By Adam G. Katz
If you're a professional dog trainer-- not a hobbyist or a non-profit-- then you'll soon realize that you need to charge professional rates. If you're not charging what the market will bear then you'll get eaten alive by fees, expenses and taxes. These dog trainers discovered how to get paid what they're worth by repackaging their training programs.
"The dog owners in my town will never pay $1,000 a dog," you're probably thinking.
That's what I thought, too.
I live in Reno, Nevada. Reno is a cowboy town where a home costs as much as a garage in L.A. The people here are practical, salt-of-the-earth types who don't have a lot of disposable income.
"These folks won't spend the big bucks on dog training lessons."
Or so I thought.
A few years ago I opened a dog training company, here.
After six months of price testing, I decided to charge $600 for my services. That seemed to be on the higher end of what the other (competent) dog trainers in my area were charging. My program included: Four private lessons plus unlimited weekly group classes. But let's be honest: Even though some people would consider $600 a lot of money, it was a ton of work. Especially after insurance, advertising, merchant account fees and other expenses. I certainly didn't feel like I was being adequately compensated for my time.
What the heck was I doing?
After another six months, I had an epiphany...
But would they spend their hard earned money on training their dog?
... as it turns out: They will.
One day I had just finished working with a particularly difficult client and I was having a bad migraine. Afterwards, I called my wife Carla on the phone and said, “What the heck am I doing with this dog training business? I’m miserable and I’m certainly not being compensated enough for my troubles.”
Carla replied, “Look-- we don’t need the money. We’ve got three other businesses that are doing fine.”
“You’re right,” I said. “I’m just going to start charging $1,000 a dog. I don’t care if anybody signs with us or not, I’m tired.”
Over the next couple of weeks, I started going crazy with my sales pitch. I didn’t care anymore if they signed or not, so I was free. Free to start using every sales tactic I could think of: Take-aways, The Law of Reciprocity, Bandwagon, Higher Authority, Limited Time Offers, Testimonials… and many other techniques. I tried them all and I mixed and matched.
And at the end of each day, I’d take notes. I’d track which things worked and which things didn’t work. Every time something succeeded or garnered a positive response, I’d keep it in my sales pitch. If it didn’t work, I’d toss it.
I also changed my program to offer only three private lessons before graduating them to our weekly group classes. You can do that if you know how to make it clear up front that they will be training their dog-- not you! But there is a right way and a wrong way to do this, I found: If you do it the wrong way, you'll "blow the sale."
But I did it the right way. And a funny thing happened: They didn’t seem to mind.
In fact, most of my clients were so happy to have gotten real world results with their dog that they didn’t even bother coming to the group classes. (Some of them did though, and I have a deep respect for those people and their commitment to their dogs). As a side note: I found that only 3% to 5% of my clients ever bothered to show up for the group classes. And the ones who didn't? They'd still refer their friends to us!
The money started pouring in like crazy. I actually had to stop my postcard campaigns, shutter my ads and set my Google Adwords campaign down to $1 a day because I was signing more clients than I could handle.
Or that I wanted to handle, anyway. With my other businesses to oversee, I could only do so much by myself or else I’d need to hire an employee. (And I hate employees!)
People were starting to refer their friends. I couldn’t believe it: They saw so much value in what I was doing-- even at $1,000 a dog-- that they were referring their friends.
Young people in beat-to-hell import cars would somehow come up with the money. Retired people would come up with the money. Guys and gals in the military would come up with the money. The price just didn’t seem to bother them-- they wanted what I was selling. And as long as I stuck to the magic sales system that I had created, the phrase: “Take My Money!” was something I began to hear, a lot.
And so I continued to tweak and refine my sales system so that I could eventually utter it in my sleep, word-for-word. As long as I followed my system, I made money.
Eventually I got tired of the business and dealing with dog owners-- especially when I had migraines. So, I sold the company to one of my rockstar clients who was interested in becoming a professional dog trainer.
I taught her my magic sales system… and even though she’s only 23 years-old (and looks like she’s 12) she too is successfully signing clients for $1,000 a dog.
And as long as you don't live in Reno, Nevada-- I'm willing to teach you, too.
If you’re a competent dog trainer and if you follow my Magic Sales System, then you too will be able to sign clients for $1,000 a dog. I've put together a downloadable course that shows you everything you need to replicate my success. Read more, below...
My Magic Sales System (and the accompanying bonuses-- see below!) help you to charge more for what you already know you’re worth.
Imagine the look on your husband or wife’s face (or your parent’s face) when you tell them you’re successfully charging $1,000 a dog!
The normal price for my Magic Sales System (and bonuses) is $597. But as part of an introductory offer, we’re making it available for just $597 $297. That means you only need to sign one dog at $1,000 for it to pay for itself triple your investment.
My Magic Sales System unlocks the key to getting dog owners to pay you what you're worth: $1,000 a dog (or more!). When you download this information, here's what you'll get:
You’ll receive the full text, word-for-word of exactly what I tell dog owners from the minute they walk in the door to signing on the dotted line. You’ll want to print this out and put it on your bathroom mirror and read it while you’re getting ready in the morning. Stick it to the side of the refrigerator and practice it while you’re cooking dinner. Study this and memorize it, as it is the single most important element of your success in signing dog owners for $1,000 a dog.
Download this MP3 file and listen to it while you’re jogging or at the gym or in your car. You will HEAR exactly how I deliver the “Magic Sales System” script in my own words. It’s like sitting in the same room with me while I deliver my pitch. You’ll be able to internalize my exact pacing and intonation. By hearing the “Magic Sales System” exactly as it should be delivered, you’re training both your conscious mind and your subconscious mind to deliver it the same way I do: The way that gets you $1,000 a dog for just 3 private lessons.
I break down the psychology behind the “Magic Sales System”. I go line by line, telling you why each element is important from a psychology, persuasion and sales perspective. This is important because you need to understand why the different parts of the “Magic Sales System” work, in order to truly become a master at selling your dog training services.
The information in this free bonus is priceless. I could have easily charged $1,000 for it, by itself because it is going to save you thousands upon thousands of hours (and dollars) in time and aggravation.
How did I come up with this? Well, one morning I had three consultations scheduled back-to-back: A 9am consultation, a 10am consultation and an 11am consultation. Plus-- I had to be there ½ hour early to turn the lights on and get our training building set up.
And guess what? All three of my consultations failed to show up. No phone call, no text, no email. They just completely flaked.
I Was Furious!
I had just wasted 3 ½ hours sitting around waiting for people to show up… and I didn’t make any money. Zero. Zilch. Nada.
I thought to myself, “There must be a better way!” It took me two weeks of dedicated testing, stumbling over my words, not knowing what to say on the phone and losing consultation bookings.
Finally, I figured it out though. I developed a way of booking consultations that virtually ensures they’ll always show up. And if they don’t show up, then you’re gonna get paid for your time, anyway!
Now, you might be thinking, “Oh, he’s just asking for their credit card.” Wrong! It’s not just about asking for their credit card, because most people are very, very hesitant to give a stranger their credit card over the phone.
Initially, I’d argue with people. “But you called me! It's not like I called you out-of-the-blue! I'm not some shady telemarketer!”
It didn’t matter. They’d make up excuses.
Or they’d just tell me bluntly, awkwardly and uncomfortably, that they didn’t feel comfortable giving out their credit card information.
Once you know the right way to ask for it, you’ll get zero push-back. No hesitations, no awkwardness whatsoever. Since implementing this technique, I’ve gone from 1 in 5 “no-shows” to 1 in 125. It has worked amazingly well, wouldn’t you agree?
Now, just imagine how much more money you’ll make when your prospective clients stop flaking on you… and start showing up on time!
We sell this course separately for $197 but you get it free when you purchase today. In the 90's, it sold for as much as $800 (accompanied by consultation and design services). This was the entire business and marketing system I used to run my first dog training company, South Bay K-9 Academy. Before the internet, before e-mail and before cell phones.
Since all of the information in this course came from the dog training business I had in the late 1990's, a small amount of the material is dated-- but most of it is universal and still applies. Combine this material with the $1,000 A Dog "Magic Sales System" and you've got a winning combination!
The downside to "How You Can Make $8,000+/per Month Training Dogs In Your Neigbhorhood Park!" is that you will be working... a lot! To be honest, I wasn't charging enough and I was working way too hard for the money. But it's a solid system that still works today.
The upside is that a couple of my students have used this system as a springboard to build $1,000,000 a year dog training businesses! Yes, that's right: A million dollar a year dog training businesses!
In addition, you'll get access to my Professional Dog Trainer Swipe File. It includes samples of actual newspaper ads we’ve used, press releases, handouts, flyers-- and a whole lot more you can model and use to put money in your pocket. Including:
Not one, but two e-mail consultation coupons to ask me, the guy who invented the $1,000 a Dog "Magic Sales System" any questions you may have about how to apply this amazing system to your own dog training business. Are you unsure how to answer a certain type of question a client might surprise you with? Do you need help adapting your current lesson structure to my system? My material is detailed and comprehensive. But let's face it: Sometimes you just have a question.
I'm here for you. Ask me any question about this system with your email consultation coupons and I'll get back to you within 48 hours with a detailed explanation.
“If you're struggling to get paid what you're worth (especially if you live in a secondary market) then the $1,000 A Dog Magic Sales Script is exactly what you need to turbo-charge your dog training business."
“The return-on-investment for Adam's marketing material is infinite. You simply can't go wrong.”
“If you want to dominate your local market, Adam's marketing material is exactly what you need!
"Yes, Adam! I'm ready to start learning how to make $1,000 a dog and also take advantage of your limited time offer to receive your three bonuses! I understand that if I'm not able to charge my clients $1,000 a dog in the next 30 days, you will give me a full refund so that there is no risk to me! I also understand that I only need to sign one dog at $1,000 to more than triple my investment! Normal price: $597."
Today's price: $297.
100% Satisfaction Guarantee
“Adam is a marketing genius. Anything he puts out will dramatically increase your bottom line”
“Buy anything and everything Adam puts out. His marketing information has more than tripled my gross revenue. It's no baloney/real-deal stuff.”
Adam G. Katz is a professional dog trainer, best selling author, real estate investor and world traveler.
Katz has owned three successful dog training companies over the past 25 years: South Bay K-9 Academy in Los Angeles, California; Adam's Las Vegas Dog Training Company; and Katz Trains Dogs in Reno, Nevada. He is currently retired from working with the general public in order to focus more on his writing.
Yes! Trust me-- there is nothing exceptional about Reno, Nevada. If you can make a healthy living as a dog trainer here, you can do it almost anywhere.
"Almost anywhere. "
In general, you should look for a market that has at least ten veterinary clinics in your area. Sure, you can still make a decent living as a professional dog trainer in an area with less than ten veterinary clinics, and in some cases this can work to your advantage as it will be easier to blanket your market. But a town with only 2,000 people in it will not have enough dog owners looking for training to support yourself.
You don't need a "salesman" personality to sell your dog training services for $1,000 a dog. But you need to be able to establish rapport with people. In other words, you must not be afraid of people. You cannot be a shrinking violet. You must be confident in yourself and your dog training ability. As long as you are confident in yourself and your dog training ability-- all you'll need to do is follow my $1,000 A Dog "Magic Sales System" and structure your business like I show you and you're going to be fine. I guarantee it.
100% Satisfaction Guaranteed
You are fully protected by our 30 day 100% Satisfaction-Guarantee. If you're not able to sell your dog training services for $1,000 a dog within the first 30 days, just let us know and we'll send you a prompt refund.
Sure, anybody can charge $1,000 a dog if they give away the farm. The trick to running a profitable business is to maximize the value your clients receive while minimizing the amount of time you spend with them. My $1,000 a dog "Magic Sales System" shows you how to do that.
No. The $1,000 a Dog "Magic Sales System" will show you what to do once the phone rings. However-- one of the bonuses that comes with this system (My course: "How You Can Make $8,000+/per Month Training Dogs In Your Neighborhood Park!") does teach you how to get the phone ringing via referral networks and local advertising. However, it only focuses on offline methods.
In the future, we may be releasing courses that teach you how to build a web site for your dog training business that gets dog owners to call. As well as how to use Google Adwords and Facebook to inexpensively advertise your business.
It doesn't matter because you're going to be offering more value. Mercedes doesn't worry when a new Hyundai dealership opens. You'll learn how to be the Merecedes of dog training in your town.
There is a large segment of the market who want the best for their dog and it has nothing to do with their income level.
It helps, but it's not absolutely necessary. In any sales or negotiation it's always better to better to be on home turf. There are also things you can do with props to help establish authority.
If you don't have your own building, then meet them in a neutral territory, such as a park. Sometimes veterinarians or pet stores will let you use their space to do training too, which can also help to establish authority.
Even if you do in-home training (which I recommend you get away from doing as soon as possible!) this sales system will still work for you. But let's be honest: It's much more difficult to sell anything when you're competing with their television set, the neighbors coming over and Mama interrupting your sales presentation because there is a Jehovah's Witness at the front door and "it would be rude to ignore the doorbell."
You cannot buy Kindle books that teach you what I teach you. Nobody else will teach you this information.
In fact, I can't think of any other information that is specifically tailored to the dog training industry that will teach you how to charge $1,000 a dog for just 3 private lessons (and have your clients love you and refer their friends!)
You always have the option of spending more time with a client, if necessary.
There's no rule or law that says you can't.
But I'm going to teach you which dogs (and clients) are "time vampires" so that you can avoid them.
Red Zone dogs, for example.
Let the other dog trainers in town deal with the "time vampires." They're not profitable. Or if you like, subcontract them out. You cannot save every dog, and since we're running a business (and not a charity) we have to be selective about which dogs and clients will be most profitable. This system will teach you how to do that.
No. You need to already be a professional dog trainer.
There is a lot about the psychology of this system that can be adapted to selling any type of dog training program. However, we highly recommend you model your training program the way we did, ours: A hybrid offering that blends both private lessons with unlimited weekly group classes.
The "Magic Sales System" will show you how to do this.
If you do it this way, it means that your clients will be getting maximum value and at the same time: You won't be burning yourself out spending 3 months with each client or running humungous group classes.
Everybody's needs are met with a hybrid offering.
P.S.: If you want to learn how to get $1,000 a dog (and have your clients love you and refer their friends!) then start learning my "Magic Sales System" today. This information is being made available for a limited time, only. When the dog training community starts to go crazy for this information-- guess what is going to happen to the price? It's gonna go up, up, up! So take advantage of today's value and start turbo-charging your sales, right now!
P.P.S. In the interest of fairness, we will only be selling this system to one dog trainer per 10,000 residents.
Please note: We will not sell this system to anyone within 500 miles of Reno, Nevada. The information is simply too powerful and we do not want another local dog trainer to use this knowledge to compete with the woman who bought our local dog training company.
For pre-order questions, feel free to contact me by clicking the blue "Contact" link, below. - Adam.