Editor's Letter
The Perks of Pre-Booking

By Nell Miller

Years ago, a local groomer called a neighboring salon and asked if she could refer a few clients to them because she was pre-booked for the year and didn’t have time to see everybody that wanted an appointment. The salon happily agreed and, seeing how successful the pre-booking system was working for the other groomer, immediately installed a similar system of its own. They now have about 150 clients pre-booked, and the list keeps growing.

Pre-booking for the year means that clients don’t have to wait for an appointment or settle for a time that is inconvenient for them. One groomer gets her yearly calendars out in late October or early November so she can begin to schedule clients for the upcoming year. So if you are interested in starting a pre-booking system in your salon, this is the month to get started.

The most important part of a pre-booking system is the reminder card or call. Each pre-booked client must receive a reminder one week prior to his or her scheduled appointment. If the salon is not equipped to handle this administrative task, the system is likely to fail. It may even be beneficial to print out a yearly calendar complete with highlighted dates for clients to hang on the fridge.

Consider labeling the pre-booking system the salon’s “V.I.P. Program.” Offer members of this program a discount on their fifth or sixth appointment, a percentage off products from the salon’s retail section or a free service (like a massage) on the dog’s birthday. This will attract the clients who don’t see the convenience of pre-booking.

Some clients will still want to book on an appointment-to-appointment basis. These clients should be taught how to take care of their pet between visits in case they have to wait for an appointment. Sitting down with clients and teaching them simple tasks like how to brush and comb their dog or how to brush their dog’s teeth will be time well spent. Not only will that dog feel and look better between visits, it will also become an easier groom when the dog finally makes it into the salon.

Groomers may also want to consider handing each new customer a “welcome bag” that contains useful information and samples. Including instructions on how to home-groom a client’s specific breed and a free comb or brush may pay dividends in the long run. Also check with manufacturers and distributors about obtaining samples of the products used or sold in the salon–these can include shampoos, conditioners, food and treat items, bows and bandanas, etc.

Remember, pre-booking isn’t only beneficial for your clients. Once a groomer has pre-booked a number of customers, the salon will become more organized and the business will run more smoothly. This service will also encourage clients to bring their dogs on a regular basis, reducing the number of matted dogs a groomer sees. In addition, there will be fewer slow periods and groomers will be able to predict when they might have some down time to attend a seminar or grooming competition–or maybe even take a short vacation.” GB