I've heard good and bad reviews about PetSmart. You might be better off posting this in the Grooming section, you will hopefully get better responses there.
I think the best way to choose a groomer is to make an appt. and go in person to check them out. I would avoid groomers who use cage dryers. I know there are reputable groomers who use them and know what they're doing, but they scare me. Also, talk to people in your area who use groomers to see who they might be able to recommend.
I trim and cut my boys' hair myself. Hubby helps me, and it's really not too hard. The first time is always worst. We wait until they are sleepy so they are more cooperative. Now that I've been doing it myself for awhile, it has become much easer.