Increasing your prices
Dog groomers are natural caregivers, but too often we see business owners trying to bear the brunt of an increase in their overheads and in some cases, we see them looking for other ways to reduce costs, whether it be increasing workloads, using cheaper materials or reducing time spent on their services, all ways in which they can be reducing the quality of their work.
So how should price increases be approached and communicated to your clients? Let’s have a look at best practice.
Be honest. Explain why you’re increasing your prices; most client animosity is built from a place of misunderstanding. Whilst we’re not asking you to have printouts of your bills available on the front desk, by simply explaining that the increase is due to the rising costs of water, electricity, products and wages, you can help the customer understand where their extra $5 or $10 is going.
Give notice. Notifying clients of an impending increase can help them budget for your services. Just like you, their cost of living is increasing, so give them every opportunity to be prepared, rather than surprising them with a new cost post-service. You can send out an email, add the information to your confirmation messages or have a physical notice on your desk or shop window.
Thank your loyal customers. Offers and promotions can help soften the blow whilst incentivising ongoing visits. Perhaps you might offer discounts to customers who set up a repeat schedule. While it’s important that loyalty is acknowledged and appreciated, it is also easy to fall into a habit of avoiding increasing the prices for your regulars, so it’s important to know there are ways to thank them for their continued support without losing money on a service. Remember they’re there for the quality of work you provide!
And if needed, discuss a plan. When prices are increased it can be quite common to start seeing certain dogs less and less. Take the time to educate your clients on the importance of frequent grooming for their dog's health and well-being. If they’re particularly worried about the cost, it may be effective to explain the additional price (if applicable) in grooming matted dogs, and that less frequent visits can cost them more in the long run.
Increasing your prices is always going to be a delicate topic, but when approached with care and consideration, it doesn’t have to be uncomfortable for you or your clients. Remember, you don’t need to wear the pants of the rising cost of living on your own, particularly when they’ve risen this much... and that’s just a wedgie waiting to happen!
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