ost grooming salons offer add-on services, but the benefits and profitability vary greatly. Some have them on the menu board and never have anyone take them up on them, while others significantly increase their profit by marketing them correctly.

There are different philosophies as to how we can use add-ons to our advantage. Some believe you advertise a very cheap base price, and everything else is an add-on. For example, the base price may be $35, but they will include nail trim, styling, brush-out, bow and cologne as add-ons, making the actual out-the-door price $85.

Years ago, a veterinarian in my area advertised dog spays at $99 and, in fine print, it said “anesthesia extra.” No one was going to have a spay done without anesthesia! So when clients picked up, he handed them a bill for $700+ for that cheap spay. This method often ends in irate clients if you are not upfront about the additional charges.

Another approach is to include everything in an all-in-one package. The issue we commonly fight with this is that we often price ourselves out of the market with the local competition. This is also true with the salons that only offer luxury products and charge a premium. Neither one allows the client a choice either. It sounds like a good plan, but it limits your clientele very quickly and does not allow for any upsells.

If we look at the average clientele from local neighborhoods around the grooming salon, it is usually very diverse. And the best way to succeed is to meet people where they are (within reason). Figuring out how to help Mrs. Jones with Fifi and Cowboy Bill with Butch in the same salon strengthens your business. Does it mean we must cut Cowboy Bill’s prices to make it work? No, it simply means they have different needs and you need to meet them with a price point that works for you. Both can be good clients, they just have different needs.

One solution is to offer choices to your clients. I always did three. Why? Well, let’s look at it from the client’s perspective: First, if they call in and ask for prices, we can say that the groom ranges from $65-$105 (just an example), depending on which packages you want. That addresses pricing yourself out of the market with the person who doesn’t understand the differences between the salons and gives you a chance to win them over. Secondly, when they come in, most clients will look at the packages to decide their comfort zone. And unless money is a huge issue (which isn’t as much as most clients say), the average client will commonly pick the middle option. They don’t want to look cheap, so they don’t want the cheapest one, yet they want to try you out before making the jump to the highest price package. Then you will have the Mrs. Joneses out there who only want the best, and they will pick the most expensive, no matter the cost. Cowboy Bill wants the no-frills option just to get the manure smell off his dog, and you can accommodate him also. All levels can be great clients, so we shouldn’t judge them on what level they picked.

So how do we offer different levels? We can provide different services at each level and different qualities of products. This doesn’t mean we compromise the health and well-being of the pet’s skin by using harsh products or skipping conditioners for the economy services, we just don’t use luxury products. Most shampoo lines have economy, routine, and luxury in the lines they offer, and the products should be the basis of our packages. The difference in price from economy to luxury may only be a couple of dollars difference (your cost per bath price) but can amount to a $10-20 difference in price to the client. Remember, you are giving them the option to choose. You should get very little pushback as long as they can see a difference.

Once clients have picked the level of service they want, they rarely upgrade independently. Why? Well, if they are happy, they don’t see the advantage of making a change. The way to overcome that is to show them the advantage. Here is one way to do that:

“Mrs. Smith, in honor of Valentine’s day I want to do something special for Tiffany. The next package up is normally $20 more, but I will give it to you at your normal $85 fee today. All I ask is for you to give me feedback about the upgraded products and services.” Do not be surprised when Mrs. Smith calls back and tells you she wants you to do to the higher-priced package every time!

So what does that mean for the salon? You just increased your bathing price by $20 with a minimum cost upgrade (just $1-2 for you), and you get no complaints from the client because it was their choice. I have seen salons convert as much as 25-30% of their clientele to higher packages. Just think of what that would do to help your profit margin!

Add-ons can be a considerable tool to increase a salon’s profitability, but an add-on or upgrade must increase the value to the client. It must be something they can see, feel or smell. The one thing you do not want to do is compromise your services in the lower-end packages. Remember, every dog that walks out of your salon is a walking billboard.

The real goal is to offer the upper-level services and products that no one else does. You want the reputation with your clients that you are the best so all their like-minded friends also want to come to you!!

Dr. Cliff Faver graduated with a BS in Biology/BA in Chemistry before getting a Veterinary degree in 1987. He is the past owner of Animal Health Services in Cave Creek, Arizona and now the US distributor for Iv San Bernard products, teaches the ISB Pet Aesthetician Certification program, and speaks internationally on hair and skin. His passion is to merge groomers and veterinarians to aid in helping and healing pets. He is also a member of AVMA, AAHA, AZVMA, Board member with Burbank Kennel Club, and has served on Novartis Lead Committee, Hill’s International Global Veterinary Board, and a Veterinary Management Group.