IST-DIGIMAG-VOL29-NO4 by Dave Villafañe

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SALON OWNER IN JUST ONE YEAR Emily Cardosa’s Journey to Glo Ownership

FROM THE PUBLISHER

Next Stop: Peak Season

Publisher / Editor In Chief Onyi Odunukwe Managing Editor / Editorial Advisory Ossiana Tepfenhart Graphic Designer Dave Villafañe Accounting/Circulation Quinn Cooper Senior Account Executive Quinn Cooper Contributing Writers Samantha Neeley Lisa Saavedra Dr. Jim Schleckser Kristin Smithers Joe Schuster Alex Zeedyk HOW TO REACH US 2741 E Belt Line Rd, Suite 113 Carrollton, Texas 75006 Istmagazine.com INTERESTED IN ADVERTISING? Contact quinn@Istmagazine.com May 2025 | Volume 29 | Issue 4 IST Magazine ISSN#2329-8545 (USPS 023149) is published monthly by Glo Tanning, 12335 N. Rockwell Ave., Oklahoma City, OK 73142. Periodicals postage paid at Flint, MI and additional offices. Postmaster: Send address changes to 12335 N. Rockwell Ave., Oklahoma City, OK 73142. For back issues, inquire for availability. Editorial Correspondence: Address product information and inquiries to: Editorial Department, IST Magazine, 12335 N. Rockwell Ave., Oklahoma City, OK 73142. To authors, photographers and people featured in this publication: All materials, articles, reports and photos published in this publication are the property of IST Magazine and cannot be used without written permission. The opinions and conclusions recited herein are those of the respective authors and not of IST Magazine. IST Magazine is not responsible for returning unsolicited manuscripts, photos or other materials. Every effort will be made however, to return rejected manuscripts, etc., if they are accompanied by sufficient first-class postage, but the publisher will not be responsible for loss of any such material.

We’ll, it’s official! Peak season is here for the tanning industry. This is the season when virtually every single salon owner, product distributor and marketer is going into full swing. If you’re like me, you may have entire days that consist of little more than sleep and work. Despite all the chaos that ensues, the truth is that there is a deep sense of reward that comes with a full day’s work. I don’t need to explain all the perks of having a business in high demand. You can feel it in your wallet, in the joy of your employee’s faces when they see their bonuses, and the excitement of your clients as they finally get to enjoy their amenities. Success can be addictive, just like taking pride in a good day of work. However, there needs to be a line drawn in the sand. While it’s great to put your effort into your business, there’s a certain point where overworking yourself becomes destructive. If you notice yourself skipping meals, skipping self-care routines (such as the gym or a meditation session), or missing out on major events related to your family, now is the time to put your foot down. Even the most successful people need to take time out of their days to care for themselves and their loved ones. This is especially true when you and your staff are working at peak efficiency. Contrary to popular belief, that’s precisely when you should be focusing on yourself the most. After all, how can you expect to run like a well-oiled machine if you don’t give yourself time for an oil change? You can’t. From business owner to business owner, I encourage you to discuss the need for self-care with every single person on your team. You can’t allow your team to run itself ragged just to make the books look good. If you notice signs of burnout in your employees, it may be time to hire temporary seasonal help so that your team member can relax. Peak tanning season is never easy to deal with. There’s always craziness, demanding clients, and hiccups in the process. However, keeping yourself sane and grounded is the first step to surviving and thriving when action kicks up a notch. Take a deep breath and remember: you’ve got this.

Yours,

Onyi Odunukwe Publisher

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department 01

From the Publisher

in every issue 27

Glo Tanning Spotlight

Contributors / IST Has The Experts

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SALON OWNER IN JUST ONE YEAR Emily Cardosa’s Journey to Glo Ownership

ABOUT THE COVER

At 25, Emily Cardosa became an equal partner in a million-dollar Glo salon, achieving what many entrepreneurs take decades to reach. Through Glo’s employee-to-owner program, Emily transformed her entrepreneurial journey, proving that with the right mindset and support, success is within reach.

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The Hidden Human Resources Crisis In Tanning Salons PSA: Email Outreach Still Works Ongoing Training: Make It Your Commitment Behold, The New Face Of The Tanning Industry Consulting vs. Selling in the Tanning and Spa Industry When You Get the Sale, Stop Talking Red Light Misconceptions

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I’m Feeling Sunny On The Future Of Tanning Appearances Matter, Even For Your Sales Terminals Bloom With Success This Season Spring Into New Discount Ideas: A Brainstorming Session When Should A Salon Fire A Client? The Nose Knows: A Quick PSA For Salon Owners

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FEATURE

The Hidden

Human Resources

CRISIS In Tanning Salon BY JOHN FARR

as anyone noticed a quiet crisis happening throughout the tanning industry? I have. A recent crisis in a tanning salon once again proves my adage: tanning salon owners need more work in human resources management (HRM). The Salon Doctor is here to share his HRM experience for your success! Before I get into this month’s salon owner’s dilemma, let’s address what human resources management (HRM) is. Generally speaking, it’s the “strategic and practical approach to recruiting, managing, and developing a workforce to maximize employee performance and contribute to overall business objectives.” In other words, HRM deals with figuring out how to keep the people you hired working toward the objectives you’ve set for your business. In a tanning salon, this usually means selling, upselling, cleaning, and offering stellar customer service, among other duties. We’re talking about proper tanning salon management. IST MAGAZINE

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What Does A Lack Of HRM Look Like In A Tanning Salon?

I’m not sharing this story to shame anyone. The tanning salon owners I know are all good, honest, hardworking people who want their businesses to succeed. Many of them got into this industry without solid HRM training, so it’s a simple matter of not knowing what they don’t know. The recent tanning salon crisis I mentioned earlier illustrates this problem. A salon owner recently had a problem. While this isn’t a direct quote, it’s pretty close to how the owner describes the situation:

“I let one of my employees go, and she’s been inside my office crying for almost an hour. I’m trying to be understanding, but when should I tell her she has to go?” While this situation happened recently, it’s been going on in salons since the beginning of the indoor tanning industry. It highlights most salon owners’ need for ongoing human resources management skills. As to this specific situation, I’ll assume the owner had a legitimate reason for terminating this young lady’s employment. If you find yourself in a situation where you have to let an employee go, I recommend following this five-step process: 1. Assemble whatever documents you have that might show your criteria for the termination. You do not want to leave any opening for an argument or debate here. If it got to the point where you had to fire them, it’s no longer salvageable.

2. Be prepared to share the most critical reasons the employee must leave your employment. (Remember to stick a pin in this one because I’ll return to it later in this article.) 3. Steel yourself with the confidence that what you’re doing is legal. It’s also suitable for your salon, staff, and possibly your business image to your customers. 4. Don’t drag out the employee’s termination. This punishes the employee and could lead to other employees feeling that the terminated employee was mistreated. It’s best to be short, sweet, and to the point. 5. Most importantly, address the employee’s behavior to be corrected, not them as a person.

Salon Employee Terminations: Tear Off the Band-Aid in Private

Anyone who says they can easily fire employees either never did it or is not being honest. Employee terminations are complex and highly emotional situations for both the staff member

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being terminated and the person doing the firing. Because of this, it’s easy to make mistakes or feel sympathetic toward the terminated employee. I advise keeping these sessions private and handling them as quickly as possible. 1. Hold the termination conference privately, preferably in your office. 2. The meeting should only last just a few minutes. 3. Go into the session prepared; this is not a time for a debate. 4. Keep it short and sweet: tell them they’re terminated effective immediately. 5. Explain why they’re being terminated and have specific examples to support your decision. 6. If you’ve had the time to prepare it, have their last check ready. (Remember to include any commission and selling bonuses due.) 7. Collect company property such as salon keys, T-shirts, etc. 8. Don’t get sucked into the employee’s emotional histrionics; deliver the news and get them out the door.

Although it’s cliche, this old saying is true: “It’s not personal, it’s business.” You didn’t just decide to terminate this person’s employment on a whim. You should be able to cite many reasons when they’ve made mistakes and/or disobeyed your salon’s rules and protocols. Also, if you let this person go, stick with that decision. If you let the employee “cry their way back into a job,” the rest of your employees won’t respect you. It’s not nice to hear, but it’s the truth.

No Salon Employee Termination Should Come as a Surprise to the Employee If an employee is surprised they’re being fired, you’ve done something wrong. Remember when I told you to “stick a pin” into having all your documents in place before the employee termination? We’ve reached the point where I’ll discuss this significant detail. The documentation is part of a system known in the HRM world as “progressive discipline.” In many cases, it operates as a straightforward, seven-step process:

1. First verbal warning 2. Second verbal warning 3. A written warning 4. Supervisory review of the employee’s prior performance evaluations 5. Final written warning 6. Suspension without pay 7. Termination of employment Some salon owners go through all seven steps, while others cut it in half for convenience. Either way, you must keep a written record of every disciplinary meeting with the employee. Should it come to the last and final step, you have documentation that the employee had problems and did nothing to correct herself. Since the employee signed off on this paperwork throughout the

It’s okay if you’re not an expert in this right away. As I stated earlier, most salon owners don’t have a degree in human resources management before opening their businesses. That said, there is a formula for finding and retaining topperforming salon employees:

FEATURE

“Effective HRM in a tanning salon isn’t just about firing—it’s about hiring, managing, and motivating the right people for success.”

1. Determine what you’re looking for and tailor your help-wanted ad to attract the ideal employee. 2. Know how to recognize potential during the interview process. 3. Offer a decent wage to attract higher-quality employees with relevant retail experience. 4. Manage and motivate these people using proven HRM methods to keep them engaged and involved. (The best employees are the ones who are just as passionate about your business as you are.) 5. Promote the best of the best to management positions whenever possible. Newsflash: If all your employees do is check tanners in, you won’t be successful. Profits are earned through tanning lotion sales, EFT membership sales, and sales of everything else you offer. Hiring “anyone with a heartbeat” won’t bring you recordbreaking revenue. You need the find the best to achieve the best sales results, and solid human resources management skills – also known as tanning salon management – make a difference.

disciplinary process, she knows the time and effort you put into addressing the situation. As I said, no employee termination should be a shock... especially to the employee.

Human Resources Management: An Alternative to Salon Employee Termination

With good HRM skills, you rarely have to fire a salon employee. Why? You’ll make more informed decisions about who you hire and know how to manage and motivate these employees along the way.

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Seek Human Resource Management Experts for the Best Business Coaching The process I’ve shared above is merely an overview. I spend a lot of time developing these skills with my clients. Many become “master motivational managers” who can attract, interview, and hire ideal salon employees. More importantly, these salon owners know how to manage and motivate their employees to become top sellers. Should I explore this in future columns? Can’t wait to hear from readers.

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FEATURE

Email Outreach Still Works BY OSSIANA TEPFENHART

s a terminally-online writing nerd, there are few things I don’t know about writing. I know how to write a darn good story. I’m a walking thesaurus. Oh, and I know how to use the power of words to make people buy things, do things, and follow a brand. That’s what copywriting is all about. To a lesser degree, that’s also what marketing is all about: getting your message across. As a person who worked in this field for almost 20 years, I hear a lot of misconceptions about marketing. I might as well tell you the biggest lie you might be hearing these days— one that might’ve affected your sales numbers recently.

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The Big Lie Of Marketing

Has anyone ever noticed how many marketing agencies seem to turn up their noses to all things email-related? As a professional copywriter, I can’t help but notice it. Email marketing is often treated like the ugly stepchild of the marketing toolkit. It’s treated as an old, useless, and outdated way to get business. That is the biggest lie you will ever hear about marketing is that email marketing is no longer worth it. This couldn’t be further from the truth if we tried to make a bigger lie. No joke!

Here’s The Truth

Email outreach is one of the best ways to market any business—tanning services included. It’s the only digital marketing method that has an ROI (Return on Investment) rate of 4200 percent. In other words, on average, every dollar spent on email marketing will return 42 dollars on average. That’s massive, especially when you compare it to things like YouTube (ROI is roughly 125 percent) or LinkedIn (ROI is roughly 106 percent). If you spend $1 on YouTube marketing, you’ll get an average of $1.25 back. If you do $1 of LinkedIn marketing, you’ll get $1.06 back. Email marketing isn’t just a high ROI type of marketing. It also offers a lot of other features that make it a worthwhile investment for people in the industry. These include… • Stability. Email marketing lists, especially those that you grow on your on, are a source of stability that is rare to find these days. Social media platforms rise and fall, seemingly overnight. Everyone, though, needs an email address. We all check our email. This makes it the one stable option out of all digital marketing platforms.

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• Security. Let’s say your site gets hacked. Or your social media accounts get hacked. Oh no! You’re doomed, right? Getting your accounts back is going to be a major shlep, if you can even get it back. Email isn’t the same way. If you backup your email address list, a hacked site won’t be the end of your marketing. You can create a new email address and start sending promotional emails once again. In its own weird way, email marketing offers a better level of security than most other marketing methods because you can rebuild it so quickly. • Transferability. If you’re like many other business owners, you don’t just want to own a tanning salon. You also might want to own a tanning lotion line, a lash salon, or maybe even a boutique. You can mention and cross-promote your other businesses to your email list if you so choose. It’s a gift that keeps on giving. No matter how you look at it, having a great email campaign just makes sense. Of course, that doesn’t mean email outreach is always created equal. Let’s talk about the basics of creating a salon-friendly email marketing campaign that converts into sales…

FEATURE

Email Marketing 101: The Basics

Now that I explained how important it is to a tanning salon’s growth, let’s talk about how to get your email marketing campaign started.

The Process

So, the process is pretty simple when you get to learn the ropes. Here’s how it’s done… STEP ONE: Collect email addresses from your current clients and load them to an email marketing software platform. You can add them via CRM software, a landing page on your site, or even a specialized social media campaign that urges people to sign up for your emails. Many salons also have user accounts that now require client email addresses as part of the sign-up process. The important thing here is to grow your email list and upload it to the email marketing software of your choice. (I have used MailChimp, Substack, and even Beehiiv for this purpose, but you can have your own. If you’re unsure what to do, hiring a professional can help.)

PRO TIP - You should strongly consider segmenting your audience if you can. For example, if you have a large portion of clients who are local university students, you may want to segment it by age or by school attendance. This will allow you to create unique campaigns that resonate with your target audiences better.

STEP TWO: Set up your newsletter software. I’m a firm believer in having good, visually appealing templates as a basic foundation for any email campaign. No one wants to read simple texts. It looks lazy and unprofessional. Create newsletter templates that feature your brand’s font, colors, name, and logo. You want every email to have a certain sense of continuity. STEP THREE: Start sending emails to your customers. Now, here comes the ‘fun’ part: sending out those emails! Every tanning and wellness business will be different, but these guidelines tend to

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work with the majority of companies regardless of the industry: • Keep the majority of your emails under 200 words total. Most people don’t want to read too much. The longer your email, the less effective it is. Graphics often do just as much, if not more, of the legwork. • Watch your frequency. Most businesses do well with one to two emails per week, unless you’re about to have a major event for your store. For example, if it’s National Tanning Day, you can ramp up your emails to the big day so that your salon stays fresh in people’s minds. • Use a shock-and-awe headline. Soft opens and soft headers are not really that good these days. You have to have a shocking headline in order to get people interested, especially if you are working in a “boring” industry. With that said, adding urgency can work just as well. For example, if you start off with “Only 2 Days To Get This Freebie!” people will open. • Watch your analytics. If you see a spike in opens and clicks, save that email. Keep it and reuse it or repurpose it. You’ll be glad you did. If you see an email that didn’t work well, check to see what it could have been. • Always, always, always listen when clients mention something about your email campaign. These days, your clients know best. If you notice that the majority of your clients felt uncomfortable with a statement you made (even with something as innocuous as a mention of prayer), listen to them. Do not double down on your mistake! • Urgency always is a smart move. Whether it’s a limited number of lotion bottles or a limited number of days for a sale, you should always try to create a sense of urgency. • When in doubt, hire an actual copywriter. Believe it or not, people can tell when companies use AI to sell something. You don’t want to have that kind of look for your company. It’s a low-key sign that you don’t care what your clients think. • Consistency is key. No matter what you’re writing about, it’s important

to have a consistent posting/ sending schedule. • Make sure there’s a way to unsubscribe. This isn’t just an ethical thing. It’s a legal thing. If you refuse to unsubscribe people who sign up, you’re breaking the law. This could make you liable for thousands of dollars in fees and fines. Not fun! Thankfully, most email platforms have an unsubscribe function built in. STEP FOUR: Rinse, repeat. The longer you keep up the work with email marketing, the better off you’ll be. It’s all about having a long-term track record and keeping it consistent. With that said, there are a couple of ways to get your email marketing turbo-boosted…

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• Encourage new sign-ups with a quick coupon. 10 to 15 percent off an online booking is usually enough to do the trick. • Consider doing a paid ad campaign for email sign-ups. It’s not quite the normal way to get sign-ups, but it works wonders. • Remember your clients’ pain points. Do they need a place to get some quiet? Or are they known for wanting a non-brassy tan? Don’t be afraid to ask your clients what they want. Email marketing is tedious, but don’t be fooled by it. It works. And it can work for you—as long as you actually put effort into it.

FEATURE

ONGOING TRAINING

Make It Your Commitment BY MELISSA DAMIANI

t’s peak season, and you know what that means: hiring season! Did you recently hire employees and require them to get a full-scale training session? I’m willing to guess yes. Let’s ask another question. Once your employees are initially trained, is it a mandatory aspect of their job responsibilities to participate in ongoing training?

Training is necessary.

Would you want to eat a gourmet meal prepared by a chef who never cooked a meal? Of course not! Training is important regardless of what industry you’re in. What most people don’t realize is that training, ideally, should never end. If you don’t offer any sort of recurring training for your current staff, you may want to consider implementing a program sooner than later. Sure, it takes some effort, but the time and investment will be well worth it.

Why continue training your employees?

There are many reasons to retrain your employees that will prove to be beneficial to you, to your staff, and ultimately to your customers. Perhaps you’re rolling out a new promotion, changing a policy, or planning a system upgrade that will include new features.

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Having staff members who regularly update their knowledge makes them stay competitive, even when tech in our industry is changing. Staff members who retain outdated knowledge will end up making you and your business look bad. Considering how competitive the tanning industry is, you can’t afford that. Besides, ongoing training is also a major company perk. People like to feel knowledgeable about the field they work in. Your employees will appreciate it more than you would expect them to.

Train with a purpose!

Regardless of the reason, the first step and arguably the most important, is to clearly communicate the purpose and value of the training to your employees. If your staff understands the reason behind the training there is a good chance that you will keep them engaged throughout, producing the most effective results. As we transition from the heart of busy season to preparing for the summer months, are you planning on launching any new product or service promotions to both retain existing and attract new customers? That’s important to take into account when planning your training sessions This would be an opportune time to conduct training so that your team can improve their sales skills, truly understand the products or services that they are selling, and how to best entice customers to make a purchase using the promotion.

Train when you’re updating your processes, policies, or products.

Changes to processes or in your company policies are also tremendous reasons to retrain employees, especially when the changes might directly affect your customers. For example, maybe you’ve implemented a supplemental fee that will be assessed annually to all EFT members, as well as a 3-draft minimum before a customer can cancel their membership. Empowering your staff with ways

to properly explain the new fees or requirements as well as how to process these transactions in your salon management system will be extremely beneficial. After all, new fees and processes can be daunting. Saying the wrong thing or being clueless can put your employee in hot water with guests

Train the way you would see in a school.

Teachers have all the right ideas when it comes to training and teaching. It’s what they were trained to do best. So, it often makes sense to take a page from their book and offer your training in a classroom setting. (You can often rent a virtual office or use a virtual classroom for this purpose.) In addition to the standard classroomtype training session, a great way to accomplish these goals is to create a test environment where your employees can get hands-on practice, at their own pace, with a training database so that there is no effect on your live data. Your goal should be to create a training environment that encourages people to ask questions, try new techniques, and practice with their coworkers. It should be a safe space for learning.

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Keep an eye on feedback.

When developing training programs for your staff, be sure to remember that everyone learns a little differently, and that it’s important to adjust your methodology based on the individual. Following training, the best way to ensure that material is retained by your employees is to enlist their feedback via an anonymous survey. This is especially important when you are training on process changes; if they are able to candidly express their opinions, they may even offer some great suggestions for additional improvements that you may not have thought of initially. And if your employees feel that their opinions are valued, they will be more inclined to remain an employee for the long term, which is so important right now.

Consistency is key.

Regular retraining will help you to set expectations for your employees and provide consistency in the services that are offered to your customers. Well-trained employees will flourish with their enhanced skill set. They will sell more with heightened confidence and create stronger relationships with your customers, all resulting in expanded success for your business.

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FEATURE

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BEHOLD, THE NEW FACE of The Tanning Industry BY OSSIANA TEPFENHART

ight now, a silent revolution is happening in tanning salons across the country. Tanning salons have always been famous for offering two main services: tanning and sunless tanning. After all, they are tanning salons—not hair salons or nail salons. Of course, they’d be there for a sun-kissed glow, right? Well, things are starting to change. In recent years, the demand for both UV and sunless tanning has started to shrink. Part of this is due to the rampant misinformation related to skin health, but it also has to do with a general change in beauty trends. In the past, this would have meant tanning salons would face closure. Thankfully, there’s a new trend changing the way tanning salons do business…

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Not Just A Tan, But An Offering Of Wellness

Not too long ago, tanning salons were totally focused on appearances. Recent smear campaigns focused on the tanning industry started to dissuade people from getting a tan of any type—sunless included. So, how can tanning salons cater to the new wave of people who just don’t want a tan? It’s simple: offer something that gives them a different type of healthy glow. In other words, the easiest way to get new clients into your salon is to act as a wellness center. Wellness isn’t just about looks. A beautiful sunny glow only goes so far when it comes to consumer demand. It’s about improving a person’s overall wellbeing, glowing skin included. After all, what good is looking good when you don’t feel good?

Why Wellness?

Strategically speaking, wellness just makes a lot of sense. Think about it… • Wellness is the hottest trend on the market right now. Insurance prices are soaring. Medicine prices are soaring. An ounce of prevention is worth a pound of cure, and everyone knows that. So this is one trend unlikely to stop. • You can get spa-like effects from the right wellness machines. Tanning beds and sauna beds have more in common than you might think. The tanning industry is great at using machinery to automate and deliver results, so it just tends to work in a way that most others don’t. • Most people who are interested in tanning also want wellness services. For many clients, tanning salons aren’t just a place for a quick break. It’s their own mini-vacation. Wellness services make that connection even better. • Wellness services attract (and keep) people who would otherwise not be interested in visiting a tanning salon at all. People who are sun-sensitive are not going to want to tan. They will, however, be interested in skin care, saunas, or red light therapy. • Many people are looking for a onestop shop for all of their self-care needs. If they can get their teeth whitened, skin tanned, and body saunas in one spot, they absolutely will do it. The wellness industry just broached $480 billion in 2024. It’s still growing, making it a far larger market with more potential clients than tanning as a whole.

Fighting Back Against Tan Stigma

It’s no secret that the tanning industry has been under attack by smear campaigns as well as unfair laws surrounding it. This is both a policy issue as well as a stark change in consumer tastes that has been ongoing since the 2000s.

President Barack Obama levied a 10 percent tax on tanning services during his presidency, a tax that still remains on a federal level. Due to the stigma surrounding misguided melanoma studies, over 22 different states also banned children under 18 from using tanning beds. Even the numbers show a lot of changes in consumer use–at least, in one 2023 study by the Dermatologist’s Nursing Association. Only 12 percent of women use indoor tanning. However, 18 percent of women now use sunless tanning alternatives, such as spray tanning or tanning lotions. Companies aren’t blind to the change in consumer habits. Up until recently, the tanning industry was beginning to struggle, with many “mom n’ pop” shops shuttering their doors. The stigma is real, and now is the time to fight back.

Diversification As A Re-branding Strategy

For smart business owners, they’re

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beginning to realize that wellness is the best defense against the offense that comes with misconceptions about tanning. That’s why more and more companies are starting to emphasize the wellness aspect of their salons. Palm Beach Tan, one of the biggest chains in the country, is going for a gutsy change by doing a name change to Palm Beach Beauty And Tan. Glo Tanning, another top tanning company with over 100 locations, has been steadily emphasizing its array of services. However, company names are not going to be the only thing to change. Depending on how deep the wellness trend goes, the very name of the industry may end up changing to encompass a wider range of services. As Glo’s founder, Onyi Odunukwe explained, “We no longer want to be called a tanning salon. We want to be called a sun spa.” And you know what? If you ask me, that title fits the new wave generation of tanning businesses perfectly.

FEATURE

Consulting vs. Selling in the Tanning and Spa Industry B Y S A M A N T H A N E E LY

Consulting vs. Selling: What’s the Vibe?

The beauty and spa world is all about looking good and feeling great, there are different ways for salons to connect with their clients! Let’s break down the difference between two primary approaches: consulting and selling. They both want to make money and keep customers happy, but they have totally different vibes.

Consulting

Consulting in the tanning and spa industry involves a client-centric approach where the employee acts as the expert, and advises clients on what to do to be able to achieve the fastest, best results. The primary goal is to understand the client’s needs, concerns, and goals and then make high level recommendations.

Key Characteristics Of Consulting

• Building Relationships: Consultants prioritize building strong relationships with clients based on trust and expertise. • Needs Assessment: They conduct thorough assessments to understand the client’s individual needs and preferences. You must ask open-ended questions during this time rather than questions that

can be answered by a yes or no. • Personalized Recommendations: Based on the assessment, consultants offer tailored recommendations for services, products, and home care routines. • Education and Guidance: They educate clients about the benefits received and the value in using the products and services. • Long-Term Focus: Consultants focus on building long-term relationships with clients by providing ongoing support and guidance. Follow up with clients will increase loyalty and naturally increase sales. • Being the Expert: Telling clients what to do versus asking them if they want to do it.

• Persuasion: They use persuasive techniques to convince clients to purchase services and products. • Sales Targets: Salespeople often have sales targets and quotas to meet. • Short-Term Focus: The focus is often on closing the sale and generating immediate revenue.

Key Differences Feature

Consulting

Selling

Primary Focus

Client’s needs and goals

Product promotion and sales

Approach

Client-centric

Productcentric

Relationship with Client

Advisor and expert

Salesperson

Goal

Provide personalized recommendations and education

Close the sale and generate revenue

Time Horizon

Long-term

Short-term

Selling

Sales isn’t always what you think it is. Selling in the tanning and spa industry involves a product-centric approach where the professional’s primary goal is to promote and sell services and products.

Key Characteristics of Selling

• Product Promotion: Salespeople focus on highlighting the features and benefits … You explain the features and sell the benefits • of specific services and products.

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Which Approach Is Best?

Ideally, a balance of both consulting and selling can be effective in the tanning and spa industry. By building relationships with clients and understanding their needs, professionals can offer personalized recommendations and education while also promoting and selling services and products.

GLO TANNING SPOTLIGHT

FROM $12/HOUR TO

SALON OWNER IN JUST ONE YEAR

Emily Cardosa’s Journey to Glo Ownership BY QUINN COOPER

t just 25 years old, Emily Cardosa has achieved what many entrepreneurs spend decades working toward: she’s a business owner with an equal partnership stake in a million-dollar salon. Even more impressive? She accomplished this in just one year through Glo’s innovative employee-to-owner program.

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GLO TANNING SPOTLIGHT

Finding Her Entrepreneurial Spirit

Emily’s journey began in San Diego, where she ran a mobile spray tanning business. While she enjoyed the freedom of entrepreneurship, she quickly recognized the limitations of being a solo operator. “As one single person doing all of the work, there’s only so much growth that can really happen,” Emily explains. “I was looking for how I could scale.” That search for growth led her to Texas, where she discovered Glo and its unique approach to developing entrepreneurs through its franchisee program.

Taking a Leap of Faith

Making the decision to join Glo wasn’t easy. Emily had to set aside her independent business and start from the beginning as a Spa Consultant earning $12 per hour. “I took a huge pay cut,” she admits. “But you have to see the end goal. That’s where a lot of people miss opportunities.” What separated Emily from others was her entrepreneurial mindset and commitment to the process. While many people express interest in the owner’s program, Emily’s consistent dedication to learning and improving set her apart. “She came in from day one without an opportunity but determined to get an opportunity,” explains Quinn Cooper, part of Glo’s franchising team. “Most people come in hot for a week, a month, or two months, but it’s that consistency to come in every day, always doing what you’re supposed to do, always seeking to learn, always seeking to grow that put her on the fast track.”

Learning the Glo Way

For Emily, the journey through the ranks at Glo provided invaluable experience that couldn’t be gained any other way.

“I’m forever grateful that I went this route through the owner’s program, and I didn’t just show up with an investor saying ‘I’m ready to open my own Glo,’” she says. “What you learn in the everyday life of the salon is a lot different than what you think you can learn in three weeks of training.” The experience not only taught her the technical aspects of running a salon but also crucial leadership skills. Without formal business training or mentors in her previous venture, Emily had been learning through trial and error.

“Success isn’t about doing it all yourself; it’s about creating a system where others can grow, too. Leadership is not just about reaching the top—it’s about lifting others as you rise.” – Emily “I didn’t have the guidance because I never had anybody to look up to. So my guidance was just looking stuff up online,” she recalls. “Glo has actually given me a business, but also has set me up with the fundamental training that I need to confidently run the business. I’ve learned things that I didn’t know that I needed to run a business effectively.”

Creating Leaders Who Create Leaders

Now, as an equal partner in Glo’s newest location in Tyler, TX, Emily has ambitious plans that go beyond her own success. She’s aiming to be the first graduate of the employee program to

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help someone else become an owner. “I’ve already had two or three girls reach out about it,” she says with excitement. “When I’m interviewing for my own store, it’s one of the first things I bring up. Just because you’re starting out as a spa consultant doesn’t mean that you have to stay there.” This philosophy of creating “mini-mes” – being able to replace yourself by developing leaders – has been a transformative part of Emily’s leadership journey. “A lot of times people think that they have to do it all themselves for things to run smoothly. I had that mindset before where I had to be in control,” she explains. “Being able to delegate has been a huge part of my leadership journey. That also teaches somebody else how to have responsibilities.”

Bringing Accessible Luxury to Tyler

Emily’s vision for her Tyler location extends beyond business success. She’s passionate about bringing the Glo experience to a new community and creating opportunities for her team members. “We’re bringing accessible luxury to Tyler,” she explains. “It’s not just a tanning salon. We really care about the skin, the wellness, and everyone’s confidence. Confidence radiates from feeling good and looking good, and we want everyone to have that.” Her approach to running the salon reflects her own journey – she’s creating a culture where team members can envision their own path to growth, whether that leads to ownership or other leadership roles within the company.

The Glo Difference

When asked why she chose Glo over other franchise opportunities, Emily points to the unique employee program and growth pathways. “Glo offers a lot of growth

opportunities that you don’t see, not only within the tanning industry, but with any industry,” she says. “As a young woman, being able to put the work in and then the outcome being that I have my own store and being the owner is something I’ve never seen before.” Without the employee program, Emily acknowledges she wouldn’t have been able to achieve ownership at this point in her life. The program provided not just the pathway to ownership but the essential skills and confidence needed to succeed.

Advice For Future Entrepreneurs

For those inspired by her journey, Emily offers straightforward advice: trust the process and keep your eyes on the long-term goal. “You’re not going to see success right away, and that’s where a lot of people fall off,” she says. “The systems

and processes are in place for a reason. They don’t just teach you this stuff just to teach you it – it actually works.” Her story serves as powerful proof of what’s possible when determination meets opportunity within a system designed for entrepreneur development.

Interested in learning more about franchise opportunities with Glo or careers that could lead to ownership? Visit glotanning.com/franchise or check out current openings at glotanning.com/careers.

Looking to the Future

While many might be satisfied with achieving ownership of one location, Emily has her sights set on continued growth. “I will open as many stores as I can as long as I have the right team under me, because that’s really how I’m going to be able to scale,” she says with determination. Her goal? To become a top franchisee within the Glo system, not just through sales metrics but by developing more leaders and creating opportunities for others to follow in her footsteps.

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FEATURE

When You Get the Sale,

STOP TALKING BY DR. JIM SCHLECKSER, CEO PROJECT

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“In sales, less is more: once a customer says ‘yes,’ stop talking and seal the deal.”

fter years of working in sales and marketing, I’ve noticed one major habit that many salespeople share: they love to talk. And not just a little, they talk a lot. Some salespeople can take up all the air in the room because they can’t stop talking. Now, in some situations, controlling a conversation is a great skill. A good salesperson knows how to guide a discussion and keep the customer engaged. But here’s the problem: sometimes, talking too much can cost you the sale. I’ve seen this happen repeatedly. Let me share a story that still makes me shake my head. I once managed a very talented sales engineer who had one big flaw: he didn’t know when to stop talking. He would start a conversation with a potential customer, and if the customer said something like, “Yes, let’s do it. Put me down for an order,” that should have been his cue to celebrate and close the deal. But instead, he kept talking. Rather than sealing the deal and moving on, he would keep rambling about all the other great things our company offered. He thought he was giving the customer valuable information, but he was overwhelming them.

And guess what? About half the time, he talked so much that the customer started second-guessing their decision. Either he would bring up something the customer wasn’t sure about, forcing a delay, or make them feel like they needed to look at other options. By the end of the conversation, they’d say, “Uh, we’ll get back to you.” Just like that, the sale was gone. I tried to help him. I told him to stop talking once he heard “yes.” But he couldn’t resist. It was like watching a train wreck in slow motion. He had the sale—and then he lost it.

Know When To Stop

This lesson isn’t just for salespeople. The same thing happens in business meetings, presentations, and everyday conversations. Imagine you’re presenting a new project idea to your CEO and the board. You’ve spent weeks perfecting your PowerPoint, creating 37 detailed slides. The big day arrives, and you start your presentation. A few slides in, your CEO flips through the deck and says, “This looks great—let’s go ahead with this.” Boom. You’ve got approval, and your idea is a go. That should be the end of it.

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But instead of stopping, you think, “Wait! I spent so much time on this! I need to show them everything.” So, you keep going, explaining every single slide in detail. You talk about data, graphics, and all the little extras you added. And as you keep talking, you notice the CEO and board members checking their watches, looking bored, or even second-guessing their decision. By the time you finish, their enthusiasm is gone. Some might even say, “Actually, let’s think about this a little more.” Just like that, your deal— the approval for your project—is in danger because you didn’t stop talking when you got the “yes.”

The Power Of Silence In Sales

Knowing when to stop is one of the most valuable skills in sales and business. When you hear “yes,” that means the job is done. It’s time to shut up and close the deal. The more you talk after that, the greater the risk of undoing all your hard work. Here’s a simple but effective strategy: when a customer or decisionmaker says “yes,” pause. Take a breath. Resist the urge to say more. If anything, say something like, “Great! Let’s get started.” Then move on to the next steps.

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I’ve trained many executives and sales teams on this principle. Whenever someone got the sale, I’d tell them, “You have the sale—stop talking.” The teams that followed this advice found they closed more deals, saved time, and had more efficient meetings. Instead of drowning people in information, they learned to communicate enough to get the desired result.

Less Is More

People in sales often think they need to impress customers with their knowledge. They want to prove their value by sharing as much information as possible. But here’s the truth: customers don’t always need more information. Often, they need confidence in their decision. Once they decide to buy anything extra, doubt and hesitation can be created. Think of it like ordering at a restaurant. You decide on the steak, and just as you place your order, the waiter tells you about

the chicken, the fish, the pasta, the specials, and how the vegetables are locally sourced. Suddenly, you’re not sure anymore. Maybe you should look at the menu again. The waiter’s extra talking made you hesitate when you were ready to order. The same thing happens in sales. Once the customer is ready to buy, extra talking can confuse them, make them doubt their choice, or even change their mind.

moment of quiet. This signals confidence and keeps things moving forward. 4. Wrap It Up Quickly – Once you have the agreement, transition to the following steps: paperwork, scheduling, or whatever comes next. 5. Train Yourself to Listen More – The best salespeople know when to talk and when to listen. If you’re always talking, you might miss what the customer wants.

How To Apply This Lesson

Final Thoughts

If you’re in sales, leadership, or any role that involves persuasion, practice knowing when to stop. Here are a few quick tips: 1. Recognize the “Yes” Moment – When a customer or decisionmaker says “yes,” stop selling. The sale is done. 2. Don’t Over-Explain – If someone agrees with you, avoid the urge to keep proving your point. You’ve already won them over. 3. Embrace Silence—After you make the sale, let there be a

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Sales isn’t just about talking, it’s about knowing when to stop. The most successful salespeople understand that once they hear “yes,” their job is done. Every word after that creates a risk. The next time you’re closing a deal, leading a meeting, or pitching an idea, remember to stop talking when you get the sale. It could make all the difference between closing the deal and losing it.

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FEATURE

RED LIGHT Misconceptions BY KRISTIN LEE SMITHERS

s tanning salon owners explore adding red light therapy to their services, it’s time to clear up some of the biggest misconceptions. And trust me when I say that there are a lot of them. I’m here to set the record straight—from understanding how to calculate joules to debunking hybrid tanning unit myths. Let’s get to it and make sure you have the facts to back up your offerings.

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Here’s how to calculate it:

1. Find the Power Density: This is measured in milliwatts per square centimeter (mW/cm²). Legitimate devices will provide this specification. 2. Determine the Exposure Time: How long the light is applied, measured in seconds. 3. Use the Formula: Dose (J/cm²) = Power Density (mW/cm²) x Time (seconds) x 0.001 For example, if a device emits 10 mW/cm² and a client stays under it for 20 minutes, the energy dose is: 10 mW/cm² x 1200 seconds x 0.001 = 12 J/cm² If you’re using a red light device and don’t know its power output, you might not be providing effective treatments at all. This is where a lot of salons miss the mark—assuming red light is beneficial no matter what, when in reality, the right dose is everything. And here’s something else: just because a device covers a larger area doesn’t mean it delivers more joules. It simply means more skin is being exposed to the same total dose. Some companies market bigger devices as better, but the effectiveness comes down to the total energy delivered to each square centimeter, not the size of the unit.

How To Calculate Joules From mW/cm²

When it comes to red light therapy, the dose matters. You can’t just shine a light on someone and expect magic. The effectiveness of red light therapy depends on the total energy delivered to the skin, measured in joules per square centimeter (J/cm²). If the dose isn’t high enough, the treatment won’t do much—if anything.

The Benefits Of 1 To 5 Joules During A Tanning Session

Hybrid tanning beds that include red light therapy usually deliver between 1 to 5 J/cm² per session. While this isn’t enough for deep skin repair or pain relief, it does have some small perks: • Boosted Circulation: Even low doses of red light can enhance blood flow, improving oxygen and nutrient delivery to the skin. • Reduced Temporary Redness: A little red light exposure can help calm mild post-tan redness or irritation. • Minimal Collagen Support: While higher doses are needed for real anti-aging effects, small amounts may provide a slight collagen boost when paired with other skincare treatments. • That said, it’s crucial to be honest with clients—1 to 5 joules isn’t enough for pain relief, muscle recovery, or deep skin rejuvenation. Managing expectations is key to maintaining trust and credibility.

The Truth About Hybrid Tanning Units

Now, let’s talk about hybrid tanning units—the ones combining UV tanning with red light therapy. Many salon owners think they’re offering a powerful two-in-one service, but here’s the reality: • They don’t put out enough joules to relieve pain. Pain relief requires a much higher energy dose than what these units provide. Most hybrid beds don’t even come close.

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TBD

• Legally, you can’t claim they treat pain. Unless the device is FDAcleared for medical treatment, advertising pain relief can lead to legal trouble, especially when paired with tanning. • They don’t deliver enough joules for real skin benefits. Want to help with wrinkles, collagen production, or skin tone? A dedicated red light therapy device is what you need, not a hybrid tanning bed. If you’re offering hybrid tanning, be upfront about its limitations. Overselling what it can do will only lead to disappointed clients and hurt your reputation. Unfortunately, some companies take advantage of the fact that many salon owners, or consumers, aren’t well-versed in red light therapy. They use flashy marketing and exaggerated claims that seem too good to be true— because they usually are. If a company promises drastic results in just a few sessions but doesn’t explain dosage or treatment consistency, that’s a major red flag.

Red Light Myths That Need To Go

Misinformation about red light therapy is everywhere, so let’s set the record straight: 1. “Red Light Therapy Works Instantly.” Nope. It takes consistent sessions over time to see results. Most treatments require multiple visits per week for several weeks before noticeable improvements. 2. “More Intensity Means Faster Results.” Higher power doesn’t necessarily mean better. It’s all about the total energy dose. Overloading the skin with excessive intensity can actually reduce effectiveness and cause adverse effects. 3. “All Red Light Devices Are the Same.” Not even close. Some are high-quality and scientifically backed, while others are nothing more than red-tinted bulbs with no real benefit. 4. “Red Light Therapy is Like a Tanning Bed.” Not at all! Red light

doesn’t tan or burn skin because it lacks UV rays. If a client expects a tan from red light, they’re in for a surprise. 5. “You Can’t Overdo Red Light Therapy.” Actually, you can. Too much exposure can overstimulate cells, making treatments less effective. Sticking to the right dose is key. 6. “Any Red Light is Therapeutic.” Just because a device emits red light doesn’t mean it’s doing anything useful. The right wavelengths (typically 600-850nm) and adequate energy levels are what matter.

The Bottom Line

If you’re offering red light therapy in your salon, make sure you know what it can and can’t do. Do the math, be honest with your clients, and

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don’t make claims that could land you in trouble. Most hybrid tanning beds and lower-power red light units simply don’t provide enough joules for serious therapeutic benefits. Bigger doesn’t mean better when it comes to red light therapy. A larger coverage area just means more skin is exposed to the same total dose—not that it’s receiving more energy. Don’t let misleading marketing convince you otherwise. Some companies rely on the fact that salon owners and consumers don’t fully understand the science, using that to push unrealistic claims. If it sounds too good to be true, it probably is. Red light therapy is an incredible tool, but only when used correctly, with the right dose. Don’t fall for the hype, and don’t let your clients fall for it either!

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FEATURE

re u t u F e h T n g O n i n n a Of T BY JERRY BAUGHMAN

ou know, the news is all doom and gloom these days. It feels like everyone is bracing themselves for a falling sky, an economic apocalypse, and worse. Bad as the news may sound to everyone, I can’t help but feel sunny about the tanning industry’s future. I mean, if you really think about it, the tanning industry is a truly incredible part of the economy. As a person who has worked close to the industry for over 20 years, I feel a deep

sense of gratitude for the way this industry changed my life. For this article, I’ll explain why the tanning industry gives me so much hope for the future.

The American Dream

When you think about the American Dream, you might think of a house, a white picket fence, and having a happy family. Financial stability is often painted as almost impossible for the average family these days, but that

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hasn’t been my experience when it comes to tanning. When I first started Twilight Teeth, I wanted to make a tooth whitening kit that was affordable and worked with the UV lights of a tanning bed. I made it, but I wasn’t expecting it to be as popular as it became. Like many business owners, I expected it to be a moderate success. Instead, it became a hit across the country’s tanning circuit. Twilight Teeth and the tanning

FEATURE

industry made it possible for me to get the American Dream. I actually became a father at the age of 35 because of the financial success I found. The tanning industry changed my life for the better in ways I never thought possible. I’m far from the only person who experienced this. Others who experienced the tanning boom include the founders of South Beach Tanning and Onyi, the founder of Glo Tanning.

A Supportive Community

As a business owner, I often hear professionals in a wide variety of industries discuss what life is like in their field. It can be a culture shock. In fields like arts and media, it’s not unusual to hear about arguments, jealousy, and even downright cruel behavior from others—all for the sake of getting ahead. It’s hard for me to imagine how people can function in a field like that. Those stories make me so grateful about working in the tanning industry. The key to the tanning world is simple: we’re all about supporting one another here. It’s not unusual to see competitors talking about how to bolster sales, or even teaming up with one another for an event. I don’t think I’m alone when I say that the tanning industry isn’t just a workplace for me. It’s a community. It’s a home away from home. Over the years, I have met so many people who became lifelong friends through my work in tanning. It’s a beautiful thing that helps me wake up every morning, thrilled to go to work.

A Common Eye On Wellness

Finally, there’s something to be said about working in a field that actually promotes health and wellbeing. Contrary to the common misconception, the tanning industry has always been about helping people get better.

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FEATURE

Gratitude Is Key

Every time I talk to a veteran of the tanning industry, I’m amazed at how often people start at the very bottom of the industry then climb their way to the top. It’s not something you see in most other industries—even when it would make more sense for it to happen that way. If you are looking for a community that truly cares about the people in it, the tanning industry is it. However, there’s a catch here. To truly embrace the community, you have to show gratitude toward the people who help open up the doors for you. At the end of the day, gratitude helps keep our community as supportive as it is right now. What more can we say? Gratitude makes our community stronger and helps keep it as positive as it is right now.

The Future Is Tan

Sunlight exposure has a slew of excellent health benefits—a boost of Vitamin D production, better mental health, as well as a better overall resistance to sunlight. It just has to be administered the correct way, safely. Tanning beds offer this. Most tanning salon establishments also work to provide extra assorted services for clients, such as sauna beds, red light therapy, hydromassages, and teeth whitening. All of these services have one thing in common: making the client’s life better. As the CEO of Twilight Teeth, the only tooth whitening system designed for use inside a UV tanning bed, I love seeing how much colleagues care about their clients’ overall wellness. Tooth whitening helps boost confidence, improve appearances, and gives them the perk of saving money on a service that costs hundreds of

dollars in a dentist’s office. Tanning salons aren’t just tanning salons anymore. They’re wellness centers, communities, and the places people go when they just need a break for a half hour or so. The new face of the tanning salon is just as much a spa as it is a place to get a tan. That’s the beauty of wellness. That focus on wellness is something that can be felt throughout the community. To a point, I get the feeling that this upbeat focus on wellness is part of the reason why everyone in the industry is so ready to help others succeed. That focus on wellness is something that can be felt throughout the community. To a point, I get the feeling that this upbeat focus on wellness is part of the reason why everyone in the industry is so ready to help others succeed. IST MAGAZINE

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Did you know that people tend to indulge in small luxuries when the economy gets tough? It’s called “The Lipstick Effect” by economists, and it’s a legitimate spending phenomenon. Many of the services at tanning salons fit under the “lipstick” level of indulgences—meaning we’re in a good position for a tougher economy. People might be skipping their vacations to Boca Raton or Cancun, but would they skip out on spray tan? Doubtful. Whether they want to admit it or not, people need those little luxuries and “pick me ups” to keep on keeping on. All things considered, we’re in the perfect position for a chaotic economy. Right now is the perfect time for the newer names on the block to find their own American Dreams in tanning, wellness, and salon care. Even if you’re nervous about the way things are headed, take heart. You’re in a great industry–one with staying power and loyal clients. It really does feel like the sun never sets on tanning, don’t you think?

FEATURE

Appearances Matter, Even For Your Sales Terminals BY DENIS URKEVICH

orking in the world of payments processing has taught me a lot about life, business and the type of people who tend to work best as business owners. More specifically, working in merchant services taught me a lot about the many different payment point of sales terminals there are on the market. There are standard black “clunky” models that resemble the ones you used to find everywhere back in the 1990s and early 2000s. You know the type, right? The ones that look like ancient cellphones, with minimalist screens and a pad of push-buttons? Those are great for stores that need a quick fix in a checkout line. But, if there’s one thing I’ve learned about salons, it’s that they’re never a “quick fix” type of business. Salons are all about the look, the experience, and the overall feeling they give clients—and that includes everything from the ambiance of your salon to the way they feel at checkout.

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Hey! There’s a terminal for that…

Imagine the follow scenario, alright? You go into a beautiful salon. The owners have created a lounge that is fully renovated in a classical look, complete with marble flooring, a marble and gold leaf countertop, and a gorgeous fountain inspired by the Statue of David. You feel totally immersed in a world of wellness and beauty, until you get to the checkout line. The receptionist plops a giant, black kludge of a POS terminal in front of you when you pull out your credit card. Boom. Just like that, the illusion of perfect aesthetics is broken. Not so cash money, is it? People often forget that looks matter. Details matter—and that includes the details of the terminal that you get for your salon. In an industry that is totally dedicated to aesthetics, you need to make sure that your terminal looks just as sleek as your surroundings.

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That’s precisely why I love working with Slice Merchant Services and their partners, Clover. Clover Terminals are not just considered to be the best in the industry thanks to their exceptional terminals with their own app market. Terminals make them great, but their look makes them greater. They’re also the best when it comes to aesthetics.

FEATURE

I mean, look at them.

They’re crisp, white, and elegantly designed with a slight futuristic feel to them. Their touchscreens are designed to have an intuitive flow, making them easy for both new trainees and clients to handle.

Choose your terminal wisely, especially if you’re a salon. Looks are important, but so is functionality. I’m sure there are prettier terminals out there, but they aren’t as functional as Clover POS terminals tend to be. One of the reasons I always suggest a Clover terminal for local salons is because of the functionalities it offers. Clover has a ton of different scheduling options that you can use to make your salon’s life easier. You can use your terminal to book

client appointments, have them book appointments online, check your bookings in real time, check out client profiles, and also track the most popular services your salon features via Clover’s analytics function. The old school “brick” terminals can’t offer that. All they do is process payments and print out receipts. If you’re like most other salon owners, that’s not enough. Salons require bespoke service, booking technology, and online marketing to truly thrive in today’s economy. It’s true that you can get multiple software kits to do all the legwork for you, but why go through all that work? You can get terminals, load them up with apps, and turn your POS into a one-stop shop for all things related to your salon’s daily operations.

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Your salon is unique, so find a solution tailored to its needs.

There’s something to be said about having a merchant services company that understands salons and their inner workings. No two salons are going to be exactly the same, even if they seem similar at first glance. So, why would you allow your terminals to be “one size fits all?” Some salons work best with a large, desktop terminal posted at the front of the receptionist desk. Others, such as mobile salons or “spa to go” programs, need something more portable. Regardless of what style of salon you have, it makes sense to talk to a company that wants to get you the best possible match for your needs. As long as you have the right guidance for your terminal purchase, you better believe it’ll look good on you.

FEATURE

Bloom With

Success THIS SEASON BY ALEX ZEEDYK

pril showers bring May flowers. Allow your salon to bloom with success this season. The month of May is full of many holidays to celebrate and take advantage of for promotional giveaways and celebrations throughout your salon. Let’s talk about the best ideas for boosting sales.

Celebrate Good Times!

We of course have our main headliners for this month—Cinco De Mayo (May 5), Mother’s Day (May 11) and Memorial Day (May 26), but there are also other enticing days that we can take advantage of and promote for more traction in the month of May. Promotions during this period are a good way to keep people on their toes and in the door before the slow season. A spa/wellness event catered to all your spa services for Mother’s Day would be a perfect promotion. Your spa services allow your clients to feel good in their skin, so why not let those mothers feel relaxed and pampered on their special day? This can also be a great option to give back

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to your mom for all the hard work she does. Consider offering chocolates or wine as part of your packages. You could also tailor the spa event to be a whole week-long event for all women during National Women’s Health Week, which is from May 12-May 18. It’s important to take a look at the holidays that are popular in your area. Oh! While we’re on the topic of specific celebrations, we should talk about how to make promotions that match the celebration. Having a core theme works well and can help you get the most out of your campaigns. For Cinco De Mayo you can do everything related to the 5th. Buy 5 visits get 5 free, $5 packets, $55 monthly package, etc. For a tanning salon, Memorial Day promotions can focus on helping customers get ready for the summer season. A summer kick-off promotion would also end your sales for the month with a bang. This could also be tailored towards educational purposes and educating you clients on the benefits of preparing your skin for vacations.

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FEATURE

Get Social

Having a big social media giveaway for the spa event would also spread brand awareness for your salon. Giveaways are always a fun way to get clients engaged and excited throughout your social media presence and in your salon. It can be as simple as tagging a friend, re-sharing the post to their story and for an extra credit they can comment what their favorite product or service is that you have. Not only will the giveaway reach other clients this way but will also spread awareness of the services you provide. Maybe some of your clients didn’t know exactly what spa services you have and how beneficial it could be to them. This is a good time to use a promotion as a way to educate others on what you can give them. The giveaway could consist of a spa service plus some of your bestselling spa products. Try to focus on products that would go hand and hand with that specific service. Each day of the week, you could highlight the giveaway as well as a post about the products that you are going to be giving away. Talk about why the products are effective for their results in the service, the highlighted ingredients that you want to focus on, etc. If it is a Red Light Therapy giveaway, you would want to provide products that are Red Light-compatible. Make sure to focus on the benefit of red light and how beneficial the service is to collagen production. Creating a visual and detailed graphic in Canva

can outline your promotion and give your clients a better understanding as to what you are promoting. This will also provide your clients with more information for a future sale.

Word Has It…

Word of mouth is one of the biggest tools to take advantage of in the community. It creates brand recognition which then leads your clients to being loyal to YOU. Thankfully, this can be done with the help of network. Creating promotional cards and swapping promotional cards with other small beauty businesses (nails, hair, etc.) is a fantastic way to give back to your community and entice new clients to your services that you offer. A well-designed business card can work wonders for you. Your cards could consist of half off a package for a new client or just a punch card where after all their visits they get half off a product or service or even a free upgrade.

Get Branded

For special event days, you can offer fun promotional items to give away that could be branded with your salon’s logo. This could consist of bags, cups, etc. This will help promote your brand and market outside of the salon. Ideally, you will make a concentrated effort to turn your brand and logo into an easily-recognizable feature throughout your local area. You want to see people drinking from your salon’s branded mugs, having

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stickers featuring your salon’s logo, and more. Your salon should be a community highlight.

Eyes On The Local Calendar!

Finally, we should also talk about the other major point of focus to watch for: local events. Most cities and towns have events that are specific to them— street fairs, carnivals, food festivals, just to name a few examples. If you’re a local business, it makes sense to have a booth at these festivals. Going to local festivals and events as a business makes sense because it’s the easiest way to network with locals, introduce your business to others, and also show that you care about the community you’re part of. It’s not uncommon to hear about businesses make their first partnerships via a booth at an event. Oh, and the best part of booking booths at events? The booths are usually cheap and you can often get sales while at the booth. It’s a matter of having little to lose and much to gain. Everyone loves a creative giveaway; it builds anticipation and gives your clients something to look forward to in your salon.

Get Creative!

All these exciting ideas you bring into your salon will show your customers you care about educating them on your products and services and want to expand in your community. In return it will allow your salon to bloom with success this season.

FEATURE

Spring Into New Discount Ideas A Brainstorming Session BY OSSIANA TEPFENHART

h, spring is here! Finally, the flowers will start blooming, the weather will warm up, and people are going to want to get that beautiful tan right before summer starts. It’s peak season. Considering how many people are getting nervous about their jobs, getting a little more aggressive with discounts makes a lot of sense. But, what discounts should you offer? How do you maximize your income? These discount ideas might be the best ones you aren’t trying yet.

The Romantic Couples Discount

You know what they say: the couple that tans together, plans for a life together. Or something. Encourage couples to get memberships together as a new type of date outing.

The Besties Discount

Why should couples be given all the fun? Best friends also often need their own discount offer. This is ideal for

dynamic duos, but you can also extend it to groups of three or more. The more, the merrier.

Introductory Offers

Do you have an area where people are still nervous about tanning? Now is the time to swoop in and offer your potential clients a quick offer. Introductory offers have a lot of different faces, including… • Try one session for a deep discount. This is the easiest way to get people interested in your work. • Sign up for a membership, get your first month discounted. This is also good if you get them to sign up for an annual membership. You can also offer a free item instead of a discounted service or month, if you so choose. • Offer a discount for newbies who sign up immediately after their trial service, for life. This is good way to get people to come back again, especially if they’re on the fence. It creates urgency and also encourages people to sign up just as they walk in the door.

Special Service Combos

One of the most common ways other types of salons promote their services

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is to offer monthly specials—often discounted combinations. Salons can do the same thing. These bulk discounts tend to work well with people who want to sample other services aside from their basics. For example, you can hold a “spray n smile” discount for clients who want to whiten teeth and spray tan. Or, you can offer a sauna and Red Light Therapy session for people who want to “heat up” before summer hits.

A Twist On “Dinner and A Movie”

If you’re past a certain age, you might remember the days when movie theaters would partner up with chain restaurants for discount date nights. Why not take a page from their books? Find a local nail salon and partner with them. The premise is simple: show a receipt from your salon, get 15 percent off nail services. Show a receipt from the nail salon, get 15 percent off your services. Trust me, your clients will love this.

FEATURE

When Should A Salon Fire A Client? BY QUINN COOPER

want to broach a topic that is fairly taboo in the tanning salon industry: firing clients. For the most part, it should almost never happen. Unfortunately, there are moments when a salon may need to turn away clients due to their behavior. When this happen, it can feel like a breakup. It’s awkward—and it’s often something best handled by the manager or owner of the salon. Though the actual firing method is best left for another article, it’s time to talk about moments when it’s time to cut off a client.

#1: They’re a liability.

As salon owners, we all know that accidents can happen. Accidents are fine as long as they are freak accidents no one could see coming. Insurance companies will notice if an accident happens because of reckless behavior from you OR the client you allow in. If your client is clearly under the influence, clearly ignores medical advice pertaining to tanning, or refuses to use eyewear in the UV beds, you can’t let them in your salon. They are a liability and can cause a serious problem for your salon if something goes wrong.

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If a client is using the beds at an alarming rate or you have reason to believe they shouldn’t be using your machines, it’s okay to ask for a doctor’s note before you give them entry. It’s a matter of safety being first.

#2: They have sanitation issues.

All salons have to keep up a decent level of cleanliness in order to remain in business. We all sanitize our beds, sweep floors, launder towels, and wipe down countertops. Cleanliness is just as much about marketing as it is about safety.

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Most clients might come in a little rough around the edges, and that’s okay. That’s where sanitary practices come into play. However, if they stink from a mile away or have serious issues with lice, you might be better off to turn them away at the door. On a similar note, if you have a client who purposefully does something egregious—such as using a tanning bed like a portapotty—that’s worth a permanent ban.

#3: Your client’s behavior is out of control.

Your salon requires a certain level of peacefulness. Your ambiance matters to clients. A client who shouts on the phone or refuses to parent their

(extremely loud) kids is a client that may need to be asked to leave if they don’t change their behavior after two in-person warnings. If your client gets belligerent or aggressive with your staff, that should be an instant out. Your employees shouldn’t ever feel threatened when they’re working. The same can be said of clients who trauma dump on staff members, even after warnings from management not to do that. If you feel guilty about banning a client from your salon, it’s good to recognize that you’re far from alone from having this happen. One of the members from the Real Housewives cast was also banned from a tan spa for disruptive behavior too. So, it can

happen to any salon—even those catering to stars. A salon should be a place where everyone feels safe, relaxed and comfortable. That includes your employees. They will work better when they enjoy the ambiance of the salon too!

#4: You caught the client stealing.

Though rare, there have been moments where clients have tried to pilfer bottles of tanning lotion or tan mitts. If you catch a client in the act, call the police and permanently ban them from the premises. There’s no reason to give them a second chance when they do something that low.

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FEATURE

The Nose Knows A Quick PSA For Salon Owners BY STEVEN LABRUNA

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while back, I booked a couple’s massage for me and my wife. We had been going through a lot of physically stressful action and we just needed to unwind for awhile. The booking was done very quickly and professionally. Finding the spa was not an issue. As soon as we opened the door, we immediately regretted our decision. The spa itself looked find, albeit a little strange. The decor looked like it belonged to a 19th century dollhouse, but we could overlook it if we really wanted to. What we couldn’t overlook was the smell of the venue. The spa reeked, and I mean reeked of seafood and curry. The smell itself was nauseating but we managed to get through the massage session without too much of an issue. Our stomachs turned a bit, but we kept our lunches down. Though the ladies who helped us were very nice, we didn’t want to go back. There’s a lesson to this story that deserves to be highlighted: the way your salon smells matters.

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Salon scents matter more than you would think.

It’s no secret that people want to go to salons and spas that smell great. This isn’t up for debate. It’s common sense. A salon that smells good is a salon that smells fresh, clean, and most of all, inviting. Think about it—would you feel comfortable in a salon that smelled like it was storing rotten food? Would you trust that the salon kept up with the basic requirements of sanitation, or would there be a palpable distrust lingering in the back of your mind? A stinky salon is a salon that doesn’t care how it presents itself to clients. It’s also a warning sign of a poorly kept, potentially dangerous salon that left something unattended for far too long. Clients would be right to walk out the door when they smell something “off.” Bad smells tend to be indicative of mold, rotting supplies, poor cleaning practices by staff members, or even poor body hygiene by staff members. Would anyone realistically want to roll the dice and chance an infection from a spa that smells foul?

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Let’s talk about keeping salons and spas smelling fresher than ever.

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I know, I know. This is basic salon care—as basic as it get. However, it’s always good to get reminded of the basics because they help create a strong foundation for success. Keep these tips in mind if you’ve gotten complaints of a foul smell in your shop… • Make sure your salon has been cleaned top to bottom, and that the building has been checked. Musty or moldy smells often suggest water damage somewhere in the building. Calling a mold specialist and plumber can help narrow down the damage and also fix leaks so that you don’t deal with it again. • Have a zero tolerance policy for employees who don’t wear deodorant. People who don’t bathe have no place as a salon attendee. If they can’t get deodorant for work, they shouldn’t be behind the counter. • Bleach is the only “stink” clients will be okay with smelling. Bleach can be an irritating smell, but it won’t raise alarm bells in clients because it’s a cleaning smell. A regular smell of bleach suggests that you may want to open a window to just air things out. • Don’t be afraid to turn away clients who have a foul smell to them either. This is another sanitation issue that we often don’t like to talk about. If you notice a pungent patron, it may be time to ask that they shower before they come back for their appointment—or even just tell them that you don’t feel comfortable taking them as a client in their current state. • Deep-clean your salon at least once a month. Professional cleaners can help you keep it fresher than ever before. • Launder all your towels and sheets regularly. This is important to do regardless of what type of services you have. On a similar note, machines should be sanitized after every use.

• Do not allow food on your salon premises. It may be your employee’s lunch break, but no one should be forced to smell their meal. It comes off as unprofessional at best, and unsanitary at worst. • Consider using scented candles, essential oils, or even specialty cleaning products to encourage a pleasant smell. Many upscale salons are now using a blend of sandalwood and lavender to encourage relaxation. Of course,

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you can choose your own signature scent if you decide to add perfume to your repertoire.

When in doubt, ask a neutral party for their input. When you work at a salon on a daily basis, it’s easy to get “nose blind” to aromas. If you aren’t sure whether your salon smells fresh, ask someone who isn’t a frequent visitor what they think. You might be surprised at what they say.

has the

experts Sam Neeley

Sam Neeleyis a truly passionate veteran of the salon and tanning world. Ever since 2000, she has been working in tanning salons. By 2004, she teamed up with Designer Skin (eventually called New Sunshine), where she rose through the ranks from a sales manager to corporate trainer to a wellknown, highly respected sales director beloved throughout the industry.

JR Homer

J.R. “The People’s Champ” Homer is the creator/owner of InstaTAN, Namaste Natural Skincare, Island Lover Skincare, Level Tan and The Level Family. He is the creator/admin for the “Tanning Studio Forum” and “Used Tanning Equipment Auction” FB groups. A husband and father of two, Homer was Linebacker of the Decade for Brentwood (PA) High School, an undefeated amateur boxer, and is currently a purple belt in Jiu Jitsu via Steel City Martial Arts.

Dr. Jim Schleckser

Jim Schleckser is the CEO of the Inc. CEO Project, helping leaders grow their companies. He specializes in the issues that fast-growth firms experience. He is also a member of the Forbes Coaches Council.

Joe Schuster

Joe has been involved with the indoor tanning industry since 1986, teaching certified salon operator training since 1992 and an advocate for indoor tanning in many capacities. He’s a contributing writer for IST magazine and serves as the Director for Sun is Life salon operator certification. Joe is a sought-after speaker and presenter at both national & regional trade events, also has interacted with the FDA, state & local regulatory agencies on behalf of the indoor tanning industry.

Quinn Cooper

Quinn Cooper has been a professional in the tanning industry for years, showing his passion for wellness at every turn. He is a proud Senior Account Executive of IST magazine and Sun is Life as well as being a salon owner himself.

senior, and corporate officer management positions for five Fortune 500 corporations. He also has a Bachelor of Science in marketing and employment law, and an MBA in Human Resource Management. Tanning salon owners can sign up for a FREE consultation on his website.

Jack Dumoulin

Ossiana Tepfenhart

Jack Dumoulin is the co-founder of the School of Hard Knocks. The School of Hard Knocks is a social media company that promotes financial literacy and career mentorship by interviewing successful entrepreneurs. The company has over 10 million followers and 3 billion views across platforms in 3 years. You can reach him at schoolofhardknocksinfo@gmail.com.

Lisa Saavedra

Lisa Saavedra’s experience in the tanning industry features years of dedication. As the Director of Brand Development for the Devoted Creations family, she has helped mold the sunless tanning industry into the efficient, fashionable, and powerful force it is today.

Alex Zeedyk

Alex Zeedyk is a tanning aficionado who is the proud Client Relations and Marketing Specialist of Devoted Creations. Her highly astute advice has helped thousands of salon owners advance their business, making her a favorite of the industry.

John Farr

John Farr, AKA “The Salon Doctor,” began consulting indoor tanning salon owners in 1990. In his 35+ year indoor tanning career, John has worked with more than 600 salon owners. He has a nearly 50-year retail and executive management career. During that time, he held middle,

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Ossiana is an award-winning author and journalist with a special fondness for business, personal finance, and glamor. When she is not working as an editor, she’s working on her first anthology series alongside Poppy Z. Brite and John Shirley.

Steven Labruna

Steven Labruna is a sales consultant local to the New York City tri-state area, acting as Outreach Manager at his current job. When he isn’t working on creating better sales protocols, he’s a DJ in the underground hard techno music scene.

Nadine Carter

Nadine Carter is the Internal VP of Marketing at Sunless Tanning. Her love of tanning culture as well as encyclopedic knowledge of tanning technology makes her an asset to any project she’s involved in.

Denis Urkevich

Denis Urkevich is a finance marketing professional who has done extensive research and work in the merchant services industry with a major focus in retail setups. His expertise ranges from salon funding to streamlining retail processes.

Jerry Baughman

Jerry Baughman is founder and CEO of Twilight Teeth, one of the top salonspecific teeth whitening companies in the world. He boasts over 20 years of experience in the tanning industry as well as the tooth whitening industry.

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Would you like to advertise here? Reach thousands of potential customers. Inquire today at quinn@istmagazine.com

IST wants to hear from you! To tell us your thoughts, comments and questions. As the leading magazine for the tanning and wellness industries, we want to know what you would like to read. Please email Quinn@istmagazine.com with your input.

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