Now more than ever, having a professional staff that’s trained and certified is essential to your salon’s success. This is why Sun is Life® Training and Certification is so important for your salon’s future and that of our industry!
Just by looking at the numbers, it’s easy to see that those on the frontlines of this industry need top-notch training and certification. Our “Season in Review” story last December had a group of salon owners compare their tanner counts and sales numbers from the 2014 peak season to 2013; regardless of the size of their business, everyone who was interviewed reported decreased numbers in both categories, sometimes as much as 20 percent! Their busiest month of 2014 hardly compared to that of 2013, as well. It’s definitely a grim picture but it doesn’t have to be the end of the world … as long as salon owners are willing to train themselves and their staff.
In today’s marketplace, fewer people are tanning indoors while the number of facilities that offer tanning seems to be at an all-time high. And because tanners have more options to choose from, their expectations of customer service will be high. This is why salon owners and their staff must be perceived as indoor tanning professionals who offer the friendliest and most well-informed customer service possible. The only way tanning operators can achieve this image is by getting the training they need; but not all training and certification programs are created equally. To succeed in today’s market, salon professionals need a training program that stresses professionalism while also teaching them everything they need to know. In short, they need Sun is Life Training and Certification!
One of the most unique aspects of Sun is Life is the philosophy that it’s built upon. The training program emphasizes the need for salon owners to stop making health claims about their UV tanning services. Making these types of claims violates rules set forth by the U.S. Food and Drug Administration and they are likely responsible for much of the bad press indoor tanning has endured over the years. Educating salon professionals in this prudent philosophy serves as a strong foundation for professional training and certification.
Christa Brown, owner of Super Tan in Paris, TX, is relieved to have learned of Sun is Life’s philosophy regarding health claims and tanning. When she was a salon employee in the 1990s, she remembers tanning operators saying anything to get the sale. She explained, “Even if there is scientific evidence that suggests exposure to sunlight can help ease certain symptoms, it’s better that we don’t discuss this with our guests. Things have changed in our industry, and Sun is Life is the best way for salon owners and employees to get updated.”
The Sun is Life philosophy formed the perfect foundation for the team at Sinfully Good Body & Soul in Stow, OH, says the salon’s owner, Diane Hannig. She explained, “Some of our guests ask us if indoor tanning provides any health benefits and we always reply by saying that we’re not doctors and we don’t have medical degrees. This response has actually helped build trust and credibility with our tanners because we’re not just telling them what they want to hear in order to make the sale, and they appreciate that.”
Confidence is king, especially in a retail-sales environment. By offering a solid understanding of everything needed to operate a tanning salon in today’s ever-evolving market, Sun is Life continues to help tanning operators feel more self-assured. This confidence continues to lead to increased sales of lotions, memberships and upgrades.
“The interactive videos utilized in the modules depict real-life situations that occur at a tanning salon,” said Kristen Carroll, owner of New Life Tanning Center in Columbus, GA. “Having my staff take this training has definitely improved the way they interact with our customers; they’re much more confident about answering questions and making product and membership suggestions.” Kristen says she’s happy to recommend Sun is Life to any salon owner looking to have a more confident, professional staff.
“Engaging and interactive” is how Jacee Kress, General Manager of Sun Studio Tanning in Placentia, CA describes her Sun is Life experience. She explained, “It’s a very detailed training program yet the modules are presented in a way that will keep the attention span of the average 18-23-year-old salon employee. The interactive element helps keep people interested and everyone here has retained what they learned.”
To succeed in today’s market, salon owners must offer at least one sunless tanning option. Because Sun is Life is designed to help salon owners succeed, the subject of sunless tanning is addressed in great detail and has already helped many salon owners looking to learn more about this amazing add-on service.
Sun is Life’s sunless tanning module was a huge help to Lisa DeGroot and the rest of the staff at Tanning Cove in St. Petersburg, FL. “No matter how long you’ve been in this business,” Lisa said, “there’s always something more you can learn. The sunless tanning module taught me so much about the importance of up-selling pre- and post-sunless tanning products, such as body-wash and moisturizers, and sales of these products has definitely increased because of it. I would recommend Sun is Life to every salon owner and their staff because it’s very fun and interactive and it teaches you so much!”
Whoever you place at the front counter becomes the “face” of your business. Chances are, you want employees who are confident and professional, the kind who extend a warm, friendly greeting to your guests and help guide them to purchase the products, services and memberships that are right for them. If this is the type of employee you’re hoping to cultivate, then Sun is Life is the training and certification program for you! ■
“I really enjoyed the modules and believe they offer valuable information for both salon owners and their staff. Each one is specifically designed to help tanning operators present themselves in the most professional manner possible, which is good for their individual salons and the industry as a whole. I highly recommend Sun is Life!”
Kevin Apgar/Cosmedico Light, Inc.
“Because Sun is Life is centered upon a prudent philosophy and offers a solid foundation for salon operation, I think it’s an excellent tanning salon training and certification program that all salon owners should consider.”
John Overstreet/Indoor tAnning association
“Sun is Life is very affordable, which is important to salon owners who have many team members and want to get them all trained. And because you take it on your computer rather than an all-day class, busy employees can still take the time to get trained around their work schedule. It’s a great program!”
Lisa Parsons/Devoted Creations,Ed Hardy Tanning
“What I like about Sun is Life is that it takes some complex information and presents it in fun, easy-to-learn segments. This should appeal to any busy salon owner and their staff.”
Brenda Fishbaugh/Eye Pro, Inc.
“This is the best training program on the market. It’s put together very professionally yet still comes across in a fun, entertaining and interactive manner, which makes this program appealing to the younger generation of salon employees who take it. Most importantly, Sun is Life is built upon the philosophy of not making any health claims about tanning; that is why I will continue to support this program.”
Ed Jerger/Four Seasons Sales & Service
“Sun is Life takes salon training to a new level in our industry. It delivers important content in a way that fits the busy lifestyle of salon owners and their staff. We applaud Sun is Life for providing such a professional and interactive series of courses at an incredibly affordable price. It truly helps elevate the level of professionalism in customer service and salon operation.”
Nina Neuschuetz/JK-North America
A 14-year industry veteran, John "Ribby" Ribner has written hundreds of
articles for IST Magazine and, as Director of Editorial Content, has also
helped guide the publication's evolution. Ribby is a graduate of Central
Michigan University's journalism program and has brought many years of newspaper reporting experience to his position of Head Writer. He is also the author of three novels, "Legacy of the Bear," "Prophecy of the Bear" and "World So Dark."
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