How do dog groomers get more clients?
Grooming has a valuable feature: a happy client comes back regularly for the whole life of their dog. So each new client is worth far more than a single groom. That is why this guide spends as much time on keeping clients as on finding new ones.
Still setting up? Start with our guide on how to start a dog grooming business.
Get found on Google Maps
An owner looking for a groomer usually types “dog groomer” or “dog grooming near me” on their phone and looks at the three businesses on the map. Your Google Business Profile needs to be complete and active.
- The most precise pet grooming category Google offers, as your primary category
- Exact address, or a service area if you are mobile
- Up-to-date hours, including holiday closures (see holiday hours on Google)
- Services with indicative prices: small dog bath and tidy, full clip, hand-strip, cats
- Photos of the clean salon, the team, and before-and-afters
- A link to your online booking
- A description of what sets you apart: older dogs, nervous dogs, long-coated breeds, scissor work
Post one before-and-after a week on the profile: it is simple, very convincing, and shows Google the business is active. For the description, our Google Business description generator gives versions to adapt.
Free tool, no sign-up
Google Business description generator
Three description versions for your grooming salon, with a character counter and Google’s rules checked.
Reviews: ask at the right moment
The best time to ask for a review is when the owner sees their freshly groomed dog at the counter. They are pleased, they thank you: that is when to show the QR code or send the link.
Hi [First name], thanks for bringing [Dog’s name] to [Salon name] today! If you are happy with the result, a quick Google review would really help: it is how other local owners find us. Here is the link: [review link]. See you soon, and a pat for [Dog’s name]!
- A QR code at the counter, next to the card reader: owners scan while you tell them how the groom went.
- The link in the “ready for collection” message or in an email the next day.
- A reply to every review, naming the dog: future clients read those replies.
Never offer a discount in exchange for a review: Google forbids it, and reviews must stay freely given. Our guide to getting more Google reviews covers the method and rules.
Keep clients: the next appointment and the dog record
In a grooming salon, the easiest client to win is the one you already have. Three habits bring most owners back.
1. Book the next groom at pick-up
When the owner collects their dog, suggest the next date based on what suits that coat: “To keep this coat free of mats, I’d like to see her again in six weeks, on [date] at [time], does that work?” Many owners say yes on the spot, and that is an appointment you never have to chase.
2. Keep a record for each dog
Dog record
Name: [Name] · Breed / size: [ ] · Age: [ ]
Owner: [Name, phone, email]
Cut: [length, blades, finish]
Behaviour: [calm / nervous / dislikes the dryer…]
Products used: [shampoo, conditioner]
Health notes from the owner: [ ]
Suggested interval: every [X] weeks · Next appointment: [date]
An owner who hears “same as last time, scissored ears and a 7 blade on the body?” feels recognised. That is what keeps them with you rather than the new salon down the road. If you hold owners’ details, the ICO explains that you must tell people, when you collect their data, who you are, why you use it, how long you keep it and what their rights are: a short notice on your booking form or at the counter does it.
3. Remind them on time
Hi [First name], it has been [six] weeks since [Dog’s name] visited us. Now is a good time for the next groom, before mats set in. We have slots on [days]: [booking link]. See you soon, [Salon name]
For more ideas that work for any small business, see our customer retention guide.
Partners who recommend you
| Partner | Why they recommend you | What you can offer |
|---|---|---|
| Dog trainer | Their clients often have a young dog to get used to grooming | A short, gentle “puppy intro” groom, cards at their classes |
| Kennels or day care that do not groom | Owners want a clean dog back | A slot held the day before pick-up |
| Dog walker | They see dogs every day and advise owners | Cards, mutual referrals |
| Breeder | Every puppy buyer asks them for advice | A coat-care sheet for their breed to hand over with the puppy |
| Pet shop | Customers often ask them for a groomer | A poster, cards, a meet-the-groomer day |
Hi [First name], I’m [Name], a groomer at [Salon name], [distance] from you. Many of your clients’ dogs could use a groom, and people often ask me for a trusted [trainer / kennels / dog walker]. Would you be happy for us to recommend each other? I can drop off some cards this week.
One simple offer each season
| Period | What owners worry about | Offer or message idea |
|---|---|---|
| Spring | Shedding, hair everywhere | “De-shed special”: bath and coat blow-out for double-coated dogs |
| Before summer | Holidays, the heat | Pre-holiday slots, a reminder to book early |
| September | Back from holiday, sea swims and mats | “Back to school” tidy-up |
| End of year | Family gatherings, gifts | Grooming gift vouchers, December slots opened early |
Announce each offer three to four weeks ahead on your Google profile, in the window and by email to your clients. Our free marketing calendar lists the key dates. And think about referrals: a client who brings a friend deserves a thank-you (see referral programmes).
Measure what works
Each month, note a few simple figures. Take an example: if you see 80 dogs a month and 60 come back within two months, your return rate is 75%. If it drops, work on loyalty before chasing new clients.
| Figure | How to track it | What it tells you |
|---|---|---|
| New clients this month | New dog records | Your visibility |
| Where new clients came from | “How did you hear about us?” | Which channel works |
| Appointments booked at pick-up | Diary | Your loyalty |
| Reviews received | Google profile | Your online word of mouth |
| Empty slots | Diary | Days to fill with an offer |
Mistakes that lose clients
- Letting an owner leave without offering a date: they will come back… maybe, elsewhere.
- Not writing down the cut: the second time the dog looks different, and the owner is disappointed.
- A price that changes at the counter without explanation: state extras before you start.
- A Google profile with no photos or recent reviews: the salon next door looks safer.
- Missing calls while your hands are in the bath: an online diary takes bookings for you.
The steps at a glance
The levers in the order to set them up.
- Complete your Google profile. Category, priced services, before-and-afters, booking link.
- Ask for a review at every pick-up. QR code at the counter, link in the “ready” message.
- Book the next groom. Based on the coat, at the counter.
- Keep a record for each dog. Cut, behaviour, products, interval.
- Build partnerships. Trainer, kennels, dog walker, breeder.
- Prepare a seasonal offer. Announced three to four weeks ahead.
This guide for your trade
Go further
Sources
The rules quoted in this guide come from these official pages, checked on October 28, 2026.
Social media: before-and-afters, and a few rules
Nothing sells a groomer better than a dog’s transformation. Two or three posts a week are enough:
If the owner appears in a photo, ask before you post it. The simplest approach: photograph the dog on its own, or ask at the counter.