Beauty Business Matters – Details, episodes & analysis

In this episode, Susan welcomes Arif Isikgun, a leading global retail sales trainer with extensive experience in the beauty industry. Arif shares his inspiring journey from aspiring doctor to top sales trainer, emphasizing his passion for beauty and the transformative power of skincare products. Arif provides valuable insights on how therapists can enhance their confidence and communication skills, ultimately leading to increased retail sales and improved client satisfaction.

KEY TAKEAWAYS

• Sales should be viewed as a conversation rather than a transaction. Building rapport and emotional connections with clients is essential for successful retail.

• Physical touch, such as applying products on the back of a client's hand or gently touching their arm, can significantly increase the likelihood of a sale.

• When discussing products, it's more effective to emphasize what the product will do for the client rather than detailing its ingredients.

• Stopping mid-treatment to address specific client concerns and demonstrating how to use products can enhance the client experience. This personalized approach shows that the therapist is attentive to the client's needs.

• Monitoring retail sales metrics against treatment performance is crucial for understanding business growth. Using software like Phorest can help salon owners track individual team member performance and overall sales trends.

BEST MOMENTS

"If you genuinely feel that these products are going to transform your client for the better... then they should be leaving with those products."

"Retail sales is such a huge integral part... you can't quite understand how therapists can sell treatments for hundreds of pounds yet they can't sell a cream that's going to last two, three months."

"Human beings purchase from an emotional level... any purchase we make comes from an emotional place."

"Don't be afraid to stop the treatment mid-treatment and talk to your client about the issues that they are really concerned with."

"It's just taking that new element of like it doesn't have to be done a certain way... this is just such a gentler way to do it and it works."

SPONSOR

https://www.phorest.com/

https://share.hsforms.com/1Z3Q1VRM8TNqfn11f4cZyPA1c4ta

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/

https://marketing.susanroutledge.com/beauty-and-the-best-chapters 

 https://marketing.susanroutledge.com/blueprint-masterclass 

SPONSOR

https://www.phorest.com/

https://share.hsforms.com/1Z3Q1VRM8TNqfn11f4cZyPA1c4ta

In this episode, Susan sits down with Stefania Rossi, the owner of Utopia Advanced Skin Care and Beauty Clinic in Hornchurch. They reflect on their decade-long journey together, discussing Stefania's transformation of a failing salon into a multi-award-winning business. Stefania shares her insights on recruitment, emphasizing the need for employers to present themselves as desirable workplaces and to be proactive in their hiring processes. Stefania's story is both inspiring and informative for anyone in the beauty business.

KEY TAKEAWAYS

• The journey of turning Utopia Advanced Skin Care from a discount-driven, failing salon into a multi-award-winning clinic involved strategic changes, including removing discounts.

• Building a strong team culture was crucial. The focus was on making team members feel like they had a stake in the business, which led to increased motivation and retention.

• Utilizing salon software, such as Phorest, allowed for better data collection and analysis, enabling informed decisions about treatment times, and pricing.

• A structured recruitment process is essential. By defining the ideal candidate profile and having a clear recruitment plan.

• Ongoing training and development for both the team and management are vital in the beauty industry.

BEST MOMENTS

"I came out from a very different background from a corporate world... I bought Utopia, which came with its own challenges, and it was the best choice of my life."

"Once we took the discounts out straight away, that was really where we started to unfold what was actually going on inside."

"Winning that particular award... was a massive credit to my team. It was this is you guys, you know."

"It's a process. That's all it is. It's like stripping your business back, looking at what you've got and then building it back from there."

"Recruitment becomes a reactive process... when we rush and we make mistakes and we run around and we employ the wrong people."

SPONSOR

https://www.phorest.com/

https://share.hsforms.com/1Z3Q1VRM8TNqfn11f4cZyPA1c4ta

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.

GUEST LINKS

https://www.instagram.com/stefaniarossirecruitment/

https://www.stefaniarossi.co.uk/

USEFUL LINKS

https://susanroutledge.com

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

https://marketing.susanroutledge.com/beauty-and-the-best-chapters

 https://marketing.susanroutledge.com/blueprint-masterclass 

In the inaugural episode, Susan welcomes Ronan Perceval from Phorest Software, marking a significant reunion after 12 years since their first meeting. Susan and Ronan discuss the challenges salon owners face, the importance of enthusiasm and energy in business, and how innovative solutions like text message reminders transformed the industry. They also touch on the evolution of salon practices, the impact of technology, and the significance of fostering a positive company culture.

KEY TAKEAWAYS

1. The journey of Forrest Software began with a genuine love for the salon industry, highlighting the importance of enthusiasm and energy in driving business success.

2. The foundation of Forrest was built on identifying and solving specific problems faced by salon owners, such as appointment no-shows and marketing challenges.

3. Successful salon owners exhibit a willingness to learn and adapt, which is crucial for growth.

4. Establishing clear values within a business helps attract like-minded individuals and fosters a positive work environment.

5. Events like the Forrest Summit create opportunities for salon owners to connect and share experiences.

BEST MOMENTS

"I want to tell us a little bit about the phorest journey. Everyone starts with a wild dream and one customer, and then it's what happens from there."

"I fell in love with the industry... People were coming in, really looking forward to coming in. This was like the highlight of their day or week."

"We found out that was the first ever SMS promotion ever in the world for her beauty salon. But we didn't know that at the time."

"What are some of the things that you see that make that big difference and that big shift between a salon that's just coasting along and the ones that are flying?"

"If you lose that, I think the soul of your business kind of goes out."

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/

https://marketing.susanroutledge.com/beauty-and-the-best-chapters

 https://marketing.susanroutledge.com/blueprint-masterclass 

SPONSOR

https://www.phorest.com/

https://share.hsforms.com/1Z3Q1VRM8TNqfn11f4cZyPA1c4ta

In this Introductory episode Susan a seasoned beauty industry professional with over 36 years of experience, introduces listeners to the podcast's mission of empowering beauty business professionals. With a multi-award-winning beauty clinic owner and business consultant background, Susan shares her passion for helping salon owners thrive.

KEY TAKEAWAYS

• The podcast is designed for beauty business professionals who want to thrive in the beauty industry.

• With over 36 years in the beauty industry, including 15 years as a business consultant and mentor.

• The podcast will feature weekly interviews with successful salon owners and supplier CEOs.

• Susan encourages listeners to engage by submitting topics or questions for discussion.

• Beyond the podcast, there are online business programs and a membership club (Beauty Directors Club) aimed at helping established salon owners elevate their businesses.

BEST MOMENTS

"If you are a beauty business professional and you want to have a thriving business, then this is the podcast for you."

"I have been in the beauty industry for over 36 years as a multi-award winning beauty clinic owner."

"We started doing network events where we took really successful salon owners to share their insights with other salon owners."

"In Beauty Business Matters, you can expect weekly interviews with top supplier CEOs and salon owners who've really taken their businesses to a whole new level."

"I'd love to hear from you. So if you're ready to take your business to a whole new level, then hit the subscribe button."

DESCRIPTION

"Beauty Business Matters" is an essential podcast for ambitious beauty salon and skin clinic professionals. Host Susan Routledge delves into the heart of industry success, interviewing global business experts, outstanding beauty professionals, and leading CEOs from skincare, beauty, and aesthetic equipment companies. Each episode uncovers invaluable insights on thriving in the dynamic and competitive beauty market. From cutting-edge trends to time-tested strategies, listeners gain practical knowledge to elevate their businesses. Whether you're a seasoned owner or an aspiring entrepreneur, this podcast delivers the expertise needed to stay ahead in the ever-evolving beauty industry. Tune in to transform your passion into a flourishing enterprise and join the ranks of beauty's elite.

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/

SPONSOR

https://www.phorest.com/

https://share.hsforms.com/1Z3Q1VRM8TNqfn11f4cZyPA1c4ta

In this episode Susan shares her extensive experience in the beauty industry, having run her award-winning clinic for over 36 years. Susan addresses a key question from Beauty Directors Club member Verity Davies about the most important aspect of running a successful beauty salon. Susan emphasizes the significance of the salon owner as the CEO, highlighting the need for self-care, effective systems, and a balanced approach to managing clients, cash, assets, and team dynamics. Susan introduces her trademarked formula, "STABLE," which focuses on creating robust systems, building trust, ensuring adaptability, establishing a strong brand, fostering valuable links, and prioritizing education.

KEY TAKEAWAYS

• The most crucial aspect of running a successful beauty salon is the owner’s mindset and ability to step back from the day-to-day operations.

• A successful salon requires a balance among four key areas: clients, cash, assets, and team. Disruption in any of these areas can lead to financial losses.

• The acronym "STABLE" represents the foundational elements necessary for a robust business: Systems, Trust, Adaptability, Branding, Links, and Education.

• Regularly assessing and improving business practices is vital. The process involves breaking down existing structures and rebuilding them to enhance efficiency and effectiveness.

• Engaging with a community of like-minded salon owners can provide valuable insights and support. Programs and memberships, such as the Beauty Directors Club.

BEST MOMENTS

"You are not your business. It just needs to be your lucrative, profitable friend that you can leave, go away and it'll still work for you."

"The first thing I would say is as a CEO of the business that you need to look after yourself."

"If a key team member leaves, there's something in place straight away, rather than it being a flat panic of trying to recruit."

"Every area of your business needs to have systems in place."

"You need to know exactly what's going on in the business before you try and rebuild these building blocks to make it rock solid."

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/

https://marketing.susanroutledge.com/beauty-and-the-best-chapters 

 https://marketing.susanroutledge.com/blueprint-masterclass 

SPONSOR

https://www.phorest.com/

In this episode, Susan interviews the multi-award-winning salon owner Paula Clipsham, who shares her remarkable journey from a small basement salon to a thriving business with a dedicated team. Paula discusses the challenges she faced as a salon owner, particularly during the pandemic, and how she transformed her vision into reality by expanding her salon and fostering a supportive team environment. 

KEY TAKEAWAYS

• The journey of a salon owner can be isolating, and having a supportive network, such as Salon Success Freedom and Beauty Directors Club, can provide motivation and guidance during challenging times.

• Starting from a small, basement salon, the transformation into a larger, beautifully designed space was driven by a clear vision and the determination to create an environment that reflects high standards in the beauty industry.

• A successful salon relies on a strong team. By fostering a culture of trust and allowing team members to take control.

• Building personal connections with clients and showcasing the salon's personality through social media can enhance client loyalty and engagement.

• The salon owner emphasizes the importance of ongoing training and development for the team and staying updated with industry trends.

BEST MOMENTS 

"I always knew that I wouldn't be happy working for someone else. So as soon as I qualified, I started doing mobile treatments."

"Being a salon owner can be a really lonely place. You don't really fit in with your team because there has to be some kind of boundary."

"Lockdown was so tough for so many people and yet for me, it's the best thing that ever happened."

"I want my team to earn as much as they possibly can. They work hard and they train hard."

"It's waking up in the morning and wanting to come to work and feeling part of it that always sits far higher than money."

SPONSOR

https://www.phorest.com/

https://share.hsforms.com/1Z3Q1VRM8TNqfn11f4cZyPA1c4ta

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/

https://marketing.susanroutledge.com/beauty-and-the-best-chapters 

 https://marketing.susanroutledge.com/blueprint-masterclass 

SPONSOR

https://www.phorest.com/

In this captivating episode of "Beauty Business Matters," Susan sits down with the remarkable Andrew Hansford, a seasoned expert in the skincare and aesthetics industry. Andrew shares his unique journey, from his early days in hairdressing to his unexpected 14-year stint in Bermuda and a modelling career that exposed him to the darker sides of the beauty world.

The conversation delves into Andrew's transition into education and his passion for empowering others in the industry through his ACH group and aesthetic teachings. With a focus on the importance of knowledge and evidence-based practices, Andrew discusses the evolution of beauty treatments, the significance of combination therapies, and the exciting advancements in regenerative medicine. 

KEY TAKEAWAYS

Diverse Career Journey: Andrew's career began in hairdressing, which led him to Bermuda and eventually to modelling in California. 

Importance of Education: Andrew emphasises the significance of education in the beauty industry, advocating for a comprehensive understanding of skincare and aesthetic treatments. 

Combination Therapies: The discussion highlights the effectiveness of combining various aesthetic treatments to achieve superior results. 

Regenerative Medicine: There is a growing trend towards regenerative treatments in the aesthetics field, which focus on long-term skin health rather than temporary solutions like injectables. 

ACH Group Resource: Andrew's ACH Group serves as a valuable resource for skincare knowledge, offering a wealth of information that is accessible and unbiased. 

BEST MOMENTS

"I think life takes you on some random path sometimes. And I've always been the kind of person that just kind of ran with it." - Andrew

 "Regenerative medicine is absolutely... there's a massive need. People who know their stuff are on board with that already." - Andrew

"I think you bridge that gap that was missing in the industry... your knowledge, it's just, it's enthralling." - Susan

"Combination therapies are various therapies, individual and together, that loads of people use. But the beauty industry especially, they're taught never to mix and match." - Andrew

"If it doesn't come with evidence, then bye-bye." - Andrew

SPONSOR

https://www.phorest.com/

https://share.hsforms.com/1Z3Q1VRM8TNqfn11f4cZyPA1c4ta

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/

https://marketing.susanroutledge.com/blueprint-masterclass

SPONSOR

https://www.phorest.com/

In this midweek episode, Susan addresses the pressing issue of declining retail sales in salons. Susan emphasises that while clients are still purchasing products, salon owners must take responsibility for understanding why their sales are down. Susan offers practical advice, including the importance of communication with team members and clients, implementing a seven-day money-back guarantee, and ensuring that staff are well-trained in product recommendations.

KEY TAKEAWAYS

• Client Engagement: If retail sales are down, it's essential to communicate with your team and clients to understand their needs and preferences.

• Proactive Reordering: Implement a system to track when clients are likely to run out of products. Reach out to them before they run out to encourage reordering.

• Training and Education: Ensure your team is well-trained in product recommendations. Emphasise that retail sales are just as important as treatments.

• Money-Back Guarantee: Consider offering a seven-day money-back guarantee on products.

• Product Re-evaluation: Regularly assess the products you offer to ensure they meet client needs. Conduct surveys or discussions with clients about their preferences and what they are currently using to identify potential gaps in your offerings.

BEST MOMENTS

"If your retail sales are down, then I think, you know, the book stops with you. You need to address what is going on."

"If a client has bought some products from you, you should have a rough estimate of when those products are going to run out."

"It takes a lot for a client to actually take your advice, leave the salon, go online, look that product up, buy it online."

"We are selling things that those clients are still going to be buying. And that's why marketing's there, to get in front of people."

"If you really think that your clients aren't liking your products, are they the right products for you?"

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/

https://marketing.susanroutledge.com/blueprint-masterclass

SPONSOR

https://www.phorest.com/

In this episode of "Beauty Business Matters," Susan Routledge sits down with the inspiring Sara Shoemark, founder of the multi-award-winning Glow Salons. Sara shares her journey from a young beauty therapy student to a successful salon owner with multiple locations. The conversation delves into her experiences in the beauty industry, the importance of training and supporting her team, and the little things that set salons apart in a competitive market. They discuss the significance of creating a welcoming environment for clients, the value of communication, and the power of flexibility in the workplace. Sara also highlights her commitment to continuous learning and development, both for herself and her team, while sharing insights on managing a multi-site business effectively. This episode is a treasure trove of inspiration and practical advice for anyone in the beauty industry.

KEY TAKEAWAYS

Emphasis on Personal Connection: Simple gestures like using a client's name, offering a warm welcome, or providing small comforts can significantly enhance the customer experience.

Importance of Training and Development: Offering opportunities for professional development not only helps retain staff but also ensures high-quality service for clients.

Flexibility in Work Environment: Providing flexible working hours and understanding individual team members' needs can lead to a happier workforce. 

Learning from Experiences: Both positive and negative experiences in the industry can provide valuable lessons. 

Community and Support: Maintaining connections with former team members and supporting their journeys fosters a sense of community. 

BEST MOMENTS

 "I always say I was never the best therapist but I was the only one. So I became extremely popular because there was no one else around." - Sara

"I always think as well, Susan, does it matter when they're in work as long as they're fully booked?"- Susan

"It's those small things that those clients see... It's a smile, it's feeling welcome, it's somebody just taking a moment to look up at you."- Sara

"I always say to my team, you know, the thing is, if something happens, just say. It doesn't matter. It's real, isn't it?" - Susan

"I do need to... get back into training as well... to keep my teams motivated and progressing with me." - Sara

SPONSOR

https://www.phorest.com/

https://share.hsforms.com/1Z3Q1VRM8TNqfn11f4cZyPA1c4ta

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/

https://marketing.susanroutledge.com/blueprint-masterclass

SPONSOR

https://www.phorest.com/

In this episode, Susan tackles the provocative question of if awards are actually a 'fix'. Drawing from her extensive experience as a judge for various beauty industry awards, she emphasizes the rigorous process behind award selection and the importance of distinguishing genuine awards from marketing gimmicks. Susan encourages listeners to view the award application process as an opportunity for self-reflection and celebration of business achievements. 

KEY TAKEAWAYS

• Not all awards are legitimate; it's important to differentiate between genuine awards and those that are merely marketing tools. Consider whether you feel deserving of the award based on your efforts and achievements.

• Filling out an award application can serve as a valuable exercise in self-reflection for your business. It encourages you to highlight your accomplishments and recognize the progress you've made.

• Decide whether to keep your award application private or to share it with clients and stakeholders. Sharing can elevate your business's status and create excitement around your participation.

• The judging of awards involves a significant commitment of time and effort, including thorough reviews of applications, deliberation calls, and sometimes site visits. This process ensures that deserving businesses are recognized.

• If you become a finalist or win an award, prepare a press release and a list of contacts to share the news. This proactive approach helps maintain visibility and leverage the recognition for your business, even if you only reach the finalist stage.

BEST MOMENTS

"Awards, are they a fix? And normally, I think when I get something as abrupt as that, I think the person sending the question in does think that they are a fix."

"If you haven't entered awards or you haven't judged before, you don't realize how much work goes into it."

"It's a great process to actually fill in an application form for an award because it really makes you look at your business from a different angle."

"If you do become a finalist, that's great because then you can really, really go to town, tell everyone."

"Make sure that at every point you've got a press release because it becomes old news very, very quickly."

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/