In this episode, Susan broaches the topic of discounting in the salon and clinic industry. While she acknowledges that discounts can sometimes attract new clients, she emphasises the potential pitfalls of relying on them as a marketing strategy. Susan shares insights on how deep discounting can devalue treatments and harm a salon's reputation, urging owners to focus on retaining existing clients instead. She offers alternative strategies, such as using add-ons and planning promotions around popular treatments, while also highlighting the importance of understanding the reasons behind client retention issues.

KEY TAKEAWAYS

• Discounting should be approached with caution and not be a regular part of marketing strategies, as it can devalue services and lead clients to expect lower prices.

• Instead of offering discounts to attract new clients, salon owners should focus on understanding and addressing the reasons behind client attrition to retain existing clients.

• Offering add-ons to popular treatments can be a more effective strategy than discounting less popular services, encouraging clients to try new treatments without devaluing existing ones.

• Any discounts or promotions should be carefully planned and have a clear rationale, such as a new treatment launch or a special occasion, to maintain the perceived value of services.

• Salon owners can collaborate with suppliers to obtain products for promotions or events, which can help create excitement and engagement without incurring additional costs.

BEST MOMENTS

"I'm not saying never discount, but it has to be very, very carefully planned and not something that is just part of your marketing structure."

"Discounts can inadvertently show a client that you can afford to do the treatment at a far lesser price, or else why would you be doing the discount?"

"It's far easier to make past clients raving fans again with just a little bit of TLC rather than constantly chasing new business."

"Instead of thinking of discounts, use add-ons instead. A far better idea is to run a promotion on a busier treatment, linking it to an add-on."

"Always have a reason around it, but always as well, plan ahead, so make sure that you're proactive rather than reactive."

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/