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What To Say & How To Say It

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A client calls to cancel a training appointment or dog walk, knowing it’s against your policy. You show up for a training session to find the client’s not done their homework again. You decide a student and her dog would be much better off in private training. You realize it’s time to let a client go. All of these situations require a difficult conversation. Putting such conversations off only makes them harder. Rushing in too fast can make the situation worse. So what do you say? And how do you say it?Two dogs looking at each other, both with their tongues out.

Here’s the 3-part dogbiz formula for finding the right words for any situation:

Set your conversation up for success with the 3 Ps
Humans are complex. We have ability to engage in complex language. We have complex emotions. We each carry a lifetime of complex experiences that influence how we interpret the world around us. Put all that together and it’s no wonder we often find it difficult to get along, to hear each other properly, to respond to situations as calmly and rationally as we might.

Challenging conversations are more likely to go smoothly when we take the time to think them through, from both our perspective and the clients’. The 3 Ps—Prepare, Pause, and Plan—can help us do that.

P #1: Prepare
Before heading into any conversation, get clear with yourself about your conversation goal. Setting parameters ahead will help you craft your approach and stand firm during the conversation, avoiding temptation to agree to an outcome you regret afterward. What do you want to happen as a result of the interaction? What will success look like? Are there any alternative outcomes you’re willing to entertain?

Answering these questions is much easier when you have clarity about your services, who they’re ideally meant for, and how they’re meant to be used. If you find it difficult to set a conversation goal it may be helpful to spend some time clarifying your service details, policies, and the ideal clients you’d like to attract.

P #2: Pause for perspective
In step two we take time to consider the situation from the client’s perspective. We often enter these conversations focused on our own needs and emotions, compounded by our concern for the dog. With all of that swirling in our minds, it’s easy to overlook the person we’re talking to. But to reach that person, to connect with them and communicate effectively we’ve got to be able to step into their shoes.

Take a few minutes to consider these questions. Writing your answers down will help when it comes time to craft the language for your conversation.

  • Why might the client/student be doing (or not doing) something?
  • What needs might they have?
  • What might their priorities be in the moment?
  • What emotions may be involved for them?
  • How might they be experiencing the situation?
  • What’s in it for them? How will your outcome goal benefit them?

P #3: Plan
Now it’s time to plan what we’ll say and how we’ll say it. As you craft your first draft, keep your goal forefront of mind to ensure clear communication of your intended outcome. Also keep an eye on your answers to the perspective questions. This will help you communicate with empathy, increasing the client’s receptivity what you have to say. Be particularly sure to include your why—your answer to what’s in it for the client. How will they benefit from what you’re communicating?

Step away from your draft for a bit. Now try reading it from the client or student’s perspective. Are you saying what you mean to? How else might your words be heard?

Once you’ve got a solid version, practice your delivery to tighten up your words and build your confidence. (It’s absolutely okay to communicate in writing if you feel you’ll be more successful or more easily received that way.)

The 3 Ps in Action
Let’s look at an example of putting the 3 Ps to work. Say a client calls to tell you her week has gotten away from her and she needs to cancel her day training transfer appointment, even though your cancellation policy is clearly stated in your contract and you’d explained it up front during your initial consult. You’d also explained the importance of the transfer sessions and the client’s role in attending them.

Step 1: Prepare
What is your goal for the conversation? In this case, it’s simple: To convince the client to keep the appointment. You want to protect your schedule and revenue. You also want to protect training progress for the client and the dog.

Step 2: Pause for perspective
It’s very frustrating that the client wants to cancel, even after the care you’d taken to explain the critical role these sessions play in the training plan and its success. But let’s take a deep breath. The client obviously cares about her dog, or she wouldn’t have invested in a training package. And she clearly want results or, again, she wouldn’t have invested in a training package—especially a more expensive one in which the trainer does the training. This isn’t a lack of care.

And though it can be easy to focus on personal feelings, such as frustration or feeling disrespected by the client’s request, the more likely culprit is simply overwhelm. The client has put too much on her calendar and is feeling stressed. She’s looking for a release valve, something to remove from her schedule to take some pressure off.

Step 3: Plan
The job, then, is to convince the client that she stands to lose more by missing the appointment than she stands to gain. We know she cares about the dog. We know she cares about the training results. We know she’s invested a lot of money to get those results. Protecting that investment and those results, helping her achieve her goals, gain relief from stressful walks, and enjoy her dog—this is our why, what’s in it for her to keep the appointment.

With all of this in mind, our script might go something like this:

I’m so sorry this week’s feeling so stressful. We can reschedule our Friday appt., but before we do I just want to make sure it’s really the best option for you. Remember, as I explained at our consult and in our contract, I’ll have to charge you for the appointment, and we’ll be slowing down progress toward being able to enjoy your walks with Charlie. He and I are making some great strides and I hate for you to lose the opportunity to take advantage of that, given all the money you’re investing in his training. Before I take our appointment off the calendar, are you sure we can’t make Friday work?

This script makes the goal clear: We want to keep this appointment. It also leaves no room for alternate outcomes. But it’s delivered with empathy and caring, both for the stressful week the client is having and for the frustrating walks that brought her to us in the first place. We are standing firm about our intended outcome because we care about the client’s success.

When we go into difficult conversations with the 3 Ps we’re much more likely to come out pleased with the results. If thinking on your feet in such moments is not your strong suit, make a list of the client conversations you most dread. Take some time to use the 3 Ps to set yourself up for success ahead of time. Prepare for each with a clear goal. Arm yourself with a caring perspective from the client’s point of view. Then plan what you’ll say to communicate your goal from that place of empathy. Add a 4th P—practice—and you’ll be ready for any conversation that comes your way!

5 service ideas to inspire your dog business this year

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One of our favorite things about our THRIVE! program is the inventive flow of ideas that members generate for their businesses. Whether it’s services, ways of working, products or packages, we love witnessing these innovations.

Woman standing in front of a chalkboard thinking of ideas.The best new endeavors usually have a clear purpose and help to enhance the client experience, as well as making your life easier and more enjoyable. Rather than change for change’s sake, think about the ideas that really excite you or solve a problem. Even if you’re currently content with what you have going on, it can be useful (and fun!) to keep a list of ‘maybe one day’ ideas as your business evolves.

Here are a few that we’re loving right now:

1. Training in the ‘real world’

As we dog pros know, behavior doesn’t occur in a vacuum. The environment plays a massive role in how dogs and humans respond, as well as their ability to take in information and learn. Navigating triggers, unpredictable settings and novelty can be tough, especially for dog lovers with anxious or reactive dogs. Being able to support and teach dogs in low distraction environments is vital, but at some point the training wheels need to be eased off.

Offering service options in real world settings can help set these dogs up for success. It can also instill their humans with confidence to tackle new situations. There are loads of compelling opportunities for this, such as socialization excursions for puppies, hiking expeditions in the woods and busy city walks. Running these sessions in small groups can help foster a sense of community among your clients. You can also incorporate useful life skills, such as hanging out calmly at a cafe or waiting in line at a market.

2. Launch a membership program

Membership models are a fast growing area across multiple industries, and the dog industry is no exception. A membership model is where individuals pay a recurring fee (which could be weekly, monthly or annually) to access a product or service, often referred to as a subscription. Some models are ongoing, such as a reactive dogs support program, while others may be limited to a set period of time, such as a puppy raising program.

Membership models can be attractive to clients as they are usually parting with smaller amounts of money over time, which can be less intimidating financially. It’s also advantageous for you – recurring payments create more predictability, and allow you to retain clients over a longer period. Retaining clients enables you to help them for longer and avoid that sense of pressure to find fast solutions to complex problems. There’s also loads of room for creativity, from weekly tutorials and video libraries to set tasks and challenges and in-person events. Getting started with a membership model can require a fair amount of planning, but once it’s up and running things tend to become more automated over time.

3. Add enrichment to your dog walking service

One trend in the dog world that continues to have a positive impact on the lives of dogs is enrichment. These days many dog lovers have become aware of the positive impact appropriate enrichment can have, and brain games and scent work are more commonly understood concepts. If you provide services while the humans aren’t there, such as dog walking and day training, why not add an enrichment element? This could involve scent games during or following a walk, as well as leaving the dog with a safe activity such as a stuffed Kong to help them relax post-session. This is a great add-on for puppies and senior dogs who may not be able to go out for long periods, too.

4. Mix your medias

Packages were a big focus for those in THRIVE! last month. Packages allow you to tailor experiences for clients and get more buy in from the get go. When designing packages, don’t feel limited to one type of service. Learning can be cemented in a multitude of ways, including online, in person, classes and by providing the right tools and products. Perhaps your puppy clients would benefit from a self-paced online course which they can engage with between sessions. Or maybe your reactive dog package would be enhanced via a book or webinar on body language prior to the first in-person consultation. An adolescent dog package could include a monthly troubleshooting session, bringing together clients who are dealing with teenage hooligans at the same time.

5. Create a premium offering through collaboration

We love hearing about collaborations at dogbiz – in our experience the best way to spread R+ approaches is together. Teaming up with colleagues in your area can provide new opportunities for services. It also allows you to connect with like-minded individuals and feel less isolated in your work. Perhaps you’re a dog walker who runs trail walks, and you have a client who would love their dog to attend but is worried their off lead skills aren’t up to par. Teaming up with a trainer who can get them ‘trail ready’ ensures the safety and enjoyment of the dogs, as well as providing a great service pathway for clients.

Do you have a service idea you’re working towards or can’t wait to try? Join THRIVE! and make it happen!

 

 

Yikes! What to do with negative reviews

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

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


Take a deep breath…but respond quickly

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


Is there any learning here?

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

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


Keep it short, and ideally offline

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


Build your positive review bank

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

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

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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

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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.