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Courage & Clarity
184: From Stalled to Sold Out: How Christina Filled Her Dog Training Program
00:22:18
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- [00:00]
A
Hey there. Real quick before we dive into today's episode Sold out group programs. My 12 month mastermind is officially open for enrollment right now through Friday, March 27, but I have to tell you, my spots are going quick. This is the mastermind for coaches, consultants and service providers who are ready to start, sell out and scale their group programs. Inside, you get the complete group program growth path, you, your roadmap from launch to scale, plus two live weekly coaching calls every single week, expert feedback on your work and daily support. And for the first time ever, possibly the only time, if you apply and either enroll or book a next steps call with me by this Sunday, March 22nd at 11:59 Eastern Time, you are going to get my done for you Launch build bonus. I am going to be building out your entire launch for you. From your webinar topic and outline to email, subject lines and what your angles should be, your podcast, podcast episodes and even your social content. Everything mapped out and scripted. And all you're going to have to do is fill in the blanks. I've never offered this before and I'm not sure it'll be available again in the future. Again, all you have to do is apply and either enroll or just have that sales call booked by the end of Sunday. So go to stephcrowder.com apply and let's have a conversation and see if this could be right for you. Go to the show welcome to the Courage and Clarity podcast. I'm your host, Steph Crowder. I'm a former sales training director who's helped thousands of entrepreneurs earn a living doing something they love over the past 10 years. On your journey, you'll need the courage to be bold, to take risks, and to do what looks crazy on paper. You'll also need the clarity, the brass tacks, simple strategies that actually work. And on this podcast, we deliver both in equal measure. Oh, and by the way, we've got absolutely no time for bs, gross marketing tactics or get rich quick schemes. Just sustainable business strategies for good humans with big dreams. If that sounds like you, you're in the right place. Let's go. Christina, welcome to the podcast.
- [02:17]
B
Thanks for having me.
- [02:18]
A
I'm so excited you're here. Okay, let's get started. Tell us a bit about you and your business and how you earn your living.
- [02:24]
B
Well, I'm a dog trainer up in Nanaimo, British Columbia, and I specialize in aggression and reactivity. So my I earn a living teaching people how to help their dogs. And it was all in person. You know, the standard puppy Classes and all that stuff. And then when the pandemic hit, we all started going online and everyone was like, oh, I don't know if you can do dog training online. And I've moved. My business has been now I think it's currently about 60 to 70% online, which is super cool.
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A
Wow. Yeah. And that's really just a few short years as opposed to being so used to doing it in. In person all the time. That's amazing. Okay, so you joined us in sold out group programs and well before we will kind of get into. Into your journey. But tell us about your program, Dream Dog.
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B
Well, Dream Dog is the brand new version. I'm so excited about it. I have very similar to how you run our program. We have weekly lives and they can check in daily with me. They can post videos for feedback on their training. They can post questions anytime they want. Currently, I have eight people in the group and I help them with various problems or challenges or big goals that they have with their dogs. And we just work through them piece by piece in there.
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A
It's awesome. So we've done a lot of work together. Like you said, it's. This is kind of the new and upgraded version we worked on messaging. We've changed the name of the program. We're gonna get into all of that good stuff. But I think a great place to start is just kind of back to the beginning when you decided to join sold out group programs tell us where things were in your business and maybe like the obstacles that you were coming up against at that time.
- [04:18]
B
At that time, I had been running, so I joined in July. So I had been running my own small group online programs since spring of 2024. So like a year and a half. Just over a year and a half. And I was not getting new people. So when I first launched it, all of my like core people joined and then I helped them and they didn't need me anymore. But I wasn't able to get to the point where I could recruit or find new people that wanted to join the online thing. So I was still mostly relying on in person or one on one online versus that. And I had been stalking you on your podcast. I've listened to like every single episode you've ever put out, I'm sure, at least once.
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A
I love it. And now you're on the show.
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B
It's crazy. And so I was trying to implement the things that you were explaining there. And I got to a point where I'm like, okay, I've done all I can on My own. I need help and I'm ready for help because I, you know, it's a big mental shift going from one on one to small group online.
- [05:34]
A
And can you say more about that? Yeah. How is it different? How has it been different for you?
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B
Because in person, if I do group classes, everyone is there at once and it's really overwhelming for the dogs, it's overwhelming for people. It's overwhelming for me. Like group classes for me aren't my idea of fun and I stopped doing them in the traditional way eight years ago because I don't think that for dogs that are struggling and for people that are struggling, it's just overwhelming. And so group in person didn't make sense. I switched to only one on one or you know, a person and their friend. Small group in person, that's just what I did because small, the, the in person group stuff wasn't working. So switching my brain around to one on one online is great, but small group online would be better. That took me a bit, but it is, it's so much better. Like the, the people's, their progress, the community they build for themselves. And I just sit back and watch them support each other and you know, it's, it's really one of the coolest part of my programs is watching the communities grow.
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A
I think that's such a great point. It is a really big mental shift. One of the things we talk about a lot in sold out group programs is I always say group programs are better than one on one, better for the client. You know, I think, yeah, a lot of us as business owners, we can think of all the reasons that group is great for us. It's like we get to help people and, you know, utilize our time better, but we don't really think of the ways that it's actually it benefits the client as well. And for someone like you who's so used to creating results one on one, I think it can be hard to really picture that until you're actually in it and able to see the benefits of, like you said, people building community. And I can imagine with your topic probably feel like it probably feels great for them to feel less alone. Like the stuff that they're going through with their dogs, like they're not alone and on an island. And the only person who's experiencing this stuff, like the shame of it, I
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B
suppose, yeah, there's a lot of shame, guilt and not that people air quotes should be feeling those things. It's not their fault that their dogs are struggling. But when you go out in the world, and you meet people who just have regular dogs. They always think, well, didn't you socialize them? Aren't you a leader? Like, you know, and you get a lot of unsolicited advice from people who are well meaning usually, but don't know. So I think a lot of people feel very alone when they have a dog who struggles to do the typical dog stuff.
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A
Yeah, yeah, absolutely. So you came into the program, and I remember it very well, where you were, you know, wanting to. You. You'd worked with groups before, but really wanted to kind of take this to the next level, to get this up off the ground. So one of the things we did, as we sort of already hinted at, is kind of rethought the program, renamed the program, Talk to us about some of those. Yeah. The changes that you've made and like, the work that we've done together to help get this version of the program to the place that it is now.
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B
Yeah, it was. It was done in stages.
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A
Yeah.
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B
More so likely for my brain to be able to. You know, I've been doing this. I'm a entrepreneur. I'm all by myself. I've had staff in the past, but now I'm. I just like to do everything myself, but I need to work on that too, I guess. But so to take something I've created, and I'm very protective, like, this is my income. It's how I pay my mortgage. And I have this thing that works and is safe. And so for me to then make big changes, I had to do that in stages. So the first, when I first joined, I was in the middle of a launch by my. On my own, just on the materials, and that was okay. And then I did another launch following the buzz blitz, but I was still in the old package name, still the old website, still the old landing page, the old webinar. And I just changed it myself. But I wasn't able mentally to take on everything, to make all the changes. And then I saw. Right. And then I was like, okay, I actually am in this program. Let's get Steph's help.
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A
Yeah. Yeah.
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B
It's funny how it took me a while to get there.
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A
Yeah.
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B
And then when I sent you, the big change for me was sending you my webinar. And you. Like, I changed it according to the templates and stuff, but you came through, and you made me feel so good about where I was, even though I was feeling insecure about where I was. You made me feel so good where I was, and you just Took everything I had. I took it to the next level without making it cheesy or salesy. You just helped me change the words and how to express things and taught me how to make. I'm used to teaching in webinars. So is there a difference between a sales webinar and a teaching webinar? Yeah, that was hard. That was hard to make that shift.
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A
Yeah. How did it feel? You are someone who's, I think, done a great job of trusting the process and just, you know, like, even when it's new and different, you kind of pushed forward and did it anyway. So getting to the. So I remember this. It was very recent. We're going to talk about results here just in a second. But when you sent in your webinar, I know you shared that. And I'm laughing because I recently interviewed another client, Misty. Her in her episode is right before this one. And we were laughing about how there's this joke in the program that everybody's scared to submit their webinars. And I was like. I was laughing and saying, like, I'm not mean. I'm not gonna be, like, scary. Right. And the joke is like, once you guys get your webinars back, you're like, this is actually awesome and super helpful, but I know how vulnerable it can be to, like, put your work out there. But I know that you shared with our group that when you got that feedback, even before you delivered the webinar, you shared that it, like, shifted something for you as far as confidence, as far as, like, it was feeling. I think you tell me if this is correct, but the way I remember it is you had said you felt better about it even just getting the edits back and making those changes. What was that like?
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B
I was still stuck in that place where I wanted to teach all the things.
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A
Yeah.
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B
And when you're teaching a webinar, the slides are pretty empty. You know, it looks different. And I was trying to. I was feeling really uncomfortable with that transition from. And I think it was awkward looking to what I had come up with. So the transition from, okay, I'm used to teaching webinars, and now I've tried to do follow the template and do it myself. I was still feeling really awkward. And your changes just made everything look pretty, sound pretty. The flow was great. Like, it just. I was excited to present it rather than like, ooh, people. You know, I was excited. I couldn't wait to. To get people. Get in front of people and present it after your edits because I. And. But you kept My voice, like, it didn't change. It was still mine. And I think that that's probably what I was a little worried about is, like, if you're gonna make edits and suggest things, I still wanted it to be me. And that was. It was still. Yeah, it was great.
- [12:57]
A
Yeah. I think that's something that I'd like to just kind of spend a moment on and get your take on, because, you know, a lot of the people that I work with in the program and definitely people who are listening to this episode are real experts in their area. Right. Like, for you, you have your expertise in training dogs and helping with their aggression. Right? Like, that's your lane. And lots of people listening have their own lane as well. And I think a lot of times the thought is like, I just want to be able to talk about my thing. I don't want to have to figure out, like, the sales side of it or, you know, the sales side of it's, like, just so much less intuitive. So what has it been like for you to fold more of those sales skills? Like, you're. You're very strong on the expertise. Like, and again, I think a lot of the people listening are probably thinking to themselves, like, I know I can help clients. Like, I don't have doubt about that. Like, if you put clients in front of me, I'm good. But it's just the process of actually getting them in those seats, getting them in the chairs, that is such a challenge. So that's a skill that you've absolutely been developing. How has that been for you incorporating that?
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B
It's interesting because I didn't. Until you just said that, I didn't think about it that way. It's more in my brain. It's more. I'm able now to put words to what people are feeling better. So I'm able to do the problem focused versus solution focused, right? Like, hey, instead of going, hey, I've got the solution. I can help you. Going, hey, I hear you have this problem. How are you feeling? Right. And to be able to connect with people on that level, it feels good. Right? So I think that for me, instead of thinking of it as sales.
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A
Yeah.
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B
Think of it more as just connecting with people where they're at, not where I know I can help them get
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A
to, because, oh, man, that's such a light bulb moment. I think that. That no wonder we end up feeling awkward in our sales process when we're so solution focused, because it's like you can just feel yourself missing. You can feel it not Resonating.
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B
Yeah.
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A
Versus bringing the conversation. I love the way you said that. Where it's like just actually connecting with people right where they are.
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B
Yeah. And you can see people's. The relief and right when you connect with them and they feel heard.
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A
Mm.
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B
So I just love it. I think it's so fantastic.
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A
Yeah. Super fun.
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B
And I don't feel cheesy.
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A
Yeah. Yeah. That's awesome as well. Tell us about your recent launch. And so we. You put in this webinar. We did the feedback, you made the edits, you delivered it. You had a fantastic launch. Tell us all about it.
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B
All right. So I launched over Christmas.
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A
Yeah, I forgot that part.
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B
And it was. It was a lot. Like, I didn't realize how much work it was going to be. So I was doing that while also doing a side quest and while still working and such. And I think I could do better next time because I'll. I'll budget my time better next time. And I've done it before, so I'll be able to do it. But I said to myself, I said, okay, you're paying Steph to be in this program. Just do it. Just do all the things. Don't go halfway. Don't do 75%. Just do what Steph says.
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A
Yeah.
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B
And I did. I did. And so when I was. I did the Bud splits and I submitted my webinar and I presented the webinar, I did Facebook ads promoting the webinar and I kept those ads running until my cart closed. Where in the past I would have kept the ad. I would have closed the ads at the webinar date. But I got a lot of people coming in after the fact still after the webinar, and they watched the replay. So I did the webinar. I think I had 130 people live. I had three, 70 or so registered for it.
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A
It's amazing.
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B
And it felt great. Like, it was so good. I aft. Actually, I think before the webinar even started, I had three people sign up my good, better, best numbers, where I thought, okay, I'll run it with four. That'll be okay.
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A
Yeah.
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If I have six, that's cool. If I get eight. Amazing. And eight people signed up.
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A
Amazing.
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So good.
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A
Yeah. That you hit that best goal. So what was like. Yeah. What was that experience like for you of actually of hitting your best goal? Is that the most you've had in a group before?
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B
Yes.
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A
Yes.
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B
I think the most I've had before is five.
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A
Okay.
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B
So, yeah, quite a few almost doubled.
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A
Yeah.
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And the Cool thing was, is that it's people who like one person. I don't know who they are. In the past, it's always people I've already worked with. And this launch style, the buzz blitz, the webinar, allowed me to connect with people that I hadn't already worked with. Right. So it allowed me to bring in people that didn't already have that trusting working relationship with me. It feels really good. And they're going so well. The group is such a good match. We're having so much fun.
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A
So good. That's a big piece of what we talk about in the program, too, is, like, getting the people into the group. And then you get to have the experience of creating amazing client results, which, like, now you'll get to harvest their success stories and showcase them. And it becomes this cycle where now you're going to get to attract even more people. And to your point, there's such a different feeling when you're attracting people who are strangers on the Internet that we haven't actually connected with. I think that's where things really start to feel like, okay, this is going somewhere. Like, I'm actually getting out there in a way that is beyond the effort of, you know, manually finding clients. Right. So that will just continue to multiply now that you're in the group program cycle.
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B
Yeah, it's. It's exciting. I'm like, when can I launch again?
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A
Yeah. And isn't that funny, too? Like, so many people I talk to are like, oh, launching. And then when you learn how to do it in a way that actually creates results, it's funny to hear people be like, when can I launch again? Right. Like, we can really change our thoughts about the process of launching. It doesn't have to feel so terrible.
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B
Yeah. There is a lot of learning for me to get to where I am from where I was in July, and I can almost feel like there's little gears at my brain, like, shifted.
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A
Yeah.
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B
And now that I'm in, I'm like, okay, this is really cool. This is a really cool system, really cool process, and I can't wait to launch again. I think it's going to be fun.
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A
Yeah, I love it. What kind of, like, I'm thinking, as I'm hearing you talk about, really, what you've done is exactly what I've been talking about a lot here on the podcast recently. And what we'll be talking about more in my upcoming summit is you just use the word system like this system. Right. It really is taking a system which I teach which is Buzz Blitz. As. As you said, making it your own, installing it in your business and then refining it, perfecting it, expanding upon it. You are very much in that cycle now. What do you think that has done for your confidence in your business? Like, how has that changed your confidence not only about how things are going right now, but also as you build into the future?
- [20:28]
B
Oh, I feel super confident. I like, I know the Buzz Blitz is fantastic. It says, okay, today you're going to write this style of email. If it were up to me, I would write the email probably that day based on what I'm feeling, based on maybe something I saw on the Internet, you know, either inspiring or this. But there's an actual strategy behind. We're going to do something engaging here. We're going to do something. A client story here. You know, there's a. It really puts things. Makes things clear about how to connect with people. And I just think it makes it so much easier that you can plan it and have it planned and still be authentic to who you are and stuff at the same time.
- [21:17]
A
Yeah, absolutely. That's exactly what it's designed to do. So I'm so glad that's been the case for you. So as we kind of wind down our conversation here, I am curious. You know, some folks listening to this podcast are maybe in the same place where you were at last July, where you were really thinking about this and you were, like, kind of on the fence and you, as you said, and I think that's very common, that sort of like, can I figure this out on my own? Should I just go for it? What would you say to those people who are, you know, really weighing that decision right now? What should they be thinking about as they decide what they want to do?
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B
Oh, just do it. Just do it. Like there. We're not experts in sales and this type of stuff. If you're an expert in whatever your lane is. I'm a great dog trainer, but I. I mean, I followed you for at least, I would say, at least two years on your podcast, and I tried, and I didn't understand you. You don't know what you don't know until you know it, right?
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A
Yeah. Yeah.
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B
And I don't think you're going to get rid of me. I might just stay forever because I have so many questions, like the next thing and can I do this? And can I do that, and you'll keep me in line and also help me get to where I need to go. So if you're thinking about it, do it. You'll make your money back. It'll be great.
- [22:42]
A
Yeah, yeah. That's a big goal for me. Like, as. As your coach is. I always, like, we have a lot of conversations about. Okay, let's. You know, I don't shy away from that conversation around making sure you're earning your investment back many times over. It's a big. It's a big piece of what we do, so I love it. Well, Christina, tell people if they are curious about you and they want to see what you're up to online, where can they find you?
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B
My website is WWW. Positive Dog.
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A
I love that. I love that. That's the URL Positive Dog. And then you're on Instagram too, right? Yes.
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B
I don't know my handle.
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A
I think it might just be Positive Dog.
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B
I think that one might have been taken. So it's like Positive Dogs. I don't know.
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A
Okay, well, I'll make sure you're tagged on my Instagram so people can follow you.
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B
And you.
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A
You have a podcast too, right?
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B
Yes, I do.
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A
What's your podcast?
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B
It's called Something to Trot About.
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A
I love it. Thank you so much for coming on the show. It's been amazing to have you.
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B
Yeah, thanks for chatting. It's been great to be here.