IST | May 2024 Digital Edition

Make the Most of May!

DearReaders,

We’ve all heard the old saying, “Make hay while the sun shines!” Tan biz veterans know that this is the time (for most) to capitalize on the industry “prime time” and with solid planning and marketing strategies, you can convert these seasonal opportunities into long-term cash flow. The economic challenges continue for small businesses everywhere. While our industry has shown resilience time after time throughout the last four decades, counting on the springtime rush to carry you through the slow months is typically not a successful strategy. We’ve got the expert info you need!

This month, contributors Melissa Damiani and Lisa Saavedra offer tips for locking in seasonal tanners by incentivizing loyalty and promoting recurring membership sales. Be sure to check out “Lync IT” and “Notes from the Road.”

From across the pond, “UK View” writer Gary Lipman of JK Group discusses the importance of all industry professionals embracing their role in educating salon guests about responsible tanning. Robust salon traffic presents the opportunity to make an impact!

The issues of responsible tanning and sunburn prevention have driven the work of our “7 Questions” subject – Joe Levy, the Executive Director and Director of Scientific Affairs for the American Suntanning Association. He’s been on the front lines advocating for the tanning industry for over 30 years. We found out a couple of things you’d never guess about Joe … read that and more on pg.10. Lots of solid business info also in this issue –marketing, management and customer service.

While this season can be challenging for salon operators – retaining staff, training newhires, keeping them motivated – it’s crucial to make the guest experience your top priority. Is your staff prepared to represent your business as a professional tanning facility? They might just need a higher level of confidence in their skills and industry knowledge. It’s easy to make it happen with Sun is Life® Training & Certification; just ask Laura Bouchelle, owner of this month’s Salon of Distinction (see pg.12). We’d love to feature your salon! Now is a great time to equip your new-hires with consistent training that provides the confidence they need to deliver superior guest service, succeed at product sales AND enjoy their jobs. Happy staff means less turnover and happy guests – happy guests are loyal to your business! Check out sunislife.com for details.

Make the most of May!

Thanksforreading,

Vince Lorraine, Publisher

Publisher Vince Lorraine

Managing Editor Sherron Barden

Editorial Advisory Sherron Barden

Graphic Design Hailey Carriger

Accounting/Circulation Kim Davis

Senior Account Executive Terese Allen

Contributing Writers Grant Cardone Melissa Damiani Gary Lipman Alex Zeedyk Lisa Saavedra Joe Schuster

HOW TO REACH US 14165 FENTON RD., FENTON, MI 48430 810.230.1735 fax 810.230.1115 istmagazine.com

INTERESTED IN ADVERTISING? CONTACT SALES@ISTMAGAZINE.COM

accompanied by sufficient first-class postage, but the publisher will not be responsible for loss of any such material.

1. How did you find yourself working within the tanning industry?

In May 1992, Smart Tan’s Matt Russell hired me to investigate UV light research long before anything was on the internet. I spent six months talking with researchers and working out of the University of Michigan Public Health Library. That project laid the groundwork for the scientifically supported position of sunburn prevention as the correct alternative to sun-abstinence. I’ve been peeling the onion on the issue, layer by layer, ever since.

2. What was your very first job? I worked my way through college at the University of Iowa as a reporter and then managing editor of The Daily Iowan. My first job after college was as a business writer/investigative reporter at a newspaper in Michigan. Oddly, one of my beats was the electric utility industry, and one of the issues in that market in the late 1980s and early ‘90s revolved around the allegation that electromagnetic radiation emitted by high-voltage transmission lines was harmful to livestock. It turned out that those making the allegation were connected with groups who would suffer economically if more transmission lines were constructed, and guess who spent the next 25 years studying the topic? The same FDA division that regulates sunlamp products. Everything comes full-circle.

3.

What’s something people would never guess about you?

I’m going to cheat and tell you two things: (1) I’ve run two 26.2-mile marathons – Chicago as a solo run in 2020, and The New York City Marathon in 2022. You take one look at me and you’d say that’s like entering a cement-mixer in the Indy 500. But I got it done! (2) In the 1990s, I took a course in stand-up-comedy at Michigan State University and actually performed at some comedy clubs. I was remarkably mediocre. But the course turned out to be a profound lesson in corporate communication dynamics, which I never expected. You learn things from just about any experience if you keep your eyes and ears open.

4. What is your most prized possession?

Memories and experiences more so than possessions. I’ve spent my life dedicated to spreading happiness and making things better for everyone around me, and there are hundreds of precious memories associated with that. At the end of the day, they’re really our only true possessions.

5. What skill would you most like to learn?

I love to sing and if I could play the piano, I’d probably be performing in a small lounge on a cruise ship today. So, maybe it’s a good thing that I never learned to play.

6. What is your favorite family tradition?

Any holiday or occasion – Big Ten football tailgate parties, or whatever – to get the whole family together. You only have so many of those moments.

7. What are you most excited about in your life right now?

Professionally, the ASA is doing some amazing things to blaze the trail for the future of the professional suntanning community. Everything I’ve done for the past 32 years has positioned me to help blaze that trail. ■

Atticus,Cheryl&JoeLevy

Salon Stats

OWNER

• Laura Bouchelle

STAFF

• 11 - including Tanning Techs, Esthetician & Massage Therapist

UV UNITS

• 9 - including KBL TowerSun

Hybrid Red-Light Stand-up

SUNLESS UNITS

• 1 - Norvell Airbrush Arena

Sunrise Tanning SALON & SPA

Photos by Makayla Oatman of Oak & Willow Photography

Located in the small town of Rising Sun, MD our “Salon of Distinction” offers their guests a warm and inviting atmosphere in a full-service tanning and spa facility.

Sunrise has a great social media presence and on their website, customers can access tips for getting optimal results – both UV and spray – as well as a list of medications and other substances that can cause a negative reaction to UV rays. The salon offers online appointment booking for tanning and spa services, as well as online shopping for a variety of cute (and many local!) boutique items they also sell in-store.

Maryland native Laura Bouchelle is a hands-on operator who truly enjoys making her salon guests feel at home. She took some time to tell us about her journey to success in the tan biz, her thoughts about Sun is Life® Training, and what she has planned for the future.

OTHER SERVICES

• Boutique/Online Store

• Full-Service Spa – Facials

• Lash/Brow Services

• Waxing

• Massage

• Teeth-Whitening

• Foot Soak

LOTIONS

• New Sunshine

• Devoted Creations

• Snooki

• Hempz

• Tan Asz U

• Norvell

SALON SOFTWARE

• Tan Track

• Vagaro for Spa Scheduling

• Shopify for Online Store

DISTRIBUTOR PARTNER

• Four Seasons (Felicia Is Our Amazing Go-To Girl for Products)

• TSU for Lamps/Equipment Salon Stats

IST: Tell us about how you got started in the tanning business.

LB: I have been tanning indoors since I was 16 years old, way back before they changed the legal age to tan in Maryland to 18+ only! In January of 2017, I decided to reach out to my friend Erin who managed Sunrise Tanning at the time to ask if they needed part-time help, and they did. So, I became an employee that month and worked there on and off until January 1, 2023 when I purchased the business and became sole owner. We then became Sunrise Tanning Salon & Spa and since then have undergone many, many changes including a complete renovation. I added a luxury spa space, custom airbrush spray-tanning and two brand new hybrid tanning systems. We have made a lot of huge changes to Sunrise in the last year and it has been amazing!

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

LB: So far, the only challenge has been trying to change the way people view indoor tanning. So many, especially in our small town, still have the mindset that tanning is bad for you. So, we have been approaching it and advertising our services with a message of responsible tanning. Along with the small-town setback, so many people don’t know who we are or where we are located because until last year, our beloved salon never really had any social media reach or advertising. So, we have also been making it a priority to get our name out there! →

Thewell-trainedSunrise teamincludes(L-Rseated front)Olivia(“OGLiv), Sam,Catharine,Bree;(L-R back)OwnerLaura(standing),Joanna,Kadence, LivS(“BabyLiv),Kenadie (standing).

IST: What sets Sunrise apart from your competitors?

LB: Our salon literally feels like HOME. We often joke that when you come to the salon, you usually only plan to tan, maybe chat for a few minutes and then leave. But at Sunrise, there is just something about the place that makes you wanna stay. You could literally hang out here all day long! Our salon is warm, welcoming, inviting, relaxing – you literally won’t ever wanna leave!

IST: How do you support your local community?

LB: We love, love, love to give back to the community in any way we can! Whether it be supporting local fundraisers, supporting local sports teams or charities, anything we can do to help. We host an annual “FREE TAN Weekend” and our loyal customers have been tossing around the idea of doing a SUNRISE 5K fundraiser for a local charity. We also love to support other local businesses whenever we can, such as carrying local products like candles, Freshies etc.

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

LB: My girls and I have benefitted so much from the SIL Training. Prior to the class we took at the 2024 National Tanning Expo in Nashville, NONE of us had ever had any formal tanning training,

industry knowledge, etc. We learned so much – not just about tanning and basic UV knowledge, but about salon operation and customer management. It was a real eye-opener for us that we needed to make some big changes and become a reputable, knowledgeable salon! After my manager Liv and I returned home from the expo, we immediately scheduled to have EVERY salon employee take the course, as well.

IST: What are your goals for Sunrise Tanning Salon & Spa in the next 1-3 years?

LB: My goal is to continue growing the business – we will be offering some new services very soon which we are super excited to reveal! We would love to continue to promote responsible tanning options for customers, focus on skincare and the benefits of hybrid tanning, and also upgrade some of our older equipment. Then, who knows? Maybe one day, we will expand and open a second location!

IST: All the best for continued success! ■

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A STORY WITH SIZZLE “Sun Scare” Purveyors Sizzling Over Bacon?

By Joseph Levy

INthe science of indoor tanning, there’s a $64,000 question, and it has nothing to do with anything you’d ever find in a sunbed salon. Look no further than your kitchen.

Years ago, the World Health Organization shocked many in the public health community by adding “processed meat” – yes, that includes bacon – to its list of substances it considers carcinogenic to humans. So, bacon now joins big-hitters tobacco, plutonium and arsenic in that often-misunderstood category – a category that since 2009 has also included UV exposure from the sun or a sunbed.

heads; and when ASA gets the opportunity to explain it to government officials, they’re starting to understand it.

Even more interesting when you go all the way to the details: WHO said the reason bacon and processed meat were added to the list is that eating 1.8 ounces of it daily increases your risk of colorectal cancer by 18 percent.

The average consumer has no idea what that list means. That’s because birth control pills, red wine and some artificial sweeteners have all graced this list before. In short, being called a carcinogen does not mean a substance is carcinogenic in everyday doses or exposure. (Even the U.S. government says so right in its definition of “carcinogen” that no one ever talks about).

So when UV was added to WHO’s list in 2009 (it had been on the U.S. government’s list since 2000), no one was talking about that all-important caveat. And no one was talking about the fact that, among Group 1 Carcinogens, only one is something you absolutely need in order to live.

We’d all be dead without UV exposure.

But when the WHO added bacon – a dietary staple in North America that,

believe, more than half of us consume –WHO felt it necessary to issue a four-page “Q&A on the carcinogenicity of the consumption of red meat and processed meat.” In that document was this explainer: “Processed meat has been classified in the same category as causes of cancer such as tobacco smoking and asbestos (IARC Group 1, carcinogenic to humans), but this

Compare that to sunbeds: Eating bacon has a greater statistical connection (18 percent vs. 16 percent) for a greater number of people (more than half of the population, versus less than 10 percent) to a cancer that is more deadly and kills more people than skin cancer. And you can survive without bacon (as opposed to UV and sunlight). And when you remove sunburn in non-salon units from the data sets, sunbed risks melt away – something our critics always fail to acknowledge in their own data.

So, that double-standard is out there for everyone to see, and it can’t be

Among Group 1 Carcinogens, only one is something you absolutely need in order to live: sunlight.

does NOT mean that they are all equally dangerous. The IARC classifications describe the strength of the scientific evidence about an agent being a cause of cancer, rather than assessing the level of risk.”

Let’s be clear: You don’t need bacon to live (some excellent punchlines notwithstanding). You absolutely DO need sunlight and UV exposure. But no one ever issued such an explainer for sunlight or UV exposure. That caveat turns a lot of

explained away. Bacon is riskier, if you believe the stats (and that’s another topic entirely) but is being defended with caveats that only make our case for responsible UV exposure stronger.

Now that’s a story with sizzle. ■ AbouttheASA: 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.

Joseph Levy is executive director and director of scientific affairs of The American Suntanning Association.

Are you Ready for Summer?

By Melissa Damiani

Although the frame of time we’ve come to know as “busy season” has somewhat transformed and evolved from what we are used to, you’re likely winding down from a prosperous period for your salon. Now is a better time than ever to look at what you can do this month in preparation for the upcoming summer months.

Even if you historically earn much of your annual revenue during busy season, there are ways to keep that cash flowing all year round.

Do you have fairly regular patrons who will purchase a package from time to time, but once they’ve used up all of their sessions you don’t see them again for a while? I’m willing to bet that many of these same tanners have visited your salon this busy season and purchased a package in order to tan for an upcoming event such as spring break or prom.

The month of May is a perfect time to convert these customers to a recurring monthly membership! The key is to incentivize the purchase of an EFT membership by offering promotions that are only available for redemption this month.

With a little creativity, there are a number of different ways that you can encourage customers to purchase an unlimited recurring membership. If you typically charge an upfront activation fee at the point of sale for your EFT memberships, you might consider waiving this fee for anyone who purchases from May 1-31. Or perhaps, you offer the first month of tanning free for those who sign before the end of the month.

The month of May is a perfect time to convert seasonal tanners to a recurring monthly membership!

Another way to boost membership sales, as well as repeat product sales, is to offer a substantial discount on retail items purchased on the day that an EFT membership is purchased. You never know – your customer might just get hooked on their favorite new product that they may not have otherwise tried!

Making the terms of the memberships you offer as flexible as possible is vital not only to closing the sale, but also to ensuring that the customer retains their membership for a long time to come. Allowing tanners to freeze their memberships without a minimum draft requirement will diminish any buyer’s apprehension, especially for those who may have summer travel plans. Charging a nominal freeze fee each month that the membership is frozen, with the option of

AbouttheAuthor:

refunding the dues upon reactivation in the form of reward points will entice customers to unfreeze sooner than later. Each year, we have an idea of when our peak and slower seasons tend to cyclically occur. To create balance of the revenue you generate throughout the year, give some thought to instituting an annual supplemental fee into your membership agreements; drafted automatically from your customers’ accounts in August, for example. The amount of the fee will seem inconsequential to the customer, but multiply that by the number of your active memberships, and the result will be significant to you!

Incoming cash flow is imperative not only during busier times of the year, but in the off season as well. During slower time periods, implementing a robust EFT membership program is not only rewarding for your customers, but it can be for your business, too! With a solid salon management software program, the possibilities are vast. ■

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.

WHY I NEVER HAVE TO RECHARGE MY ENERGY

ByGrantCardone

I make it a point not to have any white space on my calendar – and between events, running my businesses and family time, that’s not hard to do. Despite that, I NEVER have to slow down to recharge my energy. Keep reading if you want to know how …

Most people assumed that as more employees worked from home, burnout would disappear; however, a Gallup survey showed that 76% of the workforce still experiences this phenomenon. The same survey also found that working overtime and doing too much was not the root cause. So what is going on?

The main reason I never have to recharge my energy is that I am on purpose in everything I do.

But that is the big picture. Below are the habits I have that allow me to stay that way – and you can implement them today!

Always Having New Experiences, Even with NO TIME

So, here’s the thing: No matter who you are, no matter how much is on your plate, saying, “I have no time,” is just an excuse. In fact, it is one of the best excuses the human race has ever come up with to never achieve their goals.

As I mentioned, I keep my schedule jam-packed – yet, to maintain and recharge my energy I ensure that I pencil in time for exciting events.

I’m not necessarily talking about exotic vacations, by the way. These experiences should realign you with your mission.

I know for a fact that I will meet and talk to at least one new person every day. Their life stories and viewpoints inspire me and interest me in doing new things – especially if those new people are super successful.

You never want to be the smartest or most successful person in a room. So, keep moving up often and quickly.

Constantly Thinking and Acting FAST

Finally, another way I keep from having to recharge my energy is by making decisions quickly and acting on them right away, even if they turn out to be the wrong decisions. This makes it easier to move on quickly to the next best thing without getting stuck. I believe stagnation is what really leads to feeling burned out, so I don’t go there in the first place.

THE MAIN REASON I NEVER HAVE TO RECHARGE MY ENERGY IS THAT I AM ON PURPOSE IN EVERYTHING I DO.

Examples include:

• Self-enhancement courses

• Fitness classes

• Career training

Regardless of what it is, it needs to be something that adds fuel to your fire and gets you out of the house. And while you’re there, make sure you talk to people!

Forever Meeting People Who Recharge My Energy

Have you ever had a conversation with a complete stranger that made you feel better for the rest of the day? I know I’ve definitely had this experience. That feeling is another reason I never have to sit back to recharge my energy.

AbouttheAuthor:

I’m not saying to be careless – that’s different. But by freeing your energy by being flexible, you can keep moving forward. Nevertheless, there is one last thing about energy you need to know.

The Secret Behind Limitless Energy

Ultimately, I never have to recharge my energy because I know this: There is no limit to energy. It never goes away. Because of that, whenever you feel tired or run down, you just have to reconnect with a destination and target. Big enough dreams will keep you so charged up, you won’t be able to sleep.

Stay energized and be great. ■

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.

Turn Seasonal Tanners into Long-Term Customers

By Lisa Saavedra

With busy season in full swing, tanning salons are experiencing a surge in customers eager to achieve that perfect tan in preparation for vacations and summer activities. While this influx of tanners presents a fantastic opportunity for seasonal revenue, experienced salon operators recognize the importance of converting seasonal guests into loyal, long-term customers. Here are some strategies to capitalize on the busy season boom and create lasting relationships with your clientele:

Membership Programs: Encourage seasonal tanners to commit to a long-term relationship with your salon by offering enticing membership program benefits. Provide exclusive perks such as product discounts, upgrade incentives and access to special events or promotions. Incentivizing loyalty through membership options creates a sense of belonging and encourages repeat visits, ultimately increasing customer retention and value.

Personalized Consultations: Take advantage of the increased foot traffic by offering every guest a personalized consultation, including a full salon tour of all of your offerings. Take the time to discuss their tanning goals, skin type, tanning experience and preferences. Providing tailored recommendations, guidance and a custom plan demonstrates your commitment to helping them achieve the best possible results, creating trust and loyalty in the process.

Customized Regimens: Create a customized tanning plan and package tailored to the guest’s needs, preferences and tanning goals. Offer service bundles that

include UV sessions, skincare products and additional amenities such as spray-tans and an at-home maintenance kit. By packaging your services in a convenient and appealing way, you not only increase the perceived value but also encourage customers to explore your service menu. This also works well when creating a “maintenance plan” in which you equip tanners with the knowledge, packages and products they will need to maintain their results all year.

free. This is a day when guests can enjoy exclusive discounts, and show their friends or family your salon. By creating memorable experiences beyond the tanning bed, you strengthen the emotional connection between your salon and your clientele.

The key to longterm success lies in converting seasonal salon visitors into loyal, regular tanners.

Follow-Up and Feedback: After their initial visit, follow up with your new tanners to gather feedback and address any concerns or questions. Send personalized emails or text messages expressing gratitude for their visit and inviting them to share their experience. Use this opportunity to collect valuable insights that can help you improve your business and tailor future offerings to better meet their needs.

Promotional Events: Host special events or promos specifically targeting busy season tanners to encourage repeat business and word-of-mouth referrals. Host a “Friends Tan Free” event when you devote a whole day to allowing any member to bring in a friend who can also use a service for

AbouttheAuthor:

Social

Media Engagement: I know we talk alot about its importance, but in today’s world of there is no bigger marketing powerhouse than your online social presence. Leverage the power of multiple platforms to engage with seasonal tanners and keep them informed about upcoming promos, events and new offerings. Share before-and-after photos, tanner testimonials and educational content to showcase the results and benefits of tanning at your salon. Encourage your customers to follow your social media accounts, interact with your posts and share their experiences to amplify your salon’s online presence and attract new followers.

While the busy season always brings a surge of people to salons, the key to long-term success lies in converting these seasonal visitors into loyal, regular tanners. By offering personal touches, salon owners can showcase their exceptional service to build trust and customer retention. ■

As Director of Brand Development for Devoted Creations’ family of brands, Lisa brings 20 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.

Make the Most of May!

ByAlexZeedyk

April showers bring May flowers, as they say. The month of May also brings many holidays that offer opportunities for promotional giveaways and celebrations throughout the salon.

We of course have the headliners: Cinco de Mayo (May 5), Mother’s Day (May 12) and Memorial Day (May 27). But there are also other interesting observances happening, and salon promotions during this period can keep people on their toes and coming through the door before summer arrives – the slow season for most salons.

How about a Mother’s Day wellness event featuring your spa services? Offering a way to make moms feel pampered and good in their skin is a wonderful way to bring in new customers. May 12-18 is National Women’s Health Week – you could create a week-long spa event to highlight this observance while generating revenue with non-tanner clientele.

Including a big social media giveaway in your special promotion will also spread brand awareness for your salon. Giveaways are always a fun way to get people excited and engaged throughout your social media platforms and in your salon. It can be as simple as tagging a friend, re-sharing the post to their story, and for “extra credit” they can comment what their favorite product or service is that you offer. Not only will the giveaway reach more people, but it will also increase awareness of your service menu. Maybe some of your current customers

don’t know what spa services are on you offer and how they could benefit from using them.

You could give away a spa service plus some of your best-selling spa products that would go hand-in-hand. On each day of the week-long promo, you could highlight the giveaway as well as a post detailing how the products make the service more effective, what role its ingredients play, etc. If you’re giving away a red-light session, you want to provide products that are red-light compatible. This information can also generate a future sale.

even a free upgrade. This also would benefit the community as it allows people to get to know you and your business.

Everyone loves the excitement of a creative promo –social media makes them even more profitable!

One of the biggest tools to take advantage of in the community is word of mouth. It promotes loyalty and brand recognition. Creating promotional cards and swapping them with other small beauty-related businesses (hair, nails, etc.) is a fantastic way to gain new business and spread brand awareness. Your cards could offer new customers half-off a package, or just a punch card that earns tanners half-off a product, service or

About the Author

For Cinco de Mayo and Memorial Day, you can give away fun promotional items branded with your salon’s logo –sunglasses, cups, etc. that help promote your brand outside of the salon. For Cinco de Mayo, you can do everything “5” related – Buy 5 Sessions/Get 5 Free, $5 packets, $55 monthly package, etc. Memorial Day promos can focus on helping tanners get ready for the summer season. You can offer a discount for veterans, as well as a retail package deal. A “Summer Kick-off” promo would also end your May sales with a bang!

Tailoring events toward special days happening on the calendar or in your community is a great way to get people involved and spark new business. Everyone loves the excitement of a creative promotion, and using your social media makes them even more profitable! ■

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.

TIME FOR ACTION AGAINST POOR PRACTICE

By Gary Lipman

OUR

industry’s contribution to the wellness and wellbeing of our customers should never be underestimated. Yet there can be no doubt it is under-valued and even derided in some quarters. The latter, unfortunately, is often the position of those who claim to know much but, inevitably, do not. Equally, there are some of “our own” who fuel this derision.

As professionals in our industry, we all take a role in educating our salon guests about responsible tanning. This is an ethos that should be in place across all aspects of our industry, from the manufacturing and supply of tanning beds and tanning lotions through to the training of staff and the screening of customers for any contra-indications and subsequent provision of information.

Unfortunately, we still see across Europe the actions of a disreputable few who are simply not signed up to what I believe to be the industry-standard ethos of education and professionalism. Thankfully, these companies represent nothing more than a small but irritating minority. The irritation is the regrettable fact that the actions of such companies can end up as media headlines and column inches, presenting people with tanning bed burns, unregulated, unsuitable lotions and equipment as the industry norm. And it is ultimately such

media coverage that fuels the anti-tanning bed lobby and that, unaddressed, has the potential to impact all of us.

That we still have suppliers and operators simply unwilling to comply with best practice is anathema to me and also, I know, to many of my industry colleagues and, I have no doubt, to you too.

And this at a time when we see, certainly with the UK, a growing footfall of consumers heading into a professional

benefits of responsible UV exposure, along with the photo-biological benefits of a tanning session.

This really is the time for our industry to be striding ahead confidently, leaving behind the negativity that is often brought to our table without validity. So, what to do about these antagonists? What can our industry voices do to challenge these issues? Are we ready to name and shame? What can individual businesses do to ensure these antagonists are not being supported? I think all of these points, and more, need to be discussed and a united front taken against those who would disrupt our pathway of professional progression.

I wonder if this is an industry issue within the U.S. or is it peculiar to Europe – it would be good to know. Within the UK, as an example, scores and scores of my salon operator customers have been in contact with us about their tanners bringing in unsuitable and uncertified lotions, purchased through TikTok and the like.

AS PROFESSIONALS IN OUR INDUSTRY, WE ALL TAKE A ROLE IN EDUCATING OUR SALON GUESTS ABOUT RESPONSIBLE TANNING.

tanning salon. And these days, more so than ever before, tanning bed users are not simply going for a tan, they are seeking the wellness aspect of their professional tanning salon experience.

FACT: Sunshine makes us feel good as well as look better. A growing awareness of the benefits of regular UV exposure in a controlled, professional environment is giving many new customers the confidence to seek out the photo-chemical

AbouttheAuthor:

The concerns are that they do not know what the ingredients of these products are, whether they are appropriate to use for a tanning bed session, whether they will have any adverse reactions on the customer’s skin and indeed the tanning bed acrylic and other aspects of the tanning cubicle. You can see where this could all go and it is certainly not improving the wellness and wellbeing of our end consumers. ■

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.

10 Rules for HIGH-PERFORMANCE

ByGrantCardone

Business is a game; and like any other game, there is a certain way you gotta play to win. On top of that, every one of your company’s departments has a different set of strategies that score revenue. This article tackles marketing rules in particular that you should NEVER break – and why they can help you succeed.

First, if any of these promotional practices have a chance of working there are two things for you to adopt:

1. You must use all these methods – even if they make you uncomfortable.

2. They must become non-negotiable operating procedures for your company.

Much like my “12 Business Commandments”, I have only ever gotten into trouble when I violated these marketing rules.

So, keep both of the above principles in mind as we move through this list one by one. These Marketing Rules will all be effective – as long as you allow them to be.

Rule #1 PROMOTE

SO MUCH, THERE’S PUSHBACK

As an entrepreneur, promotion should become a round-the-clock activity. Before you tell me that it’s too much, let me ask you something: Could I ask any man, woman or child on the planet what you do, and they’d be able to tell me? Because if they can’t, you’re not promoting enough, my friend. And once you start to hear that you are doing it too much or you’re repetitive – that’s when you’re getting somewhere!

Then, you should do it some more.

This is at the top of the list of marketing rules for a reason. Because if you stop, the customers will start to forget you.

Rule #2

DON’T OVERDEVELOP OR OVERTHINK

I know this one is going to rub some of you the wrong way; namely, anyone who is extremely proud or a stickler for details. You can’t wait for your product to be perfect before promoting it.

In the marketplace, waiting to “work out all the bugs” is suicide. To prove it, I’ll give you an example of a subpar product that is unstoppable: the iPhone.

At this point, it is common knowledge that whenever the newest model comes out, there are technical issues. Apple continues to send updates on these phones for years after they are released and yet, people buy them like crazy whenever a new one drops.

Even though it’s one of the most polarizing marketing rules, it holds true: The best-known will always beat the best product.

Rule #3

VALUE ATTENTION OVER TIME

I agree that your time as a business owner is worth as much as money. However, there is an even more valuable currency: attention from the marketplace. For that reason, the No. 3 marketing rule is that investing time into promotion is non-negotiable. Not only that, it needs to be a priority.

I know that you have a list of reasons to put this on the back burner. I know because I have made all the same excuses. There is always going to be other stuff in your company that you need to address, like problems with employees, vendors missing deadlines … it never ends!

But, consider what it will cost you and your business not to have potential customers get to know you.

Rule #4

REPEAT SUCCESSFUL ACTIONS

This next action is one of the easiest ways to improve your marketing plan, but also one of the most violated rules: If it worked, do it again!

Just duplicate the same campaign, offer, etc., and update it according to dates. Marketers and entrepreneurs alike are afraid of doing this because they feel like they have to reinvent the wheel every time. But, why mess with perfection?

People clearly liked and responded to it. After all, you wouldn’t mess with a great recipe, so run the same play as long as it works.

With that idea in mind, the next rule applies to the digital branding space:

Rule #5

ASSUME NOBODY SEES IT

Already, I can feel you objecting to what I said in the prior section. I bet even some readers left this article entirely after reading it! Nonetheless, I am about to double down on this – especially when it comes to social media. When a social media post performs, post it again AND on other platforms.

Further, don’t worry about your audience complaining they saw it already. Because I can almost guarantee that they didn’t. Ask yourself: Do you see everything posted by those you follow? Do you follow them on every platform? Would you notice if they had said something similar before?

Your audience has full lives outside of following you. On top of that, they may not have seen your offer post because they weren’t ready for it.

As long as your branded content marketing is good, you should have no shame in repeating it. →

Marketing is how you make a cold call to the world. By that logic, it is the foundation of any revenue generation.

Rule #6 BE FAST – NOT PERFECT

We already discussed not waiting until your product or offer is fully realized to market it.

Now, I am going to encourage you to take a similar approach to promotional material. In particular, don’t waste too much time split-testing landing pages for things like colors or different copy. As long as your offer is clear and customers can buy it, make it live. You can always make adjustments and improvements later.

This marketing rule is also true for social media posts, by the way.

Sometimes, I put out something with misspelled words or another mistake and it performs better than a “perfect post.” The faster you are to the marketplace, the faster you start earning money. Nonetheless, you must understand that in the long run, brand awareness is more valuable than capital.

Rule #7 UNDERSTAND MARKETING IS SENIOR TO SALES

Of course, you must be aware if financial red flags are popping up in your organization. But that doesn’t mean to pump the brakes on promotion. In contrast, you need to promote more if you’re experiencing money trouble.

Marketing is how you make a cold call to the world. By that logic, it is the foundation of any revenue generation. People are more likely to buy from you if they already know your marketing message. In fact, it is impossible for them to do any business with you if they have no idea you exist.

Hammer this down alongside the other marketing rules, and you’ll be set up for success.

Rule #8 BECOME FREQUENT AND CONSISTENT

A key part of any great marketing program is not only consistency but frequency. This means organizing schedules and systems to run campaigns and measure effectiveness. This includes everything from:

• Marketing campaign metrics (if you run ads),

• Social media engagement,

• Tracking opt-ins on pages,

• And, everything in between.

Also, don’t be discouraged if you don’t go viral right away. Promotion is a long game. So, the more you follow this rule, the more ROI you’ll get from promotion. Because then, your target market will trust and know you.

Rule #9 DON’T WORRY ABOUT MAKING MISTAKES

As of the writing of this article, cancel culture is alive and well – especially online. However, I don’t want your fear of being canceled to prevent you from getting attention with your digital marketing. Ultimately, your campaigns must break through the noise and sometimes, that means getting spicy.

I promise you there is no one thing you can say that can kill your business.

It is okay to be unpopular. As long as you are ethical, you have no reason to fear speaking your mind. Still, there is one more on this list of marketing rules and it is the Holy Grail of them all ... The Most important of ALL Marketing Rules … The last rule you need to implement regarding your marketing is:

Rule #10 BE EVERYWHERE.

Whether that’s new social media platforms, email marketing, running ads where your audience usually is not – it has to look like you are following your target audience everywhere they go. Yeah, at first they might be annoyed at seeing you. But eventually, that turns into curiosity and then, conversion. Even new places that seem like a failed venture means there are more eyes on your brand that weren’t there before. Keep branching out. It’s the only way to stay relevant.

THESE MARKETING RULES SHOULD FEEL OVERWHELMING

I have given you a lot to chew on with these rules of marketing. And that’s understandable – because that is the point. The reason entrepreneurs struggle with promotion is that they half-ass their marketing efforts. They don’t see results in two seconds, and immediately back off. Don’t make that same mistake. Marketing is like planting trees. You aren’t going to have a redwood forest the day after you plant seeds. Put the systems in place, keep at it, and you’ll come out on top. Follow these Marketing Rules and be great. ■

AbouttheAuthor:

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

5 ACTION STEPS TO GET Peak Performance FROM EMPLOYEES

ByJimBouchard

People perform at their best when, and only when, they know their leaders care, their work has meaning, and they have the chance to learn, grow and develop. A leader must inspire, empower and guide people. Let’s focus on the first discipline in this process and particularly on five action steps to inspire people to do their best.

A “discipline” is defined as “the development and practice of meaningful and purposeful habits.” It is not a to-do list item that you check off and then move on. It is something you embrace and embed in your leadership practice on a regular and consistent basis.

To “inspire” is defined as the discipline of reaching people’s hearts. Contrast that with “motivate” which is really the act of appealing to people’s heads. Rather than trying to create transient material reasons to reach expectations, focus on connecting with people on a deep, emotional level to inspire them to blow expectations out of the water and embrace a continual process of learning, growth, and higher levels of performance. In guiding leaders on how to inspire others, the biggest challenge

encountered is the false assumption that to inspire, you need to do something grand. Too often, you look to give that uplifting speech, write a compelling memo, or perform the occasional heroic act. All of this is fine when it happens; but inspiration should be a daily practice – and in the moment, it more often takes on an unassuming form and is quite often unnoticed.

Here are the Five Action Steps:

1.LEAD BY EXAMPLE. There is nothing more inspiring to others than your example. It can mean you made a great, impactful speech or did something amazing; but more often, it is what you do every single day. It’s what you do that people can count on. Simply put, model the behavior you expect from others. “Do as I say, not as I do” does not work on children, and certainly doesn’t work with people who look to you for leadership. Make a list of the most important characteristics, behaviors, expectations and traits you expect from your people. Make sure you can check all the boxes on that list yourself. →

2. SHOW THEM YOU CARE.

And frankly, if you don’t care, don’t bother! Do you take the time to show a genuine interest in the people you serve?

This means understanding their personal goals, interests, challenges and concerns. Carve time into your schedule to meet with reports – not just to talk business, but to develop a deeper understanding of them as human beings.

3.EXPRESSAPPRECIATION.

How did you feel the last time someone thanked you for a job well done? On the flip side, studies show that a lack of appreciation, real or perceived, is one of the most common reasons given for disengagement or leaving a job.

Even the smallest expression of gratitude can elevate a person’s mood, mindset and performance. Public recognition and acknowledgment can inspire them to unimagined levels. Too often, leaders lose the opportunity to share gratitude simply because there are too many other priorities at any particular time. Again, gratitude must be a discipline. You’ve got to prioritize it and carve it into your leadership practice.

It’s amazing how much a few words of encouragement and appreciation can inspire.

4.SHARE.

Leadership is sharing. A leader shares. Almost anything else you talk about regarding leadership centers on what you’re willing to share and how.

If you want to touch people’s hearts, there are some essentials you must share unconditionally.

• Respect

• Trust

• Loyalty

By unconditionally, it means that there is no expectation of return. Too often, you’ll hear something like this: “I’ll show respect when that person deserves it.” No. You’re a leader – you go first.

First and foremost, Respect, Trust and Loyalty are a leader’s most important

IT

MUST BE A PRIORITY TO MEET WITH THE PEOPLE YOU SERVE ON A REGULAR BASIS AND GIVE THEM SOME OF YOUR TIME.

assets. What can you possibly accomplish without the respect, trust and loyalty of the people you serve?

Now to get these things, you’ve got to give. You will not always get a direct return on your investment here; but again, as you make sharing these things a discipline, you will inspire those who feel empowered by your expression of respect, trust and loyalty. And in those cases where there is no return or worse, you will inspire people with your consistency, generosity and courage.

Two other things that inspire people when you share:

• Power

• Authority

Now, these may not be unconditional. You need to manage how much power and authority you share, not to be proprietary, but to assure that you don’t set people up for failure if they’re not yet ready to take on more.

Having said that, power and authority only expand through sharing – unless you’re working all by yourself! The very

Abouttheauthor:

act of trusting others with more power and authority is incredibly inspirational. Make a list of what you’re willing to share and with whom. Then, do it!

5.GIVE THEM TIME.

Everyone knows that time is the most precious commodity anyone has. Any moment you’re willing to give another person can inspire not only that person but also others as they see your willingness to share your time. Make sure it’s sincere –this is not just time for time’s sake. Use this time to implement any or all of the other Action Steps on this list. More often than not, have an objective or goal in mind; though it’s not bad once in a while to focus more on showing a personal interest or just see what happens in the moment. Again, this can be pushed aside in a busy schedule. It must be a priority to meet with the people you serve on a regular basis and give them some of your time.

Long ago Lao Tzu said: “The wise man does not lay up his treasures. The more he gives to others, the more he has for his own.”

This is a powerful strategy for leadership. You’ll notice that every one of these Action Steps involves giving – sharing. What you are sharing as a leader, ultimately, is your “self.” Sharing your true self with others is what leadership is all about. That’s what will most inspire others to share in kind. And as a leader, your goal is to touch the hearts of many –not just one. That’s how you rally people together to advance the cause of the group.

And that’s a leader’s most fundamental job. ■

Jim Bouchard is an internationally recognized speaker, leadership activist and founder of The SENSEI LEADER Movement™. He’s the author of 8 leadership books, and hosts “Walking The Walk”, a podcast highlighting compassionate, engaged leaders from all areas of business, diverse cultures and experiences. Jim’s programs are an inspirational and interactive exploration into the importance of human-centric leadership. To bring Jim to your organization or event, visit ArmstrongSpeakers.com.

Vanity or Vision?

By Joe Schuster

After a long winter of practically hibernating indoors, one of your loyal customers enters your salon on a magnificent sunny, spring day – she’s ready and primed to “get her tan on!” Pleasantries are exchanged and a hearty “Welcome back!” is delivered. The guest’s account is verified in good standing on the computer, the result of purchasing an annual package a few months ago. Grinning with anticipation, she turns to stroll down the hallway to her favorite sunbed. As she turns, you ask if she has her FDA-compliant protective eyewear with her. She laughs and exclaims, “Of course!” You then ask her to show you the eyewear to confirm. Does this query create an uncomfortable situation? Or, is it the standard of customer care you regularly enforce?

When teaching a classroom session of our Sun is Life® Salon Operator Training, I usually will ask the attendees what percentage of their salon guests use FDA compliant eyewear. Answers will range from 50%-75% with some even loudly reporting 100%. I ask those 100%-ers if they are absolutely certain; they always confirm it with the tanner. I follow with, “How would you be able to confirm, unless you were in the room with them?” Herein lies the dilemma.

It is an FDA (and in many states) requirement per 21 CFR1040.20 that salons provide compliant eye protection. So why do many folks gloss over wearing it? Is it

discomfort? Are they unconcerned about the consequences? Too expensive? Don’t want “raccoon eye” tanlines? Well, maybe it’s all or some of the aforementioned. But wearing compliant eyewear is not an option and NOT wearing it can result in cumulative, long-term eye damage. Too much unprotected exposure to UVB can damage the cornea of the eye, while too much

You and your staff must do everything possible to ensure your guests know the possible consequences of unprotected tanning.

unprotected UVA exposure damages the retina. Simply wearing sunglasses or closing your eyes won’t prevent potential damage. The eyelid only contains a miniscule amount of melanin and can not block these rays from your eyes. Typical sunglasses will not sufficiently block the UV nor do they completely shield the eye. Do your tanners know these facts?

If a guest simply chooses not to protect their eyes while tanning, they may not feel that any damage has occurred after one or even several sessions.

However, many (including me) usually fall asleep during the session and the eyes may not be completely closed, resulting in a possible corneal burn. It may feel as if there are grains of sand in the eye – usually a sign that the surface of the cornea has been burned. Not good!

Remind your salon guests that unprotected exposure of the eye to UV may result in cumulative, long-term damage! FDA compliant eyewear must block 99.9% UVB and 99% UVA. From the FDA regulations: (4) Protective eyewear. (i) Each sunlamp product shall be accompanied by the number of sets of protective eyewear that is equal to the maximum number of persons that the instructions provided under paragraph (e)(1) (ii) of this section recommend to be exposed simultaneously to radiation from such product. Some compliant eyewear may come with elastic straps to keep them firmly in place while tanning. Did you know that if the tanner does not use the straps, the eyewear is no longer FDA-compliant?

In sum, you and your staff must do everything possible (except of course, barging into the tanning rooms to check!) to ensure your guests are aware of the possible consequences of unprotected tanning. What’s more important: vanity or vision? ■

Sun is Life® is the industry’s leading tanning salon operator training program. Developed by industry professionals for industry professionals. We offer you and your staff the tools to elevate your team’s level of professionalism, and increase your confidence in both providing and promoting responsible tanning.

CONQUERING THE KAREN CONUNDRUM

5 Steps To Turning the Tides on Tough Customers

ByKateZabriskie

“She wanted to return a cake that was almost gone. How bad could it have been? Normally, if something is spoiled or not up to standards, it’s returned almost intact. This thing was a pile of crumbs. But it gets better; she demanded cash, yelled at me, and started causing a scene. I hope she never comes back.”

“He brought his car in for a repair and demanded that we detail it at no charge. ‘You have no idea who I am!’ Well, I didn’t. His car was a low-end luxury car. Our customers with real money don’t act like that. The entitlement oozed out of every pore in his body. I handled the situation, but he was horrible!”

Encountering a customer displaying challenging behavior – sometimes colloquially referred to as a “Karen” – is an inevitable part of business. (Apologies to all of the very nice people in this world named Karen.) If not handled properly, interactions with these people can escalate and affect the morale of employees and the reputation of the business.

When something is wrong with a product or service, customers should complain and businesses should do all they can to correct the problem. When customers cross the line, however, making it right requires a different approach.

HOW TO HELP YOUR TEAM

Don’t leave navigating interactions with entitled customers up to your staff to figure out. Entitled customers are not the regular run-of-the-mill challenge, and your staff needs to be ready to handle them.

STEP ONE: BE CLEAR ABOUT WHAT THEY CAN AND CANNOT ACCOMMODATE

While rules can seem restrictive on the surface, when thoughtfully developed, they can help employees navigate tough situations. Can they give away products? Under what circumstances are free upgrades allowed? In other words, where is the line?

STEP TWO: GIVE THEM A FRAMEWORK TO FOLLOW AND PRACTICE IT

A framework or model can provide guidance employees can access in real time if it’s something they’ve memorized and practiced. ACORN is such a tool.

Acknowledgment & Appreciation: Recognize the customer’s patronage and acknowledge any requests.

“So you want to have your car detailed while we repair it. We can accommodate.

I have two packages: a light detail at $150 and a deep detail at $300. Which would you like me to add to your order?”

Customer: “I want you to include the deluxe detail at no charge. I’ve spent a fortune here.”

“And we appreciate your business.”

Clarity & Boundaries: Clearly communicate what is possible within the company’s policies, setting realistic expectations for what services can be provided.

“Our detailing packages do have a cost associated with them.”

Offering Options: Present the customer with viable alternatives or solutions, guiding them toward available choices that align with the company’s capabilities.

“Do you want either package, or should we hold off for another time?”

Repetition & Reaffirmation: Repeat and reaffirm key points as necessary,

especially in the face of persistent or unreasonable demands, to maintain a clear and consistent message.

Customer: “Are you deaf? I said I want you to include it. I spend a lot of money here.”

“Sir, I hear you, and we do appreciate your business. Detailing is not free or something we add in. Again, would you like to purchase a detailing package today?”

Never Engage with or Match the Bad Behavior: Steer the dialogue toward a positive outcome by focusing on constructive solutions, avoiding confrontation and keeping the conversation on track toward resolution.

Customer: “I want a manager!”

“I can certainly get her.”

Whether it’s ACORN or something else, practice the framework with your employees before they need it. →

ENCOUNTERING A CUSTOMER DISPLAYING CHALLENGING BEHAVIOR – SOMETIMES

COLLOQUIALLY REFERRED TO AS

STEP THREE: BE PREPARED TO HANDLE ESCALATIONS

Managers are managers for a reason. When customers cross the line, managers must be willing to step in and support their team.

“Mr. Green, I understand from Wendy that you’ve requested a deep detail package at no charge. Is that correct?”

Customer: “Yes. I spend a lot of money here, and it’s the least you can do. I’ve already wasted too much time on this.”

“As Wendy explained, we appreciate your business. As for the request for free service, that’s not something we can accommodate. Detailing services have a fee. Would you like to purchase a package?”

STEP FOUR: LEARN AND ADAPT FROM EVERY ENCOUNTER

After a particularly difficult interaction with an entitled customer, it’s beneficial for the team to debrief and discuss what happened, what was handled well, and what could be improved. A review

after the fact provides valuable learning opportunities and helps refine the organization’s approach to handling similar situations in the future. Collecting and analyzing feedback from these encounters can also inform potential adjustments to policies and procedures to better serve both customers and staff.

STEP FIVE: RECOGNIZE TEAM MEMBERS WHO EFFECTIVELY MANAGE

CHALLENGES

Acknowledging and rewarding employees who effectively manage challenging interactions can significantly impact morale and motivation. Recognition can take many forms, from verbal praise in

team meetings to more formal rewards like employee of the month programs. Celebrating these successes reinforces the value of skilled customer service and encourages continued excellence.

Dealing with entitled customers is a complex challenge that requires a thoughtful, consistent approach. You can navigate these difficult interactions more smoothly by equipping your team with clear policies and effective communication frameworks like ACORN. Additionally, be prepared to step in when needed. And when challenges arise, use each one to learn and grow as a team. ■

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

THE AMERICAN FINANCIAL LITERACY CRISIS

By Grant Cardone

Between inflation and mass layoffs, the U.S. is having money problems. Yet, most citizens don’t fully understand what that means or how it affects them. The result? We are in the middle of a full-blown American Financial Literacy Crisis, and people feel stuck.

While it will take work, there is a way out of this mess – for everyone. To get the solution, we first have to examine how we got here.

Where American Financial Literacy Education Falls Short

If you are still in disbelief that the United States is in trouble financially, here are some shocking stats from Vox:

• Americans have $1 TRILLION in credit card debt,

• 28% of U.S. residents have no retirement savings, and

• 37% say they could not financially handle a $400 emergency.

Of course, it is easy to blame the education system for this American Financial Literacy Crisis. But the truth is that it is not so simple. See, if we did learn about

money in school, it is more than likely it would have been misinformation anyway! That’s because all the financial “lessons” we have as a society are based on outdated information and never lead to full financial

requires a little commitment to re-educating yourself.

How to Empower Yourself and Others

To be more in control of your financial destiny, you gotta learn some basic things about how money works! You don’t have to pay anything. Just go online and start researching and defining basic concepts and words until it clicks for you.

After that, you can develop some discipline and rules about handling your capital for long-term success. Here are some to get you started:

1. Never spend money until you get it.

2. Stabilize your primary income flow before pursuing a second one.

3. The 47 Rule: If you work 40 hours/ week, spend at least 7 hours/week working on yourself.

4. Stay broke: money is worthless until you put it to work.

5. You don’t want cash – you want cash flow.

From there, you’ll be able to show others how to do the same. And, we can chip away at this American Financial Literacy Crisis one piece at a time.

ALTHOUGH THE AMERICAN FINANCIAL LITERACY CRISIS IS NOT “YOUR FAULT,” IT DOESN’T MEAN YOU NEED TO BE A VICTIM OF IT.

freedom. Old concepts like saving for wealth and trading time for money won’t guarantee you’ll become rich.

Although the American Financial Literacy Crisis is not “your fault,” it doesn’t mean you need to be a victim of it. You can do something about it. It just

AbouttheAuthor:

I believe handling finances is one of the most important life skills people need. As such, I am asking you to help me make our nation stronger with financial literacy education. It will make all the difference for future generations. ■

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.

IST has the experts!

Grant Cardone

CARDONEZONE

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

Melissa Damiani

SUNLYNC SOFTWARE, INC.

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

Jerry Deveney SUNFORCE MARKETING, INC.

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

Gary Lipman

ERGOLINE-UK, ERGOLINE PLUS

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

Lisa Saavedra

DEVOTED CREATIONS

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

Joe Schuster SUN IS LIFE ®

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

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.