Training Practices

Studious Golden Lab

Training Practices

… And Repeat. Using Repetition to Help Dog Owners Succeed

Dog trainers have an interesting resistance to repetition. I’ve noticed this pop up in many places—in our conversations with dogbiz business consulting clients about their training programs and classes, in chats with trainers at our trade show booths at conferences, in online Facebook and forum conversations. I hear trainers bemoan having to repeat concepts to clients during private training programs. Or worry about boring students by repeating directions or exercises in their classes, particularly in open enrollment formats.

The truth is, repetition is a powerful key to learning. We get that when it comes to dogs. No R+ trainer I know would ever fault a dog for not “getting” a behavior after a single trial or one training session. We understand how long it takes for real learning to happen with dogs, and seek to provide the rich repetition necessary to support that learning.

Though our human brains are far larger and more complex, we aren’t that much different when it comes to mastering new skills or ideas—we need time and repetition, too. That we understand English, hear something and nod, parrot it back, or do something once, doesn’t mean we’ve internalized a concept or acquired a skill. It’s easy to forget this when we’re sitting in the instructor’s seat teaching something we’ve had down for a long time. But step out of that seat and become a student and you remember the value of repetition. Think about a time you endeavored to learn something new—a tennis serve or a mathematical concept or how to train a dog. It’s never a one-and-done process.

So not only is it okay to repeat yourself with clients and students—it’s imperative to their success. That said, it’s not simply a matter of saying the same things over and over. As teachers (a core part of every dog trainer’s job), we must learn to use repetition skillfully and with purpose.

Embrace that less really is more.
I think part of the resistance to repetition is the desire to cover more ground, be that in classes or private training. We love what we do. We’re eager to share all that we know. We want to arm students and clients with as much knowledge and skill as we can. But that eagerness ultimately undermines us and the people and dogs we seek to serve.

Trying to cover too many behaviors in classes inevitably leaves students with a large collection of unreliable, half-proofed cues. Downloading our database of conceptual knowledge of dogs and how they learn tends to leave clients overwhelmed. In our quest for breadth we fail to produce depth—depth of understanding and skill that dog owners need to experience real change with their dogs.

We have limited time to make a positive impact on our students’ and clients’ lives. We have to recognize this and learn to work within our time constraints. Doing so becomes much easier when we narrow our goals. Rather than trying to turn students and clients into dog trainers, ask yourself: Which subset of concepts and skills will have the most positive impact on the relationship between people and their dogs?

I don’t know where we picked up the idea that we must teach so much in a six week class or equivalent private training program. Why do dog owners need stay and wait when one would do the trick? Is teaching stand really so critical to the relationship between dog and human? Don’t come, watch, target, and leave it all serve essentially the same function (i.e., to ask a dog to disengage from something in favor of engaging with the handler)?

Providing students and clients with a few multi-use behaviors (what we call universal cues in our dogbiz curriculum) and helping them discover all the myriad ways they can put these cues to use in their daily lives has several meaningful advantages. First, you free up time for proofing the behaviors for strong reliability. Doing so means clients will actually use them—and be rewarded for doing so, creating a powerful positive feedback loop between owner and dog. And you simplify decision making for your handlers, increasing the likelihood that they take positive action. Why set novices up to have choose between a large number of cues for any given situation, delaying their response time? Universal cues set people and dogs up for stronger, easier success.

Simplify your message.
Simply put, we’ve got to get better at lay speak. Not just avoiding fancy industry terms, but learning brevity. We’re just so passionate about what we do and know that we forget we’re not talking to fellow training enthusiasts. I’m not talking about dumbing things down. I’m talking about learning how to encapsulate them. If we’re going to have to repeat ourselves, we need to find shorter, quicker ways to do so. Otherwise we really do risk boring others not as into this stuff as we are.

For example, in our curriculum packages we use the phrase “working at the dog’s level” to encapsulate the idea of criteria setting. We create an experience that allows students to experience the difference between setting appropriate criteria versus setting criteria that’s too high. We use that context to explain the concept in lay terms. Then we come back to the concept repeatedly throughout every session of class, using the phrase “working at the dog’s level” to remind and help students to employ this skill. This phrase relieves us from the need (or temptation) to repeat the in-depth explanation every time the need for the skill arises.

After all, it’s not just the behaviors we’re teaching that require repetition. The skill sets—like criteria setting, situational awareness, and problem solving—are far more important than the behaviors you choose to teach. If your curriculum and private training plans do not center deliberately around teaching dog lovers these key concepts and skills it really doesn’t matter what behaviors the dogs learn. It’s these keys that allow students and clients to handle whatever real-life situations they encounter with their dogs.

Repeat experiences, too.
That’s why it’s so valuable to present your students and clients with do-overs. They need opportunities to repeat exercises, particularly ones designed to mirror real-life experiences. This is where real learning happens, in the repeated application of new concepts and skills. No matter how many times you repeat yourself, it’s not enough to tell someone how to do something, or to list all the ways one could use a behavior or concept or skill. Learners must experience these things for themselves to internalize them. Without that, we aren’t as likely to see progress in class transferring to the real world outside of it, or clients able to function as successfully when the trainer isn’t around as when she is.

For example, every session in our open enrollment puppy and basic curriculum packages wraps with a real-life challenge designed to emulate the challenges students face in their lives with dogs. They’re asked to apply what they’ve learned in that session and any previous sessions they’ve attended. They’re asked to make decisions at their dog’s level, to set him or her—and themselves—up for success.

In meeting these fun challenges, students aren’t told what to do. Instead, they’re guided through a thought exercise using discussion questions like “What do you think will be most challenging about this situation?” and “Given what you’ve learned so far, the concepts and skills and behaviors in your toolbox, what will you try?” and “What is your plan for working at your dog’s level to help her be successful?”

After the exercise we come back together to debrief with another series of questions aimed at helping students to reflect on what did and didn’t work, and why. They’re asked what they would do differently should they encounter the same situation. And then they’re given the opportunity to try that out by doing the exercise again. In short, we’re systematically teaching students to think a little more like dog trainers. The results are amazing.

We also build in opportunities to revisit experiences or exercises over time. If the results are amazing when you let students or clients apply their learning to the same challenge twice in a row, imagine the progress when they’re given a chance to try again two or three weeks (or training sessions) down the road.

Hit repeat!
Put down your worry about boring your learners. Set aside your frustration at having to repeat yourself. Let go your concern that somehow you’re failing to get through. Human learners, just like canine ones, require repetition to internalize new concepts and skills. The trick is to use this knowledge with skill, deliberately building it into your class curriculum and private training plans. If you can embrace repetition and learn to wield it as the powerful tool it is, you’ll see stunning results.

If you want to nail your training curriculums and business success, check out THRIVE!

Breaking Up With Clients Is Hard To Do

The old song says that breaking up is hard to do. If you’ve ever had to part ways with a client, you know that it’s true. So true, in fact, that dog pros often wait far too long to let challenging clients go, choosing to live with ongoing stress rather than face the uncomfortable moment of truth. If you’re living with difficult clients (human or dog), here are some guidelines for knowing when to part ways—and how to do it.Breaking up with a client

Admitting the honeymoon is over.
Just as in a romantic relationship, you sometimes don’t know it’s a bad fit until the first argument or moment of crisis. Other times you can tell right from the first date. Either way, it’s often hard to do what we know needs doing. Conflict avoidance is a powerful force and can lead to all sorts of rationalizations. It’ll get better. I can live with this. It’s not that bad. I really like his dog. But even as we make the excuses we know it’s inevitable: This will end in tears.

Alright, that may be a bit dramatic. But the point is the same: It doesn’t pay to put off the break up. Here’s how to know when it’s time:

A client is causing you ongoing low-level stress or periods of intense stress. This can come in many forms. Repeatedly complaining about or questioning policies, or asking for exceptions or special treatment. Requiring an inordinate amount of time via email, text, or phone. Abusive treatment of you or staff. Longevity is key for your livelihood and ability to help the most dogs possible. And longevity requires enjoyment of the work. If a client is affecting your love of the job—or that of your employees—it’s time to recognize the relationship isn’t a good fit.

A dog is causing you or other dogs ongoing low-level stress or periods of intense stress. Sometimes it’s the canine client who’s the issue, rather than their human. This is particularly hard, as our instinct is to give dogs many second chances. Here’s a litmus test to know when it really is time to make the call: If, when a particular dog is not on the daycare floor or in a walking rotation, you notice that you, your staff, or the other dogs better enjoy their day, it’s time. No matter how much you want to help the dog in question, you are better served by taking care of yourself and your staff—and you are obligated to take care of the other dogs.

Non-compliance on health or behavior issues. Whether you’re a dog trainer, dog walker, or daycare operator, it’s important that clients respect your expertise by responding to requests regarding their dog’s physical and behavioral well being. Trainers, you can’t achieve successful case resolution without client compliance. Walkers and daycares, your job is to keep dogs safe and happy. A client who ignores a request to seek training or a suggestion for veterinary care is not an active partner in the relationship. In short, if clients impede your ability to do right by dogs, it’s time to call it quits.

It’s not you, it’s me.
It’s one thing to know the end has come, another to know how to make the break. Most of us in the R+ world tend toward conflict avoidance, and it never feels good to hurt another’s feelings or cause stress or disappointment. The trick, in most cases, is the well-worn “It’s not you, it’s me” strategy. While a love interest might see right through this ruse, done well it’s a bit easier to pull off with a client whose time has come. The idea is to focus on your or your business’ inability to fulfill the client’s or the dog’s needs, rather than the issues you’re having with either.

The key to delivering a good breakup speech is just the right mix of empathy and firmness. You want to be kind and gentle, but leave no mistake that the decision has been made. This is a breakup, not a separation—be sure not to leave the door open for any hopeful second chances. If you’re feeling nervous or unsure going into one of these conversations, write a script and practice it. You might even do some role play with a friend, co-worker, or partner at home.

Try a variation of one of these scripts:

I’ve put this conversation off a long time because I so love Charlie, but the truth is we’re just not the right fit for him. Charlie has so much exuberance and our [daycare or walking] group just isn’t the right mix of dogs to give him the best experience every day. Charlie needs some younger dogs ready to romp and play in his style. [Or: Charlie would get so much more from a dedicated dog walker who can provide him undivided attention and see that he gets the exercise he really needs.]

We’re going to miss him terribly, but I think he and you will both be much happier, particularly when you see the impact a higher level of exercise can have on behavior at home. So let’s set [a day two weeks out] as Charlie’s last day with us to give you some time to find a better situation for him. [Optional:] I’ve got a list of referrals for you here.

The first paragraph sets out the rationale. Note that the focus is on the business’ ability to meet the client’s and dog’s needs, not whether this was a difficult client situation or an issue with Charlie’s behavior. Notice also that the last paragraph leaves no room for misunderstanding—the decision has been made.

A note about referrals: It won’t be appropriate to provide a referral in all cases. For example, you won’t want to refer a dog you know to be inappropriate for daycare to another daycare, unless you think it’s a different enough setup to work for him. And don’t refer truly challenging clients to dog pro colleagues—that’s just bad karma. If you don’t have anyone you feel comfortable referring to, that’s fine. The dog is ultimately the client’s responsibility and it’s up to them to find appropriate care. Don’t let a lack of good referral sources in your area guilt you into keeping a dog or client who isn’t a good fit.

My job is to give you and Fido the best chance of reaching your training goals, and I’m concerned I’m not going to be able to do so. I can see you’re uncomfortable with [or don’t have time for] the approach [or instructions or homework or training plan, etc.] that I’m advocating, and without us being on the same page we’re not likely to see results. To give each client and dog my best effort I take a limited number of cases at a time. I’d so love to help you, but if I’m not the right fit for you and Spot, I would feel better giving this spot to someone I can truly make a difference for.

Quite often clients receiving this message will make a sudden U-turn, insisting that no, you really are the right trainer for them, and committing themselves to follow your lead. This is a good moment to consider an exception to the divorce-not-separation rule, as it’s not uncommon for these clients to become wonderful training partners. Why? Simple: With your confident statement you’ve gained their respect as a professional to be followed.

No, wait. It is you.
When you’re facing a breakup due to dangerous dog behavior, firm, compassionate honesty is the best policy. It’s not in the client’s or dog’s best interest to side-step serious issues. Here’s a sample script for care-giving services like walking and daycare:

This is a difficult conversation but I care very much about you and Lassie and want you both to be safe. I’m concerned about Lassie’s continued [or escalating] [aggression, biting, resource guarding, reactivity, etc.]. Given [the physical set up at our daycare, or the nature of group walks, or the high density area we walk in, etc.] I can’t be certain of avoiding the situations Lassie finds challenging. I’m worried about an incident resulting in a dangerous dog hearing, Lassie being separated from your home, and even your beautiful home at liability risk. I think it will be safer for you and for Lassie to [move to a company that provides individual walks, or stay home until training is completed, etc.].

Notice that even here, when we’re being very forthright about the issue at hand, the script still lays the breakup at the business’ feet by centering the decision to “fire” the dog around the inability to provide the right environment. This compassionate sleight-of-hand seeks to avoid a defensive stance that might keep the client from hearing the real message: This is a dangerous situation.

Trainers, to protect your own liability in situations where clients are not complying with safety management recommendations (and, hopefully, to get the client finally on board), it may be time for the equivalent of the relationship ultimatum: 

This is a difficult conversation but I care very much about you and Lassie and want you both to be safe. I’m concerned about Lassie’s continued [or escalating] [aggression, biting, resource guarding, reactivity, etc.]. I’m worried about an incident resulting in a dangerous dog hearing, Lassie being separated from your home, and even your beautiful home at liability risk. Without a commitment from you to [have Lassie wear her muzzle outside the home, not allow Lassie and the grandchildren to interact, etc.] I am not willing to continue our training work together.

Just as when warning a significant other that her mother’s meddling or his refusal to pick up his dirty socks is about to reach the breaking point, be sure you mean it when you say it. If you aren’t willing to actually end services should a client not respond with positive action, you place yourself (and your client) in a worse position than before the conversation.

The rearview mirror.
The breakup moment is always hard, but just as when ending a romantic relationship that’s come up short, the view from the rearview mirror generally makes up for it. When facing one of these conversations (and yes, they should ideally be in-person conversations, though an emailed breakup is better than no breakup), visualize the relief that’s coming for yourself, any staff, and any other dogs you care for. Then dig deep, take a good breath, and set the client free.

Peer support and business coaching always makes tricky client relationships easier to handle. Take a look at THRIVE! and tackle this areas with confidence. 

Group Classes that Really Work

Two dogs taking part in a group training class in a park.If you’re teaching group classes, chances are you’ve encountered at least a few common challenges. Like the students who confide in you their dogs “only behave during class” or “when the trainer is around.” Or having to decide between canceling or postponing classes that don’t fill on time, or going ahead with them half-full. There’s the disappointment of starting a class with six students who have dwindled down to three by graduation week. And the frustration of watching students check training off their to-do list after Puppy or Basic Manners, never to return again.

There are also the students who enroll but miss sessions, creating all sorts of scheduling issues to accommodate make-ups. Beyond all of this is the never-ending puzzle of teaching students who come with a wide variety of skill levels and needs. If that all weren’t enough, there’s the stress of an income that fluctuates from month to month to keep you up at night.

Building a successful group class program that really works for you, your students, and the dogs is a tremendous undertaking, whether you’re a one-trainer show offering a few classes a week or a multi-trainer operation sporting a 30-class/week schedule.

If you struggle with any of these all-too-common challenges, it can help to shore up the four pillars of a successful group class program.

1. The Right Structure

Structure is how your classes are made available and delivered. Traditionally dog training classes have been sequential. All students start together and (we hope!) finish together. You might have a 6-week sequential course or an 8-week one, etc., and all class sessions are scheduled for the same day and time each week.

The last decade or so has seen a lot of experimentation and innovation in class structure, from open enrollment classes allowing students to start whenever they’re ready, to more complicated arrangements like levels and modular classes, where students progress through a course at their own pace or even chart their own learning path.

If you’re struggling with under-enrolled classes, consider a more flexible structure like open enrollment that allows students to jump in when they’re ready. This helps align your scheduling stars by removing start dates. No more just-missed students, and you can start classes half full, gradually filling them up as you go. Open enrollment is particularly helpful for small businesses that don’t have lots of class options on offer, and for avoiding lost socialization time for puppies.

A good class structure should also be simple and streamlined. Complicated structures like levels and modular programs tend to require complicated administration, adding time and cost to the business. More often than not they also require teaching approximately 30% more sessions in order to accommodate program features like allowing students to attend different or multiple days of the week. That means teaching 30% more class hours for the same revenue! If you’re currently using one of these structures, take a good look at your admin load, student retention, and session-to-student ratio data. You may find the benefits of levels and modular structures come with a heavier cost than is readily apparent on the surface.

2. The Right Curriculum

Curriculum—what you teach and how you teach it—has a large and often overlooked impact on student retention. The single most important factor determining whether or not a student finishes a class and whether or not they come back for additional classes afterward is curriculum. What matters isn’t the list of behaviors or cues covered, but whether the class is relevant to students’ lives. If you’re hearing “He only behaves in class,” that’s a curriculum problem. Unfortunately, it’s a common one.

The root of this issue is our misunderstanding of curriculum as a list of cues to teach the dog. Focusing on teaching behaviors in the classroom usually results in dogs being successful with behaviors in the classroom. But students don’t live in our classrooms. To motivate students to return, classes must improve the experience and relationship between dog and owner outside the classroom, in their real lives together. This requires classes to focus on teaching human students the skills and concepts they need to be better handlers—interrelated things like problem solving, working at the dog’s level (i.e., setting and adjusting criteria), situational awareness, and handling distraction. If we accomplish teaching these goals, the cues will follow.

Curriculum also has to match structure. If you’ve ever taught an open enrollment, levels, or modular class and had that “headless chicken” feeling as you ran from student to student trying to provide mini-lessons appropriate for each dog-handler team, you’ve experienced a mismatch of curriculum and structure. A non-sequential structure demands an entirely different approach to curriculum, one that doesn’t require teaching topics in a specific order, and doesn’t require students who are all at the same experience or skill level. (Let’s be honest, that never happens anyway, no matter how many levels we offer.) Forcing old sequential ways of teaching into a more modern course structure generally produces disappointing real-life results for students and a lot of extra work for the instructor.

3. The Right Class Offerings

If one half of retention is about good curriculum, the other is about offering the right classes. The one-and-done training mentality is a frustration to trainers everywhere. We tear our hair out over students who take a puppy or basic class and then check training off their to-do lists as though dogs aren’t living, breathing, learning organisms. But we have to own our part in this frustration.

Even the most dedicated dog lovers are busy people with many things vying for their time and financial resources. If we want students to come back after entry level classes, we have to make it truly worth their while. Giving them an entry level experience that’s relevant and useful to their real lives will make half the argument. The other is promising to do it again and making it easy for them to say yes.

Intermediate and advanced classes tend to sound dull and irrelevant to non-trainers. 6 or 8 more weeks of the same stuff at a higher level—that’s a dull sell and a hard ask.

What you offer after puppy and basic, how you structure these offerings, and how you message them matters. Consider, for example, the relative enticement of a 6-week Intermediate Manners class versus a 3-week Reliable Recall Intensive or a 4-week Loose Leash Fieldtrip Class. Which is a harried dog lover with a tight budget, who wants a well-trained dog but isn’t a training geek, likely to choose?

Short, topics-based classes are just one example of thinking outside the box to create a set of class offerings to improve retention and get your program thriving. Ultimately, you’ve got to understand your audience and offer them exactly what resonates for their lives with their dogs. Trying to convince students that intermediate and advanced basic manners are “good for them” will only leave you frustrated, and your classes unfilled.

4. The Right Business Choices

Now that you’ve designed a class program built to thrive, we’ve got one more thing to look at: The business angle. There’s not much point getting the rest right if we don’t get this down, too. What you charge for your classes, the policies you set to govern them, and the way you market will all have their say on whether your classes fill and your program thrives.

Your class fees must be set high enough to signal your quality. Ironically, pricing yourself too low is often a major culprit in empty classes. If you look cheap, people will assume you must not be as good a trainer as the one across town who charges more. Your class tuition should also be high enough to sustain your ability to make your living as a dog trainer, allowing you to touch the lives of student-dog teams for many years to come.

Your policies must protect your revenue and your students’ success. It is a common pitfall to mistake customer service for policy. Good customer service is returning calls and emails on time, providing a smooth registration process, greeting students at your classroom door. Good policy is protecting your business success and your students’ success.

Take make-ups as just one example. When your program allows students to miss class without consequence, they will miss class more often. That’s a shame, because consistency is key to successful training results. If your program structure and policies allow students a level of flexibility that inadvertently encourages inconsistency, look for ways to close that policy loophole. You’ll see retention levels rise and your income rise, too. When you provide make-ups, you eat into your revenue and time, working harder for the same amount of income and robbing yourself of downtime with your own dogs or time to put into growing your business. If you allow students makeup time in other sessions, you shortchange the students and dogs in those classes. And the reality is this: It does not do the student or dog you’re trying to help the best service.

Finally, marketing. It’s hard to fill a class no one knows about, so the first rule of marketing is that it must be done. (I know, and I’m sorry—I’d wave a magic wand on this one if I had it!) The second rule is that it must be done consistently. As in training, consistency is a key ingredient to successful marketing. This is particularly true for classes. Part of avoiding cyclical attendance and income slumps is keeping up on marketing year-round, even when classes are filling with ease. Building a marketing calendar of projects that suit your skill and comfort zones, one that strategically anticipates and battles slow times, means more consistent revenue and far less stress running your class business.

And remember to focus your messaging on what’s relevant to the dog lovers in your community—think why, not what. What are the behaviors you’ll teach. Why is so much more compelling—what will your class make it possible for your students to do with their dogs? What problems will it solve? How will it make them feel? How will it make their lives easier?

Group classes are challenging. They’ve got a lot of moving parts. Each student comes with his or her own needs, skill levels, experiences, and challenges. Each dog comes with his or her own needs, skill levels, experiences, and challenges, too. That doesn’t even include scheduling complexities, structural decisions, curriculum choices, and developing instructional skills. But for all this challenge, classes hold capacity for enormous positive impact for students and dogs, and the communities they live in. And enormous capacity for revenue, too. It’s well worth the effort to get the four components of a thriving dog training class business just right for yours.

 

For more ideas about success with group classes:

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!

 

Pointers for Productive, Profitable Training Packages

You want to make the biggest possible difference in the lives of clients and their dogs. You want to see the bond between them grow, see their relationship develop into joyful, mutually-rewarding companionship. White gift boxes tied with blue satin bows.

Want to know the best way to ensure that happens? Here’s the simple secret: It’s more time with YOU. The more you’re in their lives, the more likely dogs and their people are to succeed. And the more they succeed, the more you do, too.

That means moving away from one-off consults or a few follow ups to training packages designed to promote the best possible success for you and your clients.

Here are our top package tips…

Package with purpose
Whether you create pre-set packages for clients to choose from or fashion packages customized to each client’s goals and needs, do it with purpose. Leave behind randomly-sized packages (4-packs, 6-packs, etc.) in favor of packages designed to address a specific need, such as puppy raising, basic manners, leash reactivity, etc. Clients are more likely to purchase a package that speaks directly to their issue, making them easier to sell.

Here’s an extra pro tip: If at all possible, create separate pages on your website for each type of case or issue you work with, or at least those you specialize in. This allows clients to fast track straight to the information most relevant to them and see that you offer a ready-made solution (or are standing by to create a tailor-made one for them).

Bigger is better
Set down your concern about what people will or will not pay for. Your job isn’t to save people money, it’s to provide training solutions. Every time you let fear dictate selling less training than is actually needed, you set yourself, your client, and their dog up for potential failure.

All cases, clients, and dogs are different and we can’t guarantee specific outcomes. But what we absolutely can and must do is insist on enough training to make a difference. Your packages need to be of a size to give clients a solid chance of reaching their goals. Clients must have at least enough time to attain significant progress and momentum, and to learn the skills they need to keep that progress rolling if they haven’t yet gotten where they mean to go.

When you feel queasy about creating and selling professional packages, repeat this dogbiz mantra: Underselling is underserving.

Keep choices limited
Our inner customer service reps can be tempted to offer clients lots of options. Beware: too many package choices can lead to potential clients making no choice at all. The goal is to make decision making easy. A good rule of thumb is to keep choices limited to two to three packages for any given issue. (And just one is perfectly fine!)

Your choices should have purpose—for example, you might be offering the choice between working in-person or online. Or between day training (you training the dog) or coaching (them learning to train their dog), or even board & train.

In most cases (puppies being a notable exception) avoid package options based purely on size or length of package, unless your smallest package is plenty sizeable to get the job done and you’re simply using the larger option(s) to make that one look more attractive. Bottom line: never offer options you don’t want dog lovers to take! There’s nothing more frustrating and disappointing for all involved than a client choosing a 4-session package for a 10-session problem.

Let your creativity fly
In this new era of training, with all we’ve learned from adapting to the pandemic, there are so many new ideas to play with. Step outside the box to reimagine your training services. What kinds of package features can you incorporate to better support clients toward their goals (and toward your trainer goals for them)?

Consider online options and all the flexibility they provide to play with session length and frequency, for example. Or all the ways you can combine elements. Are there ways you might combine in-person and online pieces in your packages? Individual and group sessions? Could you add extra support options like Facebook groups, online homework, pre-recorded videos, video review sessions, office hours, and the like?

The possibilities are endless for differentiating your services, providing stronger support and better training outcomes than ever before, and crafting a way of working that plays to your individual strengths and preferences—all while increasing your income, too.

 

Excited about all the possibilities but feel like you could use some support to figure out what it means for you? Schedule one-on-one time with a friendly dogbiz consultant or become part of our THRIVE! group coaching community of R+ trainers.