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Serving over selling: Creating lasting client relationships as a dog trainer

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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.

If finding the right words to promote your business is a struggle, our Marketing Toolkit has ready-to-go templates that can be tailored to your needs.

Chasing the right squirrel: Finding focus in a world of distraction

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Imagine this: You’re sitting down to work on your business marketing plan, coffee in hand, laptop open, dog treats ready for any unexpected deliveries. Suddenly, a notification pings. An Instagram post about a new online training course catches your eye. You click. Twenty minutes later, you’re deep in the comment section rabbit hole, comparing yourself to trainers with seemingly perfect businesses, and your original task? Forgotten.

Welcome to the world of modern dog training – where distractions abound and ‘squirrel syndrome’ frequently has you chasing in the wrong direction. 

Distractions, distractions…everywhere

Our world is a minefield of attention-grabbers. Family and caretaking responsibilities, endless learning opportunities, social media comparisons, doom scrolling, self-doubt, and the persistent fear of missing out (FOMO) constantly vie for our attention. It’s like trying to train a highly distractible puppy – except the puppy is our own brain.

Most dog trainers fall into one of two camps when confronting all these overwhelming forces:

The Productivity Warrior

This is the trainer who decides to conquer time itself. Armed with productivity apps, time-management books, and an IV drip of coffee, they attempt to do ALL THE THINGS. They create color-coded schedules, wake up at 4 AM, listen to productivity podcasts during their morning run, and still feel like they’re falling behind.

If you find yourself scheduling every minute of your day, taking client calls during your lunch break, running training sessions back-to-back, and completing online courses during dinner – you may feel all this productivity is hard to let go off, yet you’re not really enjoying the payoff.

The Procrastination Specialist

On the flip side, some trainers become masters of avoidance. Fear of failure lurks beneath the surface, making it terrifying to start that business plan or launch that new training program. It feels safer to blame lack of time than to risk trying and potentially failing.

This may resonate if you find yourself poised to update your website, create new social media content, or develop an online course, only to be stopped by questions like, “But what if it’s not good enough? What if no one likes it?”

The perfectionism trap

Underlying both extremes is a common enemy: the belief that we must do everything perfectly. Society whispers (sometimes shouts) that we should be:

  • Successful business owners
  • World-class dog trainers
  • Perfect parents (to humans and canines)
  • Social media influencers
  • Immaculate housekeepers
  • Gourmet cooks
  • Fitness models
  • Community volunteers

The reality is, those who seem to “have it all” almost never do it alone—and no one is immune to a bad day. Even the most “perfect” brands are backed by entire teams of professionals. Perfection is a clever illusion, carefully crafted by curated social media feeds and society’s high expectations. Behind every flawless image lies a mix of hard work, compromises, and struggles we don’t see.

The mathematics of time

In his book Four Thousand Weeks, author Oliver Burkeman suggests that one way to deal with productivity paralysis is to: “Decide in advance what you will fail at.” He also reminds us to get real with numbers. We have 365 days in a year:

  • 52 weeks
  • 7 days per week
  • 24 hours per day

In an average human life, we get just 4,000 weeks during our time on this planet. Here’s the hard truth: There will never be “enough” time. Never. The to-do list is infinite; time is not. Embracing imperfection isn’t defeat; it’s strategy. By liberating yourself from the “do it all” myth, you give yourself permission to focus on what truly matters.

Research consistently shows we’re more productive and happier when we:

  • Focus deeply
  • Accept imperfection
  • Celebrate small wins
  • Allow ourselves genuine rest

So take a moment. Breathe. Ask yourself:

  • What can I intentionally do less of?
  • Where can I give myself permission to be imperfect?
  • What truly matters to me right now?

Step-by-step focus framework

If all of this leaves you feeling overwhelmed, you’re not alone. The framework below can help you regain clarity and focus by breaking things down into manageable steps.

  1. Accept Reality

Start by acknowledging that you simply can’t do it all—and that’s okay! You’re human, not a productivity robot. Recognizing your limitations is the first step to working smarter, not harder.

  1. Clarify Priorities

Picture your time as a jar you need to fill:

  • Big rocks (critical priorities): These are the most important things, like your core business tasks, family, or personal health.
  • Pebbles (important but not critical): Tasks that support your growth, such as networking or skill development.
  • Sand (everything else): The small stuff—social media scrolling, minor errands, or catching up on that Netflix series.

Pro trip: When setting goals and scheduling your time, always put the big rocks in first. If you fill your jar with sand or pebbles, you won’t have room for what truly matters.

  1. Protect Your Priorities

Your priorities won’t protect themselves—you have to do it.

  • Set clear boundaries around your time.
  • Practice saying no to things that don’t align with your goals. Every no is a yes to something else, and often something more important (like a day off!).
  • Block off non-negotiable time on your calendar for the big rocks.
  1. Take Intentional Steps

Focus on taking deliberate, meaningful actions. Instead of worrying about everything at once, concentrate on the most important task right in front of you.

What might this look like for dog trainers?

  • Maybe you don’t need to be on every social media platform. Focus on one or two where your ideal clients are most active and engage meaningfully there.
  • Focus on the training services that bring you joy and ditch the ones you no longer enjoy. Letting go of services that drain you can make space for the work you’re truly passionate about.
  • Outsource tasks that sap your energy. Whether it’s social media scheduling, bookkeeping, or writing a new website, hiring help can free you up to do what you love most—training dogs.
  • Build genuine connections instead of chasing every networking opportunity. Prioritize quality relationships with people who align with your values.
  • Streamline your client onboarding process. Automate emails, contracts, and scheduling so you spend less time on admin and more time with your clients.
  • Give yourself permission to take breaks. Rest and recharge so you can bring your best self to your clients and their dogs.

Don’t forget the journey

Success isn’t about reaching a perfect endpoint. It’s about enjoying the path. It’s about learning, growing, and maintaining joy in your work. Remember: You’re not just a dog trainer. You’re a human being who trains dogs. 

So go ahead – chase the right squirrel. The one that leads you toward meaningful goals, not away from them.

At THRIVE!, we want to help you chase the right squirrels. Our curriculum is designed to help you reach your goals – both personal and business.

Are you a splitter, lumper, or slumper? Tame your dog training schedule.

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Managing your time as a dog trainer can be as tricky as teaching a collie to chill at a children’s birthday party. Your days are filled with client appointments, administrative tasks, ongoing education, and hopefully, some personal time. But just like dog training, mastering time management is a skill that can be learned and refined. Let’s dive into some strategies to help you create a schedule that works for your unique business and personality.

Understanding your work style

The first step in creating an effective schedule is to understand your natural work style. Are you a “splitter,” a “lumper,” or somewhere in between?

Splitters are natural planners who thrive on detailed schedules. They’re the ones who have color-coded calendars and enjoy breaking tasks down into small steps. A splitter might schedule their day like this:

  • 8:00-9:00 AM: Answer emails and return phone calls
  • 9:00-10:30 AM: Client session with Max the Labrador
  • 10:30-11:00 AM: Write up session notes and plan next session
  • 11:00 AM-12:30 PM: Client session with Bella the Poodle
  • 12:30-1:30 PM: Lunch and quick walk
  • 1:30-3:00 PM: Work on new puppy training curriculum
  • 3:00-4:30 PM: Client session with Charlie the Beagle
  • 4:30-5:30 PM: Administrative tasks and planning for tomorrow

For splitters, the challenge often lies in implementation rather than planning. They may need to focus on strategies to stick to their carefully crafted schedules.

Lumpers, or “freedom seekers,” prefer flexibility. They’re comfortable setting a general direction and figuring out the details as they go. A lumper’s schedule might look more like this:

  • Morning: Client sessions
  • Afternoon: Office work and curriculum development
  • Evening: Personal time

While this approach allows for creativity and adaptability, it can sometimes lead to frustration if long-term goals aren’t being met. Lumpers may benefit from setting some loose structure to ensure they’re making progress on important tasks.

If you find yourself somewhere in the middle, you might be a “slumper.” You appreciate some structure but also value flexibility. Your ideal schedule might include a mix of detailed plans and open-ended time blocks. For example:

  • 8:00-10:00 AM: Client sessions (specific appointments scheduled)
  • 10:00 AM-12:00 PM: Flexible work time (choose between curriculum development, administrative tasks, or additional client sessions)
  • 12:00-1:00 PM: Lunch break
  • 1:00-3:00 PM: Client sessions (specific appointments scheduled)
  • 3:00-5:00 PM: Flexible work time

Remember, no work style is inherently better than another. The key is to recognize your natural tendencies and create a plan that works with, not against, your style.

What makes a plan effective?

Regardless of your work style, there are some essential elements to consider when creating your schedule:

Emphasize balance: Include regular time off, preferably two full days per week. Research shows that we are less productive when we push ourselves too hard or try to multitask. Taking care of yourself is key to long-term success. For example, you might decide to make Sundays and Wednesdays your days off, using them for rest, personal pursuits, and spending time with your own dogs.

Prioritize what matters: Make sure your schedule includes time for high-level business tasks that move you towards your goals, as well as personal activities that bring you joy and keep you energized. These tasks might include developing new training programs, marketing your business, or attending professional development workshops. On the personal side, it could be daily exercise, meditation, or a weekly hobby class.

Work with your natural rhythms: Pay attention to when you’re most productive for different types of tasks. For example, if you’re a morning person, schedule your most challenging or creative work for early in the day. You might find that you’re best at writing blog posts or developing training plans in the morning, while afternoon energy is perfect for client sessions.

Work ON your business, not just in it: Set aside at least three hours a week for big-picture tasks like marketing, financial planning or curriculum development. Don’t let these important activities get squeezed out by day-to-day operations. For instance, you might block out every Friday afternoon for business development tasks.

Creating your plan

When developing your schedule, remember that it’s not set in stone. As author Oliver Burkeman suggests, a plan is simply “a present moment statement of intent.” It’s a guide to help you use your time effectively, but it can and should be adjusted as needed.

For splitters, focus on implementation strategies. Your detailed plans are great, but make sure you have systems in place to follow through. This might include setting reminders, using a task management app, or having an accountability partner.

Lumpers should aim for a higher-level structure that provides direction without feeling restrictive. Consider using broad categories for your time rather than scheduling every minute. For example, you might designate mornings for client work, afternoons for business development, and evenings for personal time.

Slumpers might benefit from a mix of detailed planning for certain activities and more open-ended time blocks for others. You could schedule client sessions and important meetings precisely, but leave other time blocks more flexible.

Mastering time management takes practice and patience. Be willing to adjust your approach as you learn what works best for you and your business. Over time, you’ll develop a system that allows you to serve your canine clients and their humans, grow your business, and still have time for your furry friends at home.

THRIVE! is one way to get your schedule in order. Our curriculum includes step-by-step support to create a plan that works for you and your business.

Is a lack of confidence holding back your dog training business?

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At dogbiz, we often meet brilliant and passionate dog trainers who struggle to back themselves. Our happy place is helping R+ trainers step more confidently into their business, achieving things they didn’t think were possible. 

When you think about your dog training career, do you find yourself hesitating, second-guessing your decisions, or playing it safe? If so, a lack of confidence might be the invisible leash holding you back from your full potential. Understanding and addressing this issue is crucial for the growth and success of your business. The happier and more confident you are in your work, the more dogs and people you will be able to help.

Understanding the root causes

Confidence issues can stem from various sources, and it’s important to recognize these to effectively combat them. One common culprit is imposter syndrome, where you might feel like a fraud, questioning your abilities despite your skills and experience. This can be particularly prevalent in the dog training industry, where methods are often debated and there’s no one or ‘official’ path to becoming a trainer. This can make you feel endless pressure to prove your worth.

Another significant factor is simply a lack of business know-how. Running a business requires a different skill set from dog training, which can be intimidating. You might excel at working with dogs but feel out of your depth when it comes to marketing, financial management, or client relations. This knowledge gap can lead to a lack of confidence in your ability to run a successful business.

Fear of judgment is another common confidence killer. Concerns about what clients, competitors, or peers might think can be paralyzing. In an industry where word-of-mouth referrals are crucial and social media battles reign supreme, the fear of negative opinions can hold you back from taking bold steps or trying new approaches.

Past setbacks can also cast a long shadow on your current endeavors. Previous failures or negative experiences, whether in dog training or in life, can create lasting self-doubt. These old stories can replay in your mind, making you hesitant to take risks or put yourself out there.

The confidence tax on your business

A confidence deficit can impact your business in subtle yet significant ways. One common area is under-marketing. You might hesitate to promote your services assertively, missing out on potential clients. This could mean shying away from social media, avoiding networking events, or downplaying your skills when talking to potential clients. As a result, your business might grow slower than it could, simply because not enough people know about you.

Undervaluing your services is another telltale sign of low confidence. Setting prices too low or offering limited services due to self-doubt can hinder your growth and profitability. You might find yourself struggling to make ends meet because you’re not charging what you’re worth. Or you might end up with disappointing training results because of your fear to create and sell packages large enough to truly address your clients’ training goals. This hesitation to offer comprehensive solutions can lead to suboptimal outcomes and client dissatisfaction. This not only affects your bottom line but can also impact how clients perceive the value of your services.

Risk aversion is a significant way that lack of confidence can hold you back. Avoiding new techniques or business strategies can keep you stuck in a comfort zone, limiting your potential for innovation. For instance, you might hesitate to introduce new training programs, expand your service offerings, or adopt new technologies that could streamline your business operations. This reluctance to evolve can make it difficult to stay competitive in a dynamic industry.

Had a great idea for a training video but got stuck doom scrolling instead? A lack of confidence can lead to procrastination or abandoning promising ideas before they come to fruition. You might find yourself constantly second-guessing your decisions, seeking unnecessary validation, or putting off important choices. This can result in missed opportunities and a business that feels stagnant rather than dynamic and growing.

A skill-based approach to cultivating confidence

It’s crucial to remember that confidence isn’t solely an innate personality trait but a set of skills you can develop. Like dog training, building confidence requires patience, consistency, and positive reinforcement. Here are some strategies to boost your confidence and, by extension, your business success:

Embracing continuous learning is a powerful way to build confidence. Invest in both dog training and business education. The more knowledge you acquire, the more confident you’ll feel in your abilities. This could involve attending industry conferences, taking online courses, joining a learning community, or pursuing advanced or specialist certifications. Each new skill or piece of knowledge you gain is another building block in your confidence foundation.

Setting incremental goals and celebrating small wins can significantly boost your confidence over time. Start with small, achievable objectives and gradually increase the challenge. Each success will build your confidence and motivate you to tackle bigger goals. For example, you might start by setting a goal to sign up one new client per week, then gradually increase this target as you become more comfortable with your marketing efforts.

Practicing self-affirmation and keeping a “success journal” can help you acknowledge your achievements and strengths. Regularly remind yourself of your capabilities, the positive feedback you’ve received from clients, and the progress you’ve made in your business. Celebrating your wins this way can help counteract negative self-talk and build a more positive self-image.

Seeking mentorship from experienced dog trainers or business coaches can provide invaluable guidance and perspective. A mentor can offer advice, help you navigate challenges, and provide reassurance when you’re facing self-doubt. They can also serve as a sounding board for your ideas and help you see your strengths more clearly.

Reframing failure as a learning opportunity is essential for building resilience and confidence. Instead of viewing setbacks as personal shortcomings, try to see them as valuable lessons that contribute to your growth. Every mistake or unsuccessful attempt is a chance to refine your approach and come back stronger.

Leveraging your expertise in dog training can be a powerful confidence booster. Remember that your skills and knowledge in this area are your unique selling point. Use this as a foundation to build confidence in other areas of your business. When you’re feeling unsure about a business decision, remind yourself of your successes in dog training and how far you’ve come.

Networking and sharing experiences with other dog trainers and small business owners can be incredibly reassuring. You’ll likely find that many share similar doubts and challenges, which can help normalize your own experiences. Additionally, these connections can lead to collaborations, referrals, and support systems that further boost your confidence and business success.

Practicing public speaking, whether through offering free workshops or creating online content, can help improve your communication skills and get your business out there. As you become more comfortable presenting your knowledge and ideas, you’ll likely find your overall confidence increasing as well.

Visualization is a powerful tool for building confidence. Regularly imagine yourself achieving your business goals. This mental rehearsal can boost your confidence when facing real challenges. Visualize successful training sessions, satisfied clients, and a thriving business. The more vivid and detailed these mental images are, the more effective they can be in building your confidence.

Finally, taking calculated risks is essential for growth, both personal and professional. Start small, but push yourself to try new things in your business. Each risk you take and overcome will bolster your confidence. This could involve introducing a new service, connecting with a new referral contact, implementing a bold marketing strategy, or expanding your business to a new area. Remember, growth often happens outside of your comfort zone.

By recognizing the sources of your self-doubt and actively working to build your confidence, you’re not just improving yourself – you’re investing in the success and growth of your business. Don’t let self-doubt keep you from your business goals. Your canine and human clients are waiting for the unique value only you can provide.

Want fun and supportive cheerleaders while you build your business confidence? THRIVE! is a fabulous community of R+ dog trainers who celebrate each other’s success.

Are your marketing projects fetching results?

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If you’re busy running a dog training business, you know how important it is to use your energy wisely. Marketing projects can quickly steal precious hours from your week – and if they aren’t filling your training slots, this is doubly frustrating. Your business success doesn’t just depend on your amazing dog training skills, but also on your ability to attract (and keep) the right clients.

So how do you know which marketing projects will hit the mark? How do you prioritize your time and effort? Read on as we delve into marketing projects for three key audiences – referral sources, the public, and current and past clients.

The essence of powerful marketing

A truly effective marketing project is multifaceted. It targets your ideal clients, places your message where these clients will see it, and uses your resources efficiently. For passionate R+ dog trainers, marketing projects can also be educational, improving the lives of dogs and their people while promoting your services.

For instance, if you specialize in helping families with new puppies, use your marketing to speak directly to the challenges and joys of raising a puppy. You might highlight the importance of early socialization, and address common concerns like housetraining and chewing. By doing so, you’re not just advertising your services; you’re also providing valuable information to help dog lovers even before they become your clients.

Excited to get started but need a bit of inspiration? Let’s go!

Referral source projects 

These projects aim to reach people at their time of need and are highly targeted. They’re excellent for business longevity and particularly important when starting a business or launching a new service. The goal is to start and strengthen relationships with referral sources, educate them about who you are and what you offer, and make it easy for them to refer the right clients your way. Here are some ideas:

Veterinary partnerships: Create a series of tip sheets for veterinary offices. For example, you might develop a “Preparing Your Dog for Vet Visits” guide that includes advice on desensitizing dogs to handling and creating positive associations with the vet’s office. This not only helps the vet staff but also positions you as skilled in behavior modification.

Pet store collaborations: Develop a “Trainer’s Picks” product list for pet stores. This could include recommended puzzle toys for mental stimulation, appropriate chew toys for different life stages, and training treats that are healthy and high-value. You could even offer to host monthly “New Puppy Parent” nights at the store, providing basic training tips and showcasing these products.

Groomer education: Design an infographic for groomers on “Preparing Dogs for Stess-Free Grooming Sessions.” This could include tips on getting dogs comfortable with handling, introducing them to grooming tools gradually, and cues that make grooming easier (like a chin rest and “paw”).

Remember, the key is to give value rather than asking for favors. By offering something useful, you can build strong referral relationships that benefit everyone involved – the referral source, the client, and you.

Public projects

These projects market directly to potential clients without intermediaries. They provide wider exposure but require continuous, repeated efforts. The goals are to prime future clients, extend your reach beyond current clients, and educate your community about dog behavior and training. Some ideas to get you started:

Educational content creation: Design a series of “How To” rack cards or social media tiles. For example, create a set of five cards or tiles, each focusing on a common training challenge: “5 Steps to a Reliable Recall,” “3 Keys to Loose-Leash Walking,” “Crate Training Made Easy,” “Solving Separation Anxiety,” and “Mastering the ‘Leave It’ Cue.” Each card could provide quick tips and include your contact information for those seeking more in-depth help.

Local media presence: Write a monthly column for your local newspaper or online community groups. Topics could range from seasonal issues (like keeping dogs safe in summer heat) to addressing common behavior problems (such as excessive barking or jumping on guests). This establishes you as a local go-to trainer and provides valuable information to the community.

Webinar series: Host a monthly webinar series on various dog training topics. For instance, you could cover “Understanding Canine Body Language,” “Positive Reinforcement 101,” “Clicker Training Basics,” and “Managing Multi-Dog Households.” These webinars could be free to attend live, with recordings available for purchase, creating both a marketing tool and a potential income stream.

Community workshops: Conduct mini-workshops at local businesses or community centers. For example, host a “Dog Etiquette” workshop at a dog-friendly cafe or apartment building, teaching participants how to manage their dogs in public spaces. Or offer a “Dogs in the Workplace” seminar for companies considering pet-friendly policies.

Social media challenges: Create engaging social media challenges that showcase your expertise. For instance, a “30-Day Training Challenge” where you post a simple daily training task for owners to try with their dogs. This could include things like “teach your dog to touch a target stick” or “practice ‘sit-stay’ with increasing distractions.”

These projects allow potential clients to experience your expertise, professionalism, and personality, helping them imagine what it would be like to work with you. They also provide value to the broader community, and highlight you as a trusted resource for dog-related information.

Current and past client projects

These projects are all about retention. Remember, it’s easier to keep existing clients than to find new ones. The goal here is to highlight the importance of continued training and invite current and past clients to continue using your services. Some ideas you could try:

Loyalty program: Implement a points-based loyalty program where clients earn points for each class or private session they attend. These points could be redeemed for discounts on future services, branded merchandise, or even a free session after accumulating a certain number of points.

Alumni events: Host quarterly “alumni” events for past clients. These could be group walks in local parks, where clients can practice their dogs’ social skills and leash manners, or trick training workshops where you introduce fun, advanced behaviors to keep training engaging.

Newsletters: Send a monthly newsletter with a mix of training tips, client success stories, and updates on your services. For example, you might include a “Training Tip of the Month,” a “Client Spotlight” featuring a dog who’s made significant progress, and announcements about upcoming classes or workshops.

Milestone check-ins: Implement an automated email system that sends check-in emails at key milestones after a client completes a program. For instance, send emails at 1 month, 3 months, and 6 months post-training, offering quick tips for maintaining progress and inviting them to schedule a “tune-up” session if needed.

Referral rewards: Create a referral program where current and past clients receive a discount on services for each new client they refer to you. This not only encourages repeat business but also helps you get new clients through trusted recommendations.

Choosing your marketing project

When deciding which marketing projects are right for your business, consider your current skill level and resources, your big-picture goals for the year, and what you currently have on your plate. It’s okay (and often sensible) to focus on one area if that aligns best with your current situation and goals.

For example, if you’re just starting out, you might focus heavily on referral source projects to build your client base. If you’re more established but looking to expand, public projects might be your priority. If you have a solid client base but want to increase revenue, focusing on retention projects could be your best bet.

The key is to choose projects that resonate with your target audience and showcase your unique value. Perhaps you have a particular strength in working with reactive dogs, or maybe you’re passionate about puppy socialization. Let these specialties guide your marketing efforts.

Remember, effective marketing is about more than just attracting clients—it’s about educating dog lovers, improving welfare, and establishing yourself as a trusted resource. By creating marketing projects that align with these goals, you’ll not only grow your business but also make a positive impact in your community. Win-win!

Marketing projects are something we love exploring in THRIVE! Learn more about our group coaching program and put your business on a path to success.