Grooming through the ages the third instalment on adapting practices for a wide range of clients’ ages

Grooming Through The Ages

Groomer and trainer, Sally Hart of Tailwaggers, continues her series with a look at how groomers can provide age-appropriate care for clients:

Well, it’s Crufts already! A perfect opportunity to look for great specials on equipment and tools that may help with the topics and ideas from the previous two parts of Grooming Through the Ages. In the meantime, let’s have a look at the third and final part – pet owners.

Part 3 Owners

This is possibly the most overlooked and, perhaps, rarely thought of aspect of our clients, but their age still plays a tremendous part in our business. Or perhaps, more accurately, by giving our owners age-appropriate customer care, we can help our businesses flourish by catering to a much wider market.

Now, please don’t get me wrong, this is in no way an ageist view, but one of respecting our clients and ensuring we treat them considerately.

It is not so straightforward or easy to categorise clients into young, middleaged or elderly, so these groupings will overlap each other.

Confidence of Youth

The benefit of being young is that feeling of having the world at your feet and the conviction to aim for what you want. It is more enthusiasm and vision, rather than long term experience that influence our younger clientele.

Things to remember . . . Social Media

This is part of everyday life, and the biggest go to when looking for services, information, retail, etc. Promoting well on these platforms will help build up your clients.

Time

These clients are mostly able to set time aside for themselves, and generally don’t have huge commitments, allowing them the ability to spend time home grooming (having this time does not always mean it will be used this way!). But remember, they may not be as established in their jobs, and so perhaps have less freedom on when they can bring their pets in for grooming. Booking a few ahead may help keep these pets on schedule.

Attitude

Our own way of behaving is caused by our opinions and feelings. It is our viewpoint. And we are all entitled to our own. For the younger, possibly 1st time, owners, their pets are their ‘kids’. Sometimes the expectations are not completely realistic. As groomers we see the impact this has on the pets behaviour, in the salon and with their owners. And it definitely can influence style choices.

Communication

How we speak to and engage with our clients has a huge impact on our business. Politeness and clarity goes a long way to establishing a great client rapport. We may have more experience and knowledge in grooming dogs, but it rarely helps to be perceived as condescending, and the younger clients will not take too kindly to being ‘spoken down to.’

Happy Families

A time in our lives when we are not only busy, but also have had to learn the art of juggling. Often juggling

children, jobs, spouse’s, hobbies and family time. Help is always welcome.

Let’s make it easier . . . Social Media

This still plays a big part in finding services, information, retail, etc, but with time being a premium, this is not the only way. Promotions on Socials are important but recommendations from friends and family and other pet businesses will play a large part of attracting clients from this group.

Time

Quite frankly, there isn’t any! Pets from homes with families, who may have less time for home grooming, often need more frequent grooming appointments to keep up the styles preferred, or their owners may opt for an easy to maintain style. Juggling work, home and kid’s school life, may mean they, too, struggle with availability for appointments. Prebookings are usually very helpful for these owners too.

Attitude

Pets in families with children are usually seen as part of the family. Personally, I find these pets, mostly, to be better with handling, and better able to cope with hustle and bustle. (We all know this is a very broad generalisation as there are many factors that influence this)

Communication

Remembering that these owners are often rushed for time and can frequently be distracted (thinking about the next place to be, chore to do, etc), so a little patience and understanding goes a long way. And keeping to the same routine and consistency goes a long way to creating an easy relationship with these clients.

The Quiet(er) Life

Getting a bit older has its perks and this should be the time we have to treat ourselves and enjoy a quieter pace.

Social Media

This is not always the first go to source for information for our older owners. They often still use it, but often not on the same scale as our younger owners. Make sure not to skip passing information to this group through other methods, ie, email, phone and in person.

Time

Here we usually see the difference in level of home maintenance on the pets we have in for grooming. Not only are these owners, possibly, already experienced pet owners, but also have more time to keep their pets well groomed out at home. This is not to say they aren’t busy, frequently family keep them very occupied, but they have become adept at making time and enjoy this quite time with their pets.

Attitude

We find these pets, whilst still part of the family, are, commonly, viewed more as companions too. This has benefits, (like previously mentioned – thorough home grooming regime), but also some drawbacks, (sometimes being over pampered can affect confidence)

Communication

Talking to our clients can really help to build the client-groomer relationship, but remember to be respectful and polite. You may need a little extra time for the chatty ones, and be for this age group try to avoid too much familiar slang (yes, they most likely know it, but may not be in the habit of using it). Greetings of “Howdy Chick!”, may not be as well received by grandma as you had hoped.

A final note

The capabilities of people in each group will vary immensely and this is a generalised view on each of these life stages. Young owners are physically capable, but may lack slightly in experience and expectations. The family and middle-aged owner is likely to have other commitments and distractions, and they may also share the home grooming with younger family members, meaning you could be dealing with a combination of age groups. And, the older owner may have slight physical restrictions, but often have more time and experience, meaning they may well have more attainable expectations. Above all, treat every client with respect and courtesy, setting an example of how they should treat you!

For more business and customer tips keep a look out for upcoming seminars, including Notes from the Cocktail Bar with Louisa Tandy and myself.