Fence Industry Wildcard: "DOGS".

As implied in previous articles by the Fence Wizard the residential fence installation market is enduring a complete recession in "most" American markets and will likely get worse in the short term. One bright spot - new dog owners. Americans have a love affair with dogs. Chances are if a homeowner has no dog; they will get one soon. In addition, new laws such as the no chain law in California are basically forcing some Dog Owners to repair, replace, or add a new fence to comply. It is vital to focus on any trend that could make your company more competitive. The facts are clear, more Americans are getting pets and they are spending more money on pets every year.
Here is some relevant data from the APPMA (American Pet Products Manufacturers Association):

• In 1988, the first year the survey was conducted, 56% of U.S. households owned a pet as compared to 63% in 2006

Total U.S. Pet Industry Expenditures

Year............... Spending (in billions)

2007............... $40.8 Est.
2006............... $38.5
2005............... $36.3

2004............... $34.4

2003............... $32.4

2002............... $29.5

2001............... $28.5

1998............... $23

1996............... $21

1994............... $17

Now, we know we have demand for anything relevant to pet owners and specifically dog owners. Lets address a big problem: "ELECTRONIC DOG FENCING" or "INVISIBLE FENCE". I have linked our readers to these products on the sidebar under "Fence Builders Enemy". Indeed it is exactly that and for a couple hundred bucks homeowners can avoid a $ 5 -10,000 perimeter fence installation. So lets review your sales technique if you think your customer might go to the dark side......
Invisible fence will NOT:
1. Keep out other animals
2. Protect your animals from attack by other animals
3. Keep out thieves
4. Keep out vandals
5. Keep out Jehovah's Witness's
6. Most importantly - it will not guarantee a pet from escape
7. It Can and Will effectively lock your dog out if they get excited and breach the perimeter then they may be too scared to return and suffer another shock.

Get your sales pitch straight, it only takes 2 minutes to explain why you would personally avoid the lure of a cheap invisible fence for your own animals. Be a good member of the community and stop by the local SPCA and even pet shops to leave your card. Develop relationships with others in the animal care industry including your local veterinarians. Use this bright spot in the market to your advantage - the growth in this area will not stop anytime soon.