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."

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/

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