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HOW TO ATTRACT YOUR IDEAL CLIENTS
This is in response to Krista’s discussion a couple of weeks ago where we were talking about how to attract our “perfect clients.” There are a few possible reasons why so many of the inquiries I receive are from prospective clients who seem to mesh well with me:
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My website sets a certain tone that may appeal to some people and not others. For one thing, I’m clear about my training techniques and thus am far less likely to receive inquiries from folks who are interested in methods I don’t use.
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Word-of-mouth recommendations are probably shared between like-minded people.
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My online reviews are remarkably consistent from one client to the next, and I regularly receive inquiries from people who have read the reviews before contacting me. Even though those reviews are written by people from their early 20s to their 70s who have vastly different lifestyles and household incomes, they send a fairly uniform message about the way I approach training.
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Many people inquire first by email and, as an introvert, I can tell you I really prefer this over unplanned phone calls. (I do suggest on my website that email is the ideal way to contact me initially.) It gives me time to compose a warm but professional response as I inquire about their behavior concerns or training goals. As I’ve gotten older, I’ve become more selective about the types of cases I wish to take on. So, if they describe a dog with separation anxiety or serious aggression, I refer them out to colleagues who are well-equipped and interested in handling such cases. It’s good to network so you have names you can recommend with confidence.
Let’s discuss – please share what’s worked for you when you’re trying to attract your ideal client.
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8 Replies
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Oooh, great discussion!!!
I’ve only been in the training biz for 3 years now…I’ve learned what I’m doing right to attract clients that are awesome, but I have made some major errors along the way. (Nothing dangerous, but people who wanted to cancel without paying, those who didn’t want to do the work and having too large a service area to begin with).
I love the tips you gave, @virginiad !!! A well-designed website is a fabulous tool that reads like a book about who YOU are. I built and designed my own, knowing nothing about web design. There are some great and easy builders out there, which are affordable.
I often get questioned about WHY people can’t find me on Facebook or Instagram…so I even posted my mantra for my business which is, “Don’t follow me…I’m out with your dog!”☺️
Most of my current clients are referrals from other clients. I also offer training, walks and petsitting services, so sometimes, someone comes to me for obedience training, but then goes back to work and needs walks. It’s great to have great clients I can keep “in the fold” Of my business.
That said, I would like to change HOW I do things in the training realm. I realize, it’s important to be patient with myself… It will take time to decide on things to change and weed them out with new clients.
Getting help on running your training business and finding your ideal clientele is possible, too. I recently took a 2-day seminar that dogbiz.com had it it fueled my fire to make changes to how I do things and what I want!
Love the discussion! Keep the ideas coming!
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One thing I found through that seminar I just posted about was the use of “day training” in packages you sell to the client. This refers to the trainer and dog working solo, without the client, preferably twice weekly, and then doing a transfer session TO the client.
I would love to know if anyone has used this methodology, as I think it would be awesome. I don’t know how to package this concept on my website.
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@bernerlabreclectus , I look forward to hearing what you decide to do re: day training and how you market it. Seems like a great option, especially if clients live nearby.
Like you mentioned in your post, when I moved to my current area, I had too wide a travel zone as I was reluctant to miss out on income. But even though I charged more if I had to drive longer to a client’s house, I HATE long travel times (even with the ability to listen to podcasts and audiobooks) and have been steadily trimming my travel zone year by year. Sweet relief!
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Good point, @virginiad ! Initially, travel to someone who wants you from further away can seem exciting. But, as it gets busy, it is hard to deal with and especially during peak driving hours like rush hour.
I’m glad you trimmed back! I initially took clients on in a 15-20 mile radius, but trimmed back to 10 miles by the second year and in Year 3 I am down to 5 mile radius. Unless I get a referral from a fabulous client, I am trying to stick to this.????
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A 5-mile radius … the stuff dreams are made of!!! ???? Wish that could be my max.
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I’m thinking of taking the Day training course from Dog biz at it’s something I’m really interested in! Would love to hear more from others though too!
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Sorry, forgot to mention: I simply love the photo of the crossed paws and stripy feet!!!!????❤️????
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