Groomer to Groomer July 2020

“THE GROOMING INDUSTRY’S TRADE MAGAZINE!” VOL. 39 ED.7 • JULY 2020

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SALON SPOTLIGHT

RUFF & TUMBLE DOG SALON

BECOMING ESSENTIAL

HOW TO

PANDEMIC–

PROOF YOUR BUSINESS Photo of Ruff & Tumble Dog Salon

by Kaitlyn Rosae Photography

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CONTENTS | JULY 2020 INCREASE YOUR BOTTOM LINE WITH

AND

18 by Michelle Knowles

by Jonathan David

Dr. Faver: Don't Be an "As Well" Grooming Salon

Hosler: Do You Have a Plan?

12

Hansen: Breaking Up Is Hard to Do

24

Rough & Tumble Dog Salon: It's a Team Effort

Conner: 10 Tips for Keeping Your Cool This Summer

6

32

Owner Advice for Puppy PreGrooming Socialization

52

Tutorial: Styling Up the Shih Tzu Shave–Down 64 New Products

68

Groomer Humor

68

Calendar of Events

70

38

46

PANDEMIC–

PROOF BUSINESS

56

by Khris Berry ON THE COVER EDITOR/PRESIDENT Todd Shelly todd@barkleigh.com ASSISTANT EDITOR Gwen Shelly gwen@barkleigh.com

SR. GRAPHIC DESIGNER MARKETING & CLIENT RELATIONS Jenn Barraclough jennifer@barkleigh.com James Severs james@barkleigh.com

JR. GRAPHIC DESIGNER MARKETING Jenny Thomas CONSULTANT jthomas@barkleigh.com Alex Hammersla hammer@barkleigh.com MANAGING EDITOR WEB MASTER Rebecca Shipman Luke Dumberth MARKETING rebecca@barkleigh.com luke@barkleigh.com COORDINATOR Alyx Robertson CHIEF OPERATIONS VIDEO DIRECTOR alyx@barkleigh.com OFFICER Jeremiah Strawbridge jeremiah@barkleigh.com PUBLIC RELATIONS/ Adam Lohr SOCIAL MEDIA adam@barkleigh.com COORDINATOR VIDEO PRODUCTION Evan Gummo Becca Tarlo ART DIRECTOR evan@barkleigh.com rtarlo@barkleigh.com Laura Pennington laura@barkleigh.com ACCOUNT MANAGER/ DIRECTOR OF

EXECUTIVE ASSISTANT Karin Grottola karin@barkleigh.com

“THE GROOMING INDUSTRY’S TRADE MAGAZINE!” VOL. 39 ED.7 • JULY 2020

WWW. GROOMERTOGROOMER .COM

SALON SPOTLIGHT

RUFF & TUMBLE DOG SALON

Michell Evans Kathy Hosler Daryl Conner Khris Berry Michelle Knowles Jonathan David Brittney Valle Amanda Aaron

BECOMING ESSENTIAL

HOW TO

PANDEMIC–

PROOF YOUR BUSINESS Photo of Ruff & Tumble Dog Salon

by Kaitlyn Rosae Photography

Deborah Hansen Dr. Cliff Faver

Photo of Ruff & Tumble Dog Salon

by Kaitlyn Rosae Photography

Copyright July 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 7 • July 2020

5

DERM CONNECTION

by Dr. Cliff Faver

А Well In this incredibly competitive world of business, it is imperative that we look at different ways of marketing ourselves in a unique way—otherwise we are just a “me also” salon. o, how do you know if you’re a “an as well” salon?

• • • • •

Salon #1: “I do nail trims.”

Salon #2: “I do nail trims also!”

Salon #1: “I do shave–downs.”

Salon #2: “I do shave–downs too.”

Salon #1 “I am open 8–5, six days a week.”

• Salon #2: “Me too!”

As a consumer in this situation, how would you pick between these two salons?

The likely answer is, cost of services! The consumer has no way of knowing if you provide a better service, better groom or a more compassionate environment unless

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Groomer to Groomer • Vol 39 Ed 7 • July 2020

you tell them.

So much of the time we sell and advertise ourselves like the competition down the street and then wonder why our marketing is inefficient.

In order to succeed in business today, we need to look at what we can do differently or better than the competition down the street, and then creatively convey this idea to the public. We need to stand out from the crowd!

One of the first places that I believe a salon should start this level of distinguishability is on the customer service level. That initial phone call is often the first (and sometimes the only) impression we make. In

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that moment, we often get lost in the client’s inquiry of pricing and all we end up accomplishing is a simple price quote. What the client is really looking for is value.

How is my pet going to be treated?

How long is the groom going to take?

Will they be able to accommodate my schedule? What precautions do they take for the safety of my animal? Is the facility clean?

If all we talked about is price, how do they get the rest of the important information?

As soon as that call comes in, it should be looked at as an opportunity, not a nuisance. Ideally, this is where a receptionist or a well–trained assis-

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The second most important quality in our business is how we are distinguishable from the salon down the street. Are you a master groomer? What are your certifications? Are you Pet First Aid & CPR trained? tant/bather can be worth their weight in gold. It is important that we take the time to talk to the client and let them know who we are as a salon. We rarely get a second chance to make a first impression, so this is our chance to shine!

The second most important quality in our business is how we are distinguishable from the salon down the street. Are you a master groom-

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Groomer to Groomer • Vol 39 Ed 7 • July 2020

er? What are your certifications?

Are you Pet First Aid & CPR trained?

Do you have specialized training in handling skin cases?

Many groomers have worked extremely hard to obtain these achievements and several are considered authorities in their field. Our goal should be to make the public aware of these high–level qualifications. Some say that they do not

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like to brag, but there is a difference between being arrogant and just sharing your achievements with your clients. It is wonderful when a groomer expresses their excitement to implement the knowledge that they obtained to help the pets under their care.

So, where do you express that excitement? Facebook? Twitter? Instagram? It is important to remember

Get your info out to the public: • Advertisements in

news media about what you offer • Ask your Facebook friends to get the word out • Partner with rescue groups or breed clubs and post on their sites • Your webpage • Homeowner groups • Nextdoor groups

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that most followers you have in your social media network are the people that already know and love you, so you need to think a little bigger than that.

Here are some other ways to get your info out to the public: • Advertisements in news media about what you offer • Ask your Facebook friends to get the word out • Partner with rescue groups or breed clubs and post on their sites • Your webpage • Homeowner groups • Nextdoor groups Pricing structure also plays an important role. There are shopped and non–shopped items that you offer. There will be items that do fall in the “me also” category that clients will purchase, and that’s where you need to be competitive.

One of the secrets to a healthy business is to not have a “one–size– fits–all” pricing structure. In any salon, you have clients that just want the basic groom, and you also have clients that want the best. We often lose the clients that want the best because we fail to offer it by only catering to the basic/bargain shoppers.

Ideally, you should be offering a price for a basic groom so you are competitive in your market. In addition, you should offer spa packages, luxury products or some type of “pampering” service. These should all be at a marked–up price. When we raise our prices, it is basically implied that there is no choice in the matter for the client. But upgrades are a choice that the client needs to make.

Recently, I talked to a groomer who needed to raise her prices, so she increased her basic grooming fee by $5. In addition, she offered a spa package which included a luxury shampoo/conditioner to her clients

that costs $15 more. What she found was, a large percentage of her clients elected to do the upgrade. So essentially, for every client who upgraded to the spa package, she brought in $20 extra for the whole groom. Her actual extra cost for the luxury shampoo was around $1–2.

Many groomers say, “But my clients will never do that.”

Here is a challenge: pick a holiday like Valentine’s Day (usually not Christmas, because you are already busy) and offer the luxury shampoo (or another upgraded service) at no additional cost, BUT tell them what your normal mark–up is for that luxury service. Then simply ask them to give you feedback on what they think! If the product is truly an upgrade from what they have been

receiving (if you don’t see a difference, they won’t either, so pick the right product), then many of the clients will elect to have the better product moving forward, at the upgraded price.

In order to avoid blending in to the landscape of the many grooming facilities out there, it is imperative to offer something distinct. Be unique; whether it is in the services you offer, the way you market or the strategy that you use for pricing. All of these attributes will collaborate in making your business healthy and prosperous. & 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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Groomer to Groomer • Vol 39 Ed 7 • July 2020

11

GROOMING GAB

by Kathy Hosler

Libby and Carol each owned successful salons that had been in business for over 10 years. They had large client bases and were consistently booked year round. Life was good. Then, COVID-19 happened.

T

he states Libby and Carol were in ordered all nonessential businesses to cease operations. Pet grooming was deemed to be nonessential, so both salons had to close. Libby put a closed sign on her door. In addition, she posted the closure on her website and on her Facebook page. Then she contacted each of her clients to cancel their upcoming appointments, and to assure them that she would reschedule them as soon as possible.

Carol put a closed sign on her door and then went home to sulk. How dare

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Groomer to Groomer • Vol 39 Ed 7 • July 2020

the government tell her that she could not operate her business? It’s just not fair! She didn’t bother to notify her clients because it is all over the news that businesses had to close. They will know not to come.

Well, some of Carol’s clients did come. They found Carol’s building was locked, and no one answered the phone.

Throughout the shutdown, all Carol did was complain about how unfair it was that she had to close. She always had a plentiful income, but Carol spent her money as fast as she made it. She had very little in savings, and soon her

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utility payments were due but Carol didn’t have the money to pay them.

Libby’s business was closed as well, but she handled the situation in a completely different manner. Her health and safety, and that of her employees and clients were uppermost in her mind. She didn’t panic or pout. And, instead of worrying 24/7, Libby chose to view the shutdown as an opportunity.

While she was closed, Libby did some remodeling of her salon, she sent out her blades and scissors to be sharpened, and had main-

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Groomer to Groomer • Vol 39 Ed 7 • July 2020

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Libby learned new skills when she took advantage of many educational programs that were offered online, some of them at no cost.

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tenance done on her dryers and other equipment. Libby used her time wisely. She researched and applied for government programs that she qualified for as a result of the pandemic.

Libby learned new skills when she took advantage of many educational programs that were offered online, some of them at no cost. She kept in touch with other groomers in her area and across the nation through social media. That helped her stay on top of any new developments. She joined the Quarantine Cuisine for Groomers group on Facebook where they shared pictures and recipes of kitchen successes and failures. Libby really enjoyed the fellowship, and had fun trying some of the recipes which took her mind off of all the craziness around her.

Libby also kept in touch with her clients. She sent out email blasts and newsletters. She let them know that she was thinking about them and their pets, and even posted some video tutorials on her website to show them how to brush and care for their pets until her salon could reopen.

When she was allowed to resume grooming, Libby was fully prepared. She had participated in a webinar about how to get your business ready to reopen, had all her disinfecting and sanitizing protocols in place, and followed all the national, state and county guidelines. She also made a video for her clients about drop–off and pick–up procedures, and texted and emailed the information to them. She planned to feature creative promotions like spa treatments, add–on services and retail specials to help her recoup some of the income that was lost during the shutdown.

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What was Carol doing during the shutdown? She spent her days sleeping in, binge watching television shows and playing on her phone. And of course, she was still complaining. Oh, poor me. I have all these bills to pay and no money coming in. It’s not fair. Well no, it wasn’t fair...not for Carol, not for Libby, not for any of us. But, Carol was doing nothing to mitigate her situation or to help herself.

When Carol’s salon got the green light to reopen, she went in and switched the sign from closed to open. Then she waited for the phone to ring. She had not made any preparations to keep herself, her employees or clients safe. Again she complained. Why isn’t anyone calling me? I am open again.

Carol’s customers never heard from her during the shutdown. Many felt that they were unimportant to her and some had already found new groomers.

Those who did return found that Carol was not taking any kind of precautions to protect them or the wellbeing of their precious pets.

Eventually, Carol closed the doors of her salon permanently.

Because of her actions during the pandemic, Libby’s business is booming. She kept in touch with her clients during the COVID–19 crisis, and the bonds she had with them were strengthened because of her care and concern. She also prepared herself and her salon to meet all the requirements needed to operate safely.

The world as we knew it may never be the same. But, preparing for difficult times has a huge impact on how you weather the storm.

In this time of great uncertainty, you need to take control.

Do you have a plan? &

BUT WHY?

by Jonathan David

INCREASE YOUR BOTTOM LINE WITH

AND

I

love to travel—whether it’s for work or for pleasure, I love seeing different cities around the country and around the world. But no matter where I go, one of my pleasures is coming across a local grooming salon and going in to check it out.

I love this industry and I love to see how different grooming businesses represent themselves and our industry, as well as what types of services they offer. I have seen some beautiful grooming salons and boutique stores that offer a few add–on services and some retail. But what surprises me the most is how many grooming salons I’ve come across that don’t sell retail products or offer add– on services—or the retail and add–on services they do have could use a definite boost.

But why should a grooming salon put effort into promoting add–on

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services or adding retail to their existing business?

Many of the groomers that I have met in person at trade shows and in my seminars have expressed an interest in adding retail to their existing salons, but the idea of taking on the task seems overwhelming to them. I can see the nervous look on their faces as they ask me questions about venturing into selling retail products. I can completely relate to the stress of the idea of having to deal with obtaining a resale certificate, collecting and paying state sales tax and worrying about laying out a substantial investment to bring retail products into your salon. But the truth is that it’s really not that difficult and the benefits are not just financial.

Let’s explore some things to consider ahead of time to form a solid business plan so you know what types of things you’d like to sell based on the

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needs of your customers and to understand the costs involved.

WHAT SHOULD I SELL? The first thing I would consider is what items you’d like to offer to your retail customers. You should think about what your customers in your area are likely to need and purchase, but also think about the profit margins.

For example, the mark–up on food and treats is considerably lower than that of things like toys, beds, bowls, collars and leashes. But unless you’re selling high volume, you won’t profit that much from these items alone.

Know your customers and understand your market to better choose your merchandise for resale. For example, I’m located in south Florida and our weather is warm most of the year, but in the winter months, we carry warm and cozy winter coats for dogs.

You might think, ‘Why would a salon in south Florida carry winter coats?’

Well, aside from a few cold nights here and there, in south Florida we get a tremendous amount of tourism in the winter months and we sell a lot of coats to people who are heading back to the cold. And when it comes to beds, we sell a lot of floral and palm prints, cool–feeling colors and softer materials. Plaids and darker flannel prints and wool textures are far less popular because they don’t go well with our climate and scenery. That’s what I mean about knowing your market; carry the things that will sell well to your clients and don’t carry things that don’t really work in your area.

You should carry the things your clients genuinely need and are likely to buy again and again. And in doing so, you create customer loyalty and a lasting partnership in the care of their pet. The financial benefits of a retail mark–up are obvious, but the convenience and knowledge you provide for your clients creates a loyal customer— and that’s far more valuable to the success of any pet care business.

You should carry the things your clients genuinely need and are likely to buy again and again. And in doing so, you create customer loyalty and a lasting partnership in the care of their pet.

HOW WILL I DISPLAY EVERYTHING? Once you’ve decided what things you’d like to carry, you need to think about how you want to display everything to your customers. You want to choose displays or shelving that suit the décor of your salon, and will hold all the items you’ve decided to carry.

Be careful not to overcrowd a space; this can be unwelcoming and deter people from shopping.

Displays can also be quite costly, but with a little imagination you can come up with some great and inexpensive ways to display merchandise.

You can find some nice shelving at local stores or you can create shelv-

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Becoming educated about specialty products to help with the treatment of allergies, skin conditions or coat issues will help you to better serve your clients—and at the same time, add to your bottom line.

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ing by stacking decorative boxes for a fun display. Another fun idea is to use decorative bins or baskets to display toys around the perimeters of your store or near the point–of–sale area as an impulse buy. You can also create a great display area for collars and leashes and other hanging items using pegboard with a nice wood trim—not very costly, and if done well it can look fantastic!

Think about the space you’ll be utilizing for retail and how you’d like to lay it out. Drawing a layout on paper can be very helpful to plan your retail area, and help you visualize how it will look. Think about which items will take up room and allocate space for them while keeping smaller items near the register as impulse buys while the customer is checking out. Create signage that’s appealing and choose a font that goes with your salon logo or business cards—it’s the details that count!

SHOULD I BE OFFERING ADD–ON SERVICES TOO? Add–on services are another great avenue to bring up profits and provide very beneficial services to your clients. Becoming educated about specialty products to help with the treatment of allergies, skin conditions or coat issues will help you to better serve your clients—and at the same time, add to your bottom line.

We offer a variety of specialty shampoos and conditioners as well as skin treatments that aid in the relief from allergies, itchiness and flaking, or to help restore strength and moisture to skin and coats. We also offer the application of touches of color to ears or tails, and feather extensions or bling, all for a nominal upcharge. The clients appreciate the selection of additional services and add–ons available to them.

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add–on services displayed near your check–in area helps to advertise the services and let your customers know they exist. The more eye–catching the sign is, the more people will take a moment to read it. I also advise that you make suggestions to clients about specific services you think would benefit them.

CELEBRATING 80 YEARS

Now that you’ve got a plan, the last thing you’ll need to do is file for a resale certificate that enables you to sell items and collect sales tax on taxable goods. This is a very easy task. In the state of Florida where my business is located, a resale certificate is just $5 to register and $5 to renew annually, and you can do it online. The forms are easy to fill out and you just need to provide some of your business information.

If you’re ready to take the steps to bring retail to your salon, make a plan, figure out your costs and start the fun and exciting part of merchandising! You don’t have to start big; you can begin with the items you know will sell the most and build your retail as your customer base grows. Make wise choices. And if something doesn’t sell well, mark it down, get it out and try something new!

If you can run a salon successfully, you can run retail too. So start selling and enjoy the benefits of your hard work and dedication! &

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CELEBRATING 80 YEARS

CELEBRATING 80 YEARS 22

Groomer to Groomer • Vol 39 Ed 7 • July 2020

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Twitter!

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KITTY'S KORNER

by Deborah Hansen

IS

HARD TO DO A client who likes you, believes in the services you provide and who is faithful to your company is the most valuable asset your business can have. It is worth your time to set expectations for your clients and to give them the education they need to meet those expectations.

T

aking the time to teach your clients how to brush their cats, prepare for a grooming appointment and recognizing the importance of veterinary care can go a long way in helping your clients become fabulous. But after you have invested time into improving the client relationship and things just are not working out, it is time to break up.

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Groomer to Groomer • Vol 39 Ed 7 • July 2020

Breaking up is hard to do. The groomer, business owner and cat owner all will react differently to the termination of service. It causes stress and anxiety on the groomer because they want the best for the cat. The business owner fears the loss of income. The cat owner is often sent into desperation and panic because they value your services and cannot see any other options GroomertoGroomer.com

at that moment.

The first thing you need to establish is why the client is not a good fit for your business. In my business, there are four main categories of clients I break up with: when the cat is too aggressive, when there are work environment issues, when the owner neglects the cat’s needs or when the cat has medical concerns that are not being met.

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When I started telling these five families that their veterinarians could provide the necessary grooming, I was stunned at what I learned. The first cat owner immediately confessed that the vet would only see him in a trap cage.

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BREAKING UP WITH AGGRESSIVE CATS When a cat is too aggressive for your skill or comfort level, you need to decline service for your personal safety and wellbeing. When I was a new feline groomer, I accepted five of what I was calling “highly aggressive” cats. All five cats were on six–week schedules. The following summer I was hospitalized for a cat bite. When the realization hit that I could lose my house if I had another serious injury, I started turning down highly aggressive cats. I knew many groomers turned away clients, and I did not expect this decision to be a problem.

After all, my ability to earn a living was at stake.

What came next, I was not prepared for. When I started telling these five families that their veteri-

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narians could provide the necessary grooming, I was stunned at what I learned. The first cat owner immediately confessed that the vet would only see him in a trap cage. The next owner started crying and said Animal Control had to extricate the last cat she had, and believed this cat would meet the same fate. The third owner was angry and stated the cat was going to die a pelted mess because she can’t get him to the vet, and if she could, none of the local vets would see him again. The other two owners had similar stories.

This brought me to the realization I was accepting clients that I should not have been grooming. It does not matter what your definition of aggressive is—if you are putting your health, limbs and livelihood in danger, it is not the cat for you to groom.

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It does not matter what your definition of aggressive is—if you are putting your health, limbs and livelihood in danger, it is not the cat for you to groom.

BREAKING UP WITH WORK ENVIRONMENT For a house–call cat groomer, work environment sometimes refers to the overall cleanliness of the home, but it could also be a lack of ventilation, a work area that is too hot or low water pressure. In a salon setting, work environment could mean owners that hover, are verbally abusive or are always late for pick–up.

I always give the owners a chance to fix my work environment. As a

house–call groomer, my main concern is a clean place to work with a reasonable temperature and good ventilation. Some strategies I use are clearly stating what I need for my work environment on my website and in my client reminder emails. I also document the temperature and humidity at each grooming session on the client’s itemized receipt.

When I can no longer service a client due to work environment, it is the most difficult category of client for

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me to break up with. I always want to make sure they do not see the termination of service as a personal attack on their lifestyle.

BREAKING UP WITH NEGLECT These are the kitties that need us the most. The first visit is always a pelt removal, at which I offer a free eight– week consult. These clients tend to cancel this free consultation appointment. Then sixteen months later, they call for another pelt removal. Again, I offer an eight–week free consult that is declined or canceled. I make it clear I will not do another pelt removal for their cat. At the third call, sixteen months later, I tell the owner I will only service their cat if they commit to a regular schedule. Sometimes they do, most often they don’t. When the fourth appointment request comes in,

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We have all had clients with cats we know need veterinary care, yet the owner would rather pay for a groom than the vet.

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We have all had clients with cats we know need veterinary care, yet the owner would rather pay for a groom than the vet.

While we may never understand the logic in their thinking, it is always better to refuse service than to have a cat go into medical distress in your care.

With cats that we suspect are not getting the medical care they need, it is important to decline service at check–in. For these cats, I require a letter from the veterinarian stating that the cat is healthy enough for a groom.

HOW DO WE BREAK UP Terminating service is never easy. The best policy is honesty.

In my business, I do not schedule the next appointment. When the owner asks for an appointment, I am clear and to the point; I can no longer groom Kitty (she is too aggressive for my comfort level), (the temperature and humidity get too high for Kitty’s and my safety), (I know she is in pain from her coat condition, there is nothing else I can do), (I fear she is going to have a medical crisis in my care). Then I direct them to their veterinarian for a referral to a different groomer.

Breaking up with a client is never easy because we love their cat. When grooming their cat puts your safety or livelihood in danger, causes emotional stress, or when grooming can result in the death of a cat, terminating service for that client is always the best option. &

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31

SALON SPOTLIGHT

by Jen Phillips April

Photos by Kaitlyn Rosae Photography

IT'S A TEAM EFFORT When Stephanie Pietri saw the availability sign on a 100-year-old building in her town, her imagination ignited.

I

told my husband, wouldn’t it be something if we could get that building and open a dog grooming salon?”

With 20 years of experience as a dog groomer, Stephanie felt ready for her own business. “After 20 years, there’s nothing I

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haven’t seen or problem-solved.”

She’d had her eye on the historic train depot in South Windsor, CT. “I used to ride by this building on the school bus as a kid, so when I saw it was available, it sparked my interest. It took six months to renovate the building. The previous business had

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been an insurance agency, so we had to take down walls.”

The stunning salon features black clawfoot tubs that sit in front of plate glass windows. “People get a kick out of them. They’re the first thing people see because they’re in the big window. From a grooming perspective, they’re comfortable to bathe the dogs in because when the dogs shake, the water stays within the bowl instead of splattering you.”

In addition to the clawfoot tubs, the salon also features chandeliers and open spaces.

“I’d never seen an upscale salon for dogs. I was inspired by my

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"I was inspired by my friend’s hair salon. I started with the clawfoot tubs, and of course, Pinterest.”

– Stephanie Pietri, Owner of Ruff & Tumble Salon

friend’s hair salon. I started with the clawfoot tubs, and of course, Pinterest.”

When Stephanie opened the Ruff & Tumble salon in September 2019, she had the normal fears of opening a new business. Would the clients come? But she was delighted with the response. They held a grand opening covered by local news and attended by the Mayor and a state senator.

Now she employs one other groomer, Lindsey Potter, and a part-time bather, Karen Gillette. Stephanie is delighted to work with talented people and quotes Anna Wintour, Editor in Chief of Vogue Magazine, “You are absolutely nothing without a great team.”

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35

The Ruff & Tumble team sees around 45-55 dogs per week.

“I’m a competitive groomer so I’m trained on the breed haircuts.

I also handle hand-stripping services which isn’t that common in the area. Everyone is credentialed and well-trained on handling special needs dogs,” says Stephanie.

Another thing that sets Ruff & Tumble apart is the fact that the shop is open and exposed so that people can see the process of the bathing and grooming. “We encourage people to come in and watch their dogs get groomed. This puts people at ease, especially if they have a nervous dog.”

Stephanie also said they see a

"Everyone is credentialed and well-trained on handling special needs dogs."

– Stephanie Pietri, Owner of Ruff & Tumble Salon

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lot of doodles. “Labradoodles, Goldendoodles, Bernedoodles. There are a lot of them in the area and they have a great temperament. Depending on how short or long the owner wants them, they need to be on a schedule at least every 4-6 weeks.”

Even during the March and April business closures, Ruff & Tumble was still grooming dogs.

Stephanie says, “The Governor of CT said we’re an essential business. Of course, we can’t let people in the building like we usually do.

So we escort dogs from the car and take payment over the phone.

We do additional cleaning during COVID-19 like disinfecting and sanitizing common countertops and doorknobs.”

Looking to the future, Stephanie wants to bring award-winning groomers to the salon and offer continued education so they’re always at the top of their game. In

keeping with this mission, Ruff & Tumble will also be a host site for the annual National Dog Grooming Association Workshops and Testing this August. &

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37

by Daryl Conner

T

ake a career that is physically strenuous and is often conducted in confined, humid spaces, add in the warm air from dryers and other tools, plus the heat of the bodies of dogs, cats and coworkers, and grooming in the summer can be a steamy experience.

We all know how important it is to keep the pets in our care cool and comfortable—but what about us? Sometimes even air–conditioned workspaces do not feel cool enough while we work.

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HERE ARE 10 TIPS TO HELP YOU STAY CHILL AS THE TEMPERATURES SOAR: DRINK UP: In warm environments we all perspire more, and that means we need to increase the amount of fluid we take in to compensate. Although how much water you drink depends on your individual body and exercise level, experts recommend drinking half of your body weight in ounces of water. For example, if you weigh 160 pounds, you should be drinking about 80 ounces of water per day.

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If you don’t enjoy the taste of plain water, consider adding fresh lemon juice, mint leaves, cucumber slices or other natural flavors to make it more pleasant. Insulated, reusable water bottles will keep your drink fresh, clean and icy all day long, while being kind to the environment.

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showed that something as simple as taking vitamin C can increase your tolerance for heat and make summer weather more comfortable. At just 250 milligrams a day, this is worth a try if summer heat is a problem for you1.

DITCH HEAVY MEALS: Digesting a lunch of a greasy steak or a few slices of pizza is a lot of work for your body and can make you feel warmer. Switch to lighter snacks while you work and see how you feel. Try a fresh salad and some juicy slices of fruit, which will increase your fluid and vitamin intake, and are easier on your digestive system.

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PLUG IN A FAN: Don’t underestimate the power of moving air. Even a small fan that directs air flow on your face while you work will help keep you feeling more comfortable. If you have room, adding one or more larger fans can keep you working comfortably on hot days.

ENJOY A SPRITZ: Keep a spray bottle of water in your work refrigerator and spritz your face and pulse points often during the day. Not only will it feel great, but the evaporation will help lower your body temperature.

CHANGE YOUR WARDROBE: Switch out tight grooming clothes for looser versions. Most hair–repellant fabrics we wear hold in the heat. But if you opt for a loose grooming vest instead of a snug grooming jacket, you can really feel the difference. I like to wear a knee–length vest and cotton capris in the summer. The vest is long enough to keep hair off

my legs, but loose enough to let air circulate freely.

You might also consider looking at clothes that are marketed to athletes. Many are made from fabric that is somewhat hair–repellent and wicks moisture away from the skin.

Most also have vents strategically built in to keep people cool while they participate in active sports.

TRY A COOLING NECK WRAP: A stroll around the internet will show you many brands of cooling neck wraps. These are tubes filled with absorbent gel crystals, and when soaked in cool water, the gel crystals swell and retain moisture. Wear it around your neck to chill the skin and keep cool on a hot day. Also keep a spare one in the refrigerator or cooler and switch them out if you begin to feel too warm. When I was a house– call groomer in Memphis, these were part of my daily summer uniform.

ADD A DEHUMIDIFIER: If your workspace is not only warm but humid, that will make you feel the heat more. A good dehumidifier will make your space far more comfortable—especially in hot weather. Ideal relative humidity is 40–50%. Bonus: reducing humidity will also help prevent mold and mildew, making the air you (and the pets) breathe healthier.

BLOCK THE SUN: Curtains and blinds are tricky in a grooming environment because they collect hair and dander and are challenging to keep clean.

If you use cellular–type shades that are properly fitted, you can reduce solar heat by as much as 80%.

If your shop is sunny and fabric window coverings are not interesting to you, you might consider adding sun–blocking film to your

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unable to cool ourselves properly, we may develop heat cramps. The symptoms of this usually include fatigue, thirst, heavy sweating and muscle cramps. If not treated, heat exhaustion—or worse—heat stroke, may develop. If you should experience any of the above symptoms, drink water or beverages containing electrolytes (sports drinks), move to a cooler location and rest. If symptoms persist, seek medical attention.

While grooming in hot weather offers challenges, taking some simple steps can help keep you and the animals in your care cooler, more comfortable and safer. &

CONSIDER CHANGING YOUR HOURS: If you live where it is cooler in the morning, think about starting your workday earlier so you can be done before temperatures crest in midafternoon.

When working in hot weather, it is important to remember that our bodies cool themselves mainly by sweating. The process of our sweat evaporating off our skin regulates our body temperature. If we are

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1. Vitamin C and Tolerance of Heat and Cold: Human Evidence. http://orthomolecular.org/library/jom/1982/pdf/1982–v11n02–p128.pdf 2. Myths About Window Film. https://www.conveniencegroup.com/ myths–about–window–film

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ALL THINGS PAW

by Michelle Knowles

Your stuff is dusty, the tags are bent and there is dog hair stuck to the edges of the price stickers. Your items look more like a garage sale instead of an exciting and fun way to boost your bottom line.

S

ometimes it may seem like other shops have the magic touch with a thriving retail area, while your retail area leaves you sad. Picking the items to sell in your front room may seem mysterious, but with a little research you can pinpoint exactly what your clients will purchase from you, and how often.

All salons have many things in common, but all have their differences, too. Demographics play an important part in deciding what to sell. A great way to help you decide what to have in your front room is simply to poll

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your clients. Clients love that you are thinking about how to make their lives more convenient and most will gladly answer a few questions on what they would like to have available in your store. Also knowing what big chain stores are around you and what your neighboring salons are selling can often be a good way to know what items to avoid, as well as what items can be uniquely yours.

TOYS Toys can be fun items, and seeing a pet get excited about a new toy is always heartwarming. But, if you are

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selling the same items that can be found at the big box stores, why would your clients make a special trip to buy that item from you? Make sure that the toys you sell are unique and something that clients cannot readily find somewhere else.

FOOD Food can be a very lucrative way to expand your item list. But there are pros and cons to selling pet food. The pros are that your clients can come to you for more than just grooming and they will respect you as a pet expert for suggesting the healthiest food choices

So many more people are buying clothing items for their pets than they used to, and with a little time spent searching the internet, you can find unique clothing that no one else carries. for their pet. But, the cons are, you have to watch for expiration dates, the food bags themselves require a lot of valuable floor space in your shop, and delivery times and ordering have to be down to an exact science so you don’t leave your clients looking to other sources when the food they buy from you is out of stock.

CLOTHING ITEMS Pet clothing is also a really fun way to “dress up” your shelves. So many more people are buying clothing items for their pets than they used to, and with a little time spent searching the internet, you can find unique clothing that no one else carries. Be prepared for people that want to try on everything before buying; a lot of times it can trash your display and soil more clothing than is purchased.

TREATS Treats are a wonderful way to boost your sales. There are even salons that have an extensive “biscuit bar” with all kinds of creative designs and flavors. If you order your treats, it carries the same risks as food. And if you make them, you should love making them or it just becomes a chore.

SHAMPOO, CONDITIONER AND SKIN & COAT CARE PRODUCTS Offering the same products you use at your salon can create a seamless story for your clients and bond them to you

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and your special services. These items can be a foot soak, ear cleaner, eye cleaner, cream for noses, mineral spray for pets with allergies…really, the sky is the limit in this area.

Combs and brushes that are handy in the front room could mean the world to a client that loves to primp their pet at home. This is also a great way to open a conversation with a client that really needs help with brushing and keeping their pet healthy and clean in between grooms.

ARTISAN OR LOCALLY–CRAFTED

Do you have a clientele that would purchase educational toys for their pet? Boots for hiking? Coffee mugs? Hand–painted portraits or handmade sweaters?

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The trend of items that are custom– crafted is fashionable and desirable. Do you have a clientele that would purchase educational toys for their pet? Boots for hiking? Coffee mugs? Hand–painted portraits or handmade sweaters? Most clients also love supporting other local small businesses, so carrying any pet– related products that can be sourced locally is a great sell. These items can be very unique and eye–catching, but make sure that your clients are really digging your stuff—and if they aren’t buying it, get rid of it!

Starting out with retail is as easy as finding one or two things that your cli­ ents really like and that you must restock often. Only add one or two items at a time so that you don't waste your money on things that don't really move. If you are currently selling retail and your shelves aren't showing you any love, pare down your item list until the only things left are the ones that are movers. Also, I cannot stress enough that the items themselves should be displayed in a way to incite interest and kept immac­ulate.

View your retail area as if you were the one deciding on a purchase. Do you really want to buy anything on your own shelves? If not, it may be time to give your retail area a little revamping! &

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OWNER ADVICE FOR PUPPY

Pre–Grooming

Socialization E By John Woods e

It’s as clear as day for groomers when they meet a dog who has been well prepared for the grooming salon. Not only is it obvious by the state of their coat, but also by how willing the dog is to being handled and how comfortable they are around the tools of the trade.

I

t goes without saying that a dog socialized in grooming makes your job much easier, but it also makes the whole appointment a lot less stressful for the dog, too.

So, how does a new puppy owner socialize a dog for grooming to make it as stress-free as possible for everyone involved? Like all socialization— start young.

From the moment the mother will let someone near her pup, she needs to be handled by humans. All parts of her body need to be touched.

She needs to learn that human touch

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is totally normal and safe.

Whilst she is still with her, the mother will carry out most of pup’s grooming. Pup will learn how to groom herself, but for most dogs in the human world, this won’t be enough as she grows. She will likely need regular grooming either by her owner, or by a professional.

As soon as she settles in her new human home, the human handling needs to be continued. Owners should be encouraged to touch the ears, muzzle, tummy, paws and tail. Most dogs struggle with their paws being touched, so it’s

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worth spending a little more time here.

A few minutes every day of handling her paw pads and her nails is ample. If she is a breed who will need regular trims at the groomers, owners should handle around her face frequently, too.

Once she accepts human touch, a brush can be introduced. If the pup has a thick coat or one that is likely to matt, brushing should begin as early as possible. The pup should be allowed to sniff and explore the brush before it is gently run along her body. Sessions should be kept short and repeated a few times each week until the first visit

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It’s always a good idea to introduce a new pup to being bathed. Whilst the owner may never plan on bathing them themselves—only the groomer, letting the pup know that it’s nothing to fear will help. to the groomer, where you can then better instruct the pet owner on athome grooming.

It’s always a good idea to introduce a new pup to being bathed. Whilst the owner may never plan on bathing them themselves—only the groomer, letting the pup know that it’s nothing to fear will help. This also should be done slowly and with short sessions.

To make sure it is a positive experience for the pup, plenty of praise should be given and treats can be offered. You want her to learn that good things happen in the tub.

Introducing them to a hair dryer can also be done in the owner’s home.

Have them turn the hair dryer on while the pup is in the same room, leave it on for a couple of seconds then slowly increase the time it is left on. If they are attempting to dry her, someone else can distract her with treats or peanut butter to make it a positive experience.

Nail clipping, ear cleaning, eye cleaning and teeth cleaning can be introduced in the same way. Slowly.

The pup should be allowed to explore/ sniff the tools and products. Encourage owners to be patient and only move on to the next stage/tool when they are confident that the pup has accepted the one before.

As a groomer you will be thankful

for the time the owner spent socialising their new pup for grooming. It also means that veterinarians will easily be able to handle the pup should they need to, as well as the owner. & John is a dog lover, trainer and member of the association of professional dog trainers. He is the founder of All Things Dogs (www.allthingsdogs.com), a digital dog publication helping educate pet parents on training dogs. He is a graduate in animal welfare and behavior, has two dogs (Jamie and Jeff), who he travels the world with and is a recognized author by the Dog Writers Association of America where he writes for his love of dogs.

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GROOMING BUSINESS BASICS

by Khris Berry

T

PANDEMIC–

PROOF BUSINESS 56

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he year 2020 has been filled with many lessons—none as poignantly learned as those experienced by small business owners.

This year has shown many groomers and grooming business owners that there was needed change within their businesses and the grooming industry as a whole.

In short, there’s nothing like a pandemic to make you rethink and re– evaluate your business. From business plan to basic business structure, from pricing to staffing, every element of the grooming salon is being examined by savvy grooming business owners based upon lessons learned and experience gained over the past few months.

One of the key elements that arose during 2020 was which businesses were considered essential. These decisions were determined by governing authorities—sometimes local and other times statewide, depending on the legislative culture where you live. While some groomers were taken back at being mandated to close (and thus being deemed non–essential), in reality, these are governmental agency terms to help make determinations about public health and safety. Your business’s assigned designation by a governmental agency does not speak to your passion, your service or your value to your clients. There were variables in every district, county, city and state based on governance which made allowances for some pet businesses to remain open.

Post–COVID, it may be a wise move to look into which pet businesses in your area were considered essential and build a new business plan which includes those services which deemed them essential (and expand your business footprint).

Let’s look at some of the services or features you could consider adding to

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Pets enjoy a new, elevated position in the household and our lawmakers have recognized this by determining that pet owners should attain uninterrupted access to purchase needed pet supplies. your business which, executed correctly, could increase your profits as well as your scope and range of services.

DAYCARE SERVICES Some localities allowed pet daycare services to remain operational during COVID–19 to service the needs of first responders. There are a lot of considerations—from proper oversight to floor space—but when this service fits your business, it can be a great additional source of income.

Other considerations include staffing, proper care for the dogs, acceptable

amenities and experience in handling pets in an off–leash environment. Are you prepared to manage altercations between dogs, a new influx of clients and increased stress on the infrastructure of your business?

On the other hand, daycare is a welcome addition for clients who like to offer their pet an opportunity to socialize with other canines. Daycare offers a more relaxed schedule for groomers when utilized as an add–on because the dogs are spending more of their day in our salons. Additionally, groomers who are already offering

all–day care for pets while owners are working can easily use daycare as a way to monetize the convenience.

ADDING RETAIL When discussing the addition of services, retail is king. Literally, this sector is the reigning champion of COVID–19 as pet retail services were deemed essential nationally. Pets enjoy a new, elevated position in the household and our lawmakers have recognized this by determining that pet owners should attain uninterrupted access to purchase needed pet supplies.

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Groomer to Groomer • Vol 39 Ed 7 • July 2020

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59

One of the easiest ways to diversify your salon is to redesign your business plan to

INCLUDE

RETAIL

One of the easiest ways to diversify your salon is to redesign your business plan to include retail.

While not for the faint of heart, the world of being a retailer should not be leapt into until you’ve done some homework and planned properly. Do you have staffing which allows for proper service, inventory control, order management and front–facing customer service? Do you have enough space to properly showcase products?

What about storage for product inventory? Do you have enough foot traffic in your salon? Do you have enough financial cushion to manage ordering and stocking product comfortably?

Do you have a point–of–sale system in place and are you comfortable managing sales tax and reporting?

These are merely the tip of the iceberg of considerations you should weigh. However, the lure of keeping your doors open during public health and safety crises may be enough to warrant investigating retail.

Rethinking your business plan should not be done on a whim. Adding any new services to your existing business should be executed with thought, planning and strategy to ensure that you understand this new adventure you are undertaking. The rewards of diversifying your business have never been greater than now. And these lessons we have all learned in 2020 are giving business owners plenty of reasons to take a second look at our business plans and find new frontiers. &

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STYLED UP

by Amanda Aaron & Brittney Valle

AFTER

BEFORE

THE SHIH TZU SHAVE–DOWN FIG. 1

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Groomer to Groomer • Vol 39 Ed 7 • July 2020

W

e all get those clients that just want their dog shaved down as short as possible. I get many of those requests during the hot, humid summer months at my salons in Florida. This tutorial will walk you through adding style to your shave– downs, while offering the client

GroomertoGroomer.com

what they requested.

This dog was bathed, dried and prepped before the tutorial.

To begin this groom, clip from right behind the occiput over the entire back of the dog. You can use whichever length you or the client desires for this.

Fig 2) Next, clip down to the

FIG. 2

FIG. 3

FIG. 4

FIG. 5

FIG. 6

FIG. 7

elbow and then glide off. We will leave the leg coat for now.

Fig 3) Continue clipping the coat off the entire body.

Fig 4) Clip to the top of the thigh muscle and then lightly skim off, leaving the leg coat.

Fig 5) Finish the body work by clipping from the throat directly down in between the front legs. You can also clip the belly as well.

Fig 6) Clip the leg coat off with a guard comb of your choosing. You want to take enough length off so the coat is short, but leave enough so that you can add style to the shave–down. I prefer to go at least two lengths longer than what I use on the body coat. To help achieve balance, you will clip the top of the leg with the attachment comb and slowly skim off as you get closer to the ground. Ideally, the top of the leg should resemble the same size as the bottom of the leg to create a column.

Fig 7) Once the clipper work is

Easy!

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Groomer to Groomer • Vol 39 Ed 7 • July 2020

65

FIG. 8

completed, continue the groom by scissoring around the feet. I prefer to scissor the foot with the paw on the table and rotate my shears around it; this allows me to see and control the shape of the foot as I am scissoring, as well as adjust how tight the foot is.

Fig 8 & 9) Next, blend the body

FIG. 9

FIG. 10

into the leg by using a thinner and taking the bulk out of the coat. I prefer to scissor feet before scissoring the leg, because if you set the length on the top of the leg and then you set the length of the foot, you can connect the dots between elbow and foot to achieve your straight column legs.

Fig 10) Make sure to check the column from all sides and angles to ensure it is not thicker on one side. You do not want to create a bow–legged appearance when viewing from behind, rather a seamless blend between the short coat of the body and the longer coat of the leg.

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Groomer to Groomer • Vol 39 Ed 7 • July 2020

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FIG. 11

FIG. 12

FIG. 13

Fig 11) Begin the head by clipping out the hair in front of the eyes and on top of the nose. Be sure to always clip toward you and away from the eye.

Fig 12) Set the length on top of the head with a guard comb. Be sure to clip in the direction of the growth of coat. For this dog, I started in the center of the head and clipped outward in each direction (side to side, then forward and backward).

Fig 13) Scissor the visor by trimming from the outside corner of the eye to the center in each direction.

Fig 14) Set the length of the chin by blending the clipped area of the throat into the longer coat of the beard.

Fig 15) Clip the sides of the face starting from the bottom of the chin then up and around the top of the head. When you scissor one side of the face from the bottom up and around, be sure to mirror that on the other side and scissor from bottom to top. This helps the sides look symmetrical. As with the legs, I prefer to set the length on the top of the head and then the chin before scissoring cheeks as it helps “connect the dots” in terms of length.

Optional: Trim the ears and tail per owner request.

FIG. 14

FIG. 15

What makes you as a professional? What is your

Send story submission ideas to mjsdogtraining@gmail.com

Now this little guy is ready to hit the beach in his short, stylish trim. I hope this article will help you achieve a little more pizzazz in your Shih Tzu shave–downs this summer. &

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67

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Wisdom and Grace So don’t be anxious about tomorrow. God will take care of your tomorrow too. Live one day at a time.

Matthew 6:34 Living Bible She didn’t believe she was late, so I showed her …

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Groomer to Groomer • Vol 39 Ed 7 • July 2020

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GROOM

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Groomer to Groomer • Vol 39 Ed 7 • July 2020

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Jessica Moore Kerry Blue Terrier ShowStopping Pet Trim

Poodle Know How

Brush up on Bichons

Learn the nuances of the Kerry

The Poodle is one of the

In this one-hour seminar,

transforms a dog from frumpy to

shops, no matter the size—we

a Bichon Frise pet trim. Learn

Blue Terrier trim with Jessica as she fabulous. Jessica will discuss the

breed standard and how you can

translate that into a great looking pet trim in the shop. What is the

proper blade or attachment comb length to use? How do I set the

cheek lines? Where does the Fall start? If you find yourself asking

these questions, you can get your answers here. Jessica's tips and tricks for the Kerry Blue Terrier

will have you walking away with

grooming education you can use on all your Kerry Blue Terrier clients.

most groomed breeds in our

get a lot of them! Wanting to step up your game? This live grooming seminar tells all!

How to determine what trim will look good on each pet, setting lengths on different

parts of the dog and proper

tool selections will be covered.

Jessica will also cover client education on at-home

maintenance and how often they should schedule for a professional groom.

Jessica will be demonstrating how to get the cute round

head, balance, angles, and

proper tail trim on a shorter

and easier to maintain version of a show trim.