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Is it time to automate your business?

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Sharp communication and efficient systems are key to running a successful dog training business. Luckily, dog trainers now have a host of options when it comes to automating their work, allowing for slicker scheduling, onboarding, marketing, and client support. While it can feel easier and more comfortable to stick to old systems, the pay off for automating parts of your business can be huge (yep, even for those who don’t consider themselves tech savvy). 

Here are some reasons you may want to add ‘set and forget’ systems to your dog training business, and how to approach it.

Your time is your most valuable resource

The old adage ‘time is money’ rings particularly true when it comes to running your own business. Your time is one of the most important resources you have. It’s also finite – once it’s gone, it can’t be replaced. The more effectively you use your time, the more profitable your business and the more dogs and people you are able to help. Plus the more you have for yourself and your own dogs, too! 

Running a dog training business, especially on your own, can be intense. You’d probably prefer to be out sharing your dog training and behavior expertise, rather than dealing with marketing, bookkeeping, and endless back-and-forth emails with prospective clients and sending homework reminders to existing ones. 

In an industry with high rates of burnout, protecting your time is key to maintaining a healthy work-life balance. It allows you to get the down time you need to do your best work.

Automation makes for happy clients!

A common concern around automation is that it may feel a bit impersonal, especially when it comes to communicating with clients. It can also feel daunting to trust new systems and technologies with parts of your business you have lots of control over, such as scheduling and training plans. It can be helpful to step back and consider the overall client journey, including the ways automation may benefit them. 

Automation often means clients can more easily access your business, such as booking appointments at any time of day rather than during your business hours (which also relieves you of the ‘24/7 availability’ pressure that can emerge when running a dog training business). It also tends to result in faster response times, meaning clients are more likely to book in with you rather than wait to hear from other trainers they have approached. 

Once clients are on board, automation can help you become a better coach and cheerleader. So often we don’t check in, guide, and motivate clients the way we’d like because there just isn’t time. By automating homework reminders, training tips, and behavior plans, we’re able to offer a much better service without spending extra time at our desks.

Another big benefit of automation is lowering the risk of mistakes. When you’re rushing around between clients and tackling emails on the go, it’s so easy to accidentally confirm the wrong appointment time, or forget to send that follow up email. Automation can relieve you of some of that mental load, and keep your business looking professional.

I’m ready to automate! Now what?

Once you’ve decided you want to streamline areas of your business, what’s the best way to approach it? With so many systems and tools out there, how do you choose the right one for you? 

Step one to adding automation into your business is identifying your pain points. What gives you the biggest headache? What do you tend to put off and avoid? What do you wish you had more time for? Spend a week jotting down how long tasks are actually taking you (we tend to underestimate this!) and use it to reflect on the areas that would really benefit from some streamlining. 

Nowadays, there are automation software options for almost all areas of business. A big one for many dog trainers is scheduling and onboarding. A good scheduling system will allow you to easily outline your availability and create bespoke appointment types for your clients, including packages and online payment options. Many also provide automated reminder emails and texts, as well as contracts which can be signed online. They often include templates and areas which can be personalized, so it still feels like ‘you’. Training plans and client homework can also be automated, whether through scheduled email delivery, interactive documents or access to video libraries and resources.

Love manually reconciling your finances and doing your taxes? If not, you may want to consider automating some of these tasks! An online system which allows you to easily input your income and expenses, and provides great tracking data, is hugely valuable for small businesses. If you generally outsource some of this work (also a great idea if you can), it can also make sharing information with your accountant a lot simpler.

Another valuable area of automation is marketing. From email campaigns, social media scheduling, design, and newsletters, there are lots of ‘all in one’ options that remove the hassle of maintaining a marketing plan. Not only this, but they also provide valuable reporting so you can see what really works. There’s nothing worse than pouring all your time and energy into marketing efforts if they aren’t attracting new clients or keeping current ones coming back for more.

Ask for help

If you’re still unsure about which systems are perfect for you, ask your colleagues! Our THRIVE! members often request and recommend different options for automation, and many of these have free trials so you can check them out before you commit. Automation is becoming increasingly sophisticated, and while previously dog trainers had to bend general automation software to fit their needs, there are now systems designed specifically for those in the industry. At dogbiz we love Clicks!* for its ease of use, dog training specific automations, and comprehensive customer support.

*We love and believe in Clicks! so much that we are now an affiliate partner. And because you actually made it to the end of this article, here’s a little reward: a special discount, just for you.

Your business doesn’t have to be a solo venture

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If you’re stepping into another phase of your business, it’s normal to experience mixed emotions – excitement, fear, overwhelm, determination. Whether you’re on the cusp of launching your dog training career or adding a new service to your work, it can also feel a little lonely. Many dog trainers work alone, and if you’re used to having the support and guidance of colleagues, it can be a tough adjustment. Not to mention figuring out how to navigate the complexities of the dog world and all the viewpoints within it. 

Connecting with other dog professionals has a whole host of benefits, and it’s worth it right from the start. Here are some ways a professional network can help you and your business.

Everyone needs a sounding board
Running a business can feel all-consuming, especially during the early stages. If you find yourself pondering ideas, processes, and challenges late into the night – talk it out. Seeking insight and perspective from colleagues brings these things ‘into the open,’ allowing you to workshop and troubleshoot knotty problems. If you know a trainer who has been in the business for a long time, or specializes in an area you find challenging, reach out. While it may feel daunting, many trainers are happy to share their learning with others. And if not? There’s no harm in trying, and you’ll be a few steps closer to finding your fellow ‘dog people.’

A pathway to referrals
Connecting with colleagues in your network can result in referrals and new business opportunities. The dog training industry is growing, and many trainers are at capacity. Getting on their radar may mean they refer clients to you if they’re unable to fit them in. Focusing on collaboration with other dog trainers can also lead to joint projects and partnerships, such as running classes together or creating online content. There’s no reason trainers in the same area can’t work together – in fact, if one of you becomes unwell or wants to go on an extended vacation, you may be extra grateful for this connection!

Mutual cheer squads
After a long day of dealing with tricky cases, wrangling your social media output, and figuring out your tax return – it’s easy to feel despondent. You may have some exciting projects and ideas simmering in the back of your mind, but getting to them can be tough. When you run your own business, accountability and motivation become tricky foes. The good news (again!) is that you don’t have to go it alone. Your dog training colleagues can be a great source of external accountability. Set up regular check-ins and ask for feedback on things you’re working on. A lot of trainers will be equally grateful for this opportunity. Eyeing up that workshop but also dreading the information overload that goes with it? Attending professional development events with colleagues, or meeting afterwards for a debrief, is an awesome way to cement learning.

Sense of belonging
When you run a business of one, your sense of belonging has to exist in other spaces. A lot of people end up in dog training because they are driven by passion and a desire to make the world better for dogs. It can be an emotive space, and trying to seek community connection via social media may leave you feeling even more isolated. The real value of colleagues and networks comes from a sense of shared purpose and camaraderie. So consider which spaces make you feel you really belong. It might be a group with shared values around dog training methods, or aligned business practices. It could be a specialty area or topic. Or maybe it’s that trainer down the road you love having a coffee with, who nerds out as much as you do after listening to a podcast. Seeking people and groups that give you energy (rather than take it) will help protect you against those tougher days.

We love helping people turn their dog training dreams into reality, and have seen how much easier this is with the right support. We’d love to hear what connecting with colleagues means to you, and the impact it’s had on your business. And if this is something you crave, our community of R+ dog trainers in THRIVE! consistently work together and celebrate each other’s success.

Consulting Services from dog*biz with Alexis Davison

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If you know which package you’d like, you may choose from the options below. If you’re not sure, we generally recommend starting with a single appointment to get a feel for the process and you and your consultant can explore what might be best for your goals. If you decide on a package, at the end of your one hour consult, we’ll roll that first appointment into the package you choose.

Please choose your 0ption:

   $245 USD – one hour

 

   $675 USD – 3 hour Package

 

   $1050 USD – 5 hour Package

 

   $1850 USD – 10 hour Package

Yikes! What to do with negative reviews

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There’s no sugar coating it – bad reviews hurt. Receiving negative feedback can be challenging even for the most resilient, and if it’s in the public sphere it can be doubly hard. Nowadays the court of public opinion is everywhere. From social media, Yelp and Google business listings, to good old-fashioned word of mouth, discussing the various merits of businesses is second nature to many people. When it goes well, this can be fantastic and is a solid way to generate interest in your work. Glowing reviews can have a big impact on people’s decision to use your services. But yep, that’s right – the opposite is also true. A bad review, and the way you respond to it, is a crucial part of brand reputation.

So what should you do if you receive the dreaded negative review?


Take a deep breath…but respond quickly

Dog trainers often help clients understand that when a dog is stressed and over threshold, their capacity to think clearly is reduced. We’re no different. If you’ve received negative feedback and can feel it in your body – increased heart rate, agitation, churning stomach – take a moment before responding. If possible, engage in an activity that helps you feel calmer, whatever that may be for you. A walk with your dog, breathing exercises, a chat with a close friend or anything that prevents you from reacting while heightened (never a great idea!). Once you feel your equilibrium returning, plan a prompt response. Getting back to people quickly will help to deescalate the situation and will prevent you from agonizing over it too. Unless the feedback is abusive, it’s best to provide a response, especially if it’s on an online and public forum. This shows you take feedback seriously and allows you to share your perspective.


Is there any learning here?

At some stage in your business, you will encounter a tricky or unhappy customer. It’s impossible to keep everyone satisfied all of the time, and sometimes complaints really are unjustified and unreasonable. We know it’s easier said than done, but getting defensive can end up inflaming customers further as well as alienating new ones. Try to view the feedback objectively and empathetically. Is there some truth to their experience? How would you feel in their situation? Is there any learning or insight that can be used to improve your business? Perhaps a process change or clearer policies could prevent similar issues happening in the future. Do you need to revisit your ideal client avatar to ensure it’s a good fit right from the start? Or was it a simple mistake (we all make them)? Acknowledge the client’s experience and how they are feeling, and reinforce the standards and values you aspire to in your business. This can be as simple as:

‘We’re very sorry to hear you didn’t enjoy your recent experience with us. That’s certainly not the way we want you to feel after attending one of our classes. We’re committed to learning, improving and providing a high quality service, and really appreciate you taking the time to share this valuable feedback.’


Keep it short, and ideally offline

If you think the negative review is uncalled-for, it’s often best to simply say you’re sorry they didn’t enjoy their experience and that you hope they’ll give your services another chance (if you do hope that!). If you feel their feedback is justified, apologize and take responsibility, including ways you will mitigate against such issues in the future. Avoid long explanations or a back-and-forth with clients online. For complex problems, encourage clients to speak with you privately. If you have their contact details, let them know you will email or call them to chat further about their concerns. If you don’t, ask them to get in touch with you and provide your contact details. While it can feel like the scariest option (we totally get it!), often a phone call can be far more effective than an email exchange. 


Build your positive review bank

Don’t forget the positive ones! A healthy collection of positive reviews will easily outweigh the odd unfavorable one, and it’s just as important to acknowledge this feedback. Thank clients when they take the time to review your business, and when they send friends and family your way. Word of mouth reigns supreme in the dog training world. Invite clients to submit online reviews via direct requests and surveys. Seek out testimonials and case studies and use them to enrich your website. 

Breaking the networking ice

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A strong referral network can be the cornerstone of a successful dog training or walking business. From a marketing perspective, word of mouth referrals from clients and other professionals helps to drive traffic your way and elevate your reputation. These networks can also help you feel less isolated in your work, and embed you within the local community. Initiating contact with potential networks is a great strategy within any marketing plan, as is maintaining and enriching these relationships. So why can it feel so hard to do?

For some, striking up conversations with potential referral contacts feels as natural as smiling at every dog on your morning walk. For many, however, the idea of doing a promotional blast in their area fills them with dread and anxiety. Promoting your own business and services can feel uncomfortable – nervousness and concern about being too sales-y may be enough for you to avoid it altogether. Yet there are ways to approach this key marketing area which may remove some of the ‘ick’ and allow you to break the networking ice in comfort.

Try a reframe

When we are running a business, and especially one we really care about, everything about it can feel personal. As the driving force behind all decisions, it’s easy to worry about the perceptions of others and for imposter syndrome to take hold. If you don’t relish the limelight, being the name and face of your dog work is likely to take some getting used to. Rather than thinking ‘now I basically have to become a Juilliard graduate and completely change my personality’, it can be helpful to remind yourself of why you’re doing this work in the first place. 

For many R+ dog pros, it’s because they love what they do and really want to make a difference to the lives of people and dogs. Marketing your business, therefore, isn’t about being the star of the show and telling everyone how great you are. Instead, it’s just an everyday part of the work that allows you to have the impact you want – no different to doing your taxes! This reframe may help to take the intensity out of promotional interactions. The local groomer wasn’t so interested in what you had to say this time? Ah well – that’s just part of the game when you’re making the world better for dogs.

Cast a wide net

When thinking about potential referral sources, get creative! They don’t have to be limited to dog businesses, such as vets and pet stores. Dogs live with and impact all sorts of people which means you can cast a wide networking net. Community centers, dentists, cafes, hairdressers and accountants are likely to be filled with dog loving staff and clients. The more conversations you have, the more practiced you will become at talking about your amazing business. It also serves as a reminder that if one door isn’t quite open yet, there are plenty of others to walk up to. If there are businesses you already have contact with, this can also provide a softer conversation starter. If you have a favorite cafe or local gym you frequent, promoting your business in these spaces can provide a comfier starting point.

Do your research

Have you ever had a client mention that they love your website, or were excited to see that you offer a particular service? Feels good, right? Small businesses in particular often put a lot of heart and soul into the products and services they offer. Prior to approaching a potential network contact, take some time to understand what they do and what makes them unique. Not only will they appreciate you taking an interest, it can also provide good conversation material and will help you find shared values. If you’re passionate about canine nutrition and a store near you prides itself on sourcing local and high quality pet food options, this could be a perfect ice breaker. Or perhaps your local garden center specializes in sustainable planting methods and you’re a bit of green thumb. Could you chat to them about which plants are safe and resilient for dogs? Finding common ground is one way to combat possible conversation lulls and deepen relationships.

Let your work do the talking

Handing out business cards and flyers, especially to a cold contact, can be a particularly intimidating thing to do for many people. It also doesn’t provide a lot of information about who you are and what makes you different. Creating resources that do the talking for you, and create value for others, is a great way around this. Think about the likely business pain points for potential referrals. Anything that saves them time, generates more business for them or furthers their cause is likely to be well received. 

If you are approaching a local vet, for example, a handout on specific behavior issues, such as housetraining or separation anxiety, is likely to make a bigger impact. Similarly, with your client’s permission you could provide vets with clear and helpful assessment notes they can refer to when seeing mutual clients. You could even organize a meeting to chat about what information is most useful to them, and vice versa. 

If you have an online or print newsletter, ask a local business if you can interview them for a feature story. Not only do most people love talking about what they do, it also means they will be keen to feature your newsletter at their premises and/or via their social media. If you’re in need of material for the rest of your newsletter, dogbiz offers an easy way to make this happen.

If thawing rather than breaking the networking ice feels more natural, don’t let this be a barrier to your business success. Experiment with a range of strategies and find what works for you. What may feel gut wrenching at first will soon become second nature and you’ll be networking up a (quiet and thoughtful) storm.