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Production Bathing & Drying

Pet bathing and drying seems to be a huge time challenge for many professionals. Many of you are all overflowing with pets to bathe during the summer season. I thought this would be a great time to review my time tested “game.” I loved to play this game whether it was with 8 or 80 dogs a day! I’ve done it both ways and every number in-between over the years.

If you are one of those high volume shops doing 40 – 70 or more pets per day… that’s a lot of toe nail trimming no matter how you look at it!! How can you get more done in less time while not letting the quality of the work suffer? Here’s my method – it’s a fast paced game with lots of variables to mix it up every day. After all, whoever thought pet grooming was going to be a boring job?

It’s not a mystery but it is like cooking a meal. The larger and more extravagant the meal (with multiple dishes being served), the more complicated the timing and the choices get to be. With a few dogs, it’s pretty simple – the choices are limited. Add more dogs and the variables increase. Move to a full blown shop pushing through 50+ dogs and you have something like a full force, successful restaurant that is managed by an experienced head chef. OK, so how do you manage your bathing and drying roster so all the pets are done to the highest degree of quality and proficiency, just like getting multiple dishes to the table all done to perfection and hot?

The Three Basic Rules & Guidelines to Follow

#1. Review all the dogs on your roster for that day or session. This game works best when you have multiple pets arriving at one time so you can stagger them according to coat type, size, and degree of difficulty.

#2. Do your largest and furriest dog first. Something that can be bathed and then lightly high velocity dried to lift and separate the fur. By spending a few minutes with the high velocity dryer on each pet, it allows a clear view of any special needs of that animal while enhancing airflow to the coat once it is placed in an inactive drying situation. Bathe and set up the coat on all the bath and brush pets first, starting with the largest and most time consuming dogs, working down the line of difficulty to the least difficult of the bath and brush pets. Once all the bath and brush pets are bathed, then proceed with dogs that need active drying to yield the best results.

#3. Your goal on all trim dogs is not only to get the pet clean, but the coat needs to be tangle free and as straight as possible for the finished trim. After all the B&B pets are bathed, start washing your trim dogs. Start with the pet that has the heaviest and straightest coat – something that can sit for a few minutes while you bathe your other haircut pets without risking the coat drying before you get to an active drying method. Let the pet sit in a warm place wrapped in a towel. Proceed washing the next pet based on size, coat density and curl factor – less curl hits the tub before a curly coat – curly coats such as Bichons or Poodles go to the tub last. Once all the trim pets are bathed, start drying. The first pet up on the drying table should be the one that has the curliest, but lightest coat since that coat type will dry the quickest. If the coat dries before an active form of drying can take place while the coat is still damp, it will be impossible to remove the curl unless you re-wet the pet. Once the curliest coats have been fluffed dried so they are absolutely straight, move to the next kinkiest or wavy coat type – also weigh in the coat density factor. A lighter or shorter coat will need to go before a heavier or longer coats. A typical example would be that you have two dogs of equal size and similar haircuts like a 1.5 on the body and a fuller leg style. One dog is a Lhasa and the other is a Maltese/ShihTzu mix. Normally the Maltese cross would have a lighter density of coat than the Lhasa, thus the Maltese mix gets dried before the Lhasa. Continue this process moving from the curliest coats down the line. The key is to get to a coat before it is dry so the heat of the dryer can straighten the fur out. Remember, the goal is always to have a straight, fluffy, mat free coat to finish. Curls and kinks in the fur make it impossible to execute a trim that is smooth and sleek. If a coat gets too dry, it must be re-wetted and the drying process started over.

There are many variations to how this game gets played out to be effective. It is what makes a day interesting to a professional pet stylist. The better you get at this game, the faster you will be able to get through multiple pets without sacrificing quality. Think about what we do in the terms of food. An average home cook should be able to get 2-3 dishes on the table at the same time. A first-class home cook should be able to handle a meal with 4-5 dishes and at least 6 people. Seasoned home entertainers can handle an elaborate holiday meal for 20 with ease. A professional chef will master an entire shift serving over a 100 meals and all their side dishes with it all arriving to the table hot and beautifully prepared.

How far can you push yourself – before you get lost in the order of bathing pets? Test yourself and see how you do. It’s a fun game that can be challenging yet really invigorating. The more dogs, the more fun, and reward when it goes smoothly!

Happy Trimming

Melissa

Drying Techniques: Stretch Drying

There are five basic drying techniques that professionals use on pets. They are based on size, coat condition, coat type, and personality of the pet. The coat type often will dictate which technique is used to produce the highest quality result. The different drying methods are:

Towel Drying
High-Velocity Drying
Stretch Drying
Kennel Drying
Blanket Drying

Today I’m going to focus on the most important drying method to master – stretch drying techniques. The term ‘stretch drying’ is also referred to as ‘fluff drying’. The two terms can be used interchangeably. Becoming proficient at this drying method will increase the quality of your grooms while decreasing the amount of time it takes to groom each dog. Bottom line: that’s money in your pocket!

Stretch Drying

To get a quality finish on most clipper and scissor finishes, the coat needs to be as straight as possible. The goal with stretch drying is to remove the natural wave or curl from the coat. Typically, stretch drying is used in conjunction with high-velocity drying. It removes the last bits of stubborn curl while getting a coat dry. It is also a good drying option for those pets that do not tolerate a high velocity dryer well, especially around the head area.

Stretch drying uses mild, warm air with rapid, light brushing only where the air is striking the coat. It’s like the reverse of using a human curling iron, where you want to hold the hair around the iron for long time to get a tight curl. There should be between one and four brush strokes per second depending upon the length of the hair. The brushing technique together with the warm air sets the coat straight and gives the fluffy appearance. The better the stretch dry, the faster and easier it will be to finish the trim. A well-executed stretch dry is the only way to get a beautiful finish on a hand-scissored coat.

Dryers used in stretch drying will have a heating element that creates air temperatures from warm to very hot. Always be aware of the air temperature out of the dryer. Air that is too hot could be uncomfortable for the pet and, at worst, may burn its skin.

There are stand dryers designed for this process or a small, hand-held human hair dryer with side air vents can be used. The small, hand hair dryers normally are attached to the stylist’s waist or held in a bracket that hangs from the neck to place the dryer at chest level.

Brush selection is based on the coat texture of the pet and the length of the fur. On most pets, a heavy slicker brush used with light strokes is preferred. If the pet has extremely delicate skin and/or a short fine coat, a soft slicker will be the brush of choice.

Start on shortest coat on the body that needs attention, moving forward over the body of the dog towards the head. Next, work on fluffing the rear legs. Proceed to the front legs and finish with the head, ears, and tail. Work only in the area where the air is striking. Make your brush strokes swift and light, one to four strokes per second based on coat length. When dealing with a heavy coated pet, line brush the area where the air strikes. Remember, the goal is to straighten the coat. Don’t move to the next area until the coat is as straight as possible and the fur is bone dry. Straightening some coats will prove more challenging than others.

When working on the head, always cover the eye with a finger to prevent an accidental scratch from the brush. There are cases of pets receiving eye scratches from stylists who were careless with the slicker brush. This is obviously painful to the pet, and in the worst cases, can lead to blindness.

Where light matting is still left in the coat, the coat can be de-matted and stretch dried at the same time. If for some reason the mat cannot be removed, make a mental note to return to that area and remove it after finishing the drying, but before the finish clipping and scissoring.

On many coats, a pet hair spray will hold the coat straight, just as it does for people, and allows for more effective clipping and scissoring. Apply the spray as a final step in stretch drying. Lightly spray the section. Set the spray with the warm air as you quickly brush it in. Make sure all mats are removed before applying the hair spray.

It is important to master drying skills. There are several drying methods and combinations to choose from, based on coat type, trim, and pet tolerance. Incorrect techniques or careless attention to drying will waste more of a professional groomer’s time than almost anything else.

An active form of drying always will yield the best results. Having a beautifully clean and dried coat also will lessen the amount of time it takes to execute the final grooming procedures on a pet. It will help you earn you the highest scores in certification testing. It will help you win grooming competitions. But most importantly, pets that have beautifully prepared coats will create return clients for your business and save you time.

Clippers: Handling and Dexterity Skills

The best professional stylists are those who have developed a confident degree of dexterity with the clippers. Moreover, good scissor work is rarely found on a badly clipped dog.

The two just do not go together!

For maximum freedom of movement and improved efficiency, hold the clipper like a large pencil, between the thumb and fingers. “Palming” the clipper makes for clumsy, awkward clipper handling and puts the pet at risk for cuts and nicks. Concentrate on positioning yourself so that the clipper is pulled toward you and held comfortably like a pencil. There are rare times when holding the clippers in your palm will improve dexterity, but this applies to very few moves.

To create the least amount of stress on your fingers and wrist, grasp the clipper at the “balance point” so the weight is equally distributed between each end. Hold the clipper in the correct position, then rotate it between your thumb and fingers. This positioning keeps your wrist firm but flexible, yet allows for almost unlimited wrist movement. This hold offers access to the most difficult corners of the pet with minimum effort. Concentrate on minimizing your wrist action.

Allow the weight of the clippers to do the work. Your hand and wrist are simply its guide. As you move from the top of the pet to make downward strokes, simulate the same amount of pressure that gravity provided on the top.

Your hand and wrist will act as a shock absorber during clipping, leveling out the bumps and dents in order to obtain a satin-smooth finish.

No matter what blade you use, it is important to maintain a consistent degree of “tip” to the blade, also known as “keeping the blade up on its cutting edge.” Imagine a pencil being held right under the blade as you guide it over the body. The closer the pencil is to the teeth, the higher the tip angle; the farther back you keep the imaginary pencil, the lesser the degree of tip. Generally speaking, the closer the blade cuts, the higher you need to tip the blade for it to be effective.

Every top quality stylist knows the importance of a clean pet. It is impossible to obtain a satin-smooth finish on a pet that has a dirty or filmy coat. On most pets, two baths with the correct shampoo is normally considered adequate to produce a squeaky clean coat. Rinsing the pet thoroughly is critical to avoid shampoo residue that looks oily on a dry coat and produces a film you can feel on your hands.

“Setting the coat up” is important to produce the finest clipper work.

This is achieved in a three steps:

#1. THE DRYING PROCESS

The goal is to dry the coat so there is absolutely no curl or wave left in it. The natural coat of the pet – whether curly, wavy or straight – will determine which drying process will achieve the desired result. Correct use of a high velocity dryer can effectively produce a straight coat. Heat will “set” the coat straight. In some cases, the heat of the high velocity dryer, without the condensing cone, held against the skin in the final stages of drying will produce the desired effect. With very curly coats, hand stretch drying or hand fluff drying the coat using a stand type or hand held dryer is necessary.

Curly coats need to be as straight as possible in order to achieve a smooth, high quality finish. With a higher level of heat from the drying source, it is important to keep the air moving within a small section, while brushing in very rapid, light strokes, up to one to four strokes per second, just where the air is blowing. This will straighten the coat, just as a curling iron would curl a strand of human hair.

#2. BACK BRUSHING

Back brushing is done with a slicker brush while brushing the coat against the grain. The pressure on the brush should be very light. The entire pad of the brush should make contact with the skin and coat. Keep the pressure light on the brush so the skin is not scraped, causing a potential “brush burn.” Back brush the entire coat once and make a clipper pass over the pet using effective techniques.

When the bulk of the coat is gone, repeat the process a second time to get a smoother finish. On the third back brush pass, look only for high spots or uneven areas. Minimize the number of passes with the clipper; otherwise the set up coat will be crushed.

#3. BODY ROLL

On drop-coated breeds, when a medium to long guard comb is used to clip the pet, a “body roll” is normally more effective than back brushing. The body roll simulates the natural shake of a dog, setting up the coat in its most natural position. Ideally, the pet will shake when it is placed on the table. Take advantage of this and make the first full pass with the clipper. If the pet does not shake when it is first set on the table, sometimes simply blowing lightly in its ear will encourage a natural shake. A body roll can be mimicked by standing behind the dog and grasping a small amount of coat, low on either side of the rib cage. Tug one side and then the other, making the skin and coat rock back and forth as it would in a natural shake. Most pets do not find this move uncomfortable as long as it is done quickly and gently. On the third pass, use thinning shears to smooth out any uneven areas.

Clipper work is not complete until no more coat is being clipped off and the coat is properly set up. If the clipper has been used effectively, there should be a minimum of thinning shear work remaining to make the pet appear smooth and polished. Areas that may need a bit more detail are around the outside edges of the feet, the ears, around the tail, under the front legs and the face.

The finished pet should have a nice, clean outline when viewed from all angles at a slight distance. Upon closer inspection, the coat should be of a consistent length without any clipper marks. If these steps are followed and the coat is properly set up, the stylist will produce a high quality haircut.

What’s the Hardest Part of Running a Business?

06-27

In my experience, the hardest part of running a business is STAFF!

Hands down the most challenging part of running a business is staffing it. Managing staff. Keeping staff. Paying staff. Keeping them accountable. Keeping them productive. Keeping them happy.

And the real biggie – training them.

So let’s tackle the training challenge first. It’s far easier to hire basic labor than filling a position that requires skill. At our kennel, Whiskers Resort, we have an endless supply of dog enthusiasts that want to work in the kennel. With multiple colleges within our community, the labor force is easy to come by. After all, everybody wants to play with puppies!

But what about those jobs that require skilled labor? People like receptionists, bathers, managers and trainers.

One of the largest reasons I started the Paragon School Pet Grooming was because I could not find qualified groomers to operate in my fleet of mobile grooming vans. They just weren’t available. I still shudder when I think about it. There were times that I would have a van down for 6 to 12 months at a time before I could find somebody that could do the job. Not a very efficient way to run a business.

Working every day in a mobile grooming salon does not lend itself to a training environment. It can work if you just have to add polish to a skilled professional. But to take them from scratch? Nope. It doesn’t work. You just can’t afford the time it takes to train a new groomer – especially if you rely on YOUR productivity to pay the bills. Starting a person from scratch to become a competent groomer in a mobile just does not work!

To get a groomer that can work independently – with safety and quality – will take months, not weeks, to train. After all, this is not a skill that you can quickly show somebody how to do. It is not like showing them where the files are kept or how to use a coffee machine!

I’ve heard in some businesses, the company offers a new hire a two week training program. Then they turn them loose to groom ‘professionally. If that’s not a joke!!’ Okay – maybe in some circles they are out there calling themselves a ‘professional’ with just two weeks of training – but they’re not a ‘professional’ in my book!

Did you know that it takes the average person 3 to 7 times of hearing or seeing the same thing over and over before it actually sinks in? And that’s for an average learner. Sure, star performers might pick it up after the first or second try – but those people are few and far between. Most of us fall in the average category. We have to see or do the same task repeatedly before we do it correctly.

I’ve been in the pet care industry for over 30 years – primarily in the grooming aspect of the industry. Finding qualified groomers remains the number one problem in our field.

Finding talented grooming help was close to impossible was when I first stepped up to the grooming table in 1979 – and it remains the same problem today. I have chosen to focus on this critical problem. I own multiple companies in the pet industry. On the educational side, my companies aid in training and personal development for both pet loves stepping into the field for the first time and for aspiring pet groomers and stylists.

It has always been extremely easy to enter the field of pet grooming. There are very few regulations of any sort. Anybody can start bathing and cutting hair off of the dog or cat, and call themselves a professional pet groomer. But that is so far from the truth. Those of us that spent years perfecting our craft know it takes time and dedication to become confident at all breed grooming. It takes years of practice and study.

Some of the ways that I have found to become a real professional include:

Studying the AKC Complete Dog Book or your national all breed book
Reading books produced by breed and/or industry specialist
Attending workshops and clinics hosted by industry leaders
Attending a grooming school – many have multiple programs to choose from
Taking an on line study course from a reputable institution
Attending continued education training at qualified grooming schools
Watching videos produced by leading pet professionals

Even graduates coming out of quality grooming schools are not truly proficient. If they have graduated with above average GPA’s, they have given themselves a great foundation. It is the starting point of their career – but they are far from being a polished professional. They still need guidance. They still need coaching. They still need mentoring. They still need to study. And most of all – they need to practice A LOT!

So let’s get back to that hiring challenge. If you’re faced with having to hire a groomer, what should you look for. One thing I recommend is Attitude. Attitude. Attitude. I always look for somebody who’s got a positive, upbeat attitude. Someone who is receptive to new information. They need to be moldable. Adaptable. And they cannot be afraid of hard work. I hire on potential, not necessarily experience.

Once you have someone with a great attitude, helping them be best they can be is fun – and it can be very gratifying. Use the resources available to help them self-directing their own learning. It will take time, dedication and patience before you see your new hire flourish but you can lighten your training load by taking advantage of many educational resources currently available. Heck, you might learn a thing or two yourself.

It amazes me that our industry has not advanced more in this area. Sure there are more grooming schools than ever was before. Yes, there are certification organizations out there – but they’re still voluntary. Licensing, in some states is starting to catch on. However, we’re still a long way from having even a basic comprehensive licensing program in place for pet groomers and salon owners.

Happy Trimming!

~Melissa

By Helping Others You Can Help YOURSELF

Marc LaFleur and Melissa Verplank enjoying the 2013 Bissell Blocktail Party Photo by Michael Buck – Wood TV8

For those of us that work in the pet care industry, my guess is a lot of you are just like me. You’re a softy. When you see an animal in need, you just want to reach out and help. Dogs. Cats. Horses. Birds. Wild animals. Heck, I think my husband has lost track of how many times he stopped to assist a turtle crossing the road! Bet you’ve done it too.

Today there are so many animals in need. Did you know that according to The American Society for the Prevention of Cruelty to Animals (ASPCA), half of the dog’s that end up in shelters are destroyed? It’s even worse for cats. Well over 50% are destroyed. There just are not enough homes for these animals.

This was the eighth year for the Bissell Blocktail Party. It’s a local event hosted by The Bissell Pet Foundation and Cathy Bissell (of the vacuum cleaner fame). It is a fund-raising event for local animal welfare organizations in West Michigan.

The Blocktail Party is the biggest fundraising event of the year for this organization. Participants enjoy music, ‘yappetizers,’ a silent auction, and mingling with fellow animal lovers and their four-legged friends. Last year the event raised $173,000 to help homeless pets in West Michigan.
My Whiskers Resort & Pet Spa team has always been very active with this fundraiser. This year, Whiskers was a “Best in Show Sponsor.” Plus, many of our Whiskers team members were volunteers at the party, helping make the evening go off without a hitch.

And the best part – this year Marc and I were actually in town so we could attend the event! What a blast. We got to attend with all three of our ‘white dogs.’ The girls even got to sport their festive collars — something that doesn’t happen very often when they are patrolling the property on our farm.

The event was held on the grounds of Mangiamo, a wonderful Italian restaurant situated in the historic district of East Grand Rapids. At one time it was a lumber baron’s home. Then it went on to become a monastery. And later it went on to become a restaurant. A little known fact; before my husband became involved with the pet industry — he was a sous chef. He spent four years working in their kitchen!

When we got there, dogs and their owners were coming from every angle. They must’ve had close to 1000 guests at the party! I was amazed at the volume of silent auction items up for bids. Pets and people were mingling. Food and drink was plentiful. It was shocking that almost all the four legged guests were extremely cordial and exceptionally well-behaved.

The variety of dogs attending the event was immense. You could immediately tell dogs that came from rescue organizations. They got to sport a bright orange bandanna. It was remarkable how many orange bandannas were floating through the crowd – pure-bred and mixed breeds alike.

Cathy Bissell and her team have definitely had a very positive impact on pets in the West Michigan area. Even if your community does not host such an elaborate event as the Bissell Blocktail Party, there’s still lots you can do in your local area.

First and foremost, as a pet professional, you are at the forefront of educating owners about the importance of staying and neutering.When a client adds a pet to their family, encourage adoption/rescue – giving a homeless pet a second chance.
Donate your skills to make pets up for adoption more appealing with a fresh grooming.
Make your business a donation drop site for items they need; food, towels, blankets, litter, cleaning supplies, etc.
Designate a certain percentage of your sales or a particular service to be donated to one of your local rescue organizations. (flea baths, nail trims, simple upsell items.
Become a foster home for pets in need.
Volunteer at animal welfare organizations within your community
Encourage microchipping for your clients so if a pet is lost, it has a higher chance of finding its way home.
The majority of pet welfare organizations operate strictly through generous donation — donate money. (Donating the price of 1 grooming dog a week or 1 dog a month could go a long way in helping these organizations)

It was an honor to be a part of this event. It was a perfect night – the rain even held off for most of the evening. I hope the foundation was able to raise even more money than last year!

I’m proud of our Whiskers Resort team. Every time I turned around at the Blocktail Party, we ran into them… (It was extremely hard to miss Megan who has embraced creative styling. At the end of her leash were brilliant orange and pink dogs! ) Many of our team members were wearing the official volunteer tee-shirts supplied by the Bissell Pet Foundation. Way to go gang!

Happy Trimming,
Melissa

P.S. Check out the clip below. Marc and I are interviewed at the party with the ‘white dogs.’

Melissa’s Top 10 Ways to Build a Strong Clientele

melissa verplank teaches you how to build a better groom clientele

Are you looking to open a new shop where there isn’t a grooming salon? Expanding into a new market area with your mobile unit? Or are you worried about the new super store that just opened up down the street? Maybe you are concerned about what will happen if you raise your prices.

Branching into a new market or new area? You are probably giddy with excitement over the prospect of all those new clients. Watching that superstore getting ready for its grand opening? You are probably worried beyond belief that you’ll lose clients. Are you fretting over how much to raise your prices? You are probably agonizing over how many clients will look for other options to get their dogs groomed.

Real worries.

Your current clients have four options. And your prospective clients have four options. Here they are:
1. Use your service
2. Use a competitors service
3. Do it themselves
4. Not do it at all

Sometimes the biggest challenge you have with building a clientele is not your competitors. It’s your prospects.

So how do you win clients over? How do you encourage them to patronize YOUR place of business? Simple. Stand out in a positive way!

My Top Ten List of items you can do to start winning clients today.

1. Build Trust Through Compassion Towards the Pets & Their Owners
2. Look & Act in a Professional Manner
3. Cleanliness & Organization Skills Speaks Volumes in Every Area: Visually, Scent and Hear
4. Always Do More for the Client Than They Can Do For Themselves
5. Build Your Skill Level in Every Aspect of Grooming and Styling
6. Always Work with Safety at the Forefront of Every Action
7. Have Comprehensive Service Menu with Fair Pricing (that does not mean cheap!)
8. Be Consistent with Everything You Do
9. Have a Strong Presence with Your Website and Social Media Outlets
10. Smile – It’s the Best Sales Tool You Have – It’s Even Better When You Make the Client Smile!

Think about each of the 10 items listed. How can you put a positive spin on them? How can you make them unique to YOU? Each one of us is an individual. We all have strengths and weakness. The key to success is to play upon your strengths.

When you are a solo stylist, owning your own business, you have to be good at everything. Once you start to grow, that generally means hiring help. When you hire someone, don’t look for a carbon copy of yourself. Instead, look for someone that can complement your personality and work ethic. They will play off your strengths and offset your weakness.

No matter how well you do your job, the client needs to perceive the value of the grooming they receive on their pet. It does not matter if YOU thing YOU are giving great service – the client has to KNOW that.

They have to value that great service. If they don’t – then they will look elsewhere to get their needs met. And many times, that means you are competing with the prospect themselves.

The #1 Marketing Method for Pet Service Businesses

I’ve been testing this marketing method for almost 30 years. I started asking clients how they heard about us in the mid-1980s when I ran a fleet of mobile grooming vans. Hands down, this marketing method has been my #1 form of advertising with every company I’ve run. Mobile grooming. Grooming salons. Grooming schools. Full service luxury pet resorts. If the company is based on service, referral-based marketing is the leader in getting new clients through the door. It’s the #1 marketing method – period.

In his book, ‘The Referral Engine’, John Jantsch states “Human beings are psychologically wired to make referrals… Making referrals is a deeply satisfying way to connect with others — asking for referrals is just another side of the same phenomenon.”

Stop and think about it. If you’ve been able to read a testimonial from someone else or someone has told you about their positive experience with the company, don’t you go into the buying decision more confidently? If you have a recommendation when you need to purchase something, especially a service based product, don’t you feel better about it? Of course you do.

Referrals can come from anywhere. They can be spoken or written in the form of a testimonial. Of course, your existing clientele is your largest pool of influence. However, there are many other areas of opportunity to encourage referral based marketing.

Areas of opportunity:

Your existing clientele
Hairdresser (they know everything!)
Local pizza joint
Coffee shop
Vets
Pet supply businesses
Dog parks
Rescue organizations
Trainers
Pet sitters
Anywhere people gather and talk

So what is the best way to encourage referral based marketing? Don’t be boring! People don’t talk about boring companies. They don’t rave about poor or even mediocre service. You need to stand out – in a positive way. People talk about things that surprise and delight them. They talk about things that bring a smile to their faces immediately. They talk about things that make them feel instantly comfortable with your company and/or your service. As John Jantsch says in his book, “If the marketplace isn’t talking about you, there’s a reason. The reason is that you’re boring.”

The key with referral based marketing is it needs to come from the heart of your company. It has to be the real you. Day in – day out. People are automatically drawn to kind and caring service providers. Compassion is clearly obvious from the second they walk through the door. They instantly know if you have their best interest in mind and will provide a quality job. Perspective customers and clients can spot a fake a mile away.

A lot goes into successful referral based marketing. It’s not an overnight process. It embodies the entire core of your business. The more areas that you can make a positive impression upon the client, the higher the likelihood they’ll talk about you after they leave.

In the last 20 years the marketing game has changed. With the explosion of the Internet and social media marketing in the past few years, it’s become much easier – and economical – to reach out and touch your clients on a regular basis. An appealing, professionally created website is the new Yellow Pages ad. Electronic newsletters replace the old paper version. Facebook allows you to generate images and encourage clients to interact about your company. A comprehensive e-mail database allows you to stay in touch with your customers.

Referral-based marketing is about making a positive impression upon your customers. The impression is so positive, they can’t wait to tell their family, friends, and acquaintances about the positive experience they have had with your business. What are you doing right now to get people talking about YOUR business in a positive fashion?

Happy Trimming,

Melissa

Suggested Reading: The Referral Engine by John Jantsch

Begin with the End In Mind

Before the grooming process got started.

This is what I saw before I even BEGAN the grooming process on this little dog. I clearly saw the end results.

I feel fortunate because I have been asked to judge the Rags to Riches Grooming Competition hosted by PetGroomer.com and sponsored by Double K. Industries. This is an international online grooming competition in which photos are submitted of dramatic pet grooming makeovers. I have judged this competition many times in the past and always look forward to this assignment. It always amazes me what a skilled pet stylist can do with a dirty, overgrown, and extremely matted dog.

You know the scenario – the client walks in with a dog that is in such foul shape, you hardly know which end is the front or the rear of the dog. The dog is filthy. Its coat is extremely overgrown. It’s packed with dead undercoat and/or mats and tangles. Or worse yet, the coat is in dreadlocks. The simple solution is to just shave it off. We can all envision a clean – but naked pet. Sometimes that’s the best option.

However, the dogs that really capture my eye are not the shave-offs. An experienced pet stylist with imagination can see the end result before they even put their hands on the dog.

They see the potential.
They see a clean dog.
A dog that is totally mat free.
A dog that has style.
That has pizzazz.

They can see the end result of a beautifully groomed pet before they even begin.

Begin with the end in mind.

I can almost guarantee that every past winner of the Rags to Riches Grooming Contest uses this technique. But if you are experienced, I bet you do this in your salon every day too.

The Rags to Riches Grooming Competition takes this to the extreme, but this technique can work with anything. Personally, I’ve used this technique with great success in many areas of my life, growing my businesses and my grooming career.

I first started using this principle when I read Dr. Covey’s book, 7 Habits of Highly Effective People over 20 years ago. Since then, there has been a wealth of material written about how to use this principle with great success.

When it comes to grooming and I see a dog come through the door, I instantly see the potential – the end result. Most of the time, I can’t even remember what the dog looked like before I started unless I have a photo to remind me!

When it came to contest grooming, I would study dogs I wanted mine to look like – the end result. I would take photos of top winning dogs. I read books on structure and movement so I could clearly visualize the underlying structure of a well put together pet. I would take photos of my dogs either wet or very short so I could clearly see THEIR structure. Then I would draw the trim I wanted to execute on top of their photo. This clearly allowed me to see the end before I even stepped foot into the contest ring or started scissoring.

If you have never studied this technique of goal setting and personal self-improvement, I highly suggest you spend some time learning it. It’s highly effective and very fun! And the best part – you can apply it to ANY aspect of your life.

Happy Trimming,

Melissa

WHAT THE JUDGES WILL LOOK FOR WHEN JUDGING:

Most dramatic improvement in the dog’s appearance from the “BEFORE” to the “AFTER” photos.
Best groomed dog.
Degree of difficulty and skill required to perform the groom.
Quality of the photograph of the groomed dog.

Drying Techniques – High Velocity Drying

Drying Techniques

There are five basic drying techniques that professionals use on pets. They are based on size, coat condition, coat type and personality of the pet. The coat type will often dictate which technique is used to produce the highest quality result. The different drying methods are:

Towel Drying
High-Velocity Drying
Stretch Drying
Kennel Drying
Blanket Drying

Today I’m going to focus on the most important drying method to master: high-velocity drying techniques. Becoming proficient at this drying method will increase the quality of your grooms while decreasing the amount of time it takes to groom each dog. Bottom line: that’s money in your pocket!

High-Velocity Drying

About the High-Velocity Dryer

This drying method produces the fastest results with the highest quality if used correctly on any given coat type.

The pros of high-velocity drying include:

Quick dry time
Very flexible procedure
Adaptability for many coat types
Removes loose coat on shedding pets
Ability to do a large percentage of de-matting on many coat types
Clear view of the skin
Safe procedure for all skin types

The negative points are:

Some pets object to the noise and force of air
It can tangle a long coat
It will produce a mess on heavily shedding pets

As you can see, the positive points far outweigh the negative. Almost all of the negative points can be overcome through proper pet/dryer handling and correct technique.

Groomers, stylists, and bathers who regularly use this drying method should protect themselves by wearing facemasks, goggles and earplugs. These simple items minimize the amount of pet fur and dander that reaches the eyes and lungs, and helps deaden the noise to protect ears from long-term exposure. Pets will appreciate some type of ear protection too!

Using the High-Velocity Dryer

This method should be introduced slowly with any new pet or a puppy. Have the pet listen to the sound before the air is introduced. Help build its confidence. Once the pet seems calm, slowly and from a distance bring the air up around its feet or rear. Do this on a single speed, with no condenser cone. Once the pet accepts that, slowly bring the air in closer and move it up the body. Try not to let the air pass over the pet’s face or in its ears. As the pet grows more accepting, try adding the condenser cone, or, boost the dryer up to a second speed and then add the cone.

Move as rapidly as possible and work forward over the entire pet, excluding the head, watching for spray coming off the coat (the moisture you missed with the towel). Once there isn’t any more visible spray coming off the pet, return to your starting point. Holding a towel behind the spot you are working on can be helpful to reduce the amount of spray getting back on the coat.

Next, focus on getting the pet dry and the coat straightened. Hold the dryer as close as possible to the skin without curling the coat onto itself, causing tangles. Rapidly move the air around in a small, confined space. Watch the area constantly. When you first start on a section, the coat will appear slightly clumped together. As the hair dries, it will separate and become very fine. This is your signal to move to another area.

Leave the head, tail and ears until last. If the pet objects to having air blown around its face, change the direction of the air so that it does not blow over the face and ears. If the pet shows only mild objection, then hold its head for more control. If the problem continues, remove the cone to handle the neck and chest area.

If the coat is slightly matted or the pet is shedding heavily, you will notice the matted hair form a kind of spidery web as the coat begins to dry. Guide the air just behind the webbed section to work it out. Use the condenser cone with as much air force as the pet will allow. You must watch this process constantly to be effective. If the pet will not allow a condenser cone, or if you have worked the loose coat or mat as far as it will go with the air, give the coat a “boost” with a brush and mild air flow. Normally, this will remove the rest of the loose coat with the least amount of wear and tear on you and the pet.

Now that the pet is dry primarily from the condenser cone work, remove the cone and hold the base of the hose right next to the skin. Most high-velocity dryers do not have a heating element, but once they have run for a few minutes, the air they produce will be warmer. Removing the condenser cone and placing the dryer hose right against the skin takes advantage of the optimum power of a high-velocity dryer to “set the coat.” Setting the coat means straightening each hair shaft. Plus, holding the warm air right next to the skin will remove any remaining dampness. Work over the entire dog using the same method as previously outlined, but now work very close to the skin.

Finish the entire drying process at the head and ears. On coats where you want a full head shape, work from the base of the skull – the occiput – forward. If you want the coat to lay tight to the skull, blow the air back towards the rear of the dog.

If the pet is fidgety, grasp the ear at the base. This firm grip offers the most control and covers the ear canal. In most cases, a fidgety pet is objecting to the air going down into the ear canal. Don’t use a condenser cone for the head and face, but do keep the base of the hose right next to the skin for optimum speed and coat straightening.

Pets pre-clipped shorter than a #7 blade length before the bath will not need a high-velocity drying in the short areas. These areas will dry naturally as other coated areas are dried. Normally, a #7 blade length or shorter does not need straightening to yield the best results in the finish work.

Conclusion

It is important to master all drying skills. There are several drying methods and combinations to choose from, based on coat type, trim and pet tolerance. Incorrect techniques or careless attention to drying will waste more of a professional groomer’s time than almost anything else.

An active form of drying always will yield the best results. Having a beautifully clean and dried coat also will lessen the amount of time it takes to execute the final grooming procedures on a pet.

If at any point the pet objects or becomes difficult to handle, back down to the previous step that produced a positive result. If the pet severely objects to having its face dried, try placing cotton balls in the ears to reduce the air flow into the ears as well as the sound. Just don’t forget to remove the cotton balls.

Always remember, the pet takes its cue from you. Your confidence will communicate to the pet. Work gently, but firmly, using a minimal amount of verbal positive or negative reinforcement. Let your hands and eyes do the speaking for you.

The process outlined above may take just a few minutes or several, based upon the individual pet and your handling techniques. On occasion, a pet just will not accept high-velocity drying and another method will be necessary.

Once you have the pet’s cooperation, you can focus on the most effective way of using the high-velocity dryer on that pet’s individual coat type.

In trims that require a fluffy, smooth finish, you would begin at the base of the tail and blow the air forward, using a condenser cone. On many Terriers and sporting dogs, you want the coat to lay tight to the skin. With these breeds, start at the withers and work with the growth of the coat.

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The Importance of a Business Plan

biz-plan

Are you tired of working for others? Are you ready to step out on your own? Do you dream of owning your own business? Yes?

Fabulous – but are your prepared to open you own place?

Did you know that almost 50% of all service based businesses fail within 5 years? Don’t become one of those statistics. You need a plan. You need a comprehensive business plan.

A business plan acts as a road map. It’s your compass so you don’t get lost along the way as you launch your new venture. Not creating a plan is one of the biggest mistakes you could make with your future. It would be like trying to drive from Michigan to California without a map. Or a GPS. You’re not going to get there very quickly if you do not have a clear plan.

A comprehensive plan contains a number of key factors about your new business. This is a list of items from a business template I personally use and recommend whenever I start a new venture. It’s from the Service Corps of Retired Executives (SCORE). It can be found on line.

Business Plan Outline
Executive Summary
General Company Description
Products & Services
Economic Trends
Marketing Plan
Operational Plan
Management & Organization
Personal Financial Statement
Startup Expenses & Capitalization
Financial Plan

I know – I know. Most new business owners are so anxious to get going – they neglect this critical planning stage. There is lots of money to be made and pets be groomed. You don’t need a ‘plan.’

Whoa there. Failing to plan is a plan to fail. Period.

Filling out the many details in your plan can be an overwhelming process. Many are so intimidated by the financial calculations; you want to skip that process all together. But don’t! If you are overly intimidated by sections of the plan, get help. All successful businesses have a team of people that have helped them succeed. Start building your team now.

Most people find it helpful to have the following experts on their team;

Business Mentor
Certified Public Accountant
Bookkeeper
Attorney
Financial Consultant

If you do not have these experts to assist you with your plans, there are other options. You can take business and accounting classes. Attend local business seminars or workshops. Or take business classes on line. Plus, there are great computer programs that can help you set up and run your business.

Other resources to help you write a business plan include books, colleges and universities that work with Small Business Development Centers and counselors and mentors at the Service Corps of Retired Executives (SCORE). They provide low-cost classes on how to write business plans that can be very reasonable.

Most new businesses need some type of funding. However, it is so economical to start a pet grooming business; many new business owners skip the financial section of the plan. Big mistake. Even if you do not need a lot of money to start your business, writing a plan will allow you to clearly identify if your idea will be strong right from the start. Without a plan, you leave far too many things to chance.

You definitely will need a plan if you are going to apply for a business loan, look for private investors, or have business partners. Even if you don’t need assistance with funding, you still need a plan. YOU and YOUR livelihood depend on it!

Before you even start to write your plan, get copies of loan applications used by banks, commercial finance companies, and government. These applications will give you a good idea of how much financial information you will need to include in the business plan.

A good business plan should provide a reader with a general idea of what a business owner is trying to accomplish. It should be well organized, neat, tidy, and easy to read. A reader should be able to get a good feel for what you want to accomplish within minutes of quickly flipping through the pages of the plan.

How long should your plan be? For a new start up grooming business, you plan can be 20 or 30 pages. You want to be concise and to the point. Long business plans are boring – and no one wants to spend time with a boring plan, including your potential funding resources! The text should be within one or two font families, making it very easy on the eyes to read. The text should be well-spaced. Bullet lists make it easy for the reader to get through a long list of details easily. Illustrations, samples of marketing materials, charts and simple spread sheets all bring the plan to life.

Just remember that the most important person for a business plan is YOU! By not working through the process of creating comprehensive business plan, chances are your business failing within a few years is greatly increased. Keep in mind, almost 50% of all new service businesses fail. Help yourself become successful by creating a plan for your new pet grooming business.

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