Attention, salon operators:
your favorite product providers offer a veritable gold mine of sales and marketing assistance – to tap into it, just call and ask for the friendly, “Traveling Trainer”!
The educators on staff at many of the industry’s top product manufacturers are more than happy to share their expertise with you and your staff. Each year, this merry band of sales gurus hits the road with one goal in mind – to help bring more people through your salon’s doors so you can sell more products, memberships and sessions. By sharing knowledge that goes far beyond product info to include an abundance of sales and marketing expertise, they can help you take your business to the next level.
If you and your staff need a little help in the product sales department, now is the time to get it! These days, many manufacturers have at least one or two traveling trainers on staff, and each has their own unique approach to educating tanning salon pros. ist Magazine wants to introduce some of them and offer a glimpse of each one’s training style. We encourage you to get to know these “Road Warriors” because they’re ready, willing and able to help you.
So, without any further ado, let’s meet the trainers!
- Name Kayla Brodie
- Company Devoted Creations
- Title National Sales Trainer
- Time “on the road” 4 months
Spending 15 days per month as a traveling trainer, Kayla Brodie is still earning her wheels, so to speak; but she’s already showing a lot of heart.
Although relatively new to her position with Devoted Creations, Kayla sees the importance of being an advocate for her salon operator clients. “I try to go into a training session with a very positive attitude,” said Kayla. “I feel like that, combined with an open mind and an upbeat personality, are the keys to success. Also, rather than always doing the exact same training, I try to customize it based on each salon’s particular needs.”
Kayla says she’s already experienced the feeling of pride a trainer gets from a job well done, and she finds this feeling quite rewarding. “I always feel accomplished when a salon owner or manager tells me how happy and excited the staff is to sell more lotion after I’ve trained them!” she exclaimed. “I feel most successful when I spend an entire day at a salon, working one-on-one with the team to help improve their selling techniques. Usually, by the end of the shift, they’re more confident and eager to help their guests.”
Being on the go means eating on the go, which is perhaps the only drawback Kayla sees to being a traveling trainer. “I definitely miss good, home-cooked meals,” she said.
- Name Susan Carlton
- Company New Sunshine Brands
- Title Senior Salon Trainer
- Years “on the road” 10
With more than 150 days travelled each year for a decade, Susan Carlton has helped a veritable army of salon professionals. No wonder she’s a natural!
Given her highly personalized and effective training style, the “Lotion Whisperer” might be an appropriate nickname for Susan. “I try to observe and assess the strengths and weaknesses of a salon’s staff and find out what their goals are so I can create an individualized training program for them,” she said. “Listening to what they are saying and what they are not saying, along with observing their body language lets me know what techniques to use with the staff. We also use humor and stories, so everyone is glad they attended the sessions and remembers what they’ve learned.”
Inspiring salon staff to have the confidence needed to sell higher-end products is not a struggle for Susan. “I teach them how to believe that higher-end lotions are worth the price difference,” she said. “I’ve asked a group to stand in front of a full length mirror and watch themselves say the price out loud – no one wanted to do it at first; but, after a few brave people tried it, they were amazed when they saw what their body language said to the customer. Three trainees texted me the next day to say they had sold lotions priced in excess of $100 during their very next shift!”
Susan says that when she’s traveling to tanning salons across the country, it’s her family that she misses most.
- Name Megan Danser
- Company New Sunshine Brands
- Title Salon Trainer
- Years “on the road” 6
Megan Danser doesn’t know how many days she spends on the road exactly; but, it’s enough to have her DVR 92 percent full when she gets home!
Anyone who’s attended one of Megan’s training sessions knows that she brings a lot of enthusiasm to her job. Some might even say that this little lady can almost be heard passionately describing New Sunshine’s many tanning products from halfway down the street! “When I train a salon’s staff, I try my best to bring high energy, excitement and motivation to everyone there,” she said. “Product knowledge and customer service training are effective if they’re mixed with stories, positivity and encouragement. That’s my goal every time.”
Knowing that she was able to help a salon professional become better at what they do is what Megan finds most rewarding. “I recently trained a favorite salon of mine and introduced a new method for handling customer objections and tough questions,” she said. “Afterward, I received emails from some of the best tanning consultants in the country who said that they felt more confident and more prepared to tackle the ‘tough stuff’ in a professional way. That made my day!”
While she has her DVR to record all her favorite “Bravo TV” reality shows while she’s gone, there are some aspects of home that Megan longs for while traveling. “I miss my husband, my kitty and my sweet doggie a lot,” she said.
- Name Scott Eggers
- Company New Sunshine Brands
- Title Senior Salon Trainer
- Years “on the road” 15
Traveling 200 days a year could make Scott Eggers the “King of the Road”; but he’d rather be known as the salon owner’s advocate.
When training salon staff, Scott Eggers places a strong emphasis on retail sales, and it’s no wonder why – it’s how salon owners earn some of their biggest profits. “My approach is to provide the information they need to be confident in their role. I teach them to take only the information that will help make a connection and lead to a sale, then use that,” he said. “Offering a customer too much or confusing information is the surest way to lose the sale.”
As a trainer who gives so much of himself to his salon clients, Scott says it’s always rewarding to get a little recognition along the way. Such a thing happened for him recently when he received a huge compliment from the staff of a large salon chain. “This particular client recently came back to New Sunshine’s brands after trying something else for a short period of time,” he said. “I was honored that one of the main reasons they gave for coming back was that the other manufacturer’s trainers didn’t provide the same level of education that I did.”
The things Scott misses while traveling can be summed up in one word – nothing. “I’ve been doing this for so long, the road is my life!” he exclaimed.
- Name Gina Jaeger-Morris
- Company Supre Tan
- Title Business Development Manager
- Years “on the road” 6
While traveling about 160 days a year is Gina Jaeger-Morris’ idea of “slowing down”, it still allows her to educate many salon professionals.
Known affectionately as “Miss Gina” to her many friends in the industry, Gina is also known for tailoring her training to each salon owner’s specific needs. “No two salons are alike,” she said. “They all have different needs and are incredibly unique in their own way. The first thing I do is ask a multitude of questions to gain the information I need to create a successful training plan. Once I establish a relationship with the owner, manager and staff, I proceed to develop a custom plan suited to their specific needs.”
Being on the road for so long, Gina has had the opportunity to help many salon owners. “My most inspirational experience happened three years ago, when I helped some salon owners who were on the verge of closing their doors,” she said. “After working with their team for three months, we were able to see great results and the owner was able to invest in keeping the salon open. Now, after three years of hard work, they’ve had their most profitable two years, with 2012 already record-breaking, so far. They’re even preparing to open a second location in 2013!”
Being on the road keeps Gina away from her entire family – her husband Patrick Morris, and their three puppies, Chuck, Izzy and Max. “I miss them terribly!” she exclaimed.
- Name John P. Johnson
- Company Supre Tan
- Title Senior Training Specialist
- Years “on the road” 5
Each year, John P. Johnson spends about 300 days on the road… and he loves every moment of it!
John’s larger-than-life personality continues to light up salons and symposiums across the country, much to the delight of tanning salon professionals. “My approach to salon training is to make it both fun and informative,” said John. “I want the staff to see how much this industry means to me and all of us at Supre Tan by showing our passion and drive and dedication to them and their success. This comes out through my joy for what I do and the people I work with throughout the world.”
Johnson is proud to say that he doesn’t have one favorite salon success story, he has many. “Each day, I’m proud to know that Supre Tan continues to support our industry and every salon we work with, and that, together, we’re making a difference,” he said. “We have supported, encouraged, trained and developed tanning salon pros across the country and, big or small, they are all successes. I’m blessed to share that with everyone I encounter each and every day.”
Spending so much time on the road, John misses a very special housemate – his cat, Tate. “I love what I do and I’d never give it up; but, my baby is home without me, and I look forward to the cuddle time we have when I get back,” he said. “Also, being away from the Supre Tan team makes me appreciate our time together all the more.”
- Name David McFarland
- Company Performance Brands
- Title Galactic Sales Trainer
- Years “on the road” 5
Talk about a “road warrior!” David McFarland spends 140 days per year on the highway, and another 140 on the Information Superhighway, all to help salon professionals succeed at sales.
When it comes to educating salon owners and staff, David is always sure to bring his “A-game.” “Good sales training is about helping people discover their strengths, then showing them how to apply them to selling products,” said David. “When they feel awesome about themselves, they’ll be willing to drive up salon profits 100 percent of the time. I also back up what I teach with extraordinary connection and sales skills with real, live salon customers, and always keep some crisp $50 bills in my pocket to reward effective salesmanship. Let’s just say that I’ve parted with quite a few fifties!”
One of the most important things David has ever taught a salon owner – don’t let your past ruin your future. “I watched this owner take a bad sales month out on the staff, then saw the staff treat the guests the same way,” he said. “I took the owner aside and gave him my opinion on what I saw and advised him that if he didn’t want the next month to be down even more, he would need a different approach. He has lived by those words ever since, and watched his numbers go steadily up since last summer.”
When he’s on the road, David misses his fiancée Ashlyn, daughter Marissa and son, Alexander.
- Name Lisa Parsons
- Company Devoted Creations & Ed Hardy Tanning
- Title Director of Sales & Education
- Years “on the road” 4
Last year, Lisa Parsons was on the road training salon pros for more than 200 days. How’s that for dedication?
Lisa’s previous job experience makes her a natural for training tanning salon owners and staff. “I’ve worked in tanning salons for six years, and I believe that experience gives me the ability to help every staff member maximize their potential,” said Lisa. “I focus on sales techniques that worked for me, and I explore salon promotion and marketing ideas, as well as employee incentive programs. And then, of course, I provide sales expertise for the products I represent!”
When it comes to “success stories”, Lisa doesn’t like to take any credit because she believes every salon’s staff has the potential to be successful. “If I had to pick a time when I contributed to the success of salons it would be when I worked side-by-side with the salon sales staff,” she said. “By getting involved at various customer appreciation events, I’ve helped many salon employees learn to sell lotion and get their clients to try products and add-on services. I feel successful because I not only helped the salon make money, I got to educate the end user on our products.”
Like many salon trainers, Lisa misses home while she’s out on the road. “It’s a three-way tie between my dog, my boyfriend and my own bed!” she said.
- Name Laurie Retzlaff
- Company Stay Tan North
- Title Office Manager/Norvell Specialist National Trainer
- Years as a trainer 12
When it comes to helping salon owners become spray-tanning success stories, Laurie Retzlaff is happy to give her all.
An Office Manager at Stay Tan North, Laurie also trains salon staff on how to apply a Norvell Sunless airbrush tan. “Running my own successful spray-tanning business has made it easier for me to relate to my students,” she said. “I know the fear of investing in something you’re not quite sure of, as well as all the ‘what ifs’, ‘should I haves’ and ‘what did I get myself intos’ that come with it because I’ve been there, too. My students also know they can always call me with that ‘OMG’ question about the spray-tan session that didn’t go just right.”
When it comes to salon success stories, they don’t get much better than Laurie’s. “A client who purchased the Norvell system from me about five years ago just called to thank me for getting her into spray-tanning,” she said. “She had just done her taxes and added additional $45,000 in sales, all generated by Norvell airbrush sessions. When she told me that, we first started laughing – because it was like pulling teeth to get her to start spray-tanning – then we cried when we discussed how much it helped her get through the off-peak months.”
As a trainer, the relationships she’s developed are what Laurie enjoys most. “Many of the people I’ve helped over the years have become lifelong friends,” she added.
- Name Toni Rodriguez
- Company Future Industries, Inc.
- Title Senior Salon Concultant & Norvell Specialist Trainer
- Years as a trainer 2
Future Industries clients looking to add custom spray-tanning to their salon’s menu should feel fortunate that Toni Rodriguez is there to help them.
Education is important, especially when it comes to a service such as custom spray-tanning. This is why Toni makes herself available to all her clients. “At Future Industries we host Norvell University Basic and Master classes once a month in our facility and travel to out-of-state venues,” she said. “If someone takes our Basic Certification and feel they need just a little more training, we make arrangements to visit their salon and provide additional training with our Step Up Program. This program is the only one of its kind in that it is driven by our clients’ individual needs and timeframe.”
As a trainer, Toni measures her success by the successes her clients achieve. “A new salon owner had many requests for spray-tanning but wasn’t sure it would be worth the investment,” she said. “We scheduled a ‘free-spray-tanning day’ at her store and she was completely overbooked with clients, which sold her on the idea. She recently shared her gratitude with me, saying that the addition of spray-tanning generated enough revenue to allow her to spend more time with her family this summer. Feedback like that makes our efforts meaningful.
“I love watching the process of someone applying their first spray stroke to becoming an accomplished spray-tan artist,” she said. “I also love hearing the positive feedback.”
- Name Samantha Turner
- Company New Sunshine Brands
- Title West Coast Salon Trainer
- Years “on the road” 8
About 200 days each year, Samantha Turner is not only training tanning salon staff, she’s also helping to change their lives for the better!
Known for motivating salon staff to do their best, Samantha’s training provides the boost of confidence that tanning professionals need to be effective behind the counter. “This season, I’ve focused on my training being the initiator of conversations with the tanners,” she said. “I have also focused on making sure the tanner feels appreciated. When that awkward silence presents itself at the counter, I tell trainees to simply look at the tanner with a smile and thank them for choosing their salon. It makes the tanner feel appreciated, and when customers feel appreciated, they spend money.”
While Samantha considers every training session to be a success story, some successes are bigger than others. “In years past, I have centered my training classes around who the tanner is; but this year, my approach was to focus on the consultant and build their confidence, which gets them motivated to sell,” she said. “I spent time making them feel great about what they do and what they can achieve, and had an overwhelming amount of thank yous, hugs, and even tears of appreciation. I consider that a huge success!”
A newlywed, Samantha misses her family – husband Gerald, and sons Josiah and Daylen. “They are my everything!” she exclaimed.
- Name Sarah Walker
- Company New Sunshine Brands
- Title Senior Training Team Leader
- Years “on the road” 10
Traveling 160 days out of the year provides Sarah Walker with plenty of time to educate, and learn from, the many tanning salon professionals she trains.
Being on the road for 10 years has given Sarah lots of training experience, and with that experience comes wisdom. “Over the past decade, my approach to training has changed so much,” she said. “I have found that not every salon, manager, nor employee has the same scenarios, challenges and goals, so I try to approach all trainings with a clear picture of what solutions we can come up with together. I learn so much about being a more effective educator from the staff I train on a daily basis.”
As Senior Training Team Leader, it’s Sarah’s job to motivate the many salon staff members she trains throughout the year. Ironically, it is she who is often inspired by these dedicated tanning operators. “What empowers me is when I have follow-up trainings and the staff knows their stuff,” she said. “There is nothing more gratifying than knowing you’re making a difference with what you do!”
“When I’m on the road, I miss my family,” Sarah said. “Waiting for me at home are my daughter Madelyn, 3, my wonderful husband Matthew, who’s also an excellent father, and my six-year-old Chocolate Lab, Lilly. They all give me the drive to go out and do what I love to do, knowing I will always be home soon.”
- Name Wendy Whitman
- Company MR International
- Title Independent West Coast/Canadian Sales Rep
- & U.S./Canadian Training Executive
- Years “on the road” 4
Wendy Whitman hits the road 125 days each year to show salon professionals how to sell MR International’s products … and so much more!
When it comes to training salon pros in MR International lotions, Wendy’s approach is quite simple. “Instead of telling them what they need to do, I show them the how-tos of selling,” she said. “My seminars are very interactive and feature stories that relate to the point I’m trying to make, and there’s a lot of role-playing and skills that salon staff can take with them in whatever sales career they may have. I also enjoy learning about their specials, packages, equipment and using that lingo during my presentation.”
During her four years at MR International, Wendy has collected plenty of success stories. One of the biggest is about her opportunity to influence 500 salon owners and employees at a symposium hosted by one of Canada’s biggest distribution companies. “It was a tremendous honor and compliment when several salon owners and their staff shared how they had tried my techniques and they really worked, and that they were back again to see me and learn more,” she said. “I love working with salon staff because they’re the frontline and the VIPs in our business.”
With a total of 14 years as a traveling trainer, Wendy sometimes feels a bit road weary. “What I miss most are all the activities and special occasions with family and friends,” she said.
