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What Is the Wonder Dog Sales Funnel?
A sales funnel is just a visual metaphor to see the prospect to client journey in tangible ways. So imagine the typical funnel with a wide hole at the top (lots of people see our ads, but even fewer of them click on them) and then a smaller hole at the bottom of the funnel (even fewer still ever become our clients). That is a sales funnel in general, but here is ours in particular.
Ad or Referral > Sales page on our site > Form page that they fill out > Pre Eval call to schedule an evaluation > Eval Pro does a 30-45 minute visit with them > Signs on the new family > Dog Pro goes out to train the dog and family typically for 4-7 weeks.
Here’s how that works:
The ad or referral is meant to draw them in to the page on our site. After reading the page for a bit, we hope that they will fill out the form and hop on a call with us.
During the pre-evaluation call, we want to make sure that they are in our service range, their dog isn’t aggressive, they know what we do and offer (in a general way) and that the program is in their price range. If all these things line up, we’ll do an evaluation either in-person or over the phone.
During the evaluation we’re making sure they are an ideal client, we’re learning more about their dog and asking them about their goals and problem behaviors. If all of it lines up, we explain how it all works, what to expect by the end of training and then show them the program that lines up with what they want and need. We also make sure they are on-board to practice and do their part which corresponds with the program they purchase.
If all that goes well and we sign them up, fill out the details we gathered during the evaluation in the database and we send a Dog Pro out to them to train their dog.
The Ideal Client Experience (4 Steps)
1) Connection & Results
The first step of the client experience is connection paired with results. Connection is first, because if a client doesn’t have a connection with us then they won’t hire us. Connection comes down to being relatable and likable. This is why we have smiling faces, answer incoming calls, or if we miss their call, we actually call them back. It’s crazy, but many companies don’t train their team to smile, answer calls, or call clients back… That’s why when we do it, clients or future clients are blown away! After that, we send out our sharp and likable Eval Pro’s to meet the dogs and families. Once they feel that connection, they usually go with us on the journey of getting their pup right! If they don’t connect, like or trust us, then they most likely won’t sign up and the process stops there.
The next part of this first step is the results phase. You must get the client results in order to move to the next step. So this means sending out a certified Dog Pro to do the work and getting the family the results they are looking for. Not only that but WOWing them with our knowledge, experience, resources, games, etc.
2) Testify/Testimony
Steps 2 and 3 can be switched around depending on the type of client and their excitement level. But this step is for our clients to testify. Assuming that their training is done, they testify about us (aka a raving review!) Some clients may even do it before they graduate if you do a great job. These reviews and testimonies are what are going to play the biggest part of people signing up with us.
3) Refer
Referring a friend is the next step when it comes to the client experience. This could be them telling a friend with a dog about us, bringing a friend to the games, etc. People who are referred to us almost always buy from us because they know someone who did it!
4) Ascend
Ascending is the next step in the journey. And a handful of these steps simultaneously but this is the last step. Ascending in our case means keeping their Tribe Membership over the long term. But also taking some of our other offers we offer along the way in their post-training journey. This is where the community is built, friendships are made and people stay clients for a lifetime!
What Is the Wonder Dog Sales Ladder?
A sales ladder is also a visual metaphor, but it’s all about what products we sell people and in what order. At a dentist office, you might come in for a cleaning and checkup, but then might need a filling or want teeth whitening service, etc. At Wonder Dog, our ladder tends to look like this:
In-Home Training > Free trial of the Tribe Membership including Guides + WD Games & Events > Possible Program Upgrades > Renewal of Tribe Membership > Buy Merch
What Programs Does Wonder Dog Offer?
Puppy, Dog & 2-dog Programs
Our programs break into three, depending on whether the dog is younger or older than 6 months or if there is multiple dogs.
Puppy Program
Our PUPPY PROGRAM is typically for families who have GOALS for their dog and want to get ahead of the curve so that the dog grows up on the right track. They may have some puppy issues and concerns. Typically these behaviors are potty training, chewing, nipping, jumping, etc. Overall these families realize they will have their dog a LONG time and want to get a jump start on things.
Adult dog Program
Our DOG PROGRAM is typically not as goal oriented, but rather for families with FRUSTRATIONS and want to get their dog in line with the family culture.
Typically when we’re selling the training to these families, they are more focused on getting rid of problem behaviors rather than the goals they have for their dogs.
2-dog Program
Our 2-DOG PROGRAM is for families who may come to us with either GOALS for their puppies or FRUSTRATIONS from their dogs. The only difference between this program and the others is that there are multiple puppies or dogs that are training with us.
Notice: Because words matter so much, notice that we don’t sell time, or bundles, or packages, or sessions. We offer “programs” and “lessons” with guaranteed results.
What Programs Does Wonder Dog Offer?
On-Leash
This is our most basic program. We visit weekly, fix the behavior problems that we can, give them instructions on how to fix the ones that we can’t re-create during the lesson. Then we train the dog and family in the 8 basic commands: sit, down, bed, stay, come, heel, leave it and a release command (or password) and work on getting rid of the bad behaviors. By the end you can expect a dog that is trained on-leash. It typically takes 3-5 lessons to do this, and is accelerated when the family does the 20 minutes of daily practice and comes out to the Games.
On-Leash PLUS
This is our in-between program. Families who choose this program have a dog that doesn’t need off-leash training but has problem behaviors that may be a little more complex than what our on-leash program can help address. For this program, we also visit weekly, fix the behavior problems using the remote collar primarily, give them instructions on how to fix the ones that we can’t recreate during the lesson, and then train the dog and family in the 8 basic commands: sit, down, bed, stay, come, heel, leave it and a release command (or password) and work on getting rid of the bad behaviors. By the end you can expect a dog that is trained on-leash in the front yard and out-in-public and off-leash training in the home and backyard.
This program also takes about 4-5 lessons to achieve the goals, and is accelerated when the family does the 20 minutes of daily practice and comes out to the WD Games & Events.
OFF-Leash
This is our flagship program and the program the majority of our clients purchase. In this program we train the dog ON-Leash and OFF-Leash. By the end of this program our families can expect a dog that listens to all the 8 basic commands: sit, down, bed, stay, come, heel, leave it and a release command (or password) and work on getting rid of the bad behaviors. Doesn’t do bad behaviors (generally speaking) and can come out to the games and events/go out in public. By the end you can expect a dog that is trained on-leash and off-leash. Meaning they can walk their dog on a leash in the neighborhood, but also have their dog off-leash too.
The biggest benefit of this program and what sets it apart from the other programs above is that the dog is able to be off-leash.
What does this mean for the clients? Their dog comes inside from the backyard. They can go off-leash in the front yard. They can go to the park and unclip their dog and they know their dog will come when called. They can take their dog hiking off-leash, go to the dog park, etc.
This is ultimately what most of our clients want and why this is the main program we sell.
What Routes Does Wonder Dog Use To Train The Dogs?
Done-with-you
Done-With-You is training is the route the majority of our clients choose to do. With our done with you program we come out once a week. When we’re at the lessons we (as the trainers) train the dog and get the dog listening to us first. Once the dog is doing good for us, we pass the dog off to the family and coach and guide the family through the training. The goal here is to get the dog listening to the family as good as the dog listens to us.
Towards the end of the lesson we give the family a personalized homework plan. In this plan we recap what we did that day, we give them a goal or a “test” of the week and assign them a video (or multiples) to watch that week as part of their homework. Then when we come out the next time the idea is we move onto something else. Ideally, the training will get better week after week and we end up with a fully trained dog in a relatively quick amount of time.
Depending on the program, this should take 4-8 weeks depending on the program, problem behaviors, number of dogs being trained, etc.
Done-For-You
Done-For-You is our most premium program. Typically this is for families who either don’t want to be involved in the training process or don’t have the time to be involved in the training process.
With this program the Dog Pro goes out Tuesday-Friday for 2-4 weeks and does the bulk of the training without the family there. During these lessons the Dog Pro addresses the problem behaviors and teaches the commands. At the end of the lesson we send the family a Daily Update saying what we did, what their dog learned and send a video for them to watch. Each day the goal is to progress the dog so that way within the 2-4 week timeline we have a fully trained dog.
Once the daily trainings are over we meet with the family and do weekly 1-on1’s with the family. This portion of the program is very similar to the Done-With-You program and we show the families how to implement what their dog learned and how to use all the training gear.
The length of the program on the problem behaviors, number of dogs being trained, etc.
Note about Done-For-You: We only sell Done-For-You training off-leash. Their is no On-Leash DFY program.
The Wonder Dog Tribe
WHAT IS THE TRIBE?
Our pride and joy at Wonder Dog is our Tribe! We love our Tribe because it is filled with OUR people. The Tribe is a collective of families that are currently in training or families that have graduated training. Who are the families in the Tribe? These are families who LOVE their dog and they love their dog so much they’re willing to buy training, spend their time with us, volunteer for our events, etc.
What does the Tribe do? The Wonder Dog Tribe comes together to have fun, socialize and do things with their dogs. It also is a great way for our clients to train their dog on all the stuff they learn during their in-home but around all sorts of other dogs, people AND distractions. This way they can take their dog anywhere and have total confidence in their ability to do so.
Our Tribe is also a monthly membership product. Our clients get it free for 90 days as part of their program and can choose to stay active after their free trial is over with.
AS A WD Team Member, WHAT DO YOU NEED TO KNOW ABOUT THE TRIBE?
TYPES OF MEMBERSHIPS
Basic Memberships
This membership is for the people who have a trained dog but wasn’t trained through Wonder Dog or people who had 1-2 lessons with us. Think of this like a doggy gym membership. A small monthly fee that gives you access to games, hikes, excursions, etc. and allows you to have fun with your dog.
Premium Memberships
This membership is for families who had their dog trained through Wonder Dog. These families did our on-leash, on-leash +, OR off-leash program. Think of the premium membership like Amazon Prime, a gym membership & Netflix combined. In the next section we go over the specifics, but think of it like Prime in the sense that you get CRAZY value for a small dollar amount.
What do we mean when we tell you to think about it like Amazon Prime? An example for you is the Regression Insurance. This covers if our clients dog regresses on what he/she learned during training that we’ll come back out and do a follow up lesson. BUT that follow-up lesson is included in the small monthly membership fee instead of us billing them for a follow-up lesson. That’s just ONE example.
They also get access to weekly events AND all the content we have! The weekly events are the closest thing you can get to a gym membership. The events are a great way for our clients to keep “working out” their dogs training over time.
SPECIFIC MEMBERSHIPS AND WHAT COMES WITH EACH
BASIC MEMBERSHIP
Access to all games, pack walks, hikes, events, excursions, etc.
PREMIUM ON-LEASH/Off-Leash
“Just Call Us” Regression Insurance
Access to all games, pack walks, hikes, events, excursions, etc. which are typically 1-2x a week!
Access to our refresher video library and our written guides (Specifically On-Leash Training videos) + All the new stuff we produce
Discounts to the Wonder Dog Store
HOW DO THEY ACCESS THE CONTENT?
Click here to access the online content that clients can see as long as their Tribe Membership is active! As a team member, you’ll want to watch our training videos and read the training guides.
wonderdogtraining.com > Login > My Membership > Videos > View
Login: Wonderdog123
Password: Teampw123!
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