“We have cats here whose families are going away on vacation or business trips that range from senior cats who need to receive medications and feedings on time to shy cats who we provide a safe environment for to help them become a bit more social,” Cindy shares.

All cats coming to PawHootz undergo behavior and health evaluations, and play styles are also identified. Another important aspect is deciphering quirky cat behaviors so staff members are educated about why cats do what they do.

Here are a few examples of some feline-specific behaviors:

• Feline Zoomies. The official term is called FRAP (frenetic random activity periods) by animal behaviorists. These bursts of high energy typically occur one to two times a day. They can be activated by a specific trigger, such as spotting an unreachable cat on a tree branch or discovering a new cat toy on the floor. Keep in mind that cats are hunters with innate needs to stalk, chase and pounce on prey. Some cats can get so revved up that they can bite or scratch, so staff need to be aware of this for their safety.
• The Flehmen Response. Cats have powerful senses of smell. Some will seem to get into a hypnotic state when they sniff something and open their mouths, wrinkle their noses, grimace and curl back their lips. The scientific explanation is that a cat draws in the scent through a specialized sac known as Jacobsen’s organ located in the roof of the mouth to dispatch info to the brain. If staff see such a pose in a boarded cat, it should be a momentary action. If not, the cat may have some underlying medical issue that needs to be addressed by a veterinarian.
• Self-Grooming After Misjudging a Jump. When cats get caught doing something that startles or surprises them, they instinctively turn to grooming as a way to calm down, collect their thoughts and restore dignity. If a staff member witnesses a cat misjudge a jump or a slip and fall, just do a safety head-to-tail check on the cat to make sure he/she is not injured.

“We attach a feather to the laser wand so cats can capture something in their paws,” says Cindy from PawHootz. “We know the importance of providing a cat with a physical reward after chasing the laser beam.”

Another plus of offering cat boarding to clients is that their cats usually come home contented: “Instead of the cat hanging out at home by himself, he can interact with others, get in a little exercise, and get to explore a new, safe environment,” Cindy concludes.

As Americans, we’re culturally predisposed to commoditize. We’re bombarded with a constant flood of information so our brains look for shortcuts and simplify decisions wherever possible. So, unless your company can differentiate itself effectively, you and your competitors may get lumped together in the eyes of the pet parent prospect. Like a gallon of gasoline or pound of flour, pet care services can become just another generic, interchangeable purchase.

For insight on how to counteract commoditization, we might look to the hotel and airline industries. These sectors have already faced and overcome similar challenges with a variety of strategies. Hotels, for instance, use star ratings, brand differentiation, and trusted reviewers to help customers make informed decisions based on their budget and expectations. Similarly, airlines offer different service classes and loyalty programs to create distinct value propositions.

Unfortunately, pet care currently lacks such standardized differentiation. This makes it even more important for us to consistently and clearly demonstrate why and how our services are better than the cheaper, riskier options.

Instead, focus on what sets your company apart. Establish a strong brand identity that highlights the unique benefits of your services. Emphasize the superior quality of your care, specialized amenities, high safety and staffing standards, and anything else that makes your company special. Use consistent and powerful messaging to establish a cohesive, positive perception of your business. Testimonials, positive portrayals of your care, and effective photos and videos can help show why your facility is well worth the price tag. However, there’s one amazing tool in your pocket that many pet care facilities overlook—the phone.

• Miss as few calls as possible. Most pet care facilities miss far too many calls—probably more than you think. Missing calls reduces trust and perceived reliability, and it’s the equivalent to leaving piles of money on the table. A single client might spend thousands—or even tens of thousands—with your company over the course of their pet’s life. Every new-client phone call is a valuable opportunity that should be treated with the utmost care and skill.

• Consider adding a phone person. Once you’re answering as many calls as possible, how your company handles these calls is critically important. It’s no exaggeration to say this can actually make or break many pet care businesses. First consider who is answering the phone at your facility and what they are saying. Do you let anyone answer new calls? Do you freely give away price and availability information before trying to qualify your rates and differentiate your company?

• Arm your phone person with compelling information. Your phone person has mere minutes to earn the customer’s trust, qualify your rates and make the reservation. Ensure they’re ready with positive, consistent, compelling information to accomplish these goals.

• Training and monitoring. It’s worth investing in thorough, proper training for your phone staff, as they’ll return it in spades. They should be able to confidently capture client information, promote your facility, upsell activities and add-ons, and secure the booking on the initial phone call. Ongoing coaching and training are beneficial to ensure maximum performance.

Ultimately, the path to overcoming commoditization lies in showing customers (and customer prospects) that not all pet care solutions are equal. With these strategies, you can ensure your business thrives amidst the competition.

Laura Laaman is president of Outstanding Pet Care. Outstanding Pet Care’s Revenue Building Services and Absentee Owner Program provide the tools to help pet care business owners thrive. If you’re interested in a healthier and more rewarding business, schedule a consultation by calling 1-888-836-8740 or visiting www.outstandingpetcare.com/contact.

You should be committed to finding a buyer that will provide comprehensive support to your staff to ensure the wellbeing of the business, the pets in your care and your dedicated clients, as well as the continued success of your employees. The following are five points to consider when selling a pet resort business to ensure a smooth transition:

Buyers need to have open lines of communication with you as the main point of contact, and you’re likely the most knowledgeable about the finances and important business decisions. You should honestly address current and future concerns and provide your buyer with regular updates throughout the acquisition process.

Make sure to devise a structured conversation with your staff and ask the buyer for a concrete communication plan prior to speaking with your staff. Some sellers have told the staff early in the process, while some have waited until the last moment. There is no right or wrong time.

Recognizing and retaining experienced and dedicated staff is crucial for the continued success and stability of your pet resort. A sophisticated buyer understands the value that your team adds and will implement robust retention programs to make sure that key employees remain motivated and committed to the company’s mission.

A cornerstone of such programs is offering competitive compensation that reflects the skills, experience and contributions of the staff. This not only includes fair base salaries, but also benefits packages that address the employee’s needs and enhance their overall wellbeing. Also, performance incentives provide tangible rewards for outstanding achievements, motivating employees to strive for excellence and exceed expectations.

Equity in the business is another great tool for employee retention since it aligns the interests of the staff with the long-term goals of the company. Granting an employee ownership recognizes their valuable contributions and fosters a sense of pride in the organization’s achievements.

Finally, providing opportunities for career advancement is essential for retaining and attracting top talent. By nurturing talent and building a strong culture, employees can drive the company forward in the face of challenges and opportunities alike.

To make sure there is a seamless integration process, and to maximize the potential of your business, astute buyers will prioritize comprehensive training and development programs for your staff. These initiatives are designed to empower your staff, which is essential for navigating shifts in procedures and ever-evolving customer service standards. Your staff should be able to make a shift in tasks with confidence and proficiency. The training endeavors should not be one-time events, but rather ongoing and dynamic to continually nurture and enhance your staff’s capabilities.

By fostering a culture of continuous improvement, discerning buyers will adopt a workforce that remains agile, adaptable, and primed for success both personally and professionally. Investments in their development will fortify your legacy and are a testament to your commitment to empowering your employees even after you sell the business.

Every pet resort has its own unique set of culture and values shaped by the mix of daily interactions and the shared experiences of your employees. It’s important to take time to understand and appreciate existing cultures that are the unique characteristics of each business. A wise buyer will observe and embrace these unique cultural nuances to gain invaluable insight and identify ways to incorporate their own identity.

This deliberate integration of both cultures enriches the work environment and fosters a sense of belonging and camaraderie among employees. In fact, the diversity of cultural elements promotes a dynamic workplace where individuals are empowered to thrive and contribute to overall success. The enhanced blend of traditions stimulates employee morale and engagement, lending to a sense of purpose and unity. Ultimately, a pet resort’s staff can forge a strong community united buy a common vision dedicated to excellence in pet care.

It’s important that the perspectives and expertise of your staff are not just acknowledged, but wholeheartedly valued by your business. Cultivating an environment where their opinions and insights are not only welcome, but actively sought after is key to fostering a culture of collaboration and improvement. A prudent buyer will implement robust feedback mechanisms.

Regular channels should be established to provide opportunities for your staff to express their thoughts and concerns, and to offer innovative suggestions. Creating avenues for transparent communication will empower your staff to actively participate in shaping the direction and operations of the business. This can be accomplished by offering surveys, open-door policies and dedicated feedback sessions.

A clever buyer will actively solicit and listen to employee feedback, which will empower and engage the workforce, as well as give the buyer invaluable insights that can inform strategic decisions. Informed decisions are more likely to yield positive outcomes and will contribute to the success and sustainability of your business.

Commitment to excellence must go beyond the acquisition of your pet resort business. It should extend to the people who have been an integral part of its success—your dedicated staff. By prioritizing open communication, employee retention, training, cultural integration and regular feedback, a buyer should aim to make the transition as seamless as possible. A buyer must ensure the continued success of your business while fostering a positive and thriving work environment for all so that everyone benefits when your pet resort gets acquired.

Eyal is the co-founder and Chief Development Officer of Pet Resort Hospitality Group. He has experience running all aspects of a pet resort including dog handling, reception, reservations, marketing, scheduling and managing employees. He works directly with pet resort owners to help them through the transition of partnering with PRHG and also provides hands-on strategic, operational and managerial support to create long-term value. Eyal is actively looking to build meaningful relationships with pet resort owners.

Tours offer an opportunity to showcase the unique features that differentiate your facility from competitors. Having the client in front of you also means you can address any questions, promote additional services and find out more information about their cat. This can lead to easy sales of add-ons that are customized to their cat’s needs and personality, further cementing that your facility is the best choice for their cat.

All customer-facing staff should be knowledgeable and friendly, trained to answer commonly asked questions and speak confidently about the services available. This preparation ensures that your team hosting tours represents your facility’s values and commitment to quality care.

In order to provide plenty of one-on-one attention to potential clients, tours can be scheduled in advance. This also gives you a chance to make your facility “tour ready” by limiting the disruptions that can come with tours, especially for smaller facilities. However, there is the downside that scheduled tours may not be available at times convenient to some clients and it can hinder trust-building if you cannot accommodate them. Consider both scheduled and drop-in tours before deciding how best to offer them in your business.

Plan a logical flow through your facility that smoothly transitions from one area to another. Be sure to spend extra time on unique or standout features that emphasize your facility’s advantages. This strategic path helps ensure the tour is comprehensive and impactful.

Facility tours are invaluable for building trust, reassuring potential clients and distinguishing your cat boarding business from competitors. By implementing regular tours, you not only enhance client engagement and satisfaction, but also bolster your facility’s reputation. Start planning your tours today and watch as your client base—and their trust in you—grows.

Michele worked in the veterinary medicine field for over 25 years. She started as a receptionist and progressed her way to vet tech, then a vet assistant, and eventually was the manager of three veterinary hospitals. Although she had a very fulfilling career, Michele felt something was missing. She had a real desire to open up her own business, and she wanted it to be exclusively for cats.

In pursuit of her dream, Michele found the perfect location.

“I knew the building was the right one as soon as I saw it,” she shares. “Although the space was amazing, the inside was a disaster. But I had a vision of what it could be, so we took the plunge and began renovations.”

“Because of my veterinary background, I knew that cat boarding usually consisted of a small cage with a litter box,” says Michele. “To say the least, that was less than ideal. There was very little room for them to move around, they never got to come out of their cages, and there were dogs constantly barking. I knew that I wanted to do something so much better for them.

“I envisioned making large condos with shelves and cubby beds and toys,” she continues. “I wanted them to be comfortable, feel safe, and be happy—not be confined in a small area. I drew up ideas of how I wanted the condos to be and gave them to our contractor and he said, ‘Okay. Let’s do it’”

“We opened in November 2019,” shares Michele. “In the beginning, I did some billboard advertising, lots of social media posts, and Google ads. The word was getting out and we were starting to build a nice clientele…then COVID hit.

“We didn’t know how serious it was going to be or how long it would last, and we panicked,” she continues. “Here we were with a brand-new business and rent to pay, and no one could travel. It was terrifying.”

“We made it through the pandemic,” Michele says emphatically. “Then, once things began to open up, we were slammed! We can care for up to 60 cats per day. We are pretty much booked for boarding all through the summer, and we always have a waiting list for the busy times and holidays.”

Caring for that many cats takes an exceptional staff, and Michele has assembled a top-notch team.

Purr Life also offers day boarding, which has become a very popular service with their clients. If they have a repair man or exterminator coming in their home, construction work going on, or if company is coming and they need their cat out of the house for a day, day boarding is the answer. That way, cat owners don’t have to worry about someone inadvertently opening a door and letting their cat out.

“What sets Purr Life apart from other facilities is how we care for the cats,” she continues. “It’s a big responsibility that I take very seriously. These cats are other people’s deeply loved family members. Because of the personalized care we give them, we have clients who travel a long distance to board with us.”

The feline guests also enjoy lots of one-on-one time with the staff where they are entertained with toys, brushed and loved on. And, the resort gives report cards and photos and videos to the owners during their cat’s stay.

Due to their incredible success, Purr Life recently opened their second location in Winston/Salem, which is close enough that Michele can be hands–on at both locations. And, as a bonus, it is right next door to a veterinarian. The new location offers all of the same great amenities and services as the flagship location, including full-service grooming, custom-built condos and medical-grade air purifiers.

“My goal is not only to be a successful business person, but to give more people and their cats the opportunity to go where they can be less stressed and happier,” Michele shares. “I am really proud of Purr Life. We started from scratch, we survived a pandemic, and now we’re thriving and adding more locations. Purr Life Luxury Cat Resort & Grooming is everything I envisioned!”

Be aware that no one can tell if a mass is malignant just by looking. The vet will recommend diagnostic testing to further investigate the mass and outline a plan to do so. Cats can and do get cancers, and it is something that most veterinarians see in their feline patients with sad regularity. Early detection is a secret weapon, and your observation could be critical if there is a cancerous tumor.

If you can use your vantage point as a pet care professional to notice things that cats cannot tell you about (and try to hide), you are truly an important advocate for the cat’s wellbeing. After all, you are in this business because you love pets, so speak up when they can’t so that their caregivers will get them the medical attention that they need.

Kathryn Primm, DVM, CVPM is the owner and founder of Applebrook Animal Hospital in Ooltewah, Tennessee. She sees patients, manages a busy small animal practice, and enjoys writing for and speaking to veterinary professionals and pet lovers. She has written and contributed content to many outlets, including magazines like Woman’s Day, Prevention and Health as well as veterinary-focused press. She also hosts the podcast/radio show, NineLives with Dr. Kat on PetLife radio.

The good news is there is no shortage of books, YouTube videos, online courses and coaches dedicated to how to sell better. It’s just a matter of finding the right medium and learning the basics—no need to get into anything advanced, just get an understanding of the general principles of the art of sales. Then, train you staff. Teach them all about your service options, how to present the offers, when to make up-sell and down-sell offers, how to overcome objections, and how to communicate it to the customer in a way that is not confrontational or salesy.

It doesn’t have to be very complicated. One of the most successful business sales initiatives was when McDonald’s told their cashiers to ask “Do you want fries with that?” to anyone who didn’t originally order french fries. So simple yet so amazingly powerful, and it made McDonald’s a boat load of extra money.

I want you to think about your current staff sales training and make sure you’re empowering your staff to be confident in selling your services. A simple thing like having them ask everyone coming in for dog daycare “Do you want a bath with that?” might add up to a nice boost in income.

Fern is the founder of Overdog Digital, a digital marketing & consulting agency that helps dog daycare and boarding facilities attract, convert, and keep more customers by creating winning marketing campaigns and providing the business guidance to build momentum and spark long-term growth. Fern also has programs to train daycare staff, is a dog behavior consultant, and has a dog training business in New Jersey. He is the author of eight books and a popular speaker at national conferences and private events. To join The Dog Daycare Business Think Tank or ask a question, go to: www.facebook.com/groups/dogdaycarethinktank