You get into dog training to help pups. If you’re like me, you grew up always wanting to be around them.
I’d walk and petsit my neighbors dogs.
I spent most of my teenage years volunteering at my local no-kill shelter and helping local rescue groups evaluate, transport, and promote their dogs.
Becoming a dog trainer was always on my path as I’m sure you’ve experienced as well.
When I was first starting out on my own as a dog trainer, my love of dogs got in the way of making a living.
I wanted to help EVERYONE that came my way.
I even remember when I gave advice to a guy that called me trying to sell me an ad in the local magazine.
You know how they go, right? “Hey, you know, I have a dog that…. What do you think I should do?”
I was constantly giving away my expertise to people that didn’t know how long it took me to acquire it and didn’t even bother to implement it.
If you’re doing this too, ITS OKAY. But also… I want more for you!
Want dog training to be your main source of income? Want to open up a facility?
Well, its time to get serious and look at the money side of the equation.
Its scary. Maybe it even brings up feelings of shame when you talk about money.
Almost EVERY potential client I talk to on the phone shares their hesitation and even embarrassment when it comes to their money and revenue.
I’m not here to judge. I could care less! I’ve been there!
I just want you to know you can make more (MUCH more) and work with people that love you and do the work you ask of them.
But first, you have to decide you want that for yourself.
So let’s take a look at how you can generate more money with your dog training business…
Increase Your Prices
Do you know when it is time to increase your prices? Here are few red flags that your prices are too low…
- You haven’t raise prices in 12 months. Its time. Every year you don’t raise prices, you’re LOSING money purely based on inflation. The value of a dollar is reduced each year – Remember how people could fill up their gas tank for less than $5? At the very LEAST you should be raising your prices to account for inflation. But I think you should raise your prices due to the increased experience you’ve gained, software you’ve upgraded to, continuing education you’ve invested in, etc… Your clients are getting a hell of a deal!
- You’re booked solid but income has stagnated. Over the years I’ve spoken to hundreds of dog trainers (and even cat and horse trainers!) about the frustration and struggles of being booked out for WEEKS. They feel like they are letting their clients down by making them wait. I agree, you are letting them down – but you’re also letting yourself down. If you could work with FEWER clients and make MORE money, how would that impact your life? What would you do for fun? How would you be able to give back? Even create free resources for people that can’t afford you yet? Burning yourself out because your prices are too low is not helping anyone out in the long run.
- Your clients are not compliant with your training protocol. Simply stated – they just don’t have enough skin in the game to care! When you make training TOO affordable, it becomes too easy to blow off the homework. There’s not much to lose. Your clients might quickly find that there are other things they’d rather be doing that training their pup.
- You’re getting no-shows or cancellations. Again, people haven’t made a big enough investment to CARE about getting anything out of it or following through to the very end.
Be More Proactive About Handling Your Money
Did you know there are strategies available to help you know how to manage and budget your business’ revenue? I didn’t either which is why I’m sharing this resource with you.
As the business owner, you are taking the most risk and doing the most work (at least at first) so it makes sense that you should be PAYING yourself well for it!
So many trainers I speak to habitually reinvest the money from their dog training business into continuing education, tools for their dogs or facility, or find some other way to spend it instead of giving themselves a paycheck. This HAS to stop.
It is partly due to a lack of awareness of how money mindset can sabotage your success. And it is partly due to not having a proactive strategy when it comes to managing your business’ revenue.
Bundle Services Together for More Revenue Per Client
Can I just say it is HARD to find someone that will care for my dog as well as I could. Think about what a relief it would be if you did find someone that you could trust with your dog…
Well, your clients might just be willing and THRILLED about trusting you with the care of their pups so why not expand what you’re offering so that they have the opportunity to pay you and get your help even more?
Bundle Multiple Types of Services Together – Lateral Expansion
One of the ways you can do this is by expanding beyond training. Maybe you used to be a groomer? Maybe you used to walk dogs? Well, why not create a premium program that allows you to fully serve their pup? You can easily increase revenue by serving your existing clients even better.
Bundle Dog Training Services Together – Vertical Expansion
Another way to increase revenue per client is to develop a premium program that focuses on proving a specific transformation. This allows you to stop charging hourly and start charging based on the actual value you’re giving them by working with their dog. Get specific about where your client’s will end up after working with you and combine a variety of services to get them there fast and effectively. Convenience is SO valuable to busy people that want and need your help!
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