The secret to success: 5 pillars of business brilliance for dog trainers and animal behaviourists
As a business strategist for self-employed ethical trainers and behaviourists (along with years of personal experience under my belt), I can confidently say that I know a thing or two about what it takes to have a thriving business in this industry!
I know that it’s tempting (dare I say, almost appealing?) to believe that you just need to master one magical thing and then your business will bloom.
You know, like…
If I just keep posting consistently on social media, I’ll soon have clients queuing around the block to work with me.
Once I’ve got my [insert name of fancy thing here] qualification/ accreditation, I’ll be able to charge more money.
If I can get quicker at writing client reports, my work-life balance will be sorted and I’ll stop feeling overwhelmed.
Well, you know what… any of those things might help you a bit. I mean, they’re not terrible ideas (although I’d query your social media strategy!) but, let’s be honest, they’re not likely to turn your business into an overnight success.
You see, pinning all of your hopes on one thing is like the equivalent of distracting a ‘dog-reactive’ collie with a tennis ball whenever a Labrador comes bouncing towards them.
It might help in the moment. It might make you feel hopeful. It might even convince you that you’ve actually got the whole thing sorted… until you realise that you haven’t.
Because, the truth is that to have meaningful, sustained success in business, you need to look at things more holistically (unsurprisingly, just like when you’re working with animals). This is why I’ve developed…
The Five Pillars of Business Brilliance
The great news is that, whether you’re starting from scratch or have been established for many years, these five pillars are the key to strong, balanced foundations that allow your business to thrive... regardless of what stage of business you’re in.
Pillar #01: Intentionality
This is all about building a business that's aligned with your vision. Being intentional about your business means knowing what you stand for, what sets you apart and what impact you want to make. It's about setting goals, creating a strategic plan and making decisions that align with your values and long-term vision.
According to a study by the Harvard Business Review, businesses with a well-defined vision and purpose are more likely to be successful in the long term. This is perhaps not surprising given that having a clear vision guides decision-making, establishes a unique brand identity and helps to attract the right clients.
Without intentionality, many business owners find themselves lurching from one problem (and idea) to another, failing to ever really take the reins or harness their business’ true potential… it feels a bit like watching a person get dragged helplessly along by a dog chasing a squirrel.
Pillar #02: Visibility
This isn’t just a case of ‘putting yourself out there’ in an attempt to be anywhere and everywhere: it’s about being easily (and continuously) discovered by your ideal clients. Visibility covers a multitude of elements from optimising your website to come up in search engine results and building strategic partnerships to leveraging social media and other marketing channels, in order to showcase your expertise and build trust with your audience.
Research shows that visibility and brand awareness are crucial for businesses to attract and retain customers. According to a survey by Forbes, 74% of consumers choose a brand based on its reputation and visibility. So, with ever-increasing numbers of small businesses in our industry, it’s more important than ever to make sure that you’re visible.
Without sufficient (or the right type of) visibility, your business will struggle to reach its target audience. Let’s be real, no matter how good you are at your job, being the best kept secret out there isn’t going to pay the bills.
Pillar #03: Irresistibility
If you’ve got your visibility sorted and potential clients at least know that you exist, the next question is... why should they choose you? In today's competitive business landscape, you shouldn’t take it for granted that being good at what you do or having certain qualifications or accreditations will be enough to make it an easy choice. Irresistibility is about understanding your clients' needs and desires, having a truly compelling offer, communicating your value clearly and creating an exceptional client experience.
A report by Temkin Group showed that 86% of consumers are willing to pay more for what they believe will be a better customer experience, so being irresistible as an ethical animal pro is a win for your clients, a win for welfare, a win for you and a win for your bottom line.
Without irresistibility, your business may struggle to stand out among competitors, leaving potential clients more likely to opt for the ever-so-showy, quick fix trainer who uses methods that make your heart ache and your blood boil.
Pillar #04: Profitability
As a skilled professional, you deserve to be paid appropriately for your expertise and the value that you bring to your clients. For your business to be reliably profitable, you need to price your services in a way that reflects what you have to offer, manage your finances effectively and track your expenses and income, as well as investing wisely in tools and resources to support your growth (such as business coaching).
Research by the Small Business Administration (SBA) revealed that about 30% of small businesses fail due to poor cash flow management. This highlights the critical role of effective financial management, cash flow planning and budgeting in ensuring business profitability and sustaining business success.
Without taking a strategic approach to profitability, you may not generate sufficient revenue to cover your costs, be unable to invest in your business growth and struggle to live the life you want (without compromising on your work-life balance). And if you don’t earn enough money, how are you going to pay for all of those fancy enrichment toys and beautiful new dog collars… or is that just me?!
Pillar #05: Sustainability
Running your own business can be demanding (especially in our industry) so it's important to take care of yourself to avoid burn-out and have a reasonable work/life balance. Sustainability is about creating a business that allows you to have a fulfilling personal life while still making a meaningful impact in your professional life. It's about setting boundaries, managing your time effectively and creating processes that streamline your workflow.
A 2018 study cited in the Journal of Small Business Management found that self-employed individuals who reported higher levels of work-life balance had better psychological wellbeing, which could positively impact on their businesses. Avoiding burnout, achieving work/life balance, and prioritising sustainability are crucial not only for your own health and longevity but also that of your business.
Without a focus on sustainability, you’re likely suffer from increased stress, risk a negative impact on your personal life and have difficulty in maintaining the motivation, passion and energy for your business that’s required to ensure its long-term success. Also, let’s not forget that if your business isn’t sustainable, it’s not just an issue for you but potentially also for the animals and their people that need you!
Assessing your business against the 5 pillars
When reading the explanations of each pillar above, you might have immediately identified which ones need a bit of work in your business. If not, it’s well worth taking some time to reflect on each pillar and assess where you may need to strengthen your business practices.
Are you being intentional about your vision and goals? Are you consistently visible to your ideal clients? Are you making it easy for potential clients to choose you? Are you pricing your services appropriately for profitability? And are you prioritising sustainability and work/life balance?
Look at the diagram below and consider where you think your strengths and weaknesses are as a business.
It's important to note here that each of the five pillars are interconnected and therefore need to be balanced: the absence (or comparative weakness) of one can impact the effectiveness of others. But by developing and strengthening each of these pillars, you can create a solid foundation for your business, to support long-term success.
Strengthening your 5 pillars
Feeling overwhelmed or unsure about how to strengthen any of these pillars of business brilliance? Don't worry… I'm here to help!
If you’ve got an established business, my coaching programme (Unleash Your Potential) is perfect for you. It leads you through all five pillars in depth, allows you to tackle your business’ priorities through 1:1 coaching sessions and provides you with all the guidance, tools and strategies you need along the way.
If you’re new to business, my comprehensive online course, First Steps to Success is the one for you. This course will help you to establish the foundations of each of the five pillars right from the very start, in a way that sets you up to succeed.
If the irresistibility pillar of your business needs more focus and your online identity is letting you down, you might want to take a look at my website services.
I’ve also categorised all of my blog posts by pillar of business brilliance so that you can focus on those that best meet your current needs.
Finally, to make it easier for you to choose the right online courses and resources to suit your needs, I’ve added a handy key to each one, indicating which of the 5 pillars of business brilliance are the primary focus.
See the example of The Dog Trainer’s Guide to Getting Found Online here, where the magnifying glass representing the ‘visibility’ pillar has been circled.
So, now you know what you need to succeed, you can work on building the thriving business that you deserve, by strengthening these five pillars of business brilliance.
Want to discuss how I can help you? Just get in touch!
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