First, address the issue up front. If it seems your potential customers are asking questions that communicate they might be concerned that you are a puppy mill, go ahead and speak on the topic. Share that you understand that they may have concerns that you are a puppy mill, and that you want to assure them that you are not. Share with them your dedication to providing a healthy, safe, and loving environment for your puppies and their parents. Explain your current policies and procedures that set you apart from how puppy mills operate. Share with them any memberships you have and if you are, share that you are licensed and inspected. Emphasize that you are strongly against puppy mills and do not support the mistreatment of animals in any way. Do not be afraid to address their potential concerns right up front. This information will give them the confidence that your breeding program is one that they can trust and be proud to be a part of.

Second, develop the proper environment. Since perception is reality, what is the perception of your kennel when the puppy customers come onto your property? The customers will make a decision about whether or not you are a puppy mill based on how they interact with you, your family, the puppies, and even your property. Think through what it would feel like if you were the one coming to purchase a puppy. Be intentional. Everything you do and say should create a sense of trust and build relational capital.

Addressing their concerns upfront and thinking through your environment are two steps you can take to instill trust and confidence in ensuring that your breeding business is not perceived as a puppy mill. In our next issue, we will discuss in more detail some specific policies and procedures you will want to incorporate in your breeder program that will demonstrate that you are reputable breeder and can be trusted.