By Melissa Verplank, CMG
It’s hard to think about “Next Year” when your grooming operation is preparing to go into Holiday Rush mode. However, it’s a great time to remember what you might leaving on the proverbial table besides fur. You can take steps to boost your business during the slow times by promoting add-ons, rebooking, and incentivizing repeat business through loyalty and referral programs. Prepare now and you can beat the January business blahs!
ADD-ON Service Menu
If you went to a restaurant and the server did not hand you a menu, how would you know what to order? Pet grooming is very similar. Pet Parents know they’re coming to you to get their dog cleaned up, but they probably don’t know all the Add-On services that you offer. Add-Ons that could help them keep their pet looking and feeling great.
A well-organized Add-Ons menu makes it easy for the client to select a service. As a bonus, it also makes it very easy for you discuss optional Add-Ons such as de-shedding treatments, shampoo upgrades, skin conditioning treatments, tooth brushing, nail filing, or other add-ons.
Rebooking on the Spot
Offering to schedule an appointment at checkout is the best way to get a client to rebook and pre-book. Develop a couple different scripts and use the one that best fits the needs of that client. For best results, use the tips below.
- Ask every time. Think of fast-food chains. They ask you every time if you would like something else with your order – every time. When the client checks out, offer to rebook their next appointment to ensure their pet continues to look amazing.
- For the busy or in demand pet stylist, reschedule a number of appointments at once or book the entire year. This will guarantee the client will get the premiere dates they are looking for.
- In areas that are price sensitive, offer incentives. Maybe it’s a small discount off their next grooming if they book within six weeks or less. Or maybe you offer them free add-ons like tooth brushing or a spa package upgrade. Better yet, offer something special for their pet such as a bag of cookies! After all, they probably care more about what you are going to do to reward their pet, not necessarily the few bucks they will save.
Consider Creating a Loyalty Program
The Holiday visit is a great time to offer clients a “loyalty program” incentive for pre-booking future visits and/or referring their friends. If you haven’t developed a program, you can use the post-holiday lull to create a package for 2024 and then reach out to your customers to generate winter traffic.
- Connect with a Customer Experience Message
Whether you contact a recent client via phone, e-mail, text message, or through groomer software automation, you can take this opportunity to check on their satisfaction at the same time as offering a loyalty program incentive.
- Connect through Wake-Up Calls/Contacts
Actively call (or email, or message) clients that have not returned to the salon in 8-12 weeks. In this case, you may wish to offer them an incentive to schedule the next few grooms.
- E-mail Blasts and Social Media Posts
This is a great way to market incentive details to existing clients. If you are going into a slow day or week, offer an incentive to get clients in the door for those days. The key is to stay top-of-mind early in the year and schedule out as far as you are able.
Partner with Pet Professionals
Have you created a referral network to generate new clients for your business? If you have, the year-end is a great time to offer a thoughtful thank you note or gift.
If you need to expand your network, look for ways to connect with the following professionals in your area:
- vets
- pet supply businesses
- rescue organizations
- trainers
- pet sitters
Create or update a welcome package that your referral partners can hand out to potential clients. Participate in, support and cross-promote their events. They are more likely to refer and support you in return.
Put these strategies to work now for a thriving grooming operation in the New Year!
Need to add Groom Techs to your team through industry-leading guided groomer training? Start here. Want continuing education so you or your team can keep your skills sharp? Join Paragon’s Groominar Network™ and unlock a stream more than 1,200 video Groominars™ designed for every level of groomer.
Paragon People bring passion to the art of grooming instruction to help our students succeed. That’s why we’re delighted to welcome award-winning competitive groomer and instructor Courtney Ramstack, CMG, to our DLP Online Grooming Mentor team! Courtney has trained more than 150 students throughout the midwest, coaching them through grooming competitions and successful salon management. Her own rise from bather to industry-leader came through her strong sense of style, attention to detail and outstanding customer service. We’re delighted to have her on board!