The Science of Pricing: Math, Psychology, and Revenue Strategy for Dog Trainers

You didn’t become a dog trainer to be an accountant, but you can’t save dogs if you can’t pay your bills.

We often think of marketing as Instagram posts and logos, while viewing pricing as a boring math problem. But in reality, pricing is the most powerful marketing signal you send. A low price tags you as a “commodity,” while a premium price positions you as an “expert.”

In this webinar, we explore the intersection of behavioral economics and brand positioning.

You will learn how to use pricing psychology to break cognitive dissonance, attract clients who are actually committed to the work, and ensure your fees reflect the life-changing results you deliver

Many trainers rely on guesswork or copy their competitors when setting rates, leading to low margins and eventual burnout. We often think of marketing as Instagram posts and logos, while viewing pricing as a boring math problem. In reality, pricing is the most powerful marketing signal you send. A low price tags you as a “commodity,” while a premium price positions you as an “expert.”

In this comprehensive webinar, we dismantle the “hourly rate” trap and explore the intersection of behavioral economics and brand positioning. You will learn to move beyond trading time for money and instead build a pricing structure that reflects the life-changing results you deliver.

We will cover the three pillars of a profitable training business:

1. The Math: How to calculate your true Cost of Doing Business (CODB) and determine your real billable rate.
2. The Psychology: How to use pricing cues to break cognitive dissonance, attract committed clients, and position yourself as a high-value authority.
3. The Strategy: How to apply Yield Management principles (like “Airline-style” peak pricing) to optimize your schedule and fill your calendar without working weekends.

Stop leaving money on the table. Join us to overhaul your pricing structure using hard financial data and behavioral science, and start building a business that is as sustainable as it is impactful.

Learning Objectives

By the end of this presentation, attendees will be able to:

• Analyze the “Quality Heuristic”: Understand how clients use price as a shortcut to judge your skill level and quality.
• Align Price with Promise: Eliminate “Cognitive Dissonance” in your marketing (e.g., stopping the mistake of selling “expert” results at “budget” rates).
• Filter Your Clientele: Implement specific pricing structures that repel non-compliant tire-kickers and attract “ideal” clients who are ready to do the work.
• Master “Anchoring”: Learn the art of presenting your packages in a way that makes your standard rates look like an irresistible deal.
• Apply Yield Management: Utilize scarcity and urgency ethics to maximize revenue from your most in-demand time slots.

There is an accompanying blog to this webinar titled “From Hourly to High-Value: A Strategic Guide to Pricing and Packaging Your Pet Training Services.”

You can read it here. 

Your Presenters- Niki Tudge

Niki Tudge – M.B.A, PCBC-A, CABC, CDBC SSA-CFT, Six Sigma Black Belt, HCITB TS1, TS2 & TS3 Certified People Trainer, Certified Facilitator and Business Project Manager.

As the founder and President of The Pet Professional Guild, DogNostics Career Center and The DogSmith, Niki has substantial leadership experience in the pet industry. Niki has published numerous articles on dog training and dog behavior and her pet dog training businesses have been featured in many publications including The New York Times.

Niki’s professional credentials include; AABP-Professional Dog Trainer, AABP-Professional Dog Behavior Consultant, PCBC-A and PCT-A through the Pet Professional Accrediting Board and she has earned diplomas in Animal Behavior Technology and Canine Behavior Science & Technology through the Companion Animal Science Institute.

Along with Niki’s business degree and MBA from Oxford Brookes University, she is also a certified Six Sigma Black Belt, an HCITB TS1, TS2 & TS3 Certified People Trainer, Certified Transformation Specialist and a Certified Facilitator and Project Manager.

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