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:[email protected]

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