The Devoted Creations Five Star Diamond Program has been a huge success with salons throughout the world. Features include on-site sales training and product education with DC’s team of experienced professionals including Lisa Parsons and Kandra Covert, as well as a generous Welcome Kit, plus lucrative cash-back rebates.
Rhonda:The original salon was established in 1994, and we purchased the business in 2011. I had been a tanner at the salon – under two previous ownerships – for about ten years, and witnessed first-hand how the once thriving business was declining under the second owner. One day, when I came to tan, I overheard the staff talking about the owner wanting to sell. I knew that we could make it thrive again! It would require a lot of hard work, great products and equipment, as well as complete devotion to customer service and support. Nearly seven years later, I’m very pleased to report that we have more than tripled the business!
IST: What do your Body Heat tanners like the most about the salon?
Rhonda: Our customers rave about our cleanliness and customer service! They also love our family-friendly atmosphere. We know most everyone by name and are sure to remember all of the special events and personal things going on in their lives. They come in as a customer and leave as a member of the family.
IST: What do you enjoy the most about salon operation?
Rhonda: I love making people feel good about themselves! When they look good, they feel better. Let’s face it, that’s why they come to us! A tan makes everyone feel pretty and sexy. I also enjoy building relationships, not only with our salon guests, but also with other salon owners. This is a business of building each other up and helping others to succeed. I’m thankful to those who have shared their knowledge with me, and I pay that forward every day.
IST: What separates your salon from competitors?
Rhonda: I would have to say that it’s our determination to be the absolute best, and knowledge is power. We are always networking with other successful salon owners for fresh ideas. We also attend as many trade events as our schedule permits, and we try to take at least one new idea that we learned and implement it at our salon.
IST: How many levels of UV tanning do you offer?
Jack: We offer levels 3-5 only. About two years ago, we eliminated our Level 1 and 2 units, and it has actually helped to increase sales by 50 percent.
IST: What are some of your most successful sales promotions?
Rhonda: By far, it is our lotion “bundles.” About three times each year, usually on specific holidays, we bundle together as many Devoted Creations products as we can fit into a vinyl bag that we decorate with color-coordinating ribbon, making it festive and attractive. We discount the bundle purchase price by 30-40% for that day only. Customers love it and we usually sell at least $3,000 in product in that one day.
IST: What are your plans for the future of Body Heat?
Rhonda & Jack: We are always on the lookout for new products and opportunities in the health and wellness industry!
From everyone at IST Magazine and Devoted Creations, best of luck to Rhonda, Jack and Team Body Heat Tanning for continued success in 2018 and beyond! For more info on the DC Five Star Diamond Program, call 800.488.5524 or visit devotedcreations.com.
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.
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