When starting a new dog training territory, its easy to get stuck in the weeds but SO important to be strategic about how you spend your time.
Think Tangible Goals - can you leave Puppy Class Announcements at your targets (one time event flyers are usually easy to get posted), did you get a business card for each vet at the practice? Have you been added to their recommended trainer list?
Initially: Your plan is to identify every (Vet, Groomer, Dog-Related Business) in your territory - Medford, Belmont, Arlington, and Bedford/Lex and make an introductory visit to each facility.
In general these are the goals you want to keep in mind.
1. Your first step will be to get a feel for the place, so you can recommend it to future clients (or not) and introduce yourself.
2. Your second step will be to see if they have a list of recommended dog trainers, try to understand how dog trainers like yourself 'qualify' to be added - do you just ask? Do you need to talk with the office manager, the head vet?
3. Most importantly - ASK to be added to the list, ASK to leave a stack of business cards behind the desk (or better yet in a public area). If you can get them to allow cards in the waiting room - will they allow a tri-fold holder?
It will take between 3-5 visits to get through all 3 steps.
I find it depends greatly on how busy they are when I'm there...if they are very busy I excuse myself and just grab some cards then come back in 1-2 days. If they are slow and you have the right person working the desk you maybe able to leave a stack of cards behind the desk. Typically, they need time to research our site, read the documents, and it helps if they've seen your face a few times during all this....
You will very quickly recognize if this is an easy place to start a relationship or a more difficult office/store/etc - put more time into friendlier places but don't write off initially un-welcoming offices. Usually, its not your visit that irritates someone - its more likely they are having a bad day, about to be fired, in an argument with their loved one or just burned out or hung-over that day....
Which is why, once you start to make a relationship somewhere, say on your 3rd visit you found out that sweet Sally at the front desk got busy Dr. Ulrich to approve you for the list of recommended trainers...you bring in some cookies or pastries 4th visit. Just thinking of now nice Sally was to go thru all that effort for you.
All vet visits should be under 5 minutes, ideally 2-3 minutes. Get a feel, wait for a turn, see what the deal is, collect cards, get out there!!
Gordon
Tuesday, February 8, 2011
Monday, February 7, 2011
Time Management for Succe$$
Great exercise for any small business owner - especially helpful for the Zen Dog Trainer.
Try putting together a time-sheet of the things you work on every week. We have made interesting connections as to why I've been so successful as a trainer - versus hundreds of other dog trainers who finally quit the business or languish in the $30-40k/yr range.
Some of it are the systems I've put in place for dealing with incoming phone calls. How I triage new clients, pushing everyone to a 10minute phone call, saving my email/follow uptime for eople who are already paying clients or have already booked an appt. The importantance of timely follow up, systematic-persistence calling 3-4 times before giving up, expressing gratitude hand-written thank you notes....
The Exercise:
On a weekly basis determine how much time you are spending on these general categories. Guestimate - just to see how big the pie is (how much time a week do you actually working?) and as a tool to help you be more efficient with your time in the future.
Track these general categories:
-Any ZDT blog editing, PDF writing, social media stuff, etc (online promotion)
-Prospecting - visiting vets, groomers, businesses - you could even include how many tri-folds/business card holders you have placed
-Time working/visiting with clients - include driving time
-Office time - from talking to potential clients and going to staples, to answering emails and depositing checks.
-Personal time - I try to do yoga every day and give myself 2 hours to get ready in the AM
-Other Personal time during the week - stuff unique to yourself i for example track time I spend at the dojo, training, doing the books, volunteering for events etc...
If you see a missing 'bucket' add it. You are trying to figure out how much time is going into ZDT versus how much time you have in the week. This way you can be more strategic about where and how you spend your time - more for yourself then anything else.
In general, I think the weekly time commitment ZDT Trainers (work ethic so to speak) is the main difference between success and mediocrity. My feeling is that being successful, doesn't require a lot of time (maybe 30 hours a week) requires time spent on the right things at the right time.
-Gordon
Try putting together a time-sheet of the things you work on every week. We have made interesting connections as to why I've been so successful as a trainer - versus hundreds of other dog trainers who finally quit the business or languish in the $30-40k/yr range.
Some of it are the systems I've put in place for dealing with incoming phone calls. How I triage new clients, pushing everyone to a 10minute phone call, saving my email/follow uptime for eople who are already paying clients or have already booked an appt. The importantance of timely follow up, systematic-persistence calling 3-4 times before giving up, expressing gratitude hand-written thank you notes....
The Exercise:
On a weekly basis determine how much time you are spending on these general categories. Guestimate - just to see how big the pie is (how much time a week do you actually working?) and as a tool to help you be more efficient with your time in the future.
Track these general categories:
-Any ZDT blog editing, PDF writing, social media stuff, etc (online promotion)
-Prospecting - visiting vets, groomers, businesses - you could even include how many tri-folds/business card holders you have placed
-Time working/visiting with clients - include driving time
-Office time - from talking to potential clients and going to staples, to answering emails and depositing checks.
-Personal time - I try to do yoga every day and give myself 2 hours to get ready in the AM
-Other Personal time during the week - stuff unique to yourself i for example track time I spend at the dojo, training, doing the books, volunteering for events etc...
If you see a missing 'bucket' add it. You are trying to figure out how much time is going into ZDT versus how much time you have in the week. This way you can be more strategic about where and how you spend your time - more for yourself then anything else.
In general, I think the weekly time commitment ZDT Trainers (work ethic so to speak) is the main difference between success and mediocrity. My feeling is that being successful, doesn't require a lot of time (maybe 30 hours a week) requires time spent on the right things at the right time.
-Gordon
Tuesday, February 1, 2011
Why You Should Set-up Appointments by Phone
Remember: Super-busy, super-successful dog trainers don't have time to spell stuff out via email.
"Best way to set up an appt is by phone, here's my number." Get the 10minute "are they a good fit" talk out of the way (AND assuming they are) ask them if they want to set up the appt now (since you are booked so far out...).
Reading that book "Nudge", I've started to realize that the way I've been doing things with Zen Dog actually encourages people to commit to an appt. Principle of scarcity, adds to the urgency of doing something NOW and impresses on the person that you are in demand and more valuable because others like you. Weird huh?
Anyway, your goal should be to set up a time to talk in person - as well as answering their questions.
G
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