In successful salons across the country, the tanning industry has seen sunless revenues climb to unprecedented heights. On average, these businesses see 20-30 percent of their profits come from this service when properly implemented.

However, most indoor tanning establishments have already put sunless on the menu — so why isn’t everyone seeing the same awesome numbers? And why are there still salons that don’t offer sunless? The answer has very little to do with the service itself.

The real culprit is fear. Owners worry about the cost or that they will lose UV customers to sunless and see a revenue exchange instead of additional profits. Fortunately, these concerns are not reflected in statistics.

According to a survey conducted by Norvell, 60 percent of salon clients are using sunless, and 40 percent of those clients had never been in their store before. This means that sunless tanning isn’t just a way to improve sales with your existing client base, it’s an opportunity to expand the market into fresh territory.

The key to making sunless a star in your business is a sustained effort in marketing, promotions, conversion and loyalty. A little know-how and a lot of passion in these areas will help your investment pay off in no time.

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