UltraSun Professional USA

UltraSun Professional USA
Where The Customer is King

by Karen Butler

In 1993, when Jim Peek first introduced UltraSun's European beds to the U.S. tanning market, he heard the grumblings of skeptics who thought his little company would never make it. Now, nearly 10 years later, Peek finds himself president of the international corporate partnership--which has become one of the top equipment companies in the industry.

Well-Equipped

For Peek, success is no accident. His combination of a high-quality product with customer satisfaction has laid a strong foundation for the company's growth.

"We focus our efforts on what customers are wanting," he says. "We put ourselves in their shoes and figure out what they need."

One way Peek believes UltraSun delivers is in the range of equipment it offers. "We carry 17 different models," he says. "We have level one, two, three and four tanning equipment. That lets customers deal with one company for all their needs."

The assortment is a healthy mix--for salons and UltraSun. Offering various types of equipment makes any business less vulnerable to unpredictable market trends, such as high-pressure units.

UltraSun has other methods of helping salons experience success. One of the most valuable is through demographic research. The company invests in the latest census report so it can provide customers with a complete breakdown of the population around a potential salon location.

"We can give a salon the most accurate information available about the area's population, including race, income and age," says Peek. "If we find out you've got 75,000 people within a three-mile radius, we can tell you there's a potential for a half-million dollar store. But if there are only 15,000 people, and some of those are older, younger and ethnic, there's going to be a different profit margin."

In addition to this service, the company is in the midst of developing some organizational materials that will help salon owners examine elements often overlooked. Besides advising owners to scope out the competition (including their equipment, prices, services, etc.), UltraSun also reminds owners to check into power specifications. Peek is amazed to find owners still signing leases--without any knowledge of the power limitations--and then having to invest $20,000 to dig up the parking lot to add the needed capabilities.

"One of the hardest parts for consumers in the business is finding accurate information," he says. "There is not a lot of consistent, reliable, factual information that people can rely on. When you get five different answers from five different companies, it's hard to know where to turn."

One way UltraSun sets itself apart is in this commitment to educate salons. Peek knows that repeat business is strong because when his company helps new salons succeed, together they're set for future success as well.

Dollars And Sense

Although UltraSun is prepared to help salons at all levels, the company is not in the market to provide low-quality equipment at bargain prices.

"You can't dominate any market with that type of equipment," he says, noting that the longevity of his company is due, in part, to its commitment to quality.

While many salon owners share Peek's philosophy, those who choose to cut corners with their equipment still frustrate him.

"It's amazing to me that a salon owner will spend $100,000 to build out a store and then settle for lower-quality equipment just to save $400 on each bed," he says. "Equipment is really one-third of a salon's success; with another third being customer service and one-third in the store's design. Why would anyone choose to cut costs on such a big part of the equation?"

Peek has been pleasantly surprised to find customers responding to the company's certification program. Rather than getting caught up in negotiating about price, occasionally the company will invite customers to attend the two-day certification program used to train all its technicians and distributors. The hands-on class educates people about every aspect of servicing the equipment--knowledge that gives salon owners even more confidence to work with UltraSun.

"The certification program lets salon owners see that we're not all about money--but helping them to run their business in the best way possible," he says.

Are You Being Served?

Another method UltraSun uses to help customers is tech support. Besides weekday assistance, a company technician is available via the toll-free number on Saturdays. When a live person isn't available, detailed guidance still is.

"I know customers hate reaching a voicemail," he says. "So when we don't have a technician available on Sunday, we have a calling system that works like an automated service flow chart."

The premise is much like a medical flow chart, guiding the patient--in this case the salon operator--through individual technical problems. For instance, if a bulb isn't lighting, the customer is prompted to press 1. At that point, the caller is asked to press 1 if the bulb is on the top of the bed, or press 2 if it's on the bottom. As the system narrows in on the problem, the caller receives instruction on how to confirm the diagnosis, as well as the prescription to fix it.

"By giving customers one to three checkpoints, hopefully we can keep them from ripping their bed apart," says Peek.

Step-by-step service guides and technical guidance--complete with photographs--have long been available on www.ultrasunpro.com, the company's Web site.

Perhaps the company's most innovative feature is its involvement after the sale. "We deliver and set-up more than 90 percent of our equipment," says Peek.

While the service is an expensive proposition for the company, he insists it's money well spent. "We don't get any phone calls; there's no damage to the equipment; and best of all, we make a face-to-face contact with our customer."

The technicians that set up the equipment have passed UltraSun's rigorous training program and cater to the customer as does everyone involved in the company. "You are only as strong as your weakest link," he says. "Each department--from sales to delivery--is equally important and is treated as an integral part of the process." He backs up that promise with a generous employee incentive program.

Get The Point?

UltraSun offers many benefits to salon owners, but none is as exciting as the Power Points Payback Plan. Implemented in January 2002, the program rewards salons based on their annual accumulated purchases of the company's equipment. Again, in keeping with the idea of offering something for everyone, the plan provides three different award levels:

Platinum Points: Purchases over $250,000 earn a free Powerhouse 6000
Gold Points: Purchases from $175,000 to $250,000 earn a free Solarwind 5000
Silver Points: Purchases from $100,000 to $175,000 earn a free Sunburst 4000

The Power Points program certainly meets Peek's goal of doing something nice for his clients, as does his constant attention to salons' needs.

"We just keep trying to focus on what the consumer is demanding, and it shows in the designs of our equipment," he says. "We've made changes to shapes and colors and the orders have continued to increase."

UltraSun has mastered both sides of consumer demand by providing a wide range of equipment that has proven itself effective and attractive. "We used to hear a lot of 'your equipment tans the best'," he says. But with tanners focusing so much on the look of equipment these days, aesthetics have become equally important. "Within the first 30 seconds of seeing your booth, people know whether or not they like it."

The feedback--and increased sales--indicate that indeed, people do like UltraSun. And with the company's focus on meeting customers' needs, providing great service and offering bonus incentives, who could blame them?

Peek just keeps doing what he's done all along, although he is pleased that salons are catching on to his commitment to them. "The sales keep getting easier," he says. "So we know we're doing something right."