Yeah learning about dogs, dog body language, and training techniques is cool and all, but have you tried expanding your knowledge on the other side of dog training? I can't tell you how many talented dog trainers I know who have bad people skills, or who couldn't sell a bottled water to the thirstiest person in the world.
You need to expand your knowledge on marketing, selling and communication if you're looking to make an impact in your community or the industry as a dog trainer.
I know your time is valuable so I'll get right to it. Here are the major take aways I got from this book:
SURVEYING AND RESEARCH:
"...People wont tell you what you're doing wrong." If you misjudge a joke or if you completely fucked up the training, I have seen first hand how clients are very hesitant to bring that up face to face. Once the client left the trainer, complaints start pouring in to the supervisor, Yelp reviews get nasty, etc. etc. Usually right about then is when you hear the trainer say "They seemed so happy!". Remember, you have to be aware that unless you specifically ask, or see the glow in their face, you wont necessarily know if they are 100% satisfied with your services. So it's OK to ask!
MARKETING IS NOT A DEPARTMENT:
"Don't open a shop unless you know how to smile..." Don't be an asshole basically.
"...Your prospects face three options: Using your services, doing it themselves, or not doing it at all...in many cases, then, your biggest competitors are not your competitors. They are your prospects."
"Service businesses are about relationships. Relationships are about feelings."
"Don't assume that logical pricing is smart pricing. Maybe your price, which makes you look like a good value, actually makes you look second rate." This one hits some for a lot of us in the dog training industry as we tend to worry too much about how we should set our pricing.
"Merely saying you offer great service will never work. You have to document and demonstrate it."
"A service is a promise. You're selling the promise that at some future date, you will do something. This means what you really are selling is your honesty." I FREAKING LOVE THIS LINE!!!!
This is just a few of the powerful lines I got out of this book. My only complaint with the book is that the chapters are too short. I don't like long chapters, but this book is full of small chapters. You might actually like that because then there's no excuse to read "one more chapter" before you go to bed.
Hope this review helped you and I encourage you to read this great book!