In a world where so many people grizzle about their lot in life, it is always heartening to hear about someone good and honest and down to earth who is achieving exceptional success. I trust that this story inspires more people in the industry to strive for greater success and push to maximise their true potential.

In writing this article I am quite deliberately trying to highlight three important points:

1. That when someone has a love of the industry, dedication to their goals and a commitment to hard work, then anything is possible.
2. The importance of seeking expert business advice and coaching to nurture you in areas of weakness.
3. That there are a myriad of exciting opportunities that exist for therapists in this constantly evolving industry.

This story actually starts some twenty five years ago when an enthusiastic young therapist by the name of Gay Wardle decided to open her own salon.

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Even then her diligence and commitment to excellence was evident because over the next ten years her business out grew three small salons and a dedicated following of clients transported themselves from Brisbane’s south side at Beenleigh to Gay’s new SkinOlogy salon at Springwood. Gay’s reputation quickly grew and within just a few years the salon was extended to it’s current nine room format.

Like many other owners, Gay worked enormous numbers of hours running her salon and treating clients. She was active in the local Logan Chamber of Commerce and won numerous business awards for her salon’s success. Yet, despite having up to six staff, Gay found herself constantly in cubicles attending to clients, somehow trying to fit in staff management, accounts, marketing and the ever- increasing workload of running a successful business.

Then in early 1999 Gay attended one of my seminars on salon marketing and decided to seek my help to develop some new ideas for her own salon. After our first meeting it was clearly evident that for SkinOlogy to improve it’s performance some fundamental issues had to be addressed. So for the next twelve months I took on the role of business coach, guiding Gay through a period of change for the salon, her staff and her customers.

The first and hardest step was to prise Gay away from working in the salon and into the role of working on the salon. Little by little over the twelve month period Gay was unavailable to see customers until she was only working one day per week. We argued about her customers being upset that she was not there, we trained staff to take on extra responsibilities in the day to day procedures within the salon, a manager was chosen and trained in staff management and salon operations and extra attention was given to staff training in treatment and product knowledge. With all her extra time Gay tested and measured her staff performance figures, planned advertising and marketing campaigns, completed customer surveys, attended business training, conducted regular staff meetings and training sessions.

In short she took the time to really manage her business and plan for success. The result was a substantial increase in income, extra staff required, no customers lost, many new customers attracted due to specific advertising campaigns, awards such as the APAA Australian Salon Marketing Award 2002 and a much happier owner.

“Having Paul’s help and guidance throughout this transitional period where we grew both the salon profits and my business skills was invaluable. He kept me focussed and motivated as we worked through his programme. This was the best business choice I could have ever made.” Gay Wardle

The next step was to give Gay some well earned time off. With a daughter living overseas, Gay was determined to have a holiday. This was the perfect opportunity to see if the salon could function just as effectively without her daily input. The salon manager was now the person receiving the coaching and her responsibilities were increased to include many of Gay’s management duties. An exceptionally well drilled team with a clear set of procedural guidelines and a system of reporting on key performance indicators meant Gay could make informed decisions quickly, even from a telephone conversation half way across the world. Now Gay owned a successful business without having to spend many hours running it at all. Her staff were managed by her salon manager, her marketing was outsourced to my company and her books were attended to by a book keeper. Throughout all of this the salon remained one of the top accounts for all of the four product ranges they carried.

Not one to sit around for too long Gay enrolled herself into an aromatherapy course then completed an advanced trainer’s certificate. She wanted a new challenge. In 2001 on one of my trips to New Zealand, I worked with a product range unknown to Australia by the name of Joyce Blok. I returned to Australia with samples and helped Gay secure a distributorship here in Australia.

With her usual gusto Gay jumped at the new project and quickly established a new company Skin Therapy Essentials. Again Gay worked tirelessly learning the new product range and developing outstanding treatments utilising her vast experience as a therapist. Again she sought my business coaching assistance and we developed a business plan and set realistic goals for growth. Armed with a new client presentation kit, twenty five years hands-on experience, a wonderful new product range, excellent training skills and a tonne of enthusiasm, Gay hit the road to make an impact on the Australian market.

The past eighteen months has seen Gay develop new salons the length and breadth of the country, a brand new office and warehouse facility, a second product brand, as well as wax and implements to distribute. Today, Gay not only owns a fabulous salon but is also growing a very successful distribution business in the very same industry she fell in love with twenty five years ago.
I recently caught up with her at the Sydney International Beauty Expo where her question to me was, “What’s next?”

I guess anything is possible when you have a positive attitude like Gay.