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."
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/