IST | July 2023 Digital Edition

Make it Count!

DearReaders,

The summer months bring many thoughts to mind: vacations, holidays, fun in the sun … and in many parts of the U.S., a screeching halt to salon customer traffic.

If you’ve kept up with your IST Magazine, you have some great ideas for keeping sales and sunbeds humming through the off-season. That’s what we’re here for! You might have to get creative with promotions to keep your sales up; Lisa Saavedra of Devoted Creations offers more expert tips to help you “Survive the Summer Slowdown” on p.38.

Also this month, Melissa Damiani of SunLync has insight on the subject of “Cash or Credit” – is it time for you to reevaluate the way you process credit payments at your facility? A more efficient processing technology could be a gamechanger for your operation. Check out “Lync IT” on p.34.

If you find yourself with downtime, you can use it to your advantage. It never hurts to schedule some deep-cleaning or complete a few cosmetic improvements at your facility. How can you streamline your operations? It’s a great time to install and implement new software or address the maintenance issues you couldn’t get to during the busy season. Be sure to let your social media followers know what you’re up to while they’re outdoors having fun in the sun. “Hey! Our lobby got a facelift – come check it out!” Reaching those tanners who are taking a break during the summer is the way to keep your business top-ofmind – summer will be over before we know it.

This is also a great time of year to invest in Sun is Life® Training & Certification! Consistent staff training is something that helped my salons stay ahead of my competition for over 42 years. A confident and knowledgeable team is key to delivering a premium guest experience. If you haven’t already done so, check out sunislife.com for more information about this accessible, affordable training program.

At the time of this writing, I was getting ready to attend the Experience JK event in Orlando, FL – look for exclusive coverage in our August issue.

Make your downtime count … Thanks for reading!

Publisher Vince Lorraine

Editor In Chief Vince Lorraine

Managing Editor Sherron Barden

Assistant Editor Peter Hinterman

Editorial Advisory Sherron Barden

Graphic Design Hailey Carriger

Accounting/Circulation Kim Davis

Senior Account Executive Terese Allen

Contributing Writers Grant Cardone

Melissa Damiani

Madeleine Harrington

Gary Lipman

Lisa Saavedra

Joe Schuster

Leif Vasstrom

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July 2023 | Volume 27 | Issue 6 IST Magazine ISSN#2329-8545 (USPS 023149) is published monthly by IST Magazine, Inc., 14165 Fenton Rd., Fenton, MI 48430. Canadian Mail Agreement #41971515. Periodicals postage paid at Flint, MI and additional offices. Postmaster: Send address changes to IST Magazine, 14165 Fenton Rd., Fenton, MI 48430. For back issues, inquire for availability. Editorial Correspondence: Address product information and inquiries to: Editorial Department, IST Magazine, 14165 Fenton Rd., Fenton, MI 48430, phone 810.230.1735. 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.

Vince Lorraine, Publisher

If there’s something you’d like to see in your IST, please email vince@istmagazine.com.

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7 QUESTIONS WITH...

Suzy Baucum

Sales Manager, Four Seasons Sales & Service

1

How did you end up working in the tanning industry?

I loved tanning indoors prior to ever working in the industry. About 20 years ago, I was an ER admission clerk at the local hospital, but it was a PRN (“as necessary”) position. A friend of mine, Trish, worked in customer service at Four Seasons and knew I wanted a full-time, day-shift job. I didn’t know one thing about Four Seasons! Trish set up an interview with Rhonda, the customer service manager at the time. I had to cancel that first interview because there was snow on the ground and being from Alabama, well … I just don’t drive on snow. I didn’t think Rhonda would call me back but she did, and I celebrated 20 years on Team Four Seasons in January, 2023.

2

What was your very first job?

At age 16, my first job was at the local Dairy Queen in Paris, TN. It was owned by a local family and three brothers ran it for their dad. They let us do our homework when we were slow and taught me several lessons, including: Sometimes, just say okay and don’t talk back; how to count change back without a computer register and how to deal with the public. “DQ Lane 2” is where I met Phillip, my husband of 32 years! A co-worker arranged the meeting and I took him tater tots and a Chuckwagon Sandwich so he could get my number.

3 What is something people would never guess about you?

A couple of things: I used to be on the math team at Good Hope School in Cullman, AL and won several trophies for Algebra 1 and 2, including first place in the county. I was also in a pageant once (I didn’t have grace or beauty, but I sold the most ads that year … LOL). My title was “Miss Alabama Hostess Princess” and I got to go to the national competition in Atlanta, GA. Also, I currently still have cable TV – can’t bring myself to cut the cord.

4 Who is your hero?

Well, I have a bunch – the members of my work family. My family has been through a rough two-and-a-half years. My co-workers were there for Phillip and me through losing our daughter in 2020, to most recently when I was diagnosed with endometrial cancer. I had a complete hysterectomy on April 17th and was going to be in the hospital on April 18th, my 50th birthday. Team Four Seasons knew how nervous I was about surgery, so they threw me a huge birthday/get well soon party. They sent many texts, called me, brought us food and came to visit. We have a big family at Four Seasons; they are truly caring and inspiring people who inspire me to be better.

5

Do you have a favorite family tradition?

When Phillip and I had kids, we didn’t want to be those parents who dragged the kids to everyone’s house on Christmas morning. Santa and presents are waiting and the kids would want to play with it all! So we decided to invite everyone to come for Christmas breakfast – don’t dress up, come in your pajamas if you want to and watch the kids open their presents and play with them.

6 Who was your first celebrity crush?

“The Karate Kid” Ralph Macchio and Duran Duran; during the ‘80s, I also had a thing for blonde “hair band” guitarists.

7

When you were a kid, what did you want to be when you grew up?

I wanted to be an astronaut! As I got older, I wanted to be an engineer and actually started college courses for that. Then, I found love and kids ... I ended up on the tanning industry path a few years later. Wouldn’t trade it for the world! ■

ATHENS, TN

By Sherron Barden

BRONZING Beauty The

THISmonth’s Salon of Distinction subject is getting ready to celebrate one year in business next month. IST talked with young salon co-owner Brandi Hampton about her tan biz journey thus far, and her plans going forward.

IST: How did you get started in the tanning business?

BC: When I was 19, I started working at another tanning salon in the area and they told me I “wasn’t good enough to work in a tanning salon.” (Keep in mind I had

left a job at the local hospital working as a CNA taking great care of patients.) How can you not be good enough to work in a tanning salon? When the salon I now own became available for purchase, I jumped right on it! I’m one to never let people tell me I can’t do something, so I was ready

Salon Stats

CO-OWNERS

• Brandi Hampton

• Cole Hampton

STAFF: 2

UV SYSTEMS: 7

SUNLESS: 1 Norvell Airbrush

OTHER SERVICES

• Manicures & Pedicures

LOTIONS

• Devoted Creations

• Tan Asz U

• Tan Inc.

SALON SOFTWARE

• Tan-Link

DISTRIBUTOR PARTNER

• Four Seasons

(L-R) Harmony, Grace, Brandi & Cole (Co-owners) will celebrate one year in business next month.

to show up and show out! I bought The Bronzing Beauty in August of 2022 after just turning 20 years old.

IST: What challenges have you faced as a salon owner?

BC: The first significant challenge was the remodeling of the space – it was very outdated and dirty. The previous owner smoked in the store, so we also had to get all the “smoke smell” out. We spent about $20,000 on renovations just painting, adding lights, new flooring, repairing bathrooms, etc. We also had to take all the tanning beds apart, clean them and replace all the lamps. I have had many days when I just want to give up, because I feel like it’s never-ending remodeling; but I have a vision of what I want and I will get there.

IST: What do you feel sets your salon apart from your competitors?

BC: A few things we’re proud of include our great customer service, Beauty Bar, updated décor and just the welcoming environment we create. Customer service is big at our salon and we always want our guests to be 100% satisfied with everything. Our Beauty Bar offers spray deodorant, makeup-remover wipes, dry shampoo, perfume/cologne, tan-extending lotion and gloves for applying bronzer lotion. Most salons do not offer these amenities. We also have a nice guest waiting area with a mini-fridge with refreshments. Each room is furnished with a table with a plant, a jewelry holder, baby wipes, a cute sign, a rug, full-length mirror, a chair and a hook for clothing! Our guests appreciate all these special touches.

IST: How would you describe the atmosphere at your salon?

BC: The atmosphere is very welcoming and relaxing. I chose a more mid-century modern theme, rather than the tropical beach décor most salons have. We have a lot of green plants, which everyone loves!

IST: What was your biggest takeaway from the Sun is Life® Salon Operator Training?

BC: The program has so much great information, but I would say the most significant takeaways would definitely be the knowledge our staff now has for accurately and confidently explaining to our guests the differences in UVA/UVB rays, how the different types of lotion formulas work and which one is appropriate for a guest’s tanning goals, and how to identify skin types so that our session times are correct for each individual tanner.

IST: What are your goals for The Bronzing Beauty in the next 1-3 years?

BC: The goal for this year is to get one more newer bed and keep increasing our clientele. In 2024, I am hoping to get several newer beds and add another stand-up system to the service menu. We also want to open a second salon in a neighboring county!

Brandi, thanks for choosing Sun is Life Salon Operator Training and for taking the time to share your story. All the best! ■

Brown-N-Bare Tanning | Angola, IN Offering Only the Best

Compiled by Sherron Barden

Thebusinesses featured in our JK Salon Spotlight have achieved success by partnering with the team of professionals at tanning and wellness system manufacturer and worldwide industry innovation leader, JK Products & Services. This month, Kelley Konrad, Owner of Brown-N-Bare Tanning in Angola, IN had glowing praise for the many outstanding features of the Ergoline tanning systems, and her relationship with Team JK and the ways it benefits her business.

The Brown-N-Bare Lineup

TANNING SYSTEMS

2 Vitality TLT3

1 Classic 600

1 Ambition 300

3 Super SunDash (1 Stand-up)

10 SunDash 32/0

IST: When and how did you find yourself in the tanning industry?

KK: I was a salon tanner who had recently lost my job, and I asked if the salon operators were looking for help – which thankfully, they were! I started as a parttime employee and within a year, I was the salon manager. Twelve years went by, and I thought I would try something else; little did I know that three years later (2019), my husband and I would own that salon. The former owner (my former

OTHER SERVICES

Spray-Tanning

1 VersaSpa Pro

1 Mystic Kiss

boss) reached out to us as he was ready to retire. He had never found a replacement for me and said it was always his plan for me to one day own the business.

IST: You offer the Ergoline Vitality TLT3 (Total Light Technology) sunbed – what do your tanners think about the tanning technology?

KK: They absolutely love it! “Love Love Love” is an expression we’ve heard frequently. When we introduced it a few months ago, news spread fast through our customer base – they refer to it as the “spaceship.” The combination of red and blue light delivers not only instant gratification as far as a tan, but also benefits in skin health and energy enhancement. Tanners always say they wish the session would “just last a little bit longer.” The super-comfortable contoured acrylic is another unexpected surprise for them, as well as the cooler session. The ten-minute max is matched with facial and shoulder tanners, as well as the Aqua Fresh mister, all of which are customizable to the individual and have left numerous speechless! Many have said that it “spoils” them and it would

be hard to go back to anything else. We offer two of these luxurious beds.

As for our equipment mix, we have many tanners who use our base sunbeds faithfully – for some, it’s all they do! In fact, whether it be ten minutes, 20 minutes or any time in between, our tanners are getting a quality tan with lamps mainly transmitting UVB rays. In fact, it is a tan from head to toe with face tanners to give the face and upper body extra attention. We are often reassured by customers who have base tanning packages that those beds are all they could ever need or want.

IST: What is your personal favorite Ergoline tanning system and why?

KK: This is an easy question to answer: it is hands down the Vitality TLT3. I absolutely love the color I get from every session, as well as how my skin has felt since I’ve been tanning in it. I get stopped frequently by people commenting on my color and how nice it looks. The red-light therapy that you receive from the session is also awesome. I definitely noticed a difference when I went from a bed with no red-light therapy to the TLT. My skin feels a lot softer!

IST: How has the team at JK/Ergoline helped you grow your business?

KK: The team at JK/Ergoline has been extremely helpful in the whole process of us growing our business from start to finish. They have addressed all of our questions before purchasing equipment, from financing, to delivery and installation. Answers to any questions or concerns we may have had after installation are literally just a phone call away.

IST: What are your goals for BrownN-Bare in the next three years?

KK: We would like to continue giving our tanners the best by upgrading with new and improved Ergoline beds in the future. I feel that keeping on pace with customer requests for the newest and latest technology in skincare will allow us to continue to grow.

IST: Kelley, you have a great deal of experience in the tanning business. What advice would you give to new salon owners?

KK: You will have your good days and bad – you will question whether you made the right business decision or not. But I always tell my customers that if someone comes into the salon having a bad day, I hope that with the genuine care our team gives them and providing a way for them to relax for that short time can help them leave feeling a little bit better about their day. If you can do that, then you truly know you are right where you need to be. ■

TeamBrown-N-Bareincludes: (back L-R) Cindy, Kelley (Owner), McKenna, Jeannie and (front, L-R) Kylar, Katie, Kailey.

IST Magazine

1. Selfie™ Sunkissed NEW FACIAL BRONZING SERUM

• Organic DHA

• 7-Day Formula

• Quick-Absorbing, No Residue

• Sensitive Skin Formula

• Paraben-Free, Non-comedogenic

• Buildable Color

• Vitamins Golden C, C & E

• Hyaluronic Acid

• Watermelon & Plum Extracts

• Ferulic Acid

• Aloe Vera

1OZ

2. Barefoot Beachwood™ NEW DAILY HYDRATOR

• Cacay, Avocado & Coconut Oils

• Aloe Vera Gel

• Coastal Coffeeberry

• Willow Bark

• Cucumber

• Barefoot Beachwood Scent

18.25OZ MSRP $27.98

3. DC Accelerator

TANNING MAXIMIZER

• Designed for All Skin Types

• Bronze Boost Complex

• Tyrosine

• Skin Softening & Hydrating

• Argan Oil

• Banana Fruit Extract

• Caffeine

• Vitamins C & E

• Coco Creamsickle Scent

MSRP $27.98 18.25OZ

1.

2.

3.

IST Magazine

LUMINIZING SKIN TINT

• Glow-Boosting Glowplex™

• Antioxidant Rich

• Youth Boosting

• Contouring & Blurring

• Porcelain Flower

• Hyaluronic Acid + HA producing Hyalufix™

• Vegan Collagen

• Pore-tightening Honey

• Hypnotic Honey Scent

1.7OZ MSRP $54.98

CERAMIDE INFUSED

SILICONE CLOUD CREAM

• Ultra-Hydrating Daily Moisturizer

• Silicone Moisture-Lock Technology

• Moisture Barrier Strengthening Ceramides

• Antioxidant-Rich Vanilla Extracts

• Skin-Softening Coconut Milk

• Skin-Perfecting White Tea Extracts

• Tattoo & Color Prolonging Technology

• Cloud Kissed Scent

18.25OZ MSRP $26.98

VITAMIN C INFUSED GOLDEN GLOW BRONZING SERUM

• GlowPlex™ Evens Skin Tone & Supports Luminosity

• Apple Cider Vinegar Balancers

• Complexion Perfecting Golden C

• Powerful Superox C™

• Glowing Light Enhancer

X50 PhotoGlow™

• Hyaluronic Acid + HA producing Hyalufix™

• Super-Slimming Technology

• Highly-Concentrated

Cellulite Smoothers

• Collagen-Perfecting & Plumping

• Antioxidant Pollution

Defense System

• Tattoo & Color Fade

Protecting Technology

• Sweet Nectar Glow Scent

13.5OZ MSRP $135

5. Cloud Kissed™

6. CE Glow™

4.

5.

6.

7.

DAILY BODY MOISTURIZER

• Improves Dull Skin

• Rich Anti-inflammatory & Antioxidant Blend

• Oil-Absorbing

• Skin-Softening Shea Butter

• Avocado, Lavender & Rosemary Extracts

• Tattoo & Color Fade-Protecting

• White Birch

• Ocean Waters Scent

8.5OZ MSRP $17.98

8. Electric Aura™ DREAMY DARK PURELY PERFECT SUN LOTION

• Tanning Optimizer

• Paraben/Gluten/Oil & Dye Free

• Repairs Cell Damage & Increases Collagen Production

• Anti-aging & Skin-firming Benefits

• Soothing Violet Flower

• Sensitive Skin Hydrating Ceramide Complex

• Calming Cucumber

• SunXtend Color-extending Formula

• Organic Grape Water

• Green Tea Extracts

• Soothing Cotton & Rice Extracts

• Hypo-Allergenic & Allergen-Free Scent

12.25OZ MSRP $88.98

HIGHLY CONCENTRATED DARK DHA BRONZER

• Luxurious 4K Blend

• Plant Based Silicones

• GlowPlex™ Evens Skin Tone & Supports Luminosity

• Glowing Light Enhancer

X50 PhotoGlow™

• Apple Cider Vinegar Balancers

• Cellulite Fighters

• Targeted Anti-Aging & Firming

• Bakuchiol Antioxidants

• Tattoo & Color Fade Protecting

• After Tan Odor Eliminators

• Blissful Beach Scent

12.25OZ MSRP $97.98

H.I.M Hydrate™

9. Beyond the Beach™

7.

9.

8.

TWILIGHT TEETH

P6 Teeth-Whitening Kit

• Original Patented "Whiten While You Tan" System

• Small, Comfortable Mouthpiece

• Powerful UV Light

• Minty, No-Rinse 25% Whitening Gel

• Up to 12 Applications

• Gel Refills Available

MSRP $44

FLEX PODZ

Tanning Eye Protection

• Traditional Goggle Style

• Soft, Flexible Material

• Bright Neon Orange, Green, Pink, Blue & Purple

• 12 Pair/Bag

• Display Box Available

MSRP $3.34

Sunscreen Misuse Getting Attention

ByJosephLevy,AmericanSuntanningAssociation

FORdecades, professional indoor tanning facilities have promoted sunburn prevention as a sensible approach for people who wish to incorporate UV exposure into their lives in a non-burning fashion. That includes teaching the sensible use of sunscreen outdoors on occasions when sunburn would otherwise be possible.

And for decades, public health advocacy groups funded by the sunscreen industry have opposed our messaging –saying that sunscreen should instead be worn daily and year-round – even when it’s cloudy and your only steps outside in the sun are to and from your car before and after work.

That approach is coming under fire –and from different directions.

• The U.S. Food and Drug Administration recently published the results of a random controlled trial in the Journal of the American Medical Association confirming that the primary chemical in sunscreen – oxybenzone – leeches into a user’s bloodstream at levels far greater than had been suspected. After one application, oxybenzone levels exceeded FDA’s targets, and regular use for several days lead to levels of magnitude too high, researchers said.

AbouttheASA

• A University of Texas dermatology professor has publicly challenged public health advisories asking blackskinned people to wear sunscreen, calling such thinking “nonsensical.” In an essay titled, “Sunscreen wouldn’t have saved Bob Marley from melanoma, and it won’t help other dark-skinned people,” Dr. Adewole Adamson, who is Black, asked, “If sunscreen was important in the prevention of melanoma in dark-skinned patients, then why have we never heard of an epidemic of melanoma in sub-Saharan Africa, a region with intense sun, a lot of Black people, and little sunscreen? …The public health messages promoted by many clinicians and public health groups regarding sunscreen recommendations for dark skin people is incongruent with the available evidence.”

• Outside Magazine recently published a comprehensive article, “Is Sunscreen the New Margarine?” that straight-out called current advisories for sunscreen over-usage unhealthy and unscientific. “Avoidance of sun exposure is a risk factor similar in magnitude as smoking,” the author, Rowan Jacobson, wrote, pointing to piles of new data

Founded in 2012, the American Suntanning Association is committed to defending and growing the industry through a detailed and proactive plan directed by an all-salon board and executed by more than two dozen management and consulting team members who specialize in this type of work.

calling for re-evaluation of unnatural sun avoidance.

Jacobson paints an absurd picture about sunscreen use and sun-care policy. “Meanwhile, that big picture just keeps getting more interesting. Vitamin D now looks like the tip of the solar iceberg. Sunlight triggers the release of a number of other important compounds in the body, not only nitric oxide but also serotonin and endorphins. It reduces the risk of prostate, breast, colorectal and pancreatic cancers. It improves circadian rhythms. It reduces inflammation and dampens autoimmune responses. It improves virtually every mental condition you can think of. And it’s free,” he wrote. “These seem like benefits everyone should be able to take advantage of. But not all people process sunlight the same way. And the current U.S. sun-exposure guidelines were written for the whitest people on earth.”

All of which paints a sunny picture for those of us who, for decades, have been promoting sunburn prevention instead of sun abstinence. ■

To join ASA today, visit AmericanSuntanning.org/register.

About the Author Joseph Levy is

Executive Director

and

of Scientific Affairs for the American Suntanning Association

Director

5 Ways to Stay Engaged During the Off-Season

Youmay be missing the fast, frenetic pace of the busy season … and more likely, the revenue it generates. However, slower months can provide an opportunity to review, refine and optimize your business to set you up for success in the up-coming season. JK Products & Services shares five ways to stay busy during the off-season by refreshing your business, equipment and most importantly, the customer experience you offer.

Get Organized & Freshen Up

Update your business contact lists for quick support and customer service. Check product expiration dates and update ordering sheets. Refresh in-room instructional information and perform a deep cleaning on equipment. Revamp and reorganize your lobby by moving the furniture and adding a new coat of paint.

Salon, Operations & Staff

Education is crucial for success, and keeping up to date with staff training on products, equipment, membership programs and selling techniques is imperative. Having competent, knowledgeable and friendly staff will only help keep your guests coming back. To efficiently and effectively onboard new staff members, take the time to create and provide refresher or advanced training with accessible reference materials for all business areas.

Plan for upcoming hiring needs and review what worked or didn’t work last season in terms of staff needed and schedule shifts to meet customer demand. For maximum efficiency, review and streamline processes from last season such as staff scheduling, product ordering, membership sign-up and billing.

Equipment 101

Update equipment information for each service room and service type. Create a digital or hard copy folder that lists the equipment, including serial number, type of lamps or other products needed for the service type, and who to call for ordering. Have a copy of the operating manual and all other compliance sheets for equipment organized and easily accessible.

Be preventative with equipment maintenance. The first step in doing this is keeping filters clean and maintained, a simple step that can prolong equipment life by ensuring proper airflow and avoiding heat-related performance issues.

Keep acrylic shields clean using the recommended cleaners and techniques, as this also plays an essential role in maintaining the life of your tanning systems. Review regular preventative maintenance practices for refreshing and cleaning equipment. For downloadable cleaning and equipment maintenance checklists, visit the resource page on jkproducts.us.

Promotions

Use this slower time to get a head start on planning promotions for the upcoming season. The first step in determining your promotional objectives and timing is setting measurable goals you intend to accomplish throughout the year.

Promote new memberships in the pre-season and focus on products and new services for the current season.

AbouttheAuthor:

Review previous promotions and their effectiveness/success and brainstorm new promotional ideas. Create your promotional calendar in advance for the year ahead and outline details of the promotion and what is needed to execute it.

Use social media and in-salon content to promote, educate, inform and entertain. Create your posts to include and connect with other industries of interest in line with your business, such as fashion, beauty and travel trends.

Customer Experience

Engage with your customer/membership base. Ask them about their experience, gain feedback on new products or services and show your appreciation for their loyalty.

Host a customer appreciation event for current members. Plan and provide exclusive offers and promotions during the event. Highlight and demonstrate new services or upgrade to higher-level products to keep existing customers informed and visiting again.

As the slowdown begins, take the time to appreciate the challenges and lessons this year has offered. Continue your customer and employee education. Engage with your guests and invest in various equipment and services to bring new and encouraging opportunities to your business. Make the next season one to remember! ■

Amanda Grissom is Marketing Director for JK Products & Services, supporting industry leading brands such as Ergoline, Beauty Angel and Wellsystem. Joining the industry in 2012, she brings diverse knowledge and industry insight. In addition to marketing, Amanda carries expertise in design and brand management. Cultivating collaboration and creativity, she leads with integrity and understands the value of a team.

CASH or Credit?

By Melissa Damiani

When you grab your morning coffee at your favorite coffee shop, do you pay with cash?

I’m willing to bet money that you usually pull out the plastic. I’m guessing that the same probably goes for your customers as well, even for smaller purchases such as eyewear or a bottle of water?

Accepting credit cards as a form of payment at your salon is imperative, and how you process them is vital to your business.

If you’re still using an external terminal to process payments made with a credit card, you may want to consider boosting your business efficiencies with a payment processing technology that is integrated with your point-of-sale system.

The processing of credit cards is faster than that of cash or check if you accept those payment methods. Not only that, the automation and efficiency that is provided through integrated processing can save you money overall. Envision removing an element of human error by eliminating a manual procedure. You will no longer have to expend the extra effort of closely monitoring and tracking transactions processed or to reconcile balances between two separate and unintegrated systems.

In addition to saving money, streamlining your operations usually results in a better customer experience, as well. If you haven’t already done so, implementing an integrated solution for credit card processing is one easy way to help achieve this goal for a variety of reasons.

First and foremost, in today’s world, security is a huge priority for customers and they will take comfort (and likely appreciate) that you have taken measures to

protect their card data. If your solution is EMV ready and incorporates encryption and tokenization, you will improve customer confidence and retention rates, as you will lessen the fear that they may have had in the past that their information could be compromised.

A tokenized solution also opens up doors for scheduled recurring billing of EFT memberships, as the credit card info is replaced by a token or series of numbers and characters allowing you to securely bill your customers each month. Additionally, an integrated solution with tokenization also allows for another customer convenience – the option to charge items to their card on file. It will no longer be necessary for these salon guests to bring their handbag or wallet with them each time they tan, resulting in the ease of purchases like equipment upgrades or lotions!

If you offer EFT memberships, do your customers often forget to update you on changes like a new expiration date? If you have an integrated payment processing solution you may also have access to other beneficial features such as an account updater that will attempt to obtain updated credit card information from the credit card processor. Just think of the time that this will save you in terms of trying to reach these customers for updated card info, especially if they

AbouttheAuthor:

haven’t visited your salon in a while. Utilizing such a function will also show immediate positive results when it comes to the number of declines in your monthly EFT batch.

If you’re not already using payment processing technology that is integrated with your point-of-sale system, don’t wait any longer to take your operation to the next level! Not only will your business reap the benefits, but your salon guests will also enjoy the ease of making purchases in a highly secure manner. ■

Melissa Damiani is the Sales Manager of SunLync Software, Inc. a member of the JK-North America group of companies. With the company since 2002, Melissa has served the organization in several capacities, and has extensive knowledge of all aspects required to deliver robust salon management software solutions that are designed to enable measurable growth within its users’ ever-evolving business models. Call Melissa at 866.SUNLYNC x3 or email mdamiani@sunlync.com.

Accepting credit cards as a form of payment at your salon is imperative, and how you process them is vital to your business.

Which INSTAGRAM INSIGHTS & METRICS Are Most Important?

By Grant Cardone

With an Instagram business account, there are essential statistics and metrics available that, based on your goals, will hold different significance to your operation. I recommend you review this data at least once per week so you can adjust your IG strategy as needed.

Now, here is how you interpret the different groups of information that you will find in the “Insights” section of your business account.

ACCOUNTS REACHED

In this area of your Insights Overview, you can see both the non-followers and followers your posts have reached. You can also see the type of content people respond to the most … More on that later.

These numbers are strong indicators of how well you’re growing your following or forming a community, if those are your goals with the platform. For the same objective, you will want to review the next set of data as well:

CONTENT INTERACTION

The content interaction portion of Instagram Insights shows a comprehensive breakdown of the engagement you have received on each category of content. It takes into account likes, comments, shares and saves. From here, it is easy to determine what your ideal customer likes and what they’re looking for.

In addition to growth and community, there are clues on how to generate revenue within the app with these numbers.

TOTAL FOLLOWERS

While anyone with a personal Instagram account can see their total followers on their main profile, the Insights section takes things a step further. Here, you have access to:

• Everyone who has followed and unfollowed you,

• Top locations people follow you from,

• Percentage by gender and age range of your followers, and

• Times when your posts receive the most activity.

INSTAGRAM SHOPPING STATS

If one of your main goals is to sell products through IG, you will need to see how you’re doing by tracking two statistics:

First, see how many product views you get. Before anyone can buy your products, they have to know they exist. You want to make sure the number of people being exposed to your offer is continually increasing.

Next, look at product button clicks – this is when someone actually showed an active interest and went to purchase the product. If you see this number declining, it’s time to switch gears.

Up to this point, this data has measured efforts that only cost you time. But what about the ones you’ve backed with cash?

WEBSITE TRAFFIC & SIGN-UPS

Some of you may be using Instagram with the intention of driving traffic to your website or for lead generation through ads or certain types of posts. These are smart ways to use the platform to grow your business, but only if you’re getting results.

To track this, make sure your website taps and link clicks are doing well in your Insights tab, otherwise, you can end up spending a lot of money really fast, with lackluster results.

This information is particularly useful if you want to run ads and when choosing posting times. With that in mind, let’s review what other metrics you should prioritize when showcasing products or driving traffic to your site.

AbouttheAuthor:

So far, I’ve offered a guide to setting goals and objectives with your IG business account, tips for successfully choosing content to post and how to measure your impact. But wait … There’s much more!

Check back next month for more Instagram Growth Strategies. ■

Grant Cardone is a New York Times bestselling author, the No. 1 sales trainer in the world, and an internationally renowned speaker on leadership, real estate investing, entrepreneurship, social media and finance. His companies have annual revenues exceeding $100 million. Forbes named Mr. Cardone #1 of the “25 Marketing Influencers to Watch in 2017.” He regularly appears on Fox News, Fox Business, and MSNBC, and writes for Forbes, Success Magazine, Business Insider, CNBC, and Entrepreneur. He urges his followers and clients to make success their duty, responsibility and obligation. He currently resides in South Florida with his wife and two daughters.

I RECOMMEND YOU Review THE METRIC DATA AT LEAST ONCE PER WEEK SO YOU CAN ADJUST YOUR IG Strategy AS NEEDED.

Survive the “Summer Slowdown!”

ByLisaSaavedra

Asthe weather warms up, we tend to see our salon guest counts dwindle as they trade their time in our tanning equipment for more time outside in the sun. Last month, we discussed ways to avoid this decrease in traffic; this month, I want to dive a little deeper into some other ideas to help ease the slowdown phase.

Don’t Cut Prices!

I’ve seen this all too often. Salons will run crazy promotions during their slower months just to make sales. Instead of slashing your pricing, how about adding value to the packages and products you are currently offering? Instead of deeply discounting a lotion, what about offering a tan extender with it for $5? Or, with certain select packages, offer extra upgrade credits. When you dramatically decrease a price on your products or services, you devalue them. Instead, offer extra incentives for guests to purchase them at regular pricing.

Don’t Stop Marketing!

Direct marketing, email marketing, text marketing, sponsored posts, etc. are all extremely effective ways to communicate with your customers. Just because it’s summer and your salon is slower doesn’t mean you should stop these efforts – if anything, you want to make them more appealing. Invite people in for a free session, offer a one-day-only promo, any “call to action” that catches someone’s attention and drives traffic will also drive sales … The extra effort is always worth it.

Host a Summer Event

Why not promote a free tan weekend or a customer appreciation event? Getting people through the door during slow times is the ultimate goal. More Guests = More Sales! Host a cookout and offer free tanning, combined with great promotions on your products and services. Make it exciting and something everyone will want to be a part of. People are much more likely to commit to a tanning package if they have already tried the service, so let everyone coming to your salon try any bed

may have never heard of your brand. One thing I think is great is a “weekly drawing.” Each week, you partner with a different local business and you both have customers enter in a contest to win a gift card from the other business. So for example, if you partner with a nail salon, all the nail salon customers can enter to win a gift card for tanning at your salon, and your tanners can enter to win a nail salon gift card. I would suggest after the drawing is done, email each person who entered and offer them a free tan – that way, you get more new people through the door.

they would like, including upgrades. You will notice a big difference as to how many people opt to purchase a membership for your higher equipment levels.

Partner with Other Businesses

I have always been a fan of cross-promotion! Not only are you supporting the other businesses in your community, but you are targeting potential customers who

AbouttheAuthor:

Stay Positive

They say positivity radiates, so if you are not positive about making it through the slow season, not only will your staff feel it, but so will your guests. A positive outlook can go a long way toward keeping your entire team motivated. As we all know, motivated and happy staff always outperform our expectations. ■

As Director of Brand Development for Devoted Creations’ family of brands, Lisa brings 17 years of industry experience, knowledge and enthusiasm to all aspects of the business, including social media, product development, training, customer relations, public speaking and marketing strategies. Lisa worked at the salon level managing a large chain of salons, which infuses her sales training and brand concepts with real world experience. Lisa has been chosen the IST Magazine “Person of the Year” five times.

Creative sales promotions and a positive outlook can go a long way toward surviving the summer slowdown!

SUNBED OR Seashore?

Choose a DC Indoor/Outdoor Formula

By Madeleine Harrington

Summer is finally here and the craving to be beautifully bronzed has escalated more than ever!

Whether you are sunning at the beach or catching some rays in the tanning bed, using a high-quality tanning lotion is the key to results and summer skincare. By now, we know that the active ingredient included in all DC tanning formulas is Tyrosine – a non-essential amino acid produced by the body – and this is what helps accelerate the tanning process. When you use a lotion that contains this key ingredient, your skin begins to develop melanin cells 30-60 seconds into your UV exposure, as opposed to 7-10 minutes if you do not apply an accelerator lotion!

Besides the hydrating ingredients and Tyrosine for better bronzing results, another great benefit to look for in a tanning product is a formula created to use both indoors in a sunbed or outdoors in the natural sun. Especially with summer upon us and more of your salon guests planning sunny vacations, laying on their poolside

THE INDOOR/OUTDOOR TANNING FORMULAS PROVIDE A GREAT OPTION FOR A WIDER VARIETY OF YOUR SALON GUESTS.

and just enjoying as much time in the sun as possible, they need the best products to help them achieve that bronzed glow. Choosing a lotion they can use during a salon session as well as while sunbathing at the beach or pool provides great benefit to many consumers.

All products that contain accelerators and natural bronzers fall into the indoor/ outdoor category. Some DC fan favorites include Prismatica, Coconut Covergirl and Sunshine Superstar, just to name a few. The indoor/outdoor tanning formulas provide a great option for a wider

variety of consumers for the simple fact that you are still getting the maximum benefits from the product whether you are using a tanning bed or laying in the natural sun. This makes these indoor/ outdoor formulas perfect to use for any summer sunning session – in the salon or on the seashore – and achieving your desired bronzed glow.

We will leave it with this question: What DC product will you grab next time you want a premium tanning formula that offers an indoor/outdoor option? ■

On Today’s AGENDA

By Gary Lipman

When it comes to knowing a thing or two, we all know there are two certainties in life: death and taxes. However, if you work in the indoor tanning industry, I think it is probably a fair claim to say there is a third certainty – that being the annual attack on our industry. In the UK, this often happens around May under the guise of Melanoma Awareness Month.

The annual attacks are undoubtedly an irritation, but they go with the territory of working in an industry that is an easy commercial target for a bigger agenda.

To dive into this topic would take a book of its own and I am aware many of my eminent U.S. colleagues and others around the world have already touched on this subject for a number of years. Everyone, they say, “has a book in them” and whilst that is not

you work in the indoor tanning industry,

It really is quite bizarre. The same format of the typically unfounded and disingenuous stories appear in our tabloid media which thrives on sensationalism; claims made by individuals rarely backed up by a medic and statistics quoted that cannot stand up to rigorous and robust analysis. Yet when these claims are challenged and backed up with independent and scientific data, the easy retort of “they would say that, wouldn’t they?” spills into the conversation.

Yet, I suggest it is the very cohort of organisations against indoor tanning that appear to either have been or are being influenced by those who it could be argued do actually have a vested interest. And yes, I would say that, wouldn’t I!

on my bigger agenda, I guess one should never say never!

Focusing on being the best we can be as professionals within our businesses and ensuring we continue to do everything correctly and indeed beyond our regulatory and legal requirements, is truly what will continue to set us apart. Securing the journey of the entirety of our industry to this point remains our goal and thankfully, we are almost there. The old school salon operators who resist change and investment

AbouttheAuthor:

are reducing dramatically as tanners migrate to more professional salons that invest in state-of-the-art tanning systems.

What then, you may ask, for the tanning bed naysayers? Well for one charitable organisation with a hitherto somewhat overzealous anti-tanning-bed agenda, we may not have to be concerned at all. Very alarmingly and undoubtedly embarrassing for the charity, the government-funded Charity Commission recently announced a statutory inquiry into the organisation’s financial controls and unauthorised trustee benefit. A statutory inquiry is a legal power enabling the Charity Commission to formally investigate matters of regulatory concern.

It must be said that the inquiry may determine there is nothing untoward to report; but there can be no doubt the Charity Commission does not undertake such inquiries lightly. The current trustees and ambassadors of the charity in question must surely now be concerned and may very well be reconsidering their positions or, at least asking extremely searching questions. The report will be published in due course, and I will keep you posted. ■

In the tanning industry since 1982, Gary Lipman is Managing Director of the UK subsidary of Ergoline, and runs Ergoline Plus, the exclusive distributor for a wide range of sunless products & spray systems. He is also Chairman of the UK’s Sunbed Association & a European Sunlight Association member.

If

I think it is probably a fair claim to say that an annual springtime attack on our business is a certainty.

The Facts about MINIMIZING Risk

By Joe Schuster

It’shotter than heck in most of the U.S. Hopefully, you’ve had a little break from running the salon to enjoy some time in the sun at the pool, lake or seashore.

As we all know (or should know), a base tan achieved in moderation in a sunbed can provide an SPF equivalent to about 3-4. So, how many of you wear a proper SPF and reapply? I would go out on a limb and suggest that sunbed aficionados and salon operators are probably the most “sun aware” people around. We know about prudent UV exposures and certainly the importance of avoiding overexposure and sunburn – a factor in developing skin cancer.

Interestingly, the anti-tanning folks seem to enjoy pointing the finger at tanning salons as the culprits in any perceived rise in skin cancer rates. Basically, their message is that if you tan in a tanning bed for any length of time, you’re doomed. How hypocritical are they when clearly (as has been proven many times), a person’s heredity, skin type, number of moles on the skin and lifetime occurrence of sunburn or erythema are leading factors in skin cancer rates? Well, they are.

Pounding a mantra of “avoid sunbeds and stay out of the sun between the hours of 10am-2pm,” they simply don’t get it. Instead of seeking to legislate age restrictions on indoor tanning (you can’t tan in a sunbed, but you can enlist in the military to serve our country), why are they not camped out in front of beaches, lakes and pools trying to restrict those, as well? Could you imagine a ban at Cocoa Beach, FL? “Sorry, folks! The beach is closed between 10am-2pm.” I can picture John Candy in the movie “Summer Rental” hearing that over a loudspeaker. He would have blown a fuse! It makes no sense!

Here’s a question: Am I the only one who uses products with different levels of SPF on different parts of my body? Face, ears, neck and shoulders get Water Babies SPF 50. (I have no shame.) Arms and belly get SPF 30, legs and feet get a 15. Hey, I’m covered head to toe AND I reapply as directed!

So, what is an SPF? Of course, it is an acronym for “sun protection factor” and its measure of how well it would protect you from UVB overexposure. Logically, one would think it means that an SPF 100 would be double the

protection of an SPF 50. Alas, this is not true. According to the Environmental Working Group that studies such things, SPF 30 products block nearly 97% of UVB, SPF 50 blocks about 98% and SPF 100 blocks about 99%. How many people know that a 100 product blocks only 1% more UVB than a 50? I’m thinking not many.

So, the keys to minimizing skin cancer risk include: avoiding sunburn and overexposure, using the proper SPF product and reapplying as directed. Be sure to share this info with your salon guests! Of course, all this and much more is covered in our Sun is Life® Training program. Get the facts!

Be safe out there and enjoy the rest of your summer! ■

Cracking the Code:

Aligned Incentives + Meaningful Consequences = Solid Results

By Kate Zabriskie

“She asked me to suggest ideas, so I did. I now have a whole bunch of extra work to do. It’s the last time I’m opening my mouth. I didn’t realize offering an idea meant signing up to execute it.”

“I get paid for selling products. Deep down, I know some of my customers don’t need what I’m recommending, but I do it anyway. Nothing has happened to me as far as consequences go, but how wrong can it be if nobody is complaining. I’m not proud, but I am getting decent checks. It’s a living.”

“We’re supposed to be polite, but most people aren’t. Nobody does anything about it. I guess that’s how business goes around here. I don’t know why I keep trying.”

Wow! Incentives and consequences have power. Are you motivating the right behavior, or are you encouraging people to act in ways you don’t want? Misguided incentives or misaligned consequences have a huge downside. The good news is that with careful thinking, you can avoid missteps.

THE DOWNSIDE OF MISGUIDED INCENTIVES

Short-Term Focus: In many cases, businesses with misguided incentives prioritize short-term gains over long-term sustainability. Staff who are only rewarded for immediate financial results or quick wins may overlook the importance of investing in innovation,

customer satisfaction and employee development. This narrow focus can limit the organization’s ability to adapt to changing market conditions and remain competitive in the long run. Do you focus only on here and now, or do your incentives and consequences take the long-term into account?

UNETHICAL BEHAVIOR: Misaligned incentives can lead to unethical behavior within an organization. Employees who are rewarded for meeting sales targets, for example, may resort to aggressive tactics, dishonesty or cutting corners to meet those targets. This undermines trust, harms the company’s reputation and puts it at risk of legal and regulatory consequences. What kind of ethics do your incentives encourage? →

When designed and implemented correctly, incentives can fuel productivity, innovation, customer service and sales.

SILO MENTALITY: Incentives designed without considering the broader impact on different departments or teams can foster a silo mentality. When employees are rewarded based on individual performance metrics, collaboration and knowledge-sharing may suffer. This lack of cooperation can stifle innovation, impede problem-solving and limit overall organizational effectiveness. Do your incentives and consequences encourage hoarding and silos or do they promote information sharing and collaboration?

DEMOTIVATION AND

DISENGAGE-

MENT: Incentives that are meaningless can demotivate staff and create a sense of disengagement. Employees may lose intrinsic motivation and become disillusioned if the rewards do not align with their values, interests or aspirations. This can result in decreased productivity, higher turnover rates and a general decline in morale. Do employees care about the rewards or consequences you have in place?

TUNNEL VISION: Staff may develop tunnel vision when incentives are narrowly focused on a single metric or objective, ignoring other critical aspects of their roles. For example, if sales representatives are solely focused on meeting sales targets, they may overlook the value of developing long-term customer relationships or providing exceptional service. In the end, those choices will most likely lead to customer dissatisfaction and reputational harm.

BUILDING EFFECTIVE INCENTIVE STRUCTURES

A strong system that is aligned with goals and values and regularly applied is the best offense and defense an organization can play.

Align with Long-Term Goals: Think about what matters. For example, are you focused on customer retention and satisfaction? If that’s the case, incentives should support those results. Additionally, there should be consequences to address behaviors employees choose that negatively affect retention and

satisfaction. For instance, if the staff are rushing interactions, at a minimum, they should not receive a reward. Ideally, managers should address the behavior.

FOSTER ETHICAL STANDARDS: When people do the right thing, they should receive recognition. When the opposite occurs, management must act quickly to coach, and correct or cut ties if the first two approaches don’t align behavior. When unethical behavior is ignored, an aggressive cancer can develop. Left unchecked, what’s wrong can quickly become what’s normal.

BALANCE INDIVIDUAL AND TEAM GOALS: Strike a balance between individual performance and team collaboration. When designing incentives, promote both individual achievements and collective success, encouraging staff

to collaborate and share knowledge. Additionally, think about consequences. How will you handle those who hoard and don’t think about the group’s success?

EVALUATE AND ADAPT: Continuously review and evaluate the effects of your choices. Solicit feedback from employees, monitor unintended consequences, and make necessary adjustments to ensure incentives remain relevant and aligned with evolving organizational goals.

Incentives and consequences are powerful tools that can shape employee behavior and drive business outcomes. When designed and implemented correctly, incentives can fuel productivity, innovation, customer service and sales. Furthermore, carefully chosen consequences can mean the difference between the right choice and the wrong one. ■

AbouttheAuthor: Kate Zabriskie is the president of Business Training Works, Inc., a Maryland-based talent development firm. She and her team provide onsite, virtual, and online soft-skills training courses and workshops to clients in the United States and internationally. For more info, visit businesstrainingworks.com.

It’s Not Just the Job, It’s the Job Culture

Three Important Takeaways Toward Reducing Turnover

By Mike Jacquart

Having the specific skills for a particular job is important, but even the most qualified job applicant may not pan out if the “fit” between the position and the workplace is poor. Whether one wants to call it a job or corporate culture, work environment or “fit,” it’s not just what you do for a living, but also where you work that can play a strong role in success.

And when someone suffers from a mental health challenge such as depression or an anxiety disorder, the right “fit” becomes even more important and potentially costly for the employer if overlooked. Take for example the case of Stanley Stringer. During his 35-year career as a news reporter, writer and editor, Stanley lost a number of jobs. He was convinced that a poor fit between his personality and a fast-paced

work environment – exacerbated by depression and anxiety issues – played a significant role in his employment terminations.

Stanley is far from alone. According to Forbes, untreated depression among staff cost employers $44 billion annually in lost workdays. This article will explain three main takeaways for managers to help ensure better “fits” for the employee and for management.

Never underestimate how many employees are in the wrong job. Most employees seen by the manager of a corporate mental health program came to see them because they were unhappy at work. “Nine times out of ten, their unhappiness was due to a very poor fit between the employee’s personality and the work environment,” wrote Marina London in Climbing out of Darkness: A

Personal Journey into Mental Wellness.

Marina found herself repeatedly recommending those employees look for a more suitable position.

At a time when recruiting new hires is more competitive than ever, what company can afford excessive turnover, especially when it could have been avoided? While performance issues are obvious cause for concern, many signs of unhappy workers are more subtle. They include:

• Becoming more withdrawn socially;

• Lacking energy and motivation;

• More easily distracted or stressed;

• More instances of anger than in the past; and/or

• Showing changes in outward appearance.

Don’t overlook potential solutions. Every workplace has interruptions, but they were endless at one company where our example Stanley worked, a firm that he said was an otherwise pleasant place to work. The problem was it was a little too “exuberant” for him. Multitudes of coworkers would stop by his cubicle area each day. “Cubicles were in close proximity, and with concentration issues, the continual disturbances were very difficult to cope with.” As Marina wrote, “when you are depressed, everything is an effort. That includes socializing.”

There were some slower, less stressful and quieter work environments at this firm, but when Stanley talked to HR about working elsewhere, he was told the company was not in the habit of providing “lateral transfers.” In other words, the new position had to be a promotion, not one that involved similar work. As a result of “staying put”, Stanley was terminated less than a year later, and the company lost an otherwise punctual, hardworking employee because they did not bend their rules and moved him elsewhere in the organization.

Take the time to help ensure a good “match” from the start. Determining whether the person can do the job is

AbouttheAuthor:

an important part of any job interview, but too often the discussion ends there. As in our example, a reporter good at writing is not enough. If the individual is skilled at writing indepth stories, he will be a poor fit at a newspaper where spontaneity to cover fires and accidents is stressed over penning lengthier essays. If the position requires working various work schedules but the individual prefers steady, regular hours, the job is not likely to work out. Probing questions that go beyond the nuts and bolts of a resume or application can be very revealing. For starters, “What types of jobs have you enjoyed the most?” “The least?” Taking extra time to screen an applicant is time well spent.

In conclusion, it’s true there is no perfect job. That said, when it comes to selecting a work environment, the more you know who you are, the better choices you can make. But job “fit” remains a two-way street. It is still vital for an employer to learn the person’s wants and needs, strengths and weaknesses. Staff attrition is inevitable, but better understanding of job culture will go a long way toward reducing turnover. ■

Mike Jacquart was a longtime editor of the Journal of Employee Assistance for the Employee Assistance Professionals Association. He is currently involved in other writing and editing projects. His new book, Climbing out of Darkness: A Personal Journey into Mental Wellness (with Marina London, LCSW) can be found on Amazon, amazon.com/Climbing-out-Darkness-Personal-Wellness/dp/B0BQ58KJH4

At a time when recruiting new hires is more competitive than ever, what company can afford excessive turnover, especially when it could have been avoided?

Do You Have Enough Emergency Savings?

By Grant Cardone

Economic and financial circumstances can change in the blink of an eye. How can you be sure you have enough emergency savings to weather the storm? In this article, we’ll look at all the factors to make sure you’re prepared before you run into trouble.

According to a CNBC and Momentive survey, half of the Americans surveyed have no emergency savings at all. The same survey also found that 40% of those with exigency funds have less than $10K set aside.

As record-breaking inflation continues, those dollars are not going to get you as far as time goes on.

So What Can You Do?

Well, it makes sense that before you go after it, you should determine the amount of emergency savings you need to feel secure and prepared.

How to Calculate “Enough” Reserves

Most financial experts will tell you a rule of thumb is to have enough saved to be able to pay three-to-six months of expenses should an emergency situation arise.

The problem is that this old maxim doesn’t hold up well against today’s economic challenges. The housing crisis and pandemic have taught us all that much.

For this reason, in addition to having enough to cover your expenses, you should also consider these questions:

• Do you earn a salary or does your takehome pay fluctuate?

• Is all of your income earned or is some of it passive (unearned) income?

• What current expenses could you cut immediately in an emergency?

• Where can you cut spending now to save for the future?

After answering these questions, you will get a realistic picture of how much emergency savings you truly need. And more than likely, it’s more than you originally thought, which presents a new problem: How can you get more money?

Emergency Savings and Financial Security

The fact of the matter is that if you’re focused on “emergency savings,” your mindset is in the wrong place when it comes to finances. Real financial stability

and freedom means you are certain that you and your family would have enough to face any hardship.

The road to reaching that level of certainty is through investment in cash-flowing assets. (To learn how I do this with real estate, you can get my book, How To Create Wealth Investing In Real Estate FREE at grantcardone.com/freebooks/).

Ultimately, if you are even thinking about whether or not you have enough emergency savings, you aren’t there yet.

So stop thinking about saving. Earn more, put your money to work –and be great. ■

This content is intended to be used for educational and informational purposes only. Individual outcomes may vary. You should perform your own due diligence and seek the advice from a professional to verify any information on our website or materials that you are relying upon if you choose to make an investment or business decision.

AbouttheAuthor:

Grant Cardone is a New York Times bestselling author, the No. 1 sales trainer in the world, and an internationally renowned speaker on leadership, real estate investing, entrepreneurship, social media and finance. His companies have annual revenues exceeding $100 million. Forbes named Mr. Cardone #1 of the “25 Marketing Influencers to Watch in 2017.” He regularly appears on Fox News, Fox Business, and MSNBC, and writes for Forbes, Success Magazine, Business Insider, CNBC, and Entrepreneur. He urges his followers and clients to make success their duty, responsibility and obligation. He currently resides in South Florida with his wife and two daughters.

Ultimately, if you are even thinking about whether or not you have enough emergency savings, you aren’t there yet.

IST has the experts!

Grant Cardone CARDONEZONE

A New York Times bestselling author, the No. 1 sales trainer in the world, and an internationally renowned speaker on leadership, real estate investing, entrepreneurship, social media and finance. His companies have annual revenues exceeding $100 million. Forbes named Mr. Cardone #1 of the “25 Marketing Influencers to Watch in 2017.” He regularly appears on Fox News, Fox Business, and MSNBC, and writes for Forbes, Success Magazine, Business Insider, CNBC, and Entrepreneur. He urges his followers and clients to make success their duty, responsibility and obligation. He currently resides in South Florida with his wife and two daughters.

Melissa Damiani SUNLYNC SOFTWARE, INC.

Melissa Damiani is the Sales Manager of SunLync Software, Inc. a member of the JK-North America group of companies. With the company since 2002, Melissa has served the organization in several capacities, and has extensive knowledge of all aspects required to deliver robust salon management software solutions that are designed to enable measurable growth within its users’ ever-evolving business models.

Jerry Deveney SUNFORCE MARKETING, INC.

Jerry Deveney is the President of SunForce Marketing, Inc. He has been actively involved in the tanning, spa, wellness and fitness industries for more than 30 years. His company provides business analysis and consulting services in the areas of sales, marketing and operations. Jerry has worked in almost every industry sector including salon management, equipment manufacturing and distribution, new product development, regulatory affairs, and sales & marketing.

Gary Lipman ERGOLINE-UK, ERGOLINE PLUS

In the tanning industry since 1982, Gary is Managing Director of the UK subsidiary of Ergoline, and runs Ergoline Plus, the exclusive distributor for a wide range of sunless products and spray systems. He is also Chairman of the Media Committee for the UK’s Sunbed Association & a European Sunlight Association member.

Lisa Saavedra DEVOTED CREATIONS

As Director of Brand Development for Devoted Creations’ family of brands, Lisa brings 18 years of industry experience, knowledge and enthusiasm to all aspects of the business, including social media, product development, training, customer relations, public speaking and marketing strategies. Lisa worked at the salon level managing a large chain of salons, which infuses her sales training and brand concepts with real world experience. Lisa has been chosen the IST Magazine “Person of the Year” five times.

Joe Schuster SUN IS LIFE ®

An industry veteran and consultant, Joe has taught salon operator training since 1995 and has served as an advocate for indoor tanning in many capacities. A sought-after speaker and presenter at both national and regional trade events, he also interacts with the FDA, state and local regulatory agencies. Joe is director of Sun is Life Training & Certification.

Leif Vasstrom SUPRA

Industry veteran Leif Vasstrom founded Napa, CA-based Supra Brands Group in 2004, and has been at the forefront of sunlamp innovation since 1978. He opened the first tanning salon in NYC on Madison Avenue in 1978. In 1985, his company designed the Breeze Salon Software and business management program, acquired by SunLync in 2003. He launched the Silver Solarium equipment line in 1978, and Dr. Müller systems in 1993. In 1986, he helped start Applied Digital (T-Max). In 2011, Supra acquired industry forum tantoday.com as a means to further the message about the positive aspects of moderate UV exposure.