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Compliments of: the International Academy of Pet Design
How to Give the Best Value
Value
is determined by Quality and Service, not price! We already talked about being the most expensive. Now I’m going to tell you how to be worth it! Value will be best perceived by the customer when you exceed a customer’s expectations. In order to do that we have to first ask ourselves, “What are the customers’ expectations?” First of all I think they expect us to do all the things that we tell them we will do such as; pluck hair out of the ears and clean them, clip the toenails, give them a good bath, empty the anal glands, give them a nice clip, etc. The next question then is, “How can we exceed those expectations?” A few ways are: · Pluck the hair out of the ears more thoroughly than “the other grooming shop” they used to go to. · Flush the ears out and get them cleaner than “that other shop”. · Clip (or better yet, dremel) the toenails shorter than that other place that was afraid to cut the black ones short. (No, you do not have to make them bleed to do that!) · Don’t miss clipping the dewclaws- especially the rear ones, like that other shop always did. · Don’t forget to empty the anal glands so they don’t have to call a week later and say their dog is “scooting”. · Get the dog cleaner and/or whiter than anywhere else they’ve ever been. · Don’t forget to clip the sanitary area. · Do a better, more thorough clip than that other place did. Don’t leave long scraggly hairs on poodle feet or cropped schnauzer ears. · Make sure the dog is really properly fluffed, not cage dried like that other place. · Give them the clip that they want- don’t get it wrong. Be sure you read and understand ALL of the instructions before you start clipping. · Finally, add some cute finishing touches like extra special bows or a really cute bandana. Most customers love this! You get the picture. If you can think of anything else you can do that is “above and beyond” what the other groomers do, just do it! Now that you’ve got the quality the best it can be, you need to ensure that your service is up to par just as well. It takes both good quality and good service to be perceived as giving good value and being worth paying extra for. One is no good without the other. Now we need to ask ourselves what is service? Listed are just a few things you can do that will make your customer feel like they are getting good service. · Immaculately clean facility- remember you are selling “clean” o It has to smell good too! · Immediate and courteous greeting upon arrival, even if all you can do is nod or wave to acknowledge them and let them know you will be right with them o Recognition of pet and owner if possible · Neat and professional appearance of all staff o No jeans o No t-shirts! o Never allow smoking in the view of a customer · Appointments available soon if walk ins are not accepted o Convenient hours and days o Extended hours at least once a week 7 a.m. to 7 p.m. This will help to reduce your Saturday crowds. · Have their pet done quickly, not like the 8 or 10 hours it takes at that other shop. · Get the pet groomed in the same day or next day, not like the other shop that is booked 1 or 2 weeks in advance. · Give them a report card to show their friends and family and to inform them about their pet’s behavior and condition. The other shop didn’t do that and they like it! · Always answer the phone by the second ring o Don’t leave them on hold · Have the pet ready when promised o Preferably as quickly as possible · Have close parking available · Accept all forms of payment o Have change available for cash payments · Help owners with pets when needed
Now I know that on some of these things you are wondering how you can do that. Don’t worry, I’m going to help you! I’ll give you report card templates and little flyers to help reduce your Saturday rush and spread your appointments out evenly throughout the week. I’m going to tell you why it’s better to dremel all toe nails instead of clipping them, and I’m even going to tell you how to do it. I’m going to tell you how to get their dog whiter, how to remove tear and saliva stains and even how to remove skunk odor. I’ll give you lots more stuff too. Just stay tuned!! ;-)
Visit us on the web at: www.TheGroomingSchool.com
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