Is your breed the right fit for an interested future family?
Choosing perfect homes for your puppies is what I believe to be one of the most difficult parts of being a responsible dog breeder. There are so many “what ifs.” Here are some of the “what ifs” that go through my head when I open up my puppy application for new applicants:
What if the new families don’t love my puppies as much as I did?
What if the new families don’t know how to handle illness and emergencies?
What if the new families don’t ever keep in touch with me?
What if a family breaches my contract?
What if you felt empowered to choose new families (customers) for your puppies based on an application or interview process that gives you confidence in a new family rather than doubt?
Many of us use applications or have an interview process, but I feel like oftentimes these become more of a formality rather than a genuine screening process with the possibility of telling someone no.
In this article I want to offer some tips when it comes to screening families regarding whether or not your breed & type of puppy might be a good fit for them, as well as offer suggestions on how to communicate to some families that your puppies do not seem like a good fit for them.
Know your breed, and know your dogs
First and foremost, it is important that you know your chosen breed(s) through and through. This may seem like a no-brainer, however, a newer breeder may make assumptions about their chosen breed that turn out to be inaccurate. A newer breeder may also make false assumptions about potential customers and their abilities to thrive with their chosen breed.
Knowing your breed through and through means you should be able to identify and communicate the following to your customers:
Personality and temperament traits that are unique to your breed (Ex: Akitas can be very protective of their owners even when it’s not desired, Dachshunds can be very stubborn and independent, etc.)
Breed specific behavior nuances (Ex: Heelers like to nip at moving people & objects, Goldens love putting anything and everything in their mouths, etc.)
Basic care requirements that go beyond what is to be expected for “normal” dog care (Ex: Scottish Terriers require regular trimming and shaving for a lifetime to maintain their “scottie look” and avoid matting, Shar peis require enhanced sanitation/cleaning in their skin folds to avoid infections, etc.)
I believe that it is never safe to assume that a customer has done proper research on their own about your breed prior to communicating with you. I feel that a responsible breeder should review basic breed training & care information with all customers, even if they have stated that they have done their own research, just to be sure that there are no discrepancies in understanding your breed and its requirements.
Explaining common personality, temperament, and behavior nuances of your breed can help you avoid serving a customer that will ultimately be unhappy with their puppy.
As an example, Golden Retrievers are one of the most popular breeds of dog. They’re friendly, outgoing, and comical. But it’s funny to me that the number one thing I hear new Golden Retriever (and the common hybrid, the Goldendoodle) puppy owners talk about is how their puppy puts everything in its mouth, and they hate it. They want advice on how to stop it, forever! Goldens were bred across hundreds of years to love carrying things in their mouths. It doesn’t seem fair to sell Golden Retriever puppies to families who want to permanently suppress this breed characteristic, but it’s done all the time due to poor communication from breeders. These breeders probably assumed that their customers already know everything about Goldens, but remember, it is never safe to assume that a customer has done proper research on their own.
Families that have had several Golden Retrievers as pets over the years love their compulsive desire to stuff objects in their mouths and give objects away as gifts to people, or simply parade around showing them off. They find the trait overwhelmingly endearing! So you can see how such a simple, innocent trait, can look completely different from family to family.
Making sure your customers understand your breed’s routine care requirements is also important. Your customers may say that they have done research and understand the breed’s unique care needs, however, this isn’t usually safe to assume! A breeder who doesn’t offer this information before accepting payment could be setting their puppy up for a lifetime of neglect and suffering.
As another example, Poodle hybrids (often called “doodles”) have in some cases gained a bad reputation from other dog breeders, due to the number of dogs that enter salons matted and suffering from skin conditions due to poor grooming. Irresponsible breeders are often at fault here because they did not educate their customers on how to properly care for a coat that never stops growing. This happens to other breeds, too, like the Yorkie, Maltese, and Sheepdog breeds.
I also find it important to take note of your particular bloodlines and to not focus on the breed as a whole when defining the breed characteristics that you need to discuss with your customers. Your customers who have done their own research have probably gotten very mixed information from various different sources. This information may apply to many dogs of your breed, but it may not apply to your dogs. There can be many variations within one breed, and as discussed above, each family handles each trait and nuance differently.
For example, Standard Poodles are traditionally high drive hunting dogs, however, breeding efforts have focused so heavily on producing either show dogs or pets for such a long time that most people have no idea that Poodles can have high prey drive and boundless energy depending on the bloodlines. Most customers seeking a Poodle are expecting a calm and collected couch ornament, rather than a boisterous ball of curls that loves to chase birds and kill squirrels!
Breeders that don’t spend a lot of time with their breeding dogs, or newer breeders, may not be aware of slight deviations from the assumed breed standard within particular bloodlines.
Ask broad questions and start a conversation
So, you’re well educated on your breed and your individual dogs/bloodlines. Next comes the interview process! Many breeders use a written (or digital) application to screen customers prior to interviewing them over the phone. We will touch on this in the next section.
There’s a funny (but consistent) phenomenon among customers that are searching for a specific breed (or type) of dog. That is, they have done their research (remember this research could be as little as browsing through photos of cute puppies on Google) and decided on what they want, and nothing you say is going to sway them. In fact, they may twist the truth a little bit on their application and during interviews to get what they want (or rather, what they think they want). Let me give you an example.
I breed a popular hybrid that is known for being sweet, silly, smart, and adorable. This hybrid is also known for being hyperactive and destructive if not properly stimulated mentally and physically. The “breed” has been sensationalized because of its teddy bear appearance and beautiful colors & markings (merle, phantom, parti/abstract, etc.). Misinformed breed enthusiasts also tout the breed’s “non-shedding” characteristics, when really the breed is simply lower shedding than one of its purebred counterparts. I have had countless individuals flat out lie on my puppy application, as well as to my face or over the phone, about their understanding of the expectations regarding the proper care of this breed. These lies include whether or not members of the household have dog allergies, and whether or not the household is able and willing to invest 4-5 hours daily, one on one with the puppy in training, socialization, exercise, and mental stimulation.
Unfortunately, I have learned (more than once) the hard way that even good people are willing to lie to get what they want, and the truth is, many times they don’t realize that they’re being dishonest with you. They’re really lying to themselves and creating unrealistic expectations for themselves to get what they want–they’re choosing a breed based on looks and other trivial traits, they’re telling the breeder what the breeder wants to hear from them, and they’re hoping that everything else will just “work out.”
I’ve changed my interview process quite a bit over the years (in fact, I don’t even do many formal phone interviews anymore, because I’ve developed an amazing digital application process). After dealing with more than a handful of dishonest customers, I’ve figured out how to ask the right questions, in the right ways, at the right times (for the most part, at least).
What are the top 2-3 problems you see consistently with your customers and their new puppies (or adult dogs), despite rigorous interview and application efforts?
My top three used to be (and sometimes still are):
Customers complaining about the puppies or dogs being too hyperactive
Customers with moderate to severe allergies having allergic reactions to the puppies or dogs
Customers being surprised at the cost (or workload, if they are DIYers) of having their puppies groomed regularly
Now, consider how you are communicating this information (your top 2-3 customer problems) to your customers. Are you asking questions on an application, or in a phone interview? Are you simply pouring information through the phone line that is going into one ear and right out the other?
I used to use a digital application that had a lot of yes/no questions and statements where customers were prompted to “check here if you understand.” This seemed to work really well for a while, until I began noticing negative customer feedback on their new puppies that was directly related to questions on my application. I remember thinking, didn’t they “check yes” to signify their understanding of what this breed needs to thrive?
One of the questions on my digital application was, “Does anyone in your household have moderate to severe dog allergies?” There were three answer selections: Yes, No, and I don’t know. I set up conditional logic for this question, which means other fields (questions, etc.) in the application may change depending on the answer they select for this question. So, if a customer selected “Yes” for the allergy question, the application automatically selects an allergy friendly breed as their preferred breed (spoiler alert, this is not usually the breed they’re applying for!). With this I include a note on the application that explains that the only breed appropriate for those with moderate to severe dog allergies is the one that has been automatically selected, and that I will not sell my hybrids to customers with moderate to severe allergies. So, what do people do? They go back and change their answer to, “No” (no allergies). They blatantly lie! Then a month after puppy pick up day they are calling me about how their child with dog allergies is having reactions to the dog and they need to return it.
This is just my personal example, but I bet other breeders have similar circumstances. A common occurrence that I can think of is customers purchasing ultra high energy/drive puppies without a clear understanding of what “high drive” actually means. They want what they want, and they make exaggerated claims of how well they understand this and what they will do to embrace it. Then when the puppy hits puberty, they’re calling the breeder and claiming that there is something wrong with their puppy.
Some may automatically assume that the breeders of high drive puppies aren’t being responsible and communicating their breed’s needs properly to customers. However, I think it’s safer to assume that breeders simply aren’t getting through to our modern day customer base that is used to custom orders, satisfaction guarantees despite consumer ignorance and mistakes, and the “Amazon” shopping experience.
Here are some tips that I’ve found helpful to keep in mind when writing an application or conducting an interview:
Avoid yes/no questionsInstead, ask open-ended questions where customers are forced to think about an answer and write it down (or speak). I feel this leads to customers being more honest with you because they aren’t just trying to choose the right answer. I also feel that you are more likely to identify when someone may be giving you a dishonest answer because you may notice that they are attempting to tailor a response that they think you want to hear.
Ask questions in a way that presume the problem Here is a great article about this process in detail. For example, instead of asking someone, “Have you ever surrendered an animal to a shelter or rescue?” Consider asking them, “What would you do in the event that you could no longer care for your puppy?” I would dare to say that most, if not all, people are going to answer “No” to the first question. It’s also a yes/no question, which does not create discussion opportunities. Asking questions in a way that presume problems allows you to facilitate a functional dialogue with the customer.
Ask questions in a way that implies there are no right or wrong answersThis goes along with avoiding “yes/no” questions. Another common question on a puppy application or during an interview is, “How many hours a day do you have to devote to a new puppy?” This is a very difficult question to answer for someone who simply has no idea how much time is even appropriate because they may be brand new puppy owners. Formatting the question this way also insinuates that they can answer incorrectly. So instead of giving an honest answer, they may give the answer that they think is “right.” Instead, consider asking, “What does a typical day look like in your household?” Press them for fine details. This will allow you, the breeder, to determine whether or not this customer has time for one of your puppies.
So, how should I be asking my customers about their dog allergies? I have found that I get much more honest answers if I simply ask, “Why are you interested in this breed (or hybrid) for your family?” Most people will mention the “hypoallergenic” qualities of the dogs, and this gives me a chance to jump in and clear that myth up without giving the customer a chance to go back on what they’ve originally said. Some still won't mention the allergies with an open ended question like that (because they just don’t think to mention it), even though it’s a huge factor in why they want a particular breed. So my follow up question would then be the blatant, “Does anyone in your household have allergies?” I have found this process to encourage much more honest answers from people.
Use technology to automate your interview process
Digital applications can hinder your interview efforts, or they can render tiring, time consuming phone interviews practically obsolete (wouldn’t it be nice to spend less time talking on the phone?!). I’m not suggesting that you eradicate phone interviews altogether–it is still a good idea to hear a human’s voice over the phone in this day in age of digital scam artists. However, a well thought out and executed digital application can streamline your interview process and cut down on your time by 80-90%.
My favorite online form builder is JotForm. I think that their interface is the simplest to learn and use, and I think that their forms look the prettiest! They do have a free plan that allows for up to five free forms. Most breeders will not ever have a need for more than that. Another popular, free form building app is Google Forms. Google Forms is also simple to use and facilitates a professional user experience.
I suggest retiring your PDF or Word document application that customers must print, fill out, and then scan in order to send a completed form to you. Many people do not own printers, let alone scanners. As a matter of fact, many people don’t even own desktop computers anymore! Most adults browse the internet using their cell phones. In our digital age it is imperative to offer a digital application (if you use an application at all, some breeders prefer strictly phone interviews) option.
Listen to your gut, always
If you ever have a bad gut feeling, no matter how small, acknowledge it. Ask yourself why you might be feeling this way. Only you can discern whether or not your feelings are validated, or if you’re simply overthinking or allowing anxiety to cloud your judgment.
Don’t be afraid to say, “No!”
Many would think it should go without saying. However, newer breeders often have a very hard time declining potential customers. The excitement of making a sale can sometimes cloud a newer breeder’s judgment, even a responsible new breeder.
It is important to recognize that you have the ability and the right to refuse to do business with someone based on your terms, and your terms alone. This sounds empowering, right? Well, it’s absolutely true. And though it is certainly empowering, it comes with great responsibility–the process of denying customers the opportunity to purchase one of your puppies can quickly appear to be discriminatory if you aren’t careful. But in the end, this is your program, your business, and your puppies. You have the right to choose your customers.
Telling someone “no” is the absolute best way to protect your puppy and your program from future harm. No amount of money or complicated and unusual contract terms are going to protect your puppies from harm if you choose to sell to an individual that has malicious intent, or that is simply ignorant and irresponsible. Do your due diligence in screening your customers, listen to your gut feelings, and don’t be afraid to decline a sale.
And most importantly, don’t beat yourself up if you have a lapse in judgment. It happens to new and seasoned breeders alike. I hope you can learn from your mistakes and apply what you’ve learned to your future interviews and screening processes.
How to deliver a professional and kind rejection
Telling people no really stinks (sometimes).
Keeping your “rejection messages” as professional, kind, and straightforward as possible will set you up to initiate neutral (albeit disappointed) responses from your customers rather than upset or angry. I don’t advise burning bridges unless the customer appears to be dangerous (scammer, abuser, etc).
If you are conducting a phone interview as your very first point of contact, my advice is to complete the interview in full even if you have been given an answer that signals immediate disqualification. Cutting an interview short due to a “bad answer,” or simply an answer that is an automatic disqualification, could cause your applicant to back track on their answers or become upset and argumentative. Even if your applicant verbalizes something early on that will cause you to absolutely deny their application, I recommend completing the interview. Before closing the conversation, I suggest telling them that you are going to “review their application again with your associates” (these could simply be your spouse, partner, friend, etc., not necessarily employees) and reach back out in a day or two with your final answer. You don’t have to do this in order to appear professional, however, making it apparent to the individual that the decision is not 100% yours to make will take some of the “blame” off of you should you need to tell them no.
Many people will be expecting you to give them an answer immediately over the phone. Using the example script above will allow you to explain to them that this is a decision that you need to finalize with other people, and that it wouldn’t be fair to approve an applicant without the final consent of all of your partners and associates. This approach will allow you to send an email stating that you have decided to decline their application, and will allow you to explain to them why you are declining. It will certainly be much easier for most breeders to deliver bad news in writing.
I believe that the professionalism here comes in with a written response to even a verbal interview, so that the applicant can receive the news of rejection in private (instead of over the phone). It could be humiliating for an individual that has good intentions with one of your puppies to be rejected over the phone. A written response versus a verbal response also keeps you safe from an individual who may try to back track, lie, and guilt you into changing your answer. I know myself well enough to know that I might be somewhat easily swayed by smooth talkers or good actors that know how to play on emotions over the phone.
From a legal standpoint, you will have your rejection in writing in the event that an angry and spiteful individual chooses to bash you in an online review or on social media. This is our unfortunate reality today.
Here are some tips for writing a rejection email:
Keep it professionalI suggest trying your best to avoid making it personal. Try not to sound accusatory or like you are criticizing someone’s lifestyle. For example, instead of saying, “You don’t have enough time each day to devote to one of my puppies,” you could say, “Our puppies will require more one-on-one time each day than you are currently able to give, and it is so important to us that we set you and your new puppy up for success from the beginning.” The former suggests that there is something wrong with the applicant, while the latter suggests that you are considering the welfare of both the puppy and the applicant.
Be kindThis goes along with being professional, and it’s also just good business practice. I know how hard it can be to be courteous to someone that you know has malicious intent, or that has been blatantly rude or hateful towards you. But in the end, being kind, courteous, and professional will protect your program’s reputation. Don’t mistake being kind for avoiding bad news altogether.
Remain clear, concise, and straightforward with your answersMake sure your answers are clear and easy to understand–try not to use “dog breeder” or “dog trainer” jargon that the average Joe Schmo off of the street won’t understand. I suggest concise (short, to the point) statements in your reasons for denial–applicants will most likely not read lengthy/wordy responses, and a tidal wave of information will not “soften the blow” any more than being kind and professional will. In your short statements regarding your reasons for denial, be sure to be straightforward and direct.
If you don’t want to share specific reasons with the applicant regarding why you are denying them, you could use a more general statement. I prefer providing at least some details as to why I am denying an applicant, however, there are many scenarios where providing specific reasons for denial might instigate an argument or spark retaliation from the individual.
Here are some general/generic statements that you are welcome to copy, paste, and use:(Be sure to edit/change them to suit your program, puppies, etc.)
Generic message: “Unfortunately my ___________ (associates, partner, etc.) & I have decided that our program is not the right fit for you at this time. We want our customers to be as happy as our puppies, and for this reason we do not feel that we can serve you to the best of our ability. We will attach some referrals and educational resources here for you to review that could help you in finding a puppy more suited to your lifestyle and goals. We wish you the very best of luck in finding your future puppy.”
Applicant lacks sufficient time for a puppy: “Our puppies will require more one-on-one time each day than you are currently able to give, and it is so important to us that we set you and your new puppy up for success from the beginning.”
Applicant’s experience levels or lifestyle not a good fit for a puppy: “When interviewing potential customers, we always consider whether or not the customer’s current home environment will set the puppy up for easy success. At this time, it seems that your lifestyle may not be 100% suited to one of our puppies, and a puppy that isn’t able to succeed due to his environment could ultimately create great frustration for you.”
Applicant mentioned future breeding, which could be an automatic disqualifier for you: “It is our goal to not only serve our customers by offering the very best of our breed, but it is our mission to keep our puppies safe and to protect our legacy. This means remaining fastidious in which puppies from our program are allowed to reproduce, who they are ultimately paired with for breeding, and how the puppies are raised and eventually placed into new homes. We are not comfortable with providing breeding rights at this time due to many different factors that play into this complicated process. Because you have mentioned the possibility of breeding, we feel it is best that you seek breeding mentorship and a puppy with breeding rights from a different program.”
Conclusion
I implore you to memorize this statement after reading this article: Your puppies are your puppies until they leave your possession. You have every right to refuse a sale to anyone, for any reason.
Please keep one more thing in mind: Anything that you share with a customer in writing has the potential to be published in the future. This is one reason I always recommend being professional, kind, and direct (the other reason being that it is simply good business practice). And on the same note, anything that is spoken over the phone is not in writing. Protect yourself. If I ever feel that I may be dealing with a particularly difficult person, I prefer to handle all communication in writing.
Remember, always listen to your gut!
