Laurie's Blogs.

GUEST BLOG – by Denise Testa (www.rubyourdog.com)

Competitive Edge

“Marketing expert Seth Godin writes about finding your purple cow: nobody stops to take a picture of a cow in a grassy field, but everybody would stop to take a photo of a purple cow because it is remarkable. In a tough economy, you need a competitive edge to stand out, something unique that will attract potential clients."

Excerpt from Massage & Bodywork March/April 2013 pp. 58 

The above definitely has special meaning to me. I have been certified and practicing canine rehabilitation and massage since 2007. Last year, I decided to expand, providing some preventative services (eg. bodywork, stretching) to area canine athletes. In order to “get the word out”, I’ve been trying to attend various dog-related events. So far, it’s been interesting.    

There is a licensed massage therapist (human) in the area who has been working on the agility dogs and their owners for a few years. She has actively gone out of her way to bar me from the local events and matches. She accomplishes this (so far) by telling the clubs that she will no longer work on them or their dogs if I show up. 

Rejection is never easy but in this case, it has given me the impetus to get inventive with what I’m doing. Or in other words, get a competitive edge. Here’s what I’m up to: 

#1. Targeting the breed clubs (dachshunds, GSD, Labs, etc.) which have a greater preponderance of problems. I will do a presentation at a club meeting and then make it a point to attend one of their events, specialties, or matches.  The presentation is geared to the particular issues of the breed such as Dachshunds- “Protecting Your Dog’s Spine”. It’s a great way to establish expertise and helps reinforce that you are interested in working with that particular breed rather than doing a generic, easily forgettable talk.       

#2. I am getting involved with other performance and working dog areas which haven’t been tapped such as field work, obedience and conformation. I am learning what skill sets are needed for a dog to participate successfully (endurance, fine tuning motor skills, jumping abilities, etc.) and find ways to support those skills. For example, dogs showing in the conformation ring need to be “up” but not too wired. To help alleviate this, I’ve done brief, right before going into the ring, quick relaxation soft tissue work to help them focus.             

#3. I carry my business cards with me wherever I go. Some of my best referrals come from non-dog related sites like the local gas station and public library. I have my cards and my “elevator” speech ready to go at a moments notice. For those of you unfamiliar with what an “elevator” speech is, it means I can succinctly describe what I do and its benefits in the time it would take to ride an elevator.      

#4. Even though the local agility events are off-limits, I’m traveling to some events that are outside of the aforementioned LMT’s area, working on the dogs and get my bona fides. Even if the event is a two hour drive away, word of mouth is filtering back. 

Now I’m coming back around to some of the groups who initially turned me down and offering to do a bodywork "fundraiser" for their club at one of their events or meetings and donate back a percentage to the club.  

Anyway, long story short, it’s taken me a few months to figure some of this out but it seems to be working. I stress that owners need to feel comfortable with whomever they entrust to work with their dog. I don’t try to be everything to everyone. Instead I focus on specific groups that I want to work with. I find out where they go and what they do and tailor the benefits of what I can provide to them.    

So the mantra is don’t give up. Just find your competitive edge.