Long-time pet stylists know this unspoken rule: a full appointment book offers job security. So if your appointment book is lighter than what you would like, how are you going to fix it? Here are a few ideas to help you boost your number of daily grooming appointments.
ADD-ON Service Menu
If you went to a restaurant and the server did not hand you a menu, how would you know what to order? Pet grooming is very similar. Pet Parents know they’re coming to you to get their dog cleaned up, but they probably don’t know all the Add-On services that you offer. Add-Ons that could help them keep their pet looking and feeling great.
A well-organized Add-Ons menu makes it easy for the client to select a service. As a bonus, it also makes it very easy for you discuss optional Add-Ons such as de-shedding treatments, shampoo upgrades, skin conditioning treatments, tooth brushing, nail filing, or other add-ons.
DEVELOP A RESCHEDULE STRATEGY
Outline the suggested frequency of appointments. Depending on several factors, most pets benefit from being groomed every 3 to 6 weeks. Others may benefit from weekly or biweekly appointments. Having a comprehensive plan makes it easy to rebook clients on a regular basis.
Actively encouraging clients to reschedule on a regular basis ensures a salon will have a steady stream of clients. Plus, the pets will be in the best possible condition.
Here are number of ways to rebook that next appointment:
- on the spot or pre-booking
- reminder calls, texts or alerts
- wakeup calls/contacts
- e-mail blasts
Rebooking on the Spot
Offering to schedule an appointment at checkout is the best way to get a client to rebook and pre-book. Develop a couple different scripts and use the one that best fits the needs of that client. For best results, use the tips below.
- Ask every time. Think of fast-food chains. They ask you every time if you would like something else with your order – every time. When the client checks out, offer to rebook their next appointment to ensure their pet continues to look amazing.
- For the busy or in demand pet stylist, reschedule a number of appointments at once or book the entire year. This will guarantee the client will get the premiere dates they are looking for.
- In areas that are price sensitive, offer incentives. Maybe it’s a small discount off their next grooming if they book within six weeks or less. Or maybe you offer them free add-ons like tooth brushing or a spa package upgrade. Better yet, offer something special for their pet such as a bag of cookies! After all, they probably care more about what you are going to do to reward their pet, not necessarily the few bucks they will save.
Reminders – If the Client Does Not Rebook on the Spot
Ask the client if they’d like a Reminder a week before “Buffy” would be due for his next appointment. This could be done via phone, e-mail, or text message, or through groomer software automation.
Wake-Up Calls/Contacts
Actively call (or email, or message) clients that have not returned to the salon in 8-12 weeks.
E-mail Blasts and Social Media Posts
This is a great way to market to existing clients. If you are going into a slow day or week, offer an incentive to get clients in the door for those days. The key is to stay top-of-mind.
BUILDING YOUR BUSINESS THROUGH REFERRALS
Maybe you have not built up enough clients yet to fill your schedule through rebooking. Many businesses can grow and flourish just by tapping into a referral business building strategy.
Existing Clients
- Encourage them to pass out your business cards, share on social media, and give reviews. Let them know you are looking for more great clients like them.
- Use an incentive-based referral program. Offer a discount for first time clients PLUS give the same discount to the client that referred them. You give them even more reason to pass your name around – plus – it’s a great way to thank them for the referral!
Pet Professionals
- vets
- pet supply businesses
- rescue organizations
- trainers
- pet sitters
Leave pet professionals with a basic welcome package they can hand out to clients. Participate in and support their events. They are more likely to refer and support you in return. Offer a thoughtful thank you gift to those that refer you on a regular basis.
Put these tactics to work in your salon for predictable revenue and make 2023 your strongest year yet!
By Mellissa Verplank, CMG
Ms. Verplank is an industry speaker, author, two time Cardinal Crystal Achievement award winner, Barkleigh Honors award winner and contest grooming judge. During her formative years she ran a fleet of mobile grooming units and a busy grooming salon.
