business
Ask the Experts: Virtual Training Veronica Boutelle of PPG corporate partner dog*biz presents her strategies for encouraging hesitant clients to give online training a try
Q
: I’m hearing other trainers say they’re getting clients to use online training services now, but I’m still not having any luck. Pandemic case numbers in my area are high and I’d really pre‐ fer to be training online. How do I convince dog peeps in my area to go for it? Help! A: You aren’t alone in experiencing continued resistance to online train ing services. We’re hearing from lots of trainers in the same situation— as well as many who are seeing a very encouraging uptake of online private training and classes. Some of the separation may be due to regional differences in demo graphics, perceptions, and attitudes. But from what we can see, there are some business practices that can really help, even if you serve a more reluctant population.
Strategies Here are a few of the strategies we’re emphasizing in our THRIVE! group coaching program:
Benefits: Emphasize the benefits of online training. Don’t just state that you’re offering it, sell it! Tell potential clients on your website and when you talk to them how thrilled you are with the advantages (and outcomes!) of this way of training.
© Can Stock Photo / GeorgeRudy
With careful marketing, dog trainers can highlight how and why virtual training is beneficial and show potential clients that it works
ample, as one THRIVE! member shared, there’s a world of difference be tween “Offering online training only” and “Now exclusively offering on line training.”
It Works: Show people how it works. Help potential clients understand what training this way will be like—both to inspire them and to assuage concerns or confusion they may have about it. Sometimes we just need to be able to imagine ourselves in a situation. You can do this through photos or video clips of you and clients or students working online (with their permission), testimonials, etc.
Adjustment Period Keep at it! With strong messaging and steady marketing you’ll see your audience warm to your offerings. The passage of time is on your side, too, as all of us are in the process of learning to adjust to doing things in new ways in all aspects of our lives—there’s no reason online training should prove an intractable exception. n
Dissolve Concerns: Speak to the points of resistance people may have about online training. Assure them it’s easy; no tech savvy required. In clude an optional, short free tech setup session for clients or students who may need it. And, again, share the results you and other trainers are seeing.
Resources
Value: Be careful not to undermine the value. All of your good messag ing work can easily be undone by inadvertently undermining the value of your online services. Resist the temptation to price these services lower than your inperson training. And watch your word choice. For ex
Veronica Boutelle MA Ed CTC is founder and co-president of dog*biz, and author of How to Run Your Dog Business and co-author of Minding Your Dog Business. dog*biz offers professionally designed positive reinforcement dog training class curricula, including Open-Enrollment Puppy, Open-Enrollment Basic Manners, and short Topics classes built for retention.
Emphasize the benefits of online training. Don’t just state that you’re offering it, sell it! Tell potential clients on your website and when you talk to them how thrilled you are with the advantages (and outcomes!) of this way of training.
Do you have a question for the business experts at dog*biz? Submit your question for consideration to: barkseditor@petprofessionalguild.com
Bradley, A. (2020). Dog Trainers: Still Here to Help – Virtually! BARKS Blog Radtke, G. (2020). Surviving the Storm. BARKS Blog
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BARKS from the Guild/November 2020
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