To be sure, you may be perfectly happy, operating your business in a way that feels natural and easy. But it’s also likely you yearn for more, to change how you typically approach one or more aspects. Being just a little dissatisfied regardless of our accomplishments seems to be wired into us — an evolutionary adaptation to keep us developing, striving and on our toes. You can reach the low-lying fruit with your natural abilities, but to get to higher, riper, larger fruit, “you need to add more steps to your ladder,” marketer and business author Roy H. Williams notes. “You’ve got to start doing things you’ve never done before. You have to identify your limiting beliefs and practices. You have to go outside your comfort zone.”

Change usually involves doing something difficult, scary or that just feels disagreeable. As productivity guru David Allen says: “What we truly need to do is often what we most feel like avoiding.” There is nothing new in this understanding. From Zen Buddhism to the Stoics (the “obstacle is the way”) to Carl Jung, there’s a long-held appreciation that resisting a task is usually a sign that it’s meaningful to us in some way.

Indeed, “Do whatever you’re resisting the most” makes for a pretty good philosophy in business. But there’s usually a valid reason why we hesitate to act, why we aim, aim, aim and don’t pull the trigger. Taking action involves dealing with uncertainty and anxiety, and it requires relinquishing a sense of control and security, all while facing the looming possibility of failure. The instincts that urge caution are often the same ones that have driven positive development up to this point. Motivational literature urges you to lean in, feel the fear and do it anyway. “Seek the discomfort zone,” as management guru Tom Peters put it. “Master your fear of discomfort,” blogger Leo Babauta writes, “and you can master the universe.”

Yes, inspiring advice that’s hard to argue with. Fear does keep us small; growth requires discomfort. It’s something drilled into us from that first prick of a needle in our heel in the maternity ward, the first time we crash our tricycle, or get crushed romantically as a teenager. Suffering is part of showing up. But ultimately the motivational invocations are not all that helpful. Knowing doesn’t count for much when it comes to behavior change. “We do not think ourselves into new ways of living. We live ourselves into new ways of thinking,” spiritual author Richard Rohr writes, summing up the challenge that faces us.

In the 2023 bestseller Atomic Habits, author James Clear asserts there are Four Laws of Behavior Change: “To form good habits, make them obvious, attractive, easy and satisfying.” To break bad habits, he says to invert those laws: “Make them invisible, unattractive, difficult and unsatisfying.” For example, if a business owner aims to improve her social media presence for marketing, she could create a content calendar a quarter in advance, limiting the effort needed each day. By preparing and scheduling posts in batches, she reduces the friction of daily content creation, making it easier to stick to the habit. And by rewarding herself for completing the task with her favorite coffee, she makes it attractive to do.

Of course, there is no avoiding some pain. Growing a business brings to mind Japanese writer Haruki Murakami’s insight on long-distance running: “Pain is inevitable. Suffering is optional.” There’s no escaping the grind. But how much you put up with is up to you. To achieve anything worthwhile, including behavioral change, discipline and effort are required. The dumbbell has to be heavy enough to make the effort uncomfortable if you are to gain anything.

In the following pages, we provide ideas, tips and shared experiences from business experts, fellow pet pros, and authors in fields from productivity to psychology to hopefully allow you to break free from the constraints of your comfort zone and achieve an important goal.

“We are all living in cages with the door wide open,” George Lucas once said. In 2025, take that first step out of the cage.

1. SET THE RIGHT GOAL

In line with your overall goal to act in 2025, don’t spend too much time preparing or doing the aforementioned aim, aim, aim routine. At the same time, you need to have an idea where you’re headed. Best practices for goal-setting suggest you:

• Put pen to paper. There’s evidence you’re more likely to follow through, and while it’s not real progress, it can feel like it and get the ball rolling.
• Set an ambitious goal. But be happy to settle later.
• Keeping a goal vague sometimes produces a higher rate of success, but being specific can help to prevent procrastination.
• Set a process goal, not an outcome goal (more on this later).
• The ultimate goal is to grow in some area of your business, not turn your daily existence into an uncomfortable grind. Think about how to make progress toward your goal fun.

2. MAKE A DECLARATION

Shout it from the rooftops! Establishing accountability with a friend, mentor or even your favorite business magazine like our Brain Squad members have, can be motivating — even if it’s a little negative by exploiting your fear of having to confess that you never did what you said you would. If you’d rather not pester others with your goals, goal-publicizing websites such as mysomeday.com let you enlist random internet strangers to act as witness to your commitment.

3. CHANGE YOUR MINDSET

To overcome discomfort and move your business forward, develop a growth mindset, where you view challenges as opportunities to learn rather than as obstacles. Mattie Thacker of Paws Stop in Indianapolis, IN, takes this approach. “I like to lean into every day being an opportunity for learning and growth, regardless of my storytelling mind holding me back.” Such a mindset can lead to “failing forward.” In The Lean Startup, Eric Ries writes that “little bets,” or experiments, are critical to moving a business forward. “If you cannot fail, you cannot learn.” Tech writer Steven Johnson adds in Where Good Ideas Come From: The Natural History of Innovation: “Being right keeps you in place. Being wrong forces you to explore.” And Victor Santucci of Garden State Pet Center in Audubon, NJ, reminds that failure isn’t the end, it’s the lesson. “Failure isn’t permanent — it’s an opportunity to learn and improve. When things don’t go as planned, I remind myself that failure is just another part of the journey. Whether it’s a marketing campaign that flopped or a new product line that didn’t sell as expected, I’ve learned that every setback offers valuable lessons that make me a better business owner.”

4. LOWER THE STAKES

Putting things off has a bad reputation in the fields of productivity and self-improvement. But what if you were to postpone the mental pressure holding you back rather than the task? Let’s suppose you suffer from perfectionism. If you can’t get rid of the notion that the task must be done perfectly, can you suspend that requirement, resolving to revert to your perfectionism at some predetermined point in the near future? Essayist Anne Lamott, in her book Bird by Bird, calls this the principle of “shitty first drafts,” but like so much of her counsel, it applies beyond writing. Lowering the mental stakes lets you get around the paralyzing thought that this task is so important that you can’t even begin.

5. DO SOMETHING

Your uncomfortable self will insist you need to be in the right state of mind, your life arranged sufficiently to accommodate this important task, with long stretches of uninterrupted time in which to do it. End result? It doesn’t get done. But the fact is, you don’t need to feel good to get going. It’s often the other way around. In the late 1970s, “behavioral activation” research showed that action doesn’t depend on motivation; instead, motivation follows action — and therefore one key to boosting mood is to take the small steps to simply get started. 4 Hour Work Week writer Tim Ferriss calls it the “Do Something Principle” — do anything, no matter how trivial or menial, that gets you moving in the right direction, and then “harness the reaction to that action” as a way to build momentum toward that change, he says. Heidi Bailey of Palm Beach Doggie Bags in Palm Beach Gardens, FL, agrees: “Find small steps you can take that move you in the right direction. Never feel like you have to accomplish the entire goal with the first step.”

6. TRACK YOUR PROGRESS

Track your accomplishments on a chart. Do anything to see progress because as Harvard professors Teresa Amabile and Steven Kramer showed in their book Progress Principle, nothing motivates an individual more than seeing progress on a meaningful task. And if you fall off? Similarly, get back on the horse with a lower target. “Really, all you need to do is focus on having five good minutes. You can do a lot with five good minutes. Five good minutes of exercise can reset your mood. Five good minutes of conversation can restore a relationship. Five good minutes of writing can make you feel great about the manuscript again. And so it doesn’t take much to feel good, to get back on the path, to continue to make progress,” author Clear says.

7. MAKE IT ENJOYABLE

“Come up with three new sales lines every day” won’t work unless you get excited about devising salesfloor approaches. And no improvement regimen will last long if you don’t at least slightly enjoy what you’re doing. The habits that stick tend to be those that are fun — and indeed you can turn something you like doing into a chore if you add enough compulsion. Pursue your goal or new habit with another pet pro. Gamify it. Make it a fun competition. And don’t forget to celebrate, to reward yourself for even the smallest wins. Clear told the Brene Brown podcast: “So find some way to add some additional positive emotions to the experience because if you feel good about it, you’re going to want to repeat it. And this is something that in Atomic Habits, I call the cardinal rule of behavior change, that is behaviors that get rewarded, get repeated, and behaviors that get punished, get avoided.”

8. EMBRACE THE PROCESS

In the book Driven to Distraction at Work, author Edward Hallowell recounts the story of Joan Chittister, a Benedictine nun. Talking with novice nuns at her convent, Chittister would ask them: “Why do we pray?” Their pious answers were all about praising God. “No,” the older nun eventually answered. “We pray because the bell rings.” You can talk lofty principles all you like, but it’s structure — designating time for something, then doing it — that gets things done. Similarly, set process goals, not outcome goals, think quantity, not quality — i.e. “Make four phone calls per day” not “build a killer business network.” Paying no attention to outcome runs counter to prevailing wisdom: Business gurus preach “outcome-oriented thinking” to visualise the desired end point in detail, then work toward it. And yet, sports psychologist John Eliot writes in his book Overachievement, “Nothing discourages the concentration necessary to perform well … more than worrying about the outcome.” One of the key points in Atomic Habits, Clear says, is that “you don’t rise to the level of your goals, you fall to the level of your systems.” It sounds pretty dull. But that’s exactly as it should be: It makes behavior change non-intimidating, and thus it makes behavior change actually likely to happen. “If you want your results to change, the habits that proceed them are the things that actually need to change. Fix the inputs, and the outputs will fix themselves,” he says.

9. SOCIAL ENVIRONMENT MATTERS

It’s something you’ve known since junior high: Social norms and peer pressure are incredibly powerful, perhaps the most powerful and direct way to influence behavior change. The trick then is to surround yourself with people whose normal behavior is your desired behavior. “When you want to create a habit, think of who already does it, interact with them, and ‘catch’ their habit,” Joshua Spodek, a lecturer at Columbia Business School and columnist for Inc., writes. Then add to your circle others who can positively push you toward meeting your goal. “Surround yourself with people who can either help or cheer you on. We need both helpers and cheerleaders,” Dana Julian of Furbaby Boutique in Holly, MI, says.

10. AT THE BOTTOM IS DISCIPLINE

You may have noticed a pattern to many of the tips cited here: Make it easy to do. Make it easy to show up. And make it fun, or at least satisfying. They are all valid strategies, but there is also no escaping the fact that behavior change or getting things done takes some grit. Joseph Campbell, the mythologist perhaps best known for his invocation to “Follow your bliss,” on the grounds that pursuing what brings you joy and a sense of purpose can lead to a more meaningful life, acknowledged later that “Follow your blisters” probably would have been more realistic advice. The bottom layer of any pyramid of success is discipline. And it can be imposed from the outside or inside. Faced with moments requiring that grit, standard psychology is to try one (or all) of these tactics:

• “Recognize that the event isn’t causing your dread — your interpretation of the event as dreadful is.”
• “Repeat a short, somewhat positive statement about the event, such as, ‘It wasn’t that bad in the past.’”
  For Laura Burton of Lollypop Farm in Fairport, NY, it’s “I can do hard things,” she says. “And I’ll repeat this to myself before and during the task I’m avoiding or that seems overwhelming.”
• “Realize the event is transient. It won’t last forever.”

11. AND HOW’S THAT WORKING OUT FOR YOU?

According to British author Oliver Burkeman, one of the most powerful ways to get out of a rut, drop a self-defeating habit or trigger a similar positive change is to pose the question: “And how’s that working out for you?” “The genius of AHTWOFY?” he writes on his Imperfectionist blog, is in the way it acknowledges that the secret emotional payoffs we get from procrastinating, people-pleasing, holding ourselves to perfectionistic standards or living an overly cautious life are real. “But then it prompts you to wonder whether your current strategies are really helping you avoid the awful thing you feared to any significant degree anyway.” The sense of liberation to be found here is the one best encapsulated in the splendid Americanism: “Here goes nothing,” he adds. “Your changed approach might not work either. But you’ve no reason to believe that not attempting it — holding back and continuing as before — is suddenly about to start working any better.”

12. FORGIVE YOURSELF

According to some estimates, 80% of the chatter in your head is negative. It is something to watch out for: When you’re needlessly hard on yourself, it blocks your ability to institute change. “Self-blame shuts down learning centers in the brain,” Tara Brach, clinical psychologist and author of Radical Acceptance, says. “Actively offer yourself forgiveness by, for example, whispering ‘forgiven’ or putting a hand on your heart,” she says, adding that research shows that self-compassion is related to the pursuit of important goals, lower procrastination and less fear of failure.

13. SWITCH TO YOUR OWN CALENDAR

Despite the “new year, fresh start” premise of this story, there is nothing that says you need to be bound by the traditional calendar when setting goals for change. For consultants Brian Moran and Michael Lennington, thinking of life in 365-day units isn’t not only arbitrary, it’s detrimental. A year’s too big to get your head around, they argue in The 12-Week Year, and there’s too much unpredictability involved in planning for 10 or 11 months in the future. Besides, it’s awful for motivation: The New Year surge of enthusiasm fades rapidly, while the feeling of racing to the finish line — that extra burst psychologists call the “goal looms larger effect” — doesn’t kick in until autumn. Jettison “annualized thinking,” Moran and Lennington insist. Their proposed alternative is to think of each 12 weeks as a stand-alone “year” — a stretch long enough to make significant progress on a few fronts, yet short enough to stay focused.

14. BE COURAGEOUS

We also asked the PETS+ Brain Squad to share how they overcome fear and get out of their comfort zone. The theme of courage ran threw a few of our favorites:

• “My motto is: Be scared and do it any-way.” — Molly Lewis, Dog River Pet Supplies, Hood River, OR
• “I frequently remind myself of the Winston Churchill quote, ‘If you’re going through hell, keep going.’ If running a business was easy, everyone would do it. The ability to navigate the scary, icky stuff is what separates successful business owners from everyone else. So, the only way out is through!” — Katherine Ostiguy, Crossbones, Providence, RI
• “Sometimes you just have to rip off the Band-Aid and go for it. Ask what the worst-case scenario is, and if it’s tolerable, just do it!” — Jennifer Guevin, Holistic For Pets, Bradenton, FL

CHALLENGE ACCEPTED

We asked the PETS+ Brain Squad — our reader survey group of 1,700-plus independent pet retailers and service providers — to share one smart but hard and uncomfortable task that they will commit to doing in 2025. These pet pros accepted our challenge:

• “I have great management in place, but I find it tough to confront them when they’ve missed something or need to make an improvement. I will be better at that so I don’t sit silently in frustration. — Erin Paitrick, Woof Gang Bakery & Grooming, Summerville, SC
• “It’s time to take a hard look at items that simply aren’t moving. I will implement a more aggressive inventory-review process, where I’ll identify slow-moving items and make the difficult decision to discount, liquidate or discontinue them. This will free up valuable shelf space, reduce storage costs, and allow me to focus on higher-performing products that better meet customer needs. It will be uncomfortable to say goodbye to products I’ve invested in, but I know it’s necessary for long-term business health.” — Victor Santucci, Garden State Pet Center, Audubon, NJ
• “Posting videos on Instagram, preferably with my face, is something I need to do, but it is so outside my comfort zone. The thought makes my stomach hurt a little. I will post at least two Instagram Reels per month.” — Lisa Degloria, Good Dog Gallery, Portsmouth, NH
• “We need to be more profitable in 2025. We will be better about asking for ISO deals or promotional items.” — Pat Schiek, Lucky Dogs, Skaneateles, NY
• “Join the Chamber of Commerce. I’ve avoided joining because I have to host a luncheon and speak in front of a group of people. I avoid doing public speaking like the plague, and this is why I haven’t joined even though it can be really good for business.” — Kirsten Puhr, The NW Dog, Poulsbo, WA
• “Let go of control. I feel if I’m not in the shop, then it won’t do well. This is foolish, as I know my staff are well trained. I will commit to working on this for 2025.” — Roxane Cann, The Dapper Hound in Mount Airy, NC
• “Learn to ask for help. I have to fight the feeling that I’m bothering someone or putting them on the spot when I do.” — Keith Henline, Asheville Pet Supply, Asheville, NC
• Make sure every employee generates revenue beyond the cost of their payroll. Our goal is that every employee reaches this benchmark by the 90-day mark, and with payroll being our largest expense, it’s critical that we dial this in. — Katherine Ostiguy, Crossbones, Providence, RI
• I am going to launch an online nosework class. This is brave, as I suffer from imposter syndrome. — Lisa Kirschner, Sit, Stay, ‘N Play,
  Stroudsburg, PA
• “I have great management in place, but I find it tough to confront them when they’ve missed something or need to make an improvement. I will be better at that so I don’t sit silently in frustration. — Erin Paitrick, Woof Gang Bakery & Grooming, Summerville, SC
• “It’s time to take a hard look at items that simply aren’t moving. I will implement a more aggressive inventory-review process, where I’ll identify slow-moving items and make the difficult decision to discount, liquidate or discontinue them. This will free up valuable shelf space, reduce storage costs, and allow me to focus on higher-performing products that better meet customer needs. It will be uncomfortable to say goodbye to products I’ve invested in, but I know it’s necessary for long-term business health.” — Victor Santucci, Garden State Pet Center, Audubon, NJ
• “Posting videos on Instagram, preferably with my face, is something I need to do, but it is so outside my comfort zone. The thought makes my stomach hurt a little. I will post at least two Instagram Reels per month.” — Lisa Degloria, Good Dog Gallery, Portsmouth, NH
• “We need to be more profitable in 2025. We will be better about asking for ISO deals or promotional items.” — Pat Schiek, Lucky Dogs, Skaneateles, NY
• “Join the Chamber of Commerce. I’ve avoided joining because I have to host a luncheon and speak in front of a group of people. I avoid doing public speaking like the plague, and this is why I haven’t joined even though it can be really good for business.” — Kirsten Puhr, The NW Dog, Poulsbo, WA
• “Let go of control. I feel if I’m not in the shop, then it won’t do well. This is foolish, as I know my staff are well trained. I will commit to working on this for 2025.” — Roxane Cann, The Dapper Hound in Mount Airy, NC
• “Learn to ask for help. I have to fight the feeling that I’m bothering someone or putting them on the spot when I do.” — Keith Henline, Asheville Pet Supply, Asheville, NC
• Make sure every employee generates revenue beyond the cost of their payroll. Our goal is that every employee reaches this benchmark by the 90-day mark, and with payroll being our largest expense, it’s critical that we dial this in. — Katherine Ostiguy, Crossbones, Providence, RI
• I am going to launch an online nosework class. This is brave, as I suffer from imposter syndrome. — Lisa Kirschner, Sit, Stay, ‘N Play,
  Stroudsburg, PA

The post Why You Should Get Into Your Discomfort Zone in 2025 appeared first on PETSPLUSMAG.COM.

BY PAMELA MITCHELL & CHRIS BURSLEM

In our 2024 Big Survey, the PETS+ team asked 75 questions of more than 500 independent pet retailers and service providers. We wanted to find out what separates the most successful of these businesses from the least. The key question: “Looking at your overall performance in 2023, was it among the ‘best’ or ‘worst’ ever in your business’s history?” Using those answers, our number crunchers identified and compared three groups in the results: Thrivers, Strugglers and All Pet Pros. We then used those findings to see where the Thrivers find great success and the Strugglers fall short, plus how each compares to the respondent group as a whole. There are also plenty of the usual Big Survey stats. And Pet Boss Nation’s Candace D’Agnolo joined us again this year to analyze results and offer her insightful and invaluable advice.

Thank you to the business owners and top managers who took time out of their busy schedules to answer our questions, and thank you to 2024 Big Survey sponsor SUPERZOO. Each year, we hear from our readership — indies and brands alike — how much the results help to not only shape business decisions but also strengthen the deep sense of community in our industry.

One last thing, below you’ll find the answers to a question we included just for fun: “Which dog show breed group best describes your business? We thought using the world of conformation shows as a visual arena for our survey results would make you smile. You’ll find illustrations by our amazingly talented design director Victor Cantal on the cover and here. Not surprisingly, the largest group of you identified with the Herding dogs, and the Working group came in just behind. We see you, “None of the above” — we bet you are the small but mighty collection of cat-centric business owners who took the survey.

Looking at your overall performance in 2023, was it among the “best” or “worst” ever in terms of your business’s history?

8 Things That Set Thrivers Apart

• Offer groomingservices.
• Frozen raw leads sales growth in dog food.
• Look at their finances weekly.
• Have more self-discipline.
• Focus most on in-store experience to compete with online pricing.
• Are more likely to have a 5-star Google rating.
• Better use socials to drive brand awareness.
• Get more creative with their loyalty programs.

8 Things That Set strugglers Apart

• Have significant sales growth in cat products.
• More have an average transaction value of $40 or less.
• Are less likely to see profit margin as a needed area of improvement.
• Have less confidence.
• Carry less inventory than in previous years.
• Plan to attend fewer tradeshows in the next few years.
• Spend less on marketing and advertising.
• Are more likely to outsource bookkeeping and payroll.

WHAT’S INSIDE

• Performance
• You, the Pet Pro
• Buying & Selling
• Marketing & Promotions
• Operations
• The Basics

Which dog show breed group best describes your business?

22% Working
Powerfully built and smart, offering top-notch services for our customers.

9% Sporting

Skilled hunter, we excel ian finding what individual customers want and need.

13% Terrier
Determined, courageous and self-confident in all we do.

6% Hound
Also a skilled hunter, but focused on finding the most innovative products and services.

8% Toy
An excellent companion for pet parents, purposefully smaller in size.

24% Herding
Instinctually, we excel at customer service and experience.

15% Non-Sporting
We don’t fit into any of those groups, instead standing out from other pet businesses.

3% None of the above
We’ll wait for the competition based on cat shows.

The post The Big Survey2024: Best In Show appeared first on PETSPLUSMAG.COM.

Doubt has since been cast on whether Newton was actually struck by an apple — the Englishman, it seems, knew the power of an engaging story to sell a bold new theory — but we do know from the account he gave his first biographer that he had been mulling what kept the planets in place as he wandered through the orchard. Why does it matter? Because it highlights something you probably already understand: that good ideas typically do not arrive as you sit at your desk or in the weekly staff meeting. Indeed, when we asked the PETS+ Brain Squad, a majority said their best ideas had come during moments when they weren’t even focused on work, be it walking the dog, driving home, lying in bed, in the shower or engaged in “mind-numbing tasks like cleaning.” Some even said they had to get away from their businesses for good ideas to start bubbling up. “Truly, I am an idea machine when I am away from the stores every now and then. I always write everything down that I think of right in that moment … even if I’m on a hike in the middle of nowhere,” Krista Schmidt of St. PetersBARK! in St. Petersburg, FL, says.

While the actual mechanism that sparks creative thoughts remains something of a mystery, the path to a Eureka moment follows a pattern most of us can recognize: saturation, incubation and illumination. It starts with a problem you dwell on — Maybe what holds the planets in place? Or more likely, how can I get Sally to show up for work on time? Or, what marketing campaign will excite my customers this month? — often followed by being stumped or frustrated, and then when you finally shift focus as you go for a walk or drive home, inspiration strikes.

And sometimes it doesn’t.

It’s a weird alchemy involving the subconscious that sometimes delivers Velcro and at other times automatic cat litter boxes. In their book Tomorrowmind, psychologists Gabriella Rosen Kellerman and Martin Seligman argue that in a business setting, there are typically four types of creativity at work:

• Integration: Combining different elements into one (like the iPhone)
• Splitting: Differentiating similar things into useful parts (spinning off Slack into a stand-alone communication tool)
• Figure-ground reversal: Recognizing the importance of background elements (like Amazon’s web services, which make more money for the online giant than just about any other service)
• Distal thinking: Imagining concepts far removed from the present (the development of Bitcoin to replace flat currencies)

What all of these acts of creativity involve is seeing something in a way that it hadn’t been before. Hence the common advice for boosting creativity: Try to see the world in unfamiliar ways. Deliberately shifting your perspective can help you notice details and ideas that are often overlooked.

This is important not just because it suggests the solution to your problem might be at hand but that everyone can be creative with the right mindset.

It starts with the understanding that inspiration is not divine, it does not come from “outside” — there is no such thing as ex nihilo creation in human beings. Every idea is a combination of others.

The implications of this are manifold. The inputs — the people, books, movies, environments, social media content — you expose yourself to are important. Second, everyone on your staff has ideas to contribute. There is no such thing as a non-creative person. After all, what is Sally doing when she seems to get lost in her own world as she haphazardly stacks bags of pet food but engaging in day-dreaming and planning? To be creative, to imagine the future and possibilities, is to be human. As the owner of a business and/or manager of staff, you just need to find a way to harness this often latent potential. The good news is it often doesn’t require much more than time, space and the right nudge.

Jeremy Utly, an adjunct professor at Stanford’s d.school, a design thinking institute, and co-author of Ideaflow: Why Creative Businesses Win, says that in 2024 the ideas you come up with are “the only metric that matters.” That may sound like hyperbole, but it’s based on an appreciation that as more and more rote jobs are automated you have a stark choice: innovate or fall behind.

Tomorrow’s profits are based on your creative thoughts today.

If the idea of creativity is daunting, keep in mind the rule of “shitty” first drafts: Your initial ideas don’t even have to be good.

In fact, bad ideas are often the seeds of great ones. (According to studies, 50% of patent owners weren’t even trying to invent the product they eventually took to market.)

While there is still magic in the process, it is possible to be a little more systematic and intentional about how you extract good ideas, to create the conditions to make creativity a more predictable occurrence. In the following pages, we share advice and thoughts on how to come up with more creative ideas from fellow pet pros and experts in the field. Read on. An exciting new world awaits.

1. IT’S A NUMBERS GAME

Creativity is one of the few areas in business where quantity trumps quality — at least initially. The reason is threefold: 1) Your first idea is rarely the best, and yet because of the cognitive load required by fresh thinking, your brain likes to call it quits when it thinks it’s found a solution, however mediocre (it’s known as the Einstellung effect); 2) Creativity is not math. There is no one right answer. You want to explore all the options; and 3) Bad ideas are often the germ of good ideas. Some ideas that sound entirely feasible fall flat in the real world. Others that appear wildly impractical, even silly, work wonderfully with a few tweaks. “In most cases, you can’t really judge the merit of an idea until you’ve tested it in the real world,” Utley and his co-author, Perry Klebahn, write in Ideaflow. “At the start, you just need lots and lots of ideas. When it comes to creativity, quantity drives quality.”

2. GET EVERYONE TO CONTRIBUTE

There’s a commonly held belief that creative people are rare creatures, but just about everyone in your company should be invited to contribute ideas – after all, what is creativity but seeing a problem with fresh eyes. (As Zen teaching puts it: In the beginner’s mind, there are many possibilities. In the expert’s mind, there are few.) That’s the case at The Green K9 in Mount Dora, FL, where Paul Lewis says he leans on his entire staff, and not just managers, for ideas. “Most (of the staff) are younger than myself and the management team. Most of the time they have fresh perspective on what appeals to the younger generations.” The second advantage of this is that these lower-level workers are often the ones on the frontlines, dealing with customers and their frustrations every day, notes Natalie Kramer of the Albany Pet Hotel in Albany, OR.

3. GET THEM BEFORE THEY’VE DRUNK THE KOOL-AID

A related idea is the “entry interview:” Talk to new employees shortly after they start at your company and ask them what they like about it, what they hope to learn, what appears broken and how to make it better. When it comes to creative thinking, conformity is the enemy. “Truly innovative leaders never utter the phrase, ‘Don’t bring me problems, bring me solutions.’ Most people agree that problem-solving is vital, but the subtle art of problem-finding is poorly cultivated,” Utley and Klebahn write in Ideaflow. “Innovation leaders know that problems are the necessary precondition to novel solutions, and they cultivate an awareness of problems across their teams.”

4. REFRAME

Much of the success of a creative exercise will come down to how the challenge is initially framed. In 2011, Disney decided it needed to overhaul its customer experience. “Instead of asking the question most corporations ask themselves every single day, ‘How can we make more money?,’ which would have resulted in shortsighted profit-boosting measures like ticket-price hikes, the team reframed the challenge from the consumer point of view by asking: “How might we eliminate a major pain point for guests?” recalls Duncan Wardle, Disney’s former head of innovation and creativity, in an article in ASCEND magazine. That led to focusing on the issue of lines, a solution in the form of the RFID-based MagicBand, and in record guest satisfaction and revenue (and a new source of data on customer traffic that was used to design future parks). “By simply re-expressing or renaming your challenge, you give yourself permission to think differently,” Wardle says.

5. GOOD MOOD = GOOD IDEAS

When we’re in a good mood, a part of the brain known as the anterior cingulate cortex (ACC) becomes more sensitive to unusual thoughts and strange hunches. “When we’re in a good mood, we feel safe and secure. We’re able to give the ACC more time to pay attention to weak signals; we’re also more willing to take risks,” Steven Kotler writes in The Art of Impossible: A Peak Performance Primer. Conversely, a bad mood amplifies analytical thought. The brain limits our options to the tried and true — the logical, the obvious, the sure thing we know will work, he says. Similarly, too much focus on “extrinsic” motivators such as money or recognition can constrain creativity. (For much the same reason, caffeine can inhibit creative thinking, and alcohol can unlock it … but obviously there are limits to that path.) What’s it all mean? Keep brainstorming meetings fun and relaxed. Gratitude, mindfulness, exercise and sleep are nonnegotiables for sustained peak performance. Kathy Palmer of The Fish & Bone in Portland, ME, says when she needs good ideas, she makes a conscious effort to “get loose. I’ll put on some good music, pick up a pen and start drawing or writing ideas as they come. If I’m stuck, I’ll move on, go for a walk or a bike ride — or really do anything else — and come back to it later.”

6. ASK, WHERE ELSE?

Most creative breakthroughs arise through analogy, when you look beyond your usual boundaries to find inspiration. Alexander Graham Bell modeled the telephone on the human ear. A hitch with the Hubble space telescope was fixed when a NASA engineer taking a shower in a German hotel saw how he might borrow the design of the shower head. It thus helps to make “Where else?” one of the first questions you ask. It’s an approach many pet pros take, in particular, in what human activities can be transported into the world of animals. “We look at what parents may do with their two-legged kids for engagement and try to morph it and use it for their four-legged kids instead,” Kimberly Gatto of The Wagging Tail Pet Grocery & Supply in Las Vegas, NV, says, noting how “hand prints turn into paw prints on objects that can displayed and kept.” Some ideas work and others don’t, she says. “But if you don’t try, you’ll never know.” Indeed, research shows that the further afield and more abstract you search, often the more creative your solution will be. Brendan Boyle, who heads up IDEO’s Play Lab, cites the case of an ER unit at a hospital that was seeking to speed up its response times. While looking at how other healthcare institutions handle the situation may have been the obvious first choice, they found their answers by investigating how a Formula One pit crew shaves seconds off a tire-change.

7. STAY IN BED

The philosopher and mathematician René Descartes famously loved to lounge in bed and think. It was on one such morning, as the story goes, while watching a fly flitting around on the ceiling, that he came up with the xy plane of Cartesian coordinates. In the pursuit of creative solutions, there’s evidence to suggest that we need to daydream. In short, it’s a good reason to take your foot off the pedal regularly — embrace those moments of afternoon lassitude and aimless conversations in the backroom. You’ll be in good company if you do. Leonardo da Vinci would often sit in front of a painting “and simply think, sometimes for as long as a half day.” Einstein had a wooden boat he called the “Tinef” (Yiddish for “piece of junk”) on which he liked to aimlessly drift wherever he could find a body of water. Tony Schwartz, in A Better Way of Working, urges you to be proactive and mark off time in your day planner for some “purposeful daydreaming.” Schedule at least one hour a week to brainstorm or strategize around an issue at work. Like Palmer, you can help access your right hemisphere by doodling, daydreaming or going for a long walk — anything that lets your mind wander. That’s when breakthroughs and spontaneous connections are most likely to occur. Neuroscientist Dr. Nancy Andreasen, who was among the first to do brain imaging of such periods, says “We were not [seeing] a passive silent brain during the ‘resting state,’ but rather a brain that was actively connecting thoughts and experiences.” Essentially, Dr. Andreasen found that the unoccupied brain defaults to creativity.

8. DON’T RUSH IT

A human’s more developed prefrontal cortex — which is responsible for planning and emotion control — is one of the key features that sets us apart from other species. But when it comes to creative thinking, it’s the deeper parts of our brain — the subconscious — that may be our real supercomputer. Yet to bring the subconscious into play usually requires taking a break from worrying about your problem — to move the problem to the back burner, to let the unwatched pot boil. In short, it means you can’t rush creativity. Optimizing for creativity, means in a sense ignoring the problem or risk overthinking yourself into a dead end. Creative work depends on a kind of inefficiency. Breakthroughs also depend on being stumped and feeling frustrated. Make the path to them too smooth, and you get lower-quality breakthroughs. In Creativity Rules: Get Ideas Out of Your Head and Into The World, Stanford business professor Tina Selig urges you to bask in your problem for a while. If you go straight to the solution, you will likely end up thinking too narrowly, whereas if you frame it wider, you can often come up with a creative answer. “Living in that problem space and falling in love with your problems is one of the most powerful ways to unlock really innovative solutions,” she says.

9. LOCATION, LOCATION, LOCATION

Most people don’t get their best ideas in the same place where they handle the paperwork for re-orders or respond to business emails — meaning their desk. For some, like Einstein and his boat or Descartes and his bed, it’s a regular place that reliably unlocks new thoughts. But most people seem to do better when their senses are triggered in a new way. “Being in environments that have new or novel stimulation in terms of sight, smells and sounds can fire up new circuits of your brain. Your brain becomes open to this new experience, it’s taking in more input and considering problems in new ways,” Cal Newport, computer scientist and Deep Work author, says. “We don’t know exactly how this neuroscience works but it seems to be when you’re in that state, you’re also open to new abstract ideas.” That’s certainly the experience of Karen Conell of The Bark Market in Delavan, WI. “Leave town for a long weekend,” she exhorts. “The ideas flow when I’m away from the shop, even if for just a few nights.” And that’s certainly the experience of Angela Pantalone of Wag Central in Stratford, CT: “I always try to find an hour during my vacations to think about new ideas, revenue generators and employee motivators. I’m an entrepreneur and business owner so I’m always working, but devoting a little time when I’m in a new place outside of my regular scenery somehow refreshes me and lets the ideas flow.”

10. MEET AND GREET (NEW THOUGHTS)

In addition to new physical surroundings, new faces can greatly boost cognitive diversity. On a weekly basis for 30 years, Ben Franklin brought acquaintances with various backgrounds together to discuss ideas in gatherings he called “learning circles.” These weren’t just scientists, thinkers and academics but often leather-aproned individuals who met and discussed what new people, technological innovations or things had arrived in Philadelphia. “And you wonder: How did Franklin come up with the lightning rod and map the Gulf Stream, and the Continental Congress and fire departments? It’s because his portfolio of collaborators was so broad,” Utley says. It’s an approach modern business people implement through “breakfast clubs” with members of their local community. Customers who share feedback on your organization’s offerings and collaborate in developing ideas can also help. And these events don’t even have to be focused on work. Black Swan author Nassim Nicholas Taleb urged his readers to “Go to parties. You can’t even start to know what you may find on the envelope of serendipity. If you suffer from agoraphobia, send colleagues.”

11. BE OPEN TO NEW EXPERIENCES

What are you ordering for lunch today? Again? Don’t get that. Try something new. Your curiosity will sometimes lead you to amazing places. According to cognitive scientist Scott Barry Kaufman, “openness to experience” is the No. 1 thing to cultivate for both personal meaningful creativity and world-changing creativity. “What that means is constantly challenging yourself beyond your comfort zone, constantly questioning assumptions, being intellectually curious and appreciating beauty,” he writes in his book Transcend. “Openness to experience” sounds fancy, but it basically just means try new stuff in every sphere: “Any exposure to things that take you out of your normal way of viewing the world really increases cognitive flexibility, and is a core part of creativity,” he says. According to technology writer Kevin Kelly, the optimal balance for exploring new things vs. exploiting them once found is: 1:3. Spend one-third of your time on exploring and two-thirds on deepening. “It is harder to devote time to exploring as you age because it seems unproductive, but aim for 1:3,” he says.

12. REPURPOSE THE PROVEN

Lee Iacocca was chosen as one of Ford Motor Company’s 10 “Whiz Kids” in 1946. But every time young Lee would go to his manager with a suggestion, his boss would say, “Show me where it has worked.” Far from being a mere functionary, a conformist with no courage or imagination, Iacocca credits his boss as being the man responsible for all of his later successes. Iacocca learned from him a pivotal lesson: If an idea is truly brilliant, you’ll find examples of its successful implementation scattered throughout history. The secret of guaranteed success is to import a tested and reliable methodology into a business category where it has never been used. Such an approach is a version of the aphorism “Good artists copy; great artists steal.” While overquoted, there is wisdom in it: In a world that fetishises originality, where a hundred self-help books urge you to have the courage to be “different,” it’s often smarter to hew closer to what actually works. Amy Wolf of The Dog Spot in Joseph, OR, concurs: “Honestly, I look to others for ideas. I read magazines while standing in line at the grocery store. I search the web late at night. I scroll through Facebook for photos. I let others do the deep dive and then take the main idea and tweak it for my specific needs.”

13. BUILD A CAPTURE HABIT

The late comedian George Carlin credited much of his success to a boss he had when he was 18 years old who told him to “write down every idea I get even if I can’t use it at the time … A lot of creativity is discovery. A lot of things are lying around waiting to be discovered, and our job is to just notice them and bring them to life,” he said of his lifelong “capture habit.” Sherry Cassin of Meow Mini Mart in Jersey City, NJ, says she collects ideas and tips from her “research time” each morning and keeps them in folders titled marketing, social, merchandising, fashion trends and events, “and when I need to get creative, I just pick up the relevant folder and go through it and, and within a few minutes I always find several ideas to take action on that I am excited by,” adding that while she’s a “paper and pen girl,” the same concept could all be done digitally. The voice-to-text app on your cell phone means a note-taker is never far away.

14. SET CONSTRAINTS ON THE BLUE SKY

In the public imagination, creativity is often portrayed as something unrestrained and wild — that great ideas will burst forth once the reins are eased. (There are no less than three books available on Amazon called Unleash Your Creativity.) But there is also a counter-argument that creativity thrives on constraint. Consider a good haiku or sonnet, and the answer is obviously yes: It’s precisely the limits of the form that inspire new ways of working inside them. Google sometimes puts fewer engineers on a problem than it needs; it inspires ingenuity. In The Art of Impossible, Kotler quotes jazz great Charles Mingus: “You can’t improvise on nothing, man; you’ve gotta improvise on something.” The point, Kotler says, “is that sometimes the blank page is too blank to be useful. Constraints drive creativity — that’s why one of my cardinal rules in work is: Always know your starts and your endings. If I have these twin cornerstones in place, whatever goes in between is simply about connecting the dots.” If the problem is complex, it can help enormously by breaking it down into smaller, more manageable parts and then using constraints to frame the problem and focus attention.

15. BETTER BRAINSTORMING

When a crisis strikes or you just need ideas for a new season’s marketing campaign, management’s reflexive action is usually to call a brainstorming meeting. Get everyone together and watch the ideas fly. But in practice, the results are often mediocre as certain individuals dominate the discourse and the rest of the team quickly falls in line with the first or second idea. Then there are the turf wars, the Negative Nancies/Nathans, pet ideas that people refuse to drop and so on. According to numerous studies, a better approach is to assign your people to come up with ideas on their own first with a reminder that there are “no dumb ideas” and “dare to be obvious not creative” (what feels “obvious” to one person will strike others as novel, even inspiring). And then meet and go over the suggestions in a group. Not only will you get more ideas (a Yale University study found that the number of ideas produced by individuals and then aggregated was twice that of ideas generated by the group working together), but they will be better. To keep the discussion positive, you may want to institute a version of Steve Jobs’ “plussing” rule, where one could only offer a criticism if it included a potential solution. It apparently worked wonders during the hypercritical creativity sessions at Pixar.

The post Not Creative? How to Tap Your Right Brain for Your Business appeared first on PETSPLUSMAG.COM.

Tales of such tactics don’t really ring true — was there not a bathroom at the end of every hallway way back in the day? — but they do point to something at the heart of traditional negotiating: It’s a power game. Leverage is key. One side must lose for the other to win. Zero-sum.

William Ury and Roger Fisher’s Getting to Yes, first published 32 years ago, gets credit for helping to revolutionize the art of negotiation. Not only did they advocate for a more amicable approach but argued that the whole way we thought — and some still think — about the subject was wrong. According to the two Harvard University professors, natural instinct encourages us to engage in “positional bargaining,” which involves adopting a position, arguing for it, then making concessions until reaching a compromise. As egos become involved and people identify themselves with their stand, the whole thing gets antagonistic and messy. A better approach, Ury and Fisher said, was to “change the game” to one where opponents “see themselves working side by side, attacking the problem, not each other.”

Most people today agree that focusing on win-win works best, but in the pet industry it seems many don’t have confidence in their ability to get there. When asked to rate their negotiating skills from 1 (poor) to 5 (masterful), nearly 50% of the PETS+ Brain Squad — our 1,500-plus-strong reader survey panel of independent pet retailers and service providers — chose 1, 2 or 3. The cost of subpar negotiating skills adds up. According to some estimates, U.S. businesses lose well over $100 million per hour due to a lack of proficiency in the area. It’s not just the money left on the table. Badly negotiated deals result in unexplored opportunities, inefficiencies, lower-quality work, increased staff turnover, lingering disputes and resentments, legal conflicts … the list goes on.

While some people do seem to have a natural affinity for reading a room and the poise and temperament to successfully engage with even aggressive people, most of the skills related to negotiation can be learned. And the payoffs are significant, especially for small-business owners when so much in the marketplace already works against you. Negotiation skills can help secure better deals with suppliers, customers, partners and employees. They can help resolve conflicts, create value and build trust. Moreover, they can boost business prospects by increasing credibility, reputation and influence.

The key to any successful negotiation starts with identifying the situation correctly: Is it a one-off commercial transaction that involves little more than bargaining over price? Is it an internal negotiation with employees, family members or partners where the relationship is paramount (these are by far the toughest)? Or is it a more complex engagement that involves building a potentially long-term business relationship? Only in the first does the size of the pie remain more or less fixed — one party’s gain in terms of a lower price paid results is the other’s loss. In the second and third, it’s about finding a solution that will ideally create additional value and then distributing that value among the two sides.

“My experience is you do best when you figure out how the other side wins,” Joel Peterson, a former JetBlue chairman and author of The 10 Laws of Trust, says. “The goal in negotiations should be to create value for all parties. That doesn’t mean being a doormat or capitulating; it means there is no point in beating the other parties into submission or making them feel like losers. If the other side benefits and you walk away satisfied, you’ve created two winners. Strengthening your relationship with the other party can also lead to more business, referrals, a stronger brand and more lasting agreements.”

Sal Salafia of Exotic Pet Birds in Webster, NY, negotiates in this way. He works to structure deals that give vendors high levels of brand ambassadorship and sales while increasing profits for his store.

“As the buyer for our company, I have found that loyalty responds with loyalty. We have always limited the amount of vendors we bring into the store that do the same thing. This has allowed us to buy bigger volumes and to become better representatives of the brand because we bring in every single item they make; and we also know the product lines better than anyone because we learn them better being around them all the time. In doing all of this, we get the best pricing and awesome marketing agreements from these vendors, who want to see our continued success with their lines.”

Harvard professor Ury, also noting most negotiations take place in the context of long-term relationships, compares it to a marriage. “If you are always asking: ‘Who’s winning this marriage?’, the marriage is in serious trouble.” It may be instructive, he says, to “remember the Chinese billionaire who made his fortune by always giving his business partners a little more than he took for himself; everyone wanted to be his partner, and they made him rich.”

Such a collaborative approach entails creativity, building trust and sharing interests. It also means being assertive, fair, patient, and aware of the strategies and techniques employed by other negotiators, all of which we’ll cover here.

And every negotiation differs, with the art of deal-making including many contradictions: Be likeable/Don’t make offers to be likeable; Make the first offer/Never make the first offer; Reveal something important to build trust/Never give away useful information for free … It requires a flexible mind, and perhaps most of all an almost superhuman control of emotion.

As a founder of the Harvard Negotiation Project, Ury came up with four principles to guide all negotiations. The very first: “Separate the people from the problem.” In other words, your proposal will be scrutinized, not you. Be soft on the person, hard on the problem, Ury likes to say. Get that wrong — by being abrasive or overly accommodating — and the result is poor, no deal done or a strained relationship.

(His other three principles: 1. Focus on interests, not positions. 2. Generate options for mutual gain 3. Insist on using objective criteria.)

In the following pages, we present insights from business authors, your fellow pet indies, psychology, neuroscience and recent research that will provide you with practical strategies to help you feel more comfortable when negotiating. And hopefully, you’ll take note when someone next offers you water for the fifth time during a deal meeting, seeing a bottle more than half full, confidently smiling and saying, “Ah, the old bathroom tactic” before declaring, “OK, how about we try to find some shared value here.”

01. PREP A NEGOTIATING BRIEF

Before you begin negotiations, have ready:

Industry benchmarks for key numbers (prices, minimum orders, rents, fees, etc., whichever apply). “This removes (the factor) from the subjective and places it firmly in the realm of the objective, and then everyone can agree that the outcome is fair,” skills trainer Simon Horton, author of Negotiation Mastery, says. People will be swayed by market “authority.”

Katherine Ostiguy of Crossbones in Providence, RI, shares how she conducts research before discussing a deal.

“I use social media, especially Reddit and Facebook groups, to find out what other small-business owners have negotiated in that particular space — whether it’s creditcard processing, retail ISOs, bank loans, new employee compensation, etc. So often, someone will write about an angle I’ve never even considered. I recently negotiated better credit card processing fees and came prepared not only with a counteroffer from a competitor, but also used social media to find out from other small-business owners how the negotiation process went. It was smooth sailing: Our processor went above and beyond the counteroffer!”

• Your defensible opening offer. The key word here is “defensible.” If you start too aggressively, you lose credibility and trust. So think big, yes, but be sure you can make a substantive case for your first offer because you want to be taken seriously on every offer that follows.
• Your bargaining agenda. Perhaps as the buyer you’ll offer 65% at first, then 85%, then 95% and 100% of the asking price, but under what terms and conditions? Also consider what your final offer will be — preferably it includes a non-monetary item that shows you are at your limit.
• Your response to their opening offer. Get ready to deflect the punch. Rehearse what you’ll say: “I’m afraid that won’t work for us, but …” / “Let’s put price off to the side for a moment and talk about what would make this a good deal.” / “What else would you be able to offer to make that a good price for me?”
• Concessions. You need at least one — no seasoned negotiator will accept your first offer. What can you offer them? What can you extract for everything you give? Try to ascertain what non-monetary items are likely to be important to them — size of order, price or an endorsement?
• Answers to their curveballs. What will be your response if they say something like: “Tell me the absolute maximum you’d be willing to pay and I’ll see if I can shave off a bit.” (The correct answer in this case would be to laugh and say, “Tell me the absolute minimum you’d be willing to accept and I’ll see if I can add a bit.”) Get with your team and brainstorm answers to the questions you don’t want to answer.

02. KNOW YOUR ‘OPPONENT’

“Researching the people you’re negotiating with is crucial, whether it’s a company or your next-door neighbor,” Clive Rich, a corporate negotiator and author of The Yes Book, says. “Then moderate your behavior accordingly. There are observable types we all recognize — for example, the big picture thinker, the detail fiend. Try tuning into their wavelength.”

03. HAVE A PLAN B

Behind every great plan stands a not-as-great-but-still-acceptable Plan B. In negotiating circles, it’s known as a “best alternative to a negotiated agreement,” or BATNA. It gives you clarity, confidence, leverage and a benchmark. Moreover, it protects the downside. (Possible BATNAs include going with another supplier or customer, dropping the project altogether or going to court.) “The definition of a successful negotiation is satisfying your interests better than your BATNA could,” Ury says.

By having as her BATNA to look at other commercial real estate, Errin Jolley of Purrz and Paws in St. Helens, OR, saved on the opening costs of a new store.

“We were in the process of re-writing the lease for our new location. I decided to walk away from the property because they kept throwing obstacles at me. Two days later, they responded and wanted to drop $11,000 off the original build-out quote. I was happy with that. I got the ‘yes’ I wanted.”

04. WHEN YOU DON’T HAVE A BATNA, FAKE IT

Alternatives give negotiators the confidence to push hard for better outcomes, and to walk away from the table when needed. So what do you do when you have no alternative? Imagine one. A paper in the Journal of Personality and Social Psychology found not surprisingly that negotiators with a strong BATNA did much better than those with no options. But interestingly, those told to imagine they had an alternative when they did not have one did almost as well. Thinking positively matters.

05. SHIFT PERSPECTIVES

Also give hard thought to what the other side’s BATNA might be. Not only does it allow you to consider strategic responses, but perhaps more importantly it “really helps you assess the whole thing and you’re not just thinking my agenda, my agenda, my agenda. Here’s what I want: price, term, remedies, warranty. Well, go in and think about what is the lay of the land for the other party, and that helps,” Peterson says. Such an approach hints at one of the secrets of negotiating: You can often extract more value by focusing on the other side’s needs. “Understanding the other party’s needs and wants enables you to propose a solution and a story that justifies your solution so well that makes it nearly impossible for the other party to disagree with,” he adds.

06. PREPARE EMOTIONALLY

“It’s important to visualize all the different ways the negotiating process can unfold and prepare appropriate emotional responses that keep the negotiation moving,” notes a primer on negotiation from UC Berkeley. How will you respond if they come on strong? Give you a gift? How would you react if they offer you mints, implying your breath is bad? “Being poised and stable makes asking for what you want and saying ‘no’ much easier,” the Berkeley paper notes. If you’re prone to jitters, reframe the anxiety as excitement, focus on the upside — what you could win, not lose — with a successful deal, see yourself in the third person … whatever psychological tricks work for you.

When negotiating with customers, one option may be to remove emotion altogether, Amber Sutfin of Pet Wants South Hills in Pittsburgh, PA, suggests.

“Before being an indie pet store owner, I owned a life-coaching business and still use that skill set with customers. One of the tenets was, ‘Don’t be attached to the outcome,’ and that’s how I talk to customers. I listen, educate and offer solutions without attachment to the outcome. It’s an extremely effective selling tool, as it prevents me from coming across as pushy or desperate.”

07. MAKE SURE YOU’RE NEGOTIATING WITH THE RIGHT PERSON

Negotiating lore is full of stories of people who tried cutting a deal with the powerless underling or conversely didn’t realize the “clerk” setting up the projector was actually the CEO. Make sure the person you’re negotiating with has the authority to approve a deal or give you a discount. For example, in negotiations with a family-run business, it may not be clear who is the real power holder. Notes Dan Pink in his MasterClass on selling and persuasion: “The person speaking the most is not always the person with the most power. You have to keenly observe the number of people to whom people look towards or address when they talk. The person with the most power to influence a decision is the one who most people address.”

08. BE LIKEABLE

While your goal should be respect, not affection, being likeable — even an affable rogue — is a great asset at the negotiation table. “Other people may hate what you’re offering them, or know that they’re not getting the best negotiated deal, but if they cannot find a reason to hate you, they will like you, and you will get more out of your negotiations more frequently,” Peterson says. Connecting on a human level creates positive emotions that allow you and your counterpart to trust, be creative and take risks with ideas. Being likeable doesn’t mean you give away value at the negotiating table. It does mean you invest time in building relationships, use rapport (find affiliations, shared interests) and reveal your humanity (sharing professional mistakes is always a surefire way to show you’re human). A few minutes of chitchat before getting down to business also allows you to observe people in less guarded moments, and maybe even their readiness to close.

Adina Silberstein of Queenie’s Pets in Philadelphia, PA, leads with this tactic, and can point to awards won for her negotiating style in business school — plus strong vendor relationships and a profitable store — as proof of its success. She combines likability with strength.

“The key is to be approachable and friendly, yet do not waiver in what you want. Be very clear and use positive language, and just keep re-stating what your expected outcome is. Experienced negotiators will try to dance their way around a matter, and you just keep bringing them back to the main point. Make it clear you need to get to a conclusion because your time is valuable, so ‘Let’s just get to the bottom line here.’ Also, always acknowledge all of the positive things the other person is doing in a genuine way. People see through BS really easily.”

09. JUST ASK

“If you don’t ask, the answer is always no” is a central tenet of negotiating. Amy Schiek of Lucky Dogs in Skaneateles, NY, advises not to assume the worst — just ask. “Sometimes we build up scenarios in our mind for why the person will say no, rather than just having a conversation and asking for what we want.”

Molly Lewis of Dog River Pet Supplies in Hood River, OR, adds that, “I stick by the old adage, ‘The first price is the worst price,’ and I go from there. It never hurts to ask for discounts, favors, deals samples and comps! Brands want our business, so we might as well ask.”

Indeed, “just asking” — even with no justification — can often work in a surprising array of situations (a survey in Britain found customers could regularly obtain discounts of up to 20% from popular retailers just by asking for a better price on the company’s online chat function.)

With humans, the key is a friendly tone, “I was hoping you could help me out.” And if the other side pushes back, you can always respond in good humor, “Well, I had to ask!”

10. REFRAME THE NEGOTIATION AS A CONVERSATION

“I’ve always found the most successful negotiations are those that are treated like conversations, or exercises in which both sides are solving a problem, with the eventual answer being one word: fair,” Peterson says. “It’s a conversation looking for creative ideas to expand value and lead to sustainable agreements. These conversations benefit from empathy, intuition, cooperation, listening, giving due credit for ideas and not interrupting each other.” Frank Mobus co-author of Creative Conflict: A Practical Guide for Business Negotiators with Bill Sanders, concurs: Collaborating to reach a solution can be energizing, socially gratifying and filled with surprises. If you approach the agreement with the spirit of cooperation and collaboration (rather than conflict), not only will you enjoy it more, but you will get a better result — for both sides, he explains.

11. MAKE THE OPENING OFFER

Conventional wisdom says let the other side make the first offer in the hope they show their hand or even better, in the case of an inexperienced negotiator, make a very generous offer out of fear of upsetting the other party or being seen as greedy or uncooperative. Research, however, shows that whoever speaks first can seize control of the bargaining table and influence the ultimate agreed price, thanks to what’s known as the “anchoring effect.” Anchoring does two things: A high initial quote or offer will positively influence the final price as people have a tendency to rely heavily on the first piece of information they receive when making decisions — a well-studied bias in humans that is commonly exploited by retailers — and secondly, an extreme anchor will make the “real number” seem reasonable. How to deal with a shark who throws out an extreme anchor first? Smile and counter with your own extreme anchor.

12. BE TRANSPARENT

In the words of Lee Iacocca, former CEO of Chrysler, negotiation is all about building trust: “Being honest is the best technique I can use,” he said. “Right up front, tell people what you’re trying to accomplish and what you’re willing to sacrifice to accomplish it.” Peterson agrees, adding that “leading by example is the best way to encourage transparency, and, at a minimum, it certainly saves time.” Such advice runs counter to the traditional view that power in negotiations can derive from indifference. But the result of that can be a negative engagement marked by defensiveness. “If you’re too scared to admit what you want, you’ve taken yourself hostage,” Chris Voss, a former FBI hostage negotiator and co-author of the book Never Split the Difference says. “Instead of thinking, ‘Oh, no, if they find out what I want, that gives them the power to say no,’ think, ‘Telling them what I need gives them a reason to give me what I want. If they can’t give me it, then we can’t make a deal.’”

13. DON’T PLAY FOR THE OPPOSING TEAM

Rookie mistake: sharing too much information. “We’ve got 120 days’ inventory of that. My manager’s giving us a bonus if we can move some of it,” is not harmless banter (although, yes, it will ingratiate you with the other side). “The rule to remember is: The less the other side knows about our company’s business, the better off we are. And before telling them anything, make sure you know why you’re telling them what you’re telling them,” Sanders and Mobus advise.

14. KEEP IN MIND THAT ‘NO’ IS HOW NEGOTIATIONS START, NOT END

So you enter big and are immediately slapped down with a big “no.” It’s easy to get defensive and assume the deal is over. But a more productive way to view this as the sign negotiations have just begun. Indeed, Voss encourages negotiators to seek out a “no,” so that they can get more clarity on what parts of the deal the other side isn’t comfortable with, wants to change or simply doesn’t understand. When you get a “no,” he suggests following up with questions that help both parties come to a solution. For example: “What about this doesn’t work for you?” or “What would you need to make this work?”

And if that solution cannot be reached in the moment, halt negotiations with the goal of working toward a deal in the future. Lorin Grow of Natural Pawz stores in Texas says, “Be willing to walk away. It doesn’t mean negotiations are totally over, they just might be over right then.”

15. PROBE, PROBE, PROBE

Pride of place in any negotiator’s toolkit is the probe. Simply put, a probe is a succinct open-ended question designed to elicit helpful information and move the negotiation forward. Probe to understand your counterpart’s interest. Probe to turn their “no” into a “yes.” Probe when they’re using a hardball tactic. Probe, probe, probe. The more you understand what they want, the more you can see how you can deliver value to them. And the more value you can deliver, the more value they may be willing to exchange. At a minimum, the odds of a transaction increase as you understand more. The key is to probe with sincere curiosity and to test assumptions. For instance, if you’re interested in a product line but don’t like the initial terms offered, don’t ask a binary question like: “Is this your final offer?” Instead, try something open-ended like: “What would it take to get …?”
Samm Albright of Whisker & Bone in Saint George, UT, uses this tactic regularly. “When I begin to hit a roadblock or become frustrated. When I feel myself stuck in a negotiation, I immediately get curious, I start to ask questions, I seek to further understand. Every time, it ends in that ‘win’ I was going for!”

16. ASK THE BEST QUESTIONS

The most useful questions start with what, how and sometimes but rarely why, Voss says. “Don’t use: can, is, are, do, does,” he adds. The goal is to avoid questions that can be answered with “yes” or tiny pieces of information.

Here are some useful ones to keep in your quiver:

• Implementation questions: “And how do you think we could do that?” (Good for shifting perspective and forcing empathy from the other side)
• Exploratory questions: “Under what circumstance …?” (To close the gap when positions are far apart)
• Option questions: “How about …?” “What if …?” “Might another way work?”
• Persuasive questions: Research — and recent political history — shows you can’t persuade anyone to see your point of view with “facts.” Ask them subtlety to question their beliefs (“What do you think would happen if …?”) and you may inspire the other person to come up with their own reasons.
• Comeback questions: When they say “no,” your only response is “Why?”

17. SUMMARIZE EARLY AND OFTEN

Before people can move forward, they need to feel they were heard. One of the best ways to do that is by summarizing and paraphrasing back to them what they say. “Summarize early and often, their reservations, their concerns, what they are up against: Ask, ‘Do I have that right?’ You’ve got to get to ‘That’s right,’” Voss says. Although a “No, it’s not” is almost as helpful. “You’re going to be much more candid with me if you’re correcting me. It’s ridiculous how much faster things are going to go, and then it becomes both an information-gathering and a rapport-building process simultaneously,” he explained recently on the popular Huberman Lab podcast.

18. WOMEN: KEEP GENDER BIAS IN MIND

In many ways, women are actually better equipped to negotiate than men: They tend to be innate problem solvers, more cooperative, listen better, more empathetic, and even more ethical, according to a 2017 UC Berkeley study. But gender bias, in particular the way assertive women are often considered less likeable (by both men and other women), means outcomes are often less optimal. In her book Ask for It, Carnegie Mellon University’s Linda Babcock urges women to use a cooperative style to avoid the backlash (unless dealing with a bully — see the next tip for those situations.) “Don’t be timid but use the right inflection and wording choices,” she says, recommending inclusive language: Instead of saying “I” and “me,” which can create distance, say “we” and “us” to show you are working together to solve a problem. Also, beware of acting differently to be perceived as more likeable. Changing the tone or pitch of your voice, or laughing may be common physical responses to interactions that may involve conflict, but these behaviors can reinforce gender biases and weaken your negotiating power, she says.

19. DEALING WITH BULLIES

Many aggressive types have simply watched too many movies. They are quick with deadlines and threats, but they don’t have a strong grasp on the underlying fundamentals of the negotiation. Overwhelming you is their entire strategy. Stay calm to take advantage of the situation. Faced with an old-school uber-competitive negotiator or just an outright bully, choose to be the adult in the room. Compliment them on their tough negotiating style. Then suggest you are likely to give better concessions if you can get a commitment to collaborate. Once people make such a commitment, most feel bound by it. Model collaborative behavior by asking questions to discover your counterpart’s interests. (“OK, I’m listening. I’m not sure we can go along with that, but let me understand your position a little better. Tell me the thinking that went into that.”) Sometimes you may even find out that the other side has a point; perhaps they were just explaining themselves badly. Force them to be empathetic by asking for their view of your situation and offer, and how to improve it in a way that would work for both sides. (Studies show power can distort the stronger party’s ability to get perspective.) If all else fails, respond in kind. For example, when the other side opens with an outrageous offer (high or low), reply with an equally outrageous counteroffer, and a smile. “This works well if they are simply testing your resolve or if they are bluffing. … But be warned, people have a tendency to reciprocate negative behaviors more than positive behaviors,” Mobus says. If they throw your efforts to be collaborative back in your face, then your best option is to walk away. “The worst thing in life is to get in business with people who don’t have the same values you have, that you don’t respect. I mean, it is misery,” Peterson says, adding he always keeps the advice “Don’t wrestle with pigs, you get dirty, and they enjoy it” close at hand.

Adapting her earlier “be likeable” advice to this type of negotiator, Silberstein says, “Don’t be bullied into agreeing to something.” Some people “will try to bully a woman and never expect her to be a tough negotiator. You absolutely have to not care if someone thinks you’re a ‘bitch.’ This term is so commonly used for women who go for what they want/lead strongly/don’t back down. If I’m a ‘bitch,’ cool, but at the end of the day, I still got what I wanted/needed/deserved.”

20. TAKE IT SLOW

Every seller will try to rush you to close the deal. But there is usually little to be gained from racing to the end of a negotiation. Not only does it eliminate the potential to develop a mutually beneficial solution by testing assumptions with your counterpart, there are strategic reasons to take your time. A push to close a deal right from the start will usually prompt the other party to get defensive, and rightly so, corporate negotiator Alan McCarthy says. “Every negotiation that you’re going to be involved in has a time scale and tempo of its own that you’ll recognize. The thing to be aware of is when the other party starts changing the tempo, usually speeding it up. What it means is one or two things: They have either recognized a mistake you’ve made and they want your name on the paper so that they can enforce, or they’ve seen an advantage for themselves that you haven’t yet valued and what they want again is to have your name on the paper.” Mobus sees it similarly: “Your only option is to slow it down, utilize the caucus. What’s your hurry? Summarize, take a break and make sure your counteroffer is on the mark.” And if you are the party looking to close the deal, drag it out a little. Suddenly concede, for example, while offering no justification, and the other party will get suspicious.

21. LISTEN MORE, TALK LESS

The FBI has a five-step trust-building approach to manage hostage-takers that ideally ends with the perp coming out with their hands up. It starts with “active listening.” This is not just being quiet — it’s showing sincere curiosity, leaning forward, obvious contemplation, summarizing and asking relevant follow-up questions. “Focus first on what they have to say,” Voss says. “Once they are convinced you understand them, only then will they listen.” And there are other benefits from listening: You get goodwill and information. (There’s also the chance you’ll give less away if you’re not talking all the time.) And it will help you avoid what Fisher called the mistake of “Deducing their intentions from your fears.” Listen carefully for the intent behind the words. It’s not unusual the counterparty will seek to obscure what is most important to them, but you can usually infer it. It’s often a practical aspect of the deal — price, time frames, support, extended payment terms. But other times they will reveal it’s something else — an introduction you can facilitate or some form of recognition (your support, say, for an industry honor), a personal fear assuaged … All this can often be gleaned by listening intently. “We think that the essence of negotiation is talking, but if you observe successful negotiators, you’ll see they listen far more than they talk,” Ury says. If you’ve brought your team, use a backup listener whose only job is to listen between the lines, Voss advises.

Rebecca Nicholson of Yarn and Bone Pet Supply in Milford, DE, agrees. “I think one of the things people do is to talk too much. You need to be a good listener and leave some awkward silence. It can leave room for people to change their mind or think more on what’s been said.”

22. HARNESS THE POWER OF SILENCE

Speaking of … silence is powerful, whether you’ve just finished a sales pitch on the store floor, are deliberating a product at a trade show or are engaged in a contract negotiation. Humans are conditioned to fill the gaps in conversations. Silence can throw people off their game and affect their decision-making. State your price, make an observation, ask a challenging question and then switch to a respectful silence (count thousands in your head). If you maintain eye contact but don’t speak, your counterpart might start rambling, reveal an important detail or make concessions they wouldn’t otherwise.

Jennifer Thomas of Lucky Dog Pet Grocery & Bakery in Lawrence, KS, uses this tactic when negotiating: “Pausing makes people uncomfortable, and they tend to fill the silence by giving you more than you ask for.”

23. MAP OUT THE VALUES IN THE DEAL

Once you have the other side’s attention so they will listen to your ideas, how do you find mutual-gain concessions? The most important way is not making — or asking for — unilateral concessions, Mobus says. If you make a concession, you should say: “Yes, I can do that for you, but here’s what I need you to do in return for me.” Or, “No, I can’t live with what you’re asking for, but here’s what I can offer you instead.” For example, in dealing with a software vendor, to get the ball rolling you might say: “If you can bring that price down 5%, I could serve as a demo site for you.” And the vendor could come back with: “I can’t come down 5%, but if you would be willing to be a demo site, I’d raise our service levels and give you a guaranteed two-hour response time 24/7 if you run into problems.” So now you could say, “I like the idea of you giving me a quicker response time, but if we’re going be a demo site, I’d also like a three-year warranty.” What’s driving this process is value-mapping — finding changes useful to the other side that don’t cost you as much. Both buyer and seller are thinking about what they could trade, not what to demand. That is the heart of mutual-gain concessions. The process is invariably incremental. Big demands just result in big hurdles to get over.

24. BRUSH UP YOUR EQ

Anyone can learn to negotiate better, although some people do seem to have a natural gift for it. Call it emotional intelligence or just common sense, they understand:

• People want to be heard. (Only then do their ears open.)
• People want their autonomy. (Don’t back people into a corner — they will disagree even when it’s not in their interest to disagree. Answering open-ended questions gives people the feeling they are in control of the conversation.)
• Fight or flight reactions. (When people’s interests feel threatened, they instinctively go on the defensive, bringing down the shutters, while tunnel vision sets in.)
• Insult someone and they won’t forget it.

25. PUTTING IT INTO PRACTICE

It is not enough to know the tactics, strategies and anchor phrases that make a good negotiator. You need to be able to reflexively call on them when needed and feel comfortable verbalizing them, often in pressurized situations. Role-play is a good way to practice, as are the micro-negotiations you’re confronted with every day. “Take a negotiating risk today,” Mobus says, be it at work, at home, in the mall. Build rapport, probe with curiosity, shift perspective, model transparency, trade value, go silent … ask, ‘What is your flexibility on that?’” You may be surprised at how effective it all is.

The post 25 Tips for Negotiating Deals Like a Pro appeared first on PETSPLUSMAG.COM.

Independent pet businesses excel at innovating. With their smaller size and freedom to experiment, they are able to quickly implement new ideas and adjust as needed to achieve success.

Here at PETS+, we see innovation on a monthly basis in our Brain Squad survey results. Our reader panel of independent pet retailers and service providers contribute fresh takes on everything from hiring to merchandising to creating new products. We are regularly in awe of these amazing indies.

So much so that we decided to shine a brighter spotlight on 10 here. Each one earned a peer mention — with some getting several — when we asked the Brain Squad whom they look to for innovative ideas in the pet industry. Read on to be inspired!

Krysta Fox & Jeff Dire
Pug & Hound Pet Apothecary, Geneva, Il

Since opening Pug & Hound Apothecary in 2019, Krysta Fox and Jeff DiRe have staffed their pet store with veterinary professionals. “We currently have three veterinary technicians and one former veterinary receptionist,” Fox says. “There is always a vet tech on staff.”

These employees have built upon their veterinary knowledge since joining the team and continue to do so. “Our staff all hold nutrition, herbs and homeopathy certifications. I also do weekly training on diseases and various health conditions, medications, supplements, food and regulations to ensure they are on top of everything,” she says.

This hiring strategy stems from Fox’s 8-year career as a veterinary technician. Before opening Pug & Hound, she attended Purdue University’s veterinary technology program and worked in a variety of practices, first conventional then holistic and integrative. Fox continues to work in the field, currently as a surgical assistant in an integrative clinic.

THE PUG & HOUND TEAM. Kiandra Powell, from left, Kimmy Rossner, Jeff DiRe, Kysta Fox and Bruce Wayne, Jessica Vincent and Robyn Calistro.

The combination of veterinary medicine and pet product knowledge available at the store makes it a unique resource. “Our experience as vet technicians helps us fully understand not only the medical issues customers’ pets face, but also the varying ways conditions are treated and handled by vets,” she explains. “By putting the pieces of the issue together, what’s been tried, and any sensitivities the animal may have, our team members know how to navigate the choices and give customers the best options. We also understand a product’s ingredients to safely navigate how long it should be used for and how long results typically take to achieve.”

Fox works to educate Pug & Hound customers, as well. “I like to connect the dots with people, meet them where they’re at, and help them make more confident, educated and not fear-based decisions at the vet’s office and beyond. Just selling a product and saying it works isn’t enough. To feel confident and truly satisfied with their purchase, customers need to know why it is a good product and how it will work for their pet. That’s what we are here to provide.”

Local holistic and integrative veterinarians — and even a few conventional ones, Fox says — appreciate her complementary approach. “I am very blessed to have earned the respect of many doctors and veterinary professionals,” she says, “and I return that respect in kind. I do not go over any vet’s head regarding their patients; my cooperation and respect for their authority is important. It’s all about working as a team of experts to achieve a healthy pet.”

CELEBRATE GOOD TIMES! Maddie Shutts and Blaze pose in front of the store’s “5th Birthday” display, filled with celebration products.

Maddie SHUTTS
Modern Companion, Chapin, SC

It should come as no surprise to learn that Maddie Shutts has a degree in graphic design and gained extensive experience in the field before opening her store. Just look at these photos of Modern Companion to see her creative talent and expertise. “My background in design with a focus on multimedia, including motion design, 2D/3D animation, user interface (UI) and user experience (UX), has provided me with a unique perspective on store design and merchandising,” she says.

That shows in Modern Companion’s physical layout and displays. “The user-centered principles I applied in UI/UX design directly influence how I consider the customer journey within the store. Like on our website, I always display the newest product lines or holidays first. The same goes for my store. These up-front displays are very creative, can be interactive, and a lot of the time have a thematic scene that enhances the shopping experience. You want your customer to get in the mood and feel like they and their pet can be a part of whatever product you’re promoting.” The colorful and fun camping and pool-time displays, complete with mannequins at center, certainly do that.

(Left) POOL TIME! The inflatable pool filled with summer-themed toys catches the eye and pulls in customers ready for summer fun. (Right) ADVENTURE PUPS. How could a customer not want to embrace the outdoors with their dogs after seeing this camping-centric display.

Shutts uses technology to further connect customers to products. She shares, “I have a designated area for trending products. We put tags with QR codes on them, with the QR codes linking to videos on our social media. The videos show us demoing the product or a pet playing or wearing the product, so the customer can understand how it works and also see how popular it’s been. Our employees can quickly scan and show videos in the moment. You can tell a customer, ‘Oh, my dog loves it.’ But having proof of a pet playing or using the product is a huge seller.” To see an example of this innovative idea, scan the QR code in the photo at left to see Modern Companion’s video for the Furry Folks Toilet Paper Nosework Toy. It has more than 77,500 views across TikTok and Instagram, and has brought in 75 direct sales of the toy!

SCAN ME. Products perfect for social media get a QR code for customers to scan and see it in use.

NICOLE PACKIN
The Packin Method, Dallas, TX

Like many innovators in the pet industry, Nicole Packin saw a problem and created a solution. “Over the years, my team and I have worked with thousands of pets, many of whom were overweight, lacking self-control, or getting into trouble due to boredom. Their lack of a regular routine and consistent exercise was the leading issue, and I wanted to do something about it,” she says.

Packin did exactly that. In 2007, she had founded Miami Pet Concierge, a pet-sitting and dog-walking business, in Miami, FL. Her family’s relocation to Texas in 2021 proved the perfect opportunity to start a second business, one that would help dogs who needed more than a regular walk to burn off their pent-up energy. “I opened The Packin Method in 2022 serving the Dallas, TX, metroplex. Our mission is to improve dogs’ mental, physical and emotional health through fitness. The Packin Method is a mobile dog gym that offers Slatmill and Pacer treadmill workouts, providing non-interruptive exercise. As our clients grow more comfortable using the equipment, they begin to relax, their confidence grows, and they start to work harder and become healthier mentally, physically and emotionally.”

Nicole Packin and Bailey

The business operates mobile gyms that provide Treadmill Workouts, Fitness Training and Canine Massage, among other pet-care services, each able to provide 60 sessions a week. Their schedules regularly get filled, and Packin could not be more happy with her new business. She says, “We are seeing incredible results for those dogs who can’t typically be around other pets, excelling when they can stretch their legs and exercise safely. We are seeing tremendous improvement in those dogs who are obese and are put on a regular fitness program. By far, the most rewarding thing to witness is a paralyzingly shy or fearful dog learn to gain confidence, get out of their head, and trust in themselves and those around them.”

Up next for Packin: Offering consulting services and online, self-paced classes for those interested in starting or growing their own mobile dog gym.

LET’S GO! Rico gets moving in the Packin Method van.

SHEILA & JOE SPITZA
Wet Nose, Geneva, IL

MINI TACOS. Fresh-caught Atlantic salmon with organic red cabbage and goat milk slaw? Yes, please.

Who doesn’t love tacos? The canine customers at Wet Nose certainly do, and giving them the opportunity to enjoy a food typically off-limits drives Sheila and Joe Spitza to offer a full menu of such tasty treats. “It’s about the excitement dogs have when they get to eat a meatball or chomp on a taco. The look on their face when they sample a piece of our freshly baked cake, and then immediately sit as a gesture of approval and desire for more — it’s priceless,” Sheila says. “And then there’s the huge smile on their pet parent’s face that seals the deal. Making that happen every day, that’s the mission.”

Wet Nose staff make all menu items in a beautiful on-site kitchen tucked into the back of the store and visible to customers. All ingredients used are human-grade, with great care taken when sourcing. Sheila goes into detail: “We focus on ingredients that are organic, hormone free, free range, antibiotic free and grass fed. We use plant-based coloring for our pawstries, along with powders like dragon fruit and turmeric. We focus on high-quality ingredients that are safe for pets, but don’t obsess about trying to make everything healthy. Life’s too short for that.” The items aren’t recommended as regular meals, but as special treats instead.

Sheila and Joe Spitza

When it comes to creating new recipes, Sheila and Joe work with the entire kitchen staff. “We use a collaboration app called Trello, to springboard ideas and roll out new innovations. One person comes up with an idea, each person puts in their two cents, and if it’s a winner, our kitchen manager starts researching and developing the recipe,” she says. “Each idea usually goes through a few test runs before we finalize the recipe, visual presentation and packaging. Every item is tweaked several times before it’s a go, and it’s a better product as a result.”

Customers love the tacos. “The first weekend we launched them, we sold the entire weekend supply in five hours,” Sheila says. And the Sampler Box, “We launched these during the holiday season, and people love them. They mimic a Lunchables box and include an assortment of our top-selling deli items.”

‘PEOPLE’ FOOD. The popular Sampler Box, above left, features Fresh Turkey Topper, Original Beef & Pork Meatballs, Turkey Bone Broth, and Turkey, Apple & Bacon Meatballs. Holiday meals, right, are also a hit!

In addition to pleasing pups and their people, Wet Nose sees increased overall revenue thanks to what comes out of its kitchen. “Offering new items and changing up our menu, gives people a reason to visit more often and to bring their pets in for a visit,” Sheila says. “If they’re making a trip for that, then it’s easy for them to add food, chews and toys to their basket, and that equals more sales.”

CANDACE D’AGNOLO
Pet Boss Nation

Candace D’Agnolo

When Candace D’Agnolo launched Pet Boss Nation in 2017, the concept of a pet business coach was not common. Neither was the “community over competition” approach she had used in her own multi-service pet business since 2006 and would later integrate into her coaching. “I had opened very close to one of the first pet boutiques in Chicago. Those were very hard years. It was a highly competitive market, not just with that boutique, but with everyone in Chicago. However, I believed it didn’t need to be. My mom instilled a philosophy of focusing on our own goals and dreams because we can’t control what others will do,” D’Agnolo says.

“She also reminded me often that any day an empty storefront is filled with a small business, it’s a great thing, even if we sell the same widgets. It’s better to find a way to co-exist, if not work together, because there is plenty of business for everyone. Egos and fear get in the way, and make us lose sight of what is important. I heard the phrase ‘community over compeition’ in a business seminar and thought, ‘I have to integrate that into our Pet Boss client culture!’ The goal is collaboration, about still participating even when it’s hard or uncomfortable, and showing up to do your best work for yourself and for others.”

D’Agnolo continues to innovate to this day for her greater community of 6,000-plus pet business owners, delivering programs such as monthly membership Pet Boss Club and annual pet business conference Camp Pet Boss. There’s also her successful podcast, “Boss Your Business.” And she shares a new direction for Pet Boss Club: “Accountability by deconstructing big theories and strategies so our members are not overwhelmed and begin taking action. We all want success to come as quickly as possible, but owning a thriving business is a long game. You’ll have short wins, but they don’t sustain you. We’re helping more members build strong foundations no matter their stage in business through our new four to six week sprints, weekly action plans and a little tough love in 2024. This will truly help them reach their financial and personal goals.”

JENNY CARRAGHER
SNIFF ‘N’ SEEK, New York City, Ny

Jenny Carragher

Before Barn Hunt, Felix the Italian Greyhound was easily bored and nervous around new people. That all changed when Jenny Carragher began training him for the dog sport, which involves working as a team to locate rats safely held in aerated tubes and hidden in a maze of hay bales. “I could walk Felix for an hour, and soon thereafter, he was bored,” she recalls. “After Barn Hunt, our walks changed from smelling where to mark to investigative reporting — where Felix follows trails, raising his head to smell the air. And this engagement takes up the real estate in his brain that previously was reacting to loud noises, shadows and small children. He has become a lot more confident, self-reliant and friendlier to people. Previously if someone went to pet him, he would dart behind my legs. He now approaches people and enjoys being petted. This was a big change for a little guy.”

The only problem: Felix and Carragher live in New York City. The closest Barn Hunt classes when they started required a two-hour drive, each way. So she decided to open SNIFF ‘N’ SEEK, the city’s first and currently only facility for the sport. “I’m entrepreneurial and reckoned that NYC’s more than 500,000 dogs (including those reactive and less confident) could really benefit from Barn Hunt.”

SNIFF ‘N’ SEEK occupies the second floor of a former carriage house, spanning 2,200 square feet. The Barn Hunt ring measures 600 square feet, but can be made smaller or larger as needed. Carragher offers group and private classes on multiple levels, plus drop-in slots for practice or playtime.

Thanks to a pet parent who lives near the facility taking a class and sharing a video, which then went viral, the new business — it opened in January — has momentum. “I’m not sure of the exact definition of viral, but within three hours I think 100,000 people had seen the video. It generated real excitement and interest in the sport. Not once did I imagine that anyone would post about it, and that non-sporting folks would want to try the sport. This is every entrepreneur’s dream.”

LASHONDA GEFFRARD
Black Pet Business Network and The Paw Shop, Ocoee, FL

Lashonda Geffrard

For Lashonda Geffrard, innovation and diversity go hand in hand. She founded the Black Pet Business Network (BPBN) in 2021, with the goal of supporting the growth and development of Black-owned businesses and leaders in the pet industry. “As an organization, we bring forward new innovations and technology from businesses and organizations with minority founders,” she says.

Geffrard and her organization have a busy year ahead. She will moderate BPBN panel “From Difference to Dollars: How Diversity Fuels Success in Pet Retail,” at Global Pet Expo on March 20 at 2 p.m. At SuperZoo in August, BPBN will once again partner with Leap Venture Studio for the Leap pitch competition for pet-care startup founders who identify as a person of color. “Leading up to the competition, we’ll be working with the finalists to prepare them for their pitch,” she says. And BPBN also will be working with historically black colleges and universities this year to develop in-person career fairs complete with education. “We want to bring awareness of different career opportunities in the pet industry.”

While doing all of this, Geffrard also has her own pet business to run and to renovate. “The Paw Shop will be celebrating nine years in business, so we will honor our team and community with a more modern and sleek look.” Among the changes currently underway are upgrades to make the bathing system more efficient in terms of energy and product use, plus expansion of the retail area where she features minority-owned brands such as Dream Pet Food, Trill Paws, and the salon’s own Bark Outloud grooming products, leashes and collars.

JENNIFER THOMAS
Lucky Dog Pet Grocery & Bakery and Lucky Biscuit Pet Bakery, Lawrence, KS

Jennifer Thomas

The cookies Jennifer Thomas and her team create stand out in a bakery case. The bestselling Spaw Day collection features the dramatic “I Survived A Nail Trim” and bright-yellow Rubber Ducky, perfect as add-ons for grooming and self-wash services. Seasonal and holiday items bring customers who celebrate with their pets back to her Lucky Dog Pet Grocery & Bakery on a regular basis. And cookies such as those in the Wonka Collection, complete with Golden Ticket and Oompa Loompa, capitalize on trending pop culture.

In late 2023, Thomas expanded to wholesale, putting her innovative cookie designs on Faire under the Lucky Biscuit Pet Bakery banner. “I decided to share my cookies with other independent businesses because I know the importance of having something unique in your store. Treats are a fun and easy way to connect with customers, and a way to celebrate their pets.” She adds, “The treats have been such a focal point of who we are, and I want to share that experience with other stores. I view my bakery as a partnership with my colleagues. I have an understanding of their needs because I have been on the receiving end of bakery treat orders. I know the challenges, what I always wished I had access to, and am now able to fill that gap for other businesses.”

Next up for the wholesale bakery, which now occupies its own space separate from the store and has a staff of six: “My plans for the future are to continue to learn and grow, listen and learn from my customers, and expand our cat treat line. Cats need party treats, too!”

GROOMING TREATS. Jennifer Thomas and her team make these treats for grooming salons and stores with self-wash.

(Left)POP CULTURE. On-trend wholesale options include these Oompa Loompa cookies. (Right) PRIDE. Lucky Biscuit Pet Bakery also bakes treats for holidays and special observances such as Pride month.

JOHNNA DEVEREAUX
Fetch Ri, Richmond, Ri

Well known both locally and in the industry for her deep knowledge of herbs, natural remedies and pet nutrition, Johnna Devereaux has decided to build on that base by obtaining a Master of Science in Human Nutrition from the University of Bridgeport. “Throughout the past decade, I’ve noticed that many of the pets I have helped get well, their pet parents often have similar ailments. To effectively evoke long-lasting change, I want to be able to answer the numerous questions that have come my way from pet parents, not only about their pets but about their personal health, too.”

Johnna Devereaux

Devereaux does this on an informal basis at her store, but once she becomes a Certified Nutrition Specialist, the most advanced board certification for human nutrition practitioners, she will offer telehealth consulting and create online resources that encompass both pet and human health. “I have already seen a fantastic change in pet parents’ ability to understand the changes I’m recommending for their dog or cat when I can provide a parallel path in the human body. My goal is to help create the model of a holistic home in which both pets and pet parents can thrive.”

AMANDA WILBOURNE
The Nautical Dog, Williamsburg, VA

Indie pet stores excel at educational events. They host representatives from brands they carry as well as local subject matter experts, including members of their own teams. Amanda Wilbourne has taken the concept a step further with her “The More You Know Pet Wellness Summit.” After a successful first event in 2023, she returns with a lineup on July 13 that features Dr. Karen Becker and Rodney Habib, authors of global bestseller “The Forever Dog.” Despite such star power, Wilbourne has purposely managed her event in ways that ensure local pet parents make up the majority of the audience and that the event itself drives awareness of and business to her store.

She smartly priced tickets and capped the number she sold. “I kept ticket prices low,” Wilbourne says. “I didn’t want price to be the reason why someone didn’t attend. I wanted my everyday customers to come and learn.” The $99 tickets sold out in 36 hours, with only 175 available. Zero dollars were spent on marketing the event. “I could sell 500 tickets easily, as tempting as it has been to move the venue to a larger one. But the current venue is a block from my store. All of this has to go back to the store. If people don’t shop there, I can’t host events like these. If I sold more tickets, it would likely be to people from out of town dying to see Karen and Rodney,” not current or potential customers.

FOR 2024. Billy Hoekman, from left, will join Wilbourne again this year to speak.

Wilbourne also added a small exhibitor area this year but only for brands she carries, and they can only sell their products from her store’s inventory. Those opportunities sold out, too, without Wilbourne having to make a single sales call. And all promotion of the event has run through the store’s website and social media, to ensure The Nautical Dog brand co-stars with the speakers.

Also in the lineup are holistic veterinarian Dr. Katie Woodley, plant and mushroom expert Angela Ardolino of CBD Dog Health, and pet nutrition scientist Billy Hoekman of Green Juju. Wilbourne chose each member for their ability to make pet nutrition accessible. She says, “I want everyone who comes and attends to be able to take something from it. I’m a big believer of ‘We meet you where you are,’ and all of the speakers that I have, they are good at meeting people where they are.”

Wilbourne has already begun securing speakers for 2025 and collecting email addresses for when the ticket purchase link goes live next year. She has names from this year’s waiting list and many many more on it. “It’s good to sell out an event. It creates FOMO for next year. Now people know that for next year, they better sign up for the email list and buy tickets immediately when they go on sale.”

INNOVATIVE BRANDS

We also asked the PETS+ Brain Squad which brands they look to for innovation within their respective categories. Read who they nominated!

The post Meet 10 Indie Innovators in the Pet Industry appeared first on PETSPLUSMAG.COM.

1. TALL TAILS

Erin Paitrick of Woof Gang Bakery & Grooming in Summerville, SC, praises not only the toys Tall Tails makes but also its Brand Block program. “The program helps our business in many ways. We receive the product at a great discount, not only when we first purchase but also for all of our ongoing re-orders, and obviously that creates a higher margin for sales. That would be enough if it was the only benefit, but they also send us T-shirts, which staff love and which help promote the product and prompt fun conversations, which in turn helps sell the product at a rapid pace. They send free samples of the product so we can use them on the sales floor, offer them to staff to test out and have first-hand knowledge when creating their sales pitches, and I also use the toys in gift boxes when we are asked for donations. This gets the Tall Tails name out, which in turn, allows us to easily make additional sales.” Paitrick adds, “The care they show for us is obvious, and because they make my job easier, they get my vote for leading the pack in innovation!”

2. NEXPET & GRANDMA MAE’S COUNTRY NATURALS

For Doug Staley of Pet Palace of New City in New City, NY, the innovations Barry Berman has brought to the pet industry — a co-op for independent pet retailers in NexPet and a line of pet food and treats sold only to indies with Grandma Mae’s — earn his company and the organization their spot on this list. About the products, Staley says, “The brand isn’t footballed around nor sold in big-box retail. This has helped our business remain competitive and has given us an opportunity to put our heart into a product line that won’t be ripped out from under us. NexPet and Grandma Mae’s are coast-to-coast preaching and teaching indies how to effectively remain competitive in an ever-changing retail environment. Barry is a true supporter and believer in the indie pet movement.”

3. AUSTIN & KAT

Four Muddy Paws in St. Louis, MO, is part of the company’s new Store Display Pilot Program, which provides retailers with focal-point displays, character cutouts, creative landscapes and stick-on characters. Owner Jeff Jensen says, “It really pops in-store and tells their story very well. It’s the best in-store merchandising tool we’ve seen. From packaging to merchandising, it all ties together. They provided all kinds of graphics and cutouts to use including Christmas, which helped set us up for the holiday season as well as customize it for our shop during non-holiday times.” The program also provides participants, who fill out surveys and provide photos, with additional creative items, and the company works with the retailer to optimize engagement and even build customized elements specific to their store. Plus retailers get additional samples and sneak-peaks of upcoming products.

4. BAY DOG

Karen Komisar of Sea Dog Pet Boutique in Annapolis, MD, appreciates the product development and pricing from gear maker Bay Dog. “The Liberty Harness is a game-changer for smaller-breed dogs and our business. It’s easy to fit, and the fit is great. We have a lot of small dogs who come into the store, and the Liberty Harness is the perfect option for them for several reasons: First, it’s made of lightweight, super breathable material that helps keep pets cool. Second, it’s a step-in harness with a slide-lock on the latch that keeps it from coming open. And the best part: the price! MSRP is $16 to $18.50 for the whole line!”

5. GF PET

“One brand I have found to be an innovator in the industry is pet apparel company GF Pet,” says Corey Heenan of Boutique and Pet Spa in Altamont, NY. “Every year, they come out with new styles and colors to keep things fresh and exciting. While this is great, and definitely makes dressing up your kitty or puppy super fun (they have some really cute stuff), the real innovation comes from their patented Elasto-Fit Technology, which expands for the perfect fit.”

Heenan explains, “The underside, or front, of their coats/jackets are super stretchy to accommodate pets of all different shapes. One of the biggest complaints I get about pet apparel is, ‘It’s so hard to find clothes that actually fit my dog.’ Whether they are barrel-chested or exceptionally long, GF Pet has thought of everything. In addition to the super stretchy ‘waist,’ there are also built-in elastic pulls with a locking spring toggle on the bottom so you can shorten it up at the booty if the coat hangs off too far, to keep it in place.

“Sizes range from 3XS to 4XL (the latter fits a Great Dane or Bernese Mountain Dog), are super easy to use (there are no sleeves to wrestle with, just peel, wrap and stick) and are produced with high-quality materials. They even have a recycled-materials line, which is awesome. Little touches like the Velcro square tab to hold the hoods back and reflective piping for nighttime-walking safety really make them stand out, in addition to the overall quality and construction of their products. In my opinion, they are the best at what they do, and I am so glad I found them.”

6. SODA PUP

Retailers have seemingly endless options when it comes to chew toy type and shape from this company. Kaye Busse-Kleber of Bark On Mulford in Rockford, IL, shares why Soda Pup remains one of her go-to brands. “People really love that they’re made in the U.S.A. And with rubber and nylon options, there’s usually one that will work with a dog’s chewing style. All of the designs are bright, fun and easy to merchandise, fitting in with our themed displays.” She adds, “They’re always coming out with new and relevant designs, so that definitely helps our shop as we can offer the latest options to our customers.”

7. NORTHWEST NATURALS

Shari Wilkins of Lake Dog and Their People in Eufaula, OK, points to this company’s freeze-dried toppers as just one example of innovation. The toppers help her introduce raw feeding to kibble customers in novel ways, both in terms of delivery and proteins. “They offer functional toppers in shaker bottles: Chicken Breast & New Zealand Green Mussels, Beef Liver with Turmeric, Salmon with Shiitake & Maitake Mushrooms. Also, Goat Cheese, Beef Blood, Veggie & Fruit, and Whole Egg.”

Wilkins also appreciates the retailer support Northwest Naturals provides that looks beyond competition. “Melissa Bateman, our rep, has given us advice about partnering with other brands to offer a full selection of healthy options outside of what NWN offers. One was to do a sundae bar for dogs as a special event.” She suggested using the company’s freeze-dried food and treats as topper offerings for frozen yogurt made with OC Raw or Boss Dog goat milk, both of which have products in the same raw category.

8. SOLUTIONS

This brand earned the most mentions from indies when we asked for examples of innovation in the pet industry. Karen Conell of The Bark Market in Delavan, WI, says, “Their use of fermented ingredients is a game-changer. The digestibility and bioavailability is unmatched. You can easily feed half as much Solutions as other raw diets; that is how nutrient and calorie dense it is. As a longtime raw feeder, I can’t deny the difference in how it feeds and how the pets respond.” She adds, “The goat milk line is unlike any other I’ve seen, fermented raw goat milk with gut-friendly herbs and ingredients steeped into it makes Tummy Butter and Better Butter teas. A life-saver for any pet with tummy issues, poor digestion, inflammation. Dogs and cats love it. From the care in choosing and the quality of ingredients to whom they collaborate with and how they produce the products, it’s is a labor of love.”

Connell also praises the Solutions retailer support. “Their loyalty and partnership with indie pet retail is critical; they want retailers willing to learn, educate clients and sell their food in their stores. They make this possible by publishing everything you’d ever want to know in detail, about every product, in PDF form, online. Roxanne Stone is tireless in educating retailers and pet parents about Solutions and what makes it different.”

9. SAVAGE CAT

Jennifer Thomas of Lucky Dog Pet Grocery & Bakery in Lawrence, KS, explains why she nominated Savage Cat for this list. “Savage Cat is at the forefront of businesses in the pet industry that truly value pet health all while serving their customers. The innovation in Savage Cat is the overall philosophy of a company that not only talks the talk, but walks the walk. With many companies I encounter in our industry, I often find contradictory ingredients or sourcing that don’t align with the values presented by the brand. They source all of their Organic-Certified proteins from local farms, and are concerned with animal welfare including the ones used in their food. The packaging for the most part is curbside recyclable. The packaging they use for direct-to-consumer shipping have biodegradable components. From the ingredients to the packaging to the whole-prey options and innovative treats, I believe they are unique in the pet industry.”

10. P.L.A.Y.

“I nominate P.L.A.Y as an indie innovator because I find their products to be cleverly designed, well made and a great price point,” Susan Nagel-Rees of Winky’s Pet Boutique in Chester, NJ, says. “Their dog and cat toys stand out in a crowded field. My customers are automatically drawn to them for their eye-catching design and craftsmanship. The toys are head and shoulders above others in quality and innovation. The Barkin Brunch toys are a big seller for multiple holidays, and everyone loves the Merry Woofmas Good Dog Stocking. This toy in particular stands out among all my other Christmas toys — it’s great for Instagram photos, and that’s so important now. The price point is amazing at only $11.

She adds that P.L.A.Y.’s sustainable efforts adds another layer of innovation. “My customers are drawn to the design, and multiple people comment on the company’s B Corp status. This matters to both myself and my customer base. It shows that really high-quality products can be designed and manufactured while adhering to social and environmental standards. P.L.A.Y. proves all of this can be accomplished while still keeping prices competitive, and that’s why I have nominated them.”

11. INCLOVER

About InClover, Stephanie Wright of Bend Pet Express in Bend, OR, says, “The brand has come out with some of the best supplements I’ve used, and in the last few years they’ve innovated even more! They really hit the mark with the product, usability/accessibility and marketing.”

She points out the company’s BioRen Kidney Health as an example of innovation in product development. “It’s an exciting supplement to have on the market. It removes a barrier for consumers to support urinary and kidney health. It contains d-mannose, which I would often recommend to support cats with cystitis or crystals, but I would have to send them to a website or human supplement store to find it.”

Bend also says about the products and new packaging rolling out. “They worked with an artist to call out the natural ingredients in the design, the NASC Quality Seal stands out nicely, and it’s just gorgeous to look at. As a consumer, I would not hesitate to have this container sitting on my kitchen counter!”

12. SWELL GELATO

Molly Lewis of Dog River Pet Supplies in Hood River, OR, calls herself fortunate to have Debbie Hendrickx as a vendor and neighbor. But having Hendrickx bring her gelato cart personally to events at the store is just one of the reasons Lewis nominated the brand for this list. “Debbie loves to develop new products with wholesome, simple ingredients that dogs love. She tests products on locals, and always asks for honest feedback. She listens intently and makes changes as necessary. I think she is incredibly generous with samples, which is not financially easy for a small independent manufacturer.”

Lewis adds, “Debbie’s attention to how her products look from a retail perspective is one of the features I appreciate most. She used to work in retail fashion, so she understands that a product must have an immediate positive visual impact in order for someone to want to buy it. Her packaging is simple, bright, clear, cute and happy, and there aren’t too many words or disparate fonts or any unnecessary images. You know immediately what the product is and who it’s for.”

The retailers also appreciates her friendship with this brand owner. “Debbie is a positive and encouraging person. She and I have regular coffee dates where we bounce creative ideas off each other and help one another navigate the challenges of being an independent business owner. She is a wonderful support, and I am lucky to call her my friend.”

13. FLUFF & TUFF

More than a few members of the PETS+ Brain Squad appreciate the company’s innovative and frequent new designs. “They make the cutest toys! Every year they come out with numerous new toys to keep the line fresh. Customers look for new ones every time they come in,” April Lawrence of Bone-A-Patreat in Des Moines, IA. says. “This company started 20 years ago, and I am always impressed with the growth and leadership year after year. They also are one of the few indies left. We love them and sell almost 5,000 toys a year! Great company, and Ellen Lawson should be proud!”

14. WEST PAW

“When I think of innovation, the first company that comes to mind is West Paw Design,” Diane Mullen of Winni Paw Station in Wolfeboro, NH, says. “Their recycled, sustainable products have been a mainstay in my business since I opened in 2008. Their ‘Love it Guarantee’ makes it easy to sell their products. They are always improving their products by increasing durability and quality. For example, the different generations and enhancements to their naps. I started carrying their Eco Naps, then their Nature Naps, Montana Naps and now their Big Sky Naps. The informative, eco-friendly tags on their merchandise allow customers to browse and learn without feeling pressure from a sales associate.”

Also on her long list of reasons why the company stands out: “West Paw’s recycling center for Zogoflex toys is another model of innovation. It grabs customers’ attention and encourages questions and engagement. Partnering with Earth Animal and their Funnl toy was a novel approach, too. That gives us an add-on sale to both products. They regularly introduce new products rather than copying. For instance, their brand-new Feast Mat, which is two-sided and offers both a slow-feeder and lick mat, is totally new.”

15. WOOF

Another often-mentioned brand for its Pupsicle line, “Woof really hit it out of the park,” Andrea Demmons of The TailGait Market in Asheville, NC, says. “The Pupsicles product is dynamic, and while that is the important part, the packaging is also excellent in that it explains the benefits in a readable fun fashion. So many products have too much on their packaging, and it all turns to a blur for a customer.”

About the toy itself and its pre-made Pops and Treat Tray, Demmons says, “It is great for the store because there are three parts to purchase, they can choose one or all three, and they come back for more pops or more goat milk for the tray, so excellent repeat sales. We’ve had several customers purchase one to try, then come back so each of their dogs have one. Mostly our customers love it, so that is always good for our store!”

16. PET RELEAF

Denise Strong of Pawz on Main in Cottonwood, AZ, has a long history with Pet Relaaf and sees innovation throughout the company’s products and business practices. “Back in 2015, I spent five months researching distributors of CBD hemp products before choosing Pet Releaf. My list was long, and it included a long line of ‘Hemp Hustlers,’ but Pet Releaf and its founders stood out above the rest. I embraced their simple honesty and integrity in the way they conducted themselves and their business. In my personal opinion, their commitment to providing trustworthy and effective products is beyond reproach. They offer tours of their farms in Colorado, and they oversee their production process ‘from plant to pet.’ They utilize sustainable, regenerative-farming practices with wind-powered facilities, and their belief is that healthy people, healthy pets and a healthy planet are all connected.”

The post Indies Name 16 Pet Brands They Look to for Innovation appeared first on PETSPLUSMAG.COM.

All that said, attending trade shows has its challenges. How could it not with the thousands of attendees and exhibitors involved, each with their own wants and needs and business practices? Are there ways to improve the buying and selling processes at Global Pet Expo, SUPERZOO and the many distributor shows happening across the U.S. in 2024 and beyond?

The PETS+ Brain Squad believes so. Our retailer survey group offers a variety of suggestions here. And as the best business relationships are partnerships, leading brands and distributors share insights and advice in return.

SHOW PREP

Many retailers say that they prefer to get information before shows begin so they can plan better and start the ordering process earlier.

“I’d love to know in advance which brands have new items. That would allow me to better prioritize my limited time at shows,” Shane Somerville of Paddywack in Mill Creek, WA, says. Errin Jolley of Purrz and Paws in St. Helens, OR, likes to factor show specials into her prep and shares an example of a distributor that makes it possible: “Animal Health International gives customers a catalog of everything being offered at its show, one week in advance. This gives us time to look over the book, create a game plan for which booths we want to hit first for ordering, and then continue down the list to visit those booths where we want more information on products.”

Retailers say such efforts would benefit brands and distributors, too, in terms of sales and exposure. “I would take better advantage of the deals if I had a week or more to peruse them and plan purchases better,” Karen Conell of The Bark Market in Delavan, WI, says. Jennifer Guevin of Holistic For Pets in Bradenton, FL, adds, “It’s so much easier for me to do my orders in advance and turn them in for the brands and products I know, which leaves me more time at the show to look at new products and vendors.” And pre-orders need not mean brands miss out on increasing a total sale, Marcy Cardona of High Altitude Holistic Pets in Lakewood, CO, points out: “I love to preorder online or via email, and then add products on site.”

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These brands excel at making sure retailers have what they need before the show floor opens. They offer these helpful tips for the most complete prep.
+ SET A TIME — Natalie Hennessy, director of public relations and marketing for P.L.A.Y. Pet Lifestyle And You, recommends booking time with exhibitors on your must-see list: “Making an appointment will ensure you can talk directly with your rep and have dedicated time to discuss new products or anything you may have questions on.”
+ LOOK AT YOUR SALES — “If retailers can be prepared to give feedback on what is selling, what is not selling and what they see for the future, that would be very helpful,” Alexandra Barone, marketing and sales specialist at Tall Tails, says. Britte Bennett, West Paw vice president of sales, adds that with that information, “Reps will be able to offer suggestions of other products to bring in and/or quick training bites on slower-moving items.”
+ BE STRATEGIC TO GET QUICK DELIVERY — Bennett offers tips specific to West Paw, but they also may work with other brands: If you haven’t ordered from the company but plan to, “Fill out our retailer application before the show, as this will make processing your order much easier.” And hit the booth ASAP if you want product ASAP. “Order early to get your product faster! Orders placed on day one of a show ship in less than a week, while orders placed near the end can take up to two weeks.”
+ BRING LABELS — “One little thing that makes life a lot easier for us is when retailers show up with a sheet of address labels that they can stick to the top of an order form, especially if they include email and a phone number,” Barton O’Brien, founder and CEO of BAYDOG, says. “It’s easy to read, facilitates follow-up, and is a big time saver when taking orders.”
+ LEAVE ROOM FOR DISCOVERY — Don’t schedule your every minute with a set list of exhibitors. Leah Nagel, B2B marketing manager for ZippyPaws, offers this advice: “It’s important for retailers to know what they are looking for when going into a show, but to also keep their minds open to new product offerings as new launches often coincide with these major industry events.”

GO DIGITAL

Quite a few retailers want an update to the ordering process at shows — ditch the paper forms for an online system, they say.

Julie Sterling of Julz Animal Houz in Marysville, WA, would like to see, “An ordering process that can easily be used on an iPad, scan compatible, so we can submit orders by simply scanning SKUs, as opposed to writing everything by hand.” Alexis Quiroga of Pawsitively Sweet Bakery in San Antonio, TX, agrees that it would speed up ordering at booths that have more customers than reps: “We usually have to wait in line — sometimes a very long time — to place orders. How about iPads or kiosks?” And Julie Johannes of Happy Hounds Pet Supply in Bigfork, MT, suggests, “Having a digital catalog that allows one to research products when reps are busy with other customers and to be able to leave feedback or sign up for more info with this method.” Security of payment information ranks as a top tech need for Kirsten Puhr of The NW Dog, Poulsbo, WA. She says, “I don’t love writing credit card info on a piece of paper that could easily get lost.”

BRAND THAT DOES THIS: Tall Tails is among the brands that use tech to speed up ordering. “We utilize a barcode scanning system to write orders quickly and easily,” Barone says.

ELEVATE YOUR CUSTOMER SERVICE

Just as retailers make customer service a priority at their stores, many say they would like to see improvements in this area at trade show booths.

“I’d love to see food brands more prepared with specific information and willing to share that information. When I look for a new brand of food to offer, I ask companies for their digestibility data, who formulates the food and their credentials, and their sourcing,” Elizabeth Zikmund of Give a Dog a Bone in Evansville, IN, explains. “In most cases, whoever is at the booth can’t answer any of those questions, and then I’m in an email thread for months trying to get those questions answered.”

Staffing levels also prove important for retailers such as April Meier of Pawsitively Scrumptious in Crestview, FL. She wishes brands and distributors would, “Have more people at the booths to speak to when there is high volume, and that we can get them to take orders.” For those in-demand brands, Lauren O’Hanlon of Ruff House in Fort Lauderdale, FL, recommends, “Handing out samples or having some sort of incentive to want to be at their booth, especially if we have to wait to talk to them.” And just as Beth Staley and her team at Happy Dog Barkery in Downers Grove, IL, greet all of their customers, she wants exhibitors to, “Acknowledge all buyers coming into their booth.”

Lastly, this suggestion to improve customer service by adjusting booth layout comes from Johnna Devereaux of Fetch RI in Richmond, RI: “Put all new products in one place! I have limited time and don’t want to be searching in between products I already know and carry.”

BRAND THAT DOES THIS: The Evanger’s Dog and Cat Food Company and Against the Grain Pet Foods booth always has an elevated customer experience. Holly Sher, president and owner, gives as an example: “At each show, we try to always have something fresh and new for our retailers to learn and to engage. From photo ops to giveaways and specials to educational games like a big wheel to learn and save money, we want to keep our retailers excited for the quality food and food innovation they know and expect from Evanger’s.”

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To get the best possible customer service at a show, these brands and distributors offer insight and advice specific to stated retailer concerns.
+ EMAIL AHEAD — Liz Schmitt serves as vice president of sales and marketing for Packer Mellem Sales, and co-owns Momentum Carnivore Nutrition. To get less common questions answered, she offers this recommendation: “Reaching out to the brand before a show to find out the times the knowledge keeper is scheduled for the booth would be a great way to ensure you’re stopping by at the right time.” Bennett with West Paw says, “If a customer knows they want to cover a specific topic, in-depth appointments make sure the right person is available and that they are prepared to answer every question.”
+ SKIP THE BASICS — If you didn’t make an appointment, Jenny Gilcrest, vice president of marketing for Skout’s Honor, says, “There are always a few of us who have more of the scientific knowledge that certain customers are looking for, so retailers can just ask for the best person to answer technical questions.”
+ STICK TO BUSINESS — O’Brien of BAYDOG shares this perspective, which can lead to a mutually respectful relationship that will improve customer service: “For many vendors, especially smaller businesses and startups, a trade show represents a significant investment. Keep this in mind when talking to vendors, and be respectful of their time. They are there to sell their products and try to recoup that large investment. As a vendor, there’s nothing worse than having someone talk your ear off about a topic that has nothing to do with business while potential customers walk on by your booth.”

MORE SAMPLES, PLEASE

It will come as no surprise to exhibitors that retailers say they want more products to take back to their stores.

David Owens of Barks N’ Rec in Chicago, IL, would like more toys available at shows: “It’s easy to make a durability claim, but we love to put them to the test.” Keeping the trade show momentum high proves important to Cait Lauria of Groomington Coat Factory in Midland Park, NJ.: “I know it will add a lot of weight to my luggage, but my team loves seeing trade show finds, and sometimes the excitement wears off by the time the items ship and arrive.” And Adina Silberstein of Queenie’s Pets in Philadelphia, PA, says she would be more than happy to pay for product samples and points out that the common practice of pre-selling booths, “Makes it zero cash and carry, when some of us would really like some one-off products. Plus, I feel like they could run that as a special and make hella money.”

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Sampling varies not only by brand but by category. These brands explain why some samples may be readily available, while others not. And they share tips on how to get your hands on products to go.
+ ASK AHEAD OF TIME — Hennessy with P.L.A.Y. offers this insight and advice: “If there is something specific a retailer wants to sample, they should reach out to their rep to make sure they bring extras to the show. A lot of vendors use the same inventory they have at the show for other shows, so they may not be able to give any samples out.” Blake Anderssen, founder and CEO of Pet Parents, points out that this will lead to more informed buying at shows: “I encourage retailers to ask for samples ahead of the show to touch and feel the product before, so that they can come prepared with any questions to protect their time during the show.”
+ BE STRATEGIC WITH REQUESTS — Barone of Tall Tails offers this context and tip: “It is very hard for brands to manage extra inventory to give or sell from the booth. Booth space, especially storage space, is extremely limited. The best time to ask for samples is in the afternoon on the last day of the show.” Amy Snell, director of sales and marketing for Northwest Naturals, shares, “We have been known to give away full bags, especially the last half of the show.”
+ ASK FOR SAMPLES TO BE SHIPPED — “For retailers who are on the fence about a product or category of ours, we always offer to ship them samples,” Barone says. As does Northwest Naturals, keeping travel in mind. Snell says, “If the retailer does not have the luggage space, we will send them directly.” Skout’s Honor actually prefers to send samples post-show, for both the retailer’s and brand’s benefit, Gilcrest explains: “Because our products are liquid-filled and can be heavy and difficult to travel with, we don’t bring extra product to give away. We do sometimes offer sample sizes, depending on the products we’re highlighting or what’s new. However, we’re always willing to ship full-size samples to interested customers post-show, either directly or through our distributors, which makes it much more convenient.”

RETHINK SHOW SPECIALS

Specials garnered the most responses to how brands and distributors could improve the show experience for retailers. Answers often varied by size of store, relationship status and attendance at shows.

Corey Heenan of Boutique and Pet Spa in Altamont, NY, says, “We are a very small business that cannot afford to buy $500 of any one thing. I wish they would offer small bundle deals to us little guys. Or potentially more percentage off open stock so we could order three to six of an item instead of 24.” More flexibility in specials ranks high for Diane Marcin of Benny’s Pet Depot in Mechanicsburg, PA: “How about a ‘Build Your Own ISO’? Make it the same discount as the ones that are already put together. I’d love to bring in new lines at 30% to 35% off, but I’m not going to spend $850 on one new toy line.” And Natalya Schilling of Pets on Brady in Milwaukee, WI, suggests, “Not one but two initial stocking order first deliveries, at least for indie stores like mine.” She explains that this would encourage those with smaller budgets to take a chance on a new line. “Sometimes at a trade show, I don’t realize how good the products are and thus miss out on delivering an amazing new product to my customers.”

Such changes would boost show attendance by smaller stores, many retailers point out. “2023 was the first year that I didn’t go to a trade show. It wasn’t worth the cost to travel to not be able to buy a bunch of products because, sadly, most of the specials are for large deals and pallets,” Nicoll Vincent of For K-9s & Felines in Westfield, MA, says.

Be sure to give love to existing customers at shows, Lorin Grow of Natural Pawz stores in Texas reminds: “Stop chasing the new retailers with promos and leaving out those of us who already have you, support you, promote you and sell you. I’ve lost count of how many times the deals were only available to new stores. I came to buy, so reward me for that, my representation of your line in my store, and my loyalty.”

The point about which retailers disagree most when it comes to show specials: attendance.

Sam Ellsworth of Sacandaga Dog Supply in Northville, NY, explains that, “Many times, the show is during our work week, and we can’t shut the store down to attend.” He asks that brands and distributors, “Offer show deals without actually having to go to the show in person.” Doug Staley of Pet Palace of New City in New City, NY, agrees: “Since trade shows are getting harder to physically attend due to staff shortages, get show deals out electronically faster and offer those discounts regardless of whether you attend or not.”

While some retailers said that those who do not attend shows should not be eligible for the specials, Pattie Zeller of Animal Connection in Charlottesville, VA, offers a compromise: “Give show attendees a bigger show special than the discount offered to those who don’t go to the show. We spend our time, dollars and travel to go to the shows to buy products and honor our suppliers with our support. We deserve a bigger discount than retailers who wait to see what’s going to be online and shop from home.”

DISTRIBUTOR THAT DOES THIS: Missy Limbeck, marketing manager of Pet Palette Distribution, says, “We are familiar with the challenges retailers face in leaving their stores to attend shows. For that reason, we always make our show deals available to everyone, whether they attend the show or not.”

ADD THESE ITEMS TO YOUR TO-DO LIST
While most brands featured here say they will work with retailers when it comes to specials, these offer specific insight and advice on negotiating.
+ LOOK FOR BRANDS WILLING TO BE FLEXIBLE — Schmitt says, “To me that’s a clear indicator if that brand is going to be an independent retailer partner or not. Always ask for what you need. The brand should know their margins and what one-off deals they can make. With Momentum, or any brand Packer Mellem represents, we never want a store to bring in more than they should just to get a deal and would much rather edit down deal quantities than end up with short-dated product to discount further later. We want things to turn on the shelf quickly, too!”
+ JUST ASK — Green Juju founder Kelley Marian says, “We structure our deals for these shows with the most aggressive offering we have, so that’s typically the highest we can offer. If a retailer needs something smaller to accommodate a smaller store, it never hurts to ask. We were all small at one point.”
+ BRING SOMETHING TO THE BARGAINING TABLE — “As a small and growing business, we’re very commercial. Therefore we will always work to get to ‘Yes,’” BAYDOG’S Barton says. “That said, our trade show specials are pretty liberal, so we don’t often do many deals above and beyond. The advice I would give to retailers looking to cut a deal is to remember that every deal is two-sided — if you’re going to get a better deal, you have to be able to offer something in return, like a large initial order size, multiple locations and guaranteed re-orders.
+ GET IT IN WRITING — This helpful advice comes from the Pet Industry Distributors Association: Any “special” specials that involve distributors “should always be a discussion between the store, the distributor sales rep and the manufacturer rep. These discussions should be documented in writing and followed up upon quickly. Very often, what is stated as the agreement after the show varies from what the participants ‘heard’ on the show floor, which can cause hard feelings and confusion.”

IMPROVE CLARITY

Retailers say certain elements of trade and distributor shows leave them searching for answers or explanations. They offer recommendations on how to provide information and clarity throughout the buying process, from shopping in the booth to receiving orders at their stores.

Jennie Dudley of Hairy Winston in Mount Pleasant, SC, has a simple request: “It would be extremely helpful to prominently post show deals. I truly believe more people would stop at booths they normally wouldn’t if they saw the deals offered.” Shari Wilkins of Lake Dog and Their People in Eufaula, OK, agrees and also would like to see a sales sheet at each booth that lists: “Minimum quantity or other order requirements, shipping and any additional fees, whether products are in stock and approximate shipping time, plus a contact name, email and phone number.”

When discussing deals at the booth, Jeffrey Jensen of Four Muddy Paws in St. Louis, MO, would like more clarity on how brands and distributors give discounts: “They should issue our discount off of our cost with the vendor and not the list price. Too often, the deals aren’t even deals because the percentage off is off of list and our cost is lower than their discount in some cases. It’s very confusing to understand if we’re actually getting a deal or not.” In addition, Erin Paitrick of Woof Gang Bakery & Grooming in Summerville, SC, says, “I’d like to see the invoice show the details of the SKUs and pricing instead of just one lump price for the whole thing. It takes quite a bit of time to try to piece all the info together and determine our retail pricing that way.”

Annabell Bivens of The Dog Store in Alexandria, VA, would like clearer instructions on submitting orders: “Some want orders in early, some have perforated sheets and I don’t know what side they want to be turned in, and sometimes they prefer online. I just need to know.”

And many retailers say they want to leave the booth with proof of their order. Karen Komisar of Sea Dog Pet Boutique in Annapolis, MD, wants exhibitors to, “Be able to provide a copy of the order sheet. So many vendors do not provide a copy or email of order for tracking purposes.”

Many retailers also stress the importance of clarity on whether products are in stock and/or when they are expected for delivery. McKenna Burzimati of Roxie’s Barkery in North Adams, MA, attended her first distributor show earlier this year:“I was under the impression that what I was placing orders for at the show would be in stock. Many items have been backordered.” Gloria Von Zech of The Principled Pet in Collingswood, NJ, seconds this request and adds, “Don’t over promise! Give accurate new product release dates.”

EXTEND THE ORDERING PERIOD

Speaking of ordering, a top request from retailers: Allow more time after the show to place orders and take advantage of specials.

Chris Welling of Woof Gang Bakery and Grooming in Estero, FL, points out, “Many owners attend the show and like to discuss with store managers the items they come back with.” She would like to “have until one week after the show ends to get orders in.” And in reverse, some store managers must meet with higher-ups before placing orders. “Sometimes there is an approval process, and we cannot place an order on the spot,” Stephanie Salvago of the Greater Birmingham Humane Society in Birmingham, AL, says.

Elaina Stanley of Three Happy Hounds in Fernley, NV, says a tight deadline actually can discourage her from placing an order: “With so much going on at the show, especially afterwards, there’s no way I can stay up writing orders to turn in before leaving. If I can’t take orders home to review and place later, I most likely won’t place the order.” Jennifer Larsen of Firehouse Pet Shop in Wenatchee, WA, says having a later deadline allows for vacationing around trade shows: “We really appreciate brands that allow time after the event to get orders submitted. We don’t go right back to work, and having the extra days allows us to write better orders.”

BRAND & DISTRIBUTOR THAT DO THIS: Earthbath remains open to extensions, Western Territory Sales Manager Carla Ng-Garrett says, “If retailers find they’ve run out of time trying to turn in their purchase orders, they can always check with the sales team (brand or distributor rep, whomever they are purchasing from) for extensions. They will do their best to work with the retailer to get orders turned in!” Pet Palette sets later deadlines in general. “We extend our deals well beyond the end of the tradeshow so that our customers can get back to their stores, look through the discounts on our website, and place a well-thought-out order rather than rushing to make decisions,” Limbeck says.

FOLLOW UP

Finally, several retailers would like to see brands and distributors strengthen their after-show customer service.

Samantha Youngblood of Youngblood’s Natural Animal Care Center and Massage in Wilkinson, IN, pleads, “If I leave my information for you to reach out after the show, please reach out!” Pam Campbell of Bonediggity Barkery & Gifts in Gatlinburg, TN, especially wants to hear from brands and distributors she starts or continues a business relationship with: “Follow up with customers, especially if they place an order!” And Lisa Kirschner of Sit, Stay, ‘N Play in Stroudsburg, PA, would like them to, “Follow up with us after the sale to see how the product is doing and if we need any support selling it or education.”

ADD THESE ITEMS TO YOUR TO-DO LIST
The definition of a realistic timeframe for follow-up varies by brand, but those here all stressed the importance of working together.
+ GET A DIRECT CONTACT — “At Pet Parents, we generally follow up that next week back from a show,” Mikaela Stanley, product manager, says. “That being said, it never hurts to take a brands’ direct email information/card to ensure that neither side is forgetting nor potentially losing any information. Brands typically want more retailers just as retailers want top brands. It’s a partnership and should be treated as such.” If you misplace contact info, David Deorenzo of North Coast Seafoods points out, “Physical and e-cards and contacts through the show website are great ways to access exhibitors post-show.”
+ ADJUST EXPECTATIONS — Schmitt of Packer Mellem and Momentum Carnivore Nutrition, says, “Sometimes brands are showing things that won’t launch for several months, so keep that in mind if you’re not hearing back quickly.”
+ TAKE THE INITIATIVE — “The week following a show is very hectic for brands. We are catching up from a week away from the office as well as trying to follow up as much as possible from show to-do’s. One to two weeks post-show is a realistic timeframe for follow-up, and if you don’t hear from us, we definitely encourage you to follow up with us,” Barone of Tall Tails says.

The post How Retailers, Brands and Distributors Can Do Business Better Together at 2024 Trade Shows appeared first on PETSPLUSMAG.COM.

The post The Big Survey 2023 appeared first on PETSPLUSMAG.COM.

With this in mind, we asked the PETS+ Brain Squad, our 1,200-strong survey group of independent pet retailers and service providers, to tell us where they most need help in their business. Some members took us quite literally, asking for funding for new signage or to physically make over an entire department. Sorry to disappoint! As much as we’d like to swoop in like Jon Taffer or Gordon Ramsey or Tabatha Coffey, our budget does not allow.

Instead, we grouped similar requests for help into 10 main categories and reached out to industry experts and squad peers who have found success in the particular areas where members say they struggle. Here you’ll find their heartfelt advice — and in some cases, tough love — for five of those challenges: attracting and retaining customers, increasing sales in a small space, creating a thriving cat department, building a cohesive brand, and boosting self-wash revenue. We’ll start to tackle the five remaining categories in the Jan-Feb 2024 issue, in a new regular column inspired by this story. Stay tuned for more!

For solutions to this problem, which quite a few business owners reported having, we turned to Candace D’Agnolo, founder of Pet Boss Nation. She opened and sold three highly successful businesses — making a seven-figure exit — before becoming the top business coach for pet indies in the U.S. She read through all of the requests in this area and offers this insight and advice:

Candace D’Agnolo — This pet business coach provides tough love and caring support.

“Marketing a business seems to be the puzzle many small business owners can’t solve. From ‘I’ve tried everything’ to ‘My customers don’t like promotions’ to ‘After decades, people still don’t know we’re here,’ I’ve heard it all. Honestly, it all sounds like excuses.

“My tough love to you is … you haven’t tried everything, and what you’ve tried isn’t working. You have two options: Improve your skills (this takes time) or pay someone to help you (this takes money). Both need a strategy and consistent, long-term execution. Even then, there are no guarantees. It can take a while to find what works. Plus, marketing is always evolving. This is why it’s much easier when you learn to love it (OK, liking it is good enough), so you can keep sharpening the tools in your marketing toolbox.

“At PBN, we ask our clients to evaluate themselves in three key areas of marketing:

• Attraction — attracting and building your audience
• Conversion — turning lookers into buyers and increasing their purchase amounts
• Retention — increasing a customer’s visit frequency so they become your best word-of-mouth marketing and a great customer for the lifetime of their pet and pets to come

Ask yourself, “How do I stack up in each area?” Then use these tips from D’Agnolo to improve where needed.

Work on your www. “One of the first areas to focus on is your website. This is the No. 1 place where potential and current customers can learn all about you. There you can control the message and position exactly what they see first. The problem is, too many pet pros rely on a Facebook page only. Or they have a dated website with poor photos, illegible fonts, missing information and the biggest problem … it’s not mobile friendly. There are many free and paid website resources that can boost your online image, such as Wix, Canva, Shopify, SquareSpace, through your P.O.S. or custom site creators.”

Get social. “I also notice pet pros who haven’t posted on any social media channel in months! Seriously?! Or they post a lot, but it has nothing to do with their business. I’m so confused with this one, in particular. It tells me as a consumer that they like to promote others more than themselves, so they must not be interested in hearing from me, their ideal customer. Post original, authentic content about your business. Use photos and videos to paint the picture of why people should buy from you or engage your services.

Pick a social channel where your customers spend time. Learn everything you can about it and post engaging, valuable content every single day.”

Build that list. “Use social platforms, your website and other lead magnets to build your own email marketing list. Break your list into segments: current customers and potential prospects. They may get the same email message, or maybe you make different offers to each group. Email marketing isn’t just sending one newsletter a month. It includes an onboarding, welcome series of emails. You also can do a launch sequence with multiple emails for big events and promotions, send weekly emails with updates and important news, and run specials on the fly when you need to move merchandise or drum up business.”

Engage. “Looking for budget-friendly marketing? Do some outbound engagement within Facebook groups, Instagram DMs, with other pet or local accounts in your area, utilizing your personal page, utilizing Google Business Profile and NextDoor.”

Strategize and pivot. “Wondering why sales and promotions don’t work? Is the discount enticing enough for someone to take action? Did you advertise it well in advance and build excitement around it? Maybe your customers don’t like deals, but they want a customized or white glove kind of service. ”

D’Agnolo wraps up her advice with, “Overall, you need a marketing strategy and a budget, and you need to be intentional. Donating to auctions, attending community events, waiting for people to find you isn’t enough. Boost your online presence by encouraging more reviews, creating and sharing short videos weekly, engaging on other business and community accounts that have your ideal clients so you can be seen … and overall, just stop hiding online!

“It’s 2023! Millennials and Gen Z make up 49% of pet ownership. They are online. They like to find things quickly and easily. They give attention and money to brands they align with, believe in and value. You have all of that inside your business — you just need to start communicating it in your marketing.

“The reality is, no marketing strategy is the best. Nothing will save you overnight or even in the next month, but today you can start fresh. Begin building a stronger foundation, stay committed to your plan, and customers will follow, sales will build on each other, awareness will rise, and money will flow. You have to commit to being the influencer of your own business. You are its best spokesperson!”

Feeling like they’ve maxed out the sales potential of their space was a common sentiment heard from Brain Squad members with smaller stores. Square footage may not be the issue, according to Lyn M. Falk of Retailworks, Inc. She helps retailers of all sizes with store design, merchandising and display, and points to too much inventory as a common cause of stalled revenue growth.

Falk explains, “Retailers with less than 1,500 square feet of selling space often find themselves with too much inventory on the sales floor. Reasons? They love a lot of different product lines. Vendors have minimums. Customers want variety. But often the biggest reason is, they think that if they have all the products on the sales floor, customers will buy more. But what really happens is the space becomes overstocked and visually chaotic, shutting down customer brains so they actually see less, not more, and ultimately buy less.”

Modern Companion in Chapin, SC, excels at winding customers through the store to see what else they can find.

So, what’s the recipe for being a successful retailer in a small space? She shares these main ingredients:

Clear traffic aisles to the back. “The path can weave back and forth, but there needs to be good visual and physical access throughout. Without it, customers instinctively hesitate to make their way deeper into your store.”

Lyn M. Falk — She loves helping small pet stores acheive big success through design.

Uniform fixtures. “All wood, all metal, etc., or complementary materials within the same aesthetic. Retailers starting out often beg, borrow and buy used fixtures, and/or get free vendor fixtures. This leads to a diluted brand and adds to the visual busyness of a store. By being thoughtful about the look of the fixtures, you will draw customer eyes to the products, not the fixtures.”

No merchandise on the floor. “To avoid looking sloppy and clogging the aisleways, keep merchandise to the bottom shelves of floor fixtures and at a minimum of 12 inches above the floor when using slatwall panels. Put out only the amount of inventory that will fit on your floor and wall fixtures. It’s called ‘critical mass,’ not ‘overloaded mass!’”

Product categories separated by fixture(s) and with signs above. “These signs will help customers quickly see all of the major types of merchandise sold in your store from a distance and guide them to what they’re looking to buy. Simple, easy-to-read signage can go a long way toward helping a person navigate a ‘full’ store.”

Focal point displays throughout. “These displays promote a certain line and/or celebrate a theme/season. They are thoughtfully put together, often have props, and provide visual breaks among full fixtures and walls. Without these focal points, the brain finds it difficult to focus on any one thing in your store. Start with a lower display toward the front and build higher toward the back. For instance, a nesting table just inside the entrance, then an endcap display farther in, and finally, a wall display above the fixtures in the back would be three good focal points in a small store. You’ll quickly see how customer feet follow their eyes.”

Final thoughts from Falk: “With a smaller store, it’s important to purchase for a set number of product categories that fit well within the existing space. You may have to wait until you’ve reached a higher level of success and can afford more space to add lines. Keeping a store clean and tidy, with fixtures uniform and well-merchandised, and installing easy-to-read department or product-category signs will make a big difference in how customers see, interpret and shop your store. And when customers can see more, they buy more.”

So many of you said you struggle to build this area of your business. We asked Jennifer and Allen Larsen of Firehouse Pet Shop in Wenatchee, WA, to share what they’ve learned while growing their cat department. Thanks to an expansion in November 2020, kitty customers now have 1,100 of the store’s 7,700 square feet all to themselves. These sales make up 20% of total revenue and have grown 48% on average year over year since the upgrade. The Larsens recommend these strategies to see your cat sales grow.

Kitty customers at Firehouse Pet Shop have a department all to themselves.

Have a true cat department. “Immediately after the expansion, we heard from several customers that they loved having their own area and space and not having to go through all of the dog stuff. Our cat raw, for example, is in its own freezer next to cat food, not on a shelf or two mixed in with dog. Cat customers want variety, fun and unique products, and to feel like they matter.”

Buy, merchandise and price with cats and their people in mind. “They shop cans specifically, so we have them all together and offer a large assortment as cats are picky. We also offer a ‘Buy 10, Get 1 Free’ with mix and match, which really brings in that customer. We rotate toy brands constantly and carry some that are inexpensive, but also some pricey ones from Faire that are unique and not in other local stores. We carry a large assortment of cat trees and put our nicest and largest out on the sidewalk daily, which really grabs people’s attention driving by. Our cat tree selection has brought in several new customers as only the plain ones are at big-box stores. Lastly, we found that dropping our margin on litter, for example, to better align with grocery and big-box, boosted sales. We now have 12 feet of tall litter walls, and it moves very quickly. Our food we keep as low as we can: 25 on big bags, 27 on medium, 30 on small. We’ve noticed some stores are much higher margin, and cat customers will shop price.”

Jennifer and Allen Larsen — They put cats and their people on a pedestal.

Hold cat-centric sales. Many retailers said that customers with dogs and cats only shop for their dogs with them. The Larsens can relate and share how they overcame this particular challenge, “When we first opened, cat customers would shop at the grocery store for cat food but drop $60 to $100 on a bag of dog food with us. We started having a ‘Caturday Sale’ one Saturday and Sunday a month, varying weeks, during which most of the department was discounted. We chose food and treats we wanted to grow, were long on, that were short-dated, etc. Higher-margin items were a steeper discount, food and cans were only 10% to 20% off. People started asking when the next sale was on a regular basis. It got people to try new things, and these became our busiest days of the month.”

Hire cat people. “The bigger piece of the sales growth was educating and building trust between our customers and staff. Once they learn the importance of diet with their dog, they start to realize they have neglected their cat. They eventually have moved to taking equal care. This also comes with having a team equally passionate about cats and their health as dogs. We have several employees who only have cats, and that is their passion.”

ore than a few Brain Squad members, many with nutrition-centric stores, said they don’t feel their brand fully represents their mission. Several also said they struggle with brand consistency throughout their business. NorthPoint Pets & Company in Cheshire, CT, excels in this area, so we asked manager Jenna Harrison to provide insight into the store’s brand as well as the process used to create and maintain it.

Jenna Harrison — Her background in fine arts and merchandising helps keep the store’s brand on point.

“Our brand identity is encapsulated by two key phrases: ‘Fiercely Independent’ and ‘Science-backed nutrition without the hype.’ These reflect our bold and honest ethos,” she says, adding that the store’s foundation lies in owner Nicole Cammack’s studies at the University of Georgia, a five-year doctorate program in comparative biomedical sciences, canine nutrition, and in her international research publications. Both impact not only the store’s customers but also the global pet industry, so the brand needed to resonate with both. With all of that in mind, they chose a compass as the brand symbol.

“NorthPoint stands as a trustworthy beacon in the sea of conflicting information. In the mess of opinions, product promotions and internet advice, finding unbiased and reliable guidance can be overwhelming,” Harrison says. “This is where our emblem, the compass, takes center stage. Our knowledgeable team acts as a guiding force, lighting a path to optimal pet health through personalized interactions with customers and their pets.”

Harrison and Cammack spent nearly a year putting together NorthPoint’s brand, with the help of a marketing agency.

“The essence of NorthPoint had to be effortlessly recognizable across both digital and print platforms. Our aim was to establish a level of visual coherence where our imagery effortlessly embodies the spirit of ‘NorthPoint,’ even without explicit labeling. This seamless recognition serves as a cornerstone in conveying our brand’s message, creating a lasting imprint on our audience’s perception and reinforcing the significance of visual branding in fostering a strong and enduring connection.

“During our discussions with the marketing agency, we highlighted the significance of brand visuals aligning with our core values. Our focus was on selecting colors that strike a balance between being vibrant and inviting, yet also convey sophistication and professionalism.

“To ensure versatile design options, our font choices were carefully considered. We aimed for options that could be used in various applications while maintaining the distinctiveness we wanted. Ultimately, we chose three fonts that encompassed all these aspects seamlessly.

“In addition to our printed materials, we’ve incorporated a softer touch with hand-written signs. These include monthly sale shelf-talkers inside the store and two chalkboard sandwich boards on the sidewalk. These elements play a key role in striking a balance within our aesthetic, showcasing our human touch, and highlighting our identity as a proud, independent small business.”

A compass serves as NorthPoint Pets & Company’s symbol. It stars in all elements of the brand.

The brand book that resulted from this process not only captures core values, it serves as a comprehensive guide.

“It encompasses everything from colors, typography and logos to imagery, and delves into how these elements come together across various touch points — our website, social media, print materials, emails, and even our team’s apparel.

“The brand book dives deep into specifics. For instance, our color guidelines get really detailed — we’re talking Pantone numbers, careful color proportions and even transparent color samples. We’ve got three primary colors and four tertiary ones, each with sample transparent applications, and we’ve given each color a fun NorthPoint Pet name, such as ‘Bulldog Blue.’ We go equally in-depth with font combinations, heading and subheading hierarcies, and logo usage. The book includes stacked, horizontal or the standalone logos.

It really covers every visual detail you can imagine.”

Harrison points to this detailed book as one of the business’s most valuable assets and recommends any store have one.

“It sets clear design parameters to ensure visual consistency in and out of the store. It also streamlines project management, as it’s simple for us to share the brand book with graphic designers. We are very pleased with the final result.”

Lucky for those with this goal, several Brain Squad members do quite well with their self-wash stations. We’ve rounded up here top tips and ideas on how to increase revenue in this area.

Keep customers on schedule. If you struggle with getting pets and their people out of your self-wash on time, Alison Schwartz of All Pets Considered in Greensboro, NC, shares how she manages it for her four stations.

“I purchased four timers from Amazon that are different colors and got two sets. The customer gets one timer to take with them to the tub, and we keep one behind the counter. This allows us to track time and keeps the customer aware. It has helped solve the issue of people taking too much time!”

Create add-ons. Schwartz charges extra for towels above and beyond the ones included in the price: $1 each, which more than covers the 50 cent cost from the laundry services she uses. She also offers Furmintor and Lick Mat (with included peanut butter) rental at $5 each.

Give baths away. Many retailers with successful self-wash departments say they offer free baths whenever they can, from adding a coupon to adoption packages to handing them out at festivals. Sheila Spitza of Wet Nose in Geneva, IL, partners with neighbors during the holidays on such marketing efforts.

“Our shopping center has a coupon mailer that’s sent out to area residents and promoted on their social/website. Our coupon was good for a free self-wash visit, limit one per household, subject to availability. WOW! Not only was it successful for increasing bath business, but it also brought a lot of new clients into the store that had never visited us before. The promo ran from Black Friday through December 15, leaving the last 10 days before Christmas open for paying clients.”

She adds, “Right now we’re bringing in over $3,600 per month and growing.”

Customers at Wet Nose may find the self-wash at the store to be more stylish than their bathrooms at home!

Offer a package deal. Stacy Busch-Heisserer of Busch Pet Products & Dog Wash in Cape Girardeau, MO, began offering self-wash 10 years ago. In 2022, her five stations brought in $64,000. She points to the variety of packages available to customers as a key to her success.

“We offer a Summer Pass that’s insanely popular. From Memorial Day through Labor Day, it’s only $35 for unlimited baths ($20 for each additional dog in the same family). We sell them well into July, and we hit our all-time high on sales this year (235 total = 190 regular and 45 additional dogs, which made us over $7,550 this summer). While some really get their money’s worth out of the passes, many never use them to their full potential.”

She also gets into the holiday spirit with self-wash.

“Every December, we have a 12 Days of Christmas promotion where we pre-sell bath packages,” Busch-Heisserer says, adding that each package level comes with an increasing number of free baths. “It’s an awesome way to put money in my pocket during the holidays and customers get more for their money!”

Don’t hesitate to say ‘no’. Keith Miller of Bubbly Paws self-washes across the country — which will total more than 30 in 2024 — offers this advice to those who may be too accommodating, thus limiting their self-wash revenue.

“It’s OK to be selective and not always accommodate every customer’s needs. We had one lady who wanted to come in, do a self-service wash, and then groom the dog in our customer drying room. Well, turns out she was a professional groomer and was charging someone for that. Yes, we want to try to go above with customer service, but sometimes you just need to say no.”

The post Overcome These 5 Common Problems Pet Business Owners Face appeared first on PETSPLUSMAG.COM.

With that in mind, we asked the PETS+ Brain Squad to tell us about promotional efforts that have proven highly effective for them, both in terms of brand awareness and sales. Even if you’ve tried something similar to one of the 25 ideas shared here, consider that there may be a fresh spin or fine-tuning that could help you achieve greater success.

And if after reading this story you feel like joining the 1,300 pet pros from across the U.S. and Canada who take part in our monthly Brain Squad surveys, we’d love to have you. Join at petsplusmag.com/brainsquad.

Beautify &
Benefit

1 While Jeff Jensen and Matt Brazelton were renovating a historic building in St. Louis, MO, for their store, Four Muddy Paws, they also were partnering with the city and St. Louis Animal Rights Team on a beautification project. They invited local artists to turn decommissioned fire hydrants into colorful creations, which were then auctioned off during the store’s grand opening. About 150 people attended the event, with the $2,000 in proceeds funding 36 sets of animal-appropriate oxygen masks for every fire truck in St. Louis. “It was an outstanding way to introduce new people to our shop and show them our dedication to the community and their animals,” Jensen says. “People still talk about this evening and it was over 15 years ago. Absolutely a night to remember.”

tip: Alert the media well ahead of any such project. Such a story lends itself to multiple features, from announcing it to the local artist community through coverage of the celebration.

opt for an in-
store wishlist

2 While a virtual wishlist certainly helps a rescue or shelter secure supplies, the partner store misses out on opportunities to fully engage and turn supporters into customers. Barkley’s Marketplace in Flemington, NJ, created an in-store wishlist for Outcast Rescue with that in mind. A table held products the organization needed, available at a discount and to be donated. Manager Michele Saharic shares, “We ended up with over $500 worth of items for the rescue. We also collected monetary donations from customers and matched the total, donating $1,200.”

tip: Extend a smaller discount to

purchases that supporters want to make for their own pets. Saharic did that with non-food items, and those sales “increased 20% for the month we ran the special.”

HELP A GIRL
(SCOUT) OUT

3 This promotion was a win for everyone involved: When customers purchased a 5-pound bag of Wellness food at All Pet & Equine Supply in Mountain Home, AR, they received a free box of Girl Scout cookies. The store purchased the cookies to give away, but received a credit on its Wellness order to offset the cost because the brand rep’s daughter was the Girl Scout. “Customers loved it,” manager Joanna Shaw says, adding, “We saw a marked increase in sales of the brand during the promotion and an ongoing increase due to new customer trial.”

tip: Do this to help build awareness and sales of a new brand. Wellness had only been on the store’s shelves for six months, Shaw says, “so it really helped get customers aware that we carried the food and to try it. We more than tripled our usual sales of the food during the promotion.”

GIVE ZOO ANIMALS
SOME LOVE

4 Giving trees that benefit dogs and cats in need are a beloved holiday tradition for many pet stores, but what about other animals in need? Wings Wags & Whiskers in Amarillo, TX, helped lions and tigers and bears, literally. The Amarillo Zoo Giving Tree featured photos of animals and discounted gifts. Customers who participated were entered into a drawing for a store gift card. “We raised about $1,000 dollars for the zoo in toys, treats and gift cards,” owner Stephanie Steelman says, adding that cross-promotion between the store and zoo benefited both.

tip: If you do holiday bingo, dedicate a square to this promotion to further encourage participation.

EQUIP THE
K9 UNIT

5 EuPAWria Holistic Pet Center in Owega, NY, hosted “Paws for the Law,” a fundraiser for the Owego Police Department’s K9 officers. The parking-lot event featured K9 demonstrations and raffles, drawing more than 100 attendees over six hours. It was a success, owner Brett Foreman recalls: “We raised enough funds for a K9 tactical vest, a K9 gas mask, and a heat alarm system for a police cruiser. And doubled our sales for a typical Saturday.”

tip: Host instead of organize. EuPAWria provided space and promotional support, but event organizers scheduled the demonstrations and managed the raffles, from securing donations to putting together baskets and picking winners.

RAISE CANS
FOR KITTIES

6 At Nature’s Pet Market Sherwood in Sherwood, OR, customers will find a regular display of Weruva cat food cans with a sign that says, “Add $2 to your purchase, and we will donate a can in your name to Hazel’s House Rescue.” Owner Jennifer Flanagan explains, “At our normal cost, the specialized can the rescue prefers retails for $2.30, but when Weruva gives us 15% off, we are able to add $2 to a purchase and throw a can in their donation bin. It’s a huge win for the shelter, as they can get more specialty cans for kitties with health issues, and at zero loss to us. So far our customers have donated hundreds of cans.”

tip: Choose rescue partners with a local focus to also create new customers. Flanagan points out that Hazel’s House sits in between her two stores. “They have many local fosters who shop here, and as a result, lots of adopters come in to get the food the foster has been feeding. I love to hear our customers say they adopted through Hazel’s House!”

REWARD
ADOPTION

7 In addition to owning Dusty’s Den in Sonora, CA, Jennifer Pastorini volunteers with local rescue Friends of the Animal Community. She gives all adopters a coupon for 10% off their first purchase at her store and reports a high redemption rate. Pastorini says, “I’ve also got a loyalty card, so it’s a great opportunity to get folks started on that, and that keeps them coming back.”

tip: Such partnerships work with other organizations, too. The local kennel club has asked Pastorini to provide coupons for new students. And many stores partner with trusted local breeders.

CREATE A HOLIDAY
TRADITION

8 At Firehouse Pet Shop in Wenatchee, WA, customers find multiple ways to help adoptable dogs and cats in December. Owner Allen Larsen shares, “It’s turned into an annual tradition for folks to bring in the family, look at our giving tree, and then pick a special cat or dog to sponsor.” Customers can also donate money or buy a gift bag for an adoptable pet. In 2022, Larsen donned a Santa suit to deliver 380 bags along with the monetary and giving tree donations to OkanDogs Rescue and the Wenatchee Valley Humane Society. He points to the benefits of these efforts, above and beyond attracting customers, “It warms our hearts and brings a beautiful joy to the community. We’ve been able to garner support from local media outlets, too.”

tip: Be strategic about what you donate. Larsen has liquidated excess and close-coded stock, but says, “We do make sure everything is desirable, so no junky clearance. We also look for advantageous buys.”

BE IN A COUPON
BOOK (OR APP)

9 Aardvark Pet Supplies in Thornwood, NY, put a 10% off offer in a local school’s Fund for Learning coupon book. There was no fee to participate, and the store gained new customers. Owner Barbara Clemmens says, “We got back a stack of coupons.”

tip: Go digital. Entertainment’s app boasts 14 million U.S. and Canadian members, with 83% saying they visit a business for the first time because of an offer, and 72% saying they revisit without a coupon to redeem.

RAWK
OUT!

10 Rawktober celebrates raw feeding during the month of October, with Bend Pet Express in Bend, OR, embracing this promotion each year with 20% off all in-store stock. “Raw is one of our best growth categories, and it’s where we focus our passion. Rawktober is a way for us to share that passion, and get more awareness and accessibility to our customers,” shares Stephanie Wright, purchaser for the store. “We do see an increase in our raw sales for Rawktober, so the promotion is definitely growing year over year.”

tip: Ask your raw brands for support. Wright says that Instinct, Stella & Chewy’s and Primal have all been generous over the years. “Having support from brands via bill backs, samples and training has made this much easier to handle on our end and much more successful on the consumer side.”

BECOME THE
AUTHORITY

11 Exotic Pet Birds in Webster, NY, strives to support its pets from birth to beyond. Owner Sal Salafia says, “We feel it’s our moral responsibility to make sure we educate new owners and continue education throughout ownership.” Customers who buy their birds at the store receive free behavioral training and grooming, and discounted priority boarding. These efforts along with social media graphics and Lives featuring available birds have helped create an ever-growing customer base that also includes those who bought their pets elsewhere. “They look to us for advice on products and stay loyal to the brands we believe in. We strongly believe educational promotions are the path to success for any pet business.”

tip: Rotate who hosts your Lives. Salafia says, “I have team members who have been with me for years give their personal experiences of success, which gives many voices for our clients to learn and benefit from. People love hearing from different perspectives.”

DIY
DEMO

12 Customers who attended the “Love Is a Work of Heart” event at Treat Play Love in Grand Forks, ND, and purchased a West Paw Toppl or SodaPup Lickmat, could then create a wonderful treat for their pet using a free toppings bar featuring products from Bark Bistro, Bones & Co, Fromm, Primal, Vital Essentials and more. Owner Kelly Hilzendager reports, “We found it very successful as people learned about different toppers other than just peanut butter, and they bought toppers, enrichment toys and just other unrelated items.”

tip: While some pups came with their people, follow Hilzendager’s lead and have plastic bags to protect take-away creations.

MAKE ‘EM
LAUGH

13 Humor can help deliver even the most serious of messages — and often do it more effectively and with greater impact. Nancy Guinn of Dog Krazy stores in Virginia understands this and created a TikTok video about a particularly touchy topic: the mistaken idea some people have that their dog should be able to meet any other dog in public. Guinn role-plays with her dogs, Tala and Pork Wonton, and marketing manager Emily Young, combining education with hilarity. (We don’t give away the joke — watch it at @dogkrazyinc.) Guinn says, “Most of our customers follow us on social media, so we wanted to add some humor behind how to approach a dog-selective/dog-aggressive dog when out walking in public, as most people think it’s OK and say ‘Oh, but my dog is friendly.’”

tip: Don’t be afraid to have fun, as it might help you reach a much larger audience. Dog Krazy has around 3,700 followers on TikTok, but the video has more than 46,000 views.

FIRE UP THE
GRIDDLE

14 To boost sales and introduce Bark Bistro’s Pooch Pancakes mix, Lakeshore Pet Boutique in Douglas, MI, held a Saturday Yappy Hour. Owners Randy and Anna Walker (above) got behind the griddle and served pups freshly flipped pancakes with toppings such as whipped cream, Bark Bistro’s peanut butter, blueberries and strawberries. Their people enjoyed mimosas and coffee cake. Randy says, “We are in a small, tourist town, which means the winter months are very slow.” Thanks to the promotion, which drew 42 people and 27 pups, she reports, “Sales for that day were up 149% from the previous Saturday. That day helped make February the best winter month we have had since opening.”

tip: Make this a regular event for your slower months. Randy found the ROI well worth it: “The cost of the snacks, pancake mix, champagne and OJ was just under $100. We will likely host this event once per month in January, February and March.”

HAVE A HAPPY
BIRTHDAY!

15 Lake Dog and Their People in Eufaula, OK, invites customers to celebrate its birthday each year. Owner Shari Wilkins says, “We decorate the store like a big birthday party, balloons everywhere, a selfie station and prize wheel! We have customers come back and ask, ‘When is the next birthday party?!’” Every dog who stops in gets a free birthday bone, and purchases are not required to spin the prize wheel. Those party favors, along with a variety of brand-supported specials and samples, helped the store see a 19% increase during its birthday month in 2022.

tip: Get your vendors to celebrate with you. Among the many freebies Wilkins received for 2022’s party were an Up Country collar and leash set, and picture frames, plus Northwest Naturals treats.

OR A HAPPY
ANNIVERSARY!

16 Unleashed in New London, NH, celebrated its 15th anniversary with 15 days of free or discounted products. Among the specials were brand-supported “Free Stella & Chewy’s Frozen Morsels” and “20% Off Canada Pooch Coats.” Owner Penny Murano says, “It was a great 15 days. Our average customer count increased by 20% per day, and we definitely got customers on some products that they had never tried! And they continue to buy them!”

tip: Build customer excitement with video. “We made absolutely ridiculous videos each night to let everyone know what the next day’s deal was. The customers loved it and came in to get the deal or free product and laugh about the video!” One such ridiculous video: Murano modeling one of the dog coats — on herself.

SERVE PETS THEIR
OWN HOLIDAY MEAL

17 Fetching Dog in Scottsdale, AZ, recognizes that pups are an important part of holiday gatherings and should get a special dinner, too. Owner Becci Scott feels so strongly about this that she recently took over the space next door to open The Fetching Dog Barkery & Cafe, with its full kitchen putting out pet-friendly, human-grade versions of traditional holiday meals. “I made 50 Thanksgiving Ultimutt Feasts, which sold out in about three days,” she says. “People loved the idea and were immediately asking for the next one. The same amount of Christmas Holidog Feasts sold out in just over 24 hours.” The Thanksgiving meal cost $14.99 for regular or $19.99 for large, and featured Turkey Loaf made with ground turkey, cranberries, carrots and kale; Sweet Potatoes with Ceylon cinnamon; Green Bean Casserole topped with freeze-dried tripe; and Apple Pie in an almond-flour crust with applesauce and Bones & Co Goat Whip.

tip: Follow Scott’s lead and make available only by pre-order through your e-commerce site to ensure you know exactly how many to make and not get stuck with leftovers.

THANK
MOM

18 For the Dog Mom Day and Mother’s Day weekends in 2022, House of Paws Pet Boutique in Regina, SK, handed out 80 free heart-shaped keychains. “The goal was simply to recognize our Dog Mom customers,” owner Carly Patryluk says, but she shares that the effort brought in $1,500 more in daily sales year over year for those weekends.

tip: Such a promotion need not be expensive for you. Patryluk found the keychains for just $1 each on Amazon, resulting in an impressive ROI.

CHANGE UP YOUR
PICS WITH SANTA

19 Many businesses invite customers and their pets to pose with Santa each year, as revenue generators and/or fundraisers. Those who have found great success with St. Nick-centric events share advice here.

tip: Up the appeal and community feel by inviting local pop-up businesses to join in on the fun. For its Santa Paws last year, Pupology in Georgetown, TX, also had Bean’s Bandana Company and Mary Kay on-site, among others. Owner Janet Cesarini says sales at the store doubled during the event, and more importantly to her, donations to the partner charity continue to increase. “This past holiday season, we raised $4,000 for Living Grace Canine Ranch. They can choose to take the cash or buy food at a discount. They purchased canned food: 160 cases, a two-month supply!” She also recommends allowing those without pets to pose with St. Nick. “We have taken photos of first Christmases, last Christmases, and even pet parents who no longer have their pet, but still want to be part of the tradition.”

tip: If you hire a professional photographer, choose wisely. McKenna Burzimati, owner of Roxie’s Barkery in North Adams, MA, says about her 2022 Santa Paws, “I was sure to pick a photographer who regularly photographed dogs so they would be experienced and have a following of people who own dogs as well.” She also recommends using a booking system such as Calendly for appointments and requiring a deposit. And do multiple days over multiple weekends instead of just one. “We were booked back to back, and it was a really long day without breaks.”

TAKE A
CHANCE

20 From the week of Thanksgiving through Christmas, customers at Fifi & Fidos Pet Boutique in San Antonio, TX, can play the “Pick-a-Stick” game. It involves, well, picking a stick from a jar for the chance to win a discount on their purchase. There are 60 sticks in the jar, most of them plain, but some have different colored tips not visible through the jar. “We have one red (20% off), three purple (15% off), seven green (10% off) and eight orange (5% off). People are allowed one pull per day. We always have at least two to three winners a day, usually the 5%,” owner Diana Farrar says. “I love it when someone wins the 20% discount, especially when it’s one of our best customers! It’s really inexpensive to do, too, and takes up a very small amount of counter space.”

tip: Decorate the jar for the season or time of year you offer the game. Farrar wraps it in festive paper and adds a bow for the holidays.

CREATE A
PUZZLE

21 All Things Pawssible in Charlottesville, VA, used a crossword puzzle to increase customer engagement. “I came up with dog-related questions and clues, and then used an online program to create the crossword for me,” owner Jennifer Hall says. Everyone who completed the puzzle and returned it to the store earned the chance to score a free day-care session. “People loved it, and it was an easy way to get active and inactive customers engaged.”

tip: Make it easy for customers to turn in their completed puzzles. Hall made the puzzle available as a PDF and accepted them in person or via email. She got back 70!

UP YOUR MYSTERY
BOX (OR BAG) GAME

22 Bark On Mulford in Rockford, IL, began offering mystery BOMBOXes more than two years ago, starting with 10 each and growing that number to 76 this past Christmas. Owner Kaye Busse-Kleber has learned much over that time.

tip: Use the boxes to build product buzz. She says, “One of my selling points is that I don’t put toys in the boxes found in my shop, giving customers a first look at new merchandise.” Get products to include on sale and ask brands for free samples. Don’t feel you have to use the subscription model. “Customers love the local connection and that they can order them when they want. When they come in to pick up their box, we can usually get them to sign up for the next one.” Do small dog and big dog versions if you don’t want to offer a subscription. Create a fun display of the boxes in-store to encourage sign-ups for the next box by those who missed out.

OFFER TO
SWAP

23 Three Happy Hounds in Fernley, NV, puts a pet spin on National Nutrition Month each March with its Kibble Swap. Pet parents can bring in any dog or cat kibble that the store does not carry and swap it for a 4-pound bag of a brand it does — for free. Owner Elaina Stanley says, “We want pets to eat healthier food, and this is a way for us to start having conversations about nutrition.” Pets Global, Open Farm, Victor, Fromm, Earth Animal and Primal all took part in the promotion this year, replacing the bags given away. It was a success, per usual. Stanley says, “We had a 54% increase in kibble sales for March 2023 over 2022 March. We gained 46 new customers. Almost everyone purchased additional items with the Kibble Swap. And we accomplished our goal of upgrading the food dogs were eating and having nutrition conversations with their parents!”

tip: Don’t leave out any current customers. Stanley says, “For our customers that are already feeding our food, we give them $10 in store credit for any referrals they send us.” The participating brands also provided credit for those $10 credits.

PARTNER WITH
AN INFLUENCER

24 Hot Diggity in Hyannis, MA, has run eight giveaways with Capeology, an Instagram account that focuses on the Cape Cod area. Owner Ashley Lancaster says, “To enter, people have to like Hot Diggity’s and Capeology’s pages, like the post and tag two friends. Extra entries are given to those who also share the post.” She says the contests are a great way to reach the 145,000-plus residents and tourists who follow the account and are already interested in the coastal products her store carries. “Foot traffic and online sales both see a boost, with interest in the featured items.”

tip: When putting together such giveaways, include items for people, too. Lancaster says, “The posts with the most interactions incorporate something for humans and dogs, like a Bogg bag filled with dog beach gear.”

DISCOUNT SERVICES
ON BLACK FRIDAY

25 While most pet businesses focus on product promotions the Friday after Thanksgiving, Albany Pet Hotel in Albany, OR, puts its day-care packages on sale. Clients can buy a 30-day pass and get a five-day pass for free. Natalie Kramer says, “We sold 17 day-care packages in 2022, which surpassed $10,000 in sales.”

tip: Don’t let a services sale get lost in the Black Friday madness. Kramer says, “I post to our social and put a flyer in our lobby about a month before.”

And don’t put expiration dates on the passes as they might discourage purchases by clients who have upcoming travel or other plans.

The post 25 Ways to Grab and Hold Customer Attention and Revenue appeared first on PETSPLUSMAG.COM.

You need to arrive with a plan, and one that includes assessments of the brands and products you already carry: how they are performing, whether a company acts as a true partner to you, and if there are opportunities to increase revenue within a category or class by increasing inventory, through companies you currently do business with, new brands you discover at the show, or both.

Here you will find helpful advice from industry experts and retailers alike on how to create such a strategy, plus your fellow indies share which brands bring them both impressive sales and ongoing support. Not going to Global? You’ll still find much to use here because buying also happens year-round and outside of the major trade and distributor shows.

Now let’s get ready to shop!

Build an Open-to-Buy Plan

This purchasing strategy for future inventory will be the most important part of your Global plan, as it uses data to determine what should be on your shopping list.

“Your gut is great, but real numbers will take your retail to a whole new level,” business coach Candace D’Agnolo of Pet Boss Nation says. “Instead of strolling the show floor, impulse-buying everything your heart desires, get really clear on what you’re actually open to buy.”

You do this by understanding your store’s stock-to-sales ratio, she explains. Pull from your POS system the percentage of inventory you currently have in each product category. Then pull the percentage of overall sales for the past 12 months in each of those product categories.

For example, if dog food makes up 35% of your current inventory, but comes in at 45% of overall sales, D’Agnolo says you should be ordering more to get those percentages to match up and meet the category’s full potential. And if dog treats make up 30% of your current inventory, but come in at 20% of overall sales, she recommends running a sale to align those percentages and free up cash to invest in other categories at the show.

You can also get a helpful spreadsheet template to use at learn.petboss.com/petsplus-stock2sales.

D’Agnolo shares another way that knowing your numbers can help you find more shopping money: Determine how much stock you actually have. Simply divide the total inventory in each product category by the monthly average sales of that category.

“You might see that in some categories you have three years worth of stock. That’s way too much,” she says. “It’s time to run a clearance sale and get that extra cash to invest.”

Complete Vendor Scorecards

Now that you’ve built an open-to-buy plan, it’s time to evaluate your current vendors before meeting with them at Global. Inventory management consultant Wendi Tanner of Insight Merchant Strategies and MangementONE recommends using your POS system to create a scorecard for each.

“It’s an excellent tool that uses data to gain insight into the performance of each vendor and to learn which are your best partners and which bring your margins down,” she says.

These scorecards for manufacturers also will allow you to be more efficient during booth visits.

“Vendors want you to buy everything they offer. With this information, you’re armed with data to show them where you want to focus your dollars. Data are very powerful and undeniable,” Tanner adds.

She recommends including on each scorecard:

• • 2022 Cost Purchases — Essentially, how much you spent with the manufacturer, both overall and by category if applicable.
  • 2022 Net Revenue — Subtract discounts, taxes and returns to determine this number by vendor.
  • 2022 Gross Margin — Again, determine overall and by category if applicable. Tanner says, “This tells you how much money you are actually making. You may generate a lot of sales and purchase a huge amount, but if you’re not making enough in your margins, you’re just trading dollars and not covering your overhead.”
  • 2022 Comparison to Total Business, Category and Class — With this information, you can set yourself up for a conversation like this, she roleplays, “You were my seventh largest vendor in terms of total sales in 2022, but you were the second largest vendor in freeze-dried/dehydrated food, and your margin was also above the class average. I need to concentrate on buying more in this class from you!” Or convey the opposite when a company pushes a reorder of product that doesn’t sell well at your store.
  • Recent Issues — Here you should note any challenges you’ve faced selling the manufacturer’s products. Think: out-of-stocks, billing discrepancies, technical problems with ordering, MAP or IMAP inconsistencies with competitors, and any communication you feel has fallen short.
  • 2023 Opportunities — How will the vendor help you increase profits when selling its products? What will it offer in terms of margin-building, customer loyalty programs, employee and customer education, marketing materials and event support? What are the show specials?

Once you’ve scored the manufacturers, using a point system based on how you value each of these criterion, decide approximately how much you plan to spend with each at the show.

Tanner says, “This will depend on the vendor’s performance in 2022, how much new product they are showing, your history together — many factors influence this. How supportive the vendor is when discussing their performance will give you an indication of how much they are interested in growing your business and helping you become more profitable,” she says, adding, “Hopefully, sharing the scorecard will get them thinking about what they can do to help you grow. It brings out the competitor in them — they want to be a better vendor for you!”

Create a Vendor Questionnaire

To provide this shopping advice, we turned to the PETS+ Brain Squad, our group of 1,200-plus readers from independent pet businesses across the U.S. and Canada. We asked them in a recent Brain Squad survey: “How do you decide whether to bring in a new product? Are there set questions you ask the manufacturer and yourself?”

If you don’t already have a questionnaire to use when evaluating new brands and products, consider what your peers ask to create one for your store. Even if you do already have such a questionnaire, this insight may be helpful when updating it for Global and other shows in the future.

Where are your products made? Where are your ingredients sourced?
Diana Farrar of Fifi & Fidos Pet Boutique in San Antonio, TX, doesn’t just go by ingredient or material lists when choosing products. “Food, in particular, gets a total grilling. We want to know all about the manufacturing facility, what safety certifications it has, etc., the sourcing of all ingredients, who formulates the food and their qualifications.”

How do you support retailers?
During meetings with vendors, Taylor Gonzalez of Three Tails Parlor and Pantry in Columbia, IL, says, “I really try to get a feel for the support they will provide. You can definitely tell the brands I have support from due to their sales growth in my store.”

Alison Schwartz of All Pets Considered in Greensboro, NC, recommends being open to different kinds of support. “Support can mean anything from marketing dollars to reps who provide training.”

Ensure getting samples won’t be an issue. “I prefer to get samples of products before I bring them in,” Julie Johannes of Happy Hounds Pet Supply in Bigfork, MT, says. “A rep who will leave something for me to try out makes me feel more confident in the product and that they are confident in it as well.”

Paul Lewis of The Green K9 in Eustis, FL, agrees and takes it a step further. “We will not take on a new food line without samples, and a free fill of their most popular proteins. I want to see if I can sell it first, and if the customers I give it to like it.” Negotiate this at the show along with any show or initial stocking order specials.

“Is there a frequent buyer plan?,” Theresa Sexton of For Healthy Pets in Wetumpka, AL, asks brands.

Lastly within this question, find out who your rep would be if you brought their brand in and how they manage communication. The answer could sway you one way or the other, as Shari Wilkins of Lake Dog and Their People in Eufaula, OK, points out. “Customer service is king. I will pay a little extra to have a rep I can reach in a reasonable time and who can assist with any concerns or questions.”

Do you guarantee your products?
Julie Sterling of Julz Animal Houz in Marysville, WA, wants to know, “Will the vendor guarantee this product line so there is no risk to me if it flops or if items are returned?”

And what would that look like, Paige Elder of Buzz n’ B’s Aquarium and Pet Shop in Erie, PA, asks. “What kind of hoops do I have to jump through for unhappy customers?”

What are your company’s sustainability efforts?
Pat and Amy Schiek of Lucky Dogs Canine Services in Skaneateles, NY, consider the impact a brand has when buying at shows. Pat says, “Made in the USA is something our customers look for. If the product has an environmentally responsible aspect to it, that is important, as well as if the manufacturer has a tie to a specific cause or charitable organization where a portion of the proceeds goes to the organization in need.”

Do you offer exclusivity? Or will your products also be available in every store surrounding mine?
Margo Tortorelis of My Natural Pet in Brooklyn, NY, wants to know, “Is this item saturated in my area? Available in every other pet store around us? If yes, this is usually a deal breaker for me. I’m not sure why reps think this is a selling point.”

Are your products available in big-box stores and/or on online retailers?
Michelle Thomas of Rolling Meadow Natural Pet Market in Essex Junction, VT, uses this answer to decide between similar brands, “I prioritize companies that support independent retailers.”

While Nicole Cammack asks this question to help find the right product balance at NorthPoint Pets in Cheshire, CT. “We like to have a healthy mix of quality things that can be found online and in big box because it creates a feeling of familiarity for the customers, and a good mix of things that can’t easily be found elsewhere.”

Do you have and enforce MAP and IMAP policies?
This question often follows the one above because as Jennifer Silverberg of Fetch Pet Supplies & Gifts in Springfield, MO, says, “I hate bringing in products and then finding them online for my wholesale pricing!”

Do you sell directly to consumers?
“I especially like to confirm that we will not be in direct competition with the manufacturer,” Shane Somerville of Paddywack in Mill Creek, WA, says. “If they are selling at a price directly to consumers that would either cause me to be overpriced or have to take a bad margin, it’s an automatic no.”

Beth Staley of Happy Dog Barkery in Downers Grove, IL, also asks, “Do you send coupons and offer free shipping that bring a product’s price below what I can sell it for?”

Are your products available through distributors? Do you sell directly to retailers?
While many prefer the efficiency and ease that comes with using distributors, Brianna Swanberg of Mutts + Meows Natural Pet Market in Mt. Juliet, TN, points out, “Ordering direct isn’t necessarily a hindrance, but the ordering process needs to be easy with a reasonable minimum.”

What is the availability of your products? Do you often have out-of-stocks?
These past few years have taught Erika Siegel of My Best Friends Barkery in Banner Elk, NC, to ask this question. “The ability to keep a product in stock is important. Sometimes we get rid of products because they’re difficult to get from the supplier.”

And Nicole Olesen of Woofs & Waves in Sioux Falls, SD, adds, “How long is the typical shipping time?”

Are there any changes expected with your product in 2023?
“We ask about any planned price increases and/or bag size changes,” Zachary Dewitt of Skilos, A Family Pet Store, in Milwaukee, WI, says.

What are your shipping policies?
Consultant Tanner advises, “Make sure you get cancellation dates in writing from vendors for all orders you leave at Global, especially seasonal items. Make sure the invoice has a start ship date and a cancellation date on it. If not, ask for it so you know when you are able to cancel the order if it doesn’t ship. Also ask for an expected ship window so you know when to plan for it.”

On the flip side of your vendor questionnaire, include these questions retailers say they ask themselves. Do so while in the booth if submitting orders at the show. Or save them until back at your store if on the fence about a brand or product.

Do I really need it for my store?
To decide this, Joanna Shaw of All Pet & Equine Supply in Mountain Home, AR, asks herself a series of questions: “Does it fill a gap in product selection or offer something new or different? Is there a quality difference? For example, I carry multiple brands of bully sticks, but they each offer something different or are of different quality, etc.”

Claudia Loomis of Cherrybrook Premium Pet Supplies in Phillipsburg, NJ, adds, “Is this product going to compete with other like products or complement and round out our product offerings in a category?”

Paige Elder of Buzz n’ B’s Aquarium and Pet Shop in Erie, PA, considers, “Does this solve a problem we come across frequently? Who is my target audience for this?”

Will my customers pay what I will need to charge for this product?
McKenna Burzimati of Roxies Barkery in North Adams, MA, explains why she asks this, “I live in a pretty rural area/small town. I try to avoid carrying items priced too high due to where I live. I try to carry a variety of price ranges, some on the higher end but the majority affordable.”

Are there any packaging issues that will make it challenging to sell?
“Is it attractive and easy to display? Does the item speak for itself?” are the questions Wendy Megyese of Muttigans in Emerald Isle, NC, poses when evaluating products because as Brianna Swanberg of Mutts + Meows points out, “It could be the best product in the world, but if it’s crappy packaging, you’ve just made it 10 times harder to sell.” And Jeffrey Jensen of Four Muddy Paws in St. Louis, MO, tries to picture the product in his store, “Where will it go on the floor? How will we merchandise it?” If he can’t, it may not be a good fit.

Are my customers asking for it?
Cynthia McKinney of Loyl’s Natural Pet Grocery & Groomery in Houston, TX, says, “We take note of customer requests to see if the request is a single occurrence or if it’s being requested frequently.”

Will the brand value my small business?
Pam Sine of Pet Silhouette in Hobe Sound, FL, shares one sure-fire predictor of this: “Did the salesperson in the booth blow me off? Or were they willing to engage in conversation. This is a big turnoff or turnon.”

Seek Out New Brands & Products

Global Pet Expo, presented by the American Pet Products Association and the Pet Industry Distributors Association, makes finding new brands as easy as visiting the “What’s New” section of the show floor. There you will find nearly 100 vendors that have never exhibited at Global. And be sure to visit the adjacent New Product Showcase. You will also find dozens or new products to track down right in this issue! Go here for our jam-packed Mar-Apr New & Notable section.

And be sure to catch our live coverage of Global! The PETS+ team will share video interviews and photos of new — and new to you — products from the show floor all three days. Follow us at facebook.com/petsplusmag and sign up for our ebulletin, which will include daily recaps, at petsplusmag.com/bulletin.

Listen to Your Peers

Here at PETS+, we also excel at giving indie pet retailers a space to share with each other the products that sell well for them — whether in our Hot Sellers column, in this issue on page 16, or in our PETS+ Facebook Community at facebook.com/groups/petsplusmagcommunity. We’ve also gathered for you here some recent recommendations from the PETS+ Brain Squad.

• “We just received a client appreciation box from FLUFF & TUFF. They are our only vendor who does this, and it really shows how much they care about their clients and sets them apart.” — Natalie Bosch, Albany, OR
• “We aligned with GRANDMA MAE’S COUNTRY NATURALS 10 years ago as an alternative brand that is truthful and not footballed around big box. The product line has been most productive for us, with margins not found in the food end of our industry. They have supported us through samples with bounce-back coupons as well as with a marketing allowance, and it has grown to be our No. 1 brand.” — Doug Staley, New City, NY
• “NATURVET has always reached out for out-of-code product. They issue a credit or replace products quickly.” — Brett Foreman, Owego, NY
• “Last year, I brought in DR. MARTY’s and SIDE BY SIDE foods. Both have done very well. Both brands offered samples, which is a huge help. I’ve also had product reps stop in and be available for phone consults. Online staff training is also a benefit.” — Beth Kidd, Irwin, PA
• “FIRST MATE and KASIKS. Meg Langston, my rep, has worked consistently and diligently to raise brand awareness, support retailers, and to provide a superior alternative to brands that have lost momentum.” — Pamela Modica, Lexington, SC

• “PRIMAL is still the best at retailer support. Great deals every month, free product vouchers, pamphlets for raw-curious customers or first-time frozen feeders. My reps make sure my team gets free product to try so they can sell it. I wish more companies realized that our team is the reason for a brand’s success in an indie store. If they use the product, they are much more likely to recommend it. Plus, giving the customers free goods or discounts is a win-win for everyone.” — Victoria Park, Atlanta, GA
• “I was really impressed with the support from NORTHWEST NATURALS. When I reached out after a PETS+ Sample Box, they were so quick to get me info and training for my staff. Plus, I submitted my ISO and they had me listed on their store locator within a couple of hours. — Joanna Shaw, Mountain Home, AR
• “MOUNTAIN DOG PRODUCTS are earth-friendly, come with a no-questions-asked lifetime warranty, and the customer service is amazing! The one time there was an order delay, they stayed in close communication so I was able to manage customer expectations. The product is successful due to the company’s values and the product’s sustainability, quality and comfort. — Diane Mullen, Wolfeboro, NH
• “NATURA PETZ ORGANICS is my life-changing supplement company. Founder Heidi Nevala is a master herbalist who is my lifeline! She will make me anything and is always there to answer my questions, talk to my customers and support us in any possible way.” — Samantha Youngblood, Wilkinson, IN
• “2 HOUNDS DESIGN has been great to work with for harnesses! In addition to having them in stock, we have an affiliate link so people can order the color/pattern they prefer, and we still get a bit of a boost!” — Kim Sykes, Broken Arrow, OK
• “PET RELEAF CBD is one of our best-selling holistic products. The company is very supportive with collateral and training. In one SKU alone, since we have carried it (five years), it has generated over $52K!” — April Meier, Crestview, FL
• “STELLA & CHEWY’S has been an outstanding partner and as a result, our sales are up. They worked with us on our Christmas Dinner Box, which resulted in a lot of customer enthusiasm as well capturing new S&C clients. The reps have been extremely supportive and excited to help us grow our business.” — Jennifer Thomas, Lawrence, KS
• “PETCUREAN Go! is taking off. They have given me samples. Offered discounts. Free bags. Signage. Social media support. Training.” — Cindy Samartino, Leesburg, VA
• “CHILLY DOG continues to be a huge seller for me. Super-fast shipping. If I call before 3 p.m., I generally get items the next day.” — Susan Nagel-Rees, Chester, NJ
• “A PUP ABOVE is a success story. Offering employee feeding keeps the product at the forefront of their minds, and staff now have experience with how it works, looks, smells.” — Stephanie Wright, Bend, OR
• “STEVE’S REAL FOOD is amazing. Our rep helps us with any little issue we have. The price point is perfect for every shopper who wants to incorporate raw, and the rewards program is fantastic because it includes bulk boxes.” — Julie Johannes, Bigfork, MT
• “Any time I let WEST PAW know about upcoming events, they always go above and beyond with products (like for our Stuff Your Toppl night) or giveaways (our VIP bags).” — Elaina Stanley, Fernley, NV
• “I love working with my CANIDAE rep, Jeremy. He’s very eager to help with promotion. If any product doesn’t move quickly, he’s always willing to credit us so we can replace it with something else.” — Tammi Bui, Missouri City, TX
• “Nulo Silky Mousse pouches for cats fly off the shelves because the texture is between pate and shreds, and cats LOVE it. We’ll suggest for customers with finicky cats and almost without fail, they’ll be back grabbing cases of the stuff.” — Diana Ferrar, San Antonio, TX
• “CANOPHERA has done a really great job explaining their product. The end cap itself is loaded with information that helps sell it.” — Steve Vorpagel, Petoskey, MI
• “NATURAL FARM. Excellent products that arrive promptly, so nice and easy to work with.” — Laurie McClearen, Blue Ridge, GA
• “One of my favorites is BARK BISTRO! They make a point to interact with retailers on social media, share posts, and their customer service is amazing! I’ve also never had an issue, but if I ever do, I have no doubt the issue will be resolved quickly.” — McKenna Burzimati, North Adams, MA

The post Ready. Set. Shop! Buy Better at Global and Other 2023 Trade Shows appeared first on PETSPLUSMAG.COM.

Wait! Don’t toss this issue of PETS+ aside … at least just yet. This success-luck thing does require some pre-conditions: You also happen to be skilled at what you do, and likely very hard working.

The Nobel Prize-winning behavioral economist Daniel Kahneman sums up this secret to professional success in what he calls his favorite formula:

Success = talent + luck

Great success = a little more talent + a lot of luck

The work of Kahneman, best known for his studies into cognitive biases, backs up much other research that says we humans drastically undervalue the influence of luck in many situations, and overvalue it in others. When we asked independent pet retailers and service providers in the PETS+ Brain Squad to consider their careers and the factors behind their business success, they ranked “Drive and ambition” as the most important and “Luck,” everything they don’t fully control, as the least.

This viewpoint has to do with something psychologists refer to as the locus of control, or how much you think you control the events happening around you. Most people have an internal locus when it comes to good things — they take credit for their successes — but an external locus when things go wrong.

This is not just a robust ego at work. It’s also the “availability heuristic,” the bias whereby we attach more significance to things that are easier to call to mind. It’s not hard to remember the countless times you put in effort to succeed: slogging through 14-hour days during the holiday season, preparing reams of documents for loan applications, managing problematic team members. By contrast, it’s genuinely difficult to perceive ways you may have been fortunate: to open or expand a business at a time of historically low interest rates, to benefit from a global shift toward the humanization of pets, to ride the back of years of unbroken economic growth …

In truth, we control much less than we like to believe.

When it comes to CEOs of big corporations, one Harvard Business School study found their impact on company success ranges from just 2 to 22%, depending on the industry. Another study from Texas A&M University put the figure at between 4 and 5%. The impact of owners or top managers of small businesses is significantly higher, but success still tends to be distributed randomly. Indeed, studies have shown a zero correlation between the factors traditionally attributed to professional success — skill, intelligence, risk and hard work — and the degree of success. In other words, a business owner who ranks higher in those attributes should, in theory, do better by a consistent degree than someone who scores lower, but no such correlation exists.

Even setting such esoteric studies aside, it doesn’t take much to notice that conventional success isn’t achieved solely through hard work and talent. Give quick thought to what have probably been the most important events in your life: the family you were born into, the community you grew up in, the people you’ve unexpectedly met … chance reigned!

There are reasons most business owners and managers don’t usually want to talk about the role of luck in their success. It’s not just that it takes some of the shine off accomplishments, but because in the purest, blindest sense, luck is random and thus boring. If it’s out of your control, why bother?

To be sure, dumb luck like winning-the-lottery luck is not worth giving much thought to. But the other kinds of luck, those that you at least partially control — luck you provoke, fortunes and misfortunes you prepare for, luck tapped through an understanding of probability, and that which comes from hard work or serendipitous networking — can give your pet business a huge boost when fostered.

Indeed, Nassim Nicholas Taleb argues in his best-selling book, The Black Swan, that luck is the key force at the heart of our economic system, as the biggest rewards tend to come from the deepest unpredictability. The reason free markets work, he asserts, is because they allow people to be lucky thanks to aggressive trial and error, not by rewarding or incentivizing skill. When it comes to business, luck is almost like an evolutionary power rewarding random adaptiveness.

It is this disconnect between skill and luck that sometimes proves the hardest to understand. Counter-intuitively, the more competitive and skilled the players in a marketplace or other segment in life, the more luck you need.

Billy Beane, the central character in Michael Lewis’s book Moneyball, about the improbable winning run of the Oakland A’s in the early 2000s, makes this surprising point as his undervalued team are about to embark on their first play-off run: His statistical analysis doesn’t work in the play-offs — their success will now come down to luck, he says. When the two best teams in the division or country face off, the difference in skill is often marginal and alone will not settle the contest. Luck matters more than ever.

It’s this that partly explains why so few teams consecutively repeat as champs, why last year’s top fund managers underperform the following year, and why businesses rise and fall. Consider the 50 companies featured in three of the most popular business bestsellers of the past 40 years: In Search Of Excellence, Good to Great and the unfortunately named Built to Last. Of the 50, 16 failed within five years after the books were published, and 23 became mediocre as they underperformed the S&P 500 Index. It wasn’t because their managers or employees stopped trying or innovating. It was because things even out. If you get an extreme result in one period, the next result will probably drift toward the average. Statisticians call it regression to mean. Regular people might just say their luck ran out.

All of this is not to imply you are helpless before fate or that you should bet the coming month’s payroll on the roulette table the next time you’re in Vegas for SuperZoo. There is still much in life you do control — and luck, while it can’t be fully tamed, can be greatly influenced.

Among people who study variance, chance and fortune — a surprisingly eclectic lot that includes psychologists, poker players, stock market quants, Stoics and Buddhist monks — there is a common view that luck is neither bad nor good nor personal. Without us to supply meaning, it’s simply “noise.” It’s how we deal with it that matters. Indeed, it is managing this interplay between chance and skill that makes life so interesting.

In the following pages, we provide 17 ideas — shared by experts in this field of study and from our own reading, with examples from your fellow pet business owners — on how to improve your odds in the face of such uncertainty. Good luck!

1. Be on the
Lookout for Luck

It starts with observation. “You’re not lucky because more good things are actually happening; you’re lucky because you’re alert to them when they do,” psychology writer Maria Konnikova writes in The Biggest Bluff: How I Learned to Pay Attention, Master Myself, And Win. “If we want to be successful, we need to train our powers of observation, to cultivate that attitude of mind of being constantly on the lookout for the unexpected and make a habit of examining every clue that chance presents.”

Anna Woodcock of Brown Dog Bakery in Ankeny, IA, did exactly that in 2020 when the retail space next to her store suddenly became available. While it was easy enough to notice such a vacancy, she saw it as an opportunity to expand her business — deemed essential during the pandemic — by doubling retail square footage and tripling grooming staff. She gives partial credit to the resulting success where it’s due: “It was truly luck and has totally shaped the trajectory of my business.”

2. Keep an
Open Mind

Part of the challenge is that good-luck events often reveal themselves in ambiguous, trivial ways, which can make them hard to detect. As the saying goes, “Actual great opportunities do not have, ‘Great Opportunities’ in the subject line.” As a result, luck tends to favor the curious. “This is one of the most counterintuitive ideas,” says Richard Wiseman, a psychology professor at the University of Hertfordshire in the U.K. and author of The Luck Factor. “We are traditionally taught to be really focused, to be really driven, to try really hard at tasks. But in the real world, you’ve got opportunities all around you. And if you’re driven in one direction, you’re not going to spot the others. Unlucky people go to parties intent on finding their perfect partner and so miss opportunities to make good friends. They look through newspapers determined to find certain types of job advertisements and as a result miss other types of jobs. Lucky people are more relaxed and open, and therefore see what is there rather than just what they are looking for.”

3. Don’t Dismiss
Terrible Ideas

To be lucky, you want to change your relationship with ideas, says Stanford engineering school professor Tina Seelig. “Most people look at new ideas that come their way and they judge them, ‘That’s a great idea’ or ‘That’s a terrible idea.’ But it’s actually much more nuanced.

Ideas are neither good nor bad. And in fact, the seeds of terrible ideas are often something truly remarkable,” she says in her widely viewed TED talk on luck. “You look around at the companies, the ventures that are really innovative, the ones that we now take for granted that have changed our life, well, you know what? They all started out as crazy ideas, ideas that when pitched to other people, most people said, ‘That’s crazy, it will never work.’”

4. Squeeze Those
Lemons

According to Professor Wiseman, lucky people are certain the future will be bright. Over time, that expectation becomes a self-fulfilling prophecy because it helps them persist in the face of failure and positively shapes their interactions with other people. When things go awry, they “turn bad luck into good” by seeing how they can squeeze some benefit from the misfortune. Asked how they’d react to being shot in the arm, according to Wiseman, they typically reply, “Well, I’d be relieved I wasn’t shot in the head. Maybe I can sell my story to the media.” Psychologists refer to this ability to imagine what might have happened, rather than what actually did happen, as “counter-factual.” In doing this, such people feel better about themselves and their lives. This, in turn, helps keep their expectations about the future high, and increases the likelihood of them continuing to live a “lucky life.”

Many independent pet retailers took this approach in 2020, at the beginning of the pandemic. Errin Jolley had just opened her family’s store, Purrz and Paws in St. Helens, OR, that February. “Luck was on our side. We were considered an essential business and were able to stay open.” She continued to serve their customers, and even welcomed new ones. “When Chewy and Amazon quit delivering food or the subscription services were backlogged due to shortages, people started looking local for their pet supplies and needs.” Jolley has seen the results of such a mindset. “We continue upward sales growth. In January 2022, I found out that I was in the top 20 stores in the Pacific Northwest for Nulo for volume sold. That blew me away.”

Danielle Cunningham of Lewis & Bark’s Outpost in Red Lodge, MT, adds this sage advice stemming from how she manages misfortune. “We have had crushing ‘bad luck,’ completely out of our control, for the last three years. Covid, natural disasters and more. Adapt and overcome.

Don’t mourn the loss or change of something. Work on finding out where you fit in and can fill a niche or find success.”

5. Don’t Be
the Victim

Seeing yourself as a victim during difficult times will serve as something of a luck-dampener, psychology writer Konnikova says: “Because you’re wallowing in your misfortune, you fail to see the things you could be doing to overcome it. Potential opportunities pass you by; people get tired of hearing you complain, so your social network of support and opportunities also dwindles; you don’t even attempt certain activities because you think, ‘I’ll lose anyway, why try?’; your mental health suffers; and the spiral continues.” To be sure, perspective-shifting tricks like counter-factuals won’t solve all of your issues in one fell swoop. But they can provide breathing room, a little space for maneuver — and some days, that’s all you need.

Nancy Guinn of Dog Krazy stores in Virginia agrees and adds this tough love: “If you want luck and ‘things to happen,’ get off your ass, stop worrying about what others think or what others are doing, and focus on what you are doing. Other people’s business is none of your business, and your business in none of theirs. Focus on yourself.”

6. View Life as a Flow
of Luck Events

“It helps to view life as a river in which lucky events — good and bad — will flow your way. It’s neither good nor bad. It just is,” writes Morten T. Hansen, co-author of Great by Choice in a blog on the Harvard Business Review website. “When you start having this ‘luck flow’ mindset, you can start managing those events to your advantage, but only then.” This view recalls the Stoic approach to life that has been popularized in recent years: It’s not the events that happen in life, it’s our reaction to them that matters.

Helen Bennett of The Grooming Place Pet Shop in Chester, MD, embraces this attitude: “I’m a very lucky person! I frequently win contests and promotions. Because my mindset is ‘Why not me?’ And I think that carries over to everything in my life.”

7. Feel Lucky Through
Simple Subtraction

The Journal of Personality And Social Psychology suggests this exercise in simple subtraction, which is a bit like the pivotal scene in It’s a Wonderful Life: You think about the positives in your life — your family, your business, your community, your health — and then you start thinking about all the small events that had to take place for you to get to this point: What if your father hadn’t taken that summer job and met your mother, what if your great-grandfather hadn’t opted to try his luck in America, what if penicillin hadn’t been invented … and so it goes. What this does, according to the paper, is deepens your appreciation for what is happening in your life at this moment and allows you to count your blessings.

8. Be Prepared
to Act

One of the most oft-cited quotes about luck comes from Louis Pasteur: “Chance favors the prepared mind.” The actual statement was a little different: “Where observation is concerned, chance favors only the prepared mind.” Prudent leaders prepare for unexpected events that come out of nowhere and are prepared to act.

While Jeffrey Jensen of Four Muddy Paws in St. Louis, MO, could not have predicted a virus would bring the world to a halt in 2020, he and co-owner Matt Brazelton had been planning to adapt their stores to better serve customers who want to shop online. “We finished up the initial site in January 2020 and did a soft launch in February 2020 to work out any glitches and get our store teams trained, and a big launch was planned for March 2020. Needless to say, when everything shut down due to the pandemic, we were ready to go and didn’t miss a beat. Were we lucky? It wouldn’t have happened had we not invested the time and money, but we were very fortunate to have an online solution when we needed it.” He adds, “It’s definitely possible to set yourself up to be ‘lucky’ if you can anticipate what you might need in the future to be successful.”

9. Take Risks — Fortune
Favors the Brave

“You gotta be in it to win it” is a better example of great advertising than applied math, but it is accurate: Even winning the lottery — the ultimate example of dumb luck — requires you to buy a ticket. Taking action releases energy, and luck typically requires a catalyst and at least a small risk. As the salesperson’s creed goes, every time you don’t ask, the answer is no. Good luck also has a multiplier effect. Opportunities lead to opportunities. Recounting a publishing deal that started with a hello to a stranger on a plane and resulted in the book What I Wish I Knew When I Was 20, which sold a million copies, Professor Seelig says, “Now, you might say, ‘Oh, you’re so lucky.’ But of course I was lucky, but that luck resulted from a series of small risks I took, starting with saying hello. And anyone can do this, no matter where you are in your life, no matter where you are in the world, you can do this by taking little risks that get you out of your comfort zone. You start building a sail to capture luck.”

10. Close the Loop

Showing gratitude, in particular, has a close relationship with luck, Seelig says, an understanding she has instituted into daily practice. “At the end of every single day, I look at my calendar and I review all the people I met with, and I send thank-you notes to every single person. It only takes a few minutes, but at the end of every day, I feel incredibly grateful and appreciative, and I promise you it has increased my luck. You need to understand that everyone who helps you on your journey is playing a huge role in getting you to your goals. And if you don’t show appreciation, not only are you not closing the loop, but you’re missing an opportunity. When someone does something for you, they’re taking that time that they could be spending on themselves or someone else, and you need to acknowledge what they’re doing.”

From its beginnings in 2016, Muttigans in Emerald Isle, NC, has fostered a welcoming atmosphere filled with gratitude for its customers. That paid off early on when a soon-to-be regular’s line of work proved fortunate for the store and coffee bar. Wendy Megyese recalls, “When we first opened, there was a local news reporter who had just started her job. She was also a new dog mom, and we became her favorite place to hang out. When there was air time that had to be filled, she immediately suggested doing a story on the new store with the cool new concept. That initial story brought us lots of great customers who still shop with us. It was like getting the best free advertising I could not have afforded.”

11. Create Your Own
Chaos Monkey

A decade ago, software engineers at Netflix created Chaos Monkey, a system that randomly disables Netflix servers. The idea was to push the company’s engineers to think more broadly and build more resilient systems. Like Lockheed Martin’s Skunk Works program that freed some designers to pursue ideas that were sometimes at odds with what the main company was working on, Chaos Monkey showed a recognition that while the conventional gradual evolutionary approach to design will eventually yield results, throwing a wrench in the works can help you find a way that leap frogs you into the future. Add some randomness to your systems to see what happens.

12. Think of Yourself as
the “Almost-Victor”

When bad luck strikes, Konnikova recommends thinking of yourself as an “almost-victor” who thought correctly and did everything possible in terms of the things you could control but was foiled by Fate’s cruel hand. “You will have other opportunities, and if you keep thinking correctly, eventually it will even out. These are the seeds of resilience, of being able to overcome the bad beats that you can’t avoid and mentally position yourself to be prepared for the next time,” she writes in the Biggest Bluff. “People share things with you: If you’ve lost your job, your social network thinks of you when new jobs come up; if you’re recently divorced or separated or bereaved, and someone single who may be a good match pops up, you’re top of mind. This attitude is what I think of as a luck amplifier.”

13. Focus on the Process,
Reward the Effort

To some bosses, the only thing that matters when it comes to the contributions of their workers is the outcome, not how they got there. Economists refer to it as the “tournament” approach, based on the idea that the only thing that matters for a player in, say, the U.S. Open is that he or she is holding up the trophy at the end. Degree of effort, style, boldness, initiative … none of that is of consequence. But in business, outcomes aren’t always in your control. And as such, it’s better to set targets and a system that rewards effort, innovation and prudent risk-taking. Focus more on the process and not solely on the results. To do otherwise is to create an overly conservative environment where people don’t dare make a mistake. “Consider the psychic costs of coming up short in a philosophical system that disclaims the role of luck, timing or competition, and admits no obstacles that cannot be conquered by the sheer application of will,” the educator and essayist Steve Salerno writes in his book SHAM.

14. Run Experiments

What the venture capitalists of Silicon Valley figured out early was the rewards of luck are huge, that money is often made from things you weren’t even looking for, and you don’t have to bet the house. Top VC firms will typically invest in 20 start-ups with the expectation only one or two will prosper. But you don’t need to have a billion dollars behind you to take such an approach — any modest and reversible experiment counts, says Tim Harford, the author of Freakonomics. Writing in the Financial Times, he says: “An experimental thinker views the uncertainties of the world as something to be resolved through tentative trial and error.” Try something modest, he says. “Many of the decisions we make are reversible. Only our stubbornness makes them permanent.”

15. Learn from
‘Bad’ Luck

In nearly all luck events, there are elements you did control, ways you reacted that could have been handled differently, things you can learn to do better next time. If you keep making the same mistakes, that’s not bad luck — it’s a failure to learn. Conversely, when things are going well, it’s a good idea to test whether your success is entirely the result of wise decision-making or due in some part to good fortune. “One of the things about good luck if you’re not careful is that it can go to your head,” says psychology writer Konnikova.

“Because when you’re winning, it’s just too easy not to stop and analyze your process. Why bother if things are going well? When it comes to learning, Triumph is the real foe; it’s Disaster that’s your teacher. It’s Disaster that brings objectivity. It’s Disaster that’s the antidote to the greatest of delusions, overconfidence,” she writes, paraphrasing Kipling. The most dangerous situations are where people believe they have attained a certain control over luck, she says, citing studies of investors. “The more people overestimate their own skill relative to luck, the less they learned from what the environment was trying to tell them, and the worse their decisions became: The participants grew increasingly less likely to switch to winning stocks, instead doubling down on losers or gravitating entirely toward bonds.”

16. Don’t Rely on
Luck as a Strategy

Luck and hope have a complicated relationship. As a business strategy, you never want to rely on good fortune. Lady Luck is capricious at the best of times. Having said that, it’s actually good for your salespeople, especially the younger ones, to believe in luck — not dumb luck but the kind that comes from getting out there and provoking it. “The greater a salesperson’s belief that success is a combination of luck and effort and that good luck will come along sooner or later, the greater his or her sales activities, such as making phone calls, meeting prospects, qualifying prospects, and gathering intelligence about prospects and competitors. And ultimately the higher their performance,” writes marketing professor Joel LeBon in a Harvard Business Review Online article. LeBon says the salespeople he has studied attributed 60 percent of their sales to luck. They need to believe.

17. Listen to Your
Lucky Hunches

Gut is another tricky one. Intuition can help, but emotions aren’t always your friend when it comes to making decisions. Professor Wiseman argues lucky people make effective decisions by listening to their intuition and gut feelings. They also take steps to actively boost their intuitive abilities — for example, by meditating and clearing their mind of other thoughts. “You don’t want to broadly say that whenever you get an intuitive feeling, it’s right and you should go with it. But you could be missing out on a massive font of knowledge that you’ve built up over the years. We are amazingly good at detecting patterns. That’s what our brains are set up to do,” he says.

Erin Patrick of Woof Gang Bakery & Grooming Summerville in Summerville, SC, agrees. “I believe good decisions bring about success. Good timing makes a difference as well. When we were searching for the location of our first store, it was quite exhaustive and we aren’t from this area. When I decided officially on the spot, it was just a feeling. Women’s intuition? Over the last four years, I’ve heard constantly: ‘You sure picked a great spot!’ We are opening our second store, and I had that same feeling about this new location. Fingers crossed we see the same success!”

The post 17 Ways to Make Your Own Luck in Business appeared first on PETSPLUSMAG.COM.

On July 4th each year, the United States commemorates the Declaration of Independence with backyard cookouts and fireworks displays. Here at PETS+, we celebrate another freedom as well, that of the independent pet retailer and service provider. These amazing small businesses operate by their own rules and ethics, helping pets and their people in ways that big-box and e-commerce operations simply can’t.

We honor these stores, grooming salons, boarding facilities, day cares, and pet sitting and dog walking providers — plus any combination of these — on July 4th and every other day in the magazine and on our digital and social media channels. All of that coverage leads up to our July-August issue and the results of our annual America’s Coolest contest.

We are thrilled to announce — below in alphabetical order as we no longer rank — the 16 winners that will be profiled in issues through May-June 2023. They exemplify the indie spirit! We get started with the four highlighted in the list. Below that, a new “One Really Cool Thing” section honors eight entrants that did not place in the top spots but that we would love to see enter again in 2023. To them and all of the others who entered, we say, “You just haven’t won yet.”

Finally, a big thank you to our industry judges. After the PETS+ team judged in the categories of exterior and interior appearance, marketing, online presence, individuality and story, we asked this esteemed panel to do the same. You’ll also meet them below. Now let’s get to it!

The post America’s Coolest 2022 Winners Revealed! appeared first on PETSPLUSMAG.COM.

1. Free social media posts
2. Events and community participation
3. Paid (boosted) social media posts
4. Free editorial placement in local media (print, digital, radio)
5. Paid advertising in local media (print, digital, radio)
6. Encouraged online reviews (Yelp, Google, etc.)
7. Referral program
8. Paid search engine ads
9. Direct-mail
10. Paid app partnerships (Door Dash, UberEats, etc.)

45. Rank the effectiveness of these social media platforms by your ROI, with time included as an investment.

1. Facebook
2. Instagram
3. TikTok
4. Yelp
5. NextDoor
6. Twitter

46. Tell us about your most successful campaign.

Many of you say that word-of-mouth driven by outstanding customer service brings in the most business, but these one-off and ongoing campaigns have provided additional boosts:

• I’ve been advertising on a veterinarian’s radio show for about 15 years. It falls immediately after the organic gardening show, so I get the benefits of that and of the vet talking about me, as I’m first up. We get new customers nearly daily who heard about us on the show.
• “Curbside Pickup Karaoke” during the pandemic years was outrageous.
• Pets adopted through our local shelter get a coupon to the store for 20% off an entire first purchase, plus a free ID tag and a free dog wash.
• Google’s See-What’s-in-Store (SWIS) process. Hands-down winner on generating clicks and store visits. I was scared of SWIS with pricing displayed because I didn’t want to be perceived as high-priced. Turns out that a lot of the time, we are the lowest price and most of the time competitive.
• A “Raw-gust” campaign we ran in-store, and on Instagram and Facebook with some boosted ads paid for by vendors. Crazy sales!
• We were coming out with a new flavor of our handcrafted treats and ran a model contest for the packaging. We got a lot of people entering and becoming customers who didn’t know we existed.
• Annual Blessing of the Animals at the park across the street. We partner with a pastor from a very well-known and well-attended church. They do a lot of advertising for us, and we get a lot of people and pets that show up. We have coffee donated by the local coffee shop, and I give all participants a St. Francis prayer card. They love it! People talk about it all the time.
• “Do you have a dog?” We did a huge ad in the newspaper with those words in bold on a solid black background. Then we added, “Treat them well” with our logo. We had a lot of people remember the ad, and it wasn’t too costly.
• We started getting involved with classes with a local trainer, including providing swag bags for all “Puppy 1” participants. It has been a phenomenal way to build brand awareness and sell products.
• We partner with a local Instagram giveaway account. We pay a fee and put together the prize. We always have the best turnout doing this. More followers and more web sales.
• Being on the T-shirts of the local high school teams: band, football, cheerleading, etc. We support them all.

47. Has one of your social media posts ever gone viral? Tell us about it.

• Right after the DCM debate took off, I did a post about it and told folks that I would be posting a series of Dr. Ryan Yamka articles debunking much of it. I got “noticed” by those on the other side and was slammed by them in the comments. My post went viral when others (including Dr. Yamka) jumped in to shoot them down. We did get a lot of new followers and likes to the page from locals who ended up becoming customers, so it turned out well despite the conflicts.
• Several videos of cats/kittens we have available for adoption have gone viral. Our most successful video wasn’t even very good quality and was less than seven seconds. People love cats!
• Kale Chips, our store dog who lost 50 pounds, was on national and local TV.

• We have had several pet videos go viral, one with over 20 million views. Our biggest videos have been a turtle hatching from egg, bird preening, etc.
• A video of a storm that came through and toppled trees near the rear entrance to our shop. Over 350K views.
• We did a TikTok on not storing kibble in plastic that hit 4.5 million views.
• A “Baby Mutt” Reel of a baby Doodle.
• I did an Instagram Reel about how much I love Dog Mocs, and it went viral (over 20,000 views in a week).
• I did a post early in the pandemic explaining how poop bags can be a great substitute for gloves (LOL).
• Warning the community about coyote traps in the area on trails. It created a political firestorm.
• A video we compiled about the community Dog Fest was hysterical. We’re still getting feedback on it, and that was three years ago, pre-pandemic 2019. It was campy and funny, and reached over 250,000 viewers in one day.

48. Has a marketing or advertising effort ever backfired on you?

• Anything that involves using color when grooming dogs. I have to watch them very carefully.
• I shared a funny “Dear Abby” column about people complaining about hosts who let their dogs run around the house during a party. Dear Abby told them to suck it up. I asked people to post a funny response that they would give, to win a bag of treats. Instead, people started attacking. I deleted the post.
• Every time we send out an email newsletter, inevitably one person who had a minor issue with us years ago decides to send a bitchy reply rather than just hit the “Unsubscribe” button. I try to pro-actively remove dissatisfied customers, but what kind of person sends a page-long rant instead of just deleting the email and moving on?
• We have gotten too much traffic to events and have had to have cars park hundreds of yards along the side of the road to get to us. Parking capacity for our store is approximately 75 parking spots.
• Yes! Always put an expiration date on coupons and “One per customer”!
• Ads on the supermarket register tape only ever got the same person to come in for the free treat offered.
• We once partnered with a “shop local” group that was promoting “jingle mobs” during the holidays at different small businesses around town. They offered to host one at our store. We prepared, hoping for a high influx of holiday shoppers — got cookies and hot chocolate, offered holiday discounts and hoped for the best. I believe we had five people attend … wasn’t much of a mob at all!
• Yes, with our bounce-back coupons. We had people coming back and making second accounts to use another coupon.
• I posted and boosted a video of blue death-feigning beetles eating a thawed pinkie rat. A couple of people called me names and got really mad.
• Direct mail through USPS. Schedule delay meant mailers went out the same week as the last presidential election, along with 762 gazillion political mailers.
• We tried to show people the extent to which we go to keep dogs happy/ safe during grooming. We had a dog in a hammock for a nail trim. Someone went to corporate and complained (person had never stepped foot in our store and doesn’t live in the same state). We almost had to delete our TikTok over it.
• We tried an April Fool’s joke that a customer did not get, and they went ballistic.

49. How do you respond to positive online reviews?

50. How do you respond to negative online reviews?

Again, the “Other” answers to this question expanded upon an answer:

• I have cameras and audio. I review everything that happened and respond with what the cameras showed, and ask them to come in so that we can review it together.
• If we are wrong, I state that. Typically, the review is very skewed, so I state what really happened and offer to post the security footage of the interaction. That almost always gets the negative review removed.
• It greatly depends. We always apologize that they did not leave with a great experience. But sometimes we use it as an educational platform (i.e. they are complaining about their Doodle getting shaved due to matting, and they signed a matted pet release and were sent home with our customer awareness information about how dangerous mats can be and why we do not demat heavily matted pets). I have had customers read our educational responses, and even though they were responding to a negative review, come to us because they could see how much we cared about the animal!
• We pay a third-party company to respond to every post, and we approve the responses before they are posted. They are great with words to make things right.
• Your response to a negative review is 200% more important than the negative review itself. It’s not the circumstances, but how you as the owner/manager respond to the circumstances that count with potential customers.

51. What percentage of your revenue do you spend on marketing and advertising?

The post The Big Survey 2022 Marketing & Advertising appeared first on PETSPLUSMAG.COM.

38. What has been your biggest cost increase in 2021-22?

39. Have you adapted in a creative way? Other than by simply raising your prices?

• Purchase products locally and through Amazon. It can be cheaper than through distributors!
• Since we also own a doggie day care and boarding kennel in separate locations, we give a discount to people who frequent all three businesses. It’s all about loyalty!
• We have gone big with new pets. If you have a new pet and come into one of our stores, you walk out with tons of goodies and new friends. We want customers to feel like they cheated on us if they shop somewhere else — in a nice way.
• Instead of raising prices on toys, we have started importing toys in bulk directly from China. By cutting out the distributors here in the U.S., we have been able to keep prices stable and raise profit margins.
• One of the biggest challenges for customers today is finding the products that they need/want. We are running a marketing campaign that lets customers know that if they want it and we have it, we’ll hold it for them. Although this is something we have always provided, given today’s supply-chain constraints, it is something that resonates with the customer.
• We added a “Raw”esome room” and have been selling way more fresh food ever since. The room looks so fancy that it intrigues shoppers who previously ignored the entire department.

40. Who is your biggest competitor?

41. How do you stand out from your biggest competitor?

42. What has been your biggest overall challenge in 2021-22?

43. Have you met the challenge in a creative way?

Around 37% of you still struggle with hiring and retaining staff. Among the creative ways you said you overcome are:

• Continuing to be a satellite location for the grooming school so we can train our own groomers.
• Taking advantage of a state worker training grant to increase the continuing education stipend for all employees, which my full-time dog trainers love.
• One of our nicest, best customers wanted to start helping people, so we put her on the payroll. If she is gonna be here all the time, she might as well get paid.
• Taking my staff on continuing education retreats so they know they’re valued.
• Not expecting the same work ethic as 10 years ago. Allowing par performance and understanding that things that used to take one to three months now take six to nine months. Overall, lowering the bar has reduced manager stress.
• Pulling in workers from different industries, who have strong work ethic but want more money. We hired an auto mechanic. He loves grooming cats.

Stressing the importance of brand and protein rotation has helped many of you overcome supply-chain issues — 36% of you say that has been your biggest challenge — and several of you work with brands and distributors to go beyond simply switching.

• We have learned how to “buy sideways.” We go straight to the brand and tell them our issue (and usually we are big accounts for the brands), and they find product for us from stores that aren’t selling it.
• We still order items from our distributor even if it shows zero availability, rather than waiting for the item to show as available. This lets them know that their fill-rate isn’t as high as they think!

The post The Big Survey 2022 Challenges appeared first on PETSPLUSMAG.COM.

25. Based on the first six months of this year, how do you expect your total revenues for 2022 to compare with 2021?

26. Rank your product mix, from biggest generator of revenue to smallest:

1. Food
2. Treats
3. Chews (including dental)
4. Toppers, broths and other bowl boosters
5. Collars, harnesses, leashes, and other gear
6. Grooming (including dental)
7. Supplements (non CBD)
8. CBD
9. Litter, poop bags and other waste management, cleaning and odor control
10. Flea, tick and other pest control
11. Beds and blankets
12. Bowls and other housewares
13. Crates and carriers
14. Pet parent products
15. Apparel
16. Cleaning and odor control

27. What was your average retail sale per transaction in 2021?

28. What was your average retail items per transaction in 2021?

29. Rank your food product mix, from biggest generator of revenue to smallest:

1. Kibble
2. Raw frozen
3. Wet
4. Freeze-dried, dehydrated and air-dried
5. Refrigerated

30. Rank your services mix, from biggest generator of revenue to smallest:

1. Grooming
2. Boarding
3. Day care
4. Training
5. Veterinary care
6. Dog walking and/or pet sitting

31. What % of your overall retail revenue was from e-commerce?

32. If you were to select three items for a dashboard to review at the end of the day, what would they be?

33. What was your top-selling food brand in 2021?

1. Fromm
2. NutriSource
3. Stella & Chewy’s
4. Taste of the Wild
5. Farmina
   Acana
6. PureVita
7. Steve’s Real Food
   Primal
8. smallbatch
9. Diamond Naturals
   Health Extension
10. Zignature
    Dr. Gary’s Best Breed
    Open Farm
    Nulo
    OC Raw
    Northwest Naturals

34. What was your top-selling treat brand in 2021?

1. Store brand
2. Bocce’s Bakery
3. Stella & Chewy’s
4. Redbarn
5. Earth Animal
   Fromm
6. Chip’s Naturals
   Cloud Star
7. The Natural Dog Company
8. Vital Essentials
9. Wild Meadow Farms
   Nutrisource
10. Barkworthies
    Polka Dog

35. What was your top-selling toy brand in 2021?

1. Kong
2. Fluff & Tuff
3. VIP Products/Tuffy
4. Tall Tails
5. West Paw
6. P.L.A.Y.
7. HuggleHounds
8. ZippyPaws
9. Multipet
10. PetShop by Fringe

36. What did you earn (salary + share of profit) in 2021?

Some other interesting findings:

• Despite pet care being a predominantly female occupation, the gender pay gap still exists. While men accounted for only 16% of our survey respondents, they made up 25% of those in the 100k+ club.
• There is more racial diversity at the lower end. Whites accounted for 91% of the survey-takers, but 88% of those earning less than 30K and 93% of those earning six figures.
• Economic uncertainty and downturns tend to favor the strong: 79% of those earning more than $100,000 expected to see sales growth this year, versus 55% for those earning less than $40,000.

37. Tell us about the single best day you’ve ever had in terms of sales:

BIG SPENDERS

• More than $110,000. I sold a trailer of dog food to one customer.
• Back when we still had boutique items, we had several really expensive beds that I’d inherited from the original owner. Customer came in and bought them all to the tune of nearly $20,000! I almost fainted.
• Our biggest days are always when we have a “Marnie” day. This customer purchases over $1,500 on average in just one transaction.
• A customer came in and bought 17 pallets of shavings. $20,000+ day.

HAPPY HOLIDAYS

• $23,000 during a Halloween costume party.
• We had a $10,000+ day because of a Black Friday sale on day-care passes. At the time, our average day was about $2,000.
• Pet Pictures with Santa. Nearly $8,000 on a Saturday.
• Small Business Saturday, 2019. We hit our goal by 11 a.m. I still remember one of our managers calling us at 7:05 p.m. to tell us the daily total. We were at a local restaurant having dinner and broke down crying. The waitress called the restaurant’s owner and said something must be wrong because we were both in tears. The owner told her to bring us the biggest bottle of champagne and charge us for it because she saw the line wrapped around our block that morning. We made more that day then in the entire first year that we were open.
• In 2021, it was two Saturdays before Christmas. We have a yearly “Stuff your Sack” sale, and for a $5 donation that we give to a local shelter, we give them a reusable tote and they can fill it and get 10% off everything in it. We had a record sales day of $13,058!
• Christmas Eve — every year — approximately $3,000 in five hours. God’s Spirit is strong. Everyone is happy!

CELEBRATE GOOD TIMES

• Our 30th anniversary event day — both stores combined, we had sales that exceeded $30,500. Our previous high was $23,000 at one store.
• On Customer Appreciation Day, we sold $38,000 before discounts.
• Our second-location grand opening this year: $24,733!
• We celebrate our anniversary in December with a Customer Appreciation Sale. We have the radio station broadcast live from the store, cook hot dogs in the parking lot, and have lots of giveaways. We put everything in the store on sale that day and have a great turnout. We had almost 400 people through the store and did about five times a normal day’s business.
• It was a sale day for the store’s anniversary. We did over $22,000, which was about seven times our average day at that time. It was organized chaos for eight hours.

THAT’S A LOT!

• We groomed almost 30 cats in one day. $3,500 in revenue.
• Cage Sale — distributor came in with a truckload, and we were packed. One-time deal as company went out of business.
• Ran an end-of-year promo on day-care packages; brought in $30,000 in one day!

SHUTDOWNS & STORMS

• The day after everything shut down due to Covid. Panic buying was crazy! We did $17,000 that day. Normal day sales for us are $6,000.
• We will always remember stimulus Wednesday. We didn’t know stimulus checks had been deposited, and we were utterly confused as to why all of these people were in the store. It took a couple of hours for us to figure it out.
• Our best day(s) recently were before a hurricane. We did a week’s worth of sales in three days.

The post The Big Survey 2022 Performance appeared first on PETSPLUSMAG.COM.

12. If a product is sold in big-box and/or grocery stores, is that a dealbreaker for you?

The majority of indies surveyed don’t see product availability on Chewy and Amazon as a black-and-white issue when evaluating brands. Instead, 55% of you look at a variety of factors.

• It would depend on the retail, my cost and the company. Do they enforce MAP, and do they support indies in another way like with Astro or frequent-buyer programs not available on those sites? Basically, it comes down to whether we can compete.
• If it sells better in a demo-type situation, I will bring it in.
• Depends on the item and how much traffic it drives to our store. If it drives a ton of traffic, we’re OK with it being on Chewy as long as the prices are comparable to our desired margin.
• We are in a small town, and often people come in and ask about products sold online. I don’t want to send customers away, so I stock some things you can get online.

Some respondents — 28% of you — said they don’t see brands being on big e-commerce sites as a dealbreaker at all.

• I don’t consider the sites to be competitors. Their advertising, in fact, helps me sell products because then they’re recognizable. I can’t match their price point, but we make up for it in other ways.
• If I didn’t carry a good product in my store because it was on other e-commerce, I wouldn’t have many things to sell.

But 15% of you give a hard pass to such products.

• It can often cheapen the perceived value because low cost is often associated with low quality, and many people think of Amazon and Chewy as low-price leaders.
• If I am deciding between two similar products, and one is on Amazon or Chewy and the other isn’t, I will definitely choose the one that isn’t.

As for availability in big-box and grocery stores being a dealbreaker, “Maybe” still led the results with 45%, but more respondents — 25% — answered “Yes” than to the same question about big e-commerce.

• If I see a product that I carry in Home Goods, Marshalls, TJ Maxx stores, I won’t carry that brand.

Finally, many said they also won’t necessarily kick to the curb a brand that starts in independent pet retailers and then expands.

• If a brand is sticking to their MSRP/MAP on Chewy, we can stay friends.
• If the manufacturer continues to actively support and promote the indie/neighborhood pet channel, we won’t discontinue a product unless the sales tank.

13. Rank how you discover new products:

1. Brand and distributor reps
2. Pet industry trade shows (Global Pet Expo, SuperZoo)
3. Pet industry trade magazines
4. Social media pages and groups (such as the PETS+ Facebook Community)
5. Pet industry distributor shows
6. Customer requests
7. Non-pet gift shows

14. Rank these qualities by importance for consumable products:

1. Ingredients
2. Made and/or sourced in the U.S.
3. Price/value
4. Available through a distributor
5. Sustainability
6. Manufacturer guarantee
7. Third-party certifications

15. Rank these qualities by importance for non-consumable products:

1. Price/value
2. Materials
3. Durability
4. Made and/or sourced in the U.S.
5. Available through a distributor
6. Sustainability
7. Manufacturer guarantee
8. Third-party certifications

16. Tell us about when a vendor or distributor has gone above and beyond for you.

• I was getting lots of kittens in because our animal shelter director decided she didn’t need to take in any more. My World’s Best Cat Litter rep authorized giving a free bag to anyone who adopted a kitten.
• From day one, Marilyn Hervela at NaturVet has been the sweetest, most helpful, and the one I can rely on to get back to me when we have the annual Paws In The Park event for rescue dogs. I try to save up throughout the year anything we can give away as a freebie to gain more foot traffic. Marilyn is on the ball. She gets us samples, and they’re always a hit!
• One day, Rob Downey, the owner of Annamaet, came to see us about bringing his food into the store. He was riding with our delivery driver. He said, “I want to talk to you about my food, but let me help the driver get your stuff unloaded.” Which he did, and we brought his food in essentially because of his character.
• Sodapup went over the top to get us enough product for our subscription box, with little notice and as a substitute for a vendor who did not deliver.
• Doggie Design. Always good sales, wonderful customer service. They support returns, give the sales promotion if you submit an order a day or two before they release it. No one else does this!
• Stephanie Real, my rep from Primal Pet Foods, has always gone above and beyond for me. She heard I had a feral cat colony and was nursing orphaned baby kittens with Primal goat milk. She sent me a case. Stephanie thinks outside the box and also cares about what is going on with her customers.
• When Pet Food Experts shut down, Joe Israel from Earthborn called within the hour and asked if he could pull strings to get me accounts with other distributors immediately so I could have food on my shelves for customers.
• West Paw always has 100% fulfilment, and calls or emails with ways to save us money.
• Ashley Lynn from Smallbatch was great at working with me to understand their product line and had a bunch of stuff sent that I could break into samples to generate interest and gauge what customers would respond to or want most. She also sent sample-making supplies. And she always tells me if I decide to sample something, just let her know and she will have it replaced. She even sent a customer a T-shirt because they liked it so much.
• Vital Essentials got us ready for a big competition we were vending at! Made sure we had new displays for bulk and bagged treats!
• When a special order was left off our delivery, our United Pacific Pet rep drove all over the county to find a replacement. When she couldn’t find the right size, she gave our client a much bigger bag and refunded his original payment. Great customer service!
• General Pet Supply has stuck with me through thick and thin. Even in times of financial crisis, they have worked with me so that I could continue to place orders.
• Pete Grenot from Bradley Caldwell once delivered product to us that missed the truck for a second time. He drove two hours one way.
• Taking add-ons after order, pickups after closing, always on-time. We love our local distributor Middle West. We aren’t just a number to them.
• We recently moved our store, which was a huge undertaking, and my excellent driver from ADMC loaned us two large rolling coolers to move our product. Couldn’t have done it without them.
• My NEMA rep remerchandises my departments. They look better than I could have done myself, and it doesn’t cost me anything.
• My BCI rep frequently brings items for me to donate to local rescues from the business. She even sent me $100 so I could “shop” in the store and fill my donation bins.
• Pet Food Experts is wonderful! Their communication is always right on, their ordering platform is easy to use and accessible, their deliveries are always on time, and if an item is missing from our order, they are always efficient in giving credit and reshipping.
• Our order was missed on a truck from Zeigler’s Distributors. The owner personally drove it out.
• Frontier is awesome! Last year for our grand reopening after moving, they came through with great freebies even though our rep was off work for a family emergency and it was very last minute.
• Half of our vendors cancelled last minute for an event. When Enzo Vinet at Generation Pet rang to see how things were going and heard that, he asked, “What time do I need to be there?” He showed up, same day for a major event and manned a booth. It was a lifesaver and the event was a huge success!

17. What is your biggest pet peeve when dealing with vendors and distributors?

18. What POS system do you use?

19. What loyalty programs do you offer?

20. Rank the following forms of payment, from most frequently used to least used:

1. 1. Credit cards
   2. Debit cards
   3. Cash
   4. Apple Pay or other phone-based app
   5. Personal check

21. What do you think will be the next big breakout category in pet products or services?

Gently cooked foods came in as the top answer to this open-ended question, with many of you noting that the category had already broken out and you are happy to see it growing.

Alternative proteins such as plants and insects followed, with indies split on how you feel about them. One respondent even said in their non-answer, “Who the heck knows?! When they started pushing bugs as a protein, I thought I’d seen it all, but I’m sure something else will show up.”

Enrichment as a category came in next in products. Toys and lick mats got many mentions, as did more high-tech offerings. One respondent predicted, “I think cameras and other tech products will grow in the pet care industry. Pet parents can observe their actions and interact through cameras and apps.” And we love this answer and really hope this product happens: “Pet translators that turn barks and meows into English.”

The enrichment category also topped answers for next big breakout service. The owner of a training facility explained that the industry will see more of “early puppy socialization and training as a concept. This applies not only to dog trainers but also to groomers doing short ‘starter puppy’ visits to get puppies off on the right foot. Pet owners are starting to realize what a profound effect the pandemic had on dogs. Those who jumped through hoops to socialize their puppies despite lockdowns are reaping the benefits, while those who stayed shut in for months call their fearful, anti-social dogs ‘COVID puppies’ and swear to do better next time.”

22. What is your biggest pet peeve when dealing with customers and clients?

23. Tell us about the oddest/weirdest experience you’ve ever had with a customer or client?

• We had a customer convinced her hamster was high on pot for six months because she thought she knew who the breeder was (she didn’t) and that person was a pot smoker.



• Someone brought in their cat for a nail trim in a grocery bag.
• Customer calls saying she bought tadpoles and nobody told her they turned into frogs, and they ate her prize fish. Shows up at the store later that day with frogs to return, says we need to have signs up that tadpoles turn into frogs.
• A client brought in her dog’s vomit and the remnants of a bully stick to us. She was upset because she thought it made her dog sick. However, the vomit contained a whole sock that the dog had ingested, as well as some toy stuffing … it was gross.
• A guy came in wanting studded leather dog collars for himself. He stood there trying them all on and asking his girlfriend how they looked.
• I had a client offer to contact my cat, who had just passed. And then she did. And you know what? She was pretty accurate about everything. Certainly helped take away some of my grief.
• I once sold a dog treat to a man because he was hungry. I was very clear that it was chicken-liver flavored, and I even asked if his dog was with him on vacation. After he paid, he realized he was in a “barkery,” not a bakery. I had to refund his money. He was so hungry, just looking for a snack!
• A lady who accused us of cutting her dog’s nostrils (inside), then came back to apologize for being a “turd,” because upon vet inspection, the dog had a tumor in his nose and that’s what was bleeding.
• I’m pretty sure a customer ate the holiday cookies we left for her dog. She thanked us for leaving them, but wanted to let me know they were a little bland.
• A customer came in and wanted to return a strobe ball. She said the strobe stopped working so she lost the ball. She didn’t have the product with her, as she lost it, but she wanted to get her money back from us.
• I rang up a customer and gave her the total, and she said that she does not use standard currency but would pay me with good wishes and thoughts. I told her that unfortunately the state of Massachusetts does not have a line item for good wishes and thoughts on my taxes, so I am limited to standard currency at this time.
• There are SO many! Lactating woman rescues puppy, puppy wants to nurse off her, she calls to ask if that’s OK. Customer wants to return hamster because it poops too much. Customer didn’t realize she’d have to feed a rabbit every day. Customers buy rabbit chew thinking it’s actually for a rabbit.
• I had a customer come into the store asking for something to help his dog’s stomach. Something that could help dissolve the rocks that he ate.
• A customer showing pictures of his ferret on his phone swiped one too many times and showed pornographic images. He and my employee carried on as though nothing had happened, and he still shops with us. She got an A+++++ for her professionalism that day.
• When her cat died at 20-plus years old, our customer kept her in the freezer and would bring her out at night and sleep with the dead cat on a block of ice. I kid you not! She just couldn’t let her go.



• A customer bought our handmade dog treats for a fancy rat that moved in under their porch.
• A Tibetan Mastiff client has us save all the fur brushed or trimmed from his dog so he can sell it. He mails it to Russia.

The post The Big Survey 2022 Buying & Selling appeared first on PETSPLUSMAG.COM.

3. How long has your business been in operation?

4. Where is your business located by market size?

5. How many locations do you have?

*Businesses operating at client homes or elsewhere

6. Check all pets that you sell products and/or offer services for:

7. Are you a franchise owner?

8. Which best describes your business by top revenue category?

9. Do you own or rent the building your business is in?

10. If you own a brick-and-mortar pet supply store with services, please check the services you offer:

Among the “Other” answers:

• Doggie workouts
• Nutrition counselling
• Aquarium and pond maintenance
• Groomer training
• Veterinary services
• Massage and chiropractic services
• Agility events and dock diving
• Pet photography

The post The Big Survey 2022: The Basics appeared first on PETSPLUSMAG.COM.

62. How old are you?

63. Race or ethnicity: How do you identify?

64. Where do you feel poorest?

65. What do you love most about being a pet pro?

66. What was the most important business lesson someone gave you? Who?

• Bob Negen talks about the lifetime value of a customer. It changed our mindset on most aspects of our business. It changed our return policy, how we handle issues, and how we deal with difficult customers.
• Documentation is power! That was actually told to me many, many years ago by my high school journalism teacher, and I have never forgotten it. It has come in handy on numerous occasions when dealing with difficult employees and in other situations.
• We bought our business. The previous owner stocked a brand that we didn’t think so highly of. We were thinking of dropping this brand. We went to our first trade show and talked to an older gentleman who had been in the pet business for many years. He asked if this product line brought in customers. It did. He said, “Then why get rid of it? Build a relationship with these people, and you may be able to switch them to something better.” Best advice ever. We still carry this brand, and it still draws people in for us to start a conversation.
• My first boss, in a sales job, told me to be someone folks would want to have a beer with after work. I always remember that — to be friendly, interesting and a person others want to be around.

• To realize our worth and value, to never give up and to keep pushing forward. B.C. Henschen is an amazing friend and mentor and is always there when I feel like throwing in the towel. He has motivated me and kept me going, as has his wife, Kat. I am forever thankful to have them in my life.
• My dad! He’s given me a lot of sayings throughout my journey as a businesswoman, but one I always come back to is, “If you don’t have money problems, then you’ve got customer problems. If you don’t have customer problems, then you’ve got employee problems. If you don’t have employee problems, then you’ve got money problems.” There’s always going to be something when running a business, so remembering this saying just reminds me of how I’ve gotten through all of these issues before and come out OK in the end.
• I’m a huge fan of Walt Disney. “If you can dream it, you can do it.” I repeat this phrase from him to staff very often. “Whatever you do, do it well. Do it so well that when people see you do it, they will want to come back and see you do it again, and they will want to bring others and show them how well you do what you do.” I worked at Disney World for a bit and learned some important business lessons!
• My mom says to do what you love and the money will follow, and to stop looking at the greener grass on the other side, just water your own.
• Years ago, a fishing lure rep told me they make lures to catch fishermen because fish don’t have wallets. All of our products should capture the attention of the customer first.
• Dog Gurus told us that if there’s a task we can pay someone else to do and make more in the amount of time it would take us to do that, to hire the help and use our time wisely. That has stuck with me and proven to be very helpful.
• Gary Vaynerchuk says to audit your circle. Don’t follow or engage with anything that drains you. Ruthlessly hide, unfollow, leave groups, etc. Not just on social media, but in real life, too!
• A previous boss of mine said that there is no hierarchy in business. No one role is better or more important than another. The order in which you should see importance in each thing you deal with should be client first, business second and self last. Take all emotion out of every decision and stick to the facts!
• Sports analogy: No matter what you just did, great or bad, don’t spend too long celebrating or kicking yourself over it. Your business, staff and customers need your head in the game for the next play.
• Never judge someone’s finances by the way they look (clothing, hygiene, etc.). A previous employer.
• Not every customer is your customer. It’s OK to fire a customer. From a friend.
• Keep consistent hours for your customers. Don’t close early or open late. That was from the restaurant owner at a place I worked in college.
• At the end of the day, it is only dog food. Don’t let it ruin your day. Previous owner.

• Don’t be afraid to raise your prices or charge based on perceived value. Candace D’Agnolo.
• If a customer is being rude to you, get them to spend more money. High school boss.
• Enjoy life — work/life balance. A former supervisor told me to take a vacation. When I said I couldn’t, too much to do, he explained that if I died tomorrow the company would go right on without me. That it could all wait, and things wouldn’t crumble without me there. It was sobering, but it helped me realize it was true. I was replaceable, and I should live my life before it was gone. Not care more about the company than my own life and sanity. Taking vacations helped me realize I was a better leader when I wasn’t so stressed and tired. After that, I always have had the next vacation on the books so I had something to look forward to. That alone has helped.
• Your biggest competition is yourself. Boss in the late ‘80s.
• We learned from our last place of employment that we would never run a business that the success of requires us to rely on underpaid, overworked employees. Nor would we use the “But here, we’re family” fiction to make employees feel bound to something they have no real stake in.
• Former boss: Delegation is critical for small business success. Trust employees who are ready and able to complete everyday small tasks, so you can put your energy toward larger, more important tasks, like growing the business.
• Not sure who gave the advice, but when you’re a small fish in a big ocean, you need to keep your eyes open and beware of big fish that might try to eat you. But know your strengths and make them be your focus. You can’t outdo the big fish in what they do, but you can be the best small fish you can be.
• No amount of money ever bought a second of time. Tony Stark aka Iron Man.

67. What will be your one-word theme for 2023?

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52. How many employees do you have?

53. What is your average retention rate in years for your non-managerial employees?

54. What is your average retention rate in years for your managerial employees?

55. Check the benefits you provide:

56. How often do you offer performance bonuses?

57. Are the majority of your employees:

58. If you are a service provider, do you have:

59. What is the biggest challenge in managing your team?

60. Tell us about when an employee left you speechless. In a good, bad or weird way!

STEPPING UP

• My manager had to take over running the store when I was out with a fractured leg. I told him I’d give him weekly bonus pay for the duration. He 1) called me to ask if I could give his bonus to another employee who’d just lost her grandmother and needed extra money, then 2) told me he realized that his overtime was eating into payroll costs, and he trained both employees to close so he could take some time off and lessen the cost for me. I literally cried both times.
• When we first opened and didn’t have managers yet, a twentysomething employee making $12 an hour surprised me with an entire handbook for front desk operations. She wrote it in her spare time without telling me. I was beyond impressed. She has since moved on to becoming a groomer.
• Recently, I sat down with two of our receptionists to review incidents that occurred with one of our managers. One told me that the days she gets to work with me are some of her best. The second quickly agreed. While we give reviews every three to six months to our employees, it’s rare that I ever get any feedback for myself as a business owner. This was absolutely wonderful to hear, and possibly made my entire year.
• Caught an employee with booze in his cup. Confronted him, and he said he had no idea how it got there. Let him go. Was a great employee otherwise, and I told him if he ever got his act together and got help, I would happily hire him back. He came back six months sober and had turned his life around! Hired him on the spot.

SMH

• Delivery driver that took a 12-foot truck under a 10-foot bridge … clearly marked with all kinds of warnings, but he thought he could make it.
• During day care, policies are very clear that hands should be free and ready to pet dogs or pull them apart. A staff member decided to read a book, in a room of 50 dogs. She was reprimanded. Said it didn’t specifically say, “No reading of books” in our manual. So we changed the manual. She then brought in knitting needles and began knitting in day care. She said, “It doesn’t say I can’t in the rule book. And oh by the way, I wasn’t knitting; I was doing needlepoint.” As if small, sharp needles aren’t even more dangerous to pets! She was terminated, and then sent her mommy to our location to fight for her job back.

• Had two leave, no notice — then ask why we took away their discount.
• When they couldn’t figure out how to work a mop. Claimed to never have used one. Never saw one being used. Never apparently watched a movie or even a cartoon with one in it. Held it outstretched, dry and pulled it between their legs. Speechless.
• A newer employee was not scanning all of the items being purchased. I corrected him to get through the sale. Later he said, “But they were all the same thing.”

WAIT, WHAT?

• A female Asian employee filed a claim that we were racist against female Asian employees. When the Department of Labor called, I took the call and made sure that the first words out of my mouth were that I was the female Filipino owner of the business and the person we fired was let go because of endless mistakes with cash. The call lasted two minutes. We were found not guilty.
• An employee who wasn’t performing told me she didn’t need me to tell her how to do her job.
• Had a model employee — bright, great smile, eager to help, customers loved him. One morning, he was arrested for pulling armed robberies on his way to work.
• Hired a new employee. Everything went great in the interview. Her first day I told her our standing rule was to greet the dog before the person. She wasn’t doing what I had showed her. I asked her to practice on the next customer, and she said, “I would, but I don’t like dogs.” Guess I forgot to ask that question during her interview.
• Employee took us to small claims court over small personal items (fork, spoon, toothbrush) they supposedly left when terminated.
• I had a groomer walk away from a man who was telling her that his wife had died. Literally walked away mid-sentence. After I listened to him finish his story, I asked if she realized she walked away and her reply was, “Yes. I don’t want to hear that shit, I’m just here to groom his dog!”
• I recently had an employee tell me that my business partners (my family) shouldn’t be partners if they didn’t plan on stepping up more.

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