Marketing has always been an interesting component to running any of my companies. After all, if I don’t have customers, I don’t have a business. And if my business isn’t flourishing, I do not earn a paycheck – and neither do any of my team members.
Here are a couple of questions I’m asked all the time:
- What’s your secret to creating a thriving company?
- How do you get repeat clients?
Do you know what’s at the heart of all businesses?
I don’t care how much you love the animals, it’s the people who make companies thrive. And people are experts at knowing if they FEEL valued. That goes for both your staff and your clients. If you’re working with a team of people, it has a trickle-down effect. It’s important to treat your staff with respect. With dignity. With fairness. Bottom line, make them feel valued. If you can do that successfully with your team members, they will in turn treat the customers in the same manner.
When it comes to service-based businesses, you’re not selling the service of grooming dogs or cats. In professional services, you’re not really selling YOUR expertise. It’s taken for granted that you must know what you’re doing. What you are selling is a personal relationship. A relationship with the owner.
Over the years I’ve had the opportunity to work with all types of professional groomers and stylists. I have seen some of the most talented pet stylists struggle to maintain a healthy clientele. Even if they were passionate about their trade, maintaining a robust clientele and growing a business just wasn’t in the cards for them. At the same time, I have seen mediocre groomers grow an amazing repeat client base that keeps their appointment book overflowing.
What’s the difference?
It stems from the ability to interact positively with their staff and the clients. In the end, the most successful grooming salons are professionally run AND highly personable. They have the ability to win over the customers, building their trust with their precious four-legged babies. Simply put, it’s a personality contest – just like in high school!
Always remember, most clients of complex services cannot gauge knowledge.
They can’t tell…
- If their tax return was done exceptionally well.
- If they have had an insightful diagnosis on a complicated illness.
- If they have a brilliant attorney that’s going to win their case.
- If they are going to get a fabulous grooming job on their pet.
What a client or a perspective client can tell is if they were involved in a positive relationship.
They can tell…
- If phone calls are returned.
- If they are treated politely.
- If the job was completed when it was promised.
- If their pets are treated with compassion.
In a service-based business like pet grooming, having a highly personalized team of people handle your clientele is the key to a thriving business. Technical skills will only take you so far. Being able to win over the trust and hearts of your clientele is the real key to a successful grooming business.
Grooming salons and pet stylists who have captivated more than 60% retention rate of their clientele is going to succeed in any market. If your salon or stylist isn’t retaining over 40% of their appointments, you need to look deep within your level of service – dissected and fix it.
Make your clients feel special.
- Listen to their needs.
- Solve their problems.
- Treat them with dignity and respect.
- Handle their pets with kindness and compassion.
- Under-promise and over-deliver on everything you can do for them.
- Always be grateful and thankful they are giving you the opportunity to serve them.
If your technical skills are not up to par – improve them.
- Become a more talented groomer/stylist by increasing your knowledge base.
- Continuously practice to improve your current technical skill base; bathing, drying, clipping, scissoring, thinning, and hand-stripping.
- Learn to be more efficient with your grooming time.
- Always work with safety, quality, and compassion worked into the equation.
- Constantly push yourself to a higher level in everything that you do.
If you focus on making people feel valued – while offering a solid service – people will follow you. It will seek out the services you offer. I’d love to say people will flock to you just because you are the best groomer in the area, but they won’t. You have to win their respect – and their trust. And you do that by being personable.
And the real beauty of this? Treating people with respect so that they feel valued doesn’t cost anything. It takes is a grateful attitude, a smile, and the willingness to serve with a heart.
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