By Ric Rooney, Sun Spot Atlantis

Some of you might know that I’ve been in this business 26 years. You’d think I’d have it all figured out by now, right? Not really. Your business is a living, breathing, constantly evolving entity, and if you don’t anticipate change, well you know what happened to the dinosaurs, right? After four years in a row of slowly declining sales, that’s exactly the way I was feeling in the fall of 2016 – like a dinosaur.

So, the question then is, do you want to be the meteor of change or do you want to be the dinosaur watching the “Game Over, Man!” extinction event hurtling straight at you?

When I made the decision in the fall of 2016 to spend $200,000.00 on a complete update of equipment in my salon, I also decided I wanted a comprehensive review of my marketing approach as well.

So I checked my ego at the front door and brought in an outside marketing expert in my industry. I wanted someone who had not just second-hand marketing knowledge but actual “in the trenches” knowledge and experience in the day-to-day operations of a tanning salon.

Click here to read the entire article in the latest issue of Smart Tan Magazine online.