Ideas are easy. Implementation is the tough part. It’s why top sports marketer Jon Spoelstra argues so fervently for appointing an “idea champion” to pursue the fruit of your brainstorming sessions. “Ideas and projects can get away from you, but if you make someone the idea champion, they’ll passionately breathe life into the idea,” he says in his book Outrageous Marketing. The person doesn’t even need to have expertise in the field — just a belief in the idea’s potential and the support to pursue it.

SELF-MANAGEMENTCome to Terms With 2024

Regret is a common emotion as one year ends and another begins. Karen Ogden of Envest Asset Management says it’s crucial not to dwell on feelings that arise from decisions you wish you hadn’t made and now can’t reverse. “It’s easy to Monday morning quarterback and say, ‘I shouldn’t have done that,’” she told Bloomberg News. “But it’s wasted time.” Instead, Ogden recommends finding lessons learned and taking solace in positive developments. For instance, in her field, higher interest rates mean savings may have gone up at least a little, she says.

SALESChange Your Shoes

Do you unconsciously assume that your customers have your financial limitations? Do you secretly believe that they should do what you would do? If so, these are likely the reasons you struggle as a salesperson, writes Roy H. Willimas in his MondayMorningMemo. “You believe you are being empathetic, but you are not. You aren’t putting yourself into their shoes; you’re putting them into yours,” and that’s limiting what you can achieve in sales.

MARKETINGPair With an Upmarket Rival

Many successful businesses follow a curve in which they pursue ever-more lucrative customers as they become more established. This makes sense. The best customers are usually at the high end, and it pays to develop a business model that responds to their needs. But it also means other customers get left behind. If you have a more upmarket competitor in your area, why not offer to buy the names of its “inactive” customers? This could give you access to customer lists that were built up over decades for basically nothing, marketing consultant Jay Abraham says.

MARKETINGGet on the Map

Google Maps regularly updates its “satellite views” of urban areas in North America, although it rarely publicizes the schedule for its flyovers (the images are actually a patchwork of mainly aerial photos). In this age of mass access to intelligence data, your rooftop is a billboard. What does your roof say about your business? How about: “PETS LOVE US!” in 6-foot lettering.

SELF-GROWTHMake Better Resolutions

Americans’ No. 1 New Year’s resolution — “I’m going to lose weight” — illustrates what’s wrong with most people’s vows to improve some aspect of their lives: It’s too vague and too all-encompassing. According to Lifehacker, a better resolution would be, “I’m going to lose 5 pounds by going to the gym at least twice a week.” So if your resolution for 2025 is to be a “better boss,” you’ve got work to do.

HIRINGFind Former Corporate Talent

If you’re trying to keep payroll expenses down but are still in need of high-quality staff, here’s an AllBusiness.com strategy: Look for smart women or men who’ve left corporate life for a better work-life balance. They can make excellent part-time specialists, especially in areas such as technology and marketing.

The post Why You Need a Champion to Make Your Ideas a Reality appeared first on PETSPLUSMAG.COM.

Help! I’m supposed to talk to a group of kids at an animal camp at our local shelter tomorrow about pet nutrition. They will be 6 to 12 years old. Any ideas on what to do? I don’t want to bore them. — Amanda M. Wilbourne, Nautical Dog, Williamsburg, VA

• Talk about physical differences between dogs/cats and people, their different style of teeth, that their jaws don’t go side-to-side — have everyone try it — and how that means they are designed to eat different foods than us. Could be fun. — Margarat Nee, Dexter’s Deli, San Diego, CA
• If it’s on nutrition, show them different snacks they can share with their dog and different snacks that they should not share with their dog. Or how to make frozen or baked treats for their dog. A lot of the companies have little recipe cards for some of those. — Melisa Wynn, Paws & Fins Pet Shop, Bainbridge Island, WA
• We do a LOT of tours and talks for this age group! I like to bring stuffed animals (dog, cat, snake, lizard, bird, rabbit, etc.) and teach about carnivore versus omnivore versus herbivore. What the differences are: how their poop is different, how herbivore teeth grow constantly, etc. I keep it simple. — Megan Kurzweil, Forepaws, Minooka, IL
• Quiz them on what they think dogs and cats ate before dry food was invented. Find out if their PE class talks about how fresh foods are good for their bodies and explain how it’s the same for our pets. Adding a little fresh to the dry food is better than nothing. — Theresa Sexton, For Healthy Pets, Montgomery, AL
• Talk about the history of dogs a bit, which would then lead to raw diets. And maybe also about what human foods are bad for dogs. Compare different dog foods to McDonald’s, etc, basically make it relatable. Ask them questions: Show of hands how many feed their dogs kibble versus canned versus raw, who helps parents get the food ready, etc. — Andrea Klee-Jenkins, Simply Tailz Pet Sitting Services, Plainfield, IL

Editor’s note: All answers printed with permission, edited for clarity and length. Join the private PETS+ Facebook Community for retailers and service providers at facebook.com/groups/petsplusmagcommunity.

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Per usual, we asked members of the PETS+ Brain Squad, our reader survey group of 1,700-plus independent pet retailers and service providers, to contribute their insights and advice on the topic. We also asked them to share one smart but hard and uncomfortable task that they will commit to doing in 2025. Thank you to the courageous pet pros who accepted our challenge!

With that in mind, it only seems fair that I ask the same of myself, to commit to such an action in my role as editor-in-chief of PETS+.

Dogs are my main area of expertise, both professionally and personally. My previous role was as senior editor of Dogster, and I’ve only had pups as pets. Since joining the PETS+ team, I’ve learned much more about cats and their product and care needs, thanks to our amazing readers and brand partners, but not as much as I’d like in those areas about other types of pets.

Why? Because it’s scary and triggers in me the imposter syndrome many of you also said surfaces despite your many successes in the industry.

Thankfully, Burslem also shares 14 tips for moving beyond the Discomfort Zone, and I’m using No. 2, “Make a declaration,” here to get started: At Global Pet Expo in March, we will do video interviews with brands exhibiting the latest and greatest products for scaly, feathered and small furried pets. Be my accountability partner by signing up for our ebulletin at petsplusmag.com/bulletins. We’ll deliver the proof to your inbox every day of the show.

The post Are You Ready to Get Uncomfortable in Your Pet Business? appeared first on PETSPLUSMAG.COM.

Core Strength: Your Sales Foundation

Think of your services and product lineup as your business’s core muscles. Take a deep dive into what offerings are pulling their weight and which might need toning up. Do your grooming packages still fit your clientele? Or could they use some fresh moves? Examine your profit margins, and beef up rates by adding $1 to $10 where you can. Look for opportunities to add some money muscle with new services or trim the fat from underperforming ones.

Cardio Check: Customer Flow

Just as a good cardio workout gets the blood pumping, smooth customer flow keeps your business’s heart beating. Are you finding good leads as well as enough new customers to replace lost ones? Map out your customer journey from first contact to final payment. Look for any places where the flow gets clogged — those are your business’s equivalent of blocked arteries.

Flexibility Training: Operational Agility

Your business needs to be as nimble as a Border Collie running an agility course. Examine your daily operations for places where you can streamline processes. Are your supplies well-organized? Or is your backstock area looking more like a tangled leash? Sometimes the smallest tweaks in your routine can lead to the greatest gains in performance.

Strength Training: Team Building

Your staff are like your workout buddies — they need the right training, equipment and motivation to perform at their best. Build your team’s strength through cross-training and skill development. Like with any effective fitness routine, create a progressive training plan that builds competence and confidence over time.

Recovery And Growth: Technology Tools

Think of technology as your business’s recovery tools — foam rollers and massage guns for better performance. What tech tools could help your business recover time lost to manual tasks? Maybe automated appointment reminders and video cameras could help you finally relax. Look for ways technology could help you work smarter, not harder.

Personal Training Plan: Growth Strategy

Map out your goals like you would training milestones. Where do you want your business to be in three months? Six months? By year-end? Create a realistic training schedule with achievable benchmarks. Remember, you wouldn’t try to run a marathon without training first — grow your business with the same thoughtful progression.

Don’t just audit. Act! I’ve made it my life’s mission to be like a personal trainer for pet businesses. What I’ve learned over the years is that implementation is the hardest part. So, create a prioritized list of improvements, from what I’ve shared above or that you’ve uncovered, and put each into one of these categories:

• Quick wins you can implement this month
• Medium-term projects for the next quarter
• Long-term goals requiring planning and investment

With consistent effort and the right routine, you’ll have your operation running like a well-trained champion! And it’s way more fun than going to the gym.

LEARN MORE: My New Year’s gift to you is a free business-audit checklist. Download it at learn.petboss.com/pets-jan2025.

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Engaging with your community and growing diverse partnerships are the best ways to show your business’s commitment to DEI. Here are three of my favorite and most effective ways to do that:

1. HOST INCLUSLIVE ADOPTION EVENTS. Partner with an animal shelter or rescue that serves an underrepresented community. If the community predominantly speaks another language, promote in English and that language, and have available at the event materials and staff/volunteers who can communicate with potential adopters. Such efforts not only create new customers but also make the adoption process inviting and accessible for more pet parents — and the dogs and cats get into loving forever homes.

2. CO-HOST EDUCATIONAL WORKSHOPS WITH COMMUNITY GROUPS. Working with organizations that focus on challenges within different cultural and/or socio-economic groups, such as lower spay-neuter rates, helps to share knowledge and connect your business with a broader customer base. A session on responsible pet ownership that refers these pet parents to low-cost or free veterinary resources will enhance the lives of their dogs and cats and reduce the number of unwanted pets in their communities. This kind of collaboration also builds a sense of trust with your business. When you can, co-host the events within the communities at one of their cultural or neighborhood centers.

3. TAKE PART IN INCLUSIVE EVENTS. Supporting organizations that promote diversity, equity and inclusion shows that your commitment to these values runs deep and you’re eager to make a real difference. Sign on as a sponsor of cultural festivals, march in the annual Pride parade and/or look for other opportunities to broadcast your intentions to welcome all to your business.

4. EXPAND YOUR CHARITABLE INITIATIVES. Add organizations that promote DEI, either as their mission or simply by existing, to your rotation of fundraiser beneficiaries. Every little bit helps to fund their good works, from a small donation from a monthly nail trim event to sponsorship of a youth sports team. These are fantastic ways to support meaningful causes and grow your business’s role in a variety of communities.

All of the above will promote diversity, equity and inclusion and showcase your commitment to them as core business values. When pet business owners like yourself step up and support DEI, they help build a present and future where all feel welcome and valued. The pet industry itself centers around love, care and connection — show that there’s plenty of that to go around!

The post 4 Ways to Promote DEI as a Pet Business  appeared first on PETSPLUSMAG.COM.

This time had become problematic. Across the street from the strip mall sat the town’s only middle school.

When the last school bell chimed, the preteen invasion began. Middle school students walking or biking home would cross the street, and many would stop by the strip mall. The majority of Sarah’s young visitors were well behaved and genuinely loved animals, just wanting to check out the kittens or pick up treats for their family pet. On one or two occasions, she had had to shoo kids out of the store, more so out of concern that they get home in a timely manner. Being a parent herself, Sarah felt the students should head home directly and not cause their parents unnecessary worry.

This afternoon’s visitors were ones Sarah had not seen before. Three tween boys parked their bicycles out front and entered the store. Loud and rowdy, they strolled in and headed to the dog toy section. Sarah was back in the freezer aisle discussing raw food options with a pet parent. Her manager was busy checking out a customer at the counter. Voices from the aisle caught both of their attention.

Suddenly a ball flew out of the aisle and past the counter. The boys erupted into peals of laughter as one ran to retrieve it. Sarah’s manager yelled at them from behind the counter to stop. One grabbed the ball and tossed it back to his friend as both the manager and Sarah headed toward the kids. The boys made a run for the door, tossing the ball into a gift display near the entrance and knocking a shelf of mugs to the floor, where they broke into pieces.

After they had gone, Sarah mulled over her options regarding the situation. Her store cameras had clearly captured the boys in action. She contacted the neighboring businesses: a laundromat, dentist office, restaurant and gym. They all had noticed kids in the parking lot after school most days, but none were having problems with them coming inside.

Diane B.
MORRIS, MN

Since my pet store opened, I have had a policy regarding minors. It is for my protection as well as theirs, and I do not discriminate. I ask the younger ones, “Where is your mommy or daddy?” If they say, “They aren’t here,” I tell them that they need to have a mommy or daddy come in with them, then I escort them out. If it’s a middle-aged teen, the same rule applies, and I add, “It’s for liability purposes.” The older teens I watch, as many of them are running errands for their parents or may have their own pets. I talk to them, keeping them occupied. I have had no issues with this, and no one has complained. It truly is for our benefit not to allow in unsupervised kids. I have a sun conure in the store who has been known to bite if people put their fingers in his cage, so that is posted as well to avoid those incidents.

Anna W.
ANKENY, IA

Since she does have the kids on camera, I would go to the school and talk to the principal to see if they could identify them. I would then talk to the parents. Her only other option would be to institute a “no minors unattended” policy, which would be really hard to enforce and would probably leave a bad taste for customers. I think the best option is to address the kids at fault.

Krista S.
ST PETERSBURG, FL

I have a nephew that unfortunately did something similar with his friends to a ski-ball machine at a bowling alley. Shattered the glass and caused a ruckus. The owner of the bowling alley contacted the school, and the school assisted the owner in finding the children and working with their parents and officers to discipline the kids — very fairly, in my opinion. He understood the cost of his actions after that and how that kind of behavior impacts other people. I’d contact the school and show them the video. I would not implement a “no-minors” policy. I would hope that the school would discipline the kids, contact the parents, police or all of the above. Together they can come up with a fair course of action as well as create awareness that this rowdy behavior is occurring.

Brett F.
OWEGO, NY

From the suburbs to the inner city, I’ve been in many stores that are within short walking distance from schools. Almost all of them, regardless of type, have a sign regarding students in the store. Most only allow two students in at a time. I’ve seen a few that require an adult/chaperone. I’d say that Sarah should at least consider the two-at-a-time option, and from there it’s tough to say what else she should do in terms of police involvement. She could turn over footage and photos from her security cameras to local police, and if the damage is significant enough to warrant pressing charges, then maybe she should try to do so. However, a small business in a small town relies on relationships with local clientele, so it could backfire. The kids aren’t regulars, so a follow-up from police could help more than hurt. I’d still start and enforce the limit ASAP.

Michel S.
FLEMINGTON, NJ

We’ve had similar problems with the pre-teen crowd at our store. I’m not afraid to tell the kids that they’re getting too loud or rude. I’ve had to use the mom voice a few times when they’ve gotten out of hand, and I’ve asked them to leave. After a few times of being told the rules about not taking anything off the shelves unless they plan on buying it and that it’s not a playground for them, they usually stop giving me any issues. If I were Sarah, I’d bring the photos of the boys to the school and ask the school to notify the parents of what happened. Ask them to contact me and be done with it.

Stephani R.
CHADDS FORD, PA

It might be necessary to establish a “no unaccompanied minors” rule if the kids are acting that badly. There’s not the same level of respect from kids today as there was before.

Kate T.
MONTPELIER, VT

Sarah should absolutely contact the police and provide the camera footage. Whether or not she pursues monetary reimbursement for the damages via charges against the students is up to her, but the police being involved will definitely make that more likely to happen and will bring the issue to the students’ families. I would 100% follow this same plan if it was to happen in my business. If Sarah is not interested in financial reimbursement for the damaged products, perhaps community service could be a good trade.

Lisa B.
BENTONVILLE, AR

We experience this sometimes in our stores, and I find redirecting gives the best results for us. I go up to them and say, “These products are for sale. You can play with them after you buy them. Come on up to the register, and I will take care of that for you.” They usually put the products down and if they don’t, I politely ask them to leave if they cannot calm down. I wouldn’t make and post a policy about minors in the store because these people could potentially be your customers or employees one day, and you don’t want to give the impression that your store is unwelcoming. I wouldn’t post a minor’s picture on social media, but I would go to the school and see if the principal could identify the students from the video footage and ask them to reach out to the parents about their child’s behavior and destruction of property before having to go to the police.

Diane W.
BINGHAMTON, NY

I would talk to the school and police. Find out who was involved if possible and if they are troublemakers in other ways. The parents may need to be informed that their kids are acting inconsiderately and will not be welcome without parental supervision. Signage should state that roughhousing in the store is not tolerated, and damages will be assessed and activity reported to authorities.

Barbara C.
THORNWOOD, NY

There was vandalism. Sarah should call the police and file a report. This is not a school issue so no need to contact the school. In our previous location, we had many kids come in after school on Friday afternoons. If it got out of hand, I would kick them out. We dreaded Friday afternoons, but banning children may offend parents and this seems to be an isolated incident. I would certainly not allow the vandals back in the store.

The post Do You Have a Minors Policy for Your Pet Business? appeared first on PETSPLUSMAG.COM.

MARKETING Pitch a “Top 10 Gifts for Your Furry Valentine” story to local TV stations. For best results, find on social media the reporters who most often do these types of live remotes, then scroll back for a mention of their pets. Put together a gift bag for each with the list and one of the items, with a card addressed to the reporter and their pet. That will get their attention! As will a mention of your Kissing Booth photo set if you have one.

BUYING Have you registered for Global Pet Expo yet? Booked your travel? Get on it! The show happens March 26-28 in Orlando, FL.

Feb. 9-15

FINANCES Focus on your finances in February, advises Victor Santucci of Garden State Pet Center in Audubon, NJ: “Review your financial statements from the previous year (income, expenses and profit margins), identify any areas where you can reduce costs, and get your tax documents ready.”

OPERATIONS If you offer boarding, send reservation and policy reminders to those booked for Spring Break weeks with the goal of streamlining check-in. Still have spots available? Blast those to your client base to ensure a full facility during this highly profitable season.

Feb. 16-22

EVENTS Jeffrey Jensen of Four Muddy Paws in St. Louis, MO, points out that Easter will be much later this year, on April 20 — compared to March 31 in 2024. “You’ll want to add activities and events in March to offset last year’s pre-Easter sales” in March. Speaking of the holiday, Kaye Busse-Kleber of Bark On Mulford in Rockford, IL, reminds you to book your Easter Bunny and photographer early so you’ll be all set for in-store sessions, like the one shown above at the former Natural Pawz in Houston, TX, starring Spot the PETS+ Boston Terrier.

Feb. 23-Mar. 1

INVENTORY Combine two important tasks, like Dana Julian of Furbaby Boutique in Holly, MI: “I do a full inventory and deep clean in February. While we spot-check inventory counts throughout the year, I like doing one complete count, put hands on every item and clean while we go. It also gives us a chance to look for damage, rodents and bugs.”

SECURITY While we’re on the topic of spring cleaning, plan yours around a community shredding event. Government agencies offer free document shredding several times a year. Take advantage to reduce your identity theft risk.

Mar. 2-8

EDUCATION If you offer such services, be sure to log on for Pet Sitters International’s 2025 FOCUS One-Day Online Summit for Pet Sitters & Dog Walkers. It’s an affordable, convenient opportunity to learn from industry experts and network with fellow pet-care professionals. Register at petsit.com.

MANAGEMENT Employee Appreciation Day falls on March 7 this year. Go above and beyond a shout-out on social media and plan something extra-special. What exactly? Ask your team! They’ll appreciate having a say in how you thank them.

Mar. 9-15

STAFF Do you have guidelines for handling complaints? If not, get busy. As much as possible, empower your team to make decisions without you based on previously discussed scenarios.

Mar. 16-22

PRODUCTIVITY Take inventory of your apps and evaluate each for its usefulness, working on the assumption that if something can’t justify itself, it’s out. Yep, that means some may have to go.

Mar. 23-29

BUYING We’ll see you at Global Pet Expo! Not attending? Follow the lead of Katherine Ostiguy of Crossbones in Providence, RI. “I have a date conflict nearly every year with Global, so I’ve never been able to attend, but I follow our favorite brands, distributors and PETS+ so I can still be ‘in the know.’” Per usual, the PETS+ team will be reporting live from the show floor, doing as many booth interviews as physically possible. Like us at facebook.com/petsplusmag, join us at facebook.com/groups/petsplusmagcommunity, and sign up at petsplusmag.com/bulletin to get daily video roundups in your inbox.

The post Easter Falls 20 Days Later in 2025 — Plan for That Revenue Shift! appeared first on PETSPLUSMAG.COM.

1 Increase National Pet Dental Health Month sales with a “Best Smile” photo contest on your socials, a front-and-center product display in-store and/or a special on any related services such as teeth brushing. And don’t forget fun signage for out front. We love the “Dirty mouth? Clean it up!” message Bend Pet Express in Bend, OR, put on its exterior sign in 2024. That sure grabbed the attention of passersby!

1 February offers multiple opportunities to celebrate the love your customers feel for their pets. On Doggie Date Night, Feb. 3, host an in-store event to launch your Valentine’s Day photo set, wrapping things up for the holiday on Love Your Pet Day, Feb. 20. Some fun 2024 Valentine-themed ideas from your fellow indies: Wet Nose in Geneva, IL, hand-dipped strawberries in creamy carob and yogurt, then added dog-safe sprinkles and edible glitter. Mutts & Co. stores in Ohio hosted a Valentine’s Day Lick Painting event with a nod to Bob Ross. And Doggie Sweets in Long Branch, NJ, boosted in-store visits with a Kissing Booth (shown above) complete with a chalkboard to customize with each pet’s name. Groomers, want to make your Valentine’s Day package even more special to clients? Offer a heart-shaped acrylic frame featuring a photo of their freshly groomed pup like Fluffy Mutt Grooming Spa & Boutique in Port Lavaca, TX, did last year.

9 With it being Super Bowl LIX in 2025, how could you not come up with a super-fun promotion tied to the big game? We suggest a lick mat bundle with a spreadable treat to help keep pets occupied amid all the fanfare. Bonus points if it’s a calming treat!

14 On National Pet Theft Awareness Day, use your socials and emails to offer safety tips. They may seem like common sense to you, but remember that every pet parent was “new” at one point and might be too trusting for their own good. Help educate your customers.

MARCH

2-8 Kick off referral relationships with trusted pet sitters in your area during Pet Sitters International’s 31st Annual Professional Pet Sitters Week. Partner on a small welcome bag they can give to new clients, complete with a treat sample from one of your brand partners plus a $5 gift card redeemable at your store. It’s a win-win for both businesses!

4 Laissez les bons temps rouler! Need a fresh idea for Mardi Gras? We spotted several businesses last year with Mardi Gras-themed photo sets and decorated cookies. But Fur Babies Boutique & Nutrition in Kingwood, TX, really celebrated. Store staff popped up a booth at the local Mardi Gras festival and walked in its parade. There were even pet-friendly king cakes for sale! (Minus the baked-in-baby choking hazard, of course.)

13 Recognize and honor the service of military and working dogs on K9 Veterans Day. How about a free self-wash session with a special treat for these pups who protect? Be sure to capture the wet vets for your socials and emails.

Fetching Dog in Scottsdale, AZ, ran a Pot of Gold promotion for St. Patrick’s Day weekend in 2024.

17 We love the 2024 St. Patrick’s Day promo at Fetching Dog in Scottsdale, AZ: The first 20 customers each day of the holiday weekend blindly pulled a special brand partner discount or prize from the store’s Pot of Gold, with the biggest prize being a free bulk box of raw food. It did double-duty as customer appreciation and promotion of new and new-to-them products.

18 In a big college basketball area? Tie into March Madness with a Bark Madness tourney like Lizzi & Rocco’s Natural Pet Market in Columbia, MO. In 2024, customer pets went head to head in match-up polls on the store’s website, with the top winner receiving a photoshoot, gift basket of products from contest sponsor Stella & Chewy, $100 gift card to the store, and their picture on the wall of a Lizzi & Rocco’s location. What a great way to drive traffic to the store’s website and strengthen relationships with customers.

28 On Respect Your Cat Day, share with customers how to do exactly that, from giving them species-appropriate food and treats to providing toys that enrich their mental and physical health. (See our roundup of cat and dog enrichment products.)

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As you plan your email marketing for the final month of 2024, be sure to include “time for reading,” says digital marketing veteran Chris Marriott. And the material he has in mind are your competitors’ ads. “Email in particular gives retailers a great opportunity for a rapid response to a competitor’s challenge. For instance, if a competitor promotes a deal that your brand can beat, a quick email might interest consumers,” he says. So be sure to ask the big-box and e-commerce chains to keep you in the loop.

COMMUNICATION
Pick Up the Phone

In almost no time at all, the phone call seems to have become the technological equivalent of an intrusive, unexpected knock at the door. But while texting gives you more control over your time, there are still instances when it is still far better to pick up the phone and dial. “It’s a much more efficient way to communicate,” says Catherine Blyth, author of On Time: Finding Your Pace in a World Addicted to Fast. It goes double for situations when communicating emotions, such as if an upset customer has reached out: “When in doubt, pick up the phone. If the emotion is complex, be in doubt,” she says.

BRAINSTORMING
Write Down Your Ideas

Don’t think you have great ideas? Tiago Forte, author of Building A Second Brain, recommends a 30-day test. “For 30 days, once or twice a day, when you have an insight or idea, write it down in a digital notes app. At the end of 30 days, open it up and look at this treasure trove of knowledge and try and tell me that some of the total collected information is not going to be valuable for all your future projects and goals,” he said on Dan Pink’s podcast.

SAFETY
First Aid Primer

In a recent Tested Q&A with Adam Savage, the Mythbusters star offered several tips on first aid: Always make sure your first-aid supplies are close at hand, organized so that you know where everything is without thinking about it, and that you can grab what you need with one hand (should you be bleeding with the other). So, if your one first aid kit is a zippered case stored in the back-room kitchen, you’ve got some reorganizing to do or additional kits to buy.

COMMUNICATION
Help Long Emails Go Down

Writing a long email? Break it into two parts, leadership expert Erica Dhawan says. “Start with a quick summary at the top and then go into the details.” It helps people greatly digest the message, she writes in Digital Body Language: How to Build Trust & Connection, No Matter the Distance.

PROBLEM-SOLVING
What Could You Do?

Faced with a problem and not sure what to do? Instead of asking yourself “What should I do?” ask “What could I do?” According to a study by researchers at Harvard Business School, the “could” question widens the possibilities, generating more and better potential solutions, whereas “should” tends to limit the possibilities to what comes to mind first and what has been tried before.

MANAGEMENT
2025 … Bring It On!

2025 draws closer and with it the tantalizing thought of what you might be able to achieve. The consultants at McKinsey recommend setting an “aspirational goal” and an “acceptable result.” An ambitious goal raises your odds of success. But it also boosts your odds of feeling like a failure. In contrast, if you fall short of the aspirational goal but deliver the acceptable result, you haven’t failed. The other advantage of an aspirational target is that it tells everyone on your team that “we are open to doing things differently,” the report says.

PRODUCTIVITY
Put It in a 9-By-5 Box

Procrastinating on a task? Forget about completing it: Put it in a time box of 45 minutes instead, Luciano Passuello writes on litemind.com. “You overcome your resistance towards the task, and chances are that when the time is up you’ll have built enough momentum to continue working on it much longer.” Passuello adds a neat trick: His computer emits the sound of a round of applause when he reaches the allotted time.

OPERATIONS
Team Reading

You can’t spend too much time or effort on “hiring smart” (the alternative is to manage tough, which is much more time consuming). But here’s a strategy to speed up the process: Read résumés in teams if possible. Teams of three to five people who work well together are more accurate and insightful about potential employees than individuals are, says Dr. Pierre Mornell, author of 45 Effective Ways for Hiring Smart!

INSPIRATION
Get in the Ring

Waiting for just the right opportunity? Or until you’re ready? You may be waiting forever. That was among the key takeaways from Wharton professor Adam Grant’s latest book, Hidden Potential: The Science of Achieving Greater Things. “Put yourself in the ring before you feel ready. You don’t need to build confidence before you take the leap — your confidence grows through taking the leap,” he writes.

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You’ll find results starting on p. 34, along with commentary again this year from Pet Boss Nation’s Candace D’Agnolo. We offer our deepest gratitude to the industry’s favorite business coach, who served as contributing editor the same week of Pet Boss Rush Week, the kickoff to her new business development and online education program, Pet Boss Nation University.

We also want to thank SUPERZOO, which came on this year as our 2024 Big Survey sponsor. Our partnership with the event and its organizer, the World Pet Association, just continues to grow!

Elsewhere in this issue, you’ll find even more examples of indie success. Bark N Fetch in Frisco, TX, gets its time in the America’s Coolest spotlight starting on p. 28. Congrats to owner Heather Denton. And throughout the issue, from Calendar and To-Do List to Tip Sheet and Real Deal, you’ll find helpful insights and advice from those thriving in the industry and beyond.

One last note before you turn the page: If you are — or want to be — a member of the PETS+ Sample Box program, be sure to confirm your participant information at petsplusmag.com/samplebox. You don’t want to miss out on the dozen-plus boxes, packed full of the best new and new-to-you pet products, that will be shipped next year.

Wishing you continued success in 2025 and beyond,

The post The Results of Our 2024 Big Survey Are In! appeared first on PETSPLUSMAG.COM.

In Episode 148 of the “Pet Boss Podcast,” I explored the power of community in the pet industry. It actually may have been the first time I choked up during an episode because the stories I shared highlight how connecting with peers can transform not just your business, but your entire entrepreneurial journey.

As the person who has to make many, if not all, the decisions in business and life, you may feel isolated and like you’re the only one experiencing something. More of you feel this way than you realize. The outward appearances of success, feeling like you’re not moving fast enough or that you’re getting hit with one blow after the next, can keep you down.

You wear multiple hats, make countless decisions daily, and may lack a sounding board that truly understands your unique challenges. This isolation, or even what’s described as imposter syndrome, can lead to self-doubt, burnout, and a loss of passion for the very thing that once drove you.

What if you could change that narrative? Surround yourself with fellow pet professionals who not only understand your struggles but are also eager to share their experiences, offer support and celebrate your successes? It would be amazing, right?! It does exist. You just need to lean into it.

By connecting with other pet-business owners, you create a robust network of support that can:

• Provide fresh perspectives: When we’re too close to a problem, sometimes all we need is an outside view. Fellow pet professionals can offer insights we might have overlooked.
• Share resources: From vendor recommendations to marketing strategies, a strong community becomes a treasure trove of industry-specific knowledge.
• Offer emotional support: Running a business is an emotional rollercoaster. Having peers who understand the highs and lows can be invaluable for our mental health.

One story I shared on the podcast was about Taylor Gonzalez of Three Tails Parlor & Pantry. She told me about how community support reignited her passion and purpose. She said, “I was searching for the girl who started this journey seven years ago, and I didn’t think I could find her. After surrounding myself with the right people, I did! And she is stronger than I ever imagined.” When you find your right community and lean into them, your confidence soars and you feel like you can do anything!

Building this kind of supportive network doesn’t happen by accident. It requires intention, vulnerability and a willingness to engage. Here are some steps you can take to cultivate community in your journey:

• Join industry-specific groups and forums: Look for online or local groups dedicated to pet professionals, like Pet Boss Nation’s programs and the PETS+ Facebook Community.
• Attend industry events and conferences: These are great opportunities to meet peers face-to-face and build relationships.
• Participate in mentorship programs: Whether as a mentor or mentee, these relationships can be incredibly rewarding.
• Share your experiences: Don’t be afraid to open up about your challenges and successes. Your story might be exactly what someone else needs to hear. (Huge thank-you and shout-out to those who participated in the Big Survey this issue. Keep that sharing going when you connect in real life and online with your peers.)
• Celebrate others’ successes: A rising tide lifts all ships. When we genuinely celebrate our peers’ wins, we create a positive environment that encourages growth for everyone.

Remember, building a thriving pet business isn’t just about what you know — it’s also about who you know and the community you build around yourself. It’s the power of proximity. By fostering these connections, we not only improve our businesses but also create a more resilient, supportive industry as a whole.

So, the next time you’re feeling overwhelmed or isolated in your journey, remember: You are not alone. Reach out, connect and tap into the incredible power of community. Your pet business — and your entrepreneurial spirit — will thank you.

The post Feeling Isolated As a Pet-Business Owner? appeared first on PETSPLUSMAG.COM.

“Trixie died a few days ago, so I wanted to return all of this,” Mrs. Montgomery said.

“I am so sorry to hear that,” Amanda replied. “Trixie was such a sweetheart. Do you want me to find a rescue that might need them?”

Organizations she partnered with didn’t accept opened products, but Amanda always offered to take any items customers wanted to donate. She understood that they could be sad reminders of the pet who had passed.

“Oh no, I want a refund. You know how expensive all of this stuff is,” Mrs. Montgomery stated.

With a sinking heart, Amanda looked at the stack of goods, many of them special order. The few not opened were so old, they had expired by several months.

“We don’t normally take back special orders since we don’t keep them in stock,” Amanda replied. She was trying to be sympathetic and firm at the same time, but was quickly realizing it wasn’t going to work.

“Your return policy is right there on the wall, and it doesn’t say anything about special orders. You also never told me that when I ordered,” Mrs. Montgomery said, not giving an inch.

Amanda knew that her posted refund policy didn’t mention special orders. When she originally wrote it, soon after she opened, special orders were pretty rare. However, Amanda was sure she had stated the no-return policy for special orders when she began taking them from Mrs. Montgomery. Mentally gritting her teeth, she began sorting through the products. Looking at the oldest purchases, Amanda debated pointing out how long ago they were made as several were outside the return window her policy did stipulate.

Mrs. Montgomery was a longtime customer who still had two cats at home and would no doubt get another dog. If she picked through and accepted some and not others during her customer’s time of grief, and during the holiday season, Amanda suspected she would lose her business altogether — especially given the seemingly no-limits and well-publicized return policy of her biggest competitor, a certain online national pet retailer.

Diane B.
Morris, MN

Let’s get real: You’re a small pet store. Word of mouth, both bad and good, travels fast. So offer condolences with a sincere heart and just give her the refund. Donate what you can to rescues or use it for your own pets. Comp it out on your inventory as “expired products,” take the tax write-off and be a hero to this pet owner. Or be the bully, roll your eyes, let her know you’re annoyed. Now she’s annoyed, and you’ll lose not only this client, but the many others she knows, as well as get a bad Google review. Your choice. Me? I’m the hero. And I’d give her a coupon good for a percentage off one product for her next new pet, should she get one.

Chris J.
Antrim, NH

I would explain that I can’t take back the opened or expired product and offer a small refund on the special-order products. In addition, I would further express my condolences on her loss and offer a free item for her cats. For a longtime customer, you’ve made much more on her purchases than what you’d be giving her, and you could display the special-order items with a reduced price (maybe at cost) in the hopes that they might sell. You’d also hopefully be retaining her as a customer. If she responds badly to what you offer, apologize that you can’t do more. She might leave angry, but grief does that to people sometimes. Hopefully she will come around at a later time. If you have her address, you could follow up with a condolence card. Also update your printed return policy for special orders and expired product.

Amber S.
Pittsburgh, PA

I would refund the customer because her previous, current and future lifetime spend well outweighs the cost of the items. While processing the return, I would say, “I typically don’t refund special orders or expired items, but you have been a wonderful, loyal customer and I appreciate you supporting my small business. I’m so sorry for your loss.”

Bill T.
Mobile, AL

We would take back everything that was sold by us and give a refund in the form of a store credit/gift card. If the customer insisted, we would refund in whatever form of payment she used. Most, if not all, of the product could be sent back to our distributors as a “customer not satisfied” return. (I realize that is passing the buck, but manufacturers have it incorporated in their pricing.) Not that there really is ever a time to take a chance in alienating a customer, especially these days, it’s just not worth it. Can you imagine the online outrage that you didn’t take care of this grieving customer?

Ramie G.
Evanston, IL

We don’t offer refunds after a certain period of time and do not accept open packages of food for shelter donations, as open bags can attract critters. I would give my condolences for the loss of their pet and would take the donations of clean bedding, toys, bowls and unopened food in their pet’s name. We work with multiple shelters, and they appreciate these goods and note donations in their newsletters. Perhaps when ready, the customer will look for a new companion at the shelter that received their pet’s donations.

Barbara C.
Thornwood, NY

We have a very specific return policy, which states that any unused product may be returned for a full refund if it is in sellable condition and returned within two weeks. Damaged product can be returned per warranty. No returns on livestock or special orders. Yes, I have made exceptions. This store owner needs to decide whether she wants to keep the customer. Keeping her coming in to buy cat food and supplies for the next five years may make it worthwhile to take the product back. And, of course, she needs to update her written return policy.

Susan N.
Chester, NJ

This has only happened to me three times that I can remember. All three times, I refunded their money. It was just easier, and all were less than $100. Not sure what I would do in this case, but a store credit on the unexpired products may make the customer happy. The customer knows the store can’t resell the expired goods. It’s a tough situation.

Lexi S.
Norwell, MA

This is, no doubt, tough for the customer. If she is a longtime returning customer, offer her store credit for all the items. If that’s not enough for her, maybe money back for the items purchased within 30 days and store credit for the rest. Better to keep her happy and coming back, especially while mourning. I would send her a handwritten “Sorry for your loss” card, too.

Victoria P.
Atlanta, GA

This is an especially sticky situation. I have had this happen to me before, and my compassionate side usually rules in the favor of the customer. If it is unopened product that I can resell, I give store credit. If it is something that can be used by a rescue, I give 50% store credit as a gesture of goodwill and add it to my damage and loss sheet of unsellable products. This sheet includes expired and damaged products I cannot return to the vendor, and I submit it to my accountant for a tax write-off. This situation is definitely cringeworthy since the customer seems to have no awareness of how she is hurting a small business that has gone above and beyond to help her fur baby.

Doug S.
New City, NY

Though policies are there for a reason, our approach is to be the ultimate customer service business. We are fortunate enough to deal with vendors that we have dealt with for over 30 years. We have so few returns that when we do, they honor them with no questions asked. In today’s volatile retail climate, we are being judged on everything we do, good or bad, so we find it easier to do more good than bad. Even if it costs us something in the end, we look at it as keeping a customer a customer and hope that they tell that positive experience to at least 10 of their pet-owning friends.

Kelly H.
Deland, FL

I recently had a similar situation with a customer who purchased a large amount of food for her cat, who subsequently passed. I took back all that wasn’t opened. It was a large amount, but I could resell the product. I put the amount on a gift card so she could buy gifts for others with pets. Two months later, she got a new kitten and has been using the balance to purchase products. Another way we have dealt with an issue like this, has been to reach out to the manufacturer for a credit. We’ve also been able to get credits from our distributor.

Cyndi S.
Longview, WA

We try to be as flexible as possible. If the companies have a return policy that allows for opened goods (non-expired!), we will take them back and work through them. While totally sympathetic to the loss of the customer’s pet, we have to be firm about returning used or expired items. I don’t know of a manufacturer that will refund the retailer on expired items unless they were accidentally shipped that way! Encourage her to find a rescue (offer to help) that could use the items, since they are not re-sellable. Also offer to give her the information for the manufacturers, so she can try to work with them directly.

Danny B

Sarasota, FL

The post Are You Flexible With Refunds When a Customer’s Pet Dies? appeared first on PETSPLUSMAG.COM.

This fictional but cautionary tale highlights the critical importance of trademark registration in the highly competitive pet supplies and services industries. While you have “common law” trademark rights simply from adopting and using a brand (whether it be a business name, logo or slogan), these rights are limited in scope. Even if you have already registered your business name with your Secretary of State, or registered a domain name, your rights are limited. Federal trademark registration, on the other hand, offers several substantial benefits that can safeguard your business on a nationwide scale. Here are four:

1. Nationwide rights. Common law trademark rights are territorial, meaning they extend only as far as your trading area. If you’re selling your pet products or services in just a couple of states, you can only stop infringers within this market. However, a federal trademark registration grants you nationwide rights. This means that as long as your registration predates someone else’s use, you can enforce your rights across the entire United States, protecting your pet business from copycats.

2. Automatic recognition as valid. When you need to sue for infringement of an unregistered trademark, the burden of proof is on you to demonstrate that you own a valid trademark. But if you have a federal registration, the validity of your trademark is presumed. This presumption significantly strengthens your position in legal disputes, helping to safeguard the name you use for your pet business against unauthorized use.

3. Constructive notice of your rights. If you don’t have a federal trademark registration, an infringer might be able to claim ignorance of the existence of your business or assert they acted in good faith. Federal registration provides “constructive notice” of your trademark rights, eliminating these “innocent infringer” defenses. This makes it much easier to enforce your rights and prevent unauthorized use of the names and logos you use for your products and services.

4. Government protection of your rights. If you have a federal trademark registration and a third party seeks to register the same or confusingly similar trademark for a similar pet business, the United States Patent and Trademark Office (USPTO, the agency that registers trademarks) will refuse to register the third party’s trademark. Your registration will also be in the publicly accessible USPTO database, which can deter potential infringers from using or applying for a similar trademark, helping you maintain exclusivity in the U.S. pet industry.

So now that you know that trademark registration is important for your pet-focused business, how do you get started? To ensure comprehensive protection and avoid pitfalls, you can consult an experienced trademark attorney to guide you through the registration process, helping you navigate potential challenges and maximize the benefits of trademark protection.

The post 4 Reasons to Federally Register Your Pet Business Name as a Trademark appeared first on PETSPLUSMAG.COM.

OPERATIONS If you haven’t had to already, refresh your procedures for this season’s freezing weather. Molly Lewis of Dog River Pet Supplies in Hood River, OR, says, “We brace ourselves for winter. January weather is awful. Getting to the store and keeping it open is our biggest task.” In December, “We check in with employees and talk about who can safely get to the store when roads are icy.”

INVENTORY Looking for a way to move product nearing its sell-by date? “I use products going out soon to make holiday packages, like stuffed stockings,” Taylor England of EarthWise Pet Lake Nona in Orlando, FL, shares. Jennifer Hall of All Things Pawssible in Charlottesville, VA, also bundles these items during the holidays. “It’s a great way to clear out inventory!”

Dec. 8-14

PRICING Service price increases for the following year are best introduced well before January, and reminders should go out in December. This helps ensure that customers budget accordingly for the next month and next year.

Dec. 15-21

MANAGEMENT Keep your team fueled and festive! One way: Follow the lead of Krista Schmidt of St PetersBARK! in St. Petersburg, FL, who advises, “Provide lunch the entire week before Christmas. And rotate team members on the register.”

Dec. 22-28

INVENTORY Theresa Sexton of For Healthy Pets in Wetumpka, AL, has the right idea when it comes to closing out the year: “We will have our annual ‘We Don’t Want to Count It Sale’ at the end of December.” For products that don’t sell or you’re discontinuing, do like Morgan Monty of The Cheshire Horse in Swanzey, NH, “We do several large donations, as well, to help clean out the slower-moving or closer-to-date inventory. We have several organizations near us that love getting those items. This makes year-end inventory simpler and provides a fresh start to the new year!”

Dec. 29-Jan. 4

FINANCES Take stock of your subscriptions as the new year begins. Certain credit card companies and budgeting tools help you find recurring charges and cancel those you no longer need.

STRATEGY If you’ve typically set long-term business goals quarterly or monthly, try something different this year: six-week project goals. You might find that having more or less time to achieve these goals makes them feel more attainable and keeps you on track.

Jan. 5-11

SOCIAL MEDIA Influencers can be a helpful bunch. While most target consumers with their content, they also can alert you to new products, ones your customers might come in asking about. Even if a product doesn’t meet your high standards, it gives you an opportunity to explain why and offer an alternative that does. “I follow lots of Instagram and TikTok trends and order some products promoted there,” Natalya Schilling of Pets on Brady in Milwaukee, WI, says.

Jan. 12-18

OPERATIONS Do you play music for customers on hold? Switch to a customized message just for your customers, one that promotes your current specials and upcoming events. Throw in a bark or meow from your store pet to make it even more fun.

STORE DESIGN Review your business’s decompression zone, those first few feet inside the front door. Customers here are prone to distractions, which is why you should try to keep the area simple and uncluttered. In addition, greeting customers makes them more aware of their surroundings and helps them focus.

Jan. 19-25

CRM Offer mini bonuses tied to enrolling customers in your loyalty program. After the holidays, team members will appreciate the opportunity to earn $1 or $2 for every sign-up that puts a customer’s name, email address and pet’s birthday or gotcha day into your system.

Photo courtesy of Treats on a Leash.

Jan. 26-Feb. 1

CUSTOMER EXPERIENCE How do you wish customer pets a happy birthday? Follow the lead of Treats on a Leash in Ames, IA, which combines a happy birthday message with a gift and incentive to shop at the store. While emails don’t require a stamp, who doesn’t love the more personal touch of getting a hand-written card, like the one above, in the mail.

The post Treat Your Team to Lunch, Prep for Icy Roads and More To-Do’s for December and January appeared first on PETSPLUSMAG.COM.

1 Mobile service providers: Offer fast and easy HOLIDAY PICS to your clients like Lucky Dogs in Skaneateles, NY, does. The store’s Bubble Bus groomers take pics of freshly groomed pups and use the Photoroom app to swap the background for a holiday one, like the one shown above. The app costs $97 a year, which easily pays for itself in goodwill and marketing. Stores can do this, too, expanding their photos with holiday offerings outside of in-store events.

2 It’s CYBER MONDAY, the perfect day to host flash sales on your social media and website. Consider “discounting” sales of services in addition to products, such as offering five free days for clients who purchase 30 days. Natalie Kramer of Albany Pet Hotel in Albany, OR, has done this and seen a big boost to revenue that day and overall for the month.

4 & 15 This month brings multiple opportunities to push your holiday baked goods. In particular, NATIONAL COOKIE DAY falls on Dec. 4 and NATIONAL CUPCAKE DAY on the 15th. Whatever you do, score extra points with the humans by having people-friendly treats as well.

13 Kick off your 12 DAYS BEFORE CHRISTMAS promotions on this day to end on Christmas Eve. Partner with a favorite brand like Four Muddy Paws in St. Louis, MO, did last year during its 12 Days of Delights, offering Primal Goat Milk quarts for $3 each. Both locations sold out and saw a nice surge in shoppers looking for great deals in addition to holiday gifts.

18 It’s ANSWER THE TELEPHONE LIKE BUDDY THE ELF DAY! Take the traditional route and say, “Buddy the Elf, what’s your favorite color?” Or opt for a favorite quote from the movie. We like, “I’m singing! I’m in a store, and I’m singing!” and “So good news, I saw a dog today.” Be prepared to explain yourself quickly to those without your excellent taste in Christmas movies.

20 Celebrate NATIONAL UNDERDOG DAY all month with a charitable effort that helps disadvantaged pets. Your fellow indies are full of great ideas in this area: Sweet Paws Bakery in Gainesville, FL, puts up an Angel Tree decorated with cards featuring a homeless pet and their wish list; customers who purchase a product for donation get a 10% discount as a thank you. Many businesses also donate proceeds from their holiday photo shoots to local rescues.

25 Kick off eight days of HANUKKAH gifting with suggestions on your socials and in an eblast. They need not all be Hanukkah themed, but there are certainly enough options between toys, treats and accessories to be inclusive of your Jewish customers on this first day of the celebration.

JANUARY

1 Forget WALK YOUR DOG MONTH. Instead, hype up WALK YOUR PET MONTH! Doing so will allow you to celebrate all animals who like to go on adventures with their people. Not a full-line store? Bring in cat harnesses, at the minimum, and offer to special order gear for other species. Birds and reptiles love to take a stroll! If any of you host a meetup or group walk, pretty please take photos to share with PETS+.

2 & 28 Educate your customers and outfit the dogs, cats and other animals who vacation with them on NATIONAL PET TRAVEL SAFETY DAY Jan. 2 and on PLAN A VACATION DAY Jan. 28. A display could include a variety of products, among them shelf-stable food, treats, and helpful supplements (think: pumpkin pouches and CBD) in convenient packaging and sizes; a first-aid kit with recommended supplies; carriers, crates and travel beds; harnesses and leashes; travel bowls and bottles; plus anything else a pet might need when away from home.

26 It’s NATIONAL FUN AT WORK DAY, so have exactly that! Brainstorm with your team what they would enjoy most, but make sure whatever you do happens in full view of your current and potential customers in person and on social media. How could a pet parent not want to do business with an employer who values joy in the workplace?

The post How Buddy the Elf and Having Fun Can Boost Sales This Holiday Season and Beyond appeared first on PETSPLUSMAG.COM.

‘Tis the time to show discipline. The holiday season lures with the hope of boundless sales, but you should buy only what you think you’ll need, advises Julie Johannes of Happy Hounds Pet Supply in Bigfork, MT. “We all get excited about the sales that come our way for the holiday season, and I used to overbuy just to reach order minimums or free shipping requirements. Now I look at what I need and how much, and if a company isn’t offering a deal within those parameters, I skip it.” Johannes adds that this applies just as much in the post-holiday period, when manufacturers try to sell off what remains to make room for their new products. “Follow their lead and sell off your own older stuff rather than buying more of the old.”

HOLIDAY TIP #2Embrace the Power of Pumpkin

Another strategy to deal with the problem of excess holiday inventory is to bring in products that can do double duty, advises Robert Gerrity of Petworks in St. Petersburg, FL. “We’ve found that a couple of pumpkin-themed/flavored treats on the holiday display sell just as well as the holiday-themed treats. This can be extended to anything that sounds like traditional holiday foods or items, such as turkey, cranberry, pie, etc.,” he says, adding that those items are also “more available to order during the holidays if we run out.”

HOLIDAY TIP #3Opt For the Extra Body

Getting the balance right with holiday staffing is another tough area. Jennifer Baker of Grateful Dog Bakery in North Ridgeville, OH, argues that given the downside it’s better to err on the side of having too many staff members than too few. “Adequate staffing is key to avoiding stress and burnout. I would rather have an extra person dusting than one person getting hammered.”

SALESCuriosity Is Key

Probably no piece of sales advice is repeated more often than “listen more.” But what’s often omitted is exactly what the salesperson should be listening for: Product specs? Willingness to spend? Opportunities to praise the customer? Jim Lattin, a marketing professor at the Stanford Graduate School of Business, says the answer is threefold: You need to learn what is important to the customer; what is negative about his or her current situation; and what she thinks might constitute an ideal solution. “With this information, we can create a stark contrast between the customer’s current situation and their ideal. And then map our product onto the customer’s ideal solution,” he says. But what usually happens is salespeople just make assumptions without exploring the hints provided by the customer and never allowing themselves to find this sweet spot. “Learning to be authentically curious is thus critical for effective selling,” Lattin says.

SALESLive in a Fantasy World

Encourage your staff (and even yourself) to loosen their grip on reality, argue marketers Rich Baker and Gary Levitt in a column at MarketingProfs. The result could be truly exceptional service. Ask them to imagine that each customer is someone who would automatically merit preferential treatment — the store’s founder in disguise, for example, or their mother. “With this sort of fantasy in mind, their service should be nothing short of fantastic,” they write.

MANAGEMENTStop Asking For Feedback. Start Asking For Advice

Feedback, we’ve been told, is a gift, be it negative or positive. How do you improve, after all, if you don’t know what you’re doing wrong? But what if that thinking is wrong? Recent research from a Harvard Business School study found that a better approach was to seek advice. The reason is threefold: First people love giving advice — it makes them feel valued. Two, they don’t love giving negative feedback — it makes them uncomfortable to tell you where you messed up. And three, feedback tends to look back and is often not “actionable,” whereas advice can be. It’s important when seeking advice to ask for specifics (“Where exactly can we improve our online channel?”) and to ask someone who has the appropriate experience to actually help.

MANAGEMENTExtend Credit

What’s the best way to utterly destroy an employee’s effectiveness at work? Stop them from getting things done. And what kind of idiotic boss would do that? Oh, the kind who takes credit for an underling’s work, needlessly interferes or disrupts an employee’s progress on a job, sets conflicting goals, or restricts their autonomy. All told, it’s about one in three bosses, say Teresa Amabile and Steven Kramer, authors of The Progress Principle, who spent 15 years studying the diaries of workers and their bosses. “People want to make a valuable contribution, and feel great when they make progress toward doing so,” they say.

The post Show Holiday Restraint, Plus More Tips From Our Sep-Oct Issue appeared first on PETSPLUSMAG.COM.

1. Choose a theme. And carry it through the store. Silver & Gold? Home for the Holidays? Santa Paws? Whatever theme you choose should put customers in a happy mood to spend. So set your windows to pull customers into the store, play holiday music even if it drives you crazy, and holiday-ize your dress code.

2. Install speed bumps. Located approximately 10 feet inside the front door, speed bump displays build an instant first impression. Their job is the same as the speed bumps in parking lots: to slow you down. These displays create the first perception of what shoppers can expect to find while perusing your sales floor. Use them to tell product stories, feature new arrivals, and cross-merchandise holiday items with those carried year round. Change speed bumps weekly and zhuzh daily.

3. Build on your holiday theme. Use props that tell or enhance the product story. Think mannequins, Santas, snowmen, faux snow, garland, trees, tabletop fixturing — anything that will help even the most basic of merchandise stand out and make shoppers smile.

4. Cross-merchandise like products. Holidays are made for cross-merchandising. You can increase your average sale by displaying complementary items next to one another. A customer shopping for a holiday collar might also purchase a coat or snow boots if those items are together. Anytime you cross-merchandise, you encourage impulse purchases that help increase your average sale.

5. Put a holiday spin on signs. Too many stores are undersigned, and that’s a problem because signs sell. Did you know that 70% of purchase decisions are made right on the sales floor? Proper signing can be a big help with those decisions. Add signs that talk about a product’s features or encourage shoppers to pick it up and give it a try. It’s easy to change how your signs look during the holidays with fun papers, print colors and text.

6. Encourage impulse buying at the cashwrap. Shoppers should never stop thinking about product, so set an enticing display of holiday gifts on the wall behind or in an area adjacent to your cashwrap. Placing displays of low-cost, high-margin product on and within reach of the cashwrap will help, too. The goal is to encourage customers to continue shopping while they wait to pay.

Well-planned holiday displays allow you to express your creativity while optimizing the square footage on your sales floor. When the dust settles, take note of what worked, what didn’t, plus ideas for improvement next year. These notes will come in handy when it’s time to plan Holiday 2025.

The post How Speed Bumps Set Up Your Pet Store for Holiday Success appeared first on PETSPLUSMAG.COM.

Never knowing what to expect from him, Kelly had begun to dread Mr. B’s visits. Maybe he was just lonely and needed someone to talk to?

She often felt like a prisoner in her own store when unable to break free from the mostly one-sided conversations. If Mr. B started on a rant, it could go on for what seemed like hours — albeit actually only several very long minutes — even after he had paid for his purchases. Politely sending him on his way was becoming more and more difficult.

Kelly’s store existed to serve all customers. They were all welcomed with an open heart. She was never rude to anyone, regardless of their personal opinions or beliefs. Kelly kept her own feelings on controversial topics inside, believing all pet parents should feel comfortable in her business.

Mr. B, on the other hand, did not tolerate anything other than what he believed to be right. He reveled in sharing his thoughts. Kelly would try to be pleasant, making herself busy with tasks. She’d nod, smile, anything to get him to just go. If another customer entered while Mr. B was shopping, Kelly would breathe a sigh of relief. She could help the new arrival. Kelly also worried Mr. B’s loud opinions might alienate other customers if overheard.

On this particular day, Mr. B had come in grumbling to himself, grabbed Petunia’s food and brought it to the counter. Kelly had smiled and welcomed him as usual. She rang up his total. As he paid, Mr. B started griping about the candidates in the upcoming presidential election. The entry door chimed as another customer walked in. “Oh, no,” Kelly thought again. How was she going to move Mr. B along and out the door before he caused a scene?

Krysta F.
GENEVA, IL

Whether it’s politics or any other controversial issue, and whether I agree or not, it doesn’t matter. Being loving and kind to these people in a way that promotes them to do the same is my goal. So in a case like this, I’d say, “Well, we are all pet lovers here, so all we can do is be good to one another just the same way we are to our pets. That’s all that we can do to create a better world,” then send them on their way. Often customers have heated conversations about political issues, and the end result is the same for me: I express the fact that there is little we can do about our political leaders and their actions, but we do have total control over the way we treat other people, and kindness is key. Reminding people of that generally diffuses the situation, without dismissing it.

Keela H.
SIDNEY, MT

This happens often where I am, and I had to learn to be polite but firm. I politely let them know that it has been great to visit with them and look forward to the next time, but I have to get back to work. I try to make it lighthearted. When they don’t respond by leaving, I say “Thank you for coming in! But I must get to it.” And walk to the new customer. Usually they will leave. And I have no issues when they come back in. We pick up where we left off.

Ruth S.
SYRACUSE, NY

I have told a couple of customers that a wise man (my dad) told me when we first opened to avoid talking about politics, religion and personal issues. Most people accept it, or they know it’s just a polite way for me to avoid the conversation. I’ve also used my cell phone and sneaked to dial the store and pretended to help someone on the phone. Or my husband has joked with the next customer (who might have seemed disturbed by the customer) that at a certain age you lose your filter. I hope folks have some good advice, I think we could all use a creative way to tread lightly.

Karen C.
DELAVAN, WI

We learned quickly how to navigate this scenario during Covid. We have a no-tolerance policy for rude, intolerant behavior. We have had exchanges with customers regarding any number of hot-button issues, including rescue, purebred dogs, puppy mills, training methods, proper nutrition, vaccines … We love a lively discussion on most any topic as long as there are no personal attacks on customers or employees. I will personally address a customer in this way: “We respect your opinions and your right to express them, even though we may disagree. We like to keep it light here at The Bark Market.” And change the subject. Not engaging tends to end the conversation, so steering in a different direction can work. We are OK losing a customer who doesn’t fit into our “culture,” and we’ve not lost many!

Jennifer Moore B.
NORTH RIDGEVILLE, OH

I deal with a couple of customers like this, and I have set up a system with my employees that one of us will disappear into the back during the rant and call the store phone. The person listening to the rant can then excuse themselves to answer the phone, and that usually ends it. Or the person in the back will call out to the person in the front to ask for help. Not a perfect system, but it works.

Rebecca N.
MILFORD, DE

We have customers from all political and social views who visit our stores, and we do our best to not discuss politics with anyone. Like Kelly, we just nod and hum along. If anyone does happen to begin to get too aggressive about political views toward us, our go-to one-liner is, “Well, I hope you have a great day and thanks for shopping with us! I hope everything works out, and hopefully we see you soon!” And we will walk away to go “task” or assist another customer. There’s nothing wrong with Kelly excusing herself to help someone else or complete a task (even if there isn’t one) to remove herself from an uncomfortable situation. I don’t think it’s Kelly’s responsibility to tell customers “divisive talk” is not welcome, unless a situation arises where customers are in a verbal confrontation. Keeping the conversations in the store centered around pets at all times naturally creates an environment of non-politics or neutral territory.

Angela P.
STRATFORD, CT

Yikes! Everyone has some version of this customer. It seems as if Kelly is doing so many things right — being friendly, open and keeping busy while the rant goes on. I believe she should always have an exit in mind: an important phone call to make at a certain time or that she’s strategically working on an order that must be submitted by a certain time.

Lisa B.
BENTONVILLE, AR

This happens a lot in our four stores as we have customers with an array of opinions on any given topic. Our company policy is to remain neutral, which means not offering our opinions and outlook on hot topics. We welcome any and all customers, and we do know that we all have one thing in common: We all want the best for our furry companions! We just smile, listen and shift the conversation to more neutral topics. If we notice a team member is entwined in an uncomfortable conversation, we walk up and say they have a phone call or their help is urgently needed, to release them from the situation. Even though these interactions with customers can be uncomfortable, it lets you know that your customers feel comfortable in sharing their opinions and views (and venting) with you and that you have built a good customer relationship with them. It just requires a balance of being a good listener and redirecting the conversation if needed.

Diane B.
MORRIS, MN

I have had the same thing happen. I’m polite, I listen, but offer no solutions. I don’t take sides or offer advice, no matter how I feel either way. The best response is no response — don’t add more fuel to their fire, and it will die out. I will, after a few moments if no one else has come in, edge myself toward the computer and when there’s a break in the conversation, say, “Well, it’s been nice, but I really need to get back to my work!” and then look at the computer. They tend to get the hint … until next time. If there are others in store, I will immediately go to that customer, then tell Mr. Political, “It was good to see you! Have a nice day! How can I help you now?” as I focus my attention on the new customer. You don’t have to take sides or show emotion. Most times, people get it.

Kathy Dannel V.
CLEARBROOK, MN

Kelly should tell Mr. B that her store is now a politically neutral zone. There will be absolutely no conversations, speeches or groaning allowed. Share with him that she truly respects the right for each of us to have strong opinions, but in her store, they must not be voiced. This allows her to maintain a positive, happy vibe in her store, which will imbue the products going to the dogs with positive energy. If it is explained to him that while she does not agree with many of her friends and family members when it comes to politics, she does agree with them being able to shop, visit public places and NOT have to hear political opinions. She may also tell him this is the only way she has been able to stay friends with people who have different political opinions: to agree to disagree and NOT talk about it. P.S. In various business settings, I have put up signs asking customers to leave their politics outside

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INVENTORY With the holidays approaching, follow this advice from Katherine Ostiguy of Crossbones in Providence, RI: “Check expiration dates on perishable items and put anything short-dated on clearance a little earlier than usual. Normally I wait until a product is down to two months, but with the crazy holiday season, I don’t want to have expired product, so in October I put anything on sale that will expire before the following February.”

LEADERSHIP Speaking of the holidays, celebrate your team now. The fourth quarter will be exhausting, and unfortunately many retail and service workers get burned out and lose their enthusiasm. It’s time to turn up your communication! Engage positively, listen and ask questions to help your staff feel heard, confident and part of the team. Determine bonuses, holiday pay and gift exchanges early to get them excited. Purchase restaurant or other gift cards to immediately reward above-and-beyond efforts and positive attitudes.

Oct. 13-19

OPERATIONS If you will need ice melt and haven’t yet ordered it, do that ASAP. Jennifer Hall of All Things Pawssible in Charlottesville, VA, offers this winter-prep tip: “We never know if we’re going to have lots of snow or no snow at all, but I always make sure I’m lined up with a plowing company and preorder any ice melt or other products I may need, so I don’t have to cope with the rush as a storm approaches.”

Oct. 20-26

MERCHANDISING Get ready to create your first Christmas display, says Rachel McGinnis of Leo & Lucky’s in Parrish, FL. “As soon as Nov. 1 comes around, you MUST put up Christmas. I know, I don’t like it either, but the stuff sells. Put up leftovers from last year first. Save new fresh displays for December.” Mary Owens of Delchester Feed and Pet Supply in Holmes, PA, agrees: “Customers may not buy when they first see your display, but they’ll remember you have Christmas stock and be back for those gifts.” And be sure to start incorporating Hanukkah items by Dec. 1, like Noe Valley Pet Company in San Francisco, CA, did with the above display last year. The holiday happens later in 2024, starting on Dec. 25.

MANAGEMENT Grooming salons and departments, look at 2025 now. Erin Paitrick of Woof Gang Bakery & Grooming in Summerville, SC, shares: “October is when we plan the next year’s grooming schedule. I open up the floor for discussion to make sure what groomers are doing is still working and to discuss potential changes. By the end of October, we open up the full calendar for the following year — many of our clients are trained to schedule for a full year so they can keep their pups on a good schedule and one that works best for them.”

Oct. 27-Nov. 2

STAFF Approve any time-off requests and finalize work schedules — for the next 10 weeks if possible.

Nov. 3-9

INVENTORY Look ahead to 2025 again with this tip from Elysa Cooper of Junebug’s Beach House in Kennebunkport, ME: “We decide what we are no longer going to carry the following year and have a sale section in the back of our shop of 50%-off items.” Doing this opens up space for seasonal products and proven sellers.

MANAGEMENT Cold and flu season hits its peak around now. “Keep your staff healthy,” Johnna Devereaux of Fetch Ri, Richmond, RI, advises. “We often think about dog and cat health, but focusing on teaching your staff simple ways they can support their immune system to help them stay healthy throughout the winter (and holiday) season is vitally important!” An experienced herbalist, Devereaux makes elderberry syrup for her team.

Nov. 10-16

CUSTOMER EXPERIENCE Heading toward Thanksgiving, think about your customers. They love receiving surprise gifts, especially ones related to their pets. Buy branded merchandise and add pet names after (like with a paint pen, vinyl stickers, labels). During November and December, hand out bounce-back gift certificates with all purchases valid during the first quarter of 2025.

Nov. 17-23

MARKETING Add this item to your to-do list for the next seven weeks: Take photos of all holiday displays, window and in-store. Not only will it help you when planning in 2025, but you can add them to your PETS+ America’s Coolest contest entry. The contest will reopen before you know it! And you can’t go back in time to take photos of your best displays.

Nov. 24-30

CUSTOMER EXPERIENCE Don’t forget the humans when planning refreshments for Small Business Saturday. Diane Marcin of Benny’s Pet Depot in Mechanicsburg, PA, shares, “We send customers home with all kinds of samples for their dogs and cats on SBS, but when they walk in the store and are offered a free mimosa and cookie, you really made their morning/day. Our customers look forward to the free drink and snack while they shop for their pets. Some even come back for seconds!”

The post To-Do List: Prep for the Busy Holiday Season and Beyond appeared first on PETSPLUSMAG.COM.