joined the Project Trade conversation. Said Phairas: “Any time you can spend $15 for a new client you are definitely winning at marketing, and what I love about it…it’s educational marketing. It’s really doing something for the community and you can’t put a price on that.” Net Gain: New Clients
Monthly Ambassadors
Each month, Project Trade participants submit a Client Swap Form online identifying each client and the gear they have swapped. Data is tallied and the “Ambassador” title is awarded to the member with the largest number of gear. Perks include a certificate signed by Niki Tudge, recognition by PPG in its monthly newsletter, NEWS from the Guild, social media and BARKS from the Guild, and a $100 credit toward purchases from PPG. I use my credit to pay for webinars that further strengthen my knowledge base and therefore my business. At the end of the year, PPG tallies the total number of gear collected by each Project Trade participant and awards a phenomenal grand prize: a Project Trade plaque and an all-expensespaid trip to the next PPG summit. There are Project Trade ambassadors around the world, including two-time ambassador Anastasia Tsoulia of Hug4Pets & Hug4Dogs - Pet Care Services & Positive Dog Training in Thessaloniki, Greece. “Most of my clients come from the internet, throw a quick glance at my website, see the discount we give for swapping the old gear and this is a motivation to pick up the phone and make an appointment with me,” said Tsoulia. Net Gain: More Business
COVER STORY
and commit to Project Trade. I parked on the road and began a 100-yard walk to the house. The dog barked and lunged at a distance, held fast by a choke collar. As I moved closer I saw his teeth on display, heard growling…and observed signs of fear. The sadness of the situation was striking. That poor dog had been punished since he was adopted at two years of age, creating a terrible association with practically every living thing he experienced. He went over threshold if a neighbor walked to his mailbox, or their cat strolled across the field, or when a vehicle passed by. Each event was a harbinger of pain, force and fear. And the little girl learned that was how to handle a dog. The wife was very receptive to using new equipment and methods and needed my support in persuading her husband, who chose not to attend. I needed to provide evidence of the efficacy of force-free methods and equipment and reinforce their decision to trade with me. By the end of the consultation the dog was wearing a no-pull harness and playing training games with me. He responded quickly to desensitizing and counterconditioning exercises in the yard. Upon departure, the wife was elated, the daughter was learning a new way to relate to her pet, and the once growling
Via Project Trade, owners can learn about new, kinder ways to relate to their dogs
Lives Changed
As trainers and behavior professionals, with each new client we have an opportunity to help more than just the dog and his or her owner. Project Trade enables us to reach out in ever-growing circles, like dropping a pebble onto a pond. The ripple effect expands our reach far beyond a single client. Of her Project Trade clients, Tsoulia said, “Almost all of them admit they did not know the devastating consequences of the use of an aversive device or the prohibition by [Greek] law. Almost all of them admit their dog is calmer and more cooperative. Almost all of them admit they should have met me earlier and have saved valuable time and money from unnecessary devices. Some have already informed their veterinarian, their pet shop, their friends in the park that there is a better way to deal with their dog problems rather than to use such devices.” The ripple effect can be profound. One of my first Project Trade experiences was with a family living in the countryside with their 10-year-old daughter and 5year-old dog. The wife contacted me in June last year and described her dog as “over-aroused and reactive to everything.” The husband believed in dominance “theory” and had used a prong, choke and shock collar on the dog in order to suppress unwanted behavior. When he realized those devices were making the behavior worse, he skeptically agreed to consult me. It took 30 days of negotiation for the owners to make an appointment
© Can Stock Photo/adogslifephoto
What the Experts Say:
“[Choke or prong collars]...can easily injure the delicate butterflyshaped thyroid gland that sits just below the larynx and in front of the trachea.These collars can also injure the salivary glands and salivary lymph nodes on the side of the face underneath both ears.” - Dr. Jean Dodds, respected veterinarian and thyroid expert.
"These devices [choke and prong collars], when they work, do so to the degree that they hurt.With the advent of modern methods and tools they are irrelevant.” - Jean Donaldson, bestselling author and canine behaviorist.
"Using punishment to stop behaviors is not new. Notice I say ‘stop’ rather than ‘teach’ -- I can stop any behavior, but I am more interested in teaching my students, animal or human, to choose the behavior I want them to perform because they can trust me, because I do not hurt them and they are safe with me, and because the outcome is something they enjoy.” - Dr. Soraya Juarbe-Diaz, veterinarian and veterinary behaviorist. - Pet Professional Guild, 2016 BARKS from the Guild/March 2017
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