Marketing In The Waiting Room

Arlo Guthrie — Wed, 07 Jan 2009 15:13:28 GMT

Current Revision posted to The Practice Survival Guide by Arlo Guthrie on 1/7/2009 3:13:28 PM

INTRODUCTION

Selling pet merchandise can be very lucrative. But that's less than half the story. More importantly, it helps change client's perception of the practice from being somewhere they have to visit (under sufferance) when their pet is ill, to the place for all their pet's needs. In other words, it helps client bonding.

In addition:

Clients can benefit from the expert advice you offer about petcare products, and how to use them. It's advice they won't get in most pet stores or at a supermarket.
Pets benefit from the fact that products sold in practice are often better than those sold elsewhere. Pets also benefit from the fact that you've explained to their owners how to use products properly!
Sales of products and services means extra profit for the practice, which can be put back into the business to improve facilities, services and salaries.
If the point of sales materials are effective, they'll generate interest from the client. That reduces the pressure on staff from being made to feel like they are having to 'sell' a product.
Making information freely available should also save staff time. In an ideal scenario, display items should first attract the client's attention, then 'sell' the benefits and answer most of the questions they might have. All they have to do then is come to reception and pay, or book the appointment.

If the last point sounds cynical, it's not. Fact is that for every 5 owners that buy a product from the practice, you've probably 'saved' at least two from buying an inferior product elsewhere, with little instruction about how to use it.

That's good for them and it's good for their pet.

Marketing In The Waiting Room

Arlo Guthrie — Wed, 07 Jan 2009 15:13:19 GMT

Revision 1 posted to The Practice Survival Guide by Arlo Guthrie on 1/7/2009 3:13:19 PM

INTRODUCTION

In addition:

Clients can benefit from the expert advice you offer about petcare products, and how to use them. It's advice they won't get in most pet stores or at a supermarket.
Pets benefit from the fact that products sold in practice are often better than those sold elsewhere. Pets also benefit from the fact that you've explained to their owners how to use products properly!
Sales of products and services means extra profit for the practice, which can be put back into the business to improve facilities, services and salaries.
If the point of sales materials are effective, they'll generate interest from the client. That reduces the pressure on staff from being made to feel like they are having to 'sell' a product.
Making information freely available should also save staff time. In an ideal scenario, display items should first attract the client's attention, then 'sell' the benefits and answer most of the questions they might have. All they have to do then is come to reception and pay, or book the appointment.

That's good for them and it's good for their pet.