When your appointment book is totally full, how does that make you feel? For most of us, it’s a sense of security. It’s a source of pride. It’s a guarantee that you are satisfying your customers’ needs. You are doing a good job.
But how do you feel when that appointment book has empty slots? Maybe you are just starting out on your own and have an open book. Maybe you are new to the salon and need to build a fresh clientele. Or maybe you have been at your salon for a while, yet you’re just not getting traction with repeat customers.
Long-time pet stylists know this unspoken rule: a full appointment book offers job security.
So if your appointment book is lighter than what you would like, how are you going to fix it?
Here are a few ideas to help you boost your number of daily grooming appointments.
If you went to a restaurant and the server did not hand you a menu, how would you know what to order? Pet grooming is very similar. Owners know they’re coming to you to get their dog cleaned up, but they probably don’t know all the services that you offer. Services that could help them keep their pet looking and feeling great.
A well-organized service menu makes it easy for the client to select a service. As a bonus, it also makes it very easy for you discuss optional services such as de-shedding treatments, shampoo upgrades, skin conditioning treatments, tooth brushing, nail filing, or other add-on services.
A service menu allows you to quickly summarize maintenance grooming services. Use it to highlight the benefits of regular professional grooming appointments. This is a great place to outline the suggested frequency of appointments. Depending on a number of factors, most pets benefit from being groomed every 3 to 6 weeks. Others may benefit from weekly or biweekly appointments. Having a comprehensive service menu makes it easy to rebook clients on a regular basis.
Actively encouraging clients to reschedule on a regular basis ensures that a salon will have a steady stream of clients. Plus, the pets will be in the best possible condition.<
Rebooking and rescheduling is all about helping your clients keep their pet looking and feeling its best. It’s about helping them understand the hygienic needs of their dog or cat, such as why it’s important to properly brush and bathe their pet between visits. Those are the goals. You are a problem solver. If they do not want to do the tasks necessary to maintain their pets at home, they will turn to you to do the job for them. Education is the key.
There are number of ways to rebook that next appointment:
Offering to schedule an appointment at checkout is the best way to get a client to rebook. Develop a couple different scripts and use the one that best fits the needs of that client. For best results, use the tips below.
Ask the client if they’d like a Reminder Call a week before “Buffy” would be due for his next appointment. This could be done via phone, e-mail, or text message.
Actively call clients that have not returned to the salon in 8-12 weeks.
This is a great way to market to existing clients. If you are going into a slow day or week, offer an incentive to get clients in the door for those days.
Rebooking is something you must do regularly – the same way – every time. Make it a habit to ask if they want to rebook at check-out. If they don’t, make sure to call and remind them one week prior to the preferred grooming time for their pet and don’t forget to do the Wake-Up calls once a month for any client you haven’t seen in 8-12 weeks.
People are physiologically wired to make referrals. Many businesses can grow and flourish just by tapping into this business building strategy.
Referrals come from a number of different sources:
Leave a stack of Discount Incentive cards with the owner or someone who is happy to pass them out. Code the back so you know where they came from – that way you don’t have to ask the customer when they turn them in. You do want to track where the cards are coming from so you can thank the service provider in an appropriate fashion.
Leave them with a basic welcome package they can hand out to clients that would benefit from your service. Participate in and support their events. They are more like to refer and support you in return. Offer a thoughtful thank you gift to those that refer you on a regular basis. Food or flowers never go out of style but there are many options.
What did we miss? What works best – or turns customers off? Jump on our Facebook page and share with your Melissa Verplank family.
Rebooking clients is one of the easiest ways for groomers and pet stylists to boost their income. Encouraging clients to rebook on the day of their service will help keep a steady stream of pets coming into your salon.
Clients that rebook before they leave return on a much more frequent basis than those who do not. Let’s face it – life gets busy. Personally, if I did not rebook my own hair appointment before I left the beauty salon, I’d be there a lot less frequently than every five or six weeks! Our pet owning clients are no different.
Many groomers don’t encourage their customers to rebook their pet’s next grooming. They think the client will come back when they are ready. While that may be true, it’s more likely the client will not return as often as they should.
As a professional, it is up to us to educate our clients how often they should return based on:
Most pets that are considered a part of the family require regular grooming. These owners share their lives, their homes, and sometimes even their beds with their four-legged family member. These pets benefit from weekly or bi-weekly bathing. Ideally, pets that require haircuts should be trimmed every 4 to 6 weeks. How often you handle hand stripped pets will vary based on the coat type and the technique used to strip out the dead coat. These dogs will need to be groomed weekly to a couple of times a year.
Pet professionals who understand the impact of rebooking realize that is not just a courtesy, it’s an important business building strategy. Educate your clients about the rebooking process. Encourage them to set aside time to keep their pet’s coat in peak condition.
Having an appointment book that is 50% to 70% pre-booked is like money in the bank. It’s a security system that allows you to breathe easily. It ensures you will not lose clients or revenue from light client bookings. It is one of the easiest ways to guarantee your income and keep your pet clients looking and feeling their best.
Do you agree with this post? How do you encourage your clients to stay on a regular schedule? Jump on the Learn2GroomDogs.com Facebook page and tell us why or why not.
When a student graduates from The Paragon School of Pet Grooming, I love to hear about their success stories down the road. They might work for someone else or work for themselves. They love what they’re doing and their careers are thriving. But what makes those graduates successful?
For many of them, it might not be what you think.
We all have good friends. When you think about those friends, what traits draw you to them?
Bottom line, I trust them.
Not every groomer needs to be an all-star stylist to succeed. However, having repeat clientele is the lifeblood of any business. It does not matter if you are a solo groomer or work with a team of pet stylists with a support staff. Getting customers to come back on a regular basis pays the bills.
We are not in the business of washing and styling pets. We are in the trust business. For many of the clients that we deal with on a regular basis, their pets are an extension of their family.
I’m not a parent but if I were, I would never leave my child anywhere I felt apprehensive about the facility, the people, or about any part of the service. Most of our clients feel the same way about their fur babies. If you are going to be successful, your clients need to trust you.
To be a successful pet groomer or stylist, you need to have repeat clientele. Repeat clients are attracted to the same types of characteristics as your good friends. When you get others to trust you, it’s easier to grow your clientele and/or your business. It allows you to give all your clients and the pets exceptional service.
Unfortunately, trust is fragile. If you lose it, it can be very difficult, if not impossible, to restore it.
You can’t fake a genuine relationship built on trust. The same characteristics that build a good friendship will build strong relationships with your clients and their pets.
Trust can take a long time to build. Yet it can take only a moment to weaken or disappear because of one senseless act. Without trust, you don’t have a business – or a job.
Trust keeps clients coming back. Repeat clients keep your business healthy. Take the time to build trust and strengthen relationships with your customers – you’ll be amazed at the result!
If you want your business to thrive in any economy, you need insurance – and repeat business is your insurance plan.
During my recent lecture about client management at a large trade show, an audience member said something so amazing I knew I had to share it with you. I wish I had caught her name so I could give her full credit for her brilliant idea.
Professional groomers are always busy when the weather is warm. Most of us are booking out two to three weeks (or more) in advance. When the weather is toasty, people always want their pets groomed. The dogs are hot, dirty, and stinky. Even the once or twice per year clients start calling.
Where are those clients during the slower times when your appointment book needs filling? Those are the times when you wish you had more regular clients that book consistently every few weeks.
Those regular clients are your bread-and-butter. They keep your bills paid and food on your table. They are the ones you can count on. Any successful grooming salon wants a roster full of regular customers and the time to look for them is not when you’re slow. You need to get them while you’re at your busiest.
It’s not as crazy or as impossible as it sounds.
Remember that brilliant audience member? She said she always leaves at least one opening per day to accommodate walk-ins and new clients.
Some of you are shaking your heads. Why would you leave an appointment slot empty when you can fill it with a regular client? You’re probably thinking that you’re losing easy money.
Here’s where that insurance plan idea kicks in. The problem isn’t being booked out when the weather is nice. The problem is that you need to be booked no matter what kind of weather you’re having. You do that by adding clients – and when are new clients calling? The same time as everyone else.
A new client will not wait 2 or 3 weeks to book an appointment with you. They will just move on to the next groomer who set that time aside, just waiting for that client to call.
If you’ve nurtured a relationship with your regulars, they will wait for you. They love you. Their pets love you. Making sure to pre-book their next appointment ensures they get premier treatment and the best appointment times. The long-term investment you’ve made in keeping these customers happy will now start to pay off.
Setting aside those five slots a week is how that lady in the audience maintains a constant stream of new clients. These walk-ins become customers that she can educate and count on during the slower times of the year. As she builds up her regular clientele, she can eliminate the once or twice a year dogs. After all, wouldn’t you rather work on a super regular client instead of a twice a year outdoor farm dog?
$100 for a once a year farm dog seems like a lot of money – but is it?
Let’s say you have a 6-week regular client who pays $50 per visit. That’s half of the once a year farm dog. You are going to see that client eight to nine times a year. On an annual basis, you’re going to earn between $400 and $450 for that single client.
The farm dog? You will earn $100. $100 you can’t count on next month or next year.
Which would you rather do?
If you do not make time in your schedule to take on new customers, you might miss out on adding a valuable client that will keep your bills paid when it’s slow. This client could make the difference between working or being sent home because you don’t have any dogs to groom.
Which salon would you rather work at?
As a bonus, making room in an already packed schedule allows you some wiggle room. Maybe you don’t have a walk-in on that day. Or maybe you don’t have a new customer calling to book an appointment. That open slot allows you a little breathing room. Probably at a time when you most need it.
Do you have to take every first-time appointment or walk-in coming through your doors? Absolutely not.
I would ask for some critical information before you get too far into the conversation. Of course, the customer will want to know the price. That gives you the opportunity to learn the breed, the age, the size, the coat condition, and how long it’s been since his last professional grooming. These questions will help you determine whether you should book the appointment. Trust your gut with what the client says. It’s your appointment book.
When you do make room for a new client, make sure you also take the time to educate them. Most clients don’t know how frequently they should have their dogs (or cats) groomed. Talk to them about their lifestyle and how much maintenance they’re willing to do between appointments. Talk about what you can do for them as well their limitations based on the condition of the pet. Custom create a regular schedule that will suit their needs and keep their pet looking and feeling its best.
Will you get it right every time? No. But if you don’t make room for prospective new customers during your busiest times, you won’t have regular clients to carry you through when it’s slow.
Unfortunately, there isn’t an easy rule for solving the problems of tardy or no-show clients. The good news is that you have lots of options to help deal with it. Depending on how busy you are, cancellations can either be a blessing or a curse. In either case, if you have a client who is chronically dismissive or disrespectful of your time, you need to be proactive and correct the problem.
Our kennel, Whiskers Resort and Pet Spa, experienced 68 reservation cancellations over the 4th of July holiday. During the summer months, Whiskers runs at over 100% occupancy rate with its 180 rooms. During peak holidays such as Thanksgiving, Christmas, New Year’s, and Spring Break, Whiskers charges a $50 deposit for all reservations. This deposit is nonrefundable if the cancellation takes place two weeks prior to their check-in date. In the past, the deposit has not been charged for Memorial Day, the Fourth of July, or Labor Day. That will be changing.
For years we’ve tracked grooming appointment cancellations at The Paragon School of Pet Grooming. Despite our continual efforts to knock the rate down, its remains a persistent 10%.
In the pet grooming industry, time is money. Clients who are chronically tardy or don’t show up for their appointments create havoc for both your schedule and your pocketbook.
(However, if you are overbooked, it can also be a blessing.)
There is no perfect solution for this problem. Everyone has a slightly different take on this situation. Some salons run on a very tight schedule while others are more relaxed. And let’s face it, there are times when the client has a legitimate excuse. So, what do you do?
Are there exceptions to your rules? Absolutely.
If you don’t already track how many cancellations you have each day and each week – start tracking it. Find out what your cancellation average is per day. Once you know the number, you can be proactive in correcting the problem.
Another way to look at it is from a dollar standpoint. At Paragon, our average cancellation rate is 10%. If you apply the 10% rate to your situation and you do 20 dogs a day at $50, that starts to add up! That translates into losing two dogs or $100 every day! Times that by five days a week and you’re at $500 of lost revenue. To me, it’s worth taking the time to simply call and remind people of their upcoming appointment the day before!
We are in the business of building positive relationships with our customers, both the two-legged and four-legged variety. Your personality and the type of relationship with your clients dictates how firmly you adhere to the demands on your time. Remember, these customers not only affect you and your time, they ultimately affect your schedule and your other clients. You need to be warm, caring, and maintain your professionalism.
Just because you are warm and caring does not mean you can’t set rules and boundaries. Remember, you can still provide great customer service and have a mutually respectful relationship that benefits both you and your client.
About 6 years ago I read a great book while sailing on my dad’s boat. It was Zingerman’s Guide to Good Leading, Part 1: Building a Great Business. At one point, my dad picked up the book. He read a few paragraphs I had highlighted when I went below. When I returned a few minutes later, he said, “Good book. They know what they are talking about.” Wow. Coming from my dad, that meant a lot.
Zingerman’s is an institution in Ann Arbor, Michigan. Hailed by Inc. Magazine as “The coolest small company in America,” the original business was founded in 1982 with Zingerman’s Delicatessen. Since then, Zingerman’s has expanded to 11 food-related business, 724 staff members, and sales of over $62 million.
Service is a cornerstone of Zingerman’s success. Zingerman’s has earned its reputation for great service by intentionally creating a culture that nurtures amazing service. They teach every one of their team members system “recipes” which are at the heart of their extraordinary service.
I was so impressed with the book, I ordered copies for all my team leaders!
At Whiskers Resort and Pet Spa, we really rolled up our sleeves. We took the summer to read the entire book together. Once a week we met to review, strategize, and implement what we learned from the pages.
When we started Zingerman’s training in 2011, we were earning about $655,000 in annual gross sales between overnight lodging, daycare, and grooming. Last year we grossed just short of $2.25 million. And the real kicker – we spent virtually nothing on advertising! Our growth has been fueled by stellar customer service from an amazing team of enthusiastic, pet-loving staff.
I know the Zingerman’s training isn’t totally responsible for the growth. However, I’d like to think it helped us formulate a positive culture for our Whiskers team.
Recently, we learned ZingTrain was coming to Grand Rapids for a half day of service training. We could not sign up fast enough. We had 13 team members there from all facets of my companies taking up two corporate tables. We all walked away pumped up and energized! Some of what we learned was a refresher for some of us – for others is was all new. Plus, it was refreshing to learn new service ideas the Zingerman team had formulated since we read the book. The concepts are all easy to implement, too.
I’d like to share a few of those with you.
Within this framework, employees use their own best judgment about how to serve each individual customer.
If you’ve never heard of Zingerman’s or ZingTrain, I encourage you to look it up. If you want to dig in deep, grab the book and apply its principles. If you need a quick pick me up, participate in one of the mini sessions like we did today. Their systems approach is applicable to businesses of varying industries, organizational structure, and size. They are committed to helping others succeed.
My entire team left energized and ready to implement many ideas immediately. We were all impacted by the training we received. Hats off to the Zingerman team of Elnian Gilbert and Tabatha Mason and to the Grand Rapids Chamber of Commerce for sponsoring the program!