Groomer to Groomer September 2016 by Barkleigh Productions

“THE GROOMING INDUSTRY’S TRADE MAGAZINE!” VOL. 35 ED. 9 • SEPTEMBER 2016

EYE AND EAR CARE IT'S NOT JUST ABOUT HAIR

PAWS FOR

PULSE

WWW. GROOMERTOGROOMER .COM

LIVE

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UNITED WE GROOM

Sara Moon, winner of the Purina Pro Plan Best In Show Champion at Groom Texas 2016. Photo by Malinda Julien Photography.

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Groomer to Groomer • Vol 35 Ed 9 • September 2016

T H E B R A N D Y O U C A N T R U S T. . .

t e WHERE THE P^ WORLD

GOES TO LOOK GOOD

Â®

Coco & Bella

1- 8 0 0 - P R O W A H L

w w w.w a hla nim al.c o m

CONTENTS | SEPTEMBER 2016 REACHING MORE

Eye &Ear

CUSTOMERS WITH

Facebook Ads

Care: IT'S NOT JUST ABOUT HAIR

by Kathy Hosler

PAGE 26

PAWS

ALSO INSIDE Conner: A Funny Thing Happened...

Selling Dog Grooming

52 62

Oquendo: Live Events: Get Your Business Name Out There

Ask the Grooming Tutor: The Certified Groomer: Is it Worth it?

Preparing a Puppy for a Lifetime of Grooming Through Behavioral Training

NEW Barkleigh Catalog 73

Groomer Island: Lonely No More

Calendar of Events 80

Omboy: The Face–Off of a Matted Dog

Classifieds 81

Jun the Groomer: Grooming from the Heart, 44 Even When No One is Watching

FOR

PULSE UNITED WE GROOM, DIVIDED WE FALL

EDITOR/PRESIDENT

ART DIRECTOR

Todd Shelly todd@barkleigh.com

Laura Pennington laura@barkleigh.com

Adam Lohr adam@barkleigh.com MANAGING EDITOR Rebecca Shipman rebecca@barkleigh.com

“THE GROOMING INDUSTRY’S TRADE MAGAZINE!” VOL. 35 ED. 9 • SEPTEMBER 2016

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

GRAPHIC DESIGNER

SALES & MARKETING COORDINATOR Alex Robertson alex@barkleigh.com

Jennifer Barraclough jennifer@barkleigh.com

CHIEF OPERATIONS OFFICER

by Emily Rupe

EDITORIAL STAFF ASSISTANT EDITOR Gwen Shelly gwen@barkleigh.com

by Emily Long

WEB DESIGNERS Lance Williams lance@barkleigh.com

EYE AND EAR CARE IT'S NOT JUST ABOUT HAIR

PAWS FOR

PULSE

WWW. GROOMERTOGROOMER .COM

LIVE

EVENTS:

GET YOUR BUSINESS NAME OUT THERE!

UNITED WE GROOM

Sara Moon, winner of the Purina Pro Plan Best In Show Champion at Groom Texas 2016. Photo by Malinda Julien Photography.

Luke Dumberth luke@barkleigh.com

COLUMNISTS

Michell Evans

Dawn Omboy

Mary Oquendo

Kathy Rose

Kathy Hosler

Gary Wilkes

Daryl Conner

ON THE COVER: Sara Moon, winner of the Purina Pro Plan Best In Show Champion at Groom Texas 2016. Photo by Malinda Julien Photography. www.malindajulien.com

Copyright September 2016. 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 35 Ed 9 • September 2016

GROOMING

MATTERS by Daryl Conner

... When working with people and animals, amusing things can happen. Sometimes those things don’t seem so funny at the time, but given a little space and room to breathe, they can become great stories. One thing I love is sitting in a room full of groomers and hearing some of the tales they tell.

’ve had a few experiences over the years that I would find unbelievable if I hadn’t been right there in the thick of things. Since its summer and we are all working hard, I thought I’d share a few of the more memorable events of my grooming career for a little light reading. Following are some of my favorite grooming stories.

Obedient Bassett Boys For a happy time, I was employed at a busy veterinary hospital. We had two Bassett Hounds that came in once a month for a bath, ear clean, de-shedding, and nail trim. They were big boys, but so well behaved and adorable that we always looked forward to their visits. One afternoon I brought the two clean,

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shiny gents from the grooming room to the reception area where their owner waited. It was late in the day and the room was packed—standing room only—with people waiting to pick up their pets. As I handed the leashes over I told the owner how very much I enjoyed working on her good dogs. “They know a TRICK!” she said,

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The entire room erupted in laughter. The sight of those dogs lying immobile, and their owner’s joy at their single trick was an unbeatable combination.

loudly and proudly enough that most everyone in the room looked our way. “They do?” I replied. Knowing that Bassetts are not generally the easiest trained of breeds, I found her statement to be fascinating. “Yes! YES! They do!” she cried happily. “My house has light colored carpets, and I don’t like the dogs to track dirt and mud in when they come from the yard, so I say, ‘BOYS! Show me your feet!’ ” In unison, both dogs flopped to their backs, ears spread out like velvet puddles on either side of their heads, wrinkles

of excess skin pooling on the shiny linoleum floor. Eight fat little hound feet pointed to the ceiling. The dogs remained perfectly motionless, with the exception of their rapidly wagging tails. “I towel off their feet and tummies and then I say, ‘OK!’” When her final word was spoken, both Bassetts hopped nimbly up in unison and dragged their human to the door. The entire room erupted in laughter. The sight of those dogs lying immobile, and their owner’s joy at their single trick was an unbeatable combination.

This is Not in My Job Description! For many years I was a house call groomer, and some of my more memorable stories come from that time period. My customers were almost all “regulars”, and since I was working right in their homes, I became quite familiar with most, and very friendly with many. One dear older lady was mostly home bound because her husband had suffered a stroke and needed constant care. She had two large, double coated dogs and had me come to bathe and brush

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There I was, seeing way, WAY more of her husband than I had ever hoped to. There was nothing else to do but gently slide my arms under him and lift while she removed the offending pan and hustled away. them every two months. This woman was epically capable. Her home was immaculate, her yard tidy with lovely flower beds. She did everything herself, cheerfully. One day I arrived and rang the bell several times. This was unusual, normally she was waiting for me and had the door flung open by the time I reached the stairs that led to the entrance. I became a bit concerned. I stood there, wondering what to do. I could hear the dogs barking in the yard, and could also hear sounds

coming from inside. Finally, the door swung open and the lady grabbed my arm, “Come in! Come in! I’m in a jam.” Her face was flushed, her hair mussed. Holding my wrist she hurried me through the living room and down the hall. “It’s my husband,” she said, as we reached his bedside. He flashed me his usual shy grin. “I can’t seem to get him off the bedpan!” she said, as she flung the covers off. There I was, seeing way, WAY more of her husband than I had ever hoped to.

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Though I normally am able to carry on a pleasant conversation with most people, I found this woman difficult to talk to. The atmosphere was strained. I was quite relieved when the bulk of the dog’s coat was removed and it was time to give him a bath. There was nothing else to do but gently slide my arms under him and lift while she removed the offending pan and hustled away. I tenderly covered him back up as I heard the toilet flush, and went to gather my tools. That was a situation never covered in the grooming books and magazines I read.

Stuck in a Horror Movie Then there was the doll lady.

She arranged for me to groom her medium sized mixed breed dog. I arrived for the first time at her home, a small duplex. It was a warm summer afternoon and I set my tools up in her driveway at her suggestion. She brought the dog out and after giving him a greeting and a pat, I lifted him up on my table and got to work. “He’s the best dog in the world,” she said. And as if on cue, he silently spun and snapped his jaws

so close to my hand that I felt his hot breath. As he was quite matted, I spent the next little while clipping him and dodging his teeth. Though I normally am able to carry on a pleasant conversation with most people, I found this woman difficult to talk to. The atmosphere was strained. I was quite relieved when the bulk of the dog’s coat was removed and it was time to give him a bath. The woman led me into her

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home. Through the tiny, tidy kitchen, through the neat living room, into the bedroom with its adjoining bath. I happened to notice that her bed was covered in beautiful collectible dolls; the sort that come from all over the world. When I was a child my best friend’s father traveled a lot, and from each country he visited he brought a lovely doll, each dressed in a traditional outfit from the area. This collection reminded me of the one my friend had. There had to be 50 or more of them, all beautifully arranged. The bathroom where I was to clean the dog up was designed in such a way that, once the dog was in the tub, and I was kneeling beside it, I found myself to be claustrophobically wedged

between the bath, the sink, and the commode. To make matters more uncomfortable, the woman stood very, very close behind me, leaning over my back, watching my every move. I felt a little tense. As I washed the dog I tried, once again, to make conversation and lighten things up. “I noticed your doll collection. They are very beautiful.” She thanked me politely. Then I mused, “It must take you forever to move them at night before you go to sleep.” She gasped loudly, stood very upright and began to yell, “I don’t SLEEP in the BED!” Her eyes were wide. “I DON’T SLEEP IN THE BED!” She spun and ran from the room, her voice getting louder. “The BED! I DON’T sleep in THE BED!”

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I had visions of her reappearing with a butcher knife in hand, and dealing with me while I was wedged in her washroom. I scrubbed that dog as fast as I could, wrapped him in a towel and got back outside with him in record time. The woman—shaken but composed—reappeared shortly. Few words were spoken as I dried her pet and finished his grooming. It took me a while, but even that frightening event seems rather funny now. Groomer stories. I have a million of them. I bet you do, too. ✂

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Groomer to Groomer • Vol 35 Ed 9 • September 2016

L ive Events

GET YOUR BUSINESS NAME

f I could only do one form of marketing, it would be live events. I love them! The social butterfly in me is indulged. I meet people and chitchat all day long. Though there is more to attending a live event than just showing up; proper planning can make your day lively and without incident, as opposed to boring or problematic. WHAT KIND OF EVENTS SELL BOOTH OR TABLE SPACE? The list here can be endless: craft fairs, pet adoption days, shelter

Out There E by Mary Oquendo e

events, town events, and so forth. My favorite event is a local Fairy Day. Everyone, including the pets, wear fairy wings while walking around the town green. It really doesn’t matter what event you go to because a survey by the American Pet Products Association found that nearly 65% of families own a pet. That means at least six out of ten people that walk past your table own a pet. Your local newspaper should have a listing of all upcoming events. If you belong to a chamber of commerce, you will most likely

Groomer to Groomer • Vol 35 Ed 9 • September 2016

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receive an email invitation to buy booth space at upcoming events. HOW MUCH SHOULD YOU SPEND ON A BOOTH? Consider your ROI or Return On Investment. I have seen prices range from free to a couple thousand. That’s dollars. Will you generate the clients to cover the cost of the booth? Generally, I will spend between $0 and $50. However, for an animal shelter’s fundraising event, I have dropped $150. Some events will trade booth space in exchange for providing

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Groomer to Groomer • Vol 35 Ed 9 • September 2016

If indoor or sheltered booth space is not available, you will need a tent. Trust me—you will need it. Do one event under the sun and I guarantee as soon as you get home, you will order a pop–up tent for the next event.

a free service such as nail trimmings or a short informational talk. WHAT DO YOU NEED TO CONSIDER WHEN CHOOSING A VENUE? Are they providing table and chairs? If not, you will need to provide them. If you plan on attending several events, the investment in a table and chair will be around $100 new. Will you need electricity or Wi– Fi? I have a video on my Facebook page that I like to play that shows what my mobile grooming van looks like. Sometimes a venue includes these services for free or for a nominal fee if the service is available to the venue. If indoor or sheltered booth space is not available, you will need

a tent. Trust me—you will need it. Do one event under the sun and I guarantee as soon as you get home, you will order a pop–up tent for the next event. Cheaper is not better when it comes to these tents. Expect to pay about $130 for a new one. The inexpensive ones are hard to put up and take down and the first good breeze will send them sailing. For mobile groomers, some events may allow you to bring your van to act as your booth. WHAT SHOULD YOU BRING TO EVENTS? • Bottled water for you, as well as a water bowl for dogs passing by, as it can be easy to dehydrate sitting outside in the sun. • A bagged lunch for you and a

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Consider a treat bag with a business card attached. Sometimes loose business cards have a way of getting lost at the bottom of their bags and forgotten. Potential clients will have a way to contact you. bowl of candy for people stopping by your table. As a general rule, people will stop and open the candy giving you an opportunity to pitch your services. Sometimes there are food vendors at events, but usually there is a long line. • Promotional material such as business cards, brochures, or coupons. Consider a treat bag with a business card attached. Sometimes loose business cards have a way of getting lost at the bottom of their bags and forgotten. Potential clients will have a way to contact you. Magnetic cards are even better as they usually end up on a refrigerator. • Raffle off an inexpensive gift bag. Make sure it is pet specific. You want to make sure only pet owners are putting their names and emails into the jar. Once you have their emails, you have a way to contact potential clients through a newsletter. Don’t have a newsletter? I will discuss that in an upcoming article. • Many events coordinators will hand out gift bags to all participants. Make sure they have something of yours to add to the bag. It can be a coupon or an inexpensive item that has your business information on it such as a personalized lead. • Many events collect larger items such as a gift certificate that are raffled off with proceeds going to a local shelter or rescue. • Bring a friend so you can hit the potty or visit the other booths. Your booth should be attractively

laid out and inviting. Call attention to yourself. Vistaprint has a large inexpensive selection of banners and event posters.

• Live broadcast at the event using Periscope or the live video feature of your Facebook business page. Either can be saved and used for future marketing.

HOW DO YOU MARKET AN EVENT? • Create flyers to hand out to your clients to hang up in the break room where they work. I like to give my clients a job to do. • Send out a newsletter detailing the event. • Post the event on your Facebook business page.

I do well at live events because I enjoy doing them. It’s a chance to showcase my enthusiasm and knowledge, as well as present potential clients with the opportunity to see my passion shine through. ✂

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Groomer to Groomer • Vol 35 Ed 9 • September 2016

f or a of

Grooming

Through Behavioral Training E by Teena Patel e

elcoming puppies into the grooming salon is a fun time for new pet parents. It’s exciting for you as a groomer, too, but it can also be a challenge and a headache. That’s why you need to prepare new puppy clients (and their owners) for a lifetime of grooming success from the very beginning. If you want to take an active role in teaching your puppy clients how to be groomed, you’ll need to understand some behavior basics. Everything that young puppies are exposed to at the salon is entirely new, and as a groomer you’re in a great position to help teach the skills and shape the behaviors that will make grooming visits a joy for everyone.

Identify the Skills, then Teach the Behavior First things first, you need to identify the skills that you want all puppies to learn. These skills should include: E Climbing on and off a ramp E Getting in & out of the bath tub E Getting on & off the table E Standing for the entire duration of the groom, including during environmental distractions E Standing still while being dried E Turning E Lifting the paws on signal or upon contact. Why is Behavioral Wellness in Puppies So Important for Groomers?

Before you dive into teaching these and other skills, you’ll need

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to master the basics of facilitating behavior—because desirable behaviors are facilitated by you as the groomer. Understanding these behavior basics is so important, especially since you may end up teaching these concepts to puppy parents (but more on that later!)    Think of training puppies and their owners as an investment in your business, and also as an important part of helping companion dogs thrive in the various situations modern life demands. Even if you’re able to complete the grooming job, doing so without paying attention to the long-term consequences will cost you time and stress—and that puppy is only going to get faster and stronger.

What is Behavior? Behavior is anything an animal does that can be observed and measured. Thinking is behavior. Emotions are behavior, too. “Observable” is our unit of measure because behavior doesn’t exist in a vacuum (even with emotions, there’s still behavior to observe.) All behavior has a function for the animal to continue behaving in that particular way, so it’s important we understand how to attain desired behaviors. But first, let’s go over some common terminology: Antecedent: Any event that takes place just before the behavior to trigger or elicit the behavior. Stimulus: Any event that can effect behavior. Consequences: Behaviors are maintained through consequences, which occur after the behavior has happened and play a big role in influencing future behaviors.  Remember that all canine behaviors can be influenced quickly, even in a single interaction. Behaviors that work are repeated and behaviors that don’t are modified or suppressed. Learning, or behavior change, is a direct result of an animal’s contact with its environment. When a behavior has been reinforced it will maintain itself, but it can also increase in strength, duration, intensity, and frequency. When working with any animal, but specifically with puppies, remember that the primary intervention goals are: (1) Modify our own actions to be less intrusive, and; (2) Redesign the environment to be less stressful, which reduces behaviors that are risky or difficult to work with. When the puppy does the right behavior we want to make reinforcers plentiful.

Remember that all canine behaviors can be influenced quickly, even in a single interaction. Behaviors that work are repeated and behaviors that don’t are modified or suppressed.

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Groomer to Groomer • Vol 35 Ed 9 • September 2016

How do you teach the puppy to allow you to hold its chin? By conditioning your contact with positive reinforcement and then building other sensory stimulations (like scissoring around the face) into the environment along with increased duration. Behavior Examples that Impact the Groomer With puppies, opportunities for learning are everywhere, especially since they aren’t nearly as inhibited as some adult dogs. Consider this next example: You hold the puppy under its chin—this is the antecedent. Then, the puppy tries to bite—the behavior. You then let go (the consequence.) Eventually, the puppy learns that if it bites, you’ll immediately release its chin. But is it that simple? Not necessarily—we also need to be very specific when identifying the target behavior, because we’ll need to isolate that target behavior from all other behaviors.

In this example, biting is certainly a problem behavior. But, we may notice that other behaviors are leading to the bite (growling, snarling, etc.) and these behaviors demand our attention first. In this scenario we can predict that when the groomer holds the puppy’s face it will continue growling or snarling, which could increase and strengthen into a bite. How do you teach the puppy to allow you to hold its chin? By conditioning your contact with positive reinforcement and then building other sensory stimulations (like scissoring around the face) into the environment along with increased duration. The ideal outcome is enabling and empowering the animal (through positive reinforcement)

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to remain still and calm throughout the groom. Over time, the dog will tolerate its environment with more fluency and the amount of time it takes to complete the trim becomes shorter and shorter. In this case, everyone wins! How to Reinforce for the Desired Behaviors Reinforcers are different for every dog. A dog with itchy skin may enjoy being brushed, but a matted dog might hate the experience. For that dog, we can build on previous experiences of being touched and brushed, structuring those experiences over time through positive reinforcement. Behavior modification can be a complex process, but we can make things easier when working with puppies if we take the time to “build” them through empowerment and learning. You just have to teach the skills that you need and build a reinforcement history for those skills to do so. It’s not all that time consuming, either—you’d spend far more time fighting or restraining a full-grown dog who was never taught properly. I’m going to share an example of using positive reinforcement to facilitate behavior, but groomers absolutely must remember that using positive reinforcement to attain the target behavior is a process, and the process will be slightly different for

each and every dog they groom. Think about this scenario: An overweight, adult Golden Retriever who was never taught how to get into the bathing tub on its own comes to your shop. Physically picking up such a large dog is difficult, but what if you’d had this dog as a puppy? The dog could have easily been taught how to get into the tub on its own. You could have started with a food lure, having the puppy follow it onto the ramp. Once the puppy follows the lure by lifting their head, you might notice that the head lift correlates with the front paws coming onto the ramp. You could then reinforce the contact of the paws with the ramp by giving the puppy a treat. Then, you could repeat these steps, extending the lure a bit further each time, and only offering the reinforcer (a.k.a. the treat) when the puppy demonstrates more behavior. With only a few repetitions, you could elicit the puppy to go onto the ramp, soon delivering the reinforcer when all four paws are on the ramp. This exercise would continue until the puppy completes the desired sequence of behaviors: getting on the ramp, climbing up the ramp into the bath tub, and remaining in the tub until released. We shouldn’t take for granted what’s “in it” for the dog, either. Your actions should yield to a pleasant experience that leads to a desired outcome for the dog. Then, through repetition and practice the reinforcer can be delayed over time. Eventually, you can deliver it at the end of the entire groom. Of course, promoting learning in any dog is difficult to do when you only see a client every so often. So, what else can groomers do to set puppies

up for success as lifetime clients? It all starts with education and a bit of creative thinking.   Teach the Dog and the Owner  You may be thinking, “I’m a groomer, not a trainer.” However, these are not isolated skills. You may not have knowledge on how to train a dog to detect odor or complete an agility course—but you absolutely must know how to teach dogs the behaviors necessary for grooming, because learning will happen anyway. The easiest way to help a new puppy become an enjoyable lifelong client is to teach the dog and its owner. You can hold clinics, or even a more regular puppy grooming school. These classes would be similar to obeKwikTips_Sept2016OL.pdf 1 8/1/2016 dience training courses, and new 2:02:00 pet PM

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owners are always looking for ways to socialize their puppies. Classes are a great way to teach the behaviors you want to see while giving owners peace of mind. And your job will be much easier if puppies have been exposed to the stimuli of the salon before their first appointment. Other options include live demonstrations, video tutorials, an email newsletter, and competitions for pet owners. The key is to market your programs, especially to breeders, rescues, and even pet shops. Because when you prepare a puppy for a lifetime of grooming, you can get even more joy out of being a stylist. And remember the “golden rule”: behavior is simply a function of consequences! ✂

Groomer to Groomer • Vol 35 Ed 9 • September 2016

GROOMER ISLAND

Lonely No More G

rooming is a demanding craft. A professional groomer must be knowledgeable in many facets from animal handling to customer service. He/she must be proficient in hundreds of different breed styles, profiles, and handling various coat types. Our techniques are as broad as the personalities who work in the industry. Most days, groomers have more conversations with pets than they do their human counterparts. For many groomers, this is a desirable thing. They enjoy being in their own space and don’t mind being isolated. Grooming is often like an island

E by Khris Batts e —and the lone groomer can feel like a castaway addressing problems with few tools and makeshift solutions. Thanks to the internet, increased education, and a collaborative spirit in the industry, that island no longer needs to be lonely. Groomers today can develop rich social circles with competitors near and far. The groups that a groomer creates around him/ herself can offer advice, knowledge, and much needed support. With the advent of social media groups, groomers now have a lifeboat to create and join social circles. A single search of grooming groups on Facebook brings a harvest

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of options for groomers who are interested in opening themselves to opportunities. Within these groups, one can find laughter, social support, frank discussions with like-minded individuals, and a direct link to many pet industry leaders. In their communities, groomers can develop collaborative relationships with area pet professionals. In an industry which is underserved, there are plenty of puppy cuts for all. Many times, extending the olive branch to a competitor down the street is the beginning of a strong alliance that will assist groomers in handling difficult clients, as well as prevent the transfer

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Groomer to Groomer • Vol 35 Ed 9 • September 2016

Trade Shows and Expos offer yet another outlet for increasing and sharing your own knowledge base. Many groomers look forward to attending the nearest trade show to investigate the newest advances in grooming equipment or secure show specials on their favorite products. of difficult or unsuitable employees. Trade shows and Expos offer yet another outlet for increasing and sharing your own knowledge base. Many groomers look forward to attending the nearest trade show to investigate the newest advances in grooming equipment or secure show specials on their favorite products. There are missed opportunities at these events to meet and roundtable with new faces and share experiences.

Every new person you meet offers an opportunity to explore a new way of doing things. You can mine these nuggets of information and bring them home for future use. For groomers, stepping into the competitive arena can be daunting. Once inside, however, you will find another warm and inviting network of groomers. The support and collaboration is representative of the finest side of the grooming

Groomer to Groomer • Vol 35 Ed 9 • September 2016

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industry. New and seasoned groomers enjoy a support system fostered by the various Professional Grooming Groups; Certifiers, Master Groomers, Presenters, Competitors, and Educators all combine to offer comprehensive advice and feedback. Strategies that the lonely island groomer can employ to broaden his/ her collective group are: • Join grooming groups that reflect your passion on social media

Grooming is an art, a craft, and a trade. Groomers know it is a skill that is enhanced and built by many hours of honing and learning. Whether for business advice, technical knowledge, or comradery, a mentor can serve as an industry sounding board and co-pilot. sources such as Facebook. • Visit Trade Shows and Pet Expos, not just to shop, but to meet other professionals. Introduce yourself! • Visit local grooming shops and introduce yourself. Better yet, arrange a monthly Groomer luncheon with all groomers in your city and really get to know one another. • Find a mentor. If you are interested in owning your own shop, find a respected business person. If

you want to enter the Competitive Grooming arena, find a competitor whom you respect. Once a groomer begins to explore the seas of mixing with other groomers, navigation becomes easier. Transfer of information is passed at a lightning pace and the former lonely groomer may even find a mentor. Grooming is an art, a craft, and a trade. Groomers know it is a skill that is enhanced and built by many hours

of honing and learning. Whether for business advice, technical knowledge, or comradery, a mentor can serve as an industry sounding board and co-pilot. Whether a sole groomer, working in a corporate setting, or in a bustling salon, reaching out to other regions and professionals in your industry will open your knowledge base in all aspects of your profession. Consider your own Groomer Island and who you will invite to join you! ✂

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& e y E Ear

Care: IT'S NOT JUST ABOUT HAIR

E by Kathy Hosler e

roomers work with hair every day; brushing, combing, de-matting, clipping, scissoring, washing, drying, and styling it. But, hair is not the only thing that stylists need to be knowledgeable about to safely and expertly turn out great grooms. Stylists must also know how to properly care for and protect pets’ eyes and ears during the grooming process. There is a little more to it than you might think. Although we are not veterinarians, groomers know when something doesn't look normal. That's why you should always do a thorough exam of every pet that comes in for grooming. Taking time to do this quick intake

Although we are not veterinarians, groomers know when something doesn't look normal. That's why you should always do a thorough exam of every pet that comes in for grooming. Taking time to do this quick intake exam while the owner is present can save you untold problems. exam while the owner is present can save you untold problems. If a pet has an existing issue with its eyes or ears, the problem could easily escalate during the grooming process. Even if the pet appears to be in tip-top shape, there are some safety procedures you should follow to keep them that way.

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Look at the pet's eyes for any excessive tearing, squinting, eye dryness, a discharge of mucous, or an accumulation of matter. Anything that is out of the ordinary should be noted and pointed out to the owner.

We all know that pets love to shake when they are being bathed, and that can allow shampoo and suds to fly into an unprotected eye. As a precaution, it's a good idea apply sterile ophthalmic ointment into each eye before the bath. During the bathing process, special care must be taken to prevent irritation to the eyes. We all know that pets love to shake when they are being bathed, and that can allow shampoo and suds to fly into an unprotected eye. As a precaution, it's a good idea apply sterile ophthalmic ointment into each eye before the bath. It will form a temporary protective coating over the eyeball. Using a tearless shampoo on the face can help, but even tearless shampoos can irritate. Another issue that groomers often have to deal with is removing driedon matter that accumulates at the inner corner and under the eye. This is usually best done while the pet is in the bath tub and you can run cool water on the area to loosen the debris.

Depending on how bad the buildup is, removing it may reveal a nasty, open sore. It is imperative that you document this with before and after photos. That way no owner can accuse you of causing an injury to their pet. You must also be careful during the drying process. Never point a high velocity (HV) dryer toward the pet's eyes or its ear canal. And, although you may have never thought about it, the flow of air during HV, fluff, or cage drying that removes the moisture from the pet's hair can also dry out their eyes. Anytime their eye gets irritated the pet may rub or scratch it and, within seconds, can cause a painful corneal abrasion. In short order, a minor irritant to a pet's eye can quickly escalate into an emergency situation.

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Ears can be the source of a multitude of problems for both the groomer and the pet. Cleaning healthy ears should be part of every routine grooming. Diagnosing and treating ear problems is not. If a pet comes in and you can smell their ears before you even look at them, that's an immediate red flag. Look into the pet's ears. Are they healthy and pink, or are they nasty looking? At check– in, if you see an obviously unhealthy ear; one that is red, swollen, and has lots of drainage—that is definitely a medical issue that needs to be seen by a veterinarian. In less severe cases, if you feel you can safely groom the pet, document anything that you see and, once again, take

Ears

Groomer to Groomer • Vol 35 Ed 9 • September 2016

Another issue you could encounter are ear hematomas. We've all seen those poor Cocker Spaniels that have each of their ears encased in a solid mat that has to weigh a pound or more. You never know what you might find in or under the mat. before and after photos of the pet and its ears.

Cleaning the

Most stylists find it easier to clean the pet's ears in the tub before its bath. You can put the ear cleaner into each ear canal and massage it around, then use cotton balls to gently clean out any wax or debris. If there is excess hair in the ear canal, you may remove it by trimming or

Ears

plucking—depending on the wishes of the owner. Putting ear cleaner in the ears will help displace any water that might get in during the bath. Inserting dry cotton balls into the ear canal will also help keep water out. Just remember to remove them. Also, after you clean out the pet's ears, they may want to scratch themselves. Freshly cut toenails can slice open the ear area. For the pet's sake, and yours, always sand or dremel the nails smooth to lessen

Introducing our

the possibility of injury. Another issue you could encounter are ear hematomas. We've all seen those poor Cocker Spaniels that have each of their ears encased in a solid mat that has to weigh a pound or more. You never know what you might find in or under the mat. It is extremely time-consuming and very difficult to separate this kind of mat from the tender skin of the ear. Sometimes matting can be so severe that the blood flow to the ear is restricted. After that matting is

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Sometimes matting can be so severe that the blood flow to the ear is restricted. After that matting is removed, the circulation begins to return. This often causes the dog to scratch at its ears or shake its head repeatedly. removed, the circulation begins to return. This often causes the dog to scratch at its ears or shake its head repeatedly. The shaking makes the ear flaps slap against its head and can cause blood to accumulate in the edges of the ears. If the shaking continues, the ears could swell up like pillows and may even start to bleed. Put a Happy Hoodie on the pet, or use gauze or vet wrap to temporarily hold the ears against the dog’s head so that they do not flip back and forth when it shakes

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its head. If you know the ears will have to be shaved, explain to the pet parent what the matting has done to their pet and caution them that hematomas are a real possibility. And, every time you have to work on a matted pet, or a pet that has a preexisting condition, always have the owners sign a pet release form. As you can see, there is much more to grooming a pet than just deciding on a hair style. Taking precautions to prevent eye and ear problems not only protect the pet— but to protect you as well. ✂

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Groomer to Groomer • Vol 35 Ed 9 • September 2016

FIG. 10

FIG. 1

THE

FACE–

OF A MATTED DOG

FIG. 2

n this not so busy day, one of the new clients was a very matted mixed breed dog named Sandy. Most of Sandy's coat was severely matted and would need to be stripped down with a 7f, only a portion of his back and bits of his head were not matted. Sandy has nice blondish hair with a bit of texture that would be good for shaping and carving. Fig 1) I began by clipping away all the excess matted coat, leaving a large portion of not so matted hair on the

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E by Dawn Omboy e www.queenofcolor.com

dog’s back. The dog was then bathed and dried so the fun could begin. Fig 2) With my scissors, I then cleared an area in the center of my hair saddle that would become the hand carved and sculpted face. Fig 3) Then using scissors I carved in the outline of the face, nose, eyes, and the mouth, leaving fuller cheeks for more definition. With this part done, I set the whole face with a firm holding hairspray to keep the hair from moving while I airbrushed the details

FIG. 3

FIG. 4

onto the face of this creation. Fig 4) I chose to use temporary inks that give you instant color, drying on contact, and can be completely washed out of the coat. Since this is a client who knew nothing of this creative project happening on her boy today I didn’t want it to be permanent. I first sprayed a very light layer of brown on the face, then very lightly

FIG. 5

added pink for the cheeks before outlining the eyes in black. Fig 5) Detailing the nostrils was fun and also done with a bit of black ink up the nose holes, which I shaped with my fingers after hair spraying. Fig 6) I then outlined the face, separating it from the outlying hair. Fig 7) After that I moved on to the mouth (I need more practice

there) and the eyes. Fig 8) Then, to give my bearded lady more realism, I added some eyebrows and put eyelashes on her. Fig 9) Once I was finished playing with this design, it was time to remove it before the client came to pick Sandy up. So I first trimmed off the beard giving it a whole new look. Fig 10) But it didn't stop there. I

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FIG. 6

got the airbrush back out and, mixing some brown and orange together, I colored the hair and cut more of it off. Fig 11) It is amazing how much a design can change with a few swipes of the clippers. What was left after the last pass was a flat surface outline that could be quickly bathed off, erasing all evidence of the creative design that had just been there. So remember, you can get in lots of fun practice time if you like playing with your shave downs. It's great fun! ✂

FIG. 7

FIG. 8

FIG. 9

FIG. 11

Making the World more Colorful, one dog at a time... Queen of Color To see more pictures of this grooming adventure visit www.queenofcolor.com or visit me on Facebook

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REACHING MORE CUSTOMERS WITH

Facebook Ads

s business owners in the age of social media, you have probably been cautioned against paying for “likes” on Facebook, as this often results in your Page garnering likes from bogus accounts that will ultimately dilute your post reach. Unfortunately, many independent pet professionals have allowed the fear of fake likes to keep them from utilizing Facebook’s ad platform altogether, severely limiting their ability to reach potential customers. There are 11 other campaign options available for business owners to create paid advertisements

E by Emily Long e through Facebook. Combine these options with an immense database full of user demographic information, and you have an affordable marketing tool with virtually limitless targeting capabilities. Selecting the campaign type that is best suited for your marketing goals, and customizing your audience will maximize the effectiveness of your ads while keeping costs low. Choosing Your Facebook Campaign Type Facebook offers a dozen options to choose from when designating your campaign objective. This

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selection will depend on what your overall goal is for a particular ad. If you have two distinct marketing goals, you will likely want to create two separate Facebook campaigns and select a different objective for each one. For example, if you want to promote a community event your business is hosting, and you would also like to encourage more people to claim a discount offer you posted online, you should create two campaigns using the following objectives: “raise attendance at your event” and “get people to claim your offer,” respectively.

Here is a breakdown of the 12 Facebook campaign objectives to reference before setting up your ad: Boost your posts Promote your Page Send people to your website Increase conversions on your website Get installs of your app Increase engagement in your app Reach people near your business Raise attendance at your event Get people to claim your offer Get video views Collect leads for your business Increase brand awareness

Increases the reach of a post; Boosts post engagement Increases Page “likes” Increases traffic to a desired URL on your website Drives valuable actions on your website Encourages installs of your mobile app Drives more app engagement Increases local awareness for your business Increases event views and responses Promotes your discount offer Promotes your video Uses form to gather info from intersted users Reaches people likely to pay attention to your brand

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Creating a Target Audience on Facebook Once you have selected an objective, it’s time to decide which Facebook users should see your ad. The goal here is to target an audience that will be most likely to need your pet grooming services. Of course, selecting pet ownership as part of your audience criteria will be vital to your success. But Facebook’s database is filled with detailed demographic information about its users, providing you the ability to get very granular with your ad targeting. Here are some things to keep in mind as you build your campaign audience. • Custom Audiences: These are used for remarketing campaigns. More on this later. • Location: Though location

Groomer to Groomer • Vol 35 Ed 9 • September 2016

Fig. 1: Audience Definition Tracker

As you add criteria, your campaign’s audience definition will expand and contract accordingly; this is reflected in the “audience definition” tracker in the upper right-hand corner of Facebook’s ad manager interface.

Audience Definition

Specific

Broad

Your audience is defined. targeting is fairly straightforward, I recommend starting off with a manageable radius and expanding it when appropriate, as your campaign progresses. Begin with the geographical area where you receive most of your business, and go from there. • Age, Gender, and Language: Here you have the option of targeting user groups from age 13 to 65+. Choose to

show your ads to either men, women, or both. And select the language that is most common among your target audience members. • Interests, Demographics, and Behaviors: This is where the real magic lies. Facebook’s detailed targeting allows you to include or exclude people who have expressed certain interests, engaged in specific

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behaviors, or identified with particular demographics. As you add criteria, your campaign’s audience definition will expand and contract accordingly; this is reflected in the “audience definition” tracker in the upper righthand corner of Facebook’s ad manager interface (see Fig. 1). When it comes to defining your audience, oftentimes less is more for

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Groomer to Groomer • Vol 35 Ed 9 • September 2016

It would be beneficial to put your budget behind a campaign that targets a smaller, more specific group of people in order to increase the number of times these users are exposed to your brand. Fig 2: Audience Details Location: United States: West Chester (+12 mi) Pennsylvania

Age: 25 - 55

Language: English (US)

And Must Also Match: Behaviors: Dog owners, Cat owners, Dog food and products, Dog products, Cat products, Pet care products or Cat food and products Home Ownership: Homeowners

People Who Match: Income: $40,000 - $50,000, $50,00 - $75,000, $75,000 - $100,000, $100,000 - $125,000, $125,000 - $150,000, $150,000 - $250,000, $250,000 - $350,000 or $350,000 - $500,000

Groomer to Groomer • Vol 35 Ed 9 • September 2016

Potential Reach: 40,000 people

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independent pet businesses operating out of brick and mortar locations. Targeting 150,000 pet owners within a 20-mile radius may sound fantastic. But if you’re working with a limited budget, these ad dollars will be spread thin, resulting in a low ad frequency. This means that the number of times users see your ad will be very low (typically less than 1.5). It would be more beneficial to put your budget behind a campaign that targets a smaller, more specific group of people in order to increase the number of times these users are exposed to your brand. For example, let’s say I own a pet grooming business located in a suburb of Philadelphia. I also sell a variety of pet care products in my shop, and my customer base is primarily comprised of established professionals who live within a radius of about 12 miles, own homes, and love their pets. My ad targeting for a brand awareness campaign might look a bit like this (see Fig. 2). Instead of limiting the number of times my message is seen by advertising to a larger audience, I can increase the frequency of my ad by showing it to a smaller, more defined group of users who will be more likely to visit my shop. There are many more demographic options available to narrow down your Facebook audience, which is especially useful when creating campaigns with a very small budget.

Have you ever viewed a product on a company’s website, and then felt like that product was “following” you around the internet? This is called remarketing, and it is an extremely effective use of your advertising dollars. • Page Connections: If your business already has an established group of loyal Facebook followers, then you may want to “exclude people who like your Page” when running a branding campaign. This will prevent your ad dollars from being spent on existing customers. • Save Your Audience: Once you have constructed your audience, I recommend selecting the checkbox where you have the option to “save this audience” for future use. Additional Ad Setup Information After you have created the right audience for your message, the rest of the ad setup is fairly straightforward. However, if this is your first time experimenting with

these ads, you may want to reference "A Beginner’s Guide To Setting Up Facebook Ad Campaigns", (http://www.webtalentmarketing. com/how-to-set-up-facebook-ad/). The Value of Facebook Remarketing Perhaps you are already well– versed in the world of paid Facebook marketing. In this case, I strongly recommend that you tap into the potential of remarketing through this social platform. Facebook remarketing makes it possible for you to track users who have visited your website and allows you to place highly relevant ads in front of those users when they are active on Facebook. Have you ever viewed a product

on a company’s website, and then felt like that product was “following” you around the internet via banner ads and sidebar displays? This is called remarketing, and it is an extremely effective use of your advertising dollars. Though well worth the time and effort, remarketing does require a bit of basic developer know–how. A Facebook tracking pixel must first be created (free) and placed in the source code of every page on your website in order for your site visitors to be “cookied” or tagged. For additional tips on pixel creation and installation, check out Facebook’s "Pixel Implementation Guide", https://www.facebook.com/business/ help/952192354843755). (

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Keep track of any Facebook user who has visited your website, create an audience of those who viewed at least one page of your site without visiting the “contact us” page, record visitors who sign up for your newsletter, and more, using the custom audiences feature. Once your tracking pixel is implemented correctly, you can use the data it collects to create custom audiences. Keep track of any Facebook user who has visited your website, create an audience of those who viewed at least one page of your site without visiting the “contact us” page, record visitors who sign up for your newsletter, and more, using the custom audiences feature. Does your business already maintain a robust list of email subscribers? Perfect! You can actually upload your list to Facebook and

save it as a custom audience. From there, you can show tailored ads to these highly engaged subscribers, reminding them why you are their groomer of choice and strengthening brand loyalty. Are you ready to get started with Facebook remarketing? Aside from creating custom audiences, the process for setting up a remarketing campaign is similar to that of a basic Facebook campaign. "The Ridiculously Awesome Guide to Facebook Remarketing”, (http://www.wordstream.com/

om w fr e N

GENERAL PET RELEASE FORM

MATTED PET

R EASE FORM CAGE DRYEREL RELEASE FORM

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 Pet Name

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 All precautions will be taken. However, we dog, trauma. your comfortable for some dogs. For or after We will problems occasionally arise, during recommend the use of a cage dryer. irritation and mental or when grooming, such as nicks, clipper practices safe following the to adhere physical stress. the dryer is in use: 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. • Only equipment manufactured establishment to permission to this grooming grant hereby I followed. be 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 I hereby grant permission to this

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

Owner Name

blog/ws/2015/11/16/facebookremarketing), is a terrific free resource for those just starting out with this strategy. ✂ Emily Long is an Online PR Specialist at Web Talent Marketing, located in Lancaster, PA. She enjoys helping businesses find new opportunities to increase their online presence through digital marketing strategies. Emily also enjoys playing volleyball, cycling, and protecting her lunch from Web Talent’s office dog, Marco.

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

Inc. • 717.691.3388 • www.barkleigh

.com

Inc. • 717.691.3388 • www.barkleigh

Modern Release Forms

Inc. • 717.691.3388 • www.barkleigh

See page 77 for details or visit www.barkleighstore.com

Groomer to Groomer • Vol 35 Ed 9 • September 2016

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.com

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Groomer to Groomer • Vol 35 Ed 9 • September 2016

GROOMER STORIES

#GROOMERSTORIES

Even When No One is Watching

E by Melissa Viera e

here are few words that can sum up the connection between humans and animals. Try to tell someone who has never experienced the human–animal bond what it's like to connect with an animal and you will be left standing there unable to explain. How can you tell someone what it is like to feel not just love, but appreciation, and a natural connection with an animal when you can’t even explain it yourself? Animal lover describes many people, but for some, the connection they have with animals is a part of who they are on the deepest level. These people have a desire to create

a life that allows them to not just spend time with the animals that they enjoy, but to make working with them their life’s work. The groomers, dog handlers, trainers, shelter workers, and all of the other animal professionals and enthusiasts who give up their weekends, spend hours on the road, and work constantly to become better at what they do, have so much passion for the work that they couldn't imagine doing anything else. For Jun S. Yun, a professional groomer, author, and blogger, it’s his love for dogs that drives him. “I think that all animals are beautiful, and I appreciate them all for what they are,

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but there's just something special about dogs that I cannot put into words because it's a feeling,” Yun says. It was a February day in 2010 when Yun’s life took an unexpected turn. The day could have been like any other day on the job, until one couple would unknowingly inspire Yun to leave his current job at a Nissan dealership and jump into a career in grooming. The couple, looking at a Nissan Cube, might have felt a little confused when Yun accidently laughed as they told him what they did for a living. They were dog groomers and, without knowing any better, Yun couldn’t contain his surprised reaction

“When they told me that they were dog groomers, I actually laughed out loud right in their faces,” says Yun, who at the time really had no idea that dog grooming could be a career, never owning dogs that needed any type of grooming. when they told him. “When they told me that they were dog groomers, I actually laughed out loud right in their faces,” says Yun, who at the time really had no idea that dog grooming could be a career, never owning dogs that needed any type of grooming. “I was amazed and shocked that you could actually groom dogs to earn a living! I always thought that dogs that got groomed went to a breeder or show handler or something.” It was only a month after meeting

the couple that Yun left his job at the car dealership—leaving his boss in shock—to start on a new path that he knew nothing about. Yun already knew that he had an incredible love for dogs and felt as though he was meant to pursue grooming, so Yun left the Nissan dealership to pursue grooming at Animal House in Atlanta. “My manager was so upset with me for quitting during the tax season—especially to groom dogs! He, along with many other people there, would laugh and make fun of

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Groomer to Groomer • Vol 35 Ed 9 • September 2016

For Yun, such an impulsive career change had risks, not just for himself, but for his family. Having a baby daughter and struggling with debt left Yun with concerns and fears, but his desire to get into grooming guided him. me about my decision,” says Yun. Even though leaving his current job was risky, Yun couldn’t get out of there fast enough to see if grooming was really what he wanted to do. For Yun, such an impulsive career change had risks, not just for himself, but for his family. Having a baby daughter and struggling with debt left Yun with concerns and fears, but his desire to get into grooming guided him. “I just knew in my heart that this was something that I could be great at—something that I really wanted to be great at. I had finally found my

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life's purpose, and that was all the motivation I needed to keep pushing on,” says Yun. Yun immersed himself in grooming; learning and studying while working at various grooming jobs. In April of 2012 he decided to open his own grooming business. “I opened my own shop in Buckhead, the most expensive area in Atlanta,” says Yun. After less than two years in the Buckhead shop, Yun had accumulated so much debt that the space he had invested so much money and hard work into, he could no longer keep.

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“I would do it all over again knowing I would fail, just for how much I learned and grew from the experience,” says Yun. He began making house calls for his clients and eventually found a home that could serve as both a home for his family and a home–based grooming business. Yun did not give up even after his first business did not succeed. “I would do it all over again knowing I would fail, just for how much I learned and grew from the experience,” says Yun. He began making house calls for his clients and eventually found a home that could serve as both a home for his family and a home–based grooming business. Yun’s life took another unexpected turn when his mother–in–law had a serious stroke and he and his family would leave their current home behind

to move back to Arizona. After losing his retail location in Atlanta, a man named Ted Woehrle had offered to mentor Yun and inspired him to write his first book, The Art of Grooming: A Philosophical Approach to Dog Grooming. Yun says, “He asked me once why I was writing the book. I looked at him confused for a second. I'll never forget how he explained it to me; after making it clear that I would never become rich off of the book, he then wrote my name on a piece of paper

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followed by the word, Author. He pointed at the word, Author and said, ‘That's why you're writing this book, so you can put that next to your name. By writing this book you become an author.’ " Combining his love for writing and his love for dogs was something that Yun could feel good about. “I believe that there's magic in the written word. I've always been fascinated with the art of writing and speaking, even as a child,” says Yun. After a lot of ups and downs and

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As Yun continues to grow and work incredibly hard to provide the dogs in his care with his very best every day, he is a reminder to all groomers that it is the hard work and dedication that is always going to pay off in the end. unexpected changes in Yun’s career, which included moving multiple times, he and his family landed back in Phoenix in January of 2016. Yun describes his grooming career as a rollercoaster. “Not the ones that just drop straight down, but the ones with twists & turns and ups & downs,” he says. “I've made a lot of mistakes and went through some really tough times. By doing the very best I possibly could, even through all my failures, I've become an inspiration to others. I've become stronger, and wiser.” The love for dogs Yun has is

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beyond explainable and it continues to be his daily inspiration as his career evolves. Along with being an author, Yun writes for his website, Jun the Groomer, produces videos with grooming tips, and educates. Meeting that couple who were professional dog groomers changed Yun's life forever. He has dedicated himself to becoming the best groomer he can be for both the animals that he can help and the people that he can inspire. As Yun continues to grow and work incredibly hard to provide the dogs in his care with his very best every day, he is a reminder to all groomers that it is the hard work and dedication that is always going to pay off in the end. Jun S. Yun grooms from the heart even when no one is watching because, for him, it is the work, and what the work does for the dogs that means so much. The special house calls for senior or ill pets, the time offered to answer questions, and the extra effort put into keeping the grooming area clean and professional are what clients will notice. “Loving dogs and caring about them is not enough. We have to show the customers that we love and care about them enough to learn everything we can about our craft,” says Yun. “By doing good work—and a lot of that work is done in private when no one is watching—we show the clients that we are trustworthy. ✂

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ost of us successful dog groomers are making a living at this because we not only love dogs and handling them, but because we have an aesthetic eye for the dog. We want to make the dog look as pretty as possible with the least amount of stress (for both the dog, and us). However, because we are doing what we love, and don't dress like most professionals, or maybe because we are mostly women, many people—particularly employers, tend to discount our skills. After all, how much skill can it take to....give a dog a bath? It's not rocket science, and

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My job, as an employee, is to make my employer money. If my employer doesn't appreciate that I understand that, all our communication might be discounted. actually, learning to bathe a dog shouldn't take more than 1/2 hour. However, that 1/2 hour of learning can possibly lead to learning more skills, making a person not only more valuable as an employee, but actually create more wealth for all involved. My job, as an employee, is to make my employer money. If my employer doesn't appreciate that I understand that, all our communication might be discounted.

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Another issue, however, is integrity. I have been a successful dog groomer not just because of my dog grooming talents, but because of how important I feel integrity is. There have been many times that a dog owner has come to me thinking his dog needs a haircut (for example, so the dog will shed less, or be cooler in the summer), and I've told the owner that either it is not a good idea, or

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the first contact for clients seeking a grooming service, including bathing. These people are busy. They are good with clients and computers for the most part. Their work is tedious and often stressful. However, they often don't know how to sell what groomers do. Every service needs to teach receptionists how to answer the phone. They have to know in what order to ask questions to save

it won't make a difference and not to waste their money. Sometimes I've suggested a de-shedding treatment, or a 'tidy', but just as often I've said, "Were this my dog, I would not do anything. I cannot make this dog look better than he already looks." Most dog owners have appreciated my honesty but some of my bosses have been really angry! In an animal hospital or a kennel, the receptionists will be

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groomed before. Usually then, the prospective client will ask about costs. The receptionist should be able to give a range of costs. Our minimum cost is $25 for a small dog, and our most expensive is $95, but the average is $55. So, without seeing the dog, that is the best information we can provide. The client will ask what is included. The receptionist should state “A thorough brushing, cleaning of the ears and cutting the nails if necessary, and if the dog has more than 2 inches of coat or is matted, some sort of trimming or clipping may be required.” This is important. The receptionist needs to tell the client we cannot bathe matted dogs, as they will not dry thoroughly and we can't guarantee rinsing out all the shampoo. Often, the client will say that the dog is not matted. We can't get into this discussion over the phone, as you know that they have either not brushed the dog at all, or have brushed over the top only. With the trend towards the 'non–shed' designer dogs, where they are sold with no grooming instruction, or the owners have been sold a pin brush, you can be sure you will see a lot of matted dogs. In any case, the receptionist should never say ‘shaved’ to a prospective client. If the client says shaved, that is one thing, but I prefer ‘cut short if necessary’. Then, if there are additional questions, the client has to meet directly with the groomer. I always prefer meeting with the new client and the dog at least one day before the grooming, for two reasons: One is so the dog gets the experience of coming into our

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facility and leaving–with the owner, but also so the client and I have a better idea of what we expect of each other. If this is not possible, I always try to call if I have to cut the dog short (shave) for either sanitary or humane reasons. And if I have to do that, I will always remind the client that, if the dog does not have a serious health issue, the hair will grow back. I will also show the client how to brush the dog, if they want. One problem I am running into is that many clients are afraid to ask for a grooming, because they think it means clipping the dog. So, they are asking for ‘just a bath’. Since we charge the same fee for a bath—whether I'm the groomer, or kennel staff does it—it is in my best interest to make sure the kennel staff doing the bathing

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is providing the service most dog owners expect. I quit a job last year because I worked for a business owner who really thought that people looking to have their dogs ‘only’ bathed didn't expect them to be brushed. This might be true for owners of Labrador Retrievers, Pit Bulls, Boxers, and Beagles, but it is not true for owners of Collies, Huskies, Golden Retrievers, Bernese Mountain Dogs, or non-shed dogs. They may not say they expect the dog to be brushed, but at some point—even if it is not me—a better groomer with more integrity will do a better job and the owner will feel they didn't get a good service in the past. I see this frequently when I ask new clients where they were taking their dogs

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Groomer to Groomer • Vol 35 Ed 9 • September 2016

don't want to do this? This is why we have to find employees who want to invest in themselves. There are so many people who think they want to groom dogs, because either the pay is better than it is for an unskilled employee, or because they don't have the patience to learn to train dogs. I attended a dog grooming school 40 years ago because I could not find a groomer to apprentice with. They taught either their own kids, or, in my area, immigrant adults. They would not work with teenagers. I was very lucky to be initially taught by Don Doessel, who had shown dogs for a very long time, and knew how to teach the technical skills. I learned to groom Poodles in grooming school because those were the only dogs

brought in for grooming. I then had to apprentice with hobby breeders. Many of us started our grooming careers as bather/ brushers. Some of us were lucky to learn from very experienced, talented groomers. If you take this seriously, you will be a valuable employee, and will be on your way to opening your own business if you are considering this. ✂

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for grooming, and why they are not returning to that business. Since I am paid commission and kennel staff is paid an hourly wage, very often, a business owner won't want to pay me for 'just a bath', as they feel it is cheaper to pay an hourly wage worker. This is usually a false economy. Our industry is very energy intensive. Good groomers learn quickly to conserve. We dilute shampoo, since it is generally not how much shampoo you use or how long it sits on the dog, but the agitation which cleans the dog. We don't let water run, and we check dogs in cages that have blowers on them every few minutes. By teaching kennel staff to do this, they can bathe more dogs per hour and do a better job. However, what if they

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Groomer to Groomer • Vol 35 Ed 9 • September 2016

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GROOMING TUTOR by Michell Evans

IS IT WORTH IT? Dear Michell, I have been grooming dogs for many years. Recently I had a new groomer start working at my salon who is interested in getting certified. I am trying to decide if I am going to get involved. I say, I have been grooming all this time without it, why do it now? Does anyone really care if I am certified? I already have loyal customers who respect me. What’s in it for me?

MANDY K.

s you mature in your career, you look for ways to work smarter, not harder. Certification is a simple way to do that. The credential of being a certified groomer is one of the simplest comebacks you can offer to the questions, “Why are you raising your prices?” or “Why are your prices higher than the shop down the street?” Consider raising your price with each passed phase of your certification. Ask yourself, would some

outside critiques help improve my styles? Often groomers have no idea if their styles are correct. They learned from a groomer who learned from a groomer who taught them to do it this way and so that is how it is done. But is it? Your clients seem happy, but could they be impressed by a better style? Could you raise your prices and do one less dog per day for the same income? Another great reason to go through a certification process is to

Groomer to Groomer • Vol 35 Ed 9 • September 2016

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break the monotony of grooming. You say you have been grooming for many years. Going through a certification process could put new wind in your sails for your work. Certification gives you more to offer to your clients. The learning process is the whole point of any certification. The knowledge is what gives the piece of paper its value. The things that you learn from your studies and practice grooms is where the improvement comes

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You will be a better groomer after certifying. It is pretty much impossible not to be. Your clients will notice the difference in the quality of your grooming and in your confidence. This usually translates into better tips! from. You will be a better groomer after certifying. It is pretty much impossible not to be. Your clients will notice the difference in the quality of your grooming and in your confidence. This usually translates into better tips! One of the most common misconceptions about certifying is that YOU are somehow being judged. This is absurd. Your groom is being judged, not you. Your certifier frankly does not have the

authority nor desire to judge you as a person. They look at the groom and determine if the haircut is correct or in need of improvement. That is all. As long as your head is in the sand about your grooming, your styles will not improve. The only way to know that you need improvement, and where, is to get some suggestions from someone who knows to guide you in the right direction. Certification offers this. Look at your critique as a tool to know where you

need improvement. Once you know better, you will do better. Another misconception is that you will pass all of your exams on the first try. Be prepared to re–take a few of your exams. It is not uncommon to find out that you are not on the right track with your styles, prep-work, and/or techniques. Your critiques will help you the second time around. Also, after you have taken one written exam, you will have a much better idea of what the questions are like

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and what to study for the next exam. Re-takes are the absolute best judge of your improvement! There are several major certifying agencies in the United States; National Dog Groomers Association of America, International Professional Groomers Incorporated, and the International Society of Canine Cosmetology to name a few. They are all pretty much the same concept. There are a series of written exams and practical exams. They all have membership fees, study materials to purchase, workshops to attend, and exam fees to be paid. There are new certifying agencies and programs popping up, like the AKC Safety In the Salon Certification, and don’t forget cat grooming certification too! It is so worth it, Mandy! ✂

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’ve lived in the greater Orlando area most of my life. Like many, while having compassion and sympathy for the tragedies aired daily on our media, I found it far too convenient to rationalize that such horror couldn’t possibly unfold in my own backyard. On June 12, 2016, the deadliest mass shooting incident in our nation’s history rocked central Florida and shattered the delusion that so many of my fellow Floridians clung to. Instantly, Pulse Nightclub, a mere 30 minutes from my salon, was internationally infamous. And in the wake of this shock and disbelief, 49 individuals lost their lives and 53 others had theirs forever altered, fighting to survive in local hospitals.

Groomer to Groomer • Vol 35 Ed 9 • September 2016

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All of us were touched in some form; whether it be clients, friends, family, or close ties to the LGBT community that the grooming industry has always had, our hearts broke for victims and their families. Then, like it has so many other times, the grooming community banded together to support one another and send a message of love. Utilizing groomer’s talents and heart, the concept of a charity dog wash was decided upon and Paws for Pulse was realized. On July 3, 2016 grooming salons wishing to raise money and awareness of the tragedy could bathe pups in return for monetary donations that would be sent to the Pulse employees, victims, and affected families. Angelia Lewis, Kristie

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Groomer to Groomer • Vol 35 Ed 9 • September 2016

Thirty–two grooming salons graciously opened their doors and smocked up, in over 8 states across the nation. Websites were donated and hosted at no cost. Beautiful t–shirts and other memorial materials were created. Kingsland, Dorien Armentrout and their staff came together to make some amazing things happen, since it quickly became apparent that this

event was growing into a beautiful, positive movement, much bigger than anticipated. Thirty–two grooming salons

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graciously opened their doors and smocked up, in over 8 states across the nation. Websites were donated and hosted at no cost. Beautiful t–shirts and other memorial materials were created. Generous industry companies such as Pet–Agree, Bardel Bows, and Pet Supermarket donated products. Countless hours were spent coordinating efforts and managing social media. Local news, radio, and print outlets were alerted with coverage throughout the country. Finally, July 3rd dawned and it was go time. Offering services from 10am–3pm, many of the participating shops opened their doors on their day off and at their own costs. Volunteers banded together to raise as much funds as possible, while letting the fur fly. It

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was truly a sight to behold; groomers and volunteers rolling up their sleeves, setting up assembly lines to handle the max flux of pets and yet maintaining a spirit of joy. By the end of the day there were amazing pictures of Paws for Pulse teams smiling and presenting their totals, despite being sopping wet and exhausted.

All the countless hours of preparation, answering questions, promotion, and of course the actual day of bathing truly made an impact. Friendships were formed, comradery built, and most importantly, support for the long path to healing of the Pulse victims. Approximately $10,000 was raised between 32

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This 8.5” x 11” four-page newsletter contains grooming and health information, stories, and cartoons that present a professional image to your community. Give them at each appointment. Groom-O-Grams encourage better home care and more frequent appointments.

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GroomOgrams are a fantastic promotional tool! Your grooming clients will give it to their friends. Leave them anywhere there are pet owners—humane societies, veterinarians, kennels, pet shops, and breeders.

Over 10 Million Sold!

GroomOgrams will keep your clients coming back while teaching them proper “between grooming” care. Over 10 million Groom-O-Grams have been distributed by caring groomers like yourself. Seasonal issues are available after February 10 (Spring), May 10 (Summer), August 10 (Fall) and November 10 (Winter). Each issue deals with the seasonal grooming needs of pets.

Groom-O-Grams – Current Season Unless Specified 25 Groom-O-Grams 50 Groom-O-Grams 100 Groom-O-Grams 200 Groom-O-Grams 300 Groom-O-Grams 400 Groom-O-Grams 500 Groom-O-Grams 1000 Groom-O-Grams 2500 Groom-O-Grams

Exciting 8.5” x 11”, four-page newsletter becomes your own Personal Salon Newsletter!

Use it as a reminder card! Many groomers report a fantastic 50–100% response.

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h or “s

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Super Bundle A Super Bundle of our Best Sellers

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(717) 691-3388 • Order online at www.BarkleighStore.com

❏ Appoi

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Groomer Reminder Name ent ❏ Appointment Reminder

g ofestosio Your’sPrtime -gro hly ❏ It “fres for y looke cal s Plea ap an

Your Profes

Top 10 Reasons”

“

TOP TEN REASONS Why It Costs More To Get Your Pet Groomed Than Your Own Hair:

Smocks and T-Shirts

Your customers will chuckle when they read the “Top 10 Reasons Why It Costs More to Get Your Pet Groomed Than Your Own Hair Cut.”

10. Your hairdresser doesn’t wash and clean your rear end. 9. You don’t go eight weeks without washing or brushing your hair.

T-Shirt Back

Smock Front

8. Your hairdresser doesn’t give you a sanitary trim.

T-Shirt Front

7. Your hairdresser doesn’t clean your ears. 6. Your hairdresser doesn’t remove the boogies from your eyes. 5. You sit still for your hairdresser. 4. Your haircut doesn’t include a manicure or pedicure. 3. Your hairdresser only washes and cuts the hair on your head. 2. You don’t bite or scratch your hairdresser. 1. The likelihood of you pooping on the hairdresser is pretty slim.

Smock Back

Smocks are hair repellent,

“Happiness is a Professionally Groomed Pet!” T-Shirts Carry your business cards when you wear these T-shirts. 50/50 blend cotton and polyester will look almost pressed after washing. Easy care.

Happiness Is T-Shirt – Green #6217 Small #6218 Medium #6219 Large #6220 X-Large #6221 XX-Large #6222 XXX-Large Happiness Is T-Shirt – Pink #6212 Small #6213 Medium #6214 Large #6215 X-Large #6216 XX-Large

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Do you get tired of hearing the same old comments from your clients? This cute framed 24” x 36” poster will stop all those nasty remarks and replace it with a chuckle from your clients. Why not couple this poster with the Tip Sign and turn “lemons into lemonade!”

Poster with Frame 24” x 36” Poster Unframed 24” x 36” Wall Sign 11” x 17” Counter Sign 8.5” x 11”

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Groomer to Groomer • Vol 35 Ed 9 • September 2016

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