Pricing & Money: Valuing Your Expertise as a Professional Dog Walker
- Tori Lynn Crowther
- Nov 10, 2024
- 5 min read
Pricing & Money: Valuing Your Expertise as a Professional Dog Walker
Once you are established as a dog walker, pricing is no longer about “getting clients through the door.” It is about sustainability, professional integrity, and protecting both your business and the wider industry. Undercharging at this stage is not humility or kindness — it is a liability.
This blog explores why experienced dog walkers must not undercharge, why clients who do not value your service are not clients you want, and how to position yourself as a professional worth paying more for.
Why Experienced Dog Walkers Must Not Undercharge
At an experienced level, your pricing should reflect far more than the length of a walk.
You are being paid for:
Years of hands-on experience
Decision-making under pressure
Risk management and safeguarding
Behavioural awareness and handling skill
Reliability, consistency, and trust
Business infrastructure and compliance
Undercharging at this stage creates several problems:
It caps your earning potential regardless of workload
It increases burnout by forcing volume over quality
It undermines newer walkers trying to price responsibly
It weakens industry standards and expectations
Most importantly, it sends the wrong message about the value of your expertise.
Experience is not free. It has been earned through time, learning, mistakes, and responsibility.
Pricing as a Boundary, Not a Negotiation
Experienced professionals do not compete on price — they set standards.
Clients who push back on pricing often reveal one of three things:
They do not understand what your service includes
They do not value professional dog care
They are comparing you to uninsured or underqualified alternatives
None of these should result in you lowering your price.
Price resistance is not a signal to discount — it is a filtering mechanism. Clients who value professionalism, safety, and consistency will accept fair pricing. Those who do not will often become your most difficult clients.
Letting price-driven clients go protects your time, energy, and reputation.
Why You Do Not Want Clients Who Do Not Value You
Clients who choose based on price alone are more likely to:
Cancel frequently or pay late
Disrespect boundaries and policies
Push for unpaid extras
Undermine your expertise
Create emotional and administrative strain
In contrast, clients who value your service:
Trust your judgement
Respect your processes
Pay on time without chasing
Refer like-minded clients
Support your business long-term
Your pricing communicates who your service is for. Lower prices invite higher friction.
How to Make Yourself Worth More Than Other Dog Walkers
Being “worth more” is not about ego — it is about value clarity.
1. Specialisation and Skill Depth
Experienced walkers often underestimate their own expertise.
Ways to stand out include:
Confident handling of nervous or reactive dogs
Clear behavioural observation and reporting
Safe group management and risk assessment
Understanding canine body language and thresholds
If you routinely manage situations others avoid, your service already has higher value.
2. Professional Systems and Structure
Clients pay more for reliability and organisation.
This includes:
Clear contracts and terms
Consistent invoicing and payment systems
Detailed intake processes
Emergency protocols
Transparent communication
Professional structure reduces client anxiety — and that has real monetary value.
3. Confidence in Your Standards
Professionals do not apologise for their pricing.
This means:
No discounting to “fill gaps”
No justification beyond clear value
No bending rules for difficult clients
No comparison with cheaper services
Confidence is felt immediately by clients. It signals competence.
4. Reputation Over Availability
Being busy is not the same as being valued.
An experienced dog walker should aim for:
A stable client base
Predictable income
Thoughtful capacity management
Selective onboarding
When your service is known for quality rather than quantity, price becomes secondary.
Pricing Protects Your Longevity
Undercharging forces you into volume, physical strain, and emotional fatigue. Over time, this leads to injury, resentment, and burnout — even in people who love their work.
Fair pricing allows you to:
Work fewer hours for the same income
Maintain high standards
Invest in equipment and education
Protect your health
Enjoy your business again
Longevity is a business strategy.
Respecting Yourself Supports the Industry
When experienced dog walkers undercharge, it creates unrealistic expectations for clients and damages the perceived value of the profession as a whole.
Holding your pricing:
Supports newer walkers pricing responsibly
Reinforces professionalism across the industry
Educates clients on real service value
Raises standards rather than lowering them
Leadership is not just about knowledge — it is about example.
Final Thoughts
You are not charging for a walk. You are charging for trust, expertise, risk management, and accountability.
If a client does not see that value, they are not your client.
Pricing is not something to apologise for or explain endlessly. It is a reflection of your experience, your standards, and your self-respect.
Value yourself properly — and the right clients will follow.
About Tori Lynn C. & The Dog House
Welcome to The Dog House — my cosy corner of the TLC Canine Crusaders Business Hub. I’m Tori Lynn C., the founder of TLC Dog Walking Limited, mentor to professional dog walkers, and lifelong advocate for dogs and the people who care for them. Before building my own dog walking company, I worked as a dog trainer and held corporate roles at Pizza Hut’s Head Office in London and at PricewaterhouseCoopers, based at Embankment Place. Business, structure, and people management have been part of my life for a very long time.
With full time, hands-on experience in the dog industry since 2007, my mission is to guide you through the realities of running a successful, sustainable dog walking business — from client care and safety to wellbeing, confidence, and professional growth.
The Dog House is where I share the honest, behind-the-scenes conversations we all need: the tricky moments, the funny bits, the business lessons, and the mindset work that keeps us thriving rather than merely surviving. Whether you're just starting out or scaling up, you’ll always find support, guidance, and a friendly nudge forward here.
You’re never alone in this journey — you’re part of a community of canine crusaders.
Legal Disclaimer
The information provided on this website is for general information and educational purposes only. It is intended to support pet care professionals in understanding common legal considerations when operating a dog walking or pet care business in the UK.
This content does not constitute legal advice and should not be relied upon as a substitute for advice from a qualified solicitor or legal professional. Laws, regulations and local authority requirements may change over time and can vary depending on location and individual circumstances.
While every effort has been made to ensure the information is accurate and up to date at the time of publication, no guarantees are made regarding completeness or applicability to your specific situation.
By using this website, you acknowledge that:
✓ You are responsible for ensuring your own business complies with all relevant UK laws and local authority rules
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✓ The website owner accepts no liability for loss, damage or legal issues arising from the use of this information
If you are unsure about any legal obligations, contractual terms or liabilities, it is strongly recommended that you consult a solicitor experienced in small business or consumer law.
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