WE RECENTLY ASKED members of the PETS+ Brain Squad to share standout skills. Their responses, rounded up here, impressed us! We learned a lot, and laughed out loud more than once. Guest stars also make an appearance — check out Lucky Dog host Brandon McMillan and Cat Canopy Rescue’s Shawn Sears — to offer their expertise on additional topics. To take part in future stories like these, join our Brain Squad at petsplusmag.com/brainsquad. We want your knowledge as part of the collective PETS+ readership!
1. HOW TO GET A CAT OUT OF A TREE
ShaWn Sears | Cat Canopy Rescue, Woodinville, WA
Arborist Shawn Sears co-founded Cat Canopy Rescue to help kitties who climb too high in western Washington. In other areas of the country, pet business owners can advise customers with stuck pets by passing along his tried and true tips:
- Give the cat 24 hours to come down — “They need to climb down backwards. Some can figure it out.” Sears discourages setting out food as encouragement. It can attract other animals, which will make up in the tree seem safer than down on the ground.
- Don’t call the fire department — “It’s rare that they will come out and help. Dispatch doesn’t generally respond to a cat stuck in a tree.”
- Do call an arborist if the cat has climbed higher than 20 feet — These professional climbers can safely reach such heights and offer the best possible outcome.
- DIY up to 20 feet — Most extension ladders measure between 18 and 25 feet, allowing for pet parents to safely climb and attempt a rescue at this height. Simply scoop up the cat if near the trunk. Use a pushbroom to nudge the cat toward you if farther along a branch. Pro tip: Wear rubber-palmed gardening gloves for grip and protection.
2. HOW TO FIRE A CLIENT
Kirstin Morrison | Six Figure Pet Business Academy
Difficult clients often cost more money than they bring into a business. Business coach Kristin Morrison recommends firing those who do.
“Letting challenging clients go frees up your time, your energy and creates space to take on an ideal client. It’s worth it.”
Here’s how to have the dreaded but necessary conversation:
- It’s always best to “break up” over the phone, rather than in email or text, and start the conversation with honest appreciation.
- Be firm, but compassionate.
- Try to sound breezy and light, even when not feeling that way.
- Don’t blame.
- Keep the conversation brief.
- Be professional.
- Offer a positive affirmation about your experience with the client. Something like “I really enjoyed working with your pets” can be a truthful, simple way to end the call. (Leave out the part about the humans being challenging!) Leave people better than when you found them.
3. HOW TO PROTOTYPE A PET TOY
Spencer Williams | West Paw Design, Bozeman, MT
In his role as CEO of West Paw Design, Spencer Williams has created more than a few pet toys. He believes all products should solve a problem or enhance the relationship between a person and their dog or cat.
“If it’s doing one of those things, it’s going to be a great toy.”
Williams recommends that budding designers do the following:
- Draw the toy and share it with as many people as possible to get feedback. Also consider how it would fit into a product line or retail brand.
- Finalize design and 3-D-print the prototype — “3-D printing is really cost effective now and widely available. In Bozeman, MT, our public library has a 3-D printer.” If you don’t want to invest in and/or learn the required software, outsource to an expert.
4. HOW TO CREATE THEMED BACKDROPS FOR $10 OR LESS
Kris MinklE | The Whole Pet, Fort Smith, AR
Marketing director Kris Minkle knows how to get maximum merchandising from minimal dollars. This sports-themed set began as part of a display she made for pet beds and other items.
A bed sheet from a discount store represents the sky. Minkle painted hundreds of dots on butcher paper to create the blurry stadium crowd. White tape and an inexpensive fleece serve as the football field, with PVC pipe and fittings making up the uprights.
“The display was a smashing success, and we sold out of our first order of beds. It probably cost less than $10 and took an afternoon to put together. I then recycled the painted background and used it as a photo backdrop for our grooming dogs!”
5. HOW TO TRIAGE A SICK BIRD
Sal Salafia | Exotic Pet Birds, Rochester, NY
Customers think of pet business owners as all-around animal experts. They regularly ask for information and advice — and for help during emergencies. Sal Salafia provided the latter on a recent Friday night.
“A client brought in a young budgie who was losing energy. With all of the avian vets in town closed, she turned to us out of fear that her bird would not make it through the weekend.”
Salafia raises a variety of birds and does so with regular veterinary guidance. His store has several incubators, so he placed the bird, named Ozzy, inside one to raise and maintain his temp.
“You do this because birds can lose energy critical to their survival when in a weakened state.”
Salafia then slowly fed Ozzy a mixture of Pedialyte and Kaytee Exact Hand Feeding Formula through a syringe to ensure he didn’t dehydrate in the raised heat.
“I allowed him to rest for about an hour. Upon the second check-in, he was bouncing around with an unbelievable amount of energy and eating millet.”
For pet store owners who do not raise birds but do sell bird supplies, Salafia recommends being prepared for such a situation: Learn how to hand-feed birds and have available an incubator and an avian vet who will take an after-hours call.
6. HOW TO GET THE PRESS TO OPEN YOUR EMAILS
Nancy Hassel | American Pet Professionals
A positive mention of your business on TV or in a newspaper or magazine can give it a significant boost. But how do you get the press to even open the emails you send? Nail the subject line, Nancy Hassel says. That means grabbing their attention and getting right to the point. “Journalists are crushed for time and usually on deadline. Be respectful of that and think about what makes you open an email.”
Hassel wrote this one for APP client Harbor Pet: Media alert! North Fork Dock Diving Pet Expo & Fundraiser May 20-21, 2017. It resulted in 36 press mentions, including camera crews and reporters covering the event.
Hassel also advises not to use tactics like “Re:” when there was no initial contact. Your email may land in the trash — or worse, marked as spam.
7. HOW TO CREATE HANGING PRODUCT DISPLAYS
Laura LaCongo | Notorious D.O.G., Clarence, NY
When merchandising in her store, Laura LaCongo utilizes space up to the ceiling. This display features a variety of creatures, on land and in the sea.
“Fluff and Tuff fish hang from the ceiling as if they are swimming.”
LaCongo recommends staying within weight guidelines when using ceiling clips to hang products. For this display, she used clips suitable for up to 12 pounds.
8. HOW TO WIN OVER SCARED (OR SIMPLY ALOOF) PETS
Kelly Catlett | Waggs 2 Whiskers, Bagdad, KY
Not all pets connect quickly with a new sitter. When that happens, Kelly Catlett pulls from her bag of trust-building tricks.
She tosses treats into the crates of scared, barking pups. This serves as a distraction and allows her to open the door and move away. Catlett keeps a children’s book handy and reads aloud to draw in aloof kitties. She also finds that talking to pets as she goes about other business in the home works.
“That gives the pets a chance to get used to my movements, my sounds, my voice. Remember that we are on their turf. It’s their home, and they are always so protective of it. Even though I have already met them at our meet and greet, I’m still careful to not assume they remember me and have accepted me as their caregiver.”
9. HOW TO MARKET AND DEMO NEW PRODUCTS ON FACEBOOK LIVE
Cory Giles | The General Store, Collinsville, IL
Cory Giles has embraced Facebook Live as a way to promote products new to his store. Dozens of videos feature everything from dog treats and chews to cat toys and litter boxes. Items that require demonstration, such as a litter box, show best in video, he says.
“There are no tools that compare for pure product demo. Think about how much less effective a traditional text and picture post would be.”
Giles recommends the following when promoting a product on Facebook Live: State how it will solve a problem, and anticipate and address any objections. He also recommends using page insights to decide when to go live and for how long, based on previous viewer engagement. His pro tip: Check out the Switcher Go and Ripl apps for inserting graphics and video.
10. HOW TO GET TREE SAP OUT OF A DOG’S COAT
Jane Donley | Dog Beach Dog Wash, San Diego, CA
Dogs love to roll in anything stinky and/or sticky. In the case of tree sap, Jane Donley has a tried-and-true removal method.
“Out comes the spray bottle of De-Solv-it, an eco-friendly organic product containing a citrus solution safe for skin and hair.”
She sprays it on the dog’s coat, preferably dry, then waits a few minutes for it to penetrate the sap. Paper towels wipe the sap away, and then the dog gets shampooed and rinsed well.
11. GET MORE FOOD OPTIONS ON THE SALES FLOOR
Toni Shelaske | Healthy Pet Products, Pittsburgh, PA
Toni Shelaske says, “Stripe it.” Instead of stacking food from the same brand by protein, alternate proteins within the same stack. She says manufacturers have even begu n adding product info to bag bottoms for this very purpose.
“Striping allows us to offer customers a wider selection while saving space on the sales floor.”
12. HOW TO KEEP DOGS FROM PEEING AND POOPING ON THE EASTER BUNNY’S LAWN
Nancy Okun | Cats N Dogs, Port Charlotte, FL
Nancy Okun learned a valuable lesson from last year’s Easter Bunny photo fundraiser: Do not use fake grass on the set.
“A little one pooped on the grass. Not to worry. It was hard enough to pick up with a poop bag. A fairly large dog peed on the grass. Soaked that up with paper towels, sprayed Fizzion and thought all was well. Nope.
“Within the next 40 minutes, and we book every five minutes for pictures, we spent more time cleaning up poop and pee than taking pix. By the end, we couldn’t get the grass clean. The smell was so strong we had to leave the room to catch our breath. The bunny had to toss his sneakers in the garbage along with the fake grass.”
Okun solved the problem in 2018 by swapping the fake grass for a sheet, keeping the Easter Bunny’s “lawn” from too closely resembling a doggie bathroom.
13. HOW TO HAVE A SALE
Candace D’Agnolo | Pet Boss Nation
The business coach regularly points out to clients that they own a store — not a museum! That means moving older inventory.
“Mark items older than three months 20 to 25 percent off, and items older than six months 35 to 50 percent off. Get an influx of shoppers twice with one sale by kicking it off on a Friday; on the following Thursday, take significant additional markdowns on stuff that’s older than six months. Refresh the displays as you go, ensuring they always look the best they can. Promoting the additional markdowns will bring shoppers back who love a deal.”
14. HOW TO BECOME THE GO-TO PET PRODUCT EXPERT FOR LOCAL TV
Rachel Phelps | PrestonSpeaks.com
When Preston the Westie became an internet-famous blogger, local TV stations began asking his human Rachel Phelps if they could appear in pet-centric segments.
“After a very painful first interview, where luckily the camera focused on how cute Preston was instead of his rambling mom, I knew I need to get help ASAP.”
Phelps joined Toastmasters, the nonprofit educational organization that teaches public speaking and leadership skills.
“My club meetings gave me a safe place among supportive people to practice speeches for events, conduct mock interviews, and even how to lead a press conference. I also received constructive feedback from other members and tips on how to improve.”
She recommends that all business owners join Toastmasters or a similar org.
“The way we are perceived is so important for first impressions. If we come across as confident when we speak, then people will take us more seriously and are more likely to work with us on projects or partnerships. Plus, the media loves to put people on camera who make a good impression and feel comfortable in front of the lens.”
15. HOW TO RECOGNIZE A NEW REVENUE STREAM
Robert H. Smith | Jungle Bob’s Reptile World, Selden, NY
Before Hurricane Sandy in 2012, Jungle Bob’s offered exotics boarding as a courtesy to its customers. The natural disaster changed the store’s approach.
“We never lost power and suddenly had 65 extra cages of other people’s animals,” Robert H. Smith — aka Jungle Bob — says. “It was a major emergency, as people lost their homes during that storm.”
It didn’t feel right charging for the service, but the tip jar overflowed as customers began picking up their pets, some after weeks of boarding. That told Smith that they would pay for the service, especially after the store had showed such generosity in their time of need.
16. HOW TO DIY WHEN YOU DON’T KNOW HOW TO DIY
Laura Amiton | The Filling Station Pet Supplies, Tigard, OR
When a power surge took out the lights in two of her store’s freezers, Laura Amiton decided to try a DIY repair with help from the manufacturer.
“They walked me through the first one. I took some pictures so I would make sure to re-attach several switch cords to the same places, and then I did the second one without their help.
“Honestly, I was sweating bullets because the person on the phone made it very clear that the replacement part would blow out if anything was hooked back up again in a wrong order.
“But, it worked out, and I truly did feel like I accomplished something that generally I would have hired out for. I’m sure it saved me the cost of a technician’s time, and if it were to happen again, I feel much more confident that I could fix it myself.”
17. HOW TO STOP BLEEDING WHEN YOU CLIP A QUICK
Kristen Finley | La Bella Puppy Doos, San Antonio, TX
Quicks get clipped. It happens, and then blood begins to seep from the nail. Groomer Kristen Finley prepares for these inevitable — especially with black nails — accidents. She never clips wet nails, as the styptic powder that stops blood flow adheres only to dry nails, and she creates a calming atmosphere in her salon.
“If you are nervous, the dog will be nervous as well, so go slow and be calm when clipping nails.”
Nerves can lead to high blood pressure and stronger blood flow. Finley also cuts nails only during vet office hours in case a dog has an undiagnosed disorder that keeps blood from clotting as it should.
18. HOW TO BREAK UP A DOG FIGHT
Brandon McMillan, LUCKY DOG on CBS
Dog trainers and owners of daycare and boarding facilities know what to do when a fight breaks out. Because it happens less frequently in retail settings, store owners may be caught off-guard. Lucky Dog host Brandon McMillan shares this don’t and do.
5 Don’t try to grab the dogs by their collars — “The danger zone when a dog is fighting is right near the collar and above. Dogs don’t know what they’re biting if they go into full bite mode. I’ve seen people lose digits that way.”
5 Do make noise — “The best way to break up a fight is with a loud noise.” He recommends shaking pennies in a jar or using compressed air.
McMillan regularly employs noise during training to break a dog’s focus on unwanted behavior. He partnered with Petmate to make his own version of pennies in a jar, the Shake & Break Training Tool. Use one to break up a fight and ensure a sale.
19. HOW TO WRANGLE A MISBEHAVING DOG
Trish Elliott | Town & Country Pet Resort, Valley Springs, CA
Trish Elliot’s boarding facility sits in the middle of her 160-acre ranch, which also has sheep. Wrangling dogs who just want one more minute — or 10 — in the play yard doesn’t differ too much from moving livestock, she says.
Whether the dog just won’t listen, or hasn’t settled in and fears the unknown, Elliot starts by opening the gates to the play yard and their run. She then makes a big circle to approach the pup from behind.
“That small amount of pressure by approaching will cause them to move away, toward their run.”
It also helps to put a treat on their bed as a reward.
20. HOW TO NOT LEAVE ANYTHING OUT OF A CONTRACT
Rachel Diller | The Poodle Shop and Urban Sophisticats, Littleton, CO
Some salons hire groomers as employees. Others bring them on as contractors or simply rent them a booth. No matter the setup, Rachel Diller details it in writing. Among the factors she covers in a contract are who has responsibility for products, equipment, scheduling, pricing, insurance, client retention. Also: payment amount and who handles withholding taxes.
Diller also recommends a thorough set of salon guidelines.
“Clearly define the rules and policies. The space being offered to a worker is your space. You have every right to define how it is utilized and cared for.
21. HOW TO MAKE YOUR PET INSTAGRAM-FAMOUS
Hilary Sloan | Instagram.com/EllaBeanTheDog
Ella Bean — puppy mill rescue and lover of all things cashmere — has 113,000 followers on Instagram. How did she get so famous? Her human Hilary Sloan made it happen. Here’s how you can do the same:
- Post clear, clean pictures.
- Tell a story — “Ella chooses to cuddle up on a cashmere or faux-fur blanket above anything else in the house. She positions herself at the highest point in the room and looks down on everyone. Those quirks inform her luxury diva personality.”
- Engage with the community — “As people come on your page and like and comment, it’s important to acknowledge that. It’s also important to acknowledge people who are creating content that you really like and respect. Ella’s account is so successful because we’re friends with so many people we’ve met on social media.”
22. HOW TO CATCH A BAD FISH
Mike Doan | Odyssey Pets, Dallas, TX
Overnight, a fish can turn into a cannibal that can evade capture. When that happens, Mike Doan reaches for his tiny tackle, then baits the hook with mysis (shrimp-like crustaceans), and drops it in.
“Because the bad fish is also the alpha, he’ll be the first to check out the new food dangling down. Once he takes the bait, tug on the line to set the hook and draw that bad boy out of the tank. Gently, with wet hands covered in StressGuard, remove the hook. With one end of a Q-tip, dab the puncture until dry. Then dip the other end in iodine or mercurochrome and cover the wound.”
Then find that bad boy a new home where he can live … alone.
