Once again, the tanning industry has made mainstream media headlines – from local stations to the national news. The “Today” show recently featured multiple stories about indoor tanning; repeatedly airing the “Tanning Mom” story. In May, we heard about the underage tanning “sting” operation. Whoever said bad news is better than no news sure wasn’t talking about the recent press highlighting the anti-tanning movement. At this point, I truly believe that no news would be good news! It would be nice if those in the tanning industry could just go about their everyday business. Of course, the media does turn a story to get the most viewers – we all know that; but that doesn’t help us, at all. So, what can you do to help prevent the media from bullying your business?
First of all, every salon nationwide should be in compliance with all state laws and regulations, period. If a new law gets passed, your business needs to abide by it. Teen tanning is a hot topic right now, so just make sure you stay up to date with the state and federal regulations. If you don’t believe in the bans the government is trying to impose, then get in touch with the Indoor Tanning Association and touch base with your local legislators. Don’t just grumble about the restrictions; take an active role in working with your community to better educate them about moderate indoor tanning.
Train, train, and then train some more! Make sure you and your staff are thoroughly trained in professional salon operation. Tanning is a professional service and therefore, you (and your team) are providing professional advice to every client who walks in that door. Never ask a client, “How long do you want to tan today?” It’s your staff’s duty to determine and deliver the appropriate exposure times. Training is available; choose the best one for your salon. You can contact the folks at ist Magazine for a recommendation on training courses.
Also of utmost importance is providing excellent customer service. Tanning is a “luxury” expense, so make sure your clients feel like they’re getting the ultimate experience at your facility. You want them to leave your salon feeling proud that they’ve patronized your business.
Reach out to other local salon owners, manufacturers, distributors, or even talk with your insurance agent to discuss new ideas or concerns. We’re all small business owners and we have to stick together! If we cooperate, we can make our industry stronger and grow together. We’ve been proudly insuring tanning salons nationwide for nearly 20 years and we’re excited to insure our clients for another 20. The industry has become more sophisticated over the years, and this is what needs to become known to the general public. Now, it’s all of our jobs to spread the positive word about our small industry!
