HOW TO SELL DOGS— 14 



I— ETHICS OF 



We have mentioned that most 

 sales are made by correspondence 

 and at a distance. The ethics of 

 saks in the dog field are extremely 

 high. Occasionally there is the in- 

 stance where advantage is taken of 

 the inexperience of a beginner by 

 an oldtimer. The purchaser soon 

 finds out that he has been imposed 

 upon and the reputation of the sell- 

 er suffers accordingly. 



Truth Avoids Dissatisfaction 



The kennel must watch the bor- 

 derline between sales talk and mis- 

 representation. Too much praise 

 and too much enthusiasm may cause 

 the seller to overstep this line until 

 what he says borders upon misrep- 

 resentation. It is better to state re- 

 servedly but truthfully so that there 

 will not be complaint later. 

 Status of Pet Shops 



Unfortunately the retail outlets 

 for the sale of dogs are not fully 

 nor properly developed. Dogs can- 

 not be purchased at corner grocery 

 stores. Pet shops have had only a 

 fair success due to the ravages of 

 distemper, and ofttimes to the fail- 

 ure of the pet shop owners to keep 

 premises in_ sanitary condition. 



This condition is improving altho 

 it is likely that always the great bulk 

 of dog sales will be made direct 

 from kennels and breeders to the 

 buyer, for the dog is a living, 

 breathing thing rather than a piece 

 of fixed merchandise. 



Guaranteeing a Show Prospect 



To sell a dog with the definite 

 promise that it will win at a dog 

 show is foolishness, and should be 

 so considered by the buyer. Only 

 an unscrupulous breeder takes ad- 

 vantage of the novice by using this 

 inducement for effecting a sale. As 

 a matter of fact, such promise 

 would not constitute cause for void- 

 ing a sale or securing damages la- 

 ter; it is a matter of prophecy, and 

 considered sales puffery, because it 

 is something over which the seller 

 has not the least control, and the 

 buyer should be aware of this. 

 Dogs are Living Things 



At the bf ginning of this booklet 



DOG SELLING 



we stated that one of the require- 

 ments for successful dog breeding 

 is a true love for dogs. This true 

 love must be manifest at all times. 

 The breeder has an attachment for 

 his dogs which prevents him from 

 considering them as merchandise on 

 the shelf. His sale slogan should 

 be "A Good Home for Every Dog." 

 His interest in the sale should not 

 end with the sale itself. 



Sell Competent Owners Only 



He should be interested in mak- 

 ing a satisfied customer as well as 

 a sale. Consequently he should ask 

 the purchaser to report after a few 

 months concerning the condition of 

 the dog and the satisfaction the dog 

 is giving. 



The breeder should choose the 

 owner of his puppies for a dog 

 should be sold only to a party who 

 will and can take proper care of the 



• In selling dogs as in selling any other 

 article, the wideazvake seller devises methods 

 of his own "not in the books." Here a 

 collie breeder uses the tire cover of his auto 

 as a billboard. 



