Creating lifelong customers is all about making a personal connection. In the pet grooming business, that’s a given, because we are caring for a member of that customer’s family–their beloved pet. When they walk into our salon to get their dog groomed, we are already starting off on the right foot; the fact that they chose us means we have already established some level of trust. Whether we build upon that bond or let it slip through our fingers is entirely up to us.First impressions are important. We want to be welcoming and project our sincere caring for that pet.

One of the most enjoyable things about being in business is becoming part of a like-minded community.  On your block and in your hometown, you are connected, just as you are to the grooming community through magazines like this one, regional and national organizations or attendance at those wonderful conventions and trade shows held all over the country.

When pet owners walk into our grooming salon, they have to pass through the retail area, which is brimming with eye-catching displays that showcase toys, treats, food, leashes, collars, coats, sweaters, crates, carriers, beds, greeting cards, calendars and grooming products, plus a wide variety of gift items for people who are as crazy about their pets as we are. These customers are, in effect, a captive audience that must run the gauntlet of retail temptations as they bring little Fluffy in for her haircut.

In a business as hands-on and personal as pet grooming, word-of-mouth advertising has always been the most reliable way to promote our businesses. Because we are marketing our trustworthiness with a cherished family member, it stands to reason that a recommendation from the neighbor down the block, a favorite veterinarian or dear old Aunt Mary carries a lot of weight when it comes to choosing where Buffy gets her haircut.

When it comes to your grooming business, you may think that your state-of-the-art salon, prime spot on a heavily traveled highway or checkbook balance is your most valuable asset, but there is something less tangible and even more important to the success of your business: your brand.  Think Coca-Cola. Worth $67 billion, the soft drink giant’s brand image evokes a combination of feelings and offers instant recognition around the world.  What’s that got to do with you?