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Common Language
Below are a few words and phrases that set us apart from our competition. Since excellence is our standard, it is our job to use the most appropriate language.
In terms of operant conditioning, we are aiming to use the proper stimuli to train our clients to train their dogs properly. If we mess up the stimuli, then we mess up the training.
Language that sets us apart
1) NEVER cuss/curse in front of clients.
Even if the client curses in front of you, don’t say bad words. It’s tacky and even if they are using them they may judge you for your use of the words. Yes, really.
2) NEVER talk politics, and be wary of talking religion (and now… Covid & vaccinations)
These are all iffy topics and can nowadays can turn friends into enemies if you do not see eye-to-eye. Staying away from these talking points is the SAFEST bet in professional relationships. Literally, no politics with clients or team members.
Also, you will inevitably work for someone who views the world completely different than you politically. In times of doing this, we will maintain the utmost professionalism and accept them for their views and opinions and do what we were hired to do. Train their dog and change their life. That’s it.
As individuals, we can be political in nature, but as an organization we are A POLITICAL. We are only political on matter effecting dog training. We as a company take no stances on anything political.
Note: Politics should not be discussed amongst your colleagues either. We do not want to stir up strife between anyone on the team internally because people have polar opposite views.
3) NEVER talk about bad news from your personal or work life.
Be personable, NOT personal. Our clients are expecting top-notch service and dog training, not to hear about the problems in your personal life. We want to be a light in people’s lives, so positive only. If you want to vent or talk about what’s going on in your life, do that with your team or leadership team.
4) We do “lessons,” not “sessions.”
Every dog trainer in the world sells “sessions” in a “package”. We are not every other dog trainer. So our language difference here is subtle yet different. Another thing that sets us apart from others. “Sessions” are time for dollars. “Lessons” have an end result in mind.
4A) We have “Home Study Lessons” NOT “Video Lessons”
Anyone can go on Youtube and find a video of dog training. If a client is on the Hybrid program, they get a home study lesson, not a video lesson.
4B) We have “Group Lessons” not “Group Classes” or “Group Sessions”
For the same reason on #4, we don’t do group classes or group sessions. Both of those are done by all the other trainers. We are NOT other trainers. For this reason we set ourselves apart through language and say “Group Lessons”.
5) We sell “programs,” not “packages” or “bundles.”
Every dog trainer in the world sells “packages” and “bundles”. We don’t sell either. We sell “programs”. The difference is that packages are a number of sessions. Programs guarantee results and aren’t based on time.
5A) We have “Group Programs” nor “Group Classes”
For the same we don’t say packages or bundles we don’t say Group Classes. We have group programs with intended outcomes and end results.
6) We train in the 8 basic life commands
Sit, Down, Place, Stay, Come, Heel, Leave It, and a release word of their choosing.
7) We place collars on “snugly,” not “tightly.”
No one wants to place a collar on their dog “tight”, HOWEVER, they will place it on snug. So when describing the fit of the remote collar or the prong collar, say “snug".
8) We use "remote collars” “Vibrate & Tingle collars” or stimulation collars" not “shock collars” or “e-collars.”
This wording you’ll find is VERY IMPORTANT. Most people don’t know there’s anything but shock collars. In their minds, they see a collar and remote and assume it is a shock collar. Dog Pros are trained to make sure the family understands and is comfortable with using the remote collar before even getting it on the dog(s).
9) Remote collars “tap” “tingle” “Vibrate” or “stimulate” —- NOT “zap, zing, shock, electrocute.”
Even if people call the collar a shock collar or they say words like “zap” or other things, that does not give you the excuse to use those words.
10) We give “feedback” or offer “some innovations,” not “criticize.”
11) We have “challenges” or “opportunities,” not “problems.”
Think of “problems” as challenges. No one wants a problem, but we all want a challenge! Challenges were made to be solved!
On a bit more of an optimistic note, if you look at things the right way, everything is an opportunity.
Example. A client is giving you a hard time, it’s an to opportunity learn.
Example. A dog is showing you a problem you haven’t seen before or making teaching a behavior really difficult, then good. It is an opportunity to get better.
Click here for a quick video on the topic. “Good” by Jocko.
12) We “GET” to do things. We don’t “have to” or “got to”. We always GET to.
There are people with truly terrible jobs out there. We are fortunate that our jobs revolve around making people happy and playing with dogs! Words matter, so when you are at work, you get to train dogs. You get to do the admin work that comes with a lesson. It is all a blessing and all an opportunity.
13) Never say the word “Pain” or “Hurt”
No one wants to think of their dog being in pain or hurting their dog. When speaking of things that could be potentially painful, use the word “Discomfort” to speak of things. When someone inevitably asks, “Will this hurt my dog?” the answer is always, “No, it definitely won’t be comfortable for the dog to get a correction using the collar, but if we do things the right way, it shouldn’t be painful or hurt the dog.”
14) No calling clients bro, sweetie, honey, etc.
Talk to clients with respect. Do not disrespect them by calling them pet names and becoming too casual.
15) Text in Clear, Adult Grammar in Full Sentences.
If a client takes time out of their day to text you, actually reply to them and formulate a response you would want to get. If they text you an update, actually reply like you are excited. If they ask a question, answer it.
16) We have clients, not customers.
The reason for this is that customers go and clients stay. Customers are typically on short term buying cycles. Clients are people you do business with over a long period of time.
17) We have “terms and conditions” or an “agreement,” but not a “contract.”
As soon as you say contract, then people start asking 1000 questions and it slows down everything, so stay away from that word.
18) We call dogs by their gender. We do not call dogs “it”.
We hired a new person one time and he referred to a dog as “it” rather than by the dog’s gender. While this isn’t a huge deal, the dogs of our clients are like family and calling the dog an “it” is not polite.
19) “What kind of collars do you use?”
Conversation example below.
Client (C): What kind of collars do you use?
Eval Pro (EP): We use walking dog collars and remote collars. We are balanced trainers who balance positive and negative to communicate effectively.
C: Are those the shock collars? I don’t want to use a shock collar.
EP: No ma’am. We use remote collars that vibrate and tingle to talk to the dog at a distance. The collars we use are the highest end collars you can use and they vibrate and tingle. They don’t shock.
C: Okay, what are the walking dog collars? Are those the pinch collars?
EP: They could be called that I guess, but we call them walking dog collars because we mostly use them for walking. They communicate with the dog the same way a mother dog would. If the dog pulls or we pull on the leash it tells them in dog language not do whatever it was. For example: how do mom dogs communicate with puppies? Well when they are being bad the mom dog nips the puppy on the neck to tell the puppy “don’t do that”. These collars talk to the dog in the same way.
21) Wonder Dog is two words. Not “Wonderdog”.
22) The Wonder Dog Tribe and Games are always capitalized with a capital T and capital G for branding.
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