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/