ven for clients who stick to a six-week grooming schedule, professional grooming alone isn’t always enough to keep a dog’s coat healthy and mat-free. Life happens between appointments—dogs go swimming, roll in the grass, wear harnesses that rub, and their coats and nails don’t stop growing.
Some groomers are noticing that more dog owners are taking an active role in maintaining their pets between salon visits. But that’s not always the case…
While pet industry trends and observations hint that owners are more likely to recognize what it takes to care for their dogs in recent years than in the past, groomers still have an important educational role.
As a groomer, you’ve probably encountered the dog owner who believes they don’t have to brush their dog because the dog was supposed to be low-maintenance. Or there is the puppy owner who calls for information, explaining that they will call back to book when their puppy needs a haircut, but then they wait too long.
These misconceptions can be frustrating for groomers to encounter. And while talking with clients about what to do doesn’t always yield the results you hope for, many clients will appreciate your tips and make lasting changes because of them.
The grooming industry continues to grow, and according to one article, part of the reason is the current trend of pet humanization.1 When owners treat their pets like family, they seek more than just the basics.
Still, education on coat-care needs is lacking. One report found that pet owners face gaps in knowledge, tools, and access to care for their pets’ coats, highlighting the importance of increasing client knowledge about grooming for veterinarians and animal welfare professionals.2
Dog groomers have the opportunity to talk with clients directly about coat care—even before problems arise. For many groomers, educating their clients is an essential part of their role. Much like grooming takes practice, learning techniques for having meaningful conversations with clients is a skill, too.
It can help to be aware of how client education relates to your business and role as a groomer. You might begin noticing when clients respond positively to your feedback when you start paying attention to it. This is a rewarding part of working closely with pet owners.
“Educated clients mean happier dogs, better grooms, and less stressful visits,” says Vicki Doyle, groomer, consultant and owner of Groomed by Vicki located in England.
Vickie is also the owner of a shampoo line, which she launched amid an increase in at-home pet grooming, especially during the pandemic.
For Vickie, education might involve demonstrating brushing and combing techniques or talking to owners about reducing anxiety and preparing their dogs for the groomers. Education isn’t just about coat care; it also involves considering the dog’s behavior.
“I explain that grooming isn’t just a bath and a haircut,” she shares. “I give my clients tips on handling paws, brushing calmly at home, and getting their dog used to clippers (by having an electric toothbrush buzzing nearby) and a hairdryer too!”
For Nadia Bongelli, lead groomer at Doggieland Toronto and member of GroomTeam Canada, exposing puppies to the grooming process as soon as possible is an essential part of setting them up for success. She explains that new puppy owners often reach out, unsure when to start grooming their pup, and her suggestion is, don’t wait.
In addition to discussing the importance of puppy grooming, Nadia also talks with clients about the right tools for their dog’s coat type.
“I will ask a client to bring in their at-home tools and show me what they are using,” she explains. “More often than not, the tools they have are decent, but not exactly what I would use. It’s helpful to keep an inventory of my favorite brushes, combs, and sprays on hand.”
The relationship you build with your clients by sharing your time and expertise with them can make your business stand out. Like all aspects of business, you also have to take into consideration what education means for your business. You can’t spend a considerable chunk of time demonstrating brushing techniques for every client. It’s up to groomers and businesses to determine the best process for their salons.
It can be helpful to have a set of brushes available at the front desk for clients to see, along with any handouts or resources you want to provide. Some groomers even host in-person sessions or sell online courses to demonstrate basic grooming techniques.
Letting your clients know what you expect between appointments right from the beginning is essential. Some dog owners aren’t aware of what their dog requires. As a groomer, you can help guide and support them, which often results in more frequent bookings.
Whether or not you’ve noticed any trends in how involved owners are in the grooming process, it’s never too late to start thinking about ways you can have a positive impact that your clients will appreciate.
- Maciel, E. (2024, October). How can pet grooming continue to boom? Global Pets. https://globalpetindustry.com/article/how-can-pet-grooming-continue-to-boom/
- McDonald, S., Sweeney, J., Niestat, L., Doherty, C. (2022, February). Grooming-Related Concerns Among Companion Animals. Frontiers in Veterinary Science. https://www.frontiersin.org/journals/veterinary-science/articles/10.3389/fvets.2022.827348/full