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Archive for 2011

Niche Marketing

Marketing StrategyThere is a saying in the marketing business: “Market narrowly, deliver broadly.”

This means to narrowly define your market niche. There are many niches in dog consulting:

  • Children
  • Aggression
  • Agility
  • Separation Anxiety
  • Etc.

Think about your market, think about what you seem to be doing a lot of, and think about what you enjoy. Considering these three things, you can develop a market niche.

Once you’ve developed a niche, you have a very defined market to target. You can think about the magazines they read, the media they watch and listen to, where they shop, and so on. This can really help with your advertising dollar, as well as basic marketing. You can put your energies and dollars into very specific venues which will give you a better return on investment.

But, going back to the saying, “market narrowly, deliver broadly,” the beauty of having a market niche is that you don’t have to delivery solely to that market! If you do a good job for someone within your target market, chances are they have a friend outside your market – and they’ll refer you!

Predatory Drift

We’ve been having a great discussion on one of the lists I belong to, so I thought I’d write an article on it, as there is a great deal of misunderstanding about this particular behavior.  There’s a behavior the dog training industry (Dr. Ian Dunbar, originally) has labeled “predatory drift.” First, be aware that, to my knowledge, there has been no formal study done on this behavior; however, it is something that is fairly common. If you intend to become a dog trainer, or if you are a certified professional dog trainer, this is a phenomenon you should be aware of!

First, a little science and terminology. Every behavior an animal exhibits is genetic – i.e., they have the genetics that allow that behavior to happen. Pigs are genetically designed to root; dogs are genetically designed to leave urine markers; fish are genetically designed to separate air from water so they can live in water; etc.

Genetic traits are loosely divided into three categories: reflexes, action patterns and behavior traits. Reflexes are more uniform in nature and the least subject to modification; action patterns are more variable in nature and more subject to modification than reflexes, but less than behavior traits; behavior traits are extremely variable from individual-to-individual, and the most easily modified. Always remember that ALL behavior can be modified – it’s just easier to modify some than others!

Predatory drift is an action pattern. It is a food gathering behavior, which in certain animals is called predation. Let’s be very clear here that predatory drift is NOT aggression! It is predation. Most play behavior revolves around normal hunting behaviors – stalking, chasing, etc. Predatory drift often begins as normal play, and something triggers the larger dog and he drifts over into predation.

The reason predatory drift is so dangerous is because it often happens between dogs that have a great size difference. Even though many dogs have lost the “kill” piece of the predatory sequence, that size difference can result in death almost instantly.

Some trainers believe you can pinpoint dogs that are prone to predatory drift, but I’m not sure I agree with this. Certainly there are dogs that are more predatory than others, but this is really a different situation; predatory dogs can be screened based on prior behavior. Predatory drift can happen with any dog – dogs that have never shown any predatory inclinations or aggression to other dogs and even dogs that have been good buddies for a long time. And, it happens in an instant and is generally not preventable.

Things that typically trigger predatory drift are running dogs, injured or struggling dogs, squealing dogs, dogs being ganged up on, and any situation where there’s a big size differential. Because of the risk to small dogs, dog parks and day cares are increasingly setting up play areas specifically for small dogs. If you are an owner of a small dog, it’s important to be aware of this behavior and take steps to protect your dog from potential injury or death; if you have a career in dog training, make a point to educate your owners and take precautions in your business.

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What Does Schooling to Become a Dog Trainer Entail?

This is a great question! If you want to become a professional dog trainer, your logical starting point is a school for dog trainers. But what does that mean? Currently, there is no standard curriculum for dog trainers, so you really have to do your research and find out what the school you are interested in is really teaching.

There is a whole body of knowledge about how animals learn – it’s called learning theory. We’ve been studying these principles for years (remember Pavlov and Skinner?). These are well established principles of learning and every dog training school should devote a significant portion of their curriculum to these learning principles.

It’s also important that a good school address business issues. Most people who become professional dog trainers will be in business for themselves. Now, the school doesn’t have to give you the equivalent of a business degree, but they should cover basics of how to set up and run a small business, professionalism and marketing.

Dog behavior is also a very important part of a good curriculum. There’s a lot of misinformation about dog behavior floating around – some of it is just plain wrong, some of it is not relevant to training. New trainers need to be able to critically assess behavior and make good decisions about how to go about changing that behavior. In order to do that, you need to understand both dog behavior and the principles of learning.

And, of course, how to train a dog is essential. But – I would hope EVERY school that trains dog trainers would have this component!

If you’d like to learn more about how to become a dog trainer, please visit https://becomeaprofessionaldogtrainer.com.

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Professional Dog Trainers Making an Impact on Their Community

Lately, I’ve been thinking a lot about a book I read a couple of years ago. I’ve been thinking about how this book can help professionals advance their career in dog training. This book is called “Small Giants” and was written by Bo Burlingham who is an Editor at Large of Inc. Magazine.

Burlingham highlights eight businesses that have opted to stay small (even though they have the potential to go very big) and become exceptional employers and members of their community. These businesses are very diverse (from a rock musician to a storage company to a New York City restaurateur!); however, they have certain things in common:

  • They want to be the best at what they do;
  • They’ve been recognized by independent bodies for their work and/or community contributions;
  • They’ve had the opportunity to raise a lot of capital and become large companies, but chose another route;
  • They have company goals that include issues outside the main goal of making money – i.e., community, work environment, and lifestyle goals;
  • In order to achieve their non-monetary goals, they’ve opted to remained privately owned.

Now, I know that most dog trainers are not going to meet some of these criteria. Still, I think there are some wonderful lessons we can learn from these businesses about how to get involved in our community in important ways and how to treat our employees so they are loyal to the company. And, from the money point of view, in many ways, this book meshes very nicely with the Law of Attraction. Because these businesses have loftier goals than simply making money they attract good employees, goodwill from the community, good relationships with vendors and clients and money!

This was a fun book to read. It isn’t technical – it’s more like someone’s personal story – but it’s very inspiring and uplifting. I’ll leave the details for you to read about, and I highly recommend that you do.

Professional Dog Trainers Making an Impact in Their Community

Professional Dog Trainers Suffer From the Low Down Marketing Blues!

Marketing seems to be the boogeyman in the closet for many behavior consultants. I spend a lot of time wondering why my “sexy” courses are so popular and my business courses get short shrift. I’ll get a ton of enrollments when the topic is aggression, but almost nothing for a marketing course. Most of us have had a ton of exposure to theory, behavior mod, and aggression, and what we need is help in growing our business; yet we still sign up for the sexy courses and ignore the practical ones!

Of course, we LOVE behavior – after all, that’s what we do and for most of us it’s a passion. So that’s one reason we sign up for those courses – we enjoy them. I think that marketing is a mystery to most consultants. We know we should do it, but we don’t really know how. When we do market, we often see lackadaisical results and that discourages us from future marketing endeavors.

Unlike advertising, marketing can be very inexpensive; but, it’s a process and often takes time to come to fruition. You shouldn’t expect immediate results with most of your marketing efforts. Your results will be an accumulation of consistent marketing – sometimes over years!

Think of your goals and how marketing can help attain them. What are your short-term goals? What are your long-term goals? Will simply dropping business cards at the vet’s office help with those goals, or do you need something a bit more involved? Marketing should be a win-win – don’t think of it as selling yourself, but as mutually beneficial. If you look at it as providing a service for someone else, perhaps you’ll be more comfortable than if you are simply trying to get the local veterinarian to refer to you. Finally, there’s always something you can do that’s within your comfort zone!

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Mistakes Even Certified Professional Dog Trainers Make! Criteria Increase Answer #2

If you haven’t already, check out my post on 3/11/11, “If You Want a Career in Dog Training There Are Important Concepts to be Learned.” See if you can find the first answer before reading the rest of this post! Then, check out my 3/14/11 post which gives the answer to the first post and asks if you can find the second error.

Ok – here’s a recap of what’s happened and an explanation of the second error. At about 1:15, Jane raises two criteria. Then, at around 2:00 Jane realizes she’s made a mistake and takes action to correct it – I don’t think she knows exactly what she did wrong, but she knows, because of her low rate of reinforcement, that she’s done something wrong. She pats her leg, changes her position, picks up the object, etc., but still asks the dog to pick the object up from the floor and deliver to hand.

During all of this the dog is still in the game – she hasn’t lost him, but he’s confused and frustrated. Finally, at 3:00, she goes back to picking up the object and having the dog take it and drop it. BUT, she has the dog take it 4 times with no reinforcement and doesn’t reinforce him; on the 5th trial, he goes quite a while without taking the object. That time, at 3 minutes and 20 seconds she reinforces the take and drop.

Ideally, Jane would have reinforced the dog when he first targeted the object after she picked it up instead of waiting for something more – get him back in the game and quickly bring him back to the level he was before she raised 2 criteria at once.

Jane went 2 minutes and 5 seconds without reinforcing anything, which is a very long time when training a new behavior. She’s lucky she didn’t lose the dog altogether – he’s a willing participant, but simply doesn’t know what to do. She continues with a low rate of reinforcement because she’s waiting for a specific criteria (I’m not sure what it is), and you can see the dog’s behavior become less and less enthusiastic. Finally, at about 4:20, she forgets about her old criteria and backs up to the old criteria – Hurray! She’s realized she needs to get the dog back into the game before she can raise the criteria.

A lot of people would blame this on the dog, saying he’s bored, or he’s deliberately blowing her off; the reality is that the trainer made a fundamental error which she eventually realized and corrected. As Jane continues in her quest to become a professional dog trainer, she will learn, understand and recognize these errors when she, and others, make them. Then she will truly be a professional dog trainer!

If you’d like to learn more about how to become a dog trainer, please visit https://becomeaprofessionaldogtrainer.com.

ADVANCE YOUR DOG TRAINING CAREER WITH COMMUNITY EVENTS

I had the best time, yesterday! I gave the last lecture in a series presented at the University of Texas, Austin called “Wolf to Dog.” The series was comprised of the following topics:

  • The Nature of Wolves & Dogs
  • The Nature of Wolf Evolution
  • The Nature of Wolf Transformation to Dog
  • The Nature of Ice Age Human Hunters
  • The Nature of Hunter & Scavenger
  • Discussion with a Dog Behavior Consultant

I’m the Dog Behavior Consultant! We did actual case studies, using the attendees’ animals. We resolved simple problems such as the cat who wants the owner to scratch her ears and lift her onto the eating table; the Shih Tzu who jumps on people at the door, and runs away when called. It’s always great fun to use operant learning in order to change yourself and others – owners always think it’s about animal! The lady with the cat mentioned that this cat is not as smart as her other cat. I had to ask her which cat was really smarter – which cat is getting his ears scratched and being lifted onto the food table?

While resolving these problems, I was able to weave in basic information on dog behavior and learning principles. A good time was had by all! Although I don’t do much consulting anymore, I do enjoy these types of presentations, because they’re fun and you are able to help both people and dogs.

However, as a behavior consultant, don’t overestimate the good that reaching out to your community can do for your business. A presentation such as this reaches an affluent, well educated focus group – just the clientele we’re looking for. And, if they learn from your presentation and are impressed with your style and ability, they’ll spread the word.

Think about your market niche, find community groups that serve that niche and offer to do a presentation. These groups are often looking for speakers, so should welcome you with open arms!

If you do not feel comfortable speaking in front of an audience, consider joining a group such as Toastmasters. Toastmasters is a non-profit group which specializes in public speaking. They have many groups around the country – some are very business-like, while others are into having a good time – you should be able to find a group that suits your needs.

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Professional Dog Trainers Can Help Prevent Animal Hoarding

I subscribe to a news service which I browse through everyday. Today, there was a story about a woman whose property was deemed unfit for human habitation because of the number of dogs she had living in her house; additionally, the woman is being brought up on charges related to hoarding. When I clicked on the story, related story icons popped up on the same page. As a professional dog trainer, you can help dogs stay in their original homes through training and educating the public on dog behavior and responsible dog ownership.

If you’d like to learn more about how to become a dog trainer, please visit https://becomeaprofessionaldogtrainer.com.

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Present yourself as a professional!

One thing that will set you apart from others in your career as a dog trainer is to present yourself as a professional. Order yourself professionally printed marketing materials, from a company like vistaprint. Build a website that has a sharp, professional look that matches your new marketing materials.

If you’d like to learn more about how to become a dog trainer, please visit https://becomeaprofessionaldogtrainer.com.

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How long should it take you to become a professional dog trainer?

That’s a question with no straight-forward answer! The answer will depend on your background and previous animal experience, the quality of the dog training program you pursue, the type and quality of hands-on dog training experience you are able to gain, and your own natural skills and abilities. The following should help give you an idea of what you are looking at in terms of time in your journey to a career in dog training.

Your own background and animal experience: If you want to be a dog trainer, you will need to gain experience in handling dogs and recognizing signals and signs canines give off with their body language.  If you have spent several years working with dogs in a shelter or working as a kennel technician or groomer, you may have a jump on your competition in terms of your comfort level with dogs, handling ability, recognition of canine body language and more. There are several companies or franchises that hire and train people that have a background in the corporate world with no background at all in dog training. Although these candidates may very well use their skills as an attorney, accountant, business manager, marketing expert, etc. in their careers as dog trainers, if they want to become the best professional dog trainers they can be, they will need to gain a great deal of experience working with dogs before they can really succeed as a professional dog trainer. Although some people coming from a corporate background will have volunteer or other experience with dogs, sadly, many of the companies or franchises that hire people with no background in working with dogs provide as little as THREE WEEKS of training before turning them out to work as professional dog trainers!

The quality of the dog training program you pursue: Not all dog trainer educational programs are created equally. When you choose a program to give you the education you need to be a dog trainer, look for a dog training program that is based on science and teaches you the underlying sciences of learning theory and ethology rather than just giving you a handful of recipes to deal with different scenarios. If you understand the science that underlies dog training, you won’t run into trouble if none of the typical recipes work for a particular dog. You’ll have the knowledge and depth to modify your training approach to specific dogs and specific dog owners.

The type and quality of hands-on experience: After you learn the science of dog training, it is important to master the physical skills necessary to excel in the field of dog training. Volunteering to work in a shelter or kennel will give you the variety you need – you’ll work with a wide range of breeds, mixes, and ages of dogs. In addition to that, you’ll want to work with a professional dog trainer who can give you feedback about your timing, criteria setting, delivery of reinforcements, and handling ability. You can do this by working as an apprentice to another trainer, choosing a dog training course that includes either hands-on or video feedback work with a professional, or taking dog training classes with a number of different dogs from different trainers in your area. You will also need to practice your group class and instruction skills. Teaching people and running both private and group lessons take skill and practice. The best way to gain this skill is to work as an apprentice with an experienced dog trainer. Having a mentor that you can call on to ask questions and talk to about cases is also important.

If a program promises you that you will be able to become a professional dog trainer in a very short period of time with no hands-on experience or mentoring, be wary! You need a program that takes a commitment of time and energy and that offers you mentoring and feedback on your physical skill as well as an education in the science of dog training. Don’t settle for less!
If you’d like to learn more about how to become a dog trainer, please visit https://becomeaprofessionaldogtrainer.com.

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