We were lucky to catch up with Crystal Dewars recently and have shared our conversation below.

Alright, Crystal thanks for taking the time to share your stories and insights with us today. What was the most important lesson/experience you had in a job that has helped you in your professional career?

I went in blind when I started my business. It was ok for a while, but I couldn’t afford myself or the business. The biggest problem that I encountered during those few years was there was no guide on how to make pet grooming a successful business. I actually had to reach out to a former hair stylist that turned into a business coach for hair stylist because there wasn’t one for my industry. Her teachings and programs were good, but it was exhausting; especially since I had to figure out how to manipulate her system to work for my industry. That’s when it clicked for me. There was no one to teach pet groomers how to flourish in the pet industry, and to this day; so many pet groomers are still dropping left and right because they can’t find the tools that they need, and they still aren’t charging enough for everything they do. So, I started writing. And I kept writing. Eventually, I had myself a decent size book. I launched it. Then I added more to the book. Then I added another chapter. After that I started getting more request for business material. So, now I have a section dedicated to just business-related material. Then I figured, why not provide copy writing services for them as well. Writing can take some skill and finesse. Not all of us have it. No one went into the pet grooming industry because they like writing. It’s something I am very passionate about though, and I love hearing my team have their “ah ha” moments when I explain something new that could be as simple as a different way to approach the check-in process with a client or talk to them on the phone.

Crystal, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Most people who want to work with animals fall in love with grooming. The problems that are always on the rise are how to find more education in the industry, and how to make a livable income doing what we love. That is why I created my book, Rockstar Groomer. It guides the groomer through the whole process. It shows them how to make sure they are providing the right services for the pet because there are currently 200 AKC recognized dog breeds and 43 AKC cat breeds in the world, and they all have different body structures and coat types. When you start mixing these breeds you end up with different combination coat types that end up requiring a lot more work. An example would be the Doodle. When you mix a Golden Retriever with a Poodle you end up with a dog that has both a double coat and a wavy or curly coat, so now it sheds and tangles at the same time. When you mix a Labrador retriever with a poodle, you usually end up with a wire coated dog that is a bit more easier to maintain. Then the groomer also needs to know how they keep their clients on a proper schedule to reduce any unwanted skin and coat issues, or nails puncturing paw pads, and reduce ear infections. It doesn’t stop there. They also need to know how to create their own online presence since we live in a world where social media conquers all and picture can say a thousand words.

Afte a while I started getting request for more business material. They wanted templates to keep track of groomers progress, grooming waivers, and different types of appointment fees. That’s when I created another section specifically dedicated to that. There is even a guide on how to train in a newbie. A lot of groomers, even business owners, dread having to train in someone new. I love it and as far as I can tell, my groomers can tell that I do.

Since I know writing isn’t everyone’s forte, I also decided I could provide my own copywriting services for them. Some people truly suck at writing, and some simple don’t know how to talk about themselves to entice people to connect with them. I’ve even had people ask me how to explain a de-shedding treatment to their clients in a way that makes sense to charge so much for it.

Any insights you can share with us about how you built up your social media presence?

There are a few reasons one turns to social media:

A. Entertainment- Meaning videos will get you the extra likes and shares you want, but it doesn’t always mean it will hit your target market or even your local neighborhood if you are a brick-and-mortar type business. Some people are simple bored.
B. A Story- It all starts with a picture that attracts the client, but it has to have a good story behind it to real them in. It can’t be too long, and it can’t be too short. It needs to be relatable and/or solve a problem. I have a lot of clients that want fancy “fru-fru” styles, but once they realize the amount of work it takes for both of us to maintain it, they don’t always continue to stick with those styles. Some still do, but once we hit the summer, they are ready to take it all off and enjoy the outdoors.
C. Recommendations- I see these all the time. Where is the best groomer for huskies? What is the best food for pets with lots of food allergies? Who has the best doggy day care in the area?

So, what is the trick to connecting in this industry? Sharing! And doing it often. You have to be a member of your local Facebook groups, even the business groups in the area. You have to share and not be shy about it. You have to post regularly on all of your accounts. Recognize what generation you are trying to target as well. There are more and more young consumer that are ditching Facebook and sticking to Instagram or TikTok. Some are even trying to get rid of their social media completely, which means you still need to be hitting up you google and yelp posts if that’s the demographic you’re aiming for.

How do you keep your team’s morale high?

I’m honest with my crew and I focus on teaching them all the time. I complain about some of the clients waltzing in like we owe them something. We go out for food and drinks every once in a while and play some Cards Against Humanity. I never act like it’s a burden to help them with anything. I always have their back when a client starts getting difficult. Their success is my success. We do mini weekly sessions that involve us going over their numbers and stats from the week before to see if they hit their goals or if they struggled with anything, and then we try to figure out what is causing the struggle and come up with ways to defeat them together. When we notice the salon as a whole has developed a trending issue, we work together to come up with solutions. We truly act as a team, including myself. I may be the one doing all the teachings and calling all the shots, but I developed the rules, policies, and procedures by working with them and seeing the need for them along the way. Most of the time I am the one that comes up with the solutions, but I go over it with them to see if they also see it working for them. Everyone comes from a different background, and everyone has a different point of view, so it’s important to see issues, goals, and solutions from different perspectives. If anyone reading this is having a hard time with this, I highly recommend picking up the book Difficult Conversations. It’s a New York Times bestseller for a reason.

Contact Info:

• Website: www.rockstargroomercoaching.com
• Instagram: rockstargroomercoach
• Facebook: successfulpetgroomingcareercoach