The pet industry keeps growing, but not all groomers are cashing in. Behind every thriving grooming business is more than just skill with scissors. James Bennett knows this firsthand. As CEO of Australian Dog Grooming School, he’s built several successful businesses and traveled the world learning from top groomers. Now he shares what separates the busy shops from the struggling ones. It comes down to three things most groomers miss completely.
Focusing on More Than the Haircut
Most dog groomers focus on the wrong things. They get better scissors, take another course on poodle cuts, but ignore what really matters. “So many people undervalue client experience,” James says. He sees it happen all the time – talented groomers with empty appointment books. For James, it starts the moment someone walks through your door. “Client experience must be what they perceive as soon as they walk in, how they feel, how you make them feel through that whole process.” But it doesn’t stop when they pick up their freshly groomed pet. “When they get their pets, what’s that afterthought, what’s that aftercare, and what’s your call to action to make them want to rebook?”
Small touches make big differences. A follow-up text. A loyalty program that actually means something. James believes these details are why some shops are booked solid while others struggle. “That’s really important to make them feel a part of that. So many people get that part wrong – that’s why their businesses don’t succeed.”
Packaging Services for Higher Profits
You can charge more without losing clients. The trick? Packaging. “Packaging your services isn’t just doing a haircut,” James explains. “It’s do you do the ears, do you do add-ons, do you upsell your service?” Most groomers offer the basics – wash, cut, nails. That’s it. But there’s money left on the table. James suggests creating packages that feel special, not just functional. “What do you do to package your service to make it feel more luxurious, more premium, so clients go ‘Oh my god, I can’t get this anywhere else.'” Hair salons figured this out years ago. So did spas. But pet groomers? “Most other industries do this, but our industry kind of falls short,” James points out. A basic groom becomes “The Works” with added teeth cleaning, special shampoo, and a cute bow.
Taking Better Pictures to Attract Clients
Even perfect grooming won’t bring clients if nobody sees it. “How do I market myself and my business?” James asks. The answer isn’t complicated, but most get it wrong. “Just by taking a picture – if your lighting’s bad, the backdrop’s not nice, it doesn’t look as nice of a haircut based on how you take that – can really make that business either succeed or not.” He’s seen talented groomers post terrible photos that make good work look amateur.
The fix doesn’t require a professional studio. “Making sure you have beautiful lighting, good backdrop, cute bows, and how you record that and market that on social media is really important.” Small changes, big difference in how potential clients see your work. And the best part? “Social media is free marketing so why not use it properly to make your business grow?” James doesn’t understand why more groomers don’t take advantage of this. A phone camera and good lighting can fill your appointment book.
Growing a Successful Grooming Business
Whether you’ve just started grooming or you’ve been at it for years, James believes these principles apply to everyone. “Whether you’re starting out in the industry or you’re a seasoned professional wanting to take your business to the next level, you can have a chat to myself and my team.” The Australian Dog Grooming School doesn’t just teach cutting techniques. They help groomers build businesses around their skills. “We can help you take your grooming skills and make your passion more of a bigger purpose,” James says. It’s about turning what you love into something that supports the life you want.
James has built a community around this approach. “Join us and all the groomers globally that we work with in Australia to make their business and their passion even more important to themselves.” For him, it’s about more than just dogs looking good. It’s about groomers doing well.
Connect with James Bennett via his website to learn more about building a thriving grooming business.
