IST | September 2023 Digital Edition

Are You Group 1 or 2?

DearReaders,

Well, the tan biz is right in the middle of “JASON” – something we’ve all encountered and many often struggle through. When dealing with the effects of the slow season, U.S. salon operators typically fall into two groups: 1) they choose to accept it, take a vacation and ride it out; or 2) they use this period of lighter tanner traffic to analyze their business model, update equipment/ service mix and tweak as needed, and prepare for the busy season ahead. Which group are you in? I succeeded in the industry for over four decades by taking the “Group 2” approach and I highly recommend it!

In the months leading up to our “slow season,” loyal IST readers have always found valuable tips from industry experts for working smarter and making the most of every sales opportunity with creative promotions. This month’s issue is no exception.

Lisa Saavedra (“Notes from the Road”) offers tips for building your customer base through networking with your community and fellow local business owners. Early fall is always a great time to take advantage of many local events. I have found cross-promotion to be both inexpensive and effective. It’s also a great time to consider new software; take a look at Melissa Damiani’s “Lync IT” column about implementing a program that helps your team run your business more efficiently, which can only help increase revenue.

Of course, an efficient and well-trained staff can only enhance your operations and a great way to get everyone on the same page is with our Sun is Life® Salon Operator Training Program. It’s super-affordable and convenient – get your core team trained and they’ll be ready to pass their knowledge on to your new-hires during the upcoming busy season. Check it out at sunislife.com. There’s more in this issue, including features on brand marketing and customer service; be sure to share them with your management staff.

The kids are back to school and life is so busy; in these uncertain times, count on your IST Magazine to help you stay ahead of the game.

Thanksforreading!

Publisher Vince Lorraine

Editor In Chief Vince Lorraine

Managing Editor Sherron Barden

Assistant Editor Peter Hinterman

Editorial Advisory Sherron Barden

Graphic Design Hailey Carriger

Accounting/Circulation Kim Davis

Senior Account

Executive Terese Allen

Contributing Writers Grant Cardone

Melissa Damiani

Madeleine Harrington

Gary Lipman

Lisa Saavedra

Joe Schuster

Leif Vasstrom

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September 2023 | Volume 27 | Issue 08 IST Magazine ISSN#2329-8545 (USPS 023149) is published monthly by IST Magazine, Inc., 14165 Fenton Rd., Fenton, MI 48430. Canadian Mail Agreement #41971515. Periodicals postage paid at Flint, MI and additional offices. Postmaster: Send address changes to IST Magazine, 14165 Fenton Rd., Fenton, MI 48430. For back issues, inquire for availability. Editorial Correspondence: Address product information and inquiries to: Editorial Department, IST Magazine, 14165 Fenton Rd., Fenton, MI 48430, phone 810.230.1735. To authors, photographers and people featured in this publication: All materials, articles, reports and photos published in this publication are the property of IST Magazine and cannot be used without written permission. The opinions and conclusions recited herein are those of

Vince Lorraine, Publisher

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

Copyright©

Kayla Moody, JK Shop Specialist

JK Products & Services

Compiled by Sherron Barden

1

How/when did you find yourself working in the tanning industry?

Fresh out of Arkansas State University, I started working in telecommunications. Five years later, I knew the telecom industry wasn’t for me and quite frankly, I didn’t find it fun or exciting. So, the timing was perfect when a good friend recommended a position at JK Products. Working for the organization herself, she mentioned a position that matched my career goals and shared how great JK Products is to work for. Six months later, I am so thankful for her recommendation, and I look forward to growing and deepening my partnerships.

2

What is something people would never guess about you?

I graduated from Nettleton High School (Jonesboro, AR) a half a year early and started my college career before all my friends and classmates. Once I hung up my cheerleading shoes after the last state championship, I knew my college education needed to be a priority, so I got started.

3

How would your friends describe you?

I believe my dearest friends would describe me as kind-hearted, genuine, and someone who puts a smile on everyone’s face – whether that’s because I did something silly or because I treat everyone like family. I truly strive to make a kind impact on everyone I encounter.

4

What skill would you most like to learn?

I have always wanted to learn how to sew. I want to be that mom who can fix a tear in a uniform before a game or a costume before a performance. But also, I’d love to be able to sew/knit blankets for friends and family like my grandma did for us.

5

What does your average weekend agenda look like?

My husband Trey and I live in the same town as our families, so every weekend includes dinners with both sides of the family. Our two-year-old son, River, also keeps us busy! We routinely ride the four-wheeler at sunset, looking for deer and other wildlife. And depending on the time of year, you will catch us at either baseball games or our nephews’ little league football games.

6

A genie grants you the ability to have infinite amounts of one item. What is it?

That would be sweet tea – I can accomplish any task with a sweet tea in hand!

7

What do you like most about your job with JK Products?

In my short amount of time with JK, I have felt a sense of empowerment and growth. Leadership has quickly given me opportunities to collaborate on projects and contribute strategically. I love being surrounded by like-minded professionals who truly want success for not only the company, but also for our salon operator customers. ■

“I love being surrounded by like-minded professionals who truly want success for not only the company, but also for our salon operator customers.”

Total Tan & Wellness | St. Clair, MI Excited for the Future of Tanning

The businesses featured in our JK Salon Spotlight have achieved success by partnering with the team of professionals at tanning and wellness system manufacturer and worldwide industry innovation leader, JK Products & Services. This month, we talked to Mike and Alyssa Butsikaris, Co-Owners of Total Tan & Wellness in St. Clair, MI who had glowing praise for the many outstanding features of the Ergoline tanning systems, their relationship with Team JK and the ways it benefits their three-salon business.

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

TT: “Mike and I have been lifelong recreational tanners and longtime customers at our first Total Tan & Wellness salon in St. Clair Shores, MI,” Alyssa shares. “The salon was originally named Total Tan Sun Salon and we became family friends with the previous owners. We would lightheartedly joke that when they were ready to retire, we would buy the business from them because it was such a beautiful and clean salon, we couldn’t see ourselves tanning and relaxing anywhere else. The time came

The Total Tan & Wellness Lineup

ERGOLINE TANNING SYSTEMS

• Vitality Pure Light3

• Open Sun 1050

• Prestige 1600

• Prestige 1400 Sun Select

• Passion 34/3 Superpower

• Advantage 400

• Soltron XL-200/20

Shark Mattress Xtra

• Soltron XL-7200 Prismatic

• Sunrise 700 Standup

OTHER SERVICES

• Norvell Auto Revolution & Versaspa® Pro Sunless

• Teeth-Whitening

• Red-Light Therapy

in the fall of 2019 when they approached us, asking if we were serious about buying the business because they were serious about retirement!” The couple was in the midst of their careers, both working fulltime jobs – Mike in steel manufacturing and Alyssa as a probation officer – but they knew they had to figure out how to make this business venture work. “While going through the pandemic and a significant and unexpected family loss, we began to reevaluate our priorities in life,” Alyssa adds. “On July 1, 2020 we officially closed the chapter of Total Tan Sun Salon and re-opened as Total Tan & Wellness.”

IST: How have your tanners responded to the Ergoline systems offered at Total Tan & Wellness?

TT: “Since Mike and I have taken over the Total Tan Brand, Ergoline equipment has become a staple in our salons,” Alyssa states. “Because of the customer demand, we have continued to add new models

to our salons each year.” Most recently, the couple installed their first Ergoline Vitality PLT3. “In the month of July, we recorded nearly 500 sessions in this single piece of equipment!” Alyssa exclaims. “It has hands down been a customer favorite. As consumers, Mike and I love the LED facials and customizable settings, and so do our salon guests! We are excited for the Ergoline LED technology to come!”

IST: What is your personal favorite Ergoline system?

TT: “Without question, it is the Ergoline PLT3,” Alyssa exclaims. “The entire experience is comfortable and relaxing while the Pure Light Technology provides incredible results.”

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

TT: “Mike and I credit the entire JK/Ergoline team with being instrumental in the

growth of Total Tan & Wellness,” Alyssa says. “I cannot say enough good things about the team, from their kindness to their incredible industry knowledge. Hans (Both) has been impeccable with his service in getting us our equipment and helping us grow, location after location. And Terah (Shear) of JK Light is a true gem – she offers knowledge on everything from products to lamps to regular maintenance on all of our tanning systems.”

IST: What advice would you give to new salon owners?

TT: “This is an amazing industry to be in!” the couple says. “We are believers in embracing start-up costs by investing in state-of-the-art equipment – and of course, we believe in JK Products! The investment may hurt a bit in the beginning, but the customer satisfaction and loyalty it will bring are unmatched!” ■

“At Experience JK 2023, we loved the camaraderie and networking opportunities! It was awesome to be able to ‘test run’ and use the equipment, too!”

– Mike Boutsikaris

IST Magazine

FB12 NEW SUPER WORKOUT ENHANCER

• Amplifies Fitness Results

• Full-body Detoxifiers

• Cryo-Slimming Frescolat™ Cooling

• Intenslim™ Fat Burners

• ISO-Slim™ Technology

• Grape Seed & Green Tea Extracts

• AHA Exfoliation Alternative

• May Help Prevent Fat Formation

• Cellulite Fighter & Contouring Agents

• Improves Skin Hydration

• Antioxidants, Vitamins & Nutrients

• Fresh & Clean Scent

8.5OZ MSRP $49

NEW COLOR BARRIER BREAKING VIVID NATURAL BRONZER

• Immense Levels of Natural & Instant Cosmetic Bronzers

• Formulated for All Light Hues

• pH Balancers

• GlowPlex™ Evens Skin Tone & Supports Luminosity

• Complexion Perfecting Golden C

• Glowing Light Enhancer X50 PhotoGlow™

• Light Activated Photosomes

• Euphoric Violet Flower

• Super-Slimming Technology

• Highly-Concentrated Cellulite Smoothers

• Collagen Perfecting & Plumping

• Cashmere Blend 24-Hour Hydration System

• Tattoo & Color Fade Protecting

• Beaming Starburst Scent

13.5OZ MSRP $149

IN-SHOWER COLOR EXTENDING LOTION & SHAVE CREAM

• 24-Hour Moisturizer w/Cashmere Blend

• Cocoa Butter & Almond Oil

• Easy-to-use Pump

• Doesn’t Clog Razor

• Tan-Extending Formula

• Skin-Firming Benefits

• Gorgeous Glow Scent

11OZ MSRP $25.98

1. FitBurn™

2. Moonrise™

3. Head to Glow™

1.

2.

3.

NEW

MULTI-USE, AIRBRUSH LUMINIZING SKIN TINT

• Glow-Boosting Glowplex™

• Antioxidant Rich

• Youth Boosting

• Contouring & Blurring

• Porcelain Flower

• Hyaluronic Acid + HA producing Hyalufix™

• Vegan Collagen

• Pore-tightening Honey

• Hypnotic Honey Scent

1.7OZ MSRP $54.98

5. White 2 Bronze Summer™

SUNSHINE OR SUNBED

NATURAL BRONZING BUTTER

• Electrolyte-Rich Cactus Water

• Antioxidant Acai Berry

• Powerful Superox C

• Anti-Aging & Moisture Level-Protecting

• Cupuaçu Butter

• Hydrating Coconut Oil

• White Birch

• After-Tan Odor Eliminators

• Beach Berry Scent

8.5OZ. MSRP $48.98

6. Ride or Tide™

BEACH READY

BRONZING COCKTAIL

• Instant Color Bronzing Blend

• Hydrating Mango Butter

• Detoxifying Starfruit

• Electrolyte-Rich Coconut Water

• Super-Charged Superox C™

• Moisture Level-Maintaining

• Tattoo & Color Fade Protection

• Moonfruit Tidal Wave Scent

8.5OZ MSRP $28.98

4.

5.

6.

CERAMIDE INFUSED SILICONE CLOUD CREAM

• Ultra-Hydrating Daily Moisturizer

• Silicone Moisture-Lock Technology

• Moisture Barrier Strengthening Ceramides

• Antioxidant-Rich Vanilla Extracts

• Skin-Softening Coconut Milk

• Skin-Perfecting White Tea Extracts

• Tattoo & Color Prolonging Technology

• Cloud Kissed Scent

18.25OZ MSRP $26.98

8. H.I.M Hydrate™

DAILY BODY MOISTURIZER

• Improves Dull Skin

• Rich Anti-inflammatory & Antioxidant Blend

• Oil-Absorbing

• Skin-Softening Shea Butter

• Avocado, Lavender & Rosemary Extracts

• Tattoo & Color Fade-Protecting

• White Birch

• Ocean Waters Scent

8.5OZ MSRP $17.98

INFLUENTIAL GLOW BOOST

DARK TAN ENHANCER

• Bronzer-Free

Light-Diffusing Optimizer

• Electrolyte Cocktail

• Plant-Based Silicones

• Complexion-Perfecting

Golden C

• Powerful Superox C™

• Hyaluronic Acid + HA

Producing Hyalufix™

• 4K Hydra-perfecting Base

• Collagen-Preserving Agents

• Indoor/Outdoor Tattoo & Color

Fade Protecting

• Imperfection-Blurring

• Sweet Summer Escape Scent

12.25OZ MSRP $66.98

7.

9.

8.

TWILIGHT TEETH

P6 Teeth-Whitening Kit

• Original Patented "Whiten While You Tan" System

• Small, Comfortable Mouthpiece

• Powerful UV Light

• Minty, No-Rinse 25% Whitening Gel

• Up to 12 Applications

• Gel Refills Available

MSRP $44

FLEX PODZ

Tanning Eye Protection

• Traditional Goggle Style

• Soft, Flexible Material

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

• 12 Pair/Bag

• Display Box Available

MSRP $3.34

ASA: Your Proactive Insurance Policy

Nobody likes to pay for insurance. We don’t even like to talk about it. But no responsible homeowner, auto owner or business owner would ever operate without it. As much as we hate paying our insurance premiums, we know what can happen to our property and our businesses if we don’t protect them from unexpected disasters. And yet, many tanning salon owners are neglecting the most important insurance policy needed to protect the future of their tanning business.

Right now, your tanning salon is being attacked by a large variety of anti-tanning organizations pushing for overreaching state and federal regulations, taxes and other measures to harm your business. Indoor tanning adversaries benefit from sun-abstinence messaging and our reasonable message of sunburn prevention makes scientific sense, but cuts into their margins.

The American Suntanning Association (ASA) is the only insurance policy this industry has to promote our responsible message while protecting your business from these attacks. And becoming an ASA member is actually much better than having an insurance policy. Unlike

insurance, which is designed to help after a disaster has taken place, ASA works every day to prevent disasters from happening in the first place. ASA membership is an investment in your future, and should be a line item in your budget right next to “Business Insurance.” And, the premium is only $100 per month.

Keeping tanning salons protected requires a well-developed plan, credible scientific research, targeted industry data, strategy development and a team of seasoned professionals to deliver this information to state capitals and Washington, D.C. This is no easy task; yet, ASA has been highly successful in defeating the vast majority of regulatory attempts made against our industry over the past decade.

As long as there are powerful groups that profit from the fear of UV light, attacks on our industry will continue. These attacks are highly coordinated efforts from very influential and wellfinanced organizations and are difficult to stop. Though ASA has the plan, the science and the team to get the job done, we need more resources if we are to succeed against future attacks from our much larger opponents. AbouttheASA

Smart business owners understand that they must protect their businesses from potential devastation by investing in business insurance. If you are a business owner in the indoor tanning industry, you cannot afford to go without the only proactive insurance plan that is keeping your business from being unduly burdened by overregulation, taxes and more.

I know what you’re thinking right now. “How do I get out of paying for this insurance?” Or, “I had a bad year last year, so I can’t afford to pay the premium right now.” And, “I’ve never paid for this before and things seem to be fine.” Remember, while you’re debating this issue, more than a dozen powerful antitanning groups are working on plans to close you down.

For less than the price of your daily coffee, you can invest in the most important proactive insurance policy ever created for your business. Isn’t the future of your business worth the cost of a cup of coffee? ■

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.

Can You be Secure yet Flexible? YES!

By Melissa Damiani

Solid employees are one of the most vital keys to the success of your business. What your staff does while on the clock matters, so utilizing a software program that provides you with complete control over their activities is imperative.

For your team to excel at their jobs and ultimately increase your revenue, you need to empower them to do their jobs effectively. One important thing to remember is that this can be achieved while also limiting access to sensitive areas of the system.

For example, do you want your staff to have the ability to void a transaction when necessary (such as when the manager is out on break)? Do you want to allow them to

for a maximum of two minutes. Perhaps you want to provide read-only access to certain areas such as your customer’s account ledger balance, or allow staff to view schedules but not manage or edit them. The options available to you within your software program’s security area should be comprehensive and allow you place limits on the security access you grant.

You may also want to limit access to certain types of information to protect your privacy. This can certainly be achieved if you are able to restrict admittance to specific areas within your system. For instance, you may find it helpful to allow your manager to create or receive purchase orders, but don’t

People change their names for reasons such as getting married, so you should be able to entrust staff to update the name on a customer’s account, right? Although we hope it never happens, are you fearful that a clever employee could abuse the system by doing something like locating an existing customer within your database who has an active service on their account and changing their first and last names to that of a friend so that they can tan for “free”? If you had the ability to monitor the exact details of these types of changes to include previous name, what it was changed to, along with which employee made the change and when, would you be more willing to allow staff to make such a change?

send test times to your beds after they are re-lamped or to warm them up on a cold, winter’s day? Although you may desire to allow your staff to perform these functions, it is understandable if you are a bit fearful that granting access to such functions will lead to misuse.

As a salon owner, you should have complete control over configuring your staff’s security settings – to include restrictions such as allowing them to perform a void, but only on the day that the transaction was processed; or allowing them to send a test time to a bed, but only

want him or her to be able to see the salon’s average cost per item. Or perhaps, you want to give your employees the ability to generate a drawer figures report at the end of their shift, but don’t want them to have access to run any other financial-type reports. The ability to customize staff security access in this manner is crucial.

A software program that acts as a 24/7 security guard will enable you to permit your employees to complete activities that are essential to carrying out their normal duties, but provide you with audit logs and reports to monitor such activities at any time.

Security is a crucial part of your dayto-day business. Think of the stress that would be taken off your shoulders by utilizing a software program that handles all of your employee security needs – if you don’t already have one in place, consider implementing one today! ■

AbouttheAuthor: 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.

You can empower your team to excel at their jobs and increase revenue while also limiting their access to sensitive areas of your system.

3 Steps to Manifest

The concept of creating your own success is nothing new. Yet, why isn’t everyone achieving what they want or deserve? The problem is that no one is showing people how to manifest their dreams … until now. These are the three steps I used – and still use – to achieve my goals.

Before we get started, I want to get something out of the way …

The obstacle to you manifesting your dreams may not be that they are too big; it is because they are not big enough to kick you into gear. Think about it. If they were powerful enough, you would have the urgency to do whatever it took to hit those targets. Remember this as we go through these steps. And, consider setting goals that others would call “impossible.”

ByGrantCardone

STEP TWO: Close the Distance Between You & Your Goals

Your Dreams

Now that you’ve seen it, it’s time to get close to it. Don’t worry about how you will get what you are trying to manifest at the moment. I just want you to be as near it as you possibly can.

I’ll give you an example. Let’s say you want a private jet (like I did for many years). In that case, I would encourage you to:

• Watch YouTube videos on different jet models,

• Read reviews and articles about how they operate, and

• Take a tour of a private aircraft if possible.

The point is you have to have a reality about the dreams you want to manifest by being in proximity to them. After all, what you want is not inside your head or bedroom at home. This naturally brings us to the last step in making your ambitions come to life:

STEP THREE: Do the Math to Manifest Your Dreams & TAKE ACTION

After that, you just have to start checking the boxes and before you know it, you’ll get what you want. Sound too simple for you? Then, let me share a few habits that have kept me on track to manifest my dreams.

MORE MANIFESTATION TIPS

Ultimately, this series of steps will not get you anywhere if you only do them once. To keep your head right, you need to go through these tasks repeatedly and in different ways.

For this reason, I write down my goals – in present or past tense – every morning and every night. That way, they are the first thing I see in the morning and what I dream about at night. Also, I set daily targets that actively move me toward manifesting my dreams.

The stream eventually wears away the rock. Great things are the same way! You have to keep chipping away every day to manifest your dreams.

Trust me: it’s worth it. ■

AbouttheAuthor:

STEP ONE: Surround Yourself with Powerful Images

The first way we all learn is by watching others. For that reason, it is important to have pictures of things you want and examples of people doing what you want to do. You need to see and consistently reinforce that it is possible to manifest your dreams; otherwise, they become “less real” and you will give up on them.

So, keep your eye on the prize – then, add Step Two…

Lastly, you need to formulate your action plan and implement it. Everything in life is a numbers game to some extent. So, look at your objectives and ask yourself these questions:

• Which resources do I need?

• What actions do I need to take?

• How did others accomplish the same goal?

Once you sketch out these answers, an overall action plan will naturally come into view.

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.

The obstacle to you manifesting your dreams may not be that they are too big; it is because they are not big enough to kick you into gear.

The Benefits of Local Networking

By Lisa Saavedra

Inthe current world of business and how we can reach our customers, digital platforms have taken the spotlight; however, the value of local networking should never be underestimated. For tanning businesses, building strong connections within your town can be a game-changer, while allowing for growth and creating a loyal customer base. This month, I am going to talk about the strategies and benefits of effectively networking your tanning business locally to attract and retain clientele.

GET INVOLVED IN YOUR COMMUNITY!

Active participation in local events, festivals and community initiatives serves as a fantastic way for you to showcase the products and services you offer. These events present unlimited opportunities for you to network with those in attendance from the local or surrounding area. Setting up a booth, offering product samples or “free tan” cards, or even sponsoring the event can help your business gain visibility while

CREATE STRATEGIC PARTNERSHIPS

Partnerships with other local businesses can be mutually beneficial. Collaborative initiatives, such as joint marketing efforts or co-hosting events together, allow you to tap into each other’s customer base. For example, if you partner with a nail salon, have them hand out “free week of tanning cards” to all of their clients, and you hand out “discount ____” cards for their business. Cross-promoting with other businesses will expand your reach within the community to not only provide your services, but also build relationships with other business owners that can enhance the overall customer experience.

CREATE THE ULTIMATE CUSTOMER EXPERIENCE

Positive word-of-mouth, as we all know, is a potent force within local communities. Delivering exceptional customer experiences not only creates repeat business but is also essential to spreading the good word about your salon. Encourage satisfied customers to leave reviews on platforms like Google or Facebook, as these reviews can help

SUPPORT LOCAL INITIATIVES

Aligning your business with local charitable or social initiatives can have a huge impact on your community engagement and reputation. Participating in fundraising events, donating auction items to a local charity, or volunteering your time shows your commitment to the town’s growth. These initiatives create a positive association between your business and the community, attracting people who may have never visited your business before.

OFFER LOYALTY PROGRAMS

We have talked about this many times: rewarding customer loyalty encourages repeat business. Implement loyalty programs that offer discounts, exclusive offers or free upgrades to repeat customers. This not only enhances customer retention but also encourages loyal customers to refer friends and family, expanding your customer base by essentially word of mouth! Make your customers feel appreciated and you strengthen their connection to your business, increasing the likelihood of them becoming advocates for your brand.

In this era of all things digital, the power of local networking remains an essential tool for tanning salons to grow and thrive. By actively engaging with your community, forming partnerships and providing exceptional customer experiences, your tanning business can create a ripple effect of growth. As the networking bonds within your town strengthen, so too will your customer base! ■

AbouttheAuthor:

you start conversations with potential future customers. By demonstrating your commitment to the community, you reinforce a positive local reputation which can lead to increased customer trust and loyalty.

influence potential customers’ decisions when deciding whether or not to give your business a try. Remember, the genuine connections you build with your salon guests will go far beyond the transaction and ultimately help contribute to the growth of your customer base.

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

In an era of all things digital, the power of local networking remains an essential tool for tanning salons to grow and thrive.

WHAT’S TRENDING? Keeping Your Summer Glow!

Just because summer is leaving us, that doesn’t mean you have to wave goodbye to your beautiful bronzed color, as well!

As we all know by now, hydration is key to tan maintenance. Of course, you want to keep your skin moist and hydrated, no matter what season it is. However, the benefits don’t stop there – hydration also allows your skin to build even more color with continued UV exposure .

So, what’s trending in premium skin hydration? Devoted Creations Tan Extenders! All of our formulas have the same first ingredient – Aloe Vera – which provides healing, moisturizing and hydrating benefits. Another reason to use a DC moisturizer: they are all sulfate-free. Sulfates are essentially detergents and typically

By Madeleine Harrington

Technology – will not strip your color, but will provide that extra hydration needed to maintain it and keep your skin healthy-looking. Lastly, always remember that as important as topical hydration is for your skin, internal hydration is just as important. Make water your beverage of choice! Creating a routine with proper hydration is important in maintaining your summer glow and preparing for a bronzed fall, as well.

Another way to successfully keep your summer color is by switching up your tanning lotion. By using the same type of lotion with every UV session (accelerator, bronzer or tingle) your results are bound to plateau. For example, let’s say during the summer you were most often using an accelerator product (since they are typically indoor/outdoor formulas), and you happened to be spending a lot of time at the beach/pool/lake. Well, now it may be time

product with natural or DHA bronzer right after. We recommend switching lotion types every time you finish a bottle. This will help maximize your results and ultimately allow your skin to develop optimal color all year round.

In addition, if you’ve built amazing color over the summer, maintenance is needed to make it last. Our skin has a natural and unavoidable exfoliation period. To keep your tan, we suggest a minimum of 1-2 weekly UV sessions. Start the fall season with a new bottle of Devoted Creations lotion and enjoy your fresh glow!

Something else to keep in mind: as summer’s end approaches, many tanning salons typically put their lotion inventory on sale to prepare for newly-launched products that they will soon have on their shelves. This is a great time to purchase a product you may have been wanting to try. These may include some in the top-level collections that

What’s trending @DC? Your tan maintenance essentials!

to switch it up and use a bronzer to avoid hitting a tanning plateau. Another example may apply: you’ve built a great tan over the summer, so you don’t want to use a bronzer product that has added cosmetic color. In both of these situations, you may want to try a lotion that will give your tan a kick – like hydrating DC Accelerator™ with Bronze Boost Complex.

Whichever example suits you better, there is no wrong answer when using a lotion as long as you are using one! I personally prefer using an accelerator during the summer and then switching to a

contain more premium skincare ingredients and technology that will provide color you didn’t even know was achievable.

What’s trending at DC? Everything you need to avoid having your great tan fade away like the summer! As long as you stay consistent with your hydration and alternate your tanning lotions, you can maintain your desired color 365 days a year. ■

irritating to skin. A sulfate-free moisturizer – like Barefoot Beachwood™, our newest formula with Moisture Lock Color Extending

THE CLASS OF 2023

By Gary Lipman

Hello – where did summer go? Is it really possible that we are about to enter the last quarter of 2023? Am I alone as I somewhat struggle to fully process the fact that we are already through the peak of the 2023 season? Ordinarily, my business would expect to experience some level of slowdown in the frenetic pace of office and orderbook activity by this time of year, but this simply has not materialised. Not for one moment am I complaining; but this really is quite the situation.

At a time of continuing financial constraints on many household budgets as the cost-of-living rises, tanning salon footfall continues to excel. If we drill down into this a little, there are a number of indicators to help explain why this is happening.

The first is the result of a very average summer weather-wise here in the UK. Searing temperatures have been recorded across much of mainland Europe, but the UK and Ireland have somehow managed to dodge this bullet. Warm, yes; dry, some of the time; sunny – hardly at all. And it is the combination of such weather conditions that drives tanners into salons in droves. Summer clothes purchased, ready and waiting to be worn ... a tanned body is the only missing element to head off for some summer fun!

Of course, for those lucky enough to be taking a sunny holiday, the sensible acquisition of a base tan remains one of the most popular reasons for indoor tanning. As a slight digression, the “denial” of the benefits of a base tan is just another example of why public sun

awareness campaigns often get ignored and, I would suggest, why those who tan responsibly in a professional salon have a much better understanding of how to tan sensibly on holiday.

How does it not make sense to prepare your skin with a natural base tan before

the very early morning frenetic and often confrontational behaviour of holidaymakers seeking to secure sun-loungers beside their holiday pools. I can assure you – you simply would not believe what you see!

And finally, it is quite wonderful to observe the steady but dynamic shift to-

exposing it to intense UV levels in the summer holiday sunshine? I would say irrefutably that individuals with a medium skin type – that being the majority of the UK population – would be at a far greater risk of UV overexposure and burning in the early days of a summer sun holiday when they do not acquire a base tan. But of course, the fact that hoards of holidaymakers “plan their tan” year after year at their local professional salon speaks for itself.

Another factor positively impacting salon footfall is social media. We have seen an unprecedented level of online searches for sunbeds and “#sunbed” boasts over 549 million views on TikTok alone. As much as it would be phenomenal to claim all of these searches were related exclusively to tanning bed posts, the reality of this figure includes searches for posts on what our tabloid media often refers to as “sunbed wars.” This bizarre “activity” appears to occur incessantly in mainstream summer holiday hotel destinations. It can be explained simply as

ward acknowledging that a tan achieved in a professional salon environment is not only a guaranteed and responsible way to tan, but is also a relaxing and enjoyable experience to boot.

We are witnessing 2023 as one of our industry’s most successful years ever. But we need to be mindful that not everything in the garden is rosy. As we reflect and focus on the continued professional development of our salon operations, we must ensure a continued education of consumers in a responsible approach to tanning. Importantly, that includes addressing some of the activities promoted on social media; but more on that next time. ■

AbouttheAuthor:

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.

I WOULD SUGGEST THAT THOSE WHO TAN RESPONSIBLY IN A PROFESSIONAL SALON HAVE A MUCH BETTER UNDERSTANDING OF HOW TO TAN SENSIBLY ON HOLIDAY.

CALMiNG THE DiSGRUNTLED GUEST

By Joe Schuster

THE Sun is Life® Training and Certification program covers a broad range of topics that are germane to professional tanning salon operation. From understanding UV and how it interacts with the skin, to skin typing, photosensitivity and much more. However, one of my favorite subjects is covered in one of the last program modules and deals directly with salon operations. Wrapped inside this topic is the subject of how to handle the “disgruntled guest.”

Perhaps you know this one – it could be explained with a “Three Bears” scenario: this bed is too hot, this bed is too cold, etc. You may have a salon guest complain that they “aren’t getting any color” and accuse you of having old lamps in your tanning systems that aren’t putting out sufficient UV … heard this one a million times! Sun is Life students learn the concept of reaching the “plateau” in the tanning process and also the little-known fact that as heat increases inside the sunbed, UV output may actually decrease. Very few salon operators, as well as tanners, are aware of this fact.

This fact, of course, also illustrates the need to maintain a properly cooled sunbed environment, whether by utilizing appropriate AC and/or cooling ventilation in the salon and tanning rooms. But let’s explore another type of complaint.

Picture a salon guest who has an issue with a particular member of your salon

team, such as a perception of rudeness on the part of the employee. The disgruntled guest tracks you down and confronts you to complain about the employee’s behavior. What do you do?

This is, of course, a hypothetical question as I know each and every one of our readers operates a flawlessly-run business, so just use your imagination. Although there is not one single method that can effectively handle all customer conflicts, one of the most important first steps is an easy one:

It’s pretty simple, really. Calmly listen to what the guest has to say and think about the best solution to the problem. We have no idea what stress goes on in others’ lives. It could be loss of employment, a car in the shop, a personal, familial or a friend’s health issue, road rage incident, etc. Oftentimes, something like this may have set them off and they’re taking it out on your staff.

No one wants to lose a customer. But you know, there may be times when the customer is NOT always right. These times

THE SUN iS LiFE® TRAiNiNG PROGRAM GiVES YOUR TEAM THE TOOLS NEEDED TO HANDLE ANY GUEST’S COMPLAiNT iN A PROFESSiONAL MANNER.

listen. Some say humans are given two ears and one mouth for a reason. So, let’s start with that one. Listen.

Don’t go on with whatever you were doing before the disgruntled guest confronted you; give her your undivided attention. Don’t interject a comment or cut her off mid-sentence. Don’t fall into the negative body language trap and fold your arms in front of you as she speaks. That’s probably the No. 1 behavior to avoid; others include avoiding eye contact with the person, checking your watch, poor posture, frowning and yes, even sweating!

will present an opportunity for you and your team to calmly confirm the validity of the guest’s issue and offer a solution. And remember: smile and appear to understand as you do so! ■

MAKE IT EASY: Streamlining Your Way to Customer Service Success

By Kate Zabriskie

“Who designed this convoluted process? A monkey could have done a better job.”

“Why do I have to come in and talk to someone? This whole transaction could be handled online. Frustrating!”

“I dread going there. The parking lot is impossible to navigate, you fill out what seems like eight thousand forms before you see anyone, and often the staff is confused by the complexity of the processes they follow. I’m glad I only have to go there once or twice a year.”

Every day, countless service providers make choices that unnecessarily complicate service interactions. At best, those decisions make the customer experience less enjoyable. At worst, unneeded complexity opens the door to complaints, bad reviews and competitors.

SIMPLE AND STREAMLINED = GOOD

Organizations that know the value of simplicity strive to streamline processes and eliminate rocks on the service-experience road. Furthermore, those who understand the importance of effortless service know that achieving it is an ongoing group effort. From the boardroom to the service window, everyone from top to bottom diligently works to eradicate needless steps, complexities or jargon that may confuse customers and obstruct them from reaching their goals.

EXAMPLES OF THE PAYOFFS

Streamlined Processes: Simplifying processes, procedures and workflows eliminates unnecessary complexities, making customer interactions more efficient and effortless.

Clear Communication: Using straightforward language ensures that product information, instructions and policies are easily understandable, creating a faster customer experience.

Intuitive Navigation: Creating intuitive interfaces helps customers quickly find what they need without clicking on

the wrong link, going to the incorrect location or calling the wrong number.

Reduced Cognitive Load: Organizing information and choices in a clear and logical manner helps customers make confident decisions, reducing the likelihood of buyer’s remorse, returns or calls to the help desk.

Efficient Problem Resolution: Providing simple and accessible channels for customer support enables quicker problem resolution.

User Engagement: Presenting information or products in a simplified way makes customers want to use a service provider.

“BUT WE’RE DIFFERENT”

My business is complicated! We’re not running a hamburger stand or a retail store. Our product is highly technical. While not every interaction is basic, all service providers can make interactions easier. No matter who you are, there are opportunities to streamline design, usability, communication, accessibility and problem resolution.

OBVIOUS OPPORTUNITIES

If you open your eyes, many problems are obvious. Here are a few of the usual suspects:

• Complex Checkout Process

• Complicated Return Policy

• Inefficient Customer Relationship Management (CRM) Systems

• Excessive Use of Industry Jargon

• Multiple Contact Attempts

OTHER PLACES TO EXPLORE

In addition to the easy-to-find improvement opportunities, most teams can find more if they start asking questions:

• Is our product or service easy to understand?

• Is our website or physical location easy to navigate?

• Can customers easily find the information they need?

• Are our pricing and billing practices transparent and easy to understand?

• Can customers quickly contact us when they need to?

• Is our customer service process straightforward and efficient?

• Are we using plain language in our communications or relying too much on jargon?

• Are our processes designed with the customer’s convenience in mind?

• Are we offering simple, efficient solutions to customer problems?

• Can customers easily purchase our products or services?

• Do customers have to go through unnecessary steps or complexities to achieve their objectives?

• What feedback are we getting from customers about the ease of their experience?

THE FRONTLINE IS A GOLDMINE

Organizations that take simplicity seriously know the goldmine of information frontline service representatives can provide if they are encouraged to bring issues to management.

Routine Complaints: For every customer who voices dissatisfaction, three or four others will say nothing. Organizations that treat service seriously see complaints as canaries in the coal mine, and they encourage service representatives to track concerns and bring them forward.

Multiple Contact Attempts: If customers need to contact the organization multiple times for the same issue or related issues, there’s a problem and an opportunity to simplify the resolution process. Frontline representatives are almost always the first to recognize boomerang interactions.

Poorly Defined Policies: Confused and confounded customers are the result of poorly defined policies. Representatives who must manage them know when guidelines or rules are ill-defined.

Lack of Training and Tools: Frontline providers are also acutely aware when they don’t know the answer, can’t get a system to cooperate, or must implement a workaround.

ACHIEVING SIMPLICITY DOESN’T ALWAYS FEEL SIMPLE

Once you start looking, it’s easy to become overwhelmed by the amount of work involved to make things easy. Take a breath, and then take another. Just as most processes don’t become convoluted overnight, it takes time to go in the other direction.

To build momentum, start with straightforward fixes. Next, prioritize what is easier to implement and what will have the most impact on the customer experience. Then, get to work. ■

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 information, visit businesstrainingworks.com.

Just as most processes don’t become convoluted overnight, it takes time to go in the other direction.

The Secrets of Visionary Thinkers: 2 Simple Steps to Crushing Subconscious Assumptions

By Susan Robertson

When we think about famous visionary thinkers, we subconsciously assume that they have some magic characteristic that the rest of us don’t have or can’t achieve. But in reality, the only magic they have is an intuitive understanding of how to avoid some very common creative thinking blocks. One of those blocks is the Curse of Knowledge – a cognitive bias, or mental shortcut, that all humans share.

STUCK INSIDE THE BOX: The Curse of Knowledge

You’ve probably heard the term “thinking outside the box.” And you’ve probably, at some point in your career, been asked to think outside the box. But without any understanding of why the box is there or how it was created, it’s

hard to know how to break out of it. The reality is that we each create our own “box” through this Curse of Knowledge.

To understand this concept, imagine for a moment that your task is to think of new ideas for salad dressing. Try to come up with a few in your mind right now – don’t skip ahead!

Chances are, the ideas that came to your mind were incremental variations of existing flavors or ingredients. You may have thought of fruit-flavored dressing. Or spicy, chipotle dressing. Or perhaps, dressing that’s flavored like your favorite cocktail or your favorite dessert.

All really interesting ideas, IF you are only looking for ideas that don’t change the current nature of salad dressing, nor the way it’s currently manufactured, packaged, sold or used. The task was to

find NEW ideas for salad dressing. That challenge was not limited to simply new flavors, but your brain likely limited your thinking to mostly just new flavors.

Here’s why incremental ideas tend to be the first, and sometimes the only, kind of ideas to emerge. All humans rely on past knowledge to subconsciously try to shortcut problem-solving. We instantly –and subconsciously – call on everything we know from the past to come up with solutions for the new problem. While this ability to call on past learning is an incredibly useful trait in many situations (it’s one of the reasons we’re at the top of the food chain), when you’re looking for new ideas and solutions, it actually becomes a significant barrier. It limits your thinking to nothing but slight variations of what already exists.

The minute you saw the words “salad dressing”, your brain made a bunch of instantaneous assumptions that you’re likely not aware of. Those assumptions were probably things like:

• Salad dressing comes in a bottle.

• It’s liquid.

• It’s stored in the refrigerator.

• It’s used on lettuce.

• Salad is eaten from a bowl or plate.

• Salad is eaten with a fork.

Using the salad dressing challenge again, now assume one of the above “facts” does NOT have to be true. What ideas could you come up with then? You might think of ideas like:

• Salad dressing that you heat in the microwave (not cold).

• Dressing for fruit, or for meat (not used on lettuce).

• A powder whose full flavor is activated when it contacts the moisture of the lettuce (not liquid).

• Salad dressing in the form of a wrap, so you can eat the salad on the go (salad isn’t served on a plate).

• Salad dressing in the form of an edible skewer (salad isn’t eaten with a fork).

As you can see, the nature of the ideas that arise after crushing the embedded assumptions is dramatically different →

from the ideas that came before. That’s because your brain is no longer limiting your creativity with artificial guardrails that may not actually exist and that you weren’t even consciously aware of.

Interestingly, the more expertise you have in an area, the more of these limiting assumptions you have subconsciously embedded in your thinking. So, as an expert in your field, you likely have MANY embedded assumptions that you’re not aware of, but that are likely impeding your creative thinking in a significant way.

THE CURE:

Assumption Crushing™ Process: Fortunately, there is an antidote to the curse of knowledge. Assumption Crushing is a technique that involves consciously surfacing and challenging our hidden assumptions.

Assumption Crushing Step 1: Surface your subconscious assumptions by generating a long list of statements that start with things like:

• Well, in our business everyone knows ...

• We have to ...

• Our product is/does/has ...

• Well, of course ...

• We could never ...

Be sure to list some really obvious, superficial or seemingly trivial “facts,” observations, processes, etc. Sometimes, breaking the obvious ones can lead to the most innovative ideas. For example, the fact that salad dressing is liquid seems fairly trivial; but breaking that assumption led to some truly breakthrough ideas.

Assumption Crushing Step 2:

Once you’ve come up with a long list, pick one item that may not have to be true, and start to think of new ideas based on breaking that one. Then, pick another and do it again. And again. You’ll amaze yourself with the innovative ideas you come up with.

Remember that the Curse of Knowledge is based on experience and expertise. Many people often assume that the best way to get new thinking, new ideas

By embracing Assumption Crushing, we can shatter the chains that confine our thinking and unlock the path to visionary breakthroughs.

and new solutions is to bring together a bunch of experts on the topic. But the reality is that all those experts will have a very similar set of subconscious mental frameworks. (They’ll all have essentially the same Curse of Knowledge.) A better way to generate new ideas is to invite a few experts, and then several other people with different experiences, knowledge and perspectives. Those non-experts will

AbouttheAuthor:

help force the experts to confront and overcome their Curse of Knowledge.

The Curse of Knowledge is a formidable adversary that exists in our brains all the time and hinders our visionary potential. By embracing Assumption Crushing, we can shatter the chains that confine our thinking and unlock the path to visionary breakthroughs. ■

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. To learn more, please visit SusanRobertsonSpeaker.com.

Now more than ever, consumers want to support companies that share their viewpoints and core values.

Why Branded Content Marketing Works

By Grant Cardone

There is no avoiding it anymore. To get any share of the market today, business owners need to have a branded content marketing strategy. Whether you’ve tried and failed with this approach or are new to it, I’ll show you why it’s successful and more importantly, how to make it work for you.

Branded Content Marketing Takes a Stance

The first reason that branded content marketing is effective is because it shows who you are. Now more than ever, consumers want to support companies that share their viewpoints and core values.

Being genuine – especially on controversial issues –sounds dicey here. But not only is authenticity critical, it’s also worth the risk. Ultimately, the customers you earn this way will be the most loyal you could ask for. If you don’t know where to begin, content showcasing your beliefs is a great starting point.

All this philosophy about “ideals” is all well and good, but there is a basic truth we can’t ignore:

Everyone HATES ads.

As much as all of us hate to admit it, we know the reality. Every single one of us wants to skip the commercials. The truth of the matter is that the masses are tired of being “sold to.” This situation has gotten so bad people that would rather pay a fee than watch an advertisement – just look at the success of Netflix!

AbouttheAuthor:

However, branded content marketing solves this problem by selling through storytelling.

A recent CNBC article states that those who watched 30 seconds of branded videos were 62% more likely to react positively to it than to an ad of the same duration.

And, people are also more likely to buy when they feel good. Keep this in mind as you create your content and choose partners for branded content.

Still, there is one more reason that you need to make this a priority, and it’s the most compelling:

The No.1 Reason Branded Content Marketing Wins

At the end of the day, your business needs to make money – no ifs, ands or buts about it.

Earlier, I mentioned that branded content is what builds a relationship with your audience and that this content is more likely to be viewed. According to the same CNBC article, a study indicated that 70% of those surveyed will spend two times more with a brand they feel connected with.

Imagine what that could do for your business!

Look, you can’t neglect branded content marketing. It is too vital for survival as a company – even if all of its moving parts are overwhelming. Because of that, I put together free training to help you put all the pieces together. You can access it at 10XWorkshop.com.

Now, go use branded content marketing to get your business known and your story told. ■

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.

3 Ways AI Can Save Small Businesses Time & Stress

Generative AI is creating an extraordinary amount of buzz, and it’s catching the interest of people wondering how to take advantage of what it has to offer. If you’re a small-business owner, you’re likely curious about how it can help you grow and succeed, especially as your business becomes more complex.

Beyond the initial start-up phase, there are some clear indicators that your business is beginning to scale. For example, you may be expanding your online sales channels or in-person locations, hiring more employees, and increasing your inventory – all of which

demand more of your time. It’s critical to prepare yourself with the best tools and technology for continued success.

Turning to AI tools that are in products like Intuit QuickBooks can help automate tasks that would otherwise need to be done manually – freeing up your time to focus on what really matters to you.

Work smarter, not harder.

Almost all small-business owners note that they are turning to AI to help them automate low-level tasks, according to a recent Intuit QuickBooks Small

Business Survey. They plan to adopt AI to help with marketing and content creation, analyzing customer trends and behaviors, and customer service support. Another 28% plan to adopt AI tools for managing cash flow and 24% say they want to use AI to automate low-level tasks.

“The number one question I’m asked by our customers is ‘How do I ensure the success of my business?’” said Kelly Vincent, a VP of the Small Business Group at Intuit. “The short answer is, know where to invest. If ever there was a time to tune in and understand how AI and technology can help your

business, it’s now. AI can help reduce the operational burden and automate low-level tasks, leveling the playing field for businesses by giving owners more time and resources to focus on what really matters.”

Saving time and streamlining tasks are top reasons why small-business owners adopt AI. Wondering where to start? Here are three examples of how small-business owners are using AI to their advantage:

1. Inventory Management

Making sure you have enough inventory at the right time is challenging and time consuming. AI can help analyze your inventory and make recommendations including how often to restock popular items, what items to put on sale to move more product, which items may be worth eliminating and much more.

2. Bookkeeping

Financial management is essential to a business’s success. However, most small-business owners don’t have a background in accounting or the resources to hire a dedicated accountant. In fact, 47% of small businesses wish they could automate financial reports. Fortunately, the AI features in QuickBooks can automate several accounting and bookkeeping data entry tasks as well as generate reports to inform important business decisions.

3. Marketing

A business can’t succeed without customers. Getting and growing customers is equally important to the product or service you offer. Nearly 30% of business owners would like to automate customer engagement and communications, like email marketing and customer support. Intuit Mailchimp has rolled out generative AI capabilities that

help small businesses design on-brand marketing content faster, get copy ideas and inspiration, and test variants to deliver more personalized and engaging content to their customers.

The future is bright!

AI helps small-business owners save time so they can focus energy on other key areas of your business like developing more products and services or finding new ways to reach customers. Services like QuickBooks Online

Advanced leverages AI to help streamline operations and provide financial management and helpful insights to drive your business forward.

For more than a decade, Intuit has been driving AI innovation to help its customers solve their most important financial problems and drive durable growth for small businesses. To learn more about how the company is empowering small businesses with enterprise AI, visit the blog at Intuit.com. ■

Small-business owners are adopting AI to help with marketing and content creation, analyzing customer trends and behaviors, and customer service support.

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.

Madeleine Harrington DEVOTED CREATIONS

A recent Florida State University graduate with a degree in Marketing, Madeleine brings her passion for advertising and brand awareness to her role as Digital Content Coordinator & Product Specialist. An expert at all things digital, she serves as a Social Educator to advise and assist DC 5 Star Diamond Members in using all social media platforms to increase customer counts, drive sales, and market their businesses to new audiences.

Gary Lipman ERGOLINE-UK, ERGOLINE PLUS

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

Lisa Saavedra DEVOTED CREATIONS

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

Joe Schuster

SUN IS LIFE ®

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

Leif Vasstrom SUPRA

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