HOW TO SELL DOGS-^ 



Requirements for Success 



The requirements for success in 

 the breeding of dogs are the follow- 

 ing: 



1. Sincere love for all dogs. 



2. An understanding of the gen- 

 eral laws of heredity and of the 

 bloo-dlines within the particular 

 breed so that specimens approach- 

 ing the standard of breed perfec- 

 tion will be produced. 



3. The desire, the time, and the 

 efforts necessary to study the blood- 

 lines, to care for dogs, and to ob- 

 serve them day after day as they 

 develop. 



4. Patience and then more pa- 

 tience because even tho one reads 

 all the books about dogs, it requires 

 experience and direct observation 

 over a period of three to five years 

 until the breeder can feel conscien- 

 tiously that he has a good working 

 knowledge of breeding and can 

 proceed with some assurance and 

 certainty. 



5. The possession of the spirit of 

 sportsmanship, which ever finds 

 curiosity and a thrill in breeding 

 new litters and prospective new 

 winners. 



6. This same spirit of sportsman- 

 ship must be carried over to the 

 association with other breeders and 

 with exhibitors at shows so that 

 when dogs of his ownership do not 

 win at shows, he can lose with 

 grace. 



Therefore, do not rush into the 

 breeding of dogs in order to make 

 easy, quick money. You will be 

 disappointed; you will contribute 

 nothing of value to the dog fancy; 

 you will not contribute anything by 

 way of sportsmanship to the vast 

 fraternity of dog breeders. Soon 

 you will be disappointed, become 

 disgruntled, and resort to com- 

 plaint, criticism, and personal accu- 

 sations against fellow-breeders. 



B— METHODS OF REACHING PROSPECTS 



Dogs do not sell themselves, that 

 is, they do not find new masters as 

 sales prospects unless we have in 

 mind the wistful, tail-wagging wan- 

 dering mongrel who is found on 

 your doorstep of a morning and re- 

 fuses to leave. 



The breeder must use one or more 

 and preferably all of the eight 

 means of contacting sales prospects. 

 These are as follows: 



1. Casual Contacts 



The first medium of contact are 

 casual visitors. When one meets a 

 person who might be interested in 

 the ownership of dogs whether as 

 pet or breeding stock, the oppor- 

 tunity can be taken advantage of 

 tactfully to present an offering of 

 stock for sale now or later. 

 2. Use of Signs 



The second medium of contact is 

 that of signs on the highway. Ken- 

 nels located on traveled roads can 

 make excellent use of signs. These 

 should be placed in V-shape or at 

 right angles to the road and painted 

 on both sides so that traffic both 

 ways can read the signs. 



Signs should be painted in attrac- 

 tive colors. The breed fancied 

 should be placed in silhouet at the 

 top of the sign, designed out of 

 wood or metal. 



Kennels located on the highways, 

 which exhibit their signs, can ex- 

 pect to receive a large number of 

 callers. Many of them will be curi- 

 osity seekers who should be dis- 

 posed of as promptly as possible 

 consistent with courtesy. Also, 

 roadside signs usually attract buy- 

 ers who desire to purchase dogs as 

 pets and therefore at somewhat low 

 prices. 



3. Dog Show Opportunities 



The third medium of contact with 

 sales prospects are the dog shows. 

 Here the exhibitors can contact 

 spectators who usually wish to pur- 

 chase a dog as a pet in the home 

 and as a companion for the children. 



Also it is easy to contact other 

 breeders of the same breed who 

 may be interested in obtaining a 

 stud for mating or in purchasing 

 stock for breeding and show pur- 

 poses. 



