Understanding Customer Journeys and Sales Funnels for Dog Breeders

Introduction

If you're a dog breeder, you might think that sales funnels and customer journeys are concepts reserved for traditional sales industries. However, these tools are incredibly valuable for anyone looking to place puppies in the best possible homes.

In this article, we'll demystify these terms and show you how applying these strategies can lead to happier families, healthier puppies, and a more successful breeding program.

Whether or not you consider yourself a salesperson, understanding these concepts can offer a structured approach to guiding potential pet parents through their decision-making process, ultimately ensuring each puppy is placed in a loving, well-prepared home.

What is a sales funnel?

A sales funnel is a visual representation of the customer journey from the initial awareness of a product or service to the final purchase.

It is important for dog breeders to have a sales funnel in place because it can help to guide potential customers through the process of considering and purchasing a dog.

A well-designed sales funnel can help to convert leads into paying customers by providing them with the information and support they need at each stage of the decision-making process.

Having a clear understanding of the customer journey can also help you identify any potential roadblocks or bottlenecks that may be preventing customers from completing a purchase, and take steps to address them.

But I’m a dog breeder, not a salesperson

It's essential to recognize that being a dog breeder and a salesperson are not mutually exclusive roles; in fact, they complement each other.

Understanding the customer journey and having a well-defined sales funnel are not just sales tactics; they are tools that can help you provide better experiences for both your puppies and their future families.

By knowing where a potential customer is in the decision-making process, you can offer timely, relevant information, whether it's general breed knowledge or specific care guidelines. This not only builds trust but also sets clear expectations, making the entire process smoother for everyone involved.

Embracing your role as a salesperson doesn't mean you have to treat your puppies any differently; it means you're leveraging your expertise and resources to ensure they go to loving, well-prepared homes.

So, even if you don't see yourself as a salesperson, adopting some of these strategies can lead to more successful placements, happier families, and a more sustainable breeding program.

What is a customer journey?

The term "customer journey" refers to the complete experience a customer goes through when interacting with a business or brand.

In the context of dog breeding, the customer journey encompasses all the touchpoints and stages a potential pet parent (customer) encounters from the moment they first become aware of a breeder to the point where they purchase a puppy and beyond. Understanding this journey can help breeders optimize their processes, improve customer satisfaction, and increase the likelihood of referrals and repeat business.

Here's a breakdown of what the customer journey might look like for dog breeders:

1. Awareness Stage

   • The customer becomes aware of the breeder through various channels like social media, search engines, word-of-mouth, or advertisements.

   • The customer starts researching the breeder, often by visiting their website, reading reviews, or following them on social media.

2. Consideration Stage

   • The customer delves deeper into the breeder's offerings, perhaps by reading blog posts about puppy care, looking at photos of available or past litters, or watching videos of the puppies.

   • The customer may engage with the breeder by signing up for newsletters, following social media channels, or directly reaching out with questions.

   • The customer might compare this breeder with others, evaluating factors like reputation, price, location, and availability of puppies.

3. Decision Stage

   • The customer contacts the breeder, often through a form on the website, an email, or a phone call.

   • The breeder and the customer may have a more in-depth conversation, possibly involving a visit to see the puppies or a virtual meeting.

   • The customer decides to purchase a puppy and may place a deposit.

4. Purchase Stage

   • The customer completes any remaining paperwork, pays the balance, and confirms pick-up or delivery details.

   • The customer picks up their new puppy, which often includes a final walkthrough of care instructions, paperwork, and any starter kits.

5. Post-Purchase Stage

   • The breeder may send the customer home with a package of essentials like puppy food, a blanket, and care instructions.

   • The breeder checks in on the puppy's well-being and the customer's satisfaction, possibly requesting reviews or testimonials.

   • The breeder keeps in touch with periodic updates, tips, and perhaps offers for future services like boarding or grooming.

   • Satisfied customers become advocates for the breeder, leaving positive reviews and referring new potential pet parents.

Sample sales funnel for dog breeders

An effective sales funnel for a dog breeder might look like this:

1. Attract potential customers: The first step in the funnel is to attract potential customers to your website or social media pages. This can be done through a variety of marketing efforts, such as advertising, search engine optimization, and engaging with online communities.

   💡 A great way to connect with new buyer leads is with a TellTail membership!

2. Engage with potential customers: Once potential customers find you online, it's important to engage with them and provide them with valuable information. This can include sharing photos and videos of the puppies, providing detailed information about your breeding program, and answering any questions that potential customers may have.

   ⏰ We recommend responding to new inquiries within 12-24 hours at minimum.

3. Convert potential customers into leads: The next step is to convert potential customers into qualified leads by capturing their contact information, such as their email address or phone number. This can be done through forms on the website, social media lead generation ads, or by offering a free resource or consultation in exchange for contact information.

   💡 Your TellTail membership includes unlimited buyer leads. Their contact information is already collected before they match with you!

4. Nurture leads: Once a lead has been captured, it's important to nurture the relationship by providing them with valuable information and resources, and staying in touch through email or social media. This can help to build trust and establish the breeder as an expert in their field.

   ✏️ Ensure that your emails are kind and professional, and use correct punctuation and grammar.

5. Close the sale: The final step in the funnel is to close the sale by converting leads into paying customers. This can be done through follow-up calls or emails, and by providing a clear call to action and making it easy for leads to make a purchase.

   📧 If a new lead stops responding to you, we recommend reaching out at least 2 more times to ensure that the lead is no longer viable.

Conclusion

Understanding the sales funnel and customer journey isn't just for traditional salespeople; it's crucial for dog breeders who want to ensure the best outcomes for their puppies and their future families.

These tools offer a structured approach to guiding potential pet parents through the complex decision-making process, from initial awareness to final purchase and beyond.

By embracing these concepts, you're not just selling; you're educating, building trust, and most importantly, ensuring that each puppy is placed in a loving, well-prepared home.

So, whether or not you consider yourself a salesperson, incorporating these strategies into your breeding program can lead to more successful placements, happier families, and a more sustainable and rewarding breeding practice.