Steps to successful propecting

When starting a new dog training territory, its easy to get stuck in the weeds but SO important to be strategic about how you spend your time.

Think Tangible Goals - can you leave Puppy Class Announcements at your targets (one time event flyers are usually easy to get posted), did you get a business card for each vet at the practice? Have you been added to their recommended trainer list?

Initially: Your plan is to identify every (Vet, Groomer, Dog-Related Business) in your territory - Medford, Belmont, Arlington, and Bedford/Lex and make an introductory visit to each facility.

In general these are the goals you want to keep in mind.

1. Your first step will be to get a feel for the place, so you can recommend it to future clients (or not) and introduce yourself.
2. Your second step will be to see if they have a list of recommended dog trainers, try to understand how dog trainers like yourself 'qualify' to be added - do you just ask? Do you need to talk with the office manager, the head vet?
3. Most importantly - ASK to be added to the list, ASK to leave a stack of business cards behind the desk (or better yet in a public area). If you can get them to allow cards in the waiting room - will they allow a tri-fold holder?

It will take between 3-5 visits to get through all 3 steps.

I find it depends greatly on how busy they are when I'm there...if they are very busy I excuse myself and just grab some cards then come back in 1-2 days. If they are slow and you have the right person working the desk you maybe able to leave a stack of cards behind the desk. Typically, they need time to research our site, read the documents, and it helps if they've seen your face a few times during all this....

You will very quickly recognize if this is an easy place to start a relationship or a more difficult office/store/etc - put more time into friendlier places but don't write off initially un-welcoming offices. Usually, its not your visit that irritates someone - its more likely they are having a bad day, about to be fired, in an argument with their loved one or just burned out or hung-over that day....

Which is why, once you start to make a relationship somewhere, say on your 3rd visit you found out that sweet Sally at the front desk got busy Dr. Ulrich to approve you for the list of recommended trainers...you bring in some cookies or pastries 4th visit. Just thinking of now nice Sally was to go thru all that effort for you.

All vet visits should be under 5 minutes, ideally 2-3 minutes. Get a feel, wait for a turn, see what the deal is, collect cards, get out there!!

Gordon