By: Joshua Finley
Pet grooming might seem like a straightforward service business, but creating consistent success requires more than just skilled hands and sharp scissors. From managing client expectations to building a loyal community, the path from solo operator thriving in a multi-location business involves careful planning, thoughtful strategy, and meaningful relationships.
Through years of hands-on experience – including starting one business from scratch and revamping another – James Bennett discovered three fundamental principles that transformed his dog grooming operations. His practical insights extend beyond the grooming table, providing useful perspectives for service-based business owners.
Positioning Your Service as Premium
When James opened his doors, he made an unconventional choice about scheduling. Even on slow days, he wouldn’t let clients book same-day appointments. “If I did have availability,” he explains, “instead of saying ‘Yeah, I have a free appointment,’ I’d say ‘Someone’s just canceled or something’s popped up.'” This slight shift in messaging trained his clients from day one to book in advance. It also positioned his business as premium rather than a walk-in service like a barbershop. “I wanted it to seem more high-end and that you had to be more prepared,” James says. This approach helped him plan his schedule better and laid the groundwork for future growth.
Shaping Your Brand Through Social Media
“You are what you post,” James says bluntly, describing how social media shapes how clients walk through your door. His Brisbane salon focused on posting photos of detailed scissor cuts and cute teddy bear styles. The result? More clients are seeking out these services and are willing to pay higher prices for them. When James bought another salon in Melbourne 18 months ago, he saw the difference this strategy makes. While both locations did great work, the Melbourne salon hadn’t been as strategic about their social media. Now, they’re adjusting their content focus, sharing less about short haircuts and more about artistic styling work.
Fostering Loyalty with Clients and Team
James’s approach to culture is refreshingly practical. Instead of writing values on a wall, he focuses on simple daily actions. His team gets regular lunches together and afternoon drinks. The break room stays stocked with snacks. For clients, it means remembering personal details and making genuine conversation. “Making them feel like they’re actually a person and are a name and not just a number,” James explains. This attention to relationships shows in client loyalty – Many have watched his transition from solo groomer to business owner. “Little old ladies always say, ‘I remember when it was just you,'” he shares. The results speak for themselves. In six years, James has grown from working independently to managing multiple locations. He credits much of this growth to maintaining strong relationships with both staff and clients. “I think creating a really good culture with your brand creates a community that people love to come into,” he says.
James is quick to note he didn’t figure everything out overnight. “It’s adapted over the years as I’ve got experience and learned from that and got some mentoring behind the scenes,” he admits. He still jumps in to help with any task but knows where to draw lines: “There’s nothing that I won’t do that I wouldn’t expect my staff member to do, but I don’t expect them to do the dumb stuff that I do like the long hours.”
His experience shows that success often comes from practical, day-to-day decisions rather than grand business theories. Whether you’re grooming dogs or running a restaurant, the basics remain: set clear expectations, show your best work, and treat people like family.
To learn more about James Bennett and his approach, check out the Australian Dog Grooming School.
Published by Jeremy S.
