We take our motto (attributed to Joan) very seriously! Zoey shows this weekend and so we have been doing almost daily coat care.
Never combing a dry coat, I spray the section I am working on and then separate into little lines, spraying and combing each line so that the water/conditioner is on the skin and hair. I then make another line about an inch away and do it again -- takes three bottles of water/conditioner, an hour, treats, and a patient dog -- and she is small!
Here is an example of a line (click picture to enlarge):
And when we are done, this is what Zoey looks like:
This commitment to coat care makes a big difference -- the coat is very soft, shiny, and just seems bigger/fluffier -- and so while she might not win she will no doubt look stunning :)