Chapter 7 · Close the Deal
The phone rings.
Now what?
Most jobs aren't lost to a cheaper competitor. They're lost to a slow reply, a vague answer, or nobody asking for the booking. Closing isn't pushing. It's making yes the easy next step.
Dana
New customer · your area
Asking about puppy kindergarten group class
Play it through
Pick what you'd say. The customer reacts, and a coach note says why. There's no trick answer: the reply that wins is the one a customer would trust.
Dana
Incoming · 00:00
Hi, I found you online. How much do you charge for puppy kindergarten group class?
Moment 1 of 6
Questions before a price
Dana: "Hi, I found you online. How much do you charge for puppy kindergarten group class?"
The path to yes
Every step is a place a job can go quiet. Most don't end with a no. They end with nobody taking the next step.
- 1
Speed to Lead
Within 1 hourThe trainer who answers the call first is the one the owner trusts.
- Set up an auto-reply if you are in a session.
- Keep a 'canned' response ready for initial inquiries.
- Be warm and professional.
- 2
Discovery Call
10–15 minutesDon't quote until you understand the dog's behavior issues.
- Ask about age, breed, and the top 3 behaviors they want to change.
- Assess if this is an aggression issue you are qualified to handle.
- Explain your philosophy (positive reinforcement vs balanced).
- 3
The Solution Proposal
Same dayProvide a simple package structure, not just hourly rates.
- Offer a 'Foundation Package' vs 'Behavior Modification' vs 'Private Coaching'.
- Explain the end result: 'By the end of 4 sessions, your dog will walk on a loose leash.'
- Confirm the training location (owner's home vs park vs your facility).
- 4
Ask for the Close
Be directAssume they want to book if you've answered their questions.
- Don't say 'Let me know.' Say 'I have Tuesday at 9am or Thursday at 2pm. Which works?'
- State your payment/deposit policy clearly.
- Send the calendar invite immediately.
- 5
Gentle Follow-Up
Persistent but kindIf they go silent, they are likely just busy or stressed.
- Follow up after 24 hours, 3 days, and 7 days.
- Include a helpful tip about a common behavior like 'leash pulling'.
- Close the loop after 4 attempts.
What closing is worth to you
These are your numbers, not an industry average. For a month, write down every inquiry and whether it booked. That's your real close rate.
Booked work a month
$3,500
Book just one more in every 10
+$1,000 a month
$12,000 a year, from the same inquiries and no extra marketing.
Talk to everyone who decides
The person who called isn't always the one who decides. Pick a kind of dog training customer to see who else is in the room, and the one question to ask.
Who decides
Often two people: the one who called, and a partner who wasn't on the call.
The question to ask
"Is anyone else part of this decision? Want me to send the details to both of you?"
What they need to say yes
Photos, a clear price and a date they can both plan around.
Lower their risk, not your price
A customer who hesitates is usually weighing what could go wrong. Each promise below answers one worry. Pick the ones you can keep on every job.
What's on Dana's mind
- Surprise charges at the end
- Did they really do it all?
- What if something gets damaged?
- What if it doesn't look good?
- Will I lose my deposit?
- Paying for work that isn't done
- I've never heard of you
7 worries left. Only promise what you'll keep every time: a promise you break costs more than no promise.
Give a reason to decide now
Doing nothing is easy for a customer. A real reason to decide now helps them; a made-up one costs you their trust. Scroll to flip each one.
Fake
"Today only: 20% off if you book right now."
Keep scrolling for the fix
Real
"My next open Saturday is the 14th. After that I'm booked into next month."
Your real schedule, said plainly. Only if it's true.
Fake
A countdown timer on the quote.
Keep scrolling for the fix
Real
"I'm raising prices on January 1. Quotes signed before then keep this price."
A real date for a real change, said once.
Fake
"Only 2 spots left!" (when there are plenty).
Keep scrolling for the fix
Real
"You mentioned family on the 20th. To finish before then I'd start by the 17th."
Their own deadline, which you found by asking.
Fake
"Prices go up next week, so decide now."
Keep scrolling for the fix
Real
"Busy season for dog training fills up early. Booking now gets you the day you want."
Only if your trade has a busy season and you've seen it fill.
Make yes easy
Every day between yes and a signature is a day they can change their mind. Send a clear quote the same day, with a small deposit that holds the date.
Some states cap deposits for work on homes. Check your state's contractor licensing board before you set yours. Enough to hold the date is the goal, not paying for the job up front.
Send it the same day
Free way: a quote template in a doc and a payment link. When you're quoting every week, a job app sends quotes customers sign and pay on their phone, and reminds them for you.
Quote #7626
Your Dog Training Co
For Dana · your area
Included
- Fully insured
- Photos of every job
One tap from a text message. That's the whole point.
You send the quote the same day.
Here's your quote from Your Dog Training Co: puppy kindergarten group class, $800–$1,200. Review and sign here.
The job after the quote
A quote with no reply isn't a no. Three friendly messages, already written for Your Dog Training Co. Then stop, and keep them on your list.
- 1
Day 1
The 24-hour Check-in
Hi Dana, just following up to see if you had any questions about the training package we discussed for [Dog Name]?
- 2
Day 3
The Value Add
Hey Dana! I just worked with a lab similar to [Dog Name] who was also struggling with leash pulling—he did great! Still have that Saturday slot open if you're ready to get started.
- 3
Day 7
The Last Call
Hi Dana, I'm filling my schedule for the month. If you're still looking for help with [Dog Name], let me know! If not, no worries at all.
After the last one, stop. Keep them on your customer list for next season instead.
Practice before it's real
Pick a customer. The AI plays them, hesitation and all. Try to book the job, then get scored.
Situation: Explain that you train the owner to handle the dog, not just the dog itself.
"I've tried training before, nothing worked. Why is your way different?"
How it sounds in dog training
Turning interest into a booking
Expect this. Do not give a flat price until you know the dog.
Control the call by showing interest in the dog first.
Identify the pain points.
Focus on value and transition to scheduling.
Address the budget fear.
Offer a concrete path forward to close.
Essential Sales Videos
Mastering the customer interaction
Seeing how professionals conduct a discovery call is more valuable than any script.
Beginner
Conducting a Discovery Call
This is how you build trust before you ever meet the dog.
Core skill
Explaining Training Packages
Learning to explain 'why' you charge for a package rather than a single session.
Common Mistakes
Stop losing jobs because of these
Beginners make these mistakes by default. Fix them now to get ahead.
1Giving a price immediately.
You don't know the scope of the behavior issue. You might end up working for less than you're worth.
Instead: Always ask for the dog's age and specific issues first. It makes you look like a professional consultant.
2Only offering a single hourly session.
It's hard to get results in one hour. You won't be able to charge enough to sustain the business.
Instead: Offer packages so you can guarantee results and collect payment upfront.
3Waiting for the client to call you back.
They have busy lives and likely forgot they sent the message.
Instead: Follow up politely within 48 hours. Most business is won here.
Recommended Tools
Sales Software
Don't spend money on fancy CRM software until you are consistently booking 5+ clients a week.
Customer and Booking Management
You need to track who you've quoted and when to follow up.
Free way: A simple spreadsheet or a dedicated notebook.
When it's worth paying: When you have more than 5 active prospects and are losing track of follow-ups.
It handles quotes, follow-ups, and scheduling in one app. Not the right fit if you are only doing 1-2 sessions a week, this is an unnecessary expense.
We may earn a commission from some links. It never changes what we recommend, and we'll tell you when the free option is enough. As an Amazon Associate, BeProEx earns from qualifying purchases.
Your business plan, section 6
Closing the deal
- Practice call: not played yet
- Promises that make yes safe: not picked yet
- Deposit: not set yet
- Follow-up schedule: not set yet
Question 1 of 3
During a discovery call, how should you attempt to close the deal?
Next · Chapter 8
The Owner's Mindset
Before you run the jobs you just won: the mindset, offers and leadership ideas worth your time, and where to find them.
Chapter 7 · Close the Deal
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Chapter 7 · Close the Deal
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