dog training bottom line

Market Your Dog Training: Your Bottom Line

We’ve all heard the saying, “Business is all about the bottom line.

The bottom line is certainly a big part of running your own business. However, if that is your primary or only goal and belief, than you will struggle.

If, on the other hand your goal and your belief is that your business is to serve your customers and give them the best you have, your business will reflect that.

Market Your Dog Business:  Money or Client

What Do I Mean

A belief that your business is only about the bottom line, means that what is always first and foremost in your mind is money – not your customer.

This shows up in how you speak with people on the phone,  how you act with them during your training lessons and most importantly how important their goals are to you.

I’m not saying we should not worry about making money in our business. That would be a ludicrous statement. What I am saying is that only concentrating on the money end of your business will come back to bite you in the end.

We are in a people business. We go into their homes, we work with their dog, their children, their spouse. Those relationships and how we handle ourselves and if we care, is what is going to truly make or break your business.

Here Is a Bottom Line Dog Trainer Scenario

You’ve booked lessons with a family. You show up precisely at start time and you end precisely at the finish. Even if there are unanswered questions, un-addressed concerns, their hour is up and you are out of there.

Your lessons are over with a client and they send you an email maybe a week or so later asking you to explain something you said or maybe another issue has cropped up. You require them to book another lesson.

Here Is a Customer Focused Dog Trainer Scenario

You’ve book the lessons with the family. You show up early, and you stay a little later if they have more questions. When you get an email from them after the lessons are over, you are as helpful as you can be within reason. Of course if they need more lessons you would advise that.

You even leave a long line or a Kong toy with them at first lesson so they have some tools to work with right after you leave.

Your focus in the second scenario is the success of the family with the dog training you provided.

Don’t Kid Yourself

People know sincerity when they see it. They also know insincerity when they see it.

Only focusing on that bank deposit becomes simply working to get money. If only making money is your goal it will be very hard to build a business that can sustain itself.

We are truly blessed that the way we make our living is by doing something we love. When you build your business based on being the best for your customers, that gives your business a higher resolve that will push everything you do forward!

Rather you believe it or not, getting up in the morning and beginning your day with the desire to help and serve your clients will not only keep you going and keep you happy a lot longer it will also make deposits in your bank account.

So let me ask you – which one are you?


Leila Martin, is the brains behind the success of on the marketing side. She has run our online and offline marketing system since 2006. Leila’s ability to grow our online presence using both a website and social media in the dog training world has been a critical part of success . She has tripled the number of visitors to our website and increased our revenue by 25% each year. Our appointment book is always filled.  Bottom line: We do what we teach and we teach what we do.

In her spare time Leila can be seen in her office dancing with our black lab Sammy Burwell

1 reply
  1. Libby
    Libby says:

    Well said. Sometimes when you’re struggling and all you can think about is paying the bills that’s all that enters your mind. But you’re right, I notice when I feel like that I act differently with my clients – I’m not as patient.

    Thanks for reminding me that money follows service. Great article


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