Groomer to Groomer July 2018 by Barkleigh Productions

“THE GROOMING INDUSTRY’S TRADE MAGAZINE!” VOL. 37 ED.7 • JULY 2018

NEW LOCATION FOR 2018

WWW. GROOMERTOGROOMER .COM

UPGRADE YOUR BUSINESS WITH

SOFTWARE & TECHNOLOGY

RECEIPTS

A RE YOU MISSING

THIS FREE

M A RK ETING GEM?

CONTENTS | JULY 2018

ARE YOU MISSING THIS FREE

by Malissa Diener CA, MMT

ALL AMERICAN 2018 NEW LOCATION!!

PAGE 12

VEHICLE & PERSONAL

LOCATORS: Conner: Shaping a Speciality

Berry: What's Your Value? A Look into Value–Based Client Relationships

Necessary Cat Grooming Tools: Physical & Mental

Knowles: It's Hair, Not Warfare: A Primer 34 on Shedding Upgrade Your Business With Software & Technology

Hosler: No Refunds! No Kidding

with

Evans: Experimenting with New Techniques 60 New Products

Groomer Humor

Classifieds

Calendar of Events

WHEN YOU’RE

by Mary Oquendo O

It wasn’t just the thought of going off the road,

ne cold, snowy day a couple of years back, I was driving down the aptly named Long Mountain Road. This long and mountainous road was buffeted on both sides by packed snow. It was effectively keeping me on the road as I frequently brushed up against the snowbanks, as driving conditions the road, but the fact that at any given“THE of your schedule and leaving it where were slick. I glance off to the side GROOMING INDUSTRY’S MAGAZINE!” point in my day, no one other than my- TRADE a trusted employee/significant other/ and, laughing, thought if I slide off friend has access I the road into the gully, my white van WWW. GROOMERTOGROOMER .COM to it. I take a photo VOL. 37 ED.7 • self JULYknew 2018 where I was going or where of the week’s schedule and text it to won’t be found until spring. Oh crap. had been. That was a scary thought. There are both low and high tech my hubby. The added benefit is if I No one knows where I am. I needed to remedy this quickly. options to overcome this problem. forget my appointment book or (gasp) It wasn’t just the thought of going off Low tech is simply making a copy lose it, I can still access my schedule

but the fact that at any given point in my day, no one other than myself knew where I was going

or where I had been. That was a scary thought.

EDITOR/PRESIDENT Todd Shelly todd@barkleigh.com

SR. GRAPHIC DESIGNER Jenn Barraclough jennifer@barkleigh.com

ASSISTANT EDITOR Gwen Shelly gwen@barkleigh.com

JR. GRAPHIC DESIGNER Jenny Thomas jthomas@barkleigh.com

MANAGING EDITOR Rebecca Shipman rebecca@barkleigh.com

WEB MASTER Luke Dumberth luke@barkleigh.com

CHIEF OPERATIONS OFFICER Adam Lohr adam@barkleigh.com

VIDEO DIRECTOR Jeremiah Strawbridge jeremiah@barkleigh.com

ART DIRECTOR Laura Pennington laura@barkleigh.com

VIDEO PRODUCTION Becca Tarlo rtarlo@barkleigh.com

Michell Evans Kathy Hosler

Gary Wilkes Mary Oquendo

Daryl Conner Kathy Rose

DIRECTOR OF MARKETING & CLIENT RELATIONS James Severs james@barkleigh.com

MARKETING COORDINATOR Alyx Robertson alyx@barkleigh.com

PUBLIC RELATIONS/SOCIAL MEDIA COORDINATOR Chelsey Hall chelsey@barkleigh.com

Groomer to Groomer • Vol 37 Ed 7 • July 2018

NEW LOCATION FOR 2018

GroomertoGroomer.com

UPGRADE YOUR BUSINESS WITH

SOFTWARE & TECHNOLOGY

RECEIPTS

A RE YOU MISSING

THIS FREE

M A RK ETI NG GEM?

AD COORDINATOR/ ADMIN ASSISTANT Karin Grottola karin@barkleigh.com

Khris Berry Michelle Knowles

Copyright July 2018. 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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ON THE COVER All American Grooming Show bigger and better than ever! Details on Page 64.

Groomer to Groomer • Vol 37 Ed 7 • July 2018

GROOMING MATTERS by Daryl Conner

SHAPING A

SPECIALTY The kind woman who trained me to groom dogs in the early 1980’s happily shared her knowledge about Poodles, Cockers, Chows and every other breed that graced our grooming tables. But she never let me touch a Scottish terrier. Scotties were her breed.

t is somewhat ironic that I now have a great many Scottish terriers on my client list. Some travel for hours to get to me. Scottish terrier people know other Scottie people, and they recommend the groomer of their beloved pet. I never intended to be a Scottie specialist, but life can be funny that way. I did intend to be a feline specialist. Early on in my career I realized there was very little information out there for people who wanted to groom cats. I set out to learn as much as I could on the subject. I read every cat book I could get my hands on. I interviewed veterinarians and

questioned breeders. I went to cat shows. I learned from every cat I had an opportunity to groom. My appointment book stays nicely filled with cats and I have earned the title of Certified Master Cat Groomer.

SO, WHAT AM I GETTING AT? To help build your business and create a reputation for your work, consider specializing in something. When you become a specialist, it means you create expertise in a certain area. Here are some ways groomers fulfill needs by offering special services: • Feline centered grooming. Many groomers offer cat–only grooming or

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cater to cat clients by grooming only cats on certain days. Since owned cats outnumber owned dogs in the US by a wide margin, tapping into this segment of the grooming industry makes great financial sense. • Hand stripping. It is safe to say that the average groomer does not offer hand stripping. Many groomers were never taught the art, or they know how but don’t want to devote the needed time for this service. However, there is a demand for hand stripping. Groomers who can properly hand strip coats can build clientele, charging a premium rate for the service and singular skill.

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⨀挀漀氀漀爀猀洀愀礀瘀愀爀礀

GOLDEN OLDIES If you, like me, are a pushover for a gray muzzle, consider advertising this as a special service. Geriatric dogs often have specific grooming needs, and always require a gentle and patient groomer.

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• Breed or group–specific specialist. Let’s say you can’t get enough of Spaniels and Setters. If you learn how to do the best sporting breed grooms in your area, word will get out and your dance card will be filled with sporting breed dogs all day. Maybe you think terriers are terrific? Or Bichons are the bomb? Be the best at your favorite breeds and build your brand working on the dogs you enjoy the most. • In/out service. One common grooming customer complaint is that people dislike having to leave their pet for hours to be groomed. By offering in and out service and grooming pets one at a time, you can fulfill the desire of a segment of the pet owning public and build your business around satisfying people who want fast turnaround. • Golden Oldies. If you, like me, are a pushover for a gray muzzle, consider advertising this as a special service. Geriatric dogs often have specific grooming needs, and always require a gentle and patient groomer. Pet owners that love their dogs want them to be comfortable and safe during their last years, and this is an area that I believe an enterprising groomer could create quite a reputation for themselves with. • Getting creative. Depending on where you live, offering to do a little splash of color or unusual hair cuts can bring in a group of clients who like their pet to stand out from the pack. • Flexible scheduling. Some groomers opt to work Saturday and Sunday, holidays, early mornings or late evenings, welcoming busy people who work a more traditional Monday–Friday, 9–5 schedule. • Mobile and House Call grooming. Both of these specialty services are well entrenched in our industry, and their success is an excellent example of how creating a unique business can be very profitable.

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These are just a few ideas that innovative groomers have come up with to fill a niche in our industry. Filling a need does not necessarily have to be an all or nothing proposition, either. Let’s say you’d like to try offering in and out service for the customers that you know would prefer that. You could designate one day a week to grooming this way, leaving the rest of the week as you currently schedule. Charging an added fee for the service will make this a winning situation for you, and pet owners who desire fast turn around expect to pay more. Let’s say you like the idea of being the best groomer of a certain breed in your area. How do you ratchet up your skills? Many top industry groomers offer private les-

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sons. I have taken advantage of this and watched my work improve. Setting up a day of one–on–one training with a master of the breed you desire to improve on is a fabulous investment in your career. Beyond this, read as much as you can about the breed, take classes at grooming trade shows, go to dog shows and talk to breeders. Stretching out of your comfort zone can be a little daunting at first, but it can also make you fall in love with grooming all over again as you learn and grow. Having one or more areas of specialized service will help your grooming business stand out over those that generalize. It can also make your work more enjoyable for you as you focus your energy on animals you enjoy working with the most. ✂

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ARE YOU MISSING THIS FREE

E by Malissa Diener CA, MMT e

Every time someone makes a purchase from your business they should get an email receipt. Even if you deal in cash—you know that green paper stuff no one ever has? You should have an automatic receipt template set up to send after the service is over.

do mine in the evening after all the grooming is finished. I collect email addresses from every customer I service. If you have a credit card/debit card payment system, chances are there is a way to set up email receipts, and also a way to customize your receipts. It’s an amazing way to connect with your customers—but it’s often overlooked as a marketing opportunity. More than likely, you’re missing out

on additional sales because of that. This article is all about how you can use something as simple as an email receipt template as a part of your marketing strategy to win additional sales and stay connected with your customers. If you know anything about me, you know I love anything cheap and easy. I am no computer–wiz. I work as a house call groomer and try to keep my marketing expenses as low

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as possible. I want my customers to propel my services for me and the technology I use to assist me as well. With an open rate of 70.90%, compared to the average 17.19% for regular email marketing campaigns, email receipts are a potential marketing gold mine, and it’s important that you treat them that way. It’s important to remember that when a customer completes a checkout with you, their trust is

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already gained. They are already committed to your services and your business. This is an enormous gift; you literally have that customer in the palm of your hand. Now what you do with them after that is up to you. You can let them forget all about you afterwards or you can take that gift and make it keep giving to your business. By sending a receipt via email, you are continuing that relationship past the “see ya next time” parting comment. You can use that moment when a customer opens their email to do a few things: • Upsell related products and services • Offer a discount code to encourage a future booking (if they haven’t already pre–booked) • Set up a feedback loop to better understand your customers and your checkout flow • Promote your social media accounts • Let customers share their experience on Facebook • Promote review publishing by listing your review site direct links with incentives for publishing reviews on your services • Share photos of their pet • Advertise specials for VIP customers It might not seem obvious, but companies have been using email receipts as a part of their marketing strategy for a while now. Even companies outside of the pet business space. Take a look at an email receipt that you may have received from any recent business transaction you have conducted. See if you can glean any inspiration from those companies. They are marketing to you, and not subtly, within that email. Still not convinced these are powerful? Here’s what Uber has to say about their customer acquisition

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and marketing strategy; “Uber spends virtually zero dollars on marketing, spreading almost exclusively via word of mouth. Our virality is almost unprecedented. For every 7 rides we do, our users’ big mouths generate a new rider.” This is BRILLIANT marketing at its finest. Uber offers things like: • Letting you rate your experience • Being able to provide immediate feedback on your “purchase” • Offer a referral bonus for sharing with friends • Include a valuable and fun insight into their “product” (travel) using Google Maps All on one digital receipt. Seems so simple. Simple is often over looked. Again, like I said, cheap and easy. You already have the email

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program in place, you already have a payment system in place, now utilize them to your advantage and take the time to cater to your customers. Some big players in the commerce industry have already been doing this for a while. For example, as far back as 2006, Amazon reported that 35% of its revenue was a direct result of its cross sales and up–selling efforts. That’s mostly through email receipts. You know that little box at the bottom of your receipt that has the “You might also enjoy these products”? Well how many of you have looked at that and said, “oh yeah, I need that too!”? Try incorporating some product up–selling in your email receipt template to see if there is an increase in appointments. Here are some examples of other ways that you can use this idea in email receipts: • Add the option to book a new appointment • Sell related products or accessories such as supplements or treats —the ideas are endless • Offer the option to buy it for a friend or offer gift certificates By offering a discount code in your receipt email you’re offering an incentive for the customer to come back and make another purchase. You can even take that one step further and say, “This is only for our VIP customers”, letting them get that warm and fuzzy emotional feeling that they are important to you. Which they are, otherwise you wouldn’t be in business! A study shows that 44% of email recipients made at least one purchase last year based on a promotional email that included a coupon code. In our business, I can attest that I have a better success rate rebooking

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How It Works • Register online at heroes4healthypets.com and view complimentary online educational modules taught by veterinary experts in infectious disease: - Understanding Infectious Diseases (1 hour) - Effective Infectious Disease Control (1 hour) • Pass the final examination Print and display your Infectious Disease Management Certificate. Show your commitment to pet health!

The Program is sponsored by Merck Animal Health and Clorox Healthcare in coordination with Barkleigh Productions, the National Association of Veterinary Technicians in America (NAVTA), International Boarding and Pet Services Association (IBPSA), Pet Sitters International (PSI), and VetGirl. Copyright © 2018 Intervet Inc., d/b/a Merck Animal Health, a subsidiary of Merck & Co., Inc. All rights reserved. US/NOV/1017/0059

Many business studies show that more than two–thirds of business leaders plan to integrate social media within their email marketing efforts. So why aren’t you? appointments via my email receipt marketing than when I ask face to face. Most of the time people are in a more relaxed state when reading through emails, resulting in them being able to make a decision at their leisure. Even if the discount is something as small as 5% off, $1 off their next order or a free service upgrade; savings is savings—and in the mind of a customer, any savings is good. As a service industry, groomers tend to look unfavorably at coupons.

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However, used properly they can enhance your business substantially. Remember, they are going out to customers who have already purchased your services—you are not appealing to someone new, you are just giving those that already bought into your program more to brag about! More to consider about coupons as a promotional tool is that they have multiple uses. You can use them to track sales for online and offline marketing campaigns, or offer time–sensi-

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tive discounts to incentivize another purchase. Coupons can also be included on your physical retail receipts. Many business studies show that more than two–thirds of business leaders plan to integrate social media within their email marketing efforts. So why aren’t you? Simply include links to your social accounts in either the footer or in a content card on your email receipt template. If you don’t have separate accounts for your personal

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Groomer to Groomer • Vol 37 Ed 7 • July 2018

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Groomer to Groomer • Vol 37 Ed 7 • July 2018

and business social media, NOW is the time to get those up and running. While it is fairly simple to use a receipt email, there are other opportunities with social media as well. Some ideas are: • Share with 10 friends and get 10% off your next groom when they book and complete an appointment (They must give your name or code to build your referral). • Every time you refer a friend, you get a free upgraded service. • Every time you mention/tag us on social media, you get an upgraded service or a percentage off. These are just ideas for you to build on. As pet groomers we need a steady stream of regular and new

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customers to keep us earning. Each year we lose about 25% of our business due to life changes like moving, death, don’t have pets anymore, etc. We need to actively be recruiting new clientele all the time. You can get immediate, valuable feedback from paying customers using email receipts. Retail stores and restaurants have been doing this for a long time. Often they’ll include a contest entry by completing a feedback survey. You can do the same for your business. This will give you some insight into the purchasing flow for your business, as well as any pain points a customer may have experienced while utilizing your services. People are more apt to say something on a survey or review

than face to face. Take advantage of that by using these tools. Here are some questions that might be worth including to get some feedback from your customers: • How did they feel about the overall experience? • Did they feel the service was priced fairly? • How did they find your services? • What can you improve about your services? • How can you improve your check in/checkout flow?

grooming business. By being imaginative with our marketing plans, we don’t have to spend a lot of money to actually make more money. It does take time. That is the key. You have to invest in yourself in order to make your business grow. Now get out there and start that email receipt marketing campaign! ✂

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Using email receipts, you can take advantage of that brief moment when dopamine is released into the brain. Try to encourage customers to share their experience on Facebook, Instagram, Twitter and more social media sites by tagging your business when they’re still feeling excited and have a “shopping high”. Why is it important to make it easily sharable? Because customers who have been referred by their friends spend an average of 13.4% more. Having your business social media links easily accessible in your email receipt is paramount to building new customers. Email is an easy, accessible way for you to help build your business, retain the customers you do have and expand your brand through customer loyalty promotions. This is an easy and inexpensive element to incorporate into your business marketing plan. This is also a great way to promote your online presence through social media interactions from your customers. In this day and age, we as a collective industry, need to set ourselves apart from every other

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Groomer to Groomer • Vol 37 Ed 7 • July 2018

GROOMING BUSINESS BASICS

by Khris Berry

WHAT’S YOUR VALUE? A LOOK INTO

Value-Based

Client Relationships

andy is a successful groomer who works in a popular local grooming shop. The phone rings regularly and she enjoys a stable schedule with a high level of return clientele. Like most groomers, she has a rise and fall in her yearly business; busier at the holidays and good weather with lulls during other months. In the big picture, Sandy and her grooming shop are both successful in their industry. Like most groomers, there are times when Sandy’s grooming shop must navigate financial negotiations with clients. Most commonly, these include when a new client calls to request a price quote, or when Sandy’s shop finds it necessary to impose a price increase or if her regular client requires significantly more work. These financial negotiations can strike fear and dread in the heart of the most seasoned groomer

If you are nervous about discussing pricing with new or existing clients, you may have developed a “Value-Based Relationship” with your clients. and grooming business professional. One of the first questions I ask groomers who are dreadful of discussing price with their clients is “Why?” If you are nervous about discussing pricing with new or existing clients, you may have developed a “Value– Based Relationship” with your clients. To understand and identify if you have value–based relationships with your clients, let’s begin by examining your client base and your typical client. Mrs. Jones has a toy poodle who you have groomed for 9 years named

Groomer to Groomer • Vol 37 Ed 7 • July 2018

Princess. You have seen Princess month after month through seasons and change in both of your lives. You have Princess’s haircut memorized and can execute it in your sleep. Mrs. Jones comes regularly and often mentions she is on a fixed income. When you increase your prices due to cost–of– living, inflation, rising expenses or changing conditions in the industry, you are reluctant to pass those increases through to Mrs. Jones. Perhaps you have reasoned that she is on a fixed income; perhaps you have tried to raise

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Breaking the value-based relationship cycle is liberating in many ways, but perhaps the best benefit is having the latitude to choose which principle you want to build your new client relationship upon. her price and she has lamented that she will need to find another groomer; perhaps you have not increased her price, reasoning that the haircut is simple and doesn’t really take that much time. Any of these reasons would indicate that you, in fact, have a value– based relationship with Mrs. Jones. When a new client calls your salon requesting information about your services, are they requesting pricing first? Or are they asking your specialty, education or safety record? If they are requesting price first and foremost, they are seeking a value–

based relationship with a Pet Service provider. It’s likely they have been conditioned in the past either by other Pet Service providers or the Pet Service Market in your area. Groomers who negotiate discounts, offer refunds and generally are willing to offer their services at a less than living wage rate, or at a rate which does not allow a grooming business to remain stable and viable, often find themselves in a financial negotiation with clients which resembles a full hostage situation. They have no recourse to fall back on if they do not

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meet the client demands. And they live in fear of losing the client. If you are reading this and nodding your head in agreement, or you have clients like Mrs. Jones in your customer base, let’s discuss how to begin to define your Groomer/Client relationship based upon factors other than value. This is a scary concept for many Pet Groomers for several reasons. Breaking the value–based relationship cycle is liberating in many ways, but perhaps the best benefit is having the latitude to choose which principle you want to build your new

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When you eliminate value-based discussions with your clients, you have more latitude to direct your business and career to a comfortable, profitable place.

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client relationship upon. Identify what principles you personally offer your clients. Do you offer clean and sanitary conditions? Do you have an exemplary safety record? Do you provide specialty services such as technically difficult breed profiles, hand stripping or exquisite scissor skills? Are your hours and location convenient? Is your salon all–inclusive or serve spa– like services? Any of these could be a principle which your clients can learn to associate with your services. When you eliminate value–based discussions with your clients, you have more latitude to direct your business and career to a comfortable, profitable place. When clients assign worth to your unique skill set or offering, you begin to develop relationships that your clients will value more deeply. Many groomers brag about their return customers, that their schedule is full for many months in advance or that their phone rings constantly. We service an industry with an ever–shrinking workforce and an ever–growing client base. However, many of those same groomers are still fearful of imposing necessary cost– of–living increases or balancing their business margins to realize a profit because they are held prisoner by value–based mindsets. Changing relationships with your clientele takes time and skill. You have to lead your customers to a new mindset and begin dialog with them that will include what you are good at, what you are offering them and what you value in your own career. Learning to educate your customers about the services and teaching them to assign importance to things other than the cost of your services is invaluable. Change their minds and you change your work destiny. ✂

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ho does not LOVE to buy new tools? Especially when you are at a trade show where you can try everything out! As a former elementary educator who learned how to groom cats as a “bucket list” item and turned my cat grooming education into a successful house call business, my tool list is very minimal. Don’t get me wrong, I love gadgets and gizmos. However, when it comes to grooming a cat, education, mindfulness, control of the cat and environment are far more important than any physical tool. Education is the most important tool I own. While my formal training gave me the skill and techniques to handle difficult cats, just as important

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is that I have sought out education and training in holistic techniques. Having a well–balanced education from multiple sources is the most valuable tool anyone can have. Mindfulness is my second most powerful tool when it comes to grooming a feline. If I cannot focus myself and be at peace in the moment with the cat, the danger level of the groom becomes exponentially higher. When I am not 100% focused, that is when accidents happen. Complete control of the feline is the next most valuable tool I have. Education, mindfulness, experience and being able to read the feline’s body language all lead to maintaining control of the feline during the grooming process.

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Something of interest—especially for the dog groomers—I do not carry or use scissors. If you review the breed standards, the only groom that requires any scissoring is the forehead of a Persian or Long Hair Exotic.

The next big tool I have is the environment I work in. As a house call groomer, I typically have less control than most groomers. The important elements of environment include a quiet and dim workspace free of random noises. Excessive human emotions and noises are all reasons for a groom to quickly take a turn for the worse. After you invest time and finances in a firm cat grooming education, are able to focus yourself on the task at hand, are able to predict feline behavior and control your work environment you are ready to move on to the physical tools that will enhance your grooming skills.

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The most important physical items I have for cat grooming are a foam garden kneeling pad to sit on and an N95 rated surgical mask. The foam pad prevents back pain and the mask keeps cat hair out of my sinus passages. Both items I had to learn about the hard way and, to be honest, I was stubborn about using at first. Now I can really see the health benefits in all areas of my life from using these tools. I will add here that my ear muff type hearing protection has also tremendously improved my quality of life. I use a generic mini scissor style nail clippers and a handled medium comb. For the majority of my work, I use a face and feet comb and stainless combs for comb cuts. I use a smaller clipper and one with a clipper–vacuum attachment. When a cat is being difficult I use an air muzzle and/or bite buster sleeves. A variable speed dryer and a good quality shop vac round out my daily grooming tools. Something of interest—especially for the dog groomers—I do not carry or use scissors. If you review the

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While gizmos and gadgets are fun and exciting, there is nothing better than a firm education in the basics. While the newest thing may make you happy right now, learning how to read a cat will keep you safe. breed standards, the only groom that requires any scissoring is the forehead of a Persian or Long Hair Exotic. While I will occasionally perform a face trim on a cat, many owners have come to love their cat’s “wolfy” face and feel that when it is trimmed the cat loses its personality. I do have two dream tools. If I was not a house call groomer, my first purchase would be cat–specific vacuum dryer followed by cage dryers. I have used both in my teaching, education and while visiting other groomers. The vacuum dryer is my dream

item because it contains all the dead coat that is pushed out of the feline during the drying process. This is beneficial for two reasons. First, it prevents the dead coat from entering my body through my sinus passages. This makes it ideal to maintain my health and quality of life. Second, it makes clean up a snap. An added bonus is that I do not end up covered in hair. Cage dryers are also on my dream list because the drying process could begin while I am free to spend my time on something else. There

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is nothing I would love more than to get a cat bone dry without being exposed to all the hair flying around my work environment. While gizmos and gadgets are fun and exciting, there is nothing better than a firm education in the basics. While the newest thing may make you happy right now, learning how to read a cat will keep you safe. I encourage you to invest in your education, learn how to center yourself, learn how to keep control of the cat you are grooming and master your working environment. And with that you will find enrichment in all areas of your life. ✂ Deborah Hansen CFMG, CFCG is the owner of a very successful feline exclusive, house call grooming business, Kitty’s Purrfect Spa. She is also the founder of “Deborah’s Programs”, a complete rebooking system to get all cats onto a regular grooming schedule, and owner and creator of Kitty’s Kopy Kats, a stationary store for anyone who grooms cats. Deborah is the creative talent behind Feline Artistic Creations and an author in multiple publications with worldwide distribution. She is also a Feline Specialist and Correspondent for the National Association of Professional Creative Groomers. She can be found at deborahhansen.com.

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IT'S HAIR, NOT

WARFARE: A PRI ME

ALL THINGS PAW

by Michelle Knowles

Many misconceptions exist about how, where and why our pets shed and what we, as groomers, can do about it. There are many products on the market to address this very real concern but still so many questions about which is the best one and if they really even work.

ere is some basic knowledge to arm yourself when looking for products, using techniques and helping your clients choose de–shedding over shaving.

WHEN DOES SHEDDING OCCUR Seasonal shedding occurs around the solstices, which are June and December 21st. This happens because the amount of light the pet perceives, and the temperature fluctuations let the body know that

a new season is on the way and a lighter or heavier coat is needed. Shedding usually starts at the back of the animal and works its way to the front in order to protect the vital organs longer. Shedding is most evident in the short coated, natural coated or double coated breeds, but every land mammal sheds in this same way. Year–round shedding is still to be expected but should be minimal and manageable. If the shedding of an animal is

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heavy during the off season, there could be an underlying problem and a visit to the vet is in order. There are many issues and illnesses that can cause the hair to fall out, become thin or even stop growing all together, so eliminating these possibilities is the first priority.

NEEDS OF THE COAT AND SKIN Coats come in a spectrum of needs, topically speaking. From Hairless to Long coat, and everything

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De–shedding when the coat is very dry, or when it is shedding season is an easy technique to master. Using a coat spray, comb or brush out any loose hair and/ or chunks of coat that come out easily before the bath.

in between, all skins need oils, minerals and some form of keratin or collagen to nourish, protect and fill in the cracks in the hair and to preserve the protective layer of the skin. Many coats that shed off– season are simply depleted and can be very dehydrated. Short coats need the most oil and are usually very “sheddy” all of the time. These dogs can benefit from weekly oil polishes, especially if they are a breed that is meant to be in the water. Hydration is the key to keeping this type of coat from excessive shedding. Double coated animals need large amounts of minerals, a small amount of oil and a tiny bit of keratin in their grooming routine to keep their coat properly shedded out. Long coats are delicate and require a very light keratin or collagen to keep their hairs hydrated to the very ends. Mixed breeds can be treated like the breed they most resemble. Dryness can mimic shedding as the hairs can be very brittle and are simply breaking off instead of falling out because it is the end of their life cycle.

ESSENTIAL BASICS TO A GOOD DE–SHED De–shedding when the coat is very dry, or when it is shedding season is an easy technique to master. Using a coat spray, comb or brush out any loose hair and/or chunks of coat that come out easily before the bath. The three bathing steps are as follows: 1. Hydrate—Use a quality conditioner, keratin or collagen product. Wet the pet down first and apply the diluted mixture onto the coat and massage in well.

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Groomer to Groomer • Vol 37 Ed 7 • July 2018

When selling the de– shed service, make sure you have a pamphlet or handout for your clients so that they know the extra effort you are taking and they understand why the process takes a little longer, as well as why it costs a little more.

This step “fills” up the hairs so the “shingles” lay flat against the hair shaft. Let sit for a few minutes or long enough to sing a song, then rinse. 2. Cleanse—A protein shampoo works best for this step as it nourishes the skin while further filling up the hair cuticle while it cleanses. Sing another song then rinse well. Any surfactant left on the coat will interfere with the closing of the cuticle so rinse very well at this stage. 3. Hydrate—Using the same conditioner or the finishing conditioner of your choice (this could include extra oils for the short coats, minerals for the natural coats and keratin for the long coats), apply the mixture as the last step. This is the best time to use a comb or brush to gently work the product into the coat. You will

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find that at this point, lots of loose hair will separate from the main coat. Rinse well and dry or style as usual.

PROTECT YOUR LUNGS This method is very gentle for the pet—even though it adds a little extra time, but the real value of the technique is that it is effective and it keeps most of the loose hair out of the air and out of your precious lungs. Clean up is a little easier also as it keeps the majority of the dead hair in wet clumps in the tub which are easily scooped out and thrown into the trash. At this point, I will usually let the pet rest from the bath in a holding area or kennel where they are free to rub themselves on towels. I then get them out and comb out the loose hair while they are still a little damp and then fluff or dry, depending on the needs of the specific pet.

ARMING CLIENTS WITH KNOWLEDGE When selling the de–shed service, make sure you have a pamphlet or handout for your clients so that they know the extra effort you are taking and they understand why the process takes a little longer, as well as why it costs a little more. I love seeing the light go on when they realize why the dog sheds in the first place and that you have the know–how to really make a difference. Learning to tweak this basic technique has built my bath and brush clientele immensely. Try this method and see for yourself! ✂

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rying to operate too many apps can do more harm than good, but streamlining your process with the right technology can be a game–changer for your business.

UPGRADE YOUR BUSINESS WITH

SOFTWARE & TECHNOLOGY E by Melissa Viera e

Oversized index cards, reminder phone calls and hours of handwritten notes have served our industry well for many years. But with today’s technology, consumers expect businesses to keep up with the times, providing quick responses and modern experiences. 40

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SCHEDULING SOFTWARE There are many options when it comes to appointment software. While there are programs made just for pet professionals, other types of scheduling software can work for any type of appointment–based business, and many programs can be customized to meet the needs of groomers. Your chosen scheduling software should do a lot more for your business than serve as a calendar. If you are paying for software that only does what you could do with a pen and an appointment book, then it’s time to shop around. Before choosing your software, make a list of what you need it to do. Remember, even if the features you need don’t seem to be included, you might be able to customize the software to work with your business. Always ask for a demo and call before making a purchase. Most software companies have a sales team ready to walk you through every feature. Here are a few examples of features that I shopped for:

ONLINE BOOKING OPTION (WITH RESTRICTIONS) I love giving my customers the opportunity to book online, but not every service should be booked without talking to the client first. By separating my services, I can offer online booking for some services and for other services I can leave a note in the description instructing the user to call to book. I can also choose to only open online booking for specific days.

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BOOKING MULTIPLE CLIENTS IN ONE TIME SLOT

REMINDERS

While we still have a few people (less than 5 out of hundreds) that ask for a phone call, most of our customers love the automated email reminders.

If you book more than one pet per time slot, make sure your software allows this. Even if you only allow clients to book one per time slot online, you might want to manually add additional appointments.

PASSES AND CLASSES Since I run classes and workshops, I looked for software with the option to create classes and different pass purchase options in addition to appointment booking.

NOTES It’s very important for me to be able to add notes in for every appointment and upload pictures of service orders, paperwork and grooming photos.

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This is a feature that can be useful for groomers and should be considered.

REMINDERS I have a very low no–show rate in my business. While we still have a few people (less than 5 out of hundreds) that ask for a phone call, most of our customers love the automated email reminders.

SCHEDULE BLOCKING Most programs make it easy to block off your schedule as needed.

CLIENT PROFILE It’s important for my business to have detailed information, contact details, vaccine records and history all in one place. When each client comes in, we can check that their pet’s

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Sending promotions and announcements to all of your clients, or just a selected list of clients

WELCOME!

:) vaccines are up–to–date, we have the best phone number and we know about any allergies the pet has—all in one click to the client’s profile within the scheduling software.

PHONE Do you use a landline, cell phone or both? I wanted to make calls while I’m on the go from my business number so I did some

is just the start of what email marketing can do. You can send educational resources, welcome emails and much more. research and found that there is more than one way to do this. With virtual phone systems you can have multiple extensions, send incoming calls to landlines or cell phones and make calls through an app with your business number, even when you are not in the office. Virtual phone systems are amazing for anyone who wants to be connected to their business at any given time.

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EMAIL MARKETING Sending promotions and announcements to all of your clients, or just a selected list of clients is just the start of what email marketing can do. You can send educational resources, welcome emails and much more. Why manually input each new client into your email list when you can find programs that integrate with your scheduling software?

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SOCIAL MEDIA

SOCIAL MEDIA Social media can be an excellent thing for businesses, but poor posting history can make a business look dead to potential customers.

further automate your daily operations.

Social media can be an excellent thing for businesses, but poor posting history can make a business look dead to potential customers. If you find social media overwhelming, look for platforms that allow you to put all of your accounts in one place, post to multiple places at once, schedule future posts and interact with followers.

THE FUTURE Scheduling, email marketing and social media are just a few of the many areas that you can use apps and software for. New programs are coming out all of the time. When you do your research and follow the recent technology developments, you can get ahead and stay there. Instead of telling you about the specific programs that I use, I hope to inspire you to find what works best for your business. No two businesses are alike. If you rely on technology, your process will change over time to work best with the technology that you use. It’s important to use what works for you instead of only going by what other businesses use. When you use the right technology for your business, it will help you to grow and improve your process. ✂

INTEGRATIONS Trying to streamline your business won’t work if you try to use too many different programs at once. Software and technology should save time so you can focus on giving your clients the care and attention they deserve. When researching software, look into which apps integrate with your top picks and how all of the working parts can result in a time–saving process. When you have apps that work together, you can

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No Refunds! NO KIDDING E by Kathy Hosler e

rs. Reed makes an appointment with you for her Bichon, Arabella. As soon as you see the dog, you know it’s been many months since she was groomed. "I love her fluffy,” says Mrs. Reed. “She just needs a little trim.” She proceeds to tell you that her dog is from championship bloodlines and hands you a book that is all about Bichons—so you can make her look just like the show dogs. When you check–in and examine Arabella, you show the extreme matting to the owner and tell her that the dog will have to have a short haircut this time. “I don’t want her short,” says Mrs. Reed snippily. “I want her just like these dogs in the pictures!”

You told her that her dog would have to be short, and you thought she completely understood. You did your best, yet she blew up when she saw her dog. What happened? What could you have done differently? You explain that there is really no other choice. For her dog’s well being, those mats must be removed. She reluctantly agrees. As she goes out the door she says, “Don’t make her any shorter than you have to.” When she comes back to pickup her Arabella, she explodes, “You shaved my dog! I told you I didn’t want her short. You have butchered my

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beautiful Arabella! I’m telling all my friends, and giving you bad reviews on the internet!” She throws a check at you, grabs the dog and storms out. The next morning, she sends her husband in to demand a refund. Wow! You told her that her dog would have to be short, and you thought she completely understood. You did your best, yet she blew up when she saw her dog.

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Every owner should

GENERAL PET

be required to sign

RELEASE FORM

a form that gives Pet Name

Date

you permission

Your Pet is IMPORTANT to Us!

to transport their

Because we care about your pet’s safety and well being, we want to assure you that every effort will be made to make your pet’s visit as pleasant as possible. Occasionally, grooming can expose a hidden medical problem or aggravate a current one. This can occur during or after grooming. In the best interest of your pet, we request your permission to obtain immediate veterinary

pet and obtain

tment sho

veterinary care for

treatment should it become necessary.

I hereby grant permission toion this grooming establishment iss gro to to this I hereby permission hereb grant h obtain emergency veterinary treatment for my pet at my expense. rinary treatmentt ffo in emergency emerg ain veterinary

Owner Name

them (at the owner’s expense), should an

Signature

S Signa igna

emergency arise.

What happened? What could you have done differently?

CLIENT COMMUNICATION We all know that you can’t please everyone, but no groomer wants an unhappy client. Effective communication between the stylist and the client is crucial, and can prevent a lot of misunderstandings—especially during check–in. The stylist who groomed Arabella was on the right track, but she didn’t go far enough. When she told the owner that her dog would have to be clipped short, she should have had something to show her. Simply saying ‘short’ doesn’t give a visual length for the owner to expect. There are hair length charts that you can purchase (or make yourself) which will allow you to show them how short their pet’s hair will be. Just as the owner brought pictures of how she wanted her dog to look, you should also have some before and after photos of matted pets to give the owner an idea of how different her pet might look.

PROTECT YOURSELF

JODI MURPHY Visit our website to see what other groomers have to say about the Prima Bathing System.

Groomer to Groomer • Vol 37 Ed 7 • July 2018

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Your clients should know what your policies and procedures are. You need to put them in writing. Include the forms of payment you accept, your cancellation and no–show policy, your hours of operation, and anything else that is important to you. Every owner should be required to sign a form that gives you permission to transport their pet and obtain veterinary care for them (at the owner’s expense), should an emergency arise. In addition, you should have signed releases for geriatric pets, matted pets, cats, and for any other situation you feel is necessary. You can find many pet release forms and other helpful resources at www.barkleighstore.com.

Pet Release Forms Helping you do your job with a modern, professional look!

GENERAL PET RELEASE FORM Date

Pet Name

MATTED PET RELEASE FORM Pet Name

Date

Your Pet is IMPORTANT to Us!

Your Pet is IMPORTANT to Us! safety Because we care about your pet’s you that and well being, we want to assure your every effort will be made to make pet’s visit as pleasant as possible. Occasionally, grooming can expose e a hidden medical problem or aggravat or after a current one. This can occur during grooming. we request In the best interest of your pet, te veterinary your permission to obtain immedia y. necessar become it treatment should

MOBILE SALON RELEASE FORM

to this grooming establish ment I hereby grant permissio n to treatmen t for my pet at my expense. obtain emergenc y veterinary

Because we care about your pet’s safety and well being, we want to assure you that every effort will be made to make your pet’s visit as pleasant as possible. Because your pet is severely tangled or matted, it is at greater risk of injury, stress and trauma. All precautions will be taken. However, problems occasionally arise, during or after grooming, such as nicks, clipper irritation and mental or physical stress.

CAT GROOMING In the best interest of your pet, we request your permission to obtain immediate veterinary treatment should it become necessary.

RELEASE FORM

I hereby grant permission to this grooming establishment to obtain emergency veterinary treatment for my pet at my expense. Also, realizing that matted pets have a greater chance of injury during grooming, I will not hold this grooming establishment responsible for accident or injury to my pet.

SENIOR PET RELEASE FORM Pet Name

Date

Your Pet is IMPORTANT to Us!

Because we care about your pet’s safety and well being, we want to assure you that every effort will be made to make your senior pet’s visit as pleasant as possible.

Occasionally, grooming can expose a hidden medical problem or aggravate a current one. This can occur during or after grooming.

PET SAFETY

In the best interest of your pet, we request your permission to obtain immediate veterinary treatment should it become necessary. I hereby grant permission to this

RELEASE FORM grooming establishm

ent to obtain emergency veterinary treatment for my pet at my expense. Also, realizing that aged pets have a greater chance of injury during grooming, I will not hold this grooming establishment responsible for accident or injury to my pet.

Owner Name

Owner Name Pet Name

Date

Pet Name Signature

Signature

Your Pet is IMPORTANT to Us!

Your Pet is IMPORTANT to Us! leigh.com safety ns, Inc. • 717.691.3388 • www.bark Because we care about your pet’s #PR-2 © 2016 Barkleigh Productio you that and well being, we want to assure your every effort will be made to make pet’s visit as pleasant as possible. Please understand that due to the will very nature of being mobile we ent occasionally be late for an appointm control (traffic, accidents, weather, due to circumstances beyond our unavoidable time delays. etc.) and cannot be held liable for a hidden medical problem Occasionally, grooming can expose . can occur during or after grooming or aggravate a current one. This we request your permission to In the best interest of your pet, t should it become necessary. obtain immediate veterinary treatmen

grooming establishment to obtain I hereby grant permission to this for my pet at my expense. emergency veterinary treatment

Owner Name Signature

leigh.com

ns, Inc. • 717.691.3388 • www.bark

Date

Because we care about your pet’s safety and well #MP-2 2016 Barkleigh Productions, Inc. • 717.691.3388 being,©we want to assure you that every effort will be • www.barkleigh.com made to make your pet’s visit as pleasant as possible. Cats are creatures of habit and when exposed to a new environment they can experience elevated stress levels. In the event that your cat is too stressed to safely continue the groom, all procedures will stop and you will be notified immediately. Occasionally, grooming can expose a hidden medical problem or aggravate a current one. This can occur during or after grooming. In the best interest of your pet, we request your permission to obtain immediate veterinary treatment should it become necessary. I hereby grant permission to this grooming establishment to obtain emergency veterinary treatment for my pet at my expense. Also, realizing that cats have a greater chance of injury during grooming, I will not hold this grooming establishment responsible for accident or injury to my pet.

Pet Name Signature

for 2018

I hereby grant permission to this grooming establishment to utilize proper restraints for the health and safety of my pet and my grooming service provider during today’s grooming service. I understand and agree that if the grooming establishm ent deems it unsafe or unhealthy to continue for the pet or the groomer, the grooming establishment will end today’s service and I will be responsible for any services rendered. Owner Name

Signature

ns, Inc. • 717.691.3388 • www.bark

Hard–backed pads with 50 tear–away forms per pad.

www.barkleighstore.com

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Because we care about your pet’s safety, we want to assure you that every precautio #SP-2 © 2016 Barkleigh Productio n will be taken to provide ns, Inc. • 717.691.3388 • www.bark a safe and stress–free grooming experience for your leigh.com pet. Due to the intimate nature of the grooming process, or a pet’s tolerance level for stress, strangers, or handling, some pets can become anxious or reactive during the grooming service. If we determine that continuing the grooming service would present a threat to your dog’s emotional or physical health, and/or the safety of groomer completing the service, we will discontinue today’s service and contact you immediate ly. We will take every precaution necessary to complete the grooming service safely and humanely including the proper use of common industry safety equipment such as grooming loops, muzzles, and restraints.

Owner Name

Date

Your Pet is IMPORTANT to Us!

leigh.com

You don’t have to accept every pet. If a dog or cat comes in for grooming, and it is snarling, growling, or hissing—don’t feel obligated to groom it. Customers are not always truthful when it comes to their pets and possible aggressive behavior. DOCUMENT EVERYTHING If you notice skin issues, parasites, matting, or anything out of the ordinary—document it immediately, in writing and take a photo of it. If you feel that it is unsafe to continue the groom, stop immediately and contact the owner. Many groomers take before and after photos of every pet they groom. And more and more groomers have video cameras recording everything that happens in their salons.

DON’T BE BULLIED You don’t have to accept every pet. If a dog or cat comes in for grooming, and it is snarling, growling, or hissing—don’t feel obligated

to groom it. Customers are not always truthful when it comes to their pets and possible aggressive behavior. It only takes one dog or cat attack to end your career. And, don’t allow a client to browbeat you into trying to brush–out a pet that you know is too matted. If they try to threaten you with, “It’s your job to groom my pet the way I want. He’s not matted. I brush him all the time. When I took him to other groomers, they always brushed him out.” That’s when you politely, but firmly, tell them that, “If the other groomer can brush him out, then you should go back to that groomer. I be-

lieve in humanity before vanity, and will not attempt painful de–matting on a pet that can not be humanely brushed out.”

JOIN FORCES Socialize with other groomers in your area. Get together and meet for dinner every month or two. You might be very surprised to find that you have some of the same clients. There are pet owners who make a practice of taking their pets from groomer to groomer, finding fault with every groom, and then they refuse to pay or demand a refund. These professional con artists often wind up getting free grooms by threatening to post a bad review on several online sites. Having a good relationship with other local groomers can put a stop to people who constantly abuse groomers in this way.

STAND UP FOR YOURSELF You have invested your valuable time and expertise, and used costly equipment and products to groom their pets. Why would you allow yourself to be bullied into working for nothing? Having signed release forms, photos, and video documentation for every pet you groom protects you and your business. So, from this moment on, you should implement a new policy in your grooming business...no bullies, NO refunds, no kidding! ✂

Groomer to Groomer • Vol 37 Ed 7 • July 2018

GroomertoGroomer.com

VEHICLE & PERSONAL

LOCATORS: WHEN YOU’RE

E by Mary Oquendo e

It wasn’t just the thought of going off the road, but the fact that at any given point in my day, no one other than myself knew where I was going or where I had been. That was a scary thought. the road, but the fact that at any given point in my day, no one other than myself knew where I was going or where I had been. That was a scary thought. There are both low and high tech options to overcome this problem. Low tech is simply making a copy

Groomer to Groomer • Vol 37 Ed 7 • July 2018

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of your schedule and leaving it where a trusted employee/significant other/ friend has access to it. I take a photo of the week’s schedule and text it to my hubby. The added benefit is if I forget my appointment book or (gasp) lose it, I can still access my schedule

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While most personal GPS trackers are designed for pets and kids, the upside is they are small

6 inche s

and can fit in a pocket or sewn into a smock. by going through my texts. But if you go missing, the police have a way to track your movements. High tech involves installing a GPS vehicle locator on your car/van along with the corresponding phone app to track it. GPS vehicle locators are relatively inexpensive. Some are easy enough to mount on your own, while others need to be installed by qualified technicians. Whether you mount it on your own or hire someone to do it, you will need to purchase a monthly service plan to monitor your vehicle. Many GPS vehicle locator manufacturers offer bundled packages. But did you know that cell providers such as Verizon and AT&T may offer it as well? In addition to knowing exactly where your vehicle is, they can also

offer a live view GPS, track speed, pinpoint the location and time spent at any given location, roadside assistance, and even rate the driver. As this may help in recovering stolen vehicles, a talk with your insurance agent may help lower premiums.

THAT’S GREAT. MY VEHICLE CAN BE RECOVERED, BUT WHAT ABOUT ME? While most personal GPS trackers are designed for pets and kids, the upside is they are small and can fit in a pocket or sewn into a smock. They are dependent upon battery power and require a monthly service plan as well. Outdoor sport retailers such as Cabela’s, REI, Eastern Mountain Sports and others sell personal locator beacons. When they are activat-

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Groomer to Groomer • Vol 37 Ed 7 • July 2018

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If you have Google as your operating system on your phone, they offer Google Trusted Contacts. You can designate someone to know your whereabouts at all times. But be aware—your Trusted Contact will always know where you’re at or at least know where your phone is. ed, usually by push button, they emit a registered distress signal particular to the unit. There are three different types of beacons; EPIRB’s (maritime), ELT’s (aviation), and PLB’s (hand held personal units.) They are larger than personal GPS trackers. Some require a monthly service and others do not. When activated, the distress call goes to the local Search and Rescue Team in your area. As they rely on satellites, they are not dependent upon cell service. The locator should always be kept charged. It’s not something you want to play with or test out as a specialized team including dogs may appear on your doorstep and send you a bill for a false distress signal. There are also emergency beacon

apps that can be downloaded to your smart phones. The three apps recommended by tech bloggers include Silent Beacon, Lifeline Response, and bSafe. They are free but offer upgradable options including small personal connected devices. They are available for both Android and iPhones. If you have Google as your operating system on your phone, they offer Google Trusted Contacts. You can designate someone to know your whereabouts at all times. But be aware— your Trusted Contact will always know where you’re at or at least know where your phone is. Samsung has Samsung Safety Assistance on Galaxy phones. You can send out a distress signal to a designated emergency contact.

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iPhone also offers an emergency distress option. But access varies based on the model. To find out how to activate it on yours visit: https:// support.apple.com/en-us/HT208076. Regardless of your phone or operating system, make sure your designated contact is aware you have chosen them. And all phone apps and distress options depend on cell coverage and battery life. In doing research for this article, I was pretty excited to see some very lovely GPS tracker jewelry, but they seem to go out of business fairly quickly. I was bummed about that. Whether you choose low or high tech options, free or monthly service, you can replace that ‘Oh Crap’ moment with piece of mind instead. ✂

Your Pet Care Professional Taking

When Your Pet Needs a Smoothie

care of your Puppy at home…

Lear ning to Br ush Your Pet

nal

Mission Accomplished – a Happy Puppy!

chnique to you, Brush Your brushing cannot

Because you and your professional groomer took the time to introduce your puppy to grooming in a step-by-step, gentle, loving way, you made your puppy’s all-imp ortant ﬁrst visit to the grooming salon a wonder ful experience that will help him enjoy being groomed throughout his life.

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Tiny fleas can crea please pass items. on. te huge p robl By working with your p et care professional and following their rec ommendations about products and their corr ect usage, and by diligently treating and protecting your pets a nd their surroundings, you and your pets can kiss the ferocious flea good bye.

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Puppy’s First Visit to the Grooming Salon

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Are there any disadv antages to these products?

Fleas have to come in contact with the product to be killed. T hat means that fleas actually have to get on , and could possibly bite your pet, before th ey die. There is also a possibility of skin irrit ation at the site of application. If you

Photo by: Sherri Regalb

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Between professional groomings, you may need to brush and bathe your puppy at home. Your groomer can recommend and supply the equipment and coat care products that you will need. She will also be happy to demonstrate the correct brushing and combing techniq ues that you need to learn to properly care for your puppy.

ring spend ecial ur pet. s hair more rt em as ming. reinforce

Keeping your Pet

a Free In many areas of the country, flea control is a year round necessit y. In conjunction with con tinuing premise control, many pet ow ners have great succes s with oral or topical pr oducts that are administered once a m onth to their pet. The y come in a variety of bra nds like - Advantage®, Frontline®, Revolution®, and Program®. There are specific form ulations for dogs and cats, and most are approved to use on puppies and kittens six to eight weeks and old er. Read and follow the i nstructions, making sur e to use the product that is specified for your pet. These products ar e extremely popular because of their once a month convenience, ease of application, and effectiveness. Most are waterproof, allowing y our pet to be bathed, or to swim, without dec reasing the product’s effectiveness. Also, keeping your pet flea free with this continuous protection, is far less costly than trying to eliminate an i nfestation on your pet and in your home.

cause any irritation to himself. Remem ber that his freshly clipped nails may be sharp and can easily irritate his puppy skin. If you have any questions or concerns, contact your groomer immediately.

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If you have a friend who could benefit from this publication, please pass it on.

A Tick!

Protecting Your Pets and Yourself

#PS-6 Barkleigh Productions • Mechanicsburg, PA 17055 (717) 691-3388 • info@barkleigh.com www.barkleigh.com

Pet Care Series #7

AVAILABLE IN PACKS OF

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Written by Professional Groomers for Your Clients! These quality brochures not only answer the constant questions you get from pet owners, but they will also help you sell products that work and that you personally believe in – products that you retail. They will teach your client how to care for their pet between groomings, which will save you lots of time. Great promotional tools as well! MIX & MATCH PACKS OF 100 WHEN ORDERING 1000! Barkleigh Productions, Inc. barkleigh.com • barkleighstore.com • (717) 691-3388

EXPERIMENTING

ASK THE GROOMING TUTOR

with

NEW TECHNIQUES

Hi Michell. I went to Groom Expo West this year. I attended several classes on various grooming techniques. I was so pumped! I got back to my salon and tried many of the things that I learned. Some of the techniques worked out and others not so much. My customers are loyal and I don’t fear losing them, but it was pretty much a disaster.

Groomer to Groomer • Vol 37 Ed 7 • July 2018

GroomertoGroomer.com

by Michell Evans

was running behind, feeling overwhelmed and inadequate. I always thought I was a pretty good groomer, but after attending classes and watching the grooming contests, I see that I have a lot to learn. Most of my dogs are all one length all over with a cute head and tail. Do you have any advice on how to change and improve my grooming skills without overwhelming myself and my customers?” –Terry The day that we know everything about grooming is the day to retire from grooming. Part of the joy of grooming is that there is no ceiling to the amount of knowledge that can be gained. From customer relations to dealing with difficult dogs and cats, to mastering our own hand eye coordination; every day is a learning experience. They say that the key to a long and happy life is keeping the body and mind engaged. Well grooming does that—for sure! If terms like rear angulation, up–right head carriage and shoulder lay–back are new to you, it can be overwhelming. Practice reading breed standards in the American Kennel Club’s Complete Dog Book or on their website, and then look at photos of champion specimens of each breed and you will start to see how the terms apply to the dog’s appearance. You will find these terms being used time and again. There is a glossary in the

Try to apply new techniques on just

ONE PET PER DAY, or even one per week, at first. To apply too much too soon can wreak havoc on your schedule and self– confidence.

back of the book to assist you. Try to apply new techniques on just one pet per day, or even one per week, at first. To apply too much too soon can wreak havoc on your schedule and self–confidence. One of the main differences between stylized grooming and simple shave down grooming is longer leg hair. Simply converting one dog per day from a shave all over to a shave on the body and an attachment comb of a longer length on the legs will slowly but surely convert your clientele to a more stylized, higher priced clientele. And yes, you would increase the price for this style because it takes more time and more skill. Leaving longer leg hair gives you more opportunities to develop your scissoring skills. And changing

to longer coat on the legs creates a more balanced look. The fullness that is created on the legs balances out the heaviness of the body, much like fashion can appear to improve one’s physique or conversely tragically destroy it. Dogs do not look their best with shaved legs. Use comb attachments for legs so that the coat is long enough to comb–up and scissor finish. A good rule of thumb is to go up at least three blades from your body coat length for your leg length. For example, if you shave the body in a #7 blade, you would do a #2 comb on the legs. And if you use a #4 blade on the body, use a #1 comb on the legs. Many clients will not even notice that the coat is longer on the legs but they might notice that their dog

www.groomersbest.com

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Groomer to Groomer • Vol 37 Ed 7 • July 2018

It is very important that the bits of coat that you leave to create the enhancements are well blended so that the client cannot see that there are two different lengths of coat coming together. Thinning shears are a great tool to use for blending the different lengths together. looks better. Of course, we all have customers who will not approve of the longer coat on the legs. They simply want them shaved. That’s ok. After some months go by and you are successfully leaving more leg coat on a decent portion of your customers’ dogs, try adding a little bit of coat to fill in a sagging dip in the topline or leave a little coat on the back of the neck to create a better arch, or the appearance of a longer neck. There are any number of physique enhancements that you can create with hair. I am sure these are the kinds of things that you were

seeing and learning at the show that sparked your awareness. It is very important that the bits of coat that you leave to create the enhancements are well blended so that the client cannot see that there are two different lengths of coat coming together. Thinning shears are a great tool to use for blending the different lengths together. If your enhancements look like bad toupees, it will not go over very well with your customers. Fall is a good time of the year to try adding some filler–coat here and there because many clients ask to have their dog left a little longer at

Klip Kards

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that time anyway. Don’t forget that some enhancements are actually created by removing coat. For example, to make a chubby dog look thinner you can shave the brisket and belly with a shorter blade. I hope some of these slow and steady changes allow you and your customers to enjoy the process of growth. Keep learning and enjoy grooming, Terry! ✂ Have a question you want Michell to answer? Please send questions to michell@groomingtutor.com

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Groomer to Groomer • Vol 37 Ed 7 • July 2018

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AUGUST

23 – 26, 2018

NEW

LOCATION

he All-American Grooming Show is bigger and better than ever before! We outgrew our previous facility and are moving to an improved location in Schaumburg, Illinois, with this year’s show taking place on August 23rd–26th. We are anticipating an exciting show that will feature an array of exhilarating new educational seminars this year such as: The Essentials of Grooming with Jonathan David, Spicing up the Everyday “Puppy Cut” with Mackensie Murphy & Anne Francis, Pet Photography for Social Media with Ren Netherland and A Groomer’s Guide to Purebred Dogs with Jennifer Bishop–Jenkins and many more. As always, this show will also highlight classes by the top speakers of the grooming industry. Not to mention the ever-exciting Abstract Design Runway Competition that takes place on Saturday night after Best–In–Show, which will be followed by the All American Party. The party will have a DJ taking requests along with a cash bar and hors d'oeuvres. The All American Grooming Show is the largest one of its kind in the Midwest and is the world’s fourth largest grooming show behind only Groom Expo, Groom Expo West and Intergroom.

Groomer to Groomer • Vol 37 Ed 7 • July 2018

GroomertoGroomer.com

ABSTRACT RUNWAY

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SCHAUMBURG, ILLINOIS

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Renaissance Schaumburg Convention Center Schaumberg , Illinois BRAND-NEW LOCATION

NEW PRODUCTS PETBAR PLATFORM & SOCIAL MEDIA HUB

Petbar is an app for pet owners, pet lovers and pet businesses from Australia, UK, US, New Zealand and Canada. By registering on Petbar as a business you can increase your on-

line presence and exposure by connecting and communicating with users and by building yourself a business profile. When you register you will also be automatically listed on our Places and Merchants directory. This is an in-built map that allows users to find local pet businesses in their area. They can gen-

GROOMER HUMOR

Groomer to Groomer • Vol 37 Ed 7 • July 2018

BY MILENA KON

GroomertoGroomer.com

erate a generic search or look for more specific categories such as ‘Groomers’ to visit www.petbar.tv

Find us on

Twitter!

@barkleighinc

Written by Barkleigh Honors Award Winner Daryl Conner and Barkleigh Honors Nominee Mary Oquendo.

Holistic PET

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BARKLEIGH PRODUCTIONS, INC • BARKLEIGH.COM • (717) 691-3388

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CALL (717) 691-3388, EXT. 220 TO PLACE A CLASSIFIED.

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Dog Bone Recipes Included Free! Barkleigh Productions, Inc. 970 West Trindle Road Mechanicsburg P A 17055 (717) 691-3388 • FAX (717) 691-3381 E-mail:info@barkleigh.com www.barkleigh.com

COLOR 25 Cards......$9.95 50 Cards....$16.95 100 Cards....$29.95 200 Cards....$49.95 ORDER TODAY! (727) 804 - 6555 ANIMALPHOTOGRAPHY.COM

Groomer to Groomer • Vol 37 Ed 7 • July 2018

GroomertoGroomer.com

CALENDAR OF EVENTS CALIFORNIA

PENNSYLVANIA

GROOM EXPO WEST 02/14/2019 - 02/17/2019 Pasadena, CA (717) 691-3388 info@barkleigh.com www.groomexpowest.com

GROOM EXPO 9/27/2018 – 9/30/2018 Hershey, PA (717) 691-3388 info@barkleigh.com www.groomexpo.com

HAWAII

PET BOARDING & DAYCARE EXPO 11/5/2018 – 11/8/2018 Hershey, PA (717) 691-3388 info@barkleigh.com www.petboardingexpo.com

PET PRO CRUISE 2019 1/12/2019 – 1/19/2019 Honolulu, HI (321) 368-6622 cruisinglady@ymail.com www.barkleigh.com

TEXAS MASSACHUSETTS NEW ENGLAND GROOMING SHOW 11/9/2018 – 11/11/2018 Sturbridge, MA (717) 691-3388 info@barkleigh.com www.newenglandgrooms.com

GROOM TEXAS AT THE HOUSTON WORLD SERIES OF DOG SHOWS 7/20/2018 – 7/22/2018 Houston, TX (717) 691-3388 info@barkleigh.com WASHINGTON

ILLINOIS ALL AMERICAN GROOMING SHOW 8/23/2018 – 8/26/2018 Schaumburg, IL (717) 691-3388 info@barkleigh.com www.aagroom.com

NORTHWEST GROOMING SHOW 03/21/2019 - 03/24/2019 Tacoma, WA (717) 691-3388 info@barkleigh.com www.nwgroom.com WISCONSIN

NEW JERSEY INTERGROOM 4/11/2019-4/14/2019 Secaucus, NJ (717) 691-3388 info@barkleigh.com www.intergroom.com

PET STYLIST INVITATIONAL 10/6/2018 – 10/7/2018 Oconomowoc, WI www.petstylistinvitational.com

Groomer to Groomer • Vol 37 Ed 7 • July 2018

EVENTS GROOM TEXAS AT THE HOUSTON WORLD SERIES OF DOG SHOWS 7/20/2018 – 7/22/2018 Houston TX ALL AMERICAN GROOMING SHOW 8/23/2018 – 8/26/2018 Schaumburg IL GROOM EXPO 9/27/2018 – 9/30/2018 Hershey PA PET BOARDING & DAYCARE EXPO 11/5/2018 – 11/8/2018 Hershey PA NEW ENGLAND GROOMING SHOW 11/9/2018 – 11/11/2018 Sturbridge MA PET PRO CRUISE 2019 1/12/2019 – 1/19/2019 Honolulu HI GROOM EXPO WEST 2/14/2019 – 2/17/2019 Pasadena CA NORTHWEST GROOMING SHOW 3/21/2019 – 3/24/2019 Tacoma WA INTERGROOM 4/11/2019 – 4/14/2019 Secaucus NJ

WORLD DOG EXPO 6/1/2019-6/2/2019 Secaucus, NJ (717) 691-3388 info@barkleigh.com www.worldexpo.dog

TO LIST YOUR EVENT, SEND IT TO ADAM@BARKLEIGH.COM

WORLD DOG EXPO 6/1/2019 – 6/2/2019 Secaucus NJ

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