by Jennifer Bishop Jenkins
ver the 45 years that I have been a dog groomer, I have noticed that some of the most important things I have learned are short, random, simple, clear truths that I find myself repeating over and over to clients, co-workers and to myself in my journals. Here are some of those truths and also a few words of wisdom from fellow groomers:
Educate Every Client: Take five to 10 minutes to talk to your client about the proper care of their dog, especially on their first visit. I tell them what kind of coat their dog has, what I will be doing, and why and what the grooming needs will be over the life of the dog.
“Being honest, caring, and patient goes a long way with clients.”
– Tanya Grasso
Explain with Visuals: People are visual learners so it helps to explain all your talking points with visuals. I made a poster of the coat types. I laminated a triangle-shaped diagram that shows the relationship between the price of the groom, how often the dog is groomed, and the dog’s size and coat type. I also have pictures of the layers of a dog’s skin, hair follicles, common breeds, common grooming problems and examples of our most popular grooms.
“The customer is NOT always right. They have not spent years learning about grooming. We are professionals and we make decisions that affect dog health and wellbeing. Do what is right for the dog.”
– Michelle Crossley
Encourage Monthly Appointments: Grooming is skin care as well as hair care. All dogs, no matter what their breed, should be bathed monthly for healthy skin. Groomers should require clients to set up regular, monthly visits and explain the reasons why, showing visuals of the layers of a dog’s skin.
“Learn about common skin problems and if they’re a concern that the client needs to know about, or how you, as the groomer, can address it to make it better for the pet.”
– Sheila Cole
Remember Birthdays and Holidays: Make sure you have every dog client’s birthdate stored in their records. On that day give them something nice like a free nail clip, a blueberry facial or special treats. If you have staff, celebrate their birthdays at work. And remember to deliver cookies during the holidays to all your local veterinarians, law enforcement, rescue shelters and animal control. These make you very popular very quickly.
“There is absolutely no underestimating the value of your customer care. Be a good listener and observer. Ask questions that bring value to knowing your dog client and his person at a deeper level.”
– Tamara Currie
Explain Clippers Only Go Under Mats, Not Through Them: If I am presented with a badly matted hair-type dog, I use my hands to do a little “air demo” explaining the length we can achieve. I pretend my fist is a mat, sitting attached to the palm of my other hand. I explain length by demonstrating with my hands that clippers cannot go through mats; they can only go under them.
“If you don’t think of your physical and mental health first, don’t expect a client to do it for you.”
– Megan O’Neal
“You will never win a battle with a dog (or cat). Once you engage in a battle, you have already lost.”
– Lori Cook Briggs
“Wet-shaving on badly maintained dogs can be tough on blades but leaves a little more coat. I favor the dog!”
– Joann M. Walters
“Remember that the dog is 3-D. This reminds me to look at all angles of a dog when scissoring instead of just looking at the front and sides.”
– Naomi Bell Heath
Do the Math: Do not go online asking other groomers what to charge. There are federal laws against price fixing. Do the math. Only we can determine our prices based on the total of all our expenses, supplies, taxes, bills, etc. Then calculate what we need to earn to live by dividing how many hours we can work to meet those income needs.
“Never chase down another groomer’s price. There will always be grooming ‘chop shops’ that will offer ridiculously low prices. They won’t last. Build integrity in your grooms and you will keep clients for a lifetime.”
– Martha Cronin Bolin
Use Your Social Media: In addition to putting out pictures of your best work, try to promote feel-good things in your community such as local dog shows, rescues, fundraisers, libraries, schools, kids, obedience classes in local community centers, holidays, charities, etc. Invite local schools to bring kids to your salon on a field trip—be creative!
“You attract who you are. If you’re not getting what you want out of your business, look in the mirror and see what you need to change.”
– Amanda Cooper