If you are a dog trainer who doubts your ability to put yourself out there and ever succeed at this ‘running a business’ lark, are tired of being a people pleaser and feel guilty about putting your prices up because you don’t feel good enough, if you know you have decisions to make but aren’t clear what they are or even where you want your dog training business to go, then please read this message now…
Where do you see your business a year from now?
Will it double in turnover, like you said it would last year?
Will you have the courage to take on some staff so you don’t have to do everything yourself, all the time?
Will you finally write that book, get that new course online or start offering that amazing training new service you’ve been talking about since god knows when?
Here’s a better question.
Do you think you even need a plan to grow your dog training business or are you happy to just stick your head in the sand and continue sleepwalking your way towards burnout? If so then close this page down now.
I know you love what you do, I was the same when I started my business.
This was the big dream, wasn’t it? To work with dogs!
To help dog owners, to be seen as an expert, to prove all the doubters wrong and actually make a living from the passion for dogs that burns inside of you.
There’s no way you ever want to go back to the drudgery of a 9 to 5 job working in a call centre or as secretary.
You were meant for bigger and better things than that. You put the hundreds of hours required to learn your dog training craft, you went on every course you could afford (and many you couldn’t afford…)
You took that giant leap and launched your own training business, even though everyone, including some friends and members of your own family, told you not to.
I bet you started your business for two reasons.
You are passionate about and love dogs. I mean LOVE them. If you are anything like me you probably prefer them to people.
Actually that’s not strictly true is it? Because of reason number 2;
You actually want to help people.
And not in a fluffy bunny ‘heal the wold’ kind of way. You actually enjoy providing a service that helps pet owners have a better life with their dogs.
It’s your calling in life, and you are grateful each day that you took the leap and left that ‘normal’ job and a normal life, behind.
So why hasn’t it turned out like you thought it would?
My problem was I didn’t know anything about business. Actually, it was worse than that because I didn’t know anything about dogs either. I had some great dog teachers who set me on the right training path, but the lack of marketing knowledge took much longer to fix, and was way more costly to me in the long run.
No doubt you learned the hard way, as I have, that there is more to running a dog training business than getting accreditation, printing some leaflets and setting up a Facebook page…
And I made the monumental error of taking advice from well meaning, but frankly clueless loved ones and friends, and even supposed industry experts who said things like;
‘Don’t charge too much’
‘Be thankful for anything you can get’
‘You can’t be too choosy when you first start’
Running a business like that will lead beans on toast for tea every night and you’re ever demanding clients deciding for you, how you run your business.
It doesn’t need to be this way
And it’s not like there isn’t plenty of work out there.
There is no shortage of dog owners in your town.
They are everywhere.
But not all clients are created equal and I hope you realise by now you shouldn’t want to work with just anyone…
No one actually wants to work with Chav clients who don’t understand the value of what you do, complain about the price, and then never pay on time. And that’s if they haven’t cancelled an appointment at the last minute anyway, leaving you skint and pissed off once more.
If you want to have a profitable, enjoyable and stress free dog training business you should stay well away from the bottom end of the market.
Things got a lot easier with my dog training business when I learned how to attract affluent dog owners in my town, who’s first question isn’t ‘How much do you charge…’.
These ‘premium’ clients know and appreciate what I do. They pay in full and on time, every time, they refer me to their ‘affluent’ dog owning friends, and I know there are lots of these dog owners in your town.
So how do you stand out from the crowd and attract these clients?
That’s the million dollar question.
You probably made the mistake every other dog trainer owner makes when they start up, which is look at the competition or the people we admire and copy what they do and what they charge.
Or we copy just one of their services that looks slightly different to ours and we add it onto the ever expanding list of different services we already offer.
And because you charge the same and look the same as everyone else you give your potential clients nothing to compare you with, but the price.
Now you are just another dog trainer offering the same kinds of service, at the same kinds of prices, all the other dog trainers in your town.
And competing on price is a dangerous place to be for any business owner.
Do you know what the really sad thing is?
Your competition probably copied all their prices and services from somebody else too.
Is it any wonder that your business isn’t standing out the way you want it to?
The other big problem is you don’t know what you goals are anymore.
You don’t have any.
You run a popular, quite well known and as far you know, a well thought of business. And you are proud of that, as you should be.
But you also feel skint and time poor, and keeping clients happy, attracting more clients you actually want to work, with whilst also making time for your loved ones who support you is a constant juggling act. And it’s not fair on them to just keep ploughing all your money back into the business, especially when any money you do spend on marketing feels as pointless as the time you waste faffing about on social media.
And continuing to spend all your spare cash attending more and more seminars, where you will hear the same old speakers delivering the same old stuff, is NOT going to help you improve your dog training business.
You want success, but not at any price.
So what’s really getting in the way of you having the successful dog training business you crave?
Is it the competition that are popping up all too regularly, that charge a fraction of the price you do, but don’t have a tenth of the knowledge and experience that you have?
Is it the vast array of services you offer that are taking up more hours each day. The half-filled classes, the ‘last-minute’ cancelled appointments, the constant churn of having to find new dog owners?
The work life balancing scales have well and truly tipped towards work, and you see little chance of reducing your hours or increasing your income any time soon.
See the real thing getting in the way of your success is you
You don’t know it but you are at a crossroads with your business now.
One way lies more of the same.
Same clients, same services, same level of income, same shit but different day for as long as you can stick it out.
You are stuck in a time for money trap, where each and every service has to be delivered or overseen by you.
But there is a better, more profitable and much easier way to run your dog training business and that’s what I will be teaching on my ‘Top Dollar, Dog Trainer’ Online Business Bootcamp.
If you are ready, then I would love it if you would join me.
In the 33 Idea’s I shared should give you a glimpse of what is possible for your business to achieve.
My ‘Grow Your Pet Business FAST!’ Seminar tells you ‘What’ you should be doing in your business.
In my pet business bibles ‘Walk Yourself Wealthy’ and ‘The Ultimate Pet Business Plan’, I shared the marketing secrets you need to know if you want your business to not only be the best, but be seen as the best in your town.
And on the ‘Top Dollar, Dog Trainer’ Online Business Bootcamp you will learn exactly ‘How’ to grow your business, and position yourself as the premium pet professional in your area, so you can make more money, get better results, make more of an IMPACT, and service better clients with less hassle and fewer headaches.
So what is the ‘Top Dollar, Dog Trainer – Online Business Bootcamp’?
It’s an 8 week intensive program specifically designed to help you transform your dog training business.
You will learn:
How to turn ‘one-time, off-off’ Consultations into effective ‘Packages’ that get better results for your clients (and more money for you) – Most dog trainers are poor because they have a ‘pounds per hour’ business model (99% are pimping out their services at less than £40 an hour, which is the main reason they are so poor) . This time for money mentality is what’s caps your income and means you are running so fast and burning out on business treadmill. I’ll be sharing the secrets to increasing the life-time customer value which will mean better behaviour results for your clients AND end your financial worries.
How to Create your Own ‘Uncopyable’ Dog Training Systems – Lets face it, your current consultation process is deeply flawed…not in diagnosing the behavioural problem, but in communicating to the owner why they need to invest time, money and effort to fix their dogs problem. I’ll show you how to present a diagnosis and an action plan that convinces them they have found a professional they can trust AND which makes the price of your services irrelevant.
How to Niche down, and be seen an a ‘Specialist’ Dog Trainer – The days of being able to present yourself as a ‘general’ dog trainer are over, and it’s the dog trainers who niche down who will succeed, and more easily attract clients who see you as a perfect fit for them. I’ll show you how to turn your particular pooch passion into a profitable dog training career, where you are given the respect, recognition and reward your hard work deserves.
The Little Known Content Creation Trick that will get more ‘Eyes’ on your Business – Most dog trainers have no content strategy at all, which mean they spread themselves too thinly across lots of ineffective social media channels. The way to ‘build a tribe’ is do the opposite of what all the other (skint, tired and depressed) dog trainers are doing. I’ve perfected the perfect Online/Offline marketing strategy that will make you easier to find, and will help you connect with more ‘local’ dog owners.
How to Write a Book that Positions you as a Respected Dog Training Authority – You won’t be seen as an expert until you present yourself as an expert and being an author, is the quickest way to elevate yourself from the crappy competition. I’ve written five books and I’ve helped mentor many private coaching clients to write their own books. On the ‘Top Dollar, Dog Trainer’ course I’ll help you do the same thing. I’ll also show you how to create
How to go from local ‘nobody’ to respected dog training ‘industry expert’ – Unfortunately, you get the clients you deserve because you get the clients your business attracts. The only way to attract better clients (who can afford your premium services , AND who are committed to fixing their dogs behaviour problems) is to build a better reputation and implement more effective marketing strategies. I’ll show you how to change the perception of dog owners in your town so they are crawling over themselves to secure your services.
How to Stand out from the Competition and Attract the Clients you Really Want. Time and time again I hear the fear in pet business owner’s voices when they talk about their competition. Well this boot camp will make them an irrelevance to how you run your business. Your competition won’t understand why you are implementing all the unconventional strategies you learn from me, and because they won’t know how to do it themselves they won’t be able to copy you.
The Simple Marketing Systems that I have Running 24/7 in my Business. This will enable you to have leads coming into your business even while you sleep. Switching to a lead generation business model and implementing relentless follow up in my business changed everything for me, and it can do the same for your business too.
How to Systemise and Structure your Dog Training Business so any client who comes in gets taken on a unique customer journey. I shall be showing you how to attract premium clients who know the rules of your business (and so always pay on time or early); How to ‘onboard’ , them into you’re your business and turn them into referral machines who attract more great dog owners who are begging to use your services.
How to build continuity into your dog training business. Dog trainers have a unique problem in that they always need to find new clients. A client comes in, you help them, then they leave. I’ll show you how to introduce packages that smooth out your cash flow, and put an end to the feast and famine you regularly experience. Continuity is the holy grail and you will have a continuity implementation strategy for your future and current clients.
How to actually get shit done in your business. Time pressure is recurring issue, so I will be showing you the exact systems that will enable you to make the very most of all the time and money you have to invest in your business. These are the systems that took me from being a small dog walker in Sunderland to a published author, podcast host, industry expert and sought after national speaker. Don’t think for one minute you can’t do the same if you want to.
How to quickly establish yourself as the premium, go to pet professional in your town and have the best clients banging down your door to use your service. What is the best and quickest way to get your name out there and get more clients? Facebook, leaflets, word of mouth? On day two of the bootcamp I will give you the blueprint to follow. Everyone should have ‘online’ and ‘offline’ marketing strategies, and my online bootcamp attendees will find out how to do both on a budget.
How to scale and grow your local pet business. A business that’s built for growth has systems and procedures that allow for expansion, and at the boot camp you will learn how to successfully recruit, retain and train staff so your standards and are maintained, even when you aren’t there. I will also be giving a unique ‘look over my shoulder’ at my own systems and procedures.
How to introduce online training packages into your training business. Let me be clear this is not about retiring to lie on a beach with a ‘laptop’ lifestyle, where everything is done online. I don’t know anyone who runs business like that, and I’m not sure they exist at all. I do know that every dog trainer should be offering some online dog training services. These can range from Skype calls, to full courses and membership clubs. I’ve done all of these and I will be sharing exactly how you can do the same thing with your business too.
Why this training is different to anything you’ve done before.
I’ve identified 7 Traits of Highly Successful Dog Trainers. These are the commonalities that all super successful dog trainers share. They are what I implemented in my own award winning dog training business. Over the two months of the program I’ll be sharing those same traits on 8 LIVE weekly webinars, that will happen every Thursday at 6pm.
Don’t worry if you already have appointments that night, you’ll get the replays of the webinars straight away afterwards, with your homework.
So, what’s the investment?
My marketing consultations currently bill out at £397 an hour, so for the 8 live webinars you are effectively getting £3176 of mentoring and coaching from me.
However, I’m not asking for half or even quarter of that.
You can get full and lifetime access to this program for just £497 IF you secure your place before 10pm on Sunday 8th March.
And that’s not all, because I’ve also got three amazing bonuses worth an astonishing £1030.
Amazing BONUS Number One:
2 X 30 minute phone calls with me – On these ‘strategy calls’ I’ll quickly find out exactly what your challenges are and give you a ‘personal’ pet business plan so you can start moving forward faster –
Amazing BONUS Number Two
2 Months Free inside my Pet Business Inner Circle. The PBIC is the place where you build a prosperous and impactful pet business, you’ll get access to the Gold rescources, your monthly 12 page Ledger, monthly 60 minute audio training, live monthly group Q and A sessions and the PBIC Private discussion group –
VALUE – Usually £117 a month so a £234 Bonus
Amazing BONUS Number Three
A day ticket to IMPACT 2020 in Sunderland on May 2nd – This is worth £399 alone. You’ll meet me, my special guests (including Sound Proof Puppy App Creator Amy Smith who is flying from Australia) and all of the other awesome dog trainers who are coming along to learn how to build a better business.
VALUE – £399
Total Value of Bonuses – £1030.
This really is the bargain of this (and the last) century!
£3176 of personal pet business mentoring from me
£1020 genuine value of bonuses
Just £497 IF you grab your place before 10pm on March 8th.
It’s not for everyone though…
I should stress now that the Top Dollar, Dog Trainer Online Business Bootcamp isn’t for everyone. It’s strictly for pet business owners who are;
- Already knowledgeable and brilliant at the ‘thing’ you do. This is not a seminar where you will learn about dog behaviour. This is about taking the skills and knowledge you’ve been learning and practising for years and turning them into a profitable business.
- Determined to succeed and have no preconceived notions of how things ‘should be done’. I can pretty much guarantee that you aren’t making the best use of the skills you already have and in your ‘bread and butter’ business there will be improvements you can make straight away that will more bacon on the table, instead of beans.
- Willing to step on a few toes and ruffle a few feathers. Let’s be honest you can’t achieve premier positioning and sustain premium pricing by giving discounts and being everyone’s best friend. Everyone has opinions about your business but the only opinions that matter are your and the opinions of the people who are paying you money.
- Willing to test strategies that leave you feeling very uncomfortable. Much of what I and the guest speakers teach you will leave you feeling shit scared. I mean, daily emails, firing customers, dropping services and turning business away. These are just some of the uncomfortable things I have done in my own pet business. Don’t for one minute think yours is any different. It’s not.
- Willing to work hard and implement what you learn. This is not ‘just another course’ you can add to the list of online and in person seminars you’ve attended in the past. This is THE ONLY program you will ever do that will enable you to help more people AND make more money from your amazing dog training skills. But, you have to do the work. If you are the kind of trainer who is more interested in ‘likes’ and ‘Instagram hearts’ than you are in earning money and helping people then you should throw this letter in the bin immediately.
And if your cash flow is really tight, this isn’t for you either.
But if you’re doing ok business- wise or feel like you are stuck in a rut, like you have a million ideas but don’t know where to start, and you really want to make your business stand out so you have a continuous supply of the kind of work you love doing then this exclusive program is for you;
However, time is not on your side, and you only have until 10pm on Sunday 8th March to secure your place at the launch price.
Don’t take my word for it either. Look at what these dog trainers have to say about working with me;
The Doggy Doctor Carol Clark has begun the process of repositioning herself as the canine consultant who helps struggling dog trainers deliver better training services. She’s delivered two sell out online courses to her list.
I’m so excited about this year: Promoting and running two online courses with two more lined up for the second half of the year. Publishing my fourth (and possibly fifth) books and running a series of intensive day and half day workshops and talks. So different from the days slogging through far too many weekly classes for little reward and only one day off each week pre-Dom
Or Claire Lawrence who is building on the success of her barking dog books with a 15 date tour of the U.K with her 3 Steps to Silence Seminar!
I’m super excited about 2020! Things are finally heading in the right direction and I couldn’t have done it without Dom’s valuable input and support.
Platinum member Tim Jackson has just had his first book published, and is introducing a membership scheme for his adventure daycare
Dom has made a huge difference to my business and I am amazed how much I have achieved with his help and enthusiasm over the past 6 months. I can’t wait for the next 6 months!
And Katie Guastapaglia built on the success of her ‘open fields day’ event last year and introduced a membership scheme, launched her Scentventure dog training program and began consulting to other field business owners.
It was 8.55am on Friday 31st January and I was a mess. Sure, I’d followed all of Dom’s advice about writing the sales page, creating packages, slick resources and content, I’d stuck to the plan and sent all the emails, had my last call with Dom and all of the Platinum Punks had wished me luck – but at this point I was on my own, and you never really know what to expect 5 minutes before the doors open to your brand new service, a service with no precedent anywhere else in the world, a game changing, potentially life changing service, do you? 8.56am an email comes though, ‘Hi, I’ve been checking the website all morning but I can’t sign up – please help, I’m desperate to join!!’ By the time I replied saying the doors would be open at 9am, my notifications were pinging off the scale. 100 members on launch day and that was only the beginning! Thank you Dom for pushing me forward and being able to visualise Club Dogwood before I could. It’s scary to step out of your comfort zone and try something big and new but having Dom’s support made it happen for me.
When you click on the button you’ll be taken to a page where you can input your details. As soon you complete that you’ll automatically get a confirmation email from me which contains more info about the program and your bonuses (including your IMPACT 2020 ticket)
This is not the time to sit on the fence and ‘wish’ your business was performing better. It’s the time for action. I’ll give you the proven pet business plan your dog training business needs, and I’ll inject you with the confidence you are lacking so you can make more of an IMPACT with your amazing services.
See you in there.