DESCRIPTION

Are you stuck on the pricing hamster wheel in your dog business – running classes, squeezing in 1:1s, but still not paying yourself properly?

Today, Jo & Vicky take a more in-depth look at how much a dog trainer should charge. They unpack why asking “What are other trainers charging?” is the wrong starting point, how to work out what you need to take home, and what it really means when your current prices demand you to take on 40+ new clients a month just to survive. 

You will further hone how you assess what you charge and understand why high-ticket 1:1 services can be a smarter first-phase strategy than low-ticket classes. 

We've got a brand-new business health check for you - it´ll show you exactly where your business is working really fucking well, and where you are haemorrhaging time, money and energy - all in the time it takes to make a cuppa. Just click the link to take our business health check quiz -https://quiz.caninebusinessacademy.com/health-check 

KEY TAKEAWAYS

Knowing “how much dog trainers charge” is useless. What you charge needs to start from what you personally need to take home.

Look at your current services, pick the one that sells best and figure out how many of those you need to sell per month.

When you do the maths and realise you need 40+ new clients a month, you know your business model is not viable.

Your capacity isn’t just about "hours in the diary” – it’s childcare, dogs, clubs, energy levels, and when you actually work best. Your pricing has to reflect your real life, not a fantasy schedule.

The idea “clients will only come at evenings and weekends” is wrong. Jo & Vicky explain how to identify and actively attract people who can train during the day.

Classes that don’t fill, or super‑cheap sessions e.g. £3 drop‑ins, create a lose–lose situation. They drain your time and energy, slash what client´s think your time is worth and rarely deliver good results so you put clients off rather than tempting them to book more. 

High‑ticket, 1:1 offers make it easier to hit your income goals with fewer clients. You provide far better support, protect your time and avoid burnout. 

Life will keep changing - kids, health, travel, regulations, overheads – so don´t lock yourself into an inflexible model that only works for one perfect season of your life. 

BEST MOMENTS

“Rather than what should I charge? They ask, what do people charge? So, I can copy.”

“Think to yourself, Is that realistic. How much of you does that take up? Time wise, energy wise?”

“We've got to be offering something that is going to be getting people a good result.”

“Sometimes life happens to you as well, and your time gets taken away. So, things have to adapt.”

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

Email: [email protected]

ABOUT THE HOSTS

We’re Jo Moorcroft and Vicky Davies. Force-free dog trainers, business strategists, and co-founders of Canine Business Academy. Collectively, we’ve been dog training for nearly three decades, built a six-figure dog training business, and grown CBA into a multi–six-figure global brand, all while raising kids, a university degree and life life'ing. Featured on BBC, FOX and NBC, and authors of Let’s Talk Dog Business Strategy. Giving a shit is the strategy. Getting shit done is the method.

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/