DESCRIPTION

Dog trainers constantly ask: “How do I get clients fast?”

But this isn’t the best question to ask.

In this episode, Jo &Vicky unpack what “I need more clients fast” really means (“I need more money”), how panic pushes dog trainers into discounting, cold outreach and spammy “I’ve got 3 spaces left” posts, and why focusing on existing relationships, client retention and simple, repeatable lead generation campaigns is actually the fastest way to get dog training clients in now and build a more sustainable business for the long term.

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

Your saying "I need clients fast” usually means that you are feeling scared about money. When you are in that mindset you are going to make bad decisions that are going to mess up your business, over the long term.

Panic marketing creates “get energy” that repels clients. 

Your spammy “I’ve only got 3 spaces left” posts and constant stream of random offers will turn people off. 

People hate being constantly sold to and manipulated by buy immediately or lose out offers.

Client retention is the best business model, especially for force-free trainers. Looking after existing clients and offering them the next right step always beats cold lead sales campaigns.

Consistent nurturing through email, socials and community builds a pipeline so you hit panic mode less often.

If you find yourself in panic mode - which happens to everyone at some point, slow down, pause and re-assess what you are doing before sending out a deep discount post. 

Integrity and money are not opposites. You can be force-free, ethical and client-centred and still charge properly.

BEST MOMENTS

“We fuck up and still have those moments where we’re like, oh shit, need to get more clients in because we need more cash. It’s just normal.”

“This is when bad decisions can happen when we’re in this panic mode.”

“If you double down on the thing that has worked really well in the past, that’s always going to be a good strategy.”

“The best business model you will ever, ever have is a client retention one.”

“Put your prospective clients first, be customer centric, and actually the money will follow.”

SOCIALS AND IMPORTANT LINKS

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

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

Website 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/

DESCRIPTION

Running a dog business is about so much more than training dogs - it’s about working with people who are busy, overwhelmed, and often unsure of where to start. Today, Jo & Vicky are joined by clinical animal behaviourist Lisa Sinnott, who specialises in reactivity, aggression, and, crucially, helping humans change alongside their dogs. 

Lisa shares how to move beyond 15-page reports, cut the jargon, and make your training plans genuinely doable for real-life clients. You’ll hear how to simplify the way you communicate, use motivational interviewing to build true buy-in, and support owners in a way that fits their actual lives—not the ideal ones in your head.

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

You can’t change dogs without changing humans first. 

Your job isn’t to brain-dump everything you know; it’s to give the right amount of information at the right time in the right format for that person. 

The more you understand people’s limits, motivations, and real lives, the more your training actually sticks. 

Break behaviour change into one priority at a time and accept “good enough” progress.

Co-create the plan with owners. Ask them what’s realistic, check how willing and confident they feel, and shape the steps around their actual life and their dog´s needs.

Clients don’t fail because they don’t care; they fail because the plan doesn’t fit their life. Design for time-poor, overwhelmed humans, not fantasy clients.

Jargon and labels can trigger shame, defensiveness, or confusion. Plain language, concrete behaviour descriptions, and good analogies build understanding and trust. 

Simple tools e.g. traffic light logs, WhatsApp check-ins, and one clear “start here” box in a report makes progress visible and keeps clients motivated even on bad days.

When clients feel safe, respected, and not judged, they’ll tell you the truth. Honesty leads to change in both human and dog behaviour.

BEST MOMENTS

“Start off with the biggest priority, then, gradually snowballing and doing other things from there is the way to go.”

“If change is motivated by discomfort, it doesn't stick, whereas change can be fostered by empathy and understanding and seeing things from different people's perspectives.”

“It's our responsibility to meet people where they are and then bring them up to our knowledge.”

“If they make you feel rubbish or defensive you won't listen well. I don´t listen well to people that make me feel like crap.”

“Roll with the resistance.”

EPISODE RESOURCES

https://www.stpawstrainingacademy.co.uk

https://www.facebook.com/people/St-Paws-Training-Academy

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

SOCIALS AND IMPORTANT LINKS

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

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

www.caninebusinessacademy.com

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/

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/

DESCRIPTION

Are you struggling to turn your loyal followers into actual paying clients, or wondering if all that time on social media is really worth it for your dog business?

Today, Jo and Vicky are joined by Tori Mistik, founder of Wear Wag Repeat, canine enrichment expert, and long-time petpreneur. Tori shares how she grew a niche dog brand over 13 years, why a small but loyal audience beats viral views, and how email marketing can quietly become the most powerful part of your digital strategy.

This episode is about the wisdom (or foolishness) of shifting your niche, offering low-ticket memberships vs high-ticket offers, and building genuine trust by being more you.

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

A small, loyal audience that trusts you outperforms a big, distracted audience. 

Consistent, story-led emails enable you to make genuine connections and sell more than any social media platform.

To feed the algorithms you need to be clear e.g. on Instagram you have to actually use some captions that say “I am a dog trainer specialising in (your niche)". Being general gets you lost in the crowd, being specific gets you in front of people who want what you offer.

Every pivot or niche shift needs fresh proof, stories, and reassurance. Even your most loyal followers and buyers need to be convinced all over again that your new offer or direction is for them.

Viral views and follower counts are vanity metrics unless they lead to real relationships, enquiries, or sales. 

For most dog businesses, it’s smarter to start with a focused, high-touch, high-ticket offer, then add lower-ticket products later. 

The internet is Times Square: to be seen, you need clarity, consistency, and a simple message repeated everywhere. 

True enrichment – for dogs and for business – is built from small, intentional actions repeated over time, not one flashy shortcut. 

BEST MOMENTS

"I'll think how would I write this subject line if I was sending it to my sister Addie? How would I write this email so that it's not coming across as a sales and marketing email."

"You don't necessarily need a larger audience. You really want to focus on creating a more loyal audience."

"I've never been able to follow a content calendar... I latch on to those moments of momentum and schedule stuff ahead."

"It's actually harder to sell anything low ticket than it is high ticket."

GUEST RESOURCES

http://toriknowsdogs.com

https://wearwagrepeat.com

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

SOCIALS AND IMPORTANT LINKS

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

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

Website 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/

DESCRIPTION

Are you collecting courses, certificates, and dog training books like a CPD junkie? Taking course after course without any real purpose behind what you are learning?

In this episode, Jo & Vicky unpack the vital role CPD (Continuous Professional Development) plays in the dog training world. They explore how easy it is to slide into learning for learning’s sake, fuel imposter syndrome, and drift away from your original purpose – and how to flip CPD into something intentional and aligned with your niche, your clients and the business you actually want to run.

KEY TAKEAWAYS

CPD should support your strategy, not constantly rewrite it – choose learning that moves you toward the business you actually want to run. 

Ask yourself why am I studying this, what am I going to do with this knowledge. Don´t do a course, then shoehorn that service into your business to justify the course.

Purposeful, well-chosen CPD deepens your impact; endless courses without a plan just fuel overwhelm and self-doubt.

Both formal education and firsthand experience matter – it’s how you blend and apply them that grows your confidence and your business.

Your niche and offers are allowed to evolve; testing, pivoting, and dropping what doesn’t fit is part of building a sustainable dog business.

Loving learning for its own sake is valid, as long as you’re honest with yourself and don’t force every new idea you pick up into your services.

BEST MOMENTS

“Knowledge is definitely power, but knowledge can be a curse as well .”

“I am a massive CPD junkie. I f**ing love doing all of the dog knowledge courses.”

“The skill is having the ability to do both - be aware of what you want your education skill level to be and knowing how you want to utilise that in your business.”

“Don't overwhelm yourself by doing too much for the sake of doing it and getting FOMO around, not going to these events.”

SOCIALS AND IMPORTANT LINKS

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

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

Website 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]

Quiz: https://quiz.caninebusinessacademy.com/health-check

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/

DESCRIPTION

Are you working flat out in your dog business but still not paying yourself what you "need" – never mind what you "want"?

In this episode, Jo & Vicky dive into the messy subject of pricing your dog services. They unpack the difference between your "need number" and your "want number", how to sense-check your current prices against your goals, and why simply “charging more” won´t work if the service itself doesn’t deliver a premium experience. 

You’ll come away with a straightforward way to assess your current pricing, your offers, and how to attract the right clients - people who want what you offer and are able to pay what you are worth. You´ll be able to build a dog business that actually supports the life you want, without your having to run yourself into the ground.

KEY TAKEAWAYS

Copying other people’s prices or inherited packages rarely works– it’s a quick fix that often keeps you undercharging for your time and expertise. 

Bear in mind that a “one-hour” service rarely takes only an hour to deliver. Travel, prep, follow-up and admin all eat into your day and must be reflected in your pricing alongside overheads like running your business vehicle and rent. 

Your “need number” is what you must earn each month to cover living costs. Your “want number” is the higher income that lets you fund your bigger goals and “dream life” extras. 

Your "need number" combined with your "want number" will give you a clear income target and see whether your current offers and fees will realistically support your lifestyle and goals. 

Doing the maths on how many clients or class places you sell each month helps you spot whether you have a lead-generation issue, a sales issue, or a pricing issue. 

Premium pricing only works when the service delivers – structure, support and outcomes must create a genuine win–win for you and your clients. If it doesn´t you won´t attract and retain the type of clients, you need.

Building a good reputation is critical to being able to charge what you want and keep attracting enough clients.

BEST MOMENTS

“It never put people off - the price. It was the value behind getting your dog walked on its own.”

“Look at your numbers. Know how many inquiries you're bringing in each month. Know how many of the service you have to sell in order to hit your need number.”

“Then you start to look at is it actually feasible to sell that many.”

“Because it's a premium service now, whereas before, it was a scratchy service - it now warranted that higher price tag.”

SOCIALS AND IMPORTANT LINKS

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

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

Website 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]

Quiz: https://quiz.caninebusinessacademy.com/health-check

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/

DESCRIPTION

Building a business that people trust, recognise, and seek out isn’t about being perfect, it’s about being authentic and doing your absolute best. This week, Jo & Vicky are joined by Charlotte Nichols the founder of dog industry centred PR agency Harvey and Hugo. Charlotte shares how using authentic PR techniques combined with your own story sets you apart and helps you to attract  clients that are a perfect fit for you and what you are trying to achieve.

Tune in for honest advice on overcoming self-doubt, simple PR strategies, and why showing up as yourself is your strongest brand move.

KEY TAKEAWAYS

PR is not just sending out a press release, writing a book or entering some awards. It literally is the way you decide to dress, the way you decide to speak, the way you decide to greet your customers

Your quirks and real-life experiences are your brand’s hidden superpower. Let what sets you apart define your business.

Knowing your values makes every brand decision simpler.

In a world of AI people are actively looking out for fakes and avoiding them, which is helping to make authenticity more powerful. People can trust you.

Clients enjoy learning from your experiences, not perfection.

Happy clients and authentic testimonials do more for you than slick marketing.

Use stories and emotion in your PR, they’re what people connect with and remember.

Take creative risks. Standing out beats playing it safe every time.

You don’t need big budgets for PR, starting small and following up works wonders. There is a lot you can do yourself.

Use the phone, not just social. Actually tale to people.

As you grow, keep reminding the world exactly what makes you valuable.

Redefine success on your terms. A lifestyle business can be powerful, profitable, and deeply fulfilling.

BEST MOMENTS

“You need to keep reinforcing why you create value for your customers and how you do it, and your customers telling that story is the best way.”

“Don´t give up you´ve got to be relentless with PR.”

“People do business with people, human to human. Forget B to B, B to C - It's human to human.”

“Try and take a photograph that tells a story.”

“Start small, start local.”

“I'm gonna be as bold as to say, for a lot of us, certainly in the Force Free community, we are effectively marketing ourselves to our peers, our competitors, than we are to our ideal audience.”

“People are employing other dog trainers… and then they're ending up like not making any profit. They're ending up having loads more stress. They're not actually happy. ”

EPISODE RESOURCES

https://harveyandhugo.com

https://www.instagram.com/harveyandhugopr

https://www.linkedin.com/company/harvey-and-hugo

The Pocket Sized PR Plan - 

PRsonal Podcast - https://podcasts.apple.com/gb/podcast/prsonal/id1671838944

The Pocket-Sized PR podcast - https://podcasts.apple.com/us/podcast/the-pocket-size-pr-podcast/id1790644301

SOCIALS AND IMPORTANT LINKS

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

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

Website 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/

DESCRIPTION

Running a dog business is hard—balancing clients, new trends, and that constant search for success can be exhausting. In this episode, we are joined by Andre Yeu, founder of When Hounds Fly Dog Training. Today, we’re talking about starting scrappy, building a thriving business, and the power of choosing your clients wisely.

Andre shares how to move beyond “doing it all,” adapt to a changing industry, and stay authentic, doing so even as client expectations evolve.

KEY TAKEAWAYS

Winging it is a valid way to start and maybe doing training part time. Taking action before you have it all figured out is a great way to unlock real growth.  

You don’t have to take on every client that comes to you. Being selective builds a stronger business and can also be good for your reputation.  

Real change comes with mentorship. Learning from people who are further along than you fast-tracks growth and greatly improves your confidence, but vet your mentor carefully.

Forget what your peers think about the way you do things. It´s your clients you need to please. But still stay open to feedback.

Adopting shiny new tech or employing the latest methods doesn´t guarantee results. You need to use what serves your business.

Your business needs to evolve as your clients’ needs change e.g. AI is making expert info more easily accessible, so dog owners need their trainers for the human support, empathy, and guidance technology can’t offer.

Trust is built long before a sale—multiple touch points across different channels let clients feel like they know you before you’ve even met.

Your story is your superpower. Sharing your face and journey builds trust in a way no logo or certificate can.  

The human touch is irreplaceable. As AI begins to take over, building real relationships and tailoring your service will increasingly set you apart.  

BEST MOMENTS

"I've always set criteria for the types of clients we work with, even if we are like starving and it's famine time."

"Find a circle, your tribe of entrepreneurs, that will teach you the shortcuts so that you don't have to spend as much time experimenting."

"People don't mind that they connect with me on social media, and they go to my classes and it's one of my team members teaching."

"I wish I had looked harder back in the day for that mentor, that coach."

"Our role has to change."

GUEST AND EPISODE RESOURCES

https://www.whenhoundsfly.com/origin-story-andre-yeu

socials: @whenhoundsfly

SOCIALS AND IMPORTANT LINKS

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

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

Website 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/

In this episode, Jo & Vicky tackle what they call the "curse of knowledge" something they see a lot within the dog training industry. There is a strong tendency for trainers to use expert jargon and too much technical detail to the point where clients struggle to connect with and understand their dog trainer - a frustrating experience for both parties.

Through personal stories and industry insights, they share practical ways to simplify your message, build a genuine connection with each client and stop overwhelming or confusing them.

KEY TAKEAWAYS

Overuse of technical terms and industry-specific language may alienate potential clients—plain language is essential for connection e.g. Members of the public still call themselves dog owners rather than dog guardians.

Genuine communication and empathy bridge the gap between you and your clients. They foster trust and encourage engagement.

Focus on outcomes and keep your explanations simple.

Dropping the ego and not being judgemental are crucial for understanding clients’ choices and supporting them without bias.

Practical, hands-on experience is just as vital as academic knowledge. Both are needed for effective training and business growth.

Observe and learn from successful communicators and social media accounts.

Feelings of inadequacy often stem from gaps in business skills as well as in your dog training knowledge. When you broaden your expertise in both areas you suffer less from imposter syndrome. This makes you more confident and easier to connect with your clients and adapt to their needs.

BEST MOMENTS

“Remember who you are talking to.”

“I remember going to clients, and was like, oh, yeah, “so the dog's olfactory system”, and they were going “what?!”

“Gauge how much that person wants to know.”

“It's still going to be difficult to fully understand how that person is going to interpret the knowledge that you're sharing, because everything's a bit subjective.”

“Again, it comes back to that judgment of other people and other trainers."

EPISODE RESOURCES

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

SOCIALS AND IMPORTANT LINKS

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

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

Website 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/

DESCRIPTION

This year has been one of the hardest we’ve ever had in business. Making the decision to go all in and state publicly that we only work with force-free dog professionals wasn’t easy, but it was the right thing for us, and for the values Canine Business Academy was built on.

In this episode, we’re being completely open about what that journey has really looked like. We talk about the uncomfortable moments, the mistakes, the fear, the times we might have come across as egotistical and why we’re choosing to own every part of it.

We're sorry to anyone we’ve unintentionally hurt along the way. Growth isn’t clean. It’s messy, confronting and sometimes painful, but it’s also where integrity is tested and the truth gets louder.

If you’ve ever had to make a decision that cost you comfort, clients, or approval, this one’s for you. Because standing for something always comes with challenge but it’s how you keep standing that matters.

KEY TAKEAWAYS

This year, Jo & Vicky took CBA 100% force free and have started saying that in a very clear way.

Jo & Vicky slowly and painfully realised that being open to all trainers, while well-intentioned, ultimately put them at odds with their own beliefs about what’s best for dogs. 

Before you start, sit down and work out what your personal and work values are and set your business up to fit in with that. If you don´t, you are opening the door to inadvertently upsetting people when you realign your business with your values.

Every business goes through challenges, accept that and do your best to be ready to work through them.

Be aware of the role fear can play in letting yourself go down the wrong path or avoiding issues that need to be dealt with quickly.

Seek out clients that are a good fit for you, in particular when it comes to your core values.

BEST MOMENTS

“ When we first launched CBA, we didn't have that clear stance,…we are force free trainers.”

“It’s almost like we just lost our way.”

“We don't work with people who train like that anymore. However, we are not going to accept you talking about people in a derogatory way and tearing people down. That is not what CBA is about.”

“We genuinely do care, and we genuinely do want to support .”

“Just be unapologetically you, because that's all you can be. And if you piss people off along the way, it will be unintentionally, but hopefully that forgiveness can come back.”

“We were cutting off our nose to spite our face hugely…our words and our actions weren’t matching up.”

SOCIALS AND IMPORTANT LINKS

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

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

Website 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/