The real reason I charged more than twice as much as my competition?
Yesterday I did a short video interview with Tim Jackson where he talked about how he went from working 7 days a week to 3.5 days, how he increased prices (massively) and introduced several upsells, and a membership into his daycare business.
 
If you missed it you can watch the 10 minute video here
 
And I promised I'd share why I DIDN'T copy the competition and charge rock bottom prices when I started my first pet business 10 years ago.
 
The simple answer is....I wanted to earn more moolah than my competition.
 
Truthfully, that's it.
See, even though I was new to running a business, in my previous job as a sales rep I'd learned that 'premium brands that charge premium prices make premium profit margins'.
 
I knew that's where I wanted to be.
 
You never want to be a commodity that can be compared to someone else who delivers something similar to you.
 
It didn't matter to me that I was in Sunderland (and not Notting Hill) or that all the other dog walkers in my town charged £10 an hour.
 
I couldn't care less about that.
I knew whilst they might have clients, they also had a crap business model.
 
How many of them went on to write 7 books, launch an online store, do events all over the U.K, launch two podcasts, diversify and employ their family.
 
Answer: None
 
Why not?
 
Well, a BIG part of the reason is they wouldn't have been able to afford to do even if they'd wanted to.
 
It's really hard to grow a pet business when your margins are so tight you sh!t your pants whenever your van gets a flat tyre, or when one of your BIG clients moves away and stops using you.
 
This is why I shake my head when I see people asking questions in FB groups like 'What would you charge for 'X' service?'

For starters you're getting 55 answers from people who ALL probably copied their competition.

So, you're getting a very 'average' answer.

So, my answer to 'What would you charge for 'X' service?' would be;

How much do you want to get paid?

Seriously, how much do you want to get paid?

How much do you want to earn from your business?

That's a great starting point.

You ever asked yourself that question?

Didn't think so...

Try asking today.

Now even.

Then ask, are you earning that much now and if not, why not?

Is it because of your crappy competition?

Is it because of the pandemic?

Is it because Autumn is a bad time of the year normally?

No, it's none of those reasons.

You're not earning the kind of money you want because you're sh!t scared of charging higher prices.

And that won't change while you hang around with the same social-media loving numpties you're hanging around with now.

When you gonna step up?

Author: Dominic Hodgson
In 2011 Dom Hodgson revolutionised the pet service industry with his first business Pack Leader Dog Adventures, the UK's first, award winning 'dog adventure' company.
 
Now a respected dog trainer, author, speaker and mentor to pet business owners, Doms calling is to help dog walkers, trainers and groomers to excel with their marketing, so they can help change the lives of more dog owners with their amazing skills.
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