What makes you special? In an ever growing industry, standing out in the dog world can be tough. One way to combat this is to get specific about who you are and what you offer. Unless you are the only trainer in town, you may want to consider specializing in certain topics or areas. Not only will this allow you to work on the things you love and excel at, it also sets you apart.
So what do you need to consider when it comes to finding your niche?
Research…yourself!
For some, a niche may be obvious. You may already know what makes you tick and what you’re really good at. Perhaps you’re passionate about a specific dog sport, or light up when clients say the word ‘reactivity’. Or maybe you feel strongly about the things you don’t enjoy, making the decision more a process of elimination. If you’re unsure, take some time to look through your recent case files. Jot down how they made you feel and how successful you and your clients were in addressing challenges. Ask friends, family, and previous clients what they think you do best and what’s most needed in your community. If you live in an area with lots of wildlife, for example, recall training may be in high demand.
Take a look at the competition and consider what you have to offer that sets you apart. Do you prefer working with specific breeds or sizes of dog? Is there a training issue that consistently gives you that ‘nailed it!’ feeling? Who are your ideal clients and what do they struggle with most? It can also help to think about your skills outside of dog training. If you were previously a teacher, working with families and children may come naturally to you. If you swapped your corporate life for the dog world, you may feel at ease running workplace training events or ‘lunch and learn’ sessions. And don’t forget – you can also consider areas you would like to upskill and specialize in. These days there are a plethora of in-person and online learning opportunities to further your skills.
Spread the word
Once you’ve decided on your niche, it’s time to share it with the world! Another advantage of specialization is that it allows you to create more specific and targeted marketing materials. Update your website, any digital marketing projects like e-book lead magnets, and printed materials to reflect your expertise. Focus on the problem you are solving and how it will improve the lives of your clients and their dogs. If you have old materials you don’t want to throw out, add a printed insert highlighting your niche service while you make the transition. Connect with local businesses, such as vets, groomers, shelters, and dog daycares, so they can easily identify the clients in need of what you have to offer.
Best of both worlds
If you’re feeling restricted by the concept of a niche, don’t fret. You can absolutely be a generalist as well. Promoting a specific service will give certain potential clients a reason to call you above other trainers in your area. These clients will then tell their friends and family about you, helping you to grow your business. Even with a narrower focus you can expect a good half of your cases to fall outside your specialty. Your website may highlight your niche, but you can still offer a range of other options to give you variety in your work.
Start Today
Successful dog pros find a way to make themselves stand out—what could yours be? If you’re generalizing now and don’t hear the phone ringing as often as you’d like, it’s time to find your niche. Start brainstorming today, and seek input from friends, family, and past clients on what you do best or what is needed in your community. Once you’ve made a decision about your direction, amend your cards, brochures, and website, to reflect your new specialization. (If you still have a lot of good brochures, you can add a nicely printed paper insert instead of throwing them out.) Rework advertisements and fliers. And tell your colleagues, clients, and anyone you network with—vets, groomers, shelters, pet supply stores, day cares, and other businesses and contacts—about the exciting new service you’re offering.
CASE STUDIES
Miranda was scraping by in an urban market saturated with dog trainers. Though she marketed herself as working with all kinds of obedience and problem behaviors, she found that the cases she most enjoyed were dog-dog aggression issues. She began marketing a specialty working with dog aggression and has found her schedule filling up. For one thing she’s given a segment of dog owners a reason to call her over the many other trainers in her area. She also enjoys the referrals of her fellow dog trainers who do not take dog aggression cases.
Gina found her dog training skills very useful both while preparing her young dog for the arrival of her first baby and after she brought the baby home. She noticed several of the women in her new moms’ group struggled with their dogs and babies, and a niche was born. Gina changed the name of her business to Tails & Tots and began marketing to expectant and new moms through groups, pediatricians, and parenting classes at her two local hospitals. She also developed curricula for two public dog training classes, one for expectant parents and one for new parents.
If you want to grow your dog training business in exciting new directions, we can help.