The Groomers Image

In today's industry with it's ever changing tools of the trade the one thing that seems to be lagging behind is the image of the typical groomer. Too many clients seem to minimize the amount of knowledge, talent, and overall skill it takes to be an excellent groomer or stylist. The good news is we can do something to change how we as an industry is perceived. We can do a few simple things that will greatly affect the way your clients see you.
How do you talk about your business? Do you call it a shop or salon? Just the term "shop" seems to imply some sort of factory, assembly line type business where "salon" creates a mental image of luxury, pampering and relaxation. Do you introduce yourself as a dog groomer or pet stylist? Though I feel pet stylist exhibits more of a "spa" type image I think the most important thing about the title we give ourselves is how we use it. Do you introduce your profession with pride and exhuberance? You should! We as pet care professionals provide an essential element to a dog or cat's overall health and well being.
Look around your work space. Think to yourself "If I was seeing this space for the first time what impressions would I take away?". Is your area clean and well kept? Are there odors when you first walk through the door every morning that are unpleasant? Is the client area inviting? It doesn't have to cost a lot of money to make a pet salon more professional looking and smelling. Wet dog need not be the only odor a client is greeted with. Keeping your salon clean, having a standard cleaning routine that is followed everyday, using scented candles or some of the automatic air fresheners can all help to convey a warm and inviting but also professional salon. You don't need to have an interior decorator come to redesign your work space or have the most expensive equipment, but you must have a clean well kept area if you expect your clients to treat you as the professional you are. A fresh coat of paint can do wonders for a space and color can be a wonderful way to convey the atmosphere you are wanting to create.
Another area we as groomers need to be mindful of is what we look like when we go to work. I admit to not putting on much make-up myself. I know it will quickly dissolve either by the first wet shaking dog or the first wet kisses of the day, but wearing a clean smock/work shirt, having your hair neatly done and simply looking well put together for the day says a lot about you and what you do. I may look like a wreck at the end of a very long day, but when the owners have dropped off their pets in the morning they are greeted by a neatly dressed, well groomed (no pun intended!) woman with a warm smile.
The final area that we as professionals can affect is the education we pass on to our clients. First we need to educate ourselves, stay up to date and make sure our information is correct. Then we need to pass along in an articulate manner the information to our clients. It's sometimes hard not to sound condescending to an owner who is simply clueless about proper care for their pet. When you hear a client say something like "Well our puppy was peeing all over the house so we took his water away." many of us may want to try to verbally shake some sense into the person. As professionals we have to watch our tone as well as our body language when we speak to clients. We want them to listen and if they feel we are reprimanding them or talking down to them they are more likely not to listen, not to come back, and to tell their friends and neighbors not to frequent our salons. So when someone makes a statement like taking water away from a puppy what could you say? One of the best ways to start a sentence is "I can understand why you might..." It conveys sympathy and understanding without being condescending. So you might say "I can understand why you might think that taking water away from your puppy would help in housebreaking but it is essential to their health to have a constant water supply. I can certainly help you with some housebreaking tips. Have you considered... [crate training]?" This response elicits a more positive reaction from the owner and a more respectful one as well. We want to be respected not only for what we do for their pet but for our knowledge and what we can teach out clients.
In such a few simple steps we change the image of a person who simply cuts dog hair all day to an educated pet professional who is intracate to the overall health and well being of the pets within our care.