Picture the following scenario. Mrs. Barr brings her eight-month-old Maltese puppy to you for its first-ever grooming appointment. You greet her and little Fluffster, and it takes about a nano-second to realize that the pup is very tangled. "I just want a little trim," says Mrs. Barr. You tell her that the puppy is matted. "I brushed him yesterday," she says. You tell her you must cut hishair short because of the mats. "I just want a little trim," she repeats. And here is where a terrible mistake occurs. Wanting to avoid a confrontation, you say, "I'll do the best I can," and send the customer on her merry way.
As a grooming professional, you know exactly what the outcome of doing your best will be. You will have to shave that tangled puppy with a short blade. If you are lucky and talented, you might be able to save a little fluff on the head and tail, but basically, that Maltese will be pink-skinned naked.
Mrs. Barr, however, does not have the benefit of your experience. She brought you a puppy with long hair and is expecting to pick up a cleaner, tidier version of that puppy when she returns. She communicated to you what she wanted, "A little trim," and you, in turn, promised her that you "would do your best." She will spend the time between dropping her dog off and picking it up, imagining how cute and fluffy he will be.
What will happen next is a collision of expectations. You will feel pleased that you safely got a new puppy through its first grooming experience. The little guy is neat, clean, and tidy. The uncomfortable mats and tangles have been safely clipped off, not an easy feat for a first-time groom. You feel successful.
Mrs. Barr, however, will be horrified when she sees her dog. Her image of Fluffster's appearance was miles apart from the smooth, wiggly pup that greeted her. Angry words ensue. Perhaps a really nasty review on social media, too.
You could have prevented all of this by spending some extra time at check-in to change the customer's expectations. Here is how:
- Get a comb and brush, and let the customer see and feel the tangles. Explain that the clipper blade must get between the small space between the dog's skin and the matting layer.
- Show her some photographs of similar breeds which have been clipped closely.
- Explain where you can leave some fluff (if possible) and show some photos of dogs that have been clipped closely but still have some fur to work with on the head and tail.
- Use very descriptive words such as "smooth" and "pink." I have found the words "GI haircut" sometimes will resonate.
- Have the customer repeat that she understands the pet must be clipped short this time. Of course, you can also explain that with proper home maintenance and regular appointments, you can let Fluffster grow into a style that will make Mrs. Barr happy. Remind her that pet hair grows back.
- Above all, be sure the customer knows what to expect when they return. Do not let them leave hoping for a groom that you know you cannot deliver.
Although conversations like these are complicated, and the customer will be unhappy, they will not be nearly as disappointed as they would be if they left your business expecting one thing and were surprised by another. Setting expectations is a vital skill that will help to prevent misunderstandings.
By Daryl Conner, MPS, MCG
Daryl Conner has been devoted to making dogs and cats more comfortable and beautiful for almost 40 years. You can find her happily working at FairWinds Grooming Studio with her daughter and infant granddaughter, or typing away at her latest grooming-related article. Daryl was awarded both a Cardinal Crystal Award and Barkleigh Honors Award for journalism. She shares her meadow-hugged antique Maine farmhouse with her practically perfect husband and too many animals.
