A new year can mean a fresh start, both personally and professionally… but can your salon thrive in today’s marketplace?
We’ve said it before, but it bears repeating: the days of making easy money in indoor tanning are long gone. Unlike 20 years ago, there’s a tanning salon on nearly every street corner these days and the competition has made indoor tanning a buyer’s market. It could also be said that fewer people are tanning these days, something anti-tanning media hype has a lot to do with. Add in increasing tanning regulations at the Federal and state levels and you have a playing field that’s decidedly stacked against most salon owners earning record profits. And yet, despite all this doom and gloom, there are still plenty of salon owners – both big and small – who remain successful.
Looking at a cross-section of salons of all sizes, some identifying factors come to the foreground. When put together, these various and sundry pieces form a blueprint of sorts that shows what tanning salon owners need to succeed in today’s challenging marketplace. Yet even with this blueprint laid out before them, there will still be those who refuse to use these techniques and best practices that are helping so many of their colleagues across the country. It’s a shame, too, because any tanning salon owner can be just a few good decisions away from enjoying the very success of which they dream.
The marketplace and the industry have changed, so strategies that worked ten years ago aren’t as effective these days.
Attitude is Everything
You have to be in it to win it to succeed in today’s marketplace. Salon owners who can stay positive in the face of adversity, as well as those who are open to new ideas, are the ones who will continue to be successful. In other words, the adage “attitude is everything” definitely applies.
When it comes to enthusiasm for the sun biz, few are more excited or motivated than Brad Blair, owner of Pacific Tanning in Selden, NY. No matter what he reads on social media – a fellow salon owner having to close their doors, etc. – he doesn’t let it get him down. Admittedly, his positive and highly-motivated focus took some time to achieve, but the results, he says, are well worth the effort. He explained, “Realizing that there’s no room for failure is my biggest incentive to remain positive. No matter what’s going on in the industry, I always stay focused on my salons, my staff and my lotion line; it’s all about the big picture.”
The marketplace and the industry have changed, so strategies that worked ten years ago aren’t as effective these days. Seems like common sense, right? Unfortunately, there are some salon owners who refuse to get with the times, says John Farr of The Power Group. “My most successful clients are the ones who are open to new ideas. They’re able to take constructive criticism about their current business practices and are enthusiastic about changing them into winning strategies.” Farr added that successful salon owners are also those willing to listen to suggestions from their tanners and their staff, both of which can be great sources of information. “It’s always best to keep an open mind,” he commented.
Mix it Up!
We live in fast-paced times. Today’s tanners expect a deeper, darker tan in half the time it took them to develop it a decade ago. If you want your salon to thrive, you need to accommodate this demand, which means possibly updating the equipment you already have. Yes, it will cost you both time and money, but there’s an upside: premium tanning sessions demand a premium price.
“Equipment with 20- to 30-minute tanning times are rapidly becoming a thing of the past,” said Rob Quinn, CEO of Tan Pro USA. “In today’s market, what would’ve been considered a level-two unit – a sunbed with 30 lamps, multiple facial tanners and a 15-minute maximum session time – is now entry level. Units such as these should make up one-third of a salon’s equipment mix.” Rob added that a third of a salon’s equipment should be mid-level VHR tanning units that are wider than average and have a 12-minute tanning time, with high-pressure units and sunless spray-booths making up the remaining third of any salon’s offerings.
Michael Blore is another salon owner who believes in the importance of updating equipment to satisfy today’s tanners. When he opened his first California Sun salon 23 years ago, he says the average equipment mix was 80 percent level-one units and 20 percent upgrades. Now, that percentage is reversed, which means some major reinvestment for his 26-store chain. He’s fine with this, however. “My tanners want optimum results in less time, both in session minutes and salon visits,” he said. “Updating that many units for that many stores takes time and money but I’m willing to reinvest in my business to make it the best it can be.”
Membership has its Privileges
All of the biggest and fastest-growing salon chains have one thing in common: they all offer EFT memberships. To further the case for EFTs, the owners of these salons all say that this tanning membership type has helped build their businesses. Yet even with all these endorsements, there are still some salon owners who are fearful of implementing these programs. If you want to be a salon of the future, then you need to start offering EFT stat!
Every salon owner needs to be offering EFT memberships says Rob Quinn (Tan Pro USA). “Most of the objections to offering these memberships come from salon owners,” he commented, “not their customers. When a salon does EFT the right way – making it the most affordable tanning option on their menu and including many benefits – tanners can’t help but want this option because it makes the most sense to them.” Rob began offering EFT memberships in 2001 when he had four tanning salons. Today, there are 44 Tan Pro USA locations.
Michael Blore is a believer in EFT and his 23-store California Sun salon chain is a testament to the success of this membership type. For the past three years or more, he’s preached the “EFT gospel” at trade events and has some strong words for anyone yet to become a “convert.” Blore said, “What I hear most from salon owners is the fear that their tanners won’t want to share their financial information with the salon’s staff. What they might not realize is that they’re already doing this with their gym memberships and other services they purchase.” He added that there are far fewer of these objections than some salon owners might think, and that a well-trained staff can easily overcome them.
There are far fewer client objections to EFTs than some salon owners might think, and a well-trained salon staff can easily overcome them.
Certified Salon Professionals
Veteran salon owners all understand the importance of having a well-trained staff. This is why many of the biggest salon chains and franchises have developed their own intensive training programs, and new salon owners are turning to Sun is Life® to help transform each employee into a competent and confident tanning professional.
The importance of Sun is Life training was recently experienced by Kayla Martin and two of her employees at Glow Tanning Salon & Spa. After learning about everything from skin-typing to the importance of not making medical claims about UV tanning, Kayla says she’s noticed a difference in her staff members. “They’re much more confident now,” she said. “I see it most when they’re interacting with our clients and answering questions; they come across as more knowledgeable and there’s no second-guessing themselves.” Kayla added that earning Sun is Life certification was a very worthwhile investment, as it’s helped solidify her staff’s reputations as the go-to tanning experts of Brookhaven, MS.
Diversify, Diversify, Diversify
Indoor tanning has always been a seasonal business and that’s not likely to change anytime soon. What is changing is the way salon professionals are dealing with the peak/off-peak nature of the sun biz. Whether it’s adding sunless tanning, spa or beauty services – or some combination of them – more and more tanning professionals are finding success all year long through diversifying their services… and you can, too!
Sunless tanning is an absolute must-have for every salon, says David Welch, co-owner of Saule Tanning Salon. In fact, Welch says he believes that it’s been this way for the past decade. “My wife and I bought our custom spray-tanning unit about nine years ago and we can’t imagine doing business without it,” he commented. “It offsets the seasonal aspect of this business like a champ and it brings in clients that we wouldn’t have seen otherwise!” David’s wife Misa is Saule Tanning’s sole spray technician and she’s developed a loyal following among the beauty pageant and fitness competition community. David says his wife also has many long-term clients who purchase sunless memberships to use throughout the year.
With hair, nails and other beauty services to complement its tanning menu, Naked Sun is a one-stop shop for many clients. These services also keep people coming back throughout the year, says co-owner, Jodi Dennison. “Our hair clients come back every four to six weeks,” she explained, “while nail clients visit about every two weeks. Having these services definitely keeps us busier than we were when we just offered UV tanning.” Jodi’s daughter Mary says it’s best to do some research to find out what other area businesses are charging for the same services, adding that it’s also good to find out what services are missing in your community. “These are the services that there will be a need for,” Mary added, “and it gives you the chance to be the first to offer them.”
Who you know is just as important as what you know, especially in the tan biz. A good relationship with your distribution company might just save your business.
Networking
Who you know is just as important as what you know, especially in the tan biz. This is why many salon pros see the value in forming solid relationships throughout the industry. In no uncertain terms, having the right friends can be vital to your salon’s long-term success.
Jodi Krenz of The Tanning Studio swears by her relationship with a major lotion manufacturer’s sales rep. After meeting the popular trainer at an industry event eight years ago, the rep has done on-site training at the salon twice a year, as well as Webinar sessions. “The first couple of years, she really helped us with a lot of promotional ideas,” Jodi explained. “At the time, I had all these thoughts running through my head like, ‘This won’t work,’ or ‘What if it doesn’t work?’” In the end, Jodi made the decision to follow through with her lotion rep’s suggestions and all of them turned out to be highly successful promotions. “Relationship-building is key!” she added.
A good relationship with your distribution company might just save your business, says Traycee Vance of Campus Tan. “Three years ago, she found herself lacking some of the knowledge she needed to operate her salon successfully. Thankfully, she has a helpful distributor rep. Traycee explained, “She took the time to answer many of my questions over the phone and she even sent an equipment maintenance person to my salon to do a walk-through on all the tanning units.” Throughout the process, Traycee learned a few things as well, including how to change sunlamps and acrylics. She recommends that every salon owner take the time to develop a relationship with their distributor. “It definitely helps!” Traycee added.
Is That All?
So having a positive attitude, the right equipment mix and EFT memberships – along with a well-trained staff, add-on services and networking skills – is all it takes to succeed? Yes… and no. While implementing these things will definitely improve any salon owner’s business, there surely must be other things that salon owners can do to improve their chances for success. Marketing and promotions strategies weren’t mentioned and neither were customer service skills, yet these two things play HUGE roles in a salon’s day-to-day operations. What else is there? We at ist Magazine would love to know! If there is something that you strongly believe every salon owner needs to have, utilize and/or possess in order to thrive in 2015 and beyond, drop us a line. Until then, happy New Year… and stay sunny!
ist Magazine would like to thank all of the tanning professionals who contributed to this article. ■
