How to educate clients about dominance myth

Question
I am a R+ trainer starting my own dog training business and would like some advice on how to handle the "dominance" myth.  When you have a client that has watched Cesar Milan or read the Monks of New Skete and is really gung-ho about "dominating" their dog, how do you recommend phrasing the fact that the dominance model has been debunked?  I have watched "Fighting Dominance in a Dog Whispering World" video with Jean Donaldson and Ian Dunbar and neither approach seems to fit my personality.  I have also had clients that have gone to dog "psychologists" using the dominance model with the exact results that I would have expected.  The behavior was punished away but the underlying anxiety was just as bad or worse.  In other words, they did not counter condition the dog.  I was as respectful as I could be and did not put down the trainer, but I ended up with an even more confused client at the end of the day.  

Thanks!

Answer
Dominance in the domestic dog is extremely rare.  I can absolutely state this as fact as a result of my very long career, the last 15 years of which were spent treating/rehabilitating active dog to human aggression.  True dominance is almost always confined to intact males of certain breeds or their first generation mix.  The remainder of so-called dominance is rank opportunism, meaning the dog has been artificially promoted; some have been mismanaged, manhandled, abused, etc., and are frantically attempting to control the situation.  Having said that, there are unfortunately a great many people (some of whom should know better) who insist upon relating certain behaviors to true dominance.  I struggled with this throughout my professional career, and there's very little one can do to eradicate this misconception.

You are far more patient than I when it comes to tolerating the lack of information, education and experience found in some trainers (who then go forth and create serious behavior problems in dogs which otherwise would not become aggressive or overly anxious.)  Cesar Milan, Monks of New Skete, et al (at least we've gotten rid of Barbara Wodehouse's theories) will always be among those of us who know better.  It's ironic that the breed with which the Monks acquired their expertise happens to have a large number of fear aggressive members (statistically.)  As for abusive "training" methods (attributed to the other party whom you mentioned), if one does not have the intellect and ability to enhance cognition in the domestic dog, one does what one can.  The result is always fear and misery and there will always be individuals who are incapable of perceiving the absolute stupidity and lack of humanity in that approach.  However, the proof is in the "pudding"; seeing a dog habituated to a household with affection, fair leadership and the awareness that it is a living creature (not a stuffed animal) is the best defense to stupidity.  Your skill as a trainer depends upon your ability to "read" your clients' dogs with very little time afforded you (given the average consultation is approximately two hours, give or take).  You do NOT have to convince anyone of the soundness of your methodology.  Most clients will fall into place behind your behavior modification program(s) after the first 30 minutes, given you can demonstrate your ability to perceive, analyze and manage their dog.  I have had (not often, thankfully) clients who argued with me (mostly men) but the answer to this sort of challenge is to stick to your own security in your knowledge, experience and gift (and yes, it IS a gift to be able to get inside the head of a dog you've just met and have a plan of action with which to help the dog.)  Again, the proof is in the pudding: your plan of rehabilitation will WORK (providing the owners follow it faithfully, which is up to your ability to motivate them).  Most dogs, even those with serious problems, begin to demonstrate a more relaxed, bidable emotional state in as few as two weeks.

It's all about psychology; it's also about intelligence (the human's)...fully 99% of all problem behaviors I've seen in the domestic dog were the result of their human cohabitants.  You have to see your method as successful 100% of the time, providing owners cooperate fully.  Although it's quite rare, I can remember a few times where I left the household of a client (without accepting payment) because my philosophy conflicted so greatly with theirs that there was no purpose in attempting any reconciliation.  There's sufficient literature out there (in ethology, psychology, behavior) to affirm and augment your professional opinion.  Quote it, take it with you, refer people to it, and stick to your proverbial guns.  Your reputation of knowledge, skill and success will increase as you go.  Don't be intimidated. You know what you know!