Check out this flashback interview from 2016 with Melissa Verplank and Colin Taylor. Join these two friends as they talk their passion for education and their books Notes from the Grooming Table (Second Edition) and What Would Colin Do?
Let’s face it, many salon owners aren’t charging as much as they feel they should. Local competition and price-sensitive clients are two strong reasons why. In some cases, grooming rates are already as high as considered possible without losing customers.
In most service-based businesses, payroll is the highest expense. A typical grooming business pays out more than 50% to 60% in payroll, alone. When salons are paying out those percentages, raises are rare.
We’ve talked to lots of groomers. It’s no surprise that one of the main complaints with their jobs is not making enough money. It’s not all about the money but having fair compensation for the work we do is not unreasonable!
When people come to me and ask how they can earn more, I always remind them that time is money – regardless of how you are paid. The faster you can get through a pet safely, the more money you will ultimately make.
Guard combs are one of the easiest ways to speed up your grooming. They allow you to set consistent length over the dog quickly. With the variety of lengths, it’s easy to customize the haircut just by switching out the guard comb. When working with guard combs you don’t need the time it takes to get a beautiful scissor finish. This is a much safer option that also minimizes the stress large amounts of hand scissoring can cause.
This scissor style is taking the industry by storm. Chunkers are oversized thinning shears or blending shears with wider teeth. In some cases, they can be used for the entire groom. Chunkers give a beautiful natural finish in no time.
Some stylists choose to use them in conjunction with scissor or guard comb work. When used in this manner, they dust the top of the coat, removing any imperfections swiftly. There are plenty of styles to choose from with a wide price point based on the quality of the shear. Talk to other pet stylists before you invest in a pair. Find out which chunkers are their favorites and then try them out before you buy them.
Pet parents are spending more on their dogs. Many clients love a little bling – and it doesn’t always have to be shiny! It’s easy to upsell special accessories:
There is no limit to the creativity you can have – as long as it is safe for the pet. It’s a fun way to add a little extra revenue and get people talking!
Every salon has its favorite economical go-to shampoo. But what if your clients had a choice? For some clients, nothing is too good for their pets. Many spa lines of pet shampoo do a fabulous job getting the dog clean and smelling fabulous. There are many specialty shampoos that treat special skin and coat conditions. Most of the time they cost a little bit more than your everyday shampoo. There’s no reason to charge the same. Some specialty shampoos need to sit on the pet a little bit longer to be effective (if it takes extra time it should also add a little more cost). Consider these liquid tool gold mines:
Try a paw-i-cure instead of just trimming the nails. This type of service is a package deal. It includes:
Many of these upsells don’t take any more time to do yet add more income to you or the business.
Don’t get distracted. Most small to medium-sized basic grooms should take about an hour to do. If someone else is bathing for you, the finish trimming should only take between 20 to 30 minutes for the same sized basic groom. Minimize the idle chitchat with your coworkers. Put your cell phone on silent and deal with it when YOU have time. Keep your station highly organized. Create a routine for everything you do from start to finish. The more dogs crossing your table translates into more money going into your pocket. Sometimes it’s in the form of a paycheck, sometimes it’s in the form of tips.
It doesn’t matter if you are commission or hourly. The efforts you put out will create faster grooms, higher-quality trims, delighted customers, and repeat business. Applying these five tips can help you groom dogs better in less time while providing great service for your customers – while adding cash to your pocket!
What are some ways that you’ve tried? What works for you? Go to our Facebook page and chat with your Melissa Verplank family!
When your appointment book is totally full, how does that make you feel? For most of us, it’s a sense of security. It’s a source of pride. It’s a guarantee that you are satisfying your customers’ needs. You are doing a good job.
But how do you feel when that appointment book has empty slots? Maybe you are just starting out on your own and have an open book. Maybe you are new to the salon and need to build a fresh clientele. Or maybe you have been at your salon for a while, yet you’re just not getting traction with repeat customers.
Long-time pet stylists know this unspoken rule: a full appointment book offers job security.
So if your appointment book is lighter than what you would like, how are you going to fix it?
Here are a few ideas to help you boost your number of daily grooming appointments.
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. Owners know they’re coming to you to get their dog cleaned up, but they probably don’t know all the services that you offer. Services that could help them keep their pet looking and feeling great.
A well-organized service menu makes it easy for the client to select a service. As a bonus, it also makes it very easy for you discuss optional services such as de-shedding treatments, shampoo upgrades, skin conditioning treatments, tooth brushing, nail filing, or other add-on services.
A service menu allows you to quickly summarize maintenance grooming services. Use it to highlight the benefits of regular professional grooming appointments. This is a great place to outline the suggested frequency of appointments. Depending on a number of factors, most pets benefit from being groomed every 3 to 6 weeks. Others may benefit from weekly or biweekly appointments. Having a comprehensive service menu makes it easy to rebook clients on a regular basis.
Actively encouraging clients to reschedule on a regular basis ensures that a salon will have a steady stream of clients. Plus, the pets will be in the best possible condition.<
Rebooking and rescheduling is all about helping your clients keep their pet looking and feeling its best. It’s about helping them understand the hygienic needs of their dog or cat, such as why it’s important to properly brush and bathe their pet between visits. Those are the goals. You are a problem solver. If they do not want to do the tasks necessary to maintain their pets at home, they will turn to you to do the job for them. Education is the key.
There are number of ways to rebook that next appointment:
Offering to schedule an appointment at checkout is the best way to get a client to rebook. 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 the client if they’d like a Reminder Call a week before “Buffy” would be due for his next appointment. This could be done via phone, e-mail, or text message.
Actively call clients that have not returned to the salon in 8-12 weeks.
This is a great way to market 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.
Rebooking is something you must do regularly – the same way – every time. Make it a habit to ask if they want to rebook at check-out. If they don’t, make sure to call and remind them one week prior to the preferred grooming time for their pet and don’t forget to do the Wake-Up calls once a month for any client you haven’t seen in 8-12 weeks.
People are physiologically wired to make referrals. Many businesses can grow and flourish just by tapping into this business building strategy.
Referrals come from a number of different sources:
Leave a stack of Discount Incentive cards with the owner or someone who is happy to pass them out. Code the back so you know where they came from – that way you don’t have to ask the customer when they turn them in. You do want to track where the cards are coming from so you can thank the service provider in an appropriate fashion.
Leave them with a basic welcome package they can hand out to clients that would benefit from your service. Participate in and support their events. They are more like to refer and support you in return. Offer a thoughtful thank you gift to those that refer you on a regular basis. Food or flowers never go out of style but there are many options.
What did we miss? What works best – or turns customers off? Jump on our Facebook page and share with your Melissa Verplank family.
Are you thinking of opening a new shop where there isn’t a grooming salon or expanding into a new market area with your mobile unit? 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 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.
These are real worries.
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!
When you are a solo stylist and own 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 who 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 think you are giving great service – the client has to KNOW that.
They have to value that great service. If they don’t – they will look elsewhere to get their needs met. And many times, that means you are competing with the prospect themselves.
What’s YOUR secret to winning clients? Jump on our Facebook page and share with your Melissa Verplank family.