Let's Talk Dog Business

By Jo & VickyBusiness Kids & Family Careers Pets & Animals

Let's Talk Dog Business episodes

November 04From Sofa Shredder to Global Brand: The Dig Drum Story
DESCRIPTION
Gaining traction for a new product or service can be challenging. It certainly was for Andy and Paddy the founders of Dig Drum. They knew for sure that they had a solution for the thousands of dog owners who were struggling to stop their dogs that loved to dig from wrecking sofas, carpets, and gardens. But they could not breakthrough and reach those customers. Today, they share how they solved that problem.
Together we discuss the realities of product development, managing financial pressure, and how pivoting their marketing message from pain points to positive enrichment completely changed their business. We get into how to make sure there really is a market, handle pricing objections, the importance of being around positive partners, and why injecting personality into your brand makes all the difference.

KEY TAKEAWAYS
Find a Problem Worth Solving: When you notice a common challenge that lacks a good market solution, take time to design and iterate a product or service that genuinely addresses it.

Flip Your Messaging From Pain To Fun: Instead of focusing purely on the frustration or pain points of a problem, frame your message around what your customers and their pets actually enjoy.

Collaborate With Positive, Complementary Partners: Going into business with someone who shares your positive outlook and challenges you constructively makes the journey much smoother.

Stand Confidently Behind Your Pricing: Premium products require pricing that reflects their value, manufacturing costs, and durability. Instead of backing down or losing confidence when people question the price, acknowledge their perspective and educate them on the long-term benefits.

Network Like a Human Being: Effective networking isn't about running an immediate sales pitch or overthinking how you approach people. Just be yourself, make genuine conversation, and let your personality shine through.

Embrace the Emotional and Financial Realities of Startup Life: Being realistic about your goals and personal risk tolerance helps keep you grounded while building something new.

BEST MOMENTS
“We said, but your dog really wants to dig, and here's a positive outlet, and you don't have to tell it off, you can just encourage it to dig on this.”
“Be confident at your price point and back it up.”
“You've got to be prepared to challenge each other … but, not in an argumentative way.”
“You've got to be around people that are positive.”
ABOUT THE GUESTS
https://digdrum.com/
https://www.instagram.com/petosudigdrum

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.caninebusinessacademy.com/buy-the-book
Email: [email protected]

ABOUT THE HOSTS
Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream.With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.🏆 Their award-winning work has earned recognition including:– UK StartUp Awards: Business to Business (Midlands)– Small Business Awards UK: Most Innovative Small Business 2025– Business Awards UK: Most Innovative Pet Product 2024– Plus shortlists at the Women in Business and Great British Businesswoman Awards.
They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast. Their philosophy is simple: Give a shit. Get shit done. Get results.

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
1 hr 8 min
October 28How LickiMat Built a Global Empire by Focusing on ONE Thing
In an effort to secure more customers many dog business owners say yes to everything and end up trying to offer too many services, which quietly waters down their business. In this episode, we chat with Heidi, marketing director at LickiMat, a family business that since 2012 has sold over 12 million calming feeding mats worldwide.
Heidi shares how an oral hygiene dog bowl grew into a global brand, and what it is like running a small but mighty team that everyone assumes is a huge corporation. We get into how a clear mission helps you decide what to say yes and no to, and why doing one thing well beats copying what everyone else is doing.
We also talk about the benefits of staggering product or service launches, sorting useful feedback from the noise, and what to do when cheaper copies of your product or service appear. Heidi explains how to build a strong, trusted brand and avoid common marketing mistakes.

KEY TAKEAWAYS
Pick One Thing And Do It Well: Just because other brands do more doesn't mean you have to. Before you add an offer, ask whether it fits your mission and how you'd explain it. LikiMat only makes products built around licking, and that focus builds trust.

Stagger Your Launches: Launching too many products or services at once dilutes your message and over stretches you. Give each offer its own identity, a clear problem it solves and room to be talked about.

Listen Without Being Led: One customer or expert opinion isn't a reason to change everything. Ask customers what annoys them, then let your mission decide what is worth acting on. Your product or service may end up being used in ways you never planned. Explore that new opportunity.

Compete With Authenticity: When cheaper copies or options appear, explain why your offer costs what it does and educate people on the difference and benefits of buying your product.

Educate People On What Makes You Different: LikiMat´s difference is that it´s “the original” and made of natural rubber, which isn’t toxic if swallowed, unlike silicone.

BEST MOMENTS
"Just because they do it, and maybe they do it well, doesn't mean that you have to do it too."
"I think people forget that behind some of these big brands or businesses, or even small brands, it's just people there."
"Just because you launch a product doesn't mean you can't change the name."
"I think so many of us try to grow far too quickly, and then we're trying to operate like this massive business."

ABOUT THE GUEST
https://lickimat.co.uk
https://www.instagram.com/lickimat/

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.caninebusinessacademy.com/buy-the-book

Email: [email protected]

ABOUT THE HOSTS
Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream.With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.🏆 Their award-winning work has earned recognition including:– UK StartUp Awards: Business to Business (Midlands)– Small Business Awards UK: Most Innovative Small Business 2025– Business Awards UK: Most Innovative Pet Product 2024– Plus shortlists at the Women in Business and Great British Businesswoman Awards.
They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast. Their philosophy is simple: Give a shit. Get shit done. Get results.
This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
1 hr 4 min
October 20 Why Niching Down Won’t Kill Your Business (And Might Save It)
Would you love to specialise in one area of dog training? but are worried that limiting your clients to people you really want to work with would leave you poor or what would happen if doing that didn´t work out? In this episode, we explore how focusing on what you do best builds trust, helps the right type of clients to find you, while making your business more rewarding and, often, more profitable.
We share how to identify the niche that will light you up, ways to build confidence in your expertise, and how to know when and how to refer clients on when your expertise does not match their needs. In addition, we cover how putting clear processes in place and investing in the right admin support takes the pressure off you and helps your business function better.

KEY TAKEAWAYS
 Specialising Reduces Friction: Focusing in on a form of dog training that you enjoy and are good at makes each day, a good day. You are doing something you love and because it is a more repeatable system, running your business is much simpler.
 Specialising Gets You Noticed and Builds Trust: Most clients value focused expertise over someone who just offers a general service and are willing to pay for that experience.
 Be Clear About How Your Expertise Helps: Share your experience, don´t be shy, make the benefits clear to would be clients. But don´t over promise and don´t be afraid to refer people you cannot yet help onto someone else.
 Don’t Let Fear of a Smaller Client Pool Stop You Specialising: Often, there will be far more people out there looking for that specific service than you first thought. So, try niching down if it does not work out just change direction.
 Build a Business That Supports Rather Than Drains You: To take the pressure put in place packages, clear processes, and get help with admin. You don´t have to do everything.

BEST MOMENTS
“What would you love to do day in day out? What’s the thing that like really lights you up?”
“I love the idea of only working with a type of dog that I love or a type of person that I like really enjoy working with.”
“How do you know they're not out there? Just because you haven't seen them all walking around your local area.”

If you think your business could benefit from a fresh perspective - or you’d like help
identifying your niche - join the CBA community and continue the conversation with us.
Here is the link -
https://www.facebook.com/groups/caninebusinessacademycommunity⁠
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.caninebusinessacademy.com/buy-the-book

Email: [email protected]

ABOUT THE HOSTS
Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream. With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.🏆 Their award-winning work has earned recognition including:– UK StartUp Awards: Business to Business (Midlands)– Small Business Awards UK: Most Innovative Small Business 2025– Business Awards UK: Most Innovative Pet Product 2024– Plus shortlists at the Women in Business and Great British Businesswoman Awards.
They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast. Their philosophy is simple: Give a shit. Get shit done. Get results.
This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
48 min
October 13DO's & DON'Ts for Your Business - Personal Branding and Marketing That Gets The Cash Coming In Fast
Are you struggling to market your dog business, gain traction and bring in a steady stream of customers? Have you fallen into the trap of wasting hours redesigning logos, websites, and posting on socials instead of getting out there and getting known? In this episode, we share how to stop being a local secret and build high demand.
We cover how to collaborate with vets and other local businesses in a win-win way that brings in customers, why your personality is your true brand, and how clarity changes everything. As well as how to stop letting fear hold you back, and why showing up consistently is the ultimate game-changer.
Sick of spinning your wheels? Join us for an epic, no-BS one-day training to craft your offers, nail your pricing, and get moving. Grab your ticket at https://www.caninebusinessacademy.com/one-day - let’s get your business thriving!

KEY TAKEAWAYS
Stop Hiding Behind Brand Building and Prep: Spending weeks deliberating over logos, brand colours, and business names delays your launch and doesn't bring in cash. Nobody cares what your business is called, they just need to know you can solve their problem.

Real Conversations Beat Passive Marketing: Shoving leaflets through doors or dropping cards at reception desks without context rarely works. Having actual conversations with local business owners and customers is a far more effective way to get remembered and recommended.

Collaboration Works But Only With Win-Wins: Partnering with vets, groomers, or rescue centres is an effective way to get known, but your approaching them cannot be a selfish grab for clients. Instead understand their struggles, work out how you can help so that you genuinely bring value to the table.

Just Tell People What You Do: Too many new business owners keep their venture a secret out of fear of judgment. Constantly talking about what you do ensures people know who to call when they need help and boosts your confidence in what you have to offer.

BEST MOMENTS
“You’re the local area’s best kept secret because you don’t actually exist or do anything.”
“So many of us are losing a potential opportunity to get your business working sooner rather than later .”
“I remember telling everyone I’m a dog trainer…. when I was starting to grow that business.”
“If they're seeing all these nightmare dogs coming in, I could be the solution to that problem.”
“You've got to start building up that personal brand.”

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.caninebusinessacademy.com/buy-the-book
Email: [email protected]

ABOUT THE HOSTS
Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream.With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.🏆 Their award-winning work has earned recognition including:– UK StartUp Awards: Business to Business (Midlands)– Small Business Awards UK: Most Innovative Small Business 2025– Business Awards UK: Most Innovative Pet Product 2024– Plus shortlists at the Women in Business and Great British Businesswoman Awards.
They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast. Their philosophy is simple: Give a shit. Get shit done. Get results.
This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
56 min
October 06 How to Keep Going When Life Falls Apart
How do you keep going when everything feels like a s**tshow? How do you keep your business and personal life on track? Life doesn’t stop when you’re dealing with grief, family illness, or a crisis with your dog. So, in this episode, we get honest about the different approaches when trying to cope, including throwing ourselves into work, shutting down, compartmentalising, or getting stuck in the worst-case scenario. We talk about losing beloved dogs, managing a sudden spinal injury, caring for a parent, and the pressure we felt to make our struggles sound “bad enough” to be taken seriously. We discuss why there’s no one right way to cope and how finding people you can talk to without judgement, and making space to open the box, can help you to keep moving forward.

KEY TAKEAWAYS
 Everyone´s Life Gets Messy : No matter how organised or careful you are, at some point life will throw the unexpected at you. When that happens don´t burden yourself by blaming yourself or thinking why me.
 There’s No One Right Way To Cope: Some people keep working through a difficult time; others need to step back. Don’t assume one approach is more resilient, or better. The approach that works for you is what you need.
 Know The Difference Between Refocusing And Avoidance: Work can offer structure and a productive outlet, but you still need to make space to return to and deal with what you’re feeling.
 You Don’t Have To Prove You’re Struggling: It can feel easier to justify time off by making things sound worse than they are. This is not a good idea; you end up convincing yourself that your situation is harder than it is.
 Talk To The Right People: Share your difficult experiences with people who can listen without judgement or turning the conversation back to themselves.
 Give Yourself Room To Function Differently: Grief, family pressures and crises with your dog can affect your energy and your business. Notice what you need and respond with self-compassion, not comparison.

BEST MOMENTS
“I've always tried to think of a s**t situation and naturally try and flip it into a good, a better situation.”
“Now I'm not saying my way is better... I don't think there is a better or a worse or a right or a wrong way.”
“We're not on our own in this life and this journey. We're experiencing it differently, and it should be okay to talk about it.”

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.caninebusinessacademy.com/buy-the-book
Email: [email protected]

ABOUT THE HOSTS
Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream.With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.🏆 Their award-winning work has earned recognition including:– UK StartUp Awards: Business to Business (Midlands)– Small Business Awards UK: Most Innovative Small Business 2025– Business Awards UK: Most Innovative Pet Product 2024– Plus shortlists at the Women in Business and Great British Businesswoman Awards.
They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast. Their philosophy is simple: Give a shit. Get shit done. Get results.

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

41 min
September 29 Booked Out But Still Struggling to Make Enough Money? – The Solution with Tatum Brown
Building a successful pet business takes more than passion: you need to choose the right work, charge properly and actively work to build a business that supports the life you want. In this episode, we sit down with Tatum Brown of The Social Dog Company a strategy and marketing coach that enables dog trainers to finally charge what they are worth.
Tatum shares how buying a puppy-mill dog led her to advocate for animal welfare and start her first business, and how she rebuilt after a string of personal and professional setbacks before finding her focus.
We get into undercharging, people-pleasing, pricing, and knowing when to change your offers or let go of clients. Tatum also talks about mindset, boundaries, mentors, imposter syndrome and why the reps matter, because confidence comes from doing the hard stuff.

KEY TAKEAWAYS
- Don’t Accidentally Recreate The 9-to-5: Many people start a business to escape the stress and low pay of the 9 to 5, only to end up working harder for less. Build profitable offers, systems, and boundaries so your business gives you more freedom instead of a new version of the Sunday-night dread.
- Get The Right Support: A mentor or coach will help you identify blind spots, work through resistance, and follow through on business changes. Advice from people who understand the kind of business you’re building is game-changing.
- Leaning into Self-Sacrifice Keeps You Small: Caring about dogs and clients doesn’t mean you have to put everyone else first. Undercharging and saying yes to everything can leave you stressed and financially stretched, making it harder to care for yourself, your family, and your business.
- Target The Right Clients: As your expertise and interests grow, your ideal clients will likely change too. Clear positioning helps attract the right clients.
- Build Confidence Through Reps: Trying, learning, and adjusting helps you get better at the hard parts of business. Notice and celebrate your progress. Don’t move the goalposts so fast that you forget how far you’ve come.

BEST MOMENTS
“You have the capability to build something really freaking big for yourself, for your family, and in service of others.”
“Putting everyone else first also just creates a really s**t version of you.”
“Either you need to increase your prices, you need to repackage them in some way, or you need to delete them.”
“There's a way out, and through the reps, you build the confidence. I promise you, you get more resilient when you do the hard shit.”

IMPORTANT LINKS
https://www.caninebusinessacademy.com/gsd-buisness-accelerator
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.caninebusinessacademy.com/buy-the-book

Email: [email protected]

ABOUT THE HOSTS
Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream.
With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.
🏆 Their award-winning work has earned recognition including:
– UK StartUp Awards: Business to Business (Midlands)
– Small Business Awards UK: Most Innovative Small Business 2025
– Business Awards UK: Most Innovative Pet Product 2024
– Plus shortlists at the Women in Business and Great British Businesswoman Awards

They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast.
Their philosophy is simple:
Give a shit. Get shit done. Get results.

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

1 hr 17 min
September 22 Trainer vs Behaviourist: The Industry Title Trap
In this episode we get honest about one of the biggest struggles facing dog trainers and behaviourists: knowing what to charge for your services and feeling confident enough to believe you deserve to earn a decent living. We look at why trainers can end up undercharging, separating training from behaviour work, and believing they need more qualifications or a more impressive title before they can charge more.We discuss why the value of your work isn’t determined by how “simple” a dog’s problem looks, and why the real thing you are being paid for is the impact you can have on someone’s life. Then, we explore how to stop comparing yourself to other people, recognise what you are actually good at, and build a business around the work you genuinely want to do.KEY TAKEAWAYSYou Are Solving Much Bigger Problems Than You Think: Clients aren’t simply paying you to show them how to train their dog. They are paying you to help them solve a problem that is negatively affecting their life, one that is maybe even making them think about giving up their dog. Understanding that changes how you see your value, your service and what you can reasonably charge.Stop Thinking of Yourself As Just a Dog Trainer: Most of the time dog trainers do far more than simply show a client a technique. They use their experience to identify the root cause of an issue and actively coach and support owners until their problem is solved.You Don’t Need a Bigger Title to Be Worth More: The pressure to become a behaviourist or collect more qualifications can come from a belief that you need external validation before you are good enough to charge properly. In reality, all dog owners are really interested in is whether you can solve their problem.Stop Trying to Be Someone Else: Just because you can work with certain types of dogs or behaviour cases doesn’t mean you should. Understanding what you genuinely enjoy, what you are good at and where your strengths lie will help you to build a business that actually suits you.BEST MOMENTS“I was making like £15, £20 grand a month in some months.”“You can be the reason they keep the dog, and you can be the reason they love their dog again, and you can just make that difference.”“That's what you're being paid for. That's why you should be earning a decent wage. That's why you do deserve it.”“To warrant that fee, I need to become a behaviourist. I need to have level five, level six, all the stuff masters. No, you f**king don't. No, you don't.”“Someone is not reaching out to you for you to show them what to do. They're reaching out to you for you to help them work through it.”IMPORTANT LINKS
https://www.caninebusinessacademy.com/gsd-buisness-accelerator
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.caninebusinessacademy.com/buy-the-book
Email: [email protected]
ABOUT THE HOSTS
Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream.
With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.
🏆 Their award-winning work has earned recognition including:
– UK StartUp Awards: Business to Business (Midlands)
– Small Business Awards UK: Most Innovative Small Business 2025
– Business Awards UK: Most Innovative Pet Product 2024
– Plus shortlists at the Women in Business and Great British Businesswoman Awards
They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast.
Their philosophy is simple:
Give a shit. Get shit done. Get results.
This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
47 min
September 15What Pets Secretly Teach Us About Dealing With Grief & Loss
In this episode we sit down with Dr. Isla Fishburn from Kachina Canine to explore the inner work that quietly drives your dog business. We talk about the pressure to have perfect dogs, the wobble when a heart dog dies, and how much old family stories about money, success, and being “too much” become your beliefs and shape your prices, boundaries, and visibility.
Until you look at this inner stuff and do the soul work, no amount of strategy will make your business feel stable or satisfying. Your dogs (and clients’ dogs) are constantly flagging your issues up for you. Today, you will finally know how to notice and take the right action. If you’ve ever felt like you’re doing “all the right things” but still don’t feel solid, this conversation is for you.

KEY TAKEAWAYS
Soul Work Runs Your Business: The beliefs you carry about not being enough, needing to be perfect, or fearing judgement quietly drive your prices, your marketing, your boundaries, and how heavy your work feels.

Your Dog Is A Mirror: The behaviours that most trigger or embarrass you in your own dog often point straight at your own fears around control, competence, and being seen as a “proper” professional. Learning how to notice and address this really helps you with your soul work.

Grief Hits Your Identity And Income: When a heart dog dies or your role changes, it’s not just sad, it can shake your sense of who you are, why you do this, and how you show up in your business.

Old Family Stories Shape Your Choices: Messages you absorbed about money, success, and not being “too much” still dictate what you charge, what you invest in, and how visible you allow yourself to be.

Inner Work Before New Strategy: Until you start looking within and naming these patterns, no new offer, niche, or marketing plan will give you the ease and confidence you’re really craving.
BEST MOMENTS
“If we're not doing our soul work, then that spills over into our dreams, our desires, our passions, what we want to create in our businesses, our professional life, our personal life, the support we want to give to animal guardians."
“We have to go within to identify our soul work and really what's at the core of it is our separation. We feel so lost, which is why we are constantly seeking better - Better results, better achievements.”
“Our animal friends love us regardless because they love themselves regardless. But we don't do that to ourselves. We have these conditions, these belief systems, these labels.”

ABOUT THE GUEST
https://kachinacanine.com/
https://www.facebook.com/kachinacanine
https://www.instagram.com/kachina_canine_wellness
https://www.youtube.com/channel/UC8hsAKAco_te9k5AL2t-ZQQ

IMPORTANT LINKS
https://www.caninebusinessacademy.com/gsd-buisness-accelerator
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.caninebusinessacademy.com/buy-the-book
Email: [email protected]

ABOUT THE HOSTS
Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream. With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.🏆 Their award-winning work has earned recognition including:– UK StartUp Awards: Business to Business (Midlands)– Small Business Awards UK: Most Innovative Small Business 2025– Business Awards UK: Most Innovative Pet Product 2024– Plus shortlists at the Women in Business and Great British Businesswoman Awards They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast. Their philosophy is simple: Give a shit. Get shit done. Get results.
This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
1 hr 12 min
September 08Stop Losing Sales to "It’s Too Expensive!"
In this episode we get honest about sales objections and what’s really going on when people say, “It’s a bit expensive” or “I need to speak to my partner.” We look at why this objection to buying is so often just the polite default excuse in British culture and how to respond in a way that changes their minds.
We discuss how your own fears about being seen as too expensive can actually help create the very objections you dread, and why your brain goes straight into panic, justification and people-pleasing on discovery calls. Then, share simple ways to turn things around – how to see objections as protection, not rejection, ask better questions instead of freezing or discounting, and why trying to fix your money mindset and how you handle money related objections on your own is practically impossible.

KEY TAKEAWAYS
Money Objections Aren’t Always About Money: When someone says, “it’s a bit expensive” or “I need to speak to my partner,” it’s often an automatic performance, one that covers the real reason they aren't buying. It’s the easy, polite thing to say, especially in British culture.

Your Brain Helps Create the Objections You Fear: When you go onto sales calls afraid that people will say you’re too expensive, you expect it and are hyper focused on hearing that. You often end up manifesting it. The stories you tell yourself before the call really shape what you pick up on during the call.

Treat Objections as Protection, Not Rejection: Most objections are a safety mechanism, not a verdict on your worth. If you see them as defence and protection on the part of the would-be client, you are more likely to respond calmly and tease out what the real issues are so you can address them.

You Can’t Untangle This Alone: Shifting how you handle objections surrounding money is nigh on impossible on your own. You need someone to help you notice your patterns, challenge your stories, and keep you on track when negative beliefs creep back in.

BEST MOMENTS
“Work on your money mindset.”
“If you don't explore their objections as early as possible, mitigate them, expect them, anticipate them, and set the scene for those objections... It will bite your ass later.”
“We have to explore objections with an open mind.”
“I need to go and speak to my partner. It's a stall tactic.”
“It is incredibly difficult if you are trying to develop this skill by yourself.”
“Explore it a little bit more and find out where that comes from, why you think potentially that could be a reason not to buy.”

SOCIALS AND IMPORTANT LINKS
https://www.caninebusinessacademy.com/gsd-buisness-accelerator
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.caninebusinessacademy.com/buy-the-book
Email: [email protected]

ABOUT THE HOSTS
Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream. With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.🏆 Their award-winning work has earned recognition including:– UK StartUp Awards: Business to Business (Midlands)– Small Business Awards UK: Most Innovative Small Business 2025– Business Awards UK: Most Innovative Pet Product 2024– Plus shortlists at the Women in Business and Great British Businesswoman Awards They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast.Their philosophy is simple:Give a shit. Get shit done. Get results.
This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
50 min
September 01Stop Selling Your Time: How to Ditch the "Session Mentality"
Most dog trainers still focus on selling their time in sessions. A well-used model that feels safe, but often it ends up holding you back and leaves your clients with only a partial solution to their problems. In this episode we unpack what can go wrong when you use a session-only model and how to change things to avoid those issues.
We cover why a session-only business often leads to, pressure to prove your worth in one hour, undercharging for all the support you quietly give, and that nagging feeling that results don’t match the effort you’re putting in.
We show you how to think beyond hours-for-money, how to make your support more effective and sustainable, and how to design offers that make you a profit while getting better results for your clients. What you learn today will really help you, even if you decide not to ditch sessions completely.

KEY TAKEAWAYS
Just selling sessions isn’t necessarily bad, but it does quietly put the focus on time spent instead of the change you are working with the client to achieve.

When you only sell hours, you tend to feel pressure to prove yourself in that session. Your focus can end up on that more than on what the client needs and how they are doing.

It’s your job to guide your clients towards the level of support that fits their problem. They are not the best person to decide whether they need 1, 3 or 5 sessions.

A lot of the real value you provide e.g. answering questions via email or online, technique videos that can be accessed outside of sessions, emotional support, is given away for free. Moving away from the session only model provides an opportunity to change that.

Moving from a session mentality to outcome-focused offers doesn’t mean you can’t sell single sessions; it means sessions become one tool among many.

BEST MOMENTS
“So, the question is, how do we get out of session mentality? And do we need to?”
“You're helping them (the owner). They're the reason that they've reached out, not the dog.”
“I don't need to be a dog trainer. I need to be a support system for that person.”
“Selling sessions isn’t the problem. The problem is when we design our offers around our fears instead of our clients’ outcomes.”

SOCIALS AND IMPORTANT LINKS
https://www.caninebusinessacademy.com/gsd-buisness-accelerator
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.caninebusinessacademy.com/buy-the-book
Email: [email protected]

ABOUT THE HOSTS
Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream. With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact. Their award-winning work has earned recognition including: – UK StartUp Awards: Business to Business (Midlands) – Small Business Awards UK: Most Innovative Small Business 2025 – Business Awards UK: Most Innovative Pet Product 2024 – Plus shortlists at the Women in Business and Great British Businesswoman Awards They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast. Their philosophy is simple: Give a shit. Get shit done. Get results. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
46 min

About Let's Talk Dog Business

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Let’s Talk Dog Business is the No.1 Apple podcast for dog trainers, behaviourists, and canine professionals who are ready to stop scratting around and start building a profitable, sustainable dog business that works for you as well as your clients.