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Ode to Joy

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Ode to Joy

Sell more, produce more, be more creative, satisfy more customers … through happiness.

Traditional management theory has a lot to answer for. Don’t tolerate failure, keep employees emotionally at an arm’s length, discourage individualism, focus on remedying weakness as opposed to playing up strengths, frown at play, motivate workers by throwing money at them, or failing that, wielding a big stick …. The list of prohibitions and negativity goes on.

It is surprising then that the realization happy workers also tend to be more productive workers was one of management theory’s earlier discoveries. As part of a Harvard study of the Hawthorne Works factory in Chicago in the mid-1920s, researchers observed that employee performance could be greatly boosted by influencing not only his physical environment but the social context in which he toiled. A worker was more than an input. He or she also had feelings. And when employees were in a positive state of mind, they did more, better work.

That finding set off decades of experiments to boost productivity by trying to make workers more joyful. Yet the results were equivocal. This was partly because they were measuring the wrong indicator of happiness — job satisfaction (something that can be guaranteed by a paycheck but that doesn’t translate into improved performance over time) — and partly because happiness itself is such an elusive target. 

In recent decades, however, a consensus has started to form on what constitutes the kind of positive mindset that drives performance —and it’s not simply sensory pleasure that comes from a bowl of free M&Ms in the kitchen. It’s about inner well-being.

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“Happiness isn’t just about feeling good every moment of the day, and it’s not just about pleasure. That’s hedonism, and we’re not seeking that,” says Annie McKee, co-author of Primal Leadership. “Happiness at work is a deep and abiding pleasure that is fueled by a sense of meaningful purpose, hope and friendships.”

McKee’s list reflects much of the PERMA acronym developed by Martin Seligman, a professor of psychology at the University of Pennsylvania, and one of the foremost experts on the study of happiness.

The acronym, which he sets out in his bestseller Flourish: A Visionary New Understanding of Happiness and Well-Being stands for just about everything you need to know about fostering happiness:

  •  Positive emotion (optimism)
  •  Engagement (feeling in the flow at work, when workers are using their strengths)
  •  Good relationships (the importance of friends and feeling a part of the tribe)
  •  Meaning (feeling that the work being done matters, including to the bottom line)
  •  Accomplishment (the sense of making progress)

Seligman’s research suggests workers are happiest when they’re lost in a meaningful project, working toward a higher goal, or being helpful. Those factors also happen to be aligned with a productive workplace.

Happiness thus should be light but not trivial. Get such a workplace ethos right and the benefits are significant.

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In an analysis of 225 academic studies, Sonja Lyubomirsky, Laura King, and Ed Diener and the Gallup Organization found that happy employees have, on average, 31 percent higher productivity; their sales are 37 percent higher; their creativity is three times higher. Other research has shown happy workers take one-tenth the sick leave, are more loyal, more likely to satisfy customers (who is not drawn to a happy worker?), and more likely to engage in safe workplace conduct. They deal with stress better, manage complexity better, are more engaged, motivated, resilient, energetic, and make smarter decisions.

The findings hold true across academic disciplines including psychology, neuroscience and management studies and regardless of the worker’s role or the industry in which he participates.

“Every business outcome shows improvement when the brain is positive. I call this the ‘happiness advantage,’” says Shawn Achor in his book of the same name (The Happiness Advantage).

“It turns out that our brains are literally hardwired to perform at their best not when they are negative or even neutral, but when they are positive,” Achor says.

The reason is because unlike fear or anger or anxiety, which cause our nervous systems to close down and inhibit rational functioning, positive emotions that go along with being happy, like enthusiasm and excitement, joy and pleasure, actually help us to think better. 

“Our minds open up; we can take in more information; we can process it more quickly. Ultimately, we can make better decisions. Those conditions allow us to be more successful at work,” McKee says.

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With such a strong case for happiness, it makes you wonder why most workplaces are anything but joyful. According to surveys done by Gallup, upwards of two-thirds of employees are either neutral, which means they don’t care about their work, or are actively disengaged, which suggests they are hurting the interests of their employer.

In many instances, the lack of cheer at work is because of an entrenched suspicion of levity — that it somehow signals a lack of professionalism. 

Even in cases where companies try hard to boost happiness levels by investing in happiness coaches, team-building exercises, gameplays, funsultants or Chief Happiness Officers, the record is not great.

As such programs have found, the frustrating thing about positive emotions — happiness, but also awe, wonder and love as well — is that they can’t be forced. It doesn’t work when you tell yourself to be happy and when the pressure comes from others, especially when it is top down, as in a business setting, it’s worse. There’s something in the makeup of happiness that requires it arise freely; indeed, focusing on happiness can actually make people feel less happy.

There is also a problem with workers themselves, actually with all humans, it’s as if we are wired to resist lasting happiness.

Pay someone more money or celebrate the completion of a big project, and after a fairly brief period his level of happiness returns to its less-than-satisfactory base. Psychologists refer to this as the hedonic treadmill — no matter the effort applied, we end up in the same place. Evolutionary scientists theorize this tendency serves as protection against complacency in a world of risk, but for a manager in 2018 it’s just really annoying

(Interestingly, research shows the one time money does make people happy on a lasting basis is when it improves their social rank, i.e., makes them richer than their friends. But that’s not a sustainable pay strategy.)

So what to do? How to build an army of happy worker bees?

The first step is to hire for attitude. The idea that a happy demeanor is to a large extent genetically determined is one of psychology’s most firmly held beliefs; that lottery winnings or even spinal paralysis doesn’t change.

Harvard social psychologist Dan Gilbert estimates genetics account for about 50 percent of your workers’ disposition.

That leaves a lot that you can work with.

“The goals you set, the culture you foster, the habits you cultivate, the way you interact with workers, how you think about stress — all these can be managed to increase your staff’s happiness and your chances of success,” Achor says.

The good news is that the No. 1 factor that will lift spirits is progress in meaningful work. Help your workers do their jobs better and they become happier, thereby laying the foundation for even better business results. It’s called the progress loop.

“Understand that people matter, feelings matter, and it’s the No. 1 job of a manager to create a climate where people feel good about what they’re doing, where they’re happy, engaged and ready to share their talents,” McKee says.

Ultimately, happiness can be cultivated by setting a clear direction, giving people what they need to do the job, nourishing a spirit of positivity … and getting out of their way.

 

20 Ways to make Your Business Happier

Research suggests we have a happiness set point we soon revert to after most events, happy or sad. So, aside from plying your staff with wine, is there anything that can be done to make them more content? It turns out quite a lot. We get you started with two dozen here, and be sure to check out our online extras at ppmag.us/joy.

 

1. Set a Positive Morning Routine

Employees’ moods when they clock in tend to affect how they feel the rest of the day as well as their perceptions of customers and how they interact with them. “We saw that employees could get into these negative spirals where they started the day in a bad mood and just got worse over the course of the day,” says Ohio State University’s Steffanie Wilk. From the moment they come to work, or even the night before, get staff thinking about something exciting or challenging that day. Have nothing? Schedule something. Providing premium coffee helps, too.

 

2. Hire for a Positive Attitude 

“Seventy-five percent of long-term job success is predicted not by intelligence and technical skills, which is normally how  we hire,” Achor says. Instead, it’s predicted by three categories: optimism, social connections and the way people handle stress. In The Happiness Advantage he recounts an experiment he ran with MetLife to hire people based on optimism. The optimistic group outsold its pessimistic counterparts by 19 percent in year one and 57 percent in year two. They were also less likely to quit.

 

3. Little Things Mean a Lot

Here’s an interesting happiness fact: Frequency beats intensity. Lots of little good things make people happier than a handful of big things, because they give people frequent, regular boosts. Stanford professor Jennifer Aaker says the findings lead to a simple conclusion: The things that make you happy? Do them more often. “Focus on increasing the amount of good stuff in your life versus reducing the amount of bad stuff,” she says.

 

4. Set Goals

Have staff set written goals. Writing about goals makes people happier and more likely to follow through with them.  

 

5. Focus on Strengths

Countless studies have found workers gain a boost in positive emotions the more they use their signature strengths — the talents that set them apart from others. “Identify their signature strengths and then make room to allow them to use their strengths more often,” Martin Seligman writes in Authentic Happiness. For workers, there is intrinsic satisfaction. For employers, a much higher state of performance.

 

6. Remove the Hassles

While it’s true happiness comes from the small pleasures in life, it’s also the little hassles that are most apt to get people down. The same is true in the workplace where little hassles are a reliable predictor of job dissatisfaction. Make it a habit to ask your staff for tweaks than can be made to the way things are done around the store.

 

7. Count Your Blessings

Showing gratitude for the good things in life is the most powerful happiness-boosting activity there is, Barker says. And Seligman has an easy exercise to build gratitude, called “Three Blessings.” For the next week, urge your workers to set aside five minutes each night to write down three things that went well in the day, or just what’s right in their life, and — this is important — why they went well. “Your brain will be forced to scan the last 24 hours for potential positives. “In just five minutes a day, this trains the brain to be more skilled at noticing possibilities for  professional and personal growth, and seizing opportunities to act on them,” Achor says.

 

8. Promote Meditation

Everyone has him: an internal narrator, that voice in your head. And he’s usually a jerk. A nonstop running commentary of wants and needs, second-guessing, regretting the past and worrying about the future. One of the best ways to silence him (or her) is meditation. “Meditation takes practice, but it’s one of the most powerful happiness interventions,” Achor says in The Happiness Advantage. “Regular meditation can permanently rewire the brain to raise levels of happiness, lower stress, even improve immune function.” As a boss, schedule some time for meditation, or provide mindfulness apps (we recommend Headspace) to remind your workers to take time out to breathe deep and relax.

 

9. Be a Model

A long line of research on emotional contagion shows that people in groups “catch” feelings from others through behavioral mimicry and subsequent changes in brain function. “If you regularly walk into a room smiling with high energy, you’re much more likely to create a culture of joy than if you wear a neutral expression. Your employees will smile back and start to mean it. So consciously model the emotions you want to cultivate in your company,” says the Harvard Business Review’s guide to Everyday Emotional Intelligence.

 

10. Find Meaning

Experiments show that having a sense of higher purpose — a sense that your work has meaning and is helping someone — stimulates production of oxytocin, the “hug hormone.” Meaning can be as simple as giving a customer helpful advice or providing a genuine service for the community.

 

11. Institutionalize Fun

According  to  a case  study of Vail Resorts in Harvard Business Review, the culture of joy has been incorporated into the annual review, which indicates how well each employee integrates fun into the work environment and rates everyone on supporting behaviors, such as being inclusive, welcoming, approachable and positive. Management tactics, special outings, celebrations and rewards all support the emotional culture. Rather than asking people to follow standardized customer service scripts, they tell everyone to “go out there and have fun.” Resort managers consistently model joy and prescribe it for their teams. At an annual ceremony, a Have Fun award goes to whoever led that year’s best initiative promoting fun at work.

 

12. Ask for Help

Realize that you can’t and shouldn’t be Superman or Wonder Woman.  A boss willing to show vulnerability makes for a happier workplace. “My research team has found that this stimulates oxytocin production in others, increasing their trust and cooperation. Asking for help is a sign of a secure leader,” writes Paul Zak in The Neuroscience of Trust, explaining that it taps into the natural human impulse to cooperate with others.

 

13. Exercise

A Finnish study showed that those who exercise at least two to three times a week experience significantly less depression, anger, stress and “cynical distrust” than those who exercise less or not at all. What can you do as a business owner? Rotate dog-walking duties. Enter the store in a fun run and get them training. Let them take an extra 10 minutes at lunch to fit in a CrossFit class. 

 

14. Hug More

Nowadays, this may be dangerous advice, but try to touch your workers more (that is, handshakes, pats on the back and the like). Research shows getting five hugs a day for four weeks “increases happiness big time,” Barker says. “Touching is incredibly powerful. It makes you more persuasive, increases team performance … heck, it even boosts math skills,” he writes on his blog. 

 

15. See the Light

If you live in the northern states, get a light box. According to research from UBC Hospital in Vancouver, Canada, light therapy — it provides the kind of rays that elevate levels of happiness-boosting serotonin in your brain — is effective at combating seasonal affective disorder. If you live in other parts of the country, be sure your staff members get outside regularly. A study from McGill University in Montreal has shown that by spending at least 30 minutes a day outdoors — even during  winter — should be enough to offset your seasonal drops in serotonin.

 

16. Build the Right Emotional Culture

The  traditional business environment isn’t often conducive to good cheer. Researchers at Fairfield University found that working professionals felt more comfortable expressing anger than joy on the job. (They reported expressing anger three times as often.) Even décor may suggest what’s expected emotionally. Signs with lists of rules and consequences for breaking them can reflect a culture of fear. Photos of employees laughing at social events, Kleenexes stapled to potentially stressful memos, or chocolate kisses taped to boring ones can signal a culture of joy.

 

17. Savor the Good Stuff

Clichés like “stopping to smell the roses” and “it’s the little things in life” are actually effective. Happiness researchers call such strategies “savoring” and have even put a hard figure on it: People who regularly take notice of things that are positive — sunshine, flowers, coffee — were 12  percent more likely to say they were satisfied with their lives. The point, says behavioral science writer Winifred Gallagher in her book Rapt, is that “you see what you look for. And you can train yourself to attend to the joy out there waiting to be had, instead of passively waiting for it to come to you.”

 

18. Celebrate with Rituals

Sharing and celebrating successes is a time-honored way to drive performance, define best practices, boost team solidarity … and elevate pleasant emotions. The neuroscience shows that recognition has the largest effect on emotion when it occurs immediately after a goal has been met, when it comes from peers and when it’s tangible, unexpected, personal and public. “Public recognition not only uses the power of the crowd to celebrate successes, but also inspires others to aim for excellence,” Zak writes in The Neuroscience of Trust. “And it gives top performers a forum for sharing best practices, so others can learn from them.”

 

19. Tough Guys Come Last

Is Gen. George S. Patton your idea of an effective leader? Consider this: Researchers found annual prizes for efficiency and preparedness in the U.S. Navy are far more frequently awarded to units whose commanding officers are openly encouraging. Psychologist Barbara Frederickson says her research into fostering a state of flow in workers has shown we need to have three positive interactions for every negative one in order to thrive. 

 

20. Foster Friendships

Science has shown repeatedly that when employees build social ties, their performance improves. People who care for one another give generously of time, talent and resources. Gallup found that close work relationships boost employee satisfaction by 50 percent and that people with a best friend at work are seven times as likely as others to engage fully in their work. Help people build social connections by sponsoring lunches, after-work parties and team-building activities. It may sound like forced fun, but when people care about one another, they perform better because they don’t want to let their teammates down. 


This article originally appeared in the March 2018 edition of PETS+.

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Webinar Replay: How to Keep That Holiday Momentum Rolling

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Cover Stories

7 Ways to Make the Most of the January Slowdown

Avoid the post holiday blues with promotions to get cash-wielding customers through your doors in January.

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DOES THE POST-HOLIDAY prove challenging for your business? It doesn’t need to be.

“January can still be a really good month,” Pet Boss Nation’s Candace D’Agnolo says.

Store owners, don’t dwell on cold weather reducing foot traffic. Instead promote coats, boots and other winter gear.

“Those are higher ticket items compared to the majority of what you sell,” she points out.

Groomers, expect a bump from those looking to get in one last appointment before 2019 prices go into effect, which D’Agnolo recommends doing on February 1, with the announcement in December.

“That gives clients enough time to hear about it and not feel blindsided,” she explains.

Care providers, embrace the slow down. Pet parents returning and paying for holiday services in January will help offset any decrease in bookings.

“It’s the perfect month to give you our employees time off, to catch up on their lives,” D’Agnolo says.

Whatever your business, complete tasks pushed to the bottom of the to-do list throughout the year.

“While doing your inventory, deep clean and organize. Toss out what doesn’t matter and get files ready for your accountant,” she adds.

Need more ideas? Check out how PETS+ Brain Squad members make the most of the post holiday period.

Offer Freebies and Discounts

In addition to marking treats BOGO, Nancy Okun of Dogs and Cats in Port Charlotte, FL, gives customers something sweet or meaty for their pet.

“We offer a free frozen yogurt and biscuits. Even if the customer doesn’t bring their dog to the store, we will give them a doggy bag,” she says. “If a cat owner, they get a free can of cat food, just to try something new.”

Angela Pantalone combines freebies and discounts at Wag Central in Stratford, CT.

“January is when tons of bills are due, and cash flow is important,” Pantalone says. “We have scheduled discounts on daycare and grooming packages, freebie trials and spa services for our pup clientele to keep them coming in the door.”

Wag Central in Stratford, CT, offers freebies and discounts to keep cash flowing in January. PHOTO BY LISA GARCIA

Promote With the New Year

Humans adapt healthier habits in the new year, and so can pets. Stacy Busch of Busch Pet Products in Cape Girardeau, MO, offers the opportunity for exactly that as well as for savings.

“We do a trade in promotion called new year, new food,” Busch says. “If a customer or non-customer isn’t feeding anything from us, all they have to do is bring in a bag of their food and let us find something better. They will get 15 percent off the first bag and 10 percent off the next two bags if they stick with it for three months. We guarantee better coat and skin, more energy and overall improved health. We’ve gotten some lasting customers with the promo!”

Busch also has a “Least Wanted” ingredients poster created to help promote the event.

January promotions at Fur Baby Boutique in Milford, DE, also encourage positive changes for pets. Sherry Shupe says, “We focus on New Year’s goals and starting out the new year with a better diet, more exercise (daycare) and a spa makeover!”

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Deep Clean

Thanks to below zero temps in the Minneapolis area, business at Bubbly Paws dog washes slows in January. Keith and Patrycia Miller use the time to deep clean and freshen up their four locations.

“We pull out our drying channels and do a good cleaning behind them. Same with all of our back room shelves. Basically, it’s a great time to move things out into our public area, knowing that not many people will see the mess,” Miller says.

“We also power scrub all of the flooring (we do this about three times a year), but the one in January is always the best because you can really go to town with the scrubber and not worry about getting in people’s way or having our staff do it before/after store hours.”

Shutting a location down for maintenance projects, such as installing a new water heater, can happen in January without significant impact to the business.

“Our water had to be turned off for seven hours to change some plumbing around. When you are in the business of selling water, this is never a good thing. We just kept hoping the older water heater would make it through the holidays, and it did. Then we closed for a day to install the new one!”

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Give Bounce-Back Coupons

When customers spend $25 or more at Purrfect Bark Market in Columbus, NC, during November or December, Eric Mack gives them a coupon for $10 off in January or February.

“It helps bring some back, but it’s also a reward for those who are our top customers,“ he says.

Diana Farrar of Fifi & Fidos in San Antonio, TX, handed out $10 bounce-back coupons on Small Business Saturday in 2017, redeemable in January 2018.

“We had a ton of them come back to us, and customers loved them,” she says.

Red and pink toys and treats take over Miss Doolittle’s in January.

Celebrate the Next Holiday

Cory Giles of The General Store in Collinsville, IL, turns to wild bird seed and feeders to keep sales from dipping.

“Typically we have cold and snowy weather in January, which not only helps wild bird sales, but also provides the inspiration for topical social media posts,” Giles says. “Wild bird content is popular, and informative posts are even more popular.“

He shares videos on the store’s Facebook page that show off products and include tips for keeping wild visitors well fed. Giles posts about National Bird Day on January 5 and even Squirrel Appreciation Day on January 21, as squirrel feeders and food also are available. He always keeps social media content fresh.

“For instance, instead of reusing the same post about the frequent feeder program our wild bird seed vendor offers, I periodically post about it in the context of updating how many free feeders we have given away so far.“

At Miss Doolittle‘s Pet Spa and Boutique in Pottsville, PA, Valentine’s Day decorations go up in mid-January. Missie Mattei merchandises themed treats, toys and accessories, and offers a deluxe grooming package with a champagne and strawberries theme.

“It really helps keep the flow going at a time when it usually slows down,“ she says.

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Take A Vacation

Stephanie Rossini of Giggy Bites Bakery & Marketplace in Chadds Ford, PA, seizes the slowdown as an opportunity to get away. “We plan our vacation for the first week of January because we have found good travel deals and it gives us the opportunity to recharge after the craziness of the fourth quarter in retail.”

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Cover Stories

Pet Pros Share Their Expertise, Helping You Learn How To Do … Everything!

Our guide to apprehending bad fish, displaying more dog food than you have room for, triaging a sick bird, fixing a freezer, and most things in between

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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:

  1. It’s always best to “break up” over the phone, rather than in email or text, and start the conversation with honest appreciation.
  2. Be firm, but compassionate.
  3. Try to sound breezy and light, even when not feeling that way.
  4. Don’t blame.
  5. Keep the conversation brief.
  6. Be professional.
  7. 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 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.

 

 

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Meet 8 Pet Champions With Business Super Powers

These heroic pet pros’ alter egos are anything but underdogs.

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At a store in New York, a man stares at shelf after shelf of bags and cans, stressed about choosing the right food for his dog. A cat cowers in her carrier at a grooming salon in Ohio, fearful of what awaits outside the open door. At a home in Maryland, a woman frets over a beloved pet’s health, worried something may be seriously wrong. Who can these mere mortals turn to? Who will help their furry family members? The Super Pet Professionals! These heroes excel at education. They have a calming way with animals. Their instinct and knowledge tell them when it’s time to involve a vet. Some also have a knack for merchandising, an eidetic memory or the ability to be extraordinarily efficient. With these powers, they keep people and pets happy and healthy. Let’s meet eight such champions!

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