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/

In this episode, Susan addresses a common concern among salon owners: how to attract and employ the right therapists. She emphasizes the importance of being specific in recruitment efforts and maintaining relationships with former employees, as they may return after realizing their new choices weren't ideal. Susan shares her proven recruitment process, which includes initial Zoom interviews, team involvement in trade testing, and a structured selection process to assess candidates' skills and confidence. She also highlights the significance of building a strong reputation and engaging with local colleges to create a magnet for top talent. 

KEY TAKEAWAYS

• Maintaining relationships with ex-employees can lead to their return, as they may realize their new choices were not ideal. Keeping in touch can facilitate easier reintegration into the salon.

• Clearly define the qualities and skills you are looking for in potential employees. A well-defined job specification attracts the right candidates and helps avoid wishy-washy applications.

• Build a strong reputation through awards, social media presence, and engagement with local colleges. This makes your salon a desirable place for therapists to work.

• Encourage your current team and clients to recommend potential candidates. They may know talented therapists looking for new opportunities or those who are moving into the area.

• Use a multi-step selection process that includes initial Zoom interviews, trade testing by team members, and self-assessment of skills. This helps ensure that the chosen candidate is both competent and a good fit for the team.

BEST MOMENTS

"I think if you put out wishy-washy, you get wishy-washy."

"Always stay in touch because quite often a therapist will think that it's going to be so great to be working on their own or going somewhere else."

"For you to attract the best therapist to employ, really you need to be a magnet for them."

"Make sure that everywhere your reputation just shines."

"If you're trying to recruit in haste, then it's the wrong way to do it."

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/

In this episode of "Beauty Business Matters," Susan engages in a captivating conversation with personal development expert Vicky Ross, exploring the intricate relationship between our brain's functioning and achieving success. Vicky shares her multifaceted approach to transformation, emphasising the importance of understanding beliefs and paradigms that shape our behaviours. The discussion delves into the science of brainwaves, illustrating how our early experiences influence our adult lives and decision-making processes. Listeners will gain insights into the significance of being specific about their goals, the impact of emotional patterns, and the necessity of self-awareness in breaking free from limiting beliefs. 

KEY TAKEAWAYS

Understanding Paradigms and Beliefs: Paradigms, which are formed from early experiences and observations, significantly influence our behaviour and decision-making. 

Brainwave Development Stages: The brain undergoes different developmental stages from birth through adolescence, transitioning from delta waves (suggestibility) to theta (creativity and exploration) and finally to beta waves (conscious thought). T

The Importance of Consciousness: A significant portion of the population operates unconsciously, reacting to life rather than proactively shaping it. 

Emotional Addictions: People can become addicted to their emotional states, whether positive or negative. This addiction can drive behaviours that reinforce limiting beliefs and paradigms.

The Role of Stress and Self-Care: Chronic stress can lead to physical and emotional issues. Taking time for self-care and mindfulness is vital for maintaining well-being and preventing burnout.

BEST MOMENTS

 "The precursor to change... you have to know what it is that has happened, how it happened, so that you know how the system works to be able to then go and change the system." - Vicky

"I always say, so what do you want, what's your future, what do you want to achieve? and quite happily tell me what they don't want and go back over." - Susan

 "If you weren't born with it, it means you've learned it. And that's great because if you learn something, you can unlearn it and learn something different." - Vicky 

 "We are not taught to think about our thinking. It's a huge topic and it should be a number one necessary life skill." - Vicky

 "You have got to listen to your body as well. You've got to listen to the signs." - Susan

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

www.vickyross.com

https://susanroutledge.com

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

https://www.tiktok.com/@beautybusinessmatters

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

SPONSOR

https://www.phorest.com/

In this episode, Susan explores the vital role of gift vouchers in salon businesses, especially during the holiday season. She shares six effective strategies to maximize gift voucher sales, emphasising the importance of year-round promotion and eye-catching displays. Susan highlights the growing gift voucher market, worth £9 billion in the UK, and discusses how salons can attract clients by creating attractive gift packages, offering gift wrapping, and implementing wish lists. 

KEY TAKEAWAYS

• Gift vouchers should be part of the conversation with clients throughout the year, not just during the holiday season. This consistent engagement can help increase sales.

• Create attractive displays for gift vouchers in the salon to ensure they are visible and appealing to clients. This can significantly boost interest and sales.

• Enhance the appeal of gift vouchers by including goodie bags with samples or small products. This adds value and makes the gift more special.

• Implement a wish list system for regular clients, allowing them to express their preferences. This can help gift-givers choose the right voucher or product, increasing the likelihood of sales.

• When clients redeem gift vouchers, they often spend more than the voucher amount. Use this opportunity to upsell additional products or services, maximizing revenue.

BEST MOMENTS

"The gift voucher market in the UK has doubled in the last decade and it's now worth £9 billion. That is absolutely huge."

"50 to 60% of all gift voucher sales are made in that final push towards Christmas. So it's crucial that you have your gift vouchers displayed."

"Statistically, men normally spend around about 12% more per gift card as well. So guys are a great one because they don't relish normally like shopping."

"If you can make it into something where it's just a nice little gift package, that just makes that gift that little bit more special."

"57% of gift voucher recipients spend over and above the voucher amount. So, obviously, when someone's got a gift voucher, that is the ideal time to upsell."

USEFUL LINKS

https://susanroutledge.com

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

SPONSOR

https://www.phorest.com/

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.

In this episode of "Beauty Business Matters," Susan Routledge sits down with Andrea Simpson, a remarkable beauty therapist and mentor, to discuss her unconventional journey from the British Army to the beauty industry. Andrea shares her inspiring story of transformation, detailing her experiences in various roles, including her time as a national trainer for prestigious spas and her successful establishment of a skincare centre. The conversation delves into the importance of personal connection with clients, the power of touch, and the significance of tailored treatments. Andrea also highlights her achievements, including her recognition as an advanced therapist in the Fab Service Stars and her new venture, The Facial Mentor, where she aims to empower other therapists to elevate their practices. This episode is filled with valuable insights and golden nuggets for anyone in the beauty industry looking to enhance their client experience and business success.

KEY TAKEAWAYS

Personal Connection is Essential: Building a strong connection with clients is crucial. 

Holistic Approach to Treatments: Treatments should not be viewed as isolated events. Instead, they should be part of a continuous journey that includes personalized consultations, home care recommendations, and follow-ups to ensure clients achieve the best results.

Manifestation and Opportunity: The importance of manifesting one's goals and being open to opportunities is highlighted. 

Education and Mentorship: Continuous learning and sharing knowledge with others in the industry is vital. 

Exceptional Customer Service: Striving for excellence in customer service, akin to the standards of luxury brands, can set a business apart. 

BEST MOMENTS

 "I always want to know that whatever I'm doing for your skin today, if I bumped into you 20 to 30 years down the line, that I look at you and I know for a fact that I've done everything with the best integrity."

 "You were a victim of your own success. The hours that you were working weren't sustainable."

"It's never just a facial. Every decision I make, every brand I work with, every treatment I do, all my clients, anything... those five little words are everything."

 "Listening is everything. I watch people's body language... it takes it to another dimension completely."

"I think it gives sometimes the opportunity to come out of the industry and some people to probably change careers that they would never maybe have done before."

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/

In this episode of "Beauty Business Matters," Susan Routledge welcomes back the dynamic Vicky Ross for a deep dive into personal transformation and the power of mindset. Building on their previous conversation, they explore actionable steps for listeners to create the future they desire, emphasizing the importance of living life on one's own terms. Vicky shares her extensive background in NLP, hypnotherapy, and coaching, along with techniques to help individuals articulate their goals and overcome the fears and conditioning that often hold them back. The discussion highlights the significance of gratitude, the art of writing future letters, and the necessity of aligning one's mindset with their aspirations.

KEY TAKEAWAYS

Living Life on Your Terms: It's essential to identify what you truly want in life and to pursue it without being hindered by societal expectations or fears.

The Power of Future Letters: Writing a future letter can help individuals visualize their goals and aspirations. 

Gratitude as a High-Vibrational Energy: Practicing gratitude daily can significantly shift one's mindset and energy. 

Mindset and Attitude: The way you approach life—your attitude—can determine your success. 

Self-Trust and Authenticity: Trusting your instincts and being true to yourself is vital for personal and professional growth. 

BEST MOMENTS

 "The biggest thing... is the person that they are today does not have the life that they want in the future. So to have that future, there's a different person living there." - Vicky

"I think it is that you're doing what's predictable or what is expected of you... a lot really, really struggle with being specific on what they want."- Susan

 "The unconscious mind cannot process the negative... when you say I don't want to be broke, the only thing that your brain can process is I want to be broke."- Vicky

 "Everything in your life is an extension of you. If you are in alignment... it doesn't matter what you do, it will work."- Vicky

SOCIAL & IMPORTANT LINK
www.vickyross.com

https://susanroutledge.com

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

https://www.tiktok.com/@beautybusinessmatters

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

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.

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. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

She founded and has grown her clinic for 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She created the trademarked STABLE business formula and is the 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.

In today's episode, Susan explores the critical topic of cash flow management for salon owners. She emphasises the importance of mindset and effective business systems in maintaining financial health. Susan challenges listeners to reflect on their attitudes towards money and encourages them to take responsibility for their current financial situations. By sharing insights on visualisation, goal setting, and the power of positive thinking, she inspires salon owners to shift their focus from scarcity to abundance. 

KEY TAKEAWAYS

• A positive money mindset is crucial for salon owners. Focusing on abundance rather than lack can significantly impact financial outcomes.

• Salon owners must take 100% responsibility for their current financial situation. How they perceive and handle their circumstances can lead to either success or mediocrity.

• Imagining what it would be like to have a financial boost (like £30,000) can help salon owners set goals and create actionable plans to achieve them.

• To maintain cash flow, it's essential to establish and refine business systems and processes that support financial health and growth.

• Regularly writing down goals and dreams, along with actionable steps to achieve them, can help salon owners stay focused on their vision and create a roadmap for success.

BEST MOMENTS

"Are you killing your salon cash flow? Because sadly, I think a lot of you are."

"If you haven't changed your mindset, there's about a 90% chance that you'd end up in the same financial situation as you started with."

"You have to take 100% responsibility for your current situation."

"If you are just carrying on doing the same things, you are going to get the same results."

"Keep dreaming, keep writing everything down, and hopefully that £30,000 is going to be sitting in your bank account."

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/

In today's episode, Susan addresses two frequently sought after initiatives: the Beauty Directors Club and the Beauty Roundup events. She explains that the Beauty Directors Club, established in 2018, is a private membership for established beauty salon and skin clinic owners, fostering a supportive community focused on business excellence. Susan highlights the club's achievements, including collaborations for charity and the creation of bestselling books that inspired the Beauty Roundup events. These events, held in various cities, feature inspiring stories from members and provide valuable networking opportunities, all while promoting business growth and community engagement.

KEY TAKEAWAYS

• This is a private membership created in 2018 for established beauty salon and skin clinic owners, aimed at providing a supportive platform to celebrate successes and tackle challenges in the beauty business.

• Members of the Beauty Directors Club benefit from a close-knit community that fosters collaboration, mentorship, and shared learning experiences, including weekly sessions with industry experts and social discussions.

• These events were inspired by the success of the bestselling books written by members and serve as networking opportunities where salon owners can share their business insights and learn from each other.

• The Beauty Directors Club is involved in charitable efforts, including setting up business loans for aspiring salon owners in developing countries and participating in fundraising activities for the Hair and Beauty Charity.

• Beauty Roundup events are two-hour sessions held during exhibitions, featuring inspiring speakers and valuable networking opportunities, along with goodie bags and a prize draw to enhance the attendee experience.

BEST MOMENTS

"Beauty Directors Club is a private membership that I created back in 2018 for exclusively for established beauty salon and skin clinic owners."

"It's quite hard to explain, because we are such a close network, and so supportive, but it is as well where we are all striving to take our business to a whole new level."

"We've also collaborated together to raise money for charities. It's lovely because then it's like a loan that they pay back then we help someone else."

"What we've brought together as well is the networking event. Everyone says that they get so inspired by listening to everyone else."

"The events are two hours long and then we always have fantastic goodie bags as well because the suppliers always are so, so supportive."

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 sits down with Mark Maloney, the CEO and founder of Professional Beauty Magazine and Trade Exhibitions. They delve into the origins of Mark's company, discussing the challenges faced during its early years, including a lack of profit for the first seven years. Mark shares insights on the evolution of the beauty industry, emphasizing the importance of community and collaboration among salon owners and therapists. The conversation highlights the significance of education, the impact of recent economic changes, and the growing demand for advanced treatments.

KEY TAKEAWAYS

Industry Evolution: The beauty industry has transformed significantly over the years, becoming more democratic and inclusive, with a diverse range of professionals and clients engaging in beauty treatments.

Importance of Community: Building relationships within the industry is crucial. Salon owners and therapists often support one another.

Value of Education and Events: Events like trade shows and educational sessions are vital for professional growth. 

Challenges and Adaptability: The industry faces challenges such as rising costs and economic pressures, but these can also lead to innovation and adaptation. 

BEST MOMENTS

"The salon sector, beauty and hair, but particularly beauty, have a real care about their customers as their teams. And as well as some very savvy business people." - Mark

"I always think, you know, clients, if you get your branding right and get your ethos and what your business is about, right and show your expertise, clients are attracted to that." - Susan

"I think there'll be even more of a move to results-driven treatments and advanced treatments. I think that's still happening." - Mark

"I always like to say, fill in the application. It's like it's one of the best business plans you'll do." - 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 "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/

 https://mag.professionalbeauty.co.uk/

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/

Susan welcomes Amy Bates, a transformative figure in the beauty industry and founder of Beauty Rebellion. Amy shares her fascinating career journey, from her early days as a police officer to becoming a successful bridal hair and makeup artist, and ultimately focusing on body image and inclusion within the beauty sector. The conversation delves into the significant impact of societal standards on body image, the challenges faced by various underrepresented groups, and the importance of creating an inclusive environment in salons and spas. 

KEY TAKEAWAYS

Career Evolution: The journey from being a police officer to a successful career in the beauty industry highlights the importance of following one's passion and the continuous evolution of professional paths.

Body Image Awareness: There is a significant need to address body image issues within the beauty industry. 

Inclusion and Accessibility: Many individuals, including those with disabilities or different body types, face barriers when accessing beauty services. 

Business Benefits of Inclusivity: Embracing body positivity and inclusivity can lead to increased client retention, referrals, and overall profitability. 

BEST MOMENTS

"If you don't love what you do, it's very, very hard to stay in a good place mentally with it." - Amy

 "We live in a society where the size of your body is really important... and there's so much negative emotion and anger towards bigger bodies." - Amy

 "You are very right about the images when you just sort of think about it." - Susan

"Businesses that are actively inclusive are 33% more likely to outperform businesses that are not inclusive." - Amy

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. 

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/

Susan Routledge interviews David Alpert from IIAA and Environ, celebrating the remarkable 30-year journey of their family-owned business. David shares insights into the company's humble beginnings, the challenges faced while establishing Environ Skincare, and the innovative strategies that propelled their success, particularly during the 2008 recession. The conversation delves into the importance of training, the evolving landscape of the skincare industry, and the vital role of skincare professionals in delivering results-driven care.

KEY TAKEAWAYS

Entrepreneurial Journey: The company started over 30 years ago with founders Tracy and David arriving in the UK with no connections or money. 

Community and Family Business: Despite being perceived as a large corporate entity, the company remains privately owned and operates as a family business. 

Value of Training and Expertise: Continuous training and education are crucial for skincare professionals. 

Impact of Economic Conditions: The 2008 recession was a turning point for the company, as they chose to invest in growth while competitors were cutting back. 

BEST MOMENTS

"We often joke that we've been a 30-year overnight success. It took a lot of hard work, sweat, and tears, but we could see that we were making progress." - David

"It's just so lovely to know the story behind it. All those like, you know, jumping in a car and just like having some products in a car." - Susan

"During a downturn, what you need to do is show value for money. And value for money has absolutely nothing to do with price." - David

"What we're starting to understand is that actually the importance of the work that you guys are doing is vastly underestimated in terms of the impact." - David

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/

Susan Routledge sits down with Katie Lowndes, a former therapist from the northeast of England who has carved out an impressive career in the beauty industry. Now based in Melbourne, Australia, Katie shares her remarkable journey from working as a therapist to becoming a key figure in Elemis, where she has played a pivotal role in building distribution in Australia and New Zealand. The conversation delves into Katie's experiences on cruise ships, her transition into training and management, and her passion for continuous learning and personal development. With valuable insights on sales, team dynamics, and the importance of asking the right questions, this episode is packed with golden nuggets for anyone looking to thrive in the beauty business.

KEY TAKEAWAYS

Embrace Continuous Learning: Always seek opportunities to learn and grow, whether through formal education, training, or personal development. This mindset can lead to new career paths and enhance your skills.

Value Feedback: Be open to receiving feedback from others, whether it's from colleagues, mentors, or clients. Listening and reflecting on this feedback can help you identify areas for improvement and personal growth.

Utilize Questions in Sales: Effective consultation and sales hinge on asking the right questions. Engaging clients with thoughtful inquiries allows you to understand their needs better and tailor your recommendations accordingly.

BEST MOMENTS

"Questions are your biggest ally... If you just took the time and actually genuinely asked what's going on and what do you use, they feel amazing because someone's listened to them." - Katie

"Sales has left till the very last end thing... But it has to be where not only asking questions, but listening to the answers as well." - Susan

"Don't be scared to invest money... Sometimes people are scared to address things that could really make a big difference." - Katie

USEFUL LINKS

https://susanroutledge.com

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

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.

Susan sits down with Sarah Abel, author of "The Power of Funding in the Hair and Beauty Business." Sarah shares her incredible journey from being a Saturday girl in a hair salon to securing over six million pounds in government funding for hair and beauty businesses. The conversation delves into her personal experiences, including her challenges with ADHD and how she has developed techniques to manage it while growing her business. Listeners will be inspired by Sarah's resilience, her insights on the importance of education and strategic partnerships, and her passion for helping others succeed in the industry.

KEY TAKEAWAYS

Importance of Education and Training: The guest emphasizes the significance of education in the hair and beauty sector. She established a training academy to provide apprenticeships and upskill individuals, highlighting the need for robust training programs to enhance industry standards.

Securing Funding: Over six million pounds in government funding was secured through a proactive approach to identifying various funding opportunities. The guest's curiosity and networking skills played a crucial role in discovering and accessing these financial resources.

Building Strategic Partnerships: Collaborations and strategic partnerships are essential for business growth. The guest advocates for win-win relationships, where both parties benefit, which can lead to increased opportunities and resources.

BEST MOMENTS

"I was very good at seeing the picture of what they wanted... I was good at finding funding." - Sarah

"I think people don't stick at things long enough for them to work. I was definitely stuck at things long enough to make it happen." - Sarah

"You must have been thinking, oh my God, this woman's coming over to me again." - Susan

USEFUL LINKS

https://susanroutledge.com

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

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.

Susan Routledge welcomes her friend and business mentor, Tony Bache, known for her expertise in scaling seven-figure businesses. The conversation delves into the transformative role of AI in the beauty industry, exploring how it can streamline operations and enhance marketing strategies for salons. Tony shares her extensive experience with AI tools, including ChatGPT, and discusses the importance of maintaining a human touch in client interactions. They also touch on effective social media strategies, emphasizing the need for authentic content that resonates with audiences.

KEY TAKEAWAYS

Human Connection is Irreplaceable: In the beauty industry, the personal touch and connection with clients are crucial. 

Content Quality Over Quantity: Instead of posting frequently with generic content, focus on creating fewer, high-quality posts that resonate with your audience. 

Utilize AI for Ideation: AI can be a valuable resource for brainstorming content ideas and drafting posts. 

Engagement and Community Building: Actively engage with local businesses and your audience on social media. 

BEST MOMENTS

"I think it's like, for me, it's like the fact it's an accelerator, it's an amplifier... what else could have you spent that time on?" - Toni

"If you're in the beauty industry, probably your least favourite thing to do is all of the admin... that's the stuff that's going to be automated." - Toni

"I think we are in such a fortunate industry where... human contact and the connection that we have with clients, you're never going to be replaced with that." - Susan

"You need to be the flamingo in the sea of seagulls. If you want people to actually see your stuff, it's got to be a bit different." - Toni

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/

Susan Routledge engages in an insightful conversation with leadership expert Sue Ingram, who shares her extensive experience in helping beauty business owners enhance their leadership skills. The discussion revolves around the six essential leadership skills necessary for success in the beauty industry, including the importance of having a clear vision, understanding different personality types, and the value of coaching individuals. Sue emphasizes the need for curiosity in managing clients and teams, as well as the significance of involving staff in decision-making processes to foster a collaborative environment.

KEY TAKEAWAYS 

Importance of Vision: Business owners need to have a clear vision of who they are, what they deliver, and what differentiates them from competitors.

Understanding Personality Types: Recognizing and adapting to different personality types is crucial for effective communication and teamwork. This skill allows business owners to connect with clients and manage diverse teams effectively.

Coaching Skills: Developing coaching skills is essential for getting the best out of individuals, whether they are team members or clients. Helping others feel good about themselves enhances their performance and satisfaction.

Inclusion in Decision-Making: Involving team members in decision-making fosters a sense of ownership and accountability. This approach prevents a parent-child dynamic and encourages a collaborative work environment.

BEST MOMENTS

"If you put out wishy-washy, you get wishy-washy. You'll get clients who don't turn up on time. You'll get clients who don't know what treatment they want." - Susan

"Curiosity has to be number one. When someone buys, why are they buying? When someone doesn't buy, why are they not buying?" - Sue

"You need to have a vision. You need to know who you are, what you're delivering, and what makes you different from the business down the road." - Sue

"I always think you can teach someone skills, but how they present themselves and their attitude is really, really important." - 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 "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/

Susan Routledge welcomes Marie Tudor, CEO of the Karen Clifford Skin Cancer Charity and Masced Training. They discuss the vital importance of early detection of skin cancer and the accessible training offered to beauty professionals and the general public for just £20. Marie shares her journey with the charity, highlighting the impact of education on skin cancer prevention and the role beauty industry professionals play in saving lives. The conversation also delves into the history of tanning, the significance of skin health awareness, and the charity's initiatives in schools and communities.

KEY TAKEAWAYS

Importance of Early Detection: The training provided by the charity focuses on the early detection of skin cancer, which can significantly save lives. 

Affordable Training: The training is offered at a low cost of £20, making it accessible for individuals in the beauty industry and beyond. 

Impact of Education: The charity emphasizes that 90% of skin cancers are preventable, highlighting the importance of education in reducing skin cancer rates. 

Community Engagement: The charity has developed programs for schools and nurseries to educate children about sun safety, aiming to instil healthy habits from a young age. 

BEST MOMENTS

"We discovered that 90% of skin cancers are preventable, so we decided to focus on education and working with at-risk and influential audiences." - Marie

"I know that we have saved clients' lives through your training, so I cannot thank you enough." - Susan

"The beauty industry has such a powerful role to play because they're actually saving the NHS money." -Marie

"If a child gets sunburned under adolescence, it doubles your chances of getting melanoma later in life." - Marie

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.

USEFUL LINKS

https://susanroutledge.com

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

https://www.skcin.org/

Susan sits down with Nergish Wadia-Austin, the founder of PHAB Service Stars, to discuss her remarkable journey in the hair and beauty industry. Nergish shares her unique background, starting from her education in India and Hong Kong to managing the largest salon in the world at Harrods. The conversation delves into the importance of maintaining high standards in the industry and how the PHAB Service Stars program serves as a benchmark for excellence, helping professionals excel and gain recognition. Nergish emphasizes the significance of ongoing education, customer care, and the impact of high standards on business success. This episode is a must-listen for anyone looking to elevate their practice and understand the value of striving for excellence in the beauty sector.

KEY TAKEAWAYS

• Importance of Standards: High standards in the beauty and hair industry are crucial for success. 
• FAB Service Stars: The PHAB Service Stars program, which stands for Performance in Hair and Beauty, serves as a benchmark for salons and professionals to measure their performance against industry norms. 
• Continuous Education: Ongoing education and training are essential in the beauty industry. 
• Recognition and Motivation: Achieving a PHAB Service Star is akin to winning a prestigious award, providing recognition that motivates professionals to maintain high standards and encourages others in the salon to aspire to similar excellence.

BEST MOMENTS

"PHAB is spelled P-H-A-B, and that stands for Performance in Hair and Beauty. It's a service star to compare to for people who are striving to be the best." - Nergish

"I always liken it to a Michelin star. It's going to that level above, like you say, above what the average is." - Susan

"The beauty about standards is they don't cost anything. It's pure dedication that does that. Pure dedication and wanting to excel."- Nergish

"The PHAB service star can't be bought; it has to be earned."- Nergish

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/

Susan Routledge interviews Lesley Castor, the founder of the multi-award-winning City Retreat salon chain. Lesley shares her fascinating journey into the beauty industry, starting from her unconventional beginnings in a factory to becoming a successful salon owner. She discusses the challenges she faced in the early years of her business, the importance of creating a positive team culture, and her commitment to delivering exceptional client experiences. Listeners will gain valuable insights into the beauty industry, including tips on location selection, team building, and maintaining high standards. Lesley also reflects on her passion for the industry and the significance of awards in showcasing her salon's achievements.

KEY TAKEAWAYS

Importance of Location: Choosing a salon location with high foot traffic is crucial for attracting clients. A

Building a Strong Team Culture: Establishing a positive and supportive team culture is essential. 

Passion and Determination: A genuine passion for the beauty industry and a strong work ethic are vital for overcoming challenges.

Continuous Learning and Adaptation: The beauty industry is ever-evolving, and staying updated with trends and techniques is important. 

BEST MOMENTS

"I think it was being together all day and all night I thought I need to do something for myself here."- Lesley 

"You can see how now you've developed that as a big thing in your business. Your team are absolutely fabulous and I know that is so important to you." - Susan

"I just wanted to make sure that the client doesn't come out feeling like that and what can we add to the treatment that makes it that little bit more special."- Lesley 

"If you've got a dream, then follow it, but stick to your vision. Don't get sidetracked. Don't compromise."- Lesley 

https://www.city-retreat.com/ 

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/

Host Susan Routledge shares her personal journey in the beauty industry, reflecting on her early fascination with makeup and hair, the challenges she faced while starting her own business, and the profound impact of her father's sudden passing. Susan discusses her evolution from a home-based beauty service to owning a successful salon, winning prestigious awards, and eventually stepping back to focus on helping other salon owners through her initiatives like the Beauty Directors Club. She also highlights her passion for education, networking, and the importance of community within the industry.

KEY TAKEAWAYS

Passion for Beauty: From a young age, there was a strong fascination with the beauty industry, leading to a lifelong commitment to pursuing a career in beauty therapy and hairdressing.

Overcoming Challenges: The journey included significant challenges, such as the loss of a parent and the realisation that the initial business was built to impress rather than fulfill personal passion. 

Continuous Learning and Growth: Emphasizing the importance of education, the individual pursued teaching qualifications and refresher courses, which ultimately contributed to the success of the salon and the ability to help others in the industry.

Community and Support: The establishment of the Beauty Directors Club highlights the value of community in the beauty industry, providing a platform for salon owners to connect, share experiences, and support one another.

BEST MOMENTS

"I always think if you're going to dream, you may as well dream big." - Susan 

"I just wish I'd stopped." - Susan 

"I realized that like this business I'd built up wasn't really the business that I wanted." - Susan 

"I think there's so much help out there and learning from each other is definitely the way forwards." - 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 "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/

In today's midweek episode, Susan shares what motivated her to start this podcast. Reflecting on her extensive experience in the beauty industry, Susan recounts how the onset of the COVID-19 pandemic prompted her to connect with salon and clinic owners through interviews, providing vital information during a time of uncertainty. She also discusses the evolution of her initiatives, including the successful 'Beauty and the Best' books and the popular Beauty Roundup events, which foster community and learning among beauty professionals. 

KEY TAKEAWAYS

• Creating a podcast was a natural next step for Susan, after years of experience in the beauty industry. 

• The onset of the COVID-19 pandemic prompted Susan to start interviewing other salon owners to provide valuable information and support during a time of uncertainty.

• Initiatives like the Beauty Directors Club and the Beauty Roundup events were established to foster community, share experiences, and inspire salon owners, highlighting the importance of collaboration over competition.

• Susan achieved bestseller status with her book 'Beauty and the Best', which showcased a collection of stories from industry professionals. 

BEST MOMENTS

"I thought a great thing to do would be to try and bring the right people who could help with things like furlough and all the things that everyone was in total confusion about."

"The Beauty Roundup events have been absolutely phenomenal. You can see all of the 'aha' moments where someone thinks, 'wow, I could do that.'"

"I had been thinking about doing a podcast for so, so long. I decided that I would go with the largest podcast company in the UK."

"It's just been such a fabulous journey. We've had fabulous CEOs of companies like Ronan from Forrest, David Alpert from IIAA."

"The messages that I get as well have just been overwhelming to get beautiful feedback about how inspiring everyone's finding the podcast."

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/

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/

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

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

Susan welcomes Pete Scott from the Sales Spotlight Academy, who shares his insights on transforming the beauty industry by empowering therapists and salon owners to charge what they are truly worth. With a background that spans from personal training on cruise ships to consulting for various industries, Pete discusses the importance of effective consultations and the psychology behind selling high-value services. He emphasizes the need for therapists to shift their mindset from commoditized treatments to offering genuine transformations for clients, ultimately positioning themselves as trusted advisors. Throughout the conversation, Pete provides practical strategies for overcoming limiting beliefs and enhancing client relationships, making this episode a must-listen for anyone in the beauty business looking to elevate their practice and increase their revenue.

KEY TAKEAWAYS

Transformational Selling: The focus should be on helping clients achieve real change and transformation rather than just selling treatments. 

Consultation Importance: A well-structured consultation is crucial for success in the beauty industry. Asking the right questions can lead to deeper conversations, allowing clients to realize the value of long-term investments in their beauty and wellness.

Mindset Shift: Many therapists and salon owners limit themselves by assuming clients won't pay higher prices. It's essential to challenge these beliefs and recognize that clients often want to invest in their well-being when they see the value in the service offered.

Team Empowerment: For salon owners, it's vital to support and empower their teams through training and practice.

BEST MOMENTS

"If a client walked into your business tomorrow and said, 'Here's £10,000,' not one therapist has said they wouldn't take the money. They all reply, 'I would figure it out.'" - Pete

"You always say it is down to the consultation. And of course, it very much is." - Susan

"Clients want to buy. They want you to be their trusted advisor. They love the idea of saying, 'my skin advisor.'"- Pete

"The less you charge, the more clients will pay for the product. The more they pay, the more they pay for you."- Pete

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/

Instagram: @petejscott
TikTok: @petejscott
www.youtube.com/petescott

https://www.facebook.com/pete.scott.sales

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/

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/

Susan welcomes back mindset expert Vicky Ross to discuss the current unrest in the beauty industry amidst economic changes. As the episode coincides with Susan's birthday and the launch of season two, Vicky shares her extensive experience in Neuro-Linguistic Programming (NLP) and offers valuable insights on managing overwhelm and resetting one's mindset. The conversation delves into the importance of awareness, the stories we tell ourselves, and practical strategies for prioritizing tasks and maintaining mental well-being. Vicky emphasizes the significance of daily rituals, gratitude, and intention-setting to navigate challenges effectively, making this episode a must-listen for anyone looking to thrive in their business and personal life.

KEY TAKEAWAYS

Understanding Overwhelm: Overwhelm is often a result of taking on too many tasks within a limited time frame. 

The Importance of Awareness: Self-awareness is crucial in managing thoughts and emotions. By understanding what drives our behaviours and beliefs, we can better navigate challenges and reset our mindset when feeling overwhelmed.

Communication and Perception: The way we communicate with ourselves and others significantly impacts our perceptions. 

Daily Rituals and Intentions: Establishing daily rituals, such as setting intentions and practicing gratitude, can help create a positive mindset. Taking time to reflect on what we want to achieve each day can lead to more focused and productive outcomes.

BEST MOMENTS

"If people don't understand themselves and haven't raised an awareness about their thinking, their feelings, and their actions, then everything goes haywire." -Vicky 

"Overwhelm is typically when people are doing something they think is really important for them and they don't quite know how to do it."- Vicky 

"What has to be true in you to do that to yourself? Why do you have the need to put five or six complex tasks on your plate?" - Vicky 

"When someone doesn't stop, your body will stop you." - 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 "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/

https://www.vickyross.com

info@vickyross.com

 https://www.vickyross.com/awakening-serenity - code: serenity25

SPONSOR

https://www.phorest.com/

In today's episode, Susan shares valuable insights on how to choose the right equipment for your beauty business. She outlines 20 essential considerations to ensure that your investment meets client demand and enhances your services. From understanding the reasons behind your purchase to conducting thorough research on suppliers, equipment standards, and market saturation, this episode serves as a comprehensive guide for beauty professionals looking to make informed decisions that will ultimately drive their business to success.

KEY TAKEAWAYS

• Before purchasing equipment, ensure there is genuine demand from clients rather than buying based on personal desire. Conduct surveys or take pre-deposits to gauge interest.

• Investigate the equipment's standards, such as ISO accreditation and patents. Look for recommendations from industry peers and verify the supplier's reputation and history.

• Assess the level of support provided by the supplier, including customer service and training options. Consider the costs associated with training and whether it includes ongoing support for new team members.

• Analyze the return on investment by understanding treatment costs, pricing strategies, and potential resale value. Explore funding options or grants available for purchasing equipment.

• Ensure the equipment has been tried and tested, ideally through demonstrations at trade shows. Look for genuine before-and-after results to confirm its effectiveness before making a purchase.

BEST MOMENTS

"First of all, why do you want that piece of equipment? Is it just that you want that piece of equipment, or is it that you've got demand from your clients for it?"

"Look for recommendations as well. Do you know anyone else who's had that piece of equipment? Look at the results that they've got from it."

"What kind of support are you gonna get with this system? Is it gonna be you just buy it, you're left to your own devices?"

"Look at the resale value as well. If you decide in two years' time that you want to sell that piece of equipment, what's the resale value likely to look at?"

"It is so tempting just to jump in to buy a piece of equipment, but it's a relationship that you're building with that supplier."

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 Dan and Anna Inglis, directors of Elegant Touch, who recently achieved the remarkable feat of winning the UK Professional Beauty Large Salon of the Year award on their first attempt. The episode delves into their inspiring journey, from Anna's early passion for beauty and her initial foray into the industry to the couple's strategic growth of their salon, which now boasts a team of 12. They discuss the challenges they faced during the pandemic, the importance of maintaining high standards, and the unique touches that set their salon apart. Listeners will gain insights into their award application process, the significance of teamwork, and how they balance their thriving business with family life. This episode is a testament to the power of passion, resilience, and the pursuit of excellence in the beauty industry.

KEY TAKEAWAYS

Passion for the Beauty Industry: Anna has had a long-standing passion for the beauty industry, starting from a young age and continuing through her education and career. 

Team Development and Growth: The couple emphasizes the importance of building a strong team. They have successfully grown their team from one to twelve members, utilizing a mix of experienced therapists and apprenticeships to ensure quality and consistency in service.

Recognition and Awards: Entering and winning industry awards, such as the UK Professional Beauty Large Salon of the Year, has been a significant milestone for Elegant Touch. 

Work-Life Balance: The importance of maintaining a work-life balance is highlighted, especially after experiencing a health scare. 

BEST MOMENTS

"I chose hair, childcare and beauty, and beauty was the one that I absolutely loved." - Anna 

"I said yeah go on then, I'll come and see you, forget paying those sorts of fees." - Dan

"I think it was a reset for us. I feel like we've never been stronger since then." - Anna 

"We've looked after people very well from day one. The way Anna looks after them and the empathy that you show them." - Dan

www.eleganttouchuk.co.uk

Instagram- elegant_touch_beauty

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/

https://www.tiktok.com/@beautybusinessmatters

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

Susan welcomes her friend Jaxon Feeley, a former prison officer who transitioned while working in a male prison. Jaxon shares his inspiring journey of authenticity and resilience, discussing the challenges he faced during his transition and how he used his experiences to educate others. The conversation delves into the importance of difficult conversations, the impact of social media, and the power of vulnerability in connecting with others. Jaxon also reflects on his work in the media, including his appearances on TV shows like "Hunted" and "Banged Up," and his aspirations to become a leading voice for authenticity in the UK. With humour and heartfelt insights, this episode highlights the significance of living true to oneself and the transformative power of sharing one's story.

KEY TAKEAWAYS 

Authenticity and Resilience: The journey of transitioning and personal growth emphasizes the importance of living authentically and being resilient in the face of challenges.

Impact of Vulnerability: Engaging in difficult conversations and being open about personal struggles can foster understanding and connection, even in challenging environments like a male prison.

Social Media as a Tool for Growth: Utilizing social media as a platform for self-expression and documentation can serve as a powerful personal development tool. 

Navigating Change: Transitioning from structured environments, such as the prison service, to self-employment can be daunting. 

BEST MOMENTS

"I started to try and build a platform to educate as many people as possible around the topic, around transitioning, both with gender and in life." - Jaxon

"If you can allow yourself and those closest to you to take the piss out of your biggest insecurities, no one in this world can touch you."- Jaxon

"I think the thing is, when something's out of someone's comfort zone, the fear is that like, someone only like, we'll just not talk about it kind of thing." - Susan

"I believe that if it can change, well, you know, you heard me, one voice can change the world."- Jaxon

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

Susan sits down with Gilian Huntley, the founder and director of Elite Probes, to discuss her inspiring journey in the beauty industry. Gilian shares how the COVID-19 lockdown prompted her to innovate in the field of blemish removal, leading to the development of specialized probes for treating various benign skin blemishes. The conversation delves into the evolution of training in this area, the profitability of blemish removal treatments, and the growing recognition of this niche within the beauty sector. Additionally, they discuss Gilian's recent initiatives, including sponsoring the first award for blemish removal at Professional Beauty and organizing a charity event at the iconic Gherkin in London, aimed at raising awareness and funds for skin cancer prevention.

LINKS TO GUEST

Instagram - @eliteprobes

Tiktok - @eliteprobes
www.eliteprobes.co.uk

07399397903 
 

Charity Event 

https://www.eliteprobes.co.uk/skcin-charity-and-educational-events

KEY TAKEAWAYS 

Origin of Elite Probes: The idea for Elite Probes emerged during the lockdown when the founder recognized a gap in the market for effective blemish treatments, particularly after the NHS stopped funding such procedures.

Training and Qualifications: Unlike traditional electrolysis training, which required extensive qualifications, new training programs now allow beauty therapists with a Level 3 qualification or relevant medical background to specialize in blemish removal without needing prior electrolysis training.

Profitability of Blemish Removal: Blemish removal treatments are highly profitable, with therapists able to recoup their investment in training and equipment within weeks. 

Collaboration with Medical Professionals: There is a growing trend of referrals from GPs to trained therapists for blemish removal, as many patients prefer quicker, non-invasive treatments compared to long wait times for dermatologists.

BEST MOMENTS

"I realized that the products that we were using hadn't been changed, hadn't been updated. The blemishes that we were getting in were getting bigger and bigger." - Gilian

"I think one of the misconceptions is that you used to have to have your full electrolysis qualification... But you can actually train without having an electrolysis qualification now." - Susan 

"When you look at how much you can charge for a blemish and how long it takes you to do it... you could make that back in two to three weeks." - Gilian

The public are quite liking coming to us therapists as opposed to a medical GP doctor... We have got a very natural caring nature because of what we do." - Gilian

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/

Susan engages in a captivating conversation with Liz, a seasoned expert in intellectual property law, particularly within the beauty industry. They reflect on their long-standing friendship and Liz's impressive journey from a science background to becoming a leading IP lawyer. The discussion delves into the importance of protecting intellectual property for businesses, especially in the rapidly evolving beauty sector, where branding, trademarks, copyrights, and patents play crucial roles. Liz shares valuable insights on how entrepreneurs can safeguard their innovations and navigate the complexities of IP law, emphasizing the need for strategic planning and expert guidance.

KEY TAKEAWAYS

Importance of Intellectual Property (IP): Understanding and protecting intellectual property is crucial for businesses, especially in the beauty industry, as it can significantly impact brand value and market presence.

Types of IP Protection: Key forms of IP protection include trademarks (for brand names and logos), copyrights (for creative works like photographs and written content), patents (for innovative products and formulations), and licensing (for allowing others to use your IP).

Proactive IP Strategy: Businesses should consider trademarking and protecting their IP from the outset, especially in the age of social media where brands can quickly gain global recognition.

Data Protection Awareness: With the implementation of GDPR, businesses must be vigilant about data protection, ensuring that client information is securely managed and that there are clear agreements regarding data ownership, especially when employing self-employed practitioners.

BEST MOMENTS

"I think it's great to find your groove in that sort of way. I worked for a number of bigger law firms and then set up on my own in 2007." - Liz

"What I love about your company is that nothing seems too small. Every client matters, and your money's just as good to me as it is coming from a big brand." - Susan

"You need to trademark from the get-go... Social media's changed everything. You put a brand onto YouTube, and it can become a global phenomenon really quickly." - Liz

"Copyright protects the physical expression of something... So, for example, a photograph, a piece of music, a piece of software, a piece of written work." - Liz

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://www.tiktok.com/@beautybusinessmatters

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

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Susan welcomes PR expert Amanda Fitzgerald, known for her ability to help businesses gain major visibility. Amanda shares her inspiring journey into the world of public relations, starting from her early experiences in her mother's bead business to launching her own ventures. The conversation delves into the importance of PR as an essential business life skill, emphasizing how it can elevate a brand's credibility and attract clients. Amanda offers practical tips for getting started with PR, including the significance of crafting a compelling pitch and the value of local press coverage. 

OFFERS

Award Winners PR + Visibility Masterclass (Instant Access)

Discover Our Insider PR Secrets: Max The Gala Awards Event,  Leverage Your Award, Boost Your Brand, Secure Game-Changing Press 

All Without Expensive PR Agencies. Skyrocket Your Visibility And Make Your WIN Count!

Use your special coupon code: BEAUTY7  at checkout to watch this masterclass for JUST £7!

https://www.amandafitzgerald.co.uk/AwardPR

KEY TAKEAWAYS 

Importance of PR as a Business Skill: Understanding how to promote oneself and one's business through public relations is essential for all entrepreneurs, regardless of their industry. 

Local Press as a Starting Point: For those new to PR, starting with local publications can be beneficial. Gaining recognition in local media can lead to opportunities in national press, as journalists often look for local stories.

Preparation is Key: Having a PR toolkit ready, including professional photos and a well-crafted press release template, can streamline the process of pitching to the media. 

BEST MOMENTS 

"Getting publicity even for a CEO all the way down to absolute beginner is an essential business life skill. You need to know how to self-promote." - Amanda

"I think a lot of it just procrastinates and thinking what you should do."  -Susan

"Whenever you're pitching yourself to the press, think about the reader, the viewer, or the listener, not just you, the business owner."- Amanda

"The power of PR is amazing at raising your profile, so it shouldn't be overlooked."- Amanda

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

http://www.amandapr.com/

https://susanroutledge.com

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

SPONSOR

https://www.phorest.com/

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

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Theresa Heath-Warren welcomes a remarkable guest, who shares her inspiring journey from corporate marketing to becoming one of the UK's top influencers in the industry. The conversation delves into the challenges and triumphs of starting a business as a single parent, the importance of consistency in content creation, and the power of storytelling in marketing. They discuss the nuances of email marketing, the role of AI in content creation, and the significance of understanding one's unique voice in business. With insights on navigating the beauty industry and the value of personal connection, this episode is a treasure trove for beauty salon and clinic owners, as well as entrepreneurs looking to carve their own paths.

KEY TAKEAWAYS 

Embrace Courage Over Confidence: It's essential to have the courage to start new ventures, such as creating content or launching a business, even if you lack confidence initially. 

Consistency is Key: Establishing a regular schedule for content creation, whether it's a podcast or email newsletters, helps build an audience and keeps you accountable. 

Personal Connection in Communication: Writing emails or creating content should feel personal and conversational. Addressing your audience as if you're speaking to one individual can enhance engagement and relatability.

Utilize AI Thoughtfully: AI tools can assist in content creation, but it's crucial to input your unique voice and perspective. Using AI to refine your ideas rather than generate them from scratch can help maintain authenticity.

BEST MOMENTS

"It was never planned and there was no strategy. It was mainly winging it, but somehow it got me to where I am." - Theresa

"You have to have the courage first. So don’t wait for confidence. You’re not going to have it because you have no experience of doing it."- Theresa

"If you can go online, you’re doing a service to the people watching. It’s not about you; it’s about them."- Theresa

"Sometimes getting thrown in at the deep end is the best way, isn’t it?" - 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://www.instagram.com/teresa_heathwareing/

https://teresaheathwareing.com/

https://susanroutledge.com

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

https://www.tiktok.com/@beautybusinessmatters

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

SPONSOR

https://www.phorest.com/

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

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Susan sits down with Eve Oxbury, head of editorial for Professional Beauty and Aesthetic Medicine, to explore her extensive background and multifaceted role in the beauty industry. With over 20 years of experience, Eve shares insights into her journey from journalism to beauty, the evolution of the industry, and the significant changes she has witnessed, particularly in aesthetics and the rise of solo operators. The conversation delves into the challenges and opportunities of content creation in a digital-first world, the importance of human connection in an increasingly automated landscape, and the value of networking at industry events. 

KEY TAKEAWAYS 

Diverse Role of an Editor: The role of an editor has evolved significantly, encompassing not just writing and editing but also overseeing digital content, social media, and event programming. 

Industry Changes: There has been a notable shift in the beauty industry towards aesthetic treatments, with more beauty therapists offering advanced services. 

Content Strategy: The approach to content creation involves balancing trending topics with foundational business advice. Metrics from online engagement help guide content decisions, but there is also a focus on maintaining quality and authority in the information provided.

Importance of Networking and Education: Events have shifted to emphasize education and networking, with a growing recognition that these aspects are just as crucial as product sales.  

BEST MOMENTS 

"I think probably the rise of the aesthetic side of the industry... partly due to profit potential, really. There is a really strong profit potential with a lot of that." - Eve

"I always think, though, that we have it a little bit harder than sort of like the hair side, because our equipment is quite expensive, isn't it?" - Susan

"I think the way we promote the event has changed a lot... we really are pushing the education side, the networking side, the people side of it." - Eve

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://www.tiktok.com/@beautybusinessmatters

Email eve.o@thepbgroup.com 

Instagram professionalbeauty.uk

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

 
SPONSOR

https://www.phorest.com/

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

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Susan welcomes Zoe Threadgold, a seasoned beauty professional with a remarkable journey in the industry. From starting her career in a local salon to becoming a solo operator and skin specialist, Zoe has now ventured into the realm of distribution with the innovative Neurotris microcurrent device. The conversation delves into Zoe's early experiences in beauty education, the challenges of managing a salon while raising a family, and her transition to a home salon. They discuss the evolution of beauty treatments, the importance of training, and the unique technology behind the Neurotris device, which adapts to individual skin needs. Zoe shares insights on the current state of the beauty industry, the significance of personal connections in client relationships, and her vision for the future of beauty therapy. 

KEY TAKEAWAYS 

Diverse Career Paths in Beauty: The beauty industry offers various career opportunities, from working in salons to becoming a solo operator or even a distributor of beauty equipment. 

Importance of Training and Experience: Gaining experience by working with a team after training is crucial. It helps new professionals build confidence and develop their skills in a supportive environment before venturing out on their own.

Adaptation to Industry Changes: The beauty industry is constantly evolving, with new technologies and treatments emerging. Professionals need to stay informed and adapt to these changes to provide the best services to their clients.

Client-Centric Approach: Building strong relationships with clients and understanding their needs is essential. Providing personalized treatments and maintaining open communication can lead to better client satisfaction and loyalty.

BEST MOMENTS 

"I discovered the Neutris device and thought, well, I'll try this. We're at home. I had clients asking, what can I do at home?" - Zoe

"I always like to say, you know, there's not many industries where you can be anywhere in the world working." - Susan 

"The difference with this machine, it's got the ability to read your skin's impedance to the current, which means that it's working with the skin it's working on." - Zoe

"It's just a time where you became more resourceful... think, right, what can I do?" - 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/

https://www.tiktok.com/@beautybusinessmatters

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

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/