Dear Readers,
We’ve all heard the old saying, “Make hay while the sun shines!” Tan biz veterans know that this is the time (for most) to capitalize on the industry “prime time” and with solid planning and marketing strategies, you can convert these seasonal opportunities into long-term cash flow. The economic challenges continue for small businesses everywhere. While our industry has shown resilience time after time throughout the last four decades, counting on the springtime rush to carry you through the slow months is typically not a successful strategy. We’ve got the expert info you need!
This month, contributors Melissa Damiani and Lisa Saavedra offer tips for locking in seasonal tanners by incentivizing loyalty and promoting recurring membership sales. Be sure to check out “Lync IT” and “Notes from the Road.”
From across the pond, “UK View” writer Gary Lipman of JK Group discusses the importance of all industry professionals embracing their role in educating salon guests about responsible tanning. Robust salon traffic presents the opportunity to make an impact!
The issues of responsible tanning and sunburn prevention have driven the work of our “7 Questions” subject – Joe Levy, the Executive Director and Director of Scientific Affairs for the American Suntanning Association. He’s been on the front lines advocating for the tanning industry for over 30 years. We found out a couple of things you’d never guess about Joe … read that and more on pg.10. Lots of solid business info also in this issue – marketing, management and customer service.
While this season can be challenging for salon operators – retaining staff, training new-hires, keeping them motivated – it’s crucial to make the guest experience your top priority. Is your staff prepared to represent your business as a professional tanning facility? They might just need a higher level of confidence in their skills and industry knowledge. It’s easy to make it happen with Sun is Life® Training & Certification; just ask Laura Bouchelle, owner of this month’s Salon of Distinction (see pg.12). We’d love to feature your salon! Now is a great time to equip your new-hires with consistent training that provides the confidence they need to deliver superior guest service, succeed at product sales AND enjoy their jobs. Happy staff means less turnover and happy guests – happy guests are loyal to your business! Check out sunislife.com for details.
Make the most of May!
Thanks for reading,
