Looking for a Pet Business Consultant to Bring Out Your Best? Start Here

Activities at Camp Canine: left, a guest participate an add-on activity; right, guests can also enjoy a walk or roll through Central Park.

IF YOU OWN a pet-centric business, you likely have extensive knowledge of animals and their care. But do you know all you should about pricing, staffing and marketing? If not, a consultant can help.

The right consultant, that is. Finding the expert who will take your business to the next level requires research and, in many cases, multiple interviews. “It’s very much like dating,” explains Shannon Heggem, a pet industry consultant who specializes in the luxury market. “You’re looking for the perfect partner, someone who will bring out the best in you and your business. Someone who will inspire change.”

Laura Laaman, whose Outstanding Pet Care firm helps boarding facilities and veterinary practices boost their business, likens the role a consultant plays to that of a surgeon. “You want one who has done this procedure many, many times and is at the top of their field,” she says. “You want to end up with a healthier business, not a damaged one.”

Keep the following advice from Heggem and Laaman, as well as other leading experts in the pet industry, in mind when hiring a consultant for your business.

Points to Consider When Hiring a Business Consultant

The Interview Process

The best consultants are selective when taking on clients, and they do not charge for initial conversations. “Make sure the person will speak with you off the meter to make sure the relationship will work for both of you,” Heggem advises. Kristin Morrison, who helps pet service providers through her Six-Figure Pet Business Academy, says to start the interview process by email. “I recommend that pet business owners spell out their challenges in an introductory email. [Then] ask ‘Can you help me with this?’” The answer will speak volumes about the potential of a consulting relationship.

Depth of Experience

Consider only consultants who have experience in the pet industry. “It takes a special kind of person to juggle all that is involved in running a pet business,” Morrison points out. “And it takes a special kind of coach (someone who really knows the world of pet business) to nurture a pet business owner to success and to help them solve the — often odd and only sometimes general — challenges that can arise.”

Client Testimonials

Talk to a consultant’s former and current clients before making a hire. “You should be given a long list of testimonials, which includes contact information,” Laaman says. “We encourage prospects to ask anything they want. Questions include results, overall value and level of service (response time, quality of advice and assistance with implementation). If dealing with anything financial (increasing revenue), referrals should also include financial references from brokers who have successfully sold businesses the consultant has dealt with.”

Pricing

Fees and their structures vary by consultant, and there should also be flexibility by client. “There are so many different elements that go into pricing,” explains Andy Smit with consulting/marketing firm Pet Business Solutions. “If a client needs us on a project basis, such as planning out retail space if they’re just getting started, we can do that. We also have hourly rates and support retainers.” Avoid consultants who only offer one type of pricing, as your needs will change over time.

Written Guarantee

Laaman recommends asking: “Are you willing to guarantee your success in writing? Are you financially strong enough to back this guarantee?” She adds, “These assurances aren’t common but show you’re dealing with a firm that is proven and confident.”

Your Gut

Each of the experts echoed this final bit of advice: Go with your gut. Morrison says, “Trust yourself. It needs to be a good fit because you will be sharing a lot with them and you want to feel safe doing that.”

This article originally appeared in the May-June 2017 edition of PETS+.