The Importance Building A Groomer Community

So you want to grow your business. It is no longer like a “Field of Dreams”, build it and they will come. We have competition out there. Our clients have more options than ever before out there. They can choose mobile, or house call, or a big box store where they can get in at a moment's notice. How are these clients going to know about you and your business? Yes, branding, advertising, marketing are going to help but building a community around yourself and networking with your peers and other related businesses can give you an amazing boost and word of mouth referrals.

Make a list of your grooming competitors in the area. What do they do well? What makes them stand out? For example, do they offer doggie daycare, boarding? Do they specialize in a certain area like hand stripping terriers or cat grooming? A disabled person needs their cat groomed. Do you have a mobile or house call groomer to refer to them? Also know how your business is different and what makes you stand out in the crowd.

These are things that are important to know. Every potential client calling you will not be a good fit for your business. Knowing your competitor’s zone of genius will give you the ability to refer that client to someone who can solve their problem and meet their needs. You cannot be everything to every client and being able to refer potential clients to a business that can help them makes you stand out. People will be grateful and remember you and refer to you. It’s a quid pro quo. Creating a network among local groomers creates a synergy between the businesses. It is great for the pet community and it is great for the groomers. No one knows what we do better than other groomers. Do not fear your competition, embrace them. We are each unique in our own special ways and there are certainly enough pets to go around.

So you ask, "how does one create relationships with other groomers?" Reach out and say “hi”. Stop in on your day off or make a phone call. An easier way is social media or email. Introduce yourself and ask them for some business cards that you can use for referrals. Join any local grooming groups around you. If there is none, consider creating one.  Facebook is a great place to look for grooming groups in your area. Join one and be interactive on it so people can get to know you and trust you. Ask questions, offer a tip, compliment another groomer’s work.

Creating a community does not have to be difficult. My personal experience has been because there was not a local group on Facebook, I created one for our area. I invited as many local groomers as I could. We post job openings, events, tips, we vent and we commiserate on it. It is a local community of like minds. I have also hosted events at a restaurant and invited everyone. I just called the restaurant and made the reservation. Not everyone I invite  shows up but we eat, have a cocktail and chat. They have always been fun nights and friendships were created. 

This week we are actually having an event at a local Paint & Sip to paint our pets. This has been very popular and I am looking forward to it. Another event I am considering is a potluck at a groomer’s home who has agility equipment to play on with our own dogs. That combined with a groomers garage sale. These are not difficult things to do and have not taken a lot of my precious spare time. Keep planning them and little by little they grow. You make new friends and have the support of the other local businesses. It is a win win for everyone.

I have found that by building this community if you have something happen and you need help there is help and support out there. I have witnessed groomers helping out at each others shops when one is shorthanded. I also know of help given when a piece of equipment broke down. I experienced support and help when my mobile was out of commission for a month last year. Three separate salons offered me space to groom my dogs at. It was an amazing outpouring of help that got me through a very difficult time and I will never forget their generosity. These people I consider my friends and peers. I like and respect them and refer to them when I can. Each is different and unique. And I know that they also refer to me when someone needs a mobile or cat groomer.

We will talk more about networking and community building but start with your fellow groomers. You might be surprised at the reaction you get. Change can start with you.