First Impressions

Arlo Guthrie — Wed, 07 Jan 2009 17:54:34 GMT

Current Revision posted to The Practice Survival Guide by Arlo Guthrie on 1/7/2009 5:54:34 PM

Successful marketing in the waiting room is all about perceptions. When a client visits a supermarket and sees row upon row of pet products, professionally displayed and priced, it gives them a sense that the supermarket is serious about offering a choice of competitively priced products.

If they visit a veterinary practice with just a couple of collars on a rack at one end of the room, a pet food rack half way down, and a couple of flea treatments displayed behind reception, none of it priced, they are going to be left with quite the opposite feeling.

So, if you are going to sell products and services effectively, you can't do it half-heartedly. You need to consider everything that is going to make the client think: "I'll buy that from the vet."

Cater for all your clients petcare needs (or as many as possible, anyway). If the pet owner thinks "I know the vet sells one or two things, but I'm not sure whether they have dog leads", then they won't waste their time coming and finding out. They'll just go to the supermarket or the petstore, where they can be fairly certain they'll find one.
The broader the range of products on display, the more credible your offer. It also gives a sense that you are buying in bulk, and are going to be competitively priced.
If you can, display a range of pet products visible to passers by. This isn't always practical, either because the windows aren't suitable for a display, or because the practice is set back from the road. In this case, you'll have to work harder to get people in off the street, perhaps by marketing your range of products with flyers and advertisements. But even if you don't want to take it that far, there is profitable business in selling products to your existing client base.
Make sure you look open when you are. Open any curtains. Switch on the lights. Display an 'open' sign prominently.
Display your opening times on a sign, board or window that is clearly visible from outside the premises.
Don't close for lunch. A lunch break may be the only convenient time for a client to run their errands and collect pet food during the course of a busy working day.

When a client shops at your practice for the first time, the following will help to ensure that they return:

A welcoming, clean and hygienic environment.
Prompt and friendly service.
Informed and helpful staff.