How To Charge $1,000
By Adam G. Katz
A Dog And Sign As Many
Clients As You Like
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...
Low-Income Dog Owners
Are Not “No Income”
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!
“Some Days I Would Make
$3,000... Even Before Lunch.”
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.
“I had discovered how to get dog owners to open their wallets...”
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.
Any Dog Trainer Can Do This... Even If You're A Purely Positive Trainer Or A Balanced Trainer.
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...
You Will Learn:
- How to make it crystal clear to your clients that they will be doing most of the work, not you. (Doing it this way is actually more beneficial to them and their dog!)
- How to use the Law of Reciprocity to make them want to give you their money.
- Nine words that "close the deal" in a way that's low pressure but get's them to sign on the dotted line... almost every time!
- How to position yourself as the expert so that your clients look up to you!
- Why "acting like a salesman" will ruin your chances of selling your dog training services
- How to identify their emotional "hot button" words to make 'em say, "Take my money!"
- When and how to talk about features vs. benefits. (This can kill a sale!)
- The psychology of the "Take-Away" and how to use it to make them beg you to sign them
- The importance of using a "flip book" to get them to visualize their dog's future good behavior
- The actual word-for-word script of what I say from the moment they walk in the door to the second they sign on the dotted line.
Why You Won't Learn
This Anywhere Else
- You could try to figure it out for yourself. But you'll be wasting valuable time and pissing away money on good prospective clients while the dog trainer on the other side of town (who is using my sales system) is signing client after client.
- You could go to a weekend sales seminar. But guess what? Those “How To Make Sales” seminars and courses are generic in nature. They don't understand the mindset of dog owners. And while sales psychology is universal, the application of those principles to your dog training business is still something that will take you months and months to figure out on your own. If ever.
- You could learn from one of the “Dog Training Gurus”. Let's be honest: Most of those guys are fakers and wannabes. I've got t-shirt that have been in the dog training business longer than they have. You don't learn how to master this industry by watching a few Gary Vaynerchuk videos and then, “just working harder.” You have to work smarter, not harder.
Three ways to make more
money in dog training...
- Sign more dog training clients
- Sell more stuff to the dog training clients you've already signed
- Charge more for your dog training services
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!
If you want to Get MORE for your dog training services,
the fastest, easiest way is with my...
$1,000 A Dog "Magic Sales System"
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:
1. The $1,000 A Dog “Magic Sales System” PDF File:
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.
2. The $1,000 A Dog "Magic Sales System" MP3 File:
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.
3. The $1,000 A Dog “Magic Sales System” Breakdown & Analysis:
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.
Plus, You'll Also Receive
These Three Bonuses:
Free Bonus #1: How To Virtually Eliminate Flakes & No-Shows (Adam's 2015 phone consultation script: A $1,000+ Value!)
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 1/2 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 1/2 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!
Free Bonus #2: "How You Can Make $8,000+/per Month Training Dogs In Your Neighborhood Park!" Course (A $197 Value!)
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!
- Report #1: “How You Can Make $8,000+/per Month Training Dogs In Your Neighborhood Park” Business Overview
- Report #2: The Mechanics of Selling Dog Training: How To Avoid The Biggest Mistakes Most Dog Trainers Make!
- Report #3: The Secret Art of How and Where To Advertise Your Dog Training Business
- Report #4: How To Get Your Phone To “Ring Off The Hook!”
- Report #5: Public Relations & Personal P.R. For The Professional Dog Trainer
- Report #6: How To Give “Killer Consultations” That Get Dog Owners To Sign On The Line!
- Report #7: How To Structure Your Dog Training Business For Maximum Profits
- Report #8: Additional Marketing Gimmicks You Can Use To Make Big Bucks
- Report #9: Dealing With The General Public (And Dealing With Difficult Clients)
- Report #10: Etc., Etc., Etc., (Other Cool Information I Didn't Know Where To Put)
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:
- Bite Prevention & Canine Behavior Seminar Flyer (for building rapport with veterinary clinics, groomers and kennels!)
- Sample dog training contract you can use to model your own
- My Evaluation & Consultation card
- My Yellow Pages Advertisement #1
- My Yellow Pages Advertisement #2
- Holiday Card Sample sent to veterinarians, groomers and pet stores
- New Dog Training Client Booklet -- Sample
- Dog Trainer Press Release sample
- Dog Trainer Press Release sample #2
- Dog Trainer Press Release sample #3
- Weekly Newspaper Ad #1
- Weekly Newspaper Ad #2
- Weekly Newspaper Ad #3
- Weekly Newspaper Ad #4
- Weekly Newspaper Ad #5
- My Dog Trainer Business Brochure
- My Dog Training Business Business Card
- A Sample of One of My Dog Training Business Student's cards
Free Bonus #3: Two E-mail Consultation Coupons (A $100 Value!)
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.
What People Are Saying About
The $1,000 A Dog "Magic Sales System"
“Exactly What You Need To Turbo-Charge Your Dog Training Business...”
“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.”
- Six Figure Dog Business Podcast and TyTheDogGuy.com
“An Infinite Return On Your Investment ...”
“The return-on-investment for Adam's marketing material is infinite. You simply can't go wrong.”
- Owner of Sit Means Sit Tampa and Sit Means Sit Cleveland-Akron
“Dominate Your Local Market ...”
“If you want to dominate your local market, Adam's marketing material is exactly what you need!”
- Owner of IQ K9 Training, Oceanside-California
Get The $1,000 A Dog
“Magic Sales System” Today
“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:
Today's price: $297.
Pro Dog Trainers Know What Really Works
“... will dramatically increase your bottom line.”
“Adam is a marketing genius. Anything he puts out will dramatically increase your bottom line”
- Founder of MakeItAsADogTrainer.com & Brilliant Dog Business Bootcamp
“... has more than tripled my gross revenue ...”
“Buy anything and everything Adam puts out. His marketing information has more than tripled my gross revenue. It's no baloney/real-deal stuff.”
- Owner of Sit Means Sit Madison, Sit Means Sit Kenosha and Sit Means Sit Miami
"Can I Really Do This? Will People In My City Actually Pay That Much Money?"
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.
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.
"What If I'm Not A Natural Salesperson?
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.
Here's A Recap Of "What You Get"
- - Print Version PDF File of the $1,000 A Dog “Magic Sales Script" (Value: 1,000+)
- - MP3 Audio of the $1,000 A Dog "Magic Sales Script" (Value: $1,000+)
- - Breakdown & Analysis of The $1,000 A Dog “Magic Sales Script” (Value: $1,000+)
- Bonus #1: How To Virtually Eliminate Flakes & No-Shows (Value: $1,000+)
- Bonus #2: "How You Can Make $8,000+/per Month Training Dogs In Your Neighborhood Park!" Course (Value: $197)
- Bonus #3: Two E-mail Consultation Coupons with Adam G. Katz, the man who invented the $1,000 A Dog "Magic Sales System" (Value: $100)
100% Satisfaction Guarantee
100% Satisfaction Guarantee 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.
What if I'm already charging $1,000 a dog?
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.
Will this system teach me how to get dog owners to call me?
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.
What if the other dog trainers in my town are charging less money?
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.
Do I need my own training facility or building?
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."
Isn't $297 kind of expensive for a digital product? I can buy kindle books at Amazon.com for $2.99.
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!)
What if my client's dog isn't trained in only three lessons?
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.
Will this course teach me how to train dogs, professionally?
No. You need to already be a professional dog trainer.
Can I just offer private lessons? Can I just offer group classes?
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.Yes, I want to start learning how to get $1,000 a Dog.
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.