DESCRIPTION

In this episode, Jo & Vicky are joined by Michael Shikashio whose main focus for the past decade has been helping dogs that have a history of aggression. Michael trains other trainers to do the same, which has enabled him to reach and transform the lives of even more dogs and their guardians.

 

Jo, Vicky and Michael discuss why he chose this niche and how doing so has benefited him, his clients and the profitability of his business. Michael explains how he built trust, authority and connections and quickly reached the point where other trainers were trusting him to train them.

 

KEY TAKEAWAYS

 

• Focusing on a niche grows your authority, makes it easy to articulate what you offer, and results in more sales.
• Identifying a hole in the market and filling it is a win-win.
• Teaching others is a great way to help them and make your business far more profitable.
• Podcasts, conferences, workshops and writing articles for others builds trust and authority. Using social media helps but personal connection is far more powerful.
• There are education platforms that already have email lists of people who will be interested in taking your course, so start there.
• Build your brand with integrity.
• You will attract criticism/haters, don´t take it personally. Letting the negativity in limits your ability to love what you do and help your clients.
• Building a business is complex and can feel overwhelming. Break it down by asking yourself what´s the next step and focusing on taking it.
• Hire people to do your accounts etc asap. Look at it as an investment. Your time and passion are what you need to really grow your business. 
• Don´t say yes to things until you are sure it will grow your business. How to evaluate this is explained in the episode.
• Initially you have to hustle and give more than you get back. But don´t do it long-term. It is not effective or sustainable.
• Automate everything you can, including in your personal life.
• Use processes to rinse and repeat what works.
• Keep things simple. Get one stream of income working before setting up another one.
• Be consistent.

BEST MOMENTS

“Spend the time to earn people´s trust, start by doing small things, little gigs .”

“You might not want to do your flagship course on your own platform .”

“Once you get your first hater, you know you’ve made it.”

“We are not in the business of dogs; we are actually in the business of people.”

“Always evaluate not only money investment, but also the time and effort investment.”

“Bend, flex and pivot, but always come back to your strategy.”

“Focus on one thing at a time.”

EPISODE RESOURCES

https://aggressivedog.com

 

https://www.dogtrainersconnection.com

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

ABOUT THE HOSTS

 

Meet Jo and Vicky! They bring a combined 25 years of expertise in the canine industry. Jo, with a background in corporate business, and Vicky, a dedicated advocate for rescue organisations, form an unstoppable team. Beyond the mic, their lives are a whirlwind – managing two successful businesses, pursuing a full-time university degree, and parenting two little ones under four. Each of their homes combined is a lively menagerie, housing five dogs and an abundance of chickens.