Puppy Dogs and Clarinets

By John Gardner

white labrador retriever puppy dogThere 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!


Classic music Sax tenor saxophone and clarinet in blackI 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 we attended to hear one of our sons. I didn’t know Sally, but I noticed her. It was probably 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. DAD WAS A SURGEON, so I knew the price was NOT an issue.

I went to the music dealer and asked if I could borrow a top of the line clarinet for a day. I asked for permission to bring it back, but assured them I didn’t think that would happen.

I took the clarinet to Sally’s band rehearsal at the high school. I told her to play it in the rehearsal and then to take it home that night to practice with at home. I gave her the amount of the instrument and asked her to return either the clarinet or a check. The next day, she handed me the check.


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15 yrs experience as a high school band director. 14 yrs as college adjunct faculty. 30+ yrs in the fundraising industry and 24 yrs as a small business owner. (Don’t add all those up.). Experience in both the fundraising sales and education worlds give me a unique combination of perspectives in both. I love working with the youthful enthusiasm of today’s teenage achievers and with those who work with them.

Also 4yrs as proprietor of VirtualMusicOffice.com, which offers a wide variety of virtual services including web/blog design/hosting/managing, social media management (scheduling posts/tweets for maximum impact and brand enhancement) and small business consulting – specializing in school product fundraising.

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