EDITOR’S NOTE: PETS+ is the media partner for GROOM’D, the annual grooming-focused pet trade show presented by World Pet Association. The PETS+ team will be reporting live from Atlanta, GA, Friday through Sunday. To not miss any of the action, like our Facebook page and sign up for the daily GROOM’D ebulletin at petsplusmag.com/subscribe.
GROOM’D Seminar Snippets: Pet business coach Joe Zuccarello discussed all things pricing, from undercharging and overcharging to adjusting prices. Zuccarello said that every business owner needs to know the answers to two questions:
- The average revenue per hour per table. The answer to this helps you set your pricing.
- I want to pay my staff $X per hour, so I need to charge clients $X per hour.
Zuccarello shared a handy template for pricing that he recommends using when quoting clients. It’s a simple, easy-to-understand chart. “It’s not the customer’s job to translate groomer speak. It’s the groomer’s job to make the customer understand.” He says to let customers know that prices vary by the pet’s “size, coat condition and disposition” since all of those things can make for a longer groom. Note: The prices on the chart are not what he would charge; they just give an idea of a range.
Zuccarello explained that people pay for quality of service and the “experience” they have. Things clients consider and put a value on include:
- Treatment by staff
- Impression of the facility, which starts before they even step inside. They start noticing your business from the moment they get out of their car and walk up to the door. That first impression matters.
- Convenience
- Peace of mind: Leaving their fur baby with you can be stressful; building relationships is crucial.
- Your expertise
He also offered an outside-of-the-box approach to learn about the experience clients receive from competitors. He suggested “hiring” (pay for their pet’s groom) family and friends to go your competitors. Then, have them report back about the service they received. You can even ask specific questions about the “value” of each item listed above. He went a step further and suggested having a friend secretly “hire” one of their friends to have a pet groomed by you, and have them fill out a report card, too!
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