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Groomer to Groomer • Vol 39 Ed 8 • August 2020
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introducing
CONTENTS | AUGUST 2020 IS IT TIME TO TAKE THE
on the CREATES A CULTURE OF CARING AND COMMITMENT
24 by Jonathan David
by Jen Phillips April
Conner: Fear of Trying Something New
6 Thinking of Going Mobile?
50
Berry: Grooming Business Models: One Size Does Not Fit All
12 Tutorial: Bichon Retirement Trim 58
Knowles: Certificates & Licensing: Getting Prepared
18 New Products & Groomer Humor
68
Selling
Business: YOUR
HOW TO GET WHAT IT’S WORTH
Faver: Covid–19: A Crisis or a Wake–Up Call? 30 Classifieds 69 Hansen: Neglected Cat to Regular Client 36 Calendar of Events
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by Kathy Hosler “THE GROOMING INDUSTRY’S TRADE MAGAZINE!” VOL. 39 ED.8 • AUGUST 2020
WWW. GROOMERTOGROOMER .COM
THINKING OF GOING MOBILE? WHAT YOU
SHOULD KNOW
SALON SPOTLIGHT
DIAMOND IN
THE RUFF
MOBILE PET SPA Diamond in the Ruff Mobile Pet Spa Photo by Josh Springer
ON THE COVER Diamond in the Ruff Mobile Pet Spa Photo by Josh Springer Copyright August 2020. Groomer to Groomer is published monthly by Barkleigh Productions, Inc, 970 West Trindle Road, Mechanicsburg PA 17055. Postmaster: Send change of address to Groomer to Groomer c/o Barkleigh Productions, Inc., 970 West Trindle Road, Mechanicsburg PA 17055. Annual U.S. subscription rate $25. Outside U.S. $79. year, surface rates. Groomer to Groomer is free to current Barkleigh Productions, Inc. customers. No part of this publication may be reproduced without written permission of the publisher. Editorial offices: 970 West Trindle Road, Mechanicsburg PA 17055. (717) 691–3388 FAX: (717) 691–3381 Email: info@barkleigh.com
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Groomer to Groomer • Vol 39 Ed 8 • August 2020
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by Daryl Conner
F EAR OF TRYING *
(Something New)
*
Did you know there is a word for the fear of trying something new? It is neophobia.
I
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n our industry, there is a constant influx of new ideas, techniques and tools. It can be daunting to break away from tried– and–true techniques and devices that we are used to, but stepping out of our comfort zone can dramatically improve the way we work. Here is an example. When I was learning to groom in the 1980’s, the method that almost all groomers used was to pre–clip each pet, brush out the tangles and then bathe it. After drying, the dog was re–clipped and finished. When you think about it, this means each pet got groomed twice. I was scandalized when I first heard the idea of washing first, and then grooming. It took me a while to get up the courage to try it, but I did, and have never looked back. Working on clean dogs has many benefits; clean coat is easier on our
tools so our blades and scissors keep an edge longer; it is better for our health, as we are not touching and breathing in dander, dust and pollutants from the pets’ coats; and clean coat brushes out easier and with less damage to the hair shafts than dirty coats do. Since damaged coat tangles faster, pre–washing helps keep the hair healthier in the long run. I asked other groomers to share examples of things they were hesitant to try but ended up loving. Here are some of the responses I got:
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CLIPPER VACUUM SYSTEMS Many groomers shared that they were scared to try this technology because they were worried the skin would be sucked up into the blade, or that the learning curve for adapting to working with suction would be too steep. Others were afraid of making
a large investment. Every single person, however, said they now cannot imagine working without their vacuum system. Working with a vacuum system allows groomers to style pets faster and more efficiently, while achieving beautiful, plush cuts on a wide variety of coats. Vacuum systems also reduce the amount of hair and dander in the air we breathe—an especially important health bonus.
WET CLIPPING This technique is designed for use on matted pets when it is desirable to leave as much length as possible. The basic idea is to wash the matted dog, getting the pet as clean as possible, and follow with the proper conditioning treatment for the coat type and texture. Then the pet is towel–dried, and sometimes lightly dried with a
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To be safe, electric clippers should be plugged into a GFI outlet when wet clipping, or a cordless clipper can be used.
8
high velocity dryer to push the coat away from the skin and remove enough moisture so that the pet is not drippy. Next, the dog is clipped using the longest blade that will go through the matting. And because wet hair is a bit stretchy, on some coats it is possible to get a blade as long as a #4 through the tangles. Tightly matted coats will require shorter blades. Once all the hair is clipped off, the pet is dried and then finished. I recently used this technique on a matted Bichon. I was able to use a
#4 blade and finish the dog with a #1 snap–on comb, leaving a nice, plush coat. Without wet clipping I would have had to use a much shorter blade to get through the tangles. Many groomers are hesitant to try this method—worrying about damaging blades or even ruining their clipper by working on a damp coat. So to be safe, electric clippers should be plugged into a GFI outlet when wet clipping, or a cordless clipper can be used. Remember to clean and oil your blades well when finished. This technique can be a
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real game–changer on some dogs and is a great technique to master.
HAND STRIPPING This technique, used to maintain the correct texture of harsh–coated breeds like many terriers, is a bit of a lost art for pet groomers in the United States. In Europe, many pet groomers still hand strip. The basic idea is to pull or pluck the dead coat out to create the proper coat length and shape, rather than clipping. This maintains the proper color and tex-
For groomers, where much can be learned by watching someone and listening to them describe their technique, distance learning is a huge gift.
ture of the coat. Since only dead coat is being pulled, it is not uncomfortable for the dog. (I have had dogs fall asleep while I am working on them!) Because so few groomers in this country do it, it can be hard to find someone to learn from; however, there are videos and online tutorials to help get you started. Hand stripping is a fun skill to add to your expertise.
DISTANCE LEARNING Once looked down upon, distance learning has gained radical acceptance this year since the worldwide COVID–19 pandemic shut down schools, colleges and hands–on learning experiences of all kinds. For groomers, where much can be learned by watching someone and listening to them describe their technique, distance
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SPECIALTY COMBS Half–moon combs and Carbon Fiber combs were both mentioned when I asked groomers what tools they were hesitant to try. Specialty combs can come with a hefty price tag, but one groomer who was hesitant to spend what she did on a half– moon comb now says, “I feel naked if I don’t use it, and I think the quality of my work has really improved.” Carbon Fiber combs are not expensive, but many groomers discredit them without trying them, thinking they are flimsy or gimmicky. Those that love them say they are a must–have because they cut down on static and do a fabulous job fluffing coats.
WIDE CLIPPER BLADES Designed to clip faster, these wide blades get rave reviews from some of the industry’s most illustrious groomers. Because each blade is wider, groomers can cover more territory in less time—and the quality of the blades leaves a lovely finish. Snap–on combs are now available for wide blades, too. To me, one of the joys of being a groomer is the constant challenge of learning new things. Trying new tools and techniques helps prevent burnout by keeping our minds active and excited to learn. It can also make us work more efficiently, safely and effectively. Say “no” to neophobia—try a new tool or technique today! &
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learning is a huge gift. Thankfully, many industry talents generously share their skills this way—some for free and some for a small, worthwhile fee. One of the best things about this method of learning is that you can watch the videos over and over until you are comfortable with the knowledge.
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GROOMING BUSINESS BASICS
by Khris Berry
GROOMING BUSINESS MODELS:
d o e s
ll groomers are not created equal. Well…in some cases they are, and some they
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There are four basic styles of grooming businesses—and the needs of each as well as
are not. All groomers possess a unique capacity to love an infinite number of dogs as if they were their own. All groomers possess the ability to remember clients who leave special tips, as well as those who complain about unimportant issues time and again. All groomers have a passion for their work and are fearless when confronting a mercy groom in need. All groomers have an iron constitution when eating lunch while deshedding a Husky, and an endless amount of opinions when asked about the existence of the Doodle.
Beyond those unifying commandments, there are unique differences that creep into the picture of grooming and groomers. There are many different ways to accomplish professional pet grooming, and I thought it would be a great opportunity to examine these as well as the different aspects of each individual business style. Grooming services can be offered in several different styles, but for the
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the clients they serve are unique. purpose of this article, I will focus on where the services are offered, as well as who is offering them. There are four basic styles of grooming businesses—and the needs of each as well as the clients they serve are unique. The categories of grooming businesses are brick and mortar, mobile, at–home and house–call. Let’s examine what makes each of these unique, the nuances that set them apart, as well as some of the
specific needs for each style of grooming business.
BRICK AND MORTAR These grooming businesses represent the largest sector of the grooming industry, as well as the largest percentage of working professional groomers. While they can be further divided into corporate or private, as well as small and large salon settings, the needs of brick and mortar salons and the groomers who occupy them are basically the same. A brick and mortar salon is contained in a building which is not a residence. Whether a unit in a shopping center, a stand–alone structure or part of another business (such as a veterinarian office or a pet retail business), these grooming businesses typically employ several groomers (three on average) and the clients become accus-
tomed to bringing their dogs to the groomer for services. Pros: great return on investment when comparing floor space to income revenue, can service a larger clientele with more working groomers, creates a “fun” environment with fellow pet lovers, storefront visibility/signage is a great source of constant advertising. Cons: requires organized processes and management, more customers increase possibility of issues or complaints, maintenance required on facility.
MOBILE Mobile grooming businesses are pretty self–explanatory. Typically one groomer works out of a single mobile unit in which they travel to client homes and groom their pets from the comfort of their own driveway. There are a number of mobile businesses
MOBILE GROOMING
Typically one groomer works out of a single mobile unit in which they travel to client homes and groom their pets from the comfort of their own driveway.
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AT–HOME GROOMING At–home grooming can be a viable alternative for the groomer who is looking for more control over their day–to–day, client base, expenses and workplace.
which own multiple units and employ several groomers, but the concept remains the same. This model appeals to older clients (humans and dogs alike) who are unable to travel to have grooming services performed, as well as those who simply want the convenience of not having to leave their house. Pros: offers solitude for the independent groomer, most units are self–contained and easy to use with state–of–the–art equipment, suits a broad range of clients and pets of all ages, most mobile groomers can charge a premium for the convenience of the service. Cons: added cost of business including fuel, wear and tear on vehicle, expensive return on investment due to time and distance limitations, does not allow for teamwork when working on challenging pets, a portion of your
time is used to drive between clients rather than groom dogs.
AT–HOME At–home grooming refers to the groomers who have a salon or business inside (or attached to) their residence. Whether in a dedicated area of your home, a garage or a stand–alone area on your residence premises, at–home grooming can be a viable alternative for the groomer who is looking for more control over their day–to–day, client base, expenses and workplace. Pros: your commute is short, ongoing cost of business is less without third party rent, utilities, etc., more personal experience for clients and pets, niche market of pets who will thrive with one–on–one services, less stimulation. Cons: difficulty creating separa-
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Groomer to Groomer • Vol 39 Ed 8 • August 2020
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THE MOBILE BOOM DEMAND FOR MOBILE PET GROOMING SERVICES CONTINUES TO GROW
ZERO HUMAN C O N TA C T GROOMING
HIGH DEMAND FOR MOBILE P E T S E RV I C E S
EMPLOYMENT O P P O RT U N I T I E S & TRANSITIONS
Social distancing is essential, so the ideal way to groom right now is with Zero HumanTo-Human Contact. Mobile groomers can groom pets, take payments electronically, and sterilize their grooming van or trailer without human contact. All Wag’n Tails Mobile Conversions are fully selfcontained pet spas equipped with everything you need to groom so close client interaction is unnecessary.
Increased demand for mobile services due to the current conditions may continue at this incredible pace as pet owners experience the convenience of mobile pet grooming. Many of our clients are adding more vans to keep up with demand. Shop owners are adding a mobile unit, and some are transitioning to mobile only.
Groomers can look for more employment opportunities within the mobile grooming industry due to increased demand for mobile services. Mobile grooming fleet owners have begun seeking out talented groomers to grow their businesses. This high mobile demand will also equate to excellent opportunities for groomers to start their own mobile business or grow an established one.
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HOUSE–CALL GROOMING There is a definite niche of clients who will appreciate having your service performed in the comfort of their pet’s home. Do you want YOUR salon featured in Groomer to Groomer magazine? Tell us why you should be the next Salon Spotlight! Email Rebecca@barkleigh.com
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Groomer to Groomer • Vol 39 Ed 8 • August 2020
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tion between personal life and work life, risk of having clients/strange dogs enter your home, lack of privacy, difficult to expand your services or business, less opportunity for growth, more distraction from home life, needs effective attention to marketing, some insurers look at home–based businesses less favorably when issuing rates.
HOUSE–CALL House–call grooming is growing in popularity. This type of grooming business has a low cost of entry—typically just yourself and equipment to get started. There is a definite niche of clients who will appreciate having your service performed in the comfort of their pet’s home. While where and how you complete the service will be an ever–changing landscape, you will enjoy a closer bond with pets, enhancing your enjoyment of your career. Pros: one–on–one experience with the pets in a more relaxed setting, less stimulation and distraction, low cost of entry to get business started, ability to offer individualized service options for pets, can charge a premium for private services. Cons: difficult to market, less likely to scale or grow, does not provide an option for absentee ownership of the business, time spent driving between appointments limits earning capacity. As you can see, not all grooming businesses are created equal—and there is a perfect scenario for every groomer. From financials to freedom, examining the good and bad side of each grooming business style and consulting with your business advisers will allow you to determine your best match. Finding the business model that makes sense for you is an important part of continuing to love what you do. &
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ALL THINGS PAW
by Michelle Knowles
GETTING PREPARED
Many of us actively seek new information about what we do so that we can continue to improve and keep up with the latest knowledge and information pertaining to our profession.
M
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any of the classes we take come with a piece of paper stating that we attended the class, or we are certified in something. My aim is to define what these certificates mean and what the importance is of earning them. Accreditation is a process of validation in which colleges, universities and other institutions of “higher learning” are evaluated. The standards for accreditation are set by a peer review board whose members include faculty from various accredited colleges and universities. Accredited is defined as officially recognized or authorized. Diploma is a certificate awarded
by an educational establishment to show that someone has successfully completed a course of study, an official document or charter. Certificate is a document serving as evidence or as written testimony, as of status, qualifications, privileges or the truth of something. Certification refers to the confirmation of certain characteristics of an object, person or organization. This confirmation is often, but not always, provided by some form of external review, education, assessment or audit. Apprenticeship is a combination of on–the–job training and related instruction in which workers learn the practical and theoretical
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aspects of a highly skilled occupation. Apprenticeship programs can be sponsored by individual employers, joint employer and labor groups, and/or employer associations. License is an official permission or permit to do, use or own something, as well as the document of that permission or permit which can be granted by a party to another party as an element of an agreement between those parties. Trade refers to a skilled job, typically one requiring manual skills and specialized training and education. Testing is required, mostly state regulated, to practice the job. Licensure is a restricted practice or a restriction on the use of an
Michelle Knowles
Each certificate and seminar is evidence of
your education.
Why are these distinctions so significant? It is important to know what type of certificate or class you are taking and what that knowledge entitles you to say in your salon, to your clients and what you teach to others. Certifications should come with rigorous testing so that your knowledge of the subject matter can be
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your commitment to your craft and helps form a snapshot of
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occupational title, requiring a license. For some occupations and professions, licensing is often granted through a professional body or a licensing board composed of practitioners who oversee the applications for licenses. Professional is engaged in a specified activity as one’s main paid occupation rather than as a pastime, relating to or connected with a profession, typically referring to the white– collar workforce, but not always.
verified in exchange for the certificate. Certificates of attendance will only attest to the fact that you were there, and not that you understand the material that was presented. Diploma courses should give you a well–rounded education in your field so that you are fully functional in the practice of your duties, and are usually backed by the state board of education. So, does this mean all of your certificates are meaningless? Absolutely not! Gathering evidence of your skills and experience is important to future employers, when teaching certain subjects to others in your field and, ultimately, the state, when it comes time to get licensed in order to continue to work. Each certificate and seminar is evidence of your commitment to your craft and helps form a snapshot of your education. For these purposes,
If you do not currently have a state organization, find as many of your colleagues as you can and form one. An unofficial association is better than nothing, but an incorporated one is best.
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the best way to utilize your sheaf of continuing education certificates is to assemble a working portfolio to organize and highlight your skills, ethics, recommendations and pictures of your work. While some states are considering licensing only groomers with a state–approved certificate, every state may be a little different when producing paperwork to prove your experience and skills. It is also important to join and participate in your state grooming association. This organization is the only entity that stands between you and the state legislature when licensing for groomers and salons comes up in the government assembly. If you do not currently have a state organization, find as many of your colleagues as you can and form one. An unofficial association is better than nothing, but an incorporated one is best. State bill makers will rarely recognize a wild pack of individuals, but an organized association will have more clout when it comes to being heard. Great strides are being made by organizations such as American Professional Pet Groomers Association, The Professional Pet Groomers & Stylists Alliance, and the Pet Industry Joint Advisory Council in monitoring grooming industry legislation and, many times, representing our voice in chambers when bills are being discussed. Standardization, including but not limited to, vocabulary, sanitation, handling practices and business practices are going to be the key to helping guide our industry to recognition as a trade and profession in the eyes of the state. Licensing is coming, sooner than later. It is better to be prepared than to be caught off guard and have no choice but to scramble to attain compliance with your state regulatory board. &
SALON SPOTLIGHT
by Jen Phillips April
CREATES A CULTURE OF CARING AND COMMITMENT
“We’re going to someone’s home to provide a one–on–one service. That’s special,” shares Maggie Springer of Diamond in the Ruff.
T
his philosophy has built a thriving company culture and a full slate of clients for her mobile grooming operation in Edmond, Oklahoma. “When it’s the dog’s birthday,
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Groomer to Groomer • Vol 39 Ed 8 • August 2020
we get them a doggie cupcake and take a birthday card. When a dog passes away, we send a sympathy card. We also pick up the phone when people call. We have a full– time office person who answers the
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phone every time. It’s important to me that we go the extra mile. We want people to know that we care,” says Maggie. That commitment to caring started with Maggie as an owner/
operator back in 2009. “I learned about mobile pet grooming while living on the East Coast. I thought it was really cool.” When she decided to move back to her home state of Oklahoma, she found a small grooming trailer in California. “I went out there and drove it back. It was 5x8. It was like a clown car.” Now, Diamond in the Ruff has seven mobile spas and a staff of 10 to serve clients in and around Edmond, Oklahoma. Maggie’s husband, Josh, has joined her in the venture. He handles the maintenance and advertising side of things, including video, photography and social media. Maggie handles the business side. Maggie says, “Our mission stateWashUnit_GroomTable_half_12_17_F4P.pdf
Maggie’s husband, Josh, has joined her in the venture. He handles the maintenance and advertising side of things, including video, photography and social media. 1
12/19/17
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Groomer to Groomer • Vol 39 Ed 8 • August 2020
ment is to create the most positive and creative grooming experience for the dog and the owner.” To fulfill this mission, she knows it starts with a dedicated team. According to Maggie, “All of our Diamonds [staff] have such a high level of passion for their work and have outstanding business ethics and values. I love to see them grow in their career and as people. We promote learning and provide them with paid continued education opportunities every year. In appreciation for their hard work, we also pay 50% of their monthly health insurance GroomertoGroomer.com
premiums and offer many benefits, bonuses, and perks. When you find the right people to join your team, you must treat them like the gems they are!” She also says, “Groomers are creative people. We encourage them to practice their art and continue their education. There’s always a new haircut or a new Doodle.” Maggie built Diamond in the Ruff by networking with others. “I joined networking groups and connected with a community of other small business owners to get started. I was fully booked within my first
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Jessica Moore Kerry Blue Terrier Show-Stopping Pet Trim
Poodle Know How
Brush up on Bichons
Learn the nuances of the Kerry
The Poodle is one of the most
I'm this one-hour seminar,
Blue Terrier trim with Jessica as she
groomed breeds in our shops,
Jessica will be demonstrating a
transforms a dog from frumpy to
no matter the size—we get a lot
Bichon Frise pet trim. Learn
fabulous. Jessica will discuss the
of them! Wanting to step up
how to get the cute round head,
breed standard and how you can
your game? This live grooming
balance, angles, and proper tail
translate that into a great looking
seminar tells all! How to deter-
trim on a shorter and easier to
pet trim in the shop. What is the
mine what trim will look good
maintain version of a show trim.
proper blade or attachment comb
on each pet, setting lengths on
length to use? How do I set the
different parts of the dog and
cheek lines? Where does the Fall
proper tool selections will be
start? If you find yourself asking
covered. Jessica will also cover
these questions, you can get your
client education on at-home
answers here. Jessica's tips and
maintenance and how often
tricks for the Kerry Blue Terrier will
they should schedule for a
have you walking away with
professional groom.
grooming education you can use on all your Kerry Blue Terrier clients.
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four months and put all clients on reoccurring appointments.” She no longer grooms, but focuses on the business side, including book–keeping, benefit coordinating, HR, payroll and other tasks. “I oversee the company to ensure we are all running to the best of our ability. I still network within our community and enjoy supporting and collaborating with other small businesses,” says Maggie. She’s also committed to local charities and rescues. “I am passionate about serving our community and believe it teaches and instills ethics, compassion, and understanding that cannot be taught in a classroom.” Diamond in the Ruff has created
a contact–free procedure post– COVID. “Our office staff handles all client interactions digitally or over the phone, emphasizing customer service and convenience. They create bookings, collect virtual payments, and confirm grooming instructions.” On the groomer side, they wear masks and gloves to retrieve the pet from a secure backyard or crate, eliminating direct human contact. Mobile spas are disinfected after each appointment with a CDC–approved disinfectant proven to be effective against Coronavirus. “Health and safety is always our number one priority,” says Maggie. It’s clear that Diamond in the Ruff will continue to set the standard for mobile grooming. &
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DERM CONNECTION
by Dr. Cliff Faver
A CRISIS OR A
WAKE–UP
CALL? As we return to work within our new routine, we need to reflect on what we
have just experienced.
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OVID–19 is not the last bad virus we will see, so hopefully we all learned a valuable lesson. After all, if not a virus, the threat could be a fungus or a drug– resistant bacterium. As a groomer, you are exposed to germs just as contagious and potentially as fatal as COVID–19 on a regular basis. Let this be a time to reflect on the lessons we have learned from the pandemic and apply them daily. One aspect is noticeably clear, and that is the need to incorporate proper
hygiene to avoid being affected. These types of contagious organisms should not be feared, but respected. Often lapses in sanitation occur when we let our guard down and become too complacent. The greatest fear as things get back to “normal” is that this complacency could cause a resurge, and we start all over again. We must not take this for granted and immediately take action to implement an efficient and regular sanitation plan. We were advised to stay home
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and contact our physician if we felt sick. If you observe a skin lesion on a dog and have no clue what it is, why would you want to take the chance of exposure to the unknown? If you ran into a person at the grocery store that was coughing, did you simply brush it off as a cold or did you get a little nervous and keep your distance, fearing it might be COVID–19? In the case of the dog, what if it is MRSA/MRSP, a drug–resistant pseudomonas infection (bad bacteria common in dog ears), or a severe contagious
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We were encouraged (and mandated, in some areas) to wear masks and gloves and to wash our hands frequently. This idea, although a great a one, was far from effective due to the poor execution.
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fungus? Under the right condition, some of those could be fatal—not only to you, but also your child or an immunocompromised family member. We were also informed that our greatest chance of contracting COVID–19 was by encountering a sick person or exposure to the virus from droplets left on surfaces. The most common means of self–contamination
is through the eyes, nose and mouth— most often from our hands. We were encouraged (and mandated, in some areas) to wear masks and gloves and to wash our hands frequently. This idea, although a great one, was far from effective due to the poor execution. People often wear the mask below their nose, use masks that are not personally protective or use
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their hands to constantly adjust the mask. This negates any benefit that these individuals might gain from using the PPE (Personal Protective Equipment) correctly. The lesson we should take away is that we need to take precautions in case there is a potential for some other type of contagious situation. Gloves, masks, eye protection and even a gown (changed between pets for the next pet’s protection) should be strictly utilized. It is also vital to get the correct PPE and to use it appropriately. Just going through the motions without correct equipment and knowledge is often just a wasted effort. Do you feel that you washed your hands as much or even more often than you would have when bathing dogs at work? We were encouraged to wash our hands frequently and use hand sanitizer (if we could find any) regularly. This is one of the best ways to avoid infection. The solution to pollution is dilution! It is important to add that a good hydrating lotion should be applied after washing hands, because if washed often, you strip off the natural oils from your hand. This dryness will cause extreme irritation, leaving you more susceptible to infections that can attack your skin like many of the bacteria and fungi previously discussed. Note: In the case of COVID–19, it does not penetrate
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the skin. It enters through your respiratory system. Another major concern was exposure to contaminated surfaces because the virus could live for a period of time away from the human, traveling via droplets from a cough or sneeze. The same thing applies to most of the infections we have coming through the grooming salons. The secret to avoid-
ing contamination is to take the same action as all the businesses that stayed open executed—clean, clean, clean! And when you get tired of cleaning, clean some more! This is a great practice to have in all our salons, not only for appearance to the public coming in, but also for building confidence in our clients that we understand the importance of sanitation and cleanliness.
Clients are going to look at our sanitation practices with a more critical eye having just been inundated with all the pandemic information. Expect people to be more critical, whether they speak out or not. They want their pets to be safe. Many have said that this crisis is going to change things forever. I don’t believe that. I believe, as a society, it will, until we get complacent and then it will happen again. I do hope, as a grooming community, we adopt some of these commonsense–type procedures as a part of our daily routine. No one is going to put it on the nightly news when a dog with a contagious disease walks into your salon, nor will they put restrictions on what you do if one does walk in (as of now). So, it is up to each one of us to do our best for the health and wellbeing of ourselves, our staff, our families, our customers and our furry clients. Take the time to educate yourself on correct cleaning/disinfecting procedures, educate staff with a reasonable standard of sanitation, set up protocols and, most importantly, follow the plan! Knowledge is power, so do not let the lessons we have learned from the pandemic go to waste. & Dr. Cliff Faver graduated with a BS in Biology/BA in Chemistry before getting a Veterinary degree in 1987. He is the past owner of Animal Health Services in Cave Creek, Arizona and now the US distributor for Iv San Bernard products, teaches the ISB Pet Aesthetician Certification program, and speaks internationally on hair and skin. His passion is to merge groomers and veterinarians to aid in helping and healing pets. He is also a member of AVMA, AAHA, AZVMA, Board member with Burbank Kennel Club, and has served on Novartis Lead Committee, Hill’s International Global Veterinary Board, and a Veterinary Management Group.
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KITTY'S KORNER
by Deborah Hansen
NEGLECTED CAT
Regular Client
When a pelted cat is presented at a first appointment, we are sad, but hopeful. Three years later, however, when it has become clear the owner expects this cat to be an annual shave–down, it is easy to become frustrated and discouraged.
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onverting these clients into regular clients is never easy, yet still possible. In my grooming business, I do a few things to help convert these clients into regular clients. The key to changing an owner’s behavior and expectations when it comes to a cat that has a tendency to mat and pelt often comes down to a “tough love” strategy. At check–in, I always assess each cat. When I discover the cat is pelted, I do a quick overview with the owner explaining why pelting is painful to the kitty and let them know the
charges for today. I then give owner two options and tell them that they do not need to make a decision until pick– up, and I send them off with printed material to explain the options I have verbally presented to them. The first option is to pay the bill in full at pick–up. That would be the lion cut and pelt removal price, plus any additional fees. My lion cut price includes the lion cut, bath, face, ears, nails and drying. The pelt removal fee is specifically for the extra time the lion cut takes due to the clippers not being able to slide under the mats.
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Additional pelt removal fees that my business may include would be for elderly and/or special needs cats, skin in the pelt and fecal removal. My elderly fee is for cats who have extra delicate skin and are significantly underweight. The fee for the special needs cats is applied to the cats that have medical issues which require them to be handled in a unique way. Most of my special needs cats have asthma or arthritis. Many of the pelt removals my business performs are for both elderly and special needs. For the cats that have
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My goal is to get the client used to a fresh and clean cat with less shedding. This is what truly converts an annual pelt–removal cat into a regular four– to six–week client.
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the armpit skin pulled up into the matting, I charge an extra fee due to the amount of time it takes to position the cat to safely release the fur that is pulling the skin into those mats. Cats with caked–on fecal matter are also charged an extra fee and are usually recommended for a veterinarian visit. The second option is to purchase a package of six grooms, which includes the pelt removal and five bath–and–brush visits, with the payments spread out over eight months. At drop–off I give the client a printed brochure to take with them that gives them all the information
they need to know about this option. What allures clients into this choice is that they do not have the expected huge grooming bill today. When clients choose to purchase a package, I do not add any extra charges, such as interest, plus I give a frequency discount, making it well worth the price. My goal is to get the client used to a fresh and clean cat with less shedding. This is what truly converts an annual pelt–removal cat into a regular four– to six–week client. When the cat owner does not want to purchase a set of grooms at the first visit, I offer a complimentary nail trim at six to eight
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weeks. I always schedule it before the client leaves their first appointment. When I am able to get my hands on the cat again at six to eight weeks, I am able to better understand that cat’s specific needs. As we know, diet, environment, nutrition and genetics all play a part in coat condition. When we can see the cat again in six to eight weeks, we know the cat started out clean and we can make accurate predictions as to the cat’s future grooming needs by assessing the current skin and coat condition. One thing my grooming business does to encourage the cat owner to
keep this free appointment is to send the cat owner a personalized thank you card after the first visit. That way, by reaching out to the owner with an appointment confirmation, they know how excited we are to see their kitty in the coming weeks. With all these things in place, some clients still will not follow through with regular grooming for their cat. At the cat’s second annual visit (year two), I directly tell the clients I knew their cat was going to pelt. I explain to them that pelting hurts and briefly mention the medical complications that can arise due to this degree of matting. I explain to the owner that this is why I offer a package of grooms and a free consultation to pelted kitties because I worry these cats will be in discomfort if I do not see them for a year. I then offer the cat owner the same choices I gave them last year. I make it clear I will not do another pelt removal on their cat. If they do not take my advice, this is the last time I will groom their cat. Chances are, they will not yet commit to another groom. The next time this cat owner calls my business (it may be year three, but sometimes it is year four or five), I tell them I will remove the pelt if—and only if—they agree to the package of grooms. I am very blunt and tell them it is too heartbreaking for me to see their cat in this condition when I know how to prevent their cat’s discomfort. This is the point at which these tough clients either become lifelong regulars or I never hear from them again. Converting an annual shave– down client into a regular client is not easy; however, it is possible. Many times I have seen it happen in my business. These types of clients take a lot of work on the front end, but once they have committed to regular grooming, they truly become your most loyal clients. &
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BUT WHY?
by Jonathan David
IS IT TIME TO TAKE THE
on the
We live in ever–changing times. And as technology has advanced, the habits and preferences of people and the way we live our lives day–to–day has changed. We’ve become a society that is shifting from going to places that provide a service to having places that provide a service come to us.
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ust about every industry that sells something or provides a service has either added or completely shifted their business model to delivery and house–call services—and the grooming industry is not in exclusion from this growing trend. But why should you consider adding mobile to your existing business— or going mobile all together? With such a shift towards home delivery services and with a changing retail landscape after COVID–19, the mobile grooming industry is in many
ways the future of grooming. However, there are a few things to consider if you’re thinking about starting a mobile grooming business or adding a mobile van to your existing salon location. First, you should explore how many mobile groomers are operating in your area and make sure there’s a demand for it. In higher population areas, multiple mobile businesses can thrive, but in more rural areas it can be a bit harder to acquire clients that already have a long–standing relationship with their current mobile groomer. The good news is that there are so
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many pets that are getting groomed regularly, there is still a high demand for mobile groomers, even in some of the smaller population areas. Next, you should consider the costs to operate your mobile business compared to the prices that mobile groomers are charging in your area. Mobile pricing can vary greatly from city to city, and even business to business, so you should develop a strong business plan and account for all costs associated with the payment, maintenance, advertisement and supplies for your mobile business—and of
There are several companies that manufacture mobile grooming van conversions and some that manufacture mobile grooming trailers. There are various features, upgrades, sizes and power sources available with the varying models and brands.
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course a salary that you’re happy with. Compare that to the pricing in your area and what you feel your services are worth and set your pricing. Once you’ve got that squared away, you now figure out how many dogs you need to do per week at the price you’ve set. In most areas, you’ll find that mobile grooming is a profitable venture and in high demand. Now that you’ve done your research on the costs and pricing, and you’ve decided that mobile groom-
ing would be a smart and lucrative venture for you, you need to explore the options available for buying a mobile grooming van. There are several companies that manufacture mobile grooming van conversions and some that manufacture mobile grooming trailers. There are various features, upgrades, sizes and power sources available with the varying models and brands. I encourage anyone considering the purchase of a mobile van or trailer to explore the models, features
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and options that the various companies offer, and how they match the needs of your mobile business venture. The various companies offer financing options, and there are also previously owned vans available through private sales or dealers. So you’ve crunched the numbers, secured the funding and you’re ready to purchase your mobile van or trailer. Now you need to get creative and brand yourself. When you created your business plan, you should have
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already decided on a name for your mobile grooming business and decided on the pricing for your services. You should have chosen the area you plan to service, and now you should think about advertising. In today’s world, a website is an absolute must for any business. There are many low–cost, easy–to–use website templates available online where you can create a website that will advertise your services and give you exposure to new customers. A great way to sell your services is to create a “feeling” that goes along with the service. What I mean by this is, rather than simply listing services as a very generic list with limited information, create a list of services that sound inviting and interesting. For example, in my business, we offer three
tiers of service: a bath and basics, a bath and tidy, or a full groom. Although that is, in fact, exactly what they are, we jazz it up a bit to give a feeling along with the service.
Easy! As you can see, we’ve created a more spa–like experience for pets and we want to feature those keys elements in our advertising of our services. It makes each service more inviting and it leaves the customer with a pleasant feeling about the experience their pet will have.
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Another fun way to sell your services is having a page on your website that shows before and after photos of your work.
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And when it comes to grooming pets, peace of mind is very important to pet owners. Another fun way to sell your services is having a page on your website that shows before and after photos of your work. It’s a great way to showcase your skills and let your customers see for themselves that you’re capable of providing a quality service that goes along with your branding. Marketing campaigns to let customers know that you’re in business and now offering mobile services is also a must for a mobile grooming business. While marketing through social media ads and direct mailings is a great way to get the word out, sometimes you have to be a bit creative with advertising. Parking in busy shopping centers while having lunch or reviewing your schedule between appointments is a great (and free!) way to advertise your mobile grooming business as well. Make sure your graphics are clear with an easy–to–read phone number. Magnetic business cards stuck to the outside of the van are also an easy way to reach customers while parked. Potential customers can simply take one off the van if you’re not there to speak with them. If your town does street fairs or pet–related community events, those are excellent opportunities to take a space with the van parked and open. Invite people in to see your mobile salon and they can meet you face–to–face in advance. With a little creativity, you can advertise your business at a fairly low cost, and the rest is word–of–mouth. In this ever–changing world of convenience and service, mobile grooming is an industry that is sure to continue to grow. If you’re ready to be an entrepreneur and be your own boss, or grow your existing business, now may be a better time than ever. &
H
ave you ever considered opening your own mobile grooming salon? Andis Company Educators Dana Chavez– Rey and Cindy Oliver share their experience in mobile grooming and tell you what you should know if you’re considering it!
start a mobile grooming business, starting first with purchasing your unit.
Dana Chavez–Ray: There are many variables when deciding to start a mobile grooming business, starting first with purchasing your
unit. There are several options, including purchasing a new mobile unit, purchasing a used unit or constructing your own. If buying a new unit, you will need a minimum of 10% for a down payment. If you are not an established groomer and you are starting out fresh, there is more
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WHAT IS THE START–UP COST FOR MOBILE GROOMERS?
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There are many variables when deciding to
expense as you will need your own equipment. Equipment includes, but is not limited to, blades, clippers, nail trimmer, scissors, combs and brushes. Additionally, you will need general supplies such as shampoo, towels, etc. It is also beneficial to have a dedicated
business phone. After considering all of these factors, including insurance, the average startup cost for a new mobile business is $10,000 to $15,000. Cindy Oliver: Startup cost really depends on how much you have to invest. I didn’t want to invest a lot of money when I started out because I wanted to make sure it took off and did well in my area before I invested a lot of money. I bought my first groom truck (1991 Aeromate) for $3,500, and got a loan for $6,000 for my truck, insurance and supplies to get started. It was a self–converted groom truck I had for nine years and I later upgraded once by business had grown.
WHAT ARE THE BENEFITS TO MOBILE GROOMING? WHAT ADVICE WOULD YOU GIVE TO SOMEONE WHO IS THINKING OF GOING MOBILE? Dana Chavez–Rey: There is less to
clean and you are not confined to one location. Also, owners are available as soon as you are finished with your work, so the animal is not stuck in a kennel in a noisy salon. The noise and energy levels are significantly less too. My advice: Do it! You should have gone mobile yesterday. Cindy Oliver: The main benefit of being mobile is you are your own boss. You can work however much you want to, schedule the days you want to work, make your own hours and take off when you want to. You also make 100% profit on your grooming. Mobile is the best! If you’re considering going mobile, ask questions to other mobile groomers. See if you can shadow and ride with a mobile groomer in your area for a day and see how it works and if you like it. Mobile is not for everybody. If it’s for you, then take the plunge and do it! &
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GROOMING GAB
by Kathy Hosler
Selling
Business: YOUR
HOW TO GET WHAT IT’S WORTH “I absolutely loved my job, my clients and their pets, and I really thought that I would groom until I died,” says Cathy Hartley of Palatine, Illinois. But sometimes life has other ideas.
I
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bought my salon, Jimminy Clippers, for $12,000 when I was just 21 years old. I put a lot of sweat, love, and hard work into that business. It was my pride and joy. It grew and flourished until I had 15 employees. “Eventually, I started to feel burned out. Usually taking a vacation was all I needed to feel refreshed. I would come back from a trip with great enthusiasm and inspiration,” says Cathy. But after owning Jimminy Clippers for about 30 years, the feeling of burnout was constant for Cathy. And she came to the conclusion that she needed to sell it. “When you decide to sell your business, it becomes your job to find qualified professionals to assist you,
and to prepare your salon for viewing by potential buyers. You need to clean, paint, de–clutter, etc. “One of the most important things you need is to have good records. If you do not keep accurate records, you might not have much to sell,” says Cathy. She decided to sell only the dog portion of Jimminy Clippers and keep the cat division, Kitty City, and operate it out of her home. “I made an itemized list of everything at Jimminy Clippers that would go to the purchaser. Then I made a list of all the things I was taking with me. “I met with my accountant, Mary Ellen Rizzo of Rizzo and Co. P.C., of Palatine, Illinois, to figure out how to
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price the business. My accountant did all my numbers and put my portfolio together. While compiling my portfolio, Mary Ellen shared some key information that anyone who wants to sell their business may find invaluable,” states Cathy. “It is important to have complete and easy–to–review accounting records,” says Ms. Rizzo. “The buyer will want to perform a certain level of due diligence with regard to the value of the business and its future ability to generate profits. “There are many ways to value a business. As a rule of thumb, using the average gross revenue of the business over the current and five proceeding years is a good start to a business valuation.
If the average gross revenue is $100,000 and the factor to be used is 1.5 times, the recommended sales price would be $150,000.
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“This valuation would provide the buyer with a clear picture of the financial growth of the business. You then apply a factor to the average gross revenue. For example, if the average gross revenue is $100,000 and the factor to be used is 1.5 times, the recommended sales price would be $150,000. “The factor you use is dependent upon the number of years in business, local competition, industry standards, longevity or turnover of the customer base, key employees to stay on, and if the lease for the business location is transferable. All of these components would allow for a higher factor to be used,” concedes Ms. Rizzo. “Another important consideration in determining a valuation/sales price are the terms of the buyout. Will the seller need to hold a note? For how long? What is the down payment? Etc.” Ms. Rizzo concludes with, “Of course, in the end, the value of the business is what a willing and able buyer and seller agree to.” “When my portfolio was completed,” says Cathy, “I contacted a commercial broker. In addition to having the broker list my salon, I wanted to actively try to sell it online. And, if I did sell it online myself, the broker agreed that he would receive no commission. I had that put in the contract I signed with him. “You’ve got to be up front about everything. You want the person that is buying your business to be successful, so letting them know as much as possible about the operational expenses is crucial. But, you don’t want to divulge that information to just anyone,” Cathy says. “When a prospective buyer showed interest in purchasing the business and wanted to see the records, they had to sign an agreement. It stated that when they looked at my financial and other records, they would not repeat what they saw and could not make any copies.” Cathy did some online advertising of the business and the broker actively
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searched for a buyer. Ultimately, within a year, someone answered her online ad and purchased the business. “Honoring my sales agreement, I can’t state the amount I received for Jimminy Clippers, but the purchase price was in the six figures,” shares Cathy. “My accountant prepared everything and sent it to the attorney who
drew up the transfer papers. When the paperwork was signed, all the utilities, insurance, rent, everything connected with the business, was transferred to the new owner. “He purchased the business name, the equipment and the client list. The building itself, he rents from the shopping center. He gave me a large down
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payment when he took over the business. I stayed on until it was paid in full—about three months,” says Cathy. Cathy worked hard to make the change of ownership a smooth transition for everyone. And she talked to her staff before the sale and explained that they wouldn’t lose their jobs or make less money. “Over the years, I have heard a lot of groomers say, ‘I would never buy a shop, I’ll just open one of my own’ “Well, there is a huge difference between buying an existing business verses starting from scratch. When you purchase an existing business, you have instant income because you already have clients. You have name recognition and the business reputation. And, if you never operated a business before, you have all the paperwork telling you what your employee and operating costs should be,” Cathy says. The portfolio that was prepared was invaluable to the new owner of Jimminy Clippers. Everything was laid out for him so there were no surprises. “It really aggravates me that many groomers practically give away their business when they decide to sell. I’ve heard of those who only get $12,000 to $15,000 for a business that they worked their whole life to build. That is totally unacceptable,” exclaims Cathy. “I miss seeing my clients and their dogs, but the decision to sell my business was the right thing for me. And, after working all those years to create it, I am confident and satisfied that I got adequate compensation for it.” Cathy concludes, “I really hope others who want to sell their business take the time to prepare their salon for sale, keep good records, and have an accountant, broker, or other qualified professionals to help them along the way—so that they, too, can get what it's worth.” &
WWW.AQUAAIR-WETDRY.COM
STYLED UP
by Amanda Aaron
AFTER
BEFORE
FIG. 1
Bichon
Retirement Trim
I
n this tutorial, we have an overgrown Bichon Frisé that has retired from the AKC confirmation show ring. We are putting him into a moderate pet trim with an Asian style–inspired headpiece to let him enjoy going longer in
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between grooming sessions. Fig 1) After a thorough blow out and brushing, use a clipper comb of your choosing to set the length on the body. Fig 2) Starting a few fingers behind the shoulders, using the same
FIG. 2
FIG. 3
FIG. 4
FIG. 5
FIG. 6
FIG. 7
comb length, clip all of the way to the base of the tail. Fig 3) Clip off everything on the back thigh to the rear of the lower thigh. Fig 4) Clip the hair off to the elbow at the top of the front legs. Fig 5) Using a #9 blade, clip off the hair at the throat in about a one– inch–wide band. Fig 6) Using a clipper comb that is a length or two shorter than what was used on the body, clip the hair starting at the throat down to the bottom of the chest. Fig 7) Next, using the shear of your choice, trim the underline to give it a neat appearance.
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Groomer to Groomer • Vol 39 Ed 8 • August 2020
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FIG. 8
Fig 8) Lift the front leg and pull it forward. Trim off the hair that falls down in a straight line. Fig 9) Lifting the tail onto the
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Groomer to Groomer • Vol 39 Ed 8 • August 2020
FIG. 9
back, scissor the tail in. Fig 10) Lift the back leg up and stretch it comfortably backwards. Trim the hair at the fullest point on
GroomertoGroomer.com
FIG. 10
the knee in a rounded fashion into the tuck–up. Fig 11) Scissor the legs to blend into the body to the shape of your lik-
FIG. 11
FIG. 12
ing. For this trim, a moderate column shape is desired. Fig 12) To give the back leg some angulation, set your shears
FIG. 13
at the shortest point at the bottom of the lower thigh and trim off a straight line to the hock. Fig 13) Lift up the opposite leg
and trim in a straight line down from the top of the inside thigh to the bottom of the foot. Fig 14) Trim all feet round. It’s eas-
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FIG. 14
FIG. 15
FIG. 16
FIG. 17
FIG. 18
FIG. 19
iest to use curved shears for this. Fig 15) Scissor–blend the legs. You may choose to do a more flared Asian style if that is your preference. Fig 16) Stacking the dog, trim the chest of any excess hair. Fig 17) Go over the rest of your dog with the shear of your choosing for a nice finished look. Fig 18) Carefully clip underneath the eyes to remove any extra hair. Fig 19) Next, set the length on the chin, being careful not to trim too much off. Fig 20) Holding the ear leather, carefully trim the ear as short as you can.
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FIG. 20
FIG. 21
FIG. 22
FIG. 23
FIG. 24
FIG. 25
BIG TOP
Let the Do the Work Ergonomics that SAVE YOUR BACK Fig 21) Once the ear length is set, put it back in place and trim the back half of the ear in a rounded fashion into the back of the head. Fig 22) Round off the top of the head. Curved shears are best for this. Fig 23) Comb all of the tiny hairs on the lips forward. Using tiny curved shears, reverse the shear to trim the hair away from the mouth. Fig 24) Holding each ear up, trim into the cheek to separate the look of the ear from the rest of the head. Fig 25) Then, using straight shears, go back over your line to give it a crisp, sharp look. Fig 26) Comb all of the muzzle hair up and, using a straight shear,
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FIG. 26
FIG. 27
trim it straight across. Fig 27) Comb the hair by the nose forward and trim that hair for a softer look using thinning shears. Fig 28) Comb the hair above the eyes forward. Trim this round so the longest point is right in the middle of the eyes and the shortest points are at the outside corner of each eye. Fig 29) Pulling the head forward, trim the crest hair to a moderate length.
FIG. 28
FIG. 29
Take a step back and enjoy this handsome older boy with his flashy new trim! &
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August 14-16, 2020 Hosted on Zoom To Register visit www.aagroom.com
Jessica Moore Kerry Blue Terrier Show-Stopping Pet Trim
Poodle Know How
Brush up on Bichons
Learn the nuances of the Kerry
The Poodle is one of the most
I'm this one-hour seminar,
Blue Terrier trim with Jessica as she
groomed breeds in our shops,
Jessica will be demonstrating a
transforms a dog from frumpy to
no matter the size—we get a lot
Bichon Frise pet trim. Learn
fabulous. Jessica will discuss the
of them! Wanting to step up
how to get the cute round head,
breed standard and how you can
your game? This live grooming
balance, angles, and proper tail
translate that into a great looking
seminar tells all! How to deter-
trim on a shorter and easier to
pet trim in the shop. What is the
mine what trim will look good
maintain version of a show trim.
proper blade or attachment comb
on each pet, setting lengths on
length to use? How do I set the
different parts of the dog and
cheek lines? Where does the Fall
proper tool selections will be
start? If you find yourself asking
covered. Jessica will also cover
these questions, you can get your
client education on at-home
answers here. Jessica's tips and
maintenance and how often
tricks for the Kerry Blue Terrier will
they should schedule for a
have you walking away with
professional groom.
grooming education you can use on all your Kerry Blue Terrier clients.
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GROOMER HUMOR
Wisdom and Grace Yes, he alone is my Rock, my rescuer, defense, and fortress—why then should I be tense with fear when troubles come?
I don’t always look like this but when I do, it’s most likely because I attempted to trim a Pug’s nails …
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Psalm 62:6 Living Bible
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