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.