By John Gardner
There is a sales technique called the “Puppy Dog” close. It gets is name from the puppy dog at the pet shop scenario:
A mother and young child go into a pet store to buy a dog. They find one, but mamma says it is too expensive.
The wise sales clerk invites the mother and child to take the puppy home for the night….with the offer to bring it back the next day if they don’t think it is worth the price.
They will NOT likely bring the puppy back.
I fell for that sales close with a car once. My wife wasn’t with me when I stopped on the lot (intentional, so I had a way out of a pressure sales situation). The smart salesperson invited me to drive the car home to show her. SOLD!
I used the “Puppy Dog” approach with a clarinet student (I will call her Sally). The first time I heard her play was in a middle school concert. I didn’t know Sally, but I noticed her. It was 2-3 yrs later when I convinced her parents to let her study privately with me. She had incredible musicianship but was hindered by a mediocre instrument.
When I would ask about a step up instrument, she always responded about how busy her parents were. Knowing her father’s occupation, I knew PRICE was NOT the issue.
The music dealer let me borrow a top of the line clarinet for a day, with return privilege that I was not expecting to utilize.
I took the clarinet to Sally’s band rehearsal at the high school, instructing her to play it in the rehearsal and then to take it home that night to practice with at home and either return the clarinet or payment the next day. She handed me the check for payment in full.
