By Grant Miller, Salon Consultant

Once again, I have the pleasure of teaching four brand new marketing sessions at this year’s annual Smart Tan Downtown conference and trade show in Nashville.

Even before I started teaching from the stage, I never missed the golden opportunity to attend this world-class, value packed tanning show as a salon owner. When I first started in the tanning business, it was essential to attend since I knew so little about the industry and every possible vendor would be under one roof at the same time. This made for effective use of my time.

Recently I’ve heard some veteran salon owners say, “I’ve been going to these shows for years and I’ve seen everything already.” Even some salon newbies say things like, “I can’t afford to go; it’s too expensive,” “It’s too far away,” or, “I just can’t get away.”

If you are really serious about your business, skipping the best and biggest trade show of the year is one of the most foolish things you could ever do.

Some go to get away for a couple of days to a fun city like Nashville, mixing business with pleasure and writing off the trip as a business expense. Some go to see old friends and acquaintances that they only get to see once a year. Some are searching for new equipment, software and lotions to make their salon more profitable. And who doesn’t like getting their picture taken with JWOWW and Snooki while they’re at it?

These are all fine reasons to attend, but the most important for attending is for the one or maybe even two great ideas that could be life-changing for your business. One or two ideas learned and implemented can literally be worth tens of thousands of dollars –even to the smallest salon owner.

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