How To Scale Your Dog Training Business Income With Program Sales
The Three Classic Methods Of Increasing Revenue For Any Business
When it comes to increasing business revenue, there are ultimately three ways to do it. Broadly speaking, they are:
- Get more new clients/ sell more training
- Increase the price of each product (the value of each sale)
- Increase repeat business (make more from clients you already have)
Are You Undercharging?
Most dog trainers I know are undercharging. So if you ever wondered whether you're charging enough, you're probably not.
Remember, what you offer is not just a service, but an invaluable skill that transforms both the lives of dogs and their owners. Your expertise, your time, and the unique value you bring to the table should be reflected in your pricing.
Consider the time you've invested in learning and perfecting your craft, not to mention the personalized attention each dog and owner receives. You're not just training dogs; you're creating happy, harmonious relationships, and that's worth every penny!
So, if you're second-guessing your rates, it might be time to reassess and give yourself the credit you deserve. Remember, quality service deserves quality pricing!
Now I can almost hear what you might be thinking right now:
“I know this in theory BUT:
- I will lose customers
- The competition will take all my work for lower rates
- people won't pay more where I live
- I can't possibly ask for large sums of money!
- I want to be affordable for everyone
Those are totally valid concerns, and it's great that you're thinking about them.
Let's break it down:
Losing Customers: It's natural to worry about this, but remember, raising your prices can also attract a different client base who values your expertise and is willing to pay for it. You might lose some customers, but those who stay and the new ones who come will likely be more committed and value your service more. This in turn is going to mean a better training result achieved for everyone involved.
Competition and Lower Rates: There's always going to be competition offering lower rates, but do you really want to be in a race to the lowest price? Do you want price to be the main deciding factor for the type of clients you attract?
Plus, people often associate higher prices with higher quality. By positioning yourself as a premium service, you're likely to attract clients who are looking for that level of expertise and care.
Local Market Rates: It's important to be aware of the economic realities of where you live. However, don't underestimate people's willingness to pay for quality services, especially when it comes to their beloved pets. It might be worth testing the waters with a slight increase first and taking it a step at a time with price rises. But from my experience coaching dog trainers all over the world, many of who thought people wouldn’t pay more in their area, you might just be surprised ;)
Asking for Large Sums of Money: This can feel uncomfortable because of societal conditioning and beliefs around money. But remember, you're not just charging for your time; you're charging for your expertise, experience, and the unique value you provide. You've worked hard to build your skills and business, and it's okay to ask for fair compensation. Your clients also know that they are entering into a business relationship with you - they expect you to ask for a sale!
Wanting to Be Affordable: This is commendable, but not if you’re broke. There are ways to balance this. You could offer a range of services at different price points or consider offering a limited number of discounted spots for those who truly can't afford your standard rates. However, your one on one time is your most finite resource and your pricing can reflect this.
For more help on pricing your dog training services, see the free dog trainer rates guide.
Remember, adjusting your pricing is not just about the numbers. It's about valuing your skillset and the incredible service you provide. You might also want to look into different pricing strategies, like packages or premium services, to add more value to your clients while increasing your income.
Let’s talk about that now.
Structuring Your Training Services
When we think about setting our prices and selling our services, a lot of people immediately think about charging people an hourly rate, or selling one session at a time.
Remember in the beginning of this article that one of the easiest ways to increase your business revenue is to make more sales to each client?
This is the foundation to a profitable and sustainable service-based business - selling services in packages or programs, not one session, or one hour, at a time.
However, this does not necessarily mean that you just sell packs of sessions. I mean, you can do that, but we can do better…
Crafting Amazing Dog Training Programs That Benefit All
When it comes to crafting dog training programs, there's an art and science to creating a plan that benefits not just our furry friends but their human companions as well.
At the heart of any successful training program lies a deep understanding of canine behaviour, combined with a keen awareness of the owner's needs and lifestyle. It's all about striking the perfect balance between teaching new skills and fostering a loving and respectful bond between the dog and its owner.
One of the key elements to consider is customization. Just like every dog has its own unique personality, every owner comes with their own set of expectations and experiences. That's why off-the-shelf training programs often fall short.
Tailoring a program to the individual dog and owner duo can lead to more effective training and a more enjoyable experience for both parties. This involves not just assessing the dog's behaviour and temperament but also taking into account the owner's abilities, time constraints, and goals. Whether it's basic obedience training for a busy family or more advanced skills for an aspiring agility competitor, the program should align with both the dog's potential and the owner's aspirations.
So, do you have to write a fresh custom program for every client you see? No. This wouldn’t be the most efficient use of your time.
While a one-size-fits-all approach doesn’t always work, writing a custom program for every client isn’t going to be the most sustainable option. So what to do?
I have found the key is to create a range of programs for the most common situations you see, have them ready to go, and then tweak them as needed, if at all. This approach allows you to maintain a high standard of training while also being adaptable to the individual needs of each dog and owner. For instance, I have a basic program for puppies focusing on essential commands and socialization, another for adolescent dogs dealing with common behavioural issues like jumping and leash pulling, and another for adult dogs needing more advanced training or behaviour modification.
The beauty of this system lies in its flexibility. When a new client comes in, I assess the dog’s behaviour and the owner's goals and then select the program that most closely matches their needs. From there, it’s a matter of fine-tuning.
Maybe the puppy program needs an extra focus on house training, or the adult dog program needs to be adjusted for a dog who's a bit more timid. These small adjustments can make a world of difference, ensuring that each training experience is personalized and effective.
In the end, it's all about striking the right balance. By starting with a solid foundation and being willing to adjust as needed, you can provide top-notch training that's both efficient for you and highly beneficial for your clients. It’s a win-win situation, and it's this kind of thoughtful, flexible approach that can set you apart in the dog training world.
The Art Of Selling Premium Dog Training Programs
By now, you might have some exciting ideas brewing about the types of training programs you can create.
And then that hard part again - what will they include? How much are they going to cost?
If you’ve put together a big comprehensive program with lots of value, the price is naturally going to add up. This can bring up all sorts of natural fears and hesitations like, “oh my god, I can’t possibly ask for $5000 on the spot!”
But actually, you can. It’s my job to help you believe that, and to help you to make it happen as your new dog training business reality.
It’s all laid out in my comprehensive program creation and sales program for dog trainers, Dog Training That Sells.
In Dog Training That Sells, we’ll cover:
- All the pricing ins and outs, and how to set your base rates
- Determining who your ideal client is, so that you can attract more of them
- How to put together training programs that meet the needs of your ideal clients
- How to make your programs shine so that they’re easy to offer and sale
- How to sell effectively without being a pushy salesperson
- How to ask for the sale and get paid on the spot
- Templates of training programs that you can use and edit to suit your brand and style
- A full list of program inclusion ideas for you to pick and choose from
- Inspiration and mindset training to inspire and motivate you to transform your dog training business and add up to $100k in annual revenue, with high profits
- A breakdown of a 100k year so you can see just how close it could be for you
- Recordings of coaching sessions with other students where they practice their offers and get invaluable feedback
- Sales script and phone script examples you can use to build your confidence
All ready to use and implement, and with lifetime access to all materials.
This is an invaluable program that can completely transform your business and I can’t wait to hear about your success.
Check out all the details and sign up here.
Do You Want To...
- Find more ideal training clients
- Create better systems and processes
- Bring in more revenue and increase your profits
- Reach more people and their dogs
Get started by viewing the free on-demand webinar to Grow Your Dog Training Income With Clients You Love
