Six Key Steps To Growing A 6-Figure Dog Training Business

If making $100k in a year feels elusive to you, you might have the following thoughts come to mind when you hear me talk about making 6 figures as a dog trainer:

The first thing you need to realise is that if you’re holding these thoughts and beliefs, there’s a large chance that they are untrue. You may simply have not had the experience or inspiration up to this point to be able to know that it is indeed possible for you.

For example, I once had two students around the same time who both lived in the same city. Within a couple of weeks of each other, one of them told me that people in her area are just different, and would never pay higher prices for dog training (we’re not talking exorbitant here, just higher than what she had charged thus far). Therefore, she informed me that my teachings simply would not work for her.

The second student in the same city, around the same time, sent me a message thanking me for what she learned and applied. She told me that she had sky-rocketed her business and was making $10-$12k per month since she learned from me 3 months prior.

The only difference between the two? Belief.

Hopefully you get the idea, you need to believe it’s possible, then you can learn to DO IT.

The other thing I want you to know is that you don’t need to burnout or even work full time hours to achieve this level. I'm going to talk more about this but for now, I just want you to know that whatever level of success you're striving for, you don't have to burn out to get there.

So hopefully now you know that it can happen for you, I’m going to share the top 6 steps I took to create a 6-figure dog training business.

When it comes to building a successful dog training business, one of the crucial steps is defining your ideal client. It's all about finding that perfect match, where both the dog and the owner align with your training style and philosophy, as well as your personality.

By also identifying the types of dogs you resonate with and find the most joy at training, you'll attract clients who own that type of dog.

But don't forget about the owners! Connect with them on a deeper level by recognizing the qualities and values you appreciate in a dog owner as a client.

Clarify your training goals and find your niche—whether it's obedience, a certain type of behaviour modification, or specialized skills. Consider the demographics of your target audience and tailor your marketing messages accordingly. This will shine through all of your content.

Don't forget your unique selling point—what sets you apart from other trainers? Embrace it and attract clients who value this point of difference. Lastly, trust your instincts and pay attention to the clients you genuinely enjoy working with.

Defining your ideal client is about finding the perfect match—the ones who will benefit most from your services and help elevate your business to the coveted six-figure level.

For more guidance on determining who your ideal client is, view my on-demand webclass, How To Grow Your Dog Training Profits With Clients You Love here.

I knew going into my business that I didn’t want to work full time hours, because it burns me out. I didn’t know it at the time, but I am neurodiverse and working with people is very draining.

Initially, I accepted that this would naturally mean I make less money. But I learned over time that it doesn’t have to mean that.

As a dog trainer aiming to reach six figures, it's essential to take control of your work hours and set clear boundaries. Creating a schedule that aligns with your lifestyle and personal needs is key to maintaining a healthy work-life balance while maximizing your performance in all areas of life.

Here's how you can design your work hours, set your availability, and, most importantly, honour those boundaries:

1. Define Your Ideal Work Hours: Consider your personal preferences and energy levels throughout the day. Are you a morning person who thrives on early starts, or do you find your creative spark ignites in the afternoons? Identify the hours when you feel most focused and productive to establish your ideal work schedule and when you work best for creating content vs working with people, or alone with the dog.

2. Communicate Your Availability: Once you've determined your work hours, make sure your clients are aware of your availability. Clearly communicate your schedule and the times when you are open for appointments, consultations, or training sessions. Set expectations with your clients to avoid any misunderstandings or last-minute requests.

3. Set Boundaries: Boundaries are crucial to maintaining a healthy work-life balance. Define your limits in terms of the number of clients you can effectively serve, the types of services you provide, and any specific requirements you have. Communicate these boundaries clearly to your clients, and don't be afraid to say no when necessary. Remember, setting boundaries is not only about respecting your own time and well-being but also about ensuring you can deliver top-quality service to each client. You can’t help anyone when you’re burnt out.

On this note, I want to remind you that just because someone calls or messages you outside of your work hours, it doesn’t mean that you need to drop everything and reply. You can train your clients to respect your boundaries and just like with dogs, what you allow, you will get more of.

4. Prioritise Self-Care: It's easy to get caught up in the demands of running a business, but don't neglect self-care. Schedule regular breaks, rest days, and time for activities that rejuvenate you. Whether it's going for a hike, spending quality time with loved ones, or pursuing personal hobbies, prioritise self-care to avoid burnout and maintain your passion for dog training.

5. Stay Disciplined: Once you've established your work hours and boundaries, it's essential to stay disciplined and honour them. Avoid the temptation to overwork or blur the lines between your personal and professional life. Treat your work hours with the same respect you would if you were working for someone else. This level of discipline will not only improve your productivity but also contribute to your overall well-being.

By designing your work hours, setting your availability, and honouring your boundaries, you'll create a structure that supports your success as a dog trainer.

Remember, achieving six figures doesn't mean sacrificing your personal life or well-being. It's about finding that sweet spot where you can thrive both professionally and personally.

So, take charge of your schedule, communicate your availability, and embrace the power of boundaries to pave the way for a prosperous and balanced dog training business.

When running a dog training (or any) business, having clear policies and procedures in place helps to ensure smooth operations and prepares you for all kinds of scenarios before they happen.

It’s common to see posts in dog trainer groups such as, “Help! This client requested a refund even though I’ve delivered half of the program!”

Or, “I arrived to the home and the client wasn’t there, they want to reschedule. Should I give them another chance?”

In the moment, emotions are involved and that’s totally natural. But the last thing you want to be doing is trying to come up with a plan on how you’ll handle a situation while emotions are heightened. This is what policies are there for. So in these situations the answer is simply, “refer to your policies.”

For training agreement templates grab the Client Relationship Template Kit here.

Here are some areas you’ll want to have policies in place for, which should be communicated clearly to your potential clients at the first discussion.

Pricing and Payment Policies: Make sure your clients know exactly what and when they will be paying and what the inclusions and expectations are.

Determine your rates based on factors such as session duration, training complexity, and your experience level. Additionally, establish payment policies, including accepted payment methods and any necessary deposits or upfront fees. Having these policies in place from the start will ensure smooth financial transactions. Not sure what to charge?

Grab my guide on How To Set Your Rates As A Dog Trainer here.

Outline Cancellation and Rescheduling Procedures: Life can be unpredictable, and clients may need to cancel or reschedule their training sessions. Establish policies that address these situations, including notice periods for cancellations and any associated fees. By clearly communicating these procedures upfront, you'll avoid potential conflicts and maintain a professional relationship with your clients.

Address Safety and Liability Concerns: As a dog trainer, safety should be a top priority. Develop protocols to ensure the well-being of both the dogs and the owners during training sessions. Consider liability waivers, safety guidelines, and emergency procedures to handle any unforeseen incidents. By addressing these concerns in advance, you demonstrate your commitment to maintaining a safe environment for everyone involved.

Communicate Expectations and Client Responsibilities: Clearly communicate what you expect from your clients, including their responsibilities in the training process. Outline guidelines for punctuality, participant behavior, and any required materials or preparations. This will set the stage for a productive and successful training experience.

Handle Complaints and Disputes: Despite your best efforts, there may be instances where clients express dissatisfaction or disputes arise. Have a process in place to address and resolve complaints professionally and efficiently. This may involve providing a designated contact person, implementing a complaint resolution procedure, or seeking mediation if necessary.

By setting and knowing your policies and procedures in advance, you demonstrate professionalism, build trust with clients, and streamline your operations.

These guidelines serve as a roadmap for your business, ensuring consistent service delivery and helping you navigate challenging situations with confidence.

So, invest the time to establish and familiarize yourself with your policies and procedures—your dog training business will thrive as a result.

This is one of the keys to running a successful 6 figure dog training business.

Here’s why I sell programs or packages instead of charging by the hour—it's all about achieving the best value and results for all parties - the dog, the owner and the trainer.

When we focus on programs or packages, it's not just about the clock ticking away. It's about a comprehensive experience that takes the student and their dog on a transformational journey.

By offering structured programs, I can tailor the training to your specific needs, provide ongoing support, and ensure we cover all the necessary skills and behaviours in a suitable time-frame. It's like getting a whole package deal with extra perks, rather than watching the minutes tick by and wondering whether another session will be booked.

I highly recommend you ditch the hourly mindset and dive into an immersive training experience that's all about achieving long-lasting results for your client and their important canine companion.

For complete guidance on setting up your dog training programs, pricing them, naming them and offering them to clients successfully, take my full program creation course, Dog Training That Sells, here.

Another important factor when figuring out your pricing is that you are paid not just for the active time you spend with your client, but for all of your time spent working.

If you are throwing in additional admin time answering emails, doing book-keeping, providing support, writing training reports or any other admin, your base hourly rate quickly dwindles to pennies.

This is how a lot of trainers end up struggling to get by but feeling like they’re always working. Their prices don’t actually cover their workload.

For guidance on how to set your rates, grab the free guide here.

So you have your prices set, your programs created, your sales process down. Now you need clients to find you.

Whether you put up flyers and cards, knock on doors, run a market stall, email your list, or post on social media, marketing all comes down to being visible, and staying visible.

Remember that people’s attention spans are short, life is distracting and memories aren’t always onto it when it comes to the family dog’s education needs. So don’t be afraid to repeat yourself in your content marketing and show up regularly. Repost your content, refresh old content, use multiple avenues, and stay visible.

When you show up regularly where your ideal client will see you, you’ll get a constant stream of new leads.

When you have offers that allow repeat buyers and longer term training clients, you will make more per client.

Put all of this together and a 6-figure training business is closer than you might realise.

I want you to be successful so to wrap up, here are some more resources that can help you on your training business journey: