Episode 14: Discount Daily Dog Walks
In this episode of "Bella In Your Business", Bella discusses whether or not you should offer a discount daily dog walks. She covers points on both sides of the issue.
Bella starts by stressing that before even considering a discount for daily dog walks, you really should know just how much profit you make off of a dog walk or pet visit. She points out that many company owners aren’t fully cognizant of that number or even understand how the costs and profits are divided. Bella points out that some of the money goes to the employee who walked the dog (usually a fixed amount) and some of that money should go to your business to cover expenses and business profit. Finally, some money needs to go directly to you the owner, so that you are paying your salary.
Can You Even Afford it?
When offering a discount on a daily dog walk you have to decide out of which of these pots that discount will be taken. You can’t really pay your employee less, so it will need to come out of either your pot or the business’. If your business has stabilized costs, you may be able to find some money in the business pot to support the discount. But if you are in a period of steadily increasing expenses, then you may not have it there. Bella advises you to be careful about taking discounts out of your own pot as many business owners hurt themselves by not paying themselves enough to sustain themselves, and the business.
Discounting Can Be Good!
On the pro-discount side, Bella talks about how even “rich people” like discounts and
you should not be offended if someone asks you to discount daily dog walks.
She even suggests that you set a higher “standard” rate and that the “discount” you offer be actually in the range of what you need to keep the business growing. This could also be couched as a “Friends and Family” discount, or be given through package plans that encourage clients to use your services more often.
When You Should Never Discount
On the anti-discount side, Bella suggests that discounts on daily dog walks are not likely appropriate if your rates are currently low, especially if they barely cover costs. In those cases, it is best to gradually increase your rates to a level where you can offer discounts.