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Resources that work: Supporting clients beyond the training session
As a dog trainer, you provide a wealth of knowledge and skills during your training sessions. But what happens after you leave? That’s where training support resources come in—a way to continue supporting clients as they practice what you’ve taught. Yet the term “resources” can feel a bit vague. Are we talking about handouts? Videos? Links to cute dog memes (for morale)? Let’s break down what support resources are, how they can best support your clients, and how to create and deliver them without adding too much to your workload.
What are support resources?
Resources are tools that help your clients implement and reinforce the training they’re learning. They can be anything from a step-by-step guide to teaching “leave it” to a simple checklist of house-training essentials. The best resources:
- Clarify key concepts that clients might forget after the session.
- Break tasks into manageable steps that clients can follow.
- Provide motivation and encouragement to keep practicing.
- Answer common “what if” questions that clients might hesitate to ask during a session.
- Don’t consume too much of your time between sessions.
What types of support resources work best?
While the options are endless, here are some tried-and-true options to consider:
1. Handouts and checklists
A well-designed handout or checklist is one of the simplest and most effective resources you can offer. Clients love clear, actionable instructions.
- Example: A printable “Puppy Socialization Bingo” card with activities like “Meet a man in a hat” or “Walk on metal grates.”
- Why it works: It’s visual, simple, and offers clients tangible goals.
2. Step-by-step training plans
Provide a breakdown of how to teach a specific behavior. These are great for clients who need extra guidance or want to track their progress.
- Example: A week-by-week house-training guide.
- Why it works: It removes guesswork and builds confidence.
3. Videos
Sometimes it’s easier to show than to tell. Short, instructional videos can demonstrate techniques like leash handling, clicker timing, or body language cues.
- Tip: You don’t need to be a pro filmmaker. A 1-2 minute video shot on your phone, focused on the essential steps, is enough.
- Why it works: Seeing the technique in action helps clients replicate it accurately.
4. Frequently asked questions (FAQs)
Compile answers to common questions about a specific training topic.
- Example: For recall training, include FAQs like “What if my dog ignores me?” or “Should I use treats every time?”
- Why it works: Anticipates client concerns and builds trust.
5. Resource lists
Not every resource has to come from you. A curated list of books, articles, or videos can provide additional perspectives or reinforcement.
- Example: A list of dog-friendly cafes, parks, or hiking trails in your area, paired with a reminder to practice calm leash behavior.
- Why it works: It shows you’re invested in their overall experience, not just the training.
6. Templates for logs or journals
Help clients track their progress with ready-to-use templates.
- Example: A potty-training log to record accidents and successful outdoor trips.
- Why It Works: Keeps clients organized and highlights patterns they might miss.
7. Motivational tools
Encouragement goes a long way. Add a fun element to your resources to keep clients engaged.
- Example: A “Gold Star Chart” for kids (or adults!) to track their dog’s accomplishments.
- Why it works: Makes training feel less like a chore and more like a celebration.
How to create training support resources without overwhelm
Creating resources can feel daunting, but it doesn’t have to be. Start small, and build as you go.
1. Repurpose what you already do
Chances are, you’ve already explained “sit” or “loose-leash walking” a hundred times. Turn that explanation into a handout or script for a video.
- Use a voice-to-text app to dictate ideas while you drive.
- Keep a notebook or app handy to jot down tips you frequently give clients.
2. Templates are your friend
Don’t reinvent the wheel. Use tools like Canva or Word for professional-looking templates. You can even create a branded design for consistency.
3. Start with the basics
Depending on your training focus, create resources for the most common issues first (e.g., house training, recall). Once you’ve covered the essentials, you can branch out into niche topics like resource guarding or separation anxiety.
4. Test and improve
Your clients are your best testers. Start small, share a resource, and ask for feedback:
- Was it helpful?
- What was missing?
- Was it easy to understand?
Over time, refine your resources based on their responses.
How should you deliver training support resources?
Delivery is just as important as the content. You want your resources to be accessible, easy to use, and tailored to your clients’ preferences. One of the best ways to do this is to ask your clients how they prefer to learn and receive information. Do they like printed materials they can hold in their hands, videos they can watch at their own pace, or interactive online tools? Understanding these preferences allows you to develop resources that suit the majority of your clients.
1. Printed handouts
For in-person sessions, printed resources can be a great leave-behind. Avoid overwhelming your clients—1-2 handouts per session is usually enough.
2. Email or PDF downloads
Send resources as PDFs via email after a session. This gives clients a digital backup they can reference anytime and reprint if needed.
3. Dedicated client portals
If you work with many clients, consider using an easy-to-navigate online folder (e.g., Google Drive or Dropbox) to store resources they can access anytime.
4. A learning platform
Offer a more interactive and professional option by using a learning platform to host courses, training videos, or lesson plans. Platforms like Teachable or Thinkific allow clients to engage at their own pace, with all resources in one place.
5. A mix of old and new
Combine modern tools with tried-and-true methods. For example, pair a printed handout with a follow-up video link demonstrating the techniques or an invitation to access a related module on your learning platform.
Final Thoughts
Support resources are your bridge between training sessions and real life. They empower your clients to practice confidently, deepen their understanding, and stay motivated. Whether it’s a simple checklist, a quick video, or a handout, your resources should reflect your approach: clear, supportive, and focused on success. Start small, tailor your resources to your clients’ needs, and watch your training outcomes soar.
Your time matters! How to reduce cancellations and no-shows
You’ve prepped for your sessions, psyched yourself up, maybe even rehearsed a joke for an icebreaker. Then—nothing. No call, no text, just an empty training spot where a client (and their dog) should be. Frustrating? Absolutely. Costly? You bet. But preventable? 100%.
Every dog trainer has dealt with the dreaded last-minute cancellation or, worse, a complete no-show. And while you can’t control every client’s schedule, you can set up systems to drastically cut down on these scheduling headaches. It all comes down to clear policies, strategic communication, and a little psychology.
Let’s dig in.
Set boundaries with a strong cancellation policy
If clients don’t know your cancellation rules, they’ll make up their own. And their version might involve rescheduling a session 10 minutes before it starts because “something came up.” (Yes, something always comes up.)
A strong cancellation policy lays out expectations from the start. Here’s what yours should include:
- No cancellations – To ensure consistency and best results for dogs and their guardians, don’t allow for cancellations once a session is booked. Either take payment in advance (our recommendation!), or charge the full fee for cancellations and no-shows. This adds accountability and protects your income.
- Make-up session option for larger packages – If you offer multi-session packages, you could allow one “pass” or reschedule per package as a courtesy. This maintains accountability while offering some flexibility.
- How to get in touch if there’s a problem – Be specific: Should they call, text, email, or use a booking system? Make it foolproof.
- Exceptions for emergencies – Life happens, and true emergencies are out of a client’s control. It’s okay to build in some flexibility for illness or urgent situations. This should be at your discretion.
Example policy:
“Training is most effective when it’s consistent, which is why we don’t allow cancellations once a session is booked. Thank you for scheduling carefully—it helps us get you the best possible results, and ensures fairness for all clients, as an unfilled spot means someone else misses out.”
Make sure they (really) know about it
Hiding your cancellation policy in fine print isn’t doing you any favors. (Spoiler: They won’t read it.) Instead, put it where they can’t miss it:
On your website – Include it on your services, FAQ, and booking pages.
In your client agreement – Have them acknowledge it when signing up.
In confirmation emails – Every session reminder should mention your policy.
During consultations – Verbally mention your policy when onboarding new clients.
In follow-up messages – A friendly reminder never hurts.
Example confirmation message:
“Just a quick reminder that our session is scheduled for [date/time]. Please remember that in order to make the training process as successful as possible, cancellations are not permitted. Looking forward to working with you and [dog’s name]!”
Strategies to reduce cancellations and no-shows
Even the best policy won’t help if clients forget about their sessions or don’t take them seriously. Here’s how to prevent cancellations before they happen:
1. Send reminders like clockwork
We all get busy, and sometimes clients just forget. A simple text or email 24-48 hours before their session can save you from an empty time slot.
2. Require pre-payment
Clients are far less likely to cancel if they’ve already paid. Consider ways to protect your income and improve client dedication:
- Payment in advance for single sessions (keeps them accountable)
- Prepaid training packages (great for commitment)
- Subscription-based billing (for ongoing clients and/or services)
3. Remind them why showing up matters
Dog training isn’t just about showing up when it’s convenient. It’s a process. A commitment. Skipped sessions = slower progress. Reinforce this with messages like:
“Training is most effective when it’s consistent. Every session builds on the last, helping your dog progress and ensuring you see real, lasting results. Prioritizing your training sessions will give you and [dog’s name] the best chance of success. I appreciate your commitment to [dog’s name]’s progress, and I’m excited to be working with you both!”
5. Build strong client relationships
Clients who feel personally connected to their trainer are more likely to show up. A little check-in now and then (“How’s [dog’s name] doing with their recall practice?”) builds loyalty and keeps them engaged.
Handling repeat offenders
Despite your best efforts, some clients will still push boundaries. When someone repeatedly cancels last-minute or doesn’t show up, it’s time to have a conversation.
Step 1: Give the benefit of the doubt
The first time it happens, assume it was an honest mistake and send a friendly, professional message reinforcing your policy.
Example first-time reminder:
“Hi [Client’s Name], I missed you at our session today! Just a quick reminder that my policy does not allow cancellations, so today’s session will still be billed. Let me know how you’d like to schedule our next session—I’d love to keep you and [dog’s name] on track!”
Step 2: Address recurring cancellations firmly
If a client frequently cancels at the last minute, it’s time to set firmer boundaries.
Example script for repeat offenders:
“Hi [Client’s Name], I’ve noticed a few last-minute cancellations, and I want to make sure we’re setting [dog’s name] up for success. Consistency is key in training, and missed sessions slow progress. It also makes scheduling tough for other clients who need spots. Let me know if we need to adjust your schedule so it works better for you.”
Step 3: Know when to let go
At some point, you have to protect your time and energy. If a client continually no-shows or cancels at the last minute, it’s okay to say goodbye.
Example dismissal script:
“Hi [Client’s Name], I completely understand that life is busy, and I appreciate the time we’ve worked together. However, I need to ensure my schedule stays consistent for all clients. Because of the frequent last-minute cancellations, I won’t be able to continue offering training sessions at this time. I’d be happy to recommend some excellent colleagues who might have more flexibility, or welcome you back when your schedule stabilizes. Wishing you and [dog’s name] all the best!”
Reducing no-shows and cancellations isn’t just about money—it’s about respecting your expertise, time, and mental health. A trainer who’s constantly dealing with scheduling chaos can’t bring their best self to the clients who do show up.
Take a moment today to review your cancellation policy. Is it clear enough that even someone scrolling at 2 AM could understand it? Are you enforcing it consistently, or making so many exceptions that it might as well not exist? Are your reminders working, or just getting lost in the digital noise?
Your time is valuable—make sure your clients treat it that way!
Red flags and right fits: Client relationships in dog training
As an R+ dog trainer, you’re passionate about helping dogs and their humans succeed. But not every client is going to be your perfect match, and this can be tough when you care about all the two-and four-legged beings involved. Yet recognizing when a client relationship might be heading south is crucial for your business, your mental health, and the wellbeing of the client and dog you’re trying to help. Here are some tips for avoiding a bad match, and what to do if one emerges.
Why the right fit matters
For clients
Training isn’t just about what happens during your time together – it’s about sustainable change. When clients aren’t equipped or prepared to follow through, they can become overwhelmed, stressed, and ultimately enable the very behaviors they’re trying to change. A trainer who compensates for this by taking on too much – running overtime, doing extra work, or becoming the sole solution – actually prevents the client from developing the skills and confidence they need.
For dogs
Dogs thrive on consistency, and mixed messaging – even between well-intentioned methods – can create more behavioral challenges than it solves. Like us, dogs need clear communication, a coherent training approach, and a feeling of safety in order to learn. Conflicting training methods can lead to confusion, anxiety, and potentially increased behavioral problems.
For you and your business
The wrong client fit isn’t just emotionally draining – it’s a direct threat to your business. Client mismatches can lead to burnout, negative reviews, potential reputation damage, and a slow erosion of the joy that drew you to dog training in the first place. Your business will thrive when you work with people who are aligned with your approach and eager to learn. These ideal clients become your ambassadors, and help you attract more of the right people.
Prevention is better than cure
You know what’s even better than successfully navigating a tricky conversation? Stopping it happening in the first place! Your marketing and services are key to this – they are powerful filters for attracting the right clients. By strategically positioning your brand to reflect your training approach, you can naturally draw in clients who you love working with. Start by getting crystal clear on your ideal client – beyond demographics, focus on their values, the problems they are trying to solve, and their commitment and resources.
Create marketing materials and onboarding steps which transparently communicate your expectations, ways of working, and areas of expertise. Share success stories that highlight the process over instant results. Use your initial consultation as an opportunity to assess not just the dog’s needs, but the client’s readiness and alignment with your methods. By investing time in attracting and screening clients upfront, you’ll save countless hours of potential frustration and create more meaningful, successful training partnerships.
Can you work through it?
Every client relationship is a journey, and sometimes that journey includes unexpected twists and turns. What might initially feel like a roadblock – those moments that make you want to pull your hair out or question your career choice – can actually be golden opportunities. By shifting from frustration to curiosity, we can often uncover the real challenges behind seemingly difficult interactions.
While it’s important to recognize when a client isn’t the right fit, it’s also worth exploring whether better communication, clearer expectations, and creative problem-solving might bridge the gap. Sometimes a conversation or additional support can transform a challenge into a successful partnership. Here are some common examples:
Misaligned expectations
Some clients arrive with ambitious goals that don’t match up with their dog’s current behavior, or even their potential behavior. A rescue dog with years of anxiety and reactivity might not become an off-leash companion overnight, despite the client’s enthusiasm.
This is an opportunity for education. Help clients understand realistic training progression, the impact of past experiences, and the individual nature of their dog. Set realistic goals to help them stay motivated.
Potential conversation starter: “Max has been through so much, and I’m excited to help you both build confidence together. Let’s break down our goals into smaller, achievable steps that will help Max feel secure and make progress at his own pace.”
Conflicting training methods
Clients may come from backgrounds with traditional, directive training methods and struggle to understand the value of positive reinforcement. They might be skeptical about approaches that seem slower or less direct.
Recognize where some of these beliefs may come from, such as the way their family dog was treated when they were young, or their own upbringing. For some clients, information about learning theory and the long-term benefits of positive reinforcement can be useful. For others, a ‘show don’t tell’ approach is the key. Rather than getting into the weeds of learning theory, show them how effective your methods are in practice.
Potential conversation approach: “I appreciate your commitment to helping Rover. Let me show you a training technique you can try to get the results you’re after. The best part is it’s a lot of fun, so Rover will be excited to work with you.”
Life is A LOT
Many clients juggle multiple life stressors – demanding jobs, family challenges, limited time – which can impact their ability to be consistent with training.
Accept and acknowledge that life happens. Instead of viewing inconsistency as a failure, see it as an opportunity to create more flexible, manageable training plans and services.
Potential solution: “I understand you’re juggling a lot right now. Let’s design a training approach that fits into your current life – we can start with short, manageable sessions and build from there.”
Boundary bulldozers
A client who sends multiple late-night texts, expects immediate responses, or struggles to follow through on homework might not be intentionally difficult – they might be anxious, inexperienced, or simply desperate for help.
Establish clear, kind boundaries that demonstrate both professionalism and understanding.
Example communication: “I’m committed to supporting you and Buddy. To ensure I can provide the best care, I’ll respond to messages during business hours and we can schedule check-ins that work for both of us.”
Signs to look out for
So when should you consider parting ways with a client? If you’ve tried the approaches above, and are lying awake at night dreading your next training session, it’s probably time. Here are some telltale signs things aren’t heading in the right direction:
- The client’s goals consistently conflict with your training philosophy
- You sense a fundamental communication breakdown
- The client’s lifestyle or commitment level doesn’t match the required training intensity
- You recognize another trainer might have specialized skills or offerings more suited to their specific situation
The art of saying no (or goodbye)
If you sense early on that the client’s expectations, communication style, or commitment fundamentally conflicts with your training approach, it’s okay – and often beneficial – to redirect them rather than taking them on. Approach this conversation with honesty, empathy, and professionalism. Be clear about why you don’t believe you’re the best fit, and if possible, provide recommendations for alternative trainers or resources that might better serve their needs. A simple script might sound like: “After our conversation, I believe another trainer might be better equipped to support your specific goals. I’d be happy to recommend some colleagues who specialize in [specific approach or challenge].”
And what about long term client relationships? After investing time and energy, these situations require care and diplomacy. If you’ve reached a point where progress seems impossible, communication has broken down, or the client consistently undermines the training approach, it’s time for a thoughtful, professional separation. Focus the conversation on the dog’s best interests and the client’s ultimate goals. Explain that your professional recommendation is to either reset the training approach or transition to another trainer. Your language should be kind but firm, emphasizing that this decision comes from a place of wanting the best possible outcome for everyone. A potential approach might be: “I’ve been reflecting on our training journey, and I want to ensure you and Coco are getting the most effective support possible. While I’ve appreciated our time together, I believe I might not be the best fit for your specific goals. I’d be happy to provide you with some excellent resources that could help you continue making progress, or recommend a colleague whose expertise might align more closely with what you’re looking for.”
Pro top: Your network is your strength
Build relationships with trainers who specialize in different approaches. Having a robust referral network means you can gracefully redirect clients when you’re not the best fit.
Remember, saying no isn’t a failure – it’s professional self-care and better for clients in the long term. Not every dog trainer is right for every dog and human. Stay positive, stay professional, and keep making a difference, with the right clients.
Serving over selling: Creating lasting client relationships as a dog trainer
The term “upselling” can make even the most confident dog trainers squirm. It often brings to mind pushy sales tactics that feel at odds with the compassionate, relationship-focused approach of positive dog training. But what if upselling wasn’t about selling at all? What if it was about offering the best care and support for dogs and their humans—not just today, but for the long haul?
When done right, offering additional services is less about “selling” and more about creating meaningful, lasting partnerships. Here’s why—and how—you can embrace the idea without losing sight of your values.
Why not offering enough can hurt
Avoiding conversations about additional services or sessions might feel more comfortable in the moment, but it can backfire in the long run—for both your clients and your business.
Your reputation is tied to results
When clients don’t see the results they hoped for, they may blame you, even if the real issue lies elsewhere. By not recommending the right solutions, you risk damaging the trust and goodwill you’ve built. And they’re less likely to rave about your business to their neighbor.
This is why it’s key to think of upselling as setting realistic expectations. You’re not pushing more; you’re helping clients understand what it takes to achieve lasting success with their dog.
Complex issues require comprehensive solutions
Many behavior challenges—like phobias, separation anxiety, or aggression—can’t be resolved in a single session or even a short training package. If clients leave before the work is truly complete, their dog’s behavior may regress or remain unresolved, leaving the owner frustrated and unsure where to turn next.
Think of it like the most effective human healthcare—focused not just on treating immediate issues but also on prevention and long-term well-being.
Take this example:
- A new puppy starts with basic manners—sit, stay, recall.
- Fast forward six months, and that sweet puppy has hit adolescence, bringing a host of new challenges: jumping, pulling, or barking.
- Now imagine the same dog at age three, showing breed-specific tendencies like herding behavior or guarding.
A one-time training package won’t prepare the average dog guardian for all these stages. A trainer who offers ongoing, tailored support becomes not just a service provider but a trusted guide and collaborator.
Holistic care means anticipating these shifts and giving clients a roadmap for their dog’s lifelong success. It’s about saying, “I’ve got you covered—whatever comes next.”
A sustainable business helps you help more dogs
It’s easy to fall into the trap of overextending yourself—offering low rates or taking on too many clients to make ends meet. But a sustainable business is essential for your long-term ability to help dogs and their people. Here’s why:
- Avoid burnout: When you’re constantly overworked and underpaid, it’s hard to bring your best energy to each session. A sustainable business allows you to maintain your passion and deliver.
- Reach more clients: Financial stability gives you the resources to invest in things like marketing, professional development, and better tools, helping you expand your reach and make a bigger impact.
- Support your growth: As your business grows, you can offer new services, hire additional trainers, or create educational programs that benefit the wider community.
Let’s talk about money (minus the ‘ick’ factor)
Discussing the costs of your services can feel uncomfortable, but it doesn’t have to be. The key is to approach these conversations with confidence, clarity, and empathy.
Be transparent
Let clients know exactly what’s included in your services and why those elements are critical to achieving their goals. Avoid vague descriptions and focus on outcomes. For example:
“This $____ package includes six sessions where we’ll work on Luna’s leash reactivity. Each session builds on the last and adds more distractions, helping you and Luna feel more confident and calm in new environments.”
Bringing up the cost of your services early in the conversation can actually be easier for both you and your client. By introducing pricing upfront, you help manage expectations and give clients the chance to consider whether your services fit their budget.
Focus on value, not just price
Help clients see the long-term benefits of investing in their dog’s behavior now, rather than dealing with bigger problems down the road. For example:
“I know this package is an investment, but it will give you the tools to manage Jack’s separation anxiety and set both of you up for a happier life together. It will mean you gain more freedom, while Jack is calmer at home.”
Celebrate progress, not just the end result
Highlight the growth clients have made and how additional steps can build on that success. By celebrating wins and showing genuine interest in their progress, you transform a sales conversation into one about collaboration and aspiration.
“Pepper is doing great at home! The next phase is teaching her to handle distractions at the park so you can enjoy outings together.”
This approach helps additional services feel like a natural next step rather than a sales pitch.
Stay empathetic
Acknowledge financial constraints while offering flexible options. Payment plans, smaller follow-up bundles, free resources, or educational add-ons like workshops can make your services accessible without undervaluing your work.
Providing effective and thorough services is about creating a partnership with your clients. By shifting the focus from “selling” to serving, you build trust and long-term relationships that benefit everyone—dogs, clients, and your business. When you offer comprehensive care, you’re not just solving immediate problems. You’re helping clients navigate the wonderful, messy, and ever-changing journey of life with a dog.
So, the next time you think about offering additional services or expanding a training package, remember: you’re not upselling. You’re up-serving. And that’s something to feel great about.