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Welcome to Suite Independence, the podcast designed exclusively for established beauty professionals ready to transform their careers and build the salon business of their dreams. Hosted by industry veteran Kristin Kienzle, founder of Utopia Modern Salon Suites, this show is your essential guide to thriving independently in the beauty world.
Kristin, with over 34 years of experience, understands the unique challenges and incredible opportunities you face. She created Utopia to be a supportive, inspiring community where independent beauty professionals can flourish, and this podcast extends that mission directly to you.
Forget the styling tips; we're diving deep into the business and personal development aspects that truly empower your success. Each episode offers insight, inspiration, and clarity to help you succeed and build your career in a healthy way. Whether you're looking to grow your client base, refine your business strategy, enhance your financial literacy, prioritize your well-being, or ultimately own your own salon, Kristin shares the wisdom and actionable advice you need.
Join a community dedicated to empowering beauty professionals to reach their full potential, ensuring their businesses thrive and afford them the lifestyle they desire. Tune into Suite Independence and start building the vibrant career and fulfilling life you deserve.
Ep11
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Kristin Kienzle: [00:00:00] Welcome back to Sweet Independence. Most beauty professionals think that they need to keep growing to be successful, that bigger is always better. But today you're going to hear from Pam Edmondson, who is going to flip that thinking on its head.
Kristin Kienzle: Welcome back to the podcast.
Meet Pam Edmondson: A Journey in Aesthetics
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Kristin Kienzle: Today we are at our Cranbrook location with Pam Edmondson, owner of Evergreen Skin Studio.
Pam Edmondson: Hey, good to be here.
Kristin Kienzle: So Pam, tell us a little bit about your business and what you [00:01:00] specifically do for people.
Pam Edmondson: So I'm an esthetician. I've been an esthetician for 20 years. I do mostly facial treatments and holistic skincare. I'm also a certified health coach, so I kind of focus on more of a holistic treatment method involving both topical treatments and nutrition and lifestyle aspects.
Kristin Kienzle: I love that. So you've been doing this for 20 years. Where all have you been with your career? What got you here?
Pam Edmondson: So I've pretty much had all the roles. I started as an employee in a spa. And I did that for a couple years and then decided to become a solo aesthetician.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: Things were a lot different back then.
There weren't places like suites that wasn't even a thing.
Kristin Kienzle: Where did you work
Pam Edmondson: as salon? So I ended up renting a little room in a hair salon not that far from here really. And I did that for a while. And then the space didn't really, wasn't. [00:02:00] Great logistically. So I found a place that was kind of more my own, just a little tiny place in Clifton Square.
Nice. I was literally like in the attic, you guys. It was crazy. And I did that for a while and decided to take on I. Kind of more of a team. Like I rented out a few rooms. I moved to a little bit bigger space, had three rooms and rented a couple of them out, and learned a lot there. And then eventually moved to an even larger space where I had a storefront and I had both booth renters and employees at that.
Location. So we had like seven rooms there.
Kristin Kienzle: Wow.
Pam Edmondson: Did that for like 11 years, that part of it, so.
Kristin Kienzle: Wow. Yeah. And then after that, what made you decide to make a change at that point?
Challenges and Changes Post-COVID
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Pam Edmondson: So after COVID, I hate to blame everything on COVID, but it did precipitate a lot of stuff, so it just seemed like. Things kept [00:03:00] getting exponentially harder and I was working so much more and my profit margins were shrinking and.
I was really found myself getting away from what I wanted to do every day, you know, which is why I became self-employed in the first place. Mm-hmm. So it just kind of hit me one day that, you know, maybe these are all signs that it's time, you know?
Kristin Kienzle: Did you deal with a lot of turnover?
Pam Edmondson: Yes, there is a lot of turnover in this industry.
I think it just kind of naturally lends itself to that. I'm sure it's the same way with hair, but mm-hmm. It's just, I think a lot of people get into the industry, don't really know what they're in for, don't really understand what the job is, and that really leads to. A lot of turnover and it is, it can be very competitive too, so,
Kristin Kienzle: mm-hmm.
Pam Edmondson: That I think plays into it too. So I've, I've trained a lot of estheticians over the years.
Kristin Kienzle: We'll get to that [00:04:00] 'cause I'm excited to talk about what you're doing as far as training and educating, helping other estheticians.
Transition to Utopia: A New Beginning
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Kristin Kienzle: So when you decided to close your spa, you came to Utopia, and how has that changed your business?
Pam Edmondson: So I knew it would be a big change going into it, obviously, you know, going from all this staff and all this space to manage to just me and my little suite. But there were some things I didn't expect. I probably spent the first, almost a year, like. Teaching myself to calm down.
Like you don't have to work as hard. I had kind of fallen into that rhythm of just constantly mm-hmm. Hustling, you know, and so it was nice to kind of realize I could just go at my own pace, I guess.
The Unexpected Growth and Benefits
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Pam Edmondson: And then the other thing that was very unexpected is I actually ended up with more clients.
Mm-hmm. And I already had a full book of clients and I didn't really lose many. In the [00:05:00] transition, maybe like I can count on one hand how many, but I think I ended up that first year at Utopia with like something like 28 clients or something that were brand new.
Kristin Kienzle: Is that because they were filling the space and time that you were using managing your business and your employees?
Pam Edmondson: I think it was several things. I was more, my marketing was more authentic because I wasn't as stressed out trying to, you know, manage all these side things. Mm-hmm. And I was really focused on my actual, original. Mission with skincare and my specific method of skincare. So I think that was part of it.
And I think the other part of it believe it or not, I think the zip code change had something to do with it. Just the part of town I was in.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: Many of my clients told me when I was moving that I was actually moving closer to them. Okay. Which I never even realized that. Mm-hmm. That was a thing.
But, so I think that was part of it. And I think being part of. [00:06:00] Utopia. 'cause it's not just a place where you go pay rent. You know, there's a lot of different professionals and I think that kind of lends itself to more word of mouth maybe. Mm-hmm. Because I did get some just from word of mouth from other practitioners here.
So
Kristin Kienzle: I know the other people who work here like to see you. They like to be your clients, so I'm sure they're, yeah, I have
Pam Edmondson: a couple
Kristin Kienzle: sharing about you.
Pam Edmondson: Yeah.
Kristin Kienzle: To their clients, which would definitely be business building. I
Pam Edmondson: think because I've been doing skincare for so long and I have a tendency to. Maybe give a little more free advice than I should on that topic.
I think that lends itself to just automatic referrals, honestly. Mm-hmm. That's kind of always been the case for me. So,
Kristin Kienzle: so are you loving being able to just focus on your clients and helping them and not be. Distracted by all the other
Pam Edmondson: Yes.
Kristin Kienzle: Business things.
Pam Edmondson: It's been great, honestly. And I feel like my clients get better service and [00:07:00] better results even.
Mm-hmm. Because I'm not distracted as much and I can really zero in on one person.
Kristin Kienzle: And you're showing up more relaxed, I'm sure.
Pam Edmondson: Oh yeah.
Kristin Kienzle: Finally.
Pam Edmondson: Totally.
Kristin Kienzle: That does make a difference.
Pam Edmondson: I mean, I'm kind of, I'm a little intense sometimes I like, I'm. High ambition. I like to be doing something all the time.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: But. And I still am that way, but I feel like I'm not as pulled in as many directions and always like worried in the back of my mind, like what's, you know, while I'm doing a facial, like what's going on up front or
Kristin Kienzle: mm-hmm.
Pam Edmondson: What, you know, what did I forget? Or who, you know, what do I need to do the minute I get done done with this, this ball
Kristin Kienzle: dropping.
Pam Edmondson: Yeah.
Kristin Kienzle: Yeah. So.
Pam's Coaching Business: Helping Other Estheticians
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Kristin Kienzle: What I know about you is, is that that extra brain space and time and energy you had, you've turned into something else. You've begun a coaching business that. I think is really cool. From what I've seen, it's super impressive and I see the value in it. I was saying earlier, [00:08:00] I wish that all of our estheticians would take your course because then their businesses would be more solid and it would be great for everyone.
But I would love it if you would just tell us all about that.
Pam Edmondson: Well, it was kind of a natural progression. I actually, when I was running the larger spa, I got asked several times if I did that sort of thing. Mm-hmm. And I looked into it a few times and thought, yeah, I could. I probably totally do that, but I Do
Kristin Kienzle: you look at estheticians and think, I could help you, I could fix
Pam Edmondson: your
Kristin Kienzle: business
Pam Edmondson: all the time.
Yeah, all the time.
Kristin Kienzle: Yeah.
Pam Edmondson: And sometimes it's like just the simplest little solutions that I see sometimes. It's very complex, but I, I kind of resisted doing it for a while. And then when I went solo again after all these years, I said, okay, well I'm gonna do it. And then I was kind of floundering, like how to really approach it.
'cause it's there's so many different aspects of the business. Mm-hmm. So it, I think it took me a while to zero [00:09:00] in on what I really wanted to focus on and who I wanted to coach. Because, you know, at first I was like, I could do, you know, a program for new estheticians or experience, and I really kind of like the demographic in the middle, like the.
Not quite new, but not really figured out the direction they wanna go. That's kind of my, tends to be where I shine in that department. So I've kind built a program and I've taken it slow. I've not, you know, 'cause I do have a full book of skincare clients, so I'll only do like so many per quarter is what I decided for myself.
And I maybe did a couple extra last, last quarter. I'm sure you're, I am fighting demand problem. That's who I am. But. It's been a lot more fun than I thought it would be. Mm-hmm. Really? It's been easier than I thought it would be, which is weird. So,
Kristin Kienzle: and I'm sure it's super gratifying when you see the results in someone else's business.
Pam Edmondson: Oh, yeah, totally. Mm-hmm. You get to experience it with them and some of it [00:10:00] reminds me of when I was in that stage. Mm-hmm. And how exciting. That can be so,
Success Stories and Coaching Insights
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Kristin Kienzle: so tell me a story. Gimme an example of someone you've worked with.
Pam Edmondson: There was a girl that reached out to me. She is actually in another state, but she went to Eric Fisher Academy.
So I think that's how I came upon her radar. 'cause she follows a lot of Wichita estheticians and she was kind of, you know, she'd moved to this other state and was. Rebuilding her business from scratch, basically. And she had had a little success but was feeling very stalled out. Like, I've done all these things and this is all that I've gotten from it.
And she was super smart and I loved her, like her vibe and her kind of her passion for the business. And we had a lot of things in common too in that respect. But we just kind of broke it down like really? Zeroed in on who her [00:11:00] ideal client is and how her current setup didn't. I always cater to that.
Mm-hmm. So she actually ended up doing way more than she planned. Like she ended up moving to a different location. She ended up almost doing a total rebrand, but in a subtle way that really aligned and it's been great for her. So she's kind of let go of some things that weren't working. Mm-hmm. And really been able to focus her.
The energy from that onto that and has had great success. So I'm real happy for her.
Kristin Kienzle: That's neat.
Pam Edmondson: It was fun and it was always, we did it over the phone. 'cause she's in Iowa, so, it was great to kind of get to talk to her. We did just kind of a once a month thing and I, I really looked forward to like hearing her and I learned a lot from her too.
So, and, and the other people I've coached too, it's, I always get little nuggets of information that I don't expect. So I kinda like, I didn't expect [00:12:00] that, which is nice.
Kristin Kienzle: Yeah. Neat.
Pam Edmondson: Yeah.
Kristin Kienzle: Then you can take that and use it to coach someone else. Yeah. And better your own business.
Pam Edmondson: Absolutely. Yeah.
Kristin Kienzle: You said she was maybe marketing to her to not the right what do I wanna say?
Target market. I find that that happens a lot. It's very common. I see that, yes. I see that across the board with hairstylists and everyone, that they don't determine exactly who they want in their chair, in their, in their suite. Well,
Pam Edmondson: no one tells you that.
Kristin Kienzle: Yeah.
Pam Edmondson: When you're in esthetician school, it's really
Kristin Kienzle: simple
Pam Edmondson: out, tell you that out and, and some people kind of intuitively do it, I think.
Mm-hmm. With her, she knew who she wanted to work on, but I think she was getting distracted with. Worrying about the rest of them. Mm-hmm. That weren't her ideal client. Like she had some ideal clients, but then she's like worried about price and mm-hmm. But really her ideal client isn't worried about price and
Kristin Kienzle: Nice.
Pam Edmondson: So was kind of like she, I [00:13:00] think she knew she had just never really. Put it in black and white. Mm-hmm. I think that's huge for a lot of people. Like, write it down, like who is it that you want? Mm-hmm. To see. And it's probably the one of the most common things that I see and have seen over the years with estheticians, 'cause they just want more clients.
Mm-hmm. They're kind of frantic, like need more clients. Mm-hmm. Like need more money, which is a real thing, but it's. When you get intentional, they just kind of show up.
It's kind of spooky really.
Kristin Kienzle: I've experienced that with Utopia.
I get asked a lot, what do you do if someone comes to you and wants to lease a suite and isn't a good fit?
How do you turn them away?
Pam Edmondson: I think you and I have talked about that too.
Kristin Kienzle: It
never happens, but we just don't attract those people. And so usually the people who do come to us about a suite. I think it's just that whole, you determine who you want to.
Have, and you're right, it's kind of like magic. They just kinda show up automatically.
Pam Edmondson: Well, and what [00:14:00] you probably notice, this is what I have seen with myself and many other. People in the industry is, once they figure it out, they notice the people that are showing up are a lot like themselves.
Kristin Kienzle: Mm-hmm.
Mm-hmm.
Pam Edmondson: You know,
Kristin Kienzle: and they make you shine when they're your, ideal client. They're doing their skincare at home. They're doing all the things. Yeah. And they make you and your business shine because. They're working well with you
Pam Edmondson: and your days are a lot more enjoyable. Oh
Kristin Kienzle: yeah. That's a big way to avoid burnout
Pam Edmondson: because owning a business is so much, it takes a lot of investment and risk.
Mm-hmm. And work. And if you do all that and then you aren't happy working all day, that's the worst. Mm-hmm. And I have seen that. And I have been that person.
Kristin Kienzle: Yeah.
Pam Edmondson: So I think that's huge. Absolutely huge.
Kristin Kienzle: That just shows the value of what you offer. I, I love it. What's another, so [00:15:00] you help them determine their target market
Pam Edmondson: mm-hmm.
Kristin Kienzle: And market to them. What's another big thing that, without giving too much away and giving free advice, but what's another big thing that you see that you like to work with?
Pam Edmondson: Well, and I think we've talked about this before too. I think the biggest obstacle that I see and have seen, whether they're. New and have no clients or have a little experience under their belt, or they're thinking about becoming a solo, like they're working for someone.
Mindset and Overcoming Fear
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Pam Edmondson: The common thread that you see the most is fear.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: And it is, it's scary. I mean, it's a huge leap and fear. And the other thing that kind of goes along with that is like really believing they can do it. You know, I think
Kristin Kienzle: mindset
Pam Edmondson: kind of hold themselves back, like subconsciously. Mm-hmm. Like they, they make it harder because.
It feels like this huge thing. So they're constantly focused on how hard it is. Mm-hmm. And then it becomes [00:16:00] hard. Mm-hmm. And I went through that myself as a, like a solo in the beginning. And one of my clients actually said to me. She's a very successful business person. She owns very, a lot of businesses, and she told me, if you're always focused on not having enough, you won't have enough.
And it real, I always remembered that, and it is so true. And so I would tell myself that when I would get freaked out and it was almost like, like I said, it's kind of spooky. I would, I would have that thought in my head and then. I'd make a big sale. Or I'd get a new client or an opportunity of some sort.
So I've tried to kind of, I guess that's my biggest piece of advice besides the ideal client. So
Kristin Kienzle: I love that.
Pam Edmondson: And there's a lot of specific strategies to do that, I think.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: Depending on the person
Kristin Kienzle: mindset. I see when someone's coming into Lisa's suite, they're scared going solo, which I mean, we've all been there, but also sometimes they have their loved ones [00:17:00] in their lives, their spouse or their mother or best friends saying, what are you doing?
What if? What if nobody comes with you? And they're trying to protect you. But then if you start spiraling in that mindset, then all those things will happen. It's weird. Yeah.
Pam Edmondson: It's like their fear becomes your fear. Yeah. I totally went through that. When I was in esthetician school 20 years ago, there weren't hardly any estheticians in Wichita.
And I got told by family members, by friends. You can't get a job doing that. Mm-hmm. There's no job, you know, you won't make any money doing that.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: They kind of viewed it more as a hobby and kind of the same thing when I went into business for myself. Like you do kind of absorb that fear sometimes.
Mm-hmm. So, I guess my advice for that is, not everyone gets a microphone.
Kristin Kienzle: Yeah.
Pam Edmondson: You know, don't kind of take that to heart and recognize that that's their fear.
Kristin Kienzle: I always say don't listen to someone who hasn't done it before.
Pam Edmondson: Yeah.
they probably mean, well, they probably really care? Usually, yes.
Kristin Kienzle: They're trying to protect you from a [00:18:00] big, giant
Pam Edmondson: failure. They probably do really care and are genuinely worried about you, but it's their fear.
Kristin Kienzle: But that's where, instead of listening to their mother or best friend or someone who's never done it, maybe they should talk to you who's done it successfully and find out.
You know what? Because you'll share with them the real deal. This is what can go wrong, what probably will, what's happened. Yeah. And what you need to watch out for. But the flip side is all of these things can go right and well
Pam Edmondson: for sure,
Kristin Kienzle: which you've built your business so that.
Personal Freedom and Adventures
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Kristin Kienzle: You have a lot of personal freedom too, which I know you're enjoying.
You recently got back from a trip. I would love it if you would share with with us as we're in the middle of a snowy cold winter. We'd love to hear about your trip.
Pam Edmondson: I went to the Virgin Islands and for how
Kristin Kienzle: long?
Pam Edmondson: Lived on a sailboat for 10 days, which is insane.
Kristin Kienzle: Amazing
Pam Edmondson: since I get seasick. But anyway, there's medicine for that.
It was great. I mean, it's. [00:19:00] Ridiculous. I'm ridiculously fortunate to be able to do that. Mm-hmm.
Returning from Vacation: The Importance of Communication
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Pam Edmondson: And luckily I like my job 'cause I flew home in a snowstorm, but I'm not sure I would've come back. But it's great and it's, I advise
Kristin Kienzle: you not to.
Pam Edmondson: Yeah, you told me to stay for another week, which if that were an option, I might've done it, but.
Yeah, it's great to just like literally turn everything off and lock the door and leave. Mm-hmm. You know?
Kristin Kienzle: And I love that you've built a business that you can do that.
Pam Edmondson: Yeah.
Kristin Kienzle: And I noticed because I am one of your customers, I buy product from you that you really prepare before you leave.
You're sending a lot of communication saying, I'm going to be gone if you need product while I'm gone. You need to. Get with me now, and your communication is excellent. So I hope that while you're gone, you're not bothered. Is that the case?
Pam Edmondson: No, I'm not really. I mean, I, there were a few messages, but they weren't anything, you know,
Kristin Kienzle: nothing urgent.
Pam Edmondson: Nothing urgent. Yeah. And, but it does take a lot of repetitive.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: Communication because, [00:20:00] and, and I tell, you know, other estheticians this all the time, clients aren't thinking about you. Like, we think about skincare all the time. We think about appointments all the time, but they're not thinking about it.
They have this whole life. So they need, you know, you need to put that repeated messages about their out there, about everything, I think. Mm-hmm. And so it's, you feel like you're being annoying, but it really does, it makes a huge difference. So I've done it with everything. The last few years.
Kristin Kienzle: Well, we love we.
We all in the salon miss you when you're gone, but we love knowing that that's what you're doing and I think we're all proud of you for building a business that you can take that time out. And I have
Pam Edmondson: to stay home for a while though. That's, that was a lot.
Defining Success in Business
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Kristin Kienzle: Well, I think that really is the true definition of success.
Yeah. When you can work your business around your life?
Pam Edmondson: Yeah,
Kristin Kienzle: to some degree. I mean, everybody, you know, we do it for the income, we have bills to pay, but just when you can establish a business that will give you some time off, I think that's. That's success.
Pam Edmondson: It's something I've had to work [00:21:00] at because mm-hmm.
I, I was stuck in that overwork mode for a long time. So I've had to intentionally make myself not work
Kristin Kienzle: well. And on the whole flip side of that, not to be negative, but I gotta bring this up.
The Reality of Building a Business
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Kristin Kienzle: I do feel like, and I'd love to hear you speak to this, some people enter the industry. Thinking that's how it's going to be year one, year two, year five.
Mm-hmm. Even year 10. And I see that a lot too, I think. I think people don't realize that you, you weren't able to take a 10 day vacation 19 years ago.
Pam Edmondson: Yeah.
Kristin Kienzle: And leave your business, or even five or 10 years ago when you had the whole. Spa, but I find that people forget you have to do the work and build the business before you can enjoy.
Pam Edmondson: Well, they just, they don't know how demanding it is. Mm-hmm. And they don't know what they don't know. Mm-hmm. Know. Mm-hmm. That sounds really weird, but it's so true. And I didn't know either, until I got into it. I didn't start taking vacations until, [00:22:00] gosh. The year I closed up the business was the first big vacation I took every time.
It was always like a long weekend and it was always this rushed thing and
Kristin Kienzle: stress
Pam Edmondson: that I had to squeeze in and
Kristin Kienzle: work really hard before
Pam Edmondson: really hard
Kristin Kienzle: when you get back.
Pam Edmondson: Yeah, and I still do still do a little of that, but nothing like I used to like the thought, like I went this fall, I took a three week trip and I've never done that in my life and.
I never would've been able to do that with the operation I had before. Mm-hmm. So I think different people have different priorities. Mm-hmm. Some of them go into it thinking, I'm the boss, I can do what I want. And that's true, but. When you're your own boss, what they don't know is you have to be your own employee.
Kristin Kienzle: Mm-hmm. Oh, I love that.
Pam Edmondson: So
Kristin Kienzle: well said.
Pam Edmondson: Yes. And it's, that's a really hard transition to make if you're used to being an employee. Mm-hmm. And then you think you're gonna have all [00:23:00] this freedom and there is a lot of freedom. I mean,
Kristin Kienzle: but a lot of responsibility.
Pam Edmondson: It comes with a ton of responsibility. Mm-hmm. Yeah.
And obligations and,
Transitioning from Spa Owner to Solo Practitioner
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Kristin Kienzle: So when you decided to leave your spa and go solo, what were the things that you had to leave behind that stressed you out that you had to let go of to come here?
Pam Edmondson: Probably just the feeling that
I wasn't quitting. Mm-hmm. That was really hard for me. Mm-hmm. That felt like defeat. Mm-hmm. Because in a way I was quitting, but I really had to let go of that thought. And really just being invested in, mentally invested in the employees that I had. Mm-hmm. I mean, I definitely wanted. Good things for them, but I had to kind of step away and be like, this is not my cross to bear anymore.
Mm-hmm. You know what I mean? Mm-hmm. Like, that was really [00:24:00] hard for me because I did really care and it was a stressful time for them, obviously. And letting go of that mindset of bigger's better.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: You know, like you have to. You have to scale. You have to.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: You know, it's the natural, there's a lot of pressure for that to be a natural progression, and that's kind of part of why I ended up in that situation.
And
Kristin Kienzle: that's how you're wired?
Pam Edmondson: Yeah. That doesn't help. But there was this now kind of unspoken thing, like, well, you've, you got a full book of clients mm-hmm. And you're succeeding, so you should grow it.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: Grow, grow, grow. That was always the mantra. And I had to kind of come to terms with, that's not really making me happy, you know?
Kristin Kienzle: Yeah.
Pam Edmondson: And it's not really serving. My client, the people I really wanna serve, you know? Mm-hmm. It's just creating stress. I had to let go of that mindset. [00:25:00] That was really hard for me.
Kristin Kienzle: I was getting to know you during that time and I didn't realize it. But now that you're saying it, I do remember seeing that.
I can, now I can sense that, that you were, and I remember you being very concerned about the businesses of your employees and your renters, but also. Trying to justify that you're not quitting, you're not backing down, you're just shifting, just changing your priorities,
Pam Edmondson: and I kind of had to like maybe forgive myself a little bit and be like, I really did everything I could do.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: You know, I really did try to launch them.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: You know, and was successful in some cases and had to acknowledge that and kind of let that go. Like, that's their journey, not mine anymore. Yeah. So that was hard to let go hard. I didn't expect that.
Kristin Kienzle: It's because you care
Pam Edmondson: and I was saying goodbye to a lot of things, you know?
Mm-hmm. Not just the employees, but you know, [00:26:00] neighbors and, you know, just different aspects of it. I kind of, at first I kind of missed like this whole storefront thing and just. Seeing a lot of random people. I'm a people person. I like people. So it was a big transition to go from that to being in a suite with just me and a client.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: Or just me in between clients. Yeah. That was a big transition, but. Now. I love it.
Kristin Kienzle: Well, good
Pam Edmondson: Now I'm like, that's the best thing
Kristin Kienzle: I ever, we like having you in the salon because you are a people person. Yeah. And you rarely lock yourself in your suite alone. You're usually,
Pam Edmondson: oh, yeah.
Kristin Kienzle: Out and about or the doors open and welcoming.
Embracing a Niche and Authentic Client Relationships
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Kristin Kienzle: What were some things that you had to bring with you?
Pam Edmondson: Definitely the marketing aspect of it. Which I kind of refined a little bit. Mm-hmm. I had to kind of stay on top of that and just my overall philosophy with clients and being authentic with them and I, I really ended up pivoting my services a little [00:27:00] bit and niching down, I guess.
I guess that's the word, niching. Mm-hmm. I let go of acne clients.
Kristin Kienzle: Oh, I didn't know
Pam Edmondson: that by and large. I mean, I'll still do that, but I kind of, I kind of realized when I, things got more quiet, I kind of realized that that wasn't really something I loved doing.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: So I'll still do them, but they have to be like the right client basically.
Kind of focus more on just the skin barrier and that kind of thing.
Kristin Kienzle: Do you have trouble getting your clients to buy into the whole nutritional wellness and
Pam Edmondson: No.
Kristin Kienzle: Oh, good.
Pam Edmondson: Not anymore. I just think there's more information about that now. People just get it.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: More like, when I first started, they probably thought I was like, crunchy, granola and weird.
Mm-hmm. Which is fine 'cause I kind of am, but now it's very accepted. Mm-hmm. And I think they're seeking that [00:28:00] now. I think before it was a harder sell. Like I had to kind of almost train them, you know,
Kristin Kienzle: I would think they would wanna come in and have you fix it, give them the magic product and they wanna keep eating terrible and living their lifestyle
Pam Edmondson: more.
You fix. And I definitely had my share of those people over the years, and I still occasionally get one. And that's part of that ideal client thing and understanding that,
Kristin Kienzle: mm-hmm.
Pam Edmondson: That's not who I want. And so now I don't see them anymore. They just don't, they don't materialize.
Kristin Kienzle: They just don't magically appear.
Yeah.
The Challenge of Client Retention
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Kristin Kienzle: So you've been at this for 20 years.
Do you have clients you've had since the beginning?
Pam Edmondson: I do, I have several that have been with me literally since I got out of esthetician school when I was a Wow. A little baby esthetician. And they've been pretty regular over the 20 years. I call 'em my OGs.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: And I always look forward to seeing them.
They've really, I try to make it a point to thank them. Occasionally [00:29:00] because yeah, there are some of the people who kept me going during the hard times. You know, like the,
Kristin Kienzle: the foundations of your business,
Pam Edmondson: like COVID and the, 2008 recession and all that stuff. They're the people that were the diehards and I think the reason that they've stayed with me so long is because they truly are my ideal client. Mm-hmm. You know, they truly fit every aspect of it and can really be authentic with those people. I think that's really what it boils down to. There's like a level of trust 'cause mm-hmm.
We've just, we've been through a lot. We've figured some things out together.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: You know, and I notice with something I've run into with coaching people that I didn't expect is. Newer estheticians sometimes have challenge with retention with clients, because I think when you first get into the industry, you're just trying to master all of the, the, there's [00:30:00] so many details when it comes to skincare services.
I mean, I don't know anything about doing hair, but like facials are, so the logistics are, you know, and all the products and the ingredients and. All the skin issues and things that get thrown at you and you're still learning and you're, you're learning on the job.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: And so sometimes you're so focused on that, it's hard to focus on that,
Kristin Kienzle: the relationship,
Pam Edmondson: how to get him to come back.
Mm-hmm. You know what I mean? Especially in the beginning. And I, I've seen a lot of estheticians give up because they can't. Get enough people to repeat and they're good. They're good estheticians, and they do good facial and they're passionate and they love doing it, but they get kind of caught up in the weeds, I guess.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: You know, that's what I've noticed.
Kristin Kienzle: I also noticed sometimes that beauty professionals focus so much on getting new clients.
Pam Edmondson: Yes.
Kristin Kienzle: [00:31:00] Instead of focus on maintaining and retaining the ones that they have, who they already. Are there in your chair, in your studio, they're already a good client and sometimes the energy to maintain them or retain them is better than.
It's spending time looking for new ones.
Pam Edmondson: It's so much easier to keep a client than to get a new client. 'cause especially now, it's harder now than when I started because there's so much noise. With social media. Social media did not exist when I became an aesthetician It's so weird.
I think there was MySpace, but I don't think that counts, but.
Kristin Kienzle: I don't remember any aestheticians on MySpace.
Pam Edmondson: I don't either. I don't. Yeah, so it's so weird that it. There's so much noise. They're bomb. People are bombarded with messaging because the skincare industry in particular is very lucrative. It's a multi-billion dollar business, and so it, there's a lot of competition with noise [00:32:00] online, so it's really.
So much harder to get that new client. You can do it and there's great ways to do it, but it's so much easier to keep the one you have and to grow that relationship and to get referrals from that person who is your ideal client, who's already bought in, you know? They're already invested. Instead of constantly trying to get these new clients.
You do need new clients, but. It's a huge overlooked thing. I struggled with it a lot having employees. It was kind of one of the number one challenges I had with new estheticians.
Kristin Kienzle: Getting them to retain their
Pam Edmondson: clients, getting them to rebook.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: Rebook, rebook, rebook.
Kristin Kienzle: And I think that people, when they're asking for the rebook, they feel like they're being pushy or appearing desperate.
When really as a client, that makes my life so much easier, remind me before I leave to book my next appointment, it's on my calendar and then it happens. [00:33:00] Otherwise, you think a million times over, ah, I need to book that appointment. And you just don't
it.
Pam Edmondson: They're when they're afraid. It's afraid to. Yeah.
When they're afraid to rebook their. What they're really afraid of is how it's going to make them feel, not how the client's feeling. Mm. They're afraid that they're gonna be rejected.
Kristin Kienzle: Mm.
Pam Edmondson: That, that's really all it is. What it comes down to.
Kristin Kienzle: Yeah.
Pam Edmondson: And really it's a no brainer.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: 50 50 they're gonna say yes. And
Kristin Kienzle: that goes back to that fear thing.
Pam Edmondson: They already said Yes. They're there. Yes. You know, so it's, it's an insecurity. Mm-hmm. And a fear that needs to be overcome.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: I think because my services were always very specific with the holistic part of it, I feel like that part was easier for me.
' cause I felt like I was getting people who were. More on board, especially now.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: You know,
Kristin Kienzle: they weren't attracted to
Pam Edmondson: the latest. They wanna sign up because they want something very specific [00:34:00] and that's why I think another reason to be very niche. Mm-hmm. And very intentional about what you're providing.
And Kuhn, you know, just beat 'em over the head with that message. This is what I do, you know, so
Overcoming Competition Anxiety
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Kristin Kienzle: Well, your competition isn't always other estheticians. It's what's happening on TikTok and Instagram and Amazon. And all the O other, like you said, noise coming at '
Pam Edmondson: em. Well, I used to tell employees and booth renters and the clients that I coach now, estheticians that I coach now that you literally have no competition.
It does competition really doesn't exist because there's not a single person out there that does exactly. What you do the way you do it.
Kristin Kienzle: I love that.
Pam Edmondson: And so if you can remember that the competition thing won't freak you out so much, it's good to know what others are doing and what's relevant.
Pam Edmondson: But I've seen a lot of estheticians get freaked out by what the competition was doing of. I [00:35:00] don't know if this is a story you wanna hear, but Sure it is.
When I was in the, my little three room place and dabbling with, renting spaces a girl that rented from me who is by the way no longer practicing, but she. Came to me really upset and worried because a very well-known aesthetics business here in town moved in down the street, literally like.
We were between stoplights.
Kristin Kienzle: Oh, wow.
Pam Edmondson: And I was kind of like surprised she was so upset about it. 'cause I really didn't consider it the same category.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: Like they were kind of a little more mainstream and they were very popular and busy and had a lot of like, kind of, you know, like the IT brands at the time.
This was a long time ago. So I really didn't think about it. Like I heard they were moving in there. I was like, okay, whatever.
Kristin Kienzle: Yeah.
Pam Edmondson: And she was really upset about it and I was like, you're not [00:36:00] competing with them. Like the people that come to you don't want to go there. Mm-hmm. And vice versa, it's, I feel like people get.
Freaked out. It's, it is that fear thing again. And then, I don't know, maybe four years later I moved into that spot, that exact same spot. Oh wow. And somebody, I didn't realize it until we were remodeling that space that I remembered that like, oh my gosh, I like moving in here. So it just kind of goes to show that, people are gonna come to you because of you.
Mm-hmm. Not because of. You know, your brand that you're carrying or you're, you know, because you're doing HydraFacial, you know, that's a big popular one right now. So it's really because they stay with you because you're you.
Kristin Kienzle: Mm-hmm.
Pam Edmondson: So
Kristin Kienzle: they've built the trust and the relationship.
Pam Edmondson: Yeah.
Kristin Kienzle: And they're getting the results.
Pam Edmondson: Exactly. Yeah. So there's my competition story.
Conclusion and Contact Information
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Kristin Kienzle: Well, Pam, thank you for sharing all of this valuable information. You've [00:37:00] had a really cool journey. It's been fun to hear some things and learned things that I didn't know, and you've shared a lot of value.
So if someone who's listening today wants to get in touch with you regarding coaching, how would they find you?
Pam Edmondson: They can go to my website, evergreen skin studio.com. There is a professional coaching thing right at the top, or they can look at my Instagram links. There's one that says four estheticians.
It's real simple. It's got all the information right there, so.
Kristin Kienzle: Okay.
Pam Edmondson: It's been great. Thanks for having me.
Kristin Kienzle: Well, thank you for doing this. This was fun.
[00:38:00]