Blog

As featured in the Groomer's Choice VIG Magazine: Vol 1, Ed 2, Summer 2023 

As professional pet groomers, educating our clients to make adequate grooming decisions for their beloved pets is a prerequisite. We know what is best for each pet according to their individual coat type, grooming needs and skin health demands. The challenging part often is using our skillset to persuade pet parents to trust our judgment when assessing the grooming needs of their pet.

Let’s face it, my groomer friends, most clients request a “puppy cut” or “teddy bear trim.” When I press them to be more specific with desired coat length, face, ear, feet and tail trimming preferences, they simply throw their hands in the air and say, “You’re the professional.”

On the flip side, we also get unattainable instructions that do not match the lifestyle of the pet or would not be setting the dog up for success between routine visits to the groomer.

If communication is key and knowledge is power, then how can we effectively break down the communication barrier between us pet groomers and our loyal pet parents? Easy! We teach them what we know. And as you and I know, every grooming session should fully encompass the skin and coat care needs of the pets we groom, including choosing a manageable coat length for both the cold and warm months. But sometimes convincing the pet owner of this is not an easy task. It’s not because they don’t care about their pet’s skin and coat, it is because they simply do not know what they don’t know.

So, here’s the good news! We get to pay it forward by sharing our expertise with pet owners by adding value, knowledge and insight into the unique grooming care their pet secretly desires. (Because if our dogs could ask for what they needed, they would!)

But how do we build this relationship? Let me tell you, I have tried every approach in my many years of grooming dogs, but I’ve found a blissful solution that strikes a chord with clients (just like an ah-hah moment). They appreciate you as a professional because you helped them understand EXACTLY what their adoring pet needs.

Even those “hard to reason with” customers will listen and learn from you in admiration. They take a slightly different measure of convincing, but they will become your biggest tippers and lifelong fans after seeing your dedication and commitment to their pets – both at home and in the grooming salon.

First, we have to realize our pet parent clients only think they need our services to cut the dog’s hair or remove excessive shedding. It is our job to teach them how important regular skin and coat care and proper coat handling techniques are. This plays a vital role in the overall comfort and well-being of their dogs.

Upon check in, make it a mandatory practice to take a few moments to greet the dog while discussing your suggested approach to meeting their skin and coat care requirements for that grooming session.

If you feel mats in the ears or anywhere else, point out to the client a modification is needed to ensure the dog’s comfort between scheduled grooming appointments. Remain compassionate to the client’s failed attempt at keeping their dog properly brushed between grooming appointments. Empathize with them instead of “browbeating” their failure to do so.

Try this approach: “I know brushing isn’t Fluffy’s favorite part of the day, so let’s shorten her trim so you do not have to argue with her to get it done.” or “Maybe we should consider a shorter trim for Fluffy so you do not have to stress over brushing her as often, and Fluffy will not have to wear mats, which can be painful.”

When we TALK to our clients rather than TELL them what is best for their pets, they are more inclined to listen to our requests. This makes us relatable without shutting down the client’s idea of having an unattainable, luxurious coat that simply cannot be maintained even with the best intentions.

Explain to this client that many of your customers are faced with this same scenario and choose to modify the trim for their dog. They love the burden lifted from them in not having to battle a daily brush out with their pet while enjoying a more maintainable coat length that proved to be pleasing to even the dog.

Now, I know what you are thinking! “I will still have clients that will refuse this logic and request a trim they simply cannot manage.” Here’s what we do: Explain to the client you have a special “V.I.P.” program designed to always assure their pet will never become matted or unkept. Let them know this plan has limited availability, but you feel they are the prime candidate to jump on board.

This V.I.P. program consists of pre-scheduled appointments adequate to fulfill the grooming needs of their pet, and they get to keep the desired coat length. This series of grooming sessions will occur every three weeks and consist of bathing, conditioning, brushing and fluff outs with minimal trimming during every visit. As needed, nail trimming and ear care will also be included.

The best part of this exclusive offer? Your ability to give the client what they want, and the dog is always well cared for. Its grooming needs will never be overlooked.

In all actuality, it comes down to people wanting options. If you don’t take the opportunity to present alternatives, your clients will not know the potential solution that only YOU can offer them with your unique services tailored to meet their expectations.

By building a better business model that people in your community will run to, you'll stand out from the pack.

And that, my friends, is how legends are made! What is the legacy YOU will leave behind for the next generation of pet groomers?

Let’s raise the bar and set higher standards. We all put the time in and have the knowledge and skills. It’s time to position ourselves as the professionals we truly are and demand better for us and the pets we groom.

Cheers, my fellow groomers!