What Separates Veterinary Practices VII
I have always wondered why veterinarians are so afraid of the word. I have asked so many veterinarians if they believe they are in sales and their answer always seems to be a firm no. Most professionals believe that they do not have to sell. They seem to have the illusion that people will just come to them because they have a need. However, the reality is that this has never been true, especially not today.
People are shopping around for everything these days, including medical services and specifically veterinary services. Just because we have our door open does not guarantee that we will obtain customers. People are looking for a friendly clinic, where they can trust the staff and doctors, and where they will be provided with good service for a reasonable amount of money. We have to sell ourselves to our clients every day, both as the doctors and also the staff, in order to keep clients coming back . In reality, we have to convince our clients to spend their hard earned cash on a service for their pet. Our job, as a clinic, is to show them the importance of this service and then let them place value on it. If clinics cannot do this for their clients, they will simply go to someone who can. It is very easy to talk people into or out of services, depending on your belief in that service. This is why selling is so easy. If we truly have a passion for animals (and I believe most veterinarians do), then we will want what is best for the pet, and our belief will sell that service. If we just practice what we believe everyday then it will be easy to provide our clients with more services. Our belief in what we do will ultimately sell the service. Furthermore, if we truly love what we do, selling will happen more simply then we think. Our attitudes and how we handle our clients will determine the services that the client wants to leave with at the end of their visit.
So the next time you go into an exam room think of selling and see what happens to your average transaction. As a result, it will increase dramatically and when it does, what happens? You will make more money, and the client and pet will be better taken care of because you offered them everything possible; you did not pick and choose on what you perceived they could afford. In conclusion, selling is providing your client with the best services possible.
