Steps to successful propecting

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

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

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

Advice to New Puppy Owner - Friend

Congrats on little "Tootsie" - having a new puppy can be infuriating but also delightful if you have the right attitude!

Some thoughts about new puppy ownership:

Think of treats as money for your dog, then put yourself in his shoes. Why would I want to 'come' to someone (work) over and over again? Point to be clear to let him know when you are happy! Say "Good Boy" then give him treats afterwords.

For more help watch a the Puppy Training videos and keep your eyes open for some upcoming edits.

Try to treat the puppy less like a drill sergeant to his private and more as you would trying to teach a 4 year old to read. Remember his tiny pea brain is still a lot like ours in some way. Be kind and he will respond, but try not to be harsh with yelling or even staring him in the eyes.

Don't yell at him or scold him especially for anything that happens when you werent' there to INSTANTLY catch it. They don't understand anything other that 'you are REALLY Mad right now' and, he may learn to resent you if you are 'unpredictably angry at him (from his perspective).

Put the effort in EARLY be consistent, happy and have fun and you'll have a great companion for you and your family.

Gordon

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Response Letter - person who registers on ZDTO - Leash Aggression

Thanks for registering with the online system. I look forward to our visit in a few weeks!

The videos' you will want to check out are under Shy Dogs, plus Ch 6-9 of the DVD are an excellent overview of our methods.

Regarding other issues...you asked me what to do when you meet another dog on the leash. Attached. This is pretty advanced stuff but check it out anyway so you can have an idea of how the leash interferes and actually communicates tension (makes things worse) if held tightly...I'll give you more tangible and easier to implement methods when we meet in person.

Looking forward to meeting you in a few weeks.

Have fun training!

Gordon

p.s. Both of these documents have the word 'aggression' is the title but these solutions apply to any level of 'reactive-ness' - the dog-dog training options explains that sometimes you want to just avoid a conflict but other times use real-world stimulus to desensitize and counter-condition.

p.p.s. Attached are two documents on leash aggression

Promoting Yourself with Vets and Clients

Happy New Year - A few thoughts about things that will make you successful in the new year.

Pricing and Discounts:

FYI, the new pricing has been updated on the website. I'm already getting great feedback about it - one person asked when they can sign up for the Heavenly Hound package - did they need to pay the entire $499 at the first visit? (They can pay two equal installments of $250 or two payments of $175 for the Zen Dog Package.

Pricing - in general don't charge the $125 follow up unless the client insisted on going visit by visit if they are already in the pack, ie have purchased a 2, 3, 5 visit package and are looking for extra visits OR are in an area you can get to easily then I typically 'discount' the visit to $110 or $100 - especially if they are not super wealthy or have a puppy.

Bottom line, if you like the client and they are doing the right thing then give them a discount so they feel extra-good about the visit.

Thank You letters:

The first 2 years I was in business I hand-wrote thank you cards to every new client I visited. I would recommend doing the same as you enter the new year.

I used to address the card as I left the visit (zip code etc...) and wrote a few kind words. Personal follow up in our business creates incredible loyalty and great karma. You might even ask them to Yelp or write a review on Google about their experiences....these little touches will win over the hearts and minds of your clients.

Of course, I write vet's thank you notes too especially when I get a few minutes meeting one at an office. 5 minutes with a vet = personal card with magnet and business cards as a follow up.

Doing this will distinguish you from the pack.

Vet Visits:

Remember in the very beginning this is strictly a numbers game, some offices will be friendly to you, others will be not as welcoming or responsive. Its up to you to get out there and visit these places!

1. ID all the opportunities in your area - I probably have 100 different groomers, vets and shops I stay in touch with....

2. ID all the hot leads - this top 10% are your most important opportunities - make sure they have cards, tri-folds and you are working on getting time to explain the Zen Dog difference to these accts. And rewarding them with thoughtful gifts when they remember you!

3. ID all the cold leads and leave them for the back burner - if you get a cancellation or are early to an appt in that area, drop by but don't expect them to change over night...however, maybe a new front desk person will click and start promoting you. So you never know!

4. Luke Warm leads are important - they are often places that seem welcoming but are too busy or not really promoting you. These are areas to focus more on. Are they recommending another trainer - ask if it is an exclusive arrangement? Why? Will they let you put group class stuff up? Cards?

Once you have 70-90 accounts in your books you will start to hear the phone ring and naturally you will shift away from this kind of territory building work.

Here's to having a happy and successful new year!

B&W versus Color with flyers and trifolds

All the Zen Dog Training flyers and tri-folds look stunning in color BUT they look pretty darn good in black and white too! Especially if the copy comes directly off a computer printer...

Intentionally all of the marketing materials have been designed to look good in B&W. Color is of course ideal but expensive, its OK to use both color if you are allowed to put one on the wall, b&w if you are leaving a stack somewhere.

Gordon