Price Hunters

Dear John, I hope you can help me. I just opened my business and I am finding everyone calling is shopping. I give them an estimate on the phone but it seems all about money. I am sticking to my phone pitch and trying my best to make them want to come in, but it's not easy at all. Is this a topic you have covered in your videos or seminars? I have your video on pricing & services and the Madison Book. Thanks for your help.

Thanks for writing.  I do deal with this issue in my latest seminar, Salon Owners Series. However, it seems you have my other videos that talk about it as well. I don't know your phone pitch but let me describe mine. Maybe it will give you another idea or approach.  Mine was as follows when asked prices over the phone or in person.  I’d say, the ballpark fee for your breed is ___X____, which includes, cutting the nails, clipping the pads & stomach for sanitary reasons, cleaning the ears, expressing the anal glands on request, brush out, bath, haircut, bows or bandana & cologne. (What I am trying to do is make them aware of how much goes into a grooming,) Then I say, our fee is based on size, coat, and disposition, which could make the fee higher or lower depending on your dog. I will give you an exact price when I see (Pets Name). I say that because I've had people tell me over the phone they have a mini poodle, then come walking in with a mini horse! Or they said the coat was in good condition :) Ya, 2 hours of dematting. And the best ….. Ginger is so sweet; you’ll just fall in love with her. Then Ginger comes in and tries to take my fingers off. All of those situations are covered under size, coat & disposition,
When people said why are you so expensive, bla bla bla. My answer was, our fees are based on the quality of grooming, service and products we provide. Some would book, some wouldn't. But again, there are plenty out there that are looking and willing to pay to have their "family member" taken care of the proper way.
And finally, although I dislike discounts on grooming, I did use them in the very beginning via "Get to know & experience us" coupons because I couldn't give them the experience until I had the opportunity to get them in the door. I stopped them very quickly. You are open a very short time and it will take time to establish.  Hang in there and it will all come together. I hope this is of some help. God Bless you, John

Comments

[Chris Sertzel]

Great article, John! Keep them coming! Thank you for sharing!