Today we’d like to introduce you to Cheryl Corbett.
Hi Cheryl, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today.
My life has revolved around animals, and I always had dogs growing up. I got my official start with dog training as an accredited trainer at a pet store almost 7 years ago teaching obedience courses. I found that I had a passion and talent for the work that I was doing. I did a lot of research on my own outside of the curriculum and training that had been given to me and learned some things from watching other trainers I worked around as well. After a few years, I expanded a bit more into the behavioral side of training. I started researching how to help dogs that were more reactive or socially anxious and took lighter cases that didn’t involve aggression. As I worked with more behavioral cases, I built confidence after seeing the progress the dogs were making. It was rewarding, and I wanted to do more.
At one point, I had a case that I was not qualified to handle. I referred them, along with another case, to a well-known behaviorist in my area. I reached out, and after talking with him over the phone about each situation, I learned that he offered apprenticeship opportunities to learn and become certified to work deeper in the behavior modification world. Of course, I was very interested in doing that and kept it in mind for when I was done with college. After graduation, I decided to pursue the apprenticeship program.
I started my apprenticeship in January 2020 with the behaviorist. During that time, I was shadowing his group obedience classes as well as private in-home sessions where he worked with dogs of all ages who needed anything from just basic training up to those who were extremely aggressive. The education I received was hands-on with experiences that taught me the progression of techniques that build on each other to help with each dog’s specific needs. My ability to understand what causes the behaviors and explain things to owners also helped with my success. Despite the delays due to Covid shutdowns, we persevered, and I earned the title of Certified Canine Behavioral Trainer.
During my apprenticeship, I officially registered and started my own training company, Custom Canine Obedience, in June 2020. It was helpful that I already had a small client base of people who knew me and could refer their friends and family for training, but it still takes a long time for word of mouth to really feed your business. Slowly over the last 2 years, my business has gained momentum, and I’m able to offer services including group obedience classes, therapy dog classes, off-leash training, behavior modification, and board and train services.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back, would you say it’s been easy or smooth in retrospect?
Starting a business is stressful and has a lot of challenges. There are the legal things to understand like how to handle taxes, bank accounts, registration with the state, and insurance. I’ve never had an easy time understanding these details, so I asked around to find options for help. I found a CPA that handles small businesses, determined that same insurance and policy that my mentor has was also a good fit for me, and talked to my bank about what I needed to get things started.
I have an electronic media degree so I was able to use my skills from that to create my logo, business cards, ads, and website. But I think one of the most difficult things was actually deciding what to name my company. It took me at least a few months to decide on something that fit exactly what I wanted to present to people. It needed to be something easy to remember that would also show that I had a lot to offer. I finally settled on Custom Canine Obedience as customizing training to each dog’s specific needs is exactly what I do.
The financial stress of starting your own business is a reason many shut down before finishing their first year. It can be hard, especially if you don’t have a lot of money to invest to begin with. I had left the pet store and started a different full-time job while I was working through my apprenticeship. That job was what paid my bills while I was starting my business and sustained me for almost the first year. Then I took a chance to jump into my training business full time. Starting out, business comes in waves while you’re trying to build enough of a reputation for yourself. I’m blessed to have very supportive parents, family, and friends who have encouraged and helped me as needed along the way. Being able to push through that and continue to build my client base and reputation has made all the difference.
Outside of the technical aspects of this career, you also have the emotional impact. When you are in the world of behavior modification, you see a lot more than when you’re just teaching obedience. You see what happens when people don’t treat or train their dogs properly. Some dogs come from a rough background. Maybe they hadn’t been socialized enough, or they were just in a bad situation that affected how they view the world after that. You see how cruel some people can be. On the reverse, you sit with those who are distraught and devastated over the things their dogs have experienced as they try to help. Sometimes you have to tell people things they don’t want to hear but need to and be there to support them as they process their options. You see people get frustrated, angry, upset, and sometimes cry. Sometimes you deal with the loss of dogs you’ve worked with. You are also sometimes at risk of being attacked or bitten by dogs you are there to help. Burnout is common in this industry. Taking time to look at all the progress and the difference I make for the dogs and people I work with helps me to keep going, and there are mostly successes which make it all worthwhile.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar, what can you tell them about what you do?
As a Certified Canine Behavioral Trainer, I specialize in behavior modification. This means that I work with dogs that have behavioral issues due to needing anxiety management and reactivity or aggression intervention. I also do preventative training by teaching people things like how to properly socialize their dogs or how to prepare their dog for living with a new baby. Outside of behavior modification, I teach obedience courses, off-leash training, and therapy dog training. Clients can choose between joining a group class, doing private sessions where I come to their home, or opting for a board and train course. I work with dogs of any breed and age. Some of the dogs I’ve trained have had different disabilities as well like being deaf or missing limbs; it’s fun to get creative and find ways to modify the training to fit what they can do. I have also spent time consulting for different shelters and rescues needing evaluations on some of the dogs they have in their care.
I take pride in how I choose to run my business and the ethics behind the services that I offer my clients. I love that I can teach people with confidence in my methods and techniques that I have learned over the years and knowing that I am backed by my credentials and education. I treat people and run things the way that I would want it done for me by being open and honest with my clients. This is why I’m straightforward about things I see needing to be changed that the owners might not realize are hindering their dog’s progress. I do my best to make sure that owners not only understand the techniques for teaching their dog but also why those things are done a certain way based off their dog’s learning style and pushing for the most effective and long-term result. Ultimately, the well-being and life of the dog is what is most important to me. The training I do saves a lot of dogs from being put in shelters, rehomed, or even euthanized.
I focus on what is most important for the needs of each dog and cater to that specifically. I offer packages for those wanting an entire course, but I also have an à la carte option that a lot of people like to use. This allows people to pick and choose what they want to work on and only focus on that instead of having to buy an entire package where they are paying for and wasting time on several other things they don’t need. Why would you buy six to eight sessions covering several things when you only want to focus on walking nicely on a leash and can do that in a session or two? For those who choose a full training course, they can take advantage of the lifetime guarantee which means that they can do refreshers on that course as many times as they want with their dog at no extra charge. I have options at different price points to allow some more affordable choices for those who really need the help. I choose to keep my pricing at flat rates per session as well, so anyone using the private options are not charged for more than they were told if we go over on time. With some of the training it can be difficult to know exactly how many sessions will be needed, but I do my best to give an estimate so clients can know ahead of time. This is why I don’t do packages for behavioral training because there is no need to spread things out just for the sake of getting paid for more sessions or doing half the job because more time is needed than the package allows. I don’t like hidden fees or pushy sales tactics, so I don’t use them.
Any advice for finding a mentor or networking in general?
I highly recommend finding a good mentor by asking other trainers who they respect or go to when they need support or a second opinion from someone. Finding other professionals in your industry willing to bounce ideas off each other is worth it as well. Shopping around is extremely important since there are trainers with varying levels of integrity, knowledge, and skill. You want to find someone who will help you build a solid foundation and be there as you progress while teaching you sound and ethical techniques. It’s important to work with someone that has a good reputation in this competitive industry.
My mentor has made the biggest difference for my business and the direction I’ve taken. He has built a small network of trainers who have the same methodology that help each other. Being a part of that network has given me support as well as encouragement and wisdom when I have a particularly difficult case and we all do that for each other. The relationships I’ve built with those individuals have been imperative to my professional and personal growth. This is a difficult field to navigate alone, and in order to give the best to your clients, you should be doing everything you can to pull all the resources needed to make sure that they and their dog reach their goals. You also need to be willing to admit when you just don’t know something or are out of ideas. To do that, sometimes you need input from others who may have more experience than you or can come at it from a different perspective so that you can be more effective and learn for the future. I am fortunate to be part of a group that puts ego and fear of competition aside and instead solely work for the betterment of the dogs and families that we see because that’s what is most important.
Contact Info:
- Website: www.CustomCanineObedience.com
- Instagram: www.Instagram.com/custom_canine_obedience/
- Facebook: www.Facebook.com/CustomCanineObedience
- Youtube: https://www.youtube.com/channel/UCeG5GHd56vYPTUZDTaAr7mA
Image Credits
Alexis Padgett
Rachel Smith
