SUCCESS BREEDING SUCCESS
UltraSun Professional USA
 Jim Peek, president of UltraSun Professional USA. |
In the 1950s, psychologist Harold Maslow came up with a concept he called the human hierarchy of needs. Everyone, he said, requires food, water and shelter to live a basic existence. Beyond that, they need love, esteem and something he termed self-actualization.
Jim Peek, president of UltraSun Professional USA, argues that Maslow's hierarchy could use a little updating. In the business world, Peek argues, customers not only want to be satisfied with their purchase, they also have a need to build a relationship with their manufacturer. And, it is that philosophy that has made the Indianapolis-based company so successful.
SECRET TO ITS SUCCESS
 UltraSun Powertower |
Peek knows firsthand of what he speaks. Peek, who started in the business as a salon owner in the '80s, eventually became a distributor of tanning equipment and supplies. In 1993, he and his wife traveled to Europe to attend a tanning-industry trade show. He was struck by the superior quality of the European designs which were much more advanced than anything he'd seen in the United States.
During the trip, he also had a chance to meet the owner of UltraSun International, Willem Fabels. The two quickly became friends, made a deal, and UltraSun Professional USA was born. Since that time, the company has grown into one of the top indoor tanning equipment suppliers in North America. In addition to the quality and performance of its equipment, the most important thing UltraSun has done is develop satisfied customers. The company is probably best known for its honesty with salon owners. Developing relationships based on trust has become a hallmark of the company's business.
"When an owner is told what type of income he or she can expect from their investment, it's always rewarding to have them call later to say how successful they've become," notes Peek. "Many times, their results are quite dramatic. And more often than not, they need additional equipment or supplies to meet their needs."
UltraSun also stocks a higher quantity of beds than many other distributors or manufacturers. As a result, the turnaround time on delivery is much faster than the industry average--a real benefit for the salon that is on a fast track.
Additionally, UltraSun offers a full line of equipment with 17 different bed models in different price ranges, from level one to level four. So there's truly something for everybody.
"Many of the salon owners we are working with today are creating a more balanced indoor tanning facility," says Peek. "The are providing a base or entry-level type of equipment, a medium-level unit and a top level of equipment. For the salon owner who wants to deal with just one manufacturer and is searching for a unified look throughout the salon, UltraSun is one of the few manufacturers that can provide that.
UltraSun also is one of the few companies in the United States that will deliver, set-up and haul away the packing debris. That's another big benefit for salon owners.
"Our goal is to service, deliver and set-up faster and more efficiently than anyone in business," adds Peek.
CREATIVE MARKETING
According to Peek, one strategy that has been very successful for UltraSun is its revenue-sharing program. For many qualified customers who have purchased entry-level equipment, the company will place a higher level bed in the salon and split the profits with the owner. "Usually after six to eight months, the bed becomes so successful that the owner is ready to purchase the bed outright," he notes.
UltraSun also offers an attractive leasing program to its customers, enabling them to enjoy the financial benefits of the equipment they want for their salons. Additionally, the company does quite a bit of cross-marketing involving promotions of Sunfit Power Bronz lotion and Sunfit lamps.
"It's a great way to introduce salons to these terrific products," says Peek. "More importantly, the company works closely with all of its customers to help them reach their financial goals."
BRIGHT FUTURE
UltraSun supports the efforts of anyone involved in furthering the awareness of the healthful benefits of tanning and tanning in moderation.
"Our goal as a company is to see the industry reach the level that it enjoys in Europe where tanning is fashionable and more glamorous," says Peek. "Everyone in the tanning business needs to speak out to try to overcome the negative attitudes that have been propagated in the U.S. media. Slowly but surely, progress is being made."
With such a sound business philosophy and top-of-the-line products, it's not surprising that UltraSun Professional USA continues to grow. The company recently moved into new headquarters in Indianapolis with an expansive new showroom and warehouse facilities. It also adopted a more sophisticated logo and identity that will grace its signage and equipment.
In terms of new products, UltraSun introduced a new line of sleek bed designs with high-gloss surfaces that reflect the understated elegance and beauty of the new beds. It also launched a new Sunfit MAX Replacement Lamp that has been approved as a compatible lamp for a number of types of equipment. Customers also can log on to the company Web site at www.ultrasunpro.com to shop, view equipment, and order lamps and lotions online. Without a doubt, UltraSun is continuing to lead the industry in tanning products, accessories, and services that meet the needs of a growing industry.
Even though the company continues to expand, its goal is to never lose the personal touch and close relationships it has built with its many customers. While such technologies as the Internet and e-commerce have created a less personalized buying environment, the company's mission continues to be helping the individual salon owner grow his or her business. As Peek says, "We never get tired of hearing how successful our customers become."
