Dear Readers,
This time of year presents fantastic sales opportunities for salons! A few of our expert columnists offer ways to capitalize on the holiday shopping season – great stuff, as always.
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On that note, I recently chatted with a successful industry veteran, who told me that while our magazine has an impressive quantity of content – more than twice that of our competitor – he doesn’t believe any of it is relevant to him, it’s not “on his level,” and there’s nothing he can learn from a tanning trade publication. I told him that he’s so wrong! I get feedback from members of every industry sector about how they found something in IST that gave them an idea for a new concept they can implement. I frequently brainstorm with industry veterans and always learn something – and there are few with more experience than me. In particular, those who are new to the business find our magazine extremely informative.
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While folks with decades in the industry under their belts are knowledgeable about the tan biz, some have been on “auto pilot” for a long time and can benefit from a new point of view about salon operation. And, what about the managers and staff at those salons? I guarantee that most of the Millennials on your team are not particularly business-savvy. So, we hope that salon operators share our articles with their team to augment their internal training procedures, and provide topics for discussion during team meetings. If you don’t do this, you should.
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I’ve been beating the “training drum” for years – it’s the key to taking your professionalism and profits to the next level. Our Sun is Life® Training and Certification program is easy, effective, accessible and very affordable. We’re extending our offer of $99 to train your entire team – what are you waiting for? Employees always do better at their jobs when they have the proper tools. The industry voted Sun is Life® the Favorite Salon Operation Product/Service for 2017 – you owe it to your business to see what all the buzz is about.
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As we wrap up the year, congrats to all the 2017 Industry Choice Award Winners! One name on that list is Supra Brands, a company with a good friend of mine at the helm – Leif Vasström. Special congrats to him on an even more exciting achievement: he recently became a U.S. citizen. Check out that story on p. 16.
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I wish you and yours a blessed Christmas.
