Let's Talk Dog Business

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/

DESCRIPTION This year has been one of the hardest we’ve ever had in business. Making the decision to go all in and state publicly that we only work with force-free dog professionals wasn’t easy, but it was the right thing for us, and for the values Canine Business Academy was built on. In this episode, we’re being completely open about what that journey has really looked like. We talk about the uncomfortable moments, the mistakes, the fear, the times we might have come across as egotistical and why we’re choosing to own every part of it. We're sorry to anyone we’ve unintentionally hurt along the way. Growth isn’t clean. It’s messy, confronting and sometimes painful, but it’s also where integrity is tested and the truth gets louder. If you’ve ever had to make a decision that cost you comfort, clients, or approval, this one’s for you. Because standing for something always comes with challenge but it’s how you keep standing that matters. KEY TAKEAWAYS This year, Jo & Vicky took CBA 100% force free and have started saying that in a very clear way. Jo & Vicky slowly and painfully realised that being open to all trainers, while well-intentioned, ultimately put them at odds with their own beliefs about what’s best for dogs.  Before you start, sit down and work out what your personal and work values are and set your business up to fit in with that. If you don´t, you are opening the door to inadvertently upsetting people when you realign your business with your values. Every business goes through challenges, accept that and do your best to be ready to work through them. Be aware of the role fear can play in letting yourself go down the wrong path or avoiding issues that need to be dealt with quickly. Seek out clients that are a good fit for you, in particular when it comes to your core values. BEST MOMENTS “ When we first launched CBA, we didn't have that clear stance,…we are force free trainers.” “It’s almost like we just lost our way.” “We don't work with people who train like that anymore. However, we are not going to accept you talking about people in a derogatory way and tearing people down. That is not what CBA is about.” “We genuinely do care, and we genuinely do want to support .” “Just be unapologetically you, because that's all you can be. And if you piss people off along the way, it will be unintentionally, but hopefully that forgiveness can come back.” “We were cutting off our nose to spite our face hugely…our words and our actions weren’t matching up.” SOCIALS AND IMPORTANT LINKS https://www.tiktok.com/@letstalkdogbusiness https://www.youtube.com/@LetsTalkDogBusiness Website www.caninebusinessacademy.com Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/ Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705 Email 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 can sometimes feel like you’re giving everything; your time, your energy, your weekends and still wondering when life’s meant to happen and it's all just suddenly going to feel like you've made it and got it right. In this episode, we’re joined by Jeff Mask, firstly, an incredible human being, he's a coach, mentor, and someone who’s become a hugely important person in our lives.  Together we discuss how easy it is to get trapped in overworking, people-pleasing, and trying to control everything and how those habits quietly cost us as business owners the very life we’re working so hard for. We talk about what it really takes to build a business that gives you more freedom, not less, and how to protect your time, your relationships, and your sanity while you grow. KEY TAKEAWAYS Remember – You are building a business for freedom – not for burnout. Chasing “work-life balance” is a losing game, it´s unattainable, but achieving harmony between your home and work life is realistic.  Overworking and people-pleasing might feel necessary, but they’re not. Both of those habits are quietly robbing you of the life you’re working so hard to build. Knowing your “why” fuels you to set boundaries, say no, and stop scratting for scraps. Freedom in business isn’t handed to you; it’s earned by making tough choices about what you’ll do (and what you won’t). Religiously time block and protect space for your most important people, not just your to-do list. It’s not about the hours you work, but where you put your focus.  Use the 80/20 rule to focus on what moves your business forward. Then, let go of the rest. Plan “bookends” around big work commitments, dedicating quality time before and after with loved ones to show they come first. True harmony happens when your family knows the “music” you’re playing, not just the hours you’re working. Open, honest conversations, especially at home, are non-negotiable. Your loved ones can’t support you if they’re kept in the dark BEST MOMENTS “Busyness and productiveness are not synonymous, but often our brains and our egos don't know the difference.” "Almost always, what holds us back from actually doing what we say we'll do, as far as balancing a great business and home life, is fear." “Love is spelled T, I, M, E …  It's really hard for people, especially kids, to feel that they're loved when you're not there. "Which wolf are you feeding right now ?... The one that's dark and negative and critical, or the one that's light and love and gratitude and abundance?... The wolf that is fed will win." ABOUT THE GUEST https://www.jeffmask.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 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: It’s not your prices that are the problem, it’s what you believe about them. Dog professionals tell us all the time: “People won’t pay that.” But the truth is people aren't saying that. You are. In this episode, we talk about the mindset, money stories and hidden fears that stop brilliant dog professionals charging what they’re worth. You’ll hear: The iceberg of selling and what’s hiding under the surface How your beliefs shape every sales conversation Why “I can’t charge that much” is the biggest lie you tell yourself How to stop pricing from fear and start pricing from value What happens when you finally own your worth Selling isn’t about pushing. WE COVER:  The biggest mindset blockers we see around selling and how to recognise and get rid of them.  The reason the belief that “people won’t pay xyz” nearly always turns out not to be true - just something you´ve got used to telling yourself.  The Gucci vs Poundland analogy you didn’t know you needed.  How your thoughts, emotions and behaviours are all connected under the surface.  How to spot when your actions and beliefs don’t match.  Why if your actions and beliefs don’t match, you’ll feel the wobble, every time and what to do about it.  Why the price clients have in mind when they approach you is largely down to how you market, message, and position your business. BEST MOMENTS “If the pain is high enough, if the problem is big enough, they will find the money.” “Those prices should already be double. I know my mortgage is, everything is so why not anything else?- It´s not because dog training (pricing) is stuck in the 90s .” “It comes right back down to the bottom of the iceberg … what you are believing.” “This all goes back into that below the iceberg bit, because you can have shitty beliefs which lead to shitty thoughts, which lead to shitty emotions.” “Ask yourself what are you doing when it comes to sales that is not serving you.” We want to know.... Would you listen to a super deep-dive episode? like a full-on, Stephen Bartlett-length kind of thing? Please let us know by sending us a quick “do a long Stephen Bartlett or no f**king way” message to:hello@caninebusinessacademy.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 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 trainers try to sell by posting "So many spaces left to class on XXX", "Want help with your dog, get in touch", essentially “buy my thing"… then wonder why it doesn’t work and convince ourselves that selling is icky. This Selling Season episode shows you how to sell every day without being salesy: build trust, show your face and name, mix value with clear asks, and stop keeping your offers a secret. We cover: The CBA jab–jab–jab, right hook (how to balance value with the ask) Why faceless pages kill trust (name, photo, voice — or no sale) Lives with 3 viewers, crickets on posts — and why you keep going Events/shows: how to start real conversations (and stop being a wallflower) The long game: lurkers who read for 6–12 months… then buy Awareness → Authority → Offer: make it easy to choose you Our motto still stands: Giving a shit is the strategy. Getting shit done is the method. For reward-based, force-free trainers who care deeply and want that care to pay off this is how you sell without the ick. KEY TAKEAWAYS Most people feel uncomfortable or “icky” about selling. They don´t want to be salesy, braggy or pushy. Allowing yourself to carry on fearing selling leads to missed opportunities.  Bombarding your audience with constant buy now posts erodes trust. Relentless self-promotion turns people off. Consistently show up, share your story, and let your audience see the real person behind the brand. Focus first on providing value - educate, offer insights, tips and simple solutions.  When trust is established, sales follow naturally – often, after months of “silent” observation by your future clients. Consistent, authentic effort, despite not hearing anything back, eventually pays off. It enables people to trust you. Be realistic. Don´t be disappointed when only a few people actually buy. Not everyone is going to need what you offer. Be patient, and you will sell to those who do need your service. BEST MOMENTS “Selling should not be seen as dirty, as icky.” “If you're selling a service that you wholeheartedly believe in and you know it's going to get a result for somebody, why the hell should you not sell it? .” “There are lots of times where your clients are lurking... you don’t feel like anybody’s watching, but they’ve been watching everything you do.” “If you’re not talking about it, nobody knows anything about it. For me, selling should be something you do every single day.” “Selling should not be, in our opinion, that icky, horrible thing where you’re just ramming something down somebody's neck.” EPISODE RESOURCES Previous sales episode - https://podcasts.apple.com/gb/podcast/you-cant-help-dogs-if-youre-broke/id1727170978?i=1000731878365 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: We’re diving deep into what ethical sales really look like when you care about dogs, people, and doing business the right way. We break down: Why cash is the lifeblood of your business (and not a dirty word) How to be the bouncer of your own nightclub i.e. who gets in, who doesn’t Why cramming your packages with PDFs and “extras” isn’t value, results are We also talk money mindset, confidence, taking payment on the call, and how to drop that “please don’t answer” panic before every discovery chat. You can care deeply and charge properly. It's not selling out, it's running a sustainable, ethical business that helps more dogs and humans long-term. Giving a shit is the strategy. Getting shit done is the method. KEY TAKEAWAYS There really is nothing “icky” about sales. If you have something someone needs, you are actually doing them a good turn by telling them about it. Selling with purpose means offering your services in a way that genuinely serves your clients, while aligning with your values. The aim is to make sales that benefits everyone involved. When you know you truly have the solution that person is seeking, selling becomes much easier.  Focusing on delivering real value and results, automatically leads to financial success. Build your confidence in the service you offer. If something needs tweaking to make it better, tweak it. Don´t sell by undervaluing what you have to offer. Each sale needs to be a genuine win-win. Both you and your client need to get something of value from the transaction. Ensure you are targeting people you can genuinely help and that you are happy to work with. It is far easier to sell a simple, highly targeted service than it is to try to sell something complicated. Make it really quick and easy for the person to pay. BEST MOMENTS “We are talking about selling with purpose.” "I don't want to be the world's best kept secret, because it doesn't help anybody." "It really baffles my brain that as business owners, we think that selling is a bad thing."  "Why can't you make money and still be the most caring person ever?" "If all the win is for the client and you're losing out, how is that sustainable?" "You will burn yourself out. You'll overwhelm yourself, you'll wish you hadn't included all that stuff that you've included." 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 In this episode, Jo & Vicky sit down to talk about – using systems in your business. On the surface this sounds like a boring subject, an episode you might be tempted to skip. But, when you invest in the right business systems and learn to use them well you end up saving a huge amount of time and money, which also greatly reduces your stress levels. Listen in to learn how to choose the right systems, buy them at the right time and use them in a productive way. KEY TAKEAWAYS A CRM system helped Vicky and Jo streamline their appointment management, automate reminders, invoicing, client sign up and more. The right CRM gives you an overview of each client, so you can target them with the right messages and products. Start simply, and when you are ready to scale, invest in the systems you will need to manage a larger customer base. The right CRM will improve your customer experience and ensure all leads are followed up on. Automating your social media is a huge win. Consistent posting builds trust and the algorithm loves it. Avoid shiny object syndrome. Only buy what you need and don´t waste time trying to learn the features you don´t need to use yet. AI tools like ChatGPT can become a strategic partner in your business. Jo explains how she has trained it and which version to use. AI is a great writing assistant. Don’t overcomplicate your website. Bloat stops people finding what they need. Remember, human connection is still your most powerful business tool. Don´t automate everything, still make those personal calls, reply in person and comment. BEST MOMENTS “Business systems sounds really boring, but you know us, we're going to jazz it up. We're going to CBA it up.” “If you are serious about building your business purposefully, you do need to invest in those systems.” “That's where the systems really come in, because you do get a lot of time back if you use them appropriately, and it's at the right time in your business to use them.” “For A CRM system, our biased verdict is Keap. We do have an affiliate code that we can give you to get you a storming deal with them.” “I’m a big, big advocate of chat, GPT and AI.”     EPISODE RESOURCES http://www.keapnow.com/canineplaybook 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 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. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

DESCRIPTION In this episode, Jo & Vicky are joined by Jason Light, Director at PACT (Professional Association of Canine Trainers). They provide ABTC recognised courses and a support network for dog trainers who want to build ethical, resilient practices that grow fast and stand the test of time. PACT is known for its welfare-first, science-led approach to assessing  and training dog professionals.  Today's conversation isn't about competing voices. It's about exploring how we can collectively support trainers and behaviourists to build sustainable, ethical practices that work for them. KEY TAKEAWAYS PACT training is a combination of online and in-person. It is a highly flexible and supportive way to learn. At PACT they find ways to tick multiple business strengthening and ethical boxes with one activity.  Imposter syndrome holds most trainers back. There are several root causes PACT will help you to overcome yours. Counter-intuitively, knowing how you can exit your business, e.g. sell it, is freeing and empowering. Collaboration, not competition, is the future of the dog training industry. Practical examples of this working in the real world are discussed.  Building sustainable, ethical practices is essential. Sustainable includes building a business that will provide you with an income for decades to come. Compassion fatigue is a key reason trainers leave the industry. PACT provides training and support to address this issue. For long term success, business skills are just as important as dog knowledge.   There are lots of ways to work that enable you to only do the things you like doing and are good at. Jason explains how. BEST MOMENTS “How can we have a truly sustainable business in every sense? - the financial sense, longevity, resilience, as well as the social and economic benefits that you can achieve.” “We’re seeing more behaviourists and trainers cross referring between each other.” “You can do it (PACT training) flexibly in your own time, but the in-person days are kind of fixed.” “We're really passionate about showing best practice... a really modern way of doing business.” “At PACT we find ways to tick multiple boxes with one activity.”  “I made a whole career out of finding fantastic people that do brilliant stuff and getting their support and paying them for it.” EPISODE RESOURCES https://www.pact-dogs.com Free taster courses - https://www.pact-dogs.com/pactfreecourses 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 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. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/