In this episode, Jo & Vicky are joined by Shelina Duke The Poodle Trainer who switched from teaching primary school children to training dogs and specialising in Poodles. Shelina  very quickly went from only doing dog training in the evenings to working with clients from across the world. 

She shares how family circumstances pushed her to change her mindset and seek out business training and mentorship that enabled her to grow at an astounding rate.

KEY TAKEAWAYS

• If you think of yourself as a small business, that is what you will continue to be – a small, local business. Changing your mindset is crucial.
• From the very start treat dog training as a business rather than a hobby.
• Invest in business training. You can learn a huge amount from non-dog training businesses.
• Stop caring about what other dog business owners think of you.
• Invest some of what you earn back into your business.
• Do not fall into the trap of working every single minute of the day.
• With social media you've got to keep showing up, it takes time for people to trust you.
• You need a strategy to get the most out of social media.
• The way you think about money and your business and the words you use hugely impacts how successful you are. If you don´t think you can grow and make a lot of money, you won´t.
• Comparing yourself with others keeps you small.
• If something doesn´t work, don´t hide from it, learn from it, tweak things and go again.
• Stick to your values and be client focused.

BEST MOMENTS

“I´ve never had freedom like this.”

“As soon as I knew more about business, I asked myself – Why am I keeping myself so small?”

“You are almost conditioned to stay in your lane.”

“It’s really not as scary as it seems to put yourself out there on social media.”

“Bringing staff on is f**king scary.”

“Mindset is huge, and it is scary, but you’ve got to give into it.”

“I stopped enrolling in every single course. They taught me to train better, but it didn’t help my business.”

“The more you practice it, the easiest it is to get over it.”

“Now I look back, and I genuinely don’t know how I did it without going insane.”

EPISODE RESOURCES

https://www.facebook.com/shelinathepoodletrainer

https://www.withtheflo.co.uk/training-your-poodle

https://www.instagram.com/trainwiththeflo

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/

In this episode, Jo shares her dog training success journey. At the age of only 29, Jo was an advertising account manager responsible for some huge brands including Skoda. She had a great life, but getting and training her Husky prompted her to change direction and become a dog trainer. In her 1st year Jo earned £30k and soon scaled up to achieve monthly earnings of £25k. She did all of this despite Covid and personal setbacks.

Jo explains how she achieved this high level of success in such a short time. She also shares her experiences of various dog training courses, including The Kennel Club, Bark Busters, CPD, The UK Dog Whisperer, Sarah Whitehead , Elite Closing Academy and compares some of the techniques she learned.

KEY TAKEAWAYS

• Continuous learning fuels success. It keeps you current, develops new skills, boosts your enthusiasm and can be used to attract more clients.
• Investing in yourself only pays dividends if you take action. 
• Make sure the training is of good quality e.g. The course includes practising what you learn.
• Business training is vital. You progress so much faster when you run your business properly from the start.
• Don´t underestimate how much you can learn from books.
• Be willing to step out of your comfort zone.
• The right mentor will motivate you as well as provide advice that will transform your business very quickly.
• Big goals are motivating but also having smaller goals that are like steps to get you there works best.
• See everything you do as an opportunity to learn.
• Learning to adapt and make the most of the tools and resources you have available ensures you make progress even during the tough times. Joe did this during CoVid.
• Surround yourself with the right people.
• Respect your business partner and the fact that their experience gives them a different perspective on things.
• Always be open to new opportunities.

BEST MOMENTS

“The opinion was, don't get a husky for your first dog, you idiot, they are not pet dogs.”

“I thought, ‘I want to make money off of dog training. I want to make really good money doing something I enjoy.”

“If you're not going to do it, what's the point? don't invest, save your money.”

“I will never be able to put into words the power that the community gave me.”

“What work are you willing to put into this to make it work for you? ”

“Step into the unknown and see where it leads.”

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/

This eye-opening episode contains some real golden nuggets and ah-ha moments. It will help you understand why it´s time to invest in yourself so you can take your current business to the next level and leverage your knowledge to create multiple streams of income. 

KEY TAKEAWAYS

• Following the traditional dog training paths only got Jo & Vicky so far. They were working long hours for little reward.
• Trying to be a Jack of all trades and offer too many services wasted a lot of energy.
• Having to work so many hours and still not making ends meet was soul destroying and unsustainable. 
• When you are working too hard, it is difficult to find the time to pause and reflect on what you can do instead. But if you don´t do this and change how you are working, you remain stuck living a life that drains you.
• You have to invest in yourself to be able to take things to the next level. 
• Coaching is highly effective, you learn fast and get incredible support from someone who has been where you are now,
• Once you have committed to changing your business, go all in.
• The right coach will push you, so you have to get comfortable with being uncomfortable.
• Once you have created one successful business, setting up another one is much easier.
• You need to believe in your true value and charge accordingly. When Vicky went from charging £80 to £997, clients who´d done the puppy class for £80 went ahead and paid Vicky £997, then £1,500.

BEST MOMENTS

“It´s physically hard work. It's mentally hard work, because you've got all these different parts to think about, all these different dogs.”

““I was accidentally building this bl**dy empire of dog walking that I didn't actually want.”

“I genuinely think mindset is what sets people apart.”

“Merging just worked beautifully because we had those same values. We were running businesses that were essentially the same.”

“Ask - what positive action can you make today to start making a difference.”

“There are so many versions of success.”

“When you've got that support system …. You all have the opportunity and ability within you to create something that you never dreamed possible.

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/

She provides some great tips to help you to build your brand, overcome imposter syndrome, ensure you charge enough, build rapport with clients and successfully collaborate with other dog professionals.

KEY TAKEAWAYS

• People like authenticity. Sharing your lows as well as highs enables you to really connect with others.
• You will be trolled. Be ready for it and don´t take it too personally. In Hannah´s case it actually helped her to rank.
• Don´t be afraid to charge enough to earn well and enjoy a good standard of living. Other professionals are not afraid to do that, nor should dog trainers be.
• People who are always questioning what you are doing will in the end pull you down.
• Help your clients understand the positive impact your training will have, so they can see the value.
• Charging appropriately creates more freedom and enables you to develop a better business and service.
• Stop thinking of dog training as a charity service. It is a career. 
• Not giving everything away does not mean you don´t care.
• Always start your day positively, it frames how you feel and impacts how well the rest of your day goes.
• Life happens. Even when you are successful you will still face challenges and experience some slow periods.
• Being adaptable is an invaluable skill.
• Just do what you do well and stop worrying about things that are not your responsibility.
• Niching helps you focus your efforts.
• Niching down makes it easier to build a strong brand.
• Don’t be afraid to reach out to other professionals and collaborate.
• Invest where appropriate.
• Get face to face with clients to build rapport. You can still do this using Zoom.

BEST MOMENTS

“There was a little bit of trusting my own intuition.”

“If you drop that guard, you build rapport with them.”

“We need to know when to learn and invest, but also not feel we have to absorb and be able to do everything.”

“Progression doesn´t equal perfection.”

“It´s getting comfortable with sometimes being uncomfortable.”

“That time and energy you're spending on worrying about that person is time and energy you're not spending doing the things that you love.”

“Keep doing you.”

“Try not to overthink it.”

“You are really client led.”

EPISODE RESOURCES

https://thespanielguru.com

https://www.instagram.com/thespanielguru

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

ABOUT THE HOSTS

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

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Jo & Vicky discuss the most common errors that business owners make when working out their strategies and share highly effective ways to make sure you do not make the same mistakes.

KEY TAKEAWAYS

• Your strategy is where you want your business to be. Tactics are how you get there.
• Without a strategy your chances of succeeding are low.
• Be realistic about your strategy. If you want to achieve £10k a month, how many £35 sessions do you need to sell, can you really do that? If not, review your strategy.
• When you are sure of what you want to achieve, you choose the right tactics, so that you don´t waste time doing things that won´t work.
• Thinking only about the next step makes it more likely you will head in the wrong direction.
• When you run a workshop, work out what the next step for those clients could be and set them up to take it with you. That way you retain them.
• You have to take consistent action and be persistent.
• Be realistic about the effectiveness of each tactic e.g. Using social media for marketing is a good tactic, but because of the algorithm if you post only once you won´t get clients.
• Don´t give up too soon on a tactic that is working for others. Try it, analyse it, then tweak things.
• As you do things, ask yourself why am I doing this? This helps you double check that you are doing things that fit in with your strategy.
• Don’t use a tactic just because others are doing it. Double check that it is a good fit for you.
• Continue to learn but be wary of getting distracted from the path you have chosen.
• Constantly review, reevaluate and tweak your business strategies and tactics.
• Your strategy and tactics depend in part on what stage your business is at.

BEST MOMENTS

“There´s so many different ways to look at strategy.”

“Some people blur strategy with tactics.”

“You have to take action.”

“We're forever tweaking our strategy.”

“With a brain dump, you can just see all your ideas.”

“You are constantly reassessing and re-evaluating all of the different tactics.”

“With strategy mindset is linked to every single piece of it… It’s like connective tissue.”

EPISODE RESOURCES

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

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/

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

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

KEY TAKEAWAYS

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

BEST MOMENTS

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

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

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

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

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

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

“Focus on one thing at a time.”

EPISODE RESOURCES

https://aggressivedog.com

https://www.dogtrainersconnection.com

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

ABOUT THE HOSTS

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

BEST MOMENTS
“I work with dogs, but I am not a dog trainer .”
“I believe that everything is connected to us, and everything is speaking to us.”
“They bring us back into our hearts, where we can start to feel again and heal.”
“Animals represent the authentic side of us.”

“It literally is like Pac Man chasing you for the rest of your life .”
“Be curious.”
“When we create a business, it is our consciousness that is attached to it.”
“The longest journey you will ever go on is the distance from your head to your heart.”
GUEST RESOURCES
https://kachinacanine.com
https://www.facebook.com/kachinacanine
https://www.instagram.com/kachina_canine_wellness
https://www.youtube.com/channel/UC8hsAKAco_te9k5AL2t-ZQQ

SOCIALS AND IMPORTANT LINKS
https://www.tiktok.com/@letstalkdogbusiness
https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com
Community Facebook Group:
https://www.facebook.com/groups/caninebusinessacademycommunity/
Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-
Business-Strategy/dp/1068791705
ABOUT THE HOSTS
Meet Jo and Vicky! They bring a combined 25 years of expertise in the canine industry.
Jo, with a background in corporate business, and Vicky, a dedicated advocate for
rescue organisations, form an unstoppable team. Beyond the mic, their lives are a
whirlwind – managing two successful businesses, pursuing a full-time university
degree, and parenting two little ones under four. Each of their homes combined is a
lively menagerie, housing five dogs and an abundance of chickens.

This episode is brought to you by J&V on the subject of JV…. Today, Jo & Vicky discuss Joint Ventures (JVs). They explain how joint business ventures work and why they are a virtually untapped way to earn extra income. Over the years, Jo & Vicky have used several different types of JVs. In fact, it is one of the main reasons they have grown so fast.

They explain how taking advantage of win-win situations by collaborating with other dog businesses and others opens up new markets for you. Using real world examples, Jo & Vicky explain how taking this approach enables you to make more money faster, helps you to keep things fresh, learn, spot trends and provide additional support for your customers at no extra cost.

KEY TAKEAWAYS

• JV stands for Joint Venture – a collaboration that benefits all of the businesses involved.
• Collaborating with other businesses improves your reach and enables you to serve your clients better.
• Don´t view other local dog businesses as competitors. See them as potential business partners.
• Many business owners unintentionally participate in joint ventures. But actively seeking them out is by far the best way to benefit.
• Promoting products you believe in and securing a discount for what you buy for your business or dogs, is a simple example of a JV.
• Being able to recommend another dog business e.g. A reliable groomer to your audience or customers is very positive for all 3 parties. 
• Even if they work differently from you, still consider partnering up with other dog businesses. The chances are they are serving a slightly different customer base from you.
• Collaborating with other dog businesses is a great way to learn new ways of doing things and spot trends early.
• Working with other businesses in your area is an effective way to build your reputation and brand.
• Think outside the box, not all collaborations have to be with dog businesses. You could partner with a park based food stand to attract a group of dog owners to experience a free agility session or just a meetup you attend.

BEST MOMENTS

“Look to collaborate with other businesses that will align and support what it is you are trying to achieve.”

“JVS should always be a win-win.”

“We actively invite people into our group to speak that are our direct competitors.”

“It´s about nurturing those relationships, building the trust.”

“Your JV stuff doesn't always have to be a pet product.”

“So much can be said for just going and having a chat with someone.”

“You're going to help people off the back of the money thing.”

“Ultimately, you can make it a win-win, if you understand one another.”

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

ABOUT THE HOSTS

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

In this episode, Jo & Vicky sit down to talk about creating passive income from your dog business. They share some of the ways they have done this and explain why in most cases the income they are generating is actually semi-passive rather than being 100% hands off. But as you will see when you listen to this episode, there is still a lot you can do to maximise the amount you earn for the hours you put into your business.

KEY TAKEAWAYS

• Regardless of whether you are creating an in-person service, or a remote or online course, focus on solving the problem for your customers. 
• Most passive income streams are not as passive as you expect them to be.
• If you write a book or worksheets, you´ve got to continually promote them.
• Converting an audience into buyers is hard; even if they are highly engaged and motivated, only about 1 in 100 will buy, and only after you have taken the time to persuade them.
• Courses can generate passive income, but they are rarely 100% hands off.
• Business to business courses are generally more profitable than business to consumer courses, but they are still not passive. People expect some level of support.
• The best way to generate income, including semi-passive, is to truly understand your customer´s pain points and provide a solution that works.
• Doing your market research ensures that there is enough demand. Jo & Vicky share several great ways to do this.
• If you find a good market, go for it, get your product or service out there asap, don´t worry about it being perfect right out of the gate.
• Don´t try to copy what other far more mature dog businesses are doing.
• Putting together a decent launch programme is time consuming, but essential.
• Adding value to your one-on-one course can work e.g. Providing access to reminder lessons or a more detailed explanation of something you teach.
• Game-based, easy to consume, bite sized training is currently selling well.

BEST MOMENTS

“Everyone likes a bit of passive income.”

“I actually feel like passive income, or semi-passive income, however you want to look at it, is harder work than just getting out there and doing the thing.”

“One person out of 100 is likely to buy, and that´s the reality.”

“If you are going in from scratch wanting to build that passive side of it, the work involved isn’t going to feel passive.”

“You need a big audience to make the evergreen side work.”

“Gamification is a big thing this year, alongside your personal brand.”

“You still get an income, you still get to absorb and help as many people as possible through the business, not through you burning out.”

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

ABOUT THE HOSTS

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

For this episode, you get to benefit from one of the pod classes that the members of the Canine Business Academy have access to. This is an in-depth discussion with Adam Ashburn, the co-founder of Test Tube Marketing. They help businesses to generate more sales.

Adam explains how to layout your sales pages and write content that holds the attention of the customers you want; make it clear you understand their pain points and can be relied upon to solve their problem. His surprisingly simple 17 step sales page checklist, which can be implemented gradually, is sure to significantly boost your sales.

To get access to more pod classes, go to https://www.caninebusinessacademy.com/the-membership and sign up for a 7-day free trial. Once you know the academy is a good fit for you, the cost is just £27 +VAT per month and you can cancel at any point.

KEY TAKEAWAYS

• A sales page is very different from other types of webpages.
• Talk directly to the type of customer you are there to help. Focus on what you can do for them. 
• Stop talking about yourself, your years of experience, etc. It switches people off. 
• You don´t need to constantly justify yourself. Use testimonials and case studies to do that.
• Don´t over complicate things. Just demonstrate that you understand the problem, know how to resolve it and can be trusted to help.
• Some people read every word; others skim read. Adam explains how to engage both types of readers.
• Avoid jargon so Joe Public can understand.
• The more generic your sales page is, the less impactful it will be. To avoid this, create detailed customer avatars.
• Outline your promise, be clear who it is for, what problems you are promising to solve and how your fulfilling that improves your customers´ future life.
• Think about how the person you are speaking to feels now, and how you want them to feel after you´ve helped them.
• Anticipate and address objections. 
• Create a sales page for each service. 
• Tempt people onto your mailing list so you can convert them into customers later.

BEST MOMENTS

“As soon as you start talking about you, then, you are switching people off.”

“It is impactful because people feel you are talking to them directly.”

“Showing not telling is best.”

“As a consumer …. I just want to know what you can do for me and what I need to do next.”

“A good sales page makes the price less important.”

“Simple is smart, complicated is stupid.”

“The simpler the language is, the simpler it is to navigate, the better results you'll get.”

EPISODE RESOURCES

Access the free 17P´s Sales Page Checklist - https://www.instagram.com/testtubemarketing 

https://hemingwayapp.com

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

ABOUT THE HOSTS

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

They cover, changing up your strategy, pushing past the VAT threshold, why you shouldn't be afraid of paying more tax, when to take on employees, building assets separately so that you can sell them on, and making a lot of extra money from your knowledge.

KEY TAKEAWAYS

• The strategy that got you to a turnover of £100k per annum is not the same one you will need to use to earn even more next year.
• When it comes to strategy, you need to know what to implement at the right time for the stage your business is at.
• If your goal is to earn £50k to £100k niching down and providing one, maybe two products, is the right strategy.
• Don’t fall into the trap of creating a business that has a huge turnover but has such high overheads that you still cannot take out a decent income for yourself. Many owners of big training centres have this issue.
• Don´t let the idea of paying more tax when you grow beyond a certain point hold you back. But do fully factor it into your pricing.
• Pushing past the VAT threshold is not easy, but necessary. Otherwise, your business will be forever held back.
• Regularly reviewing where you are and where you want to go ensures you are always striving for the right things.
• Keep your accounts up to date and do the analysis.
• Every time you put out an ad or post, track how well it works.
• If a marketing method is working, double down on it.  Don´t be afraid of spending money on advertising that provides good ROI.
• There’s a lot of profit potential wrapped up in your brand and expertise. Continually nurture them so you can use them to generate more income over the long term, e.g. Sell coaching or a book.
• Create other related assets that you could potentially sell off at a later date. Jo & Vicky share several examples.
• Be careful about employing people. A lot of businesses do this too soon.

BEST MOMENTS

“As soon as you start pushing past that 100k mark, that's when the strategy needs to change.”

“You have to reassess as you start to grow.”

 “So many businesses purposely cap their earnings so they don't go over that VAT.”

“Start building up a bank of assets.”

“You need to have multiple sources of income.”

“They all supplement and support one another, whilst being a standalone product in their own right.”

“It´s all about knowing who you are as a business.”

“Really look at the data. Look at what your customers are saying.”

“Get all of the knowledge that's in your head down onto something.”

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

ABOUT THE HOSTS

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

Jo & Vicky explain how to set specific goals, step outside of your comfort zone so you can benefit from more effective techniques and maintain motivation. They also cover overcoming fear of rejection, how to be honest with yourself about progress and recognise when it is time to tweak what you are doing.

KEY TAKEAWAYS

• Sustainable change takes time.
• Be consistent and patient. If you are not, nothing will change.
• Be honest with yourself about how much you are doing to change things. Often, when you look at the data you will realise that your efforts are too limited.
• Use measurable data to monitor how effective what you are doing is.
• We are all guilty of shiny object syndrome e.g. buying a course, starting strong, but being distracted by another course before we have taken action on the first one.
• Accept that making a change usually means a bit of discomfort.
• Cold calling is hard but very effective. Once you get comfortable with it, do it regularly, so that you never lose the skill.
• Stop using the “nothing works” excuse. If others are finding success you can too.
• Fear of rejection is normal, but don´t let it stop you. The more often you get rejected, the more resilient you become and the less it will bother you.
• Having a strong purpose and regularly reminding yourself of it will push you outside of your comfort zone and get you results.
• Sometimes hiring someone to do the day-to-day tasks is the change that you need to make. 

BEST MOMENTS

“What have you identified that you'd like a different outcome for?”

“What's the motivation behind wanting the change? And is the motivation high enough?”

“You have to keep stepping out of that comfort zone if you genuinely want something to change.”

“Social media… is the best form of advertising you will ever get. However, it is not the only form.”

“I´d say there is an element of magpieing, because we are only human…there´s the little shiny object thing.”

EPISODE RESOURCES

Hannah Molloy episode - https://podcasts.apple.com/gb/podcast/how-knowing-your-why-and-developing-your-character/id1727170978?i=1000655605787

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

ABOUT THE HOSTS

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

In this eclectic episode, Jo & Vicky discuss the importance of mindset and the role it plays in getting the most out of working with a business coach, growing your business, coaching others and dog training. They also talk through why using a cookie cutter approach rarely works for your clients or for you. Jo & Vicky provide you with an effective way to uncover your clients´ past training experiences, motivation and challenges so you can tailor what you provide to meet their needs.

They also discuss how to avoid letting your own mindset and biases negatively impact your ability to coach others or recognise where you need to change.

KEY TAKEAWAYS

• If you are not spending the time understanding your customer and your audience, you are going to fail.
• When things are not going well, don´t immediately blame the client. First, ask yourself what role you may be playing in that failure and what you can do to improve the situation.
• If you have a lot of negative thoughts about your clients, it will come through in how you teach, so change that. Jo & Vicky explain how.
• Negativity is toxic, it drastically slows down growth.
• A lot of dog trainers are putting their clients in a box, and they're expecting them to ask no questions.
• Every dog owner and dog is different, which is why you have to offer them a personalised service that is tailored to them.
• Every business is different, so, never work with a mentor that only offers you cookie cutter solutions.
• Often, using a cookie cutter strategy will lead to you doing things that you are not 100% comfortable with and are, therefore, not fully committed to.
• A good mentor will push you but also know when to hang back and let you move forward in your own way.
• Timing is important when you are being mentored. If you are pushed too hard too soon the chances of failing are higher, which can lead to your giving up.

BEST MOMENTS

“We forget that we are dealing with sentient beings, both dog and human, and we all have different behaviours, perceive and consume things differently.”

“I genuinely don’t think you can separate yourself from your business.”

“You are calling the shots, and you are making the decisions, where are you making those decisions from? From the business mindset or from your mindset? “

“A brain is a bit like Spaghetti Junction … learn how to work through those barriers, blockers and limiting beliefs.”

“Ask as many questions as you can to figure out how that person actually feels.”

“If you're surrounding yourself with negativity, you’re going to be dragged down in two seconds.”

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

ABOUT THE HOSTS

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

They explain, in detail, how to overcome this negative mindset so that you can help more
dog owners, including those that do not have much money, and once again enjoy your
work. This episode includes a process you can use to determine what the right price point is for your business.

KEY TAKEAWAYS

•  If your business does not make a profit, it will fold, and you will not be able to help
  any more dogs.
• When your price point is high enough to cover all of your overheads and pay you a
  decent wage, you work fewer hours and have the energy to help other groups of dog owners who are in dire need.
•  Everyone makes choices about how much they want to pay for things e.g. someone
  who can afford a Range Rover might decide to buy a Kia instead.
• Your customers can choose to pay your prices or look for someone cheaper. Some
  may even pay more than you charge to use a trainer that is closer to their home.
• Most people have already spent thousands on buying their dog and what it needs
  and are only too happy to invest more in training.
• Knowing your numbers is the first step in identifying the right price point for your
  business.
• One-off classes are rarely cost effective or sustainable for a business. Jo and Vicky explain why and what to do instead.
• High levels of customer retention make it far easier to stay profitable.
• Having a high price point does not mean you cannot help those dog owners who are
  struggling to make ends meet. It actually enables you to help more of them. 
• Look at how you feel about money, it has a huge impact on how you show up and
  your ability to ask for what you are worth.

BEST MOMENTS

“Be yourself, offer the service that you believe is right.”
“Stop using the word charging … it has a negative connotation .”

“Those businesses that have really good customer retention are the ones that succeed .”
“If you don't go in with a higher ticket model, you're going to be stuck really quickly .”
“The few that are willing to pay the higher investment allow you to be accessible to nearly
everybody you want to be.”
“If you genuinely want to be accessible to everyone, you have to make sure that the business is looked after.”

SOCIALS AND IMPORTANT LINKS
https://www.tiktok.com/@letstalkdogbusiness
https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com
Community Facebook Group:
https://www.facebook.com/groups/caninebusinessacademycommunity/
Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-
Strategy/dp/1068791705

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

Jo & Vicky tell you, step-by-step, how to use your previous work to help you build your ideal client avatar and attract more of those people. Something that will make your work more enjoyable and profitable. 

KEY TAKEAWAYS

• When you know who your ideal client is, you attract the people who like the way you teach and can learn better from you, which makes your work easier and more fulfilling.
• If you don't know who you are and what the purpose of your business is, what you're trying to achieve, you won´t  know who your ideal client is.
• If you don't know who you're talking to, where they hang out, and what their pain points are, your marketing won´t work.
• If you feel your clients don´t respect you or are not making progress, pause and ask yourself if you are attracting the right type of clients for you.
• Think about the people you have enjoyed working with and have successfully helped. Write down everything you know about them to create an avatar of your ideal client.
• Don´t stretch yourself too thin. 
• You can´t be all things to all people and do too many things at once.
• Over delivering is exhausting, which makes it harder to do your job well. Get the balance right.
• Structure your sessions in a way that works for both you and the client. Sometimes shorter sessions are more effective.
• Don’t take your business or client´s problems home with you.

BEST MOMENTS

“If you know who your ideal client is, you attract the right people.”

“I don't know a dog trainer that doesn't over deliver.”

“Think of the clients that you have really enjoyed working with. Think of what that looked like and how it felt for you.”

“Make consistent efforts in the right direction.”

“Use that avatar to really identify who your business is there to serve.”

“I get to play, create, and I get to spend more time with clients then creatively pull together programs that I like.”

“Overwhelm comes with trying to do too many things.·

“You walk away with actionable steps to start moving that needle in your business, making the changes that you really want to make.”

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

ABOUT THE HOSTS

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

Carrie shares her inspirational business journey, including how Jo & Vicky´s mentoring skills have helped her to take things to the next level. They discuss being authentic, attracting the right clients, staying focused and authentic, and much more.

KEY TAKEAWAYS

• Hoopers is a sport any dog can enjoy, regardless of age, breed or size. Dogs love it.
• Hooper is a low impact sport that dogs can play throughout most of their lives.
• The sport engages your dog mentally as well as physically.
• You can start with one simple move and increase the distance, so it is an easy way to build a dog´s confidence.
• The fact that you can start small and literally practice it in your living room or garden, makes it work for anyone.
• Hoopers equipment is inexpensive and easily fits into a car boot.
• Regardless of how good your idea is, turning it into a business is hard.
• Don´t worry too much about what other people think. Remain focused, stick to your plan and don´t get sidetracked by shiny things.
• The right business mentor will enable you to cut through the noise and get things right first time.
• Be yourself and you will attract the right clients.
• Your personal brand is important. Being authentic is vital.
• Regardless of how successful you are, you will experience down times, e.g. After CoVid Carrie was very drained, she explains how she got past that.
• Fear is natural, you get butterflies because you care about getting it right. The best way to get past it is to ask for help, be brave and do it anyway.

BEST MOMENTS

“This is a really cool sport because all dogs can do it.”

“It is like croquet with a dog - without the flamingos.”

“As long as the vet says they're fine to be walked, they can play Hoopers - they don't have to go fast.”

“If you don't love what you're trying to get out to the world, no one else is going to love it.”

“Your journey has been so much about your mindset and about where those blockers and fears come from.”

“Butterflies are not a bad thing, they mean you care.”

ABOUT THE GUEST

https://www.caninehoopersworld.com

https://www.tiktok.com/@caninehoopersworld

https://www.facebook.com/caninehoopersworld

https://www.facebook.com/carrieanne.bush

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

ABOUT THE HOSTS

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

Recently, Helen pivoted and now runs her Ideal Client Attraction Mastermind, through which she teaches business owners to identify their ideal client avatar and attract those clients. People who you can definitely help and who you enjoy working with and who are also prepared to pay you well.

KEY TAKEAWAYS

• Be really clear about your client avatar. Use the exercises Helen shares to do this.
• Create your social media content to appeal to your ideal client avatar.
• If a client raises a red flag, trust your gut and don´t work with them.
• On Facebook, Instagram, LinkedIn, talk directly to the person who would come along to your class or event.
• Don´t be afraid to charge, people will always spend on their dogs. 
• If you don´t specialise you turn into a generalist, so clients stop seeing you as an expert.
• You can use free content to connect with people. If you move them, they will be back for more.
• When you are aligned with your purpose, your mission people will be drawn to you.
• Never forget that you are in the people business. Take the time to genuinely connect with them.
• With LinkedIn, consistency is key. Just add people, engage with people, and regularly put out posts.
• Helen´s LinkedIn Mastermind has generated £3 million. Proving that sharing your knowledge is a very powerful way to earn extra income.

BEST MOMENTS

“I use LinkedIn in a really specific way that I invented when I was very, very broke. .”

“I've made millions from just saying the same thing over and over again for a decade.”

“My message about clients, is - it's not you, it's them.”

“ You should be saying no to more clients than you're saying yes to because you should be curating a client list that brings you joy.”

“Visualise your best ever client and how that person made me feel.”

“If you want love and you want an audience, you've got to take the hate because it's two sides of the same coin.”

“Do you want to be a Rolex, or a Casio? They both tell the time, so let somebody else deal with the lower end of the market.”

“Become the go-to person in your niche, in your area.”

EPISODE RESOURCES

https://www.linkedin.com/in/helentudor

https://www.facebook.com/helentudoronline

https://www.youtube.com/channel/UCkjZcsv93zzFLiyQFMHMc_A

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

ABOUT THE HOSTS

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

Jo explains how having her children prompted her to change the way she worked, to be more structured and invest in herself so that she could run her business more effectively and profitably. She shares why she did this, how they home educate their children and why she is planning to pivot and spend more of her time engaged in family life.

KEY TAKEAWAYS

• You need to be organised, but, at the same time, stay flexible.
• Nobody can do it all, so be realistic and put in place the right type of help for your family.
• You may find that family members do not fully understand the stresses and strains of running your own business. As a result, they may not offer you as much help as you want or in the form you need.
• Having children can be highly motivating and push you to become a better business owner.
• When Jo became a parent she started investing more in her personal growth and skillset. She explains how and why.
• Put in place firm foundations for your business so it is as robust as possible for when you become a parent. Take advantage of the early months to reinforce those foundations.
• Working more efficiently enables you to find the time to do more than most people. So, carry on investing in yourself as your children grow up.
• Plan and schedule months ahead, instead of weeks or days.
• You really have to work in tandem with your partner or spouse.
• Even if you do not have children there is usually someone in your life that relies on you being there for them, to some extent. So, all business owners have to learn to juggle.

BEST MOMENTS

“It was such a shock to my system.”

“I 'd actually left that paid employment when I had just found out I was pregnant.”

“It used to really piss me off, all the resentment and everything would come up with that.”

“We ended up finding a childcare provider.”

“Planning is so crucially important.”

“I have chosen to step into wife role a bit more .. but I’m struggling with my own boundary.”

“I feel like I'm a better parent for it, because I'm passing this skill set and knowledge down to the boys and showing them what you can achieve.”

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

ABOUT THE HOSTS

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

Jo and Vicky provide insights and strategies to help you to avoid and overcome imposter syndrome. Enabling you to confidently apply new knowledge that improves your services.

KEY TAKEAWAYS

• When you use too many training approaches (disciplines) you spread yourself too thin and imposter syndrome starts to creep in. It is better to specialise.
• You don´t have to take every course out there to become an expert. Believing that you need to do that when you don´t have time to do it can contribute to imposter syndrome.
• There is a lot of knowledge crossover between courses. Trying to beat imposter syndrome by becoming a serial course taker will waste a lot of your time.
• If you let imposter syndrome creep in, it will cripple your business. You won´t be willing to put yourself out there, which will greatly restrict the effectiveness of your advertising.
• Most business owners struggle to implement what they have learned. Often, because of the way the information is presented.
• Shoehorning something you learn into your existing services is rarely effective. The strategies you learned become too diluted to have much impact.
• Making too many changes at once is counterproductive. You have to put the implementation of some of the new strategies you like on the back burner.
• Let your business purpose dictate which new approaches you adopt, rather than peer pressure.

BEST MOMENTS

“I’m sitting there and I’m going it’s great I just love this, but How the f**k do I implement that?”

“This just highlights the big gaping hole of things that need fixing in this industry.”

“It´s like learning the theory without the practical application.”

“This comes back down to having a strategy and a purpose for your business.”

“There shouldn't be such a thing as imposter syndrome when it comes to dog knowledge... the education out there is epic.”

“You need to be a specialist in one or other of the disciplines rather than trying to be that jack of all trades.”

“Imposter syndrome isn't about a lack of knowledge or skills. It’s about that judgment.”

EPISODE RESOURCES

ACE Free Work - https://animalcentrededucation.teachable.com

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

ABOUT THE HOSTS

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

Paul shares some of the important lessons he has learned from founding and growing his businesses and helping his students to transform theirs. He explains why you need to network, challenge the norms, be transparent and honest, learn to manage customer expectations and take into account their personality type when working with them.

KEY TAKEAWAYS

• In business it is all too easy to just carry on doing what you have always done. Developing a learning and growth mindset helps to counter this.
• You need to stand up to peer pressure from within your industry and do things differently.
• When something's difficult to overcome e.g. An industry practice, 99 times out of a 100 it is fear driven.
• Be transparent with your customers. Tell them exactly what they are getting for the price. Be prepared to really break down what´s involved.
• Managing customer expectations is the number one skill a business owner needs. Be sure that you understand what they expect, never assume.
• Take into consideration the personality type of your customer.
• Your personality type greatly influences how you interact with people, be aware of this. Paul shares a fascinating and surprising example of this.
• Everyone gets frustrated with their clients at some point. Often, that is a sign that you need to work a little bit differently with that person.
• When you give into the toxicity within your industry and just go with the flow, ultimately it is your customers that suffer.
• Being self employed is not less secure than working for someone else.
• You need support and network with others that are doing what you are doing.

BEST MOMENTS

“She almost challenged me to start a training business off the back of my frustration .”

“I should do 7 figures in training this year.”

“People are operating the business side of it so piss poorly that it's almost perceived by the public as like a hobbyist business.”

“He won the job just from being transparent.”

“It´s never the consumer’s job to work out what they’re buying.”

“Being self-employed is a no-brainer.”

EPISODE RESOURCES

https://www.facebook.com/constructionmasterclass

https://www.constructiontrainingacademy.com

https://www.instagram.com/paul_tinker_32

https://www.youtube.com/@PaulTinkerMakeMOREprofit

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

ABOUT THE HOSTS

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

Jo & Vicky also explain how to work out if a business coach will help you to grow faster. If you conclude that you should hire one the advice shared in this episode will help you to find the right coach for you and your business.

KEY TAKEAWAYS

• Most business coaches have no experience of the dog business, so often fail to appreciate the important differences and adequately adapt what they teach and the support they give.

• Having the right knowledge is vital, for example you have to understand how humans think as well as their dogs. Essentially you have two clients.

• When you have a coach who has been exactly where you are now, they remove most of the mental and practical barriers that have been holding you back. Often, by offering practical advice about how to overcome specific physical problems.

• The right coach will save you a lot of wasted effort, frustration and stress.

• If you have tried a coach before and not had good results don´t let that put you off. You just need to find the right one for you. Someone who provides support tailored to the stage your business is currently at.

• Working efficiently is an effective way to earn more. A coach that has worked in the dog business can provide practical advice and tips to help you to work smarter.

• A good coach will help you overcome overwhelm and make the right business decisions.

• How you structure your finances has a bit impact on wealth creation. The right coach will help you to understand this aspect of business too.

• Most business coaches are not just out to make money. Often, they see helping others as an important part of their purpose.

BEST MOMENTS

“Without the coaching, the strategy doesn't work, because there's always going to be a blockage.”

“I genuinely believe that my purpose is to inspire others and to inspire a change.”

“We are pretty unusual in terms of how deep we go on really getting into somebody's mindset.”

“It´s about peeling those layers back. You´re all onions out there.”

“If you need specific help on social media, go and find a social media coach.”

“You have to really work hard as a professional to be able to adapt and tweak your style to suit somebody else’s.”

“We know that the work we do with  trainers and others is going to impact the dogs they train.”

EPISODE RESOURCES

Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705

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/

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.

Jo & Vicky explain how to work out whether this is your issue, then tackle it. To do this they use examples from their business and other dog trainers and take you through a demonstration sales conversation. You will also learn how the way you deal with lead generation impacts your ability to communicate effectively with potential customers.

KEY TAKEAWAYS

• If you're finding yourself using language like expensive, cheap, and affordable, you almost certainly have money mindset issues that are holding you back.

• If you tell yourself what you are offering is expensive or the person you are speaking to can´t afford it, that will come across. Your subconscious will hold you back.

• Never assume that someone’s pain isn’t great enough for them to pay you practically anything to solve it for them. 

• Take time to have a proper conversation with a potential client. You will make a connection with them and be better able to work out what they need.

• Don´t ask what have you tried before.

• Speak to the customer, don´t ask them to fill out 4 pages of information first.

• When your tone changes and you duck and dive when it´s time to talk about the price, people get suspicious and won´t book with you.

• People have to come to the conclusion that you are right for them on their own, you can´t force them but you can be clear about what you offer and how you can help.

• Constantly strive to improve what you offer. Review and tweak, or discard services that don´t work well.

• Genuinely putting your customer first and striving to improve builds your confidence in what you do. That and your passion comes through naturally when you speak to potential clients.

• Periodically review your sales process and hone it.

BEST MOMENTS

“People find it hard to ask for the sale.”

“We're dealing with people; we’re not dealing with dogs.”

“They just need to speak to somebody. They just need to figure out if you're the right fit.”

“We make all of these c**y decisions because it's coming from a place of fear that we're not making enough money that month.”

“The majority of clients I’ve had over the years have not been in affluent areas.”

“It's not your job to get somebody to buy. It's your job to present a solution.”

“Earn the right to be able to ask for that money. Earning the right is done by understanding that client.”

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/

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.

They then explain how a business that currently offers numerous courses can distil and hone things so that they can offer one product and focus on that. Sharing how to do that in a way that enables you to make higher profits. They also explain how to identify which business tasks you need to focus on first.

KEY TAKEAWAYS

• Focusing on one thing. Getting really good at it will take your business further faster.

• Not focusing usually means you end up only half doing things and not maximising opportunities.

• Once you are good at something you know for sure whether it is profitable or not.

• Offering one programme makes marketing far easier and more effective. How to distil everything down into one product or course is explained during the podcast.

• Learning one new skill at a time is by far the fastest way to learn and hone that skill.

• Religiously using the right calendar is a simple way to ensure that you always focus on the right thing at the right time.

• Plan out your time and stick to that schedule. Initially, it will feel restrictive but taking that focused action will quickly end up providing you with more freedom.

• Stop trying to cover too much in your classes. Instead, focus on getting your client to the stage where they can do the thing that will solve their problem, and do it well.

• Trying to cover too much in one lesson just overwhelms and frustrates clients.

• Ask the right questions to get your clients to think. When you do that, lightbulb moments happen, and your clients progress faster.

BEST MOMENTS

“Focus on understanding why your business exists and that outcome for your client.”

“The biggest thing we did was to streamline all of our services into one.”

“It's pointless dipping into loads of different areas. You've just got to do one thing.”

“We should just be focusing on one thing per class. Just by doing that we hugely elevate that class.”

“Set the expectation and dare to be different.”

“Doing everything at once is not the answer.”

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/

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.

DESCRIPTION

In this episode, Jo & Vicky are joined by Clayton Payne, a pet and animal industry expert, podcaster and serial pet industry entrepreneur who is currently the C.O.O. at the Bug Factory. It is an insect company that develops industrial breeding systems for insects that are used in animal foods and feeds. 

Clayton has worked in the pet and pet food industries all of his life. He has created, grown and sold multiple businesses in the sector. So, the information he shares here is invaluable and has been adapted to be especially relevant for owners of dog training businesses.

KEY TAKEAWAYS

• Think outside the box. Get creative. If you keep doing things the same way you will get left behind.

• Trends change. Twenty years ago, dogs mostly ate canned food, now high meat content dried foods and raw meat are in high demand.

• The dog training industry is changing too. The way people live has changed, so the way dogs live and the problems they need help with have changed too.

• Adapting your training to a specific breed or personality type is a good way to specialise. The fact that you deeply understand that type of dog and have adapted how you teach to suit its needs is a huge selling point.

• Sell why you are so good. 

• Appealing to people emotionally, using logic and creating urgency enables you to sell more.

• Don´t get frozen by fear. Get on with things and learn from your mistakes.

• Get customer feedback, so you are clear on why your product or service sells.

• Try new products or services out with people you trust to get feedback. Several ways to do this are discussed in the episode.

• As a service provider you can still create urgency by limiting demand.

• If there are products you love why not sell them? It´s a win-win.  Many manufacturers are interested in working with dog trainers to sell their products. Often, they will offer special deals and discount codes.

BEST MOMENTS

“If you keep doing things in the same way, you're going to get left behind.”

“From a young age, I was thinking - I'm going to have to innovate. I'm going to have to do things differently.”

“Look and think – Who´s buying this? And why are they paying money for it?”

“You have to change your mentality from a mentality of, what do I like, to what makes my customer part with their money combined with what I like, because you're not selling to yourself .”

“If you have a product or service, try and niche it. ”

“People struggle with criticism because they don't see it as a chance for learning.”

ABOUT THE GUEST

https://www.linkedin.com/in/clayton-payne-a6772244/

https://podcasts.apple.com/gb/podcast/pet-business-disruptors/id1759599442

Mealworm kits - https://bugfactory-mealworm.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/

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.

They cover how to increase your perceived value, getting clients to do what is asked of them, working out how much to charge and how to create your client avatar.

KEY TAKEAWAYS

• Offering something that other trainers in the area do not offer or providing 100% of what potential customers need helps to increase your perceived value.

• Focus on attracting the right clients, don´t waste energy chasing people you are not a good fit for.

• When clients book and pay for blocks of lessons, be clear about the date by which the sessions need to be completed.

• There are several ways to work out how much you should be charging. During the episode, Jo & Vicky explain each one and highlight the best way to do it.

• When working out what to charge, don´t just go with an hourly rate, especially not a low one. If you simply do that you are not factoring in what it costs to provide the service e.g. insurance and rent.

• What you charge needs to reflect your expertise, you are sharing experience and knowledge that few people have.

• You need to do more than earn enough to cover your bills. People will spend what they are happy to pay, if you are happy too, it is a win-win.

• Factor in where your potential clients live when choosing which platforms to use.

BEST MOMENTS

“The perceived value of your client isn't necessarily your own perceived value,”

“If we're leaving it to the client and they're not doing it well, our job is to lead and guide them to make sure that the journey for them is absolutely amazing.”

“Everything should be really clear and simple for the customer.”

“You are responsible for that dog. You are there to care for it.”

“Without you, that person couldn't go on holiday, or they couldn't do what they're doing.”

“Everything should be really clear and simple for the customer.”

“If someone's happy to pay you £1000  for 5 training sessions and you're happy to receive it. It's a win-win.”

“Do you need to start using different words and phrases because of the age of your audience?”

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/

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.

DESCRIPTION

In this episode, Jo & Vicky are joined by Clara who worked for many years as a senior trainer and behaviour advisor at Dog´s Trust. In 2022, she founded The Muzzle Movement as a way to advocate for muzzled dogs and their guardians. Something she felt compelled to do when she adopted Tolly, who needed to be muzzled. The experience they had while out and about compelled Carla to change the public´s perception of muzzled dogs. 

It also inspired her to shake up the muzzle space by developing a new type of muzzle. One that provides far more freedom of movement, while still being effective, comfortable and hardwearing. In under 2 years, 20,000 have been shipped worldwide. Carla shares her story, including raising £46,000 on Kickstarter.

KEY TAKEAWAYS

• Carla hired someone on Upwork to create the CAD plan for her.

• The first muzzle was 3d printed.

• Being able to feed and drink water while wearing a muzzle is a big benefit.

• A dog wearing a black or brown muzzle looks scarier to most people than one that is wearing a blue or brightly coloured one.

• Hire help as soon as you can. Your business will grow faster, and you will avoid burnout.

• When Clara hired a team her turnover hit £1.2 million in 12 months.

• Hire people who share your core values and passion for what you are doing. This is particularly important during the startup stage.

• Be clear about your purpose. Without that clarity, you will not have the drive to get through the tough times.

• Offer true solutions for actual problems, not something only you perceive to be an issue.

• Stick to your values. Carla shares why they are doing this and why they turned down £2 million worth of orders.

• Hire a mentor as soon as possible. It will accelerate your growth.

• Regularly review what you are doing and improve.

• As an industry we need to pull together and stop criticising each other. There is way too much negativity in the dog industry.

BEST MOMENTS

“I wanted to be able to feed my dog through the muzzle really easily.”

“I should have hired people sooner.”

“A business needs to make money to be able to continue being a business and be able to support more people in the future.”

“Your business decisions should be made off the back of those values.”

“We'll take that loss of £2 million orders that we could have had next year if it means that over time, the right things are happening anyway.”

“It impacted my business because I was surrounded by negativity the whole time.”

“I don't think they're fearful of what their potential clients would say, they're scared about the peer group.”

“Reach out to people and say that's amazing … it really helps the other person.”

ABOUT THE GUEST

https://www.themuzzlemovement.com

Socials - @themuzzlemovement

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/

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.

They also discuss the differences between female and male energies and the pros and cons of the two approaches.

As well as talk about the common pitfalls your natural way of thinking and being can lead you into. Before explaining how to take account of all this and adjust the way you manage your business so that you can stay true to yourself, become a more effective business owner and take care of your family. 

KEY TAKEAWAYS

• Most people involved in the dog industry, especially the women, really struggle to charge what they are worth.

• The fact that so many trainers started their careers almost as a hobby, as a side hustle plays a role in people underestimating what they should be charging.

• Frequently, the person setting up the dog business is not the main wage earner in the household. Certainly not, during the startup phase. This also has an impact on how much they are willing to charge.

• Many women lean into the nurturing side of helping dogs and owners to overcome their issues, but to the point where they feel they should be offering that help unconditionally. An emotional thought cycle that can make it harder to charge for their time.

• Some dog trainers find it hard to charge enough if they feel that the person in front of them is struggling financially.

• Successful business owners learn to tap into both feminine and masculine patterns of behaviour.

• At times being in business is tough, and you have to be tough too to get through those times. But it is not always wise to bring that energy home with you, where as a mother you are fulfilling a different role that requires a different energy.

• When guiding clients, tapping into your masculine energy can be helpful. It makes it easier for them to accept that in this situation you are the professional.

BEST MOMENTS

“Multitasking can be a good thing, but it also can be negative, because you maybe don't complete the tasks.”

“With the transition of me growing as a person and growing this business, my role at home has now changed. I'm there a lot less.”

“I think there are elements of feminine energy in all of the men that we've worked with.”

“I do find that masculine and feminine energy really interesting because I see it show up in how people run their businesses.”

“That caring nature bit of but I can help, I want to help, I need to help. So, if I can, I will, and if you can only afford this, then that's okay .”

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/

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.

Gordon shares his journey to help you understand the connection between personal development, happiness and business success. In the process of doing so, Gordon, Jo & Vicky explain how to empower yourself for growth.

KEY TAKEAWAYS

• Honing your business skills will only get you so far. The other half of the equation, the most vital part, is personal development. If you don´t work on yourself you won´t get much further than you are now.

• Personal development and growth empower you to be your true self and equip you to navigate the storms of life.

• You are the one that is holding yourself back.

• Look internally for the answers.

• Life is not about what happens to you, what you do with your experiences is what really matters.

• Don´t fall into the trap of being a victim.

• Your critical inner voice is wearing you down, take the wins as your wins. You won because of your efforts and ability, not because of luck.

• Self-love is vital. Love yourself for who you are, absolutely everything you are.

• Judgement is horrible, it´s a virus, give yourself a break. Instead, accept yourself and others. 

• Toxicity comes from a lack of abundance, a lack of love. You worry that if someone else gets something or you share there won´t be enough for you. 

• Empathy is powerful, it enables you to stop judging.

• Stop tearing each other down, accept that there is more than one way to do things. Not everyone has to do it like you.

• Embrace change don´t fear it.

• Be grateful for everything, even the small things e.g. the rain that grows your food, the sun that warms you. Living in gratitude generates joy and makes you happy every day.

BEST MOMENTS

“If I am looking externally for someone to help me, I lose all my power.”

“His passing was a blessing in many ways because it led to me writing Live Life Happy.”

“Get rid of the sh**t from the past.”

“I beat the person that I've been battling for years, which was myself.”

“The world is toxic because of judgement.”

“This toxicity comes in, and this is where we're actually destroying an industry from within.”

“Pause, don´t go straight in with that judgement.”

“Your personal development journey is never done, it´s never finished.”

ABOUT THE GUEST

https://www.linkedin.com/in/gordonburcham

https://www.gordonburcham.com

Books - https://www.amazon.co.uk/s?k=Gordon+Burcham

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/

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.

Cat covers finding clients that fit with what you have to offer, dealing with social media when it´s all a mystery to you, being more understanding with clients and adjusting the way you communicate with them. She also explains how she manages where her energy goes to avoid burnout.

KEY TAKEAWAYS

• Autism is a bit like a breed difference e.g. terriers' and collies’ brains are wired differently, so they have different behaviour traits.

• There is no point in ignoring difference, you have to adapt your approach e.g. if noise overwhelms you, recognise that and reduce your exposure to noise.

• All business owners benefit from learning to manage their time and energy better day to day to avoid burnout.

• Dogs don´t require you to mask how you are feeling, which is part of the reason neurodiverse people have such a strong connection to dogs.

• Many autistic people become obsessed with things they are passionate about. This makes them very knowledgeable about those things.

• Cat´s autism makes it hard for her to read people. She shares examples in the podcast.

• Seek out the right clients for you, people who want what you offer.

• Autistic people spot patterns, so can very easily pick up on precursor behaviours e.g. a dog's muscles tensing or ear moving just before it is about to do something.

• Being diagnosed as autistic empowered Cat. She understood herself better and found it easier to adapt to the challenges she faces, while further strengthening the abilities autism enhances.

• Social media does not come naturally to Cat, as it doesn´t for many dog trainers.

BEST MOMENTS

“The average neurodiverse person takes in 40% more of what's going on around them than a neurotypical person…that in itself is more tiring.”

“I only have 3 hours a day to speak to people face-to-face  because  communication is so much harder.”

“Many neurodiverse people have a connection with dogs.”

“As a neurodiverse person, it isn't like excuses. You just want accommodations in certain situations.”

“I just hate doing It (social media), that's the problem and I'm not bad at it.”

“The way I would speak is very, very direct. I have to be very careful to not be interpreted wrong, like to say the wrong thing.“

“Running a dog training business, isn't really about dogs, is it? … It's about people”

ABOUT THE GUEST

https://www.instagram.com/chtopham

https://www.valleydogs.uk

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/

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.

During the discussion, Collin touches on everything you need to know to establish and grow a dog business. But he goes into depth when it comes to deciding when to hire your first employee, finding the right people, training them, and nurturing their talents. He also explains how to create a company culture that ensures that your service continues to improve, and your business can grow without you being there every minute of the day.

KEY TAKEAWAYS

• If your business is seasonal smooth out the troughs by offering other services.

• Let your business partner take control of the things you are not good at.

• If you work with your life partner, don´t talk about the business during family time.

• Hire good help as soon as you can. It makes your business resilient.

• Hiring employees rather than relying on freelancers enables you to train them and keep standards high.

• Hire people who are confident in their abilities yet humble enough to ask questions.

• Put in place the right processes and continually improve them.

• In a competitive market niching down works. 

• Every dog owner has a different lifestyle, so the dog care each one needs is different.

• Every time something goes wrong ask – what could I have done differently?

• Your marketing language has a significant impact on whether the service you provide looks like good value for money.

• Use video to connect with your client and show them how happy you make their pet. Providing the owner gives permission it is also great for marketing.

• Remember that taking care of someone´s pet well makes a huge positive difference in their life.

• Put in place boundaries and stick to them e.g. not working on your kid´s birthdays.

• You are not alone, join an online dog business group to find support and understanding.

BEST MOMENTS

“Everybody's better when we're sharing and telling our own stories.”

“To be clear is to be kind…we want our employees to know exactly what it means to have done an amazing job.”

“Soft skills are the most important thing in the success or failure of people in your business.”

“We´re still learning.”

“Downtime takes practice because we're small business owners we're wired to …. get out there and conquer.”

EPISODE RESOURCES

https://www.petsitterconfessional.com

https://www.facebook.com/petsitterconfessional

https://www.facebook.com/groups/412597292686603

https://www.instagram.com/petsitterconfessional

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/

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.

Jo and Vicky also touch on the value of offering free content as a strategic tool for building relationships and trust with potential clients, emphasising that understanding one's worth and the outcomes of services is crucial for success. 

KEY TAKEAWAYS

• Fear often stems from past experiences and learned behaviours rather than being inherently logical. 
• Providing free content can be a strategic way to build trust and rapport with potential clients. 
• Businesses should focus on the outcomes they provide rather than just the time spent on services. 
• There should be a range of pricing options available in any industry, allowing clients to choose what fits their budget. 
• Regular self-reflection is crucial for personal and professional growth. 

BEST MOMENTS

"It's such an annoying thing that our human brain does, isn't it? Every time you want to do something, you suddenly get slapped in the face with a, nope, can't do that, for no logical reason."

"If you're fearful of something, there's got to be past experiences that have led to that fear. So you've been through things that have created the fear and created the defence mechanisms around that fear."

"You can't possibly charge that amount of money. You can't possibly do this. You can't do that. People don't want this. Make dog training affordable. I'm like, what's affordable? What does that mean?"

"If you try and cater for everybody on a low ticket, you're going to have to work a fair amount of time in exchange for that money."

"If you allow your brain to take over and be controlled by fear, be controlled by the unknown, be controlled by everybody else's opinion of what you should be doing with your business, nothing is going to change."

EARLY ACCESS TO JO & VICKY´S BOOK – INCLUDING EXCLUSIVE BONUSES

Be the first to get your own copy of Let’s Talk Dog Business Strategy: The Dog Trainer's Guide to Ideal Clients, More Money and Freedom before it's out. Plus, get exclusive bonuses! Grab this guide to make your mark on the dog training industry!

Just, click and enter your details to join the priority list now:

https://www.inspiredbybooks.co.uk/letstalkdog-businessstrategy 

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/

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 guide teaches you to build a brand, grow a loyal client base and navigate the challenges of running a business in an ever-evolving market. In this episode, Jo & Vicky briefly talk through lead generation, sourcing good customers, creating processes, and leveraging social media to provide you with a taste of what you can expect from their brilliant guide.

https://www.inspiredbybooks.co.uk/letstalkdog-businessstrategy 

KEY TAKEAWAYS

·      Get on the priority list to secure the free bonuses.

·      The dog business is always evolving, which means you have to constantly be tweaking and updating your skills.

·      Waiting for customers to come to you leaves you struggling and missing clients that can add to your bottom line. Lead generation is essential.

·      Most potential customers do not fully understand how serious the problems they will face in the future are going to be if they do not address behaviour issues in their young dog. You have to educate them, which in turn motivates them to buy.

·      It is easy to spend a lot of money on ads that don´t work or to fail to turn leads into customers.

·      Creating watertight processes and following them takes a lot of stress out of running your business.

·      Finding customers that are a good fit for how you work is essential.

BEST MOMENTS

“We have poured every ounce of knowledge into this book that worked for us to turn an all-right business, into a business that collectively turned over £150k.”

“It's our mission in life to equip all of you dog folk out there with as many skills that are really going to help move the needle along in your business .”

“It's worth getting on that priority list for the bonuses.”

“I changed the way I delivered my service because I was chasing the money.”

EARLY ACCESS TO JO & VICKY´S BOOK – INCLUDING EXCLUSIVE BONUSES

Be the first to get your own copy of Let’s Talk Dog Business Strategy: The Dog Trainer's Guide to Ideal Clients, More Money and Freedom before it's out. Plus, get exclusive bonuses! Grab this guide to make your mark on the dog training industry!

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/

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.

Together, Jo & Vicky have a combined 27 years of experience running dog businesses and coaching other entrepreneurs. So, you know that the strategies and advice they share in their book are both practical and effective.

KEY TAKEAWAYS

• Setting your business up in the right way makes it easier to grow. The foundations you lay matter.
• Developing the right mindset right is essential. If you don´t the rest won´t work, which is why this is included in their book.
• When you do not feel safe, you make bad decisions. Having a strategy to follow stops you from feeling lost and desperate.
• Trying to replicate the business model of a well-established company rarely works. Especially, if you are a startup because you are just not ready to do things that way.
• Following a business blueprint is important, but you also have to get creative, have fun and do what you want.
• Many people have self-limiting beliefs about how much money a dog business can make. Using real-world examples Jo & Vicky bust those myths and show you how to make 6 figures.
• Putting in place services that bring in regular income helps stop the mental burnout and stress that leads to bad decision-making.
• If you have lost the love for your existing business this book is also for you, it shows you how to change direction, provide a better service and make more money.
• Understanding modern marketing techniques and investing in the right technology makes it easier to find and retain clients. Jo & Vicky explain how.

BEST MOMENTS

“This is basically what I wish I'd had when I started my dog business.”

“It's your business. It's your life. You create whatever you want to off the back of it.”

“Really, the whole book is about mindset… if you don't get that bit right, the rest won't work anyway.”

EARLY ACCESS TO JO & VICKY´S BOOK – INCLUDING EXCLUSIVE BONUSES

Be the first to get your own copy of Let’s Talk Dog Business Strategy: The Dog Trainer's Guide to Ideal Clients, More Money and Freedom before it's out. Plus, get exclusive bonuses! Grab this guide to make your mark on the dog training industry!

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

https://www.inspiredbybooks.co.uk/letstalkdog-businessstrategy 

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/

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.

Rymel shares his journey from being a professional dancer and teaching assistant to becoming a serial entrepreneur and sought-after coach. The advice shared is to the point and tailored to those running dog businesses.

KEY TAKEAWAYS

• Investing in a business mentor to teach you the right way to run a business is no different to investing in a driving instructor to teach you to drive. Don´t let friends and family put you off.
• Don´t inadvertently devalue your service. How this can happen and what you can do to avoid this classic mistake is explained during the episode.
• Discounts are a win for a customer, but if you are doing twice the work, for you it is a loss. Instead, offer arrangements that benefit both parties.
• In the early stages focus on one or two options. That is how all successful businesses get started.
• Give customers a choice. Let them decide whether to opt for the cheapest or the more expensive option.
• Tempt customers by giving them exactly what they need. Provide true value – make hiring you a no-brainer.
• Do your market research before launching a new service. Rymel explains how.
• Show customers that you understand their pain e.g., the problem is my dog won´t come when called, the pain is I can´t take him anywhere without worrying he will run away.
• Humans will do more to get away from pain than they will to experience pleasure. Use that fact to hone your marketing efforts.

BEST MOMENTS

“Generating revenue is simply offering a real exchange in value.”

 “Don't panic and worry about affordability …. just create choices.

“Present the harsh reality of what happens if the problem is not solved.”

EPISODE RESOURCES

https://www.instagram.com/rymeldmot

https://www.facebook.com/RymelDmot

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/

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.

KEY TAKEAWAYS

• Most self-employed people and sole traders have zero business training.
• Even people who have held senior corporate positions only have a limited understanding of what it takes to run an independent business.
• Winging it will only take your business so far. 
• Be patient with yourself don´t try something once, and then immediately give up because you think it hasn´t worked.
• Flitting from one thing to another is a sure way to waste your energy and resources.
• Always think about whether what you are planning to do will fit in with your long-term bigger picture.
• There is no need to feel uncomfortable about charging a decent amount for the service you provide. People are coming to you because they can´t do it themselves, they need your expertise.
• It is not your job to second guess how much someone can afford, you need to set your rate and stick to it unless you are running a promotion.
• Give value by providing the basics for free.
• Choosing someone to teach you everything you need to know is far more efficient than trying to learn things piecemeal.

BEST MOMENTS

“That job didn't teach me the skills that I needed to be a business owner.”

“It's a good comparison…. we are like, little reactive dogs.”

“Business is a journey. The same way as you learning about dog behaviour is a journey"

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/

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.

PODCAST DESCRIPTION

The ultimate hub for dog business enthusiasts! 

Join hosts Jo and Vicky as they unravel the entrepreneurial journey within the canine realm. This podcast delves deep into the business side of owning a dog business, spotlighting inspiring stories of individuals who've seamlessly woven their passion into a profitable lifestyle. Tune in for candid discussions on the human behaviour behind dogs, strategies to attract dream clients, and a behind-the-scenes look at Jo and Vicky's collaborative training ventures. Get ready for client interviews, tales behind the dogs, and insightful perspectives from actual dog owners on what they seek in a trainer. This is your go-to source for navigating the dynamic world where business meets the wagging tails.

KEY TAKEAWAYS

• People buy from people they have something in common with. Be authentic and share who you are.
• Most markets are saturated or nearly saturated, so to stand out you need to go beyond your primary message of what you do and how you can help customers. You need a secondary message.
• Your secondary message does not have to relate directly to your business, it could be sharing what you are doing about something you care about e.g. the environment.
• Don´t fear being canceled, bullied, or not liked. It´s not pleasant, but it happens to everyone and will not stop you from achieving what you want.
• You must build an email list rather than relying 100% on 3rd party platforms e.g. Instagram.
• Don´t feel you have to be perfect. Be yourself, flaws, and all.
• Ignore the gurus, you can be extraordinarily successful without having to be unethical.
• It doesn´t matter if 95% of people don´t agree with you or like you. The 5% who do will buy from you, which is more than enough.
• People buy courses that contain information they can get for free because they know they won´t do things unless someone is supporting them in doing it.

BEST MOMENTS

“People buy from people that they like.”

“The only way to live is to show up as if you have already been cancelled.”

“You can be professional and make mistakes.”

“The more value you give, the more likely people are going to want your support and work with you.”

EPISODE RESOURCES

https://www.instagram.com/lisajohnsonstrategist/p/C3hz2Uks24F

https://thatstrategyco.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/

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.

PODCAST DESCRIPTION

The ultimate hub for dog business enthusiasts! 

Join hosts Jo and Vicky as they unravel the entrepreneurial journey within the canine realm. This podcast delves deep into the business side of owning a dog business, spotlighting inspiring stories of individuals who've seamlessly woven their passion into a profitable lifestyle. Tune in for candid discussions on the human behaviour behind dogs, strategies to attract dream clients, and a behind-the-scenes look at Jo and Vicky's collaborative training ventures. Get ready for client interviews, tales behind the dogs, and insightful perspectives from actual dog owners on what they seek in a trainer. This is your go-to source for navigating the dynamic world where business meets the wagging tails.

They also discuss what those in the industry can do to support each other and improve the industry overall. Victoria also explains, step-by-step, how to create a course that works and keeps clients engaged.

KEY TAKEAWAYS

• Always be authentic and genuine and people will trust you and your business.

• Don´t be afraid to promote yourself.

• Celebrate your knowledge, share it, and make sure you are paid what you are worth.

• Spend time on shaping and growing your business instead of worrying about what others are doing.

• Find your why, your reason for being in the dog business. It does not have to be big; it could be as simple as I enjoy this work.

• You have to like people.

• Dog training is a tough business, and the value of the services provided is underestimated.

• Don´t be afraid of failure. If you have an idea ask  – How am I going to do it?

• Reach out and collaborate with other dog trainers in your area.

• Be flexible, explore, and focus on what you are doing in your business rather than what other providers are doing.

• If you are looking for courses to reinforce what you are teaching clients look into the resources at positively.com.

BEST MOMENTS

“If you are authentic, it will shine through.”

“Dog-centred first then client-centred, but both are really important.”

“Every course has got to be a story. It's got to have a beginning and a middle and an end.”

“Be proud that you are making money and go out there and do the best you possibly can.”

EPISODE RESOURCES

https://positively.com

https://www.vsdogtrainingacademy.com

Socials - @victoriastilwell and @itsmeorthedog

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/

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 organizations, 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.

PODCAST DESCRIPTION

The ultimate hub for dog business enthusiasts! 

Join hosts Jo and Vicky as they unravel the entrepreneurial journey within the canine realm. This podcast delves deep into the business side of owning a dog business, spotlighting inspiring stories of individuals who've seamlessly woven their passion into a profitable lifestyle. Tune in for candid discussions on the human behaviour behind dogs, strategies to attract dream clients, and a behind-the-scenes look at Jo and Vicky's collaborative training ventures. Get ready for client interviews, tales behind the dogs, and insightful perspectives from actual dog owners on what they seek in a trainer. This is your go-to source for navigating the dynamic world where business meets the wagging tails.

By the end of the episode, you will have a clear understanding of the pros and cons of using online spaces to create passive income. It will enable you to work out whether it is worth doing for your business, what the best approach and how to make it happen.

KEY TAKEAWAYS

• Creating a dog training course does have the potential to generate some passive income.
• The average conversion rate, even if you have an email list of active followers is only between 7 and 10%. So, you need a big list to generate enough buyers.
• It takes a lot of upfront work to build a big enough list to sell to.
• Content creation and marketing will consume more of your time than you think.
• When people do buy, if you do not offer them some support, the chances are they will not complete the course, which is disheartening.
• The membership model can include support but running it will take up some of your time.
• Sharing live training has some advantages over delivering a standard course.
• Do your research, and make sure that there is demand for what you are thinking of delivering.
• Whatever you deliver has to be suitable for your audience.
• During the research phase find out what people want and how they want it to be delivered.

BEST MOMENTS

“To make something like that work you need a very large audience.”

“You need proof of concept.”

“You have to know exactly what that course, that membership does. How does it support somebody? ”

“When you're putting the customer at the heart of everything you make your service that much more attractive, and you can absolutely do that in the online space.”

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/

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.

PODCAST DESCRIPTION

The ultimate hub for dog business enthusiasts! 

Join hosts Jo and Vicky as they unravel the entrepreneurial journey within the canine realm. This podcast delves deep into the business side of owning a dog business, spotlighting inspiring stories of individuals who've seamlessly woven their passion into a profitable lifestyle. Tune in for candid discussions on the human behaviour behind dogs, strategies to attract dream clients, and a behind-the-scenes look at Jo and Vicky's collaborative training ventures. Get ready for client interviews, tales behind the dogs, and insightful perspectives from actual dog owners on what they seek in a trainer. This is your go-to source for navigating the dynamic world where business meets the wagging tails.

He shares strategies anyone can use to create a mindset that ensures you are clear about what you want from life and are taking the right action to get it.

KEY TAKEAWAYS

• Instead of setting goal after goal and constantly chasing something use your North Star (your life mission) to guide your life.
• Success is 80% mindset, 20% skills and mechanics.
• Use an annual review to see how far you have come and remind yourself of where you are going.
• Live to your values. 
• If you are saying “I ought to”, or “I have to” do this or that, the chances are you are living using someone else´s values.
• Be self-aware. If you feel something work out why. All emotions, positive and negative are a signal to us.
• Surround yourself with people that uplift you and have your back.
• Find yourself both direct and indirect mentors and bounce things off of your peers.
• Mentor others. Teaching is fulfilling and cements what you know.
• Don´t be afraid to share your knowledge and give unconditionally. It sounds counterintuitive but is incredibly beneficial.
• Every single fear that anyone ever has, boils down to either a fear of gaining something that they don't want or losing something they do.
• Tap into the innate drive that most of us have to help other people.

BEST MOMENTS

“A lot of people burn out because they are not spending enough time doing the stuff that they love.”

“If you don´t like something change it. If you can´t change it, change the way you think about it.”

“The only person that you want to be running against is you. Make sure that you are ahead of the best version of you.”

EPISODE RESOURCES

https://willpolston.com/north-star-thinking-book/

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/

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.

PODCAST DESCRIPTION

The ultimate hub for dog business enthusiasts! 

Join hosts Jo and Vicky as they unravel the entrepreneurial journey within the canine realm. This podcast delves deep into the business side of owning a dog business, spotlighting inspiring stories of individuals who've seamlessly woven their passion into a profitable lifestyle. Tune in for candid discussions on the human behaviour behind dogs, strategies to attract dream clients, and a behind-the-scenes look at Jo and Vicky's collaborative training ventures. Get ready for client interviews, tales behind the dogs, and insightful perspectives from actual dog owners on what they seek in a trainer. This is your go-to source for navigating the dynamic world where business meets the wagging tails.

Jo & Vicky also explain why no business should rely solely on quick, short-term, cash generation strategies.

KEY TAKEAWAYS

• For many businesses, cash flow is a big issue. Most have dry periods when they struggle to cover the bills.
• Before launching a short-term cash generation project, check that it still aligns with the purpose and values of your business.
• Don´t focus on cold calling – trying to attract brand new customers. Reach out to people who have already worked with you and trust you.
• Go back to people who have made enquiries about your services in the past. They may now be ready to buy.
• Stay in regular contact with people on your email list.
• Paid ads can work, but bear in mind that there is also a risk you could lose money.
• Don´t get too comfortable. Keep working to grow even when your cash flow is good.
• Often, it is easier to sell one high-ticket service than it is to sell dozens of lower-ticket ones to make the same amount of money.
• Don´t sell yourself short. Your skills took a long time to learn.

BEST MOMENTS

‘Allow your brain to feel creative … start thinking a bit outside the box. ´

‘You have got to have a long-term strategy playing in the background. But it´s OK to inject a bit of short-term strategy.’

‘Going back to people you already know, is always the best place to start.’

¨You have these superpowers in you. You have the ability to craft something so incredible that nobody will believe the amount of impact you can have on your life. ’

EPISODE RESOURCES

Alex Hormozi books - https://www.amazon.co.uk/stores/Alex-Hormozi/author/B099H3YM3R

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/

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.

Andy also explains how he and his team teach leaders to be able to recognise what each person in their team needs to be able to optimise their workplace performance. Importantly, Andy explains how dog business owners can use what he teaches to better understand their own strengths and weaknesses, as well as adapt how they communicate to better suit the personality of the people they are teaching.

KEY TAKEAWAYS.

• DISC is a low cost yet effective personality profile tool.
• Using DISC, you can identify which of the four personalities each person is and quickly pick out what they need and who they are likely to clash with.
• We all have a natural personality style and adaptive one we use in certain circumstances e.g. starting a new job.
• Most of us are a blend of the four personality styles. Usually, one of them dominates.
• You must not use the personality trait you have as an excuse. Instead, use that knowledge to catch yourself doing the wrong thing and correct things.
• Blending the right people together makes a huge difference to how likely it is to be successfully.
• Adapt the way you teach and the learning materials you use so that they work for people with different personality traits will make you more effective. Andy explains how.
• Use what you learn from Andy in this episode to quickly assess what personality type each client is and adapt your approach accordingly.

BEST MOMENTS

‘DISC looks at how we communicate as individuals. ´

‘They are great empaths...really good at understanding what other people need in order to be secure.’

‘The longer we stay in that adapted profile the more detriment it has to us.’

EPISODE RESOURCES

https://www.linkedin.com/in/andynisevic/?originalSubdomain=uk

https://onedegree.uk/

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/

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.

PODCAST DESCRIPTION

The ultimate hub for dog business enthusiasts!

Join hosts Jo and Vicky as they unravel the entrepreneurial journey within the canine realm. This podcast delves deep into the business side of owning a dog business, spotlighting inspiring stories of individuals who've seamlessly woven their passion into a profitable lifestyle. Tune in for candid discussions on the human behaviour behind dogs, strategies to attract dream clients, and a behind-the-scenes look at Jo and Vicky's collaborative training ventures. Get ready for client interviews, tales behind the dogs, and insightful perspectives from actual dog owners on what they seek in a trainer. This is your go-to source for navigating the dynamic world where business meets the wagging tails.

Jo & Vicky share examples of how they have done this and how you can do the same.

KEY TAKEAWAYS

• We all want security, as a result, we all tend not to change willingly. But this is not always good for our businesses.
• The way people live and how they think about their dogs is always evolving, which means what you offer and how you communicate needs to evolve too.
• When you offer something a bit different it gets people talking and attracts people who have tried dog training in the past without experiencing complete success.
• Don’t do things differently just for the sake of it, do it to meet a genuine need.
• Regularly pause and ask you what is and is not working. If your clients are not getting the right result or you are not making a decent profit from one of your services, it is time to make changes.
• Test your changes out with small groups and tweak things before you fully launch your new service.
• When you get used to pushing yourself a bit, you end up learning a lot about yourself.

BEST MOMENTS

‘How many times have you changed something in your business ´

‘Then pretty much 80% of that group enrolled with me on 12-month one-to-one coaching.’

‘Just test it.’

‘If you don't feel passionate about everything you do, then something will need to change.’

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/

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.

PODCAST DESCRIPTION

The ultimate hub for dog business enthusiasts! 

Join hosts Jo and Vicky as they unravel the entrepreneurial journey within the canine realm. This podcast delves deep into the business side of owning a dog business, spotlighting inspiring stories of individuals who've seamlessly woven their passion into a profitable lifestyle. Tune in for candid discussions on the human behaviour behind dogs, strategies to attract dream clients, and a behind-the-scenes look at Jo and Vicky's collaborative training ventures. Get ready for client interviews, tales behind the dogs, and insightful perspectives from actual dog owners on what they seek in a trainer. This is your go-to source for navigating the dynamic world where business meets the wagging tails.

She, Jo & Vicky discuss how she builds trust and uses her expertise to enable people to solve problems, develop as people and grow their businesses. 

KEY TAKEAWAYS

• If your business does not truly reflect who you are and fit your life, you end up creating a business that works for everyone but you.
• You want to be proud of the work you do. Success needs to look like you want it to, not to be measured by someone else´s metrics.
• To grow your business, you have to undergo personal growth.
• Periodically check in with yourself to make sure you are still heading in the right direction. 
• Reflect on where you have come from and celebrate your progress.
• If you hate where you are now, know you can change it and celebrate the little things, e.g. making that tough phone call or serving your one client well.
• The more you ask questions, the more you uncover what is blocking progress.
• People are coming to you in their worst state to get to their best state.
• When you build trust, anything is possible.
• Become yourself first and your business will grow.
• Make time for yourself so you can recharge. If you don´t you will burn out.

BEST MOMENTS

‘I like certainty, I hate change, but I love growth.’

‘They are coming to you in their worst state to get to their best state.’

‘I don´t believe in positivity all of the time. I think we have to feel what we feel.’

‘My social toner ran out because I used it 24 hours a day.’

GUEST RESOURCES

https://www.instagram.com/shariteigman

https://shariteigman.com/

Balance in Business with Shari Teigman - Real Women Podcast - https://podcasts.apple.com/gb/podcast/balance-in-business-with-shari-teigman/id1582829441?i=1000584026213

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/

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.

PODCAST DESCRIPTION

The ultimate hub for dog business enthusiasts! 

Join hosts Jo and Vicky as they unravel the entrepreneurial journey within the canine realm. This podcast delves deep into the business side of owning a dog business, spotlighting inspiring stories of individuals who've seamlessly woven their passion into a profitable lifestyle. Tune in for candid discussions on the human behaviour behind dogs, strategies to attract dream clients, and a behind-the-scenes look at Jo and Vicky's collaborative training ventures. Get ready for client interviews, tales behind the dogs, and insightful perspectives from actual dog owners on what they seek in a trainer. This is your go-to source for navigating the dynamic world where business meets the wagging tails.

If there is something you know you need to do but have been putting off, this episode is ideal for you. It contains great advice that will help you to be brave, take action and grow yourself and your business in ways you never thought possible.

KEY TAKEAWAYS

• If you find yourself avoiding something, ask yourself how doing this will help you to grow. Often, the answer provides motivation.
• Be realistic, some of the new things you need to learn and do will be difficult and you will have to push through.
• Don´t be too hard on yourself when things go wrong. You´ll do better next time.
• You learn best by doing, so be brave and take one little step. Messy imperfect action is the first step to success.
• If you want to build your business, you need to put yourself out there. If you don´t use your face and voice your opinions online people will not connect with and trust you.
• The skill set you learn doing Zoom calls, making videos and doing presentations is a powerful one you will use in other areas of your business.

BEST MOMENTS

‘To get 10 steps ahead, you´ve still got to take the first one.’

‘Your business will evolve into something that potentially you never thought possible.’

‘Without a face behind your brand, how can anyone connect with you? ´

‘I remember that journey that I went on to push myself through it, and it's f**ing hard, and now it doesn't bother me at all.’

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/

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.

PODCAST DESCRIPTION

The ultimate hub for dog business enthusiasts! 

Join hosts Jo and Vicky as they unravel the entrepreneurial journey within the canine realm. This podcast delves deep into the business side of owning a dog business, spotlighting inspiring stories of individuals who've seamlessly woven their passion into a profitable lifestyle. Tune in for candid discussions on the human behaviour behind dogs, strategies to attract dream clients, and a behind-the-scenes look at Jo and Vicky's collaborative training ventures. Get ready for client interviews, tales behind the dogs, and insightful perspectives from actual dog owners on what they seek in a trainer. This is your go-to source for navigating the dynamic world where business meets the wagging tails.

Daniel provides insights into how he built his business up to the point where he can now offer several high-ticket services. He explains the role collaboration has played in this, including working with his direct competitors, and how you can take advantage of this rarely used tactic.

KEY TAKEAWAYS

• Conferences enable you to learn from and speak to experts you would otherwise not be able to afford to consult.
• Jo & Vicky are launching their own conference soon.
• It is important to stop thinking about dog training as a hobby and treat it like a business.
• Hire people who fit in with your existing team members but also fill skill gaps.
• Involve your team in the decision-making process.
• Don’t fear competition. Instead, collaborate with other dog businesses in your area.
• By working together, the industry can make a difference to dog welfare standards and influence future legislation.
• How you train dogs has to change as society changes.

BEST MOMENTS

‘The people issue is also kind of a symptom of the overwhelm of running a business. ´

‘There´s so much that we can do collaboratively to make a difference.’

‘Keep looking at that wider marketplace.’

EPISODE RESOURCES

https://animalbehaviourkent.co.uk/abk-conference-2024

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/

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.

PODCAST DESCRIPTION

The ultimate hub for dog business enthusiasts! 

Join hosts Jo and Vicky as they unravel the entrepreneurial journey within the canine realm. This podcast delves deep into the business side of owning a dog business, spotlighting inspiring stories of individuals who've seamlessly woven their passion into a profitable lifestyle. Tune in for candid discussions on the human behaviour behind dogs, strategies to attract dream clients, and a behind-the-scenes look at Jo and Vicky's collaborative training ventures. Get ready for client interviews, tales behind the dogs, and insightful perspectives from actual dog owners on what they seek in a trainer. This is your go-to source for navigating the dynamic world where business meets the wagging tails.

KEY TAKEAWAYS

• Test Tube Marketing specialises in helping business owners to monetize their existing audience better.
• Simply tweaking your language, messaging, copy and sales funnel can boost your turnover by thousands.
• Don´t try to get it perfect, launch it, evaluate it, then tweak it until you get it right.
• You need to narrow your focus to broaden your appeal. If you try to be all things to all people you will end up appealing to fewer people.
• Adapt the language you use to suit the exact person to whom you are speaking.
• If your message is strong it will work across all platforms.
• Email marketing is key to success.
• Build long-term relationships with your clients. 
• Define what your market is, determine what outcome you want and the position you need to take to get it.
• Always, always measure. If you don´t, you'll never work out what marketing works best for your audience.

BEST MOMENTS

‘How can you test it cheap; how can you test it fast? ´

‘The niching starts with you.’

‘Build an email list.’

GUEST AND EPISODE RESOURCES

https://www.testtubemarketing.com

https://www.linkedin.com/in/adam-ashburn-b35a13179/

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/

Waitlist - https://keap.app/contact-us/4966847240521812

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.

PODCAST DESCRIPTION

The ultimate hub for dog business enthusiasts! 

Join hosts Jo and Vicky as they unravel the entrepreneurial journey within the canine realm. This podcast delves deep into the business side of owning a dog business, spotlighting inspiring stories of individuals who've seamlessly woven their passion into a profitable lifestyle. Tune in for candid discussions on the human behaviour behind dogs, strategies to attract dream clients, and a behind-the-scenes look at Jo and Vicky's collaborative training ventures. Get ready for client interviews, tales behind the dogs, and insightful perspectives from actual dog owners on what they seek in a trainer. This is your go-to source for navigating the dynamic world where business meets the wagging tails.

They explain how to prepare yourself, your family, your partner, and others you love for how becoming a successful entrepreneur changes who you are. You can never fully separate your business from your home life, so you must manage things carefully.

KEY TAKEAWAYS

• Most business owners quite rightly only show people what they want others to see.
• But having someone to share the less pretty side of running a business with is important.
• Your personal life is bound to has an impact on your work life, but the opposite is true when you make changes in your business it can also affect your family.
• As you progress as an entrepreneur who you are as a person evolves too, which can change the dynamics of your relationships.
• You need to keep your partner fully in the loop and take them with you on your journey of change.
• As your business evolves you will face new challenges and overcoming them will change who you are.

BEST MOMENTS

‘You are not alone on this journey because we are here.’

‘It’s the impact doing your business really well has.’

‘You're going to change, and so communicate with whoever you live with, so they can be prepared for this ride.’

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/

Waitlist - https://keap.app/contact-us/4966847240521812

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.

PODCAST DESCRIPTION

The ultimate hub for dog business enthusiasts! 

Join hosts Jo and Vicky as they unravel the entrepreneurial journey within the canine realm. This podcast delves deep into the business side of owning a dog business, spotlighting inspiring stories of individuals who've seamlessly woven their passion into a profitable lifestyle. Tune in for candid discussions on the human behaviour behind dogs, strategies to attract dream clients, and a behind-the-scenes look at Jo and Vicky's collaborative training ventures. Get ready for client interviews, tales behind the dogs, and insightful perspectives from actual dog owners on what they seek in a trainer. This is your go-to source for navigating the dynamic world where business meets the wagging tails.

Today, he turns his attention to the dog industry. Explaining how you can take what he learnt and how he operates and use it to overcome the challenges you are facing right now.

KEY TAKEAWAYS

• Being grateful is about far more than just being happy when things are good.
• Keep your problems in context. Learn to be grateful that despite your challenges your life is many times easier than others e.g. someone who lives in a war zone.
• Be grateful for your problems and challenges. Overcoming them is what takes you to the next level.
• Stop limiting yourself by choosing not to charge enough.
• If you are lacking in some way learn and change. We are all capable of the full range of emotions and developing any skill or personality trait.
• Work as if failure is not an option.
• Don´t try to manipulate your clients, you must genuinely care. When you do people respond positively.
• Don’t fight every battle, pick the 3 or 4 that matter the most to you.
• Be authentic and inject your personality into your brand.
• In business you can´t get away with only doing the bits you like. If you genuinely love what you do, you will push yourself to grow and learn to better tackle the parts you struggle with.
• Don´t run away from your problems, run into them.

BEST MOMENTS

‘If people are burning out in your industry, it is because they've forgotten to choose to love it.’

‘I'm one of those stubborn fuckers that will not quit unless I die.’

‘It´s not what happens to you, it´s how you respond.’

‘Lean into being yourself.’

GUEST AND EPISODE RESOURCES

Rob´s Disruptors Podcast - https://podcasts.apple.com/gb/podcast/disruptors/id1076679649

Rob´s books - https://www.amazon.co.uk/stores/Rob-Moore/author/B00S9RX6P2

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/

Waitlist - https://keap.app/contact-us/4966847240521812

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.

PODCAST DESCRIPTION

The ultimate hub for dog business enthusiasts! 

Join hosts Jo and Vicky as they unravel the entrepreneurial journey within the canine realm. This podcast delves deep into the business side of owning a dog business, spotlighting inspiring stories of individuals who've seamlessly woven their passion into a profitable lifestyle. Tune in for candid discussions on the human behaviour behind dogs, strategies to attract dream clients, and a behind-the-scenes look at Jo and Vicky's collaborative training ventures. Get ready for client interviews, tales behind the dogs, and insightful perspectives from actual dog owners on what they seek in a trainer. This is your go-to source for navigating the dynamic world where business meets the wagging tails.

Nicola explains how to do this using both primary and secondary messaging offline as well as online. Including an amazing way to use collaboration to skyrocket the pace at which you grow your dog business. 

KEY TAKEAWAYS

• When you tell your story strategically you reach and touch a wider audience, which means you can help more people.
• Storytelling engages people on an emotional level and builds connections with them.
• You can adapt all kinds of stories around your business. Several examples are shared during the episode.
• Don’t hide behind the dogs and what you do, show yourself too. People need to get to know you to trust you.
• It takes time to get your story out there and build your reputation.
• Speak about your expertise at small events to create opportunities to share it on bigger platforms.
• Show yourself and be authentic.
• Collaborate with local businesses to skyrocket your growth. Several easy ways are shared during the episode.
• You don´t trust people and make friends instantly, clients also cannot instantly trust and hire you. They have to get to know you.

BEST MOMENTS

‘It's all about stories because that's what resonates with people most. ´

‘Journalists work in stories; they are not interested in hearing about your business.’

‘That right there is business gold.’

‘Everyone has some kind of a story.’

GUEST RESOURCES

https://www.instagram.com/nicolajrowleypr/

https://www.nicolarowley.com/

https://go.njrpr.com/links/

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/

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.

PODCAST DESCRIPTION

The ultimate hub for dog business enthusiasts! 

Join hosts Jo and Vicky as they unravel the entrepreneurial journey within the canine realm. This podcast delves deep into the business side of owning a dog business, spotlighting inspiring stories of individuals who've seamlessly woven their passion into a profitable lifestyle. Tune in for candid discussions on the human behaviour behind dogs, strategies to attract dream clients, and a behind-the-scenes look at Jo and Vicky's collaborative training ventures. Get ready for client interviews, tales behind the dogs, and insightful perspectives from actual dog owners on what they seek in a trainer. This is your go-to source for navigating the dynamic world where business meets the wagging tails.

KEY TAKEAWAYS

• An easy and simple customer journey is the key to success for dog trainers.
• The customer journey starts from the moment they first hear about you.
• Understanding where people hear about you is crucial for identifying effective marketing channels.
• Look at your customer's journey from their perspective, without bias. If you can't, ask a friend to do it for you.
• Make it easy for them. Send them to the sales page for the specific service they are interested in.
• Test every change you make to your customer´s journey.
• Figure out where your ideal clients are hanging out.
• People need to consume 8 to 11 pieces of your content before you can convert them into customers.
• When you post on social media, the algorithm means that none of your followers will see every piece of content you post. You need to constantly repeat your messages and offers.
• If someone asks you to contact them, do it, even if you are busy.
• Initially, the owner is the client, not their dog. That is who you have to connect with.
• Be realistic about how many people you attract via events and shows. Share the fact that you will be there.
• Use your time wisely.

BEST MOMENTS

‘Break it (the customer journey) down into every single step. ´

‘Stop sending customers to websites that are full of useless information. ´

‘You cannot have a social media strategy without having a business strategy because it affects what you're posting.’

‘Touch base with them and let them know that you've got the message and you're on 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/

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.

PODCAST DESCRIPTION

The ultimate hub for dog business enthusiasts! 

Join hosts Jo and Vicky as they unravel the entrepreneurial journey within the canine realm. This podcast delves deep into the business side of owning a dog business, spotlighting inspiring stories of individuals who've seamlessly woven their passion into a profitable lifestyle. Tune in for candid discussions on the human behaviour behind dogs, strategies to attract dream clients, and a behind-the-scenes look at Jo and Vicky's collaborative training ventures. Get ready for client interviews, tales behind the dogs, and insightful perspectives from actual dog owners on what they seek in a trainer. This is your go-to source for navigating the dynamic world where business meets the wagging tails.

This episode will stop you from inadvertently turning people away.

KEY TAKEAWAYS

• It is just as easy to detract (repel) clients and attract clients.
• You will be building a long-term relationship with clients.
• Offer kick-starter or consultation sessions, during which you can assess things and provide a couple of quick fixes that demonstrate to the client that you can help them over the long term.
• Offering ad hoc sessions instead of programs can put clients off.
• You need to give clients a reason to pick you instead of another trainer.
• Avoid trying to cram too much into each session and overwhelming the client.
• Be realistic about how fast clients can learn, you may be able to explain and demonstrate something in a few sessions. However, a client needs to practice with your supervision to learn the skill.
• Stop leaving clients underserved.
• When you offer too many services you spread yourself too thinly.
• If you plan to serve two different markets, create two separate brands.

BEST MOMENTS

‘Tell people what you do best. Stop trying to be everything to everyone. ´

‘We need to cover old ground again and again… because that’s got to become a habit in that human.’

‘You cannot market to the same people, for opposite ends of the (pricing) spectrum.’

‘If you don't know your client, well, how can you know what they actually want? ´

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/

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.

PODCAST DESCRIPTION

The ultimate hub for dog business enthusiasts! 

Join hosts Jo and Vicky as they unravel the entrepreneurial journey within the canine realm. This podcast delves deep into the business side of owning a dog business, spotlighting inspiring stories of individuals who've seamlessly woven their passion into a profitable lifestyle. Tune in for candid discussions on the human behaviour behind dogs, strategies to attract dream clients, and a behind-the-scenes look at Jo and Vicky's collaborative training ventures. Get ready for client interviews, tales behind the dogs, and insightful perspectives from actual dog owners on what they seek in a trainer. This is your go-to source for navigating the dynamic world where business meets the wagging tails.

Taking a strategic approach to running a dog training business, focusing on operational efficiency, effective marketing, and confident sales strategies is the key to success. Micheal explains how to do all of this, in many cases, using real world examples.

KEY TAKEAWAYS

• Work out who your ideal clients currently are and understand their pain points.
• Define the journey that will take them from where they are now to where they want to be. Break it down into manageable steps.
• Use your ideal client’s journey to build a map and the assets you need to follow that map.
• Keep things simple – don´t overwhelm your clients.
• Once you have everything in place and work well with a few clients, market yourself more widely online.
• Every day, do something specific designed to bring in new customers.
• Don´t wait for perfection, do it, take feedback, learn and tweak.
• Test new ideas with small audiences.
• Be a continuous learner and adopt new tech and trends.
• Virtual training works, Micheal explains exactly how to do it in the podcast, including starting to sell the course before it is finished.
• You only have to be one step ahead to be able to teach someone else something.
• You can use your client journey map to create sales funnels based on that.
• Don´t undervalue your services, charge what you are worth.

BEST MOMENTS

‘When you're starting, you got to focus on one thing. ´

‘You are worth more than what you think you are, value your time and access.’

‘You have to start and then fix it later.’

GUEST RESOURCES

https://dogtrainingdone.com/

https://caninebusinessbuilder.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/

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.

PODCAST DESCRIPTION

The ultimate hub for dog business enthusiasts! 

Join hosts Jo and Vicky as they unravel the entrepreneurial journey within the canine realm. This podcast delves deep into the business side of owning a dog business, spotlighting inspiring stories of individuals who've seamlessly woven their passion into a profitable lifestyle. Tune in for candid discussions on the human behaviour behind dogs, strategies to attract dream clients, and a behind-the-scenes look at Jo and Vicky's collaborative training ventures. Get ready for client interviews, tales behind the dogs, and insightful perspectives from actual dog owners on what they seek in a trainer. This is your go-to source for navigating the dynamic world where business meets the wagging tails.

If you want to know how to convert those phone enquiries into bookings, this is the episode for you. Jo & Vicky explain how not to be too salesy, which puts people off, while still sharing how you can help them. This episode includes invaluable phrases and questions you can adapt and use during your calls.

KEY TAKEAWAYS

• Without sales you cannot stay in business and help people.
• Handle enquiries as a conversation rather than a sales call.
• Set out the expectation of the call at the start.
• Quickly establish what your potential customer needs. What is their pain point? The problem they are trying to solve.
• Find out how long the problem has gone on.
• Establish how invested they are in solving the issue. 
• Look at the call as a match call, a discovery call.
• If you are not a good fit, don´t be afraid to turn the client away.
• Be confident about what you have to offer.
• When trying to turn an enquiry into a sale, it is important to demonstrate that you offer value without over-giving.

BEST MOMENTS

‘You will lose money in your business if you do not get this process right. ´

‘Find out about the client before you decide to work with them.’

‘Every little bit of information you give them should be strategic.’

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/

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.

PODCAST DESCRIPTION

The ultimate hub for dog business enthusiasts! 

Join hosts Jo and Vicky as they unravel the entrepreneurial journey within the canine realm. This podcast delves deep into the business side of owning a dog business, spotlighting inspiring stories of individuals who've seamlessly woven their passion into a profitable lifestyle. Tune in for candid discussions on the human behaviour behind dogs, strategies to attract dream clients, and a behind-the-scenes look at Jo and Vicky's collaborative training ventures. Get ready for client interviews, tales behind the dogs, and insightful perspectives from actual dog owners on what they seek in a trainer. This is your go-to source for navigating the dynamic world where business meets the wagging tails.

She talks about dealing with imposter syndrome, online bullying, being at the helm of two huge businesses and getting back to enjoying a more balanced life. 

KEY TAKEAWAYS

• Working in the dog behaviour field is emotionally as well as physically demanding. You have to recognise this and create enough space to top yourself up.
• Dog behaviourists need support to help them with mental health.
• Tribalism is currently destroying the dog industry. It is in shambles. We need to find a middle way.
• We must stop judging each other so harshly.
• Dog training is a mix of task and care. Currently, we are often too focused on the task.
• Think about the human half of the relationship.
• Whatever a client brings to you is just the tip of the iceberg.
• Invest in your client and their dog as a family unit and be prepared to work with them across the long term.
• How you treat dogs impacts how you treat humans. If you Alpha Roll dogs, the chances are you are doing something similar to people too.
• Market to the right customers for you and systemise everything.
• The industry still values credentials over merit to the point where it has become disruptive. We are all still learning.

BEST MOMENTS

‘The model is burnout, bleed yourself dry. It's  a self-destroying martyrdom kind of profession.’