IST | March 2024 Digital Edition

From the Publisher

It’s Bread & Butter Time!

Dear Readers,

Publisher Vince Lorraine

We’re having more weird February weather in Michigan as I write this letter. This is

always a good thing for salons here – gets people thinking about spring arriving this

Editor In Chief Vince Lorraine Managing Editor Sherron Barden Assistant Editor Peter Hinterman

month and getting their tans going before heading off to a sunny vacation. Time to cash

Editorial Advisory Sherron Barden

Yup, for salons in a big chunk of the country it’s an important time and I hope you’ve

Graphic Design Hailey Carriger

in on the spring break tanners!

been prepping your facility and your team to crush it this busy season! One way to

do that is (of course) to read your IST Magazine! In addition to the variety of industryspecific content from our great contributors, we tap into resources for articles about

general business practices and even personal improvement. This month, read about

ways to change your thinking and stay positive – not easy to do these days – I mean the 49ers QB “manifested” himself to the Super Bowl! (See pg. 42.) We also have articles about simplifying lotion sales, digital branding tips, salon software and more.

To get ready for the upcoming season, you might find a need to reassess your staff

training process – are you stuck in an annual “rinse and repeat” cycle with new-hires?

With the economy still struggling, you need to make every sales opportunity and every

Accounting/Circulation Kim Davis Senior Account Executive Terese Allen Contributing Writers Grant Cardone Melissa Damiani Gary Lipman Lisa Saavedra Joe Schuster Alex Zeedyk

single guest experience count. When it comes to salon operation, getting everyone on the same page is important for many reasons, including the wellbeing of your guests.

Make this the year you equip your team with the tools they need to offer a premium

guest experience, sell with more confidence AND enjoy their jobs. There’s an easy way to do this – just ask our Salon of Distinction operators who found Sun is Life® Salon

Operator Certification to be affordable and accessible 24/7. (See pg.16.) Investing in

your team will set them up for success and help you grow your business – that’s what it’s all about, right? I invite you to visit sunislife.com and check it out.

Finally, we have news of a veteran tanning community member recently lost. Many

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of us were saddened by the untimely passing of our good friend and colleague, Leif

Vasström of Supra Brands Group. He had been ill for some time, and even as his own

health was failing, he was devoted to helping a loved one who was fighting cancer. Leif

March 2024 | Volume 28 | Issue 2

again in Napa. More recently, he would tell me I should “spend more time enjoying life.”

monthly by IST Magazine, Inc., 14165 Fenton Rd., Fenton, MI

would often end our phone conversations with an invitation to come out and visit him

I take comfort in knowing that Leif truly knew how to do that – perhaps we can all learn from him. We offer a tribute on pg.10.

Happy Spring and Thanks for reading!

IST Magazine ISSN#2329-8545 (USPS 023149) is published 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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Copyright© 2024. All rights reserved.

Printed in U.S.A.

Contents

March 2024 Volume 28 • Issue 2

COLUMNS

IN EVERY ISSUE

4 From the Publisher

36 Notes from the Road

24 Product Showcase

30 ASA News

38 Trending@DC

62 IST Contributors

32 Lync IT

40 UK View

63 Distributor Contact

34 Monthly Motivation

Cover image by saulich84 / stock.adobe.com

Contents

March 2024 Volume 28 • Issue 2

10

14

16

24

38

48

FEATURES 10 Remembering an Industry Pioneer & Friend LEIF VASSTRÖM

14 7 Questions with ...

Jennifer Tyler

Parts Specialist, Four Seasons

16 Salon of Distinction Baja Heat

Lakeland, FL

22 LA Sunworks

Committed to Excellence

42 5 Steps to Change Your Thinking 44 The Secrets of Visionary Thinkers

48 Digital Branding Blueprint - Part 2 52 The Language of Popularity at Work 56 Innovate Without a Big Budget

maradaisy / stock.adobe.com

In Memoriam

LEIF VASSTRÖM 12.11.1951 - 1.27.2024

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Remembering an Industry Pioneer & Friend

By Sherron Barden

The

indoor tanning community recently lost a true pioneer, dedicated professional and cherished friend – Leif VasstrÖm, Principal of Supra Brands Group, who passed away in late January.

Founded in 1978, Supra was at the forefront of tanning industry innovation. Leif was proud to offer award-winning tanning products which were the result of a constant pursuit of better-performing and more efficient lamps and equipment. In addition, he was passionate about helping salon operators be successful.

Born and raised in the small coastal town of Hanko, Finland, Leif studied at Svenska Handelsläroverket, graduating Class of 1973, and earned the rank of 2nd Lieutenant at Finnish Army Officers School - RUK 147. A few years later in 1977, he came to the U.S. and soon started his first business – HotSpot Sauna Finlandia – which enjoyed quick success in San Francisco, CA. He attended a tradeshow in Germany where he encountered tanning beds and thought the fledgling industry seemed exciting.

About a year later, he founded Dr. Müller solariums in Germany and began importing the equipment to the U.S. Soon after, he helped launch Midnight Sun, a nationwide salon concept that opened New York City’s first tanning facility on Madison Avenue. The year was 1979, and Leif’s groundbreaking industry contributions were only just beginning.

The late ‘80s found him involved in salon software design (Breeze), as well as the very successful QDM tanning equipment line. He also had a hand in manufacturing computerized tanning system controls with Applied Digital

– the T-Max® System is today’s industry standard. In 1994, Leif helped launch Solar Planet tanning centers and still had more to accomplish in the tan biz.

After selling QDM, the self-described workaholic decided to devote time to pursuing one of his life’s great passions – sailing – and spent the next several years on blue water, crossing the Atlantic, even competing in World Cup races on his boat Bon Bon (and others). Back on land, Leif started Supra Technologies, a provider of tanning lamps that IST Magazine readers have voted their “Favorite High-Pressure Lamps” 16 years in a row. He was always proud and grateful for the recognition.

Supra Brands Group has also been committed to promoting all aspects of the positive effects of tanning in moderation. After acquiring the tanning industry website tantoday.com in 2011, Leif created a “UV-Science” forum where well-known and reputable scientists offered members of the tanning community their insights on the benefits of UV tanning. Always wanting to share his volume of knowledge, he contributed several columns to IST, inviting salon operators to reach out to him for advice with “Lamp Talk.”

Aside from the tanning industry, Leif’s many passions included growing grapes and wine-making.

He was a longtime member of The Clydesdales bicycling group with friends from Napa Valley, which he referred to as “a Drinking Team with a Bicycling Problem.”

He loved to cook for friends, travel, sail and fish, as well as devote time to good causes in his Napa, CA community.

On October 26, 2017 Leif proudly became a U.S. Citizen, which we celebrated with an article in IST. We also featured “7 Questions” with Leif in 2022. Asked “Do you live by a piece of advice/motto?” he answered, “My father’s advice to me as a young teenager was, ‘Always be kind, helpful and giving – it costs absolutely nothing and gives back great dividends.’ Another question was “What’s one thing that can instantly make your day better?” to which he answered, “When my customers and fellow tanning industry people tell me I’ve been helpful.”

Leif can rest assured that he did help many fellow members of the indoor tanning community. He left a lasting impression on our industry and on the lives of many friends. At the time of this writing, his daughter Alexys (pictured below) was preparing to carry on her dad’s legacy by continuing to operate Supra Brands Group. Along with our sincerest condolences, we offer her our very best wishes for success. →

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In Memoriam

“I met Leif in the late ‘70s, as we were both getting started in the industry. Over our decades of friendship, we had frequent lengthy and spirited conversations about many subjects, usually over a glass (or three) of wine. Sherron and I had a “life-changing” experience visiting vineyards with him in Napa and enjoyed a fantastic meal he prepared for us in his home. Great memories! Those who knew him would certainly describe Leif as a bon vivant. If you look up this French phrase, it means “one fond of good living – a person devoted to refined enjoyment of good food and drink – epicurean, foodie, gastronome, gourmet.” Yes! That was Leif! But he was also a kind, hardworking man and a champion for our industry who was loved and will be missed by many.”

Vince Lorraine, Publisher IST Magazine

“It was always a pleasure to see Leif at the trade shows and industry functions. He was larger than life and had an engaging personality. If you saw a crowd of people having a good time and sharing stories, you could be sure that Leif was at the center of it. He will be missed.”

Jerry Deveney Light Therapy Device Specialist

“I will remember and celebrate the remarkable life of Leif Vasström, a true pioneer in the indoor tanning industry and a cherished friend and colleague of many. As president of Devoted Creations, I had the privilege of knowing Leif not only as a colleague, but as a dear friend whose zest for life was infectious. Leif’s contributions to the UV industry were unparalleled. He was one of the first to bring tanning beds to the USA and promote it – a leader in tanning salons at the beginning, as well, with Solar Planet. Most people in the industry will remember him for being a leader in high-pressure lamps with his company, Supra. Leif was always the biggest cheerleader for newcomers in the industry as he truly wanted to see them succeed. His innovative spirit and unwavering dedication propelled our industry forward, shaping it into what it is today. His passion for indoor tanning knew no bounds, and his vision inspired countless others to follow in his footsteps. Beyond his professional achievements, Leif was a man who embraced life with open arms. His love for adventure and his vibrant personality made every encounter with him a memorable one. And let’s not forget his knack for hospitality – Leif was the epitome of the perfect host, always ready with a glass of wine and a warm smile for anyone who crossed his path. In Napa, he transformed gatherings into unforgettable experiences, infusing each moment with joy and laughter. His generosity knew no bounds! As we bid farewell to Leif, let us carry forward his legacy of passion, innovation and kindness. Cheers, Leif!”

Lewis Henry, President Devoted Creations 12

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“As the indoor industry moves midway through our fifth decade, there are few folks who have been involved since our beginnings. Leif Vasström was one of those individuals. A friend to many in our industry, Leif greeted each day with a smile and made sure that all who surrounded him smiled along with him. Among his passions, he counted sailing and enjoying wonderful meals with friends, and enjoyed sharing those moments with us all. Leif, rest in peace, my friend.

You will be missed.”

Joe Schuster Director, Sun is Life® Training & Certification

“I knew Leif to be an industry leader and pioneer since I first met him. At a 1980s tanning convention in Chicago, he took me to one of the first salons that offered Dr. Müller Omega HP beds. It was clear then that he was ahead of his time, with his eyes on the future. The next thing I knew, he was flying to Michigan to introduce his salon software.

Back then, everyone was still handwriting customer tanning records on cards. Even until recently, Leif led the way with Supra lamps, keeping their designs convenient and compatible with options for all types of equipment, at prices that didn’t scare salon operators away.

All this doesn’t even get into how good a person Leif was.

He was always friendly, informative and willing to engage in conversation about any subject from sailing, to his pastime of wines and yes, even politics. As a person with whom one could sometimes disagree with one minute, but still laugh with for the next ten minutes, it was an honor to call Leif a friend and he will truly be missed.”

Stan Pope Sun Systems & Service, Inc.

Feature

7 Questions with...

Parts Specialist, Four Seasons

Compiled by Sherron Barden

1

How did you come to your job at Four Seasons?

I started my journey at Four Seasons in July of 2021. Being a parts, sales and technical person is not something I thought I would ever do! But I love my job and I adore my FS family. I learn something new every day in the Parts Department.

2

What’s something people would never guess about you?

Despite my outgoing nature, I’m actually an open book. I believe in transparency and sharing, so if there’s ever a question, just ask – you might be surprised by what you learn!

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Wiktoria Matynia / Dixi_ / fotomaster / mimacz / chones / Parvin / Andrzej Tokarski / stock.adobe.com

JENNIFER TYLER

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3

If you could only eat one meal for the rest of your life, what would it be?

Life is filled with so many inspiring individuals, each with their own unique strengths and stories. I find bits of heroism in everyday people, from the kindness of strangers to the resilience of friends. It’s the collective tapestry of humanity that I find truly heroic.

Comfort food and chocolate!

There’s just something about a hearty plate of comfort food that warms the soul, coupled with the sweet indulgence of chocolate. It’s the perfect combo for satisfying both my cravings and my heart.

4

Who is your hero?

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What makes you laugh the most?

If you had a warning label, what would yours say?

“WARNING: Crazy Silly Woman Ahead!” Brace yourself for laughter, spontaneous dance moves and a whole lot of fun. Life’s too short to be serious all the time, and I’m here to bring joy wherever I go. ■

I laugh at everything – and I find humor in the everyday moments, silly jokes and unexpected twists that make each day unique. Laughter is my favorite soundtrack, and I try to enjoy the lighter side of life whenever I can.

5

At a party, where can someone find you?

Wherever there is an animal!

I’m the person gravitating toward the furry or feathered guests, striking up conversations with the resident pets and soaking in the joy that animals bring to any gathering. They’re the ultimate party companions and I can’t resist their company.

Jennifer’s furry friends include (L-R) Falkor, Willow, Peanut & Cletus

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Aelina / stock.adobe.com

Salon of Distinction

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Baja Heat—Lakeland, FL Expert Team = Exceptional Service Compiled by Sherron Barden

T

his month’s Salon of Distinction is a two-store chain that operates in central Florida. Salon Owner Christina Liberatore has been training members of her team with the online version of Sun is Life® Salon Operator Training & Certification, which she feels gets her staff prepared to provide responsible tanning options and professional service for their salon guests. Christina requires her staff to complete the training program before they can work “solo” in the salons. We asked her a few questions about her business and future goals for Baja Heat.

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

CL: For as long as I can remember, I have been drawn to sunny beaches where tanning was a pleasurable experience. Thus, after working at various businesses where I gained valuable experience, I decided to become “my own boss” and do something I love! In April 2017, I opened my first salon in Winter Haven, which is a small town in central Florida that attracts many tourists during the winter. My priorities included offering a clean, modern space for my guests, the best equipment I could afford, and a qualified staff. At first, the business was touch-and-go with unexpected costs and repairs for the salon, as well as staff turnover and a slow build-up of clientele. However, things stabilized over time and my clientele gradually increased, which allowed me to open a second facility in nearby Lakeland, FL in August 2019.

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

CL: One of my biggest challenges is finding employees who will consider working at a tanning salon as long-term employment. Many of my staff are bright, young women going through transitions in their lives, such as attending college or waiting for a job opening that would provide higher income. This is very understandable, but it often makes it difficult because I spend much time recruiting and training their replacements. Also, I strongly encourage a teamwork environment, in which my staff work together to make the salon run smoothly and efficiently. Thus, when someone leaves, it takes a while to rebuild that teamwork environment.

More recently, inflation has become a big challenge with the rising costs of rent and supplies, and therefore a loss of profit.

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

CL: Our high standards for customer service are what sets us apart from other salons. We are dedicated to providing each guest with the ultimate tanning experience. In order to do this, we have

(L-R) The well-trained Winter Haven staff includes Mackenzie, Alisyn & Marianna.

a staff that is well-trained to personalize each tanner’s session and provide them with excellent service. Our staff takes the time to learn what the guest’s tanning needs and goals are and answer all their questions. In addition, we offer the most advanced tanning equipment available. For example, our Lakeland salon now offers hybrid sessions that →

Salon Stats OWNER Christina Liberatore YEARS IN BUSINESS: 7 STAFF: 9 UV UNITS: 14 SUNLESS/SPRAY UNITS: 2

OTHER SERVICES • Hybrid Tanning Sessions • Looking to add organic wellness retail products in 2024

SALON SOFTWARE • Tan-Link DISTRIBUTOR PARTNERS • Heartland • Four Seasons

LOTIONS • Devoted Creations • JWOWW • Designer Skin

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Ready to provide exceptional service at the Lakeland Baja Heat salon are (back L-R) Crystal & Christina - Owner, and (front L-R) Ashylnn & Kenzie.

Salon of Distinction

combine Red Light, Blue Light and UV – the Ergoline Total Light Technology bed. In addition, we maintain a modern, super-clean space for our guests to relax and enjoy their tanning experience.

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

CL: Our guests find Baja Heat to be a professional, friendly, clean and comfortable place to tan. The team strives to make them feel welcome and comfortable as soon as they walk into the salon. Their training helps them make sure the guests are offered the best tanning options available according to their individual needs.

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

CL: The Sun is Life course gave me the knowledge I need to provide my guests a beautiful tan according to their tanning preferences and their skin type.

It also gave me the confidence to share facts and educate our clientele regarding UVA, UVB and UVC levels used in the tanning beds, the importance of wearing eye protection, and the use of lotions with specific ingredients to promote 18

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The Baja Heat service menu includes the new Ergoline Vitality hybrid tanning system.

better results and skincare to make them last. My staff is required to complete this training program – it definitely makes them more professional and prepared to provide our customers with responsible tanning options. Overall, the training provided a good summary of the information that an owner and their staff need to work and succeed in this field.

SB: What are your goals for Baja Heat in the next 1-3 years?

CL: At this point, both my Winter Haven and Lakeland facilities are maxed out – I need more space to accommodate my customers! I would like to begin by relocating my Winter Haven salon to a larger space, and eventually do the same with the Lakeland salon. In addition, I would like to add another location and expand my tanning business throughout central Florida.

Christina, thanks for making IST’s Sun is Life Training part of your success!

We wish you all the best! ■

SPONSORED CONTENT

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By Sherron Barden

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ounded by Eddie Ams in 2000, LA Sunworks is a custom sunless product wholesaler specializing in developing spraytan solutions for private label and white label, as well as distribution of natural, premium airbrush solutions for salons and spas.

In 1988, Eddie entered the salon/ spa sector of the tanning industry, operating a four-store chain in Los Angeles, CA for 30+ years and gaining invaluable experience. “In Y2K, we shifted gears and began manufacturing Chocolate Sunless spray-tan solution for handheld and auto-bronzer systems,” he explains. “Currently, our focus is on offering premium sunless solutions and anti-aging hyaluronic acid sprays, serums, gels, creams and lotions available with all fragrances,” he adds.

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The LA Sunworks product line contains premium ingredients sourced from Europe, France and Germany for dihydroxyacetone (DHA) and technology. “Our spray-tan solutions are unique in the industry in that they have a two-year shelf life, which offers amazing value for the salon operator or airbrush technician,” Eddie states.

In addition to the sunless product line, LA Sunworks offers hyaluronic acid skincare products as well as custom private label spray-tan solution. “Our company has grown by continuing our commitment to excellence and exceeding customer service expectations,” Eddie says.

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A Tan Is Natural and Intended

By Joseph Levy

IN

the past decade, the evidence supporting regular, non-burning UV exposure as opposed to sun-abstinence or over-blown sun-avoidance has continued to come into focus – especially now that government data shows clearly that most sunburns occur in situations when people aren’t even trying to tan.

This is something I wrote about many years ago – that organized dermatology’s anti-sun position on this issue was a “bubble” that eventually would call into question its credibility in earnest efforts to work toward real-world sun-care solutions.

And there certainly are leaders in the field of dermatology who have pointed this out. In the book Panic Nation? Unpacking the myths we’re told about food and health, Dr. Sam Shuster, a British Professor of Dermatology, made this case: “We still have a lot to learn about what may be the silent benefits of sun exposure. We do not know the significance and purpose of the profound changes in immune mechanisms, the extraordinary improvement in mood and the alleged decreased risk in bowel and prostatic cancer experienced after sun exposure. We may do more harm

avoiding these advantages than anything we might gain from the uncertain benefits of sun avoidance,” Shuster writes.

In the past decade, the evidence supporting regular, non-burning UV exposure as opposed to sun-abstinence or over-blown sun-avoidance has continued to come into focus.

“But not all of the sun’s benefits are uncertain, particularly the protective effect of a suntan. Since there is some epidemiological evidence to suggest that sunburn in children may be more harmful later in life, parents have been told that sun exposure must be avoided in childhood. However, if you take a close look at people who were sunburned as children, you will see areas of white skin that don’t tan because the pigment cells have been lost by the sunburning. Such

skin will always be oversensitive to sun.

It is evident that the original sunburn, and subsequent damage, would have been less had there already been a protective tan.”

He continues, “Excessive avoidance and UV screening is a danger because it does not allow a tan, nature’s own sunblock, to develop and as a result exposure is likely to cause sun-burn. The dogma, now fossilized in print, is that any tan is a sign of skin damage. Tell that to Darwin. Pigmented melanocytes in the skin are a system that protects it from excessive UV, which evolved long before the advent of sunscreens. Even if there was hard evidence that melanoma was UV-induced it would be all the more important to keep a protective tan.

It must now be evident that the effect of the sun on the skin is in desperate need of illumination, and that the prophylactic message, particularly on melanoma, is unreliable. By presenting the fragility of the case against the dangers of UV I hope I will provoke consideration of real cause of melanoma.”

And Shuster is not alone. American dermatology giant Dr. Bernard Ackerman wrote an entire book on the topic, (The Sun and the Epidemic of Melanoma: Myth on Myth), slamming the dermatology community for promoting the sunscreen industry’s talking points at the risk of its own credibility. And many others have begun appreciating this nuanced, intelligent message.

For years, I’ve heard, “Saying that any tan is a sign of damage is like saying that water causes drowning, and therefore we should avoid water.” Dermatology leaders can only keep up this sun-scare shell game so long before their bubble bursts. ■

About the ASA: 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.

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About the Author Joseph Levy is Executive Director and Director of Scientific Affairs for American Suntanning Association.

TO JOIN ASA TODAY, VISIT AMERICANSUNTANNING.ORG/REGISTER.

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ASA News

Lync IT

By Melissa Damiani

W

hen looking for a software solution, there are many things to consider – on the top of the list should be peripheral compatibility, as implementing hardware in conjunction with your software program will inevitably increase efficiency within your operation. Utilizing various peripherals will also save you a great deal of time at the front counter – and as we all know, time is money.

You want to deliver a good customer experience for both new and existing members, so it’s important that the encounter at your front desk is a seamless one. Searching for guests at point of sale can be automatic if the right devices are implemented. A biometrics device will allow you to search for AND verify customers’ identification via their fingerprint. Not only does this make for a quick search, but also prevents your customers from attempting to allow a friend or family member to use their membership.

Introducing driver’s license scanning will speed up the new customer insert process and will also allow you to easily access your guest’s account at their next visit. Asking to see a photo ID will also provide an added layer of verification.

Issuing your customers’ key tags with your salon logo on them will not only enable

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you to instantly search for a customer with a barcode scanner but is also an inexpensive form of advertising for your business.

The best part of using hardware devices for automatic retrieval of your customers? Even if you don’t recognize them or remember them by name, they sure will think that you do!

Does the mere thought of digging through your filing cabinets to locate a customer’s release waiver or EFT contract exhaust you? If so, envision creating electronic versions of your forms that will automatically populate each individual customer’s pertinent information. Picture one of your customers signing an agreement on an electronic signature pad (rather than having to print out a hard copy for signature with a pen). Now, imagine the need to file the executed agreement as being a thing of the past as the document is saved to the customer’s account for future access at any time. And if you are a fan of being “green” within your business, you will

A good customer experience includes a seamless encounter at the front desk.

About the Author: 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.

AntonioDiaz / stock.adobe.com

SOFTWARE + HARDWARE = EFFICIENCY

appreciate the ability to send the customer their executed copy electronically via email.

Utilizing an electronic signature pad in your salon will feel like someone threw you a life vest when you were drowning in paper!

A barcode scanner is a simple investment that can be used for processes other than searching for a guest account. After you’ve taken the time to successfully sell a customer on a product, it’s important to make sure that the sale is processed accurately and quickly to follow. A manual search for a product can allow room for error when processing a transaction at point of sale. A barcode scanner will allow you to save time by easily scanning items and associated coupons and will likely decrease the need for refunds or voids.

Not only can you welcome your guests to your salon with a pole display at the register, but you can also readily display the purchase amount due. Doing so provides confidence for the customer prior to finalizing the sale.

A robust software solution will have compatibility with a variety of hardware items. The increased efficiency of operations will certainly be visible and largely outweigh the minimal cost of peripherals. ■

Monthly Motivation

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HOW COMING UP SHORT LED TO MY SUCCESS

By Grant Cardone

A

lthough I encourage everyone to push their personal limits, achieving my success has not been a smooth road. In truth, I have consistently come up short of my goals. Nonetheless, that fact is one of the reasons why I’m where I am today. Here’s why and how you can leverage this strategy for yourself.

The Role of Decisions in My Success The first step to winning in any area of your life is to make a decision. Then, you never minimize that mission – even if you fall short of it. Repeating this has led to my success because of a certain detail: They’re impossible targets.

Now, well-meaning people will advise you to set smaller, achievable goals. But, let me explain the logic behind why that will get you average results at best. Unless this decision is big enough to change your life, you won’t stick with it. Therefore, a reasonable objective will keep getting pushed to the side because even if you achieve it, it won’t make a real difference!

The next step to fueling your success is to back it up with your “whys”. Those could be: • A better life for your family • New opportunities • Financial freedom

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Whatever it is, this purpose – your “why” – pulls you through when the road gets rocky; which brings us to the “action” part of my success plan.

Making it by “Coming Up Short” I have always believed in taking fast, massive action. Yet, one of the most valuable lessons I learned from “Undercover Billionaire” was that it can make or break you. On top of that, always set your goals 10x higher than what you need to “make it.”

You see, I met the network’s challenge of building a $1 million business in 90 days. However, I did NOT hit my personal goal – a $10 million business in 60 days. And it’s a good thing I was an overachiever and worked quickly, because there were unbelievable setbacks to my success.

So when it comes to succeeding in life, more is more. Any effort always takes

more resources than you think it will, so always overestimate.

That way, you even win when you miss.

All that being said, I have one more piece of advice that I have learned through all of the hard knocks.

The Most Important Piece to My Success The final thing that ultimately led me to my success – and will for you – was always showing up.

There have been a million times and a million reasons for me to give up. The pandemic would have been an “acceptable reason” to not achieve the challenge of “Undercover Billionaire.” My grief over losing my dad would have been an “understandable excuse” to remain a troublemaker. But, the point is that I kept pushing. As long as you’re doing that, it is impossible to fail.

So keep showing up … and be great.■

About the Author: 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.

Notes from the Road

Want Better Lotion Sales?

Simplify!

It’s

no secret: tanning products can be confusing. Labels have wording like “50X Bronzer,” “XXX Bronzer,” “Streak-free Bronzer,” “Accelerator,” “Maximizer,” “Optimizer,” “Tingle,” “Heat” and “Sizzle” – just to name a few! Especially for new staff who not only have to learn your salon’s equipment, procedures and computer system but also the ins and outs of the countless SKUs lining your display shelves. This can be daunting for even veteran staff when you bring in new products. Let’s talk about ways to simplify the process of quickly and efficiently making staff more comfortable with selling.

First and foremost, narrow your selection. I have discussed this in previous articles – I believe your shelves can have too

and managers can avoid both scenarios by making buying decisions that really reflect your clientele’s needs and demographics.

Also key is brand uniformity – I have found it easiest to learn the selling points of products that belong in the same family.

Generally, manufacturers create product lines that all go together; the higher-priced bottles are generally larger and have better skin care and as price decreases, so do the bottle size and core ingredients. You are still receiving some of the benefits of the higher-priced products, but not all of them.

Giving higher-priced products more selling points creates a buildable sales effect.

The easiest way to become familiar with the brands you carry is with education. Most manufacturers offer in-store and web-based

There are ways you can simplify the process of quickly and efficiently making staff more comfortable with selling. few OR too many products. I feel that the perfect number is between 18-25. This typically includes about two or three products at each price point. I’ve visited countless salons and the aesthetics of their lotion shelves is something that stands out to me and immediately tells a story. For instance, if you have too little selection, customers get the impression that your shelves are “picked over” and what is left is what other people didn’t want, making it appear to be “low-quality.”

On the flip-side, too many products or too many different lines can communicate that you don’t really stand behind what you carry and it can look more like a discount store than a high-class facility. Salon owners

product training, so that your staff can learn from the professionals how to sell the products and what ingredients make them unique and effective.

Long after the training sessions, the job falls on you to maintain the momentum of sales and continued education. I think flashcards are great for this. When I teach

sales classes, I always stress the idea that for every $15 of a product’s retail cost, you need to know at least one selling point. This helps staff explain why the higher-priced products are more effective than the lower-priced products. Good information to have on a flashcard is the “basics.” Does the lotion have a bronzer? If so, how much? What is the key hydration ingredient? Also, include some skin care bullet points to memorize. For example, if a product costs $60 retail, you would want to highlight four key factors about it.

Create guidelines for staff during this learning period. I think that every day they work, they can memorize one flashcard, starting with your highest-priced products and working their way down. Studying and memorizing four or five bullet points during a shift makes this task much less daunting.

In summary, simplifying the lotion selection and staff training processes helps them to be more confident when talking to tanners about the products and also makes learning about products much less intimidating. Confidence is the key to sales – make sure your team is comfortable and confident by constantly continuing education. Never stop learning, never stop growing … and happy selling! ■

About the Author: 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.

Commit to Your Tan

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LIGHTFIELD STUDIOS / SharlottaU / stock.adobe.com

By Lisa Saavedra

Trending @DevotedCreations

Help your salon guests arrive at their spring break destination with the best tan on the beach! helpful to new tanners. This could contain anything from guidelines for building a base tan and shedding light on the importance of avoiding overexposure, to starting a vacation tanning program early.

By Alex Zeedyk

S

pring is in the air! This year, Punxsutawney Phil the Groundhog didn’t see his shadow, so we know what that means – spring is coming early!

This implies that we must start preparing for spring sooner. If you’ve ever asked yourself, “Should I tan before my vacation?” The answer is “YES!” Getting a good base tan before vacation will help your skin prepare for soaking up the sun on the beach. A base tan makes your skin three times less likely to burn from sun exposure – promoting this fact on your social media platforms is key at this time of year.

Busy season for salons is typically anywhere between mid-February to May, depending on geography. This is when you will have the most tanner traffic – some visiting faithfully while others, just sporadically. You will want your staff to be educated on all things lotion and services, so that they are equipped to handle the craziness; making sure they are on top of lotion ingredient info, which ones to recommend and how certain services will help achieve desired results. This will not only help make sales, but also create guest relationships – it shows them you care, which promotes loyalty to your business.

DC has a large variety of lotions created for different needs, from sunless tanners to those who use multiple 38

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services. Our indoor/outdoor products are perfect for a spring-breaker to take with them on their sunny vacay. They can use it to build their base at the salon, and then use it on the beach!

Attracting tanners who are seeking a base tan is a fantastic way to drive sales.

Promote fun and enticing packages that feature “Spring Break Essentials” they need to build their base tan. Using Canva, you can create detailed pictures to illustrate how certain products pair well together – their fragrances, formulas, ingredients, etc. For example, if you want to create a bundle for a guest who wants to use red-light, UV and sunless services, you could suggest DC Prismatica, Halo Beam Cream, and any tan extender to promote and maintain results.

This also creates the perfect opportunity for product-bundling and increases lotion awareness for new and existing customers.

You could also bundle a maintenance kit for a sunless tanner or someone who needs to prolong their glow. Get it posted on your salon’s Insta and FB and you’re good to go!

A step-by-step social campaign on how to properly tan would be both useful and

• Promote the importance of starting to tan at least a month prior to a sunny vacation.

• Start at a lower session time and increase it with each visit to avoid overexposure. This allows the skin to develop natural tolerance to UV rays and develop a beautiful tan.

• The right lotions will impact results! For example, DC lotions will accelerate the tanning process and are loaded with premium skincare ingredients.

• A tan extender will keep skin hydrated and prolong results.

• A hot shower with a body wash that contains sulfites will quickly strip away color!

Seize these opportunities to share tips and tricks with your customers and followers!

Educate them on all services and products you love and live by while also welcoming new clientele with promotions to help them arrive at their spring break destination with the best tan on the beach! ■

About the Author On Team DC since 2021, Alex Zeedyk is Client Relations and Social Media Specialist, handling social media promotions and in charge of customer service.

Jacob Lund / Mykola Syvak / iukhym_vova / stock.adobe.com

TIME TO TAN!

Here are a few tips and tricks to promote:

UK View

THERE’S NO BUSINESS LIKE

Sun

BUSINESS

It

is the most wonderful time of the year…. no I am not nine months too early, I am referring to the start of the 2024 tanning season!

There can be no escaping the fact that the window of “off-season” appears to be ever-contracting; but to my mind, there simply is nothing like the growing momentum of excitement and expectation that permeates our industry at this time of year. New salons, new products, new customers, new dreams and expectations – everyone loves a new season!

I am very fortunate to have a circle of close friends who work within a wide range of different business sectors. They all work hard, are generally successful and overall have no intention of doing anything different any time soon. Yet I can say, hand on heart, that not a single one of them has ever mentioned an annual rush of excitement and expectation that we routinely experience in our industry as the new season approaches. And that is something that should never be underestimated, nor undervalued.

Whatever has gone before, a new season brings with it a fresh opportunity to do things even better, even bolder and even beyond our wildest dreams. Indoor tanning has firmly established a level of professionalism that regularly attracts new investment for those at market entry point through to opportunities for consolidated growth. And

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that is just on the salon side of the industry.

We have recently seen announcements of staggeringly beautiful new developments in the next generation of tanning beds, the result of many years of significant financial and technological investment.

And let us not overlook the investment, ingredient research and refinement required to develop the new and advanced tanning lotions that provide such important revenue streams in our salons.

When people go into a salon that offers the right environment, the right equipment, the right lotions, the right quality of trained staff, the right experience – what do they do? They will, of course, keep coming back for more AND telling their friends about it.

Whatever decisions we make for our businesses, we always have the opportunity to do the right thing, do the research, make the right decisions and in the long game, reap the rewards over and over again.

There simply is nothing like the growing momentum of excitement and expectation that permeates our industry at this time of year!

All of us collectively have an important role to play in ensuring the ongoing viability and vibrancy of our wonderful industry.

We are so fortunate to work in a business that enables people to look and feel better about themselves. And, of course, with our offering, we are not talking about a one-off consumer purchase, a one-off expectation.

Our industry is evolving and having been part of it now for over three decades, I genuinely do not believe there has ever been a better time to be involved than right now. I am so excited by what I see and what I hear and I simply cannot wait to see what the 2024 season and beyond brings to bear. ■

About the Author: 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.

nisara / stock.adobe.com

By Gary Lipman

Change Your Thinking

AND CREATE A CULTURE THAT PEOPLE DON’T WANT TO LEAVE

5 Steps to Turn Negative Thoughts Into Positive Actions

By Jessica Rector

DO

you have a Negative Nancy (NN) or Toxic Tim (TT) on your team that you’re keeping longer than you should?

Would you let them go if you weren’t so short-staffed?

One Negative Nancy or Toxic Tim infiltrates the whole company and it spreads throughout, affecting everyone.

Think of it like this: You attend a meeting that includes NN. When you leave, you approach Positive Polly and share with Positive Polly, “It’s so frustrating dealing with NN. Why is she still here? All we do is constantly listen to her babble and unhappiness.”

Before you know it, you become a Negative Nancy, and Positive Polly sees the impact the original NN has made on you and the team. It only takes one person thinking negatively to bring the whole environment, culture, and team down. In order to help you, Positive Polly shares the following.

You have 60,000 thoughts a day and 80% of them are negative.

These come in the form of doubt, worry and stress and are linked to poor attitudes, declining engagement and poor performance.

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Most people think they are positive and optimistic, yet negativity shows and they don’t recognize it. In fact, 95% of your thoughts are repetitive. So, all of the negative thoughts keep getting repeated, impacting how you show up, speak out, lead and live.

Your thoughts are the fundamental foundation of everything you do and everything you don’t do, yet oftentimes, you don’t think about them. When was the last time you thought about what you thought about?

If you’re like most people, you think the same way you’ve always thought, resulting in the same behaviors, actions and results. If you want to change relationships, communication, interactions, your confidence, you must first change how you think. Once you change that, then everything else will change as well.

Here is a five-step process to help you change your thoughts to invoke different actions, behaviors and results and develop a positive work environment.

1. Identify –

Recognize your thoughts. There’s an exercise to help you very specifically identify your negative thoughts. It’s called the Stand up/Sit down Exercise and it’s great to do as a team. Have someone read a set of statements. For every statement you agree with, you will move your body accordingly. Everyone starts in a stand-up

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Feature

If you want to change relationships, communication, interactions, your confidence, you must first change how you think. position. For example, if the first statement is “If you’ve ever thought you’re not smart enough,” and you agree, you’ll sit down.

If you disagree with the statement, you’ll remain as you were. If the next statement is, “If you’ve ever thought you don’t have enough time,” and you agree, you’ll move (either stand up or sit down depending on what you did for the first statement). This repeats for every statement read (there should be about 15 statements read). During this activity, you can expect to hear laughter evoke from your group, as they are moving for most of them, which shows that negative thinking arises without you consciously knowing. And you have a lot more of them than you believe.

2. Write it –

Once you’ve identified your negative thoughts, it’s important to write them down. Something happens in your brain when you write things down. They tend to become real, and you remember them more. So, when you write down your negative thoughts, you become more mindful when they arise. Follow the rest of the process with just one of your negative thoughts. Once you have mastered one, work on another (you don’t want to overwhelm yourself or burn out from doing too many at once).

4. Reframe – List all the ways to reframe the negative thought. There are two ways to do this reframing. First, you can say the opposite of the negative statement. Instead of saying “I’m not a good enough leader,” you can say, “I’m an awesome leader.” The second way is to ask questions. For instance, what courses do I need to take to become a better leader, what leadership book should I read to improve my leadership skills or who can mentor me into being a better leader?

Your brain is constantly talking to you. If you say you’re not a good enough leader, your brain will validate it with all the ways that it’s true. If you say you’re an awesome leader, your brain will validate it with all the ways that it’s true. So, listening to the positive part of your brain will make all the difference in your work and life.

5. Action –

Once you have your reframing options, pick one to take action

on. Nothing changes until you take action on it. Small action makes a huge difference.

If you want to know the best leadership book to read, you may initially think you do not know any; however, your brain can solve that dilemma. It’ll reply with ideas to look up leadership books on Google, put a post on Facebook asking your friends for their recommendations or look up Amazon book reviews. Then, it’s time to decide which action you will take (which book to order and order it). Small, consistent action is key to eradicating negative thinking.

The more you work through this process, the more positive thoughts you have. You’ll soon recognize negative thoughts in others and can help them master their own mindset. You’ll become the Positive Polly and help develop a positive work environment that no one wants to leave. ■

3. Triggers –

What are your triggers for your negative thinking? Triggers can be a place, situation, mood, experience or thing. If you’ve ever had a conversation with someone and walked away saying to yourself, “Why do I even bother,” then you know a trigger can be a person, too. And many times, it is a person. Write down all of your triggers. When you’re aware of your triggers, you can be on the lookout for them. When they come up, as they will, you are armed to not allow the negative thoughts to follow.

About the Author: Jessica Rector, MBA, author of the #1 best-selling Blaze Your Brain to Extinguish Burnout and nine other books; helps organizations, leaders and teams Say Yes to eradicate burnout and enhance mental health. As a burnout trailblazer, her research is used in her consulting and speaking and often shared on her podcast, “The Say Yes Experience.”

For how Jessica can help your organization and team, go to jessicarector.com

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THE SECRETS OF VISIONARY THINKERS How to ensure new ideas get real consideration

By Susan Robertson

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Jackie Niam / stock.adobe.com

Feature

W

hen you think of famous visionary leaders, you often think that they have something, know something or do something that the rest of us don’t have, don’t know or can’t do. The truth is, they don’t. The only thing they have is an intuitive understanding of how to open their minds and consider new ideas.

When you’re thinking about new ideas, you’re often thinking of the divergent phase of the brainstorming process – when you generate many new ideas.

However, the convergent (deciding) phase is equally important – to ensure that those new, fresh and interesting ideas thought of during the divergent phase actually get considered. Due to some basic neuroscience principles, it’s all too easy to instantly reject any truly new ideas. The very human tendency is to decide to select the ideas that make you feel the least uncomfortable. In other words, even if you managed to generate some really unique and innovative ideas, you’re actually fairly unlikely to decide to use them, unless you do some overt things to help overcome instinctive fears of anything new.

There’s an old adage that people are resistant to change. There’s some truth in that; most people are a bit resistant to change in most circumstances.

However, there are many instances when change is embraced with open arms. Events like marriage, the birth of a child, a career change or moving to a new city are all dramatic life changes that are typically welcome. Most people are happy and excited to embark on these new journeys.

So, what is it about other types of changes that make the “people don’t like change” adage true? The difference is, with a few exceptions like the above, change is typically assumed to be negative.

To better understand this, think about this hypothetical situation. You’re at your desk doing your work as usual, when your boss walks over and says, “Things are going to change around here.” If you’re like most people, your instant assumption is not that things are going to get better – you probably assume it’s going to be worse; that you will experience some loss of something you currently benefit from. Even if you can acknowledge that the change might be good for the department or the company, your go-to assumption is that things will be somehow worse for you personally.

one cognitive bias and somebody else has a different one. All humans share these same mental shortcuts.

•

Thirdly, cognitive biases operate subconsciously. You are not aware you’re relying on these shortcuts when you are.

When it comes to the convergent phase of creative thinking – when you’re voting and deciding from a large list of ideas – the cliche that people don’t like change tends to hold true. You tend to shy away from the truly new ideas and only vote for the “safest” ideas.

This tendency is due to a specific cognitive bias called the Status Quo bias.

The Status Quo bias is the phenomenon just described – that you instantly and subconsciously presume change to mean loss. Specifically, loss to you personally and individually. You assume that the current state of affairs is the best, and anything other than that will be negative.

So, when you are looking for new ideas and have generated a list of possibilities, and it is time to choose among them, you tend to choose only the safest, most incremental and least disruptive ideas. In other words, you lean toward the least amount of change possible.

But suppose the situation is something that actually needs real change. In that case, you need to ensure that the team making the decisions doesn’t let the status quo bias get in the way of considering a more radical idea, which may be the one that really solves the problem.

THE ONLY THING FAMOUS VISIONARY LEADERS HAVE THAT THE REST OF US DON’T HAVE IS AN INTUITIVE UNDERSTANDING OF HOW TO OPEN THEIR MINDS AND CONSIDER NEW IDEAS. This expectation that change equals loss is, surprisingly, grounded in neuroscience.

All humans have a set of cognitive biases – mental shortcuts you use for problem-solving and decision-making. Before you dive into why they’re problematic, there are a few things to understand about cognitive biases.

•

•

First, cognitive biases are NOT the same kind of bias related to diversity and inclusion initiatives. That’s a completely different concept. Cognitive biases are a neuroscience concept; they have to do with how our brains operate.

Second, cognitive biases are not individual. All humans share the same cognitive biases. It is not as if you have

Here are some tips to help you get around the Status Quo bias.

TIP #1 Overtly include in your list of cri-

teria that you want ideas that are disruptive, new, and will make a significant impact.

Clearly stating that as a criteria will make → 45

a difference and will remind people that they need to explicitly consider some of the more interesting, unique and potentially harder-to-implement ideas.

TIP #2 Another way you can approach

getting around this bias is to require the group to list the potential downsides of changing nothing. Changing nothing is a decision – and unfortunately, it is often the decision that is made by default. You can all too easily “decide to decide later” once you have more information. And then during the next meeting, you decide again to decide later, once you have even more information. And you continue that cycle until you miss the window entirely, and it’s too late. So, when a group decides

not to decide, they need to consider the true consequences of that decision. Given that they thought there was a need to get together and develop new ideas, there’s likely a definitive reason to create change by selecting a more impactful idea.

In order to become a more visionary and creative leader, you need to personally ensure that new, interesting and more challenging ideas get real consideration. And you need to give your team some assistance so that they can do the same. These tips for getting around the Status Quo bias will help your team truly consider the potentially more disruptive ideas you may need to fundamentally solve the challenge at hand. ■

About the Author: Susan Robertson empowers individuals, teams and organizations to more nimbly adapt to change by transforming thinking from “why we can’t” to “how might we?” She is a creative thinking expert with over 20 years of experience speaking and coaching in Fortune 500 companies. As an instructor on applied creativity at Harvard, Susan brings a scientific foundation to enhancing human creativity.

Visit SusanRobertsonSpeaker.com to learn more.

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Feature

By Gra

nt Car

done

L

ast month, we discussed why you need digital branding – topics included: Mindset for Digital Branding Success; Find & Define Your Identity FIRST: Who Are You Trying to Reach? What Do You Want from EACH Platform? How Can You Expand Your Audience? and Creating Strong Digital Branding Content.

Now, let’s talk about the nuts and bolts of getting this valuable content online.

What Kind of Content As we previously discussed, everything you put on the web is going to do the following: • Inform, • Build A Relationship With Your Audience, and • Have A Call To Action.

There are a variety of mediums that can deliver your messaging and establish your digital branding. For instance, platforms like Instagram, TikTok and Facebook allow you to go live.

This form of content is great, because you can interact with viewers in real-time. It gives you the ability to talk at length and address questions.

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Better yet, “Lives” can stay up as permanent video posts – which is the next type of content on our list.

In my opinion, videos are the best type of content for social media. Video strengthens digital branding because people can really get a sense of your personality. Long story short: it shows a human is behind the business.

Depending on where you upload, these vids can be as short as 15 seconds or as long as several hours. And a Pro Tip: cut up

graphics. Additionally, you can often find freelance graphic designers who are reasonably priced.

Nevertheless, we cannot forget the OG of social media posts … Yes, there are still those who prefer to READ to get information. Consumers believe what they see, not what they hear. With that in mind, don’t underestimate an old-fashioned text post. After all, text-based content, like longer Facebook posts or blogs, proves to your audience that: • You are an industry authority.

• You can express yourself clearly.

• And, you can be trusted.

At the end of the day, those are the ultimate goals of any brand.

There is much more ground to cover with your digital branding strategy.

Which Platform to Publish On When you begin this journey, you will be tempted to make every detail perfect before it goes out. Again, I am going to give you some advice that will make you uncomfortable.

LET GO OF PERFECTIONISM.

longer videos for Reels, TikTok, etc. It allows you to repurpose and maximize results for videos on social media. Keep this timing in mind as you are filming, because I’ll touch on it more in the future.

People love pictures – namely, graphics. Graphics are a powerful asset on social media. However, in order to work they have to be done a certain way. So, edited photos or crazy effects aren’t the way to go here.

Think back to the three pillars of every post: Value, goodwill, and an offer.

Consider creating infographics that provide tips and information related to your industry. Another perk of these posts is that they are very shareable. That means your followers will repost them for others to see, organically growing your reach.

Don’t worry about being tech-savvy.

Tons of apps can assist you in creating

Just like everyone begins with no followers, no one starts with great content.

At the end of the day, amazing content does nothing for you if you don’t distribute it! As long as the asset you create has great information, forms a relationship with your audience and has a CTA, hit the “Post” button and publish it on every social media platform!

After all, every single piece of content you make can be resized, edited or reposted over and over. This is the “repurposing” I touched on previously.

Long-form videos can be chopped into Reels and TikToks, infographics can be transformed into listicle articles or Instagram posts. Also, don’t think people will complain that they “saw that post already.” Social media moves a mile a minute.

Even someone who follows you everywhere will miss posts you make.

Remember, your target audience isn’t just following you.

Let’s put a pin in that concept as we go over the next piece of social media marketing.

When to Post it and How Often Building upon the last topic, you are going to post everywhere, all the time – but you are going to have a method to your digital branding madness!

You will have a schedule for these assets to go up on social media at regular intervals, around the clock, 365 days a year … even while you’re sleeping.

Why you will do this should be apparent by now: because you want your message to be received by people outside your normal customer base and location!

However, don’t worry about waking up in the middle of the night to distribute your content. Some of these platforms have the option for you to schedule your posts ahead of time.

There is also supplemental software designed for this purpose, as well.

Regardless of how, make sure to allow potential customers a chance to get to know you online.

The Money is in the Relationship Believe it or not, the No. 1 thing your customer will pay for is not the quality of your product – IT’S YOU. This is the reason influencer marketing is so effective these days. People like the influencer’s personality. They trust them. And more importantly, they don’t feel like they’re being sold to.

The difference here is that I want YOU to become the celebrity spokesperson for your company. After all, no one will promote your business harder or more effectively than you. → 49

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AT THE END OF THE DAY, AMAZING CONTENT DOES NOTHING FOR YOU IF YOU DON’T DISTRIBUTE IT!

What NO ONE Tells You About Internet Marketing As I mentioned before, I currently have over 8 million followers across all the platforms I use. I was even named “Top Marketing Influencer to Watch” in 2017. I am not telling you these stats to brag, by the way. The reason I bring them up is because I accomplished those things despite making tons of mistakes!

And, I guarantee that I would be ten times more recognizable and WEALTHY had I known the following facts. So without further ado, these are the secrets to cracking the social media code.

Collaboration is King In terms of my digital branding strategy, one regret I have is this: I SPENT TOO MUCH TIME TRYING TO DO EVERYTHING ON MY OWN. Just like you are trying to connect with your audience, you need partnerships with people better at the game than you are.

Collaboration and cross-promotion are a couple of the few actual shortcuts to blowing up your follower count. There is no reason to wait to start reaching out for these efforts, either.

If your message and product are solid, others will work with you.

CTAs Are NOT Always for a Sale This article already covered the three pillars of every post – value, goodwill, and a call to action. However, you are not always going to ask for them to swipe their card. When establishing an online presence, brand awareness is more important than transactions.

With that in mind, other types of CTAs to ask for include: • Follows • Likes • Shares • Comments You may have noticed that all of these non-monetary calls to action have something in common.

They are all types of engagement – which may be the most important social media metric of all.

All Engagement is Good Engagement So, here’s the deal: No matter how great your content is, someone is going to have something negative to say about it.

And you know what?

LET THEM. IT BENEFITS YOU! See, the funny thing about these social media channels is that they register all engagement the same way. Even hate indicates to them that a post is good, so they show it to even more people! It’s pretty wild. For this reason, take negative feedback with a grain of salt.

It would be far worse if you were getting no interaction at all.

One Post Can’t Kill Your Brand This is the perfect time to hammer home the point that you don’t need to be perfect on these platforms. With the prevalence of cancel culture, it makes people nervous that they could accidentally say the wrong thing. But, understand this: you are human and the purpose of online marketing is to showcase the humanity behind your business.

The masses forgive and forget on a daily basis. (We’re looking at you, Elon.) Don’t let fear keep you from putting yourself out there and getting some skin in the game.

The Algorithm Can & WILL Change In ancient times of social media – the early 2000s – your number of followers indicated how many people saw your content. Unlucky for us, that is no longer the case. The programming that sorts through and prioritizes posts has changed throughout the years.

This programming – called the algorithm – is always evolving to keep users on their sites longer. Even social media experts are not completely sure how the algorithm works.

However, you need to be informed about what is known and be ready to adapt as things change.

I can already hear you saying, “Grant, this is way too much work.” I promise this stuff pays off.

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ChayTee / Viktor / Kaspars Grinvalds / stock.adobe.com

This is the theory behind any branding campaign – it makes sense that it is fundamental in the digital sphere, as well. Now that you have the basics, I will reveal facts about social media marketing that no one else will admit.

To prove my point, I’ll tell you how digital branding helped me land one of my biggest deals ever.

“GRANT, NO NEED TO FLY OUT. MY 19-YEAR-OLD SON FOLLOWS YOU AND LOVES YOUR MATERIAL.”

Strong Digital Branding Opens Doors

Needless to say, I closed the deal and it made me approximately $20 million.

This is the type of opportunity digital branding can allow you – if you stick with it.

The story I’m about to tell you shows the power of an online presence. It happened several years ago in Houston, TX. I was on a business trip there to look for great multifamily real estate deals. After walking about 15 lackluster properties, I found the one. Immediately, I did some research and found out who the owner was to make him an offer. Turns out that the owner was one of the top three apartment owners in the country. When I called this guy up, his first response was that he “didn’t know me.” But, I was determined and told him I was going to fly out for a meeting.

Right before the appointment, I contacted him again to confirm that this big shot would see me. And, you’ll never believe what he told me.

Further Fine-Tune Your Digital Branding I hope that after you’ve finished reading this, you have been equipped with a strong arsenal of digital marketing tools.

Also, I hope you see that social media

platforms are a gift that can make your business a global name. For free.

There is a lot to unpack here, so it is understandable if you still need some guidance. In that case, I recommend my Marketing Essentials Workshop. The Workshop can be attended either virtually or in person. And there, my team walks you through everything we do to feed the social media beast. Visit grantcardone. com to get more information.

But remember what I told you: it’s better to be seen and be bad at it than not to be seen at all.

So, get out there and be great. ■

About the Author: 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.

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The Language of Popularity at Work:

What to Say (and Do) to Stand Out in a Crowd

By Kate Zabriskie

W

hile the word popularity may remind many of us of our middle school or high school days, in the adult playground of professional life, being popular isn’t about cafeteria table politics; it’s about mastering the art of positive influence, nurturing relationships, and sculpting an aura of approachability and trustworthiness.

Adopting ten proven strategies can quickly increase your standing in any workplace crowd.

Be a Good Listener: Active engagement is the key to being a good listener. True engagement means waiting for your turn to speak and genuinely immersing yourself in understanding your colleagues’ thoughts and experiences. To demonstrate your attention, you can use phrases like, “I see what you mean; could you tell me more about that?” or “It sounds like you’re saying ...” Asking open-ended questions like, “What do you think would be the best approach?” or “I’m interested in hearing more about this. Can you elaborate?” helps deepen the conversation. Additionally, showing empathy by asking, “How did that make you feel?” can make your colleagues feel truly heard and valued.

Offer Help and Support: Being known as a supportive and helpful colleague can greatly enhance your standing in the workplace. Knowing when to help involves recognizing moments when you can lend a hand and offering assistance in a non-intrusive way. Use language like, “I noticed you’re quite busy; can I help with anything?” or “If you need assistance with that project, I’m here to help.” Such small acts of kindness build trust and appreciation among your peers, fostering a collaborative and friendly work environment.

Celebrate Others’ Successes: Celebrating your colleagues’ achievements, whether big or small, fosters a positive and supportive environment. Express your happiness for them with sincere language like, “Congratulations on your success, you deserve it!” or “Your hard work on this project paid off. Well done!” Acknowledging their milestones with phrases like, “I’m so happy to see your efforts being recognized!” or “It’s great to see your talents appreciated like this!” Acknowledging others’ success contributes to a culture of mutual respect and admiration. →

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Popularity in the workplace is about embodying values that foster strong, respectful and authentic relationships.

Be Open and Approachable: Balancing professionalism with friendliness is key to being open and approachable. You can project approachability by being willing to engage in conversations and showing a genuine interest in others. Use phrases like, “I’d love to hear your thoughts on this,” or “Feel free to drop by my desk if you need anything.” Encouraging dialogue with, “Let’s brainstorm together,” or “I’m always open to new ideas” can foster a sense of camaraderie and collaboration. Openness not only makes you more accessible to colleagues but also contributes to a positive and inclusive work environment.

Be Positive and Have a Good Sense of Humor: Maintaining a positive attitude, especially during challenging times, is vital. A good sense of humor can also make you a welcome presence in the workplace. Phrases like, “Let’s keep our spirits up; we can tackle this challenge,” or “A little humor goes a long way in times like these,” can uplift the mood. Being able to laugh at yourself with comments like, “Well, that didn’t go as planned, but I learned something new!” shows resilience and tenacity.

Be Respectful and Inclusive: Treating everyone with respect and inclusivity is fundamental in a healthy workplace. Respect means valuing each person’s unique perspective and background. Use language that shows this respect, like, “I value your perspective,” or “Your experience in this area 54

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is insightful.” Avoid making assumptions and using language that could be viewed as discriminatory. Phrases such as, “I’d like to understand your viewpoint better,” or “Let’s ensure we hear from everyone,” promote inclusivity and respect for diversity.

Be a Team Player: Being a team player involves putting the team’s success ahead of personal glory. You can show group engagement with language like, “What’s best for the team?” or “Let’s work together to find the best solution.” Show willingness to compromise and collaborate with phrases such as, “I’m open to your thoughts,” or “Your input is valuable in achieving our common goal.” Sharing credit with statements like, “We couldn’t have done it without your expertise” fosters a spirit of teamwork and collective achievement.

Be Curious and Learn from Others: Exhibiting curiosity and a willingness to learn from others can greatly enhance your professional relationships. Express this by asking questions like, “Can you teach me more about this?” or “I’d love to learn from your experience in this area.” Acknowledge the value of learning from others, regardless of their titles, with phrases like, “You bring a unique perspective; what do you think?” or “I admire your approach to this problem; can you explain it to me?”

Be Honest and Transparent: Honesty and transparency are key to building trust. Communicate openly with phrases like, “I want to be honest about the challenges we might face,” or “It’s important for me to share how I feel about this.”

When mistakes happen, admit them with statements like, “I made an error and here’s how I plan to fix it,” or “I take responsibility for that mistake.” Being transparent about your intentions can also be expressed through language like, “My goal in doing this is ...”

Focus on Self-Improvement: Concentrating on your personal and professional growth involves a mindset of continuous learning and self-reflection. “I appreciate your insights on how I can do better,” or “Your feedback is valuable to my growth.”

By focusing on self-improvement, you demonstrate a commitment to being the best version of yourself, which benefits you and the entire team.

P

opularity in the workplace isn’t about seeking approval or competing for attention. It’s about embodying values that foster strong, respectful and authentic relationships.

With a few simple shifts, you can improve how others perceive you and increase your workplace status in no time. ■

About the Author: 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 U.S. and internationally. For more information, visit businesstrainingworks.com.

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By Irana Wasti

Chief Product Officer, BILL

In

today’s fast-paced business landscape, it’s important for small business owners to adopt a mindset for innovation. However, the misconception that innovation requires vast resources and significant time investment can often deter entrepreneurs and business builders from pursuing new ideas and strategies. But with the right approach and perspective, small businesses can foster a culture within the company to make innovation more of an ongoing tenet of a successful business.

As small businesses look at their goals for 2024, with some businesses also thinking about how to do more with the same, consider these four practical tips to innovate without breaking the bank or spinning too many resources.

delivering products that delight customers.

Here are some key aspects to consider:

1. Nurture an innovation mindset with your team.

Promote continuous learning: Encourage ongoing learning and skills development. There are lots of free online training resources that help employees stay updated on industry trends and emerging technologies.

By nurturing an innovation mindset within your team, you can tap into their collective creativity, which can lead to cost-effective innovations that drive your business forward.

Innovation starts with your team.

Cultivating an innovation mindset among your team members is the first step toward achieving small wins that lead to breakthroughs. As someone who has led product development teams for over 20 years, I know that the ability and willingness to analyze the environment, listen to feedback, and adapt to change are key disciplines to 56

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Embrace diverse perspectives: Different backgrounds and experiences bring unique viewpoints that can spark creativity and improve collaboration within your organization. Where you can, build diversity into your hiring strategy.

Foster a culture of openness: Create an atmosphere where employees feel safe to share their ideas and insights freely. Make them feel that their opinions matter and that they have a stake in the company’s success. You can do this with monthly brainstorm sessions to get the whole team thinking about different challenges faced by the business.

2. Listen to your customers and innovate for them.

Research from McKinsey & Company has shown that improving the client experience can increase sales revenues by 2%-7%. However, one common pitfall in innovation is over-engineering solutions that don’t align with your customers’ needs. Prioritize innovation that is rooted in customer feedback, provides value, and aligns with business goals, and is measurable. Here are a few ways you can build trust with your customers and serve as a pipeline to fuel innovation: Provide multi-channel support: For customers who still need help after navigating your educational resources, offer support across the platforms that matter to them - such as email, social media, SMS, in-app support and more. Leverage tech-enabled tools, such as finance software that offers free phone and chat support with live agents. This meets your customers where they are, letting them reach you in a way they find comfortable and convenient.

Deliver a personalized customer experience with AI tools: Chatbots make a particularly helpful AI-powered customer support tool. A chatbot can respond to customers in real time, offering additional information about your products or services or even fielding customer service questions. AI-powered marketing tools can be used for content creation, social media management, and more. →

Shawn Hempel / stock.adobe.com

4 Ways Small Businesses Can Innovate Without a BIG BUDGET

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Chatbots and other AI tools can do more than just answer customer inquiries about your products. The best AI tools can adapt and learn from customer behavior.

Cascade the outside, inside: Often customer feedback does not go beyond the customer support team. To help drive more organic innovation, enable regular touch points between team members who face customers and team members who are on the front lines of innovation.

By keeping your customers’ needs at the forefront of your innovation efforts, you can ensure your new ideas are well-targeted.

3. Ensure your tech tools help you move the business forward.

Efficiency is a cornerstone of cost-effective innovation. Leveraging technology to automate manual tasks lets you accomplish more in less time, freeing up valuable staff time to focus on strategic and creative thinking. You want to work with technology partners that can help you customize tools to meet the needs of your business and facilitate integration.

Remember that innovation can come from anywhere in your business so keep your automation goals broad. Here’s how some small businesses have found solutions that make an impact: Automate financial operations: Using technology to eliminate manual activities, such as invoicing, bill payments and financial reporting, helps you streamline operations and reduce human error.

It also helps you get back to focusing on what matters to you, your business.

Finding a solution that pre-populates invoice information can save business owners, on average, 50% of time on bill pay alone. One of BILL’s customers, Ascent Respiratory Care, a home health care provider that helps patients with respiratory issues, eliminated writing paper checks entirely. “We do not write checks anymore. I would say about 95% of what we do is all paid out via BILL, whether it’s a hard copy check or an electronic payment,” said Ascent Respiratory Care Senior Business Development Associate Heather Thompson.

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Use data analysis to uncover business insights more easily: Solutions that bring efficiency and optimization to your business can provide valuable analytics that can uncover insights to fuel innovation, inform your decision-making and identify areas for improvement. Golf Genius has seen firsthand how financial analytics has provided better control, visibility and efficiency. “I believe we’re saving thousands of dollars a quarter as a result of real-time budget tracking. Before [BILL], people would ask where they were against their budgets, and now we know,” says Golf Genius CFO, Lou Lombardo.

By harnessing technology to optimize key foundational parts of your business

experiments aren’t failing often, then you are not experimenting enough”. Encourage your team to experiment with new ideas and approaches, even if they come with a degree of uncertainty. Build in time to test-run the idea, with an evaluation checkpoint, before implementing it system-wide.

Iterate and refine: After an experiment, assess what worked and what didn’t. Use these insights to refine your approach and try again.

Acknowledge lessons learned from failures: Celebrate the lessons learned from failures. This will encourage a culture where innovation is valued regardless of

Innovation isn’t solely reserved for large corporations with deep pockets. operations, you can achieve cost savings and efficiency gains that contribute to your overall business innovation. For example, BILL’s Financial Operations Platform for SMBs allows businesses to manage and optimize their cash flow all on one platform, delivering the most comprehensive suite of capabilities for SMBs.

4. Don’t be afraid to fail forward.

Innovation is inherently risky, and not every idea will yield immediate success.

However, the more efficient and automated some functions or processes are, the more a small business can embrace a culture of “failing forward,” where failure is viewed as a learning opportunity rather than a setback. It will help employees have the space and time to be more creative or innovative. Here’s how to do it: Encourage experimentation: As product leaders, oftentimes we tell our peers: “If

the outcome, giving business owners a competitive edge and supporting employee retention.

Remember that many groundbreaking innovations have emerged from a series of trial and error. By embracing failure as a stepping stone to success, your small business can take actionable steps toward building a culture that promotes creative thinking, and develop innovative solutions without a big investment.

In conclusion, innovation isn’t solely reserved for large corporations with deep pockets. Small businesses can thrive in today’s competitive landscape by adopting an innovation mindset, listening to customers, harnessing technology to optimize and adapt to market shifts, and being unafraid to experiment and learn from failures. With the right strategies and a commitment to cost-effective innovation, your small business can stay ahead of the curve. ■

At BILL, we’re 100% focused on helping SMBs to get more control, visibility, and efficiency in their business. Automating financial operations can be a game changer for your business, saving valuable team time on inefficient manual processes and focusing on high-value strategic tasks instead. BILL helps businesses thrive with technology that is powerful, secure, and easy to integrate and use. To learn more, visit Bill.com/Resources.

Contributors

IST has the experts!

Jerry Deveney

SUNFORCE MARKETING, INC.

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.

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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.

Distributors

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.

Alex Zeedyk DEVOTED CREATIONS

A recent University of South Florida grad, Alex holds a degree in Marketing. She started as an intern in 2021 and has since transitioned into the role of Client Relations and Social Media Specialist. With over five years of experience working in salons, she has real-world knowledge that combines with a passion for skincare and products. Alex works closely with the company’s product distribution network and 5 Star Diamond Salons to provide the support they have grown to expect from DC.

Four Seasons Sales & Service, Inc. 2350 Lakeway Cir. Paris, TN 38242

800.325.2769

SALES@FSTANNING.COM FSTANNING.COM

MECOTEC US, Inc. 1007 S. Murray Avenue Anderson, SC 29624

833.632.6832 MECOTEC.NET

Suntan Supply 35350 Chester Rd. Avon, OH 44011

440.937.7775

INFO@SUNTANSUPPLY.ORG SUNTANSUPPLY.ORG

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