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In his session, “It’s Not About Selling: Persuasion That Builds Trust and Boost Results,” Joe Zuccarrello shared simple ways groomers can use their expertise and guidance to build trust with clients while also increasing profits. He recommends offering add-ons as a natural way to upsell services without using a hard sales approach. The key is to keep it simple and only offer a small number of add-ons that genuinely benefit the client or their pet.
In his session, Joe Zuccarrello said add-ons are one of the most important areas for businesses to focus on.
Zuccarello explained that add-ons are one of the most important areas for businesses to focus on outside of the grooming service itself. However, his number one rule is that any add-on offered must provide a real benefit to the pet or the owner. He advised against offering trendy services — using nail polish as an example — because they don’t offer a meaningful benefit. He also emphasized that add-ons should be services clients can benefit from year-round, rather than ones that are only relevant seasonally or during certain cycles.
He also said to avoid bundled packages with catchy names like “Preppy Puppy Package” or “Rockin’ Rover Package.” Since you still have to explain everything included in the bundle, it’s often more effective to recommend each service individually based on the pet’s needs. He also cautioned against using large menu boards listing every possible option, which can feel overwhelming to clients and come across as impersonal.
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The add-ons should be both profitable and practical, and every employee should feel comfortable recommending them. For example, a nail-trimming service is an easy add-on that a receptionist, bather or groomer can suggest, whether the dog is coming in for a simple bath or a full groom.
Confidence is key when offering add-ons, and Zuccarello recommends removing yourself from the selling equation. Just because you personally wouldn’t purchase a service, can’t afford it or assume a client wouldn’t want it doesn’t mean you shouldn’t offer it. Present the option and allow the client to decide whether it’s right for them and their pet.
When offering add-ons, Zuccarello recommends selling with conviction and using the benefactor effect. This means highlighting the real-life benefits someone experienced after using the service. A direct example would be saying, “I got the shed control treatment for my dog, and instead of vacuuming every day, I only vacuum once a week now.” An indirect example would be saying, “Mrs. Smith’s Husky got the shed control treatment, and said she’s only vacuuming once a week now.”
Simple services like nail filing and fresh breath treatments are also good add-on options. Zuccarello pointed out that a fresh breath treatment is not the same as teeth brushing — it’s focused specifically on improving the dog’s breath. He also recommends telling clients what products you’re using. For example, if you use Oratene Breath Freshener and Toothpaste Gel (which doesn’t require a brush because the dog’s tongue does the work), it can open the door to recommending or even selling the product to the client at the same time!
Read more PETS+ coverage of GROOM’D 2026.
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