Correct on the first time for a couple of reasons -
They haven’t been groomed for a while and had a few mats.
I’ve done a fair bit of dog grooming, spent a year doing a City in Guilds dog grooming course and used to show dogs, my mentor was a dog groomer who used me for free labour in his business, a paying your dues to learn the ropes type of thing.
I can tell you there are some dogs you will turn down grooming because you’re not going to spend hours and hours on a fixed price groom for someone who doesn’t take proper care of their animals. They will also leave it far too long between appointments and bring the dog back in the same terrible state expecting you to sort it again. In this case first impressions matter.
The main reason is I want the dogs to have a good experience and enjoy seeing her. For that to happen the first meet has to go well, so no tugging at mats or prolonged time on the table. Just in, treats, spoilt, washed and lavished with attention. Works every time.