Susan welcomes back Arif Isikgun, a global sales trainer who has made significant strides in the beauty industry. They reflect on their journey since their first meeting over two years ago, discussing the importance of retail in beauty and how it often takes a backseat to treatments. Arif shares insights from his award-winning books, "Shine" and "StorySeller," emphasizing the power of storytelling in sales and the necessity of building authentic connections with clients. The conversation delves into common challenges faced by therapists, such as fear of rejection and money mindset, while offering practical advice on how to transform client interactions into meaningful sales opportunities. KEY TAKEAWAYS Embrace Retail as a Core Element: Retail should not be viewed as a secondary aspect of the beauty industry. It is essential for enhancing treatment results and providing clients with the best possible outcomes. Build Authentic Connections: Establishing a genuine relationship with clients is crucial. Engaging in meaningful conversations during consultations helps therapists understand client needs and fosters trust, making clients more likely to purchase recommended products. Overcome Fear of Rejection: Many therapists hesitate to sell due to fear of rejection. It's important to shift the mindset from fearing objections to viewing them as opportunities for dialogue. Utilize Storytelling in Sales: Effective selling involves storytelling that connects emotionally with clients. By sharing personal experiences and the benefits of products, therapists can create a compelling narrative that encourages clients to invest in their skincare journey. BEST MOMENTS "Retail is sales and sales is communication, and that is how you create the most amazing customer journey." - Arif I "The consultation is the most important part. It's like getting the most expensive moisturiser in the world, but not ensuring that your skin is prepped first." - Arif "If you are a therapist and you've just recommended products, and they say no, instantly that makes you feel, 'Why did I bother?'" - Arif "You have to wait for the client to create an objection before we put an objection in our mind." - 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 SPONSOR https://www.phorest.com/ https://share.hsforms.com/1Z3Q1VRM8TNqfn11f4cZyPA1c4ta This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/