Honestly …

Does this sound familiar?

You're afraid clients will leave if you raise prices.

You sell single sessions instead of packages.

Discounts and exceptions eat up your profit.

It doesn't have to stay this way.

Pricing & positioning for animal professionals shows you how to change it.

Your path

Three steps to the result

No theory loops. You implement right away.

1

Understand

You see exactly where things are stuck for you – no jargon, with examples from the animal industry.

2

Implement

You apply it right away with ready-made templates. No theory overload, just step by step.

3

Sell

You see the result in your everyday work: more inquiries, better prices, less stress.

Michael Lederer teaching Pricing & positioning for animal professionals

„Preise, die deine Arbeit tragen – und eine Position im Markt, in der niemand mehr über den Preis diskutiert.“

What changes for you

Today

You're afraid clients will leave if you raise prices.
You sell single sessions instead of packages.
Discounts and exceptions eat up your profit.

After the course

You know your minimum hourly rate and your day rate – with real fixed costs, variable costs and target income
You have clear positioning: niche, USP and a positioning statement
You sell packages and subscriptions instead of single hours

And after that?

Many implement on their own. Others want someone by their side – or have it done for them. Both are possible once you're ready.

View the ways

English edition coming soon

This course is currently only available in German. Join the waitlist and we'll email you when the English edition is ready.

99 € one-time · no subscription

Content

What's inside

Pricing & positioning for animal professionals: calculate costs, target income and billable hours properly, position yourself clearly, build packages and subscriptions – plus a bonus of ready-made sales arguments, objection answers and a phone script. Online course for 99 € with immediate access.

1

Module 1 – Cost analysis & calculation basics

Calculate first, then talk: fixed costs, variable costs, target income and the number everyone underestimates – your billable hours.

Fixed and variable costs in the animal businessTarget income: net, gross, annual goalBillable hours – the number everyone underestimatesYour minimum hourly rate and your day rateHourly rate vs. flat-fee packagesA 2026 sample calculation · workbook 1

2

Module 2 – Positioning before you talk about price

Being seen as 'just another dog school' means negotiating over price. Having a clear position means negotiating over appointments.

Why positioning comes before priceChoosing a niche: the positioning crossThe three paths to specializationThe price-value matrix: where you really standBrand core, tone, presenceThe four-step USP model & positioning statementProof, competitor analysis, consistency check

3

Module 3 – Value-based pricing

Clients buy outcomes, not hours. Pricing psychology, ROI argumentation and the three-tier model.

Clients buy outcomes, not hoursWhy time-based pricing is systematically devaluedPrice as an investment: the ROI argumentPricing psychology: anchors, charm pricing, scarcityThe three-tier model · workbook 3

4

Module 4 – Service packages & subscription models

From quick-fix packages to ongoing programs: a pricing architecture from entry level to premium.

Package type A: quick-fix packages for one specific problemPackage type B: multi-month ongoing programsSubscription models and the trick with group costsYour pricing architecture: from entry level to premiumWorkbook 4

5

Module 5 – Communicating & negotiating prices (bonus: sales arguments)

Never again 'price on request': a price list, an offer template, ready-made answers to the ten most common pricing questions, and a phone script.

Never again 'price on request'Price list and offer template2026 legal basics: price disclosure, right of withdrawal, small-business rule, e-invoicingThe ten most common pricing questions with ready-made answersResolving objections with confidencePhone scriptAnnouncing a price increase to existing clients

6

Module 6 – Upselling, cross-selling & bundling

More revenue per client – without new inquiries: an offer pyramid, complementary services, complete packages.

Upselling: the top of the offer pyramidCross-selling: complementary servicesBundling: building complete packagesPhrasing for website, phone and emailWorkbook 6

7

Module 7 – Automation & AI in sales

Why automation protects your pricing level: checkout, CRM, email, Make & n8n, an AI assistant and the 14-day flow after purchase.

Why automation protects your pricing level2026 tools: checkout, CRM, email, Make & n8nThe 14-day flow after purchaseTag logic and drop-off rulesAn AI assistant instead of a rigid chatbotMetrics, blueprint, workbook 7

Three Ways

How much do you want to do yourself?

There's no right or wrong way – only the one that fits your time and everyday life. The intro call is free and no obligation.

Do it yourself

Pricing & Positioning for Animal Professionals

This is for you if …: You like working on your own, at your own pace. You need clear instructions, not accompaniment.
What you get: The complete course with all modules and templates – access right after payment, learning center included.
Your effort: You implement everything yourself – with templates and step-by-step tasks.

Buy the course

Most popularDone with you

Positioning Session

This is for you if …: You want to be able to do it yourself, but not alone. You'd like feedback before putting time into the wrong direction.
What you get: 2 sessions, after which your offer, price and wording are set.
Your effort: Sessions with Michael, and between them you implement with clear tasks.

Done for you

Offer Page

This is for you if …: You're short on time or don't enjoy the technical side. You want to focus on your work with animals.
What you get: We write and build your offer page with prices.
Your effort: You provide content and approvals – we take care of the rest.

Already know what you want? Book a time for the intro call directly

Questions

Frequently asked questions

Is this a sales course or a pricing course?

Both – in a clear order. The core is calculation (module 1), positioning (module 2) and pricing architecture (modules 3–4). The sales arguments, objection answers and phone script are built in as a bonus in module 5.

Which animal professions is the course designed for?

Dog schools and trainers, equine and animal physio, animal naturopaths, mobile pet care and all self-employed people in animal professions – the worked examples come from exactly these businesses, mobile and stationary alike.

Are the figures up to date?

All calculations are figured for 2026 – fixed costs, vehicle, insurance, software. Important: the worked examples are templates and don't replace tax or legal advice.

What's the difference between the workbook and accompaniment?

With the workbook you implement on your own. With accompaniment we work on it together in sessions, and on request we can implement it completely for you. We work out which way fits in the intro call.

What happens in the intro call?

30 minutes, free and no obligation. You tell us where you stand, we look at what you really need – sometimes that's just the workbook. Michael gets back to you within one business day with a suggested time.

Pricing & Positioning for Animal Professionals: calculate prices and state them with confidence

In short

Does this sound familiar?

Three steps to the result

Understand

Implement

Sell

What changes for you

And after that?

What's inside

Start now

How much do you want to do yourself?

Pricing & Positioning for Animal Professionals

Positioning Session

Offer Page

Michael Lederer

Frequently asked questions

Is this a sales course or a pricing course?

Which animal professions is the course designed for?

Are the figures up to date?

What's the difference between the workbook and accompaniment?

What happens in the intro call?

How would you like to start?

What others learn after "Pricing & positioning for animal professionals"

Das Verkaufsgespräch im Tierberuf

Empfehlungsmarketing & Partnernetzwerke für Tierprofis

E-Mail-Marketing für Tierprofis

Which courses go well with this?

The Sales Conversation in Animal Professions

Foundation: Start Your Animal Business

Get the English edition first

Join the waitlist

Cookie settings