Launching a pet business can be loads of fun and very rewarding. But this also requires a lot of work and an ongoing commitment to growth and improvements in order to facilitate continued success for the long haul.
Here is a handy list of the 10 Commandments of a Successful Pet Shop to help to keep you on the right track:
Thou Shalt Provide Stellar Customer Service
Many business experts agree that customer service is the main key to success for any retail enterprise. This is also something that's woefully lacking in today's business climate.
So those who do provide the highest quality customer service really do have an edge. This is especially important for small mom and pop businesses, which often struggle to compete with and distinguish themselves from the big box stores.
Thus, fully committing to going the extra mile, thoroughly knowing your audience and treating your customers like family will enable your pet shop to really shine. Furthermore, this costs nothing, yet is worth its weight in gold!
Thou Shalt Know Thy Customers and Anticipate Their Needs
The pet businesses that really excel are the ones that have a comprehensive knowledge of their critter clients and their unique needs. So be sure to do your homework in regard to the particular pets you provide products and services for.
For example, if you happen to be a dog person, make it a point to learn about cats and other pets you may not be all that familiar with. Or enlist an employee who has knowledge that you may lack to be the resident expert of a particular species.
In other words, be the go-to expert, which will help you to attract new and retain old customers for the long haul.
Thou Shalt Be Consistent
Being consistent in offering high quality good and services not only helps to provide positive experiences for customers, this also enables a business to establish customer trust – the true cornerstone of any good relationship – and, subsequently, loyalty.
Thou Shalt Provide the Highest Quality Products and Services
Pet consumers are increasingly becoming more educated about the products and services they purchase for their pets, and are willing to spend more to ensure their pets' optimal health and well being.
So be sure to offer the high-quality items that you personally believe in and would not hesitate to provide for your own pets.
Thou Shalt Effectively Market Thyself
These days, marketing has become a lot more complex, thanks to the Internet, social media and other high-tech tools.
As I have pointed out many times before, it is imperative for all businesses, both big and small, to have an effective, well designed website first and foremost, at the very least.
That said, the old-fashioned principles of marketing still apply in that establishing good relationships with everyone with whom you come into contact, being trustworthy at all times and creating the best customer experience go a long way toward attaining and maintaining a successful business.
Thou Shalt Offer What Other Businesses Don't
One of the big mistakes a lot of pet business proprietors make is that they play if safe in terms of the products and services they offer. For example, I know pet shop owners who believe that if they offer pet foods that customers can easily get at the supermarket or at say, PetSmart at lower prices, this will aid in customer retention.
It's not necessarily a bad idea to offer some generic products readily found elsewhere. But allowing these products to totally dominate your shelves will cause you to lose your edge and fade into the background.
So you should not be afraid to think outside the box and fill specific voids in your particular market. Find out what other pet retailers offer, and offer what they don't.
Thou Shalt Practice Effective Employee Relations
A very wise boss once told me, "A company is only as good as its employees. " The fact is, employees can and do make or break any given business. That's why it's important to hire the right people in the first place; People who are professional, knowledgeable, personable, dedicated and passionate about the business at hand.
I also believe in treating employees like family, and valuing them will help to establish their ongoing loyalty and willingness to do a great job.
Thou Shalt Focus on Establishing a Unique Brand
While the concept of branding, a currently very popular buzzword in the business world, might seem rather arcane and complex to the uninitiated, it's really not.
This basically just involves establishing a unique personality and identity for a business based on the principle of interconnecting tools, techniques and philosophies. For more info about this, please see my article Branding Tips for Pet Shops.
Thou Shalt Maintain a Sense of Passion
I firmly believe that genuinely loving what you do and maintaining a sense of unbridled enthusiasm is a major key to success in all areas of life. Although I am sure there are exceptions, virtually every pet industry professional I have ever met genuinely loves animals and wants to make the world a better place for them.
So don't be afraid to express your enthusiasm via everything you do that pertains to your business. (Having a great sense of humor doesn't hurt, either. )
Thou Shalt Be Willing to Make Mistakes, and Learn from Them
Even long-established businesses make mistakes and missteps. The great part about erring is that this is a potentially wonderful learning tool, and can shed light on where your business needs to improve. So be willing to make mistakes and take risks.
And please refrain from berating yourself or going on the defensive when you stumble. Instead, make an effort to listen and communicate. Plus, always remember the value of an apology, which will endear you to those with whom you do business every time.
While there are many other components to a successful pet business, these 10 Commandments are a good guideline to getting and staying on the right track.
