Let's Talk Dog Business

Dog trainers often ask, “What else do I need to offer to make enough sales?” This episode shows you it’s not about adding more. It´s about changing your focus, which can even mean you end up doing less. You’ll hear why so many trainers are trapped offering low‑priced classes and working endless evenings, how to challenge the “truths” you’ve absorbed about what clients will pay, and how one purpose‑driven, higher‑value offer plus simple, personal sales can change your income, your schedule, and your enjoyment of the work. 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 are in control. If you hate what you are doing and it does not align with your purpose, what you are passionate about - you can change that. Choose a product that you are passionate about and focus on developing that. You will stay engaged, help people you really can help and deliver fantastic training people love and are willing to pay for. Challenge the “truths” that are holding you back -  when you question beliefs like “people won’t pay that here” or “clients don’t value what I do,” you realise most of your limits are self‑imposed, not market‑imposed.  Fix your mindset to fix your business. In a world where human connection is becoming rare making the effort to respond personally is huge e.g. responding to a sales enquiry by sending a short video reply. BEST MOMENTS “Your purpose will lead the way. If the purpose is passion driven.” “We need to be led by that passion. Because you'll get sick of what you do if you're not enjoying it.” “Mindset - It’s not that your mind is broken. It's how set are you in your brain?” “If you're going down a path that doesn't excite you and light you up if you're working with people that you fucking hate - It's all down to you. You get to change this .” “If you learn how to sell better and sell air quote properly, this is what's going to massively change your life.” “We genuinely believe human connection is of the highest importance, because we're not having it anymore.” Want to find out more and start reshaping your dog training business? Join our free 90‑minute webinar at caninebusinessacademy.com and see how one core offer, a stronger mindset and human‑first sales changes everything. 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: hello@caninebusinessacademy.com 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 AwardsThey’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/

Most dog trainers are having plenty of conversations and getting the clicks — yet very few people are actually buying. In this episode, we look at why so many people stop you in the park or Google “dog training [your area],” land on your site… and then quietly disappear. We unpack how business cards, vague websites and too many options kill momentum, even when people are genuinely interested. For each touchpoint in the customer journey, you’ll learn how to create a simple, frictionless “next logical step”, how to use abovethefold space so visitors instantly know they’re in the right place, and why you shouldn’t worry about fancy funnels or lead magnets until you’ve nailed a basic path that takes dog owners from curiosity to paid client. 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  Regardless of whether someone finds your website or approaches you in the park you need to take that potential customer on a journey – a journey that quickly demonstrates that you can help and makes it easy to book with you.  Your customer journey has to be frictionless - quick and simple. If people cannot find out what they need to know, they will go elsewhere.  Reserve above‑the‑fold space on your website to answer the questions: “Am I in the right place. What do I do next?” if you don´t you’ll lose sales.  Use the language your customers use. If they search for or talk about dog trainers instead of dog behaviourist, use dog trainer on your website.  Keep your offer simple and make booking frictionless.  Identify how people are finding you and double down on improving the customer journey on that platform. BEST MOMENTS “That customer journey can get really complicated. Or, we can simplify it and just go, what is somebody looking for? What's the next logical step?” “Ask - How easy is it to buy something from you?” “If people are saying they're finding you on Google and you're spending all your time on Facebook …. put more effort into Google.” “Realistically, if your business… isn’t generating up to 100k consistently every year on turnover, then we don't need all these fancy things.” 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: hello@caninebusinessacademy.com 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/

Pressing pause on a business is rarely as clean as shutting the doors. Sometimes it simply goes quiet. No big announcement. No official closure. Just life shifting focus elsewhere. After 18 months of near silence, the dog training side of the business is being reconsidered, not because CBA is going anywhere, but because the demand never fully stopped. Enquiries have continued. The audience is still there. Google Business is still live. There is proof of life. This episode explores what it really looks like to resurrect a service business that has been dormant but not dead. The first mindset shift is crucial: you are not starting from scratch. There is an existing Facebook group with 326 members. A page with 1.7k followers. Inbound enquiries still landing despite doing nothing for a year and a half. That is not a cold start. That is warm ground. Restarting properly is less about complicated funnels and more about visibility and trust. When people have not heard from you in 18 months, the fastest way back is honesty. A simple public reintroduction. A post acknowledging the gap. Human, direct, slightly self-aware. Trust rebuilds through consistency, not perfection. If immediate cashflow were needed, the strategy would be simple and proactive: direct outreach. Messaging the existing audience individually. Reintroducing via video. Asking a clear question such as, “Who do you know that’s just got a puppy and needs help?” No elaborate campaign. Just conversation. Service businesses grow through relationships, not algorithms. Showing up publicly again would follow quickly. Drip-feeding value into the group. Talking about real puppy struggles, biting, toilet training, overwhelm, unrealistic expectations. Sharing practical, usable advice. Re-establishing authority by being helpful. An easy next step would be essential. A Zoom session to reconnect. A local in-person meet and greet or mini workshop. Trust accelerates when people can see and hear the humans behind the brand. Our Socials and Important Links: https://www.tiktok.com/@letstalkdogbusiness https://www.youtube.com/@LetsTalkDogBusiness Website https://www.caninebusinessacademy.com Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/ Our Book: https://www.amazon.co.uk/dp/1068791705?dplnkId=5f9c7bc7-26fa-4f85-b1aa-a1230cb9599a

Most dog trainers started their business because they’re passionate about helping dogs and their people. But it’s easy to slide into simply “paying the bills” and building a life that feels more like a grind than a choice. Are fear, “sensible” decisions, and other people’s noise quietly stopping you from running your business in a way that actually supports the life you want? In this episode, Jo & Vicky get honest about how they’ve been stuck there too – and how they got out. They unpack the trap of waiting for the “right time,” how we squander our best years by playing safe, and how to uncover your unique dog training superpower so you can build a business (and life) you love now, instead of doing what most people do - waiting until you retire. 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 Don’t wait for “someday” to live the life you want. The harsh reality is that someday you will be less physically or mentally capable of making living the life you want actually happen. You don´t have to be “special” to have an impact. Every single person has unique capabilities that when used to the full can transform important aspects of other people´s lives. It’s human nature to play it safe – our brains use “sensible” plan like waiting until we’ve saved more cash as a way to keep us from taking risks. Then we spend that extra cash on fixing the washing machine and never move forward. You need to shift your mindset and push yourself to take action instead of endlessly waiting for perfect conditions. There will be challenges and you will still have to fulfil your responsibilities, but with planning and taking consistent action, you will transform your life. BEST MOMENTS “We make life so much harder for ourselves, nobody else is doing it…. we're applying that pressure on ourselves.” “I believe every single person out there has a unique ability, a unique skill set, a unique superpower that, if they chose to lean into, could do amazing things.” “Flip that - Don't go but it might not work … ask well, what if it did work? What could be happening right now if you did do the thing and it worked?” “That was all in his head and that was causing him stress.” EPISODE RESOURCES The 4 Hour Work Week by Timothy Ferriss - https://www.amazon.co.uk/4-Hour-Work-Week-Escape-Anywhere-ebook/dp/B006X0M2TS 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: hello@caninebusinessacademy.com 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.

Dog trainers spend a lot of time worrying about big issues that could damage their business - bad launches, slow enquiries or picking the wrong niche.  Yet some of the most damaging things you do businesswise actually start quietly in your own head. In this episode, we talk about how our decision to only work with force free trainers was 100% right on paper, but still knocked our confidence, visibility, and momentum. How we went from “f**k yeah, this is brilliant” to doing the bare minimum, hiding behind excuses, and calling it strategy. We unpack what fight, flight and safety mode really look like in a dog business, how that shows up in your marketing and client delivery, and how we’re climbing back out of our rut by getting back to what we do best and actually being ourselves again. 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 Not being yourself and holding true to your values is a huge mistake.  There is nothing wrong with listening to the opinion of others, but when you start letting what people think govern how you act, it becomes toxic. Staying true to your values is essential. Once self-doubt creeps in often you stop taking action. You start to play small and try to stay below the radar. Or you enter a defensive fight the world mode. Both are mentally and emotionally exhausting and very bad for business. Regular self-reflection helps you to avoid this pitfall. If you are in a rut, use what Jo & Vicky share in this episode to climb back out. BEST MOMENTS “That feeling of being lost and not knowing what to do for the best, that paralyses your ability to show up in any way, shape, or form. That is how you can damage your own business.” “We fell off a cliff, and now we’ve climbed back to the top.” “There will always be fallout, no matter what decision you make.” “All of that's because I was listening to everybody else instead of owning my own space.” EPISODE RESOURCES Going 100% force free trainers’ episode  - https://podcasts.apple.com/gb/podcast/owning-our-decisions-reflecting-on-a-challenging/id1727170978?i=1000736342020 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: hello@caninebusinessacademy.com 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 AwardsThey’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/

For any dog business, trust is the most important currency - and every client interaction either tops up or drains your clients’ “trust account.” Yet, building trust is becoming more difficult. Consumers are increasingly suspicious of what they see. So, dog pros need to ask: “How do I show up as genuine in a world where the first thing people ask is - is this real or AI? In this episode, Jo & Vicky break down what trust actually looks like in a dog training business today. They cover using AI without losing your voice, why using your clients’ real words matter more than polished trainer speak, and how sharing the small, real, behind-the-scenes moments quietly make it easier for the right people to say yes to what you offer. 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 AI can be useful, but obviously AI-written content feels inauthentic and makes subconscious withdrawals from your audience’s trust account, especially if it doesn’t sound like you. AI works best as a thinking partner that helps you articulate ideas when you’re stuck, not as a shortcut that replaces your own brain and voice. Get out of the habit of writing to impress other dog trainers. Your audience is real-life dog owners that need help. Make content that speaks directly to them and use the exact language they use. Unintelligible jargon kills trust. Big brands can lean on their logo; solo dog pros can’t. Showing your face, name, story, and even mundane life moments e.g. laundry on the bed behind you is what lets people feel safe choosing you. It´s not enough to share your founder story and leave it at that. Your story is a thread that people follow, so keep sharing as you progress or things change. Clients are growing sick of being given some basic instruction then being left to get on with things. They want real human support – more connection and guidance. Showing what goes on in your business behind the scenes builds trust. People get to see how much effort you put into looking after them and their dogs. Being your true self helps the right clients to opt in. BEST MOMENTS “I'd say it probably takes longer, in some instances, to use AI to write stuff.” “It's not going to resonate if it's not what your people would be saying.” “It's not that nobody's spending they're just adding a few more steps into their spending process.” “If it comes from the heart, it will come across in whatever format you choose.” “You can't expect somebody to hand over some cash if there's no element of trust there.” 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: hello@caninebusinessacademy.com 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/

Many dog trainers obsess over methods, protocols and doing things “the right way” -  which 99% of the time means their way! They tend to forget clients learn in a variety of ways - if you don’t adapt, they stall and disappear from your classes. In this episode, Jo & Vicky share a simple personality framework (D.I.S.C) that explains why some dog owners want quick, direct instructions while others need time, detail, and reassurance, then explain how to tweak your style to fit their different personalities.  They also cover how to use that framework to improve your own performance, business partnerships, make more sales, hire the right people, and inspire them to work at their best. 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 To get better client results, you must match how you teach and support to how different personalities actually learn, decide and act. If you build offers, sales pages and processes that only work for your own personality type, you´ll miss out. You need simple options that work for all four personality types. Most “difficult” clients, team members or business partners aren’t difficult. Often, it is just that their default style e.g. task vs people, fast vs slow is clashing with your go to approach.  Identifying and understanding your own personality type enables you to deliberately “dial up” or “dial down” your traits to achieve better results. The strongest teams and partnerships are a combination of people with different personality profiles. It covers all of the bases but only works if each member of the team is flexible enough to adapt, when necessary. Understanding personality types also helps with the sales process. It enables you to tweak your message and the point at which you pitch your offer to work for the person you are talking to. BEST MOMENTS “I had to learn … I have to adapt if we're going to make this beneficial for everyone, having this awareness in how you coach as well.” “I need to meet them where they are at.” “Learning all of this stuff, it's given me the ability to step back and go, it's not you. It's a trait that you have that's clashing with mine.” “Ask the question - what do you need from me to make that a success?” EPISODE RESOURCES The Impact Your Personality Profile Has on Your Business with Andy Nisevic   https://podcasts.apple.com/gb/podcast/the-impact-your-personality-profile-has-on-your/id1727170978?i=1000668232509 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: hello@caninebusinessacademy.com 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/

Dog trainers love the idea of offers that sell themselves from a post, a page, or a button. No calls. No awkward conversations. Just checkout links. That works well for low ticket items – but when you want to sell higher-ticket services, that faceless model quietly caps your income. Your fear of picking up the phone keeps the most profitable clients at arm’s length. If you want to break free of that fear, you only need to listen in, get a little brave and use our techniques to take the right action. 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 If your current low-contact model isn’t giving you the income or enquiries you want, speaking to people and adding human touchpoints is what you need. Low-ticket items are easier to sell facelessly online, while high-ticket sales almost always require you to have a real conversation with someone. Speaking to people via phone calls and in-person makes it easier for you and your would-be client to identify the problem properly and assess whether you are a good fit for each other. Most people struggle with making phone calls, we are no longer used to doing it and prefer speaking online. “No time,” “they’re probably busy,” or “I need all the info first” are often stories masking fear, discomfort, or imposter syndrome. Having a clear framework in mind before making the call makes things much easier. A few opening sentences, what to ask and how to close the conversation reduces anxiety and makes sales calls more effective and less awkward. Practice is what removes fear. Like dog-training mastery of phone conversations comes from repetition.  Accept that first few calls will be a bit clunky, do it anyway, don´t beat yourself up about it, take a few deep breaths and make your next call. Do this until you get good at it. Being fully yourself matters. That includes how you talk, swear and joke. Being your true self filters out the wrong people and attracts clients who genuinely fit you and your way of working. BEST MOMENTS "It's the human-to-human connection that's missing."  "If you are thinking, I'm busy enough. However, I'm not earning as much as I would like, and or maybe I'm not getting enough inquiries in or earning enough, or then this is where speaking to people is going to massively set you apart."   "This works for introverts too." "If you feel confident in a starting point, an end point, and what you do in between, then the rest kind of just flows and comes more easily." "To create the habit - do the thing." 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: hello@caninebusinessacademy.com 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 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: hello@caninebusinessacademy.com 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: hello@caninebusinessacademy.com 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: hello@caninebusinessacademy.com 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: hello@caninebusinessacademy.com 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: hello@caninebusinessacademy.com 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: hello@caninebusinessacademy.com 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: hello@caninebusinessacademy.com 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: hello@caninebusinessacademy.com 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: hello@caninebusinessacademy.com 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 hello@caninebusinessacademy.com 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 hello@caninebusinessacademy.com 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 hello@caninebusinessacademy.com 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/