Pacific Tanning Supplies
A Full-Service, Hassle-Free Distributor
“We accomplish our goal of ultimate service by offering salon operators a host of advantages like same-day shipping on all lotion orders, a 100-percent guarantee on all products sold, a gracious return policy that allows salon operators to keep only the products that sell best and customization on all introductory deals,” Latka-Takami says.
She recently shared some of Pacific Tanning Supplies’ philosophies and successes with LOOKING FIT®.
Q: What does Pacific Tanning do to cater to its customers?
One simple word—everything. We have achieved a high degree of loyalty because we treat our customers like gold. I don’t believe you would hear anything different from any of our clients.
Q: What do you believe is Pacific Tanning’s greatest asset?
A: Our stellar sales and support team, which works to ensure not only our company’s success, but the success of our customers. This past year, we have experienced some amazing growth and changes. These changes made a positive impact on our customers. We acquired 19 additional year-round sales professionals, created a lamp division, expanded our equipment sales team and hired several outside sales trainers. In addition to this, we recently brought on Shawn Sellers, one of the industry’s most talented sales professionals, to manage our national sales effort and develop new business. Sellers has been in the tanning industry for 12 years. During that time, he managed a successful chain of salons in the Los Angeles area and then moved into the distribution end of the business, where he managed the sales for Look Fit Supply.
Q: What is the philosophy behind Pacific Tanning’s success?
A: In spite of our growth, we have not let go of our philosophy of giving the customer everything it takes for them to be successful. Our training and education is an integral part of our business. We know that competitive pricing is one thing, but even the largest discount equates to nothing in the long run if salon staff is not trained on how to sell the lotions.
Q: What qualities do you think make a top-level distributor?
A: The ability to focus upon the task at hand, which is to provide excellent service and earn their customers more money. When a distributor can earn a salon an additional $25,000-$75,000 a year, I think they have done their job. Many distributors lose focus on that aspect, looking only at cost vs. what they can help a customer earn. Value, once understood, can be achieved in many ways beyond the bottom line on an invoice, and a quality distributor knows how to make that happen through training, education and support.
Q: Which of your products are most popular?
A: New Technology lamps have taken this industry by storm and it is easy to sell them simply because they perform so well. As far as lotions are concerned, we focus on Australian Gold®, Supre®, Fiji Blend™, California Tan® and Designer Skin™ as our premier lines.
Q: How important is your Web site to your overall success?
A: We really just have begun to expand in that area. I feel it is an excellent way to deliver information regarding equipment in particular and, in fact, the majority of our equipment leads stem from our Web site. I view our site the same way I do our catalog. They are tools in our sales process, but not the answer. The answer is in the job we do.
