Dog training business coaching
Contact us
Expert dog training business coaching
Contact us

Miscellaneous

Woman with ideas

Miscellaneous

Howdy, Pard’ner: Making Business Partnerships Work

· ·

Business partnershipsTired of going it alone? Wish you had someone to share your struggles and triumphs? Starting a business with someone else, or adding a partner to your existing enterprise, can bring many advantages, including support, division of labor, better ideas, increased productivity, and decreased stress levels. It can also dissolve into disaster complete with tears, frustration, and ruined friendships. Over the years we’ve worked with many dog business partnerships and we’ve seen it all, from beautifully oiled partnership machines to sad disappointment to bitter drama.

Here’s some advice for building the former and avoiding the latter.

Is it right for you?
There are plenty of advantages to partnership. You get to share the workload, ideally dividing tasks according to each partner’s skill sets and strengths. At the very least you have someone to split the icky stuff that no one wants to do. You have someone to celebrate successes with, and to share frustrations and setbacks with, too. You get a brainstorming partner to help solve problems. And when you come up with something new to try, you’ve got someone to share the risk and excitement of any new endeavor. In short, partnership provides built-in support from someone as invested in your business as you are.

But there are downsides to partnership, too, and it isn’t a great fit for all temperaments. If you tend to prefer to do things your own way, you may find giving up autonomy and sharing decision-making a challenge. If confrontation is particularly painful, you may not enjoy the communication necessary for a healthy partnership.

Before you enter into business with someone, sit down for a serious, honest chat with yourself about how the pros and cons stack up for you.

Only fools rush in
If you decide partnership is the way to go, choose your partner wisely. We’ve seen many dog pros eager to rush into an agreement with a dog pro friend or colleague. It’s wise to approach partnership like marriage. After all, this is someone you’re going to spend time with every day for many years to come. You’ll share joint decision making. Your financial situations will be tied together. Given all that, it’s safer to consider a serious period of exploratory engagement rather than an impulsive drive to Las Vegas. After all, ending a business partnership can be nearly as complicated and messy as a divorce.

This is another time for serious, honest assessment. What is driving you toward partnership? Do you feel sure this particular person is the right match for your partnership goals? Consider their temperament in relation to your own, including their feelings about and approach toward taking risks, their communication style, decision making speed, and perspectives on money and how and when to spend it. And what about goals and vision—are you truly on the same page about where to take the business and how to get there? Just as in a marriage, in our experience it’s mismatches in these areas that tend to sink a good relationship.

Sometimes differences can actually be helpful. For example, if you know you’re a bit on the timid side, a bolder partner can help you seize opportunities to move forward. But if you’re not open to that, it’ll be conflict that seizes the opportunity.

While you’re in assessment mode, look also at what your prospective partner brings to the table. What skills are you missing that a counterpart could add to the mix? Perhaps organizational skill, or a knack for marketing or numbers. Or maybe you complement each other service-wise, such as two dog trainers with different areas of training focus.

Keep your eyes wide open
Before you sign binding paperwork, sit down with your prospective partner and hammer out key details. Chief among them are:

Division of labor. What are each partners’ responsibilities in the company? Who is in charge of what? What does accountability look like? What happens if one partner isn’t getting their work done? And, very importantly: What is your definition of productivity? Is it about putting in the hours, or about outcomes? We’ve seen a fundamental difference in outlook on this question cause conflict in a number of partnerships over the years.

Decision making. How will decisions be made in each area of the business? About spending money? About marketing? About which services to offer? About hiring? About how things get done? About prioritizing goals? Will all decisions be shared, or will each partner have autonomy over certain areas? What happens when there is disagreement and consensus cannot be reached?

Profit sharing. How will money be distributed? Will this be based on how much each partner invests? In hours contributed? Based on how much revenue each person generates? Split equally? Under what circumstances can these decisions be revisited?

Spending. How will a budget be determined? How much money will be spent on marketing? How will you decide how much is okay to spend on a new facility or a new hire or a professional service like accounting or business support? What happens when an unexpected expense arises, or a larger intermittent one like needing a new website?

Communication. You must have a communication plan. This is another area that has tanked many a dog pro partnership. First, you’ve got to engage in regular communication about the business. Maybe this is a weekly meeting punctuated by quarterly goal setting, for example. Or maybe you hold a focused monthly meeting supported by quick daily check-ins. Whatever your style, your plan for staying in communication on everything—from big-picture goals to daily protocols—must be codified and taken seriously.

You also have to be willing to actually communicate. This goes back to the temperament question raised earlier—are you willing and able to speak up in a productive way when things bother you, and can you openly hear your partner do the same? As part of your communication plan, make space for these kinds of conversations.

Finally, be social. We hope it goes without saying that you wouldn’t choose a partner you didn’t actively like. It’s important to continue to enjoy each other’s company. You’ll find the challenging conversation easier if you take the time to have a beer or cup of coffee together on a regular basis.

Create a pre-nup
Despite best intentions, things don’t always work out as planned. And life has a way of inserting surprises, too. So your partnership agreement should include provisions for what happens when one partner wants out of the company. Are they to be bought out by the other and, if so, how will the buy-out price be determined? Does each partner have to stay for a pre-determined amount of time to get a buyout? Can a partner sell their “shares” to someone else? What about decision-making power? And what happens should a partner become incapacitated or die?

Don’t go it alone
It is wise to consult with both a lawyer and an accountant when considering these pre-nup questions and also issues around profit sharing. It’s also important to note that the business entity structure you choose (i.e., LLC vs. S Corp vs. straight partnership) may dictate answers to some of the questions we’ve raised here. A business coach can also serve as a supportive mediator in helping to make these decisions, and in setting up structures for decision making, division of labor and accountability, and communication.

Honor red flags
If you take just one piece of advice from this article, let it be this: If you feel any hesitation, if worries are percolating in your mind or heart, if your stomach feels uncomfortable, if there are red flags presenting themselves to you in any way, pull back or at least slow down until they’re fully resolved. Partnership is work to enter into, and quite a bit of work to get back out of. It’s not something to “try out” or experiment with. Don’t move forward without taking the steps in this article and feeling sure it’s the right move for you.

Partnership light
If you’d really love the advantages of a partnership but aren’t ready for the risks or aren’t sure you’ve found your ideal counterpart, put your toe in the water instead of diving in. Read here about marketing partnerships and other ways to add more collegial support to your dog pro work life.

Rebuilding Your Dog Business

· ·

Usually this time of year we share tips for getting the new year off to a great start through goal setting, time management and organization, project planning, and the like. This year we’re spending a lot of time thinking about our clients forced to rebuild their businesses (and lives) due to this past year’s natural disasters. But there are all sorts of catalysts for rebuilds.rebuilding your business

For example, we’ve seen clients hit the restart button after a move, after dissolving a partnership, to take a next career step (such as from dog walking to dog training), to rebuild a damaged reputation, or after coming back from an extended break (say, after taking a paid position or caring for a family member).

Whatever the reason for rebuilding, a careful approach can bring renewed success and engagement. Whether you’re facing a rebuild by necessity or choice, or just looking for a little inspiration to get your new year off to a rocking start, we hope these tips help.

(Many thanks to a number of clients who have been through rebuilds for their generous contributions to this article.)

Assess the situation
Taking stock of the details of your situation readies you to build the strongest path forward. Some considerations:

Your audience.
Audience includes your client base and your larger network of marketing partners like vets and fellow dog pros. Is yours intact? A few of our clients have lost their audience base due to natural disasters displacing their communities. If you’re moving, you’ll have to build all new relationships. Whereas coming back after a break, your work may be more about reconnecting with your network. If you’re striking out on your own after a partnership, the terms of your dissolution agreement will dictate the task—will you continue caring for all or a portion of your clients, or are you obligated to seek new ones?

If you’re moving, do some audience research to learn about the culture in your new area. What do people care about in a dog service? What are their common dog-related concerns, goals, and needs? How do they view their dogs? Though most solid approaches to running a dog biz work just about everywhere, we’ve encountered plenty of regional differences in our work with dog pros over the years. We’ve seen dogbiz clients who have relocated a successful business have to make changes to the way they structure their services, market and talk about them, and even handle their sales process to transfer their success to a new area.

Your branding.
Can you rebuild based on what you’ve already built, or will you have to begin from scratch? Specifically, will you be able to move forward with your current business name, logo, and website? A natural disaster leaves these things (if little else) intact, whereas rebuilding after a damaged reputation likely involves creating a fresh face for the business. Some situations, like moving a business, rebuilding after a dissolved partnership, or changing services, could go either way. If you’re moving and you haven’t sold your name and website, you may be able to use your old branding infrastructure, provided it’s a good fit for your new location. If your partnership dissolution agreement has left you in possession of the business, you’re good to go, but if not, this will be a central step in your rebuild. A change in services may require a rebrand, depending on the change and current branding. For example, many of our dog walking clients over the years have eventually gone on to become dog trainers. “Good Dog” is a brand name that can easily go along for that ride, whereas “The Well-Hiked Hound” isn’t likely to survive the switch.

Your services.
Will you continue to provide dogs and dog lovers with the same services, or is a change in order? For relocating businesses, this will require a bit of research into the needs of the area, including what others are offering and any niches that look ready for filling. Rebuilding after a disaster may require creative rethinking. For example, losing a daycare facility to a fire may necessitate a temporary switch to dog walking and/or in-home exercise or mental stimulation services. There may also be opportunities to provide new forms of support to others, such as boarding or board and train services for those who have lost homes and need temporary shelter for their dogs.

Your location.
As mentioned a few times, understanding your location is a must, including the local dog and client culture, as well as what other dog pros are (and aren’t) offering. If you’re rebuilding in the same location, you’ve got a leg up on this. Still, it makes sense to take stock of what you know. If you’re looking at a move, do what you can to gather intel by visiting the area, reading local publications, spending time on local social media, and reaching out to local dog pros and dog lovers to get a feel for the needs and quirks of your new home.

Assess opportunities
Life rarely offers do-overs. Though rebuilding can be challenging and stressful, especially when forced (as by disaster, family illness, failed partnership, etc.), it can also present tremendous opportunity. We’ve watched many dogbiz clients over the years emerge from rebuilds with renewed energy and inspiration—and greater success, too.

As I write this I think about clients who have used failed partnerships to undo all the compromises forced by shared decision making, and remake their new businesses according to their own rules. I think of clients who have taken advantage of cross-country moves to let go of old mistakes in their businesses, replacing weak policies with strong ones and updating to more powerful branding. I think of clients who, after a few years off in a paid industry position, have reopened their businesses with stronger networking relationships and greater confidence to take advantage of them. Or clients coming back from extended leave caring for family members who have tackled the reopening of their businesses with the inspired hindsight that comes with plenty of forced reflection time.

Whatever your situation, look for the opportunities. Is your rebuild a chance to pursue a switch to a new service you’ve wanted to offer or have been training for, or to drop one you’ve long stopped enjoying? A chance to fix old policy or rate mistakes? To focus your marketing message and projects toward a different clientele? To replace a musty logo or that business name that just never quite worked? To build a new website better suited to position you as the go-to dog trainer, dog walker, or dog daycare in your area?

When you’re done, when you’ve reached the other side of this process, what do you want it all to look like? In short, envision how you can emerge from your rebuild stronger, happier, and more successful.

Make a plan
The best way to achieve a vision is to make a plan to get from where you are now to where you intend to be. Start by identifying changes you want to make. Now lay out the steps that need to be taken. What literally needs to be done? If you tend to think in large categories, break your categories down into concrete tasks. If you start with a huge list of small steps, organize those into categories. Then identify which tasks you need to do yourself, which require the input of others, and which can simply be delegated.

Put your steps into priority order. Place them on a timeline, noting both when they need to be done by and, most importantly, when they will actually be done. Block out time and assign tasks to your calendar so that you can literally see how and when each step will be done.

Taking the time to plan this way can bring great peace of mind, helping to quiet doubts, fears, or worries about what’s possible. As one of our clients who contributed to this article explains,

“At first I felt pretty hopeless. I didn’t know how to begin rebuilding. I started by listing everything that had worked well before, and thus decided what things could stay the same. Then I dug into what hadn’t been working well and came up with alternatives. I think breaking it apart this way, and realizing how much of my previous business model was still viable, gave me the hope (and strength) to tackle the thinks I wanted to change.”

Communicate with clients
How much you share with clients about your rebuild and the reasons behind it depend on your situation as well as your comfort level with transparency. It’s more appropriate to share the reasons behind a rebuild precipitated by a natural disaster than one forced by a partnership breakup, for example.

As you consider how much detail to share, keep this in mind: Your relationship with your clients is largely one of service, support, and expertise. In other words, your job is to be there for your clients. While they care deeply about you and probably think you walk on water, it’s still kind of all about them. So though it makes sense to share the bones of your story—a move due to a spouse’s job relocation or to be closer to family now that you’re starting one, a facility lost to a storm, a partner moving on to new adventures, a break to care for an ailing parent—avoid a long accounting or one that is overly personal or emotional.

No matter the situation, take a positive stance in your telling, focusing on the opportunities to make changes and improvements. Share with clients how these changes benefit them. Where possible, do so in a timely manner, keeping clients in the loop to avoid any upset from surprises. For example, if you’re selling your business due to a move, don’t wait until the last minute to let clients know you’re leaving and to tell them how awesome your replacement is. They’re more likely to make the transition comfortably with time to digest the change.

Get support
If you’re struggling to assess your situation or identify the opportunities present in your rebuild, if the planning process seems cloudy or you could just use a shoulder, reach out for help. Seek support from a friend who’s good at organizing and cheerleading, or from successful colleagues, or from a well-qualified business coach. Rebuilding a business is stressful and demanding, even when it’s something you’ve chosen. There’s no reason to do it alone, and you’re more likely to meet with success with support in your corner.

Breathe and believe
Over our years supporting dog pros we’ve guided many clients through business rebuilds of one kind or another. They’ll be the first to tell you it was well worth it and that they’re better off for it. So if you’re contemplating a do-over, or are in the midst of one as you read this, take heart.

Here’s some extra inspiration from one of our clients who contributed her experience to this article. Her words echo sentiments we’ve heard from many others:

“Take [your situation] as an opportunity to overhaul your business. It really can be a blessing. I changed my marketing message, decreased the size of my service area (less drive time, yay!), and ended up working less hours and attracting really amazing clients. It will take a lot of time and effort, but it’s so worth it in the end.”  

What she said. So take a deep breath and believe in your vision and your ability to get there. And please be sure to reach out for support if you need it, or just to share your success with us. We’d love to hear the story of your rebuild.

Making Difficult Conversations Less Difficult

· ·

Woman sitting on a bench thinking and holding a dog on leash.As positive reinforcement-based dog professionals, we tend to care deeply about others’ feelings, and naturally dislike conflict. For many of us, just the thought of a difficult conversation makes our stomach turn. But take heart when faced with one. It means you’ve made a decision to improve something in your situation. Hold on to that thought as you prepare.

Difficult conversations come in many forms, from everyday business communications like the sales moment at the end of an initial consultation or meet-and-greet, to dreaded conversations such as letting a client or an employee go, and everything in between. Whatever the situation, a little preparation can provide big payoffs in your confidence and comfort level, as well as the outcome.

Here are some steps to help you plan and prepare – and hopefully take some of the discomfort out of the situation.

Determine your desired outcome
Having a clear picture of your goal – what you want the outcome of your conversation to be – will help you create a plan.

Start by asking yourself a few questions pertinent to the situation. For example, is there only one acceptable outcome? If your goal is to end a relationship with a client, period, end of story, there is only one outcome. But would you consider another result? Let’s say the client promises to abide by your cancellation policy, would you accept that and continue offering your services? Or if an employee admits she hasn’t been doing her best work but is committed to doing better, are you willing to give it another go?

Also consider whether you’re willing to provide any support. If you’re cutting ties with a client, will you provide a referral to another dog pro who can help her? Are you willing to give the employee a recommendation for another job?

Setting your parameters ahead will help you stand firm in the moment, preventing temptation to give into pressure if you’re asked to reconsider your decision, and making sure you arrive at your intended outcome.

Choose your mode of delivery
With so many means of communicating these days, it’s important to think through the best mode for delivering your news.

How do you typically communicate with the person you plan to reach out to? If it’s someone you see regularly, and you’re both used to meeting face to face, this might be the best option. If you rarely see each other, a different mode might work just as well to achieve your outcome.

In many cases, a well-crafted email provides a professional delivery method for your message while serving as a nice buffer, giving the recipient some time to think and digest before responding.

A phone call or face-to-face meeting is the most personal way to have a conversation, but it does leave open the possibility of an uncomfortable exchange. If you decide to have a personal conversation, it will help to practice what you’ll say. More about that in a moment.

While sending a text message may feel most appealing, ask yourself whether the information you need to convey is likely to be well received via a text message. If you’ve ever consoled a friend who has been dumped via text message, you know it doesn’t feel good – nor does it typically provide closure. Texts also invite an immediate response, which could mean receiving a flustered or angry one.

If you’re unsure which communication mode is best, try imagining the conversation in each mode. Put yourself in the recipient’s shoes to imagine how it might feel to receive the news over the different mediums, and also consider what mode of response will be most comfortable for you to digest.

While we do live in the age of instant communication, remember that you’re representing your business – whether as a service provider or an employer – so ultimately you want to choose a mode that is comfortable and appropriate for both parties, and that enables you to present yourself professionally.

Choose your words
What are the first words that come to your mind when you imagine the conversation? Write these down, say them out loud, then pause! Chances are your patience is already spread thin by whatever issue has necessitated the conversation, so these first words may not be the most positive. That’s okay. You’re just planning right now, so let yourself have those thoughts. There’s almost always emotion tied in when we’re facing a difficult conversation, so this step may be cathartic – just what you need to move forward with a clearer mind. Don’t you feel better already?

Now think back to the desired outcome you identified earlier. First, what are the most concise words you can use to communicate and achieve that outcome? Next, think about how can you frame your words to apply empathy and kindness while making your point clear enough to achieve your goal.

Include language that communicates the ‘why’ behind your decision. Lack of understanding is often the culprit when conversations don’t go as we’d hoped. If possible, share some common ground. For example, if you’re letting go of a dog who is stressed in your group walks, talk about your common goal of giving Fido a healthy and fun outlet for his energy, then share why you feel group walks aren’t working for Fido. If you’re dealing with a client who isn’t following the training plans you’ve provided, remind them of your mutual goals for Buddy, and that you’re unable to accomplish them without their commitment. Drawing on shared thoughts, feelings, and goals can help you communicate from a place of mutual understanding, making the rough news easier to hear.

Practice it
If you decided to communicate in writing, give yourself some focused time to draft and edit your text. Have someone else read it, too, to ensure that the words clearly express the outcome you’re aiming for.

If your conversation will be in person or by phone, think through how it might go. Do some brainstorming with a trusted friend or colleague. Imagine potential questions or push-back that could come up during the conversation. While you’re unlikely to imagine every way a conversation might go, simply exploring the possibilities in advance will better prepare you for what might happen – and help your thoughts stay more organized in the moment.

Once you’ve crafted some language you’re comfortable with, take some time to practice saying it. Stand in front of the mirror, or videotape yourself. Or better yet, do some role play with a friend. It will likely feel awkward at first, which is precisely why it’s good to practice! The more comfortable you are in the actual conversation, the more likely you’ll achieve your desired outcome.

If the conversation you’re preparing for is one you anticipate might cause the other person to become upset or angry, remember there will be two sides – be sure to practice beyond just what you plan to say, imagining and responding to potential responses. Don’t fret this step too much, if you practice a few scenarios, you’ll likely feel more confident handling whatever direction the conversation takes.

And remember, both while practicing and during the real conversation, pause and think about your words before you say them.

Deliver the news with confidence
Most of us got into this business because we care deeply about dogs and their well-being. We use positive reinforcement-based principles to develop relationships built on trust and mutual understanding. We also tend to care a great deal for the people, and with a little planning we can apply the same principles to our difficult conversations. Whether it’s with a client, a staff member, or a business partner, we can achieve our desired outcome with grace and minimal discomfort for everyone involved.

When the time comes to deliver the difficult news, whether you decide to have the conversation in person or in writing, set the tone. You are a professional representing your business. Remind yourself what’s in it for you – the ‘why’ behind your decision and how the outcome will improve your situation.

While these types of conversations are rarely fun, taking some time to plan and prepare can help you deliver difficult news like the pro you are!

 

Beyond the Bubble: 5 Industries Dog Trainers Can Take Cues From

· ·

Where does your business knowledge and inspiration come from? For many dog trainers, learning from peers or other pet professionals is hugely valuable. At dogbiz, we’re all about supporting and cheering on dog trainers as they connect, motivate, and share ideas and perspectives. Being a great dog training professional requires a multitude of skills, and sometimes the juiciest nuggets of wisdom come from places you might not expect. If you’re in need of new ideas and inspiration, you might want to try going ‘beyond the bubble’.

Here are five non-dog industries worth paying attention to, and the insights they offer.

  1. Education and training

The aim of the game for educators is to create engaging, structured, and effective learning experiences for students. School teachers in particular often have great insights when it comes to patience and adaptability. Educators spend a lot of time designing and refining curriculum, with clearly defined learning goals. They also have to be flexible, and work with a range of different students and abilities. Their insights can be enlightening when it comes to creating great classes and adding more structure to your teaching. So if you have a teacher friend in your life, time to buy them a (well-deserved) coffee and ask them to share some wisdom.

  1. Mental health professionals

Psychologists, counselors and mental health workers have a lot in common with dog trainers. While dog trainers aren’t therapists (and shouldn’t try to be), they are often faced with difficult conversations, such as whether a dog should be rehomed or why the human-dog relationship has broken down. Listening skills, empathy, and building trust are key to success. Learning from mental health professionals can give you insight into human behavior, as well as how to take care of your own wellbeing. Supervision, de-briefing after difficult cases and support networks are often part of these industries. There’s lots to learn when it comes to the professionalization of the dog training world. Take a look at resources online designed for this industry, and if podcasts are your thing, there are loads of great options focused on human psychology.

  1. Customer service and hospitality

If you’ve been out to dinner and had one of those ‘wow’ moments, you already know what an amazing customer experience feels like. What made this dinner so special? It’s likely it went beyond deliciousness. Was it easy to book? Were the staff warm and welcoming? Did they describe the food in a way that was impossible to resist? Did everything arrive at just the right time? Reflect on positive customer service encounters – from restaurants to hotels, to that time you spilled your coffee but the cafe was so nice about it (and even made you another one). Can you emulate some of these in your own business? If you want to discover ways to keep your customer service game strong while under pressure – hospitality is a good place to look!

  1. Fitness and sports training

Personal trainers, gym owners, and coaches are all about behavior change – inspiring their clients to make little bits of consistent progress over time. There aren’t a lot of shortcuts when it comes to improving fitness. Just like dog training, it involves showing up and doing the work (even when it’s boring and raining outside). If you’re looking to improve your training plans and motivate your clients, this can be a good industry to learn from. Exercise plans are often focused on breaking things down into small and simple steps – an ideal approach for dog training. Personal trainers usually offer packages or even subscriptions, and some of these models may translate well to dog training. So if you have managed to drag yourself to the gym and want an excuse to take a break, ask an instructor how they keep clients coming back for more.

  1. Content creators and marketing pros

Marketing and branding strategies are central to growing your business and attracting potential clients. It can be tough to know where to start, and if your social media feed is already bursting with endless dog content, it can also be overwhelming. Think about the brands, individuals, and organizations that always grab your attention. What makes their marketing so powerful? Is it the messaging, the visuals, or how they tell stories? You may be drawn to the work of other dog pros, but consider other creators as well. Ask your friends about their favorite brands and influencers, and try to pinpoint what makes them so compelling. If someone you know makes amazing and consistent content, ask them about their approach.

Fresh ideas can come from surprising places, and incorporating a variety of perspectives can help shape your business. As you continue to learn, grow, and adapt, you’re able to have an even bigger impact on the lives of dogs and their people. We’d love to know where your most surprising insights have come from. Is there any industry you think deserves a place on this list?

If you’re always on the hunt for fresh inspiration for your business, check out our group coaching program THRIVE!

Bridging the Gap: 6 Ways to Make Dog Training More Accessible

· ·

Why did you become a dog trainer? If you’re like most of the trainers we work with, you probably discovered the benefits of R+ training with your own dog, you love helping dogs and their people, and you’re passionate about animal welfare. Your dedication to making the world better for dogs probably extends well beyond your paying clients. And this may sometimes feel like a dilemma. There can be tension between the goal of building a profitable business and the desire to share your skills with dog lovers who may struggle to access them.

The good news is that it is possible to do both, without giving all your time away or feeling like you’re only serving a small portion of your community. Here are some of our favorite ways to build your business and share your expertise with a wider audience.

  1. Create Online Resources

These days there are a plethora of options to make your dog training knowledge accessible to everyone. Consider creating online resources such as video tutorials, blog posts, or downloadable guides. These resources can cover basic training techniques, common behavioral issues, and tips for dog owners. By offering free, easily accessible content, you contribute to a more informed and empowered canine community while sharing your expertise with potential paying clients.

Running webinars or virtual workshops as a ‘taster’ for your services is another way to use your knowledge to serve a broader audience while serving double-duty as a marketing project.  These sorts of projects can be particularly powerful if you have a specific training niche to highlight.

  1. Develop Online Courses

While your premium services may cater to a specific audience, you may also want to create online courses for those on a budget. These courses could cover fundamental training principles, basic behavior modification techniques, and management strategies. Modern learning platforms offer a user-friendly way to structure and deliver online courses, making them easily accessible to a wide range of dog lovers.

  1. Utilize Social Media For Bite-Sized Tips

Harness the positive side of social media by sharing bite-sized training tips, including short videos or posts that provide quick insights into dog training. While it’s important that this work doesn’t take over your entire schedule, it can be a helpful way to share and democratize your expertise. Schedule these posts as part of your marketing strategy so you can ‘set and forget’ while you focus on other parts of your business.

  1. Collaborate With Your Community

Reach out to local community centers, libraries, or educational institutions to organize dog training workshops or seminars. Many people may not have access to formal dog training classes, but by partnering with community organizations, you can bring your expertise directly to them. Are wandering dogs a problem in your local neighborhood? Or tension in elevators and tight hallways? Your events can be tailored to address common issues in the community, fostering a sense of shared responsibility.

You could also explore partnerships with animal welfare organizations dedicated to community outreach. Many of these groups are eager to provide educational resources as part of their programs. By collaborating, you can contribute articles, provide advice, or share your knowledge through their channels, reaching dog lovers who may otherwise not have access to a professional dog trainer.

  1. Offer Services To Those Needing It Most

Consider setting aside a certain amount of time each month to offer subsidized or pro bono services to individuals or organizations in need. This could involve volunteering at animal shelters, providing free consultations to rescue organizations, or assisting community projects focused on dog behavior and training. By giving back to the community, you contribute to the welfare of dogs and build a positive reputation for your business.

  1. Establish a Mentorship Program

If you love supporting aspiring dog trainers or enthusiasts, consider developing a mentorship program. This program could involve periodic mentorship sessions, access to exclusive resources, and opportunities for hands-on experience. By nurturing the next generation of dog trainers, you contribute to the growth of the R+ community as a whole.

Giving back to the community and sharing your knowledge can take many forms, and it’s crucial to balance these options against your day-to-day business activities and costs. Done right, it can be an energizing and rewarding way to make dog training more accessible, as well as a great way to get your name out there. 

We’d love to hear about approaches you’ve discovered to bridge the training gap! Or if you’re seeking inspiration, our THRIVE! members are always impressing us with their innovative accessibility ideas.