In this episode, Susan addresses a common concern among salon and clinic owners: why their teams struggle to sell products as effectively as they do. Susan emphasises the trust clients place in owners and explores deeper issues that may hinder team sales, such as money mindset and product knowledge. She offers practical strategies for improving retail success, including the importance of understanding client needs, using appropriate language, and implementing a seven-day money-back guarantee to boost confidence in selling.

KEY TAKEAWAYS

• Clients tend to trust salon and clinic owners more than their staff, which can impact sales. It's important for team members to build their own rapport and trust with clients.

• Team members may perceive products as expensive, especially if they are not using them themselves. Addressing their money mindset and educating them on the value of professional products can help improve sales.

• Therapists should use the same language as clients when discussing products. Listening to clients' concerns and addressing them with appropriate solutions can enhance the selling process.

• Providing education on the products and offering a money-back guarantee can boost therapists' confidence in selling. This approach reassures clients and encourages them to try new products.

• Understanding what clients are running out of and what they truly need is crucial. Therapists should focus on providing solutions that align with clients' perceptions of their skin needs, ensuring a cohesive treatment experience.

BEST MOMENTS

"Clients will always see you as the key person in that business and will trust you the most."

"If your team aren't selling, then quite often it is a money mindset thing where you may want to do some work with your team around their money mindset."

"Clients will always find money for whatever they see value in."

"It's a form of discrimination if you've got therapists who are constantly thinking, 'Oh, my clients can't afford this' and they are prejudging their clients."

"Skincare and cosmetics are no longer luxuries to clients. Now they are just commodities."

1. HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Bea And the Best" 1 and 2.

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://susanroutledge.com

https://www.instagram.com/susan_routledge/

SPONSOR

https://www.phorest.com/

Susan welcomes Rachael Howard from Beauty Within, a seasoned professional with nearly 20 years of experience in the beauty industry. Rachael shares her inspiring journey, which began with aspirations of becoming a nurse before transitioning into beauty therapy after discovering her passion for holistic treatments. She recounts her experiences working on cruise ships, teaching in the Middle East, and her return to the UK, where she established her own beauty business. Throughout the conversation, Rachel emphasizes the importance of education, personal connections with clients, and the evolving nature of the beauty industry.

KEY TAKEAWAYS

Diverse Career Paths: The beauty industry offers a wide range of career opportunities, allowing individuals to explore various roles, from nursing to teaching and working on cruise ships.

Importance of Passion: Finding a job that you love is crucial for long-term satisfaction and success. The journey in the beauty industry can be fulfilling when driven by passion, as it leads to a more enjoyable work environment and better client relationships.

Continuous Education: Staying informed and educated about industry trends, products, and techniques is essential.

Client Relationships: Building strong relationships with clients is key. Understanding their needs and being empathetic to their situations can enhance the client experience and foster loyalty, as clients often become friends over time.

BEST MOMENTS

"I always wanted to go into nursing... I failed it, unfortunately, due to the maths. Not very good on the maths side of things." - Rachael

"When I look back now, that person was still on that oily range for like five years. Why? It wasn't working." - Rachael

"I just think it just shows that, like, you can just do anything that you want in our industry." - Susan

"You never know what's going on in someone's life... if you react back the same way to someone, then it just accelerates it." - Rachael

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Bea And the Best" 1 and 2.

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://susanroutledge.com

https://www.instagram.com/susan_routledge/

beautywithindurham@aol.co.uk

In this episode, Susan discusses the importance of local collaborations for salon and clinic owners looking to build their client base. While acknowledging the role of social media for visibility, she notes that personal connections and local partnerships can yield quicker results. Susan also shares insights from her experience at the Beauty Directors Club Business Bootcamp in Malta, where she explored over 30 collaboration strategies with various local businesses.

KEY TAKEAWAYS

• While social media is important for visibility, building personal connections through local collaborations can be more effective for growing a client base in the beauty industry.

• Before pursuing local collaborations, it's crucial to clarify what you want to be known for (e.g., skincare expert or nail technician) to direct your efforts effectively.

• There are numerous local businesses and organisations to collaborate with, such as slimming clubs, jewellers, travel agents, and corporate clients, which can help expand your reach and client base.

• When collaborating, consider offering competitions, discounts, or gift vouchers that not only attract new clients but also encourage them to share their positive experiences with others.

• Develop a strategy for collaborations, ensuring you understand the benefits for both your business and your partners. Regularly assess the effectiveness of these collaborations to maximise their impact.

BEST MOMENTS

"I always think that social media has a great place, but to me, it's more for visibility rather than being in a room or personally speaking to someone."

"When you are going to collaborate locally, you need to first of all think about what the benefit is, what benefit it's going to have to your business."

"If you want to be known as the local skincare expert, then that is where you need to be putting all of your strength and focus."

"With slimming clubs, you could offer to run competitions with them. Part of the competition is someone wins a gift voucher or a gift bag."

"It's just having those ideas to be in front of people at the right time as well."

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Bea And the Best" 1 and 2.

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://susanroutledge.com

https://www.instagram.com/susan_routledge/

SPONSOR

https://www.phorest.com/

Susan sits down with industry veteran Josh Yardley from The Smart Group. They delve into Josh's extensive background in retail and beauty, discussing his journey from working with major retailers to founding a successful business that supplies advanced beauty equipment. Josh shares insights on the importance of understanding consumer needs, the evolving relationship between beauty and medical aesthetics, and the significance of education and trust in the beauty industry. He emphasizes the necessity for salon owners to adapt to market demands, manage client expectations, and create personalised treatment journeys. The conversation also highlights the role of technology and marketing in enhancing salon services, ultimately aiming to elevate client care and business success.

KEY TAKEAWAYS

Understanding the Beauty Industry: The beauty industry is evolving, with a significant overlap between beauty and medical aesthetics.

Importance of Customer Relationships: Building trust between beauty therapists and clients is crucial. The unique bond formed during treatments can lead to higher customer retention and satisfaction, emphasizing the need for therapists to be well-trained and confident in their services.

Market Research and Product Development: Successful product offerings in the beauty industry require thorough market research to understand consumer needs.

Education and Training: Continuous education for both therapists and consumers is vital. Providing comprehensive training and resources helps ensure that therapists can deliver high-quality services, while educating consumers about treatment options fosters informed decision-making.

BEST MOMENTS

"The relationship between a beauty therapist and a customer is really extraordinarily different from anything else... within an hour, a bond is formed of trust. And that is that beauty." - Josh

"If we can make it not painful, then we can make it really super fast, which then makes it affordable." - Josh

"I think education is such a huge thing now for the shows. I can see a big change over the last few years."- Susan

"If you're not prepared to tell us how do we get better and we want to be better every day." - Josh

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2.

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://susanroutledge.com

https://www.instagram.com/susan_routledge/

http://the-smartgroup.co.uk/

mailto:info@the-smartgroup.co.uk

In this midweek episode, Susan shares valuable insights on how salon and clinic owners can raise their profiles through the act of giving back. She emphasises the importance of community involvement, highlighting various ways to engage with local charities, schools, and colleges. Susan discusses the benefits of organising charity events, participating in local fairs, and offering mentorship to students, all of which can enhance one's reputation in the beauty industry.

KEY TAKEAWAYS

• Participating in local charity events or sponsoring them can significantly raise your profile in the community. Being visible at these events helps build a positive reputation.

• Working with local colleges and schools by giving talks or supporting events not only inspires the next generation but also allows you to connect with potential future employees.

• Hosting your own charity events, such as themed balls or challenges, can create a buzz around your business and enhance your reputation while supporting a good cause.

• Getting involved in industry boards or panels allows you to contribute positively to the industry, share your insights, and establish yourself as a thought leader.

• Offering your time to help at trade shows, especially for smaller suppliers or charities, can provide valuable networking opportunities and insights into the industry while giving back to the community.

BEST MOMENTS

"Giving back doesn't cost anything. And it is just such a great way to get a great reputation in the industry."

"If you are involved with your local colleges, it does mean that you can cherry pick the best students to come and work with you in the future."

"Rather than having a moan and a groan about what you think's wrong in the industry, do something positive about it."

"We had a competition where the children had to draw what they thought our beauty salon would be like inside."

"Even if it's just an hour, it makes such a difference."

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Bea And the Best" 1 and 2.

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://susanroutledge.com

https://www.instagram.com/susan_routledge/

SPONSOR

https://www.phorest.com/

Susan sits down with Amanda Hutchinson from AKP Branding Stories to explore the fascinating journey of brand photography. Amanda shares her unique background in crisis management and how it shaped her meticulous attention to detail in photography. The conversation delves into the transition from wedding photography to brand photography, highlighting the importance of planning and preparation for successful shoots. Amanda discusses the significance of professional brand photography in today's digital landscape, the psychology of colours, and how to create a cohesive visual identity.

KEY TAKEAWAYS

Transition from Crisis Management to Photography: Amanda transitioned from a career in crisis management, where she dealt with emergencies for corporate clients, to brand photography.

Understanding Client Comfort: Amanda prioritizes understanding her clients' insecurities about their appearance. By asking about specific features they may be self-conscious about, she can adjust poses and angles to ensure they feel good about the final images.

Brand Photography vs. Casual Photos: While casual photos taken with smartphones can be useful for content creation, professional brand photography is essential for high-quality images that convey a polished and trustworthy brand image.

Colour Psychology in Branding: The choice of colours in clothing for photoshoots is crucial. Amanda explains that colours can influence perceptions and emotions, and while clients may want to wear their brand colours.

BEST MOMENTS

"Photography was my creative outlet because every day I was thinking, what's the worst that could happen? The wedding photography was like the polar opposite of me spending my weekends photographing people in love." - Amanda

"If you can plan and prepare for that situation, you feel more confident because you know what to expect." - Amanda

"A brand photographer brings all of that whereas a friend with a camera may not have that marketing and psychology side of it." - Amanda

"It's just something magical when everyone's all together... I'm very proud of Beauty Directors Club and what we've created." - Susan

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2.

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://susanroutledge.com

https://www.instagram.com/susan_routledge/

www.akpbrandingstories.co.uk

www.instagram.com/akpbrandingstories

https://akpbrandingstories.co.uk/work-with-me

In this episode, Susan addresses a common question among clinic and salon owners: whether to implement a booking fee or a deposit system. She explains the differences between the two and advocates for a booking fee as a more effective deterrent against last-minute cancellations and no-shows. Susan emphasises the importance of planning, consistency, and clear terms and conditions when introducing a booking fee. She shares practical strategies for encouraging clients to respect appointments, such as creating a sense of scarcity and using a booking system that requires a fee for certain clients.

KEY TAKEAWAYS

• A booking fee is a fixed amount held for the duration of a client's treatment, while a deposit is typically refundable or deducted from the treatment cost. Implementing a book and fee can help deter last-minute cancellations.

• It's essential to educate clients about the value of their appointments and the impact of cancellations on the business. Clients need to understand that their time is valuable and that last-minute cancellations can disrupt operations.

• Building value in clients' eyes can be achieved by creating a sense of scarcity. If clients believe appointments are limited, they are more likely to respect their bookings and avoid cancellations.

• Once a booking fee system is in place, it must be applied consistently across all clients. Clear terms and conditions should be established to avoid confusion and ensure clients understand the policy.

• Implementing a system that automatically requires a booking fee for clients with a history of cancellations can help manage no-shows. Additionally, offering flexibility, such as allowing clients to retain their booking fee if they find someone to take their appointment, can soften the impact of cancellations.

BEST MOMENTS

"A client who pays a deposit, that's something you would normally expect to get back or taken off the cost of your treatment."

"As soon as a client is out of the clinic without their next appointments booked in, you're in no man's land."

"It's amazing how it works as a deterrent. All of a sudden, she could come for that appointment."

"You need to plan it all properly. Be consistent! It has to be consistent, not just for certain clients."

"If a client knows that they've got to pay more money the next time they come in, they're just going to go to a competitor."

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Bea And the Best" 1 and 2.

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://susanroutledge.com

https://www.instagram.com/susan_routledge/

SPONSOR

https://www.phorest.com/

Susan Routledge welcomes the dynamic duo, Samuel and Samantha Sweet of Sweet Squared, for their first duet podcast. The conversation delves into their inspiring journey in the beauty industry, starting from their early careers to the establishment of Sweet Squared. They share personal anecdotes about their initial experiences, the challenges of building a brand, and the importance of education in the nail and beauty sectors. The episode highlights their commitment to elevating industry standards, fostering a culture of love and respect, and their involvement in charitable initiatives that support professionals in the hair and beauty community. With a blend of humour and heartfelt insights, Samuel and Samantha reflect on their passion for the industry and the values that drive their business.

KEY TAKEAWAYS

Passion for Education: Both Samuel and Samantha emphasize the importance of education in the beauty industry.

Customer-Centric Approach: Sweet Squared prioritizes the needs and experiences of their customers.

Adaptability and Growth: The journey of Sweet Squared showcases their ability to adapt to changes in the market, such as diversifying their product offerings and shifting from traditional trade shows to more personalized in-field events that foster deeper connections with professionals.

Commitment to Industry Standards: The founders are dedicated to elevating the standards of the beauty industry.

BEST MOMENTS

"I discovered that the nail industry was significantly more artistically rewarding to me. There was so much to learn, and the feeling of transforming somebody was really rewarding." - Samuel

"I always loved dealing with people. My skill was making people feel good about what they do." - Samantha

"We wanted to stay true to our values and do things differently. We didn't want to be a transactional company." - Samuel

"Our mission isn't to sell a bunch of products; it's to elevate the state of the industry as a whole."- Samantha

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2.

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://susanroutledge.com

https://www.instagram.com/susan_routledge/