In this episode, Susan shares valuable insights on how salon and clinic owners can maximize their experience at trade shows. Addressing common misconceptions about the value of these events, Susan emphasizes the importance of preparation, including creating an agenda, researching exhibitors, and engaging with key suppliers. Susan highlights the benefits of networking, attending educational demonstrations, and even entering competitions for a chance to win valuable prizes.

KEY TAKEAWAYS

• Create an agenda before attending a trade show to maximize your time. Research exhibitors, education sessions, and demonstrations to ensure you make the most of your visit.

• Use the opportunity to meet and network with key suppliers. Building relationships can lead to valuable insights about new products and trends in the industry.

• Before the show, survey your clients to understand their interests and needs. This will help you make informed decisions about which products or equipment to explore and potentially invest in.

• Wear appropriate footwear and clothing that allows you to navigate the show comfortably while still looking professional for meetings and negotiations.

• Enter competitions at the trade show, as there may be fewer entries than expected. Winning can provide significant rewards, and it’s a great way to engage with the event.

BEST MOMENTS

"Your clients are so, so knowledgeable now that they expect you to be on your A game all the time."

"Make sure that you are doing all of your market research beforehand, talking to your clients about what you are hoping to see at the show."

"It's a great time as well if you are planned, you're turning up there very professional, it's a great time to do some great negotiating."

"Although that sounds like it's, you know, great fun, it's a great time to be networking because networking is a huge part of being at a trade show."

"Make sure that you see what competitions are on and enter those competitions 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/