“Success is not final, Failure is not fatal: It is the courage to continue that counts” - Winston Churchill

Right — you’ve been practising your grooms, you’ve got the tools, and you’re nearly ready to start taking on real clients. But there’s one little hitch… where on earth do you find them?

I get it — the idea of putting yourself out there can feel a bit nerve-wracking. You might be thinking, “Sure who would even want to book with me?” or “I haven’t a clue how to market myself.”

But here’s the thing — you don’t need to be a marketing expert, and you certainly don’t need to spend a cent on ads to get your first clients in the door. You just need a few smart, simple moves to get those dogs on the table.

Let me show you how to land your first 5 grooming clients, using nothing but your own voice, confidence (even if it’s wobbly), and a bit of local charm.

1. Start With Your Own Circle (You’d be surprised how excited people will be for you!)

You’d be surprised how many people around you would happily book in — but they won’t if they don’t know you’re doing it!

So instead of feeling awkward about “asking” friends and family, flip it in your head. You’re offering them something great.

Here’s something you can say or text:

“Hey! I’m starting my own home dog grooming business and I’m offering discounted grooms while I build up my portfolio. If you or anyone you know has a scruffy pup in need of a tidy-up, send them my way!”

No hard sell. No pressure. Just a friendly heads-up.

Bonus Tip: Take some nice before-and-after pics (even if it’s just your own dog to start) and pop them in a little album on your phone. It makes you look way more “official” than you might feel.

2. Create a Simple Social Page

Don’t overthink this one. You don’t need a fancy website or hundreds of followers. A simple Instagram or Facebook page can do wonders.

Here’s what to include:

• A clear name (even just “Grooming by Jess” works)
  
  

• Your location
  
  

• What you offer
  
  

• How people can book or message you
  
  

Post a few photos, share some behind-the-scenes, maybe even a little video of you doing a paw trim — people love seeing the process.

3. Offer Opening Promotional Discount or Bonus to Build Trust

This can be a really good one, especially when you’re just starting out. I don’t like offering people reduced rates as a portfolio thing or because you are new, or training or just starting out. I feel that this encourages people to have less trust in you and your work and sometimes can feel entitled to more “because you're new”. 

However I do think an opening promo can be a good idea to give people an incentive to “try you out”. 

• No more than 20%. We are not working for free here!

• Make sure to put an end date to the promotion wherever you offer it or 10 years down the line you will still have to do it if someone requests it. 

• Adding a bonus such as an paw soak or paw balm instead of a discount can work too

4. Partner With Local Dog People

Think of all the dog-mad people around your area — walkers, sitters, trainers, even vets and photographers.

Drop them a message or call in for a chat. You could offer them a free groom for their own dog in exchange for sharing you with their clients. Or even agree to send business to each other.

It’s all about building relationships — and people love to support local, especially when it feels genuine.

5. Be “The Dog Groomer” in Everyday Life

If you’ve got a dog, you’re already chatting to other dog owners at the park, on walks, or in the vet’s waiting room. So use those moments.

Mention you’re starting your grooming business. Have a little card or your Instagram handle handy. You don’t need a sales pitch — just your natural enthusiasm.

The more you say it — “I’m a dog groomer” — the more it’ll feel real to you too. And it is!

Bonus Tip: Set a Tiny Goal (and Actually Track It)

Make it easy on yourself. Try this:

• Reach out to 5 people this week
  
  

• Post 3 things on your social (a pic, a tip, a little intro video)
  
  

Write it down, tick it off, and give yourself a big pat on the back when you do it. Building a business happens one little brave step at a time.

Final Thoughts

Getting your first few clients is honestly the trickiest part — but once they start rolling in, things get easier fast. You learn with each groom, your confidence grows, and word-of-mouth starts to do the heavy lifting.

So, go on. Put yourself out there. You’re far more ready than you think.

💬 Want a wee bit of help?

I’ve put together a free Guide with Simple Marketing Strategies for your Home-Based Dog Grooming Business to help you stay on track and get those first 5 bookings without spending a penny.
Pop your email in below and I’ll send it straight over. 🎉