The Wealthy Groomer

Book more appointments, increase referrals, learn how to easily add $10 to $30 to each grooming, and make the most of your grooming business!

Featured Author
In Groomer To Groomer
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"Since my groomer started using the concepts outlined in your book, our grooming volume has increased 25% in just one month. We're overbooked, she's busy, and we're all making money! Thanks!"

Earl Mummert, DVM
Companion Animal Hospital
Groton, CT

First, a confession.

I am not a dog groomer. I never went to school for grooming. I never apprenticed or took a single class on how to groom dogs. Sure, I can give a dog a bath and clip his nails, but any groomer and I mean any groomer reading this could groom a dog 1000 times better than me.

That’s right, the guy that started a grooming business with absolutely no money, no skills, and very few resources doesn’t have a clue about which scissors to use, which blades would be best for a matted cockapoo, or how to fluff dry a Golden.

So why should you listen to me?

Because starting from scratch, just like you will be doing, I developed a pet grooming business that earned six figures every year, and to top it off, I just recently sold that business for half a million dollars.

So, how is that possible for a guy that can’t groom dogs?

I will share with you how I did it, but before we go on I want to make it very clear that this website has one purpose and one purpose only:

To show pet groomers how to turn a skill they’re passionate about into a six-figure business that they can sell for a profit when they’re ready to retire.

There is nothing on this website about how to groom dogs. That is what you will learn in your classes at grooming school. This is strictly a business building program for aspiring pet groomers.

Before I teach you the same strategies I used to go from zero to six figures, here are some actual examples of other pet groomers throughout the country that have used the techniques outlined on this website.

Case Study #1:

Brand new to the industry and fresh out of grooming school, a Hermosa Beach, California groomer starting from scratch calls to tell me that…

"Business is starting to pick up. Eric's "Hi Neighbor" letter is incredible. I'm getting a ton of calls on that one…

I don't think there are words to describe how much you've helped. I'm big on results and my website speaks for itself. The feedback I've received on it (from family, friends and clients) has been amazing. Nothing is a magic bullet, but your website along with all the marketing & advertising tools are as close to magic as I can get. Also your prompt follow up and urge for completion is incredible. Thanks for your help."

Wes Murph
The Studly Pooch

Wes started with The Wealthy Groomer e-book, and shortly after ordered the Seminar-In-A-Box. When he found a location, we put up his website and he started our coaching program. He is experiencing continual growth and is very excited about his new adventure after years in the corporate world.

Case Study #2

A Westfield Indiana groomer, with quite a bit of experience in the pet care industry wrote to tell us that…

I recently purchased your book and I'm very glad I did! It has so many great suggestions to work with, that I had multiple advertising headlines popping into my head for my business before I even got through the first chapter!

I would highly recommend it to any pet related business, not just grooming. For that matter, it even gave me ideas to suggest to my friend for advertising her house cleaning business.

It so thoroughly explains many different types of advertising that it takes minimal thought to spark an idea in your head of what to do. And, after reading the whole book, I was so excited to start trying some of the ideas, that it took me a bit to decide which one to do first.

Thank you Eric for taking the time to put all your great ideas into a book and sharing them with the rest of us!"

Samantha Carl
Champion Pet Salon & Spa

After purchasing the book, Samantha also ordered The Wealthy Groomer Toolkit and immediately implemented quite a few of the ideas very successfully into her website.

Case Study #3:

Westport, Connecticut mobile groomer just starting out hires us to develop her website, logo, and promotional materials. Within two weeks of opening she calls to tell us that…

"I have been so busy, dogs every day, because OF YOU!!!!!!!! I can't thank you enough for all you did for me. I'm getting calls every day and working every day, it's absolutely amazing."

Allyson Forsythe
Diamond In The Ruff, LLC

The Wealthy Groomer designed Allyson's website, logo, brochure, flyer, and design for her mobile grooming van which serves as a billboard on wheels.

So how did a guy with no grooming experience build a wildly successful pet grooming business, sell it for a large amount, and then go on to show other pet groomers how to do the same?

Good question. It all started back in 1988. I was fresh out of the United States Marine Corps, with no idea about what I was going to do next. I worked a lot of dead end jobs. I was a short-order cook, auto mechanic, and factory worker to name just a few.

One day, a buddy of mine told me about a security job working with dogs in Hartford, Connecticut. The job sounded fascinating to me. Working with guard dogs was right up my alley. I had been a dog lover my whole life, and took my first dog training class when I was eleven with my unruly beagle mix.

I went for an interview, landed the job and worked as a security patrol dog handler for seven years. After a lot of close calls with drug dealers, drunks, and addicts, I decided it was time to move on so I took the position, Director of Dog Training, at one of Connecticut’s largest dog training facilities.

Well, needless to say, that job wasn’t perfect for me either so I decided to open my own dog training business. On August 13, 1995 I opened American Canine, Inc. in a run down mill in Fall River, Massachusetts. I offered dog training and dog daycare. Things were going along pretty good for the first few months then…

First Major Disaster Leads Me To Grooming

Anyone in business for a period of time will face big challenges. Sometimes even a total disaster. It’s unavoidable. During the eleven years that I owned American Canine, Inc. I faced two major disasters. The first one happened about 11 months into it.

I had a neighbor in the mill running a machine shop. He hated me. He hated my customers. And, he hated their dogs. He started harassing me every chance he got. He then started to harass my customers. Things got very ugly between us. The landlord was a spineless wimp and did nothing to help resolve the situation.

The tension between us came to a boiling point one Saturday morning and the police got involved. I decided that it was probably in my best interest to leave, and literally overnight I packed up my business and moved it to the next town over.

I won’t lie to you, it took a while to recover. I had to change all of my brochures and business cards, and I had to wait for the phone book ad to expire. Just as the business was starting to turn back around, the landlord that I was renting from in my new location died. It looked like I was going to have to relocate for a third time.

Luckily, I secured a loan and was able to buy the property that I was renting. Now that I owned it, I started expanding. I began to offer boarding on a small scale and built an area to groom dogs. I hired one of my closest friends (and an excellent groomer) to come in and groom for me. Six months later I faced my second disaster.

Words Of Wisdom From Napoleon Hill

You see, about six months after I expanded to offer grooming things started to really cook. I hired a bather to help because she could not handle the work load alone. It was right around this time that she asked for a day off.

The following day she came into work and informed me that she and the bather were going to open their own shop, offering grooming, training, and dog daycare on the other side of town.

If all of this wasn’t bad enough, I found out that they were opening in one of the best possible locations. We’re talking huge high traffic area - right off the highway, very visible, everyone drives by on their way to and from work, you name it. Without question they had the best spot in town.

To make matters even worse, they had been informing my customers that they were leaving and starting their own grooming business. When they did leave they actually took the customer list with out me knowing.

Before they left we were grooming between 10 and 15 dogs a day. After they left grooming dropped to three dogs a week. We went from 90 dogs a week to three dogs a week. Ouch!

I took all of this very hard. I couldn’t sleep or eat. I felt angry, betrayed, and at times full of rage. I’ll admit I had a very difficult time dealing with all of it. Luckily, I had always been a student of business books and positive thinking. One book that I had read was "Think And Grow Rich" by Napoleon Hill. In his book he made a very important point when he said that "In every adversity lies the seed of equal or greater benefit."

How true! This disaster turned into one of the best things to ever happen to me. It led me down the road to marketing and advertising. As I was trying to figure how to recover financially, I immersed myself in every book I could find on the subject of advertising and marketing. A whole lot of it was junk. But I did find one book that helped me greatly.

Over the next two years, I spent every spare bit of time learning everything I could about the subject, I spent hours and hours studying and learning. In the process, I also spent thousands of dollars on my education. I then spent thousands of more dollars trying out what I learned. Napoleon Hill was right, in the face of one of my biggest adversities I walked away with one of the greatest benefits.

I learned how to bring customers into my business. The first year I started to apply the marketing strategies that I learned my business jumped 60%! It continued to increase in profits every year until I sold it for a very large sum.

I’m here to tell you that you can do the same with your pet grooming business. Now you can go about it the same way I did and spend thousands of dollars on your education – wading through all the junk out there to find the stuff that really works, and then you can spend thousands of dollars more testing and trying out your own marketing strategies to find the winning combination...

Or you can save yourself thousands of dollars, countless hours of your valuable time, and the pain of trial and error until you get it right.

I have already done the hard (and expensive) part for you. I can take you step-by step through all of the marketing and advertising strategies that have already been proven to work. You can sit back and watch your competition scratch their heads as your pet grooming business starts to skyrocket.

All the techniques, strategies and methods are revealed and explained in detail.

If you are confused about how best to advertise and market your soon to be new grooming business...

It’s Not Your Fault

As a small business owner you will find yourself on the receiving end of lot of advice from a wide variety of people (most of whom have no business experience and no idea what they are talking about). Much of the advice will come from newspaper reps selling you ad space in their papers. You will also get advice from yellow pages reps and radio salespeople. Everybody seems to have advice when it comes to advertising.

Almost all of this advice is wrong.

Someone selling you newspaper ad space, nine times out of ten, doesn’t know the first thing about effective newspaper advertising.

He will give you advice like, "You need to get your name out there," "You need to do branding, run a big ad with your logo plastered all over it."

The sad truth is that most ad reps wouldn’t know a good ad from a bad one. The only thing they are interested in is selling you as much ad space as possible because they make their money on commissions.

I know this for a fact because I have spent time selling radio advertising, and I have seen first hand how most of the reps out there didn’t know ANYTHING about effective advertising. It is truly the blind leading the blind.

A word of warning: You need to be very careful who you take your marketing and advertising advice from. You want to listen to someone who has been successful in business and not someone who is just looking for a fatter commission.

As With Everything In Life There Are Facts And Myths

Top Five Advertising Myths

Myth #1 – "Being the best groomer will be enough to get all the customers I need."

I thought so too. Learn why this is not necessarily the case.

Myth #2 – "I tried (yellow pages, newspaper advertising, direct mail, fill in the blank________) and it didn’t work."

Discover what small steps you can take to make all your marketing and advertising efforts worth while.

Myth #3 – "I have a cute logo and catchy slogan. That will bring in all the customers I need."

How big is your advertising budget? Find out how this is directly related to your logo.

Myth #4 – "The groomer I used to work for never did any advertising, why should I?"

Today's business climate is rapidly changing. Learn strategies to keep you ahead of the competition.

Myth #5 – "I don’t have time to do all this marketing stuff."

Who does? But I have made it brain-dead easy for you.

When you have your marketing and advertising on a system that is consistently bringing in new customers, and encouraging repeat visits, now you have a grooming shop that is worth money. Now you will attract buyers that will pay way more than just the value of your equipment. You have spent your time wisely building the most valuable asset in your business – your customer list.

Marketing And Advertising... Specifically For Pet Groomers