Behavior Breakdown
digital illustration of woman in speech bubble with poodle
Achieving Excellence through Skillful Communication typography
digital illustration of man and woman speaking through megaphones

by Melissa Viera

When you dine at a remarkable restaurant, you quickly notice that there is much more to the experience than the delicious food. Servers at such restaurants are typically well-trained and knowledgeable. Combining professionalism with skill and a bit of style, these team members leave first-time guests feeling like loyal customers before their meals have even arrived. 
by Melissa Viera
When you dine at a remarkable restaurant, you quickly notice that there is much more to the experience than the delicious food. Servers at such restaurants are typically well-trained and knowledgeable. Combining professionalism with skill and a bit of style, these team members leave first-time guests feeling like loyal customers before their meals have even arrived. 

What is the secret to such a high level of service? The ability to communicate elegantly and listen carefully lies at the heart of their skills. Communication is an important part of an exceptional dining experience. Servers know the menu well and they can answer any question their guests may have, as well as make suggestions with confidence. Throughout the dining experience, the server is also an observer and a listener, often predicting the table’s needs before they are even requested.

Communication in Grooming
This same type of exceptional service can apply to the dog grooming business. Being able to talk with customers about grooming is an important skill. Whether promoting a special when a long-time customer is dropping off their pet or listening to the concerns of a first-time customer, two-way communication can help you build a loyal client base.

Communication begins with someone before they even decide to book their first grooming appointment. The business is already communicating with the customer through their marketing efforts. Everything the business does—not just the obvious attempts at attracting new customers—sends a message. Therefore, it is important to have a clear process for everything, and to continue to adapt that process.

The Customer Journey
A business can do this by walking through every possible customer journey. How will people find your business and what will their journey look like from prospect to loyal customer? A website should not only tell who you are, but also what to expect as a customer. View the message from every perspective. Consider ways to communicate with potential clients, such as adding a page with frequently asked questions to your website or providing a short, downloadable guide that explains everything someone needs to know about the grooming process.

Once a customer books an appointment for their pet with your salon, you can provide even more details. One way to do this is by sending an automated appointment reminder that includes all the important details, such as what they need to fill out upon arrival or beforehand, what to bring, where to park and how long they should expect their pet to remain with you. Make sure these details maintain the voice of your brand.

The First Meeting
For some grooming salons, it makes sense to do a meet-and-greet before confirming a first-time customer’s appointment. But it is common for groomers to meet the customer for the first time at the pet’s initial appointment. During intake, the customer should be invited to discuss style options, ask questions and express any concerns they might have about their pet being groomed. The intake specialist might be the same person grooming the pet or it could be another team member. It is important to have a system in place for clear communication, especially when the message will travel between team members.

The intake specialist should also set realistic expectations. Besides listening to the customer, they should explain what can and can’t be done in a way that aligns with the brand. Whether it’s describing the luxury spa experience a pet will enjoy or highlighting low-stress techniques, you can brilliantly communicate what makes your salon unique while explaining the process to new customers.

It takes practice to get it right, but you definitely don’t want to read off a memorized script. If you get asked the same questions all the time, your answers become automatic. While this might seem like a good thing, it’s not. If you are on repeat, you are not actively listening. Know the process, but don’t lose the touch of personality and style that makes explaining the process a unique part of the customer experience.

Presenting a Pet

The way a groomer brings a pet back out after grooming is complete is another important area of the process to pay attention to. Actions will do the talking. How do you present the pet to the owner? Think of what you would do if you were showing a dog; one more quick touch-up before the judge sees the dog and a highlight of the dog’s best features as the judge glances. While your customer will want their pet back immediately, you can still include one last look-over in your process. Make sure the pet is not dragging extra hair on the way out, for example.

The person bringing the pet out should be proud of the work, whether it is the groomer or another team member. Team members should appreciate each other’s skills. When you are proud of the work, it shows. Not all communication involves conversations.

Follow-Up Care

Sometimes, the customer will have homework. If the dog was challenging or had tangles, politely notify the customer and give them instructions. Don’t make a customer feel embarrassed when there is a line of people waiting. It might be helpful to provide written material about the dog’s visit, such as a report card or a printout with brushing tips.

If you have expectations for the customer, such as keeping the dog on a six-week schedule, make sure the communication about this is clear. Every business is unique, and knowing what each client needs and what is helpful for them and their pet is paramount.

Communication enhances the grooming experience for customers. But more than that, it allows a groomer to educate their customer about coat care, training for grooming and more. This contributes to the wellbeing of the pets and it is helpful for the people who care for and love them, too. While no system is perfect, we can always refine and change the process and communication styles.