delivering on your main promise, then your mission is to focus on closing the gap, every day being 1% closer to delivering on your promise. If you are wondering where to start to measure, it is as simple as asking your customer/employee “Did we deliver on (insert your promise)?”. Then follow up by asking what was the impact of us delivering/not delivering as expected? Step 3 Share the Stor ies Companies worldwide send out surveys, and you probably will too, as you measure the gap. But don’t be one of those companies that send out surveys and then keep all the data locked up. The power of step 3, Share the Stories, is in sharing with your team and cele brating the impact of delivering on your promise. The celebration of delivering on your promise reinforces what great looks like and the behaviors required to achieve success. However, it is also important to share, just as broadly, the stories and the impact on customers when you fail to deliver on your promise. This not only reinforces the value of delivering on the promise, it provides a clear coaching point. An opportunity to identify, and fix, what processes, systems or tasks create the break in delivering on your promise. By following these three steps you will build a business that has loyal raving fans, a business that continues to evolve, stays relevant and grows. ■

Each of these steps applies to custom ers and employees equally. If you don’t know where to start, start with your employees’ experiences. Investing in improving your employees’ experience will undoubtedly result in increased productivity and improved customer experiences. Step 1 Def ine the Promise Ok, step 1 actually comes in 2 parts and starts with defining what you mean by the words customer/employee experience. Defining what you mean by the term(s) and ensuring every Team Member understands it, is crucial. Part 2 of step 1 is to define what you promise to deliver for your customers/employees. Every day people check in to 2-star hotels, and fly low-cost airlines, while at the same time people are checking-in to 5-star hotels and flying first class. In both instances, there are companies that make a profit and those that don’t; the difference is clear. Some companies compete on price, and others, who win, win by delivering consistently on the experience that their ideal customers are drawn to and are willing to pay for. So don’t be afraid of defining your promise and sharing it broadly, there are customers who will choose your company, and your promise over your competitors if you deliver on your prom ise consistently. But beyond prospects and customers being drawn to your promise, the super power of defining your promise is that every Team Member will understand that above all else their priority is to deliver on the promise. Step 2 Measure the Gap(s) So you’ve defined what you promise to deliver to your customers; there may be multiple promises, and now is the time to measure the gap between the prom ise(s) and the reality. To get started, just measure the gap between one of your promises. Your main promise. For example, if you promise to deliver your product within 24 hours, start measuring how often you actually deliver within 24 hours. If you 100% of the time

The three fundamental

steps are: 1 – Define

the Promise; 2 – Measure the Gap(s); and 3 – Share the Stories

About Jason S Bradshaw

Jason started his first busi ness at the age of 14, differ entiating himself by the ser vice he provided. For the last 3 decades, he has worked with some of the world’s most

recognizable brands, improving the experience to transform the business. Jason is a best-selling author and is considered a global guru on cus tomer experience and a leading authority on expe rience management. www.jasonsbradshaw.com

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