Groomer to Groomer April 2017

“THE GROOMING INDUSTRY’S TRADE MAGAZINE!” VOL. 36 ED. 4 • APRIL 2017

TECH THAT

PROTECTS

WEARABLE SAFETY

SOLUT IONS A SK T HE

GROOMING

TUTOR CATERING

TO YOUR CLIENTS CONTEST RESULTS

Kazuaki Jingu, Champion of the World Cup Grooming Games at Groom Expo West 2017 with Mary Meeks of Nature’s Specialties.

Photo by Animal Photography.

WWW. GROOMERTOGROOMER .COM

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CONTENTS | APRIL 2017

TECH

PROTECTS

WEARABLE

SAFETY SOLUTIONS

2017 GEW Contest Results

PAGE 18

New

ALSO INSIDE Vierra: Rabbit Grooming

THE

6

The Real Dirt on Clay

46

Extended Design Program Coming to Pet Boarding & Daycare West

50

Conner: Spanish Water Dog Style

56

Omboy: Topknots to Top Hats

14

How to Get Dog Trainers to Recommend Your Salon

22

Creating Your (Free!) Integrated Digital Marketing Engine

28

Raisanen: The Evolution of Technology in Cat Grooming Salons

60

Oquendo: Making Private Labeling Work for You

36

New Products

71

Ask the Grooming Tutor: Catering to Your Clients

42

Classifieds 72 Calendar of Events 73

GROOMING SALON PART II

UNDERSTANDING & NEGOTIATING

THE COMMERCIAL LEASE

by Kathy Rose

64 “THE GROOMING INDUSTRY’S TRADE MAGAZINE!”

EDITORIAL STAFF

VOL. 36 ED. 4 • APRIL 2017

EDITOR/PRESIDENT

ART DIRECTOR

Todd Shelly todd@barkleigh.com

Laura Pennington laura@barkleigh.com

ASSISTANT EDITOR Gwen Shelly gwen@barkleigh.com

GRAPHIC DESIGNER Jenn Barraclough jennifer@barkleigh.com

MANAGING EDITOR Rebecca Shipman rebecca@barkleigh.com

WEB DESIGNER

Luke Dumberth luke@barkleigh.com

CHIEF OPERATIONS OFFICER

VIDEO PRODUCTION

Jeremiah Strawbridge jeremiah@barkleigh.com

Adam Lohr adam@barkleigh.com

52

by Kathy Hosler

SOCIAL MEDIA COORDINATOR

Cayla Pavlovec Cayla@barkleigh.com

WWW. GROOMERTOGROOMER .COM

TECH THAT

PROTECTS

WEARABLE SA FETY

SOLUTIONS A SK T HE

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

GROOMING

TUTOR CATERING

TO YOUR CLIENTS CONTEST RESULTS

SALES & MARKETING COORDINATOR Alyx Robertson alyx@barkleigh.com Kazuaki Jingu, Champion of the World Cup Grooming Games at Groom Expo West 2017 with Mary Meeks of Nature’s Specialties.

Photo by Animal Photography.

COLUMNISTS

Michell Evans

Dawn Omboy

Mary Oquendo

Kim Raisanen

Kathy Hosler

Gary Wilkes

Daryl Conner

ON THE COVER 2017 Champion of the World Cup Grooming Games, Kazuaki Jingu with Mary Meeks of Nature's Specialties.

Photo by Animal Photography.

Copyright April 2017. 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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Rabbit

The longer you work as a groomer, the more interesting the requests seem to get.

Groomers who have been at it for years have the best stories about odd and unique requests, involving everything from bizarre grooming styles to unexpected species.

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W

hen prospective customers come along looking for something that you don’t typically do, it is up to you to decide if you should turn them away, refer them to another professional, or take on the challenge. Your job and services should be clearly defined right from the beginning. As a professional, it is important to know who your ideal customers are before they walk through your door. It is not your job to please everyone, and trying to do so will almost always result in disappointment. Know your customers, and be honest about your capabilities and specialties before deciding to take on the unusual and rare requests.

If you are strictly a dog groomer, when someone calls hoping to make an appointment for their cat or another type of pet, you already know what to do. You ideally will have a list of other groomers that would appreciate the referral to give to the caller. If, on the other hand, you are a pet groomer that does not just groom dogs, then you should be prepared for the possibility of getting requests for other types of pets as well. If you decide to take on cats, it is because you are trained in handling and grooming them safely, but what about other pets such as rabbits? Should you turn them away or take them on, too?

There are different types of coats that rabbits can have. For example, there are normal coat types, and there are wool, rex, and satin coats.

While it is especially important that longer coated breeds are brushed daily to prevent matting and to keep their coat clean, all rabbits should be brushed and groomed regularly.

Regular grooming removes loose coat which can contribute to hairballs and blockages if the rabbit ingests

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Rabbits that are groomed regularly can learn to be very relaxed for grooming and even enjoy it.

too much while self-grooming. Basic grooming for rabbits also involves trimming of the nails, ear cleaning as needed, checking the teeth, and making the coat look shiny and clean.

Rabbits should not be washed the way dogs are as this can cause unnecessary stress, and is not needed for keeping their coats in condition.

In some cases, a rabbit may need to be spot cleaned or table bathed with a damp towel. Dry baths are another option, but typically they only need the basics.

Rabbits that are groomed regularly can learn to be very relaxed for grooming and even enjoy it. If a customer approaches you about grooming their rabbit, chances are the main thing you will be doing is trimming the rabbit’s nails and doing some gentle brushing and combing of the coat. Before agreeing to take on

rabbit clients, there are a few things you should consider: • Are you comfortable with and experienced in handling rabbits? With such strong back legs, a kicking rabbit can easily injure itself or get free.

They should not be tied up in any way during grooming. Instead, you will have to know how to hold them and pose them, and help them be in the most relaxed positions.

• If you are comfortable with all of this, the next thing to consider is how well you know rabbit body language, behavior, and general traits. Will you know if the animal is too stressed to continue grooming?

• Keeping rabbits far away from other animals in the salon is very important. If you have a quiet area for private grooming, or you groom by individual appointment or are mobile, this won’t be an issue.

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Depending on the individual animal, you may decide to do the grooming with the rabbit in your lap or on a table, or by using a combination of both techniques.

Should you decide to groom rabbits, you will need to know what to ask the potential customer before they come in. Is the rabbit used to traveling, being held, and being handled? A show rabbit or a house rabbit that lives as part of the family is going to be very different than a rabbit that is not used to as much handling and human interaction.

With all of the restrictions, you might wonder if grooming rabbits is worth your time. Just like any other animal, if you have customers that come regularly and you charge accordingly for your time then rabbits could make great customers that don’t take a whole lot of time, especially

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since they do not require a bath.

Depending on the individual animal, you may decide to do the grooming with the rabbit in your lap or on a table, or by using a combination of both techniques. Ask the pet owner to bring hay and some healthy treats for their rabbit to chew on while you are grooming. With the rabbit in a comfortable position (it’s easier with two, but can certainly be done solo), start by trimming the nails without going too short. Next, check the rabbit over to make sure there are no obvious issues that you should point out to the owner like lumps, fleas, sore hocks, etc. Check the rabbit’s teeth to make sure they

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are not overgrown as rabbit’s teeth grow throughout their lives. If they are, you should advise the owner to bring their pet to their vet.

Use a fine tooth comb, a small and very soft slicker brush, or a rubber grooming glove to work through the coat removing any debris and allowing the loose coat to come out. Look in the ears to make sure they are clean and if you must clean them, know which solutions are safe.

The only coat product you should need is water. As a finishing touch, wet your hands and work them through the coat, finishing by running your damp hands over the coat until it is dry and any dust or hair has been

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Whether you decide to say yes or no to grooming rabbits or any animal, the most important thing is to be honest in your decision knowing if it is right for you or not.

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Groomer to Groomer • Vol 36 Ed 4 • April 2017

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wiped away. This works wonders for rabbits and you should notice that the coat looks bright and clean when you are done.

An Angora rabbit will need more thorough grooming using some different techniques due to their longer coats. Knowing the breeds and coat types is important so you know which techniques are used to get the coat looking its best. You should also be prepared to give the clients homework. If there is matting, show them how to brush their rabbit at home. If the rabbit is nervous or difficult to groom, give them simple exercises they can do at home to help their rabbit be more comfortable with grooming.

Whether you decide to say yes or no to grooming rabbits or any animal, the most important thing is to be honest in your decision knowing if it is right for you or not. It is easy to say yes without thinking things through, especially when you are first starting out, but being prepared and knowing what you are comfortable with is a much better option than taking on a client that is not a good fit. Whenever you decide not to take on clients for any reason, it will not only be helpful for them, but will help you maintain a professional reputation if you are prepared with some recommendations for them like a vet who specializes in exotics, a local rabbit breeder, or another professional who will appreciate you sending clients their way.

Rabbits are unique animals with grooming needs to help them maintain good health and clean coats. Helping rabbit owners take care of their rabbits can be very rewarding if it is something that you enjoy, and feel confident doing. ✂

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Call us at 877.800.2247 Visit ustoat www.b-air.com/pet/ Groomer Groomer • Vol 36 Ed 4 • April 2017 13

TOPKNOTS

TO

TOP HATS

E by Dawn Omboy e www.queenofcolor.com

FIG. 1

14

H

ats are fun. We all have plopped one on our heads from time to time.

Wouldn’t it be fun to fashion a hat on your dog or on a client’s dog for special occasions? Let’s discover how to make a hat that Fido won't be able to shake off. Follow along with this cute how–to pictorial as I show you how to create and decorate a cute spring hat for Easter from an overgrown head of hair.

Let’s start by dying the hair on the top of head. I like pink, so I have chosen to use a semi–permanent

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bubble gum pink that will come out of the coat in about 8 to 10 washes.

Fig. 1) Wearing gloves and using a tint brush, start with the outer edge and line it with dye. Next, block or protect the side of the face as you pull down the first outer section of hair and apply the dye. I usually use paper towel just because it is always handy and I can just chuck it when I am finished.

If you are worried about the color bleeding through, you can use plastic wrap or foil. I didn’t use foil because it was heavier and not staying in place as easily as the paper towels did.

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FIG. 2

Fig. 2) Continue separating the hair in lines with the end of your tint brush and then applying the dye to each side of each section as you go. You don’t have to saturate the hair, just use enough to cover. Fold each line over onto the one before as you move all the way across the top of the head.

Fig. 3) Once you have reached the other side, you can run your gloved fingers through, making sure you have all the hair within the area nicely covered.

Wait a short time for the hair to become stained with the dye before rinsing. I only waited 10 minutes for this one, as I wanted to make sure I had a nice pastel pink for my Easter hat. You will want to make sure to stretch dry the hair straight afterwards and then you will be ready to shape and decorate your hat.

FIG. 3

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FIG. 4

Fig. 4) You will need a strong– hold hairspray of your choice. Then, placing your hand to shield the dog’s eyes, spray a layer of hairspray to the front and sides.

Fig 5.) Next, pull out a circle of hair all the way around to create the hat brim and spray so you can either shape it with your hands or use a flat iron. Then spray the center circle of hair standing up to create the top of your hat, shaping as you go. You can use your scissors if you need to smooth off the top, then spray again.

Fig 6) With the hat now shaped, you can finish it off by decorating it in a number of ways. We first tried a plain hat with a tied on hatband and a hair feather sticking out of it.

Fig. 7) Then we added decorative flowers and a butterfly clip with some added airbrushing for a really cute contrast of colors.

I use a small airbrush machine and temporary ink for this part. Keep adding hairspray as needed to really make this spray–up hold well for you.

Fig. 8) Sharpen up the edges with your scissors to make your hat look nice and neat. How much fun is this! ✂ Making the World more Colorful, one dog at a time... Queen of Color.

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FIG. 5

FIG. 6

FIG. 7

FIG. 8

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2017 Pasadena Convention Center

Pasadena, California Record-setting rainfall and flash-flooding didn’t stop Groom Expo West, the West Coast’s most illustrious grooming show, from seeing a 12 percent increase in attendance at this year’s event held at the Pasadena Convention Center.

The 2017 show boasts a new all-time attendance record of 4,267 professional pet stylists and service professionals, which is 8.5 percent increase from the previous all-time record. The show also saw a 10 percent increase in booth spaces at their trade show, where 110 companies were represented in the 150 total booths.

“We are thrilled about the success of Groom Expo West this year,

especially with the challenge that the weather presented us,” said Todd Shelly, president of Barkleigh Productions. “We look forward to coming to California each year and providing even more vendors and resources to all our attending groomers.”

Groom Expo West’s popular grooming competitions, that awarded over $12,800 in top prizes between them, captured the attention of all attendees. The best in show winners included: • Nature’s Specialties Best In Show – Kazuaki Jingu • Purina Pro Plan Best All Around – Jackie Boulton • Creative – Sandra Hartness • Rescue – Sara Szymanski

Groom Expo West’s contest sponsors included Nature’s Specialities, Geib Shears, Earthbath, UTSUMI AMERICA INC., dba BW Boyd Shears, Wag’n Tails, and Purina Pro Plan.

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Photos by Animal Photography

GEW 2017 Contest Results

BEST ALL AROUND

BEST IN SHOW THE NATURAL CHOICE OF PROFESSIONAL

1986 BESTGROOMERS IN SHOWSINCE WINNER KAZUAKI JINGU WITH MARY MEEKS OF NATURE’S SPECIALTIES ®

PMS 4665

customer proof

the label shoppe

15430 Proctor Ave. City of Industry, CA 91745 Tel: 626.333.4001 • Fax: 626.333.6152

O.K. to print O.K. to print with changes Submit New Proof Signature

PMS 329

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Client: NS Final Size:

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BEST ALL AROUND WINNER JACKIE BOULTON WITH LYNN SOBIN COMSTOCK OF PURINA

New Logo

Color(s) 0

Finishing Material

LAM UV SPOT UV

COLOR

Please review this proof for accuracy. Ensure that size, layout, color, substantive content, spelling, grammar, and other special features are correct. By initialing or signing this proof, you approve the artwork as-is and certify that you have the authority to do so. Further, you agree to indemnify and hold harmless the label shoppe for any errors you may have missed.

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GEW 2017 Contest Results Photos by Animal Photography

CREATIVE STYLING 1ST PLACE & PEOPLE’S CHOICE WINNER WINNING ENTRY BY SANDY HARTNESS

CREATIVE STYLING SECOND PLACE

CREATIVE STYLING THIRD PLACE

CREATIVE STYLING SECOND PLACE WINNER ANGELA KUMPE

SPONSORED BY

RESCUE ROUND-UP

RESCUE ROUND-UP FIRST PLACE WINNER SARA SZYMANSKI

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Groomer to Groomer • Vol 36 Ed 4 • April 2017

CREATIVE STYLING THIRD PLACE WINNER CAT OPSON

SPONSORED BY

RESCUE ROUND-UP

RESCUE ROUND-UP SECOND PLACE WINNER ELIZABETH BYERS

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SPONSORED BY

RESCUE ROUND-UP

RESCUE ROUND-UP THIRD PLACE WINNER JOSH CHRISTOFF

FIRST PLACE, OPEN: KAZUAKI JINGU

FIRST PLACE, INTERMEDIATE: SARA SZYMANSKI SPONSORED BY

FIRST PLACE, OPEN: KAZUAKI JINGU

SPONSORED BY

FIRST PLACE, ENTRY: YU NEMOTO SPONSORED BY

FIRST PLACE, INTERMEDIATE: CINDY REYES

FIRST PLACE, ENTRY: JARA BENAVIDES SPONSORED BY

FIRST PLACE, OPEN: VICTOR ROSADO

FIRST PLACE, OPEN: JACKIE BOULTON

SPONSORED BY

SPONSORED BY

FIRST PLACE, INTERMEDIATE: KRISTIE REISENWEAVER SPONSORED BY

FIRST PLACE, INTERMEDIATE: RANDI STAR

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FIRST PLACE, ENTRY: FERNANDO CHAVEZ SPONSORED BY

FREESTYLE

SPONSORED BY

FIRST PLACE, ENTRY: ALYSON OGIMACHI

ALL OTHER

FIRST PLACE, OPEN: MACKENSIE MURPHY

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SPONSORED BY

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FIRST PLACE, ENTRY: REBECCA BRADFORD

Groomer to Groomer • Vol 36 Ed 4 • April 2017

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T

TO GE W O H

E by Kama Brown CPDT-KA e

Dog trainers are always on the look–out for dog groomers they can recommend to clients. Groomers are part of a necessary professional care team for many dog owners and fill a need that a dog trainer cannot.

W

orking with a dog trainer is usually a temporary part of an owner’s life, while working with a groomer is a relationship that can extend life–long.

This life–long relationship makes finding a good groomer a vital part of a dog’s wellbeing and an important topic to dog trainers. Dog trainers are now working with dog owners on a variety of behavioral and training needs and are often asked to train dogs to accept nail trimming, bathing, brushing, dental care and ear cleaning. When dog

22

trainers and groomers work together, dog owners can be confident their dogs are being cared for by a knowledgeable and dedicated team of professionals.

OFFER A PUPPY PROGRAM WITH TRAINING AS THE GOAL Dog trainers are always stressing the importance of early positive socialization experiences to puppy owners.

A puppy who is properly conditioned to tolerate grooming procedures will be easier in many ways for the rest of its life. At–home grooming, such as

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nail trimming or brushing, is often the first unpleasant experience a puppy will have with its owner. Dog trainers always encourage owners to find a groomer they trust to introduce new grooming procedures slowly and gently to young puppies.

It’s normal for a puppy class to address ways to make nail trimming and brushing a positive experience by encouraging the use of treats and making visits to a grooming salon before dropping their puppy off for the day. While a few minutes may be

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spent on these skills during training classes, the puppy or dog is often asked to tolerate the entire procedure before the preliminary training steps have been completed. If the dog or puppy is uncomfortable and the owner is the one doing the restraining or the nail–clipping, the dog may infer that the owner is not always safe. Instead of risking this, while training is still going on, trainers recommend that owners should invest the time needed to find the right team of people to whom to outsource this aspect of dog care.

Groomers who offer puppy programs to introduce puppies to grooming slowly over a few initial visits are someone dog trainers are always looking to refer clients to. Trainers will prepare the owners to expect the additional costs associated with the extra time a groomer will be spending with

their puppy. Even on occasions when a full grooming isn’t possible, trainers can inform clients of the long–term benefits and encourage them to follow the groomer's lead.

CERTIFY IN LOW-STRESS HANDLING Low–stress handling is a philosophy of helping dogs through unpleasant or scary encounters by using positive reinforcement and creating comfortable environments. The late Dr. Sophia Yin coined the phrase and spent her entire life dedicated to helping dog professionals implement certain methods that are proven to reduce fear and stress.

Groomers certified in low–stress handling are an excellent resource for dog trainers and their clients.

These methods reduce fear, anxiety

and can reduce the need for sedation and other health costs. When a dog is dealing with other issues, having confidence that a grooming session will be a positive experience is one less thing for a dog owner and dog trainer to worry about.

Workshops are available around the world and online, offering groomers access to a comprehensive education in these techniques. Certification also includes the use of a well–known logo and literature, making it easy to tout the benefits to clients.

Sometimes certification isn’t possible but a salon has taken other actions to lower stress during visits.

Dog trainers are more likely to recommend groomers who offer shorter turnaround times and groom fewer dogs each day. Salons that are able to offer outside potty breaks, food

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or toys for distractions, and breaks for sensitive dogs are something dog trainers teach clients to look for when choosing a groomer.

The standard Lorem Ipsum passage, used since the 1500s

of the printing and Lorem Ipsum is simply dummy text has been the industry's typesetting industry. Lorem Ipsum 1500s, when an standard dummy text ever since the and scrambled it to unknown printer took a galley of type survived not only five make a type specimen book. It has centuries.

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is simply dummy text of the printing and typesetting try's standard dummy text industry. Lorem Ipsum has been the indusever since the 1500s, when an unknown printer took it to make a type specimen a galley of type +91-878787-73355 book. It has survived not and scrambled only five centuries, but typesetting, remaining also the leap essentially unchanged. into electronic +91-878787-73355 It was popularised in the sheets containing Lorem 1960s with the release Ipsum passages, and more of Letraset recently with desktop PageMaker including versions publishing software of Lorem Ipsum.

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www.companyname.com

Lorem Ipsum is simply dummy text of the printing and typesetting industry. try's standard dummy text Lorem Ipsum has been ever since the 1500s, when the indusan unknown printer took it a galley of type and scrambled First Address line,1441008, to make a type specimen book. It has survived not only five centuries, but typesetting, remaining also the leap into electronic essentially unchanged.

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AVOID OFFERING BEHAVIOR AND TRAINING ADVICE Too often, dog trainers hear back from clients with new advice from the groomer about behavior issues.

It’s easy to offer quick advice about training issues, such as barking or jumping, since so many groomers have dog training experience.

Groomers are usually excellent at managing dog behavior, have worked with dozens of breeds, and see a client more regularly than a dog trainer would. Sometimes though, when owners are working with a trainer, it can mean they have a bigger behavioral need than just basic obedience.

While advice such as squirting water at a dog or throwing a can of pennies may sound harmless, it can exasperate anxiety issues, which can be difficult to work through. “One trial learning” is a form of learning that creates a life–long association (posiof the printing and typesetting Lorem Ipsum is simply dummy text industry's standard dummy industry. Lorem Ipsum has been the unknown printer took a galley text ever since the 1500s, when an of type and scrambled it to make book.

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PageMaker including versions of Lorem

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make book.

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make book.

+91-878787-73355 +91-878787-73355 Lorem@ipsum

www.companyname.com

First Address line,1441008,

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www.companyname.com

First Address line,1441008,

If a client is insisting on answers for training questions, ask the referring dog trainer to drop off printed sheets for the most common training issues.

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tive or negative) with a new person, animal or situation. A dog that barks because they are already nervous of a visiting family member could make a permanent negative association with that person if something bad happens to them for barking when that person comes over.

If a client is insisting on answers for training questions, ask the referring dog trainer to drop off printed sheets for the most common training issues. Aside from asking a trainer, groomers can access resources online.

Doggie Drawings by Lili Chin, Association of Professional Dog Trainers, and Karen Pryor Clicker Training all offer free printable pages that are safe and reliable handout options.

SHARE SERVICES PERSONALLY Often the best way to get to know a dog trainer is by taking a class with them. An excellent and beneficial working relationship can form quickly during a one hour training session, just a few weeks in a row. Being able to hear a dog trainer share their philosophy and training advice first–hand is valuable in making a decision on whether to team up with them. If it seems like a good fit, scheduling to groom their personal dogs before sharing clients is another great option. This will give each party a chance to work together and make future recommendations based on first–hand experience. If neither of those opportunities are possible, just meeting at some point, in order to put a face with a name is important, as many dog trainers prefer to recommend their clients go to a groomer they have met first hand.

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27

CREATING YOUR

(FREE!)

E by Bill Rebozo e

T

he pet industry significantly outpaced the US market over the past 5 years. Grooming and boarding services are one of the fastest growing segments in the pet industry, nearly doubling in size over the past 10 years, despite recessions and evolving consumer habits.

Great news…right? Of course it is great news! We are witnessing an evolution in the market as more and more pet parents are spending more and more money on their furry babies. The bad news however is, others—including tech savvy startups and deep pocketed pet super stores —are extending their reach into this market. Are you prepared?

Technology is obviously a great way to optimize your business and connect with customers. Today, your

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customers possess a greater affinity for technology and expect their preferred businesses to use it. However, technology requires two primary ingredients many small companies lack: time and money.

It turns out that many of these technologies are very simple, and the best part is that many of them are also free. In this article we are going to build an “integrated digital marketing engine” to help manage your social profile, communications, contacts, reputation, and surveys to help you get more customers, delight existing customers, and improve business efficiency.

While all of the software mentioned in this article is free, most have optional upgrades that do cost money but these were chosen

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because the functionality available in the free packages is plenty to get you going. All of this software is also cloud based so there is nothing to install, any device will work, and everything integrates directly into your digital marketing engine.

Your next question might be: “Wait…I can’t or don’t have time to deal with all this fancy online technology!” All the software mentioned in this article was selected for ease of use.

Also, there is usually somebody in the family or business that has an affinity for this stuff. For example, my wife and kids help me mange social media because I’m busy, but more importantly because they are much better at it.

So let’s get started building up our free, integrated digital marketing engine.

SOCIAL We will assume you already have a social media presence on Facebook, Twitter, Instagram, and Pinterest, because an active social presence is table stakes and it doesn’t cost anything to setup. The real question is, how effectively you are using it?

The most important thing to consider about social media isn’t “where”, “how often”, or “when” to post (but we will cover these) but “what” you post. Sure, that cute puppy video you reposted got a lot of views, but what did it do for your business?

The best social media posts are the ones about YOU! Here are some simple and free things to consider: • Post pictures of your work, your employees, and your customers.

• Publish before & after photos for customers to share with their friends to extend your social community

(make sure you get their permission).

• Offer discounts and promotions using seasons and pet holidays to keep them fresh and relevant.

• Short videos introducing staff members or new products are often well received.

• Feature a “Pet of the Month” or other types of contests and awards.

• Like and follow social channels of other regional pet businesses like shelters, veterinarians, pet stores, and trainers.

• Participate in and share relevant community events.

It is important to make sure your content is visually appealing. You also need to make sure all of your content is consistent (logos, colors, imagery, taglines, services, etc.).

Creating this custom content may seem like a daunting task but there are plenty of free and simple tools to

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create stunning visual material.

First, you need images to start working with. The best images are always the ones you take, however, free professional images are available online at: • FreeImages (www.freeimages.com) • Pixabay (www.pixabay.com) • Freerange Stock (www.freerangestock.com) Always make sure you understand the terms and conditions for the use of each image.

Don’t settle for just posting the raw images, make sure you jazz them up with text, photo enhancements, and your branding elements using online editors like: • Canva (www.canva.com) • Pablo (www.pablo.buffer.com) • Stencil (www.getstencil.com) LogoGarden.com provides a slick tool to create logos, which are

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29

Make sure you spend some time making your content visually compelling, concise & consistent because you will reuse a great majority of it throughout your digital marketing engine. incredibly powerful and reusable.

Don’t forget about the native image editors loaded into Windows and Apple machines, which may seem a bit clunky, relative to their online counterparts but are 100% free.

Make sure you spend some time making your content visually compelling, concise and consistent because you will reuse a great majority of it throughout your digital marketing engine. Time spent creating and perfecting this content is a sound investment. Like my father always used to say, “Measure twice,

cut once.”

Now that we have a better idea of “what” to publish, let’s talk about “how often” and “when”. The range varies considerably depending on your number of followers, the social platform used, and the type of content you post. In general, focus on 1–3 posts daily between noon and 6pm. Start at a lower frequency to establish a baseline and gradually increase the number and type as you learn how best to optimize each social channel. Make sure you analyze your results; you can’t

manage what you don’t measure.

I know that sounds like a lot of work, but fortunately there are free online tools that make is easy. These tools enable you to queue content and post across multiple social channels simultaneously during peak periods of the day. You can spend as little as 30 minutes preparing and launching a week’s worth of content across Facebook, Twitter, Pinterest, and Instagram. These tools also aggregate the performance of each post into a single interface for quick analysis and action.

Buffer.com and Hootsuite.com offer free but robust entry level versions of their software to get stared.

NEWSLETTERS While social media is a great way to connect with customers, your digital marketing engine runs more effectively when you integrate other channels into the mix. A consistent monthly or quarterly newsletter puts you in front of customers on a regular basis to strengthen your brand and share recent information.

Newsletters should be about YOU and include compelling images and graphics, calls to action…hey wait…isn’t that the same type of content you created for your social media posts? Yes! Typically, you can repurpose popular social posts into 4–6 topics for your newsletter.

Most online newsletters provide the tools to create, deliver, and measure the success of each campaign. Once you are up and running, creating a newsletter should take between

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90%

OF CUSTOMERS

ADMIT THAT

ONLINE REVIEWS INFLUENCE THEIR

PURCHASING

BEHAVIOR.

30–45 minutes.

MailChimp (www.mailchimp.com) is the most popular online newsletter system. Make sure you get people to sign up for your newsletter, too.

Include links to your signup page on your website and social media pages, also make sure you post newsletters back through your social channels.

ONLINE REVIEWS You can expect about 90% of your customers to admit that online reviews influence their purchasing behavior. Search engines also use review ratings to prioritize results.

Like it or not, managing and monitoring your digital reputation is important. Fortunately, it is also free and easy to maintain once you get everything setup.

Some key engines you can start with are: • Google+ (www.google.com/business) • Yelp (www.biz.yelp.com) • YP (www.yp.com) • Foursquare (www.business.foursquare.com) The first thing you need to do is setup your company’s profile with each review platform. In addition to the basic information, use this opportunity tell your story in a visually compelling way. Remember that content library we started building for your digital marketing engine? Use it!

Make sure you respond to reviews quickly and consistently. While you can typically respond to any review privately or publicly, make sure

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Groomer to Groomer • Vol 36 Ed 4 • April 2017

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you publicly resolve any negative review. Even if the customer is completely wrong, your response will be judged by other potential customers. Keep your response short. Apologize for any inconvenience and, if possible, offer some sort of remediation. Good reviews are far more fun and easier to deal with. Just provide a simple “thank you”.

It is important to monitor and manage your online reputation diligently. Most of these review platforms will alert you when reviews are posted. You can also create a Google Alert (www.google.com/alerts) to monitor whenever your company is mentioned online.

Talkwalker.com is another excellent free resource to automatically monitor your digital reputation.

TM

CONTACT MANAGEMENT The heart of your digital marketing engine is your customer database. Index cards won’t work here.

Additionally, more and more of your customers expect digital conveniences with their preferred businesses.

Just try asking a millennial to “fax” a copy of their vaccination records and watch the hilarity ensue. Any good contact management system enables you to store all your records securely online, manage sharing permissions, access the information from any device, and integrate directly with other components of your digital marketing engine.

Now, there are a lot of options here ranging from simple online spreadsheets to fully integrated CRM (Customer Relationship Manager)

systems. Most likely your needs will fall somewhere in between. While many generic online CRM systems like Zoho, Insightly and Hubspot provide free entry level tiers, they require extensive customization and often can’t meet (or exceed) the specialized needs of a service oriented pet business.

There are also rich, purpose built grooming and boarding software platforms that manage everything from customers, appointments, inventory, payments, and time sheets.

While these systems are not free, many offer a free trial period to determine if they are the right fit for you. BizBark. com is a new alternative that provides a simple pet business solution which integrates with a purpose built mobile app, and is 100% free.

Find out why Groomsoft is the Most Simple and Powerful Pet Grooming Software on the Web.

Groomsoft provides you with the most important data and features: SMS and Email appointment reminders to reduce no shows & increase revenue.

Mobile Groomers can use Maps to plan their daily routes more efficiently.

Customer, Vet contact information and notes.

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33

SURVEYS Surveys are a great way to collect customer feedback and measure it over time. A good online survey published once or twice a year confirms your commitment to customer satisfaction and often leads to undiscovered opportunities. Use surveys to figure out why customers chose you, what they value, what you can improve, and

how their opinions change over time.

Don’t underestimate the importance of writing specific questions and providing the appropriate mechanisms to collect feedback. Survey writing is both an art and science.

Keep surveys short (under 5 minutes) and concise. Provide response options (4–7) so users can quickly select from the options, but include an open

ended question to receive more qualitative feedback. Make sure you search for examples online to get an idea of the types of questions to ask.

You can create surveys using Google Forms (www.google.com/forms), but it will take a bit longer to setup.

SurveyMonkey.com is the most popular online survey system and includes survey templates for groomers and pet boarders. Once these systems are configured it shouldn’t take more than 45–60 minutes to create and publish a survey.

Remember, your survey is part of your integrated digital marketing engine so make sure you distribute it through all your available channels, including social media and newsletters.

WHAT’S NEXT? While you can create your integrated digital marketing engine overnight, it is going to take time to master the technology, analyze your results, and tune your engine. But that is OK. The best time to plant a tree is yesterday but the second best time is today. The best part is that it only takes a little time and no money to get started.

The pet service industry is expected to continue to experience explosive growth rates. Additionally, the demographics of pet parents is shifting to younger, technology savvy customers. Ladies and gentlemen… start your engines. ✂ Bill Rebozo has developed, managed and evangelized software solutions his entire life, working with small scrappy startups and big dogs, including Microsoft. He is passionate about pets and is currently enjoying the combination of technology and needs of independent pet businesses to improve the happiness and health of every dog at BabelBark.

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rivate MAKING

WORK V YOU E by Mary Oquendo e

Private labeling is much more than providing products and services with your logo and contact information on them. Private labeling has everything to do with branding.

B

randing is simply the perception of how clients view your business. How your business is seen is what attracts the type of clients you currently have.

Change that perception, and you will find yourself with a different clientele.

Branding creates an emotional connection to your business.

You have control over how your business is perceived, and one of those tools is private labeling. There is a reason large companies, such as Target, Walmart, and Costco, use

36

private labeling: 1. It increases customer loyalty.

They can only buy your products from your business.

2. It’s profitable. Nielsen reports that there was over $115 billion in sales from private labeling in 2014.

WHAT EXACTLY IS PRIVATE LABELING? Private labeling is taking a product manufactured, marketed, and sold by another company and having that company put your logo

Groomer to Groomer • Vol 36 Ed 4 • April 2017

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and name on the label.

Every time a client uses the item you private labeled, your business comes to mind. As it will be a direct reflection of your company, ensure it is useful and of high quality.

Private labeling helps me advertise my salon. It also looks very professional & specialized for my clients.

—Angela Kumpe There are three categories in which you can utilize private labeling: retail, gifts, and services.

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The sky is the limit; shampoos, conditioners, colognes, treats, food, spa products, to name but a few. If there is a product you personally like, contact the manufacturer to find out if they offer private labeling.

RETAIL The sky is the limit; shampoos, conditioners, colognes, treats, food, spa products, to name but a few. If there is a product you personally like, contact the manufacturer to find out if they offer private labeling. You may be surprised at the number of companies that offer such a service.

There are clients that like to bathe their pets in between professional grooming. Send those clients home with the shampoo and conditioner that you conveniently sell in

your grooming shop. That private labeled product has a built in reminder that their pets really need your professional services.

GIFTS & OTHER PROMOTIONAL MATERIALS Everybody loves a present. Gifts make your clients feel special and appreciated. However, they must be useful or they end up in the junk drawer never to see the light of day. If your gift is not being used regularly, you are wasting your marketing dollars.

You know your groomer believes in what she does when she gives you holiday all natural dog treats for my Lucy with her private label on it. #PawsitivelyPretty #legit.

—Casey Gallagher (Lucy’s and Beauty’s owner) Give your clients a small bottle of cologne after grooming and every time they spritz their dog, they have a visual reminder that they need to make that next grooming appointment. How about a magnetic calendar for their refrigerator to mark their upcoming grooming appointments? Maybe include some paw print stickers to make that appointment stand out.

What does a lead, reusable shopping bags, and umbrellas have in common? Other people will see them when your clients use them. An idea for the reusable shopping bag could be a shopping checklist with a Set Grooming Appointment checkbox and your contact information on the bag. The umbrella could read “Got Wet, Smelly, Muddy Dog?” and your contact information.

Personally, I love writing notepads. I use them for shopping lists and reminders. Any variety will do as long as it has your contact information on it. Do you see the underlying theme?

Make it useful with your contact information clearly visible.

SERVICES You can offer an upsell spa service using your private labeled products. Examples of upsell packages include nose, paw, or callous

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Groomer to Groomer • Vol 36 Ed 4 • April 2017

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These private labeled spa products could be marketed as meeting your exacting criteria you have for your clients. After all, only the best will do!

And wouldn’t you know it; we have several small owner operated companies within our own pet industry that offer private labeling.

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Groomer to Groomer • Vol 36 Ed 4 • April 2017

Keep in mind that most companies offering private labeling will have a minimum order.

Private labeling can be a cost effective means of increasing loyalty among your current clients, as well as attract new clients when your private labeled products are used, shared, and bragged about. ✂

✂ PRIVATE LABELING PET COMPANIES A Creative Collection Accessories to finish up a grooming. www.ACreativeCollection.com 501-888-3647 Owned by Angela Kumpe

K9 Karryall Maker of all things promotional, including, but not limited to: key chains, leashes, leads, & jewelry. www.K9karryall.com 253-820-7147 Owned by DeAnna McKillip

Blissful Dog Paw, nose, and callous conditioners, Show Season as well as boo boo butters.

For colognes. www.TheBlissfulDog.com www.ShowSeasonGrooming.com 1-855-Dog-Bliss 1-888-686-7469 Owned by Kathy Dannel Vitcak Owned by Sandy Gyorgyi Einstein Pets I gave my clients private labeled cookies for the holidays last year. www.einsteinpets.com 727-823-8233 Owned by Robert and Kelly Ison Green Dog Remedies Various herbal remedies & treats. www.GreenDogRemedies.com Owned by Jodie Fritz and Amy Shaffer Other resources for private labeling outside the grooming industry include: www.thomasnet.com/products/private-label-manufacturing-49861206-1.html www.happi.com/contract-manufacturing-private-label-directory/all_companies www.theorganicpages.com/topo/commercialactivity.html?ca=privatelabel www.vistaprint.com

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Groomer to Groomer • Vol 36 Ed 4 • April 2017

41

ASK THE GROOMING TUTOR

by Michell Evans

CATERING TO YOUR CLIENTS Dear Michell, I own a busy upscale salon in Canada. I have been grooming for more years than I care to admit. I am a Certified Master Groomer and I don’t really take new customers anymore, but my employees do. We often get ridiculous special requests from clients. I tend to be intolerant of these requests. However, my employees are still building clientele and need to be open to offering special services. Any suggestions on how to deal with special requests?

—ALEX H.

H

i Alex. This is something that all groomers have to deal with so thank you for asking this question. Let’s face it, this is all about supply and demand.

You said it best when you mentioned that because you are in no need of clients, you do not tend to tolerate special requests, but your employees do. If you are in a situation where you are struggling to have enough work, then special request grooming can be just the ticket for building and maintaining a clientele.

The customer is always right, unless you can convince them other-

42

wise. There is no need to be insulted by their request. They truly believe that this is best for their dog and the most beautiful. Try educating them on proper styles, balance, health and safety. Pictures are a great tool for showing them what is possible.

And a good conversation about their dog’s safety and wellbeing goes a long way. Consider letting them come and watch for a few minutes when you are working with someone else’s dog.

In some cases their requests are unintentionally insulting. For example, if a customer were to complain about the groom in the past and

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ask you to change it to something out of the ordinary; or if a customer has been coming for years, reads an article about the death of a dog in a salon, and now asks that you not use a loop. Even if the request is outrageous in your mind, try not to make them feel uncomfortable. They probably do not understand that their request is so far from the norm or that it is counterproductive.

Some requests are about style, “Let the skirt on my Schnauzer grow to the floor”; some are about the comfort of the dog, “Do not put my dog in a cage”; some are about the

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Many groomers will choose to refuse one or all of these requests.

And that is ok. Many more will educate the client about the implications of each of these requests and then accommodate the client, having done their due diligence. health of the dog, “Do not get water in the ears”; some are about your skills as a groomer, “Please make him look smoother this time”; and some are about the dog’s behavior, “Please keep him calm today”.

Many groomers will choose to refuse one or all of these requests.

And that is ok. Many more will educate the client about the implications of each of these requests and then accommodate the client, having done their due diligence. The truth of the

matter is that all of these things can be accomplished. If you choose not to offer them, you are refusing service. You must be very diplomatic in your approach.

It is important to weigh the implications when choosing to refuse service. If the health and safety of the dog, owner or yourself will be compromised, absolutely refuse. If all that needs to happen to make the client happy is that you need to give in, consider taking the high road. Letting

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go and giving them what makes them happy can be a lot less stressful and tiring for you, plus they might tip you better. Many times the client will come around to your way of thinking if they don’t feel forced into it.

There are many arguments about why not to offer special requests.

One of the most common is that your work is a walking billboard, and if people see an incorrect groom they will think that you don’t know what you are doing. Try telling the owner that, because this is a special request, you would appreciate it if they would mention that to anyone inquiring.

Don’t underestimate building a clientele on special requests. A clever and talented groomer can take nothing but special requests and build a high–end specialized clientele that is nearly impervious to competition. If you can feel good about taking care of the special needs of the dog and the client and make a good living doing so, consider yourself a special request groomer.

Good luck! ✂ I am a multi–Best–In–Show and Best– All–Around 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 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

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ALL THINGS PAW

by Michelle Knowles

THE REAL

i r Dt ON

O

h yes, give me some of that French green; that special Kaolin or Australian black. Yes, I am talking about clay. As far back as prehistoric times, humans have used clay internally and externally to relieve ailments and treat wounds. We may have followed the example of animals, who by instinct, eat and roll in mud for this very purpose.

Clays are formed from volcanic sediments that have been broken down in or near natural bodies of water. Clays are extremely rich in minerals and, depending on where they are collected from, can have different effects when used in your topical applications.

Animals, like humans, carry and

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store many pollutants and heavy metals in their bodies and it is beneficial to all to have a regular cleansing that includes some sort of detoxification for the health and well—being of the body. Some clays are negatively charged so when they are applied to a positively charged skin, they have the ability to draw out oils, toxins and heavy metals like a magnet. The rule of thumb is, the lighter the clay the less absorbent it is and the darker the clay is, the stronger the detoxification action. Let’s explore some of the different kinds of clays that are available.

KAOLIN This silica based clay is the least absorbent clay and comes in a variety of light colors, such as, pink, yellow,

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white and red. This type of clay is very soft and fluffy and can be used on elderly or very sensitive skin. It doesn’t absorb so much as it softens crusts on the skin. White kaolin is gentle and can be used like baby powder. Yellow is a little more absorbent and is good for gentle exfoliation. Red kaolin pulls the hardest in this group and is best used on oily skin. Pink kaolin is simply a mixture of white and red that contains the benefits of both without being as harsh as the red alone.

BENTONITE CLAY This type of clay is the standard for topical treatments and comes from an ancient volcanic deposit found in Wyoming. It is quite porous and swells when added to liquid making it ideal

GroomertoGroomer.com

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for pulling impurities, oils and other types of dirt out of the skin. It is good for skin that is compromised by fungus and bacteria and can help alleviate symptoms of many skin disorders including psoriasis and eczema.

FULLER’S EARTH This is a powerful clay, made of different kinds of minerals but mostly calcium, which absorbs oils and has a lightening effect and can be used on hyperpigmentation. This can be a very drying clay so it is best used on oily skin or used sparingly on a normal skin.

FRENCH GREEN CLAY This type of clay comes from France and is rich in trace minerals from the ocean. This clay pulls so strongly that it can be used to help

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boost circulation to the surface of the skin, tighten pores and of course pull oils. The green color comes from the breakdown of organic material contained in the silt.

MOROCCAN OR RHASSOUL CLAY This clay comes from Morocco and is packed with minerals. This type of clay is a very powerful solution for plugged pores and follicles and has the added benefit of improving the elasticity of the skin. It can also be used as a mask for hair and will leave coat silky, shiny and free of oil.

Oils, hydrosols and fruit extracts can be added to any clay mixture to further tailor your mask to suit the pet friend that you are working on. Ginkgo oil, Green tea, Argan oil, Avocado oil and Coconut oil, just to

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name a few, can be quite beneficial when combined with clay. These are a small example of clays that are available for cosmetic use. All of them can be mixed together to achieve the benefits of the individual clays.

Commercially prepared cosmetic clays are also available from various companies with different scents, oils and other ingredients. It is important to remember that only cosmetic clay should be used for treatments that are applied to animals. Commercial type clays are full of impurities and heavy metals and can be harsh or even poisonous to put on the skin.

For those of us that always liked playing in the mud, this is a perfect opportunity to perhaps get a sampler pack of clays and start mixing clay for the health and wellness of your furry friends! ✂

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uilding new, renovating, or expanding? Don’t know where to start and have lots of questions? Then you don’t want to miss Pet Boarding & Daycare Expo West 2017!

Our new extended design program has so much to offer anyone who is “taking the plunge” of branching out on their own. A whole additional day of education is being offered to cover every aspect of this tedious, and likely stressful process.

Get all of your questions answered by industry experts and come away from the expo with a game plan to get your dream up and running!

The program begins with seminars on buying vs. leasing, funding,

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and daycare

EXPO WEST

and current design trends. The next two days are filled with more industry expert speakers covering the design and building process; everything from selecting contractors to the finishing touches. The last day will finish up with three seminars on cleaning, maintenance, and disease control so you can get the most life out of your brand new facility.

Do you already own and operate a successful facility? Or maybe you’re an employee wanting to learn more about the industry and improve your skills?

There’s still plenty to learn for any pet professional. Some topics include customer service, marketing, employee training, dog behavior and health, daycare activities, and First Aid & CPR

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certification, just to name a few.

An inspiring and entertaining keynote address will be given by multi-facility owner and Dog Daycare Consultant, Amanda Crook on the opening night of the expo. Following the Keynote Address will be a fun and relaxing meet & greet party, hosted by the guys of K-9 Resorts Daycare and Luxury Hotel.

Be sure to sign up for the Round Table Luncheons held on Tuesday, Wednesday and Thursday which will give you a chance to swap stories and ideas with your industry peers.

Wednesday night will feature a Luau Party—free to all attendees— hosted by Health Technologies Professional Products. Food, drinks, tiki bar, music & entertainment, t–shirt giveaways—you won’t want to miss out on this!

We rearranged our Wednesday class schedule to allow for more trade show time! Two hour classes in the morning and then two hour classes in the evening frees up six whole hours to get the most out of the trade show.

The trade show will also be open all day Thursday so you’ll have plenty of chances to visit all of your favorite vendors, including many new ones with products and services you never knew you needed!

With all of the new and exciting seminars and fun events, it will be well worth it for anyone in the boarding or daycare industry to attend this year’s west coast expo! ✂

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TECH

PROTECTS WEARABLE

SAFETY SOLUTIONS E by Kathy Hosler e

No one leaves their house in the morning expecting to have a medical emergency, be in an accident, or be the victim of a crime. But these occurrences can and do happen every day. The majority of groomers work alone.

I

f you have an emergency, being able to get immediate assistance can potentially be the difference between life and death.

Many salons have a security system that includes a panic button by the register. However, it does you no good if you are unable to press it.

In a salon or retail situation, more than one person could come in and distract then overpower you before you can get to the register area and press the button.

What will you do if you are

52

working alone and the huge dog you are grooming suddenly freaks out and traps you where you cannot reach your cell phone?

Suppose you are driving your van to service a new client in an unfamiliar area. What if you get an uneasy or 'bad' feeling when you meet them? And, how about the person that wants to get too friendly? We all know that it happens, and you don't have to have movie star looks for someone to make unwanted advances toward you.

What will you do if you are

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opening your car door to head home for the night, and out of nowhere, someone grabs your purse and takes off? They have everything—your phone, your day's receipts, your ID—they have your life! How can you protect yourself and get help in these scary situations? When you're alone, it's up to you to take charge of your own safety. With today's wearable technology, you can.

This empowering technology is available in necklaces, bracelets, and clip–on devices that you can wear under your clothing, as well as key rings,

The most basic device is the audible alarm.

watches, or rings. A lot of wearable personal safety devices connect wirelessly to a compatible smart phone.

With many of them, you will select several family members or friends who will serve as your contacts, and they will be alerted should you need assistance. Other devices instantly connect you to a response center which will send the appropriate help (police, ambulance, etc.) to your location.

Most wearable devices are activated by simply pressing a button that puts you in immediate contact with assistance. Imagine having the peace of mind knowing that help is available at your fingertips.

The most basic device is the audible alarm. When you are in immediate danger, sometimes an ear–piercing alarm is all you need to scare your attacker away, or to alert nearby people.

• The SIREN ring emits a piercing alarm of over 110 decibels by simply twisting the top of the ring.

• The Athena ROAR can be worn as a necklace. When it is activated, a loud alarm sounds, and it sends an alert along with your location to your superzoo.org personal contacts.

In other situations, you want to be able to silently summon help. If you are face to face with a person that is putting you in danger, your distress

When you are in immediate danger, sometimes an ear–piercing alarm is all you need to scare

your attacker away, or to alert nearby people.

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In other situations, you want to be able to silently summon help. If you are face to face with a person that is putting you in danger, your distress signal can be sent discretely if you are wearing a personal safety device. signal can be sent discretely if you are wearing a personal safety device.

Some of them can send different levels of alerts to your contacts. For example with the Revolar devices, you press it once for a check–in (it lets your contacts know by text message that you have arrived safely at your destination). If you press it twice, it will send a yellow alert to let loved ones know that you may need assistance. You can even program it

to send a pre–recorded call to your phone providing you an exit to an uncomfortable situation. If you press it three times, it sends a message that you need immediate help.

Many of these devices will vibrate to let you know that your message was successfully sent to your contacts.

• The about to be released Nimb smart ring can be activated even if your hands are restricted. You simply press the panic button (located on

the underside of the ring) with your thumb. A message with your location is sent to your friends, family, and emergency services.

• The Fob fits on your key ring.

When you press the SOS button for three seconds, it sends an alert message to your contacts—and it also gives them your coordinates.

• The Artemis is a necklace—or it comes as a clip–on device that can be fastened to a bra strap or carried in a

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The Occly Bodycam can be worn on the body or clipped to an accessory (perhaps mounting it on or near your grooming station).

It has a panic button, four cameras, a microphone, LED lighting, wireless capabilities, and multiple sensors. pocket. When you activate it, your call for help goes to a security service who immediately notifies police and your contacts. In addition, it provides a live audio feed to the security operator.

• The Wearsafe Tag uses a Bluetooth–paired app to send an alert to the contacts you have chosen. When your contacts are alerted, they receive your GPS coordinates and live audio from your location and it also allows a group

chat between your responders to co– ordinate their response actions.

• The Occly Bodycam can be worn on the body or clipped to an accessory (perhaps mounting it on or near your grooming station). It has a panic button, four cameras, a microphone, LED lighting, wireless capabilities, and multiple sensors. When the alarm is pressed, images and live audio are sent to the response center and they dispatch the needed help to your location.

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These are just a few of the many devices that are available. Check them out. Do a little research and you can select the one that will work best for you. Some of these companies charge a monthly fee for their services, while others are free.

You can't put a price on your safety and peace of mind. Make wearable technology part of your daily routine—because you never know what the day ahead will bring. ✂

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GROOMING MATTERS

by Daryl Conner

SPANISH WATER DOG

Style

Medium sized, curly dynamos pets of this breed, with their unique grooming requirements, are becoming more frequently seen on grooming tables across the country.

A

ccepted by the American Kennel Club in 2015, the Spanish Water Dog is appreciated by its fanciers for its intelligence, athleticism, and ability to excel at many competitive canine activities. Historically used to gather and drive small hoof stock such as sheep and goats, they were also known to assist fishermen and

56

can be strong swimmers. They make excellent watch dogs, and are loyal to their humans. But what about grooming those coats on the pet dogs we see?

This breed sports a curly, low shedding coat which may cord if left long. It is also very prone to matting. The parent club has this to say, “The coat should never be brushed

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or combed.” They recommend that once or twice a year the coat is evenly clipped, “similar to shearing a sheep.”

The final word from the breed club is this; “No aesthetic haircuts are permitted—the dog should remain rustic in appearance.” (www.swdclub.org/index. php?page=breed-information) What this means to groomers is that we should toss every single thing

Many groomers see the cute faces on this breed, & the luxurious locks, & want to style them. Gaines takes a firm stand, “No poufs. No long ears, no sculpted head, no brushing, no combing, no drying.” we know about dealing with curly coats (like those our more common friends the poodle and bichon wear) and do things that totally go against the way we were taught to groom. But it can be fun to mix things up and learn new methods.

I got the straight scoop from Sheryl Gaines (New Jersey) who breeds and shows Spanish Water Dogs. “Less is more,” she said. “This breed has a single coat, somewhat like a poodle, but you will find different degrees of curl and texture from dog to dog. The coat can be described as wooly.”

Gaines keeps her show dogs in

corded coats, but for pet groomers the instructions are simple. “Take everything off, one length all over,” she said. “If the dog is matted, use a 7F blade, nose to tail. If it is not matted and the owner wants a bit of length you can use a 4 or 5F blade.”

Many groomers see the cute faces on this breed, and the luxurious locks, and want to style them. Gaines takes a firm stand, “No poufs. No long ears, no sculpted head, no brushing, no combing, no drying.”

When a SWD comes to visit at my grooming studio here is what I do: • Pre-clip the dog with a 4, 5

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or 7F blade. Even SWD’s that are clipped several times a year are almost always matted to some degree.

Remember that “no brushing” thing?

I rarely pre-clip, but make an exception for this breed.

• I try to make my pre-clip as even and careful as possible. This means working slowly and methodically, not the swift pre-bath shave I would give other dogs that are being groomed this way.

• Bathe the dog. They often require more than one bath to get the coat completely clean.

• Use a light conditioner.

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57

• Use towels to “blot” the coat.

Avoid rubbing the coat. Patting dry will help set and maintain the curl.

• If you have the ability to air or cage dry the pet, do that.

• If, like me, you work on one animal at a time, use a dryer but don’t brush as you go. (I know, I know, that feels so wrong.) You might consider putting your brush and comb out of reach to remove temptation.

• Once the dog is dry, use a clipper or trimmer to clean up paw pads, sanitary area, eye corners and under ears if necessary.

• Go over the dog again with your clipper to even the coat out.

• Use scissors to tidy up ear edges, and trim around the feet and tail.

• Pay special attention to the hair around the lips. Curls may hide damply up under the lips. Trim closely so that curls don’t remain to get in the dog’s mouth. (You might sneakily

58

comb against the grain here to make sure you’ve got everything. Shhh.

Don’t tell!)

And that’s it. A perfectly simple style that is not all that simple to do because it is different from how we normally work. I try to appreciate the ease of care this clip offers, and how it shows off the breed's trim, athletic physique. Secretly I am desperate to brush, fluff and sculpt, but I am stern with myself and try to follow the rules.

People who know, love and appreciate the breed will be very grateful that you have taken the time to learn how to style their dog appropriately.

If you have never groomed a Spanish Water Dog, or other “rustic” breeds such as the Lagotto Romagnolo or Pumi, take heart. Each breed club will offer you specific grooming instructions. Just do a little research and expand your knowledge base as you work. ✂

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59

FOCUSING ON FELINES

by Kim Raisanen

THE EVOLUTION OF

Technology IN CAT GROOMING SALONS

I

remember the days of appointment books and post– it notes. When I first started out in grooming I kept records of my business in a simple book and scheduled my customers on a rotary phone. My schedule was easy to read, it was portable, and I could scratch out cancellations and write down new appointments. I used it multiple times a day.

In the beginning, the appointment book served two important roles. The first being my appointments and second, my daily income. I would write down how much I charged for each cat. Once or twice a month I would translate it in an Excel spreadsheet. As I type this, I laugh at the effort and confidence I put into that appointment book. I was totally on top of things and I had

60

a nice and easy bookkeeping system.

Nowadays, there are companies that can make your life easier by offering online booking, credit card processing and databases to arrange your clientele. Some of these companies also offer the ability to send appointment reminder emails or SMS text messages.

After a simple Google search I looked into the following companies.

This gives you an idea of what other businesses may be using. Some of these companies offer free trials as well as free subscriptions with limited abilities.

Capterra (www.capterra.com/petgrooming-software) is a website that contains actual user reviews of numerous companies that have specifically designed software for the pet industry.

A few of the reviews that I re-

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searched are: • Baxus.com offers online scheduling for small business and charges a flat fee per staff member per week.

•10to8.com offers free online scheduling for small businesses, expandability is available.

• Groompropos.com is designed specifically for the pet industry and offers unique online scheduling, free credit card processing, and a free trial.

• Housecallpro.com is designed for different types of business but they also have a full menu of abilities for the small business enterprise.

• Petexec.net is designed specifically for the pet industry. It offers a full menu of abilities with a monthly cost.

• Pawfinity.com is designed specifically for the pet industry. It offers a full menu of abilities with a monthly cost.

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When choosing the right software for your salon, I would recommend that you write down your needs and wants. Once you know what you need, the free subscriptions are great options because there are no contracts.

When choosing the right software for your salon, I would recommend that you write down your needs and wants. Once you know what you need, the free subscriptions are great options because there are no contracts. If you like the product then you can expand your software as you expand your business. What I’m saying is you don’t need to purchase the Cadillac when all you need is the Chevy, especially if you’re just starting out in grooming.

Some pet software technology can easily reach into the thousands of dollars and, unless you are operating a larger

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grooming salon, you may be able to save some of your hard earned money by using the free options.

If your business has a website, some of the add-ons can include scheduling, client databases and simple accounting. I have personally used Weebly.com, Wix.com, and GoDaddy.com.

I also use Constant Contact for my emailing marketing needs.

Another approach to controlling your small grooming business is by using your phone. Apple, Windows and Android phones all offer calendars and, thanks to the cloud, we can see our

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bookings from any of our devices.

It may seem that as soon as you buy a new gadget, a newer, better one comes around the corner. Like you, I have obsolete devices. I still have a Blackberry, do you remember them?

That phone died many years ago, but it still amazes me that I actually was able to type on those tiny buttons. Right now, my iPhone is my right hand. Due to the full array of available Apps, you can download the specific one that will help you. Some Apps are free and expandable for an additional fee.

There is other technology that we

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haven’t discussed yet. Security cameras and pet owner viewing cameras. If you have a brick and mortar salon, I would highly suggest you invest in both.

Why? The security camera provides a piece of mind to you. The viewing cameras, which can be located in the boarding area or styling area, record the handling and grooming of the cats which provide their owners a sense of control. These are indispensable and worth the investment. Having the security cameras in and out of the salon will provide valuable evidence in the unfortunate event of a break in or a crazed customer.

Grooming room cameras can serve as an “I’ve got your back” asset in your business. Have you ever had an owner blame you for injuring their cat? Or have you been injured by a pet and need proof? These

cameras are there to protect you and your staff. If you want the option to allow owners to view your grooming in real time, there are software packages for that, too. These cameras come in all sizes but they are not for everyone. If you see these as over the top, I would suggest taking pictures of injuries. More importantly, take pictures of pre-existing injuries to have on file in case you need to provide proof.

If you don’t feel you need technology to help you run your business, you can always purchase the good old appointment book from any office supply store or through Amazon and have a drone deliver your package.

Oy vey, technology makes my head spin. Maybe I will sharpen my pencils, dig out my post–its and be on my merry way. ✂

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New THE

GROOMING SALON PART II: UNDERSTANDING & NEGOTIATING

THE COMMERCIAL LEASE E by Kathy Rose e

Thus far we have learned some key points relevant to property inspection, zoning ordinances and pertinent questions to ask a potential landlord regarding the property and lease. To narrow your choice further, negotiation must take place with the prospective landlord. Understanding the lease document itself is arguably one of the most important aspects of selecting a rental location.

U

nderstanding the variances and terms of a commercial lease can be frustrating.

CAM, R.E.T, C.P.I. and Rent Abatement are just of few of the terms that may infiltrate a commercial lease. So, next I will try to demystify some of the legal jargon which frequents these documents and provide you with some tips for negotiating with the

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landlord for those extra “perks” that may save you money!

NEGOTIATION Negotiating the details of a commercial lease can be complicated.

Most leases are customized to the landlord’s needs. It is important to remember that the terms and language of a commercial lease almost

Groomer to Groomer • Vol 36 Ed 4 • April 2017

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always favor the landlord. It is crucial to remember that many of those terms are negotiable.

Understanding the lease document itself and how it will impact all aspects of your business is the most important aspect of lease negotiation. Obtain legal council to decipher the jargon and absolutely don’t sign without thorough understanding.

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Groomer to Groomer • Vol 36 Ed 4 • April 2017

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GROSS LEASE & NET LEASE As a prospective tenant, you should become familiar with some basic concepts of the commercial lease.

Although many variations and terms are available, there are basically two types of lease. A gross lease usually means that rent includes items such as real estate taxes, insurance and maintenance of the common areas. A lease that is referred to as a net lease generally means that the landlord sets a base rent and then charges the tenant additionally for other expenses.

Usually the base rent is calculated by multiplying a dollar amount by the square footage. It is not uncommon for a gross lease to be calculated on the space or building without reference to square footage, but it would be unlikely this would happen with a net lease. It is imperative to understand

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precisely what space is included and how the landlord determines the square footage. The landlord’s description of the rentable square footage may include the thickness of the walls and some of the common areas such as hallways.

PASS–THROUGH EXPENSES Additional fees charged by a landlord are referred to as pass– through expenses. These expenses are sometimes broken down further, to include all the costs related to maintaining the property or common area maintenance (This is referred to as CAM.) Your share of the real estate tax, which is usually based on your portion of the property, is called RET. Insurance is another pass through expense and usually refers to the insurance on the property and not

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your liability insurance, should a client (person) sustain an injury while in your facility. Most landlords will require proof of one to two million dollars liability insurance. This does not usually cover pet injuries, but all insurance questions should be addressed to your insurance company.

It is especially critical to understand that these pass–through expenses can significantly increase your monthly rent payment. One of the most common mistakes a prospective tenant can make is to not fully understand the impact of pass–through expenses on future profits. These expenses are potentially limitless. Ask for an expense history and know your audit rights. You may even be able to negotiate a cap on some of these expenses. A cap will limit the amount of the increase on controllable expenses

such as CAM and office fees.

RENT INCREASES There are a variety of different methods for determining rent increases. One method uses the Consumer Price Index also known as CPI. This method is based on cost of living increases and can vary from year to year. More commonly, a designated percentage rate is used to calculate annual rent increases. This is a set increase based on a percentage of your rent. Two, three and four percent are figures commonly used by landlords to establish rental increases.

Whichever method the landlord employs, it is advisable to ask for a cap on the rent increase. This becomes relevant if the landlord chooses not to make increases annually (even though permitted in the lease) and then the space or shopping center is sold. A new owner or the existing owner may, depending upon the lease verbiage, collect retroactive increases. This means that if you received no increase for, say five years, a landlord can demand an accumulated increase to include all of those five years.

Also be aware of terms in the lease that state if the landlord makes an error and does not collect what the lease permits, the landlord is not at fault and the tenant must still pay the “defaulted” amount. This could potentially go back years.

options generally renew the existing lease. Be sure you understand when the lease begins, when it ends, and how much notice is required for renewal or non–renewal. Find out if the space can be subleased or assigned to another party, as well as the conditions in case of the sale of your business.

SECURITY DEPOSIT Define the security deposit requirements and terms of refund.

PERMITTED USE OF SPACE & EXCLUSIVITY CLAUSES Be sure that your lease spells out what the permitted uses are. Grooming is obvious, but don’t assume that

TERM The lease length and termination requirements should also be established. A short–term lease, with options for renewal, may be safer for a new business. However, if you are already established, a long–term lease along with one or more options for lease renewal may provide more security and offer more bargaining leverage with the landlord. Renewal

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Determine who is responsible for the repair and maintenance of the space and common areas. Many times the air conditioning and heating equipment is located in the common areas, but is still the tenant’s responsibility.

the landlord knows that. If you plan on boarding pets overnight, make sure that clause is included in the lease and zoning approved. It is also a good idea to ask for an exclusivity clause. This will prohibit the landlord from renting space to a similar business.

SIGNS & PARKING Determine if your landlord has specifications for signage. Most strip centers and plazas have specific requirements for signs. Permits from the county, city or municipality are usually required for signs. Parking restrictions may also be included in your lease. If you are in a busy plaza with limited parking, consider asking for a few assigned spaces directly in front of your store for easy drop off and pick up of your clients’ pets.

PROPERTY MAINTENANCE & REPAIR Determine who is responsible for the repair and maintenance of the space and common areas. Many times the air conditioning and heating equipment is located in the common areas, but is still the tenant’s responsibility.

If it is your responsibility to maintain and repair such equipment, be sure to get a clause insuring the landlord’s responsibility for such repairs if the cause for repairs is through landlord negligence, such as roof repairs, etc.

Many lease documents contain the words, “As Is” condition. However, make sure that the space is legally rentable and up to code. This may help you to avoid battles about costs of repairs for code violations present prior to you taking possession of the space.

LANDLORD CONCESSIONS You may be able to obtain some concessions from the landlord in the way of free or reduced rent, called rent abatement. In addition, many landlords will agree to deduct a Build–out or decorating allowance from your rent or even up front payment, to offset the cost of the renovations referred to as the build out.

GET LEGAL ADVICE There are some less obvious items which are often hidden in the language of a commercial lease, which unless you are familiar with legal terminology, you may have difficulty deciphering. A commercial lease is a legally binding contract that you many not easily be able to break, and there are few commercial consumer protection laws to fall back on. Hire a lawyer familiar with contract law to review the lease document before signing anything!

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Understanding the Lease checklist: ☐☐ Lease Type: Is the lease Gross or Net? ☐☐ Base Rent: What is the rent and how is it computed? ☐☐ Pass–Through Expenses: Get expense history for additional expenses which will be passed on to you, the tenant. ☐☐ Define rentable square footage: What space are you renting and how is the space measured? ☐☐ Rent increases: How escalations are calculated and when they take effect. ☐☐ Lease Term: Determine the length of the lease and the precise start and end dates. ☐☐ Lease Renewal Options: What are the renewal options? ☐☐ Lease Termination & sublease policies: How and if the lease may be terminated, penalties for early termination and whether the space may be subleased to another party.

☐☐ Security Deposit: Define the security deposit requirements and conditions of refund. ☐☐ Permitted Use of Space: Lease should spell out what the allowable uses are. ☐☐ Sign Specifications: Specifications and where they may be installed. ☐☐ Parking Specifications: Assigned spots & employee areas. ☐☐ Property Maintenance and Repair: Who is responsible and what is included. ☐☐ Landlord Concessions: Rent abatement for the build out including decorating allowance, exclusivity clauses and caps on controllable expenses. ☐☐ Review lease with an attorney: It is well worth the few extra dollars it may cost to have a professional examine the legal language of your lease terms.

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Groomer to Groomer • Vol 36 Ed 4 • April 2017

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Glossary of Terms Base Rent: Usually calculated by multiplying the square footage by a dollar amount.

Build Out: Renovations CAM: Common Area Maintenance Cap: A limit on the amount a tenant can be charged for controllable expenses or increases CO: Certificate of Occupancy, required before you can legally open for business CPI: Consumer Price Index business Decorating or Building Allowance: An amount deducted from your rent to offset the cost of improvements and renovations Escalations: Allowable increases Exclusivity Clause: A clause that will prohibit the landlord from renting space to a similar business Pass Through Expenses: Expenses incurred by the landlord and then passed on to the tenant Gross Lease: Rent usually includes real estate tax, insurance and maintenance of property Net Lease: Landlord sets a base rent, then charges tenant for other expenses incurred by the landlord Rent Abatement: Free or reduced rent RET: Real Estate Tax Term: The length of the lease additional expenses Next Month: Part III Floor Plan Design

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Recommended reading: • Negotiate the Best Lease for Your Business By Attorney Janet Portman & Attorney Fred S. Steingold: This practical handbook explains how to analyze space needs, find the ideal location & then get the best possible terms.

• http://www.bls.gov/cpi/home.htm The Consumer Price Indexes (CPI) program produces monthly data on changes in the prices paid by urban consumers for a representative basket of goods & services. ✂

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