For more than 19 years, Susan Carlton has been a tanning industry mainstay as a Senior Salon Trainer and more recently, as Regional Sales Manager at New Sunshine Brands. Carlton first connected with the industry 35 years ago “behind the counter” as a salon owner, and later in a role with a tanning product distributor. She has been recognized for her popular and relatable training style, chosen by tanning professionals as the IST Magazine “Person of the Year” in 2015. I’ve had the pleasure of watching her ply her trade in front of many salon owners and staff at industry expos and seminars – she’s a true professional. As Carlton was making her last salon visits to do what she really loves – sales training – I caught up with her for a look back as she prepares to exit the tan biz.
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IST: Susan, you and I go back quite a few years in this industry, representing our respective employers, spreading the “good word” and sharing knowledge via training seminars. I believe you’ve got me beat on total miles travelled, though! Countless operators and staff have certainly gained from the wisdom you have shared about products and sales. I’d like to give our readers the 411 on your background. First, some preliminary details: give us a quick overview of Susan Carlton. Where are you originally from? What was your first “paying” job?
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SC: I am a rare breed – a Florida native – central FL, somewhere between Mickey Mouse Land and Miami. My first paying job as an adult (at least, at 18, I thought I was an adult) was filing tax code papers for a CPA, working in a 6’x6’ room. The kind gentleman who hired me fired me after just two weeks and got me a job as an assistant trust officer in a bank. He told me that as a “people person,” I wasn’t destined to work by myself in a tiny room.
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IST: Alright, let’s get to the meat on the bone. Many of us did not really plan to make a career in this industry, myself included. How did you get your start in indoor tanning? What was the attraction?
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SC: I can credit my long and happy career in tanning to an unhappy event – a divorce. During the process, my lawyer told me, “While we wait on the judge to give you what you should have in this divorce, act like a typical Mrs. Carlton.” What he meant was that I should not go to work and get a “real job.” So, I joined this little exercise place called The Real You that had those passive exercise machines that were the craze back then, and I went there every day after tanning at a local Florida salon. One day, the facility owner confided to me that she wanted to sell and retire. The wheels began to turn – I suddenly realized who the “real me” was. I saw the potential of adding tanning beds to the existing business, which would also mean selling lotions. Offering five UV systems provided the opportunity to speak to five tanners at a time about the importance of moisturizing their skin every day. To me, selling is simply sharing something you love!
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“To me, selling is simply sharing something you love!”
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IST: So many customers, so many faces, so many training sessions. I’ve seen your posts online about some of the nuances of travel – flight delays, lost baggage, rude people. What’s the biggest challenge you’ve had to overcome on the road?
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SC: Joe, I’m clearly a Type A personality, and I think the worst part of travel is the excessive time spent in airports. The all-time worst was the week that Delta was shut down after their computer system was hacked. There was no place to go but The ATL. There were no rental cars available to drive home, no empty seats on other airlines, no outlets available for charging cell phones! Thankfully, I work for a company that pays for a hotel with hot water for a shower and a place to plug in my computer and work – and I’ve survived!
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IST: Your travels have taken you to some pretty cool places. Top three cities?
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SC: That one is very hard to answer. I’ve traveled and trained from Canada to Cancun, L.A. to NYC. There are so many places I feel grateful to have experienced, but it was always about the PEOPLE in those places. I will always love San Diego, Quebec City and Denver, but they are just the tip of the iceberg.
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IST: Susan, you have certainly left your impact on the industry and salon owners far and wide. As you wind down from your role as a top sales trainer and regional manager, we wish you all the best in the future. And, safe travels!
