Who’s your ideal client? “I want clients that will do the work!”
Charging more isn’t about just making more money.
I’ve seen it time and again. Clients come to me and tell me they want clients that will do the work.
Of course you do! Who wants clients that don’t follow through with the work?
The reality is that your pricing often plays a role in that though.
Without even knowing it. Because you want to be nice. To make training accessible to everyone.
You price your private lessons and group classes low.
You price yourself at what you think is “reasonable.”
You price yourself compared to the competition.
You don’t want to exclude anyone.
You want everyone to be able to get the training help they need.
And I agree! They should get the training help they need at a price point that makes sense for them.
BUT.
When you price your in-person services too low, you’re subconsciously telling people that its not that important.
They don’t have enough skin in the game to fully commit to the amount of work that will be required for them to see the best results.
Consider this – are you actually doing them a disservice by offering services at a low price point?
If they don’t have much (financially) invested into the services, what makes you think they’ll follow through?
Sure, there are people that will do the work, but you’ll have many more people that will try once and give up.
Or procrastinate because other priorities come up like family engagements.
I often compare this to when I did a weight loss program. I’ve only ever done ONE. I’m not a weight loss type person… But this time (post-pregnancy) I wanted to shed the weight fast.
I wanted to make the commitment to myself. But I knew I needed some skin in the game to follow through and not cheat.
I KNEW how to lose weight! I’d done it before on my own. BUT this time, I knew I wasn’t going to do it on my own with all the new stressors in my life.
So I bought in to a not-so-inexpensive program that would get me there faster than I could on my own. This program was valuable! BUT the price itself made me not slack.
??? The price I paid for it ALONE kept me committed to the whole journey.
The price ALONE ensured I was successful.
Long term. Consistently.
Day in and day out.
With a 3 month old baby. ? YUP.
I wasn’t about to let that money go to waste! I wanted to see the result I signed up for. ?
So – your low prices – are they actually holding your clients back? Are your low prices doing a disservice to the dogs you want to help?
Sure – offer low price solutions at scale. But make sure that when you are personally and emotionally invested in the people and dogs you work with directly, that you have the same level of commitment from your clients.
This month I’m opening up enrollment for a LIVE group coaching program.
It’s my new The Modern Dog Trainer Academy Program where I’m going to walk 25 amazing women business owners through my BEST material to help you launch, restructure, and design a business that empowers you to deliver amazing results and discover how to build a 6-figure business.
Consider this your invitation! Let me know if you’re interested by sending me an email at themoderndogtrainer at gmail dot com. I canNOT wait! Now’s the time.
