Charge for your Time, AND your Worth
Art of Pet Retailing
By: Leel Michelle
I started my own high end retro, pet grooming salon 13 years ago. I was very hands on in my business and went to pet grooming school to start off my grooming business on the right foot for my brand. I was fortunate to put an exit strategy in place by selling my grooming salon two years ago to my former groomer whom has exceeded all expectations. I’m able to expand my brand into other areas of interest (award winning pet grooming apparel, retail & wholesale dog bakery @retrostylistwear @bowwowdogbakery) groom my Standard Poodle & Bichon in this space I now share with my former Groomer; Gabriel Feitosa. If you don’t know who Gabriel is…he’s a big deal. Find Gabriel Feitosa on Instagram (@gabrielfeitosagroomer) to see how charming, experienced, and talented he is in the International World of Pet Grooming. Joining both our businesses in 1 space has been very beneficial for a multitude of reasons because it’s not often that two business owners get to chat with each other on a daily basis. The finer details of garnering clients, scheduling, employee management, and everything that comes with high end grooming salon ownership can only be shared among a niche group of Entrepreneurs. I have agonized over every expense, joy, and frustration Gabriel is experiencing which makes it easy for us to relate to one another. One thing that Gabriel has been very good at in his 2nd year (I wish I had realized this so early) he not only charges his time; but also his WORTH.
There is a mental transition that happens when you go from “Groomer” to Grooming Salon Owner. New business owners give discounts and don’t value their time & worth like a seasoned professional. There is a point when you realize that you need to work smarter, not harder if you want longevity for your business especially in labor intensive Pet Grooming. An experienced pet grooming salon owner eventually realizes that it’s ok to say “no” and charge your worth so that you can make way for a new client that will fill the same spot with less complaints, and better overall loyalty. In year 2, Gabriel Feitosa put his foot down realizing that taking every client will not make his business successful. Every business has their own brand of “people” or clientele. Raising prices to pay for his time and worth makes way for new clients that appreciate him and are willing to pay for his time and expertise.
How does this relate to pet retail? Think about how many items you might be giving away, selling or services you are providing that do not really pay for your time or worth. I find that Pet Groomers find it most difficult to raise prices on services and retail items even though we live in a society where market demand (among many factors) is what determines the price of our goods. Many Pet Groomers give away many items like treats, poo bags, and upgrades thinking that they need to do this to appease their clients. Don't get me wrong… if you’re a proper dog bakery… giving away treats makes perfect sense (think Krispy Kreme Donuts) but if you give away to appease, clients have a hard time purchasing these items later on when you want to increase your profit margins and get paid your worth. You don’t have to give away the house or do what everyone else is doing. Find your own niche in your neighborhood and make sure that whether it’s a service or a product, it will give you the profit that your TIME and WORTH deserve.
Until next time…
Art of Pet Retailing
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