9— HOW TO SELL DOGS 



grooming it into condition for ship- 

 ment and in order that you can as- 

 sure yourself that the check will 

 clear at the bank. 



It is well to hold back papers for 

 two or three days for this same 

 reason. 



The Value of Pictures 



Every kennel should be equipped 

 with a camera. Pictures of dogs 

 have an immense sales appeal; in 

 themselves they answer questions. 

 They also eliminate the probability 

 of controversy later. When the 

 prospect has received in advance a 

 picture of a dog and buys the dog 

 in the picture, there cannot be com- 

 plaint later about markings, size, 

 and type. 



Pictures should not be costly for 

 the breeder soon learns that many 



prospects do not answer his sales 

 letter or return pictures. 



^Consequently while a snapshot 

 should be enclosed with every sales 

 letter, it should not be a costly one. 

 Many snapshots will be sent out 

 and few returned. It is advisable to 

 inclose stamped and addressed en- 

 velope for returning the snapshots 

 or pictures. 



Send out pictures that have sales 

 appeal — a puppy cuddled in someone's 

 arms, playing with a puppy, looking 

 intently at some object, peeping out 

 of a box, or blinking in the sunshine. 



The puppy should present an at- 

 tractive, winsome, alert, and even 

 semi-humorous appearance so that 

 he wins his way into the good 

 graces of the observer of the pic- 

 ture. 



E— SALES AT THE KENNEL 



We have discussed the making of 

 a sale thru correspondence and at a 

 distance. Now we consider the mak- 

 ing of a sale in the kennel while the 

 prospect is present and the sale is 

 for immediate delivery. 



The breeder must determine in 

 his own mind from the appearance 



• Attractive kennel signs like this one, well 

 located, attract sales prospects 



and manner of the prospect wheth- 

 er a good or indifferent dog is in 

 order. 



First, ask a number of general 

 questions such as whether a dog is 

 wanted for pet or for show, whether 

 the prospect lives in a house or in 

 an apartment, whether he has owned 

 a dog previously, whether there are 

 children in the family, whether he 

 knows his preference in color and 

 quality of dog. 



Disposing of Curiosity Seekers 



Perhaps the whole family has 

 swarmed into your grounds for the 

 purpose of sightseeing. Decide 

 definitely whether they are merely 

 curiosity seekers or sincere pros- 

 pects. It is true that sometimes a 

 curiosity seeker can be turned into 

 a sincere prospect. Do not be too 

 hasty in forming your decision, or 

 in telling the prospect that you do 

 not have a dog to meet his wants. 



Handle the question of price tact- 

 fully. The prospect may be sensi- 

 tive. Take your time in announc- 

 ing a price which the prospect may 

 consider high at first. 



If you feel that there clearly is not 

 any prospect of a sale, state courte- 

 ously that you do not have available 

 a dog of the age, sex, color, type or 

 price. 



