efore retiring from mobile grooming, most of my clients were 10 years and older. I cherished seniors and quickly turned away puppies, as seniors were my passion and specialty—my niche.
Niching defines a sub-set or segment of a larger group you want to appeal to, and you can define your niche as broad or narrow as you like. Some examples in grooming would be small or large dogs, cat exclusive, hand-stripping, specific breeds, a required schedule, and skin and coat services.
Sometimes, finding your niche is decided for you. One groomer friend of mine only accepts pets under 25 pounds. She made the switch to smaller pets because, after many years of grooming, she developed orthopedic issues with her back. She also realized that it would be better for her staff, as it would reduce the risk of injuries while increasing profits. For this groomer, it was a no-brainer; she decided to take the plunge and commit to the weight limit.
There were a lot of changes to her client list, however. While it was the right choice, it was a challenging decision. First, she changed her outgoing voice message to clearly state, “We only accept pets under 25 pounds.” Then, she started referring any current clients that no longer met her criteria to other local groomers.
Having a niche also helps to focus your marketing efforts. It can set you apart from your competition by creating a unique selling point (USP) critical to developing targeted advertising campaigns. Being the local geriatric grooming specialist made me the authority on the topic. Local veterinarians trusted me with their special senior clients, and area groomers who were uncomfortable grooming senior pets gladly sent them my way.
Deciding to have a niche but not marketing it won’t get you far. Post informational blogs on your specialty to your Facebook business page and post photos, reels and videos to all social media platforms, such as Instagram and TikTok.
Toot your own horn and let potential clients know you’re the best, because having a specialty allows you to charge more for your services. Every time you get more education on your specialty, let everyone know.
Contact your local breed clubs if your niche is a specific breed or show grooming. Cats have their breed clubs as well. If you’re mobile and want to stick to a particular neighborhood, seek out the President of the HOA. Offer to write a grooming or pet care article for their newsletter or look at a getting in a local veterinarian’s or high-end pet store’s newsletter.
When deciding on a niche, remember you should play to your strengths. I would not recommend catering solely to small dogs if you cannot imagine grooming life without Golden Retrievers. I would also not advise focusing on a breed or group that does not display your talents well. But continuing education can change that. Conversely, just because you love Bichons does not mean you have to be the “Bubbly Bichon Barber;” your business may fare better if you generalize that talent to curly coat types.
A top concern is whether or not there is enough business for a niche groomer to make a living. But knowing who and where your niche clients are and the number of clients you need will help narrow your number.
Niching may not appeal to you, and that’s okay, too. The point is to have fun and love what you do!