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System C - 6 steps to easy sales for dog trainers

If you’ve followed the advice in our signature offer blog, then hopefully, you now have a signature offer that you’re just crazy about!


You’ve mapped out your treatment plan and your program structure, and there’s nothing left to do but sell your incredible signature offer!


I’m going to walk you through System C, our tried and tested sales process that will have you nailing those sales calls without feeling icky.


Let’s get you sales call ready.





Step 1: Setting the agenda

This is the most important step in your sales call, and it’s often the bit that gets missed. It’s so important because when you lead with authority, you lay the foundations of trust.


It’s a common belief that it’s the pitch that leads to NO’s in a sales process. But more often than not, setting the agenda with authority is the key piece that’s missing.


When you take the reigns from the outset, your prospective client feels like they’re in safe hands. They’ve landed right where they need to be, with someone who is confident and capable…. And it feels good!


Positive reinforcement isn’t just for dogs. People thrive on praise and recognition too! So lead with some reinforcement for the pet parent who is motivated to do something about this big problem in their lives.


Then, connect that action with the value that is within their reach. Remind them what’s at stake and that the solution is there for the taking.


‘I'm looking forward to getting you some real help and clarity in order to (get you to the ideal solution).’


Now you’re ready to set the agenda for your call so that everyone knows what to expect, and you get your prospective client geared up to proceed.


Here’s what that looks like -


‘So, here's what we'll do today. Firstly, I'd love to hear all about what’s going on for you right now; the good, the bad, and the ugly. And we’ll talk about where you’d like to get to in an ideal world.


‘Once I have a clear idea of where you’re at, I will share a plan of action to solve your problem.


‘Then, we'll jump off the phone so that you can think about your options! How does that sound?’


Now your pet parent feels confident that you know exactly what you’re doing, what to expect from the call, and they hear there is a solution to their problem. Hurrah!


But first, you want to hear about them.



Step 2: What’s their goal?

Here’s the bit that most dog trainers love. Now you can get your client talking, and you can start digging into what they’re struggling with.


Ask questions and help your pet parent share where they’re at, reveal their biggest struggles, and crucially, their ultimate dream with their dog.


Find out why they’re taking action now? What’s motivated this action, and what’s been standing in their way.


Your prospective client will be relieved to have the opportunity to get all this off their chest, and it helps you discover what elements of your program will be the most valuable to them.


What are their biggest hurdles?


Step into the future a little… What will happen if they don’t solve this problem?


Throughout this conversation, it’s vital to listen! I know your brain will likely be going 90 miles an hour with solutions, but you need to really hear what this individual is feeling.


Normalise and reassure. You want your client to feel at ease sharing honestly with you. Dig into what they’ve already tried, but leave your judgment at the door.


Getting to know your client in this way is GOLD! It means that you can tailor your offer to match their individual needs. This isn’t about adapting your program. Your program is comprehensive, but you’re going to showcase the assets that will speak specifically to this individual.


Now it’s time to introduce them to what they need…...



Step 3: Introducing the treatment plan

If you followed the signature offer outline, then you have a treatment plan of 5-8 steps. On your sales call, you are going to choose 3-5 of these to share.


From your discussion, you now know what your pet parent wants, what their pain points and hurdles are, and what matters to them most. Select 3-5 points from your treatment plan that will resonate with this individual.


Revisit your client’s pain points and pair them with how your treatment plan solves them.


I recommend using this formula to present your treatment plan. ‘You need XYZ…. So that/Because…..


For example, You need management. You need to stop your dog from practicing the behaviour because the whole time he’s practicing it, he’s getting better at it.


This step is about sharing a prescription, not a solution!


You’re outlining the steps the dog parent needs to take to achieve their end goal. But you’re keeping it high level. This is not the place for detail.


Resist the temptation to share management techniques… you’re mouth may be desperate to say ‘get a baby gate’ or ‘stuff a kong,’ or ‘never leave your dog alone.’ Don’t!


Without your support, expertise, and knowledge, the owner will not come to a resolution. When you gift these little tiny tips, you’re not really helping.


This dog owner needs you to reach the transformation they crave. And the little tips hold them off from accessing that, as they think they can go away and try this and that first and see how it holds.


When you explain these five steps of your treatment plan, you need to frame this as ‘you,’ not ‘we.’ You are not working together yet.



Step 4: Evaluate

Once you’ve laid out your high-level treatment plan, it’s time to check in. How are they feeling about what you’ve covered? Does it all make sense?


Are there any objections you still need to tackle? Find out which part they liked the sound of best.


This opens up the opportunity for further discussion where you can explore your caller’s questions and any worries in more depth.


When you discover what lies beneath your potential client’s objections, you can build trust and add value as you offer more clarity on the options available to them.






Step 5: Introduce the solution


Before you steamroll into your solution, you need the green light from your prospective client.


‘So, I have a program that teaches exactly what you need to take the fastest, easiest route to these results - would you like to hear about it?’


If you get the go-ahead, you’re ready to get specific. It’s time to make your detailed, no fluff offer!


The Programme is called: XYZ and the investment in "program name" is £600 - which works out at £75 per week.


Features: It’s an 8-week program specifically designed to take you from X to X. It’s 8

weeks because that’s how long it takes – believe me if I could get you there in 3, rest

assured I would!


You get: Now walk them through up to three of the modules in your signature program that are most targeted to the struggles of the individual you’re speaking with. Introduce each module and explain the benefit of it.



It’s really important here to hone in on why the elements you highlight are so valuable.


Imagine your caller has shared that they find it difficult to retain everything after a training session. It’ll be important for this individual to see that there is some form of support that addresses this. That could be ‘all of our training is recorded so you can revisit it as many times as you need to,’ or ‘you have 24/7 access to me via email or text so that if you’re struggling with anything, I’m available to support you.’


Or perhaps your caller has told you that they feel their dog just isn’t like other dogs, he’s different, more difficult, impossible to train.


‘Don’t worry, inside *name of program*, you’ll have eight one-to-ones with me so you’ll have my undivided attention and support with tailoring the training to *dogs name* We can problem solve whatever comes up along the way together.



Step 6: Transition to closing the deal

Ok, you’re nearly there! You’ve walked through the entire process, and now it’s time to close the deal or lay out their options if they’re not quite ready to bite yet.


So, find out where your caller is at. ‘How does that sound to you?’


There are four ways this will likely pan out.


YES! I’m in, take my money!

Be ready to take payment straight away, and let them know what happens next. Email over their confirmation, program outline, access to the community group, and any digital assets included in your program. If they’re receiving 1-2-1 support as part of the package, then get the first one booked in right away.


I like it, but I need some time.

This person may need to speak to their partner, or they want some time to mull it over.


Thank them for their time on the phone, and let them know that you’re going to email over an invitation to the program for them. You’ll include the outline of what’s inside the program and the cost, so they have everything they need to think it through or share with their partner.


At this point, schedule a follow-up call with them so that you can talk through their thoughts and feelings once they’ve digested everything.


No. It’s not a good time.

Empathize with them and let them know that you really want to help solve their problem. This is a great time to ask if you can add them to your mailing list so you can follow up if you have something more suitable in the future.


Assuming they agree, add them to your email sequence and nurture that relationship.


No. I can’t afford it.

This one is solvable with a counter offer. Investigate a bit. If you took money out of the equation, would they be a YES?


You can consider offering a payment plan here to make it more accessible. Find out what their budget is, and you can spread the payments over a longer time frame. Or, you might like to reduce the cost and strip out the 1-2-1 elements of your program.




Making sales more comfortable for everyone

And there you have it. Six steps to easy sales calls for dog trainers without the ick.


Sales is a huge topic, with many aspects to it. As dog trainers, it’s often the last area we want to put our time and energy into. But honestly, once you make that breakthrough with nailing your sales system, your business will be completely transformed.


Objection handling in particular can feel a little stretchy. Balancing exploring the concerns your prospect has without slipping into either being a ‘pushy salesperson’ or being so uncomfortable you don’t address them at all is a skill unto itself. But it can be learned!


More on that coming soon, watch this space!


In the meantime, I highly recommend practicing your agenda-setting, as this sets the tone for the rest of the call.


Share this with a dog trainer buddy, and you can polish your new skills together. I’d love to hear how you get on.


You can find me in our FREE Coaching group for Dog Trainers.

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