The aim is to make the bed a “safe zone” and not a punishment zone. Your dog must understand that staying in their place is the calmest, safest and most rewarding thing to do in the house.
Channel your dog's energy when guests arrive or during mealtimes.
Keep your dog out of the way while you are busy (cooking, cleaning) or simply give them some quality rest.
Teach your dog to come down from high arousal on their own.
You never scold a dog while they are in their bed. If your dog goes there of their own accord, leave them completely alone. It is their space of absolute safety.
At the start, ask for neither “sit” nor “down”. Guide your dog to their bed with a treat. Praise and reward as soon as your dog has simply got all 4 paws in the bed. This is the first victory: the zone has been identified.
Once your dog goes in willingly, introduce the verbal cue “Place!” at the exact moment they head towards the bed. Reward generously once they are in it.
Your dog must stay in their bed until you give the signal to come out (e.g. “OK!” or “Free”). If they leave without your permission, calmly but firmly take them straight back to their place. Start again until they wait for your signal.
Ask for “Place!”, then take one step back. If your dog stays, go back and reward them directly in their bed. Gradually increase the distance (up to going into another room).
From time to time, put a treat or a long-lasting chew toy (such as a Kong) in their bed without your dog seeing. When they go there of their own accord, they will find a “magic” surprise. This hugely strengthens the appeal of the zone.