Barks Blog

By Veronica Boutelle and Harriet Alexander

As an R+ dog trainer, your role is so much more than teaching cues and marking behavior. You’re shaping lifelong relationships between dogs and their people. A key question we repeatedly hear at dogbiz is, “How can I motivate clients to keep going after the first training session?”

One answer lies in revolutionizing your approach to training packages. If you haven’t already, it’s time to say goodbye to those quick consultations and scattered follow-ups. True behavior transformation comes from sustained, structured engagement. The more time dogs and people have with you, the more likely they are to succeed. By offering comprehensive training packages, you’re not just selling sessions—you’re providing a roadmap toward better outcomes for your clients and your business.

If you want to create or update your training packages, what do you need to consider? Here are four features that will help take your packages from “Yeah, maybe …” to “Sign me up!”

Pillar 1: Package With Purpose

Purpose should be at the core of your dog training packages. Rather than offering generic, one-size-fits-all solutions, think about designing packages that address specific needs and challenges. This targeted approach not only resonates more strongly with potential clients, but also sets the stage for better training outcomes.

Consider the difference between a standard “6-Session Package” and a “Puppy Confidence Builder” program. The latter immediately speaks to new puppy owners worried about socialization and early development. A “Leash Reactivity Transformation” package will catch the eye of frustrated owners dealing with stressful walks far more effectively than a general “Dog Behavior” offering.

By aligning your packages with common client pain points, you demonstrate understanding and expertise before the first session even begins. For example, a “Separation Anxiety Relief” program shows you recognize how overwhelming this behavior concern can be, while a “Reliable Recall Mastery” package appeals directly to those who dream of off-leash freedom with their dog.

This purposeful approach extends beyond just naming conventions. It’s also important to structure and sell your packages with elements that directly address the core issue. A “Senior Dog Vitality” program might incorporate gentle exercise routines, cognitive enrichment activities, and nutrition guidance alongside traditional training elements.

To maximize the impact of your purpose-driven packages, consider creating dedicated landing pages on your website for each offering. This allows potential clients to quickly find solutions tailored to their needs. A well-crafted page for your “Urban Canine Etiquette” package, for instance, can outline the specific skills covered, the benefits of the program, and perhaps include testimonials from city-dwelling dog lovers who’ve seen success.

Pillar 2: Sometimes Less Is … Not Enough

While we encourage a “less is more” approach in many areas of business, this rule doesn’t always apply when selling packages! To truly make an impact, it’s crucial to prioritize effectiveness over cost concerns. A package that’s too small may seem more affordable, but it often falls short of addressing complex behavioral needs and can leave client and trainer equally frustrated. Instead, focus on creating packages that are substantial enough to drive real, lasting change.

Consider a common scenario: addressing leash reactivity. A brief four-session package might introduce basic concepts, but it rarely provides enough time and practice for significant behavior modification. In contrast, a comprehensive 12-session “Reactive Rover” package allows for thorough training, gradual exposure work, and ample time to address setbacks.

Larger packages don’t just benefit the dogs and their owners; they can dramatically improve your business model, too. By selling more extensive programs, you can reduce the constant churn of new clients and enjoy a more predictable schedule. For instance, a three-month “Puppy Foundation” package lets you plan your calendar well in advance, rather than scrambling to fill one-off sessions each week.

Bigger packages also tend to lead to better client commitment and follow-through. When people invest in a substantial program, they’re more likely to stay engaged and do the necessary work between sessions. This increased dedication typically results in better outcomes, which in turn leads to more referrals and a stronger reputation for your business.

Remember, your primary goal is to provide effective solutions, not to be the cheapest option. A well-structured, comprehensive package that delivers results is far more valuable to clients than a series of insufficient sessions that leave behavioral issues unresolved. By offering robust training packages, you’re not just filling your schedule—you’re setting up your clients and your business for long-term success.

Pillar 3: Stay Focused 

Have you ever stood blankly in a grocery store aisle, stunned by the hundreds of cereal options to choose from? Too many training package options, or a package that aims to address multiple concerns, can overwhelm potential clients. Your goal when crafting packages is to make decision-making easy. Ideally, your packages should address one specific behavior issue at a time, and your role is to maintain laser-like focus on the primary goal.

This can be tough when clients contact you with a long list of issues. For example, a dog who struggles with leash reactivity, poor recall, and jumping up on visitors. Rather than creating a catch-all package, guide the client to prioritize the most pressing concern—perhaps the leash reactivity. By concentrating efforts on this specific problem, you increase the likelihood of significant, noticeable progress. This focused approach not only yields better results, but also builds client confidence and motivation.

During sessions, your clients may attempt to introduce new issues or goals. It’s important to have a prepared response to gently redirect their focus. A simple acknowledgment followed by a reminder of the primary goal can be effective: “I understand your concern about [new issue]. Let’s make a note of that, and if we have time at the end of our package, we can address it. For now, let’s stay focused on [primary goal] to ensure we make good progress.”

This single-issue focus doesn’t mean ignoring other problems indefinitely. Often, as you tackle the primary issue, you’ll find that other concerns naturally improve or become more manageable. Additionally, the skills and understanding clients gain while addressing one problem can often be applied to other problems. While puppy packages may be an exception to this rule, covering a broader range of basic skills, it’s still important to avoid overloading these packages. Even with puppies, prioritize the most crucial developmental needs and foundational behaviors.

By limiting choices and maintaining a focused approach in your training packages, you set clear expectations, streamline the training process, and ultimately deliver more impactful results.

Pillar 4: Prioritize Creativity and Resilience

In today’s rapidly evolving world, dog trainers have a unique opportunity to design innovative, flexible packages that both meet the needs of modern dog lovers and safeguard their businesses. The key lies in thinking beyond traditional models and embracing creative solutions—leveraging technology, adapting to changing circumstances, and providing comprehensive support.

Consider, for example, a “Complete Puppy Support” package that combines in-person training sessions with on-demand virtual assistance. This could include scheduled video calls, a private messaging channel for quick questions, and access to a library of pre-recorded training videos. The result? Round-the-clock support for overwhelmed new puppy owners and a continuity of service even if in-person meetings become impossible.

Another example may harness the power of community, such as a “Lifetime Learners Club” subscription model. Members could have access to a rotating schedule of online workshops, a moderated forum for peer support, and monthly live Q&A sessions. This ongoing engagement not only provides continuous value to clients, but also creates a stable, recurring revenue source for your business.

Don’t be afraid to think outside the box. If you’re multilingual, you could offer a “Worldwide Woof” package, designed for international or multilingual families. This package could teach dogs to respond to cues in multiple languages, including personalized video lessons in each language, interactive games to reinforce multilingual cues, and bi-weekly video sessions.

By crafting unique, adaptable programs that cater to modern needs, you’ll not only set your services apart, but also create a more stable and prosperous business.

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Veronica Boutelle, MA, CTC, is author of How To Run a Dog Business: Putting Your Career Where Your Heart Is, and co-founder of dogbiz, whose business is to help yours succeed. Harriet Alexander is content curator for dogbiz. Learn all the ways dogbiz can support your success at dogbizsuccess.com.