How I Recommend Butternut Box as an Ambassador

Hi, I'm Holly from Holly’s Happy Hounds, a positive reinforcement dog trainer and behaviourist based in Manchester, and a proud Butternut Box Ambassador.

How I Recommend Butternut Box to My Clients Effectively

I spend most of my working life talking to owners about their pooch’s behaviour, whether that’s a puppy that won’t stop chewing up the furniture, a recall that's gone wonky, reactivity on the lead, or anything else.

But somewhere along the way, I noticed that a huge number of the behaviour issues I was being called out for had a thread running back to something much more basic than training.

What the dog was eating.

That’s why I've been recommending Butternut Box to my clients for a while now. I thought it might be useful to share how I approach my recommendations- the why, the when, and the how so that other ambassadors can, hopefully, get as much out of it as I have.

Why I recommend Butternut Box

I recommend fresh food from Butternut Box because I genuinely believe that diet plays a huge role in a dog’s behaviour, health, and overall happiness.

We’ve all seen first-hand how what we consume as humans can impact our mood. For instance, I know I can get a little ‘hangry’ if I skip lunch, or sleepy if I don’t have my morning coffee. So why should dogs be any different? The gut is often described as a dog's second brain, and in my experience, that's not an exaggeration.

A dog’s gut health and nutrition can affect everything: their mood, energy levels, how settled or reactive they are day-to-day… even how long they live!

Fresh food that's cooked at lower temperatures helps retain nutrients that can make a real difference to a dog's gut, skin, coat, and teeth. And when those things improve, behaviour tends to follow.

Just imagine you have a horrendous tummy ache because you’ve eaten something that didn’t agree with you. How are you going to feel and act for the rest of the day? For most people, they’re going to be less tolerant, grumpier, and quicker to snap at those around them. Exactly the same thing applies to our dogs.

I can’t tell you the number of times I’ve seen a reactive dog suddenly get much calmer after their owner changes their diet, which makes them so much easier to work with in our training sessions. And it's not only about behaviour, it's about mealtime joy. Dogs aren't here for a long time, so we must make sure they’re here for a good time.

A well-fed dog with a settled tummy is a happier dog with better behaviour, more energy for training, and a lot more zoomies.

When I recommend Butternut Box

I’ll only mention Butternut Box to my clients when I genuinely think it could be beneficial to their dog’s behaviour or wellbeing. I won’t recommend it just for the sake of it. Fortunately, I’ve found this to be the case more often than not.

Most dog owners don’t think twice about what they’re feeding their dog, they just grab whatever they see on the shelves in the supermarket, which is often low-quality kibble. Few understand the benefits of feeding them fresh food and how this can impact their behaviour.

That’s why I ask most of my clients what they’re feeding their dog and how they act before and after meal times. If I think it might be worth making a change, I’ll explain why.

But timing matters. I don't send a discount code out cold, and I don't lead with it. There are two moments where the conversation about food comes up organically for me.

1. Phone consultations

Many of my Butternut Box referrals happen over the phone. When a client calls me to enquire about my services, we usually end up discussing their dog’s behaviour and well-being. Diet is a natural extension of that conversation, not a detour from it.

While I offer dog training services, not every enquiry call I get from potential clients results in a sale and follow-up sessions.

For instance, sometimes people will call from outside of my service area, so I’ll be unable to work with them. Other times, I might recognise from our discussion that they don’t actually need my services, a few quick tips and changes to their dog’s routine may be sufficient. One of the advantages of recommending Butternut Box on these calls (when I think a change in diet might help) is that it allows me to offer something of value in these instances.

Even if I can’t provide dog training services to them, they still get a free 15-minute phone call with plenty of advice, and they still get to walk away from that phone call with something actionable to try and a discount off their first Butternut Box purchase.

Some days, I’ll end up fielding dozens of these phone calls, so there are plenty of opportunities to make referrals. And it’s not just enquiry phone calls, any call with a client is another potential opportunity to make a referral.

2. One-to-one sessions

This is where I get the most traction, honestly. While many of my referrals happen over the phone, nothing beats in-person recommendations. Being face-to-face with a client and their dog gives me the chance to build real rapport before diet comes up.

I get to see the dog, see how they move, see their coat and energy in person, and learn more about them and their behaviour. All that helps me to assess whether or not I think it’s time for a change in their diet and, if I think it is, the additional context makes that conversation feel relevant and less like a sales pitch.

I’ve found that most people don’t respond well if they feel you’re just trying to sell them something, but if they can see that you genuinely care and believe in the product, they’re more likely to trust your recommendation.

How I recommend Butternut Box

The single biggest thing I've learned is this: listen first, advise second.

Clients need to feel heard before they'll trust what you have to say, which is why I always make a point of taking a genuine interest in their point of view. Rather than talking at them, I’ll start by asking them what they think is going on with their dog, what they've already tried and whether or not that’s helped, what their worries are, and so on.

People can tell the difference between someone ticking boxes and someone who actually cares, and that difference is everything. They’re much more likely to trust you and your recommendations if you show a genuine interest in them and their dogs, and treat them empathetically, with compassion.

Remember that most owners aren't dog nutrition experts, and they don't need to be made to feel bad about that. Diet is a subject that can very quickly feel like a judgement on someone's choices as a pet parent, so I'm careful never to make anyone feel criticised for what they're currently feeding their dog.

Instead of berating clients about their choice of dog food and telling them why it’s wrong, I'll say something like:

"Your dog might well be perfectly happy on their current food, but there's no harm in trialling Butternut Box for a few weeks and seeing whether it makes a difference to their energy, mood, or behaviour."

This, I find, is a softer approach where they don't feel like they are being railroaded into it. The framing takes the pressure off. It's an invitation to experiment, not an instruction to change.

Another thing: One of the reasons I’m such a fan of Butternut Box is that they have such a great welcome offer for new customers.

Because I know my clients can use my code to get 75% off their first purchase, I don’t feel bad recommending it. Their first box is likely going to be cheaper than whatever they’re currently feeding their dogs, so there’s no risk to trying it out!

5 tips for Butternut Box Ambassadors

If you're an Ambassador looking to make your recommendations land naturally rather than feel forced, here's what's worked for me:

1. Build the relationship before you mention food. Always get to know the dog, the client, and what's already going on with them before diet even enters the conversation. People won’t buy into your opinion until they trust you, so build that trust first.

2. Listen more than you talk. Take clients' views and concerns seriously, even if you disagree with them. Being understanding rather than dismissive is what will make them open to hearing your perspective later.

3. Frame it as a trial. Rather than telling clients their current food is wrong, invite them to try something different and see what changes. It's a much softer sell, and it respects their ability to make up their own mind. The welcome discount makes their first box super affordable, and they can always cancel later if they don’t think it’s worth it

4. Explain the health/behavioural benefits. Don’t just recommend it, explain why you’re recommending it. Talk about why you believe dogs deserve fresh food and the benefits it can have on behaviour and overall well-being.

5. Mention the bigger picture on cost. One of the main reasons I’ve found my clients are hesitant to try Butternut Box is concerns about the cost. Fresh food is often a bigger spend upfront than kibble, and it's worth being upfront about that. But it's also worth gently pointing out that a healthier dog often means fewer vet visits down the line, so what feels like a higher cost now can even out, or work out cheaper, over the dog's lifetime.

That’s everything. I hope you’ve found these tips useful! Good luck!

Holly, Holly's Happy Hounds