The term “upselling” can make even the most confident dog trainers squirm. It often brings to mind pushy sales tactics that feel at odds with the compassionate, relationship-focused approach of positive dog training. But what if upselling wasn’t about selling at all? What if it was about offering the best care and support for dogs and their humans—not just today, but for the long haul?
When done right, offering additional services is less about “selling” and more about creating meaningful, lasting partnerships. Here’s why—and how—you can embrace the idea without losing sight of your values.
Why not offering enough can hurt
Avoiding conversations about additional services or sessions might feel more comfortable in the moment, but it can backfire in the long run—for both your clients and your business.
Your reputation is tied to results
When clients don’t see the results they hoped for, they may blame you, even if the real issue lies elsewhere. By not recommending the right solutions, you risk damaging the trust and goodwill you’ve built. And they’re less likely to rave about your business to their neighbor.
This is why it’s key to think of upselling as setting realistic expectations. You’re not pushing more; you’re helping clients understand what it takes to achieve lasting success with their dog.
Complex issues require comprehensive solutions
Many behavior challenges—like phobias, separation anxiety, or aggression—can’t be resolved in a single session or even a short training package. If clients leave before the work is truly complete, their dog’s behavior may regress or remain unresolved, leaving the owner frustrated and unsure where to turn next.
Think of it like the most effective human healthcare—focused not just on treating immediate issues but also on prevention and long-term well-being.
Take this example:
- A new puppy starts with basic manners—sit, stay, recall.
- Fast forward six months, and that sweet puppy has hit adolescence, bringing a host of new challenges: jumping, pulling, or barking.
- Now imagine the same dog at age three, showing breed-specific tendencies like herding behavior or guarding.
A one-time training package won’t prepare the average dog guardian for all these stages. A trainer who offers ongoing, tailored support becomes not just a service provider but a trusted guide and collaborator.
Holistic care means anticipating these shifts and giving clients a roadmap for their dog’s lifelong success. It’s about saying, “I’ve got you covered—whatever comes next.”
A sustainable business helps you help more dogs
It’s easy to fall into the trap of overextending yourself—offering low rates or taking on too many clients to make ends meet. But a sustainable business is essential for your long-term ability to help dogs and their people. Here’s why:
- Avoid burnout: When you’re constantly overworked and underpaid, it’s hard to bring your best energy to each session. A sustainable business allows you to maintain your passion and deliver.
- Reach more clients: Financial stability gives you the resources to invest in things like marketing, professional development, and better tools, helping you expand your reach and make a bigger impact.
- Support your growth: As your business grows, you can offer new services, hire additional trainers, or create educational programs that benefit the wider community.
Let’s talk about money (minus the ‘ick’ factor)
Discussing the costs of your services can feel uncomfortable, but it doesn’t have to be. The key is to approach these conversations with confidence, clarity, and empathy.
Be transparent
Let clients know exactly what’s included in your services and why those elements are critical to achieving their goals. Avoid vague descriptions and focus on outcomes. For example:
“This $____ package includes six sessions where we’ll work on Luna’s leash reactivity. Each session builds on the last and adds more distractions, helping you and Luna feel more confident and calm in new environments.”
Bringing up the cost of your services early in the conversation can actually be easier for both you and your client. By introducing pricing upfront, you help manage expectations and give clients the chance to consider whether your services fit their budget.
Focus on value, not just price
Help clients see the long-term benefits of investing in their dog’s behavior now, rather than dealing with bigger problems down the road. For example:
“I know this package is an investment, but it will give you the tools to manage Jack’s separation anxiety and set both of you up for a happier life together. It will mean you gain more freedom, while Jack is calmer at home.”
Celebrate progress, not just the end result
Highlight the growth clients have made and how additional steps can build on that success. By celebrating wins and showing genuine interest in their progress, you transform a sales conversation into one about collaboration and aspiration.
“Pepper is doing great at home! The next phase is teaching her to handle distractions at the park so you can enjoy outings together.”
This approach helps additional services feel like a natural next step rather than a sales pitch.
Stay empathetic
Acknowledge financial constraints while offering flexible options. Payment plans, smaller follow-up bundles, free resources, or educational add-ons like workshops can make your services accessible without undervaluing your work.
Providing effective and thorough services is about creating a partnership with your clients. By shifting the focus from “selling” to serving, you build trust and long-term relationships that benefit everyone—dogs, clients, and your business. When you offer comprehensive care, you’re not just solving immediate problems. You’re helping clients navigate the wonderful, messy, and ever-changing journey of life with a dog.
So, the next time you think about offering additional services or expanding a training package, remember: you’re not upselling. You’re up-serving. And that’s something to feel great about.