Dog Obedience Classes and Marketing

Working in the dog training industry over the past years has been interesting. One item I've found to be fairly consistent is the adage: "If 3 trainers are in a room, the only thing 2 of them will agree on is that the 3rd is wrong." Dog trainers, perhaps because they tend to work independently, seem ill at ease thinking anyone out there is better than they are. Working in the Fire Service for over 30 years, you learn that type of thinking isn't realistic or helpful. Having said these things, I do find various marketing strategies of some trainers (or training camps) rather entertaining.

Marketing Concept 1 : "My business model is the only effective business model."
I recently had a client comment that while they were shopping for a trainer, a competitor advised that in home training (what I offer) is useless with dogs having significant behavioral problems. Actually, the majority of trainers offer in home visits, either exclusively or as part of a service model. These trainers (like myself) deal with large numbers of behavioral issues (about 2/3 of my service calls), and have no problem getting results in a home setting.

Working in a home is more challenging for a trainer since you have limited control over the training environment, and need to have more involvement with the dog's owner(s). Working a dog in its own environment provides many opportunities for a skilled trainer to observe pet behaviors and owner interactions. This advantage is simply not available when dogs are worked at a facility, and a good in-home trainer uses this advantage to hasten progress.

Conversely, large dogs with serious aggression can put a trainer at risk in a home setting - in those cases I do refer owners to residency programs where trainers do have precise control over the training environment. Also, trainers with facilities may offer group classes that may provide less expensive training options to owners.

Marketing Concept 2 : "The newest or most unusual method is the best."
I've had clients over the years who initially tried the latest training craze - clickers, voice only, etc. I suppose if those approaches work for some it's fine. But many trying trendy or outlying methods wound up with dogs that weren't listening after spending considerable money.

A recent client had spent months and several thousand dollars on training that used "only voice". After months of promises without results, we used a few tools and a different language model that made sense to the dog. The dog improved quickly once we were using dog language instead of using human marketing ploys. Dogs haven't changed much over the past several thousand years. While the latest or most unique methods may sound rational, history usually teaches they don't have much substance and generally fade in short order.

Marketing Concept 3 : "Promotional examples and stories with little substance."

I recently saw a news story with a trainer who had taught a dog to paint. This was done to redirect its energy and solve "severe behavioral problems". While such stories generate good video interest, I was left wondering why a trainer would charge a client for 4 months of service to teach a dog a trick. The video clearly showed the trainer still needed to use treats to keep the dog's attention, and offered no examples of any useful, daily behaviors. No details were offered regarding what "severe behavioral issues" were remedied.

The dog in the video impressed me as a typical, hyperactive dog that I'm sure was annoying to its owners. I prefer teaching owners how to challenge their dogs mentally with useful obedience, rather than teaching tricks. I believe a dog that can walk down the street calmly, and hang out with the family in a calm and mannered way, is more helpful in daily life than one that can paint for treats.

Marketing Concept 4 : "Fees made to sound like a real bargain."
The majority of training programs offer "packages" that provide a certain number of visits, certain period of residency time, or even "lifetime" assistance for a set fee. The real test of training fees is value, and there's more than math involved here.

Owners pre-paying a large numbers of visits will probably never actually use all of them - and many trainers count on this to bump their profits. Steep discounts suggest trainers charging way too much in the first place. And those with wildly low rates suggest a new trainer with no grasp of business expenses. One fee for lifetime training may sound good, but why would a dog need lifetime training? And how well does that "lifetime" trainer respond to clients once payment is made up front?

I may not be the best match for every owner out there. But if an owner doesn't find a session helpful, there's no long term commitment. Owners can have 1 session or 4, over 2 months or 2 years. My pricing model provides flexibility for owners wanting to maintain control of their goals, and the amount of money they're spending.

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Most owners calling a trainer care deeply about their pet. The comment "you get what you pay for" might be worth consideration when shopping trainers. A real bargain exists not in strict pricing, but in overall value. I encourage anyone seeking professional services for their dog to do some research. Compare prices, but also read reviews, ask friends, and talk with the actual individual that might train your dog. Are they a salesperson or service professional?