Right now your bribing the dog into heeling. Do you mark your successes with a word before the ball is given?
You need to convince the dog he WILL get rewarded even though he doesn't see the ball. That may take you back to square one till the dog realizes it WILL appear.
Example; We teach eye contact with a marker and then a reward. The dog is rewarded for this eye contact even though the ball is held out to our side. Eventually the ball is kept in our pocket and RANDOMLY marked and rewarded. After teaching EVERY behaviour as a seperate exercise, start chaining them together. The dog has to believe the reward will come even though it's out of sight. There's no reason to ever stop random reward during the dogs lifetime.
It's all about what Bob is saying. If you follow it through all the steps, you'll be rewarding instaed of bribing, and you'll work your way from rewarding every time to occasional random rewarding.
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