program creation for dog trainers

WWW.MAKEITASADOGTRAINER.COM

the life you want… doing something you love

“Program Creation (or Re-creation!)”

Create kick-butt programsyour potential dog training clientswill beat down your door to buy.

O Why you should have programs in the first place

O How to write them so you stand out

O 3 Program Styles (not just ‘types’)

O How to make sure you’re charging what you’re worth

O Getting over fears of selling high-priced programs

O And more, of course.

Why do you need to know this stuff?O The way your programs are written, what

they include, and how they’re priced could be 90% of the reasons you

struggle.O Your programs are what clients will look

at when they ultimately decide whether to contact you… or someone else.

O Is your “menu” too short, too long, too complicated, too simple, too varied or too

limiting?How do you know?

Housekeeping & Favors

O My teaching style…O Make sure you smile and nod

alongO Chat with me… ask questions

and tell me what you’re thinking.

O Stay till the end because…

Mindset things to take care of first…#1 – Lack of self confidence and/or fear

of selling (especially “expensive” programs)

OEvery mission has to be fundedOPeople love to buy (trade money for

something worth more to them).ODon’t compete on price, compete on

value.OActually, don’t compete. Be totally

unique.

How do you speak to the part of a person who likes to buy?

Mindset thing #2 – What are they really buying? What are they REALLY looking

for?What do they really want?

Hint: They are not buying dog training for their dog.

Mindset thing #3 – Talk to one person when you write.

Mindset thing #4 – Your website is not just to give facts, like ingredients on a food package.

It’s to draw people in and make them want to contact you. Remember the

restaurant menu example.

Nuts & Bolts time.First…

“Can I charge by the hour, too?”They are paying for a result, not a commodity or an amount of time.

Program Styles

Program+

Program+

Program=

End Result (?)

OSmall

OR

Medium

OR

Large

Add Value (and perceived value)to your programs.

O Exclusivity (small group, acceptance not guaranteed)

O Scarcity (limited space available, long wait possible)

O Work-done-for- you (i.e. B&T, length of stay)O Access to you

O Promises and guaranteesO Unlimited, for peace of mind

O More commands, more lessons, more convenience, bonuses (whether they’re ever used

or not)

Examples:Short stay vs. long stay for B&T

programLessons at their home

Practical but not-required-for-results features (i.e. place command)How to charge:

How much time will it take you? How many can you do in a week or month? How much do you want to

make per month?

Basic 1 Program

For dogs 6 months and older.

We’ll teach your dog sit, come,

stay and heel, and includes

behavior modification to stop

chewing, jumping and barking.

4 lessons

Well-Mannered ProgramImagine your dog being an absolute

joy to be around. Your friends and

family telling you that your dog is the

most well behaved dog ever. Imagine

your dog listening to you every time.

Not jumping on anyone, always walking right next to you during

walks, not chewing or barking like

crazy… This is what we do – yes, even for your dog.This program is for the family who

wants to be involved with every step

of the training. It includes 4 private lessons, and 7 commands.

Here’s how you can stand out: BENEFITS!!

Benefits for your programsStarting with the smallest program, go through each of them and write a

paragraph that conversationally describes the benefits and results they will see from each program.

For each larger program, highlight how much easier and faster the training will be (and any other

benefits factored in)

Reasons you should probably charge more than you are now:

O You don’t want to make your name from being the cheapest.

O If you’re competing on price,you’ll be compared apples to apples.

O You’re not a hired hand, you’re an expert.O The more skin they have in the game,

likely the more results they’ll get.O They’ll think “Can you really do it for

that?”

Don’t necessarily go double your prices now.

OAdd value to your servicesOHave clear choices (from low priced

to high priced) so they can choose how much they spend, and how

much work they’ll be doing.ODon’t have programs that are just

like everyone else's. Try to be unique.

Variables for what to chargeO How long you’ve been training dogs

O Where you liveO The results you can achieve

(and yes… the techniques you use)O Your sales process

(how good you are at the ‘closing the sale’ conversation)

O How attractive your programs are (perceived value, results promised, benefits clear, enough

{but not too many} choices)O Type of program, features (i.e. B&T vs. lessons

only)

BIGGEST VARIABLESO How your programs are written (value is

clear)O WHAT THE REST OF YOUR WEBSITE SAYS

(especially your FRONT page)Videos, stories, proof, results.

NOT what your competition charges OR the income demographic in your area.

(Do you understand what your client really wants to HEAR and what they want to

RECEIVE?)

In my area…OLower than average income

OOur lowest priced program is higher priced than almost every

other local trainer’s highest priced stacked program (i.e their level 3 advanced obedience program).

$

Great websit

e content

Awesome sales

process & reliably fantastic results

Well-written

programs

The way you talk to people, building trust, being likable,

mental triggers, being

authentic

Pull people in, reassure them, set yourself apart from your competition, show people what you can do.

More to learn:O How to combine different program types & styles

O When each are good to useO More about your ‘menu’ – Training your marketing brain

O How to charge more when you’re not sure if the ‘market will bear it’

O Balancing the things that affect how much you chargeO Mental triggers (psychological things that help you sell)O Standing out, even if you offer similar program features

as other local trainersO How you can personally apply ‘perceived value’

O Examples for what to include in programs at different prices

What you’ll get fromPackage What You Offer:

Programs & Website Content WorkshopOFool proof formulas to use for creating your unique programs, and pricing them wisely

OSpecific steps for writing killer website copyOEvents! At least 3 live webinar classes(+

surprises!) OContent based on your input

OPersonal help

Package What You Offer:Programs & Website Content

WorkshopFirst 5 people to enroll:

Special Bonus! Free personal thorough program review.

All who sign up by Thursday the 10th at Midnight:Copy of all of MY dog training programs and prices

(even the currently ‘unpublished’ ones).

www.makeitasadogtrainer.com/workshop

WWW.MAKEITASADOGTRAINER.COM

the life you want… doing something you love