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How To Talk Turkey (Money, That Is) With Your Dog Training Clients

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Listing prices on your websiteWe all know to avoid topics like sex, politics, and religion when talking to potential clients. Most dog trainers would like to include money in that list, too. Unfortunately it’s an unavoidable subject, but talking about the price of your services doesn’t have to be uncomfortable for you or your clients. Setting the right tone and context for the conversation can remove the dread from this dreaded subject. Here are some tips:

Don’t hide your prices
Think about how much more comfortable it would be to talk about your rates and arrange services knowing clients already know what you charge. Putting your rates on your website puts both you and potential clients at ease by removing the proverbial elephant from the room. Your clients don’t want to have to call or email to ask what you charge. It’s just as uncomfortable for them to ask as it is for you to answer. So give dog owners the basic information they need to make their initial decision to reach out by making your rates easy to find right on the pages that describe your services.

Make the decision easy
Package your services to meet your clients’ needs. Pre-designed packages for various issues—leash reactive dogs, for example, or puppy training—allow potential clients to quickly see that you can help solve their problems or address their goals. And answering the fundamental questions we all have when seeking a service provider—what will it cost and how long will it take?—helps potential clients self-screen. This means far less time and discomfort fielding emails and phone calls that don’t lead to work.

Make the decision safe
Choosing a service provider, whether an accountant, a plumber, or a dog trainer, can be nerve-wracking. How do you know you’re making a good choice? It’s no wonder sites like Yelp and Angie’s List have been so successful. You can reassure potential clients they’re making a good choice with you by providing plenty of authentic content on your website. Authentic content is material that backs up what your site says about you and what you can do for people and their dogs.

Testimonials are a great way to do this. Sprinkle short excerpts throughout your site, rather than relegating them to a testimonials page. Though if you have a lot, dedicate a page as well. You can also link to social media testimonials such as on Facebook, or third-party site reviews a la Yelp.

Blog or article posts are another effective way to provide authenticity and assure clients you are who you say you are. Video blogs are terrific for this as well. Both show off your expertise, professionalism, and training approach. Both also have the added advantage of boosting the performance of your website in searches.

Don’t avoid the subject
When it comes time to talk turkey, don’t hesitate. If you’re using the above tips, most likely the potential client already knows what your services will cost, but don’t assume. Your best strategy is to answer the dreaded question before it’s asked. Remember, most people would really rather not have to ask. And you’re going to have to give a number one way or another—it’ll be more comfortable to share the figure on your own terms, rather than in response to being asked.

The trick is to state the price up front and then keep talking. Tell them how your service works, what kind of benefit you’ll look to bring them. For example, after gathering some basic information, you might say:

“I’m so glad you called. I’m sorry you’ve been dealing with Fido’s lunging and barking at other dogs during your walks. I know how frustrating and embarrassing that can be. The good news is that it is something that can be effectively addressed through positive training, and I think we can make your walks much more enjoyable. The first step is an initial consult, which is $XXX. At the initial consult we’ll take a look at what’s behind Fido’s behavior—there are actually different root causes and we need to know which we’re dealing with, as we address them differently. Then we’ll put a training plan together and schedule the time we’ll need to carry it out to create some peace for you on the other end of the leash. If that sounds good, I have some space in my schedule next week and would be delighted to work with you and Fido. Are you feeling ready to schedule and get started?”

You can use this same approach at the end of your initial consult to sell your package. Or, if you sell packages up front without the initial consult, simply replace the initial consult language with the price and explanation of the package and how it will work.

This approach is effective because of the tone. It’s not about selling, it’s about explaining. The client hears the number up front, releasing that tension for both sides. Then, rather than dwelling on the cost, you move on to provide the context—what will happen as a result of that cost. Continuing to talk after you’ve dropped the number also gives the listener time to absorb the cost information without being put immediately on the spot for a response. By the time you’ve finished explaining how you’ll help, your potential clients will be more ready to become actual clients.

There’s unfortunately no way to get around talking with potential clients about money. But using these approaches and shifting your mindset from selling to explaining can make it a more comfortable subject for both you and your clients—and lead to better sales. That’s a great thing not just for your business, but for the dogs and dog lovers in your community, too.

How To Dog Blog More Easily & More Often

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blog easily and more oftenBlogging is good for you, and good for dogs. We’ve seen some fantastic dog blogs over the years, and many of our readers and clients blog regularly, enjoying the benefits of regular posting (like getting more clients and helping more dogs). But too many dog pros neglect their blogs, posting only rarely, or don’t have a blog at all. The usual reasons are lack of time, a dislike of writing or lack of writing skill, and not being able to think of enough to write about.

If any of this sounds familiar, we’ve got some tips to help get you blogging regularly and, we hope, painlessly.

The benefits of blogging
First, though, why blog? Here are four good reasons:

  1. Get clients. Blogging helps establish your credibility and expertise, backing up what your website says about you and making potential clients more likely to hire you.
  2. Help dogs. Your blog provides R+ education for site visitors who don’t hire you, allowing you to help more dogs. If someone isn’t ready to hire a trainer, at least they now know that their dog is resource guarding, and perhaps they’ll leave her alone while she eats instead of punishing her.
  3. Get clients. This isn’t a repeat typo, just another point on how a blog can bring you business: Your blog, if regularly kept up, can keep you in front of both these audiences via subscription, increasing the chances of repeat business, referrals, and folks who decided not to act eventually coming around.
  4. Get clients and help dogs. Blogging is a powerful SEO boost, which means more people finding your site in the first place, which means more of 1-3 above.

The reality is this: You have to market your business. You may as well do good in the process. And blogging is a lot less stressful than, say, walking cold into a vet’s office to ask for referrals.

If we’ve convinced you to consider a blog, or double down on the one you have, here are some ways to make doing so much easier:

Tip 1: Know who you’re writing for
This one seems sort of obvious, but try to push beyond the surface answer of dedicated dog lovers who need training help or a dog walker or a pet sitter. The trick is to get out of our dog pro heads and into our readers’ minds. What questions do they have? What is worrying them? What might they find interesting? Or useful? What could provide relief?

As a dog trainer, you may find yourself wanting to write about criteria setting. Your readers may not find that as engaging as a tip to improve their dog’s recall. That tip could be not asking for recalls that are beyond a dog’s current recall level (i.e., criteria setting!). Not only is writing with your readers in mind more likely to engage them, think how much simpler (and how much shorter!) the second piece would be to write than the first.

Tip 2: Make a master topic list
Staring at a blank computer screen trying to think up something to write about is a sure-fire path to abandoning your best blogging intentions. So don’t start your blog by blogging. Start (or reprise) your blog by brainstorming. Set a timer for 10 minutes and write down every topic idea you have. Do this a few days in a row. As your ideas begin flowing, you may find topics popping into your head throughout the day—jot these down or get them into your phone as they occur.

Once you’ve got a list going, sit down with it again and start organizing. Identify ideas that are large category headings (like puppy training or walking tips), move any other topic ideas into this category that fit, and do some quick brainstorming on additional topics for each category.

Tip 3: Break your topics down
Now break your topic ideas down further to get to more focused subjects. This will give you many more topics to write about, and make those posts easier to write. For example, let’s take that big puppy training category and break it down. There’s a lot there—manners training tips, problem solving topics, socialization—and each of these can be broken down into specific topics, too.

Let’s practice with socialization. If you try to cover what it is, why it’s important, what the research says, how to do it, where to do it, what to socialize your puppy to, mistakes to avoid… you get where I’m going. Writing a blog post like that would be tantamount to writing a booklet on puppy socialization. You’ll probably never post again!

Instead, brainstorm all the short posts you could produce on puppy socialization. It might be helpful to consider the different types of blog posts to help this process. For example:

A What Or Why Post on the benefits of early socialization now and later

A How-To Post on tips for socializing your puppy, or how to read her body language (You could probably even break both of these ideas down into a series of posts…)

A List Post on what to socialize your puppy to, or great local places to take your puppy for socialization

A Curation Post listing 5 great articles on puppy socialization, or a collection of socialization action shots with short captions (Curation posts are great for bloggers who aren’t so comfortable writing.)

A Sharing Post summarizing a new study about puppy socialization (Or simply post a link with a quick description if time is short.)

Tip 5: Write your post
Even with a topic all picked out, this is the challenging part for most bloggers. Everyone’s approach to writing is different, but the old outline-before-you-write trick works for most. Give yourself 10-15 minutes to sketch a basic outline of your main points and the order you think is most logical for them. Then try setting a timer for 30-45 minutes and just go. Write with abandon, not worrying over specific words or how it’s all coming together. Just get a draft down. Step away from your computer—for at least half an hour, or even a day—before coming back to clean up. In addition to tightening up and fixing typos, pay particular attention to your intro (see next tip). Ask a trusted friend or colleague to do a final clean up check for you.

Tip 6: Nail your intro
With everyone being short on time these days, and our shrinking attention spans, you don’t have a lot of time to convince a reader to stick with you. This makes your intro the most important part of your post—nail this and you’re much more likely to get the chance to share the info you set out to.

How can you engage readers right away? Try any of these techniques: Telling a story is a surefire way to get readers past your first sentence. If you’ve got an appropriate joke, that’ll work, too. Expressing empathy is another powerful strategy. Dog pros can make good use of this one, as most site visitors are there because they have a problem to solve. You can also lead with an interesting fact or startling, surprising statistic. Finally, though don’t overuse this one, asking an engaging question can bring readers into your piece. Using our puppy socialization example, you might ask: Why did you get a dog? or Who is the dog you’d like your puppy to grow up to be?

Tip 7: Pick a compelling title
Without a good title, your awesome intro may not have a chance to do its part. Keep your title short, or at least not overly long. Include SEO keywords if you can. Active verbs help catch attention—words like “Learn,” “Get,” or “Stop,” for example. Numbers are also effective, as in “3 Tips to Stop Jumping.” And of course, including benefits is always powerful: “Enjoy Walking Your Dog Again” or “Get the Dog of Your Dreams” or “Impress Your Friends with a Rocket Recall.” Alliteration (like Rocket Recall) is great, too, though be careful not to go overboard. And if you have a clever sense of humor and it’s appropriate for your subject, have fun!

Tip 8: Add a Call-To-Action
A good blog will build your readers’ confidence in your service and provide them some useful information. But you’re probably hoping they also hire you! So where appropriate, add a call-to-action at the end of your blog post. It could be an invitation to join your puppy class, or reach out for a free dog walking meet & greet. Other times, there may be opportunities for continued engagement, like a link to another related post. The point is to offer some direction. They’ve finished your great piece, now what would you like them to do?

Tip 9: POST!
This seemingly obvious next step is for the perfectionists among us. It can be a anxiety inducing to put content out for public consumption. We feel the butterflies every month before we push the publish button on a Monthly Minute or Two Feet Forward edition. (Did we say what we meant to say? Did we say it well? Did we catch all the typos? Are all the links working?) For some of you, these butterflies may be a worry about getting things just right. For others it may be a fear of being judged, whether by potential clients or industry colleagues. At these moments, try to hold this thought to heart: If you don’t get your work out there, you don’t get the opportunity to help people and their dogs. So take a deep, steadying breath and hit that button.

How often should you post? At least once per month. If you’re more prolific, even better. But a consistent post per month will quickly build your library in addition to making Google happy for SEO.

Extra Tip: Schedule your blogging time
If staying on top of your blog has you worried, here’s how to make sure you have the time: Schedule it. The easiest thing is to pick a regular time for blogging, a block of time that’s consistent from month to month so you get in a regular habit. If your schedule is more fluid, pick a time each month. As soon as you post this month, schedule the time for next month, ensuring posting consistency and avoiding the look of an abandoned blog, which can discourage site visitors from using your service.

Another Extra Tip: Have fun
Don’t feel like all your blog posts have to be on serious topics. You can share a great dog cartoon or a graduation picture from your latest class or a particularly terrific shot of dogs having fun on your dog walk or in your dog daycare. (These kinds of quick posts are also great for those months where emergencies cut into your regular blogging time!)

In addition to the overt benefits of a good dog blog, over time you’ll hopefully come to enjoy the creative outlet and opportunity to share the thoughts, ideas, knowledge, and successes you’re most passionate about. And that’s not just good for business—it’s good for dogs.

Breaking Up With Clients Is Hard To Do

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The old song says that breaking up is hard to do. If you’ve ever had to part ways with a client, you know that it’s true. So true, in fact, that dog pros often wait far too long to let challenging clients go, choosing to live with ongoing stress rather than face the uncomfortable moment of truth. If you’re living with difficult clients (human or dog), here are some guidelines for knowing when to part ways—and how to do it.Breaking up with a client

Admitting the honeymoon is over.
Just as in a romantic relationship, you sometimes don’t know it’s a bad fit until the first argument or moment of crisis. Other times you can tell right from the first date. Either way, it’s often hard to do what we know needs doing. Conflict avoidance is a powerful force and can lead to all sorts of rationalizations. It’ll get better. I can live with this. It’s not that bad. I really like his dog. But even as we make the excuses we know it’s inevitable: This will end in tears.

Alright, that may be a bit dramatic. But the point is the same: It doesn’t pay to put off the break up. Here’s how to know when it’s time:

A client is causing you ongoing low-level stress or periods of intense stress. This can come in many forms. Repeatedly complaining about or questioning policies, or asking for exceptions or special treatment. Requiring an inordinate amount of time via email, text, or phone. Abusive treatment of you or staff. Longevity is key for your livelihood and ability to help the most dogs possible. And longevity requires enjoyment of the work. If a client is affecting your love of the job—or that of your employees—it’s time to recognize the relationship isn’t a good fit.

A dog is causing you or other dogs ongoing low-level stress or periods of intense stress. Sometimes it’s the canine client who’s the issue, rather than their human. This is particularly hard, as our instinct is to give dogs many second chances. Here’s a litmus test to know when it really is time to make the call: If, when a particular dog is not on the daycare floor or in a walking rotation, you notice that you, your staff, or the other dogs better enjoy their day, it’s time. No matter how much you want to help the dog in question, you are better served by taking care of yourself and your staff—and you are obligated to take care of the other dogs.

Non-compliance on health or behavior issues. Whether you’re a dog trainer, dog walker, or daycare operator, it’s important that clients respect your expertise by responding to requests regarding their dog’s physical and behavioral well being. Trainers, you can’t achieve successful case resolution without client compliance. Walkers and daycares, your job is to keep dogs safe and happy. A client who ignores a request to seek training or a suggestion for veterinary care is not an active partner in the relationship. In short, if clients impede your ability to do right by dogs, it’s time to call it quits.

It’s not you, it’s me.
It’s one thing to know the end has come, another to know how to make the break. Most of us in the R+ world tend toward conflict avoidance, and it never feels good to hurt another’s feelings or cause stress or disappointment. The trick, in most cases, is the well-worn “It’s not you, it’s me” strategy. While a love interest might see right through this ruse, done well it’s a bit easier to pull off with a client whose time has come. The idea is to focus on your or your business’ inability to fulfill the client’s or the dog’s needs, rather than the issues you’re having with either.

The key to delivering a good breakup speech is just the right mix of empathy and firmness. You want to be kind and gentle, but leave no mistake that the decision has been made. This is a breakup, not a separation—be sure not to leave the door open for any hopeful second chances. If you’re feeling nervous or unsure going into one of these conversations, write a script and practice it. You might even do some role play with a friend, co-worker, or partner at home.

Try a variation of one of these scripts:

I’ve put this conversation off a long time because I so love Charlie, but the truth is we’re just not the right fit for him. Charlie has so much exuberance and our [daycare or walking] group just isn’t the right mix of dogs to give him the best experience every day. Charlie needs some younger dogs ready to romp and play in his style. [Or: Charlie would get so much more from a dedicated dog walker who can provide him undivided attention and see that he gets the exercise he really needs.]

We’re going to miss him terribly, but I think he and you will both be much happier, particularly when you see the impact a higher level of exercise can have on behavior at home. So let’s set [a day two weeks out] as Charlie’s last day with us to give you some time to find a better situation for him. [Optional:] I’ve got a list of referrals for you here.

The first paragraph sets out the rationale. Note that the focus is on the business’ ability to meet the client’s and dog’s needs, not whether this was a difficult client situation or an issue with Charlie’s behavior. Notice also that the last paragraph leaves no room for misunderstanding—the decision has been made.

A note about referrals: It won’t be appropriate to provide a referral in all cases. For example, you won’t want to refer a dog you know to be inappropriate for daycare to another daycare, unless you think it’s a different enough setup to work for him. And don’t refer truly challenging clients to dog pro colleagues—that’s just bad karma. If you don’t have anyone you feel comfortable referring to, that’s fine. The dog is ultimately the client’s responsibility and it’s up to them to find appropriate care. Don’t let a lack of good referral sources in your area guilt you into keeping a dog or client who isn’t a good fit.

My job is to give you and Fido the best chance of reaching your training goals, and I’m concerned I’m not going to be able to do so. I can see you’re uncomfortable with [or don’t have time for] the approach [or instructions or homework or training plan, etc.] that I’m advocating, and without us being on the same page we’re not likely to see results. To give each client and dog my best effort I take a limited number of cases at a time. I’d so love to help you, but if I’m not the right fit for you and Spot, I would feel better giving this spot to someone I can truly make a difference for.

Quite often clients receiving this message will make a sudden U-turn, insisting that no, you really are the right trainer for them, and committing themselves to follow your lead. This is a good moment to consider an exception to the divorce-not-separation rule, as it’s not uncommon for these clients to become wonderful training partners. Why? Simple: With your confident statement you’ve gained their respect as a professional to be followed.

No, wait. It is you.
When you’re facing a breakup due to dangerous dog behavior, firm, compassionate honesty is the best policy. It’s not in the client’s or dog’s best interest to side-step serious issues. Here’s a sample script for care-giving services like walking and daycare:

This is a difficult conversation but I care very much about you and Lassie and want you both to be safe. I’m concerned about Lassie’s continued [or escalating] [aggression, biting, resource guarding, reactivity, etc.]. Given [the physical set up at our daycare, or the nature of group walks, or the high density area we walk in, etc.] I can’t be certain of avoiding the situations Lassie finds challenging. I’m worried about an incident resulting in a dangerous dog hearing, Lassie being separated from your home, and even your beautiful home at liability risk. I think it will be safer for you and for Lassie to [move to a company that provides individual walks, or stay home until training is completed, etc.].

Notice that even here, when we’re being very forthright about the issue at hand, the script still lays the breakup at the business’ feet by centering the decision to “fire” the dog around the inability to provide the right environment. This compassionate sleight-of-hand seeks to avoid a defensive stance that might keep the client from hearing the real message: This is a dangerous situation.

Trainers, to protect your own liability in situations where clients are not complying with safety management recommendations (and, hopefully, to get the client finally on board), it may be time for the equivalent of the relationship ultimatum: 

This is a difficult conversation but I care very much about you and Lassie and want you both to be safe. I’m concerned about Lassie’s continued [or escalating] [aggression, biting, resource guarding, reactivity, etc.]. I’m worried about an incident resulting in a dangerous dog hearing, Lassie being separated from your home, and even your beautiful home at liability risk. Without a commitment from you to [have Lassie wear her muzzle outside the home, not allow Lassie and the grandchildren to interact, etc.] I am not willing to continue our training work together.

Just as when warning a significant other that her mother’s meddling or his refusal to pick up his dirty socks is about to reach the breaking point, be sure you mean it when you say it. If you aren’t willing to actually end services should a client not respond with positive action, you place yourself (and your client) in a worse position than before the conversation.

The rearview mirror.
The breakup moment is always hard, but just as when ending a romantic relationship that’s come up short, the view from the rearview mirror generally makes up for it. When facing one of these conversations (and yes, they should ideally be in-person conversations, though an emailed breakup is better than no breakup), visualize the relief that’s coming for yourself, any staff, and any other dogs you care for. Then dig deep, take a good breath, and set the client free.

Peer support and business coaching always makes tricky client relationships easier to handle. Take a look at THRIVE! and tackle this areas with confidence. 

7 Tips for Getting More Done “At Work”

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There are all kinds of advantages to working from home in your own dog business. Obviously hanging out with the dogs is top of the list. Working in your pajamas, setting your own schedule, running to the kitchen for a tea or coffee hit, and the absence of distracting coworkers and unreasonable supervisors probably make many a dog pro’s list as well.

But there are the downsides, too, most of which stem from a lack of imposed structure and accountability. Left to one’s own devices and surrounded by the distractions of home (dogs, other family members, laundry, dishes in the sink, the TV, the garden…), solid productivity can be challenging.tips for getting more done

Here are 7 strategies we use ourselves at dogbiz. We hope they help you rock working from home as a dog pro, especially on your non-client pajama days!

1. Set a start time and get going first thing
For most people, the best, most focused hours are in the morning, so don’t waste those puttering around the house. Tackle a work project right away to get your day off to a great start. Getting something important off your to-do list at the beginning of your workday can lend a lot of energy and momentum to the rest of the day.

I love mornings. Getting to my desk by 6:30am allows for nice chunky breaks during the rest of the day. –Deborsha

If you tend to require a bit more time to wake up and get going, give yourself that time—but set a specific start time for your work day to provide structure.

I like to spend an hour working in my greenhouse before I sit down at my desk. As a non-morning person, that hour motivates me to get up on time, and puts me in a great mood, ready to tackle the day’s schedule. –Veronica

2. Create schedule structure
Speaking of structure, most of us need it. Left to our own devices, it’s too easy to jump from task to task, deciding that perhaps cleaning out the fridge has higher priority than writing that handout about leash reactivity. And for the workaholics among us, a lack of structure can mean a lack of needed downtime.

The cool thing is that your structure can be whatever you want it to be. You get to work whichever hours you wish, and enjoy downtime when you like, too. The trick is just to be deliberate about these choices. How will you spend the hours of the day? And during your work hours, what specifically will you work on?

Breaking up your work hours into category chunks—time for marketing, for example, and time for client or class prep, admin work, etc., helps provide structure and avoid that “lost” feeling of trying to figure out where to put your energy when you land at your desk.

When scheduling a new task, I consider whether it’s a ‘touch it once’ task, or one that will need a few chunks of time to accomplish – for example, a writing project that I may want to revisit after a day or two with fresh eyes. If it’s something that will need multiple sessions, I schedule all of those into my calendar so I know the time will be there. – Tia 

I don’t open my email until I’ve accomplished at least one thing on my day’s to-do list first. That way, I start my day with my agenda and not anyone else’s, and keep moving forward on my most important projects. I then check my email at three set times per day. This keeps me from getting distracted from larger projects, while still making sure I get clients and colleagues what they need. – Gina

3. Plan ahead
Starting your day without knowing what you intend to accomplish almost always results in accomplishing less than you could. At the very least, end each workday by deciding what you’ll tackle the next workday. Better yet, plan each week out in advance. And even better than that, plan larger projects and goals by the quarter or even the year. This will make it easier to decide what you should be working on week-to-week and day-by-day.

At the end of each day I take a few moments to jot down my priority tasks for the next day. I find this helpful in a couple of ways. One, I can mentally leave work behind and not lose sleep over my to-do list! And two, I can come in the next morning and just pick up right where I need to. – Tia

When I fail to plan ahead, which I sometimes do when I’m transitioning back into my office after traveling to speak at a conference or seminar, I really notice the difference. Just picking something off a big to-do list always leaves me worried I’m focusing on the wrong thing—and I usually find I am. –Veronica

4. Go to the office
Working from your bedroom or kitchen table can make you feel like you’re at work all the time. If at all possible, set yourself up in a room that’s a dedicated office. As you walk toward the threshold of your office, set an intention of focus. Leave the rest of your home behind—you’re at work now, just as you would be if you drove to an office building somewhere. (Except there are lots of dog pillows in this office.)

If you don’t have the luxury of a dedicated office room, consider something like an office hutch so you can close the doors on your computer at the end of your work time. At the very least, pack your laptop away each day or put a cover over your computer. Putting your computer away will help you mentally “leave” work, and getting it back out each morning will help you “arrive.”

If you find it challenging at times to stay focused at home, leave to work somewhere else. Sometimes a change of venue can help create focus. Take your laptop to a local café or the library, or even a park bench. Before you leave, decide specifically what you’ll work on when you get there, and what you intend to accomplish before returning home.

I frequently tackle large projects outside of my office. Leaving behind email, social media, in-baskets, and the drone of printers, I find I can complete the task quicker and my attention stays more focused on the task at… oh, look, a squirrel! –Deborsha

5. Reduce and manage distractions and interruptions
If other family members are home during your work hours, use your training skills to teach them when not to interrupt. (A visual signal, like a closed door, “At work” door sign, wearing earphones, etc., can help.) Turn off social media and email except when these items are on your schedule. If you have distractions that are less easily controlled, like small children or a new puppy, build your schedule around their rhythms, taking advantage of nap times, for example, to work on projects that require deeper focus.

6. Build in breaks
Research suggests that we’re more productive (and healthier) when we get up and move around about once an hour. Some dogs provide built-in timer service to remind you to get up on a regular basis. Small children are good for this, too. But if there are no kids around and your senior dog tends to snooze for hours at a stretch, set a timer when you sit down at your desk. When it goes off, stretch, drink some water (hydration helps keep energy up), move around, and let your mind rest for a few minutes.

I make Alexa work for her room and board, setting alarms throughout the day to make sure I get up to eat, pet the kitties, and exercise. –Deborsha

The hour after I pick my kids up from school is one of the most productive of my day. That quick 30-minute break in the middle of the afternoon and the mental break it provides revives my flagging energy and leaves me ready to dig into another project. In fact, I’m frequently surprised when my end-of-day alarm goes off. –Gina

7. Take full advantage of being home
Since you’re home, you can use your breaks to get a few things done around the house, too. Use a break to put in a load of laundry that you can transfer to the dryer on your next break. Spend ten minutes dead-heading flowers in the garden while getting a little fresh air, or working on another hobby, or getting a little exercise. Get a bit of advanced dinner prep done. Play with or train the dog—no doubt he’d appreciate a 10-minute game of fetch or enjoy perfecting his new trick or weave pole speed. It’s important to be disciplined when working from home, but you can do that while still enjoying the perks of being there.

How To Add Your First Dog Walking Employee

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Your dog business is doing well. You have more work than you can handle and it’s time to think about the next step. Congratulations!

You’ve probably got some questions: Do I hire an employee or an Independent Contractor? What’s the cost of bringing someone on? What’s involved in setting up a payroll? Where do I start?

On the surface, hiring an independent contractor seems easier and less costly, but it isn’t necessarily the right way to go. The IRS has strong opinions about how you classify your new worker because of the impact on taxes paid, so you need to make sure your decision will make the tax man happy.

What’s the Difference Between an Independent Contractor and an Employee?
An employee is defined as someone whose i) behavior is under the control of the employer, meaning they are told when, where, and how to work; (ii) whose financial relationship with the company is controlled by the employer; and (iii) whose services represent a key activity of the business.

Can these same factors apply to an Independent Contractor? The answer is yes, but it depends on the degree to which these things apply and the facts and circumstances of each situation. It’s tricky because there are no black and white rules. Looking at the overall relationship between the two parties is essential to getting it right. Getting it wrong can be very costly to the business owner, so it’s best to talk to a tax professional before taking someone on as an IC.

How Much Will Hiring Someone Cost?
This is often the $64,000 question. Not literally of course, but the numbers can be scary. There are several taxes and costs associated with hiring an employee. Although the federal taxes will be the same regardless of the state you live in, state taxes and workman’s compensation insurance differ. In general though, in addition to the hourly rate you pay the employee, you are also responsible for the following taxes and costs:

  • Federal Social Security Tax: 6.2% of gross wages
  • Federal Medicare Tax: 1.45% of gross wages
  • Federal Unemployment Tax: 0.6% of gross wages up to $7,000
  • State Unemployment Tax: Varies by state. For example, new employers in CA pay 3.4% of wages up to $7,000
  • Workman’s Comp Insurance: Varies by carrier
  • Payroll Processing Fees: Varies by provider

So let’s take a look at an example. Assume you are a new employer in California and want to pay your employee a wage of $15/hr. Your hourly cost for this employee will be as follows:

$15

      + $1.16/hr. for Federal Taxes (Social Security, Medicare and Federal Unemployment)

      + .51/hr. for State Unemployment

      + The annual premium for Workman’s Compensation divided by 2080 (the standard number of hours a
full time employee working 40 hours a week will work in a year)

      + Any annualized payroll processing costs, again divided by 2080

Now, before you decide never to hire anyone, there is some good news, too. These costs come with tax benefits in the form of deductions for wages paid, payroll taxes, and other related costs. Working with your CPA or tax professional can help you subtract these savings from the expenses above to identify the true cost of hiring an employee.

What’s Involved in Setting Up a Payroll?
There are several administrative requirements you must adhere to when setting up a payroll:

  1. You are required to have an Employee Identification Number. While most LLCs and other forms of entities already have one, sole proprietors must apply for one when they intend to hire their first employee. You can complete an SS-4 form online at irs.gov. Good news: It’s free!
  2. You must apply for electronic submission of all Federal taxes. This can be done electronically.
  3. You must apply for a state identification number and electronic submission of state withholding and disability from your employee as well as the state unemployment tax you are responsible for. This generally requires a dialogue with your state employment division and can often be done electronically once the requirements are determined. (I know it sounds complicated, but they’ll walk you through it and people do it all the time.)
  4. You must obtain worker’s compensation insurance and determine how the premium must be remitted as well as reported to the state. Contacting your state Department of Labor is often helpful in this regard as many states offer Worker’s Comp insurance. Another option is to reach out to the company who carries your professional liability insurance policy.
  5. Obtain certain documents from your employee. Proof of citizenship as well as Form W-4 are required, but many states including California require additional reporting on new employees and other forms may be required.
  6. Determine the correct amount of Federal and State withholding for your employee based upon their completed W-4 Form.

What Do I Have to Do Once My Employee is On Board?
Luckily the up-front work in the previous section only has to be done once. (Phew!) But that doesn’t mean you’re done, as there are federal and state payment and reporting requirements to stay current with. This is where most small business owners make mistakes and where getting outside assistance is particularly helpful to set up a regular payment and reporting schedule to keep you on top of everything.

  1. Payment requirements:
  • Each reporting period, all payroll taxes (both Federal and State) must be remitted (paid) electronically.
  1. Federal reporting requirements:
  • Form 941 quarterly
  • Form 940 annually
  • Form W-2 for each employee
  • Form W-3 for tax reconciliation
  1. State reporting requirements:
  • Unemployment reporting monthly or quarterly
  • Disability reporting monthly or quarterly
  • Workman’s Comp reporting monthly or quarterly

You can see how easy it would be to miss a thing or two, but it’s really not quite as complicated as it looks. Your CPA can set up a system that keeps you in good stead with the IRS and your state.

Where Do I Start?
Contacting your state employment division and department of labor is often the first place to start. That’s where you’ll get all the necessary information about your state’s specific requirements.

Next, the IRS website www.irs.gov contains helpful information about the Federal requirements as well as forms necessary to start hiring employees.

Payroll processing companies, CPAs, or your tax preparer are also valuable resources not only in helping you determine what you need, but in helping prepare or administer your payroll.

Congratulations!
Hiring your first dog business employee can be a daunting and overwhelming experience both from a cost and administrative perspective, but it’s well worth it when your business is ready to grow. Knowing the costs and requirements at the outset are powerful factors in making good hiring decisions—and for managing your time and expenses more effectively to enjoy the maximum benefit from your new hire and the growth he or she makes possible.

 

Marie Poliseno is the Managing Partner of Dollars & Scents Accounting Services. She is a Certified Public Accountant (CPA) as well as a professional dog trainer (CPDT-KA) and honors graduate of the SFSPCA Academy for Dog Trainers (CC). To work with Marie on your financial and tax matters, e-mail [email protected] or visit www.dog-pro-cpa.com to learn more about her services.