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Ketty Colom

Ketty Colom Digital Marketing Specialist

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Lessons Learned from the Wolfman

For the past 40-something years, a German Wolf Researcher named Werner Freund has operated a wolf sanctuary in Saarland, Germany, where he has personally raised more than 70 animals.

In 1972, Freund acquired the land to build his Wolfspark as a loan from the city of Merzig. The reserve currently houses 29 Mongolian and Arctic wolves. Most of the  wolves were acquired from zoos or animal parks as cubs.

Freund, who contentedly describes himself as half wolf, says that unlike dogs, which can be easily domesticated, he had to transform himself into a wolf in order to interact with his animals.


Before stepping into the wolf sanctuary he changes into specific clothes so that the wolves can recognize his scent. The alpha male of the pack approaches him and licks Freund’s lips which is a sign of acknowledgment and a sign of membership of the pack. After this ritual, Freund pulls a deer carcass out of his truck, puts it on the snowy ground and held it in a manner as if it were his prey.

Dealer Takeaway

I’m not writing this blog to entice you to try to become a member of a wolf pack and get your lips licked by an alpha male wolf. I’m writing this blog because there are a couple of lessons we can learn from Freund.

  1. In order to FULLY understand your customer/target market, you must BECOME the customer.

    1. I’ve said this in previous blog posts, but creating a buyer persona is a great tool to help you better understand your ideal customer.

  2. Do not be afraid to fully commit.

    1. Whether it’s your sales goal, personal fitness goal, or even a fundraising goal for the charity your dealership sponsors, commit to it with every bone in your body! This may mean taking one for the team even when you don’t have the time to. No manager likes to hear the words “It’s not my job”.

  3. Create a familiar and inviting presence with your customer.

    1. This can be done by dressing appropriately with a clean fresh scent, placing pictures of your family (or pets) around your desk, or even showcasing a hobby of yours.

  4. Do something you enjoy.

    1. Freund held many positions before he finally recognized his calling in life. Even in his 80’s he is still working on his wolf reserve! Do what you love!

After reading this blog is there a life lesson to be learned from the Wolfman? Share your thoughts in the comment section below!

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