It’s true- the puppy market is down significantly. It’s a struggle for breeders across the nation!
A few breeders with years of experience and long waitlists are doing fine- but what about those who are just starting out?
How can the average person sell an entire litter of puppies- and hope to turn a profit?
Know Where to Advertise
We are very used to shopping online nowadays, and puppy sales are no different.
The challenge? Most of the go-to shopping sites limit or refuse all animal sales!
Facebook? Not allowed- only rehoming a single animal for a small fee.
Instagram? Same.
Craigslist? You guessed it!
Some creative individuals find ways around the bots- such as wording the ad very carefully to avoid trigger words like “price”, “sale”, “$”, “puppy”, or even the breed! However, they do so at a great risk- they could have their account suspended.
So where can we go to safely advertise puppies?
There are many websites whose sole purpose is to solve this issue! Not only that- they can help with other tricky aspects of selling puppies, such as how to collect a deposit to hold the pup for a family or how to transport the puppy to its new home (which may not be local to you!).
Here are a few great resources to check out:
-Other resources available here
Pro tip- Many of these sites screen breeders before allowing them to join, so it’s best to sign up in advance before your pups are born!
Second pro tip- Don’t wait until the pups are 8 weeks old to begin advertising. Many families are happy to select a puppy earlier and place a deposit to hold the puppy until it is ready to go home.
Create Quality Pups
You’ve implemented a great plan to advertise- nice work! Now that you’re all set, it’s time to deliver.
The best way to sell puppies…. create quality puppies!
Buyers can tell the difference between a top notch, loving, honest, hardworking breeder and the scum that run puppy mills.
Here’s a few simple steps to raise the best puppies EVER- which will guarantee sales- and even increase your sales price!
- Parents should be the absolute best examples of the breed that they represent.
- Health test both parents before breeding.
- Titles are important too!
- Select breeding dogs with exceptional temperament and traits- these things can be passed on to puppies. Follow this Guide to Choosing Incredible Parents for your Pups.
- Complete ENS/ESI exercises. These early exercises were designed by the US military and provide long-term benefits for every puppy. Customers care about that! It will impact their whole life with the dog!
- This kit will teach you how to complete the exercises, as well as provide documentation records. Don’t lock those records away in a drawer- show them to potential buyers to explain how each pup had the best beginning to their life! It’s one thing to claim it, but having actual proof of your puppies’ incredible start is next level!
- Socialize. Puppies need lots of time with humans of all shapes and sizes.
- A puppy who plays with kids, adults, people of all colors, people with glasses, people wearing hats, tall and short, men and women, old and young- that puppy will be well rounded and confident.
- A puppy who has limited experiences is likely to be scared by new things he encounters (glasses, wheelchairs, hats, even people of a different race than the puppy is used to) so give the puppy the exposure he needs now! Here’s more information on unexpected tricks when socialization.
- Maintain good health for all puppies.
- Step 1- navigate the tricky newborn phase without any deaths or illness. Here’s more info about caring for newborn puppies.
- When puppies are older, you’ll vet check each pup to know if they have any problems that a customer should know about (share these honestly and openly- and decrease the price if a pup has a medical need).
- Understand puppy development and know how to navigate each developmental stage. This kit teaches all about puppy development!
- You’ll also want to keep up on vaccinations and deworming based on the puppy’s age. You can use this resource to stay organized about your puppies’ health.
- Handle any diarrhea quickly! It could be a symptom of something worse. Here’s how to handle diarrhea in puppies.
- Complete aptitude testing. A personality test can measure each puppy’s strengths and weaknesses, helping each family to choose a long-term companion who will be just right for them! Remember- there are no bad results, there is a family that is looking for each puppy and knowing their temperament inside and out helps to find that perfect match.
- Volhard’s Aptitude Test is simple and can be completed by anyone. Just print online and follow the instructions! Here is a link to more information.
- There are many different tests out there- do some research to find which is the best fit for your program!
- Keep things clean and sanitary. There is no faster turn off to your puppy, your program, and you than a poop-infested living space. Besides, the dogs deserve better than that. Keep everything spick and span and smelling nice!
- Desensitize the whole litter at once. Desensitization is awesome and can be done for the entire litter in about 5-20 minutes per day. It builds up a puppy’s confidence and decreases anxieties. This kit teaches you how!
- Begin training.
- Kennel, potty, sit, even just learning to wait patiently for the food bowl- any positive behaviors you can teach the puppies will wow your customers.
- They don’t have to be experts- any help in the difficult task of training is appreciated by the puppies’ forever families.
Show Off a Little
When creating your ad, don’t just list facts. Facts are boring! Speak to the customer’s wants and needs. Imagine the experience that they will long for in the perfect puppy and describe how your pup fits the bill!
Not only that- take a moment to show off all the work you’re doing! Explain every bit of what makes your pups different than the crowd- why your pups stand out! Not sure what to write? Revisit the list under “Create Quality Pups”. Those are exactly what kinds of things should be in your ad!
This is no time to be humble- the customers won’t know how awesome you (and your pups) are unless you tell them.
Highlight the best characteristics of the breed and how your pups fit them. If the ad is for an individual pup, you may even highlight this puppy’s specific personality traits.
Once you’ve addressed those important, exciting, heart-capturing details… now throw in the boring facts at the end. You’ll want to include:
- The puppies’ birth date
- The date that the puppies are old enough go to their forever homes
- The price
- Your contact info
- A brief note on your policy for delivery/transportation options if applicable
- Health info (Vaccinated? Dewormed? First vet visit? Health guarantee? Parents’ health testing?)
- Breed of dog
- Expected adult size
Don’t forget INCREDIBLE pictures– that’s what will help a customer click on your ad and read more about your pup. Without the nice picture, they’ll just scroll on by.
The Pricing Juggle
Don’t price too high. Very few people can pay top dollar, and you could miss the perfect family for a given pup just over money.
Don’t price too low. People will assume you are low quality.
How do you know what to do? Put in some time to research what other breeders are pricing at- but be sure you’re only comparing to your breed. Comparing price outside of your breed is apples to oranges.
I recommend a list showing all of the following in columns:
- The price
- How long the breeder has been working
- If the parents are health tested or not
- If the parents are titled or not
- If the pups have ENS, ESI, Desensitization, Socialization, or other training
- If the pups have aptitude testing
- If the pups have vet health checks, vaccinations, deworming etc
- Where the puppies are raised
- Any other factors that seem to increase or decrease the price
Now that you can see all this information for several breeders, consider how your program measures up. Don’t price higher or equal to programs that are better quality than your own. Don’t price lower than you’re worth either.
When customers ask about your price, you’re prepared to show them exactly why your pups are worth every cent!
Know How to Talk to Customers
You’ve found effective websites to advertise on, raised the best pups you can (or you’re in the process of raising them), you have a carefully selected price, you’ve written an engaging advertisement.
Finally, someone responds to your ad!
Now what? Don’t blow it- this is an important conversation!
- Have respect for yourself. Your own confidence will go a long way. (Respect the customer too. But you already knew that.)
- Puppies are not products (especially in the eyes of the customer). They are looking for a forever companion, so speak with that in mind. Don’t focus on money or sales or profit- focus on the dog.
- Highlight all the things mentioned in “Create Quality Pups”. You’ll likely get one conversation- that’s it- to determine if this person buys or not. Show them why they should.
- Are you like me and freeze up when you’re in the spotlight? Take notes of talking points to keep you on point.
- Get on a video chat or an in person visit. Texting is no good, there’s not falling in love over a text. A phone call is fine, but you can’t see anything over a phone call. Get on a video chat or visit in person!! Show the puppy more than you show yourself. Let the family fall in love with the pup that they came to fall in love with!
- This is also a great time to show your cleanliness standards, to show off the documents that you’ve filled out from your kit which prove how well you have done in raising your pups, to show each puppy’s aptitude test results to find which matches the family the best, show off all your beginner training, and to meet the parents.
- Don’t let them go too early. Some families take a sec to look at the pup, then assume they’ve seen all they need to see, and say “well, we’ll think about it and reach out soon….” BUT WAIT! You didn’t get your chance to share! Don’t let them go yet- say something like, “I would love to show you my program, facilities, and to explain how we have given these pups a quality start to life. Do you have just a few more minutes?” 9 times out of 10, they’ll want to hear what you have to say, and you’ll be grateful you didn’t end the call because that info is what defines you as a responsible breeder!
- Listen to their needs. Don’t push a puppy on anyone if he/she isn’t the right fit. You want a long-term match just as badly as they do- it’s what is best for your fur baby!
- Look for temperament matches over color preferences. It’s absolutely silly for a person to select a puppy based on looks. Don’t let that happen to your puppies or your buyers. Guide them to what matters most- temperament and personality.
Look Out for the Best Interest of the Pup- Not the Best Interest of your Wallet
Breeding is different than most jobs or side hustles- we are not dealing with a product. We are dealing with life! Energy! Intelligence! Personality!
Our job is not simply sales.
Our job is forever homes. Loving families. Smiles and fulfillment.
Don’t let money get in the way of your true purpose!
Yes, we need to get the sale… but only as a means to find a perfect home.
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