You invested in a shiny, new automated sunless booth. Maybe even airbrush spray equipment, too. You advertise these services. You have many event spray tanners and some regulars, and you’re making enough money off sunless to make a nice complement to your UV tanning and product sales. Couldn’t ask for much more, right?

Wrong.

If you’re settling for spray tanning as a complementary service, you’re selling yourself, and the value of sunless, short. With the sunless business booming, at a jaw-dropping 10 percent per year growth rate, failing to fully capitalize on the spray side of your tanning business is an enormous missed opportunity.

But, what more are you supposed to do?

While your sunless business might be doing well, chances are you’re still not investing the same time and money in spray as you are your UV services. But, industry statistics clearly demonstrate that it’s time for change. Giving sunless its proper due doesn’t mean you have to neglect your UV services; there’s certainly room for both in a successful tanning business. It just means you’re maximizing the potential on both sides of the salon. And, the numbers don’t lie – all factors point to sunless tanning as the greater opportunity for future growth.

As sunless sales continue to show no signs of slowing down, now is the time to establish yourself as the go-to spray tan provider in your market, before your competition grabs the reigns and you’re left playing catch-up. With the proper equipment, pricing, memberships and promotions, you can rule your sunless market and leave your competitors scratching their heads, wondering what they were waiting for.

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