Success Means More Than Good Grooming!

By Kathy Hosler

Mary Foster, a long time client, brought her Miniature Schnauzer in for her grooming appointment. "Hi, little Sassy. How are you and your mom today?" I said as I greeted them with a big smile and reached to take Sassy from her mom's arms.

"Well, we both had a very bad experience last week," was Mary's terse reply. Then she proceeded to tell me all about it.

"A new veterinarian opened her office just two blocks from our home," said Mary. "As it was just about time for my Sassy's yearly check-up, I thought I would take her there. I felt that it would be really convenient to have a veterinarian so close, especially if my little Sassy got sick or hurt and needed immediate treatment.

"I made an appointment. When we arrived, I gave my name to the woman behind the counter, and she simply said, 'Just take a seat.' No one introduced themselves, and no one even spoke to my dog.

"The woman took us to an exam room. Soon two other women wearing scrubs entered the room. Again, no one introduced themselves to me, but I assumed the one with the stethoscope was the veterinarian.

"Without a word she began to examine my little Sassy. She didn't talk to my dog or even ask her name. She was all business and seemed to be in a hurry.

"The last straw was when she shoved the otoscope deep down into her ear, and my Sassy shrieked in pain. The only thing the vet said was, 'Oh, she must be a little sensitive.' There was no apology or any soothing words for my dog."

Then Mary said to me, "You know that I always keep my Sassy's ears perfectly clean (she really does), and she has never cried out when anyone examined her before. I will never set foot in that place again!"

Mary was so distressed by this experience that she was nearly in tears as she told me about it. It made me think about the extreme importance that customer service and client relationships are to a business.

That veterinarian may have graduated at the top of her class, but because of how she and her staff treated Mary and her dog, Mary will NOT be using her services. And Mary is telling everyone she knows about the bad experience.

Here's the truth: you never get a second chance to make a first impression. That first experience can begin a relationship that will last for years or can result in some very negative publicity for your business.

What kind of impression do you make when the door of your business opens? Do you welcome all customers with a cheerful greeting and a sincere smile as soon as they enter? And do you make a special point of talking to their pets?

Whether you are mobile or in a salon situation, a customer's first look at your establishment will become a permanent memory. Is everything clean and tidy, and does the air smell fresh? Does your work station and equipment convey to customers that they have come to a professional establishment? And how about you? Are you wearing tattered jeans and an old t-shirt - or are you outfitted neatly in business attire? Clients entering your business will decide if they want to return based on the service you give them, how you treat their precious pets, and how you groom their pets.

Good grooming skills are important, but it takes much more than that to grow a successful business. Take time to listen to your clients about their needs and concerns. When discussing the groom, you may need to go over the procedures with them step-by-step, especially if it is their first appointment. It's up to you to help the clients feel comfortable about leaving their pets in your care.

Owners need to know that they are placing their pets in the hands of someone who will treat pets gently and with kindness and love. Clients want to feel that their pets are important to you, too. Never underestimate the lasting impact of a kind word or action.

Make your service stand out. If you use a bathing system, let owners know that their pets will be enjoying a hydro-massage during their baths. If you get a new piece of equipment or a new styling product, tell them how it will benefit their pets. Share with your customers about the seminars you attend, which keep you up-to-date on the newest products and techniques to help you better serve them and their pets.

Building an ongoing relationship with your clients is crucial. Clients that bring their pets in for grooming every two, four, or six weeks become the backbone of your business. Those are the customers that you can count on to fill your appointment book and to pay your bills.

Getting their pets on a schedule of regular grooming is a win/win for everyone. The pets always look well-groomed, and the grooming process is much easier for the pet and the groomer.

Cost won't be an issue to the owners who have complete trust in you to care for their beloved pets. And remember, satisfied owners will tell everyone they know that you groom their pets.

Yes, good grooming skills are very important, but the most successful groomers have loyal clientele that come back year after year - with pet after pet - by providing outstanding customer service and by going the extra mile to make every grooming appointment a VIP experience for owner and pet alike.