![3 Marketing Techniques You Can Do Today]()
by Monica Callahan | Nov 1, 2014 | Business
Marketing your business can be daunting, but it doesn’t have to be.
Word of mouth is a great way to get more business, but that can take a while to grow. Marketing is the quickest way to build clientele. Most dog trainers lack a background in marketing, and may be intimidated by the process. Here are 3 easy ways to market your new dog training business that you can implement today.
1. Make information packets for local veterinarians, dog walkers, and groomers.
Get in touch with other local animal professionals and start a referral system. Many people ask their vets, groomers, and walkers for a local dog trainer recommendation. Put together folders with tips that dog owners could find valuable, some information on your modern training techniques, and how to get in touch with your business. Don’t forget to include business cards for their lobby!
2. Start a business newsletter or write for a local newspaper.
Keeping your clients up to date on training information and what you are offering will make them more likely to come back. Start a newsletter that you e-mail to subscribers and past clients to keep them in the loop. Writing for a local newspaper or magazine will get your name out there and showcase your knowledge, which will make you more appealing to potential clients.
3. Get a table at your local event.
Many communities have local events that vendors can buy a space or even attend for free. Set up a table with some information of your business and training techniques and a small give-a-way to bring people to your table. Some events you can look for include craft shows, rescue events, and city rec center events.
With a little bit of work, these three marketing techniques can be an easy way to get your name into the community. There are plenty of marketing ideas out there, what are some other easy ways to get your name into the community?
Recommended Articles
![Things To Consider When Determining Your Prices]()
by Ines | Oct 27, 2014 | Business
Pricing services can be difficult since there are so many factors included in dog training. These factors include: customer interactions, communication skills, location and travel, education, experience, perceived value, and amount of competition in the area.
Cost Of Operation
Before you can determine a good price point for your services, you’ll want to make sure that the prices will make a net profit after costs are deducted from your profit. If your costs end up being more than profit, you won’t be in business very long. The basic principle of starting a business is to make a living from it.
Target Audience
While it is noble to donate your time to rescues and those that cannot afford to pay you for your services, pricing yourself lower so that more people can afford you is a recipe for burn out. You have to make each client worth your time and energy which means you need to be charging for the value you provide to your customers. Your prices should reflect the audience you want to reach.
Market Research
Location plays a huge role in determining your prices. It would be quite difficult to begin a business if you were the most expensive in the area. Also, it is not to your advantage to be the least expensive in your area because many customers understand that they will get what they will pay for. Being the least expensive tells the community that you do not think highly of your skills. Make sure your prices are competitive, but also exude confidence about your training skills.
Pricing Models
Hourly
Many trainers start off using an hourly fee to price their services. This is a great way to get started. However, as your business grows you’ll discover that you only have so many hours in a day and, thus, can only make so much money each day. Once you start running out of hours in the day, or maybe even sooner, consider changing your pricing model to the following.
Flat Fee
A flat fee pricing model is commonly used for board and train programs because it is more than an hourly commitment. This kind of service can provide a lot of value to clients who can afford it. A flat fee pricing strategy can allow you to make customized training packages for each family you work with and provide them a variety of services to increase their chance of success. For example, you can create a package that includes day training and private lessons for a flat fee based on that family’s needs.
Understand Perceived Value
As dog trainers, we provide incredible value to families everywhere – we give them peace in their lives again. Perceived value is about what the customer thinks they are gaining by hiring you. When clients look for trainers, they aren’t really looking to hire a dog trainer, they are looking to get balance, peace, and control back in their lives again. Understanding perceived value for the customer will help you determine the right pricing for your services.
Pricing can be very difficult for new trainers to understand and implement. Consider reaching out to your mentor and ask them how they first determined their pricing strategy. Most importantly, when customers call, make sure you can articulate how and why your services are worth their prices.
Recommended Articles
![How To Achieve A Successful Business]()
by Erin Bessey | Oct 25, 2014 | Business
So you have decided to run your own dog training business but what steps do you need to take to guarantee a successful outcome? Just like a new puppy it requires time, patience, and commitment to be up and running.
Image by Erin Bessey
5 Steps to Building Your Dog Training Business
Work On The Business Part As Much As The Training Part
Work on it, inside and out. It is easy to focus on creating the class curriculum and training the clients and dogs because that is the fun stuff. If you are just starting your business you are the secretary, bookkeeper, marketing manager and you need to be certain to work on those areas in order to grow your business.
Stick To Your Schedule
Make a schedule and stick to it. You can make your schedule as flexible as you want or as rigid but find a time for everything (including yourself) and stick to it. Include places for answering e-mails and phone calls, working on marketing, writing articles or research, continuing education, working with your own dogs, etc.
Learn About Modern Marketing Techniques
Marketing can be done without breaking the bank. Word of mouth is wonderful and free, however, it can take a long time to build. You need to stretch outside of your comfort zone and do more than place business cards and brochures in a few locations. Look into writing a column for the town newspaper, introduce yourself to others in different animal related fields (Veterinarians, Dog Groomers, Walkers & Pet Sitters) and reach out to your community and tell them what sets you apart from others in your field.
Make Your Business Valuable
Value your knowledge and skills. You need to become a good sales person and learn to sell yourself and your packages. Even if you are new to your profession you need to charge professional rates. People equate money with value. If you are $20 less than everyone else in your town or surrounding areas it makes people question why, which may work against you.
Be A Professional
Be the dog trainer and have confidence. People come to you because they need help and this is your area of expertise. You know what is best for the dog and owner to be successful. If that means telling people they need 6 sessions to accomplish the end result, explain that to them. Don’t be afraid of the word “No”. To be afraid of losing the client’s business and only suggesting 3 sessions so it doesn’t seem as expensive is a disservice to the client and the dog. Practice exuding confidence and it will become easier with every client. There’s a saying out there, “Fake it ‘til you make it” which applies for every new business venture.
There will be challenges along the way of running your own business but many who have done it will tell you they’d have it no other way. What is the biggest obstacle stopping you from starting your own business?
Recommended Articles
![5 Benefits to Starting An Open Enrollment Puppy Class]()
by Laurie Schlossnagle | Oct 22, 2014 | Business, Training Methods
Open enrollment puppy classes gives clients flexibility and puppies a head start. These classes offer many benefits to all involved – the clients, the puppies, and the instructor(s).
Why You Should Host An Open Enrollment Puppy Class
1) No Waiting To Start Class
Puppies can start as soon as they arrive in the home and have received their required amount of vaccinations. No waiting until the next class starts.
2) Community of Puppy Owners
There are widely varying levels of experience, training, and puppy “issues” in the class – so new puppy families can see that they are not alone and also that there is hope for their puppy. Students also learn from each other.
3) Easy Make Up Policy
If families must miss a class, they can make it up the next time it rolls around. The rolling enrollment model offers far more flexibility with schedules. When coming to class is more flexible, families are more likely to come.
4) Continuous Income
Income from class fees and product sales comes in more steadily and frequently.
5) Stronger Customer Retention
Because the instructor spends more time working one-on-one with each family, they are more likely to continue taking classes with the instructor as their puppy grows up (customer retention).
Implementing an open enrollment puppy class can be challenging (stepping out of a comfort zone), but once it gets up and running, the benefits are huge for all involved.
Recommended Articles
![5 Reasons You Should Refer A Case To Another Trainer]()
by Liz Wyant | Oct 13, 2014 | Business
As a professional who takes pride in your work, it can be difficult to accept that sometimes you are in over your head. Having a network of other trusted trainers you can either consult with or make a referral to makes you a stronger trainer. There are several reasons you may decide to refer a case on to another trainer.
Not Your Field Of Expertise
What is most of your education/background in? If you do mostly pet obedience, there is no shame in making a referral to another trainer if you have a potential client who is interested in IPO/Protection Sports.
Cases Beyond Your Experience Level
Sometimes cases come along that are just beyond your experience level. If you are a new trainer, it makes sense to make a referral onward if a client has a dog with aggression issues. If you have no experience in training service dogs, this would be a proper time to make a referral. Perhaps when making that referral, ask if you can shadow the other trainer while they work on the case so you can learn more and gain some personal experience. Most modern dog trainers are eager to share their expertise with those newer trainers who are sincerely interested in learning more.
Bias Against Breed Or Owner
This can be a tough one to admit to yourself. Nobody likes to admit that they might have a bias against a person or breed of dog. However, as human beings, it happens. So if a client comes along with a breed of dog that you just inherently have a dislike or distrust of, make a referral to another trainer. The same goes if you just feel you cannot work with the client for some reason.
Don’t Have Time
Some cases require a lot more training hours than others. If you are a part-time trainer and a potential client comes along with a dog that is going to take extensive work, and you just know you will not have the proper time to dedicate to the case, make a referral.
Don’t Have Facility
If you are a trainer that works without a facility, either going to people’s homes or working in public places, there are times you will need to refer cases to those trainers who do have facilities of their own. If a client comes to you with an extremely reactive dog, a trainer with a facility of their own will be better suited to properly set up the environment for the dog to succeed and make progress.
Knowing when to refer clients to other trainers benefits everybody involved. The dogs and clients will get proper, safe instruction. You will create stronger bonds with other local trainers, who might then reciprocate the referral. And the clients will know that you are an honest person who can be trusted, making them more likely to return to you and refer friends/family to you.
![5 Dog Training Supplies You Should Ask Your Clients To Bring To Each Lesson]()
by Ines | Oct 10, 2014 | Business
Prepare Your Clients As Much As You Prepare Their Dogs
When you’re starting out as a professional dog trainer, you probably come to lessons prepared with extra treats, a treat pouch, and a clicker. You might even bring a variety of toys in the trunk of your car. This is a wonderful way of being prepared to train your client’s dog, but you can miss out on excellent learning opportunities for the client if they know you always bring the goods anyways.
Create Expectations
Ensuring that you have the proper tools for training is important to accomplish the training goals you set out to achieve, but we’d like to advise that you let that preparation fall in your clients hands. Encouraging your clients to provide all the necessary equipment helps them in these ways:
- It teaches them to think about their dog’s perspective. Reinforcers should be items their dog wants to work for. Ultimately, your clients need to be able to figure this out on their own.
- It teaches them how to be prepared for anything. Having them be responsible for supplying a variety of reinforcers and management tools helps them learn about when and how to use the tools you ask them to provide.
Dog Training Supplies Your Clients Should Supply
Treat Pouch
We’ve taught classes and lessons with and without recommending a treat pouch. We’ve found that, by far, clients who use pouches are less likely to bribe their dogs than those that don’t wear them. Clients that don’t wear treat pouches are more likely to hold a baggy of treats in their hands while training which is essentially bribery. Pouches help keep the food out of the clients hands as they learn how to juggle the leash, clicker, and reinforcers.
Clicker
Not all positive trainers use clickers, but more and more trainers are incorporating them into their training. Having a dog (and owner) that is “clicker savvy” can help address behavior issues down the road. We recommend teaching owners and their dogs at least one behavior with the clicker so that both are familiar with the concept and implementation of it. Check out our favorite explanation of what clicker training is so you’re sure you know how to explain it before you work with your next client!
Low and High Value Treats
One of the most important lessons you can teach a client is how and when to use each treat. Therefore, asking them to bring multiple types of treats to class or to a lesson is a great way to show them when each one will work and why it matters.
6 Foot Leash & Harness
Clients can now purchase a variety of tools to attach to their dogs. You must be extremely specific when recommending a leash and harness. Leashes come in a variety of lengths and structures. If you just say “a leash and collar” you can end up with endless combinations including a flexi-leash with a prong or choke chain! Your directions should get as specific as “Please bring a 6 foot, non-retractable, nylon or leather leash and a front attach Easy-Walk harness.” Anything less and you could end up with a harness that tightens around the dog’s body when it pulls or a double attachment retractable leash!
Relaxation Mat
While you’re speaking and giving instructions in class, the dogs usually get ignored as their humans (hopefully) listen. Providing them a mat to lie on while waiting for the next exercise communicates to them to be patient and gives them concrete information about what they should be doing. It is fairly easy for owners to reinforce their dogs while they continue listening to you speak. This relaxation exercise will help dogs learn how to just “hang out” while their owners pay attention to something else.
Ultimately, placing more responsibility on the client will teach them more important lessons than always bringing the necessities for them. They will be continuing on the training in the future without you so they need to learn those skills sooner rather than later. Share your thoughts about this idea in the comments below!
Recommended Articles:
