How To Price Your Dog Training Services In A Way That Benefits Everyone Involved And Increases Your Profits

My heart started racing as I hit dial. I had no idea who would answer the phone or what they would be like. I had never even heard of them. So why was I calling a dog trainer I'd never heard of?

I was only about a year into my dog training business and it wasn't growing as fast or as smoothly as I'd hoped. I still had a day job and the business wasn't earning enough for me to quit, and I didn't have as much time to put into it to see more clients. It was a classic catch 22 situation.

I knew I had to make some changes if I wanted it to work. But there was one major part of my business I felt really unsure on - what should I be charging?

I was severely undercharging. I would have to see so many clients and do so many hours to replace my job's income that even if I did it, I would be burnt out fast.

I wanted to charge more, but I had a lot of doubts. I live in a small-ish town and everyone around me seemed to think no one would pay more for dog training here.

I didn't feel confident in quoting higher prices. Why was it so scary to tell someone a number?

So that leads me to the phone call to a trainer I didn't know. I thought the best way to figure out what to charge would be to compare to a trainer that operated in a town of a similar size to mine. I picked a town miles away, google dog trainers in that area, and called the first one that popped up.

Luckily, the trainer was a lovely human who was happy to talk about it, and over a decade later, we're still friends now.

I figured they had a lot more experience than I did, so I took their rate and sliced a bit off, going off their advice. And that's how I picked my prices.

Now, it's vastly different again. I have a completely different business model and price structure and I've learned so much about business, mindset and marketing for my dog training business.

There are much more reliable ways to set prices than to base them on what anyone else is charging.

When it comes to running a successful dog training business, pricing your services is a crucial decision that can significantly impact your profitability and success. Many trainers struggle with determining the right price point, often overthinking the process or undercharging for their valuable expertise.

In this blog, I'll guide you through a simplified approach to pricing your services that benefits both you and your clients, ultimately increasing your profits.

You can get my full pricing guide for dog trainers for free right here.

I wish I could tell you that I just upped my prices and then had a fully transformed and profitable dog training business right away, but as you know, it isn't that simple and there's much more to a dog training business than the prices.

But learning about money mindset and pricing was a key step in the start of a life-changing business transformation.

When I started out I would never have believed you if you told me I could make over $100k per year (with a very high-profit margin) in dog training. I would never have believed that I could replace what I had made in my full-time job and then far exceed it. And I would never have believed I could do all this and work part-time hours if I wanted to (I did want to!).

And that's the thing. Before you can successfully make big changes, you need to have some belief in the desired outcome you want to achieve - otherwise why would you bother giving it your all?

The core parts of my dog training business transformation were:

I am confident that if you take the same steps, you will see amazing results too.

Hopefully, you have that belief in what's possible, or you're on your way. Let's talk about how to set your prices for your dog training services.

One of the most common questions dog trainers have about business is how to determine what to charge for their services. It's important to remember that pricing is not set in stone and can be adjusted as your business grows. To start, consider the following formula to calculate your minimum hourly rate:

The annual salary you would like + Annual expenses = Total annual income required

Total annual income required + Profit margin of 20% = Total needed to earn per year

Divide the total required annual income by the number of billable hours you'll work in a year to get your minimum hourly rate.

While this calculation provides a baseline, it's essential to note that charging by the hour is not always the most effective pricing strategy.

Relying solely on hourly rates can lead to burnout and limit your business's sustainability. To build a profitable and sustainable dog training business, it's time to shift from trading dollars for hours to offering comprehensive programs. Bundling your services into programs allows you to charge higher rates and provide more value to your clients.

By selling programs, you can achieve the following benefits:

Programs, or bundled offerings, provide a focused and results-oriented approach to your dog training offers. They typically include specific goals, additional services, and upfront payment. While program prices can vary based on inclusions and the results you can deliver, it's crucial to price them based on your skills and the value you provide.

It's essential to remember that you are an expert in your field, and you deserve to be compensated accordingly. Most trainers tend to underestimate their worth and charge too little, overlooking their expertise and ability to deliver results. Don't be afraid to price your programs competitively based on the value you provide.

To successfully sell programs, it's important to establish trust and showcase the value you offer. Start by building rapport with potential clients through personalized consultations or introductory sessions. This allows them to get to know you and experience your training style before committing to a program.

When presenting your programs, highlight the specific goals, additional services, and the benefits clients will gain. Emphasize how your programs provide a comprehensive solution to their dog training needs and the long-term value they'll receive.

Pricing your dog training services is a strategic decision that requires thoughtful consideration. By transitioning from hourly rates to program pricing, you can create a more sustainable and profitable business model. Selling comprehensive programs not only benefits your bottom line but also enhances client commitment, delivers better results, and allows you to provide exceptional service. Remember, your expertise is valuable, and pricing your services accordingly will contribute to your long-term success.