Most grooming salons in America are feeling the post-holiday slowdown after Thanksgiving. You’re just dead in the water. Your appointment book is extremely light with bookings. The phones are quiet. You’re worried.
Don’t be. Enjoy the lull before the next wave hits. Your clients are just waiting. They want their pooches to be fresh as the holiday festivities ramp back up. We generally found the two weeks prior to Christmas to be a total whirlwind. Every one of your regular clients wants an appointment within those last two weeks prior to Christmas. So do you’re non-regular customers. And then there are always a few new prospective customers who can’t understand why they can’t get appointment with your salon two days before December 25. There will be plenty of fur flying. Lots of clean, gorgeous pets ready to greet friends and family.
However, have you thought about what’s going to happen in January and February? For those of you that live in warm climates, you don’t have the same problem those of us that live in a snow-belt area.
Typically, a grooming appointment book is very light during this timeframe. Owners just don’t feel it’s necessary to have their dogs groomed when there’s cold outside or there is snow on the ground. But with a little education you can turn the tide. You can have a full roster if you do a little pre-work when you’re busy. And that time would be right now.
There are two plans of action that work well. One is education. The other is a special offer if a client rebooks within six weeks.
Even though the weather might be cold, it doesn’t stop the pet from needing to be groomed. Remember you are a problem solver. These are typical problems most people experience what their pets during the winter.
Education:
1. Dry, flaky skin.
a. Offer a moisture enhancing treatment to combat dry, itchy and flaky skin.
2. My pet will get cold.
a. Many owners put sweaters and jackets on smaller pets during the colder months. If they’re wearing coats and jackets, it’s important to maintain a regular grooming schedule to keep the fur mat and tangled free.
b. Opt for a longer trim style. This allows the dog to maintain a little bit more coat and the owner can enjoy a fuller trim but still keep the dog looking great
c. Opt to do a bath and brush in-between grooming’s. This is a great problem solving solution. Not only will you see the pet regularly but you’ll be able to package together a number of services to keep the dog skinning coat in top condition. You can offer a moisture enhancing shampoo and conditioner along with thoroughly brushing the coat, nail trimming, ear cleaning and minor trimming to keep your client’s pet in top condition.
d. Moisture + Long Fur = Mats. Snow is moisture. If the pet is romping in the snow and their coat is long, they need to be bathed and thoroughly brushed out on a regular basis so they don’t turn into a matted mess.
3. My pet doesn’t need a haircut and the winter
a. During the colder months, the coat growth does slow down. Bump the client’s appointment out a week or two beyond what they normally do and opt for a bath and brush in between haircuts.
Offer a Special:
1. If your clientele is price-sensitive, offer a discount off the pets grooming service if it’s booked within six weeks
2. Offer something free like an upgraded spa service. Place a value on it so the client knows what type of monetary value they would be getting. Limit the offer to 6 weeks out from the date of the current appointment.
Take a lesson from the fast food chains – they always ask. The worst the client can say is, “No thank you.” You’re not being pushy. You’re just looking out for the best interest of the pet.
No matter which angle you opt to go for, it will be critical that you ask each and every one of your customers to rebook their next appointment before they leave. In the next few weeks you’re going to see the bulk of all of your regular customers in a very short window of time. Take the opportunity to rebook them NOW!
Yes, in the snow-belt areas, your appointment book will be a little bit lighter. But if you are proactive now, during this peak holiday season, you’ll have plenty of dogs to groom in January and February. There is nothing like having an appointment book that is 40% to 60% pre-booked. That’s job security.
Happy Trimming!
~Melissa