1. WWW.MAKEITASADOGTRAINER.COM
the life you want… doing something you love
“Program Creation (or Re-creation!)”
Create kick-butt programs
your potential dog training clients
will beat down your door to buy.
2. 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.
3. 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?
4. Housekeeping & Favors
O My teaching style…
O Make sure you smile and nod along
O Chat with me… ask questions and
tell me what you‟re thinking.
O Stay till the end because…
5. Mindset things to take care of first…
#1 – Lack of self confidence and/or fear of
selling (especially “expensive” programs)
O Every mission has to be funded
O People love to buy (trade money for
something worth more to them).
O Don‟t compete on price, compete on value.
O Actually, don‟t compete. Be totally unique.
6. 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.
8. 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.
9. 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.
11. 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 guarantees
O Unlimited, for peace of mind
O More commands, more lessons, more convenience,
bonuses (whether they‟re ever used or not)
12. Examples:
Short stay vs. long stay for B&T
program
Lessons 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?
14. Benefits for your programs
Starting 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)
15. 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?”
16. Don‟t necessarily go double your prices
now.
O Add value to your services
O Have clear choices (from low priced to
high priced) so they can choose how
much they spend, and how much work
they‟ll be doing.
O Don‟t have programs that are just like
everyone else's. Try to be unique.
17. Variables for what to charge
O How long you‟ve been training dogs
O Where you live
O 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)
18. BIGGEST VARIABLES
O 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
19. In my area…
O Lower than average income
O Our 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).
21. More to learn:
O How to combine different program types & styles
O When each are good to use
O 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 charge
O Mental triggers (psychological things that help you sell)
O Standing out, even if you offer similar program features as
other local trainers
O How you can personally apply „perceived value‟
O Examples for what to include in programs at different
prices
22. What you‟ll get from
Package What You Offer:
Programs & Website Content Workshop
OFool proof formulas to use for creating your
unique programs, and pricing them wisely
OSpecific steps for writing killer website copy
OEvents! At least 3 live webinar classes(+
surprises!)
OContent based on your input
OPersonal help
23. Package What You Offer:
Programs & Website Content Workshop
First 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/worksh
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