Every week we take multiple new potential customers on a tour of our kennels and the stories we’ve heard are enough to bring you to tears. Every week we listen to heartbroken people tell us about their experiences with kennels all over the country, which is why they have scheduled a tour of our farm in the first place.

We are located in Western North Carolina, in the Foothills of the Blue Ridge Mountains, a place where people consider their dogs family members and not fashion statements or accessories. People here are kind and humble. People here are family oriented. People here are respectful of one another. In return, people here expect honesty.

So if you, as a kennel manager, do not intend to put the blanket they brought for Buddy to cuddle up with at night in the kennel with Buddy, you need to inform your customer. If you, as a care giver, plan to leave Roscoe locked up all day instead of playing outside with other dogs, as the term “Daycare” implies, you need to tell your customer. If you, as a human being, are afraid to tell your customer that you only let Bella out twice a day for 15 minutes, then you probably need to reevaluate your policies. Because we, the kennel owners and operators, are the ones responsible for taking CARE of these dogs. This is not a get rich quick industry. This is not the field to get into if you like cutting corners. You cannot compromise in the care you give. You have to be honest.

Example Dialogue
Ring Ring... Ring Ring...
“Dogwood Farm Kennels, this is Josh’’
“Hi, my name is Mary and I am new to the area. I am going out of town next week and need a place to leave my dogs.”

Sure, you could take the easy route and steer Mary towards making a reservation on the phone:

“Hi Mary, absolutely. What are the dates you are looking to leave them?”

But that is impersonal, and doesn’t guarantee they will keep that reservation and not look for someplace better in the meantime. It definitely doesn’t get them excited about your business and leaves them with more questions than answers. And it is your fault because you were dishonest.

A More Honest Approach Would Have Sounded More Like This:
“Hi Mary, welcome to the Foothills. Where did you move here from?”

Instead of focusing on selling you are focusing on your customer.

“Charleston? Wow, it’s beautiful there. Mary, what are your dogs’ names?”

You need to stay in control of the conversation, but you need to stay focused on your customer and their needs. And what they need is peace of mind.

“Luke and Fanny. Very cute. Mary, do you have time to come take a tour of our farm so we can show you around the kennels and the different play yards? Tell me what works for you and I will be sure to make myself available. We would love for Luke and Fanny to come on the tour as well. It gives them a chance to sniff around while we talk.”

 And just like that, you have opened the door to a lifetime relationship between you and Mary. Who, by the way, just adopted Gabe and Gaby, 2 adorable Boston Terriers, and they will be coming to stay with you from now on as well. She also told Carol, Mike, Danny, and Barbara about you and your amazing facility and they all bring their dogs as well.

In both situations Mary may have left her dogs with you, but by being honest and encouraging your customers to come see why you are the best place to leave their dogs, you are creating relationships and friendships. In return, you receive their trust.

In the dog world you need to be loving, caring, compassionate, and patient. You need to take the time to connect with people and you need to take even more time to connect with their dogs. You need to take different breeds of dogs and mix them together. You need to take different people through the same process and please them all. You might just need to take a different approach.

Josh Goldstein is the owner/manager of Dogwood Farm Kennels,
located in Columbus, North Carolina.
Dogwood Farm Kennels :
www.dfkennels.com • 828-216-6211

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