Welcome to the Brilliant Pet Accountant Podcast with me, Vicky, where I will give you practical business and finance advice to help you grow a sustainable pet business.

This podcast is sponsored by Low Pay, the low rate payment platform that gives you more.

Let's get cracking.

Hi, everyone.

Welcome to this week's Live with Me, Vicki from the Pet Accountant and the lovely Elle Hack, who's joining me today.

I have a friend for this week, which is fabulous.

We did do a session last week, if you were watching last week, on how to get clients and the best tips and stuff of how to get clients, which leads me on really nicely because that's what we're going to talk about today and Elle has wrote a fabulous book on it, so it's tied in, just amazing.

So, yes, if you want to know how to get clients, then you need to listen to this.

It is important, very, very important, especially in today's world.

We need to get the clients.

How do we do that?

And that's what we're going to talk about today.

So how many of you in business start a business because you've got the passion for dogs, but then get to the marketing bit and go, I don't know, how do I get people to know me?

That's, that's the challenge that I've heard time and time again in the industry and that's why, yeah, the baby was born.

Fetch more clients, how to effectively market and grow your canine business in six weeks.

Little plug there to begin.

So, yes, everyone, I've got my guest on today, the lovely Ellen, and if you don't know who she is, then she's going to tell you in the next few minutes.

So over to you, Just let the listeners and viewers know who you are, what you do, what your background is and why you wrote the book and then we'll get into the nitty gritty stuff of how to get these clients and what you.

Marketing is fantastic.

Yes.

So, yeah, in today's talk, I'm going to be bringing you my three top tips which are mentioned in the book and they're also part of the workshops and trainings that I deliver as well.

So for those that don't know me, I'm Elizabeth Hack, but Elle Hack for short.

And if you've got the book, my Elle Hacks are throughout the book.

You know, when you've got the surname Hack, when you're a professional dog groomer, you have to lean on it somewhere or another.

Hack was not a great surname for as a dog groomer, but it's great for business.

To give you the hacks and the top tips.

So my background, my experience.

I qualified as a dog groomer 17 years ago.

I actually under the tutelage of Julie Harris, so I was so excited to see her on stage at crafts and bringing groom into crafts this year.

That was super fan learning time for me.

And then I was actually one of the top producing salons at the time.

And I didn't realize it, but I was very natural at marketing and leading my team in how to upsell and bring people in.

Um, and then I took a career break and went over to Australia and that was where I landed on my feet.

And that was thanks to a connection within the canine world.

So throughout my career, I can always partner back to these times where it was one person that connected me with someone else.

So connections are vital.

But I think even more so in this world of AI that we're in, actually being able to connect human to human, like, come into the Pet Pro Expo, like, it just does something for our soul.

And it's genuinely changed the trajectory of my career multiple times.

So it was a fellow dog groomer, Belinda Morris, shout her out because she's phenomenal.

That put me in front of Creative Fitness Marketing, which was a gym marketing company.

And I lived on the road for three and a half years, living out of a suitcase, actually doing the strategies, the marketing and the sales to help people get more clients for their gyms.

So did you come back to that world?

Sorry?

Why did you come back to the cold UK from sunny Australia?

Wow.

It's a good question.

Yeah, I did it for two years, living out of suitcase in Australia.

I came back to the UK for six months and did it around the uk.

So actually one of my best performing campaigns was in Knaresborough.

I got 300 new members for a gym in six weeks.

And then I was in somewhere up north and it was like the rain was sideways.

I'm like trying to hammer in these signs to put up around the place.

And I was like, that's it, I'm getting my visa.

And I went over to New Zealand and did it in New Zealand as well.

And then I actually studied marketing in Australia to get another visa because I was trying to stay there.

Vicki.

Absolutely.

It was during my study that I got connected with chiropractors and I was like, oh, I wonder if these strategies work within chiropractics space.

And yes is the answer.

I became a marketer for chiropractors in and around South Australia and I actually studied how marketing works and why it Works and that's all of the science and lessons is what I then bring forward.

I've been a business coach for the last decade and I've helped people internationally work on their marketing and business strategy so that they can move themselves forwards in their business with less stress as well.

Because yeah, what I hear is people get into doing what they love, particularly us dog people.

Yeah, we get into it because we love our pets, we, we want to serve, look after them.

We might go and spend years studying how to do that.

If you're an animal chiropractor or vet physio, like seven, nine years studying, then you're in business and there's no one there to like really hold your hand unless you're part of the keys work already.

And so, and that's why I'm here, that's why I've amalgamated all of my years of experience to bring it into Canine Care Hub which I launched in lockdown.

Good old, you know, love a business launch in lockdown and yes, going to be celebrating its five year anniversary in June.

Congrats about my job to bring you more joy, profit and fulfillment in your business.

There we go.

It's a quick snapshot.

I mean, I don't know, I think I'd stay in Australia, although the spider situation would probably not help me.

I don't like flippy crawlies.

I, I wasn't scared of spiders until I went to Australia.

I had to learn.

Pretty pleads, aren't they?

I genuinely had to use bowl once to catch a huntsman that was on the wall and they jump as well.

So that was, that was a fun.

That would be me out within like two seconds.

Nuts.

Hate the weather but not the spot.

I can't even deal with like the teeny, teeny ones.

Not for me.

So thank you very much for that because that was a very good snapshot and I think you're right.

People do the business and then they think shit like how do I, like where do I go?

And I was the same because I did, I did like business degree and stuff before but then I was in the police for 10 years so I was like very much out of that sort of circle of people and, and things that were going on.

And then I started the pet count just after.

No.

What might have been during lockdown?

Actually it was 20, 21.

So yeah, it must have been just did to start in 21, end in 21.

Lockdown.

Can't remember.

Ended in 21.

Yeah.

So it must have just been the tail end of lockdown.

Then.

And then I started it and then I was like, well, how do I.

How do I market it?

Like, I have no clue.

And I just.

I just wong it, basically, to be fair.

But I think the fact that I niched helped because then it narrowed down who I was marketing to, because when I was doing, like general accountancy, I found it really difficult to get clients because you're marketing to everybody.

So how do you attract everybody?

Like, it's, it's literally physical impossibilities, I think, depending on what you do.

And then as soon as I niched to the pet side, I thought, well, I've got the people that I need to market to and attract to it.

As soon as I went like that, it was just.

It worked.

But would you say, and I know we're going slightly off topic, but would you say that niching does help or does it depend on what you do?

Well, it's actually a Bonnie Gillespie quote that says, if you try to be everything to everyone, you end up being no one to anyone.

So actually absolutely niching down or in the pet business side, it's what type of pets light you up.

So if you're a dog groomer, what type of coat type do you enjoy to see?

I've interviewed many a groomer and we're all, we're all different.

Hey, Lee Thomas, lovely to see you on.

And like, some people love a curly coat, I love a doodle.

And then another groom is like, oh, I love huskies with double coats and the hair goes all over the salon for me, like, I would hate a husky.

I love little angry terriers.

They just fill my soul.

So it's niching down in the fact of who do I like serving.

And when I open my diary and see their name, I go, yes, Teddy's in today.

Got muscles.

That was my thing that rather than going, because I had a client years ago that said she was.

She's our God.

Like, I just get cockpit after cockapoo after cockpit after cockapoo.

I said, well, why don't you niche and cockapoos, like, if you like doing them and you get so many, why don't you niche and cockapoos?

Because then if you've got a person with a cockapoo and there's 10 groomers within a mile radius, but one of them specializes in cockapoos, then obviously they're going to go to the one that specializes in cockapoos and the other nine are general dog groomers.

Yeah, we like to treat, so.

But I, I can see where in a dog grooming that would be quite tricky if you did narrow it down to like I only groom.

I don't.

We could just do I only groom small dogs.

And then it's not necessarily breed specific.

Right guys, I'm just gonna interrupt the podcast for a quick second.

As an accountant, we're always trying to find ways of saving you guys some money, which is why we have teamed up with the brilliant low pay who are half the price of summer.

So.

So make sure you guys click the link in the bio and save those pennies.

Let's get back to the podcast.

Well, I mean what I have found, it doesn't matter what industry you're in.

Every industry thinks they're special.

Every industry thinks that where they are marketing is special.

And I'm sorry to tell you because I've actually lived it, done it and helped people.

You're not.

There is enough dogs around, even if you've got.

So the chiropractic business that I marketed in Australia, there was three chiropractors along the beachfront.

And actually this leads me really nicely into my first top tip.

My first top tip is about being the local expert.

So my studies have shown me that it's the 5 to 10 mile radius that people are willing and able to travel to go to you.

If you've got a central point of your mobile, do you really want to Travel further than 5 to 10 miles to go to your clients?

Because if you are, you need to be accounting that into your charges because of time.

But within a 5 to 10 mile radius of where you're at, that's where people are going to come to you from.

So actually being really focused and this is almost leads into that niching as well.

Like you want to be the local person that people know.

And where I was in the chiropractic place, there was two other chiropractors either side of us.

So within this 5 to 10 mile radius, there was kilometers in Australia there was 15 chiropractors.

There was two others down the road from us.

And we were the busiest because we were specific in the way that we marketed, we were strategic in the way we marketed and remained present.

Yeah.

So yeah, this top tip number one, I wanted to give you three big tips today along with some work actually, if, if you want to get into on a Wednesday after me is if you don't believe me, map out on a map where all your clients come from and you'll see it.

And yes, I know there's someone in the back right now going, wow.

Actually I've got that one client that travels three hours to come to me.

Yes, of course they do.

Because you're amazing.

Yeah.

But the reality when we're marketing is we need to stay local.

The more that you focus.

And I love social media.

Social media is really important to get gain awareness, to increase the industry as a whole.

But actually when it comes to you getting more clients, focusing your energy locally is how you're going to get the clients that you need.

Yeah.

Which can I just carry on with the tips?

Cool, carry on.

I'm just out listening.

Which leads me into tip number two is what I see often is people just go, oh, I just have word of mouth.

People just come through to me.

Word of mouth.

Or I just do social media posts and that seems to get me enough clients.

The biggest, scariest number in business is one if you have one source of ways that your clients are coming to you and then that source gets taken away.

You know the amount of tears I've seen when people's Facebook accounts have been shut down through no fault of their own and they're like, now what I

put in Facebook jail.

Once you've had that done.

Yeah, I think it was a couple of years ago, I might have sworn and it put me in Facebook jail for like a month or something, whatever it was.

And it just stopped me doing any lives or anything on Facebook.

I assume that's why they banned me.

But yeah, and then you think, then you're right, you're like, shit, where do I go now?

Sometimes it can be something that we've done, but there's loads of times where it's actually not been our fault at all.

You know, you get hacked.

Good old name again.

You get hacked and then they've done something and they're not, no, shut this account down.

And then you're like, no, I don't have access to my Instagram.

It might be even ways that you're like messaging people as well.

So the biggest protector in business and the biggest impact that you're going to make is by using a multifaceted approach to marketing.

What do I mean?

I mean lots of different avenues and ways that you can angle in.

So old school may be costly, but it stands out.

Everyone is on socials, everyone's showing their pictures of their dogs.

But how are you showing up in a different way?

What we have seen from actually running the six week campaigns and now having teaching people and then running it themselves is it's when people go to the local supermarket and see Your advert up, they walk down the dog park and they see a little poster up, they get a flyer through their door and then they go, they phone you up.

And he goes, it must be a sign.

I've seen you everywhere.

And you're like aha.

No, it's kind of marketing, but it's that multifaceted approach.

I used to dress up as like a minion and wobble board at the side of the road.

I loved it

my life.

But it's definitely do social.

But do social plus your local newsletter, your local newspaper every single month or bimonthly, however it comes out, they need to fill their space.

And the amount of times where we've just asked the question, hey, would you like me to write an article on how to look after your dogs with the sun coming, you know, like it's coming up to summer.

How do we prevent our dogs from overheating something that relates to your business which isn't a sales pitch but it's like a, a value driven piece for them.

They will lap it up.

Oh yeah, dog pun.

Lap it up.

That wasn't intentional.

But local newsletters, local newspapers and your local radio.

So hyper local radio stations are popping up everywhere as, as well as people doing podcasts and things like that.

And people want you.

Like you actually help, you're helping them because they need to fill that space.

I actually was a local radio host recently and I would have loved to have had a vet physio on to interview them about what do we do if our dog's lame.

So the knowledge that you have trained and gathered for yourself, you need to share that and you need to share that locally.

So that's be part of the Facebook local pages and even just give value posts and then or answer questions and the kind of rule there is four value posts for every one.

Hey, please come use me post.

You want to spam?

You don't want to spam the Facebook pages with just sell, sell, sell because people will just get sick of seeing it.

Yeah, they turn off and yeah fates and local community events.

There'll be things within your 5 to 10 mile radius that happen year on year.

You want to get your face there.

Ideally have a stand there.

But if not just even being there because like I said, it's the connections with real to real human beings that create that know like and trust.

And when it comes to people's pets, they want to go their pet to go with someone they know like and trust.

They're not just going to go to a random.

So even if you are not, you know, if you're newly qualified that you keep showing up, people are going to come to you.

Rather than being the person that's been there forever but never makes an effort with the, with the community, I would

say it's like go to like your local vets and like partner with them or you know, go to your pubs, local pubs, and put like, ask them if you can put a poster in there.

Because who takes their dog to the pub?

Like everybody.

You know, imagine if you just sat there having a drink and then you see a flyer or poster, say local dog groomer or dog walker or whatever, and the person was, oh, oh, I've never seen that one before.

And then they start looking at it.

So it's about using like you say all of the things around you rather than just social media.

Yeah.

And I actually, in the book I talk about the fruit basket campaign.

So I actually ran this with a animal chiropractor and the, the strategy behind it is reciprocity.

So if you go in to, and I used to do this with schools for the gyms.

If you go into your vets with a big basket of fruit and you go, I just really appreciate everything that you do for this town.

Actually at the bottom there's some information about what I may be able to serve and help you with.

Hope you enjoy.

Off you go.

It's an in.

Rather than you being the salesperson, you're going in to give people a gift.

How, how can you give back first before you ask something from them?

And you know, from doing this type of strategy.

She ended up getting two talks and she ended up getting 19 new clients, which for a chiropractor generates about £25,000.

Yeah.

So outside the box.

Yeah, because we don't just want to be the same as every other person locally.

That's why if you've got 10 groomers or 10 dog walkers, all the same in a 10 mile raise or a 5 mile radius, what, what's going to make me pick you out of the other nine that I'm looking at.

There's got to be something different or some sort of USP that's going to make me go, actually I want to go with Vicky rather than the other nine walkers, trainers, borders, whatever in that area, there's got to be something, otherwise it all look the same.

And then the only thing that they can compare you on is the price and go, well, that one's 30 quid and this one's 25 quid.

So I'll go with this one, because there's no other difference.

And that's like, it's interesting about the price as well, because when you can stand in your own confidence, which when you portray yourself and when you make these connections and really own who you are and how you can help their dog, people want to pay for good care for their pet.

Like, same as with children.

Like, actually, I don't want the cheapest thing for my child or pet.

I want the best.

So you need to position yourself as that.

Go to expert and how you can best serve and look after them.

And I don't really believe in competition because like I've said, I've heard this objection come up multiple, multiple times.

Oh, there's so many other people in my area, they only charge £15.

That cool.

They're not going to last very long.

But with you, if you can show your worth and show up and make that really clear in your messaging as well, then that is going to make you stand out and then you get to charge what you're worth as well.

Pricing.

Pricing is probably like something that you could talk about for about a day, I think in the pet industry because everyone starts off low and they start and then it takes them about 10 years to get to the price that they should have stopped, they should have done 10 years prior.

And I hear it all the time, you know, from clients that say, oh well, another dog who must just open up next door.

Another dog, we must open.

Another dog walker's doing it and they're already doing it for like 10 pound or 15 pound.

And exactly sees what you just said.

We'll just let them do it because they ain't gonna last unless they've got a millionaire partner that's like funding it and they're just doing it for shits of giggles.

Then, you know, hi, Laura.

They're not, they're not gonna last.

They're just not.

They'll last six months and then they'll crumble because they can't sustain that for such cheap price.

But you've got to find something different so that that person picks you.

Otherwise, like I say, you just blend in with the other 10 businesses that are next year.

Yeah, yeah, absolutely.

And it's that positioning tool as well.

I think there's a confidence thing.

I think it's criminal that, that dog groomers are charging the same as what I charged fresh, you know, 17 years ago.

Like, if you go out to eat, all of those prices have gone up.

And actually in my book, that's something at the start is about before you even market yourself, you need to do the work yourself to see, like to build the confidence to know where you need your business to go so that when you market, you're going in the right direction, you're charging correctly from the start.

So I've actually got some tools within the book of different ways that you can either raise your prices or define your prices from the moment you get going so you don't end up in that little sticky situation as well.

Laura said she's looking at wedding photographers at the moment and it's mainly look at mindset.

Yeah, for sure.

Anything to do with wedding, the price goes up.

Laura, tell me about it.

I think our photographer cost 2,400 quid, I think, and they were all pretty much the same, give or take 100 pound.

And like you say, they're only there for a few hours and then you've got to feed them as well.

And it's just like, oh, we'll stay here a couple of hours and do this a couple of hours.

And you think, bloody hell, like two and a half grand a day.

I might go into wedding photography, I think, because it's just insane.

But then, you know, it's all about it's confidence and mindset and just price right at the beginning.

I think that's what we need to maybe focus on as an industry is, is getting to the people who are just starting out to make sure that they start out properly and not follow the path of everyone else that's done it, you know, not on purpose, but done it wrong and just started at the bottom and then try to go, we need to get the people at the beginning to say, right, no, no, no, we're done.

We're not charging 20 pound for a cockapoo, which are just 70 pounds for a cockatoo poop, do you know what I mean?

And then just set the standards.

Because I think that's the problem is everyone just copies off each other, like dog walking prices.

They're all the same, everyone charges the same price.

Pretty much brought, give or take a pound.

And I've got a great story with the, with the pricing of a cockapoo.

Actually.

It was a springer poo and it was a family friend down the road from my mum and dad.

They were like, oh, we've just got this new puppy, do you want to groom it?

And I was complaining about it to my partner.

I said, I don't, I don't really like them, I don't want to do noodle crosses, especially a spring across it's going to be crazy.

She's actually gorgeous, by the way.

And so at the time I was charging 40 pounds and he said, how much would you need to charge to make you want to go?

And I was like, 80 pound.

He's like, go on then.

So I said 80 pounds to this client.

I obviously backloaded it with all the value that I do.

I'm a luxury sparring home groomer.

And she went, okay.

And I went to the groom.

She gave me a 20 pound tip the first time I earned 100 pounds.

And I literally just on the spot in that moment doubled my price because I was like, I don't really want to do it.

Yeah, you know what, Showing up to that groom earning a hundred pounds versus showing up to that groom earning 40 pounds.

My energy is different.

The quality.

Laura has pointed out a very good thing saying we charge more for people we don't like.

So why is it, why is it easier to say to people or dogs that we short like, oh, my price is X without even a second thought.

But our general pricing we can't do.

But someone we don't like, no issues at all.

Adding 40 quid on or 20 quid on.

But for some reason when it actually counts to all of the other people that you do like doing, why do you not have the same ease of going?

Well, actually, no, it's another 20 quid

I think as well.

I think doing the work prior to the pricing really helps with that whole conversation as well.

Like knowing that my business needs to earn X amount to keep the lights on to make this a viable, profitable business.

Yeah.

Which therefore means I charge this per hour or this per like dog plus travel.

If I'm a home to home person, makes a big difference.

So then you're.

The way that you're even portraying and the way that you speak about your prices, you're very confident.

Like I don't leave the house for less than 80 pounds a dog, full stop.

Yeah.

I don't need.

And so I only choose the clients I like with that.

But that's, you know, the years of experience.

But actually every, every client that you're bringing in, it's not just about, let's fetch more clients.

I don't want you to be a busy fool.

I want you to be having fun, having joy and being profitable while she's with it.

And then speaking with the finances.

Well, yeah, and you said the right thing.

Like, you need to know your figures before we can do your pricing.

Because like this is what annoys me on social Media.

When people go, oh, how much increase should you do?

Or how much increase should I do?

My dog this year and how much should I do this for?

I'm like, look at your own figures.

How can you ask Sandra or Facebook how much to increase your prices by, like, neat.

Looking at how much your expenses are and how much you want as a wage and then working out, at least use that as, like a base point to figure out your prices.

And then again, with the increases, it's like, well, what if your expenses have increased?

You know what, what extra do you need?

You can't just pick or pick.

Pluck a figure out of thin air and go, I'll just increase it by 3 pound.

What's 3 pound gonna do?

Absolutely nothing.

Um, yeah, the confidence doesn't come through either.

You're like, oh, it's 33.

Like, because it's like, I don't know why I'm choosing that number.

Yeah.

And this is it.

Because the people just copy.

And Laura just said, facebook group, price check, please.

Does my tits in.

Like.

It's just, look at your own figures.

Because that.

They will tell you how much to increase your prices by.

They will tell you how much you need to charge.

Not the million of people on Facebook or Instagram saying, how much should I charge for this dog?

Now, it honestly infuriates me for there's any.

Any training schools or anyone that teaches people a skill, whether it's dog training, walking or.

Or grooming, please get in contact with me so I can give them a talk on pricing before they open their business.

Because those are the people that we need to target so that they don't fall into the same trap.

Because ones that started five years ago and charged 20 quid, like, you kind of stuck.

You can only do certain increments.

Unless you just bite the bullet and go, do you know what?

My cockapoos are 40.

They should be 70.

Screw it, I'll just put it up to 70.

Then you run the risk of clients going, what the hell?

But actually, in my experience.

So I've been helping businesses with this exact problem for 10 years.

And in my experience, when you raise your prices, the amount of clients you actually lose is less than what you can count on one hand.

And if you do lose them, the price increase you've given to the others actually mitigates that.

So you're working less, but are earning either the same or more.

And your energy when you show up is better.

I want you so something that I love.

I'm going off on so many.

We're both going off every time.

I do it all the time.

The, the thing that I want to know is what's your capacity as well?

So actually just gaining more clients is one thing but like how many clients can you survive with and how much do you need to earn to reach the financial milestones that you need for your business and for your life so that you can actually have a good time as you do this?

Yeah, so it's, yeah, it's always reverse.

Darren Wooding.

We always tell our students they need to work out their prices and charge it but unfortunately some students don't listen and go out and charge absolutely nothing.

That is so painful for you, Darren.

It's honestly, it does my nothing.

Me and Bill been trying to sort this out since 2021 when we both started our respective businesses to try and get into training schools on the grooming side to try and teach them like the basics.

But it's, it's near one impossible and to, to go and do that.

So if anyone's listening, just hit me up because, or hit Ella because like it needs to happen because the industry will die otherwise because people are just burnt out because they're not charging enough.

Yeah, it's the next step and so it's, I've qualified now what do I do in business?

And no one teaches the business stuff either.

Like schools don't teach you how to run a business.

You know when you do your grieving qualifications.

Yeah, there's a little bit of business in it but not enough that you need.

So where's that?

Dunno.

Anyway, anyway, tip number three, we digress.

Tip number three is when it comes to your marketing, okay, so we've understood, we know our prices, we know who, where we're going to go, who we're going to, how do we get the message really clearly to those clients?

And we've got lots of people joining us live now and I absolutely love that.

So my challenge to you this Wednesday afternoon is as I go through this, get a pen and paper out and answer these questions for me.

I've got four questions for you.

So question number one is what does your business do?

Now that sounds dumb, right?

However I had a, one of my.

The gentleman, a chiropractor was on the local news in Australia and he was told that he had to explain what a chiropractor does in the way that a five year old would understand.

And that's not bagging on the intelligence of the Australian people.

That is actually the standard TV production that it needs to be understandable for a five year old.

So if you have a specialist type of service and you cannot explain it so clearly that a five year old child can understand, you know, I groom dogs and help them feel better, give dogs haircuts.

You need to make it as simple and as easy for people because if you confuse them, you lose them.

So question number one, what is it that your business does?

Question two, what direct benefit do the pets receive from coming to your service or business?

So what's in it for the dogs?

So if we were saying that could be one, you're a one to one groomer, so there's no other dogs in the salon.

Yep.

Or you could be a table, a one to one dog walk and you don't do group walks.

Yeah, absolutely.

So what's the benefit for the dog?

Like, you know, they're going to be more relaxed, they're going to be pain free, they're going to be, you know, just happier and healthier.

They're going to get that quality time.

What does the, what, what does the dog get out of it?

Because again the owners are buying because the dog, they want good.

What's best for their dog.

Number three is what's in it for the human?

The immediate benefits for the person that's bringing that pet to you.

So is it that you come to their home so they can carry on working from the laptops whilst you're looking after their pet?

Is it that they're going to feel like proud?

I mean it was so funny in the grooming salon.

People would be like, oh, you can come on the sofa tonight or oh, I'm not taking you for a walk today.

To the dog it was either a ward or a discipline.

It felt like when they looked gorgeous.

So what's in it for the person that's bringing them as well?

Is it that they're going to feel more proud about the way their dog looks?

Is it going to be, it takes that, that stress away, they know that someone's looking after them.

What's in it for the person as well?

Because if we could just get the books, dogs to book in and see us, you know, it'd be easier.

Right.

But we can't, we have to speak to humans.

And then question number four, why do the human want these benefits?

So there's core emotions that people do anything, why anyone does anything is due to like guilt down to, to love, to move away from pain.

So you know, is it for the joy, is it to, to see them, to actually get the most of their out of their pet.

Like people don't buy a pet to feel like, oh, I feel awful about this pet because it can't move or it's not trained properly.

I need a dog trainer.

So actually you're going to rid them of that like little guilt that they've got or, or that uncertainty.

You're there to provide the service.

It's going to help the people.

Hopefully you've got some great things down from the four questions.

And when you market yourself, you are literally just going to flip those four questions upside down.

So as you're communicating this, you're going to start with four.

Do you want more joy and a stress, less stressless life with your pet number four first?

Do you want someone that can come to you so that you can work from home and I'll work with you one to one directly with your pet.

Great.

Your dog, when working with me will see, you know, easier movements, better trained is more safe.

You know, it's really, if you're a dog trainer, like actually just teaching dogs the basics is the most safety, safest thing that we can do for them.

So you're actually really serving and looking after them.

And then finally, hey, I'm, I'm Darren.

I teach people how to groom dogs.

I'm assuming, you know, so then say what you do at the end and then the, the last thing, don't miss the most important part where we're messaging guys.

Tell them what to do next and make it very easy for them.

Scan this QR code and book in.

Call me on and your number and then actually after the boat when they

phone you, you made it wrong and hard people will just get bored.

If you have to click, click, click, click, click, click, click.

To get something you're going to lose them within 30 seconds.

So it needs to be an easy DM me y click this button and you'll.

Yeah, well, yeah, exactly.

Fabulous.

Well, it's always been me.

I was going to say so.

Food.

Bless her.

Laura is said she's trying to rebrand as a luxury grooming specialist in certain breeds to help position the way we can charge more.

Exactly.

Because then those certain breeds are going to come to you rather than the, the 20 other groomers in the area because that's what you specialize in.

And like I say, if there's just 10 standard groomers and you're a luxury groomer, the person that wants to spend a bit more on their dog because they're obsessed with their dog are going to pay that little bit extra for whatever extras that you get.

But then obviously you've got to make sure that you market those little extras what makes you a luxury brand.

What's different for you compared to the other groomer next door.

And that's what you've got to try and market and get out so people know why you are luxury rather than just saying, I'm a luxury salon.

But why?

So you need to get that out there so that people know what it is.

But.

Well, thank you so much.

Are you gonna know we've got one more?

No, it was just with Laura about.

I want to do this so that I can charge more.

It's make sure that you share the value of your luxury service before you get to the pricing.

Get them to buy into what it is that the dog's gonna get.

So it's like they're gonna get a massage when they get bath, they're gonna have the blueberry facial, they're gonna have the teeth cleaning, you know, dot do.

And then the owner comes back and goes, oh, that sounds amazing.

I wish I could have it.

And you're like, yeah, great.

I'm just, you know.

And.

And the, the fee is £100.

Yeah, it's only.

I always go, it's only.

It's only £100.

Because a lot of people I see, they'll go, yeah, they'll go.

I mean, I used to take Frank to agree my years ago just for a bath.

He's really a sausage dog and his nail trim.

And, you know, she'll come really sorry, I've got to put the price up right at 5 or whatever.

I was just sitting.

Why are you apologizing?

I cannot bath.

I mean, I could, but I choose not to because I wouldn't know what I'm doing.

And also, I couldn't cut his nails because I don't know what I'm doing.

You have a skill that everyone has, and I think that's what people like forget, is that you have a skill and a talent that not everybody has.

So you've got to charge for it.

So I said, stop apologizing for putting your prices up, because I don't really care if you put it up a tenor, I'd still come because I can't do it myself.

Do you know what I mean?

And I trust you with the dog like Frank loves going there.

I trust you.

You could put it up £15 and I'd still do it because I don't have that skill and I'm ain't gonna learn.

So stop apologizing for putting Your prices up.

But yeah, I think people need to do.

So what have you got for people?

Oh, actually let me put the link.

So if anyone.

What's the link for?

Else it'll be a book.

Yes.

So if you jump over to Amazon, so Fetch More Clients became an Amazon bestseller when it launched in September 24th.

If you go over to Amazon, you're going to be spending £12 on the book.

Whereas I've got a special look link for the pet Accountant podcast crew.

You guys, if you click this link, it's just 7.99 and I will send it to you personally with a little note as well and you'll have an opportunity for me to answer any of your questions and queries as well.

It's really not an intense book.

You can flick through to any chapter and implement.

She's doing a great job.

And when I talk about that multifaceted approach, like how we want to approach different areas, I've actually got a whole six week campaign in there.

So you could just take this book, do a six week campaign and that's your marketing done for the year.

Fabulous.

The link is in the chat.

So if you listen to this on the podcast and either head over to the Facebook page or our group and you can get the link.

But I will ask Darren, who does the podcast to put it on the actual podcast itself if he can.

But if not, get yourself.

If you listen and get yourself to the page and look at the link in the comments to get that discount.

Laura's put I really need to put my overnight home boarding rates up as we currently only charge £10 more than daycare.

Very much a luxury exclusive service.

Well, yeah, exactly.

I think, I think it doesn't matter what you do, whether you're a dog walker, a boarder, a groomer, trainer.

I think everyone's pricing is probably a bit skew with and I think before you even go into the marketing and do anything else, you need to get the pricing right because otherwise you do it wrong.

You marked and you're getting all these clients at the wrong price.

So like it's.

You need to get the pricing right.

And the only way you can do that, everybody is looking at those numbers which I keep saying every single time, get yourself a good accountant.

Kelly's put I'll have one.

I've just had a dog arrive so we'll catch up this evening.

Love you all.

Lovely.

Kelly can there.

So she'll get one.

Fabulous.

Well, thanks very much.

You'll have to let me know.

Thank you very much for your time and giving us those tips.

I hope everyone has found them useful.

And like I say, we'll put any links and anything in the group afterwards.

If you want to catch up with Elle on any other bits and bobs that she might have.

But make sure you go grab the book and if you're listening, let us know what you thought of the tips and how you get on and make sure you answer those four questions and see if your fruit basket worked or chocolate basket maybe or an Easter egg because it's Easter.

You could put stick a business on an Easter egg.

Love it.

Very good.

Yes.

No thank you.

We will be back next week for one of my very many podcasts.

I don't know what topic I'm going to do yet, but I will keep you guys posted.

Any any requests then please let me know because I know there was the reason I did it last week is because someone said how to get clients.

I thought oh I'll do that and then I thought oh no, Elle's doing that the week after.

But it's fine because we've covered different things is that any records are yet, any requests or on topics, please please just DM me and let me know or comment on one of these and I'll do it for you next week.

But other than that, have fun guys.

Thank you very much for listening.

Make sure you subscribe to the podcast me and I will catch up with you soon.

Hopefully in October if you go into the expo so there.

We will see you then.

Right?

Thanks guys.

Thanks for listening to the podcast.

I hope you found it helpful.

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