Some additional services lend themselves readily to a standard groom. For example, customers frequently request that their pet be washed in a medicated shampoo sold to them by their veterinarian for a specific purpose. To make the most of a medicated shampoo, the dog should first receive a primer bath with regular shampoo to remove dirt, dust, dander and debris. Then, the medicated shampoo should be applied as directed and allowed to remain in contact with the dog’s skin for 5-10 minutes to be effective. Most customers easily accept an additional fee because they can understand that that time must be paid for.

For some, however, offering a list of extra services is off-putting. Groomer Jennifer Regis shares her opinion on charging for add-ons: “I don’t do add-ons; I do what the dog needs. I charge an hourly rate so the client is charged based on time, not by breed and not by extra things. I simply give the dog the care it needs. If this means I need to do a sugar or salt scrub due to crazy flaky skin and heavy-duty conditioning treatment, so be it.”

Many other groomers echo her sentiment, but some find that offering extra services works for them. Famed groomer Olga Zabelinskaya shares her process for add-ons: “I groom very small to medium dogs only and offer keratin, jojoba oil, and argan oil masks. I also have salty paw treatments for winter and Dead Sea mud spa treatments. These are usually $15-20 extra each. I have a toothbrushing, nail filing, and anal gland expression package for $30, which is the most popular.”

“I’ve done dog walking as a pleasant add-on,” adds groomer Lori Bowman. “I have a few people who love that I will do this, as they are not able to.”

Some additional services lend themselves readily to a standard groom. For example, customers frequently request that their pet be washed in a medicated shampoo sold to them by their veterinarian for a specific purpose. To make the most of a medicated shampoo, the dog should first receive a primer bath with regular shampoo to remove dirt, dust, dander and debris. Then, the medicated shampoo should be applied as directed and allowed to remain in contact with the dog’s skin for 5-10 minutes to be effective. Most customers easily accept an additional fee because they can understand that that time must be paid for.

Dogs that have interacted with a skunk also require extra time and products to combat that noxious odor. In my experience, customers are delighted to shell out extra cash when we help with that particularly smelly problem.

In contrast, there are other add-on services that are less for the wellbeing or health of the pet and more for the visual appeal or novelty, and may interest only certain specific customers. Some of these include:

The options of add-on services and packages that can be offered beyond the standard groom are endless. Groomer Michelle Saadeh shares one option that is very popular in her salon: “We do a walk-in service that we call a ‘Quick Fix.’ We charge $35, and we trim the nails, clean the ears, trim the paw pads and sanitary area, as well as around the eyes and mouth, and do a quick brush-out. This is a very popular service for in-between grooms.”

The consensus of groomers I talked to about the benefit of offering additional services was that if a standard groom covered all the pet’s basic needs, offering extras as an option was an acceptable practice. Groomers who do offer add-on services find that they can increase their per-ticket price on a percentage of the pets they groom. Pricing for these services should be based on the extra time each option will take to perform and the additional cost of any supplies purchased for the service.

Another bonus to offering add-on services is that they can be a fun diversion from our daily grooming routine. Putting on a little nail polish, fashioning a feather boa collar or using products different from our standard ones keeps things interesting. The delighted response of happy customers is also something that can brighten an otherwise average day. Offering add-ons can be exciting for stylists and pet owners alike—and boost your bottom line!

The couple opened Snazzy Dog Pet Spa during COVID, declaring that dogs still needed grooming despite the challenging times. With Becca as the bather and Britt grooming, they took safety precautions and only saw four to five dogs a day. Britt says having fewer dogs in the salon made it feel calmer than in her previous grooming environments, so she decided to carry the calm environment over when they bought their building.

Snazzy Dog Pet Spa started in a strip mall, but the location lacked the vibe the Wingards wanted. Besides, it was small, and they quickly outgrew it. With the need for more space to accommodate their growing clientele, they bought a 3,400 sq. ft. building in a quiet, historic neighborhood at the end of 2022. It provided the space for a 2,400 sq. ft. pet grooming salon downstairs and cozy living quarters upstairs.

Britt and Becca are also Fear Free Certified, which contributes to the calm environment. “I’m proud we took the time to learn about this and get certified,” Britt adds. “I take a lot of pride in the dogs’ relaxation. We don’t get mad at them and yank them around.”

Another factor of the relaxing environment is Becca’s Reiki training. “Reiki is an ancient Japanese technique for relaxation and stress reduction, done with the hands of the practitioner, which promotes the body’s natural ability to heal itself,” Britt explains. “If a dog comes in that’s stressed or anxious, Becca works with them to help balance their energy and ensure a much better spa experience.

At the beginning of 2024, they raised their prices and implemented a membership model, which was quite a gamble, but has proved to be very successful overall. Pet parents apply for a membership, and if approved, they agree to a monthly prepaid groom. The dogs get on a schedule, the clients provide a credit card for auto-pay, and Britt and Becca maintain a stable schedule and cash flow. Prepaid grooms also make for fewer no-shows, which keeps schedules consistent.

“Oh, we lost a lot of customers when we switched to this model,” Britt says. “One lady’s face turned into a tomato, and she threw her reservation card at me. But the ones who stayed love it. They appreciate knowing their dog is always clean and groomed, and they don’t have to remember to make an appointment. Their appointments are pre-scheduled for the entire year.”

In addition to the monthly groom, canine members also get an additional bath each month. This means many dogs are on a bi-monthly schedule for their spa visit. “The dogs stay in better condition; it’s better for their skin and hair, and they get in and out quicker. They’re also better behaved,” Britt says.

Like many groomers, Britt started at PetSmart as a bather. They sent her to grooming school in 2014, and then she left PetSmart to work for a private groomer for a few years until opening Snazzy Dog Pet Spa in 2020. In her previous experiences, she observed a quantity-over-quality approach.

“Groomers start out loving what they do and end up hating it because they’re rushed,” Britt says. “I’ve seen so many bad ways of doing things. I wanted to be better. I always believed in ‘Be the change you want to see.’ I don’t believe in competition. There are plenty of dogs to go around.”

In addition, not taking every dog possible creates a more relaxed lifestyle, translating into a more relaxed grooming environment. “We cater to the people who look at their pets like children and care about their health and happiness,” explains Britt. “We want them to feel comfortable about leaving their dogs here. We want to be a safe space for the dogs and people. Everyone remarks on how calming and clean it is. It always smells good.”

Britt recommends groomers who want to open a salon do their research: “Don’t go into it blindly. You need to know how to put money back into your business so it grows. But it’s very rewarding. Establish boundaries, and don’t let the business run you. Too many groomers assume they have to take on every dog or person, but they don’t. Not everyone will be a good fit for you, and that’s okay; know when to say no. I want everyone to be successful and love what they do as much as I do,” Britt concludes.

Many people will get the education and try a given recipe two to three times, and if the results are not what they expected, they give up. It is essential to realize when you take on something like skin and hair restoration it is a process—not just a product—to get where you need to be. There are many different variables to consider as to the cause of the issue and the solution to repair it, all of which are important in achieving good results. Your determination and persistence will be vital to achieving success in this field.

To achieve success, the client must be part of the solution, which means educating the client on what you are trying to accomplish, the science of how you are going to accomplish it and why it is different from all the other things they have tried in the past. Without this information, most clients will not be willing to take a chance on you since most have already faced failure with the veterinarian. The most significant difference is that, as a veterinarian, we mainly work from the inside out to treat symptoms versus treating the hair and skin from the outside in and giving the body what it needs to repair itself.

The example used in this article is about skin and hair restoration, but the same principles apply to many different areas you may choose to “specialize” in. Educate yourself, be tenacious, understand it is a process in getting there, find a mentor, and always know you must educate and bring the client along with you on the journey.

Think about what makes you happy and is your passion, then work hard to pursue it. You might not be great at it initially, but through hard work and experience, you will wake up one day and realize that you have reached a level that is among the best in the industry if you do it right. Never underestimate what you can do when you put in the work!

Dr. Cliff Faver graduated with a BS in Biology/BA in Chemistry before getting a Veterinary degree in 1987. He is the past owner of Animal Health Services in Cave Creek, Arizona and now the US distributor for Iv San Bernard products, teaches the ISB Pet Aesthetician Certification program, and speaks internationally on hair and skin. His passion is to merge groomers and veterinarians to aid in helping and healing pets. He is also a member of AVMA, AAHA, AZVMA, Board member with Burbank Kennel Club, and has served on Novartis Lead Committee, Hill’s International Global Veterinary Board, and a Veterinary Management Group.

Charlie is an ancient Lhasa Apso Lindsay has been grooming for years who has a mouth full of rotten, tartar-encrusted teeth. The hair around his mouth and down into his chest is matted and reeks from his constant drooling. That smell is what earned him the nickname of “Roadkill” with everyone in the salon. To make matters worse, none of Lindsay’s stylists want to groom Charlie, and not only because of the smell, but because his mouth is painful so he doesn’t want anyone to work around his face.

Charlie’s owner, an older gentleman, says, “He really stinks today. Make sure you give him a heavy-duty bath.”

To which Lindsay replies, “Charlie smells bad because of his mouth. His teeth and gums are terrible.”

“Well, I give him Milk Bones. They are supposed to keep his teeth nice. The trouble is, he won’t eat them,” his owner counters.

Lindsay shakes her head in frustration and says, “He can’t eat them. His teeth are bad and his mouth is sore. I tell you every time you come in that you need to take Charlie to his veterinarian.”

Does Lindsay’s story sound like anything you have experienced?

Most of us have probably groomed pets that have never had any kind of dental care in their life, whether we were aware of it or not. Unfortunately, there are lots of dogs like Charlie who have rotting teeth, tartar buildup, painful and inflamed gums, and breath so bad that a mask has to be worn while grooming. Of course, you can’t do much about pets that have advanced periodontal disease except refer them to a veterinarian, but you can educate your clients on the importance of their pet’s dental health.

You, as the groomer, will also benefit. Your job will be much easier if the pet doesn’t smell unbearable and is not in pain and resisting or trying to bite when you are working around their face. In addition, retailing oral care products can become a significant stream of revenue for you.

The first step is educating yourself, like Lindsay did. She attended trade shows to learn about the vast array of dental health care products. She also went to seminars and took online classes to learn how to incorporate pet oral health into her grooming business. Lindsay began by offering pet toothbrushing and breath-freshening spray as a profitable add-on service in her salon, which opened the door for her to introduce other pet dental health products for at-home use.

There is a plethora of products available to help with oral health care of both dogs and cats, but it’s best to look for those that have the Veterinary Oral Health Council (VOHC) seal. The VOHC reviews and recommends products that have been scientifically proven to provide safe and effective oral hygiene and disease prevention for companion animals.

Some of the first retail items Lindsay stocked were toothbrushes, pet-specific toothpaste and oral wipes. She even showed owners how to brush their pet’s teeth at home for a higher success rate in maintaining good oral health. Later she introduced food and water additives to her retail line that help to loosen plaque and destroy odor-causing bacteria. These have really become a favorite of owners who can’t (or won’t) brush their pet’s teeth.

The other benefit is that her clients have the convenience of getting their pet’s food, treats, and toys at the same time and place their pet is being groomed. Almost every pet that comes into Lindsay’s salon gets the toothbrushing and fresh breath add-on service, and they usually go home with chew toys and dental treats. She has seen tremendous results in pets that receive her services and use the products that she sells, and she has seen her profits rise as the clients purchase these products at every grooming visit.

Lindsay has wholeheartedly jumped on the pet oral health bandwagon. Every person that comes into her salon gets a brochure that explains the importance of oral health and dental care for their cats and dogs, and it lists the products and services she offers and how they will benefit their pets. In addition, Lindsay always recommends that they take their pets for regular veterinary check-ups.

It’s a winning situation for everyone—pets with better dental health, happier owners and added income for you. And now, for Lindsay, grooming dogs like “Roadkill” Charlie is just a bad memory.

What if you had custom carbonless estimates listing all your services and costs? During check-in, as you thoroughly go over the pet, you can explain your service options to the owner and check off what they need. The owners would also see all the options that are available to them and at what cost.

Successful upselling begins with offering services and products in which you believe in and training groomers who can effectively communicate the benefits to clients. You might discover that successful upselling results in all-inclusive pricing, which, in turn, will streamline your business.

There is nothing wrong with straightforward, short styles; providing clients with a style they can reasonably maintain is important. But it’s also rewarding to practice technical skills and hone your eye for balanced trims. And, many groomers can experience burnout if they don’t find opportunities to be creative. Getting stuck in the same routine each day has its limitations, so it is important to have creative outlets.

As you scroll through your favorite groomers’ socials, you might feel the slightest bit of envy seeing all the interesting styles. How can other salons have so many perfect, show-quality dogs walking through the door? Where are your interesting style requests?

If this sounds familiar to you, there are many things you can do in order to find yourself more interesting style requests. However, another part of your skillset is knowing how to make your clients’ experiences special. Making every client’s experience incredible can be just as rewarding as doing your best grooming work. Let’s look at some key points to having a fun and rewarding grooming career, while exceeding client expectations.

If you spend any amount of time comparing the type of work you do to another groomer’s work on social media negatively, please stop putting yourself down—and putting your clients down. It’s OK to love someone else’s grooming, and to let them know with a kind note in a comment, but don’t let your inner voice tell you that you should have clients just like theirs. Yes, you can work on building the client base you dream of, but don’t forget to appreciate the people who already appreciate you.

If any grooming style on social media speaks to you, use it as a sign to look for opportunities to try the style. Don’t wait for someone to walk through your door asking for it. Share with your clients and everyone you know what you dream of doing. Take initiative in seeking opportunities, and you may be surprised to find that you come across them.

How about shampoos to make natural colors pop, wiping freshly grinded nails so they shine or setting the coat with drying techniques? These are all things you might already do without thinking twice, but let your clients know how you provide something a little extra special.

For example, when you remember their dog is afraid of storms from last summer, you can call and offer a new appointment time later in the week when you see severe thunderstorms are expected.

Liz Hampton, NCMG, Director of Grooming and Education at Fluffology in North Hollywood, California, suggests trying out new styles on dogs before clipping them down so the owners can see what it looks like. “Take a picture. You can send it to them to see if they love it, and if they don’t, continue with the shave,” says Liz.

“Of course, I found the best way to get owners to allow you to up their style game is to sell it with excitement and tell them how great their dog would look,” she adds.

Jessica Holloway, dog groomer and Opawz Creative Expert in Richmond Hill, Ontario, shares a suggestion for introducing clients to color: “I will offer a touch of color, such as some pink ears or blush, to help clients get comfortable with the idea of trying something new and bold. People get addicted to it. They go from a bit of chalk to full-body creations,” says Jessica. 

Whether you want to expand your add-on services or look for more opportunities to try new styles, you can start working towards these goals right away by executing these key points. When you focus on doing your best work and listening to your clients, you might find the biggest reward is a loyal client base who appreciates and trusts you.