ime is one of the most precious commodities in a groomer’s day. That’s why we invest in high-quality clippers, dryers and shears, and why we use techniques to help maximize productivity and increase efficiency. But even the best equipment can’t eliminate one of the biggest time-consuming, physically demanding and frustrating aspects of grooming: de-matting.
Think about it: How much of your day is spent brushing, combing and working through mats? And do you know the physical toll that it takes on your body? What if there was a piece of equipment to help you cut your brushing workload?
Well, there is. And it’s already walking through your salon doors and handing you money! Pet owners can become one of your most powerful grooming aids.
Getting pet owners to brush and comb at home is a resource that many groomers are not taking advantage of. But with a little creative education, you can enlist them to take on basic grooming duties so their pets arrive in far better condition for their regularly scheduled appointments with you.
Unfortunately, though, many pet owners are clueless when it comes to caring for their pet’s grooming needs at home. Here’s a real-world example:
When Ashlee came to pick up her freshly groomed doodle, Dudley, the salon owner, Claire, greeted her: “Hi, Ashlee. Here’s your sweet Dudley, all ready to go,” Claire said. “Did you realize that Dudley’s ears and tail were badly matted? That’s why he took more time than usual today.
“He was such a good boy,” Claire continued, “but getting those mats out was not easy for us or pleasant for him. Because of all the extra time we had to take to carefully and humanely remove the matting, the cost of his groom will be higher today.”
“Oh no,” Ashlee gasped. “I didn’t know he had knots in his hair.”
“Yes, unfortunately he did,” Claire replied. “Do you ever brush him at home?”
“Well, no,” Ashlee stammered. “I thought that’s why I bring him to you.”
Ashlee nodded thoughtfully, then said, “Yes, I do, but I never really thought about my Dudley’s hair like that.”
“Brushing him between visits with us isn’t just about looks; it’s about keeping Dudley comfortable, happy, and mat-free,” Claire added.
“I feel like such a bad dog mom!” Ashlee confessed. “I’m embarrassed to tell you, but I don’t even have a brush for Dudley.”
“Oh, that’s no problem,” Claire reassured her. “I have exactly the right tools that Dudley needs. And, I will gladly show you how to brush and care for him between his grooming appointments.”
Ashlee’s face lit up as she said enthusiastically, “I’m in! I will do whatever my boy needs.”
Of course, not all owners will be as agreeable as Ashlee and some will not want (or be able) to care for their pet’s grooming needs between professional visits. But it’s important to use the right approach, as you seldom see positive results by just telling an owner that they need to brush their pet regularly at home. Explaining it in a way that makes sense to the owner really improves the chances of them taking an active role in the at-home care of their pet.
Even better, don’t just tell them—show them. Spend a few minutes demonstrating on their pet and show them the tools they should be using and how to use each one correctly. Then hand them the tools and let them try while you watch and guide them. Offer encouragement as they follow your instructions.
If retail is an option, you can stock and sell the brushes, combs, and other tools and products you recommend. You can even assemble and sell “home-care kits” for different coat types—curly coats, double coats, shedding coats, etc. This can make it easier for the owners to succeed and also adds retail revenue for you.
If you have owners that tell you they don’t have the time or the ability to care for their pet’s grooming needs at home, you can offer “maintenance” grooming packages with options that are tailored for their pet’s individualized needs, such as weekly brush-outs for high-maintenance coats, bi-weekly bath-and-tidies and seasonal de-shedding sessions for heavy shedders. Maintenance programs provide peace of mind for the owners while ensuring their pet’s grooming needs are not neglected between their regularly scheduled full grooming appointments.
By spending a little time to educate owners about the tools and products they need for at-home care and how to properly use them, and by offering maintenance programs, owners will have the resources to care for their pet’s brushing and combing needs on a regular basis.
When you learn how to utilize owner participation effectively, you will be able to turn pet owners into admirable grooming assistants (without putting them on your payroll), therefore transforming one of your biggest frustrations and time-consumers into a win-win-win outcome. The pets are happier and more comfortable, the owners feel empowered and like they are part of “the team,” and you save time, protect your body and increase your income.