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The Aha! Moment

It’s no secret that I love learning new skills, ideas, and applications — it’s the main reason why I love the pet grooming industry so much. You can never learn it all. There is always something new, different, or enlightening to learn.

In 2010, I founded the Learn2GroomDogs.com (and cats) streaming video library. I have directed and produced over 400 educational grooming video shoots. Each one is both a lesson and a demonstration. Every video inspires and teaches me something new. I’m constantly having my own ‘Aha! Moments’ – even after 30 years in this business!

I’m proud to be able to bring the quality of training directly to you that will challenge, educate, and energize the student in you. All you need is access to the internet and you can have your own ‘Aha! Moments’ wherever you are. Our Training Partners have earned their right to be labeled “the best professional pet stylists in the country.” They are simply amazing.

I take detailed notes on every shoot. Heck, with some Training Partners, I can barely make my fingers fly across the keyboard fast enough! Those comprehensive notes eventually become the video descriptions. As I review the lesson during editing, I sift through the pages of my notes and highlight the key points that I feel would be worthwhile takeaways for you. Believe me, there are loads of them!

I truly believe you will only be as good as your teachers. Being a member of Learn2GroomDogs.com is like going to a massive pet grooming summit. There are over 400 lectures and demonstrations from over 40 training partners that are hand-picked as the best in the industry. We provide the information you want and need from people who know dogs – including a camera man who is also an accomplished pet stylist and a long time grooming instructor, so he knows what you need to see through the lens!

When you are fresh to the field – you are like a dry sponge. ‘Aha! Moments’ come fast and easily. As a seasoned pro, they become harder to come by — you must seek them out with dedication and apply them to your work.

But there are still plenty of golden nuggets to unearth.

Take notes as you watch the videos. Pause, rewind, and watch again. And again. You have unlimited access to every video lesson we offer with your membership, so wring every drop of learning gold you can from each one. If you can pick up even one of those per month of membership, it’s worth the price of admission and more.

There is a great saying that goes, ‘The more you learn, the more you earn.” I have always believed that the more educated you are in your craft, the more self-confidence you will have. That turns work into a joy no matter what you do. You have the power and the choice: keep learning and keep your passion for your career alive…

…or let it get stale and face burn out.

With Learn2GroomDogs.com (and cats too) we make it easy to learn at the touch of a keystroke. Wherever you have access to high speed internet, you can watch, listen and learn. In your home. At your shop. Traveling to a grooming event. By yourself or with your team. We have grooming video lessons for everyone. We can help you achieve more wherever you are in your grooming journey.

The key is to invest in you, whether that is time, money, or both. You have to make an effort – a commitment to put in the work to get better and seize any opportunity to do so. Once you open your mind to education, you will be amazed at how many ‘Aha! Moments’ you will have.

Enjoy the ride. The educational voyage is a blast.

Happy Trimming

Melissa

The Need for Speed

Time is the most common concern for professionals in this industry. New groomers worry that they’ll never be able to do more than 4 dogs a day. Salon owners need employees who can hit the ground running. They need people who can groom 6-8 dogs per day. Or you’ve been at the table for a while but still struggle to get beyond 5 dogs per day.

Seasoned pros are knocking out 8… 10… 12… 14 or more pets every day.

So what are you doing wrong? What are the common areas that seem to be the sticky spots? What areas in your day are robbing you of precious minutes?

Top 10 Areas Where Pet Pros Can Improve

1. Always start with the end result etched firmly in your mind

The better you know where you are headed – the easier it will be to get there. Know what a high-quality trim looks like – even if it’s a shave off or a close body trim. Know what balance and style is. Know what a beautifully brushed out dog looks and feels like. If you’re working on a purebred, know what a beautiful specimen should look like.

2. Don’t start with elbow grease – always let products and tools do the work first

In the past 30 years, there have been great developments in products and tools that make our jobs easier. Go to trade shows and test them for yourself. Ask others on social media outlets what they like to use. Find out what products and tools the top pros use at their grooming tables. They likely have a very solid reason why they use what they do. They did not get to be top stylists by using inferior products and tools!

3. If water can penetrate the coat, wash the pet first

Don’t waste time pre-clipping a dog that comes then every six weeks or less. Get it straight to the tub. You’re wasting time clipping off that small amount of coat. The same thing goes with a dog that is matted or is shedding. If the water can penetrate the coat, get them right into the tub. A clean coat is going to be more pleasant to work on. Plus, a large majority of mats and tangles are held together by dirt. Remove the dirt and the job just got easier.

4. A powerful high velocity dryer is the professional stylist’s greatest asset in time management

In my opinion, the development of the high velocity dryer is one of the greatest advancements the grooming industry has ever seen! Put simply, (if used correctly) this tool produces the fastest results with the highest quality on any given coat type.

it dries the coat with lightning speed
it can straighten the coat for a beautiful fluff dry
when used prior to the bath it will loosening dirt next to the skin
it effectively removes most mats or tangles
it is extremely efficient with the removal of shedding fur

5. Towel Dry – Towel Dry – Towel Dry

It never ceases to amaze me how many people miss this step. Incomplete towel drying costs precious minutes in the drying process. Multiply that by six or eight dogs and you’ve lost 30 to 60 minutes out of your day. Here’s my goal: towel dry thoroughly enough so that spray does not come off the dog once I start working with a high velocity dryer.

6. Three clipper passes or less!

If your dog is bathed and blown out properly, the goal is to make three clipper passes – or less – to get it absolutely smooth. The first pass knocks out the longest coat (at this point I’m not going for smoothness). The second pass smooth’s it out. The third pass eliminates high spots that I’ve missed. Three times around the dog with the clippers – period. If you can get done quicker than that – bonus!

7. Create a routine for everything you do

This is a bit like the waitress listing off the salad dressing choices at a restaurant. She has a routine that she follows. If you stop her mid-list, she often has to start all over again. She never misses a choice because she sticks to her routine. You should have a routine for every dog that comes into your salon. Stick to your routine so you never miss a step.

8. Cheat like crazy with attach on combs

If there was ever a cheat tool in your toolbox, this is it! For many pet stylists, attach on guard combs have replaced a lot of the hand scissoring work. They come in a wide array of sizes. They let you establish a depth of coat just by following the dog’s body. For most people, this is much simpler than to master exquisite hand scissoring. It allows you to mold and sculpt the fur quickly and efficiently. With knowledge of proper canine structure and creative use of your guard combs, you can create a highly stylized trim in no time.

9. Never, ever work on a pet that you feel is dangerous to itself or to you

With so many cooperative pets to work on, there is no reason for you to tackle a highly aggressive dog. Your hands are your livelihood. You need to protect them at all costs. No one needs the aggravation, frustration, or anxiety of having to deal with a dangerous dog. I’d rather have a client who is upset with me for refusing to do their dog than have a groom result in injury. Or to be bitten. It’s just not worth it.

10. Love What You Do

Being a professional pet groomer or stylist has huge rewards. For many, it’s one of the most gratifying and creative jobs they have ever held. However, it has is down sides, too. It’s a far cry from playing with puppies all day. If you’ve crossed that line and grooming pets is no longer enjoyable, do yourself and your clients a favor – step away from the grooming table. Love your career or leave it.

In order to be a valuable member of a pet grooming team, you need to have to have a burning desire – the need for speed. The more pets you can get through safely, without sacrificing compassion and quality, the more valuable you are to your salon.

Do Your Clients Sleep with Their Pets?

There is no doubt about it, Americans love their pets! In 2013, American pet lovers spent $ 55.72 billion on their animals. That’s BILLION with a capital B! They spent $4.73 billion just on grooming and boarding services. The pet industry is definitely on a major growth trend. The growth started in 1994 and shows no sign of slowing down. That’s a fabulous trend for professional pet groomers and service care providers!

In this day and age, many owners treat their pets like children. They share their homes. They buy special clothes and gifts for their dogs and cats. Our best clients have a very close and personal bond with their pets. They share their lives, and even their beds with them.

So let me ask you something. Do you know how many of your clients sleep with their pet? There’s a great sales tactic buried in this – innocent – but loaded question.

Fellow groomers, we all know a clean pet is much more enjoyable than one that isn’t routinely groomed. The standard time frame between haircuts for most pets is about 4 to 6 weeks. Regular grooming appointments keep the coat manageable and the dog relatively well groomed.

Check this out. Joelle, one of our managers came up with this brilliant idea.

With a little strategic questioning, you can boost that frequency level tremendously. Gone are the harsh products that might do a good job cleaning but they leave the skin and coat dry and damaged. Today there is a wide variety of fabulous products to wash, condition, and style our furry friends.

When you’re doing a client consultation, you need to learn about the pet and the family. One of the key questions you need answered is to learn about the lifestyle of the pet. If you’re dealing with an outdoor farm dog, this tactic will not work. However, if this is a pampered pooch that shares the owners home, life and even their bed – this approach works great.

Here is the money question. Do they allow their pet to sleep with them or their children?

If the answer is yes, you have a perfect scenario to suggest weekly or biweekly bathing. It’s easy. Simply suggest the dog be washed as frequently as they change their sheets. For most people that’s weekly or biweekly.

This could be a two-way win. The client might opt to do it themselves. That’s okay. You can counsel them on the best products to use – and of course you have them on your shelves to sell. Or maybe the client doesn’t want to be bothered. You can offer a steeply discounted rate for in between haircut maintenance baths.

Of course, there are some special perks that go along with this weekly or biweekly bathing schedule when they bring the pet to you. You could do just the bath and blowout for your client. But what if you knock it up a few notches? Bathe the pet in a special shampoo and conditioning rinse. Toss in a complementary nail filing. Offer minor trimming around the eye, feet, and rear for FREE. And don’t forget to add fresh bows or bandanna.

Let’s look a little math on how this works out;

$50 full groom every 6 weeks = 9 groomings annually = $450
$20 maintenance bath every 2 weeks = 26 baths annually = $520
$15 maintenance bath every week = 52 baths annually = $780

Now keep in mind, the client would maintain their regular six-week $50 haircut. That price is higher than the maintenance bath. So instead of getting $520 annually you’d actually be getting $790. Or if you’re looking at the weekly maintenance it would work out to $1,095.

I love this scenario because it’s a win for the salon. It’s a win for the client. And it’s a win for the pet. If you have clients who sleep with their pets, you have the perfect opportunity to help the client keep their pet clean and fresh while enhancing your bottom line.

How To Get Through a Challenge

Every one of us, at some point in our lives, questions whether we made the right decision. You hastily agree to something. Weeks, or even months later, you really begin questioning your decision.

I just had that happen to myself not long ago.

Many of the upper echelon of the grooming world have officially ‘retired’ from competition level grooming. But we were always being asked to step back into the ring. Those making the request were always met with, “No way!!” from every one of us.

It takes a lot of practice to stay in peak technical form. Most of us do not actively compete anymore. A few still groom a little at their salons for pet clients. Others, like me, have not physically groomed a dog in years. For most of us, we have become much better coaches to the grooming world than actually grooming the dogs!

Months ago, my good friend Teri DiMarino came up with a brilliant plan to get us ‘old-timers’ back in the competition ring. The question was, “If we held a rescue rodeo, limiting the number of entries to select retirees, would you accept the challenge if you were invited?”

Most people who know me know my all-time favorite grooming classes are rescue rodeos. This is real-life grooming. This is the type of thing we see in our salons every day. It’s a well-known fact that if a dog is as clean and attractive, it stands a much better chance of being adopted into a new home.

When it comes to grooming dogs, we are all softies. This is the most rewarding competitive level grooming class I have ever seen. So when I was asked if I would compete if I were invited, my immediate response was, “Absolutely!!”

A few months later, reality started to sink in. I started to second-guess my decision. Yes, I groom every day in my mind with my work. However, I have definitely come to a point in my life when I’m a much better coach than an actual groomer. Sure, in the 80s and early 90s I was on top of my game. I groomed every day. Unfortunately, physical limitations forced me away from the grooming table and a job I loved.

I was able to redirect my career by helping others learn how to groom, advance their skill set and achieve their goals. I went from being an occupational athlete to being a desk jockey. To step back in the ring was going to take more than just wishful thinking. You have no idea how physically demanding the job is until you don’t do it anymore.

Fast forward to Intergroom 2014. The Celebrity Rescue Rodeo was upon us. Ten of us were invited. It’d been so long since I’d last groomed a dog, other than a small collection of shears, I had no equipment left.

Luckily, I was able to beg and borrow all the tools I needed. I did a little bit of practice grooming prior to the class. But as we entered the ring – all those old butterflies came fluttering back. I really begin questioning – what the heck was I doing in the ring?

I think all ten of us were feeling about the same way. But you know what? Once they said, “Groomers start!” all of us went right back into our competitive Zen-like zones. We put our heads down, focused, and got to work. We blocked most everything else out except the job at hand and making a strong connection with our rescue dog.

There may have only been one trophy. That’s OK. Everyone one of us thoroughly enjoyed the experience. I think all of us walked out of that ring proudly. We still had what it takes to make a pet appealing.

Concentration was the key. No matter how rough, tough, or challenging your grooming day might be – stay focused. You can get through it – you might even find the challenge rewarding — just as all ten of us ‘old timers’ did. All of us were worried we couldn’t pull this off, but as we left the ring of the Celebrity Rescue Rodeo competition at Intergroom 2014, all of us felt like winners – and so did the dogs!

Happy Trimming!

~Melissa

P.S. Special Note: About 30 minutes before they called ‘scissors down’, they said we could call in a ‘lifeline’ to help finish our dogs. I called for Suesan Watson. This is her signature head style. I told her I was going to do ‘her’ head style on this adorable little dog before the contest even started. I had seen her do it repeatedly in our Learn2GroomDogs.com video lessons and love it. Thanks Sue!

Bring Nature to the Grooming Table

Courtney Ramstack a compassionate stylist with a dynamic personality. She has a strong sense of quality with everything that she does. Courtney has trained over 150 grooming students. She takes great pride to make her shops fun and exciting places to work.

We are proud to have Courtney as one of our Training Partners at Learn2GroomDogs.com. The first time I heard this idea explained by her, I thought she was brilliant!

This vivid grooming tip comes from Courtney. This is her description of how to trim an ear short in her video lessons.

Clipper trimming the ear on a dog can be a dangerous step in the grooming process if it is not done correctly. It is very easy to nick an ear with the clipper blade. The ear leather is thin. If you do not follow the correct direction of the coat growth, the ear leather can feed easily between the teeth of the blades.

Courtney came up with a very clever way to describe how to clip an ear to minimize accidents. The visual clarity of her description makes it almost impossible for student to do it wrong. When she’s training new groomers this is how she talks them through the process.

Think of the ear leather like a leaf. It has veins that you can clearly see running through the entire leaf. Think of the dog’s ear like a leaf.

When trimming, a very close blade, like a #40, is typically used on the inside of the ear leather.

The outside of the ear leather is typically left slightly longer. Blades can range from a #30 blade all the way up to longer guard combs. This technique works well with any blade length when a clipper is being used to style the ear.

When you start clipping, lay the ear across your open fingers. Start clipping from the top of the ear at the center — where the stem would be. As you clip, keep the ear gently braced on your fingers. From that center point of the leaf, clip out towards the edges, following the veins just like on a leaf. Keep your fingers underneath the ear as you move the clipper towards the edges to brace it. This will keep the ear stable and the dog under control as the clipper removes the coat.

On dogs with natural ears, there is a small skin flap on the inside of the ear leather. This delicate skin flap is typically found on the back side of the ear. When you flip the ear over and hold it in your hand, normally you can see it clearly. You need to be careful of the skin flap — it is very easy to catch it in teeth of your clipper blade. Typically, the closer of blade cuts, the less likely it is to catch that inside ear flap. For safety, always know where that skin flap is located.

As long as you clip in the same direction as the veins of the leaf, your risk of injury to the ear leather is very minimal. As you clip — or instruct someone else — imagine following the veins of a beautiful leaf. It’s hard to do it wrong with Courtney’s clear visual image etched in your mind.

Happy Trimming!

~Melissa

Charting Your Progress

I love the saying, “What gets measure gets managed.” If you are not tracking what is getting done, you do not have a record to monitor your progress.

Recently we worked with Jennifer, one of our leading stylists at one of my companies. Jennifer works full-time at Whiskers Resort & Pet Spa. We were filming a Learn2GroomDogs.com video lesson with her. Jennifer arrived on set beaming. She couldn’t wait to tell us she just beat her personal best in grooming sales for one week.

It wasn’t official — yet — but she was pretty confident she broken her old record of $4,056 in weekly sales. I followed up a few days later with my manager. She was correct. She had beaten her old record!! Jennifer’s previous personal best was set during the holiday season of 2011. She had come close a few times but had not been able to break the barrier until now. Her new benchmark was now set at $4,468! Wow. I was impressed.

I was impressed for three reasons.

She was grinning from ear to ear. Jennifer was extremely excited about her accomplishment – as well she should be. Her positive attitude was contagious.
She always tracks her weekly sales. She always knows her targets along the way. If Jennifer is off her mark, she knows it immediately. She knows if she on top of her game. If she sees opportunities to push herself – she knows instantly when they appear and how hard to push. No one has to tell her – she pushes herself.
She helped the entire company reach its sales and growth marks by being so proactive with her own personal success.

If you are a professional groomer or salon business owner, tracking your progress is a great way to grow and learn. Plotting your course and tracking your results can be very rewarding. And fun too! Targets can be set for an individual, a small team of people, or for the entire company.

In order to set a goal in the first place, you need to know where you stand. That’s the advantage of benchmarking. Benchmarking is defined as setting a baseline or standard for your work. It’s the ‘pace car’ for future activities. Once a standard is set, you can measure performance over time, set goals, discover areas targeted for improvement and be proactive when change is needed.

Tracking your progress does not have to be hard. There are four areas that can simplify the process;

Make charting your results fast and easy .
Record progress on a regular basis.
Keep your eye on the target by reviewing results frequently.
Provide positive feedback when results are achieve.

Tracking and charting results provides a gauge on how well your efforts are doing. They paint a clearer picture when it comes to hitting the targets. If a target is fuzzy or does not exist, it’s extremely difficult to hit a bull’s-eye. It’s critical you know what you are aiming for!

It’s also amazing what people will aim for. The reward does not have to be large. Sometimes just knowing is enough to see results. Other times it’s as simple as adding a star or smile face to the chart. If the results are larger with clear cut objectives, larger recognition prizes might be attached to the end goal. Get creative. Build enthusiasm. Have fun rewarding yourself and your team.

We all want progress to be positive. That’s the exciting part. However, the best time to make changes in what you are doing is BEFORE you get too far off track. Before you get into trouble. By monitoring changes, you will clearly see when you need to alter your course. When an area is stagnate and needs adjustment or when you are exceeding performance standards.

Measuring your successes and failures is one of the most important things you can do to enhance your career or business. No matter what you are doing, if you are looking to improve, remember this phase. “What gets measure gets managed.”

Happy Trimming!

~Melissa

Scissors Are Like Shoes

Hello!

We are excited to have Colin Taylor with us this weekend at the Atlanta Pet Fair where we will be selling his new book “What Would Colin Do?”. If you are in the area, please stop by the Melissa Verplank booth and get your copy signed by Colin. This is such a great book, I’ve included an excerpt to give you an idea of his unique and humorous style! Enjoy!

Happy Trimming!

~Melissa

Excerpt from the book “What Would Colin Do?” by award winning British pet stylist Colin Taylor. Used with permission.

I admit it. I’m a sucker for good scissors. I know I’m not alone. Male or female. Young or not-so-young. Gay or straight. Scissors are like shoes. We just can’t resist a wonderful pair. The shapes. The curves. The colors. My fingers twitch with excitement when I come across a new set. I start to see them in my dreams. Creating beautiful shapes.

Yes, like shoes, scissors come in an array of sizes. Colors. Makes. Models. But, like shoes, they also need to fit. However much you might need that particular pair, right now, if they don’t feel right, don’t try to convince yourself you have to have them.

The color of the scissors won’t improve your scissor work. And after a few days, the euphoria of our purchase will reside. We might still love them. But, fundamentally, scissors have to be comfortable. They have to be practical. We need to be able to use them with ease. They are the extension of our hands. The instruments of our talent. Our training. Our expertise. So don’t be swayed by the salesman’s perfect pitch. Go with the feelings in your hands. But also your gut.

Let’s say you have acquired that prized pair of scissors. You have to keep them in good working order. You have to make sure you use them only in ways that will protect their balance and sharpness. It’s hardly any wonder that heated arguments break out when a pair of scissors is borrowed without permission. And fights over scissors — sharp tools, remember — can be a frightening thing.

Use a wider bladed shear for scissoring dirty hair. These blades can take the wear and tear of cutting heavy dirty coats. And then go for a lighter or Japanese style shear as your finishing scissors. The technology of scissors, the materials used in the construction, is complex and scientific. Look out for the ‘Rockwell’ hardness of the metal used. A harder Rockwell hardness means stronger metals have been used. Which is what you’ll want.

When I buy a pair of scissors, this is what I do: I always feel them in my hands first. To check for a good, natural fit. I check the Rockwell hardness. I want something that is going to be strong and durable. I don’t get distracted by how glamorous or pretty they look. I concentrate on the potential performance. But it takes enormous self-discipline.

I try to go for an off-set shear when buying a pair of scissors. This means that the thumb hole is higher than the finger hole.

My collection of scissors include:

Curves: To get nice angles and lines.

Straight Shears: All purpose.

Thinning Shears: To blend in lines.

Texturizing Shears (chunkers): Create a more jagged/textured look.

Scissors also have tension screws. Adjust this so it feels right. But resist fiddling with it too much.

When I store my scissors, I make sure they don’t bang against each other. I also don’t store them in the wet room area of the salon. There is a lot of condensation here. I need to put them in a cool, dry place.

I have so much experience buying and using scissors, I should create my own pair. I’ll call them ‘Precious.’

To get a copy of Colin’s book, follow the link to MelissaVerplank.com or catch us at select trade shows in the United States. Colin Taylor will be in Melissa Verplank educational booth at the following grooming shows.

The Atlanta Pet Fair March 7-9

Intergroom April 4-6

GroomExpo Sept 19-21

by Guest Blogger, Colin Taylor

Groomers for Hire – What to Look For in Job Candidates

Hiring pet bathers, groomers and stylists is one of the most challenging responsibilities a pet salon owner must face. But rest assured you’ll eventually find them. Even if you are desperate, don’t hire just anybody. In the long run — it will hurt you way more than it will help you. Trust me on that one!

Even though they are difficult to locate – they can be found. Ideally, you would be looking for someone experienced in dogs – and better yet – grooming dogs. All shapes and sizes.

But that’s just the starting point. You’re also looking for someone who is reliable, punctual, compassionate, honest, and a team player. Ideally you are looking for someone who enjoys both people and pets. Plus, they have to have a personality that will help your salon attract more clients.

With a very specific job market that has few candidates, it makes the hunt even more difficult. It would be wonderful if you had an entire file of resumes of experienced groomers to choose from. However, in our field, it just doesn’t happen very often. Most likely you’re going to fill the position with someone who will need training. You will need to teach them and mold them into your ideal employee.

So what do you look for? Here are four things I look for when seeking a new pet grooming enthusiast to join the team.

#1. Compassion & Passion – No matter how talented a person may be, without compassion and passion, they she won’t be much of an asset for your salon. Look for someone who can easily identify with your business goals and its mission.

#2. Commitment – Seek out a pet enthusiast who is eager to learn more about the grooming industry. Do you see the potential in that person to be dedicated and committed to his job? This is a field where learning can be never ending. Are they receptive to increasing their skill level?

#3. Problem Solver – All businesses face problems every day. Your grooming salon is definitely not an exception. Hire someone who can be relied on to analyze, address and solve problems effectively.

#4. Professionalism – Do they present an image of professionalism in their personal appearance, their mannerisms and their speech?

Here are a few items that always impressed me when I’m interviewing prospective groomers.

They are punctual. They show up five minutes prior to the interview.

They present a well pulled together look. It doesn’t need to be fancy but it does need to be well thought out.

They smile and shake my hand firmly as we introduce ourselves.

They supply a full resume of their experience including references.

They have brought a photo portfolio of their work. Is it well presented?

If they’re a recent graduate, they supply copies of their certificate, report card, and attendance records from grooming school.

They have a proven track record of applying themselves.

They are prepared to discuss their abilities and goals at the interview instead of just reciting it from the resume.

In most cases you’ll have to do a three-step process when interviewing candidates. If a candidate does not meet your expectations at any point during the interview process, do not move on to the next step.

The first step is generally a telephone interview focusing on basic topics about the person.
The next phase would include a personal in-depth interview.
The final phase would be a practical demonstration of basic skills including; handling, prepping, bathing, drying, and executing a simple haircut on a small to medium-sized dog.

Hiring is never easy. It takes time and effort to find the right candidate for your team.

As you’re going through the hiring process always remember this. Here is most important element to look for when hiring. Look for someone who is compassionate and passionate. No matter how talented a person may be, without compassion and passion, he or she will not be much of an asset to your grooming business.

Happy Trimming!

~Melissa

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

Ten-Year Anniversary of Notes From the Grooming Table – Time for an Update!

Where does the time go? It seems like just yesterday Lisa and I were buried within the creation of Notes From The Grooming Table. Notes was designed to be a reference guide for the professional pet groomer. With every breed, I identified the “correct” grooming method for the AKC confirmation show ring. However, in the book, I gave basic pet grooming directions and how to maintain the integrity of the breed using pet grooming techniques with clipper’s and scissors.

In total, Notes From the Grooming Table took over three years to write. At the time there were 150 breeds recognized by the American Kennel Club. Those were the dogs that we included with Notes. When we first started working on Notes, we had no idea the global appeal this book would have on our industry. We sell almost as many books abroad as we do here in the United States.

Since Notes was first published in 2004, the AKC has accepted almost 50 new breeds in just 10 years. A number of those breeds come in multiple sizes and a variety of coat textures. 10 years ago, the Miscellaneous Group was so small, we didn’t even opt to include in the book. Today there 15 breeds in the miscellaneous category of the AKC! We have opted to add them to the updated version of Notes From the Grooming Table.

Ten years ago, the Internet wasn’t even close to what it is today. The amount of research Lisa (my illustrator for Notes) and I had to do with individual breeds was mind-boggling. Finding reference material about each dog required book after book — magazine after magazine — and many dog shows. Today, research is much easier via the Internet. But as you know, not everything on the Internet is totally accurate. It still requires an awful lot of reviewing, sorting and double checking before I feel the information is accurate.

I don’t want to think about how many drawings and sketches Lisa created to make Notes come alive. When she felt she was close on the drawing, she would bring it to me for review. I know she hated this, but it worked. I’d pick up my scissors, tape, a red pen and my trusty AKC book. I’d read the standard, measure the dog out and then start cutting the dog into what look like puzzle pieces. Lisa watch from the sidelines horrified. I cut it apart, re-measure it, change body shapes and tape it back together. I’d hand her back her draft drawing and tell her, “Do it this way.” And she always did very willingly – although I’m sure there were times she was cursing me under her breath!

When I first wrote Notes from the Grooming Table, certain tools didn’t exist. They weren’t even an idea yet. Or if they did exist, there have been huge advancements with the piece of equipment. The tools that are high on my radar list are the extensive variety of attach-on guard combs. Wow. Those have come a long way! Battery operated detailed trimmers are another piece of equipment no groomer should be without. Another tool that has gained wide acceptance are the large blending shears. When Notes hit the press, I’d never even seen this item!

Back in 2004, we never anticipated we would have a global market. We never address the different styling techniques and trends depending on what continent you’re grooming salon is located. And not only are the styling trends different, in some countries we are starting to see docked or undocked tails along with cropped or uncropped ears. These variances are sometimes personal preference or laws from the individual countries. Whether the dog has a tail or not is going to dictate how that tail is going to be handled in the grooming salon. Same thing goes for ears on many breeds.

Ten years ago, the art of hand stripping was just starting to take root in the professional pet grooming salons. Today, we see more and more pet stylists applying hand stripping techniques to pet dogs than we’ve ever seen before.

What’s up with all the hairless breeds? We’re going need to put an entire section and how to care for dogs that don’t have any coat to protect their skin. They certainly have different needs than the coated varieties!

How many of you realize what kind of deadline we were under to get Notes published for the first time in 2004? We had done a large PR bit announcing the release at a major tradeshow. Of course, our timing wasn’t going quite as planned with the final printing. There were issues. Lots of issues.

In order to get this book on the press in time to make our debut trade show, we only had 24 hours to proof the entire book. I opted to keep the first run of Notes From the Grooming Table a small run. Good move on my part. It was riddled with typos. If you are one of the early purchasers of Notes, check it out. It’s pretty funny because some of the typos are absolutely blatant. (Like the color of the Soft Coated Wheaten Terrier.)

Luckily, many of you were gracious enough to simply point out our typos. For the first few years, we continued to keep our print runs small. Every time we went back to press, we would fix a couple more typos. One of the typos I can’t believe has totally slid under the radar for all ten years has been the spelling of the breed Schipperke. It’s still wrong today. Whoops. Go ahead – grab your book and check it out – I’ll wait. Needless to say, that will be fixed in our revision of Notes From the Grooming Table!

For our tenth year anniversary, we are working on revising Notes From the Grooming Table. Lisa and I are excited to be able work on this project again. For the first time in years, I am literally going through Notes From the Grooming Table page by page. I have a highlighter, a colored pen and lots of sticky notes. It’s hard to believe there so many new breeds to address. We’re enjoying updating the styling trends that have changed slightly on established breeds. It’s fun being able to share with you so many new tools that make grooming dogs so much easier.

This is turning into a major undertaking. However, with this revision of Notes From the Grooming Table, we want to take our time. There will always be opinions on what is right or wrong with all aspects of the style and trends of professional dog grooming. We want to make sure we give you lots of options to create a dog that is well groomed – even if you have never physically groomed that breed before. Armed with Notes From the Grooming Table, you will have the most current and up-to-date pet styling book available anywhere in the world. Look for the revised edition of Notes coming out late in 2014.

Happy Trimming!

~Melissa