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Updating Logos

How many of you have been in business for more than 10 years? How about 20? When is the last time you took a good hard look at your company’s logo? Is it out of date? Tired? Could it use an update? Logos can become dated just like fashion trends or hairstyles. Sometimes you just need to go through your closet and clean house….

My logos were certainly dated. I was guilty of every one of those questions for my educational companies. I have four companies that fall under that heading.

The Paragon School of Pet Grooming
Melissa Verplank.com
White Dog Enterprises
Learn2GroomDogs.com

Not only were my logos dated, but I had an identity crisis as well. Whenever we would register for a trade show booth, I never knew who we were. When we filled out the paperwork for trade shows, the show promoter would always ask. “What company was the booth going to be registered as?” I was always a stumbling block for me… “What company do I choose?” Out of the four educational companies, there is no right or wrong answer but I had to choose one.

On a personal level, I’m very much a creature of habit. I don’t like change. (My husband is rolling his eyes with this one and nodding his head in agreement!) When it was suggested that I hire an outside party to help us re-brand the companies, I was less than enthusiastic. However, I knew it was a necessary process. It was time.

When our graphic designer asked me, “When was the last time I had updated one of the logos, I sheepishly hung my head?” The Paragon School of Pet Grooming logo had not been changed in over 23 years! The White Dog Enterprises logo was over 10 years old and never had a facelift. L2GD was still relatively new but the logo itself was very busy. And Melissa Verplank.com never had a logo.

A nutshell, here are eight key items that you need to think about whether you’re creating a new logo or revising old one.

Is it easy to identify
Is the font style easy to read
Is the design balanced
What order of the design is your eye drawn to 1^st, 2^nd and 3^rd
How is the logo going to be utilized
Is the design versatile for multiple applications
What is the color palette
Does it convey in an instant what you represent

Julie, our graphic designer, did a great job leading us through the process — at times it was far from easy! We’ve never worked with her before. She had to gather quite a bit of information before the process was complete. The more information she was able to gather, the closer she got to creating fresh logos that truly represented each company.

To compound our identity issue, Julie had to come up with multiple logo designs that all worked in harmony with one another — or they could stand on their own solo. Not an easy feat.

At the Atlanta Pet Fair 2014, we will be at the show with our new identity — and a new booth! As difficult as the process was, I’m really pleased with the outcome. If you’re at APF, please stop by the booth and check our new look.

Here are samples of the before and after logos. We think Julie hit the nail on the head. The revised logos don’t lose the essence of what they were in the past. Yet they are fresh and bold. And they all play nicely in one sandbox together! Bonus!! What do you think?

Happy Trimming!

~ Melissa

Leave Your Emotional Baggage at the Door

In a grooming salon, your four footed clients need your full attention. 110% of it. Every day.

Let’s face it, we love dogs. The last thing we would want to do as a pet professional is hurt a dog (or cat), but there are countless dangers lurking around every corner of a grooming salon for a pet if we are not on top of our game. We work with a wide variety of sharp instruments. Tools that can cut, tear and cause abrasions to the skin if used incorrectly. There are many products that can burn or irritate the skin if not used properly or removed thoroughly. If a pet fell from a grooming table or bathtub, it could cause injury or even death to a pet in our care. Improper and unsupervised drying procedures can kill a dog. Incorrect or rough handling can seriously hurt a pet.

Becoming a pet grooming professional can be an enormously rewarding career but it takes training and practice. Lots of practice. Correct practice. Sure, our role is to clean and make the pet look nice but it’s more than that. It’s about keeping the pet safe. Winning its’ trust. Making the grooming experience as pleasant as possible for the animal.

It’s important to remember that our four footed clients are animals. They are going to think and react like an animal. No amount of humanizing a pet will ever change the fact they are hard wired to be a dog (or cat). When a pet comes through our doors, all their senses are heightened. They are on high alert. They live in the moment – and that moment can change in an instant depending on whom and what is happening to them.

In a dog’s world their current environment is either stable or unstable. They have the same senses we do, but do not rely on them in the same order as humans do. A dog interprets the world predominantly by smell, whereas a human interprets it by sight. Dogs also have a highly developed universal sense where they can feel the energy (emotions) of the other beings around them.

Pheromones are chemicals that provide animals with information about another animal’s emotions, mental state or behavior. Both people and dogs release pheromones and dogs are able to smell the pheromones of other dogs days after they’ve been secreted. Dogs can also detect pheromones in people.

Like pheromones, dogs can pick up the scent of select hormones. Cortisol is a hormone associated with stress in both humans and dogs. Pets can presumably detect stress in people because they secrete the same hormones as stressed dogs. People also release hormones associated with a variety of other factors including sexual arousal, anger, fear and illness or disease. Dogs may be able to interpret the meaning of at least some of these hormones.

Both the wild canine species and dogs exhibit complex body language. Small, almost undetectable tail, eye and facial movements give dogs valuable clues about emotions and intentions. Because dogs can’t speak, they are accomplished readers of human body language. A pet may detect that a person is afraid or angry long before people notice. This is not because of a magical sixth sense but rather a result of acute powers of observation.

Dogs are acutely aware of energy. Energy is a combination of many factors but it combines body language and smell. People understand energy too, but dogs sense it at a higher level due to their enhanced levels of observation and smell.

If you work with pets, it’s crucial that your emotional baggage get checked at the door. I can guarantee your co-workers don’t want to hear about your personal woes. And I promise the pets are going to reactive negatively to your penned up emotions. If those emotions are anything other than calm-assertive energy, the dog is going to know it.

It takes dogs only an instant to figure out what kind of energy you are projecting. If you are working professionally with pets, it’s critical you gain full control of your presence. You want to project calmness. You want to instill confidence. There cannot be a question of who is in charge of the situation.

If your personal emotional baggage crossed into the grooming salon – you are in for a rough day. Experts agree that how we feel has a major impact on how our dogs are going to behave.

Yes, being a professional pet groomer can be highly rewarding. But it also is a big responsibility. With every snip, clip, brush and comb, dangers lurk for your four footed clients. They need your full attention 110% of it every day – and every moment – to win their trust and cooperation while keeping them safe. That’s your job.

Happy Trimming!

~Melissa

What Are Your Doors of Opportunity?

I was one of those difficult kids for my parents. I had no focus. My grades in school were dismal. I was rebellious. I hung out with the ‘wrong crowd.’ Sound familiar? Maybe that was you. Or maybe you know someone like that right now.

I was so difficult for my mom and step-dad; a school counselor contacted my father. She told him she felt I was a suicide risk. I should be removed from my current living situation if at all possible. Luckily, it was possible. I was sent off to private boarding school.

I’m sure the small private school in Colorado saved my life. Much of their early education was founded around the principles of Outward Bound, both inside and outside the classroom. My love of animals and the outdoors gave me the focus I needed to turn my life around.

I got my start in the pet industry when I was 16 years old. My first job was scooping poop at a local kennel. I didn’t have a clue what I wanted to do ‘when I grew up.’ All I knew was I loved pets. For me, working at the kennel was exceptionally gratifying. I did that for three years while going to school.

Then one day the groomer got fired. I went from shoveling poop to grooming dogs overnight. I didn’t have a clue what I was doing. But I had tools. I had a book. I had a ready-made clientele. And I had a boss that was willing to let me learn. My first day as a ‘professional groomer,’ I had 6 dogs to groom. That was 1980.

Fast forward to 2014. Thirty-four years later. The pet industry opened huge doors of opportunity for me. My education was not in the classroom. It was on the job. I was no longer rebellious. I was focused. I was able to turn my passion into a career. And I took it seriously. I may not have earned many A’s in school (I don’t think I ever saw one of those come across a report card!) but I didn’t let that stop me from achieving A’s in real life.

In the early years, I had no idea what I would set out to accomplish – but if I was going to do this – I was going to be the best dog groomer I could possibly be.

It has been a non-stop learning opportunity as I climbed the stairway of knowledge – and business. The pet industry is limitless with what you can achieve for yourself – and for others that may join you on your journey.

Over the years I’ve started many pet related businesses including: a fleet of mobile grooming vans, a grooming shop, a grooming school, a publishing company, a luxury pet report, and an internet based library of educational streaming videos. I’ve had the chance to travel the world with the pet grooming industry, first as a top rated pet stylist then as an award winning speaker. I’ve been able to share my quest of knowledge by creating top rated curriculums and by writing books. I’ve watched a couple of my companies hit the million dollar mark in annual sales. I’ve seen some of them grow at tremendous rates. I’ve been amazed at the staying power of others. We’ve weathered challenging times that would destroy most businesses – but we’ve faced the struggles and persevered.

As you look ahead to 2014, what do you plan on doing with your career? Are you happy with where you are? Are you making the type of money you are comfortable with? Are you satisfied with the quality of your work? Do you have a steady stream of regular clients? Are you booked in weeks in advanced or even a year out with repeat clients? Do you enjoy going to work each day?

Here are two quotes I love.

The first one is from Hall of Fame football coach Vince Lombardi. He said, “If you’ll not settle for anything less than your best, you will be amazed at what you can accomplish in your lives.”

The second one is from Diana Ross. She stated, “You can’t just sit there and wait for people to give you that golden dream; you’ve got to get out there and make it happen for yourself.”

The pet service business is an amazing field to be in. You – alone – are responsible for your destiny. Only YOU can change your career path. If you are not thrilled with where you currently are in life – change it! Only you hold the key.

Once I got through my difficult phase in life – I found a fabulous career path. One filled with challenges and rewards. With each step, new doors of opportunity appeared. If I chose to work hard – very hard at mastering each task, I had more doors open. It’s been an amazing journey that I wouldn’t trade for a million years.

What are you going to do to change your career path and make it the most rewarding year yet? 2014 holds many promises if you choose to open the doors. Your rewarding journey can start simply by taking the steps towards a new opportunity.

Happy Trimming!

~Melissa

The Strength of Pet Grooming Foundation Skills

Photo Caption: Can you envision a Scottish Terrier trying to do the job of an Alaskan Malamute?

I’m up to my eyeballs in research for the 10th year anniversary of Notes From the Grooming Table. When I wrote Notes in 2004, there were 150 breeds recognized but the American Kennel Club – with a few coming in multiple varieties.

In just ten years they have added 47 breeds with one of those new breeds coming in 2 varieties!! OMG. My artiest, Lisa VanSweden and I have our work cut out for us!
But guess what? As I look at all these new breeds. I was pleasantly surprised. Not one of these dogs intimidates me from a grooming standpoint. Why? Because I possess a strong foundation of grooming expertise. I can read AND interpret the written breed standards. I understand structure. I know basic anatomy. I have the technical skill knowledge to deal with any coat type.

Armed with that knowledge – there isn’t a breed of dog I can’t groom with confidence. I know I’m going to be able to come close to making the breed look like the breed it’s supposed to – at least if the owners bring me something responsible to work with. (matted fur is matted fur no matter what breed it comes on – as long as I’m not dealing with a Bergamasco!)

So the bigger question for competent pet groomers and stylists, how strong are your foundation skills?

Can you quickly scan through a breed standard and translate it into a visual picture? Can you isolate key points of the standard you can influence to enhance the looks of the dog through grooming?

Can you decipher this? What breed is this? “…the height at the withers equal to the distance from prosternum to buttocks. The bone is medium and the body is dry, lithe and muscular, with an off-standing, curly coat.”

Or what about this one? “…The head must be in proportion to the body and give the appearance of power and strength. It is approximately equal to the length of neck and not less than 40% of the height of the dog at the withers.”
Is it Greek to you? It sure was Greek to me for a long time!
Learning to the official breed standards and interpret into grooming language is just like learning a foreign language. It can be challenging at first. But once you learn a little – you understand how valuable it is to learn more. Once you learn some of the core elements of breed standard language, it becomes easier and easier to understand the terminology.

Hand-in-hand with interpreting breed standards is structure and movement. You won’t be able to visualize the standard unless you can visually ‘see’ the term. What does an ‘almond eye’ look like? What does a ‘well-laid back shoulder’ look like? If a standard requires the breed to be ‘deep in chest’ or ‘well-developed brisket,’ what does that mean? Or more importantly – what would that look like?
What I love about pure breed dogs is at one time they were breed for a purpose. Before modernization, most of the breeds (excluding the Toy Group) they were breed to do a job. Help man survive. I love that. They had a purpose. Their temperaments and physical structure was developed by man through selective breeding to excel at a specific job.

You would never dream of hooking a team of Scottish Terriers to a sled and expect them to haul a load 50 miles across an arctic landscape. Nope. Not happening. At the same token, you would never see an Alaskan Malamute dive into a tight little burrow, going after some tenacious little vermin and extracting it. Nope – not happening.

Once you learning how to interpret a breed standard, your curiosity might get peaked. Most of the top pet stylists are intrigued by why dogs are built the way they are. They are passionate about learning the finer details of each purebred dog. Why a breed is built and bred the way it is.

Everything has a purpose. Purebred dogs were the tools of yester-year. The better they were built for the task at hand, the more efficiently they could do their jobs. Just like a well-built tool today, the better it is built, the faster and easier it will get the job done.

I was just listening to one of our Learn2GroomDogs.com Training Partners. She said if you haven’t been out learning about the new tools in the past 10 years, you are really missing out. She was so right. As we update Notes From the Grooming Table – tools are getting updated along with all the new breeds. The foundation skills haven’t changed, but some of the tools have.

Clippers have become smaller and more powerful. Many of the best clippers for certain jobs are now cordless.

Limited sized old fashion guard-combs have become a thing of the past. Now there are a wide variety of sizes and shapes. Some are super durable metal. Others have magnet attachment features. All make grooming much easier.

Have you worked with assortment of rakes on the market now? They can make short work of maintaining a harsh coated pet dog or removing soft undercoat.
Dryers have gotten more powerful.
Shampoos, conditioners and hair enhancement products abound. These products allow us to get the pets cleaner, condition the coat better and can get a less than perfect coat to do amazing things by enhancing texture and body.
Once you have a solid understanding of the foundation skills involved with professional pet grooming – you can build on those skills. No job will overwhelm you. You will never be fluster by a new breed you have never seen before when it lands on YOUR grooming table.

Building strong foundation grooming skills is a lot like the Chinese Proverb, “Give a man a fish and you feed him for a day. Teach a man to fish and you feed him for a lifetime.”

Knowledge builds confidence. Artful execution of well learned foundation skills creates a rewarding job. Combine the two and you’ll have a wildly successful career.

At least this concept did for me. It has for every one of our awarding winning top stylists Training Partners at Learn2GroomDogs.com. Who knew when I was 18 year old and shoveling kennel runs at a boarding kennel – someday I would write one to the most respected grooming books in the industry? Not me.

However, armed with a solid foundation core grooming skills, update Notes may take time – but it’s far from intimidating. Actually – it’s fun to learn about all these new breeds. I just wish I spent more time today with my hands in fur to get the gratification of taking a dirty messy dog and turning it into something beautiful!

Luckily for those you standing at your grooming table, you get to have that extremely rewarding job satisfaction!

I get the gratification of making it easy for you to get the pertinent information on all the currently recognized breeds in the American Kennel Club by updating Notes From The Grooming Table.
Books & Sites I Recommend for Learning Foundations Grooming Skills
• Notes From the Grooming Table by Melissa Verplank
• The AKC Complete Dog Book
• The American Kennel Club web site at : www.AKC.org
• Canine Terminology by Harold R. Spira
• K-9 Structure &Terminology by Edward M. Gilbert & Thelma R. Brown
• www.Learn2GroomDogs.com with over 350 grooming demonstrations presented by top professional pet groomers from around the world.

Happy Trimming!

~Melissa

Are You Working Your Rear Off But ‘Just Getting By’?

I was having lunch the other day with a couple of groomers. One of them was complaining about how hard she was working yet she barely made enough money to scrape by. Does this sound like you?

I was puzzled by this. She has a Standard Poodle that she shows in confirmation. She’s been in the competition pet styling ring and won. She was a talented stylist. Her clients loved her. She had a full roster of pets every week. She was totally immersed in grooming.

Then I asked her a key question,” How much do you charge for a Standard Poodle?” She told me, “Somewhere between $70 and $80.” I cocked my head and asked, “Is that for a shave off for something more stylish with hand scissoring?” She very proudly responded, “Oh no, that’s a full and scissor job.” I then asked her how long it took to groom the Standard Poodle on average. She told me she normally works on them for about 3 to 3 ½ hours. I thought to myself, “Wow, her clients are getting a great deal.”

I then went on to ask her how much you charge to groom an average Shih Tzu in her salon. Her response was, about $45. OK… I then asked, “How long does it take you to groom an average Shih Tzu?” She responded with, “About an hour.”

Hmm… I saw the problem. She loved the Standard Poodles so much, she simply enjoyed grooming them – and she did a knockout job with them. The word spread. She had no shortage of Standard Poodles in her clientele. However, her pricing was way too low for Standard Poodles. She could easily groom three Shih Tzus in the time it took her to do one Standard Poodle. Yet she charged between $70 and $80 for Standard Poodle while she got about $45 for the little Shih Tzu. Her math wasn’t working.

For that same block of time, she would earn about $135 for three Shih Tzus to one Standard Poodle at $80. No wonder she was barely making ends meet! Her eyes grew huge as the light bulb went off in her own head. When presented in this manner, the problem was crystal clear — even to her. Her prices were way too low for a Standard Poodle! And considering she did at least one Standard Poodle a day, she was losing a considerable amount of money each week. No wonder she was working her rear off and just getting by. Sound familiar?

What I suggested to her was not to charge by the hour but to look at her work overall. Have an idea of how long it takes to groom each dog in an ideal setting without interruptions. Set a pricing structure that parallels that ideal time. She knew the Shih Tzus took about an hour to groom and she earned $45 for each of them. If she were to carry that same pricing structure through to her larger dogs like Standard Poodles and Doodles, she should be getting approximately $135 for each one of those dogs.

Most proficient pet groomers and stylists can turn a small and medium-size dog in about an hour or less when working solo. That’s bath, dry and haircut. Standard Poodles take between 2 1/2 to 3 1/2 hours to complete.

Your rates might be different but you get the idea of how the system works. If you’re one of those professional groomers that has a full roster of pets every week (25-30 pets) yet barely making enough to pay your bills — I strongly suggest you look at your pricing structure. My guess is that it needs some tweaking to make it fair to both the client and to you. If you can’t groom a pet profitably, why groom them at all? There is nothing wrong with getting a fair wage in exchange for your skills!

Happy Trimming!

– Melissa

If you’d like more information about price setting, check out the full video called Establishing Pricing and Times for Grooming at Learn2GroomDogs.com. For just $42 a month, you’ll have full access to the video library of over 350 lessons for the professional pet groomer. All videos stream directly to your computer or mobile device.

Presenting a Professional Image

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As pet care ambassadors, it’s our job to keep things looking professional. There are plenty of salons and pet businesses that fall far below the realm of professionalism in my opinion. I know the saying can be cheesy, but seriously, dress for success. Would you want to get have your personal pet groomed by someone who doesn’t take pride in their own personal presentation?

I know it can get tiring to dress up a little every day. However, our clients are entrusting us with the care of their pets. Like it or hate it, you can easily influence their trust factor simply by the way you look when you greet your clients. Think of yourself like your own brand. Don’t you want your product to be consistent and look great? Of course! And your clients are looking for that too.

A fashionable, well groomed appearance is essential when it comes to professionalism in this industry. When you are in a salon, kennel, pet resort, veterinarian clinic, or mobile grooming unit, you have to look the part. Come to work each day looking crisp, clean, and pulled together. Blue jeans and sweat pants ARE NOT professional attire! Black, white or khaki slacks work well. Longer skirts are great for women and so are skorts in warmer climates. Conservative shorts or capris may work for your environment as well. I’ve even seen leggings work when paired with an oversized, long top or smock. Look for clothing that is not prone to wrinkling or learn to iron!

Today, there are many options for hair repelling garments. There are all types of tops and bottoms in a wide variety of styles. If you work in a salon with a dress code, this may be easier. If not, have some fun with the pet styling fashions that are available. It may even be a good idea to keep an extra outfit or smock around the shop as a back-up. If you get drenched or messy, a quick change will instantly boost your comfort level and mood.

And gals, remember, low cut tops and short- shorts are never professional! If you have shorts that are too short or a top that is too revealing (especially when you are squatting down to pick up a dog), then you’re not displaying professionalism.

Don’t forget your footwear. Most pet groomers are on their feet for hours. You are standing, lifting, bending, squatting, and twisting – all day long. Although clients may not be looking at your feet, having solid, supportive footwear will promote comfort for to you. Being comfortable allows you easily be warm and friendly to all your clients. Supportive footwear will also enhance the longevity of your career. Over the long haul, your feet will take a beating. Don’t skimp on your footwear. Invest in the best.

Scent is a very powerful sense. When it comes to your perfume (or fragrance you put on pets) be light-handed with the spray. Many people have allergies and are sensitive to fragrance. Plus, if you have multiple staff members wearing all different scents, it can be unpleasant for all. The same can be said for your makeup and hair color. You want to appeal to a wide range of clients, so conservative is best in most cases. When in doubt, be a minimalist. Remember, you can always ‘be yourself’ once you leave the shop.

While we are on scent – what about your breath? If you are communicating to others – clients or coworkers – bad breath is down-right offensive. Brush, floss, and use a mouth wash regularly. Not only will it save your teeth, your clients won’t be offended as you discuss what trim will work best on Fluffy today. Breath mints and gum can be helpful too in-between brushings. Lose the gum quickly once it has done its job. Chewing gum in front of clients is distracting and it is unprofessional in front of clients. The same can be said for eating and drinking on the floor. Keep snack and coffee breaks limited to behind closed doors.

Proper hygiene is crucial. It should go unsaid, but being clean and odor-free is a must. There is nothing more offensive – and embarrassing – than personal body odor. A famous quote from Zig Ziglar, who was a very success motivational speaker, said, “People often say that motivation doesn’t last. Well, neither does bathing – that’s why we recommend it daily.” Nothing could be truer!

Your own hair needs to be clean and simply styled. If your hair is long, get it tied back and away from your face. As your work with clippers or shears, you don’t want to be trimming a lock of your own hair as you scissor that leg. I hate to think of how many people with long hair have caught their tresses in the spinning grinder as they worked. Ouch! Or worse yet, drag it through anal gland expressions, defecation or urine.

Having a touch of jewelry is a nice finishing touch. Done well, it always reflects positively. However, just like with fragrance – go light. A few simple rings. A durable watch. (and you always need to know the time!!) If your ears are pierced – stick with super simple earrings, something a dog can’t accidently catch in their paw, ripping your ear lobe. If you opt for a necklace, keep it tasteful. Don’t be in love with it. Dogs will catch it in their paws and break it eventually. The same thing with is true with bracelets.

Having well groomed fingernails is what I consider a bonus. Working with dirty dogs and trimming toenails lends itself to dirty fingernails – even if you do a lot of bathing. Trimming poodle feet has a tendency chip fingernails. Personally I liked to keep my nails painted. Painted fingernails will hind all sorts of flaws. Unfortunately when you do a lot of bathing, standard nail polish has a tendency to peel off quickly – sometimes in as little as one day. My solution was to have my fingernails professionally done every 2 weeks. Both acrylic and shellac nail applications seem hold up well to the abuse groomers put their hands through. Plus it gives you a little time to pamper your most valuable asset – YOUR HANDS!

Pay attention to the details. Judy Hudson is one our popular Learn2Groom Training Partners. In her video, What I Know For Sure she shares this tip: It doesn’t cost a lot to be clean. It doesn’t cost a lot of money to be neat and tidy. All it takes is a little elbow grease.

As pet care ambassadors, not only is it our job to groom pets – but it’s also our job to present a professional image for our industry. I don’t know any successful person that doesn’t sweat the details. Being impeccable, both personally and in your workspace, shows the client that you care about yourself. The message you are sending out is; You are confident with your skills. You are successful. You respect yourself enough to do the same for them – and their pet.

Life is like Highschool

Life is like high school. Those things that made you popular start to matter again. Like it, hate it, fight it, but it is true. The competent and likable pet groomer will attract far more business than the extremely talented but socially deficient expert.

I learned this fact early on in my first business; my fleet of mobile dog grooming vans.

That business grew quickly. In less than a year I was already adding vans and hiring staff. I had a couple phenomenal pet stylists over the years. I’ve also had a lot of average groomers over the years.

They were two individuals that stood out in all my years of running that company.

The first one, let’s call her Annie, was a compassionate social butterfly. But Annie was only a so-so groomer. Not only did she adore pets – she loved people. Love them. Annie was a chatterbox. She was especially fond of the senior citizens. She’d make clients special little gifts for their dogs. She had tea with clients. Have lunch with clients. Bring in the mail. Shovel sidewalks. Heck, she’d even stop at the store and pick them up milk! Clients adored her.

Annie routinely started her day late — and worked late. Many times her days would be 10 to 12 hours. She’d casually arrived at base (which was my home) between 9:30 and 10 in the morning — after every other driver was gone. She was almost always the very last groomer back at base, many times after 8:00 in the evening.

Annie drove me nuts. Rarely did she make the six dog quota we required daily.

The second stylist, let’s call her Ruth, was an amazing stylist. Amazing. Not only was she extremely talented, she was lightning fast. At the time, she could groom me under the table. She always made quota, plus, took a few extra appointments almost every day. She loved to make money. Wasting time was not her thing.

Ruth was always at base early. Most days she finished before 3 o’clock. I loved Ruth. She made us a ton of money. She was fast. She was efficient.

But then I started to look beyond the revenue. I started noticing which mobile groomer had a fuller appointment book weeks down the road.

Hands down — it was Annie. Her appointment book was almost all waste booked solid for weeks in advance. Clients simply would not take any other groomer than Annie.

Ruth on the other hand — she was always booked but her dispatchers had to scramble to make it happen. Even though she was talented and efficient, she lacked the ability to communicate. Even though she was passionate for a job, it did not show in her personality. Clients weren’t knocking down the doors to book appointments with her.

I learned to embrace Annie’s compassion for the job and the people. To Annie, it wasn’t about the money — it was about the relationships that she formed. The friendships she made. The people and pets that she could help brighten their day. Annie was one of our most popular mobile groomers — probably just like she was in high school.

Ruth? Not so much. Ultimately, I had to let Ruth go due to her lack of compassion for people and pets. Her personality just did not reflect well on my company.

Professional pet grooming is about building relationships — friendships. It’s about building trust with your clients and their pets. It’s about being personable. It’s about being able to smile while letting your love of the job shine through.

If you’re one of those folks that were extremely popular in high school, you’ll have no problem building your clientele. However, if you or someone on your team is socially inept, minimize the amount of contact they have with your customers. Let an educated social butterfly be your front person. That might be you, the owner, or it could be a well-trained receptionist who has an extremely bubbly personality.

Whoever is initially meeting your clients on a regular basis, make sure they are instantly likable. Their compassion shows strongly in all their actions. These are the same skills all the popular kids in high school possessed. Even as adults, life continues to be very much like high school. If you are in the service industry, a full book means you are winning the popularity contest.

What’s the Hardest Part of Running a Business?

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In my experience, the hardest part of running a business is STAFF!

Hands down the most challenging part of running a business is staffing it. Managing staff. Keeping staff. Paying staff. Keeping them accountable. Keeping them productive. Keeping them happy.

And the real biggie – training them.

So let’s tackle the training challenge first. It’s far easier to hire basic labor than filling a position that requires skill. At our kennel, Whiskers Resort, we have an endless supply of dog enthusiasts that want to work in the kennel. With multiple colleges within our community, the labor force is easy to come by. After all, everybody wants to play with puppies!

But what about those jobs that require skilled labor? People like receptionists, bathers, managers and trainers.

One of the largest reasons I started the Paragon School Pet Grooming was because I could not find qualified groomers to operate in my fleet of mobile grooming vans. They just weren’t available. I still shudder when I think about it. There were times that I would have a van down for 6 to 12 months at a time before I could find somebody that could do the job. Not a very efficient way to run a business.

Working every day in a mobile grooming salon does not lend itself to a training environment. It can work if you just have to add polish to a skilled professional. But to take them from scratch? Nope. It doesn’t work. You just can’t afford the time it takes to train a new groomer – especially if you rely on YOUR productivity to pay the bills. Starting a person from scratch to become a competent groomer in a mobile just does not work!

To get a groomer that can work independently – with safety and quality – will take months, not weeks, to train. After all, this is not a skill that you can quickly show somebody how to do. It is not like showing them where the files are kept or how to use a coffee machine!

I’ve heard in some businesses, the company offers a new hire a two week training program. Then they turn them loose to groom ‘professionally. If that’s not a joke!!’ Okay – maybe in some circles they are out there calling themselves a ‘professional’ with just two weeks of training – but they’re not a ‘professional’ in my book!

Did you know that it takes the average person 3 to 7 times of hearing or seeing the same thing over and over before it actually sinks in? And that’s for an average learner. Sure, star performers might pick it up after the first or second try – but those people are few and far between. Most of us fall in the average category. We have to see or do the same task repeatedly before we do it correctly.

I’ve been in the pet care industry for over 30 years – primarily in the grooming aspect of the industry. Finding qualified groomers remains the number one problem in our field.

Finding talented grooming help was close to impossible was when I first stepped up to the grooming table in 1979 – and it remains the same problem today. I have chosen to focus on this critical problem. I own multiple companies in the pet industry. On the educational side, my companies aid in training and personal development for both pet loves stepping into the field for the first time and for aspiring pet groomers and stylists.

It has always been extremely easy to enter the field of pet grooming. There are very few regulations of any sort. Anybody can start bathing and cutting hair off of the dog or cat, and call themselves a professional pet groomer. But that is so far from the truth. Those of us that spent years perfecting our craft know it takes time and dedication to become confident at all breed grooming. It takes years of practice and study.

Some of the ways that I have found to become a real professional include:

Studying the AKC Complete Dog Book or your national all breed book
Reading books produced by breed and/or industry specialist
Attending workshops and clinics hosted by industry leaders
Attending a grooming school – many have multiple programs to choose from
Taking an on line study course from a reputable institution
Attending continued education training at qualified grooming schools
Watching videos produced by leading pet professionals

Even graduates coming out of quality grooming schools are not truly proficient. If they have graduated with above average GPA’s, they have given themselves a great foundation. It is the starting point of their career – but they are far from being a polished professional. They still need guidance. They still need coaching. They still need mentoring. They still need to study. And most of all – they need to practice A LOT!

So let’s get back to that hiring challenge. If you’re faced with having to hire a groomer, what should you look for. One thing I recommend is Attitude. Attitude. Attitude. I always look for somebody who’s got a positive, upbeat attitude. Someone who is receptive to new information. They need to be moldable. Adaptable. And they cannot be afraid of hard work. I hire on potential, not necessarily experience.

Once you have someone with a great attitude, helping them be best they can be is fun – and it can be very gratifying. Use the resources available to help them self-directing their own learning. It will take time, dedication and patience before you see your new hire flourish but you can lighten your training load by taking advantage of many educational resources currently available. Heck, you might learn a thing or two yourself.

It amazes me that our industry has not advanced more in this area. Sure there are more grooming schools than ever was before. Yes, there are certification organizations out there – but they’re still voluntary. Licensing, in some states is starting to catch on. However, we’re still a long way from having even a basic comprehensive licensing program in place for pet groomers and salon owners.

Happy Trimming!

~Melissa

The #1 Marketing Method for Pet Service Businesses

I’ve been testing this marketing method for almost 30 years. I started asking clients how they heard about us in the mid-1980s when I ran a fleet of mobile grooming vans. Hands down, this marketing method has been my #1 form of advertising with every company I’ve run. Mobile grooming. Grooming salons. Grooming schools. Full service luxury pet resorts. If the company is based on service, referral-based marketing is the leader in getting new clients through the door. It’s the #1 marketing method – period.

In his book, ‘The Referral Engine’, John Jantsch states “Human beings are psychologically wired to make referrals… Making referrals is a deeply satisfying way to connect with others — asking for referrals is just another side of the same phenomenon.”

Stop and think about it. If you’ve been able to read a testimonial from someone else or someone has told you about their positive experience with the company, don’t you go into the buying decision more confidently? If you have a recommendation when you need to purchase something, especially a service based product, don’t you feel better about it? Of course you do.

Referrals can come from anywhere. They can be spoken or written in the form of a testimonial. Of course, your existing clientele is your largest pool of influence. However, there are many other areas of opportunity to encourage referral based marketing.

Areas of opportunity:

Your existing clientele
Hairdresser (they know everything!)
Local pizza joint
Coffee shop
Vets
Pet supply businesses
Dog parks
Rescue organizations
Trainers
Pet sitters
Anywhere people gather and talk

So what is the best way to encourage referral based marketing? Don’t be boring! People don’t talk about boring companies. They don’t rave about poor or even mediocre service. You need to stand out – in a positive way. People talk about things that surprise and delight them. They talk about things that bring a smile to their faces immediately. They talk about things that make them feel instantly comfortable with your company and/or your service. As John Jantsch says in his book, “If the marketplace isn’t talking about you, there’s a reason. The reason is that you’re boring.”

The key with referral based marketing is it needs to come from the heart of your company. It has to be the real you. Day in – day out. People are automatically drawn to kind and caring service providers. Compassion is clearly obvious from the second they walk through the door. They instantly know if you have their best interest in mind and will provide a quality job. Perspective customers and clients can spot a fake a mile away.

A lot goes into successful referral based marketing. It’s not an overnight process. It embodies the entire core of your business. The more areas that you can make a positive impression upon the client, the higher the likelihood they’ll talk about you after they leave.

In the last 20 years the marketing game has changed. With the explosion of the Internet and social media marketing in the past few years, it’s become much easier – and economical – to reach out and touch your clients on a regular basis. An appealing, professionally created website is the new Yellow Pages ad. Electronic newsletters replace the old paper version. Facebook allows you to generate images and encourage clients to interact about your company. A comprehensive e-mail database allows you to stay in touch with your customers.

Referral-based marketing is about making a positive impression upon your customers. The impression is so positive, they can’t wait to tell their family, friends, and acquaintances about the positive experience they have had with your business. What are you doing right now to get people talking about YOUR business in a positive fashion?

Happy Trimming,

Melissa

Suggested Reading: The Referral Engine by John Jantsch

The Importance of a Business Plan

biz-plan

Are you tired of working for others? Are you ready to step out on your own? Do you dream of owning your own business? Yes?

Fabulous – but are your prepared to open you own place?

Did you know that almost 50% of all service based businesses fail within 5 years? Don’t become one of those statistics. You need a plan. You need a comprehensive business plan.

A business plan acts as a road map. It’s your compass so you don’t get lost along the way as you launch your new venture. Not creating a plan is one of the biggest mistakes you could make with your future. It would be like trying to drive from Michigan to California without a map. Or a GPS. You’re not going to get there very quickly if you do not have a clear plan.

A comprehensive plan contains a number of key factors about your new business. This is a list of items from a business template I personally use and recommend whenever I start a new venture. It’s from the Service Corps of Retired Executives (SCORE). It can be found on line.

Business Plan Outline
Executive Summary
General Company Description
Products & Services
Economic Trends
Marketing Plan
Operational Plan
Management & Organization
Personal Financial Statement
Startup Expenses & Capitalization
Financial Plan

I know – I know. Most new business owners are so anxious to get going – they neglect this critical planning stage. There is lots of money to be made and pets be groomed. You don’t need a ‘plan.’

Whoa there. Failing to plan is a plan to fail. Period.

Filling out the many details in your plan can be an overwhelming process. Many are so intimidated by the financial calculations; you want to skip that process all together. But don’t! If you are overly intimidated by sections of the plan, get help. All successful businesses have a team of people that have helped them succeed. Start building your team now.

Most people find it helpful to have the following experts on their team;

Business Mentor
Certified Public Accountant
Bookkeeper
Attorney
Financial Consultant

If you do not have these experts to assist you with your plans, there are other options. You can take business and accounting classes. Attend local business seminars or workshops. Or take business classes on line. Plus, there are great computer programs that can help you set up and run your business.

Other resources to help you write a business plan include books, colleges and universities that work with Small Business Development Centers and counselors and mentors at the Service Corps of Retired Executives (SCORE). They provide low-cost classes on how to write business plans that can be very reasonable.

Most new businesses need some type of funding. However, it is so economical to start a pet grooming business; many new business owners skip the financial section of the plan. Big mistake. Even if you do not need a lot of money to start your business, writing a plan will allow you to clearly identify if your idea will be strong right from the start. Without a plan, you leave far too many things to chance.

You definitely will need a plan if you are going to apply for a business loan, look for private investors, or have business partners. Even if you don’t need assistance with funding, you still need a plan. YOU and YOUR livelihood depend on it!

Before you even start to write your plan, get copies of loan applications used by banks, commercial finance companies, and government. These applications will give you a good idea of how much financial information you will need to include in the business plan.

A good business plan should provide a reader with a general idea of what a business owner is trying to accomplish. It should be well organized, neat, tidy, and easy to read. A reader should be able to get a good feel for what you want to accomplish within minutes of quickly flipping through the pages of the plan.

How long should your plan be? For a new start up grooming business, you plan can be 20 or 30 pages. You want to be concise and to the point. Long business plans are boring – and no one wants to spend time with a boring plan, including your potential funding resources! The text should be within one or two font families, making it very easy on the eyes to read. The text should be well-spaced. Bullet lists make it easy for the reader to get through a long list of details easily. Illustrations, samples of marketing materials, charts and simple spread sheets all bring the plan to life.

Just remember that the most important person for a business plan is YOU! By not working through the process of creating comprehensive business plan, chances are your business failing within a few years is greatly increased. Keep in mind, almost 50% of all new service businesses fail. Help yourself become successful by creating a plan for your new pet grooming business.