If you’re a professional dog trainer and run your own business, then training dogs is only half the battle. There are so many factors to consider when you are a business owner, such as how to market your business, continuing to expand your presence on social media, and even finding and keeping talented employees.
One trap that many dog trainers fall into from a business perspective is they feel that they have to offer all possible dog training services to all possible customers. While this may seem like a good idea at first, it actually makes it harder to define your brand and what it specializes in. After all, there is no business – whether offering dog training, or in any other industry you can think of – that is ideal for everyone. Common barriers for customers may be service type, price, location, and so on. Your business can’t stand out from the crowd if it is trying to be all things to all people.
So how do you avoid the trap? One answer is to “niche down”.
What does “niche down” actually mean?
In simple terms, “niching down” is the idea that your business does not try to cater to the masses. Instead, your business has a focus area that it specializes in. For example, you may cater specifically to families with new puppies; or, you may decide to focus on training service dogs for people with disabilities; or, you could even focus on one common aspect of behavior that dog owners struggle with, such as aggression or reactivity.
This approach doesn’t limit opportunity; instead, it allows you to clearly define your target market and offers you a clear path for attracting customers. By building authority as a trusted expert for your chosen niche, you are leapfrogging other dog trainers who may offer the same services but are not defining themselves as specialists.
Why niching down works
Aside from distinguishing you from your competitors, niching down can also bring other benefits to your business.
- Easier marketing strategy. If you are only targeting a small segment of the market, your marketing message becomes easier because you are catering to a more limited audience. This makes it easier to craft a strong marketing message that resonates with potential clients.
- Implement repeatable processes. As your focus narrows, it is easier to build training protocols that you can implement with future customers. This also allows you the opportunity to iterate and refine the processes as needed.
- Better results. As your focus is only on one area of dog training – and as you’ll be spending all of your time in that area – you will become a better trainer as a result. This will yield better results with your clients, which improves trust, authority, potential for referrals, and ultimately, profitability.
- Allows you to pursue your passion. If you have a particular affinity for a certain type of dog training, niching down your business enables you to pursue that area while still making a steady income.
Common dog training niches
The great thing about dog training is that it is so varied! Really, there are no restrictions on the niche you can select – as long as it is viable (i.e. the market is big enough for your business to operate sustainably), you can choose a niche and then mold your business and its offerings accordingly. You could choose to focus on one aspect of pet dog behavior, or niche down on service dogs or Police K9s (and to take it a step further, you could niche down even further to offer one type of service dog or police dog). Examples of dog training niches include:
- Puppy training and development
- Aggression and behavior modification
- Reactivity
- Separation anxiety
- Service dog training
- Police dog training
- Conservation detection dog training
- Search and rescue dog training
- Sport or competition training
- Therapy dog training
How to choose the right niche
While niching down has obvious benefits, it can also be difficult to choose the ‘right’ niche – and choosing the wrong niche can be a costly mistake. Remember, every trainer is unique, every market is unique, and this means that what may work for one trainer in one location may not work for a different trainer located elsewhere in the country. It is therefore imperative that you take the time to fully research before committing to your niche. Questions to think about are:
- Which types of dogs or cases inspire you most?
- What are your strengths as a dog trainer?
- Do you have certifications or education that can be used to establish you as a trusted authority in your chosen niche?
- What are the needs of your local dog ownership community?
- What societal factors may influence the success of your business?
- Does your target market have the necessary financial means for your business to be successful?
- How would this affect your lifestyle and overall happiness away from work?
Some of these questions will require introspection and thought, while others may need wider research or consultation. Speaking with a mentor is a great way to bounce ideas about whether your niche has the chance to be a success.
How to market your niche
As with any business – but particularly in a competitive field like dog training – you will need a comprehensive marketing strategy to reach your target market. A strong website and social presence is a good foundation to build upon, along with a robust digital marketing strategy (including tactics like SEO and paid advertising). Case studies from previous clients who align with the niche you have chosen are very valuable. You may also look to build partnerships and network with local animal professionals (ex: veterinarians, groomers, etc.) to expand your visibility.
Education is also vital if you are niching down your business, and it makes sense to obtain qualifications or certifications that are relevant to your niche. Not only will this improve your knowledge and ability to help your clients, but it is a huge trust factor that signals to potential clients that you are an expert in your field. At the School for Dog Trainers, we have welcomed several students who have taken a course of study in a specialized area of dog training (ex: Service Dog Trainer Program, Police K9 Trainer Program, etc.) and then started their own business in that area after graduating from our School.
In conclusion
It might seem counterintuitive that putting a limit on your service offerings could lead to increased profitability for your business, but it’s the reality! It is better to be a master of one aspect of dog training than a jack of all trades. It allows you to differentiate your business from your competition, and carve out a reputation as a source of authority in your chosen niche.