109: How Estheticians Can Grow a Team Without Burnout with Carly Kenyon

We share how Carly grew from solo esthetician to a team of eight, scaled revenue by over 600 percent, and avoided repeat burnout by installing strong systems, clear policies, and firm boundaries. Practical steps show how to capture every lead, reduce cancellations, and transition clients to your team with confidence.

• using Instagram as a consistent client acquisition system
• online booking, automated forms, and reminder timing
• monthly payment plans for high-ticket treatments
• call-capture to recover missed and abandoned leads
• cancellation policy with deposits and one-time grace
• transitioning clients from founder to team with protocols
• hiring before capacity, choosing employees over contractors
• delegating social, adding a clinic manager for boundaries
• burnout recovery through routine, nutrition, and mindset work
• identity coaching, simplifying goals, staying in your lane.

Mentioned in this episode is episode: 

094: Solo Estheticians: Stop “I’ll Book Later” Clients with Justin Miller Jurassic Marketing

Visit www.karijopatterson.com. To learn more about one-on-one VIP coaching opportunities, and more. That’s www.karjopatterson.com.

To learn more about Kari Jo visit: https://www.karijopatterson.com

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Links You May Want to Check out:

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Transcript

Welcome And Guest Introduction

Announcer 0:00

Welcome to the Esthetician Podcast, where passion meets prosperity. Your host, Kari Jo Patterson, transformed from a solo esthetician into a successful business owner, achieving ultimate time and financial freedom at the age of 38. Kari is the author of Fearless Prosperity, empowering estheticians to build their empire and achieve financial freedom. And the creator of the Empire Growth System for Estheticians. Get ready for some empire building wisdom. Now welcome your host, Kari Jo Patterson.

Kari Jo 0:34

Hi guys, welcome back to the Esthetician Podcast. Guys, most estheticians, I feel like they get three things wrong how they book, how they lead, and how they protect their energy. And today I want you guys to hear from someone who did all three incredibly well and she survived the burnout, which is so real because I feel like when I am on my coaching calls with estheticians, so many of them are like, there's just so much. How do I fit it all in? So today I am super excited. We are going to be talking to such a successful esthetician, Carly. Welcome to the esthetician podcast. Tell us about your business, tell us about you and what you've done. So my listeners have a little background.

Carly 1:23

Ah, well, first of all, thank you for having me. It's an honor to be here. And yeah, so my background is well, actually, I was originally a dental hygienist, and then I transitioned into the skin world because I realized I wanted to create my own environment for clients and yeah, sort of lead my way. And even from the start, started part-time. I always knew I wanted a team, and I had this dream and this vision, and yeah, I started in 2018 solo part-time alongside motherhood, and in 2022 took on my first premises and started hiring out my team, and I've grown it then since the last three years. We now got a team of eight. Uh, pretty much don't do any treatments anymore. In December, I pretty much came off the tools, and yeah, we've grown in the last three years by nearly over 600% in uh revenue.

Kari Jo 2:23

So it's been wild.

Carly 2:26

Yeah, it's some burnout in between.

Kari Jo 2:30

Well, that's exciting. Congratulations, first and foremost, of so many different accomplishments growing yourself and then transitioning to a team, growing your team, and then increasing your revenue by so much. Those are all incredible wins. What do you feel like has been the most important thing that got you from that beginning stage to where you are now?

Carly 2:57

Um having big vision and the delusion with it, because I remember so many people thinking, well, you you know, even to this day, I still have some people say we were just about to take on our clinic managers. Well, you can't take on a clinic manager, you know, that's a not non-earning income role, and it it's almost like keeping to your big goal and your big vision and aligning your subconscious beliefs, and also heavily investing in myself in terms of other coaching. So I've always had a coach from even when I was just part-time. Uh, sometimes I've had two coaches, but two coaches at the moment, and just always realizing that in business, finding the gap of what I don't know between where I am, where I want to get, and it's like who can get me there, not necessarily what course do I need to take or what skill do I need to take on. I think as an aesthetician, we so very think, okay, there's some white space in our diary, we need to learn this new treatment now, we need to take on this treatment because X-Y Z salon down the road are doing that. But actually, it's it's it's like finding who who's walked the path you've walked, finding them and learning from them.

Kari Jo 4:10

So yeah, I investing in yourself. Yes, I am a big visionary too, and I'm always like, I think I'm so delusional sometimes, and sometimes it can get me into trouble. But I'm just wondering because I would say the same thing is I'm a little bit delusional and I have these big visions, and to me, it's all possible, but I'm not so much an executioner, and so I've always hired someone that was a huge executioner right by me because I can get distracted with the next vision. Have you noticed that about yourself, or are you like an executioner too?

Carly 4:45

Um, yeah, so I've actually recently found out my human design, and I am more like the visionary, and then yeah, I need people to sort of give me the action plans and okay. But I I am I've got better over time of almost realizing okay, if I need to get that and try and very much stay in the lane and not get distracted by a shiny thing. I definitely think it takes it's hard, it's hard, isn't it? When you're especially when you're an entrepreneur and you know thinking, oh, I could start this business, but this this is like right. Yes finish this one thing first.

Systems That Drive Bookings And Sales

Kari Jo 5:22

Yes, yeah, totally. Well, I am super excited to jump in because I have so many aestheticians that are burnt out in doing all of the different things, and I'm a big believer that the more systems that you implement, the less you're gonna feel burnt out because those systems carry those weight. And so I'm like, you've obviously built something amazing and you've had to learn so many different systems to get to where you are now. I want to know what system would you say was the biggest system that made the biggest impact? Like when you started doing this, you noticed the biggest change.

Carly 6:01

Um, I think figuring in terms of bringing in new clients, I would say it's figuring out what worked for me and not trying everything. So personally for us, like we gain most of our clients now through Instagram, and we have quite a system that we use there, and sticking to that, so uh being consistent on socials as well. We've also got an online booking system. I think that makes a massive difference because that stops so much of the back and forth with bookings, and a lot of that's automated. So once they've booked, they get their relevant pre-care forms, consent forms, they get their reminders. But you know, we set the reminders to go centre to ours before. Um we also oh, another thing actually that's probably made a huge difference because we do quite um expensive laser hair removal treatments, and I was thinking there was a lot of pushback on people going forwards with the treatment. But then once I implemented a pay-monthly scheme, so I use pay funnels, it charges me, I think, £25 a month, but it means that clients can go on, it's like a pay monthly planner that made a huge difference and has really increased our uptake of big treatment packages, and of course, it's then like that passive monthly recurring revenue. So that's been really, really good. Uh, we've also this year implemented a call manager system, that's been great. So um where any missed calls, any abandoned calls, we capture that and we don't miss a lead.

Kari Jo 7:40

Okay, so tell me more about like not missing the lead in that capture system that you implemented.

Carly 7:46

Yeah, so that came from just listening to a few clients every now and they say, Oh, I called on the weekend and you didn't call me back, and and we'd look, we'd think, but there was no voicemail. And so I thought, right, we're missing a lot of people here. So sort of looked into it, and it's this system and it tracks all inbound calls, even if they call for a second and hang up, it's got their number, and you can import all your client data so you could see, oh, okay, Mrs. Thomas called. We can return her call on Monday, even if she didn't leave a voicemail, you don't lose anything. And so many times you'll call back a number and say, Oh, you called, you know, over the weekend when we were shut, and it's oh yeah, I forgot I called you. Yeah, I'd like to book a course of laser hair removal, and you think otherwise that would have been lost. So it's yeah, even when you're closed and you have your boundaries, you're still not missing a lead.

Kari Jo 8:34

You know, it's so interesting about that is I have called businesses before, and then you know, they didn't answer something and they hung up, I didn't leave a message, and then they have called me back and been like, okay, I noticed that. And I'm like, I had no idea about that service actually. So that is actually it is it's good.

Carly 8:56

I mean, for us it's around 60 pounds a month, but I do feel like it's worth it, you know, even if you get one client a month from that, and you can do like promo messages. So when it's Black Friday, you can pre-record things to say. Ask about ask our reception team about XYZ at all. Yeah, if it works for you.

Capturing Missed Calls And Leads

Kari Jo 9:16

Yes, well, I love that. I don't know if you're experiencing it over there in the UK quite like we are here, but I feel like we are getting so many aestheticians that have problems with cancellations. They either have people book and then they no show, or they call and cancel their appointment. Do you put up in a policy for that? And tell us your whole story of when did you learn to put in the policy and were you scared to do it and all of those things?

Carly 9:49

So I started and I didn't have a policy, so I've obviously learned the hard way. And I think when it was myself and I had a gap or a cancellation, I'd think, okay, no problem, I can get my social system for the day or something. But it changed once I started hiring a team because then I thought actually they don't want to be sat around, you know, and obviously I'm paying them, and so we then put a cancellation policy into place so that basically when they book online, they have to tip that they've read the cancellation policy. Our cancellation policy is at 72 hours you'll get a text and an email reminder, and you then have a 24-hour window to cancel or reschedule. So then once it goes to the 48-hour mark, if they cancel within 48 to 24 hours, they pay 50% of their treatment fee. If they cancel within 24 hours or less, or they don't show, is 100% of the fee. So obviously, any online bookings, they're ticking this. For any bookings that we make in person, because we do a lot of WhatsApp marketing, um, we'll reinforce this booking policy. Uh, we then have a one grace period, so you don't have to do this, but we've chosen to do this. Where if they cancel or reschedule within 40 hours, you say reinforce the cancellation policy, this is your first time, we'll let it go. And actually, that's worked in our favour because then a lot of the time it's meant that they've stayed on and been like a loyal client. But obviously, if they do it again, it comes off their treatment package. If, for example, if it's a laser client, they'll lose one of their packet, you know, treatments in the package, or if they're a facial client, they'll lose their deposit, which they've paid for that appointment, and they'll have to pay the balance before they rebook.

Kari Jo 11:39

Yeah, okay. Did you have to have them sign anything in order to do that? Or what has you found about that?

Carly 11:47

So obviously online they do sign.

Kari Jo 11:50

Okay.

Carly 11:51

Um, and in person, we just sort of have it as a printout that we explain to them.

Kari Jo 11:56

Okay. Yeah.

Carly 11:57

No, that's yeah, but that's a really good idea, actually, because if you have online forms, obviously you could add that as an online form to show that they've physically like a digi sign. That's a good idea. I will implement implement that.

No-Shows, Deposits, And Firm Policies

Kari Jo 12:11

Yeah. Yeah. It's so funny because you're like, well, when I was solo, I did not have a cancellation policy and it was fine. But as soon as I hired on a team, that's when I implemented it because that was actually very similar to me too. I did not have a cancellation policy. But isn't it funny how we show up differently once we start being responsible for other people? Like, how sad is it that we didn't choose to do the cancellation policy when it was just us? You know what I mean? Like, it was okay for us to get hit over and over again, but it's not okay for somebody else. And so I guess what I'm wondering is what would you say to that aesthetician that is kind of in that phase of it's just them, they don't have a team yet, they have that fear with the scarcity mindset. Yeah. What would you say to them?

Carly 13:07

Well, I would say if it's a client that is not willing to pay a deposit and not respect your time, then they're not your ideal client anyway. And that's a good way of almost you know, shedding through who it we for us, for any new client, if they are then not prepared to pay the deposit, I see that as a big red flag because I then think, okay, they're not respecting my time and where they're going to show up. So yeah, we now have quite a strict no deposit, no no booking or no rebooking because I think it's yeah, it's it's I understand it because especially when you're building, it's almost like, well, anyone's better than no one, but I think re doing a lot of work on my ideal client. Would my ideal client and my dream client pay the deposit? Of course they would, no problem. So it's it's trying to get into that mindset.

Kari Jo 14:01

Yeah, it is definitely a mindset of yeah, I definitely think you're right about that. You got to change your mindset to overcome. You ended up growing a very big team, and so you had a transfer from being the solo provider doing all the treatments, and it sounds like you always knew you wanted to do that. How did you do that transition with your clients? Because I know that there is a lot of aestheticians that they want to grow and build a team or bring on somebody, but again, they have that fear like my clients will never see anybody else, you know what I mean? Like, how do you all think that?

Moving Clients From Founder To Team

Carly 14:41

But they do, they don't mind. I think obviously there are some people that still now are like, are you doing any random days? And like, if I do a random day, they'll book in. But honestly, the the clients I on honestly thought would not go to anyone else have been absolutely fine, and it's it's it's just more like a I did there's I think there's two ways of doing it from what I've spoken to lots of other skin pros and in the business like you can either stop cold turkey and basically say no longer offering treatments, but you know, I've I've got the girls' page, Angelica, Tiana, like they they are doing treatments now, you can book in with them, or what I did is I phased down, so I went from working you know lots of hours to then working only two days a week. So, say if they wanted to re-book, oh, you'd like to rebook for a Wednesday. Unfortunately, I'm not doing Wednesdays anymore, but so and so so is, would that be okay if you see her next time? And nine times out of ten, absolutely fine. And then once they realise that they do it exactly the same as you as well, because I spent so much time training them and have quite not strict but you know, protocols that we follow so that we're all consistent because I've always wanted it to be like that that if they see me and then they see so it's always consistent and they're always getting the same treatment, and I think that then stops them wanting to come back to you. Um so that's the way I did it. I just phased out slowly, slowly, slowly, and then kept blocking off my diary so that no new clients could see me. They had to go, they didn't know any different. They phased into these other therapists, and I started incorporating the therapists into everything on socials so that you know anybody new landing on the page doesn't necessarily know I'm the owner.

Kari Jo 16:32

Yes, I uh did it the other way and ripped the band-aid off, but I did it. Did you I was pregnant, I had my baby, so it was like, Well, I'm going to be gone for three months, perfect, and yeah, just never came back. And it is so true what you said. My clients that were so avid. I had a girl that was working with me before I left, but they were like, I don't like her, I don't want to go to her. Do you know what I mean? They were just avid against my employee, they became her biggest fans. Do you know what I mean? They loved her, and so I do think it is so much in our head. I'm just wondering, because I didn't actually go through transitioning to two days a week or three days a week and slowing down. Is that hard? Because I would imagine if I'm telling somebody, let's do this, because it's totally reasonable to do that, they would be like, Well, my clients are just gonna continue booking far out appointments for me.

Carly 17:34

Did you notice that? Did you yes, I did, and I think in an ideal world, I think like you did, ripping the bandit off is the best way because what I found hard was one day I'd be in like therapist mode, and the next day I'd be in like CEO and like marketing, and like I found it quite hard to flip between, and that was harder. So, but I didn't, I genuinely didn't want to stop. I was just finding I wanted to do it all still. I really enjoyed doing the treatment still and seeing the clients, but I really enjoyed running the business and trying to scale it, so it was more because I really enjoyed it, and I remember my coach at the time saying, You're never gonna grow properly until you step out of the treatment chair, and then it was just like one day I woke up, I thought, I don't want I don't want to do this anymore, I want to fully focus on the business. So, yeah, it's just slightly different.

Kari Jo 18:29

Yeah, and at that time, did you have like a receptionist or anyone that was able to be the buffer between you and the clients and be like, oh sorry, she's busy, or were you the one that's like I'm not coming back?

Carly 18:42

Yeah, no, I did have a receptionist by this point, so that that was helpful. Um, but obviously, as much as I I would try and speak to the clients, and honestly, like like I said, nine out of times out of ten, they were understanding, and and once I sort of said, you know, I'm I'm struggling to do it all and you know, grow the business and and do treatment still, everyone they sort of understood.

Kari Jo 19:05

So yeah. When would you say is like a really good time to start hiring people on? Do you feel like you need to be so booked, like overbooked? What were what was it like for you?

Hiring Strategy And Team Structure

Carly 19:19

I feel like I always hire before I need because so, for example, I've just taken on another full-time therapist, and we I would say our other two therapists are like 80 to 90 percent capacity, and but the one girl only started last year, she's just coming up to her year anniversary, and it's only the last few months that she's really gotten up to that 80 to 90 percent. So yeah, I I take the people on before we're completely overbooked.

Kari Jo 19:54

Yeah. Would you who was your first hire? Was it a receptionist or was it another service provider?

Carly 20:02

It was another service provider, yes, just part-time.

Kari Jo 20:06

Yeah. Would you do anything different than the way that you did it?

Carly 20:11

Um yeah, my first hire was a self-employed, and I've learned that for me personally, employees is better and for it to be their full job. So I personally don't like hiring people that work at other other places because I feel like I like them to be fully invested to grow and almost to be part of that community and like that family sort of because we are it is still a small team, like I know it's eight, but it is, isn't it? So I like it to be that everybody's looking out for everyone, they all invested and they all want to grow the company and create that amazing client experience. So I found that actually to people to be like employed and part of the team was much better.

Kari Jo 20:58

Yeah, I I just am like, I'm like online with you, girl. I guess that is I was like, I don't want I would I just had a rule that I wouldn't hire anybody unless they were able to make it the full commitment because one job is gonna have to give.

Carly 21:17

Yeah, yeah, and that's that's what I found. It was, and they'd sort of just check out once they were obviously in their other job, obviously. And I just thought, yeah, this doesn't because I wanted to create such an amazing experience for the clients, and they need to be all in.

Kari Jo 21:33

Yeah. So once you started hiring a team, what was the first thing that you decided to let go of in order to protect your energy?

Protecting Energy With Smart Delegation

Carly 21:43

Oh um I no longer run our socials, so I outsourced that. Um and yeah, that was a massive burden, I must admit, because obviously I know that that's where all our clients pretty much come from. I knew like we had to keep up to the standard we were doing, but I was just finding it all a lot and sort of lost the love for it, really. So I outsourced the socials and yeah, obviously all the treatments. And I've now recently hired at the start of this year a clinic manager, which has been brilliant because basically when I burnt out my my major burnout in November last year, November into December, and yeah, basically it'd like back and forth with the doctors, they were trying to put me all these medications, and I was like, hang on, no, I need to sort this myself rather than just go down all the medications route and sort of put a mass like a plaster over it. I was like, I need to do some serious subconscious work and rewiring and sort myself. And um, yeah, it was from that that I pretty much wrote down everything I was struggling with, and I thought, right, all of these tasks, this is a job role, this is a job description, this is a clinic manager's role. So then started obviously recruiting, and that's been really, really good because she's then that buffer between even when I'm off work, obviously I would still be constantly in contact with girls because questions needed answering, and I had to get the answers, whereas now I've got this extra buffer, um, and it's helping with boundaries. So that's that's been a really good hire for me.

Kari Jo 23:22

Yeah, that's really good. There's so much that the owner takes on and has to do all these little tiny things that you just don't think about. And so having that person is so good. What qualities do you feel like is necessary in order to fill that manager role that you need someone who is really good at this?

Carly 23:43

I liked the fact that because I'm quite a soft and I'm an empath, quite a soft personality, and it's very easy to sort of just like keep bending, isn't it? And doing it all you can. So I wanted someone who was a bit more assertive than me and would just sort of like cut through and just be like, no, these are the protocols now, this is what we're doing, and sort of keep me accountable for it. Obviously, I wanted somebody really organized, um, really neat and tidy to keep the place to the high standard. Obviously, I have great social skills with the team. I wanted someone with past experience working in a huge salon so that they could bring all of those to ours. So, yeah, yeah, organized, assertive.

Kari Jo 24:33

Yeah, I always tell people, I'm like, I feel like hiring is a lot like Tetris. Like, you want to find the missing pieces of you and hire that out. You know what I mean? Yeah, like you're saying you're like, Well, I wanted someone a little bit more assertive, you know what I mean? Like you're just trying to find that little missing piece of you and fill it with someone else.

Burnout, Boundaries, And Daily Habits

Carly 24:57

Yeah, that's it. And I think as a therapist, we're naturally more gentle, we're healers, aren't we? So you can't do you can't do it all, you can't wear all the hats. So it's it's finding finding that gap and who can help you.

Kari Jo 25:11

Yeah. Well, going through your burnout that you went through, was there any great lesson that you would share with other aestheticians that you're this is what I learned, and this is what I want you to take from it.

Carly 25:26

I learned I sort of really learned about masculine and feminine energies. So I realized that I've been operating on a masculine energy, like the go, go, go and the hustle, for so many years, which obviously has worked well and has produced good results. But I it was basically during that time I went to this, I thought I'd booked Reiki. Turns out it wasn't Reiki, it was like a healing session, and she was really shocked and sort of said, you know, your your feminine is just nearly gone, and you need to, you know, you're just she's like touching you. It feels like I've drank ten espresso, and like everything she described, just thought it felt like a light bulb moment, and I just thought, yeah, gosh, I've been in this vital flight, and like loads of us are probably. And I just really decided from that moment to put massive boundaries in place and schedule loads of time for myself. I really focused on my nutrition, and I pretty much eat the same things most days because I found that you know keeping blood sugar stable was really important, and nourishing my body with good healthy foods made a huge impact on my mood and my anxiety. I pretty much cut down all my caffeine and my sugar. Um, and I I have, you know, in my morning routine, I do my affirmations and do my meditation, and I really don't put myself at the bottom of the list, so I make time for exercise and all the things that make me feel good. It's not like the bottom of the pile anymore. Like I I prioritize my well-being because I found that from stress you can't be in a creative zone, you can't create good things, you're not a good boss. And I actually tried to flip the script to be like, I'm trying to do all these things, but at the detriment essentially of my team and my clients, because I'm not the best of me. So just going back to basics, you know, like hydration, good supplements, good nourishment, sleep, good sleep hygiene, all of the basics is so important.

Identity Work And Staying In Your Lane

Kari Jo 27:30

Yeah, I remember when I was in my business and I hit the lowest I ever would hit in my business. You know, I lost some girls and it was so hard for me. And I remember I was talking to a coach and she's like, Kari, you need to go do some things that you love. Like you're you can't even problem solve right now, like you're not even imagining anything, like you're not, and I'm like, Yeah, it's true, you know. And so when you get to that burnout, it's kind of eye-awakening that you've been pouring for so long that you're trying to start filling up your own cup and thinking about you. And so I think your story about that, I think that is such a good lesson that I feel like every aesthetician needs to implement before they get to that point, is start thinking about yourself and scheduling time for yourself because you schedule time for everybody else, but yeah.

Carly 28:36

No, and I think it comes for me, it came from that guilt, guilt thing to be like, well, time is equals money and everything like that. But actually, when you then think of the bigger picture and think, actually, what does my 2.0 version, how does she operate? She doesn't do this, and you know, even I'm a mum of two girls, two young girls, and I didn't want them to witness me run ragged and at the expense of my health, also, I want them to grow up thinking that we like as women like look after ourselves and we see our friends and we do things for fun and feel good and yeah, you know, happy, calm life. I wanted that to come through to them.

Kari Jo 29:20

Yeah, we are down to the last few minutes, and I wanted to ask you you've said that you've had multiple different coaches, and you always have a coach in your life, and I'm just wondering the best advice that you've gotten recently that has made the biggest impact.

Carly 29:35

So, my recent coach is not actually even in the industry, she is more of a like um mindset and identity coach, but I really feel like that was what I needed after I burnt out, and she's just helping me align more with my bigger goals, my bigger vision, and the whole you know, the energy we put out is what we attract, and just just simplifying, it's like simplifying everything, simplifying the noise, and like this is what I I try and help my clients with because I think you know it doesn't matter what so and so is doing, it's it's like stay in your own lane, keep going back to your big goals, your big vision, and why it matters to you, and you know, your passion and what brings you joy. So I'm it's it's a lot of subconscious work and rewiring at the moment to protect myself and from you know, I'd never want to burn out like that again.

Where To Find Carly And Closing

Kari Jo 30:33

Yes. Well, thank you, Carly, so much for coming on. You've built something amazing, and I think all of your tips is going to completely help all of our aestheticians that are trying to build and grow something similar to you. If any one of my listeners wanted to reach out and connect with you, how could they find you?

Carly 30:55

Yep, so I'm on Instagram, and I can would you pop the handle down below? It's Carly, yeah, Carly Francesca, UK. And yeah, I'm on there sharing tips for obviously skin pros, um, but also how you can build your dream business and alongside your dream life, not at the expense of burnout, and sharing tips.

Kari Jo 31:18

Yes, I love that. Well, thank you, Carly, so much.

Carly 31:23

Thank you for having me.

Kari Jo 31:27

Thank you, bye-bye.

Announcer 31:31

Thank you for listening to the Esthetician podcast with Kari Jo Patterson. Each week, Kari brings you real-world lessons on how to grow your empire. To learn more about Kari's Fearless Prosperity Mastermind Group, one-on-one VIP coaching opportunities, and more. Visit www.karijopatterson.com. That's www.karjopatterson.com. See you next week for more insights and strategies on the Esthetician Podcast.