Groomer to Groomer March 2019 by Barkleigh Productions

“THE GROOMING INDUSTRY’S TRADE MAGAZINE!” VOL. 38 ED.3 • MARCH 2019

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CONTENTS | MARCH 2019

TECHNOLOGY: TIME ?? A TOUR THROUGH

1990 2000 2010 2019 2030

???

by Khris Berry

AN ESSENTIAL ASSET

TO YOUR BUSINESS 32 by Jeff Dickerson

AFTER

Pet Boarding & Daycare Expo West Preview 54 How to Rise Above Average 6 Hosler: It Happens Every Spring

Conner: Marketing Magic: Inexpensive Ways to Promote Your Business

Knowles: All About Sebaceous Adenitis 26 Oquendo: The Dangers of Compassion Fatigue 38 The Little Talked About Challenges of the 42 Second Groom

EDITOR/PRESIDENT Todd Shelly todd@barkleigh.com ASSISTANT EDITOR Gwen Shelly gwen@barkleigh.com

SR. GRAPHIC DESIGNER Jenn Barraclough jennifer@barkleigh.com

Evans: Rustic–Coated Breeds: Natural Vs Matted

56 BEFORE

AKC Government Relations: How It Affects the 66 Grooming Industry & What You Can Do to Help Intergroom Preview 70 New Products

Classifieds & Groomer Humor

Calendar of Events

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

JR. GRAPHIC MARKETING DESIGNER COORDINATOR Jenny Thomas Alyx Robertson jthomas@barkleigh.com alyx@barkleigh.com

MANAGING EDITOR Rebecca Shipman rebecca@barkleigh.com WEB MASTER PUBLIC RELATIONS/ Luke Dumberth SOCIAL MEDIA luke@barkleigh.com COORDINATOR CHIEF OPERATIONS Evan Gummo OFFICER evan@barkleigh.com VIDEO DIRECTOR Adam Lohr Jeremiah Strawbridge adam@barkleigh.com jeremiah@barkleigh.com AD COORDINATOR/ ADMIN ASSISTANT ART DIRECTOR VIDEO PRODUCTION Karin Grottola karin@barkleigh.com Laura Pennington Becca Tarlo rtarlo@barkleigh.com laura@barkleigh.com

Freestyle Fun

by Amanda Aaron

ON THE COVER Michell Evans Kathy Hosler

“THE GROOMING INDUSTRY’S TRADE MAGAZINE!” VOL. 38 ED.3 • MARCH 2019

WWW. GROOMERTOGROOMER .COM

Mary Oquendo Daryl Conner Khris Berry Michelle Knowles

Copyright March 2019. 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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HOW TO

RISE AB0VE

AVERAGE

TECHN0L0GY

A TOUR THROUGH TIME

Groomer to Groomer • Vol 38 Ed 3 • March 2019

HOW TO

RISE Average E by Malissa Conti-Diener e

The truth is, most groomers try to get away

hen was the last time you went into a store or used a service and were so impressed with the experience that you shared it with friends and family? Or even better, took to your social media pages and posted reviews about them? The truth is, most groomers try to get away with just being average. The attitude of “This is how everyone does it, so this is how I am going to do it” must be banished. Mediocrity will always lead to more mediocrity, and an average grooming business produces mediocre results. It’s the ones that put in a little extra effort to exceed their customer expectations that create raving fans who re–book more often, purchase retail and share their experience with others in person and on social media. So, do you want to learn the importance of exceeding customer expectations to build a strong grooming business that breaks past mediocre and makes more money?

First, it’s relatively easy to do. How often do you shop somewhere and leave without any emotional feeling about the experience one way or another? Standing out isn’t all that difficult. It’s low hanging fruit for your business and one that has the ability to produce big results, with efforts that will not break the bank or your spirit. Second, when you exceed the expectations of your customers, you create a positive association that further helps to build your brand and customer loyalty. This can significantly help with repeat visits and increasing your customer lifetime value (CLV), an important metric for any business. We may be, or know of, groomers that have

Groomer to Groomer • Vol 38 Ed 3 • March 2019

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with just being average. The attitude of “This is how everyone does it, so this is how I am going to do it” must be banished. groomed for families for the lifetime of their pets, and new pets and new family members, and so on and so on. This IS your bread and butter customer base. In fact, in a nationally well– known pet business journal, it was found that the most successful businesses made the majority of their revenues from repeat customers past year three of operation. These interesting statistics are now proving that these businesses are not the average, run–of–the–mill pet grooming available to the public—no matter if you are a brick and mortar, home–based shop, house call or mobile unit. They have raised their vibrational frequency and manifested this idea to attract

To sum it up, when you exceed customer expectations, you create customers that spend more money, purchase more frequently and help you acquire more customers by sharing their experience. the customers they want and need to be above average. They make their customers feel special. They touch them on an emotional response level. When this happens, a customer feels loyal to your business. They respond to that higher frequency of energy and want to share it with others. THIS is what you want each customer to do. They NEED to feel the urge to take to the web, their neighborhood, and others they know and rave about how amazing your grooming services are. A customer with a good solid grooming experience will tell others, helping you

acquire new customers and lowering your overall marketing costs. To sum it up, when you exceed customer expectations, you create customers that spend more money, purchase more frequently and help you acquire more customers by sharing their experience. In all three ways that a grooming business can make more revenue, over–delivering on expectations helps you achieve it. So far, this has cost you nothing out of pocket. It is about your attitude, how you present yourself and your services, and most importantly, how you make that customer feel.

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Now, granted, not everyone who steps through your door (or you through theirs, depending on your business model) will like you, your services or will be a repeat customer. Those transient bargain seekers are not your demographic anyway. You will give them all your razzle dazzle, and they just won’t be razzled or dazzled by you. They were never meant for you anyway, so let them pass, acknowledge their purpose in your business plan and then move on. You can’t and don’t want to retain them all. You need to find your tribe; those customers that feel like friends or family when we work with them. Trust and Loyalty are two great business partners that will serve you well if you take care to serve them. Customers don’t expect much, that’s why there are so many ordinary grooming businesses out there. Most of them are pretty reasonably priced and offer ho–hum services with not much else. One of the main reasons the customers don’t expect too much from these businesses is because very few pet groomers take the time to raise the bar and put these higher expectations in the heads of customers. Why should they expect more if everyone is offering the same thing, in the same way?

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Now, let’s learn how to exceed every customer’s expectation, every time. We need to begin with understanding each of your customer touchpoints. A touchpoint is a single interaction that a customer has with your business. These interactions can be anything from a visit to your website, a one–on–one phone conversation, a text message conversation, a visit to your salon….you get the idea. Every single touchpoint a potential customer has with you and your business has the opportunity to meet, exceed or fail customer expectations. What is their first impression that they receive? Even if they don’t book an appointment, is there a follow–up email, phone call or text correspondence, or even a single social media message? How have you emotionally impacted that customer? What type of energy did you put forward when meeting with or just communicating with that human being? To create a memorable experience, you first need to map out each touchpoint your potential (and established) customers typically have with your grooming business. The easiest way to start this process is to break down their experience into major categories, and then list all the touchpoints a person would typically go through for each category. GroomertoGroomer.com

For example, you may decide to break out your major categories like this: • Pre–Appointment: All the interactions a customer has with your grooming business prior to deciding to utilize your services and business. • Purchasing Services: The communication a customer has with you after they have made the decision to employ your services/business. • Deliver Services: All the wonderful attributes of your business you discussed with your customer now must be fulfilled in a timely manner. • Post–Purchase: All the interactions a customer has with you after they have purchased grooming services from your business. And you may choose to categorize your touchpoints such as: • Social Media Communication: General posts to reach all customers/ potential customers • Direct Communication: Emails, text message and face–to–face • Auto–responders: Email, newsletters, social media postings • Informational: Service descriptions, website pages, social media pages/profiles • Business Policies: Refunds, release forms, payment terms, terms of services

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Your best bet is to start by choosing one touchpoint to focus on and do the best you can with that, and then slowly add others to your plan as you raise the level of your interactions with customers.

Groomer to Groomer • Vol 38 Ed 3 • March 2019

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Of course, this is just a small example. You’ll want to consider every point of contact with your customers for each of your major categories, no matter how small. Breaking this down into the smallest points will help you to plan better for each interaction and also to pre–plan your reactions to customers who can be frustrating or uninformed about pet grooming or pet ownership. You can’t be everything to everyone. Your best bet is to start by choosing one touchpoint to focus on and do the best you can with that, and then slowly add others to your plan as you raise the level of your interactions with customers. Once you choose a touchpoint to focus on, ask yourself, “What does the average person expect from this?” Once you’ve determined an average customer expectation, you’ll want to brainstorm ways that you can exceed those expectations. Something as simple as adding a signature to your text messages or emails that conveys your interest in them as a potential customer speaks volumes to the person reading it. Be excited to share your business with them; let them see, feel and hear that excitement through your interactions. I wouldn’t want a service person who was flat and uninspired when choosing where to bring my pet. What are your checkouts like? Something as simple as giving them a small bag of wrapped treats at the end of each grooming with your business info on it can really impress a customer, and the cost is minimal. Do you issue a receipt? Or do you give a rebooking reminder card, email or text? Add something

to those such as a free spa facial or toothbrushing. Rewarding customer loyalty is huge to a person who is using your services. This builds loyalty, and it is an exchange of positive energy. Just the words “Thank You” can make a world of difference to your customers if they can feel the sincerity in it. Once you’re happy with your newly–crafted customer experience, try testing it out yourself. Go through your entire purchase experience as if you were a brand new customer, or have someone you know role play these scenarios with you to perfect your customer experience. Don’t forget to put the negatives in also, like dealing with those that are unsatisfied with your services. How we handle the negative experience

impacts how we deal in the positive realm as well. It is all about balance. You also need to re–evaluate every so often to make sure things don’t get stale or complacent. Finally, you’ll want to ask your customers for feedback. If you’ve truly done a great job, you’ll likely see some of the fruits of your labor in the form of increased positive customer emails, as well as mentions on social media. Don’t be shy, ask them to review your services on review sites, and you can even offer incentives like a percentage off their next groom, or a free upgraded service for positive reviews. Many also offer referral bonuses to their customers who bring in new business. Make it worth their while to do something for you. And to thank them, you need to open

your bag of generosity (to a degree) and make them feel appreciated for spreading the good word about your great work. Ultimately it comes down to the question, are you willing to do what it takes to become above average in a sea of average grooming businesses? Raise your energy level and, with careful planning, you can attract more, better and more loyal customers who share your passion for the animals you groom. If you put your spirit into each interaction, customers who value your special energy and love for your craft will seek you out and lead others to you. It’s all about staying grounded and knowing that you are going above and beyond to make your business stand out. ✂

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Groomer to Groomer • Vol 38 Ed 3 • March 2019

Spring... IT HAPPENS EVERY

E by Kathy Hosler e

We don’t look forward to it, but it’s something that almost every groomer experiences. It begins with the phone calls and texts we get from owners who have not had their pet groomed since last year.

heir usual excuse is that they wanted their pet’s hair to grow to keep it warm during the winter. Well, winter is over, and now the pet is a huge mess. We also get calls from first–time owners who got a puppy for Christmas. They tell you that they love how fluffy the puppy is but they can’t see its eyes, and feces is sticking to the hair under its tail—could you just give him a little trim? So, the puppy is now six or seven months old,

Groomer to Groomer • Vol 38 Ed 3 • March 2019

and has never been groomed—and maybe never even brushed. Great. We’ve even had them tell us that, when they purchased their puppy, they were told that it wouldn’t need to be groomed until it was a year old. That is so unfair to the pet and to the groomer! Some owners may be happy to just get rid of all the hair and don’t care how short their pet is clipped, but they are in the minority. Most of them expect you to be able to make

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their pet look like it just stepped out of a show ring, no matter how bad it looks when it comes in. Unfortunately, a lot of owners do not have a clue that they need to brush and care for their pet at home. This is when you become a teacher as well as a groomer. When the pet arrives for its appointment, check it over thoroughly. Always have a comb with you at check–in. Use it to show the owner where there is matting in the coat.

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Explain some of the ways that mats form: pets rolling on the carpet and rubbing on furniture, bathing the pet without brushing it, wearing sweaters on them for an extended period of time, and just not brushing and combing the pet correctly. Tell the owner how uncomfortable the matting is for the pet and how it can impact their health and well–being. If the pet cannot be safely de–matted, discuss the grooming options with the owner. If you know the pet will have to be completely clipped down, be direct and tell the owner that it will not be possible to brush out the mats. Even though there are many de–matting tools and products at our disposal, there are times when it is not humane or possible to de–mat a pet. Tell the owner that their pet will have to be clipped short. Use words like ‘smoothie’ or ‘summer trim’, instead of ‘shaved’ when you describe what their pet needs. Don’t let an owner bully you into trying to de–mat their pet. They might say something like, “I don’t

want him short. It’s your job to groom my dog the way I want it.” That’s when you calmly and professionally reply, “My main concern is your pet and its wellbeing. He should have been groomed months ago. His hair has now reached the point where it is too matted to do anything except remove it. The only thing I can offer you is to clip him short all over and start fresh. To attempt anything else would be abusing your pet.” Anytime you groom a matted cat or dog, have the owner sign a release. If you have an information sheet or a brochure about ‘smoothies’, give it to the owner. Also, show them before and after pictures of other pets who have gotten ‘fresh start’ haircuts to give the owners an idea of what their pet will look like after the hair is removed. In today’s world, you have to protect yourself and your business. Unhappy clients may sue you, or badmouth you and your business on social media. If you don’t want to end up in Judge Judy’s courtroom, you must document everything.

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Groomer to Groomer • Vol 38 Ed 3 • March 2019

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During the groom of the dog or cat, take before and after photos, or video the entire groom. Make sure to record and take pictures of anything out of the ordinary; infected ears, toenails that have grown back into the foot, or lumps or sores anywhere on the body. You can send the evidence to the owner immediately or show it to them at pickup. When the owner comes for their pet, go over after–groom care with them. Let them know that some pets can do a lot of damage to themselves after they have been released from a ‘body cast’ of matted hair. Their skin may feel itchy or irritated. And, if their pet chews, licks, scratches or rubs itself, it can damage the skin and cause problems such as hot spots and skin infections. If they shake their heads vigorously enough, they can cause hematomas and bleeding of their ear flaps. Caution them to limit their pet’s exposure to the sun immediately after its haircut to lessen the possibility of sunburn. This is a perfect time to sell them the grooming tools and products (including pet–formulated sunscreen) that they should use on their pet. Take time to show the owners how to care for their pet’s grooming needs at home. Give them a quick demonstration of the correct brushing and combing techniques that they should follow. And before they leave, set up their next appointment. Explain the importance of professional grooming, how it benefits their pet and why they should get it on a recurring schedule. No matter what we do, groomers will probably always have those clients who get their pet groomed ‘once a year —whether they need it or not’. But, the ones you are able to educate can become wonderful, loyal clients with happy, well–groomed pets. And, that makes for a happy groomer, too! ✂

GROOMING MATTERS

Marketing by Daryl Conner

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PROMOTE YOUR GROOMING BUSINESS

When it comes to marketing your grooming business, the focus can and should be kept local. This opens up opportunities to let people know just what it is your service has to offer without having to lay out thousands of dollars in advertising.

tudies prove that, on average, you have 6–8 seconds to grab someone’s attention. Once you have that attention, you have about 60 seconds to hold their interest long enough to pitch your service. Because of this, you should spend some time thinking of how to enthusiastically explain your business in 60 seconds or less. Have a phrase prepared and practiced that you can rattle off the next time the bank teller taking your deposit says, “Oh, you are a groomer?” Hit her with your pitch and leave her

Groomer to Groomer • Vol 38 Ed 3 • March 2019

knowing enough about your business that she will consider bringing her pet to you or mention your service to friends and family. Once you have this down, you just need to find ways to open the conversation more often. A friend has a license plate on her car that says, “Groomer.” People ask her about it. You can also put a bold bumper or window sticker on your vehicle that will get people talking about your work. One smart groomer I know had her eye–catching logo and business name embroidered on stylish polo style shirts and on GroomertoGroomer.com

her denim jacket. She was a walking advertisement everywhere she went. People would remark on her chic garments, and she had business cards ready to hand out as she told them about her trade. And those business cards? Investing some money in a really eye–catching, high quality card is a small but worthwhile expenditure. A nicely done card really does make an impression and is far more apt to be kept and considered than a cheap one. Here are some other ideas to try: 1. Ask satisfied customers if they

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Groomer to Groomer • Vol 38 Ed 3 • March 2019

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would be willing to take some of your business cards and recommend you to people they know. You will be surprised at how many people are happy to help, but don’t consider giving referrals until they are asked. 2. Have some attractive bookmarks made up with your business information and leave a stack of them at the local library. 3. Don’t underestimate the power of social media. I was recently surprised when I asked an 80–something–year–old man how he had heard about my studio. “Oh,” he said, “I saw something about you on Facebook.” Pick a few forms of media that are interesting to you and promote your business that way. Post photos of dogs, tidbits of pet care tips and promote any special things you are doing during any given period. The more content you provide, the more apt your readers will be to share your posts, and that is all free advertising. (As a side note, I find often my existing customers will be reminded to make an appointment after seeing something I’ve posted on social media.) 4. Network with other pet care professionals in your area to cross promote each other. Dog trainers, boarding facilities, pet photographers, dog walkers and doggy day care providers are great sources who might be interested in referring their customers to you if you return the favor. You can even consider putting on some sort of joint event with a group of other pet services to welcome the public to learn more about each of your businesses. You can also use reciprocal web site links, combined social media events or fliers to cross promote. 5.Give something away. Human nature being what it is, we all like getting something free. I frequently give a certificate for a free groom to local rescue organizations when they

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If your business has something noteworthy to share, write up a good press release. There are instructions on how to do so online. are holding an auction or other fund– raising event. This gets my name out in the public, often brings me a new customer and helps the rescue group. For a smaller investment, you can give a free add–on service, such as a hot oil treatment, spa package or seasonal facial or paw treatment. These additional services cost little for you to provide but create an interest in the service for the future, while helping people get that happy “something for nothing” feeling. 6. If your business has something noteworthy to share, write up a good press release. There are instructions on how to do so online. When I opened my business four years ago,

Groomer to Groomer • Vol 38 Ed 3 • March 2019

the paper wrote an article about it after I submitted my release. Because of that one article, I was busy from the day I opened. 7. Social groups such as Rotary International, as well as local libraries, often have a need for guest speakers to come and give a talk or demonstration. If you are comfortable doing this, it is a great way to network with local people who are active in the community. 8. Many communities have low–cost vaccine clinics throughout the year, and some rescue organizations put on public events. See if you can set up at the event and give nail trims for a donation. Donate the

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proceeds to the rescue or some other organization. You’ll be amazed at how many contacts you can make at an occasion such as this. Once you have attracted new business, be sure you are taking steps to build a relationship. Because it is easier to keep an existing customer than it is to find a new one. Beyond offering your excellent service, think of small ways to delight people. It can be as simple as remembering their favorite color for a bow or bandana, or sending their pet a birthday card. Building and keeping a customer base is imperative to keeping us happy at work doing what we love—making dogs and cats more beautiful. ✂

ALL THINGS PAW

by Michelle Knowles

ALL ABOUT

ebaceous Adenitis, or SA, is a skin condition that can be found among all dog breeds and is not considered common. SA is associated with inflammation in the skin and, in some cases, a secondary infection or an underlying systemic issue, with the eventual damage or death to the sebaceous gland. This can severely decrease the amount of oil available on the pet’s skin, leaving it dry, brittle and unable to perform its function. While there are rare cases of remission, treatments performed are for the lifetime of the pet. SA seems to be more prevalent in certain breeds of dogs like Standard Poodles, Akitas, Huskies and, in some instances, Havanese and other breeds. It can sometimes, but very rarely, be found in rabbits, horses and humans. And is also extremely rarely found in cats, but there is very little research on the feline side of the condition and long–term studies are few.

Groomer to Groomer • Vol 38 Ed 3 • March 2019

SA comes in a long and short coat form and it is thought to be caused by an auto–immune response, defects in the keratinization process or lipid metabolism, or an inflammatory response in the sebaceous glands themselves, but there is uncertainty as to what actually causes the condition. There is also evidence to link SA to genetics and heredity, and animals that present with SA should not be used for breeding purposes. SA starts with a noticeable change in the texture and even color of the coat in a few places, and spreads to other parts of the body. Other symptoms can include: intense scratching, clumps in the coat, hard dry patches on the skin, alopecia or hair loss, blocked follicles, a hardened substance around the roots sometimes called a “frond”, bacterial and/or fungal infections, a noticeable odor, and dandruff or scaling that falls from the coat. Diagnosing SA is

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done by cytology of the skin, scrapings, trichogram or biopsy in order to reveal the extent of the gland death. Accepted treatments consist of internal medications such as Cyclosporine, Vitamin A supplements and Tetracycline, along with topical administration of oils, antibacterials and antifungals, either together or separately. The goal is to preserve the sebaceous glands that are left and to support the glands that are dormant, as well as keep the skin well–oiled so further damage does not occur. Currently, most veterinarians prescribe the use of a 1–2 hour soak in mineral oil followed by dish liquid soap to remove the excess oil. However, in my opinion, better results can be achieved by using nourishing oils that give back the nutrients that the skin and follicles need for health and new growth. These oils can be used separately or together, and

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When using a protein conditioner as a base, you can then add one or a combination of avocado oil, argan oil, marine collagen, baobab oil, jojoba oil and camellia oil. provide more “food” to the skin than mineral oil. There is less of an oily residue when using nourishing oils. When using a protein conditioner as a base, you can then add one or a combination of avocado oil, argan oil, marine collagen, baobab oil, jojoba oil and camellia oil. Coconut oil is not recommended as it can be comedogenic. You can also add plant mineral liquid (sold at health food stores, not at the local garden center) to boost and support the immune system

and fulfill the requirements of the skin. This mixture should be used in the oil soaking part and should be left on a damp coat for 1 to 2 hours. Bathrobes, towels and other cosmetic wraps work well to retain heat and moisture during the process. If there is no secondary infection present, shampoo afterwards with a mild shampoo that will not strip the oils. If a secondary infection is present, use the appropriate shampoo or combination of sham-

poos for this issue and let sit for no more than five minutes after massaging it into the coat. Rinse well then use a less oily version of the oil soak mixture to use as a final conditioning rinse. This therapy should be given once per week for 4 to 6 weeks, or until there is improvement in the skin and hair texture, and then every 2 weeks to maintain. As you can probably guess, this is a very time–consuming process and must be repeated at regular

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intervals, so many owners seek out the services of a professional groomer. Most owners rely on having these specialized treatments done at a salon or vet hospital, as trying this at home is messy and the owner is inexperienced at holding a slippery animal for any length of time. Make sure that you are working

under the orders of the pet’s veterinarian, and refrain from discussing concerns the owner may have about internal medications and other internal issues. This is for legal as well as for practical reasons and is a good rule of thumb to follow to keep your liability risk as low as possible. Sebaceous Adenitis is a complex condition that will need to be

treated for the lifetime of the pet. Make sure you are charging for your time as well as the products that are needed to complete this therapy. Therapies can bring you closer to the wonder of working with pets that truly need your care and concern, and can be very rewarding for the groomer, the pet owner and, ultimately, the pet. ✂

References: • Scott DW, Miller WH Jr, Griffin CE: Muller and Kirk’s Small Animal Dermatology, 6th ed. Philadelphia: W.B. Saunders Co., 2001: p. 1140–1146. • Rosser E, Dunstan R, Breen P et al.: “Sebaceous adenitis with hyperkeratosis in the standard poodle: a discussion of 10 cases.” JAAHA, 1987; 23: p. 341. • Gross T, Ihrke P, Walder E, Affolter V: “Sebaceous adenitis.” In: Skin diseases of the dog and cat, Clinical Histopathological Diagnosis. 2nd ed. Oxford: Blackwell Publishing, 2005, p. 186–88. • Frazer M, Schick A, Lewis T, Jazic E: “Sebaceous adenitis in Havanese dogs: a retrospective study of the clinical presentation and incidence.” Veterinary Dermatology, 2010, 22, p. 267–274. • Rosser E: “Sebaceous adenitis.” In: Kirk RW, Bonagura JD, eds. Current Veterinary Therapy XIV: Small Animal Practice. Philadelphia: W.B. Saunders, 2009, p. 449–453. • Linek M, Boss C, Haemmerling R, Hewicker–Trautwein M, Mecklenburg L: “Effects of cyclosporine A on clinical and histologic abnormalities in dogs with sebaceous adenitis.” JAVMA, Vol. 226, No. 1, January 1, 2005, p. 59–64.

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GROOMING BUSINESS BASICS

TECHNOLOGY: TIME ?? by Khris Berry

A TOUR THROUGH

1990 2000 2010 2019 2030

??? How has technology impacted your business? To answer this question, let’s first take a journey into the halls of history of Pet Grooming Business and see how our industry has changed over time.

s our customers have become more reliant on technology, we have also become more reliant on it in our daily work. It’s safe to say that technology touches every aspect of the modern pet professional today. Take a walk with me back in time:

1990: Your clients will either drive by

your location or find you in the yellow pages of your local phone book. Your primary advertising sources are word of mouth, referral from other professionals (vets, most likely), and yellow pages advertising (which you probably pay hundreds of dollars for each month). You keep paper card files of your client histories, schedule appoint-

Groomer to Groomer • Vol 38 Ed 3 • March 2019

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ments by writing them into a calendar, and don’t take credit cards as a payment form for your services. Your co–worker learned to groom from you, and you learned to groom from an older co–worker, and she learned to groom from her mother. You keep your own checkbook, receipts, and expenses in a ledger and deliver them all to your accountant in

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You answer the phone calls that you can but otherwise play voicemails on your answering

1990

machine at the beginning and end

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2000: Your clients are still finding you by driving by your location but, increasingly, they are talking about their pets, and word of mouth about your services is growing. They may discuss your services over coffee with a friend or in the school carpool line. You now have a website proudly displaying your skills, hours, and vaccine requirements – and you can track the growing number of clients seeking directions to your business each week. You have a digital answering system and you now check your phone messages several times each day. Your shop phone is cordless and you answer it when you can while grooming a pet. You attend your first industry trade show, which you saw discussed on a great new website called Facebook. You and your co–workers learn some new techniques, purchase new equipment, and are excited to share your new skills with your clients. You have begun accepting credit card payments and are wrestling with new accounting software at the suggestion of your accountant to become more organized and up to date. (Ok, that accounting one is me again.) 2010: Your appointment calendar is bursting at the seams. You have added a desktop computer to your office and are running accounting software alongside a new client tracker program.

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a large box to balance once a year (Ok, that was me in 1990, maybe not you.) You answer the phone calls that you can but otherwise play voicemails on your answering machine at the beginning and end of each day. Your clients just return at a prescheduled time for their pets because they can’t be reached during the day.

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You still love your paper card files, but they often disappear or are not kept up to date with client service data. In addition to your digital answering service, you have a cell phone for your business. Besides your accounting software, client software and business website, you are spending time learning to market your business in a digital world with keywords and tags. You have just started a business page on Facebook so that customers can find and interact with your business more easily. You regularly attend trade shows—at least 1 or 2 every year—so that you can follow the newest trends. Your favorite industry magazine now has a digital version, and you have begun ordering the majority of

your grooming supplies from online catalogs rather than the paper catalogs you receive in the mail. Your business has a sterling reputation except for that naggy little bad review on a website called Yelp from a customer who was clearly unreasonable.

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2019: Your appointment calendar is now ensconced on the computer work station at your reception desk, as well as the computer work station in the grooming room and on your smartphone. You can access your appointments, your client database and the camera watching your dogs at home from your own personal device with two flicks of a finger. The majority of your clients interface with your business electronically for at least a portion of their service;

scheduling, payment, posting photos of their (#)cute groom or texting/ emailing reminders for follow up visits. Your business spans the internet from Twitter to Facebook to Instagram to Google Business Pages. You belong to over forty grooming specific groups and there is a constant influx of information barraging your news feed. You still enjoy visiting industry trade shows and the personal aspect of the education you receive (as well shopping for new shears), but you have participated in two webinars recently and just found a great new YouTube channel with grooming tips and tricks. Your clients primarily pay for your services with credit cards, which are electronically deposited into your account from which your own paycheck is electronically debited.

Your personal interactions with your clients have become shorter while your digital interactions have increased. Your customers are less tolerant of the time your service takes and expect to be contacted immediately when their pet is finished. You spend time every week looking at your reviews and managing your online reputation due to unreasonable expectations from your ever–growing client base. You change your voicemail message to indicate that you aren’t answering the phone so that your time and attention can remain on the pets in your care, yet clients continue to be irritable if you don’t return their phone messages immediately. At the end of a physically, socially and emotionally exhausting day, you find solace in seeing that other groomers post memes portraying exactly how you feel in that moment. In fact, you order your dinner from the comfort of your bathrobe and scroll through the messages you have received during the day while you await your dinner to arrive at your door – again, accomplished with two flicks of your fingers. While you are waiting, you decide to check tomorrow’s appointment schedule, answer a few emails and catch a quick grooming tutorial from an online source. Did you find yourself in the history above? As technology has become more readily available, we find more ways to ease our daily tasks and incorporate it into our daily lives. Our clients are doing the same, and the cycle persists. As groomers, many of us have a voracious appetite for new and improved – we’ve done our work for so many years without the aid of modern conveniences. Now, as a modern and

desirable personal service, our clients expect to interface with us the way they do their other valued services. As society and culture shift into a technologically driven age, our social interactions as well as our business interactions with our clients are also rapidly shifting. Progress, innovation and advancement are wonderful things, but it’s up to each of us to ensure that we keep the pet in pet grooming and the personal in personal service. I wonder what this article will look like in 2030. Will we still know our client pets on a personal level? Will we know our client preferences and form personal relationships with them that define the groomer/pet bond? As technology creeps into our pet grooming businesses, how do we, as pet professionals, alter our own perspective to keep up with our clients?

As groomers, we can’t really answer those questions. We can look ahead with a mix of apprehension and excitement about the future of our industry. The technological wheel keeps turning. And so it goes. Despite all the changes in how we interface with our clients and peers in the industry, there is one defining factor that has not changed in any of the decades or history reflected above. No matter the technology which we introduce into our workplace, when it comes time to groom the dog – it’s still just you and the dog. We may use technology to interface with our clients; we may use technology to connect with our peers; we may use technology to improve or share our own skill sets. But we still use our hands, artistry and our minds to create the perfect style for each pet. And that piece of our job will likely never change. ✂

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Groomer to Groomer • Vol 38 Ed 3 • March 2019

THE DANGERS OF

E by Mary Oquendo e

We try to soldier through, but what happens

roomers have had a tough year. We are called to work with pets. We try and help them feel better and look good, sometimes in spite of the condition they come to us in. We battle owners who don’t tell us any health concerns that could impact grooming and get mad if we can’t salvage a pelted coat. We get bad Yelp reviews and social media backlash if something happens in our care that many times is out of our control. We are dealing with legislation and licensing based on owner emotion. We try to soldier through, but what happens when we just can’t do it anymore? We lose our passion for our

work. It begins to affect our emotional well–being. It feels more than just a case of burnout. It may very well be Compassion Fatigue, which is sometimes confused with burn out, but is a very different condition. To understand what Compassion

Groomer to Groomer • Vol 38 Ed 3 • March 2019

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when we just can’t do it anymore? We lose our passion for our work. It begins to affect our emotional well–being. It feels more than just a case of burnout. Fatigue is requires the input of someone more knowledgeable than myself. Catherine Anne (Frend) Gillihan, Retired NCG, BS/ Behavioral Science/ Resilience Trainer, Certified Crisis Counselor and Equine Facilitated Learning Practitioner offered up her expertise.

Compassion Fatigue occurs from exposure to one case or maybe the result of a series of traumas. Burnout is a cumulative process marked by emotional exhaustion and withdrawal associated with the increased workload and institutional stress, but is not trauma–related. HOW DID YOU BECOME INVOLVED IN THIS TYPE OF WORK? Catherine: I am a retired groomer. When I retired, I started looking for my “second career.” I decided, as much as I loved helping animals and, at times, felt like my clients’ therapist, it was time for me to help people through understanding why we behave the way we do. I have seen so many cases of groomers “just losing it,” where the dog and sometimes employees end up paying

the price. It was time to step up, take that lifetime of understanding the industry, couple that with becoming educated in mental health, and I became determined to get the word out. Compassion Fatigue and burnout are real and they will, if left untreated, create a volatile environment.

WHAT IS THE DIFFERENCE BETWEEN COMPASSION FATIGUE AND BURNOUT? Catherine: Compassion fatigue

also is known as “Vicarious Traumatization” or “Secondary Traumatization.” It is the emotional strain of exposure to working with those suffering from the consequences of traumatic events. It differs from burnout, but can co–exist. Compassion Fatigue occurs from exposure to one case or maybe the result of a series of traumas. Burnout is a cumulative process marked by emotional exhaustion and withdrawal associated with the increased workload and

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institutional stress, but is not trauma–related. These two conditions can co–exist simultaneously, or one can start before the other.

WHAT ARE THE SYMPTOMS OF COMPASSION FATIGUE?

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Catherine: It can affect different areas of your wellbeing including some or all of the following: • Nervous system arousal (sleep disturbance) • Decreased cognitive ability • Impaired behavior and judgment • Feeling of isolation and loss of morale • Depression and PTSD • Loss of self–worth • Unable to modulate or control emotions • Impacts your view of the world and spirituality • Changes your psychological needs (increases or decreases your dependency upon safety, trust, esteem, intimacy, and self–control) • Loss of hope and meaning (may create an existential despair) • Unwarranted anger towards

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counselor; it is private and confidential.

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individuals, animals, or events.

WHAT ARE THE REAL DANGER SIGNS? Catherine: Finding yourself quick to anger with individuals and animals, and unable to understand why you cannot tolerate the usual stressors during the day. Normal day–to–day situations such as: dog barking, peeing or pooping in a kennel after a bath, a regular is having a bad day and cannot stand still may set you off.

ASK YOURSELF THESE QUESTIONS: • Is my ability to function altered? • Am I regularly waking up tired in the morning and struggling to get to work? • Do I feel as if I am working harder but accomplishing less? • Am I becoming frustrated or irritated easily, almost with– out prompting? • Am I losing compassion for human clients and/or animals? • Am I experiencing frequent illness and migraines?

WHAT CAN A GROOMER DO TO PREVENT OR DEAL WITH COMPASSION FATIGUE? Catherine: Prevention can start with preventing burnout. Schedule regular time off, learn how to recognize your personal limits, STOP comparing yourself to others (which leads to poor self–esteem), recognize your busy times of the year and plan accordingly, develop boundaries within your business and personal life, and make a commitment to upholding them. Ask For HELP. It is never a bad decision to go and speak with a counselor; it is private and confidential. Join a group (again, confidential) to learn how to establish boundaries and release the stress and tension of daily client interactions.

All mental health visits are confidential, so don’t worry about using someone close by. Therapists cannot discuss your case with anyone. Mental Health professionals will not engage unless you engage, keeping your relationship 100 % confidential. HOW CAN A GROOMER SEEK HELP? Catherine: Call your Primary Care Physician (I understand most in the grooming industry struggle with affordable healthcare.) If you use your insurance, generally you will need a referral. If you have insurance that does not require a referral for mental health, then you can go straight to finding someone in your area. All mental health visits are confidential, so don’t worry about using someone close by. Therapists can-

not discuss your case with anyone. Mental Health professionals will not engage unless you engage, keeping your relationship 100 % confidential. Private Non–Profit Mental Health Clinics are popping up everywhere allowing for the noninsured or underinsured to obtain benefits upon a cash sliding scale (sometimes allowing for visits as low as $5 to $45). I am always available to reach out to; (keepthefaithfarm@gmail.com). I

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can enlist a wide range of colleagues to obtain the help that is needed. If you belong to a body of faith, most congregations have counselors on staff. I am proud to be part of such a supportive industry. I would like to reiterate: Ask For Help! If you recognize the symptoms and danger signs in another groomer, intervene. You may save the life of a pet or the groomer. ✂

Groomer to Groomer • Vol 38 Ed 3 • March 2019

THE LITTLE TALKED ABOUT

CHALLENGES OF THE

SECOND

GROOM E by Melissa Viera e

new puppy owner will experience many exciting firsts with their pup, whether they have owned many dogs before or they are first–time puppy owners. The first vet visit, first outing, first adventure and first puppy class can all be important parts of bonding with the new pup and watching him grow and mature with each new experience. Grooming is an important step for puppies, and the first grooming should happen sooner than later. Making that first trip to the groomer’s is something that pet owners should be proud of. They are taking the right steps to help their young one get accustomed to the grooming salon— which can be quite overwhelming. While some puppy owners will have hopes for fancy styles and full grooms, many will understand that

Groomer to Groomer • Vol 38 Ed 3 • March 2019

grooming their happy pup will be a challenge. Puppies are full of wiggles. Starting with a puppy clean–up instead of a full groom can help with introducing puppies to grooming in a positive way because they will not have to sit through full trimming and clipping. When the owners return to pick up their freshly cleaned pup, they will be eagerly waiting for a report. Puppy owners will be curious and nervous about how their young pup did. They will likely ask, “Was she good?” When they ask, there are no easy answers because, often times, the first clean–up groom on a young pup is not as difficult as one might imagine. A sound puppy, especially one with a breeder that had worked with him or her, will probably sit through most of the grooming. The

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puppy will likely be nervous, but that does not mean it will try to bite the groomer’s fingers or cry the entire time. The puppy might not be difficult but they might not be ‘good’ on purpose either. A nervous puppy will be still and quiet and they should still go home with homework to prepare for their next groom. Do you find yourself surprised when a new puppy is perfectly well behaved? Even after seeing this many times, we, as groomers, tend to expect a wiggly disaster groom for a pup’s first time. Groomers are pleasantly surprised when the quiet pup lets us do our job and goes back into their owner’s arms with a happy tail. We are excited to share the news with the pet owner. “She was so good,” an excited groomer tells a puppy owner.

The second trip to the groomer’s is less talked about than the first groom, but sometimes even more important. The tiny puppy has grown and has become much more confident. Now the quiet pup is turning into a teenager and she is not as likely to be so still. The experience leaves everyone happy and, in a few weeks, the young pup returns—except she is not so young anymore. The second groom can be more challenging than the first. The second trip to the groomer’s is less talked about than the first groom, but sometimes even more import-

ant. The tiny puppy has grown and has become much more confident. Now the quiet pup is turning into a teenager and she is not as likely to be so still. During the first visit, the pup was slightly nervous and unsure so she behaved, which was mistaken as an easy pup to groom. Now,

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during the second groom, the puppy is going to test the groomer more. Expect more of a protest, more moving and certainly more of a challenge when the puppy comes in for the second groom. A more challenging puppy is not the only difficult part of grooming a puppy for the second time.

Groomer to Groomer • Vol 38 Ed 3 • March 2019

The owner’s relationship with the puppy and their expectations have changed as well. The puppy owner doesn’t see their pet as being so fragile anymore. They expect the animal to be able to handle more and they are more willing to part with their puppy for a few hours so the puppy can be groomed. The puppy owner agreed to a clean–up the first time around, so they fully expect you to be able to groom the puppy this time. The second groom comes with challenges and will leave clients disappointed if they don’t know what to expect. Clients will be unhappy if the haircut is not what they expected or if you tell them that their puppy was a challenge after having such a pleasant report during the first groom. To prevent these problems, give your clients an honest review of their pup’s behavior the first time around and explain what is to be expected the next time. If the puppy was nervous, go ahead and explain this to them. You could also offer a few free “cookie visits” before the second groom. Grooming is a process that dogs have to practice to perfect. Starting young gives us a great advantage when it comes to training dogs for grooming but we can’t expect perfection by the second groom. Every puppy can go home with some homework to prepare for their second groom and a lifetime of positive grooming experiences. ✂

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AN ESSENTIAL ASSET

TO YOUR BUSINESS E by Jeff Dickerson e

he pet grooming market is experiencing a major boom and showing no signs of slowing down. In fact, the Department of Labor expects the industry to experience an 11% growth through 20231. To service that growth, groomers and pet grooming business owners alike will need to address the spike in clients

Groomer to Groomer • Vol 38 Ed 3 • March 2019

(and competition) while continuing to operate successfully and efficiently. If pet groomers want to invest in their business’ growth and capitalize on market opportunities, they may want to consider business management software to help streamline manual or repetitive processes that would normally take away from focusing on

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providing first-class client service. While there are countless software tools and options available today, it is important that groomers know what to look for based on the challenges they face in their daily work. If you’re a pet groomer facing common hurdles (i.e. data organization and access, inventory manage-

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ment, measuring business success), you might consider how software solutions could help you address the following areas.

TRACK CLIENT DATA

automatically send emails or texts to those clients

When servicing a regular client, it is imperative that groomers make notes of the pet’s history, including what shampoo they used previously, if the pet is irritable or prone to nipping, and even the cut they received during their last visit. These critical notes are typically stored by hand on note cards (or not recorded at all) which can present a challenge when papers are lost and memory fails the next time a client returns for an appointment. Groomers who face this obstacle should look into software with features that allow simple input and retrieval of information from a single database. When that database is available “in the cloud,” groomers can access the client’s information from any internet connected device, virtually anywhere.

and let them know you need updated records.

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If your shop isn’t keeping upto-date shot records, you are running the risk of legal problems, and endangering your staff and your four–legged clients. Storing medical and vaccination records on post cards in a shoebox at the front desk is obviously not a scalable (or digital) solution. Software cannot only find vaccination records that are about to expire, but can also automatically send emails or texts to those clients and let them know you need updated records. Software can also warn staff when booking an appointment for a pet without current vaccination records on file.

ACCESS SCHEDULES REMOTELY Prior to software solutions for

Groomers should always be trying to improve their skills and shop managers should have some idea of which groomers are contributing the most to the business. pet grooming businesses, groomers would track their daily client schedule either on one computer or on a paper calendar at the front desk. By sticking to this tactic, groomers are trusted to remember their schedule for the next day, or to call into the front desk to check with the receptionist. This not only presents a nuisance for groomers to prepare for appointments ahead of time, but also takes time away from receptionists tending to customers. Now with remote access capabilities through pet grooming software, groomers can access information, like

their schedule, from any platform with an internet connection and to see early morning cancellations before they’ve even left for work.

MANAGE INVENTORY Running out of a key product not only disrupts your business and deprives you of revenue, but it can also leave a bad impression on a client. Groomers are challenged with the task of staying on top of stock and knowing when to reorder—a burden that ultimately takes away from servicing clientele or adds hours to an already

busy work week. Look for a solution that makes managing inventory quick and easy. With product reorder notifications, reporting, purchase orders and check printing integrated together, you’ll never have to say, “Sorry we’re out of stock,” again.

MEASURE BUSINESS METRICS Groomers should always be trying to improve their skills and shop managers should have some idea of which groomers are contributing the most to the business. Without data to measure client retention, overall sales, profitabil-

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ity and service vs product revenue, they are simply playing a guessing game. Some software tools provide users with several critical reporting benchmarks that allow groomers and business owners to determine key performance indicators. Results of reports can be run based on a given date range, making it easy to see how the business has performed during advertised specials or between quarters. Tools like these give groomers and business owners the chance to sit down and carve out attainable, time-sensitive goals for both to succeed in tandem. Groomers who have experience

with pet grooming software at their workplace are spending less time worrying about keeping track of their schedules, client preferences and overall business management, and are instead spending more time thinking about how to better service their clients and learn new techniques to improve their skills. Technology, like business management software, can provide a platform that powers efficiency, empowers groomers and automates mundane or manual tasks. That’s one sure way to take advantage of the growth the grooming industry ex-

pects and position yourself and your team for future success! ✂ Jeff Dickerson, a software executive with more than 25 years of experience, currently leads DaySmart Software, makers of 123Pet Software, where dozens of developers, support specialists and software professionals strive to deliver a superior solution for appointment booking, staff management, payment processing, marketing and customer communications to groomers worldwide. Thousands of grooming salons and mobile grooming units use 123Pet’s software to run and grow their business.

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April 29 – May 2

REIGNITE YOUR FOR THE PET CARE

INDUSTRY @

o you remember why you chose a career in the pet care industry? Was it just another way to make money? Or because you saw an ad in a newspaper? Or was it because you love pets and wanted a career in working with them every day? Come join your fellow pet care people at Pet Boarding & Daycare West Expo in Burbank, CA to jump–start your career, gain new knowledge and be reminded why you got involved in this unique and exceptional industry in the first place. With the top industry speakers, innovative professional pet care educational programs and a large trade show featuring all the latest products and services, this year’s West Coast Expo is one not to miss. The fun begins Monday night with an inspirational and entertaining Keynote presentation by pet care business expert Jessica Finnegan, titled Finding Your Bravery: Building the Business you

Groomer to Groomer • Vol 38 Ed 3 • March 2019

and daycare

EXPO WEST

Dreamed of that Sets You Apart from the Rest. Jessica has a passion for “out of the box” methods of business development which has benefited pet advocates in driving their business to the next level. Immediately following the Keynote presentation will be a fun and relaxing Meet & Greet party, hosted by National Kennel Sales and Live Oak Bank which will feature hors d’oeuvres and free drinks. This is a great opportunity to meet other out–of–towners and share your business ventures. Seminars will begin Tuesday morning and run through Thursday afternoon. This year’s speaker line-up features plenty of new faces with fresh ideas and all the latest info you need to run your business to its maximum potential. Be sure to bring your staff, as there are plenty of educational programs to educate every level of pet care employee. The trade show runs all day Wednesday and Thursday and features dozens of

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2019

vendors with all of the latest products and services to efficiently run your business. See full–size kennels in person, try out scheduling software and purchase cleaning products! Be sure to buy tickets or an all-inclusive package to attend the Round Table Luncheons which will be held on Tuesday, Wednesday and Thursday. This is a great chance to discuss seminars you’ve attended or plan to attend, as well as contrast and compare ideas with your peers, while enjoying a delicious meal. So if you want your business to be ahead of the rest, you won’t want to miss this year’s expo! You’re guaranteed to leave with a rejuvenated outlook on your business as well as an all new appreciation for the wonderful industry of pet care.

For more information and to register for the expo, go to: www.PetBoardingExpoWest.com

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RUSTIC–COATED BREEDS:

Vs Hi Michell. I have several new customers with Logotto Romagnolos. They tell me not to brush them. They want them to look messy. They have mountains of information (or misinformation), pictures, videos and print-outs galore. They don’t understand matts. They don’t understand that what they want is impossible! What should I do?

ey there Connie. Many rustic–coated breeds are gaining popularity, with Logotti Romagnoli (plural of Logotto Romagnolo) being at the top of the list. As pet groomers, we are faced with some challenges in how to keep these coats looking rustic while still grooming them as pets. Often owners misinterpret the language in the breed standard. When a breed standard states that the coat should not be brushed or combed, it may simply

mean that when exhibiting the dog it should not have the appearance of being brushed. Not that you should never brush the coat. As well as Logotti, Spanish Water Dogs, Barbets, Pulik (plural of Puli), Pumik (plural of Pumi), Komondorok (plural of Komondor), Bergamaschi (plural of Bergamasco), Portuguese Water Dogs, Kerry Blue Terriers, Irish water Spaniels and even Labradoodles are all breeds that require showing a wave, curl, flock or cord of the coat in

Groomer to Groomer • Vol 38 Ed 3 • March 2019

GroomertoGroomer.com

–CONNIE

order to maintain the essence of their breed. Even though Labradoodles are not accepted by the American Kennel Club as a breed, most experts agree that showing a wave or curl in their coat is the preferred look. I am sure I have left out a few breeds here. There are actually several different ways to describe these coats, depending on breed, including rustic, curly, wavy, marceled, corded, in flocks, brushed and more. The true rustic– coated breeds would be allowed to pelt

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and then be shaved from the nose to tip–of–tail just to start the whole process over again. The second half of this cycle offers exactly the desired look. First, let’s discuss some important differences between a dog that is being “kept in coat” and a pet. Dogs that are being kept in coat are typically being shown on a regular basis. They are being kept fairly clean and well maintained. When they do get a bath, it will likely be just the legs, underbelly and face that get washed. The jacket or body coat will most likely not be bathed unless it seems too grungy to show. In some cases, the exhibitor may use corn starch, rubbing alcohol, baby wipes or dry shampoo, among other things, to maintain a clean coat. This allows the wave, curl, cord or flock to remain unaffected on the body. The portions that may need more regular bathing often require more grooming in general. These dogs are groomed each day of the show; in some cases, four or more days per week. This very regular trimming, bathing and grooming keeps them clean and in shape.

In the case of pets with these types of coats, we usually see them once every 4–12 weeks, or sometimes six months or a year. They are far from clean, overgrown and often matted or pelted. Plus, the spaying and neutering of pets vs show dogs changes their coats, often for the worse, making it more difficult to maintain. This is not at all the same as working with a dog that is being kept in coat. The reason that this is important is because when we read a breed standard or a breed club’s recommendation for how the coat should be presented, it is meant for show dogs and often not realistic for pets. We see this in many breeds. A good example is a Yorkshire Terrier. If you read the breed standard, it calls for a fine, silky, floor–length coat. Not many Yorkie owners actually want, or can maintain, this coat so they opt for a shorter pet trim. The same can apply in the case of rustic–coated breeds. Even though the breed standard might call for the dog’s coat to look a certain way as a working or show dog, it is our job to keep the pets clean,

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healthy and comfortable enough to sleep in someone’s bed. Groomers have two choices when working with one of these overgrown, matted, filthy pets. 1) Shave them down two to four times per year. 2) De–matt, bath, blow–out, fluff, trim the coat to the desired length, re–wet and air dry to bring the curls back to the coat. Explain to your customers what de–matting actually involves. Explain the costs of de–matting. Consider de–matting the dog in four sessions on four different days to really drive home the degree of difficulty and labor involved for both you and the dog. This puts an inconvenience on the customer so that they have some of the burden as well. De–matting can be a pain free and lucrative service if you know what you’re doing. You may have a few customers who actually want to keep their dog in the correct coat style. They may really want you to keep their Bergamasco in flocks or their Spanish Water Dog in rustic cords. How fun is that!? Do your research. Ask a lot of questions. Be honest with the owner about what you know and what you don’t. Go slow and have fun! Often in these situations you can discount your rate in exchange for the opportunity to learn. I hope this helps. –Michell ✂ I am a multi-Best-In-Show and Best-AllAround groomer. I am the recipient of many Barkleigh Honors Awards including journalist of the year. I am a Silver and Gold medalist for GroomTeam USA. I am the winner of Show Dog Groomer of the Year 2015. I am a (VIG) Very Important Groomer-Ambassador for Purina and I have been teaching as The Grooming Tutor since 2000. And I groom to make a living, just like you. Please send questions to michell@groomingtutor.com

HAVE

THE

TACTICS &

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AFTER

BEFORE

Freestyle Fun E by Amanda Aaron e

FIG. 1

Groomer to Groomer • Vol 38 Ed 3 • March 2019

s groomers, we really enjoy making a major transformation in our grooms. Sometimes we get those dogs in our salon that have too much hair “here” or too little “there”. We also work on pups that aren’t balanced correctly or have faults that can be easily fixed with hair. That said, this month I needed to do something fun—while doing a little corrective grooming. I wasn’t following

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a breed standard, rather, giving my client something that is easier for them to maintain while giving their dog a little style. For this particular groom, I am using a combination of clipper work as well as scissor work. If you are a newer groomer, find a mentor in your area to learn the finer art of scissoring to achieve that polished look. Fig 1) With this particular trim,

FIG. 2

FIG. 3

determine what is easiest for your client as far as length. I’ve decided to use a #0 snap-on comb to take length off, starting behind and under the dog’s ears, following down the neck and shoulders and ending at the elbow.

FIG. 4

Fig 2) Follow the clipper work toward the back while wrapping under the rib cage. Fig 3) While lifting the tail, continue clipping over the point of rump and down to the top of the hock.

om w fr e N

GENERAL PET RELEASE FORM

MATTED PET

R EASE FORM CAGE DRYEREL RELEASE FORM

Pet Name

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

Date Your Pet is IMPORTANT to Us! safety Because we care about your pet’s Your Pet is IMPORTANT to Us! you that

and well being, we want to assure us. will be made to make your effort your pet is important every to The health, safety and comfort of pet’s visit as pleasant as possible. in conversations We also believe in including you Because your pet is severely tangled about the care of your pet. injury, stress and more or matted, it is at greater risk of The use of a cage dryer is safer and However, we trauma. All precautions will be taken. your dog, comfortable for some dogs. For or after We will problems occasionally arise, during recommend the use of a cage dryer. mental or such as nicks, clipper irritation and when grooming, practices safe adhere to the following physical stress. use: in is dryer the request your permission to In the best interest of your pet, we • Dryers must have working temperature should it become necessary. obtain immediate veterinary treatment gauges and timers. for cage drying will be used. to • Only equipment manufactured this grooming establishment I hereby grant permission to be followed. for my pet at my expense. • Manufacturer instructions will obtain emergency veterinary treatment during will be properly monitored. have a greater chance of injury • Dogs drying in a cage dryer Also, realizing that matted pets a cage dryer to be used. establishment responsible for • Owner must give consent for grooming, I will not hold this grooming

treatment should it become necessary.

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

accident or injury to my pet.

grooming establishment to

comfortable drying of my dog. use a cage dryer for the safe and Owner Name

Date

Your Pet is IMPORTANT to Us!

Date

Pet Name

I hereby grant permission to this

Pet Name

Owner Name

Fig 4) I wanted to tighten up the underline to help balance the shape of the body so I used a #4 snap-on comb on her underline. Make sure not to miss connecting the clipper work from the chest to the underline.

Same Message, SENIORNPE EWT Style. 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. 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 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

Signature

.com

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Modern Release Forms

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Groomer to Groomer • Vol 38 Ed 3 • March 2019

FIG. 5

FIG. 6

FIG. 7

FIG. 8

FIG. 9

FIG. 10

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Fig 5) Lifting the head, clip the preferred length from the throat down to the chest. Fig 6) For corrective grooming purposes, this dog has a “dip” in her back and I am trying to give her a more level top line. Using a #0 snap-on comb, I clipped the highest point of her loin back to the base of the tail. Fig 7) This dog’s owner prefers a non–traditional tail trim. Using shears, shape the hair around the tail. Fig 8) In order to give more angulation in the rear, use shears to scissor in the point of rump. Fig 9) From the shortest point on the back of the leg, wrap the shears around to the outside of the leg. Fig 10) Using shears or clippers, take the inside of the back legs in tight. I am aiming for a column style leg. Fig 11) Next you’ll need to shape the foot. This can be done many ways, but I find it easiest to round and bevel

FIG. 11

FIG. 12

FIG. 13

FIG. 14

FIG. 15

FIG. 16

feet while the dog’s foot is on the table. Fig 12) Continuing with shears, take off any unnecessary length all around the leg. Fig 13) Double check the bottom of the feet by lifting them up and trimming any extra hair to give them a neat appearance. Finish the rest of the legs in the same manner. Fig 14) This dog had a lot of coat behind her head all the way past her shoulders. I chose to use my shears to trim the hair to my preferred length so I have more control over the shape of the neck. Fig 15) Going for a short chin, clip off the entire bottom jaw hair with a #2 snap-on comb, going back to the throat. Fig 16) Aiming for a fuller head, I carefully secured the hair above the eyes into a pet safe band. Lightly trim just under the eyes with thinning shears. Do not trim the hair in between eyes.

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Fig 17) While protecting the bottom of the ear leather, trim to the desired length. I am going for a round shape that is close in length to the bottom of the muzzle. Fig 18) Using shears or blenders, trim the hair from the top of the head and blend it into the neck. This is easiest when looking at a profile view versus face to face. Fig 19) Using curved shears, set the desired length of the facial hair. I am following this back to the ear while carefully trimming the hair as I do not want separation between the ears and face. Fig 20) Comb all facial hair up, lightly use the curved shears down to the bottom of the muzzle hair. Take caution, as too much hair removed can change the entire look. Carefully, trim the hair under the nose and in front of the dog’s face so they don’t go into the mouth. When looking at the face, the entire muzzle should be an upside down “U” shape. Fig 21) Using a flexible spray or even a texturing spray, give the hair on the head some volume. Hairspray isn’t advised as it could matt the hair if left in too long and not washed out. Keeping with the round look, trim the ends off starting at the top of the ear, over the head and over to the other ear. Apply a cute bow and admire your work! ✂

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AKC GOVERNMENT RELATIONS:

HOW IT AFFECTS THE GROOMING INDUSTRY & WHAT YOU CAN DO TO HELP E by Sheila Goffe e

The American Kennel Club shares your love of dogs and commitment to their wellbeing. 66

Groomer to Groomer • Vol 38 Ed 3 • March 2019

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n the next few columns, we’re looking forward to introducing you—or reacquainting you— with the AKC and the wide variety of resources and programs we offer you and the dog–owning public to advance responsible dog ownership, the health and wellbeing of dogs, and assure the future of purpose–bred dogs. We also share a commitment to protecting the opportunity for dog lovers to work in a profession that celebrates purpose bred dogs or to choose the breed of dog that’s the right match for their lifestyle. We believe that appropriate grooming to ensure health and wellbeing is part of responsible dog ownership. The time a person spends with their dogs in activities such as training or grooming helps build the bond between dog and owner. AKC offers a wide variety of activities and educational programs that promote high standards of care and engagement without government over–regulation of responsible dog owners and professionals. AKC’s SAFE Salon, a national leading health and safety certification program for grooming professionals, is an example of the high standards we promote.

WHAT IS AKC GOVERNMENT RELATIONS? Laws and regulations impact everyone’s life. Most laws—like speed limits or traffic laws—are designed to protect the public. Our elected officials constantly work on advancing new laws to address all kinds of issues they see in society. Legislators can’t be experts in everything, but at any given time, they may be expected to come up with legislative solutions to address any topic or problem. Often, calls for new laws are loud-

est after a very public incident or tragedy. We’ve seen this recently in calls for new laws to regulate all groomers following the tragic death of a pet at a grooming salon. At times like this, it’s important that lawmakers know who the experts are and have access to people who can help them understand the issues and offer reasonable and appropriate advice. The American Kennel Club is the leading expert on dog issues in the United States and created the AKC Government Relations department (GR) just for this purpose. AKC GR provides expert resources regarding canine policy and legislation to dog owners, lawmakers and the public. AKC GR works to make sure that all measures impacting dogs and their owners are reasonable, enforceable and non–discriminatory. AKC GR provides model laws, policy recommendations and a wide variety of other resources for you to make an impact on laws that affect you. AKC GR’s team of nine professionals educates and informs dog owners and enthusiasts about potential legislation and regulation that may impact your dogs or dog ownership in any way —including grooming. Each year, the GR team tracks more than 2,000 bills on the federal, state and local level that have the potential to impact breeders, groomers, participants in AKC events, or those who simply own dogs. Beyond notifying you of potential issues, GR can also provide a wealth of resources and work alongside you so that together we can fight for the dogs we love. AKC GR’s comments and action on legislative issues are based on analysis of the details of each individual proposal, in accordance with AKC’s policy statements and what is in the best interest of dogs. In 2018, the AKC

GR department worked on several groomer regulation bills in New Jersey and New York, as well as local communities, and we anticipate several more this year. As canine legislation and regulations become increasingly complex, the devil is in the details. Just the selection of words such as “and versus or” and “may versus shall” in a bill can have a major impact for dogs and dog businesses. For example, did you know that some tethering bills aimed at restricting dogs tied up with chains can have unintended but serious negative consequences for your grooming business?

The American Kennel Club is the leading expert on dog issues in the United States

WHY SHOULD GROOMERS CARE ABOUT CANINE LEGISLATION?

and created the AKC

In the last several years, AKC has monitored an increasing number of proposals at the state and local level that are designed to license and regulate professional groomers and grooming salons. In some cases, proposals

Government Relations department (GR) just for this purpose.

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have been introduced in response to a tragic and negligent accident at a grooming salon. In other cases, proposals are a response to recognition of a general need. The AKC GR department believes that it is vital for all dog–related businesses to remain vigilant in following all dog–related proposals in their state and communities, even if they do not believe the bill will impact them. Bills regularly change during the legislative process, and it’s not uncommon for a last–minute amendment or a poorly written proposal to create horrific unintended consequences. Consider this: A well–meaning legislator wants to introduce a bill to stop dogs from being chained out in extreme temperatures. Unfortunately, the way some such measures are written, they prohibit all “tethering”,

including the use of a grooming table. AKC GR works hard to ensure that dog businesses, canine sporting events and dog owners are not negatively impacted by overly broad regulation. Another example of potentially problematic legislation are bills that require state establishment and oversight of expensive professional groomer training and licensing programs. Some of these programs establish arbitrary requirements that lack the input of experienced groomers and animal professionals. AKC strongly supports health and safety training and certification, but is cautious when it comes to arbitrary regulations that can stifle best practices and discourage innovation.

WHAT CAN YOU DO? Just like any other profession,

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sometimes one bad apple can create chaos for many. As part of AKC’s commitment to advancing responsible dog ownership, we encourage dog owners and groomers to cultivate positive relationships with elected officials, especially at the local level, before an issue arises. AKC GR helps you by providing talking points, data, sample letters, and a wide variety of other resources that you can personalize and/or just print out to send to your lawmakers. And when an issue does arise, we can help with that too! Stay tuned for more information and updates about dogs and public policy. In the meantime, visit the AKC’s Legislative Action Center (www.akcgr.org). This site provides legislative tracking and alerts on legislative proposals, bills and regulations, blogs, updates on dog–related issues from around the country, resources about the most common issues, talking points on key issues, and a host of other resources designed to help dog owners and experts communicate with elected officials. While you are on the site, sign up for the Government Relations monthly newsletter, Taking Command, to stay up to date on dog policy issues, the latest legislative updates from AKC GR, and tales from the “trenches” from advocates who are succeeding in advancing dogs and the rights of responsible breeders. Whether you are actively fighting legislation or looking to help spread the word about the importance of purpose–bred dogs, the AKC Government Relations team is here to help, but we can’t do it without you! If you become aware of a pertinent dog–related ordinance, we encourage you to contact AKC GR at doglaw@akc.org or 919–816–3720. ✂

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