ist magazine September 2022

(L-R) Team Sun Seekers includes Manager Megan Lozouski, Julianna Berube, Owner Bob Ashe, Emma Storey and Erika Shea.

IST: Challenging times for sure and glad to hear you’re rolling with the punches. Let’s move on. Dealing with difficult customers can be tricky, and an important topic of the Sun is Life training program. Give us an example of a tough one you overcame and how you did it. RA: A customer came into our salon de manding to go full-time in a UV bed for his first session. He insisted that he had been tanning indoors for 40-something years and knew his skin could handle it. Our staff tried to explain the tanning process and how it takes time while also showing that we understood his needs. After a fairly heated conversation, we negotiated a session time we felt was appropriate, but long enough to satisfy him. A few days later, he came back for a session, didn’t say a word about it but asked to decrease his exposure time. IST: Ah, the old “customer learns lesson” deal. Nicely done! The Sun is Life Certifi cation course asserts that salon staff should never allow the guest to dictate their tanning time. Speaking of Sun is Life, you told me earlier that you enjoyed the program. What insights did you gain from the class? How important is it to have a staff that is fully trained with Sun is Life? RA: It is extremely important to have a fully trained staff so that we can all be on the exact same page with protocol and correctly educate our guests to ensure they

IST: I’ve always felt that websites can provide static, solid info and social media is much more fluid and evolving. I’ve seen both your website and social media page, both of which are very well done. Which has the bigger influence on your marketing? RA: We find that although the website is where our customers get the most information, it’s more like our billboard. Our social media activity has a bigger influence on sales. ML: We’ve always had a lot more fun doing social media and work to get our customers involved. This year, our Valentine Special was just fantastic. It seemed like I was responding almost around the clock to inqui ries. Our customers just loved it! IST: Timely special deals seem to ignite clientele. Who doesn’t want a good deal? Alright, let’s wrap this up with some goals. Where do you want Sun Seekers to be in the next 1-3 years? RA: Joe, we certainly want to diversify our business, taking advantage of all the spa ser vices that mesh well with this industry. We also plan to refine our marketing strategies. Well, there you have it. Congrats to Sun Seekers on being our Salon of Distinc tion for September and all the best to you in the future! 

are getting the tanning results they are looking for. A properly trained staff always brings happier customers. We also gained more insight on the way lotions interact with your skin and the tanning process. IST: The tanning industry has many times been in midst of challenges; i.e. the negative media coverage, state regulations, the econ omy and others. What has been your biggest hurdle to overcome? RA: I’d say the biggest challenge has been addressing the negative stigma surrounding the tanning industry. That is where proper training and education plays a big role in guiding initial conversations with guests and teaching about tanning in moderation. IST: So, Megan – let’s talk about demograph ics. You mentioned that you have a more mature clientele. How does that factor into the mix of UV, sunless tanning and airbrush services on your menu? ML: Our UV tanners enjoy the process and are more willing to try sunless – kind of a mix-and-match concept. However, our spray-tan customers tend to be there only for the sunless method, but that’s largely due to their skin typically being a Skin Type I. They want the tanned look, but can’t get UV exposure without burning whether indoors or out. Hey, we’re more than happy to offer them what they want!

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