When I launched Floofsville (my online dog treat business), it wasn’t just about waggy tails and tasty chews (although, let’s be honest, that part is adorable). It was also an opportunity to apply everything I’ve learned from over 30 years in sales to a brand-new venture in a very different industry.
Great sales isn’t just about pitching and persuading. It’s about relationships, and relationships are the foundation of everything we do. You might be selling coaching, software, or salmon treats for schnauzers, but the principles of sales remain the same.
The Power of Listening: Customer Conversations (Yes, Even Online!)
Through my sales coaching, I teach people the importance of real conversations. Sales is never about scripts. It’s about listening, asking great questions, and genuinely caring about the person (or in this case, the pup) you’re helping.
When I created Floofsville, I knew the same principles applied. Even though it’s an online business with no face-to-face contact, I made sure that every touchpoint was personal, from product descriptions that speak in my voice to friendly emails that feel like a conversation, not a transaction.
Our customers aren’t just customers. They’re dog lovers. They’re part of our pack, and just like I teach in my sales methodology, building rapport and listening actively is how we learn what they really need.
UHP in Action: Being Human in a Doggy Business
At the heart of my sales philosophy is the Unique Human Proposition (your UHP®). People buy from people, not logos, and the more you show up as your full self, the stronger the connection becomes.
Floofsville has my UHP® running through every element. It’s fun, friendly, honest, and full of heart. The brand voice is authentically me (quirky and real, not corporate or salesy), and because of that, our customers trust us.
“Be the person your dog thinks you are.” C.J.Frick
They know the treats are made with love, tested by real dogs, and delivered with care. That trust comes from consistency, transparency, and genuine human connection, just like in any great sales relationship.
Building a Community Without a Shop Front
Running Floofsville online meant I couldn’t rely on in-person conversations or face-to-face relationship-building like I have with my corporate clients. So, I had to get creative!
That’s where the Floof Friends Gallery comes in. Customers share photos of their dogs, along with a fun bio that includes their favourite food, nicknames, and hobbies, and we proudly display them on the site. It’s not a way to hard sell, but a celebration of the wonderful community we’re building.
Every image is a moment of trust. It shows our customers feel connected enough to share a slice of their lives with us and with other dog lovers too. It’s the best kind of word-of-mouth marketing: honest, adorable, and authentic.
Nurturing the Relationship: The Power of the Mailing List
One of the biggest lessons I brought from my sales background is the importance of follow-up and nurturing. Sales doesn’t stop at the checkout. With Floofsville, our mailing list isn’t just about promotions. It’s how we stay in touch, offer useful tips, share new products, and most importantly, anticipate need.
We know when a customer last placed an order, and if they haven’t stocked up in a while, we gently remind them before the treat tin runs dry. That kind of care makes people feel seen and valued. It’s thoughtful, not pushy. It’s sales with soul.
From Sales Veteran to Dog Treat Queen
I’ve spent more than three decades in sales, and I’ve never believed in the hard sell. I believe in human connection, in making people feel heard, and in adding value. That’s exactly how I run Floofsville. And guess what? It works!
We’ve built a loyal community of happy dog parents who return again and again, not just because the treats are natural and delicious (though they are), but because they trust us. You might be coaching entrepreneurs rather than hand-picking peanut butter bones, but the same truth applies – people buy from people they know, like, and trust.
If you’re thinking of starting your own business (dog-related or otherwise), remember that every sale begins with your Unique Human Proposition (UHP®) and building relationships. Focus on these first, and the sales will follow.
Want to learn how to bring your Unique Human Proposition into your business like I did with Floofsville? Let’s have a chat.
And if you want to learn more about Floofsville, pop over and check out our website, or submit a photograph of your dog for our Floof Friends Gallery.
Is it time to invest in your business? Book a Sales Day Trip with Jules.
The Sales Day Trip is a new way for us to work together. We spend a full day covering lots of things, including peeling back your business to discover your ideal client and UHP® and building a sales strategy that will be life-changing for anyone who doesn’t like or know how to sell. This training day shares one simple message: ‘Sales is human, and you are unique’.
If you want to ‘Discover your UHP®’ with me, book a 1-hour personal coaching session HERE.
“Jules ‘The Dragon Slayer’ White is a skilled and passionate sales professional with a unique approach that combines a human touch with a strategic mindset. I’ve witnessed and enjoyed her coaching style that inspired our team to achieve excellent results. Her drive for continuous improvement and high standards of customer service make her an asset to any organization.” Antoine Metivier – Consultant Director of Online Partnerships – Fintech
Want to find out more? Schedule a virtual cuppa with me, and we can have a chat about my coaching services.
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