How Did You Accomplish a $200/hr Grooming Labor Rate?

Thank You For Your Curiosity!

I get this question pretty often and am so glad every time! I started as a bather at the solid $8.25/hr rate so I’ve climbed the corporate ladder from the very bottom. I was overworked, underpaid, exhausted, in pain, and still couldn’t make ends meet. I decided to climb the private business ladder early in my career instead of sweating on the corporate one. My home-based setup became self-sustainable in a few months and started really blooming in the first year. Over the last 12 years, I’ve learned a LOT on how to navigate the client flow, raising prices, working less, earning more, and I started a blog and podcast about it. I wanted to help groomers move their corporate ladder over to their own, private, home-based business and climb it faster to live a fulfilling life in their prime time. Some people get very excited about my “business numbers” but I also see people a bit intimidated by them ($200/hr, 12-15k/mo, 160+k/yr, etc.) and sometimes they even get into a defensive mode. Sometimes a mix of these pops up in them. So I am beyond grateful to you for approaching me with curiosity!! In a nutshell, my secret is I position and pitch my services and business setup to meet high-end clients’ needs to earn more, work less, and enjoy life. How is that done I share below in more detail. It’s more about providing a great, one-on-one experience for the dog, owner, and groomer than having golden doorknobs on my spa’s door.

"I Don't Want To Overcharge Clients."

You get to pick which client prospect groups you want to work with.

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You get to pick to be a Bentley salon or a bike shop.

Those client prospects who are looking for bikes as ways of getting from A to B, will not go to you due to their preferences/your prices/etc. Those who want a Bentley won't feel offended by your prices because of their preferences/your quality.

"Nothing wrong with either, but they certainly meet very different needs and pitch for very different crowds. Those who want a Bentley won't feel offended by your prices because of their preferences/your quality."

The beauty of positioning is that you don’t try to talk bike people into buying a Bentley. You are offering services that resonate with Bentley people.

Client Prospect Groups

There are 3 big groups of client prospects. Ppl after Quantity (bargain hunters, used to be me!) Ppl after Quality (They want a certain hairstyle and are willing to pay for it, but groomers often don’t dare to ask high enough prices to scale their business while still meeting the needs of this group.) Ppl after Quality & Experience (A Rossano Ferretti experience for their dog, without price limits if you know how to position the value you have to offer and that they seek to them.)

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If you offer to meet the needs of groups 2-3 and price your services high enough, they’ll find you and take your business to the next level faster than you ever imagined.

"Knowingly or not knowingly, when you give out discounts and coupons left and right, you are attracting group 1 ppl. You’ll fill your calendar with group 1 ppl super fast, which at first might bring you joy and relief but it should be alarming."

You’ll feel overwhelmed sooner than you think (Ask me how I know, haha.) and groomers can get stuck in this “comfortable torture” that they label as success. “I have my calendar filled up for X months and I’m not even taking on new clients!” This a a dangerous and false promise.