Hey dog people!
I get it - as a professional dog trainer, you want to make a living doing what you love, but there's a delicate balance to strike between charging what you're worth and ensuring your services are accessible.
Setting dog training prices can feel like walking a tightrope. Charge too much, and you risk alienating potential clients; charge too little, and you may undervalue your time and expertise.
So, how do you make a solid income without ripping people off? Let’s dive into how to set ethical, fair prices that reflect both your expertise and your desire to help clients.
What’s Your “Why” as a Professional Dog Trainer?
Before we get into the nitty-gritty of pricing strategies, let’s pause for a second. Why did you become a dog trainer?
For most dog people, it’s their deep love for dogs and a desire to help them live happier, more fulfilling lives with their families.
If that’s your “why,” it should reflect in your pricing model. Your prices should honor your commitment to making a positive impact while ensuring that your work is financially sustainable.
This approach helps you set prices with confidence, knowing that you’re building a value-driven business.
Pricing ethically doesn’t mean giving away your services; it means making a living in a way that aligns with your values.
The Ripple Effect: What You Do Matters
Your pricing decisions don’t just affect your bottom line—they shape the industry and your community. Setting too high of a price could drive clients to unqualified trainers, or worse, lead to dogs with behavioral issues being surrendered to shelters.
When your pricing is fair and transparent, you contribute to a healthier industry. You ensure that more dogs get the training they need, and that pet owners are willing to invest in quality, ethical trainers.
Unethical Targeting Tactics for Dog Trainers
You've probably heard that targeting wealthier neighborhoods can boost your dog training business.
It’s true that clients in affluent areas may be able to afford higher rates, but is it ethical to price based solely on economic status? Or only focus on helping those who fall into the “1%?”
When dog training becomes a luxury only for the wealthy, it perpetuates the idea that good training is a luxury rather than something everyone deserves and in some cases necessary to save a dog’s life.
To avoid this, diversify your client base and offer services that suit different income levels. Consider whether your services can be accessible to more people without undercutting your worth.
Ethical Dog Training Prices: Balancing Accessibility
Offering a variety of pricing options is one of the best ways to ensure you're making money while being fair to clients.
Here’s how you can balance high-ticket services with more accessible offerings:
Basic Packages: These could be group classes or short-term training sessions. They’re affordable and still valuable for clients with budget constraints.
Standard Packages: Mid-range offerings that provide more in-depth training over a longer period.
Premium Packages: These could be one-on-one or specialized training sessions for clients who want a tailored, intensive experience.
This tiered model allows you to cater to different clients without compromising your bottom line or excluding those who need your services the most.
The Importance of Transparency in Dog Training Pricing
Transparency builds trust, and in a service-based business like dog training, trust is everything. Be upfront about your dog training prices and what clients get for their money.
Clear, easy-to-understand packages help clients feel informed and empowered to make the right decision for their dog. By avoiding hidden fees and being open about what each service includes, you foster a relationship of mutual respect with your clients.
When clients feel they’re getting what they pay for, they’re more likely to value your services and refer you to others.
Contributing to a Better Dog Training Industry
When you adopt fair pricing, you help to raise the standards for the entire dog training industry. You show that trainers can run profitable businesses without overcharging or relying on aggressive sales tactics.
Ethical pricing also helps to keep dogs out of shelters by making training accessible to more pet owners.
The wider impact of your pricing decisions can’t be overstated. When more dogs receive professional training, fewer end up surrendered due to behavior problems.
By contributing to the industry in this way, you’re not just helping clients; you’re shaping the future of dog training.
Practical Tips for Setting Your Dog Training Prices
Setting prices can be intimidating, but these tips will help you determine rates that reflect your skills, costs, and the needs of your community:
Know Your Costs: Be clear about your expenses. Factor in everything from equipment and travel to your time and overhead costs.
Research Your Market: Look at what other trainers in your area are charging, and consider where you fit into the local market. You don’t need to match competitors exactly, but knowing what’s out there will help you position yourself.
Evaluate and Adjust Over Time: Don’t feel locked into a single pricing model. Review your rates periodically based on client feedback, your evolving skills, and changes in the market. Flexibility is key to staying competitive.
Ethical Pricing in a sustainable Dog Training Business
By setting fair prices, you can make a meaningful income while still ensuring your services are accessible to those who need them most.
Ethical pricing helps build trust, contributes to the health of the dog training industry, and keeps more dogs out of shelters.
If you've been looking high and low for a way to build a sustainable dog business that feels aligned and dare I say joyful...
Join the waitlist for my new program, The Sustainable Dog Biz.
This 4-week live implementation program combines personalized 1:1 coaching, community support, and actionable strategies to help you build a thriving, values-driven business.
Together, we'll dig deep into your core values, strengthen your business infrastructure, and create a visibility plan tailored to your goals.
With practical resources and a focus on sustainable growth, you’ll walk away with the tools to cultivate a resilient business that lasts for years to come.
Spots are super limited - this is a live program with 1:1 coaching, so I only work with a small number of dog business owners during each live container.
Your dog nerd friend,
Mattison
About Me
I’m Mattison Skoog-Simpson, a certified dog trainer and behavior consultant (CPDT-KA, CDBC) with a degree in advertising and a background in corporate system solutions.
I help professional dog trainers and dog business owners implement strategic Organic Marketing plans in their business and use social media to reach their dreamiest clients without breaking the bank or burning out.
Follow me on Instagram @TheDogBizNerd and @FreedbyTraining.
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