What buying a sofa taught me about selling to dog owners

A few weeks back, we decided to get a new sofa after the old one, 10 years old, flat cushions, and protruding springs was finally ready for the skip.

It was, apparently, according to my better half, stylish as hell when we bought it, although your feet didn’t touch the floor when sitting back, and it featured more cushions than anyone could reasonably need, which just became a pain in the backside.

And it was uncomfortable as hell.

I was ready. Hags was ready.

The time had come to ditch this bloody eyesore.

Maybe I’m getting old, but all I want is a proper, normal, comfortable sofa, not something that looks like a sculpture.

So there we were, in the sofa showroom, when a guy comes out in a leather apron, slicked-back hair, and a glint in his eye.

“Good afternoon, folks. Are you looking for a sofa?”

I looked him in the eye and said, “No, a portion of chips. Of course we’re after a sofa, that’s why I’m in a sofa showroom, surrounded by fifty sofas!”

Just kidding.

I really said, “Erm, yes.”

“We have this one. It’s a lovely sofa, extra large…” (was he saying I was overweight?) “…plenty of room…” (is he taking the p**s?) “…and it’s on offer, 20% off, but it ends today.”

Scarcity was the only thing I liked about his pitch.

Anyhow, Hags was sold, and before long it was signed for and in production, all without me really trying it out. I mean, I sat on the sofa. It felt okay. But I didn’t properly test it if you know what I mean, lying down, feet up, curled up, and so on.

And you know what?

I just know I’m going to hate this sofa as much as the last one.

All I wanted was a bloody normal sofa to do its job.

For me to feel chilled, relaxed, and comfortable while searching through Netflix.

And for dog business owners selling a service or product, that’s exactly what you should be selling.

Not a sofa, but the actual benefit of your product to the customer.

All these features and modern looks are okay, I guess, if that’s your thing. I mean, it worked on Hags.

But ultimately, customers just want something that does the job.

If you’re selling dog treats, the customer wants to know:

Do they taste good to the dog?
Do they contain rubbish ingredients?
And how much do they cost?

Don’t overcomplicate things with shape, texture, and all that nonsense.

Sell the actual benefits, not just the features.

The benefit is that the dog will love them, and the owner won’t have the stress of them being spat back out, or dealing with unpleasant toilet breaks halfway through a walk.

One more example.

If you’re selling a no-pull harness, the benefit isn’t the leather, or the cute puppy pictures.

The benefit is that the harness will make dog walks enjoyable again.

See where I’m coming from here?

Customers want benefits, not so much features.

Sorry one more..

“I will groom your dog, and even if he’s anxious, tries to escape, and acts like he’s at a 90s rave, I won’t complain, I’ll just get it done.”

Now THAT'S a huge benefit for the thousands upon thousands of dog owners who’ve had complaints from a groomer.

Always sell the benefit in your email flows, or whatever you’re selling in your dog business, and see how much better you do.

You may just be surprised.

It’s always the benefit that makes the sale.