How do I get more clients as a dog trainer??
Let’s just be honest… finding clients can feel really hard sometimes.
You’re showing up. You’re posting availability. You’re trying your best to get the word out. But it’s just not landing.
You’re not getting the bookings. And it’s frustrating.
I speak to so many brilliant dog trainers who are in the same boat.
They’ve got a decent following, their posts are getting likes, a few comments here and there… but when it comes to people actually booking their services? Nothing.
It’s confusing. It’s disheartening. And it leaves you questioning what you’re doing wrong.
So, if you’re sitting there wondering:
"Why aren’t people booking with me?"
Let me tell you this - it’s not because you’re bad at what you do.
You’re probably just doing what most people do… and that’s selling too soon.
And I say this with love - because nearly everyone does it.
Most of the time, we try to “market” by constantly promoting our availability.
Posting things like “I’ve got space this week!” or “Book your spot now!” over and over again.
But here’s the thing...
Most people aren’t ready to buy the first time they see you.
The 3% Rule (and the 97% you’re missing)
Here’s a really useful perspective shift:
Only around 3% of your audience are actively looking for help right now.
Those are the people who know they need a dog trainer, are ready to invest, and just want to find the right person.
But the other 97%? They’re not quite there.
They might be:
Still thinking about whether they need help
Unsure if it’s worth the cost
Nervous about making the wrong choice
Just getting to know you
So if all they ever see from you is “Book now” posts, they’ll just scroll past.
They’re not ready - and those posts don’t speak to where they’re at.
In some cases, it might even make them feel like you’re not interested in them, unless they’re ready to buy.
And nobody likes to feel like that.
So what should you do instead?
It’s simple.
Start treating your audience like real people, not just potential bookings.
You want to build a connection. Build trust. Show up consistently and help them get to know you.
You’re not just asking them to buy something, you’re asking them to trust you with their dog. That’s a big deal.
Here’s how to start shifting your approach:
1. Focus on building relationships
Think about the way you’d talk to someone in-person.
You wouldn’t walk up to a stranger and immediately say, “Do you want to book a session?”
You’d chat. You’d ask questions. You’d find out what they need.
That’s what your marketing should feel like, too.
Post like you’re talking to a real person — not shouting into a crowd.
2. Share helpful, relevant content
Instead of just talking about what you offer, try posting things that actually help your audience.
This could be:
Tips for common training issues
Real stories or examples from client work (with permission!)
Advice on what to look for in a dog trainer
Behind-the-scenes of your training process
Content like this builds trust and shows people that you know what you’re talking about — without having to push them to buy something.
3. Give people low-pressure ways to stick around
Not everyone is ready to book right now, and that’s okay (and totally normal!)
But you can give them a way to stay connected, so when they are ready, they know where to find you.
That might be:
Your email list
A free Facebook group
Following your Instagram account
These things let you stay top-of-mind without pushing for the sale all the time.
What it comes down to
If you want more clients, the key isn’t to shout louder or post more often about your availability.
It’s about showing people who you are.
Building trust.
Offering value.
And letting them get to know you before you ask them to book.
Because when someone feels like they know you, like they actually like and trust you, they’ll feel much more confident saying “yes” when they’re ready.
Need some help with that?
If any of this has hit home and you’re realising you’ve probably been stuck in the ‘sell, sell, sell’ loop - don’t stress. You’re definitely not the only one.
But if you’d like help figuring out how to shift things and start building those real connections that actually lead to bookings - I’m here for that.
Just drop me a message or send an email to:
📩 [email protected]
We can chat about how to get your marketing feeling more natural, less pushy, and more you.
Emma x