No its not too late. 9 months is still a pup. First you need to work on your obedience, like heel, as you said if that hasn't been accomplished yet. For heel, the best way is to buy a pinch collar (NOT A CHOKE COLLAR) and use a short lead. Make that dog follow at heel and keep repeating "heel". If he makes a mistake, pop the lead and that dog will soon realize he better pay attention or he gets hurt. Worked wonders on my chessie. After obedience you should do a FF program if your going to have the dog do alot of retrieving.