THE BUSINESS END OF THE LEASH
Referral networks . This is marketing partnership lite . Rather than marketing together , members of a referral network pledge to send each other business . A network may apply certain rules , such as a positive training-only policy or a requirement for active participation in the network . Online it could be a shared website , or dedicated pages on each participating trainers ’ site .
Once the network is in place , members meet on a regular basis ( typically monthly ) to get to know each other , learn about each member ’ s services , exchange marketing materials to share with clients , and share ideas about how to give effective referrals .
Local associations . National associations such as the Association of Professional Dog Trainers play a critical role for individual trainers and the industry . But I ’ m often surprised by how many dog pros don ’ t know about local associations operating in their own area . I ’ ve come across many a local trainers ’ group , pet sitters ’ group , dog walkers ’ group . These small collections of dog pros support one another in many ways .
Some associations actively market themselves , thereby helping to elevate the marketing of each member business . Some provide opportunities to share service , marketing , and training advice . Some associations use dues to bring in continuing education or professional development speakers . And some members simply find support in being able to get together monthly with colleagues to trade stories and talk with people who understand what it ’ s like to be a dog trainer .
Welcome newbies . Whether it ’ s an experienced trainer moving into your area or a budding behavior geek looking for a new career , embrace newcomers . Make a colleague of the experienced trainer . You may have things to learn from each other , and mutual support to enjoy . You may make a new friend . There may be joint marketing or service opportunities that help take your business to a new level . And take new trainers under your wing . They ’ re going to pursue their businesses regardless ; better they learn from a professional , so their clients are well cared for . And who ’ s going to get the referrals for cases that are over their heads or outside their niches ? Their mentor — you .
If You ’ re Alone Some trainers still live in areas where they ’ re the only game in town , and it can be lonely . If you have no local colleagues to reach out to , engage in the national dialogue while you wait for someone new to arrive on your scene . Myriad online discussion groups exist ; check them out to find a conversation style and speed that suits you . Consider a membership program for pro trainers . Attend national conferences and weekend seminars whenever you ’ re able . Perhaps register for a training school or certificate program ; quite a few professional development programs these days accommodate remote attendance from home while still promoting strong collegial relationships among students .
When Others Won ’ t Play Nice If local partnerships , networks , or associations don ’ t already exist in your area , it may be up to you to start one . In some locations that will be relatively easy . But at dogbiz we know from our work with trainers around the country and the world that in certain areas the prevailing business culture is to regard fellow trainers as competition to be warily avoided . If you ’ re hoping to band with others in your area but find yourself getting the cold shoulder , don ’ t give up .
Look for ways to keep the dialogue going , even if it ’ s painfully onesided at first . Email your competitors and other local dog businesses to share news of a speaker coming to town ( and do they want to carpool ?), or a cool article you found , or a national conference ( anyone want to share a hotel room ?), or a funny dog-related YouTube video . Extend an invitation to lunch , with no agenda attached . Just keep playing nice until , finally , you break down defenses and competitors become colleagues . You won ’ t win everyone over . But other trainers in your community are bound to be pining for connection , too . And when you find them , you ’ ll all do better for it .
Veronica Boutelle , M . A ., CTC , is the founder of dogbiz and author of “ How To Run a Dog Business ”. Learn more about how the dogbiz team can help you improve your conversion rate and help more dogs at www . dogbizsuccess . com .
The APDT Chronicle of the Dog | Winter 2021 23