By Dr. Cliff Faver, DVM
In the professional world of veterinary medicine and pet grooming, a persistent, shared frustration exists: the perception that clients are failing to perform essential at-home maintenance. We see the matted coats, the overgrown nails, and the signs of dental neglect, and our instinct is often to assign blame. Why, we wonder, do these individuals own pets if they are not prepared to manage their daily needs?
However, as we dig deeper into the pet-owner experience, it becomes clear that this frustration is often misplaced. The issue is rarely a lack of love for their animals; rather, it is a profound lack of knowledge. We have spent years perfecting our craft, often forgetting that the average pet owner does not possess our technical background. To improve the lives of our pets, we must shift our focus from judgment to education.
The Evolution of the Modern Pet Owner
To understand why today’s clients struggle, we must look at the historical context of animal husbandry. In previous generations, a vast majority of the population was raised in agricultural or rural settings. These individuals grew up with hands-on experience, learning the nuances of animal care through daily life. Caring for a dog or a cat was an extension of rural survival skills.
Today, the demographic of the "new" pet owner has shifted. Many urban or suburban residents have had no prior experience with animals. They enter the world of pet ownership without a baseline of foundational knowledge. Furthermore, the market for pet supplies has exploded. Decades ago, a client would walk into a local feed store, find the one available brush, and be finished. Today, the internet offers a paralyzing array of choices, all accompanied by marketing copy that promises miraculous results.
When a client reads an advertisement for a "revolutionary" grooming tool, they have no reason to doubt it. As professionals, we might scoff at these claims, but the client views them as gospel. When we fail to guide them through this sea of misinformation, we leave them vulnerable to "Dr. Google," where dangerous advice—such as feeding a dog sulfur matches to cure fungal infections—can easily be mistaken for expert counsel.
Chronology of a Failed Consultation
The cycle of misinformation usually follows a predictable, downward trajectory:
- The Internet Search: An owner notices a problem (e.g., skin irritation) and searches for a solution online.
- The Misguided Purchase: The owner buys a product based on flashy claims, often wasting money on ineffective or even harmful tools.
- The Professional Conflict: The owner presents the issue to a veterinarian or groomer. The professional, seeing the ineffective product, dismisses it.
- The Erosion of Trust: Because the professional did not offer a clear alternative or explain why the product failed, the owner feels defensive. They may even suspect the professional is only interested in upselling their own inventory.
- The Continued Failure: The pet remains in discomfort, the owner remains frustrated, and the professional remains annoyed.
As a veterinarian, I face this daily. When I explain that a suggested online remedy won’t work, I am frequently met with suspicion. I have heard the accusation that I only "care about selling medication." The reality, however, is that veterinarians are result-motivated. If a $5 home remedy actually cured a complex skin disease, we would be the first to recommend it, if only to save our clients the expense of professional treatment.
Supporting Data: Why Professional Curation Matters
The gap between a professional diagnosis and a home-care plan is often where the most damage occurs. If I diagnose a dog with cancer, I don’t send the owner to a search engine to "figure it out." I provide a structured treatment regimen, explain the timeline, and specify exactly which medications are required.
Yet, when a groomer tells a client to "brush the dog more," without specifying the type of brush, the technique to use, or the necessity of a hydration spray, we are effectively sending them to the internet for a solution. Dry, brittle hair requires specific products to avoid breakage. If we do not provide those products, we are essentially setting the owner—and the pet—up for failure.
The Retail Opportunity
Many groomers hesitate to sell products, citing a lack of retail space or a fear of appearing "money-hungry." This is a fundamental misunderstanding of the role of retail. Retail is not about cluttering your salon with fancy shelves; it is about providing the tools necessary for the results you have promised.
In my veterinary hospital, I never displayed shelves of products. I had the conversation with the client, identified their specific needs, and then went to the back of the house to retrieve the exact tools or supplements required for that specific pet. You do not need a showroom to be a retailer; you need expertise.
Official Perspectives: The Professional Responsibility
The modern professional must adopt a "results-first" philosophy. When we stop viewing ourselves as salespeople and start viewing ourselves as consultants, the dynamic with the client changes.
Strategic Planning for Groomers and Vets:
- Education is the Foundation: Every grooming appointment should end with a "re-education" session. Do not assume they remembered the instructions from six weeks ago. Revisit the tools, the techniques, and the products.
- Sell Results, Not Products: My standard mantra is: I don’t sell products; I sell results. If a client buys a brush from me, it is because I have demonstrated that it is the specific tool required to achieve the health of their pet’s coat.
- Value-Added Services: Every product you offer should be a solution to a problem. If you recommend a brush-out spray, explain that it is for the health of the skin and the longevity of the coat. This elevates the transaction from a purchase to a value-added service.
- Passive Income and Bodily Longevity: We must acknowledge the physical toll of our professions. As we age, our bodies limit our output. By creating revenue streams that do not require physical labor—such as providing the right take-home products—we can sustain our income levels without pushing our physical limits.
Implications for the Future of Pet Care
The future of our industry lies in the fusion of veterinary science and professional grooming. When we bridge the gap between these two fields, we create a standard of care that the "big-box" stores cannot replicate.
If we continue to view our clients as adversaries, we will continue to see the same patterns of neglect. However, if we view them as partners who are currently ill-equipped to succeed, we unlock a powerful opportunity to improve the welfare of the animals we serve.
Moving Forward
- Stop Chastising, Start Coaching: Replace criticism with demonstration. Show the client the "how" and the "why."
- Audit Your Retail: Even if you only have a single closet or a small box, stock the essential products that you know deliver results.
- Consistency is Key: Use every appointment as a touchpoint to check on the client’s progress. Are they using the brush? Is the spray helping? Are they seeing the results we discussed?
- Prioritize Professionalism: Your reputation for integrity is your most valuable asset. When you only suggest products that work, you build a foundation of trust that makes future recommendations easier and more effective.
The goal is not to become a retail giant, but to become an indispensable resource for the client. When a client leaves your facility with a clear plan, the right tools, and the knowledge of how to use them, you have done more than groom a dog—you have ensured that the pet’s health and comfort are maintained long after they leave your door. That is the true essence of professional care.
About the Author
Dr. Cliff Faver, DVM, brings decades of experience to the industry. A graduate of the University of Georgia, Dr. Faver is a former owner of Animal Health Services and currently serves as the US distributor for Iv San Bernard products. He is a passionate advocate for the integration of veterinary medicine and professional grooming, dedicated to raising the standard of care for pets worldwide.
