Veronica

Ever start a class with a full roster, only to finish with half the students? Or wonder why clients aren’t lining up for the next level—despite great reviews, fair prices, a stellar reputation, and plenty of scheduling options?

The real culprit

Nine times out of ten, it’s your curriculum that needs a makeover. Awesome classes focus on teaching humans to make smart choices, not turning dogs into classroom superstars. Getting hung up on whether every dog can nail a five-minute “down stay” by graduation day misses the whole point—unless your clients’ dogs live in your training room.

What really hooks clients and keeps them coming back is seeing positive changes in their daily lives with their dogs. No matter how much fun they’ve had, how much they love working with you, or how brilliantly their dog performed in class—if they don’t see meaningful improvements at home, they’ll wave goodbye forever.

What we all want—for happy clients AND thriving businesses—is for learning to show up where it matters: in real life. Clients need to develop their “dog decision-making muscles” so they can handle whatever curveballs their pup (or the environment!) throws their way.

Beyond classroom perfection

When your curriculum fixates on metrics like that perfect five-minute “down stay,” guess what clients get? A dog who can do exactly that…in your classroom. But when clients learn what makes their unique dog tick (or freak out), and how to read situations like a pro, they develop superpowers that work everywhere.

Real world scenarios

Imagine your client Sarah wants to work on her laptop at a dog-friendly coffee shop with her pup, Baxter. A client with good decision-making skills would:

1. Scope out the scene first (like a canine secret agent)
2. Decide if this particular coffee shop is Baxter-appropriate or a disaster waiting to happen
3. Pick the perfect spot (probably not next to the squeaky door with high foot traffic)
4. Set realistic expectations (maybe a relaxed “chill at my feet” rather than “statue-still formal down”)
5. Have treats ready at just the right intervals (not too many, not too few—just call her Goldilocks)
6. Have backup plans for when the toddler inevitably toddles over (“Exit strategy activated!”)
7. Know when to call it quits before Baxter reaches his limit 

Sarah isn’t trying to jam a square peg into a round hole by demanding perfection—she’s setting Baxter up for success by reading the room, literally. She’s learned to work with what she’s got while gently expanding Baxter’s comfort zone, one latte at a time.

The magic of curriculum design

To nurture these crucial skills, your curriculum needs to be built on these two bedrock principles:

1. Keep it real-world relevant

Don’t teach “sit” just because it’s on page one of every dog training book ever written. Connect every exercise to real-life situations your clients actually care about. Modern dog parents want skills that solve actual problems, not party tricks (unless party tricks are specifically what they’re after—in which case, party on!).

2. Decision-making is the superpower

If clients can’t apply what they learn when their dog goes bonkers during a Zoom call or spots a squirrel during a backyard BBQ, the class hasn’t done its job. And from a business perspective, that translates to empty class slots and more work to fill them.

Upskilling your human learners

While we could write a book on teaching methods, here are two game-changing approaches:

The “training wheels” approach

Just like we might fade out a food lure with dogs, we need to fade out our coaching guidance, too. Start by being super clear with instructions and demonstrations. As your students get the hang of things, create opportunities for them to flex their own training muscles in new situations.

For example, after they’ve mastered “sit” with a clicker, ask them how they might tackle “down” using the same concept. Or after explaining the value of capturing behaviour, don’t list every possible scenario—instead, challenge them: “What are three ways you could use this at home tonight?”

As classes progress, throw increasingly real-world challenges their way: navigating a mock pet store (or a real one if you want to go big!), handling doorbell chaos with a recorded bell, or maintaining focus while you mop the training room floor. By graduation, they should be making solid decisions without you whispering in their ear—you’ve successfully faded the human lure!

One-size-fits-NONE lessons

One of the biggest challenges for trainers is handling the different skill levels in class. You know the drill—some dogs are practically ready to compete in Rally-O trials while others are still working on making eye contact for more than a millisecond.

Rather than teaching to the middle (and boring the advanced students while overwhelming the beginners), design activities where everyone defines their own success.

Instead of demanding all dogs perform identical hand targets, create an interesting distraction scenario (maybe a helper dog, bouncing ball, or a skateboard) and ask students to decide where in the room to practice based on their dog’s current abilities. Some might retreat to a quiet corner, while others brave the front lines.

At first, offer coaching on these decisions: “Max seems fascinated by that skateboard—what could you do to help him succeed?” Gradually reduce your guidance as they develop their “dog-reading” skills.

This approach lets everyone win because success is individually defined. Working at the right level means dogs succeed more often, get more treats, and learn faster—creating a positive upward spiral that builds both dog skills and human confidence.

Not just a dog tricks checklist

While we love saying “dog training is really about training the humans,” few classes truly walk that talk. Too many curriculums are glorified behavior checklists, keeping the spotlight on the dog’s performance instead of human skill development.

A curriculum focused on human learning is designed to develop real-life problem-solving and decision-making skills. Today’s dog parents don’t just want a dog who can perform on cue; they want a companion who fits seamlessly into their lifestyle—whether that’s a dog who can chill during video calls or be a well-behaved brunch buddy.

We often judge our classes by how much fun everyone had or whether the dogs mastered specific behaviors. But the real question is: Did we make people’s everyday lives with their dogs noticeably better? Because that’s what brings them back for more. And that’s a win for everyone—clients, dogs, and your business bank account.

Bonus tips for filling those next step classes:

1. Plant seeds early: Don’t wait until the final moment to mention next steps. Drop hints about awesome follow-up classes during the course, then follow up with personalized emails that say “Based on how Bella loves learning new tricks, I think our ‘Show-Off Skills’ class would be perfect for you both!”
2. Make them an offer they can’t refuse: Give a small but mighty discount (10% or $15) for signing up before the current class wraps. Create a bit of friendly FOMO with early-bird pricing that makes them feel special.
3. Show, don’t just tell: Share quick before-and-after videos or success stories from students who continued their training journey. Seeing Reactive Rosco transform into a calm walking buddy is way more powerful than any sales pitch.
4. Sell the lifestyle, not just the class: Don’t bore them with a lesson-by-lesson breakdown—paint a picture of how much better life will be! Will the next class help them finally enjoy hiking together? Create peaceful evenings at home? Give them a fun weekly activity that costs less than dinner and a movie (and involves way less debate about what to watch)?
5. Create a roadmap: Design a colorful “training journey” visual that shows how classes build on each other, helping clients see training as an ongoing adventure rather than a one-and-done deal. Who doesn’t love seeing what exciting destinations lie ahead?

Curriculum isn’t just about what you teach—it’s about transforming dog-human relationships in ways that matter. When you shift from “My clients’ dogs need to perform these behaviors” to “My clients need to make smart decisions in real life,” everything changes. Your classes become more engaging, your clients become more successful, and those once-empty sequel classes? They’ll be waitlisted before you know it. So grab your curriculum, look at it with fresh eyes, and ask yourself: “Am I teaching behaviors, or am I building confident decision-makers?”

Want some help with your curriculum? Check out these resources:

Learn how to make yours The Best Classes in Town with this dogbiz University course.

Jump start your classes with a dogbiz curriculum package:

• Puppy Curriculum

• Basic Manners Curriculum

 

We’ve all experienced it: that enthusiastic client who shows up to their first few sessions beaming with excitement, diligently practicing their homework… and then suddenly ghosts faster than a squirrel at a dog park. It’s not just disappointing when clients drop off—it impacts your business stability, income, and sometimes even your confidence.

Keeping clients tends to cost less—in time, money, and energy—than constantly chasing new ones. Strong client retention can mean the difference between nonstop hustle and a sustainable business where relationships (and revenue) grow over time. 

Beyond the financial benefits, there’s something deeply satisfying about watching a dog and their person transform together over months and years—not just over a six-week basic manners class.

So, how do you keep those training relationships thriving long after “sit” and “stay” have been mastered? Let’s dive into strategies for keeping your clients engaged for the long haul.

Designing a client journey, not just a training package

Have you ever mapped out what happens from the moment someone finds your website to the point where they become a raving fan? If not, you’re missing a huge opportunity.

High-retention training businesses think beyond individual sessions to design a seamless client experience:

• Finding you and getting started: Is your website easy to navigate? Are your service descriptions clear and inviting?
• Pre-training: What happens between booking and the first session? Sending welcome packets, prep videos, or automated reminders can help build excitement and set expectations.
• Active training: How do you structure communication between sessions? The best retention rates come from consistent check-ins, homework reviews, and celebrating small wins.
• Transition point: What happens as the initial package winds down? This is where intentional conversations about progress and next steps make all the difference.
• Ongoing relationship: How do you stay connected with past clients? Regular newsletters, alumni events, and social media can keep you top of mind.

If you work with reactive dogs, for example, you could create a visual roadmap showing the entire journey from reactivity to confidence, with clear phases and milestones. Helping clients visualize the long-term process makes them less likely to drop off after the first phase.

The post-honeymoon phase

The first few weeks with a new client are often easy. Everyone is motivated by that fresh-start energy, you’re still the exciting new trainer with all the answers, and (depending on the case) their dog is making visible progress almost every day.

But around week 3 or 4, or when a setback hits? That’s when the reality sets in.

Enthusiasm can start to wane as the initial excitement wears off, progress seems to plateau, and clients start wondering if they really need to keep paying for your services.

This is a make-or-break moment for client retention. And it’s one you can prepare for.

During your initial consultation, talk about this phenomenon. Say something like, “Around week 4, many clients hit a point where progress feels slower and motivation dips. This is totally normal and if it happens, we’ll already have a plan to push through it together.” Or, “Training progress is rarely linear. It may be slower at the beginning before it speeds up, and it’s normal to see a backslide or two along the way. I’m prepared for those, and we’ll actually take advantage of them when they happen.”

Acknowledging the pattern upfront helps clients recognize when it happens rather than interpreting it as failure. Plus, it positions you as the experienced guide who’s seen this journey before and knows the way forward.

Building bridges beyond basic training

The most successful training businesses have mastered what you might call “the gentle pivot”—the smooth transition from problem-solving to long-term partnership.

Start the “what’s next” conversation before the final session—ideally no later than the second-to-last. Take 10–15 minutes to explore future goals together, from loose-leash walking to advanced tricks, off-leash reliability to therapy dog preparation. This helps shift the client’s mindset from “fixing a problem” to “continuing a journey.” Revisit the conversation in the final session so they’ve had time to reflect and are more ready to move forward.

Some practical ways to bridge clients beyond their initial training include:

• Offering monthly skill-building workshops for “alumni” of basic classes
• Running seasonal challenges like a “Summer Adventure Club” or “Winter Enrichment Series”
• Creating follow-up programs like “Beyond Basic Manners” or “Real-World Reliability”
• Organizing regular group hikes or social walks for former clients and their dogs

The key is to create logical next steps that feel valuable—not just like you’re trying to upsell them.

Turning feedback into retention gold

Want to know an underutilized tool for improving client retention? Asking clients what they want!

Midway through your training package, think about sending a quick check-in with three simple questions:

1. What’s working well for you in our training so far?
2. What would make this experience even better for you?
3. What are you still hoping to accomplish with your dog?

That second question often reveals small, easy-to-adjust preferences, like preferring written instructions to video demos or wanting more regular check-ins. These tweaks show you’re listening.

But the third question is where retention opportunities really shine. When clients articulate goals they haven’t reached yet, they’re essentially telling you exactly what services to offer them next.

The “surprise and delight” strategy

You know that feeling when someone remembers your birthday, sends you a thoughtful note, or checks in just to see how you’re doing? That same principle works wonders with your training clients. Small, thoughtful actions can have a big impact on client loyalty.

Some simple, effective ways to “surprise and delight” your clients include:

• Sending personalized video feedback on homework they submit
• Creating a custom PDF handout to address a challenge they mentioned
• Dropping a handwritten “progress note” in the mail, highlighting their dog’s improvements
• Remembering and acknowledging dog birthdays or “gotcha days”

These small gestures can make your clients feel seen and valued. And they don’t need to be time-consuming. For example, if you spot a puzzle toy at a pet store that would be perfect for a client’s food-motivated Lab, you could snap a quick photo and send them a text: “Saw this and thought of Baxter!”

It doesn’t take much to build loyalty and turn one-time clients into lifelong advocates.

Balancing high-touch and high-tech

In today’s world, client engagement happens through a mix of personal interaction and technology. Finding the right balance is crucial.

Some tech tools that effectively support client retention:

• Training apps that let clients track progress and share videos
• Automated but personalized email sequences with training tips
• Online booking systems that make scheduling follow-up sessions effortless
• Text message platforms for quick check-ins and celebrations

But technology should enhance personal connection, not replace it. The strongest client relationships come from knowing when to put down the phone and be fully present.

Building great connections

Dog training is as much about people as it is about dogs. What keeps clients engaged and coming back isn’t just your training techniques—it’s how comfortable, supported, and understood they feel while working with you.

Building rapport doesn’t mean getting lost in small talk, but it does mean finding small ways to make clients feel at ease. People tend to open up more when the vibe is friendly and relaxed. A warm smile, a bit of light humor, or sharing an anecdote about your own training journey can go a long way in breaking the ice.

Listening is key, too. When clients share details about their lives—whether it’s a stressful work project, a weekend hiking plan, or their kid’s soccer game—take mental note. Following up with a simple “How did the hike go?” at the next session creates a personal connection without veering off course.

Ultimately, people are drawn to trainers who feel approachable, trustworthy, and genuinely interested in both them and their dogs. By creating that positive, human connection, you’ll build the kind of loyalty that turns clients into long-term advocates.

Nurturing the community, not just the client

Some of the best client retention happens when trainers foster a sense of community, not just one-on-one relationships. When clients feel connected to each other, not just to you, they’re more likely to stay engaged and continue their training journey.

Here are some community-building ideas to consider:

• Graduates’ meetups: Organize monthly, low-cost meetups at local parks where past clients can practice skills around distractions, share experiences, and celebrate progress.
• Private online groups: Create a Facebook or WhatsApp group for current and former clients to ask questions, share updates, and stay connected.
• Practice parties: Host skill-specific sessions (like loose-leash walking or recall) where clients can troubleshoot in a supportive, controlled environment.
• Client appreciation events: Offer fun activities like holiday photo sessions or summer picnics to deepen relationships in a relaxed setting.
• Volunteer days: Organize opportunities for clients and their dogs to give back to the community, like park cleanups or therapy dog visits.

The beauty of community-building is that it creates multiple layers of connection—between clients, their dogs, and your business. These connections strengthen loyalty, keep clients engaged, and encourage them to stay part of your world without requiring you to give your time and energy away for free.

The client’s journey never really ends

The most successful training businesses see client relationships as ongoing journeys, not finite transactions. Dogs and their people continue to grow and face new challenges throughout their lives together – and each of those moments is an opportunity to reengage.

Consider creating “milestone check-ins” – reaching out at predictable points in a dog’s development:

• When puppies hit adolescence around 6-8 months
• When dogs reach social maturity at 2-3 years
• When families experience major changes like moves, new babies, or additional pets
• When senior dogs begin facing age-related challenges

A particularly effective approach for puppy specialists: sending automated emails at key developmental stages for the first three years of a puppy’s life. Each email explains what changes the dog might be experiencing and offers a “tune-up” session if issues arise.

People often don’t realize that their dog’s sudden struggle with recall or reactivity can be related to a developmental stage. When the connection is explained, they’re relieved there’s an explanation and grateful for the timely support.

At the end of the day, client retention comes down to a simple truth: people stick with trainers who make them feel capable, supported, and seen. When you transform your mindset from “how can I get more clients?” to “how can I better serve the clients I already have?” something magical happens. Your business becomes more sustainable, your work becomes more satisfying, and your impact becomes more profound.

The most meaningful success isn’t just in how many new clients you attract—it’s in how many dogs and their people continue growing with your guidance for years to come.

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