When A Customer’s Research Is Wrong, What Do You Say?

SANDY WAS FRUSTRATED. She carefully selected her pet foods and regularly met with vendor reps to ensure the products were the best for her customers. But it never seemed to be enough.

Last month, a regular customer came in to tell her he’d read online that dogs should eat like wolves since they’re descended from that branch of the canid family. Sandy explained that dogs’ dietary needs differ vastly from that of wolves and that her raw foods were nutritionally complete, but her words fell on deaf ears. The customer left intending to buy meat and bones from a butcher and make that his dog’s primary diet. Weeks later, she saw on social media that he’d done exactly that and his dog had ended up in urgent care with severe vomiting and diarrhea from a suspected food-borne bacterial infection. Sandy reached out to offer support but never heard back.

The following week, a customer wanted to return her dog’s food, having read on Facebook that grain-free kibble causes dilated cardiomyopathy. Sandy explained the disease, its possible triggers, and the problems with the warnings that were fueling misinformation. The customer insisted those in the Facebook group knew what they were talking about, left in a huff before Sandy could recommend her grain-inclusive foods, and then posted a negative review of the store online, saying staff was “combative with customers.”

Sandy had nearly reached her breaking point when a new customer came in looking for a dog food advertised on TV. Kibble, she had “learned,” was just burnt brown balls of nothing, and fresh was the only food suitable. Sandy shared how the kibble brands she carried were made, but it was of no use — the message was on TV, so it had to be true, her customer believed. Sandy began to talk about the fresh foods she offered, but the customer was set on the advertised brand, which was only sold direct to consumers.

Determined to battle the recurring misinformation and returns, Sandy enrolled in an online course and earned her Pet Nutritionist Certification, hoping the credential would give pet parents more confidence in her advice. When a longtime customer came in looking for the prescription food his veterinarian had “prescribed” for his cat, she explained it was not available at her store but that as a Certified Pet Nutritionist, she could recommend an appropriate non-”prescription” substitute. The customer was unwilling to go against his vet’s direction and left to shop at a big-box store that could “fill the prescription.”

Sandy truly wanted to help her customers and their pets but couldn’t figure out how to battle the flow of advice — often bad — coming from seemingly everywhere. It felt like an uphill battle.

Sherry Cassin
Meow Mini Mart, Jersey City, NJ

We have a board with articles on the big Wall Street pet brands detailing their issues with the FDA, pet parent lawsuits, and low-quality ingredients. We find printed articles resonate more with skeptical clients than just “talking about them.” We promote raw food with samples for clients to take home and introduce to their cats as “treats.” The bulletin board also breaks down every brand and protein in our freezer with cost per bag, days it will serve one cat, and cost per ounce. Our raw food starts at $1 per meal, competing with grocery store pet food — when clients complain “raw is expensive,” we just show them the chart. Lastly, when they say “my vet says,” we remind them vets only get one course in nutrition in vet school, and it’s on farm animals!

Paige Rhodes
Buzz n’ B’s Pet Shop, Erie, PA

I am Sandy! This is the same fight I’ve been fighting for years, and I recently got certified to give myself some “cred.” I definitely learned some things, and it motivated me to set up a talk, which prompted me to make printed materials. It’s frustrating, but it’s something I’m passionate about, so I don’t regret it!

Jennifer Thomas
Lucky Dog Pet Grocery & Bakery, Lawrence, KS

When someone comes into my store with a different view of nutrition, I don’t start with where I think they’re wrong — I try to find where we agree. Maybe we both want better ingredients, to solve digestive issues, help allergies, improve a pet’s weight, or simply give that animal the best life possible. That common ground gives you somewhere to begin. I also believe in meeting customers where they are. Certifications are valuable, but most effective when they help us listen better, ask better questions, and offer information in a way customers can actually hear. Success isn’t always getting someone to change their mind in one visit — sometimes it’s earning enough trust that they come back, ask another question, or feel comfortable considering something new later. I’d rather be a trusted resource in a customer’s journey than technically right and lose the opportunity to help them at all.

Maisie Flanagan
Pacific NW Pets, Sherwood, OR

When you ask a customer to disregard information from a trusted source, they feel like you’re discrediting their research. Show them the product most similar to what they’re looking for and let them make their own decision — they’re not boycotting your business, they’re simply looking for food closer to what makes them feel safe. I give customers a case study a local vet prints for patients, because it’s noticeably flawed — you don’t need to be a food scientist to see why. I tell D2C advertising victims why our options are better, because they are. There is absolutely a time and place for tough love, with the right customer.

Paul Lewis
The Green K9, Mount Dora, FL

Sandy should adopt a “validate then guide” approach — acknowledge the customer’s intent (e.g., “I see you’re deeply committed to your dog’s health”) before gently offering questions that encourage critical thinking, rather than directly contradicting their sources. Providing printed, branded fact sheets can also help, since customers often trust written material more than verbal advice. The Pet Nutritionist Certification was worth it as a foundation for credibility, but it’s not a magic solution to communication gaps — it provides the necessary authority, but Sandy must pair this with active listening and persuasive sales techniques.

Brett Foreman
euPAWria Holistic Pet Center, Owego, NY

Sandy needs to not let a few frustrating customers ruin her approach to the rest. She can’t win all hearts and minds, but with her history and experience, she has great knowledge to share. I’ve had all of these conversations, and I’ve learned it’s best to take what I can from the interaction and then laugh it off. As an old coach used to say, “I don’t care whether you struck out or got a homerun last play, we’re onto the next.” I keep a folder of resources to print, and I tell customers I’ll send them links. Have sources ready. Stay the course.

Claudia Loomis
CB Pet Market, Washington, NJ

A Pet Nutrition Certification is worth pursuing, but honestly, years of experience are more impactful than what you learn in an online course. Maybe don’t spend thousands unless you want to become a nutrition coach and charge for consults. Otherwise, customers won’t differentiate one program from another; stress your ongoing continuing education and years of experience. It’s always tough with customers on prescription diets — that’s where we get the biggest pushback. I compare ingredients, then prices. Price persuades customers more often, since our alternatives cost less.

Jodi Etienne
Razzle Dazzle Doggie, Bow-tique, Bradley, IL

Sandy must get the word out that her store offers better quality pet nutrition. Once customers walk in, she needs to meet them where they are without making them feel “wrong” — she can’t create positive change through negativity. We’re big on giving samples; our reps usually reimburse. Even if customers don’t walk away with the change Sandy hoped for, helping them take a step can open their eyes to new knowledge.

Molly Lewis
Dog River Pet Supplies, Hood River, OR

Two things I have learned over the years: You can’t win them all, and usually the customer will come back when what they’re doing stops working. Sandy can speak confidently from experience about the benefits of species-appropriate nutrition, and she can ask the customer questions to engage them in dialog about their pet’s wellbeing. Through dialog, there is an inroad to friendly advice not taken as confrontation. Couple this with popping some free food samples in a bag, “just for fun.” Guaranteed, that customer will come back.

Dave Zanoni
Purrs McBarkin’, Hartsville, SC

My nutrition certification was absolutely worth it, not because of the title, but because it taught me how much there is to know. It gave me a stronger foundation for separating science from marketing, asking better questions and recognizing the limits of my own knowledge. Sometimes the most credible thing we can say is, “I don’t know, but I’ll find out.” That builds trust. My advice to Sandy: Stay curious, stay humble and never make the customer wrong just to make yourself right. In a small business, trust is everything. Educate without preaching, listen before speaking and become the voice people know they can trust.

Theresa Sexton
For Healthy Pets, Wetumpka, AL

If a person is dead set on what they believe, there’s not much you can do to change their mind. I show them my options most similar to what they want, or tell them I’m sorry, I can’t help them, and they go on their way. Obtaining her certification is definitely worth it! She will be able to help those who truly want the best for their pets and are open to listening. Hang in there, Sandy — your true customers are out there and will find you.

Jaymie Winstead
Claremont Pet Center, Claremont, NH

If there’s one thing I’ve learned between pet retail and my own experience with online pet-based communities (I follow many), it’s that some people are set in their ways and won’t change their mind, even with peer-reviewed studies in hand. Sometimes the best approach is offering the closest alternative that keeps them coming back, nudging them here and there with short, unpointed comments. Good on Sandy for getting her certification — I think it will help her with other customers, though it will likely be worthless with her problem ones. Sometimes all you can do is smile and nod, offer the closest alternative, or tell them you’ll “look into it” so they have a reason to come back. Maybe in that time they’ll have a change of opinion and find something you can both work with.

Laurie Martin, DVM
Our Purposeful Pet Project, Naperville, IL

As a veterinarian, I’ve often been in these situations. To successfully navigate difficult conversations, I’ve found I need to strengthen my communication skills. I strive to acknowledge the research my client has done and build on the nuggets of credible information within it. I may not support their conclusion, but I don’t want to dismiss their information. I want to explore it together by asking open-ended questions to better understand their position and expectations. I highly value education and the pursuit of knowledge. Sandy’s credential adds to her knowledge base. I’ve found that the most valuable part of my education was learning how to learn: evaluating credibility, seeking primary sources, and recognizing that new discoveries may require me to reconsider or abandon what I previously believed. I think a credential’s value lies in how knowledge learned is used, not in the credential itself. My final advice to Sandy would be to remain open to information from her customers. I’ve learned some of the coolest things from my clients by finding pearls in the “misinformation” they’ve shared.