Go beyond each individual appointment.
Sure, the individual price for the grooming is important. If you are doing six pets a day at $50 a groom, it starts to add up. $300 in sales not including tips – that’s not bad! Bump it up to eight dogs or more a day and it gets even better. Or raise the price a little bit higher than $50 per groom. Both scenarios raise your bottom line.
But let me ask you this…
- Can you consistently maintain 6 or 8 dogs a day?
- Do you know what it costs you to get a new client?
- Do you enjoy working with dogs that aren’t in the best condition?
- Do you always know how much time to set aside for each new pet?
Bottom line – constantly working with new clients can be trying, time-consuming – and expensive.
There is a better way.
Instead of looking for more clients, why not concentrate on getting more out of the clients you already have? It all starts with having a great conversation on the importance of proper pet hygiene.
Back It Up with Stats
There are an estimated 183.9 million dogs and cats in the United States. Over 68% (107 million!) of all households have at least one pet. In 2017, about $6.1 billion will be spent on services like grooming and boarding.*
Over 62% of owners consider their pets family. At one time, dogs had a purpose to make our lives easier. They kept our livestock safe. They brought the flocks in to the barnyard. They helped us hunt and retrieve game for a table. They guarded our property. They were on varmint patrol. Most of these dogs spent much of their time outdoors. They were not the pampered house pet of today.
As their roles changed, so did their grooming needs. Today, most of our four-footed clients share their lives, homes, and even beds with their owners. As we invited dogs indoors to share homes, their grooming needs increased.
Keeping them well-groomed on a regular basis is crucial to making them enjoyable companions.
So how does this translate into creating a thriving grooming business?
Focus on grooming frequency.
Check this out. I’ve factored in two weeks’ vacation time for you. I’ve also bumped the client up so they get primped for all holiday festivities (wink).
Here’s how the math works if all your clients go 6 weeks between appointments:
A busy groomer working full-time doing 6 dogs a day only needs 167 pets to keep their books full. Whoa! That’s not a lot of clients. Most of us could find that many clients just through friends and family!
But let’s take it a bit further. Let’s figure out the value of a client.
If you educate your clients (while providing quality service), you’ll keep them coming back. Repeat business is the heart of a thriving business. Don’t look at each pet as just a $50 appointment ($50 is just an example – use whatever price tag is best for you and your salon). It’s better to see the larger picture. Look at the value over a year, then push it out even further by looking at the value of a client over the lifetime of the pet.
|Times per Year||Annual @ $50.00 each Visit||Over 10 Years|
|13||4-week client = $650.00||$6,500.00|
|10||5-week client = $500.00||$5,000.00|
|9||6-week client = $450.00||$4,500.00|
|7||7-week client = $350.00||$3,500.00|
|6||8-week client = $300.00||$3,000.00|
Wow, right? With each weekly bump-up in frequency, you get to pocket an extra $50! Who wouldn’t want to work on a 6-week pet versus an 8-week one? Or a 4-week client over a 6-week client? Not only is it good for your bottom line, the grooming gets easier and easier on the pet. Plus, the more often it’s groomed, the pet is cleaner and more enjoyable for the family.Let’s kick this out even further. Let’s look as what happens if you increase the frequency while REDUCING the cost. I call this our Coat Maintenance Program.
|Coat Maintenance Program|
|17 @ $40.00||3-week client = $680.00||$6,800.00|
|26 @ $28.00||2-week client = $728.00||$7,280.00|
|50 @ $22.00||1-week client = $1,100.00||$11,000.00|
Earning NEW clients always costs more than maintaining existing customers. Simply boosting the grooming frequency of your current clientele solves light booking issues and grows your sales.
Over 60% of owners think of their pets as family. What people love, they take care of. It’s up to you as the professional to educate your clientele about the hygiene needs of each individual pet based on their lifestyle.
The value of any grooming business is not in how large the client file is. It is in frequency level clients rebook their pets next appointment. And remember, sometimes having a higher average ticket price isn’t the best solution. Lowering the price and increasing the frequency helps everybody – the pet, the owner, … and the groomer.
*2017-2018 National Pet Owners Survey, The American Pet Products Association (APPA)