Ultimately, people buy things that reinforce their identity.
A pet owner who sees themselves as a “Compassionate Professional” or a “Dedicated Guardian” will buy services that reflect those values. They aren’t just buying a training session; they are buying an affirmation that they are a kind, responsible, and capable pet parent.
“People don’t buy what you do; they buy why you do it.” — Simon Sinek
In marketing, the shift from “Products” to “Needs and Wants” is the difference between being a commodity and being a consultant.
When you market a service, you aren’t just selling a session; you are selling the bridge between a client’s surface-level “wants” and their pet’s fundamental “needs.”
For example, if a client wants a “well-behaved” dog, they are actually asking for a predictable life. Your marketing should show them that predictability is a byproduct of a pet whose needs for safety, clarity, and agency are fulfilled.
Learn More About Buyer Behavior. If you have your own copy of Paws, People & Prosperity, turn to page 31 for more help and guidance on price anchoring.
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