Client relations means every team member in a
grooming business is following the same policies of procedures of client relations in
order to deliver every new customer and loyal client the services they deserve for their
patronage. The term "client relations" refers to the art of turning each new
customer into a loyal client. Notice that the word "customer" replaces the word
"client." A customer is someone who uses services on one occasion and may never
return. A client is one who patronizes a business and with whom the business has a fiduciary relationship. Effective client relations is the
responsibility of the manager but requires participation by every employee. Financial
success in pet grooming requires not only pet grooming excellence, but turning every new
customer into a satisfied loyal client. Even if the pet is treated and groomed well, a pet
owner will not return unless they too are treated well. That statement should be the
foundation for your policies and procedures comprising your client
relations program. When
a client feels good about his or her decision to use your services it creates a bond of
loyalty between client and business, and that is so important when you further realize
that you are caring for the client's beloved, living animal.
Few grooming businesses have an Employee
Handbook. That may be hard to believe for those of you coming into this industry with a
more professional work background, but it's true. Use one. In it you should state your
business' policies and procedures that support the goals of your Client Relations Program.
Be sure to state policies and procedures for client and telephone courtesy, a
business-like appearance (smocks and aprons at minimum for all staff). Cleanliness and
hygiene are an important part of client relations as well as safety. State your policies
and procedures for salon cleanliness and hygiene in the Employee Handbook. Provide actual
conversational scripts of what employees should say when they answer the telephone, or
greet a client. Your policies should state that employees cannot "hang out" in
your reception area. Never allow foul language at any time. Too many pet groomers use poor
language when dealing with a pet that really needs patience and special care.
Unfortunately most pet grooming businesses do
not have job descriptions. Aren't they suppose to by law? Anyway, use job descriptions and
they should indicate that you expect every position to follow your client relations
policies and procedures, as well as others for safety, pet handling, and more (all of
which should be documented in an employee handbook).
We suggest you read two books with constructive
information on client relations specific to pet grooming. Refer to this web site's Professional
Groomer Library Page for The Art and
Business of Pet Grooming and From Problems to Profits. You will
be pleased to know that the latter has a complete client relations program including job
descriptions and a sample employee handbook for pet grooming businesses.
Keys to Client Loyalty
The following except from
From Problems to Profits is subject to Copyright 1989 1997 Find A Groomer, Inc. All Rights Reserved.
|
Value |
You do not need the
lowest price in town to increase client loyalty. Few clients select a pet grooming salon
by the lowest price. They desire the best value. Your fees may be a little higher than
some competitors, but if your quality is better you will be known for offering the best
value and increase client loyalty. |
|
Confidence |
When clients believe
you are reliable, and stand behind the services you offer, they will have confidence in
your pet grooming salon. Begin now to build client confidence by implementing effective
management and you will increase client loyalty. |
|
Location |
There is power in a
convenient location, but it is not enough to increase client loyalty in a poorly managed
salon. Pet owners are willing to travel further to a professional salon that properly
cares for their beloved pets. It is a struggle to do business in a poor location, but
until you can move to a better one, stress all of the other client loyalty keys. |
|
Service |
Professional pet
grooming salons emphasize client services as well as the finest styles of grooming. Loyal
clients enjoy visiting the pet grooming salon confident they will receive courteous,
dependable, informative, and personable service from trained employees. Favorable
impressions will stimulate more client referrals and increase client loyalty. |
|
Quality |
Many pet owners try
various pet grooming salons looking for quality. Quality pet care service means not only
the finest style of grooming, but humane pet handling procedures and showing concern for a
pet's condition by using a Pet Groomer's Report and Health Alert. Quality means you are
serious in advancing your professional reputation and you believe your client's pets
deserve the best. |
|
Information |
Encourage and answer
client questions. Assist them in solving pet care problems and fully explain all service
options available. Sharing the time with your clients increases client loyalty. Distribute
informative materials to clients. If an employee can't answer a client's questions, have
them tell the client they will get a supervisor to assist them. |
|
Prestige |
Pet grooming salons can
be prestigious. An attractive, well-maintained, hygienic environment creates a powerful
image in the client's mind. Status conscious pet owners will identify with the
professional image and tell others it is the only salon they patronize. Promote a
prestigious image of your salon with advertising that emphasizes your salon's superior
attributes. |
Skills Training
Effective client relations involves much more
than a courteous greeting or friendly smile. It requires skills that promote the bond
between clients and the business. Every client is important, and every staff member must
represent that conviction in their overall performance. It is important that every
client's name is spelled or pronounced properly. Sometimes an employee has very poor
diction and it's difficult to understand them. Help them find the training they need to
correct this disadvantage and do not let them have substantial client relations
responsibilities until they do. Sometimes busy pet groomers answer the telephone in a
hurry hoping just to get back to the pet their grooming. You cannot rush client relations,
and the telephone should never be answered in a hurry. Never assume what a client desires,
confirm every service order and ask them if they have any questions or comments
frequently.
As you hire employees, your employee handbook
provides them with the policies and procedures required of your professional operation.
However, distributing written instructions does little to ensure they understand what they
read. You must provide job training in client relations policies and procedures. Use
conversational scripts and practice. Pretend you are the customer and take your employee
through several scenarios. Use this training process at staff meetings too. You must get
your staff talking, and listen to them without recrimination. If they use harsh,
uncompassionate and less than accommodating words, improve their vocabulary with
suggestions.
We have worked with one very effective manage
that regularly shares every significant event and idea with her staff as a team learning
experience. For example, she learned that when clients overheard the staff in the back
area talking about putting a dog in a noose, though it seemed impossible, they thought an
employee was (in poor taste) threatening to hang a difficult pet. Of course, as pet
groomers we know that grooming nooses are used to secure pets, but not your average pet
owner or their families. In response, our effective manager introduced the term
"loop" instead of noose. She called a brief staff meeting, shared the experience
from both her and the client's viewpoint, and introduced the new policy and procedure for
describing grooming loops. Every week this manager and members of her staff share
knowledge and experiences that brings the team together in productivity and quality. It
builds self-esteem for everyone, and the business prospers. These type of businesses
rarely lose staff and can afford to pay better wages.
We're not done yet, let's go to the
next page.
