professionalism Archives - Paragon School of Pet Grooming

Home » professionalism

Shredding Shedding Problems

This is the time of year the big shedding breeds come in. They’re often the ones that haven’t been groomed in FOREVER. You know the ones – Goldens…arctic-type breeds…Saint Bernards. They have that coat that totally trashes your salon – and maybe even you. There are tricks to getting this type of job done without too much agony. For anyone who’s missed this blog in the past – it’s a perfect time to revisit my blog on salvage work.

As many of you know, I’m a big dog person. Working on these large furry dogs is one of my favorite things to do in a grooming salon. Call me crazy – but I just love the transformation in this type of job. Over the years, the process rarely makes me cringe, no matter the size or condition of the dog – I see it as a fun challenge!

Read the rest of this entry »

When Should You Just Say No?

Pet groomers and stylists are in the service industry. Our role is to help people and their pets. When we do it well, we make people happy.

What if you can’t make them happy because you can’t groom the dog safely due to its aggression or health? Should you still groom the pet?

If you have been in business for any amount of time, I’m sure you’ve run into this scenario. Even seasoned professionals struggle with this dilemma at times. Should you groom the pet or turn the client away?

The easy answer is to refuse to groom the pet. However, there are many variables. If you feel the situation presents a high risk for the pet or you – simply say no. That’s your right as a business person or a conscientious employee.

You must put the safety of the pet and yourself first.

Once you have that clearly established in your mind you can start analyze the situation.

What is raising the red flags in your mind?
What are your qualifications when it comes to handling a difficult grooming situation?
Is this a new or a long-standing client?
Can the pet be groomed safely with the help of an assistant?
Will the pet cooperate if the owner stays or assists in the grooming process?

When I think about these questions, I always mentally play out the worst case scenario. The last thing that I ever want is to have to tell an owner that their pet was injured while in my care. Or that we had to take him to the vet for treatment. Worse yet – that their dog died during the grooming process.

Let’s face it, there are a host of things that could go wrong in any grooming salon even under the best of circumstances.

The list of dangers working in every grooming salon is massive. We are working with:

live animals
sharp instruments
tall tables
bathtubs
dryers
abrasive brushes
stacked kennels
slippery floors.

On most days, an experienced bather, groomer, or pet stylist takes all these dangers in stride. We know how to avoid accidental injuries to our four-footed clients.

So what do you do when that internal gut instinct kicks in?

You are standing there, looking at a dog (or cat) and listening to a client talk about their precious fur child. Deep down – some type of internal fear grips you. You just have a bad feeling about this particular groom. You know the old saying, “trust your gut instinct?” Well folks, that natural instinct is working in full force. Listen to it.

It’s okay to say “no” to a grooming client. It’s never worth grooming a dog you honestly feel is beyond your level of experience. If it’s more than you can handle, you have a potentially dangerous situation. The pet and you are the ones at risk – not the owner. I don’t know a single pet care specialist that ever wants to intentionally harm a pet.

Yet, if something goes wrong with the groom on that day, whose fault will it be? Yours.

Weigh out the risks. Whenever you need to decline service to a client, it’s an uncomfortable situation. But the alternative is much, much worse. Telling an owner their pet has been seriously hurt or died in your salon it the most difficult task you will have to address. You want to avoid that at all costs – even if it makes the client angry or upset.

If it’s a new client, it’s much easier. There isn’t that emotional tie that comes with repeat or long-time clients. It’s much easier to refuse to groom a dog that is too big or too aggressive for you to handle.

It’s the long-time clients that are tough. The longer they have been a regular client, the harder it is. If a pet has physical ailments, it’s tougher. This is when you need to weigh out the risks and look for alternatives to your standard grooming practices. The health and wellness of the pet has to be a top priority.

Here are the questions you need to ask.

Could the pet be done safely with an assistant?
Would the dog benefit from the owner staying with the dog during the grooming process?
Would a different time of day work better for the pet? Maybe a time when you can focus solely on the pet without distraction?
If your salon is busy, would a solo stylist or mobile stylist be a better option?
Would it be in the best interest of the dog to get the grooming done without stopping? Maybe it’s best to break the grooming into sections, letting the dog rest between sessions? That might be over the course of the day or even over several days.
Would it be in the best interest of the dog to be groomed at a vet clinic where medical attention could be rapidly administered, if needed?

Years of experience have taught me there is not an easy answer. Whenever you need to decline services to a client, it’s an uncomfortable situation.

However, if you decline services, do so out of care and compassion for the pet. Be prepared to offer alternatives to the client, even if that means you simply tell them “no,” you cannot groom their dog. Be ready to refer them to someone better suited to handle their pet. List all the reasons WHY you cannot and will not groom their pet. Do it with the confidence of a professional.

In the end, as difficult as it is to say “NO” to clients, you will sleep a lot better at night when you do. Trust me on this one.

Happy trimming!

Melissa

What did you think? Jump on the Learn2GroomDogs.com Facebook page and tell us your story!

The Art of Giving Great Service – The Zingerman Way

About 6 years ago I read a great book while sailing on my dad’s boat. It was Zingerman’s Guide to Good Leading, Part 1: Building a Great Business. At one point, my dad picked up the book. He read a few paragraphs I had highlighted when I went below. When I returned a few minutes later, he said, “Good book. They know what they are talking about.” Wow. Coming from my dad, that meant a lot.

Zingerman’s is an institution in Ann Arbor, Michigan. Hailed by Inc. Magazine as “The coolest small company in America,” the original business was founded in 1982 with Zingerman’s Delicatessen. Since then, Zingerman’s has expanded to 11 food-related business, 724 staff members, and sales of over $62 million.

Service is a cornerstone of Zingerman’s success. Zingerman’s has earned its reputation for great service by intentionally creating a culture that nurtures amazing service. They teach every one of their team members system “recipes” which are at the heart of their extraordinary service.

I was so impressed with the book, I ordered copies for all my team leaders!

At Whiskers Resort and Pet Spa, we really rolled up our sleeves. We took the summer to read the entire book together. Once a week we met to review, strategize, and implement what we learned from the pages.

When we started Zingerman’s training in 2011, we were earning about $655,000 in annual gross sales between overnight lodging, daycare, and grooming. Last year we grossed just short of $2.25 million. And the real kicker – we spent virtually nothing on advertising! Our growth has been fueled by stellar customer service from an amazing team of enthusiastic, pet-loving staff.

I know the Zingerman’s training isn’t totally responsible for the growth. However, I’d like to think it helped us formulate a positive culture for our Whiskers team.

Recently, we learned ZingTrain was coming to Grand Rapids for a half day of service training. We could not sign up fast enough. We had 13 team members there from all facets of my companies taking up two corporate tables. We all walked away pumped up and energized! Some of what we learned was a refresher for some of us – for others is was all new. Plus, it was refreshing to learn new service ideas the Zingerman team had formulated since we read the book. The concepts are all easy to implement, too.

I’d like to share a few of those with you.

Zingerman’s 3 Steps to Great Service

#1. Figure out what the customer wants.

Ask questions. Listen to what they really want. Give choices. Repeat questions back to the customer for clarity and understanding.
10/4 Rule. When you get within 10 feet of either a customer or a coworker– make eye contact and smile. Once you get within 4 feet of a customer or coworker, verbally exchange a positive comment. (I’m not talking about those that you work with side-by-side all day long – however a room full of smiles and positive interaction is energizing).
Spend as much time as necessary to positively impact the customer. For repeat customers, it might be a quick exchange. For new customers, it’s going to take longer to help build a relationship, form a bond, and build trust.

#2. Get it – or do it – for them…

Let people know realistic deadlines, cost estimates, and realistic outcomes. Be specific. Under promise and over deliver.
Always say please and thank you. Avoid industry jargon.
You want the customer to leave feeling like the interaction with you was the best part of their day.

#3. Go the extra mile.

Do something the client didn’t ask for and didn’t expect. It doesn’t have to be elaborate. It doesn’t have to be costly. Even simple things can delight and pleasantly surprise your customers.

Within this framework, employees use their own best judgment about how to serve each individual customer.

If you’ve never heard of Zingerman’s or ZingTrain, I encourage you to look it up. If you want to dig in deep, grab the book and apply its principles. If you need a quick pick me up, participate in one of the mini sessions like we did today. Their systems approach is applicable to businesses of varying industries, organizational structure, and size. They are committed to helping others succeed.

You can learn more about their training programs at www.zingtrain.com. You can get the book at the best price by ordering directly from Zingerman’s www.zingtrain.com/building-a-great-business

My entire team left energized and ready to implement many ideas immediately. We were all impacted by the training we received. Hats off to the Zingerman team of Elnian Gilbert and Tabatha Mason and to the Grand Rapids Chamber of Commerce for sponsoring the program!

Happy trimming!

Melissa

What did you think about these ideas? What do you do that works great for your team? Jump on the Learn2GroomDogs.com Facebook page and tell us about it.

How to Scissor a Leg in Under 2 Minutes

Grooming systems allow us to go on autopilot. When we’re on autopilot, we can focus on the thing that matters the most – pets!

Think about the things you do every day. I’m sure you use systems all the time. I know I do.

I have a system for making coffee. I have a system for doing my makeup. I have a routine I follow when I exercise. I have a system when I get into the car to go somewhere. I have a routine I follow every night before I go to bed.

I bet you have a lot of routines, too.

When I follow my systems and routines, I don’t have the think about what I’m doing – I just do it. The beauty about routines is they become automated – and efficient.

How does it feel when you don’t follow your routine? What happens when you get interrupted? Do you lose your place? Do you have to stop and think about where you left off? Do you feel lost? What happens to your time?

I know when I’m interrupted, I lose my place. I get off track. I lose precious time. If it continues to happen, I get frustrated.

My guess is you’re just as busy as I am. We have places to go and things to do. Wasting time drives me nuts. How about you?

So, how do you apply this concept to dog grooming? Each phase of the grooming process can be broken down, systematically. For now, let’s talk about a routine for scissoring a leg in less than two minutes.

Now, I’m not talking about an 80-pound Doodle. I’m not talking about a dog you haven’t seen for months. I’m not talking about a dog that comes in matted to the hilt. I’m talking about average, everyday regular clients. Small and medium sized pets that have a bit of style to the haircut.

To become highly efficient with scissoring legs, there’s a secret.

It’s all in the set up BEFORE you pick up your shears.

Let’s break this down.

Let’s say you have a Shih Tzu that comes in every six weeks. It’s heavy coated and gets a medium guard comb on the body with fuller legs and a round head style. When it’s done, it’s so cute it looks like it should be a stuffed animal. The entire trim, prep, bath, fluff dry, and haircut should take 60 minutes or less.

First things first. The set up before you pick up your shears is critical. You’ll give yourself a huge head start if you do a few things beforehand.

All equipment needs to be sharp. Your blades need to be able to glide through the coat like a hot knife through butter. Your shears need to cut effortlessly with precision. Your thinners should run smoothly, without catching. Your Greyhound comb as well as your favorite slicker brush should be within easy reach.

Here’s my basic grooming routine on all my six-week or less clients who get a fuller styled leg trim.

trim nails and clean ears
bath
towel dry
hi-velocity fluff drying
double-check coat for any mats or tangles prior to beginning the haircut
trim the pads and round the feet at the same time with a #40 blade*
Sani-work with a #10 (eyes, tummy, and under tail)
guard comb work on the body*
scissor the legs
style the head
style the ears
style the tail
apply bows and cologne based on client preference

I rarely break from this routine. This system allows me to go on to autopilot and focus on the pet and the quality of my work.

Notice the two stars in that list of 13 steps (6 and 8). Those are key areas when setting in the haircut to get legs done in less than two minutes. Those are your “cheat” areas.

What do I mean by “cheat”? Use your clippers. The clipper will remove the bulk of the hair. Any time you can remove excess coat with a clipper, you’re ahead of the game. It minimizes how much you must think about what you are doing while reducing the risk to the dog. #10’s, #40’s or guard combs rarely nick the body of the dog. Scissors? That’s another story. If you’re working with a quality pair of shears, they’re razor-sharp. It only takes one miscalculated move – one tug from the dog – and you have a potential injury that might require stitches. That’s not something any of us want.

Here is my step-by-step guide for this style of haircut focusing on the steps.

(Note: I always work around the dog in the circle.)

Body:

I brush downward over the leg and the foot with a slicker brush. With my less dominant hand, I slide my hand down the leg, with my finger and thumb closest to the table. When I get close to the foot, I gently ask the dog to lift its foot. I lightly clip the pads with a #40 blade (a #30 blade will work, too).
Once the pads are clipped, I let my hand slide over the foot with my fingers wrapping around the edge of the dog’s foot. Any coat hanging over the edge of the foot, I quickly remove with my #40 blade. I repeat this process on all four feet.
Once the pads and feet are trimmed, I turn my attention to the guard comb work on the body. In the pattern transition areas, I let my guard comb skim off the longer hair on the thighs, rump, and the shoulders. I’m thinking about parallel lines.
When I stand back and look, I want the lines to drop from the widest points on the shoulders and hips to the table. Since the feet have already been trimmed, once you blend the coat at the transition areas, there’s very little left to hand scissor. Normally it’s just an area between 2-3 inches wide.
Once my clipper work is done on the body and I have smoothly transitioned the short coat into the longer fur on the legs – I’m ready to pick up my shears.

Legs:

(In this scenario, I’m starting with the front leg and moving to a rear leg but you can use whatever order works best for you – or the dog. As I work around the dog, I complete each leg before moving to the next one.)

I start with the front legs. I fluff the coat up, gently holding the dog’s foot in my fingers then give the leg a little bit of a shake. The leg is positioned as close to the table top as I can while still elevating it slightly. With straight shears, I box the outside and inside leg lines. (Creating a box is much easier than trying to create a cylinder when setting in the lines.)
Next, I let the dog stand naturally in a square position. I trim a straight line from the elbow to the table with the dog standing squarely. While the dog is standing, I eyeball the front of the front leg making a mental note how much coat needs to come off to create a straight line.
I recomb the entire leg, give it a little shake, and begin my final scissoring. With the dog standing, remove the corners and any longer hair falling over the boxed-in area, creating a nice straight cylinder. I then pick up the foot and detail the cylinder shape.
I quickly give the leg another comb-up and do the final detailing with my thinning shears. I remove any of the high spots or rough patches.
As I get close to finishing shaping the leg, I slide my fingers in around the top of the elbow, and give a gentle squeeze. This hold stabilizes the dog and naturally makes them point their toes so I can focus on the foot. I give the foot a quick fluff with my comb. Picking up my thinners, I remove any rough edges falling outside of the nice rounded foot blending into the sidelines on the leg. I never cut on the underside of the foot from this position.
I put the foot down and let the dog stand naturally. I double-check my work between the large pad of the foot and the stopper pad. I re-trim that area if it needs it.
To double-check the pad area, I brush the coat down and trim any stray hairs with small detail shears – always working around the outside area of the foot pad.
I double-check all my work before I move on to the rear leg.

The rear leg will be the same (with a few variances) to help establish the angles of the rear assembly. When doing the guard comb work, I sweep the clipper over the hip and rump area and feather off towards the stifle. This helps establish the angulation on the rear leg.

On the rear legs, I fluff the coat up. Gently holding the dog’s foot in my fingers, I give the leg a little bit of a shake. With the dog standing squarely, I scissor the outside of the leg in a straight, parallel line to the table.
Next, while standing directly behind the dog, I scissor a straight parallel line on the inside of the leg.
I re-fluff the leg and let the dog stand naturally. I scissor in the front of the rear leg, accentuating the curved angle from the stifle to the hock and then straight down to the rounded foot. I will often switch to curved shears for this section.
Finally, I fluff the rear portion of the leg. Using curved shears, I scissor in the angles over the rump and down the rear section of the back leg, accentuating the angulation.
I quickly give the leg another comb-up and remove any of the high spots or rough patches with thinners.
I slide my hand around the thigh, lifting the foot slightly off the table, focusing now on the foot. I give it a quick fluff with my comb and pick up my thinners to remove any rough edges falling outside the lines of the nice rounded foot. I blend the foot into the sidelines on the leg. I set the leg down and double-check the hock.
I fluff the leg one more time and do one of two things:
1. Lift the dog so it is standing on its hind legs. With the dog lifted in this manner, I get a clear view of the inside of the rear legs. I look for rough spots needing to be smoothed out – or –
2. Gently pick up the one of the rear legs. Lift it only as high as the dog is comfortable (most of the time allowing the dog to bring its leg into its body a bit). I double-check the inside of the rear leg and smooth out any rough spots with thinners.
To double-check the pad area, I brush the coat down and trim any stray hairs with small detail shears, always working around the outside area of the foot pad.
I double-check all my work before I move on to the next leg.

Have you ever timed yourself? If you haven’t, I encourage you to do so. You can’t improve what you don’t track. It’s important to know how long each step of the grooming process takes you. If you are not being able to get legs scissored on a relatively simple trim quickly, I encourage you to grab a timer or watch the clock. Play the time game with yourself. It’s fun. If you work on the system, you will be able to complete a leg in under two minutes.

When grooming pets, I love to automate what I do. It allows me to give the client a consistent haircut every time. It allows me to be efficient. It allows me to minimize the amount of time I spend on each task. I love how having systems in place allows me the freedom to focus on what is important – the pet.

Being efficient allows you to do more pets per day while enjoying your job. It doesn’t mean that you’re working harder, it just means you’re being productive. Think about all the things you do where you have a system or a routine in place. Thorough systems and routines allow you to get through the process effortlessly. And who doesn’t like that?

Creating routines and systems will also increase your revenue generation. I have yet to find anybody who does not appreciate being able to earn more money without having to work harder for it.

Jump on the Learn2GroomDogs.com Facebook page and tell us your tricks and tips for scissoring legs and saving time.

Help! I Have Too Many Clients!

Did you know about half of all small businesses fail within the first four years? It’s a scary statistic, but fortunately, you’re not one of the fallen. Your books are full. You’re grooming steadily all day long. The phones are ringing off the hook – it’s a dream come true, right?

There can sometimes be a dark side to all of this success. Do you feel like no matter how hard you work, how efficiently you groom, you just can’t get ahead? Is your first available appointment still three weeks out – or more? Is your cancellation list getting longer and longer?

I’ll bet you’re tired.

Stressed.

Frustrated.

Wondering why you ever opened your own business.

After all, wasn’t it supposed to be fun and satisfying to finally be your own boss? Yet somehow, grooming all those cute little fluffy puppies has lost its appeal.

Sound familiar? I’ve been there more times than I care to admit!

What are you going to do?

The easy solution would be to hire another groomer. Unfortunately, finding someone talented, reliable, and a good fit for your team can be quite challenging. Most grooming schools have far more job requests than their graduates could fill. Placing an ad in any type of help wanted advertising outlet yields only crickets when it comes to finding anybody even remotely qualified to groom dogs and cats.

This is an age-old problem. I don’t know of a single successful grooming business that has not faced this dilemma at some point.

Don’t fret. You have options. Some are more long-term solutions. Others can be implemented instantly for immediate relief.

Train your own groomers and stylists from scratch.
Delegate basic tasks.
Hire an assistant.
Become exclusive by raising your prices, which will instantly lighten your client load.

Training your own groomers and stylists from the ground up is a great long-term solution – and sometimes the only option. It’s not a quick fix, but it is something you will want to keep in the back of your mind for the future. If you opt to go this route, keep in mind it will typically take six months to a year to train to someone who can independently groom dogs.

If you are a salon owner, my guess is you wear many hats when it comes to running your business. What if you could have someone else do some of the NON-grooming related tasks? Hire someone full or part-time to do the tasks you really don’t need to be doing. Things like:

cleaning
laundry services
running errands
bookkeeping
payroll
data entry

Delegate anything you can to assist with the smooth running of your business – or your home – which is not directly related to grooming.

Training a grooming assistant is a great option. Having someone to help with the more elementary tasks of grooming pets isn’t as time-consuming or difficult as training a full-fledged groomer. Yet, a well-trained assistant can almost double your productivity. A large bulk of the time grooming dogs is eaten up in the wet room.

Yes, training an assistant takes time but you will make that time up quickly! It will go even faster if you utilize the Core Skills videos in the Learn2GroomDogs.com online library. Combine that with select sections from the first 80 pages of Notes From the Grooming Table – Second Edition, and you have a winning recipe for success. Let’s face it, half of the time spent grooming dogs is spent in the bathing, drying, and fluffing areas.

There are other benefits to having an assistant work with you. They can jump in to help with other simple tasks when you really need another set of hands. Wouldn’t it be great to have someone who could:

help handle a challenging pet
answer the phone
run dogs and do potty breaks
help with customers
clean and sanitize
do laundry

…the list could go on and on.

Many successful stylists just don’t want to deal with a staff. They want to keep it simple. Uncomplicated. Stress-free. Yet if you have way too many clients, the demands on your time and your sanity will be quickly tested.

If the other three options are not good fits for you, maybe raising your prices and becoming exclusive is the best option. If you stop and do the math, it can be pretty enlightening. Raising your prices by $5 to $10 per dog will weed out your client load almost instantly, freeing up your time – and giving you time to breathe.

When you feel you could work twenty-four hours per day, seven days a week, and still not have sufficient time to get everything done – it’s time for a change. Situations like this are what contribute to safety issues, affect your personal life – maybe even your health.

Success is a great thing as long as you manage the growing pains of your business. If you don’t, the business is going to be running you instead of you running your company.

If you are one of the success stories with an abundance of pooches (or felines) coming through your doors, congratulations! Remember – managing growth is just as important as creating an amazing service for your customers. If you are feeling frustrated and stressed out, make the change you feel best fits your situation. Get off that work overload treadmill. Once you do, you might even enjoy your business again!

Has this ever happened to you? What did you do? Jump over to the Learn2GroomDogs Facebook page and tell us about it!

Happy Trimming!

~ Melissa

Get ’em Talking

The lifeblood of any successful business is positive word of mouth marketing – but how do you get people to talk about you? The answer is simple.

Dynamite customer service.

When it comes to creating amazing customer service, there are a few things you need to focus on.

delight your customers
earn their trust and respect
be interesting
make it easy for them to talk about you

Going the extra mile pays huge dividends. Yet sometimes you don’t have to even go that extra mile. Sometimes it’s the simple things like:

helping people and their pets
solving problems
treating both the client and the pets with dignity and respect
creating a warm, clean, and safe environment

If you genuinely care about your business and your career – none of the items listed above are difficult.

One my companies, Whiskers Resort and Pet Spa, is phenomenal at impressing people which in turn gets them talking. We do virtually zero paid advertising. Instead, we focus on those four key elements listed above; delighting our customers, being interesting, earning our clients’ trust, and making it easy for them to talk about us.

Here are a few examples.

We offer full facility tours ANYTIME we are open to the public. We have extended hours from 6 AM until 9 PM Monday through Friday. On Saturday and Sunday, the resort is open from 7 AM to 8 PM.

When folks tour the facility, it is an automatic wow factor. Even though we have 180 rooms for the dogs, it is always spotless. It’s wide open and inviting. The noise levels are not out-of-control for a facility the size. One area of any pet care facility most people do not give a lot of thought to but it makes a HUGE impression. The smell. Rarely is a tour given where the participants don’t comment on this fact. We normally get that wide open expression people get when they are surprised. They look at us and say, “I would never guess there are over 200 dogs here! There is NO doggy odor!!” We pride ourselves on the fact that it always smells fresh and clean.

Our tours get people talking. Stop and think about it – what do you think someone is going to do as soon as they leave the tour? They have just experienced an amazing place that can help them solve many problems when it comes to their beloved family pets. Most of our prospective clients race home to tell their friends and family. Almost all of them become customers.

Here is another way to foster word of mouth marketing. Photos and events. Over the years, the Whiskers team has hosted many special events for both our overnight guests and doggie daycare clients. The entire goal for these events it to get people talking in the community. The parties are promoted through our monthly client newsletter and Facebook page. It works.

In fact, parties and photos worked so well, we’ve scaled back the amount of parties we offer. Why? Because we operate at over 100% occupancy rate during most of the summer season, almost all weekends through the year and major holidays we’re booked out weeks – if not months – in advance.

Even though these examples are talking about a pet resort – the grooming spa feeds off the same frenzy the word of mouth marketing creates. At the resort, the grooming department is open 7 days a week and with two shifts running on most days.

So how do you apply this type of marketing to your business?

First, make sure you have remarkable grooming and customer service skills. If there any weak links – fix them. You need to be able to delight your customers with your grooming skills while winning their respect and trust. Once you have done that, then you can start getting creative with the fun stuff. How to get clients and prospective clients talking about you. What will make you interesting? What will make you stand out from your competitors? If you are successful – people will start talking about you.

Remember, you need to make it easy for your customers. If they adore what you were doing – they will automatically love talking about you with their family, friends, coworkers, or anyplace people gather.

So here are a few ideas that you can use to help spread the word while making it easy for others to find you. On every piece of promotional material that goes out, whether it be print or in digital format, your name, address, and contact information easy to find and readily accessible.

Facebook Page – Make it appeal to your customers. Have fun with it. Post appealing photos you take while working. Add items that would be of general interest to the bulk of your customers. Pet general health. Fun things to do with your dog. Behavior and training articles. Recipes that cater to dogs or cats. Find things that will make people smile and laugh that are pet related. Always keep it clean. Always keep it professional.
Email Addresses – In this digital age, capturing an email address is more important than a street address. Having a robust email contact list will be your most economical source to stay in touch with your customers and potential customers. Always – always look for ways to collect email addresses.
Create a Monthly or Quarterly Client Newsletter – Electronic newsletters do not have to be long. Two or three smaller articles or points of interest are generally enough in our fast-paced information loaded society. Combine the articles with a few promotions you have scheduled for the month or for the quarter. And make sure it easy for your customers to share the newsletter through other social media outlets.
Special Events – Even if you do not have room to host a full-fledged party, don’t let that stop you from doing something special for your customers are participating at events. Most small towns have a parade – maybe they are taking part. What about charity dog walking events? Matching themed T-shirts and bandannas combined with freshly groomed dogs from your salon can make a big impact in the community. Maybe you give them a free spa upgrade with a special gift to take home. On Valentine’s Day, make sure every dog leaves with a special treat – maybe a rose with a card attached to it “signed” by the dog. Maybe you do a free pet facial or pet-i-cure. Whatever the event – make sure you have the promotional materials at your fingertips. That will make it easy for them to pass along your contact information when they talk about whatever interesting event you just hosted. Pay attention to details.
Encourage people to talk about you – Post signs around your salon. On your front door. Add it to your receipts. Make sure it is on all your informational handouts and service menus. Encouraged people to speak in a positive light about your services. Make it a personal goal to make your customer smile – or better yet – aim for a reaction that makes them gleam as they say thank you. Do something memorable!
Business Website – Make sure that it is clean and easy to navigate. It doesn’t have to be long or lengthy. With smaller businesses, simplicity can go a long way. Pictures are worth 1000 words – so make sure you use high quality images to support your text. One of the most popular pages on any website is the gallery. This is a wonderful place to showcase your facility and or your work. You don’t need 100 photos – that would be overwhelming and too difficult for most devices to download. 10 to 15 of your best images will do. Also, don’t forget to make sure your website transfers cleanly between computer and handheld devices.

These are just a few ideas to help you get folks talking about you. There are thousands of ways to get the ball rolling – it just takes a little forethought and creativity on your part.

Happy customers are always your greatest advertisers. If you expect them to share their experiences with you, you’re going to have to help it along. To spur it along, make sure you give people a simple message to share and then ways to help them pass it along to others.

Remember, you need to give prospective customers and clients a positive reason to talk about you. People do not talk about things that bore them. They do not talk about just acceptable service. The only talk about things that excite them. Delight them. Wow them. If you focus on making your customers happy, earning their trust and respect – they’re going to start talking about you.

Word-of-mouth marketing is the most effective form of marketing any service company can do. It will far outperform any coupon or paid advertisement you can run anywhere. When people share their experiences about your company to their friends, family, coworkers and associates, It’s the highest compliment they can get. They are putting their trust in to you. They are encouraging people they know to use your services. That’s success and that’s the reason you need to get them talking about you!
Happy Trimming!

~ Melissa

P.S.

How do YOU deliver amazing customer service? Go online and tell us about it on the Learn2GroomDogs Facebook page.

Is Your Image Newsworthy?

If your local TV news station were to drop by – unannounced – to do a story about you and your business, would you be prepared? What about your local newspaper? Could you make a great impression to the community as they interview you with cameras flashing? Would you be proud of your shop? Your staff? Yourself?

Impressions are made in an instant. It doesn’t matter whether it is a TV news crew, reporter, or client. If you are open for business, you need to be prepared to be splashed across the screen or featured on the front page of your local newspaper.

Be honest. Can you proudly flaunt your business, even if the local media showed up without notice?

If you shudder at the thought, you need to take the steps necessary to create a professional image. You want to create a lasting, positive impression on your clients – and prospective clients.

It takes less than 30 seconds for people to form an opinion about you and your business. Don’t forget, we’re not just talking about what the client sees, but what they smell and hear.

I’ve been in this industry over 30 years with multiple businesses and this has happened many times. If there is a slow news day, nothing can fill the space better than our furry friends! I make sure that my companies understand that cleanliness and professional appearance are a top priority. They need to be prepared and ready to be front page news – at all times. You never know when an opportunity to shine will present itself.

As pet care ambassadors, it our job to groom pets but also our job to present a professional image for our industry. We cannot afford to look like we just rolled out of bed. Take a moment each day to put yourself together so that you would be proud to be featured in your local media.

Which side looks more professional?

I don’t know any successful person who doesn’t sweat the details. Being impeccable, both personally and in your work space, shows the client that you care about yourself. The message you are sending out is that you are confident with your skills. That you are successful. That you respect yourself enough to do the same for them – and for their pet. It also shows that you care about your client.

I know it can get tiring to dress up a little every day. However, our clients are entrusting us with the care of their pets. Like it or hate it, you can easily influence their trust by simply changing the way you look when you greet your clients. Think of yourself as your own brand. Don’t you want your product to be consistent and look great? Of course! And your clients are looking for that, too.

A neat, well-groomed appearance is essential when it comes to professionalism in this industry. You need to dress in a way that attracts clientele.

Come to work each day looking crisp, clean, and pulled together. Blue jeans, sweat pants, and athletic shorts ARE NOT professional attire! They don’t inspire confidence. Black, white, or khaki slacks work well. Longer skirts are great for women in warmer climates. Conservative shorts or Capri’s may work for your environment, as well. Matching grooming pants are also nice. I’ve even seen dressy leggings work when paired with an over-sized, long, top or smock. Look for clothing that is not prone to wrinkling or be prepared to learn how to iron!

Today, there are many options for hair-repelling garments. There are all types of tops and bottoms in a wide variety of styles. If you work in a salon with a dress code, this may be easier. If not, have some fun with the pet styling fashions that are available. It may even be a good idea to keep an extra outfit or smock around the shop as a back-up. If you get drenched or messy, a quick change will instantly boost your comfort level and mood.

Consider the color of your outfit, as well. If your logo is blue, you may want to consider this your brand color and wear it everyday. It will make you instantly recognizable to your clients.

Remember, low-cut tops and short-shorts are never appropriate. If you have shorts that are too short or a top that is too revealing (especially when you are squatting down to pick up a dog), it just doesn’t look professional. Muscle shirts and shirts with the sleeves cut off don’t make the grade, either.

Being professional means speaking, behaving, and dressing in a manner that tells people you are qualified to do the job. If your appearance causes anyone to doubt – even for a second – that you don’t know what you’re doing, you could lose their business before they even see your work.

Proper hygiene is also crucial. It should go unsaid, but being clean and odor-free is a must. There is nothing more offensive – and embarrassing – than personal body odor. The famous motivational speaker Zig Ziglar, noted, “People often say that motivation doesn’t last. Well, neither does bathing – that’s why we recommend it daily.” Nothing could be more true!

Your own hair needs to be clean and neatly styled. If your hair is long, tie it back and away from your face. As your work with clippers or shears, you don’t want to be trimming a lock of your own hair as you scissor that leg. I hate to think of how many people with long hair have caught their tresses in the spinning grinder as they worked. Ouch! Or worse yet, drag it through anal gland expressions, defecation, or urine.

Having a touch of jewelry is a nice finishing touch. Done well, it always reflects positively. However, just like with fragrance – go light. A few simple rings. A durable watch (and you always need to know the time!!). If your ears are pierced – stick with super simple earrings – something a dog can’t accidentally catch in a paw, ripping your ear lobe. If you opt for a necklace, keep it tasteful. Don’t be in love with it. Dogs will catch it in their paws and break it, eventually. The same thing with is true with bracelets.

Having well-groomed fingernails is what I consider a bonus. Working with dirty dogs and trimming toenails lends itself to dirty fingernails – even if you do a lot of bathing. Trimming Poodle feet has a tendency chip fingernails. Personally, I liked to keep my nails painted. Painted fingernails will hide all sorts of flaws. Unfortunately, when you do a lot of bathing, standard nail polish has a tendency to peel off quickly – sometimes in as little as one day. My solution was to have my fingernails professionally done every two weeks. Both acrylic and shellac nail applications seem hold up well to the abuse groomers put their hands through. Ragged nails on women or men can be easily tidied up. When you give the pet to the owner, their eyes are naturally drawn to your fingers as you hand over the leash. Wouldn’t filed nails make a great impression? Plus, it gives you a little time to pamper your most valuable asset – YOUR HANDS!

Pay attention to the details. Judy Hudson is one our popular Learn2GroomDogs.com Training Partners. In her video, What I Know For Sure, she shares this tip: “It doesn’t cost a lot to be clean. It doesn’t cost a lot of money to be neat and tidy. All it takes is a little elbow grease.”

The next time your local news company calls for an interview, you’re going to have the confidence to greet them at the door even if you only have a few moments notice before they arrive. When your image is splashed across the TV screen, you’re going to be proud of what you see – and your clients and prospective clients will be impressed.

There is no amount of marketing dollars that can buy free publicity. Are you ready for the media to show up on YOUR doorstep?

Happy Trimming!

~ Melissa

>P.S.

You never know when the media will knock on your door! Has this ever happened to you? Go online and tell us about it on the Learn2GroomDogs Facebook page.

Am I a Good Boss?

Welcome to my blog! For the next few weeks, my marketing expert, Joelle Asmondy, will be filling in for me while I work on a large project. Joelle is a whiz with marketing. I can’t wait to see which helpful tidbits she shares with you! Enjoy!

Let’s take a little poll:

How many of you own or run a salon?
Which of you have a degree in business or have taken any business classes?
Has anyone taken any management classes?

That sounds about right.

One of the best things about going to trade shows is meeting people. I get to talk to people from all over the country and I love it when they tell me their stories. We talk about dogs (of course), dog books (um, yeah!), and working with dogs (why not?). It’s a great way for me to stay in touch with our clients’ needs and find out what people are really thinking about.

Let me share a conversation that I have all the time…

“I became a groomer because I love dogs. At first, I just had a few clients. It started with friends and family, then their friends heard about me, and I got even busier. I got to the point where I had to hire someone just to keep up! Now I groom, book appointments, answer phones, run my own business, AND I have (one, two, three…) groomer(s) working for me!”

Sound familiar?

I love that so many dog grooming businesses have grown in such an organic way. It starts with a passion, grows because we’re needed, and thrives because we’re good at what we do. Our clients keep coming back because they know we love their pets and care about their health and safety.

The flip side to this is that very few people who own or manage these businesses have any formal training in supervising employees. We suddenly find ourselves in the role of “boss” simply because we needed help. For many, it’s a natural fit and the transition is painless. For others, the change is more challenging.

The question of the day is, “Are You a Good Boss?” The answer may surprise you.

I reached out to folks from the industry and asked them about the best qualities of their managers. Many of the answers were similar. Let’s look at the answers together and see if we can understand what it really means to be a good boss.

“I’ve grown a lot by working here.”

Do you take the time to offer praise as well as constructive criticism? In busy salons, it can become easy to fall into the habit of communicating like our furry customers – we bark at each other instead of talking. Don’t let a hectic schedule become an excuse for bad manners or meanness. Remember, you’re not just running a business, you’re building a culture. Do you want yours to be team-oriented or hostile and withdrawn? Things don’t get done any faster or better with rudeness than with courtesy.

“She’s willing to try new ideas.”

If you want employees who step up and really help out, you have to be open to trying new things. “That’s the way we’ve always done it,” will quickly kill initiative. Employees who feel like they have input into bettering the process tend to stick around longer and contribute more to the overall business. After all, isn’t that what you need?

“He’s organized.”

If you are constantly running late, running out of stock, and running out of patience, you could be running yourself right out of business. Let your team help you get things in order. Delegate duties that are well-suited to them. It empowers them and also takes a few things off your plate.

“She encourages me.”

I once worked for an amazing supervisor who motivated me just by being encouraging. I tried a new sales approach once, and it went so well that she had me present it to others in our district. Knowing that she believed in me did more than compliment me, it made me want to work even harder!

“He tells me how I can improve in a positive way.”

Two words: constructive criticism. It’s easy to tell someone when they do something wrong. If you want change that sticks, it takes a little more work.

Use the sandwich technique: tell them what you liked, tell them what needs to change, then offer positive feedback.
Be specific: saying something is done wrong is not helpful. WHAT was wrong about it? HOW should it be done next time? WHY is it important that it be done right?
Don’t attack the person, attack the problem: telling someone they’re terrible at trimming nails hasn’t solved anything. Look at the problem – in this case, quicking too many nails – and look at technique. If a person isn’t trained properly, they can’t be blamed for doing something wrong.
Don’t assume they know what you mean: it may sound simple to you, but it may not seem that obvious to them. It’s impossible to over-communicate.

“We never stop trying to get better.”

Complacency is the enemy of good business. Successful businesses are always trying to become better, more efficient, and less wasteful.

“She says, “thank you.”

Those are magic words, aren’t they? Thank you for staying late. Thank you for helping me carry in the supplies. Thank you for helping that elderly client to her car. Recognizing effort boosts morale and encourages them to keep giving their best.

“He tells me what is needed and doesn’t expect me to read his mind.”

“I shouldn’t have to tell them…”

“It’s just plain old common sense!”

Work on removing these phrases from your vocabulary. Just because you’ve done something a thousand times doesn’t mean other people understand it as thoroughly as you do. Take a minute, take a breath, and give them the benefit of the doubt.

“She recognizes effort even if we fall short of a goal.”

All success is success. It’s ok to be excited about progress even if you didn’t get quite all the way there. Learn from the experience and try again. Sometimes shared enthusiasm or experience is what’s needed to really make things happen.

Whether you became a manager by choice or by coincidence, it’s important to know how to be a good boss. Building a team and a business takes work – and you don’t have to do it alone. By developing a positive culture, you’re helping to make a better work environment that will attract better employees, will help keep your best staff, and will make your days a lot better.

What topics would you like us to cover? Jump over to the Learn2GroomDogs Facebook page and tell us.

Click here for a complete video list to make searching Learn2GroomDogs.com even easier!

Make it a great day!

~Joelle Asmondy

How to Find Job Candidates with Potential – Hiring is Necessary If You Want to Grow Your Business

How often have you advertised for a new bather or groomer and have been able to fill the job immediately? Hardly ever, right? Even after you’ve filled the position, how often has that person been able to perform that job without any guidance or direction from you?

If yours is like most grooming salons, it’s next to impossible to hire the ready-made job applicant. It’s rare to find that person who will be everything you need, right away. Even if you do find great candidates, it’s still going to take work to bring them up to speed. To bring them in line with the way YOU do things in your business. To teach them your culture.

Finding the right people to build your team is always the most challenging part of running any business.

Back when I had my first mobile grooming business, I would park a van for months. I refused to put a poor job candidate out on the road to represent my business. Even if I did find a good candidate, it would still take me over two weeks to personally fine-tune a talented pet stylist.

Those first two weeks were spent directly with me, in my van, working under my direct supervision. Once I felt their skills were strong enough, they were still on a very short tether. I was more interested in quality than quantity. I would check up on them multiple times throughout the day once they were grooming dogs, solo. It was a daunting task.

Through the years, finding great job candidates has remained one of our biggest challenges for all my companies. One of the reasons I opened The Paragon School of Pet Grooming in the early 90’s was to have a steady stream of job candidates. With Whiskers Resort & Pet Spa, we have almost 50 people on the payroll. We are constantly on the lookout for exceptional hires.

Training is at the heart of all great employees. Unfortunately, training takes time and effort. Both of those equate to money out the door. One of the most frustrating things for any business is to go through the training process only to have the new hire leave shortly after training has been completed. However, if you’re going to run a business that has any growth, you’re going to need to hire help.

How do you find great job candidates that will stay with you? I’m not just talking bathers, groomers, and stylists. I’m talking about anybody that would add value to your business and your team.

I wish there was a simple and clear-cut answer to this very old problem. There’s not.

The best way to get started down the hiring path is find job candidates with potential. Here are a few things that I always think about when looking at prospective job candidates.

Where to Find Them

You are going to need somebody who understands that working with dogs takes WORK. A lot of work. I look for proof that they are willing to work. Willing to commit. I scan their resume for clues.

Rural Background

I have found that some of our best employees and students come from a more rural background. Being brought up on a farm always teaches valuable work ethics. Many times they will have 4H in their background. Being active with horses or dogs is also a positive attribute. So is someone coming from a veterinarian clinic, animal rescue, or any professional pet-related background.

Students and Recent Graduates

Look at attendance records and GPA, not just a certificate or diploma. Check their extracurricular activities. Was s/he in band, sports, or Student Council? These things will indicate how disciplined and focused a job candidate will be. It will also tell you if that person has worked as part of a team.

Previous Job Experience

Check prior work history. Does the candidate have the experience or skills to do the job? Do they have any previous professional experience working with animals?

Here’s a list of traits that make a great new hire. Look for these behaviors during the interview and during their initial trial period.

They listen with intent.
They are confident but not arrogant.
The have the ability to express themselves.
They ask questions.
They are motivated to improve their current skill levels
The understand directions.
They have the ability to focus.
They have organizational skills.
They have the ability to prioritize tasks.
They are willing to try something new.
They are open and receptive to constructive criticism.

Here are a few tips when it comes to evaluating a new candidate.

Ask for references and call them.
Treat everyone with respect.
Look for attitude – hire based on potential.
Learn to trust your gut.

Once you have a new team member, it’s up to you to provide the training that will guide them. Every salon is slightly different. You want your new hire to succeed. That means you are going to have to put in some effort. They need to be clear on your rules and expectations. Ideally, these rules and expectations will be printed in an employee manual – even if it’s only a few pages!

Observe how they work. Even with the most basic tasks like answering phones or washing dogs, many new hires need to be gently coached. Even if their skill level is weak, if they have the right attitude, you will be able to train them quickly. But you have to understand where they are in their current level of training. And the only way to learn that is by having them demonstrate their work.

Books and videos can be extremely helpful to the training process, as well. But don’t just assume they are reading and watching the material – and understanding it. You will still need to observe them carefully for the first few weeks, making sure the information in the books and videos is being correctly implemented.

I learned a long time ago that I prefer to cultivate my own team from scratch. That way they learned our culture. Our expectations. They came without a lot of baggage that we needed to change. If I was fair with them, in return, they were fair with me, staying with my team for years.

Not everybody will stick with you, long term. That’s all right. It’s part of the hiring process. Part of running a business. You learn to work with it. Always keep your eyes open for great candidates to join your team. Once you know what to look for, the hiring process becomes a bit easier.

To learn more about what to look for in a new hire and how to keep them, check out my video on Learn2GroomDogs.com, CLICK HERE!

What do you think? Jump over to the Learn2GroomDogs Facebook page and tell us about it.

Happy trimming,

~Melissa

How to Find the Perfect Grooming Job

We all are looking for the 3P’s. No matter what field you’re in – this is the goal. Life is so much better when you can attain the 3P’s.

1.    Perfect job
2.    Perfect employer
3.    Perfect employee

If you’re going to work 2000+ hours per year, don’t you want to be doing something you are passionate about? In a place you enjoy? To be respected? Treated fairly? Providing a valuable service to clients? Of course you do. That’s what we all want.

But guess what? Finding that harmony in a workplace can be a challenge.

Finding a mutually beneficial balance between the employer and employee is a two-way street. Both of you are going to invest a lot of time and energy towards each other. You want to make sure the fit works positively for both of you.

When you go in for a job interview, the prospective employer is not only interviewing YOU – you are also interviewing them!

So what do you look for to find that perfect fit when you are job hunting? Here are a few key points that should be on your radar as you go through the interview process.

Salon Appearance

When you first drive up to the salon, is it appealing to you? It doesn’t matter if it’s a large corporate situation or a small salon in an intimate setting. Is it visually attractive? When you step through the door, what do you see? What do you smell? What do you hear?

Salon Personnel

How did they greet you? Was it warm and friendly? Were they smiling? How did they present themselves? As you toured the salon, what was the interaction with pets that were being groomed? Did they look relaxed? Did the stylists look busy but in control or completely frazzled? (Remember that there’s a difference between being busy and freaking out!) What was the inner salon team vibe? Trust your gut on this one.

Goals & Standards

What type of expectations does the salon have of you? How many dogs a day are you expected to groom? What caliber of grooming are they looking for: basic maintenance trims or high quality pet grooming? What about scissoring? Show trimming? Hand stripping? Cat grooming? Will you be doing all the work on the pets (prep, bath, dry, brush out, finished trim) or will you have an assistant at your disposal?

Career Growth

Does the salon offer incentives for career growth? Do they encourage skill advancement? If you invest the time and effort to improve your skills, how will the salon reward you? Do you have the opportunity for employee reviews on a regular basis to discuss your work and your efforts within the team?

Employment Type

Would you be hired in as an employee, a subcontractor, or leasing table space? There are rules and regulations with each one of these hiring scenarios. The IRS is starting to crack down on subcontractors and leasing table space. With any of the these options, make sure you are clear on what is expected of you from both the employer as well as state and federal obligations within each category. (Read my blog: Independent Contractor or Employee – Who Do You Hire?)

Employee Manual

Does the salon have any type of employee manual? Manuals set the expectations of both the employer and the employee. They hold everybody accountable as long as they are enforced.

Pay Package

There are many variables to a comprehensive pay package depending upon your hire status. Hourly, commission, or combinations of the two are common depending upon your role in the company. If a commission is being paid per pet, the percentages can vary dramatically. Don’t let that alarm you. Your earning potential will directly correlate to your abilities and the average ticket price per pet.

Average Ticket Price

The average ticket price per pet will vary from salon to salon. These variances will stem from their location and their operating costs. If a job is commission based – don’t think that high commission is the only way to go. There is a big difference when you combine the average ticket price in the commission price per pet.

Who would you rather work for?

Job hunting can be daunting. But it doesn’t have to be.

When you appear for a job interview, make sure you are prepared. Present yourself in a polished and professional way – and not just to the boss. Bring a typed, comprehensive resume. A bunch of information scribbled on scrap paper does not cut it (don’t laugh – I’ve seen it). Supply references. Learn how to “stack” your groomed pets (to see a video on this topic, click here) and take excellent photos of your work for your portfolio to bring along. If you’re a recent graduate from a training program, bring a copy of your final report card with attendance and GPA. If you do any activities to enhance your career, make sure they are listed on your resume. List your animal-related hobbies (dogs, cats, horses, etc.). All of these items will reflect positively on you.

Many salons will also request a “working interview.” Typically, this will be done only after the initial interview, so if you’ve made it that far – congratulations! The next step in the interview process will be to see how well you actually interact with pets. What’s the level of your grooming skills? What type of equipment do you have? How well do you maintain your equipment? How well do you follow directions? How you interact with the rest of the team? Remember, everyone is nervous with this type of interview. That’s OK. Just do what you do best: groom dogs.

When you land on your prospective employer’s doorstep, remember to breathe. If you don’t have a good, firm handshake – start practicing. And smile. Your prospective employer is always going to be looking for a bright, hard-working, and ambitious new hire.

That’s you, right?

Well-trained and comprehensive professional pet groomers and stylists are in demand. With some hard work and a little luck, you’ll find a job that revolves around the 3 P’s…

The perfect job.
The perfect employer.
And you’ll be the perfect employee.

To learn more about employee/subcontractor hiring, check out my video on Learn2GroomDogs.com, click here!

What do you think? Jump over totheLearn2GroomDogs Facebook page and tell us about it.Happy trimming,~Melissa