Today, our business growth video is four strategies to increase the average transaction value. You may be wondering what that means. The goal is simple, to get customers to spend more with your pet sitting business on every transaction.
The simplest way to do this is to raise your rates.
You can also offer them products and services that will truly serve them and give them fantastic value when they’re using your service. So strategy number one is the obvious one, you can raise your rates.
Create add-on services.
Think about what your customers need while they’re at work or traveling apart from the pet sitting. Think about different things they can add to their pet sitting invoice. Think supply pick up or a pet taxi service, or a pooper scooper service or a vacuuming service, or if you’re a dog trainer, offering those services in addition to the pet sitting, same with grooming.
Sell products that would benefit their pets.
If you love a line of pet products like holistic pet care products, you can add this revenue stream to your business. Or maybe there are tools that you love, like a gentle harness that you couldn’t live without or poop bags. You can then sell those products to your customers, which would increase the transaction value.
Offer packages and discounted packages.
You might be thinking, “Well, that’s going to be less money,” but no, not actually. If you package your services and give your clients discounts when they buy in bulk like that, they will be incentivized to book more.
They may only book three visits a day, but if you have a four visit package where all the visits are discounted, they will go with the four visit package, which results in more money and a higher transaction value for your business.
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Today, we’re talking about the top 15 things you should automate in your pet sitting business. When I talk about automation, I mean that you take the manual processes out of your business by leveraging technology.
Technology is designed to save you time and make you money. So, I teach how to use this to free up your time to focus on revenue-generating activities. Here are the top 15 things that you can start with.
1. Customer Scheduling.
There are a million out there, but you’re automating your customer scheduling and reminder processes using software like Time to Pet, Power Pet Sitter, Precise Petcare, Leashtime, Bluewave. If you’re new, you can also check out software called PocketSuite. I think it’s less than ten bucks a month, but worth it, absolutely worth it.
2. Backing up your files.
Do you ever think, “Hmm, I want to back up my files today.” No, it is not a top priority, but coming from someone that lost all their files once, this is an absolute must. You can use a cloud-based backup like Dropbox, where you can establish a daily or weekly time for a background backup to happen.
3. New-customer onboarding.
You can use an email autoresponder, something like MailChimp or ActiveCampaign, to run your clients through a new-customer onboarding sequence. They complete their new client forms, sign their contracts, and get introduced to their new pet sitter. You start it, and then it just runs through the whole process. I give this to my students who are in my Multiply Mastermind program.
4. Customer follow-ups and surveys.
Again, using your autoresponder or your pet-sitting software, you schedule these follow-ups and survey requests with your customers. So important. You want to make sure that your customers are happy with your pet sitting business, but also, when they are happy, that’s a testimonial that you can showcase for your business.
5. Lead capture and follow-up.
Somebody comes to your website, and they see your lead magnet. “Ooh, this is a great high-value coupon. I’m going to give my first name and email address to get this.” Then, boom, the campaign automatically starts to your email autoresponder.
They get a series of emails to convert them into a paying customer by the end of the sequence. You are not having to manually go in, “Oh, someone filled out a form. I better send them all these emails, one, by one, by one.” No, it just happened in the background.
6. Billing and failed payments.
Use your scheduling software to keep your client’s credit card information on file and process the payment before your client’s service begins. So, instead of you providing service… so the need is already met… printing out an invoice, leaving it on the counter, hoping and praying that they mail it in.
Or they leave it on the counter, then you put it in your pocket, and you lose it, or your sitter, one of your sitters has it and doesn’t mail it to you. The list goes on about how many things can go wrong when you do this manually. If you get this all set up through your pet sitting business software, they pay ahead of time, and it’s super-easy. Then also, if their card is declined or needs to be updated, the system automatically sends them an email. You do not have to do it.
7. Referral and testimonial request.
Using an autoresponder again, like MailChimp or ActiveCampaign, you can run referral-request promotions and ask for testimonials and reviews.
8. Receipts.
We are in business. You need to have a receipt for anything that we spend on our business. Audited, need the receipts. You can use an app like Shoeboxed to scan, organize, and store your business receipts.
9. Website traffic tracking.
Google Analytics allows you to set up a simple report to have emailed to you once a week to look at it quickly to see what your traffic was, how many visitors were there, where they are located, and so on. So you don’t have to think, “Oh, I need to go into Google Analytics.” Because everybody wants to do that. These reports are automatically emailed to you.
10. Social media posts and promotions.
You can use software like SmarterQueue, Hootsuite, or MeetEdgar, which allows social media posts to be written in batches, and then dispersed throughout the week or month using a scheduler. So, you load the content up ahead of time. You decide when you want it sent out to your social media channels, and you don’t have to think about it.
11. Greeting card mailing.
Integrate your email autoresponder with a company like Rocket Notes, or send out cards to automate new-customer welcome greeting cards or thank-you cards. So, at Pet Nanny, when somebody signs up as a new client, and I run them through that new-customer onboarding campaign, it sends a notification to Rocket Notes, which then mails them a greeting card that they get in the mail. It’s pretty cool.
12. Collecting job applications.
Add an online form like Google Forms or Jotforms to your website to collect sitter applications and automatically follow up with them. Someone says, “Oh, I would like to work with Pet Nanny.” They fill out the application. They then get dropped into an autoresponder email sequence, where they are getting the appropriate emails and an invitation to schedule an interview. You do not manually have to do it.
13. Sitter hiring.
Run your sitters through an automated assessment campaign to evaluate how they communicate and follow directions. One of the best things I’ve ever set up in my business, also something that I give to my Multiply Mastermind students.
You want to create these assessment tasks for sitter prospects to run through so that you can be assured that they’re going to be a good person before you hire them. It can be automated, and you don’t have to do it step by step—such an integral part of my business.
14. Sitter onboarding.
Run your sitters through an automated onboarding campaign, which takes them through all the steps they need to complete before they are sent out in the field to work with your customers. Something else I give to my Multiply Mastermind students, I provide the link, and it goes right into their active campaign.
They customize it for themselves. They are onboarding these sitters so that they do not have to do it step by step with every sitter, and it becomes redundant and boring. You can automate so many steps of that process.
15. Contract signing.
Use software like DocuSign or SignNow to have your clients and sitters sign their contracts. Versus a “Hi, client, high new client. Here’s the service agreement.” Having to sign it, come home, put it in a file or picture it, scan it, take a picture of it, and upload it to your Dropbox or Google Drive. You can automate that whole process using one of these contract-signing software.
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One of the ways that you can make more money in your pet sitting business is by attracting brand new customers consistently. Here are five ways to do that.
Increase your direct mail marketing.
I feel like so many people forget about snail mail in this day and age. They’re only focused on online strategies, but I tell you that people read snail mail. Create a direct mail marketing campaign to attract new customers to promote your pet sitting business.
Build an online presence to attract website visitors.
You want to make sure that when people are online, which they are every day, they can find you. First of all, make sure that you have a professional website.
Second, you have your Google My Business listing updated and optimized. Maybe starting a blog. Different ways that you are attracting new customers to your website, which is your conversion mechanism, which is going to convert them into paying customers. Make sure that you have your website listed on as many backend websites with all of the traffic leading back to your site.
Create a social presence.
Social media, guess what, people use it because it works. You want to make sure that you are creating valuable content for your ideal clients on your social media channels. But again, direct them back to your website to convert them into paying customers. You’re not using social media for your business, just for its fun. The end goal is to convert your social media followers into paying customers.
Offer a referral incentive for customers who refer their friends.
Educate your current customers about your referral program, saying, “Hey, we love and appreciate referrals. This is the best way to do it. And we are going to incentivize it by giving you credits off of your next booking.”
Develop strategic alliance relationships.
Creating these relationships with other business owners that target the same market as you do but provide a different service. I’m not talking about pet sitters. I’m talking about pet groomers, pet photographers, pet stores, and vets. And the idea is that you’re sharing each other’s customer lists and referring business back and forth to each other.
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In the Launch & Grow Program, I talk about the importance of purple cowing your dog walking business. What I mean by that is making yourself stand so far apart from your competition that you’re the only logical choice in your market.
Think of an amazing offer that’s different from others.
Now, purple cow, I did not come up with that statement that Seth Godin coined. He has a concise book; if you’re interested in reading it, you can check that out. But think about what would be amazing that you could offer that’s just different from “Hi, I’m going to come to your house and walk your dog for 30 minutes.” Think about what you could package. Think about what you could include. Think about things you could do to make your customers go; “wow, this business is awesome, and they are who I want to hire.”
Survey your audience.
After putting all of your unique ideas down on paper, you can survey your audience. You can use a tool like SurveyMonkey, or a free one is Google Forms. Shoot that out to your current customers and say, what would it include if I could wave a magic wand to do the perfect business for you? Or what would it look like?
List Unique Selling Propositions.
The best ideas come from the customers that you already service. Then I want you to organize everything that makes you special, everything that makes you unique, into a list. We call these your unique selling propositions, and it’s just a list of what makes your business special.
I put a lot of time and effort into my list, create your own, organize them into a list, and include that on your marketing materials. If you visit my website at pet-nanny.net and see what sets us apart, you can check out my USPs. Do not copy them, please.
People want to know why they should hire you. In my programs, I teach my students to create a premium service that attracts premium clients who will pay the premium pricing, which is a crucial step.
So, how do you purple cow your dog walking business? Survey your audience, ask for ideas, organize your unique selling propositions into a checklist and put those on your website and marketing materials.
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Today I want to talk about the fear that most of us have when going out and building pet sitting business relationships with strategic alliances or referral partners.
First, a strategic Alliance is somebody that serves the same target market as you do but offers a different service. Our referral partner doesn’t necessarily have to be in the pet industry but is another business or person you have a partnership with because you guys are referring business back and forth.
This was a major hot topic in my mastermind this week because we talked all about marketing, and a piece of that is getting out from behind your computer, getting cookies, getting cupcakes, getting a pizza, getting bagels, whichever you choose, and going in and making relationships with these business owners.
When we first start talking about this, most of my students feel they’re crippled in fear, and I don’t want to discount that fear because I know I certainly felt it. My heart used to beat like crazy. I would start sweating when I would go in. But here’s the bottom line. You get to choose what this means to you.
This means some people may say, “Oh, you know what? We’re good. We already have a pet sitter that we refer, but thanks for stopping by.” Okay, great. Thank you. It doesn’t mean anything about you or your pet sitting business. It has nothing to do with your self-worth. You don’t seem to have an energetic connection with that business or with that person. That’s fine.
Then the next business you go into will be like, “Oh my gosh, you’re exactly what my clients are looking for. I would love to put out your cards. And thank you so much for the cookies, and here’s the best way to refer us.” You’re going to continue fostering that relationship with them over time. But you have to get out of the fear and do it anyhow.
One of my students this week had a big win. She had these awesome cupcakes made from her grocery with little paw prints. She went out, made awesome connections, and started getting clients.
So my homework assignment for you today is to stretch yourself. Step out of your comfort zone. Write down a list of people you would like to create relationships with and go out and meet with them. I do have a script. I don’t want you guys to overthink this or go in robotically, but if you need a script to help you, like what to say when you go out, go to messagecolleen.com and type in the word script in the messenger chat. And I’m going to shoot you over that script to give you an idea and a framework of what you can say.
Don’t make it mean anything about you if they decide they don’t want to be a referral partner with you. Some people will want to, some people won’t, and either is okay. It doesn’t mean anything about you or your pet sitting business.
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Today, our question comes from a member of my Scholars group, and she wrote, “I’m curious how and if you respond when your pet sitting company is recommended for service in local Facebook groups. Do you comment on the person who recommended your service or comment separately? I hesitate to throw our name out there in these groups if we haven’t been mentioned since some people are not so nice.”
My answer to her was to comment on the person who referred you, comment separately, and DM the person looking for a fantastic sitter. Be proud of your service.
Don’t let some trolls that are sitting behind their computers, who may say something negative about you, hold you back from getting your message out to the people that need you most.
When you respond, something you can offer is a PDF download of all the amazing testimonials that your clients have given your pet sitting company, or you can give them a high-value coupon. There are many cool ways to respond in these instances, but again, do not let fear of judgment hold you back from being so proud of your service and what you have to offer.
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I was on TikTok the other night, and I came across a quote that made me so happy. It reads, “Happiness is not the absence of problems, it’s the ability to deal with them.” Steve Maraboli. I’m not quite sure who Steve is, but it got me thinking about my life and my dog walking business, and how I have learned to deal with problems because I used to get all stressed out and freaked out when a sitter would mess up, or I would mess up, or a customer leave a bad review.
But as I’ve learned, and as the business has grown, all of these problems have only created a better business and helped me grow as a human being.
I want to talk about the two reasons why problems need to be celebrated.
Problems reveal the ways that your business can grow.
They are showing you something. For example, you have more customers than team members. Awesome. You need to find more pet sitters and build better hiring systems. This means that you’re growing. That’s a good thing.
Two, you get a bad customer complaint posted on the internet, posted on Google My Business, posted on Yelp. Awesome. Now you can drive your team to serve your customers more effectively. At the same time, you build your marketing to counter the effect of the complaint and systemize how you will deal with any negative reviews that pop up because they’re going to happen. And that is okay. But guess what? The problem occurred and now you’ve created this new system. Good. It means you’re growing.
Lastly, you have an employee that isn’t working out. Awesome. Now you have a better understanding of the type of people you want to work with. And you’re going to create an attraction system on where to find these people. This is a good thing, and this is how you’re going to grow a better team.
You are building a better dog walking business.
Every problem is like a cleanse for your business. It just takes you to the next level. You will have to solve every problem that you face and then come up with a system to avoid having the same problem happen again in the future.
This is what I’ve done over 20 years of my career in the pet sitting industry. I didn’t know what I was doing when problems first happened. Now, everything is systematized to a T, and my team and my managers know how to deal with everything in a great, systematized way. It just takes all the stress off.
I’m not saying I’m without problems. I have a business and I’m dealing with human beings. Problems still arise, but now I’ve grown as a leader. I’ve grown as a business owner that I don’t freak out when these things happen. I try to look at it through the lens of this happening for me and not to me, and it will create an even better business.
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I want to talk about how it is that I get pet sitters extraordinary results in their businesses.
I’m particular with who I work with.
I teach pet sitting business owners how to launch, grow, and multiply their businesses. I’m not teaching anybody in the pet industry. I’m teaching specifically pet sitters. I’m not teaching plumbers. I’m not teaching housekeepers.
I am a pet sitter. That is what my career is in. I’ve created amazing results with my own business. That is why I want to help other people in the same career as I am.
Business Strategy. I work from 2 proven frameworks.
I work from two proven frameworks, my Launch & Grow framework, which gets my students to 3K months. Then, we go over to my Multiply framework, which is getting my students to 10K months.
Each of the frameworks has step-by-step instructions on how they will get results. Once those frameworks are implemented, the result is 3K, and then the result is 10K or more, which compounds over time. It’s a proven step-by-step system.
I’m not just randomly hopping on calls with people saying, “Okay, try this, try that.” No. There is a specific set of instructions. There is a specific curriculum.
I provide all the tools and templates to make the process easy.
All of the emails, automation, sales, and hiring funnels, all of the manuals and systems, everything is white label so that pet sitters can take my logo off, put their logo on, and put it into action. There’s no reason for them to recreate anything.
Yes, I want them to spin my materials, but I make it nice and easy and say, “Hey, this is what I use in my business, and it works, and you can use it too.”
Support that includes mindset coaching.
Lastly is the support. I love my students as if they are part of my own family, and I will love them and support them in any way possible. I also like to work on their mindset, which is an added thing. I’ve learned over the years of coaching, that a lot of times, the limitations that people come up against are all in their minds.
As I said, I will love and support you if you ever become my student. Still, I’m never going to argue for your limitations because I know what is possible for you on the other side of comfort, stepping out of your comfort zone, learning new things, and implementing. I know what you can achieve. So I work a lot around mindset, digging deep into the stories that we all tell ourselves that keep us stuck.
First, I only work with pet sitters. Second, I teach from proven frameworks. Third, I give all of the tools and templates to my students to make them easy to implement. And lastly, I support them through coaching support and helping with their mindset blocks. So those are the four ways I help my students get results—specifically, a pet sitting business coach.
Hey there, Newbie Pet Sitter! Are you feeling stuck or overwhelmed with starting your pet sitting business? Fret no longer, my friend. I’ve got ya covered!
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