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Flashcards in Business 1 & 2 Deck (40):

What is a referral relationship?

How can you build referral relationships?

How to reinforce referral relationships?

Sends clients your way
Getting you name out there.
Building mutually beneficial relationship
- give instead of ask
- what can I do for you

Volunteer your time:
Shelters - temperament testing, defensive handling

- thank you cards
- lunch or food gifts
- discounts


What do you need to start a business?

Business license &
permit from your city -
DBA (doing business as) or fictitious business name
Service mark
URL (website)
LLC (limited liability Corporation)


What are:
What are is their purpose?

What is the purpose of a service Mark?

Which website can you check a service Mark?

FBN - fictitious Business Name
ABN - assumed Business Name
DBA - Doing Business As

- announces to the community who is responsible for your business.
- avoids duplicate business names

Service Mark
- gives you exclusive rights to the business name and logo
United States Patent and Trademark office


What 6 things do you need to be successful at running a business?

Creative thinking
Continuing education
Risk taking
Problem solving


Service Mark

What are the two types:

- gives you exclusive rights to use a name or logo to sell your service

State Service Mark: minimal paperwork submitted with your name/logo

Federal Service Mark: more complicated and requires attorney assistance.

To do a search.


Web addresses are a must!

What is a website?
Popular domain and website hosting site?

A website is the main marketing vehicle that you park on the Internet.


What is an EIN?

Employer identification number or tax identification number.
- it is a social security number for your business.
- free and easy to get
- must have for an LLC


What is a contract?

What should a contract contain?

When should a contract be signed?

First safety net
Key information as to what you will provide.
- key information stating the services you agree to provide

Waiver - clearly spells out what you are and are not responsible for?
- specific legal language that protects you against accidental damage to any person or to the dog.

- have contract signed before any service is performed
- every new client
- old clients when they return for a new service
*store in a safe and secure area


Why do you use a contract?

- are your first safety net and can act as a deterrent



What are two potential issues?

- your second safety net
* recommended company - IACP - international association of canine professionals

Two potential issues:
- breed restrictions
- after contract - provides cushion for after service has been provided


What is your third safety net? Why?

Pros and cons of a sole proprietorship

- acts as a separate entity
- can't be sued personally.
- Personal assets are kept safe.

Sole proprietorship
- simplest form of business for taxes
- can be help personally liable
- law suits can include personal assets


Marketing plan
General info

Find you niche
- specialize, don't generalize.
- eg. Puppies, e-collar

Emphasize Benefits
- why should they hire you?

Know Your Audience
- what is your target market?
- what are their needs?
- where do you find them?
- where do they hang out


Track ROI

Why and how?

- lets you know what's working and what's not
- are the efforts you're putting in paying off?

Ask every client how they found you.

Give each marketing effort 6-12 months


Referral relationships

What to do?

- give instead of ask
- offer free lecture
- offer discounts or percentage of referral sales
- chase referral relationships instead of clients
- contact by email, follow up in person

Reinforce by
- thank you cards
- lunch
- food
- discounts



How and why do you track ROI?

- ask every potential client how they found you

- lets you know what's working and what's not working

- give each marketing effort 6-12 months trial


Website marketing
GoDaddy, Weebly,
Short, sweet, easy to read

Main marketing vehicle

- business name
- service area
- summary of services
- phone and email - top right of every page


Social media

Must be active and consistent
- stay in touch with current and past clients
- limit self promotion to 15%
- don't rely on for marketing



Useful for:
- to sell your services
- get repeat business
- build customer loyalty
- get referrals

- free or low cost
- don't overdo it - viewed as spam

Dog humor
Profile a dog or client


Follow up

- take good care of your people. Clients love follow ups!
- ask how the client and dog are doing.
- schedule on your calendar.
- clients are more likely to refer if they have had recent contact with you


Asking for referrals

*Wait for client to praise you, by your results, then politely ask to let their friends and family know about your services.

Reward clients who refer their friends. Discounts, coupons, thank you cards


* defining (outlining) services

- defining your services, your costs, and policies allows you to run your business vs the other way around

Lack of clarity about the services you do and do not provide leaves you open to misunderstandings, confusion, and conflict


* training services
- need to know

What are the types of training?

- what training issues do you cover?
- what type of dogs do you work with?

Types of training
- private lessons
- day training
- board and train
- group classes
- dog walking/pet sitting
- daycare and boarding


Coaching / private lessons

Coaching / private lessons
- done in home and by client
- owner gets to keep their dog during the process
- takes into account client's routine and environment
- costs less for client
- slower process
- weaker outcomes because client is training the dog

- best suited for trainers with highly developed teaching/coaching skills and interpersonal communication skills

- dealing with behavioral issues- owner compliance is a must!


Day training

Day training
- you train the dog in the owners home (where problems occur eg park, streets, public)
- best for clients with less time and more money.
- can partner with local daycare to offer day training as an add-on service

- need to build client's trust


Board and train

- requires a home or boarding facility
- convenient for owner but expensive.
- takes less time - trainer trains dog
- clients may not be consistent after dog is returned
- good for clients who travel or go on vacation

- best for trainers who enjoy working directly with dogs. Less client interaction


Group classes

- inexpensive
- can be a social activity for the client
- great for
- basic to advanced obedience
- agility
- sporting
- tricks
- puppies

- opportunity to advertise private services

- not good environment for behavioral issues. Offer private lessons


What is a must when dealing with behavior problems?

Owner compliance


Why offer package services?

What is the purpose of giving discounts?

- provides sense of value
- decreases sales pressure

- giving discounts increases revenue



Focus on how to help the client.

Get an idea of what type of dog you are dealing with and the needs of the client

The more they pay, the more they pay attention.
Charge more for behavior problems


Sales speech

To help you meet your goals, we will need a minimum of (x) sessions. Those sessions cost ($) but I want to see you reach your goals. This will take time and I know it's a big commitment. Therefore, I am willing to offer you a package deal of ($) which is a (x) discount off my regular rate.


Setting rates and prepayment

Look at the competition
Who are your potential clients?
What is your bottom line? Minimum amount you need to live on.

Cuts down on cancellations
Increases owner compliance
Secures consistent revenue
Allows you to project income more accurately

Have client pay half up front, before service is started.



Yes, you can cancel but I will still have to charge you.


Changing policies

- communicate in writing, follow up by phone, email, in person
- have regular communication with clients so bad news isn't the only news they hear


Managing transition

- stay focused
- make sacrifices consciously
- set and schedule specific goals
- take care of yourself
- ask for help


Growing pains

Setting financial benchmark

How much do you need to make?
How many clients do you need to meet that goal?



Plan ahead
Aim high - cost estimates
Aim low - revenue projections

Research costs
- one time costs eg training equipment
- ongoing costs eg advertising


Pros and cons of
Independent contractors

(+) can tell them what to do/ dictate how you want your business run
(-) increased paperwork and expenses eg workers compensation, payroll taxes

Independent contractor
(+) they pay their own taxes, medical, insurance
(-) they have their own set ways of providing their service

(+) trade time for experience and education = low cost
(-) lower commitment

(+) share the load. They are equally committed to the success of the business
(-) have to give up 100% control and share profits

- put everything in writing
- who is responsible for what
- how are decisions made
- how are profits shared


Pro bono clients
- limit these cases

- have the worst record of compliance
- people don't value what they don't pay for


Free advice
- just don't do it
- you don't know all the information. Owner may not follow directions properly and create a worse situation

1) interrupt
2) empathize - I hear your concern
3) build confidence - I believe I can help you with that
4) re-direct - suggest your services
5) tip - offer management solution
6) end - it was great meeting you, thank you for telling me about your dog. Please let me know if I could be of service


Reasons to have a business plan

1) prove that you are serious about your business.
- shows interested parties (investors, partners, yourself) that you are committed to building the business.

2) establish business milestones
- milestones are important to the success of the business.
- accurate way to measure and determine you success

3) determine you financial needs.
- how much capital does your business need? What will it be used for?

4) Judge the success of the business.
- compares the operational results versus the business plan itself.
- allows you to clearly see whether you have achieved your strategic, financial and operating goals.

5) attract partners
- companies are more likely to partner with you if they can read a detailed explanation of your company

6) a better way to understand your customers.
- in-depth customer analysis is essential to business success.
- what do they buy? When do they buy it?