Miscellaneous

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. 

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.