No matter where you are in the world, sound marketing principles cannot be taken for granted when you have the desire to excel as a breeder. The value in purchasing this publication is in the future success of your cattery business.
There are cat lovers and cat breeders. A buyer can tell the difference. A good breeder is both.
Please refer to the Glossary of Breeder Jargon at the conclusion of this book. You will find the information quite useful when communicating with established breeders and in the daily operation of your cattery. You may also discover a few jewels of wisdom.
Who Is Jasmine Kinnear?
When Jasmine began her cattery the closed society of breeders in her area would not share information. Despite contacting a number of breeders she was prevented from purchasing cats to use within her breeding program. She was forced to search elsewhere and learned through trial and error how to successfully buy, breed and sell purebred felines. It then became a journey of discovery combining time with knowledge as her teacher. With some experience Jasmine soon realized there was a knack to bringing back buyers, their family members and many more referrals.
Through years of breeding she gained an expertise learning how to professionally breed and sell kittens. Eventually she gained the respect of the veterinarian community to become a top breeder and the most respected in her area.
As her reputation for success grew Jasmine was continuously contacted by the very same breeders who had previously refused to assist her. Word spread to the other catteries of the marketing secrets she developed which resulted in her cattery becoming a profitable business. Her breeding program progressed to the point whereby her litters were sold up to a year prior to their conception. She encountered many anxious breeders hungry for the same success within their own catteries. These breeders also wanted a good income and a proven breeding program. Jasmine’s recipe for success is managing a cattery where the breeder incorporates strong ethics with sound business practices.
Jasmine’s Story
I lived alone in total harmony with two devoted domestic male cats. With time, as my males aged, I became anxious to purchase a purebred female kitten. However I was quite ignorant of the many breeds of felines available. Worse still, I was unaware of the dynamics I would create by becoming a multi-cat household living within a limited space. Nevertheless like many others driven by a strong case of ‘kitten fever’ I ignored my good instincts.
For weeks I frantically searched the ads in my local newspaper until one finally appeared for persian / himalayan kittens. At the time I’d never heard of this type of purebred and had little idea of what I would be encountering. In my initial contact by telephone, the breeder seemed preoccupied and was reluctant to answer even a few simple questions.
The only cattery I viewed was this same breeder’s small, cramped home where several litters were confined to a minuscule area in her kitchen. Her stud cats were kept out of sight but their presence was clearly evident by the heavily scented odor of spraying males. The breeder had been impatient and indifferent when I spoke to her earlier by phone. During the time I spent with her this attitude only continued as she answered additional telephone inquiries while I viewed the kittens.
Despite her manner, I knew from the first moment I entered her cattery that I would one day become a breeder myself. Although I had just realized my true calling it was an additional ten years before my dream became a reality.
I now realize that many breeders believe sales are only accomplished when a buyer is within their cattery. This is simply untrue. It was my experience that my litters were sold because the buyer’s welfare was one of my main priorities. It was important to not only listen but to educate with sound practical advice when the buyer displayed an interest in learning. I enjoyed interacting with other cat lovers and they appreciated that I sincerely enjoyed listening to their feline experiences.
The buyer developed a personal interest in my cattery by establishing a genuine and warm relationship in the initial telephone contact. The perspective buyer then desired to view my cattery and to exchange additional feline anecdotes with a caring breeder. By displaying an interest in their situation before I actually met them it became apparent that many of my kittens were sold by simply listening to the buyer’s needs.
Buyers love to share their personal feline experiences. It can be a valuable tool in promoting your cattery if you invest some time and have a sincere interest in a buyer’s situation. When you develop good listening skills you will also attract sales. I learned the initial investment of my personal time with telephone inquiries became a key component to the volume of sales within my cattery.
As a naïve buyer sitting in Theresa’s cattery kitchen I questioned her regarding my living conditions with two male cats. I was renting a one bedroom apartment and didn’t know what to expect if I brought a female home. The breeder reassured me that despite my limited space there would not be a problem. I now understand that Theresa was a breeder that simply wanted a sale. Little did I know the nightmare that loomed before me.
Despite the breeder’s abrupt manner it was delightful being surrounded by so many litters. It was also overwhelming trying to decide which kitten to purchase. Theresa became impatient as I must have been taking too long to make my decision. She wanted the sale finalized and her home free of unwanted company. She picked up a little Blue Point Himalayan female I had held earlier and announced, “Well, you seem to like this one.” I was uncomfortable as obviously I had worn out my welcome and as far as Theresa was concerned my kitten selection was complete. Although I felt rushed and intimidated by her selling manner I was caught with a bad case of kitten fever and still left a deposit.
Due to the breeder’s attitude, I didn’t dare contact her until six weeks had passed and my baby was ready to come home. I had wanted to visit my kitten during this period as I’d only seen her the one time when leaving my deposit. However, remembering the breeder’s impatience and intimidating manner I was too uncomfortable for any additional confrontation. As a result on the day I arrived to pick up my kitten I barely recognized her. She was only four weeks old when she had been selected for me and now she was a maturing kitten of ten weeks.
Jennifer: Jasmine’s Blue Point Himalayan Female Kittens
After questioning her once again, Theresa reassured me there would be no problems with my two male cats adjusting to the female. With my present knowledge as a breeder I would have provided specific advice to any buyer in that situation. However, in my role as the new buyer I was totally unprepared for the drastic and upsetting changes that soon occurred.
My males were tightly bonded but that relationship permanently changed when the female kitten was introduced. Theresa should have made my kitten’s homecoming easier. However her only interest was money with one less kitten to sell. She had little regard for the well-being of the kitten or the upsetting consequences that took place in my home.
As my contact with breeders increased I soon realized that Theresa’s manner was typical of the other catteries in my area. When I started breeding I respected each buyer’s unique situation and practiced the skills I’d acquired when in business management. I also recalled Theresa’s poor attitude and vowed never to treat prospective buyers in such a manner.
My cattery became a labor of love and is one of my greatest achievements and learning experiences. In my business I used the memory of Theresa’s lack of customer relations as an incentive. I’ve always given my buyers the information and courtesy that I would have appreciated when I was the
