Let's Talk Dog Business

DESCRIPTION

Most dog trainers struggle with selling high-ticket services - and that’s completely normal. 

But the real issue usually isn’t your offer or your clients. It’s your relationship with money. 

In this episode, we dig into where that reluctance really comes from: childhood conditioning like “money doesn’t grow on trees,” family and friends projecting their fears onto you, and why you feel the urge to justify, discount, or dodge the money conversation altogether. 

We unpack how your discomfort around money can quietly put clients off - and how to start building a healthier, more confident money mindset so you can finally charge what you’re worth.

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


Reluctance to sell high-ticket service is normal - most dog trainers struggle to do it.


Usually, your reluctance is not about your not having confidence in the product you are offering and its value.


For most people it is their money mindset coupled with imposter syndrome and what people will think if you charge a high-ticket price that stops them from selling at a price point that makes them truly profitable.


Most of your money mindset comes from your upbringing – parents turning lights off, “money doesn’t grow on trees,” and being “careful with money” all shape what your perception of what people will think is a “reasonable” price. 


You project your own money beliefs onto clients - you think “no one will pay that,” while the same people are happily spending £40 on a light lunch, £200 on a private ski lesson and enjoying other expensive treats.


Avoiding or apologising for the price keeps you stuck – hiding prices in emails, discounting when someone hesitates, or trying to “convince” people leaves you resentful and underpaid. 


Doing the uncomfortable inner work changes everything – when you unpick your layers around money, self-worth, and rejection, you stop taking “no” personally and finally feel okay charging for the real value you deliver. 

BEST MOMENTS

“The hard part is actually breaking through the barriers in your brain to think that someone's actually going to part with the cash.”

“It’s 's not an industry problem. It's not a what you're offering problem; it's a money mindset problem .”

“Somebody will always question a price point, and it's how you respond to that that matters.”

“We're human, and we come with baggage, and we come with thoughts and feelings that are different and are blockers.”

“It's understanding the market.”

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

Owning your expertise can feel a bit… egotistical, right? We all tend to feel we are “showing off” if we dare to call ourselves an expert. 

But being seen as the expert by clients is important. It isn’t about bragging rights or badges  - it’s about clearly showing people you’ve got the knowledge and skills to help them and their dogs. 

In this episode, we reveal how to be seen as the local expert, how to keep your message simple and consistent, what the 7–11–4 rule means for your marketing, and why your gut feeling about your business model and future plans matters more to your clients than any certificate or qualification.

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


Owning your expertise and calling yourself an expert can feel egotistical. As a result, many brilliant trainers stay quiet and as a result are invisible to the people who need them. 


Qualifications and badges don’t sell  you. Most people do not even know what the letters mean - clients care that you understand them and their dog and get results. 


You only need to be the clear, confident go‑to expert in your local area. You are not in competition with the big industry names. 


One clever post or random content doesn´t cut it.


When you show up in the same way, as yourself, people trust and hire you. 


Make regularly posting on social media an integral part of your workflow.


In phase one of your business journey, strong sales skills beat complex funnels and marketing tactics. Start simple.


Use sales calls to embody expertise: truly listen and respond to what is actually said and ask smart questions instead of listing your credentials. 


Calling yourself a “dog trainer” matches how people actually search and talk. Even if you see yourself as a behaviourist or coach, you still need to use “dog trainer” so you can be found by people who need your expertise.

BEST MOMENTS

"People have this aversion to showing off that they're an expert or sharing to the world that they're an expert." 

"Expert is showing somebody that you've got the knowledge, the skills to be able to do the thing that you do best, which in this case would be dog training." 

"It's prospective buyers connecting with you, building that trust, knowing that you are the right person for them, and you've got the expertise."

“The local area is the place to target that knowledge and expertise. If  you're in the right local Facebook groups, for example, then you're reaching those local people.”

“Adding this (social media posting) into your workflow helps prospective buyers connect with you .”

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

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

Dog trainers are struggling – for many it is because they have drifted into running a business that hasn´t kept pace with how the market has changed.

In this episode, Jo & Vicky talk directly to force-free trainers who are struggling to fill classes and feel pressured to drop their prices while quietly sensing “something has shifted” in the industry but are not quite sure how. They reveal what’s actually changed, why joining the race to the bottom won’t work, and how to build bespoke, high-value programmes that are genuinely useful for modern, time-poor owners as well as profitable and sustainable for you.

Listen in to move beyond the 90s class model and  start thinking like a future-focused, industry-aware, dog pro.

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


Dog training is stuck in 1990 – trainers are still selling one‑offs, 3 pack sessions, and group classes that don’t fit how people live now and do not incorporate the latest training science.


The more educated the public becomes about dogs, the more they’ll question why you’re still selling outdated, cookie‑cutter services. 


Owners want a dog that listens, settles in public, ignores distractions, and can relax under the pub table, not one that is good at fancy exercises.


The question isn’t “Is there demand?” it is “Do I offer a good ROI of time and money for today´s owners?” There is plenty of demand including for puppy classes.


Racing to the bottom on price is a fear reaction, not a strategy. 


In a world of YT and ChatGPT, ad hoc, low‑ticket sessions are easy to replace; high‑touch, outcome‑focused programmes and real human support are not.


Group classes force you to deliver one plan to eight different dog–human teams - key problems go unaddressed and some owners feel unseen.


Having a niche won´t limit you. Being “the scent work guy” makes you stand out. Stop mass marketing, target a specific need instead.


Back yourself - design offers you love delivering. It makes it easier for clients to trust you, commit, and get results. 

BEST MOMENTS

“We need to change … from these archaic, old-fashioned models that have been going since the 90s. It´s 2026.”

“People listening to this are getting one or two people in a puppy class, where you'd normally fill it with eight people.”

“There is such a great opportunity this year, to really market yourself to the minority and start moving away from mass marketing.”

“Everyone seems to be on a race to the bottom … I can't compete with £10 session.”

“We really have to start connecting on that human level again.”

“Be playful, be creative with your offers.”

IIMPORTANT 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

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/