Episodios

  • Force-Free Doesn’t Mean Free. Selling With Integrity

    Force-Free Doesn’t Mean Free. Selling With Integrity
    Oct 22 2025
    Description: Most trainers try to sell by posting "So many spaces left to class on XXX", "Want help with your dog, get in touch", essentially “buy my thing"… then wonder why it doesn’t work and convince ourselves that selling is icky. This Selling Season episode shows you how to sell every day without being salesy: build trust, show your face and name, mix value with clear asks, and stop keeping your offers a secret. We cover: The CBA jab–jab–jab, right hook (how to balance value with the ask) Why faceless pages kill trust (name, photo, voice — or no sale) Lives with 3 viewers, crickets on posts — and why you keep going Events/shows: how to start real conversations (and stop being a wallflower) The long game: lurkers who read for 6–12 months… then buy Awareness → Authority → Offer: make it easy to choose you Our motto still stands: Giving a shit is the strategy. Getting shit done is the method. For reward-based, force-free trainers who care deeply and want that care to pay off this is how you sell without the ick. KEY TAKEAWAYS Most people feel uncomfortable or “icky” about selling. They don´t want to be salesy, braggy or pushy. Allowing yourself to carry on fearing selling leads to missed opportunities. Bombarding your audience with constant buy now posts erodes trust. Relentless self-promotion turns people off. Consistently show up, share your story, and let your audience see the real person behind the brand. Focus first on providing value - educate, offer insights, tips and simple solutions. When trust is established, sales follow naturally – often, after months of “silent” observation by your future clients. Consistent, authentic effort, despite not hearing anything back, eventually pays off. It enables people to trust you. Be realistic. Don´t be disappointed when only a few people actually buy. Not everyone is going to need what you offer. Be patient, and you will sell to those who do need your service. BEST MOMENTS “Selling should not be seen as dirty, as icky.” “If you're selling a service that you wholeheartedly believe in and you know it's going to get a result for somebody, why the hell should you not sell it? .” “There are lots of times where your clients are lurking... you don’t feel like anybody’s watching, but they’ve been watching everything you do.” “If you’re not talking about it, nobody knows anything about it. For me, selling should be something you do every single day.” “Selling should not be, in our opinion, that icky, horrible thing where you’re just ramming something down somebody's neck.” EPISODE RESOURCES Previous sales episode - https://podcasts.apple.com/gb/podcast/you-cant-help-dogs-if-youre-broke/id1727170978?i=1000731878365 SOCIALS AND IMPORTANT LINKS https://www.tiktok.com/@letstalkdogbusiness https://www.youtube.com/@LetsTalkDogBusiness Website www.caninebusinessacademy.com Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/ Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705 Email hello@caninebusinessacademy.com ABOUT THE HOSTS We’re Jo Moorcroft and Vicky Davies. Force-free dog trainers, business strategists and co-founders of Canine Business Academy. Collectively, we’ve been dog training for nearly three decades, built a six-figure dog training business, and grown CBA into a multi–six-figure global brand, all while raising kids, a university degree and life life'ing. Featured on BBC, FOX and NBC, and authors of Let’s Talk Dog Business Strategy. Giving a shit is the strategy. Getting shit done is the method. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
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    49 m
  • From Dreading Sales to Owning It: Your Path to Confident Selling

    From Dreading Sales to Owning It: Your Path to Confident Selling
    Oct 14 2025
    DESCRIPTION Are you struggling to sell your services without feeling pushy and uncomfortable about the sales process? If you are you are far from alone, most business owners struggle with this. Today, Jo & Vicky share mindset shifts, practical strategies, and real-world stories to help you to get past the stigma associated with making sales, so you can grow your business fast and ethically. They demonstrate why learning to sell with integrity and purpose is the key. Before sharing how to communicate value, set boundaries, manage customer expectations, and ensure that every sale turns into a win for both you and your client. KEY TAKEAWAYS There really is nothing “icky” about sales. If you have something someone needs, you are actually doing them a good turn by telling them about it. Selling with purpose means offering your services in a way that genuinely serves your clients, while aligning with your values. The aim is to make sales that benefits everyone involved. When you know you truly have the solution that person is seeking, selling becomes much easier. Focusing on delivering real value and results, automatically leads to financial success. Build your confidence in the service you offer. If something needs tweaking to make it better, tweak it. Don´t sell by undervaluing what you have to offer. Each sale needs to be a genuine win-win. Both you and your client need to get something of value from the transaction. Ensure you are targeting people you can genuinely help and that you are happy to work with. It is far easier to sell a simple, highly targeted service than it is to try to sell something complicated. Make it really quick and easy for the person to pay. BEST MOMENTS “We are talking about selling with purpose.” "I don't want to be the world's best kept secret, because it doesn't help anybody." "It really baffles my brain that as business owners, we think that selling is a bad thing." "Why can't you make money and still be the most caring person ever?" "If all the win is for the client and you're losing out, how is that sustainable?" "You will burn yourself out. You'll overwhelm yourself, you'll wish you hadn't included all that stuff that you've included." SOCIALS AND IMPORTANT LINKS https://www.tiktok.com/@letstalkdogbusiness https://www.youtube.com/@LetsTalkDogBusiness Website www.caninebusinessacademy.com Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/ Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705 Email hello@caninebusinessacademy.com ABOUT THE HOSTS We’re Jo Moorcroft and Vicky Davies. Force-free dog trainers, business strategists and co-founders of Canine Business Academy. Collectively, we’ve been dog training for nearly three decades, built a six-figure dog training business, and grown CBA into a multi–six-figure global brand, all while raising kids, a university degree and life life'ing. Featured on BBC, FOX and NBC, and authors of Let’s Talk Dog Business Strategy. Giving a shit is the strategy. Getting shit done is the method. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
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    43 m
  • From Chaos to Confidence: Streamlining Your Business with Smart Systems

    From Chaos to Confidence: Streamlining Your Business with Smart Systems
    Oct 7 2025
    DESCRIPTION In this episode, Jo & Vicky sit down to talk about – using systems in your business. On the surface this sounds like a boring subject, an episode you might be tempted to skip. But, when you invest in the right business systems and learn to use them well you end up saving a huge amount of time and money, which also greatly reduces your stress levels. Listen in to learn how to choose the right systems, buy them at the right time and use them in a productive way. KEY TAKEAWAYS A CRM system helped Vicky and Jo streamline their appointment management, automate reminders, invoicing, client sign up and more. The right CRM gives you an overview of each client, so you can target them with the right messages and products. Start simply, and when you are ready to scale, invest in the systems you will need to manage a larger customer base. The right CRM will improve your customer experience and ensure all leads are followed up on. Automating your social media is a huge win. Consistent posting builds trust and the algorithm loves it. Avoid shiny object syndrome. Only buy what you need and don´t waste time trying to learn the features you don´t need to use yet. AI tools like ChatGPT can become a strategic partner in your business. Jo explains how she has trained it and which version to use. AI is a great writing assistant. Don’t overcomplicate your website. Bloat stops people finding what they need. Remember, human connection is still your most powerful business tool. Don´t automate everything, still make those personal calls, reply in person and comment. BEST MOMENTS “Business systems sounds really boring, but you know us, we're going to jazz it up. We're going to CBA it up.” “If you are serious about building your business purposefully, you do need to invest in those systems.” “That's where the systems really come in, because you do get a lot of time back if you use them appropriately, and it's at the right time in your business to use them.” “For A CRM system, our biased verdict is Keap. We do have an affiliate code that we can give you to get you a storming deal with them.” “I’m a big, big advocate of chat, GPT and AI.” EPISODE RESOURCES http://www.keapnow.com/canineplaybook SOCIALS AND IMPORTANT LINKS https://www.tiktok.com/@letstalkdogbusiness https://www.youtube.com/@LetsTalkDogBusiness Website www.caninebusinessacademy.com Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/ Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705 Email hello@caninebusinessacademy.com ABOUT THE HOSTS Meet Jo and Vicky! They bring a combined 25 years of expertise in the canine industry. Jo, with a background in corporate business, and Vicky, a dedicated advocate for rescue organisations, form an unstoppable team. Beyond the mic, their lives are a whirlwind – managing two successful businesses, pursuing a full-time university degree, and parenting two little ones under four. Each of their homes combined is a lively menagerie, housing five dogs and an abundance of chickens. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
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    58 m
  • How PACT’s Unique Approach Enables Members to Thrive, Not Just Survive with Jason Light

    How PACT’s Unique Approach Enables Members to Thrive, Not Just Survive with Jason Light
    Sep 30 2025
    DESCRIPTION In this episode, Jo & Vicky are joined by Jason Light, Director at PACT (Professional Association of Canine Trainers). They provide ABTC recognised courses and a support network for dog trainers who want to build ethical, resilient practices that grow fast and stand the test of time. PACT is known for its welfare-first, science-led approach to assessing and training dog professionals. Today's conversation isn't about competing voices. It's about exploring how we can collectively support trainers and behaviourists to build sustainable, ethical practices that work for them. KEY TAKEAWAYS PACT training is a combination of online and in-person. It is a highly flexible and supportive way to learn. At PACT they find ways to tick multiple business strengthening and ethical boxes with one activity. Imposter syndrome holds most trainers back. There are several root causes PACT will help you to overcome yours. Counter-intuitively, knowing how you can exit your business, e.g. sell it, is freeing and empowering. Collaboration, not competition, is the future of the dog training industry. Practical examples of this working in the real world are discussed. Building sustainable, ethical practices is essential. Sustainable includes building a business that will provide you with an income for decades to come. Compassion fatigue is a key reason trainers leave the industry. PACT provides training and support to address this issue. For long term success, business skills are just as important as dog knowledge. There are lots of ways to work that enable you to only do the things you like doing and are good at. Jason explains how. BEST MOMENTS “How can we have a truly sustainable business in every sense? - the financial sense, longevity, resilience, as well as the social and economic benefits that you can achieve.” “We’re seeing more behaviourists and trainers cross referring between each other.” “You can do it (PACT training) flexibly in your own time, but the in-person days are kind of fixed.” “We're really passionate about showing best practice... a really modern way of doing business.” “At PACT we find ways to tick multiple boxes with one activity.” “I made a whole career out of finding fantastic people that do brilliant stuff and getting their support and paying them for it.” EPISODE RESOURCES https://www.pact-dogs.com Free taster courses - https://www.pact-dogs.com/pactfreecourses SOCIALS AND IMPORTANT LINKS https://www.tiktok.com/@letstalkdogbusiness https://www.youtube.com/@LetsTalkDogBusiness Website www.caninebusinessacademy.com Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/ Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705 Email hello@caninebusinessacademy.com ABOUT THE HOSTS Meet Jo and Vicky! They bring a combined 25 years of expertise in the canine industry. Jo, with a background in corporate business, and Vicky, a dedicated advocate for rescue organisations, form an unstoppable team. Beyond the mic, their lives are a whirlwind – managing two successful businesses, pursuing a full-time university degree, and parenting two little ones under four. Each of their homes combined is a lively menagerie, housing five dogs and an abundance of chickens. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
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    1 h y 20 m
  • The Work-Life Dance: Flexibility, Priorities, and Entrepreneurial Spirit

    The Work-Life Dance: Flexibility, Priorities, and Entrepreneurial Spirit
    Sep 23 2025
    DESCRIPTION Are you struggling to find the perfect work-life balance? In this episode, Jo & Vicky challenge the very idea of work-life balance and explain why for them keeping both their personal and work lives ticking along in harmony is more of a dance than a balancing act. They explore what it really means to thrive as an entrepreneur, parent, and individual. Jo & Vicky share several honest stories about how they achieve what they really want in both their business and personal lives, resist pressure to follow societal norms and avoid burnout. They demonstrate why flexibility, self-awareness, and embracing your unique “dance of life” is what actually leads to greater satisfaction and success. KEY TAKEAWAYS Chasing an idealised version of work-life balance that is impossible to achieve only leads to burnout. Instead embrace the “dance” and learn to adapt and be flexible. Don´t let society dictate what you prioritise. You and your partner know what really matters. Define success on your own terms and regularly review where you are and whether you still feel that way. Keep the channels of communication open in all areas of your life. Accept that what you prioritise is going to change over time. Self-awareness is essential. Understand what really matters to you, your strengths and limitations. Be realistic about what you can get done. Allow yourself sufficient time and make sure you recharge your batteries enough. Recognise the dead ends you go down e.g. endlessly creating to do lists instead of taking action. Come up with effective strategies to break those negative behaviours. Ask yourself what your ideal life looks like in all areas of your life. Be realistic, at times you do have to sacrifice one thing to achieve another. But don´t fall into the trap of doing this becoming your norm. Don´t push things too far. BEST MOMENTS “We don't like the word balance - we prefer the word dance.” “It's impossible to achieve complete balance.” “The more you understand yourself, the more you'll be able to help others understand you.” “Allow yourself to go with the flow a bit.” “There is no business police. You can change whatever, whenever you want to change it.” “The choices that we made and continue to make every single day in this business, there is a cost to it.” SOCIALS AND IMPORTANT LINKS https://www.tiktok.com/@letstalkdogbusiness https://www.youtube.com/@LetsTalkDogBusiness Website www.caninebusinessacademy.com Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/ Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705 Email hello@caninebusinessacademy.com ABOUT THE HOSTS Meet Jo and Vicky! They bring a combined 25 years of expertise in the canine industry. Jo, with a background in corporate business, and Vicky, a dedicated advocate for rescue organisations, form an unstoppable team. Beyond the mic, their lives are a whirlwind – managing two successful businesses, pursuing a full-time university degree, and parenting two little ones under four. Each of their homes combined is a lively menagerie, housing five dogs and an abundance of chickens. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
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    59 m
  • For Better or Worse: Surviving, Then Thriving Together as Business Partners

    For Better or Worse: Surviving, Then Thriving Together as Business Partners
    Sep 16 2025
    DESCRIPTION What does it really take to build a successful business partnership—and how do you navigate the bumps along the way? In this candid episode, Jo & Vicky discuss the real-life journey of their business partnership. They share the highs, lows, and the lessons learned. Jo & Vicky cover understanding personality differences, improving communication, and not killing each other in the first few months. They share how embracing self-awareness transforms your relationships with clients as well as your business, and how to turn the challenges of partnering up into opportunities that create a far stronger business than one you could develop alone. KEY TAKEAWAYS Regularly communicate openly and honestly with your business partner to address challenges early. Understand and make allowances for both your own and your partner’s personality types and working styles. Embrace self-awareness and be willing to work on your personal growth for the benefit of the partnership. Clearly define roles and expectations, but be ready to help each other as you learn and grow together. Be patient with each other. Don’t be afraid to seek external help, especially when you are facing challenges. Jo & Vicky hired a mentor to help them grow. Make time to work on the business, not just in the business, to accelerate growth and decision-making. Use structured frameworks like DISC profiling to improve collaboration and understanding. Ask open questions to encourage discussion rather than just yes/no answers. E.g. This is my idea, what do you think about it? Accept and leverage each partner’s unique strengths instead of trying to change each other. BEST MOMENTS “That's how I knew you were the right person, because we want to achieve the same thing.” “I think it’s more intense than marriage … it can be make or break as to whether that business works.” “I love our journey, it’s really fun looking back on it.” “It works because I’m you and you are me.” “You need to keep having the conversations of what we are prepared to do for the business and what we're not prepared to do." “It is that dance that you have to learn.” EPISODE RESOURCES Andy Nisivic episode - https://podcasts.apple.com/gb/podcast/the-impact-your-personality-profile-has-on-your/id1727170978?i=1000668232509 https://onedegree.uk – DISC personality profiling SOCIALS AND IMPORTANT LINKS https://www.tiktok.com/@letstalkdogbusiness https://www.youtube.com/@LetsTalkDogBusiness Website www.caninebusinessacademy.com Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/ Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705 Email hello@caninebusinessacademy.com ABOUT THE HOSTS Meet Jo and Vicky! They bring a combined 25 years of expertise in the canine industry. Jo, with a background in corporate business, and Vicky, a dedicated advocate for rescue organisations, form an unstoppable team. Beyond the mic, their lives are a whirlwind – managing two successful businesses, pursuing a full-time university degree, and parenting two little ones under four. Each of their homes combined is a lively menagerie, housing five dogs and an abundance of chickens. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
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    55 m
  • The Power of Overcoming Fear of Judgement and Sharing Your Success

    The Power of Overcoming Fear of Judgement and Sharing Your Success
    Sep 9 2025
    DESCRIPTION Are you holding back from putting yourself out there and sharing your achievements because you fear being judged? Today, Jo & Vicky look at the real reasons behind self-doubt, imposter syndrome and a reluctance to self-promote, that holds so many business owners back. They explain how embracing your unique story and confidently sharing your wins inspires others while also accelerating the growth of your business. They share practical strategies that enabled them to overcome imposter syndrome and share what they knew. A move that enabled them to build their training businesses, create The Canine Business Academy, reach and help hundreds of people and win awards. KEY TAKEAWAYS Sharing your achievements and what you offer is not about ego. It´s about serving your audience. If you say nothing, people never know there is a solution available for their problem. Overcome imposter syndrome by recognizing your unique strengths and focusing on your purpose. Be the bouncer of your own club. Define your audience – people you can genuinely help and work with effectively. Then, focus on attracting them. They will truly appreciate what you offer. Be authentic and share your story, it builds trust. It´s OK to turn people off. What you offer and how you work is not going to suit everyone. You are not a good fit - they don´t need you and you don´t need them. If you don´t take what you do seriously other people won´t either. Your job is not a hobby. Confidence comes naturally once you are clear about who you are, what you stand for and what you have to offer. Personal development matters, it is the main fuel for your business growth. Without authenticity, confidence and overcoming imposter syndrome you can´t grow very fast. Celebrating true wins, even if they are small ones, inspires both you and others. BEST MOMENTS “If something inside you will not shut the f**k up… that needs to get out to the world, and it’s your job to do it.” “Everything comes back down to purpose. What do you want to achieve? Who do you want to help?” “If you keep it a secret, which effectively is what a lot of you are doing… You’re doing those people out there that need you, your knowledge, and what you’ve got a disservice.” “It's not that I'm a bigger person than you or a better person than you. It's just that I know who I am, and that's it.” SOCIALS AND IMPORTANT LINKS https://www.tiktok.com/@letstalkdogbusiness https://www.youtube.com/@LetsTalkDogBusiness Website www.caninebusinessacademy.com Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/ Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705 Email hello@caninebusinessacademy.com ABOUT THE HOSTS Meet Jo and Vicky! They bring a combined 25 years of expertise in the canine industry. Jo, with a background in corporate business, and Vicky, a dedicated advocate for rescue organisations, form an unstoppable team. Beyond the mic, their lives are a whirlwind – managing two successful businesses, pursuing a full-time university degree, and parenting two little ones under four. Each of their homes combined is a lively menagerie, housing five dogs and an abundance of chickens. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
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    41 m
  • Taking Your Business to the Next Level: Countdown to The Canine Business Academy Conference

    Taking Your Business to the Next Level: Countdown to The Canine Business Academy Conference
    Sep 2 2025
    DESCRIPTION In this episode, Jo & Vicky tell you more about what you can expect and achieve by attending their first Canine Business Academy Conference on 11-12 September at Village Hotel, Solihull. They explain who the conference is for, how it will help you with personal development, mindset, business strategies and growth, networking and working collaboratively so that you can grow faster. If you've not yet got your tickets, there's still time – You just need to book here - https://www.caninebusinessacademy.com/cba-conference-2025 KEY TAKEAWAYS If you are a force-free trainer or a behaviourist that is ready to move from winging it, only just making enough money to get by, to running your business with purpose and confidence, the CBA conference is definitely for you. Conferences are a great place to genuinely connect with others. You cannot beat the support of people who are following a similar path to you. Networking creates opportunities to work with other dog business owners, so you can both be more effective and both make a better profit. The speakers and mentors all offer insights and advice based on real-world experience. Expect plenty of Aha moments. The CBA conference is designed to empowers attendees to become more self-aware, improve their mindset and grow their confidence. It supports both personal and professional development. BEST MOMENTS “The bare minimum salary somebody (a single person) needs to live a very basic life in the UK is £28k.” “What life do you want to be leading? What do you want your business to look and feel like? All of this comes down to literally mapping out that roadmap.” “Every decision you make is going to impact not only that financial goal, it's going to impact how you're spending your time.” “Don't think that we're getting rich from this conference because we are not. It's the complete opposite, actually. But there's a bigger picture.” “When we talk about a roadmap, we do mean staying on a track, but what we don't mean is literally that tunnel vision of sticking your fingers in your ears.” EPISODE RESOURCES If you´ve enjoyed or benefited from any of our podcasts, courses or our book. https://share.google/wgGEcJzpJGZu0xIRY - Please click this link or copy and paste it into your browser and leave us a review on our Google business listing. Joseph Rowntree Report £28k income - https://www.jrf.org.uk/a-minimum-income-standard-for-the-united-kingdom-in-2024#:~:text=A%20single%20person%20needs%20to,prices%20all%20rose%20in%20April. SOCIALS AND IMPORTANT LINKS https://www.tiktok.com/@letstalkdogbusiness https://www.youtube.com/@LetsTalkDogBusiness Website www.caninebusinessacademy.com Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/ Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705 Email hello@caninebusinessacademy.com https://www.caninebusinessacademy.com/cba-conference-2025 ABOUT THE HOSTS Meet Jo and Vicky! They bring a combined 25 years of expertise in the canine industry. Jo, with a background in corporate business, and Vicky, a dedicated advocate for rescue organisations, form an unstoppable team. Beyond the mic, their lives are a whirlwind – managing two successful businesses, pursuing a full-time university degree, and parenting two little ones under four. Each of their homes combined is a lively menagerie, housing five dogs and an abundance of chickens. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
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    49 m