The Art of Pricing: How to Value Your Grooming Services typography
by Delanda DeLucia
There are many types of professional groomers, each offering unique services and experiences. Some work at large chain stores, others provide mobile grooming, while many operate from brick-and-mortar locations or run their own small businesses. For those who own their own grooming businesses—often with just themselves or a small team—one of the most significant challenges is establishing a fair pricing structure.

Unlike groomers employed by others, who don’t have to navigate this issue, independent groomers often struggle to set prices that reflect their skills and dedication. Our passion for animals can sometimes cloud our judgment, making it difficult to charge what we truly deserve for our expertise and care.

Defining Our Role

As professional groomers, we offer an essential service to pet owners, ensuring that every dog and cat is not only clean and well-groomed, but also treated with the utmost care and compassion. Our dedication goes beyond mere grooming; we invest quality time with each pet, fostering deep trust and connection. We prioritize building lasting relationships with both the animals we care for and their owners. This commitment to personalized service is at the heart of what we do, making each grooming session a meaningful experience for everyone involved.

When was the last time you visited a large retail chain to give a holiday gift to a cashier there? In contrast, many of us receive heartfelt gifts from clients during the festive season, a testament to the bonds we create. We genuinely care about our clients’ lives—knowing their family details, upcoming vacations and any concerns regarding their pets’ health. This relationship not only enriches our work, but also contributes to our job stability. However, this emotional connection can complicate our approach to pricing.

Most of us entered the grooming profession out of a love for animals and a desire to help them. We want to provide the best care possible, but this can create a mental challenge when it comes to charging for our services. It can be exhausting to balance our affection for each pet with the necessity of maintaining a viable business. Yet, it’s vital to remember that our clients genuinely appreciate our work and are willing to pay for the value we provide. As Daniel Lapin states in his book Thou Shall Prosper,1 “When you serve the marketplace, they will give you certificates of appreciation with Presidents’ faces on them.”
Recognizing our Value
While many pet owners can attempt basic grooming tasks at home—such as bathing or nail trims—they often find it challenging to achieve the same level of care and expertise that we offer. We have honed our skills through years of training, mastering the best techniques for each breed and coat type. Our deep understanding of grooming tools, combined with our knowledge of animal behavior, allows us to provide services that pet owners simply can’t replicate at home.

Consider this: Just as people hire tax professionals to navigate complex financial matters, pet owners seek out groomers because we bring expertise and efficiency to the grooming process. On average, a professional groomer can complete a full grooming session in one to two hours, while a pet owner might spend several hours, often resulting in a less-satisfactory outcome. This efficiency not only saves time, but also ensures a thorough, high-quality grooming experience.

In our journey to understand our true value, it’s essential to recognize that our skills and knowledge go beyond just the tasks we perform. Christy Wright’s parable about a carpenter beautifully illustrates this point:2

“A man was suffering a persistent problem with his house. The floor squeaked. No matter what he tried, nothing worked. Finally, he called a carpenter who friends said was a true craftsman. The craftsmen walked into the room, and heard the squeak. He set down his toolbox, pulled out a hammer and nail, and pounded the nail into the floor with three blows. The squeak was gone forever. The carpenter pulled out an invoice, on which he wrote the total of $45. Above the total were two line items:  Hammering, $2; Knowing where to hammer, $43.”

When you’re setting your prices, you’re not only charging for the grooming; you’re also charging what you’re worth. You’re charging for the unique gifts, talents, skills, education, knowledge, quality and style you bring to the work you do. So don’t just charge for hammering—charge for knowing where to hammer!

Understanding Pricing Challenges
Despite understanding our worth, pricing remains a significant challenge for many groomers. Our compassion for pets often leads us to hesitate when it comes to charging appropriately. To combat this, it’s essential to establish clear pricing structures in advance. Setting well-defined prices allows us to maintain our professionalism and ensure that we’re compensated fairly for our services.
When determining pricing, it’s crucial to consider multiple factors, including the behavior of each pet. For instance, if a dog is particularly anxious or resistant, we may need to charge additional fees to account for the extra time and effort required to ensure their safety and comfort. Instead of applying a blanket “behavior fee,” it can be beneficial to create a detailed pricing structure that addresses specific behaviors. This not only helps pet owners understand the reasoning behind the charges, but also empowers us to communicate our needs more effectively.

As compassionate individuals, we often find ourselves wanting to go above and beyond to support clients and their pets during challenging times. One effective way to meet this need while maintaining our business integrity is by establishing a structured system for offering occasional complimentary services.

For instance, we could volunteer at a local shelter once a month to groom dogs in need. Additionally, we could create a program that allows community members facing financial hardship to request a free grooming service by submitting a brief application explaining their situation, offering a pre-established number of free grooms per month based on your personal capacity. By implementing these initiatives, we can make a meaningful impact in our community without compromising our business. Let’s get creative and find ways to give back while supporting our growth!

Creating a Fair Pricing Strategy
The following steps outline how to create a pricing model that reflects your worth, meets client expectations and ensures the sustainability of your grooming business.

Assess Your Costs: The first step in creating a pricing structure is to assess all costs associated with your grooming services. This includes:

  • Supplies such as shampoos, conditioners, grooming tools and cleaning products.
  • Overhead, which would be your rent or mortgage (percentage of your home if you work from home), utilities and insurance.
  • Equipment such as tables, tubs, clippers and other grooming equipment (like blades and scissors) that requires maintenance and eventual replacement.
  • Continuing Education, which would include investing in workshops or courses to stay updated on grooming techniques and trends.

By calculating your total monthly expenses, you can determine an average cost per groom. This thorough assessment will provide you with a clear picture of your baseline costs.

Understand Your Market: Next, conduct research on local grooming prices to understand the competitive landscape. Look into what other groomers in your area are charging, as well as the rates at large chain stores. Pricing can vary significantly based on geographical location and local cost of living.

By gathering this information, you can position your services competitively while ensuring that your pricing reflects the quality and expertise you offer. Engaging with local pet-owner communities or forums can also provide insight into what clients are willing to pay for grooming services.

Calculate Your Break-Even Point: Once you have a comprehensive understanding of your costs, it’s crucial to determine how much you need to earn to cover these expenses and support your desired lifestyle. If you plan to groom around 100 dogs a month, divide your total monthly expenses by this number to establish a per-dog price. This calculation will help you set a minimum fee that ensures you remain financially sustainable while providing quality service.

Establish fees for Behavior and Complexity: Different pets come with varying levels of grooming complexity. It’s important to establish clear guidelines about which specific behaviors or grooming requests will incur additional charges. For example, if a dog requires extra time due to anxiety or difficulty standing still, this should be communicated upfront. Being as specific as possible about additional fees is crucial for clear communication with clients.

Additionally, if a pet exhibits challenging behavior during the groom that results in extra time or effort, communicate this to the owner before proceeding with a quick call or text. This ensures they understand the reasoning behind additional fees and also fosters trust in your professional judgment.

Remain Transparent: Transparency not only helps manage client expectations and builds confidence in your services, but also ensures that you are adequately compensated for the extra time and effort required. When discussing prices with clients, make it clear that your quoted price is an estimate, as it can vary based on the specific needs of the dog. Using terms like “starting at” or “base price” can help manage expectations while still allowing for flexibility.

While it’s impossible to predict every potential issue that may arise with a dog, many common challenges can be anticipated. By pre-planning and providing a detailed breakdown of fees, you can communicate your pricing more effectively and remain transparent.

Reassess Regularly: Keep in mind that pricing is not a one-time decision but an ongoing process. Regularly evaluate your prices and adjust them as needed to reflect changes in your operating costs, market conditions and your own professional growth. Consider implementing annual price increases; these can often be more manageable for clients compared to infrequent, larger hikes. Communicating these adjustments in advance helps build trust and understanding with your clientele.

Use Strategic Pricing: Finally, consider implementing strategic pricing techniques to enhance the perceived value of your services. For instance, pricing your services at $59.99 instead of $60 can create a psychological perception of getting a better deal, even though the difference is minimal. Such pricing strategies can make clients feel more comfortable with their expenditure, ultimately encouraging them to choose your services over competitors.

Building Lasting, Mutually Beneficial Relationships

Ultimately, our profession is about more than just grooming—it’s about building relationships with the pets we care for and their owners while providing a sustainable living for ourselves. As we navigate the complexities of pricing and service, let’s remember the value we bring to the lives of our clients and their furry companions. By knowing our worth and setting appropriate prices, we can continue to provide excellent service while ensuring the sustainability of our businesses.

In the end, our dedication to both the pets and their owners is what sets us apart, and it’s essential that we honor that dedication through fair and transparent pricing practices. Let’s keep nurturing those bonds while also recognizing the professional expertise we bring to the table, and price accordingly.

References:
  1. Lapin, D. (2002). Thou Shall Prosper. Wiley.
  2. Wright, C. (2017). Business Boutique: A Woman’s Guide for Making Money Doing What She Loves. Ramsey Press.