Jenny Farrell explains why good customer service is vital

The Importance of Great Customer Service

When you get into grooming or start thinking about the idea of grooming dogs, you might not think that customer service is very important as you work with dogs, but customer service is vital in business and that includes dog grooming.

Customer service will win or lose you your client base no matter how well you groom. You need customer service to listen and understand what the client is asking you to do, to inform the client of realistic expectations and create a working relationship with the client to retain clientele.

Customers are always right is the famous saying, but actually in my experience I find that most customers have little idea about what they want or how to achieve it and really like to hand their dogs over to a groomer who is educated not only on the dogs clip but the health, welfare and who communicates in an empathetic, friendly and educated way.

Many clients want to learn from you about their dog’s health, skin, diet etc remember you can only advise on what you’re qualified in so if you don’t have the qualification you should refer to somebody who does.

It’s important to establish rapport and a relationship with your clients. Once they engage and communicate about their pets, so perfect and natural opportunities will open up to encourage them to purchase more of your services and products.

For example when you go to somebody for a service and you have an attentive and positive experience you want to return there. However, if you approach somebody and they don’t know or are unwilling to find out, are cold towards you or even rude, you wouldn’t want to return and will probably tell a few people on the way home or your friends about your bad experience and so a bad reputation can be established quite rapidly.

So how do you build up a positive working relationship with your clients and maintain your clientele?

First impressions are everything - always greet and acknowledge your clients with a warm welcome and smile (even if you’re having a nightmare

Canine receptionists’ at Pampered Pets make a great talking point!

of a day or have a stressful dog on the table) be attentive if you cannot go to them straight away talk to them and say: ‘very sorry won’t be a moment..’ Be polite and informative even if you don’t want to be!

Clients are money and they do tip even in the UK, so be nice it literally pays off.

Ask about the dog and enquire about any changes in the animal’s health or well-being or anything different they would like or that you need to know. If it’s a new client ask them for details of the pet’s health and get a feel for them. Some people like to talk and can be hard to get away from while others will not really want to talk and that is fine, just be short and friendly.

When you have a client that won’t stop talking, a good trick is to say: ‘I’m going to get started on Cooper now so we can get him finished for your collection time’ and smile, they usually get the hint without you having to be rude or lie.

If for any unfortunate reason you have to deal with a complaint, remember to be kind, fair but also stick to your rights and do be firm but friendly. Remember to have your facts correct, stand your ground but also be fair, if you made a mistake you must admit to it and do the right thing ethically.

Remember that customers are your friends too, they are for the most part rewarding to have around!

Home or Away - Options for Delivering a Pet Grooming Service

This month Heidi Anderton looks at the best options for delivering a pet grooming service. Heidi is principal of Absolutely Animals and London School of Pet Grooming, with over 30 years in the business, Heidi is a highly qualified and experienced industry expert as well as an award-winning groomer, former Groom Team England member and founder member of the British Isles Grooming Association (BIGA).

Pooch Perfect has an eye-catching brand identity emblazoned on its van.

The pet grooming industry is diverse, which makes it so difficult to regulate and advise on methods, routines and animal behaviours. Environments where grooming is offered can make all the difference to the end result and to your pocket, whether you are employed or self-employed.

Home grooming

Grooming pets in the comfort of the client’s own home is not to be sniffed at; no pun intended. This was the route I took after I left my training; I loved it! I really got to know the pets and their owners, and some became friends and long-time clients too, who I still have to this day; some 30+ years on!

Advantages – Grooming on a 1-1 basis, with the pet in their own environment. Going to a different place every day.

Having a closer bond with the owners in an informal setting.

Disadvantages –Time consuming travelling and setting up. Can be physically difficult, bending while bathing, lifting equipment and not having another pair of hands to help. This is usually a self-employed option for offering a pet grooming service. Excess hair in the client’s home can be a disadvantage for some clients.

“I trained with Absolutely Animals over three years ago and have since been grooming in peoples’ homes. It is great as I really get to know them and many of them are waiting with tea, biscuits and chat.It’s surprising the things they tell you (sometimes quite surprising)! The downside can be timings setting up due to parking, traffic and packing, the table in and out the car can take its toll on you physically and some dogs do behave differently

with owners’ present.You need to make boundaries clear for the owners, like not distracting the dog while you are scissoring and not coming in and out of the room whilst you are working.No two days are the same, but I love it!” Sue Wright

High Street Salon grooming

Usually a team effort but grooming from the high street can be a real toll unless you have another income stream, such as selling pet products, pet day care or offering hydrotherapy.

Advantages –You can gain employment easily in high street salons/chains. All equipment is at the right height. There is usually a team for support. More pets are groomed in a shorter space of time. No distractions from clients. Room for growing your business and improving your employment level.

Disadvantages –Bills, Bills, Bills! Rent, rates, service charges, taxes, other premises costs, PAYE, Wages, Pensions, Staff training and Welfare, Administrative expenses, legal and Professional costs – the list goes on!

“I opened my own salon in 1995. I gained assistance from the Princes Trust, but we didn’t have access to the internet then, so things were a lot more challenging than they are today. My salon has developed from a dog grooming salon into a salon and training school with a large cat grooming clientele as well.” Heidi Anderton

Mobile Grooming

Another option is to offer a grooming service in a mobile van. These vans are now professionally fitted out. Drive to the client’s home, set up in the driveway or in the street. You will never be in the same area for too long.

Advantages - Low-cost lay out. Provide a very convenient service with no mess in the client’s home.Grooming on a 1-1 basis, flexible grooming times. Tools at right height and accessible. No distraction from clients. Covers a large catchment area. Van provides your own advertising.

Disadvantages –Will be too expensive to pay for parking in some areas, mostly a self-employed option for delivering pet grooming. You need to hook up to the customers electric. Can be hot in the summer and cold in the winter depending on your insulation. Can be lonely.

“I run a mobile dog grooming business in London. My van has been converted into a grooming salon by Wet Pets Conversions who have done a brilliant job. Before I started my business, I trained at Absolutely Animals with Heidi and Christine and their wonderful staff. It was an amazing environment to train in as it wasn’t just the handling and grooming of dogs that I needed to learn. It was how to run a business, dealing with customers and getting my pricing right to run a successful business. Absolutely Animals are the company that helped me get to where I wanted to be, they taught me everything I needed to know about dog grooming. Even now that I have left they are still on the other end of the phone if I ever have a question or query about dog grooming.”

“The pros of being mobile: Very convenient for my customers as I travel to them and give their dog one to one attention in their own surroundings. I get to travel to different locations throughout the week. Different scenery. Overheads are lower than a salon as it is just me working. No employees. I can be very flexible with grooming times.

The cons of being mobile: Can’t cater for everyone as not everyone has parking outside their property and a power supply available for me to plug my cable into. Can’t fit as many dogs in as a salon as I have to travel to each customer. Less financial gain than in a salon, as more staff and more dogs can be groomed.

But overall, I am glad I went mobile as it suits me perfectly.” Lucy Tallant

Grooming from your own home

Home-based business: Pet grooming is very flexible. For example, you can start with a home-based business, working from your garage or spare room. That means lower costs – so it can be a great way to start.

Advantages –Very low overheads, you won’t need to leave your own home.

Disadvantages –Clients coming to your home out of working hours. Dogs marking on your premises. Planning permission is required with your local council as this option could disturb your neighbours.

Whichever route you take – you still have a legal and moral obligation to be competent in the service you offer, to be insured and to declare your income to your local tax office.

Keep inspired, motivated, informed and be happy! Heidi Anderton LCGI ICMG www.absolutelyanimals.biz