Building Relationships with your Pet Grooming Competitors
As we enter 2019 many of you have set some financial goals for your businesses. One way to do that is by increasing your client base. If you had asked me 15 years ago if I would ever consider forming a relationship with my competitors, I would have told you, you were crazy. I am here to tell you that now I do this, and it can work in everyone’s favor.
Most grooming salons that network may work with another pet business such as a doggie daycare or pet boutique, referring customers to one another. Cross promoting one another can prove to be very beneficial for both parties.
Now consider networking with your local grooming salons. There are as many different types of groomers out there as there are pets. We all have our special twist that we bring to our businesses. Referring a potential client to another competing business because it may not be a good fit for your business can have some rewards.
1. That potential client will know that you have that pet’s welfare first and foremost in your mind, not the amount of money you can make off that pet. You may not get that client bit you will get the respect of the pet owner and he/she will tell others about you.
2. By making that referral the client will most likely take your suggestion and use your competitors' services. This then opens the possibility of return referrals of clients that are a better fit for your business.
3. Networking with other businesses can be mutually beneficial during busy times especially around the holidays and other busy times of the year.
Some examples of how networking can work between pet grooming salons.
Grooming Salon #1… Corporate Busy salon, high volume, lots of groomers. Client calls with a very timid, elderly pet with anxiety issues. Is this pet the best fit for this salon? Probably not. In this situation, a recommendation to Salon #2 or #4 would be in the pet’s best interest.
Grooming Salon #2… Mobile salon 1:1 attention, no distractions, no traveling in the car or all day stays at the noisy salon. This mobile caters to small dogs and cats.
Grooming Salon #3…this salon has a stylist that specializes in Doodles. For some Doodles may not be your thing and referring all your Doodles to this salon would be beneficial for all involved.
Grooming Salon #4…this salon focuses on holistic treatments and a Zen environment and grooms by appointment only. They also have a weight limit of 50 lbs. A client calls with a OAY 100 lb. Golden Retriever and wants to get in in the next day or so. A recommendation to salon #1 would be a better choice for this client.
There are salons in my area that do hand stripping and groom competition dogs and others that specialize in cat grooming. The mobiles all service different areas, some do large breeds, some do not. Very few do cat grooming. There are home groomers who go to people’s homes and groom client’s pets in their home. As a general rule, a corporate salon can take on last minute requests.
As I always say there are enough pets to go around. Knowing who you want as an ideal client and the type of grooming you want to do will help you make better choices when a new client contacts you and are inquiring about your services. It is an ebb and flow that helps everyone’s business succeed and keep everyone happy, especially the clients.
As a side note, it is much nicer to have mutually respectful relationships with your competitors than be negative and at each other’s throats.
Take time to research your competition. Know their strengths and weaknesses. Know your own strength and weaknesses. Do some soul searching and decide what kind of groomer you want to be. Reach out to your fellow groomers say hi and tell them you would like to refer to them. Join any local groomer groups. Get together for drinks and food for some bonding time.
I love that I have working relationships with other groomers. We can all help each other and support each other. Only another groomer really knows what you go through.
Peace and Prosperity in 2019
