The sale that's easiest is while they're still smiling

A woman I know boards dogs from her home. Last summer she had a Lab in for ten days while the family were on holiday in Spain.

She sent daily photos. Walks in the park, the dog snoozing on her sofa, the works. Little updates to show the family he was in good hands.

When the owners came to collect him, he was happy, healthy and clearly settled.

They were made up.

As they left, the dog mum said the words every dog business owner has heard a hundred times.

"We'll definitely be in touch for our next trip."

They never were.

Because life just gets in the way. By the time their next holiday came round, they'd left it late, she was already booked up, and they ended up scrambling for someone else.

A family that would have come back twice a year for years, gone. All over one missing sentence.

Here's the lesson, and it's one of the most profitable things you'll read this week.

The next sale is easiest to make while they're still smiling.

That window, the minute or two right after you've delighted them, is the warmest a client will ever be. They can see the result. They're grateful. They trust you completely. It will never be easier to book them in again than right there and then.

Let them walk out the door, and that warmth cools. Leave it to their memory and their good intentions, and you're gambling with your own diary.

So don't let them leave without sorting the next step.

And I know what you're thinking.

What if they don't know when they're next going away?

Then tell them you'll drop them a reminder every month or so, and be honest that your busy weeks book up early. Your regulars get first pick and the good dates go fast. You're not making that up to pressure them. It's true for nearly every dog business. A little nudge now saves them the last-minute panic, and saves you the empty week.

And while they're stood there glowing, ask for the testimonial too. The best time is right now, not three days later by text when the warm feeling has faded.

This works for any dog business, by the way. The boarding was just my example.

If you walk dogs or run a daycare service, lock in the recurring days at pickup rather than waiting for them to message you.

If you're a trainer, book the next session or course at the end of the last one, while the progress is still fresh in their minds.

If you're a groomer, book the next groom before they've even got the dog's lead back on. Something like, "shall I pop you in for six weeks' time now, so you get the slot you want?"

And if you sell products, the same rule applies; you just have to be a bit cleverer about it. The moment someone buys a bag of food is the moment to set up the reorder, offer the subscription, set up revenue flows, or tell them roughly when they'll run out and make the next order a one-tap job. A happy customer at the checkout will say yes to the add-on far more readily than a cold one three weeks later.

Always capture the next sale, testimonial or booking while the last one is still glowing.

Chat soon..

Colin

P.S. Have a quick think about how many "we'll be in touch" clients you've had this year, and how many actually were. That number is roughly how much money walked out of your door with a smile on its face. The fix costs you nothing but a sentence.