Tricks to Keep Your Appointment Book Full – Great Ideas to Stay Busy All Year Long

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:

  • on the spot.
  • reminder calls.
  • wake-up calls.
  • e-mail blasts.

Rebooking on the Spot

Referral card example.

Referral card example.

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 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 $5 off their next grooming if they book within six weeks or less. Or maybe you offer them free upsells like tooth brushing or a spa package upgrade.

Reminder Calls – If the Client Does Not Rebook on the Spot

Discount card example.

Discount card example.

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.

Wake-Up Calls

Actively call clients that have not returned to the salon in 8-12 weeks.

E-mail Blasts

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.


Incentive coupon example.

Incentive coupon example.

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:

  • existing clients.
  • other service providers.
  • pet professionals.
Welcome flyer example.

Welcome flyer example.

Existing Clients

  • Encourage them to pass out your business cards. Let them know you are looking for more great clients like them. Always keep a supply within easy reach and generously hand them out to clients.
  • Use an incentive-based referral program. Offer a discount for first time clients PLUS give the same discount to the client that referred them. You give them even more reason to pass your name around – plus – it’s a great way to thank them for the referral!

Other Service Providers

  • hairdresser
  • local pizza joint
  • coffee shop
  • anywhere people gather and talk

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.

Pet Professionals

  • vets
  • pet supply businesses
  • rescue organizations
  • trainers
  • pet sitters

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.

Happy trimming!



What did we miss? What works best – or turns customers off?  Jump on our Facebook page and share with your Melissa Verplank family.

Melissa’s Top 10 Ways to Build a Strong Clientele

Anxiety-Disorder-SymptomsAre 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.

Your current and prospective clients have four options.

  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 ways to start winning clients today.

  1. Build compassion and trust with pets and their owners
  2. Look, speak, and act like a professional
  3. Keep it clean and organized
  4. Always do more for the client than they can do for themselves
  5. Never stop learning and growing
  6. Safety first!
  7. Keep a comprehensive service menu with fair pricing (that does not mean cheap!)
  8. Be consistent
  9. Have a strong web and social media presence
  10. Smile – it’s the best sales tool you have (and it’s even better when you make the client smile!)

1Think about these items. 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 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.

Happy trimming!



What’s YOUR secret to winning clients? Jump on our Facebook page and share with your Melissa Verplank family.

Rating Dog Personalities

blogr2You have a new client on the books. It’s a Lhasa/Maltese mix – or in the new world of designer dogs, it’s a “Lhatese.” The client arrives precisely 15 minutes late. She’s dressed to the nines and everything matches… even the dog.

The dog’s name?

You guessed it – Precious.

You know you’re in trouble.

If you’re a one groomer salon, you can keep the personalities of all your canine clients in your head. You know any dog named Precious is far from… precious.

But what if you start expanding your salon? What if you bring on a new bather? Maybe you have an assistant handling your appointments? Or maybe you have an inexperienced groomer joining your team?

Wouldn’t it be helpful to know the personality rating of the dogs scheduled for the day?

Here’s a rating system that I’ve been using for years in my salons. It’s been extremely helpful in many ways:

  • It allows us to clearly evaluate the personalities of our canine clients.
  • it opens up communication with our customers.
  • it allows us to assign more challenging pets to the appropriate groomer.
  • the groomer clearly knows s/he will need to be on high alert with certain pets.

This is how I rate dogs. Simply put, we rate them one through five. It’s worked exceptionally well for years.

Our bathers, groomers, stylists, and students know what to expect from the pet. Even our clients know our rating system. It allows us to have an open conversation with them about their pet’s attitude towards grooming. Many customers are even anxious to see the paperwork to see if there dog has progressed to a more positive level.

By using this rating system, we have a clear way to rate the personalities of all the pets that come through our grooming doors. Using the system also means I can communicate with my team, my teams can communicate with each other, and we can openly communicate with our customers.

This time-tested system has worked fabulously for my team. I hope it will work well for your team, too. Now, next time “Precious” comes striding through your door, you’ll know what to do!

Happy trimming!



What do you do to help identify Precious in YOUR salon? Do you prefer not to have a system like this? Jump on our Facebook page and share with your Melissa Verplank family.