Lower buying pressure by using the “puppy dog close.” 🐕

1 Jan 2026 · 1 min

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0:40

In this brief video segment, the presenter introduces the "puppy dog close," a sales tactic that encourages prospects to try a product or service for a limited period (e.g., 12‑24 months) with the option to cancel if unsatisfied. The method mirrors the practice of taking a puppy home for a few days before deciding to keep it, thereby reducing the buyer’s perceived risk. The speaker reinforces the concept with a personal, humorous anecdote about using the same approach to persuade his future wife to date him, ultimately leading to marriage and two children. The overall message is that framing a purchase as a low‑commitment trial can make customers more comfortable and increase conversion.

Chapters

If you're in sales, you need to know the puppy dog close. The puppy dog close is where you convince the customer to just try you out for the first 12 or 24 months. And if afterwards they don't like you, they can get rid of you. Just like when you go to the puppy store and they let you bring the dog home for 3 days. And then what you end up deciding is, hey, I'll just keep it. But playing on this helps the customer feel more comfortable making the buying decision. That's actually how I got my wife to date me in the very beginning. I said, hey, look, I know you've had some bad experiences in the past, but just date me. And if you don't like me, You can dump me. Now we got 2 kids and, uh, she's stuck.