Let's Talk Dog Business

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/

DESCRIPTION Are you struggling to find the perfect work-life balance? In this episode, Jo & Vicky challenge the very idea of work-life balance and explain why for them keeping both their personal and work lives ticking along in harmony is more of a dance than a balancing act. They explore what it really means to thrive as an entrepreneur, parent, and individual.  Jo & Vicky share several honest stories about how they achieve what they really want in both their business and personal lives, resist pressure to follow societal norms and avoid burnout. They demonstrate why flexibility, self-awareness, and embracing your unique “dance of life” is what actually leads to greater satisfaction and success. KEY TAKEAWAYS Chasing an idealised version of work-life balance that is impossible to achieve only leads to burnout. Instead embrace the “dance” and learn to adapt and be flexible. Don´t let society dictate what you prioritise. You and your partner know what really matters.  Define success on your own terms and regularly review where you are and whether you still feel that way. Keep the channels of communication open in all areas of your life. Accept that what you prioritise is going to change over time. Self-awareness is essential. Understand what really matters to you, your strengths and limitations. Be realistic about what you can get done. Allow yourself sufficient time and make sure you recharge your batteries enough. Recognise the dead ends you go down e.g. endlessly creating to do lists instead of taking action. Come up with effective strategies to break those negative behaviours. Ask yourself what your ideal life looks like in all areas of your life. Be realistic, at times you do have to sacrifice one thing to achieve another. But don´t fall into the trap of doing this becoming your norm. Don´t push things too far. BEST MOMENTS “We don't like the word balance - we prefer the word dance.” “It's impossible to achieve complete balance.” “The more you understand yourself, the more you'll be able to help others understand you.” “Allow yourself to go with the flow a bit.” “There is no business police. You can change whatever, whenever you want to change it.” “The choices that we made and continue to make every single day in this business, there is a cost to it.” SOCIALS AND IMPORTANT LINKS https://www.tiktok.com/@letstalkdogbusiness https://www.youtube.com/@LetsTalkDogBusiness Website www.caninebusinessacademy.com Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/ Let´s Talk Dog Business Strategy Book - https://www.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 What does it really take to build a successful business partnership—and how do you navigate the bumps along the way? In this candid episode, Jo & Vicky discuss the real-life journey of their business partnership. They share the highs, lows, and the lessons learned.  Jo & Vicky cover understanding personality differences, improving communication, and not killing each other in the first few months. They share how embracing self-awareness transforms your relationships with clients as well as your business, and how to turn the challenges of partnering up into opportunities that create a far stronger business than one you could develop alone. KEY TAKEAWAYS Regularly communicate openly and honestly with your business partner to address challenges early. Understand and make allowances for both your own and your partner’s personality types and working styles. Embrace self-awareness and be willing to work on your personal growth for the benefit of the partnership. Clearly define roles and expectations, but be ready to help each other as you learn and grow together. Be patient with each other. Don’t be afraid to seek external help, especially when you are facing challenges. Jo & Vicky hired a mentor to help them grow. Make time to work on the business, not just in the business, to accelerate growth and decision-making. Use structured frameworks like DISC profiling to improve collaboration and understanding. Ask open questions to encourage discussion rather than just yes/no answers. E.g. This is my idea, what do you think about it? Accept and leverage each partner’s unique strengths instead of trying to change each other. BEST MOMENTS “That's how I knew you were the right person, because we want to achieve the same thing.” “I think it’s more intense than marriage … it can be make or break as to whether that business works.” “I love our journey, it’s really fun looking back on it.” “It works because I’m you and you are me.” “You  need to keep having the conversations of what we are prepared to do for the business and what we're not prepared to do." “It is that dance that you have to learn.” EPISODE RESOURCES Andy Nisivic episode - https://podcasts.apple.com/gb/podcast/the-impact-your-personality-profile-has-on-your/id1727170978?i=1000668232509 https://onedegree.uk – DISC personality profiling 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 Are you holding back from putting yourself out there and sharing your achievements because you fear being judged? Today, Jo & Vicky look at the real reasons behind self-doubt, imposter syndrome and a reluctance to self-promote, that holds so many business owners back. They explain how embracing your unique story and confidently sharing your wins inspires others while also accelerating the growth of your business.  They share practical strategies that enabled them to overcome imposter syndrome and share what they knew. A move that enabled them to build their training businesses, create The Canine Business Academy, reach and help hundreds of people and win awards. KEY TAKEAWAYS Sharing your achievements and what you offer is not about ego. It´s about serving your audience. If you say nothing, people never know there is a solution available for their problem. Overcome imposter syndrome by recognizing your unique strengths and focusing on your purpose. Be the bouncer of your own club. Define your audience – people you can genuinely help and work with effectively. Then, focus on attracting them. They will truly appreciate what you offer. Be authentic and share your story, it builds trust. It´s OK to turn people off. What you offer and how you work is not going to suit everyone. You are not a good fit - they don´t need you and you don´t need them. If you don´t take what you do seriously other people won´t either. Your job is not a hobby. Confidence comes naturally once you are clear about who you are, what you stand for and what you have to offer. Personal development matters, it is the main fuel for your business growth. Without authenticity, confidence and overcoming imposter syndrome you can´t grow very fast. Celebrating true wins, even if they are small ones, inspires both you and others. BEST MOMENTS “If something inside you will not shut the f**k up…  that needs to get out to the world, and it’s your job to do it.”  “Everything comes back down to purpose. What do you want to achieve? Who do you want to help?” “If you keep it a secret, which effectively is what a lot of you are doing… You’re doing those people out there that need you, your knowledge, and what you’ve got a disservice.” “It's not that I'm a bigger person than you or a better person than you. It's just that I know who I am, and that's it.” SOCIALS AND IMPORTANT LINKS https://www.tiktok.com/@letstalkdogbusiness https://www.youtube.com/@LetsTalkDogBusiness Website www.caninebusinessacademy.com Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/ Let´s Talk Dog Business Strategy Book - https://www.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 tell you more about what you can expect and achieve by attending their first Canine Business Academy Conference on 11-12 September at Village Hotel, Solihull. They explain who the conference is for, how it will help you with personal development, mindset, business strategies and growth, networking and working collaboratively so that you can grow faster. If you've not yet got your tickets, there's still time – You just need to book here - https://www.caninebusinessacademy.com/cba-conference-2025 KEY TAKEAWAYS If you are a force-free trainer or a behaviourist that is ready to move from winging it, only just making enough money to get by, to running your business with purpose and confidence, the CBA conference is definitely for you. Conferences are a great place to genuinely connect with others. You cannot beat the support of people who are following a similar path to you.  Networking creates opportunities to work with other dog business owners, so you can both be more effective and both make a better profit.  The speakers and mentors all offer insights and advice based on real-world experience. Expect plenty of Aha moments. The CBA conference is designed to empowers attendees to become more self-aware,  improve their mindset and grow their confidence. It supports both personal and professional development. BEST MOMENTS “The bare minimum salary somebody (a single person) needs to live a very basic life in the UK is £28k.” “What life do you want to be leading? What do you want your business to look and feel like? All of this comes down to literally mapping out that roadmap.” “Every decision you make is going to impact not only that financial goal, it's going to impact how you're spending your time.” “Don't think that we're getting rich from this conference because we are not. It's the complete opposite, actually. But there's a bigger picture.” “When we talk about a roadmap, we do mean staying on a track, but what we don't mean is literally that tunnel vision of sticking your fingers in your ears.” EPISODE RESOURCES If you´ve enjoyed or benefited from any of our podcasts, courses or our book. https://share.google/wgGEcJzpJGZu0xIRY - Please click this link or copy and paste it into your browser and leave us a review on our Google business listing. Joseph Rowntree Report £28k income - https://www.jrf.org.uk/a-minimum-income-standard-for-the-united-kingdom-in-2024#:~:text=A%20single%20person%20needs%20to,prices%20all%20rose%20in%20April. 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 https://www.caninebusinessacademy.com/cba-conference-2025 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 shatter the "saturated market" myth. They explain how to turn your fear that there is too much competition in your area into a strategic advantage. It pushes you to take a fresh look at your business and identify your unique offering and gaps that need filling. You become more effective at making would-be customers more aware of why you are worth hiring instead of the competition, all of which enables you to continue charge enough to make a good living. Listen in to learn how to turn competition into your greatest opportunity, instead of joining the “race to the bottom”. KEY TAKEAWAYS Don't automatically assume that competition means there are not enough clients to go around.  Most areas have a lot more dogs than service providers can serve. You only need a limited number of clients to succeed. You don't need to attract every potential client, just the right ones for your business. Avoid the "race to the bottom". Lowering your prices rarely helps. However, there can be a place for genuine special offer campaigns. Focus on your unique value and delivering high quality. Continue to charge what you are worth. Conduct a SWOT analysis to objectively assess your business strengths, weaknesses, opportunities, and threats. Jo & Vicky´s course includes a module on doing this. You can learn a lot from your competitors. New competition is an opportunity to review and strengthen your business. Identify weaknesses in your competitors´ businesses. Filling those gaps is an opportunity for you. Approach business challenges logically, stay confident in your unique offerings, and see competition as a chance for growth rather than a threat. BEST MOMENTS “Pivot into using it (competition) as an opportunity, rather than something to be scared of.” "Why am I stressing out so much that all these people are going elsewhere when I only need five new people to succeed." “I don’t want to lower my fees because then I’m going to have to work 10 times as hard to actually just put food on the table and pay my bills and deliver a s**t service whilst doing it.” SOCIALS AND IMPORTANT LINKS https://www.tiktok.com/@letstalkdogbusiness https://www.youtube.com/@LetsTalkDogBusiness Website www.caninebusinessacademy.com Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/ Let´s Talk Dog Business Strategy Book - https://www.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 Are annoying clients really the problem, or could you be the source of some of their frustration? In this episode, Jo & Vicky reveal the surprising truth about why clients seem "annoying" and the role not managing customer expectations often plays when that happens. They explain how to master the art of clear communication, set realistic outcomes, and create services that truly serve both you and your clients.  If you've ever found yourself frustrated with "difficult" clients, this episode will change your perspective and give you the tools to create a more harmonious, successful business. Listen in to answer the question: Is the problem really my client, or is it me? KEY TAKEAWAYS Never assume clients fully understand what they are buying. Clearly communicate what clients can expect from your service, focusing on outcomes rather than just selling time or sessions. Set realistic expectations from the beginning, explain the process, potential challenges and the type of support they can expect. Be flexible and supportive. Avoid damaging your reputation by venting about clients in professional groups or online forums. Approach client communication with empathy. Try to understand why they might struggle to complete tasks. Be transparent about the time and effort required to achieve the required result. If you offer one-off sessions, make it clear that the problem won´t be 100% solved at the end. Regularly seek and incorporate client feedback to improve your service and communication. Be very clear about the work the client needs to do in between sessions, but be patient. Managing expectations is a multifaceted process that requires ongoing communication and support. BEST MOMENTS "Do they know what's coming next? Do they know what's expected of them? Or do you just spring stuff on them and then get annoyed that they're not doing the work." "Our role is to manage their expectations right from the outset." “You have to start asking yourself, ‘What do you want them to walk away with, and what do you want to walk away with?’” “It gets really messy, because you're essentially trying to sell an hour of your time, and you're not selling an outcome.” “Look at who you’re helping, what your service is supposed to do and how you can communicate that clearly.” "Some people find it a bit judgey, even though it's supposed to be constructive criticism." “It's not our job to be coming down them like a tonne of bricks.” 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 announce the details of the very first Canine Business Academy Live event aka CBA Live. They share why they decided to do an in-person event and what you can expect when you attend. If you are a part of the dog world, someone who's working with dogs in some way, shape or form, someone who wants more for their business, more for their life, and more for themselves, this conference is for you. Regardless of what stage you're at, whether you're just starting out, are already turning over 6 figures or are somewhere in between, CBA Live is the right room for you. It´s time to transform your dog business, so secure your spot at CBA Live - https://www.caninebusinessacademy.com/cba-conference-2025. You really don´t want to miss this game-changing event. It will be 2 days of dog business inspiration, strategies that work and collaboration opportunities. KEY TAKEAWAYS Business and learning do not need to be stuffy; they can be fun. CBA Live will definitely be lively, fun and inspirational. Networking and collaboration feed growth, and the CBA Live event is the perfect place to meet like-minded people you can work with. You can expect practical, actionable advice from Jo, Vicky and their guest speakers. There will be great knowledge being shared on stage, but don´t underestimate the amount you will learn by chatting to fellow attendees. The event will have something for everyone regardless of what stage they are at in their business journey, including people who are just investigating joining the industry. BEST MOMENTS “We promise to make it something that will be unforgettable for all the right reasons.” "We want everyone to walk away feeling like they can do it, and they are worth it." “We´ve formed collaborations in those (live event) rooms that have been life changing.” “The CBA Conference means a lot to us.” “There will be dancing. There is no way that there will not be dancing.” “Positivity is what we're trying to bring, there'll be no negative vibes, nothing like that.” "We believe that everybody should love their business." "Business should be fairly simple. The simplicity is the strategy." 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/