Veterinarians Must Adapt to Sell and Thrive in a Changing Market
Veterinarians are no longer just doctors, but also businesspeople and marketers. With the rise of competition from pet stores and internet pharmacies, they must learn to sell and market their services and products effectively to stay afloat.
As the pet care industry continues to evolve, veterinarians are facing a new reality: they must be great businessmen and marketing experts in addition to being great doctors. With the advent of vaccine and spay and neuter clinics, mega pet stores selling pet food and supplements, and internet pharmacies taking a larger share of the market, veterinarians must adapt to sell and thrive in a changing market.
## The Need for Change
Until the 1970s and 1980s, veterinarians didn't have to think about selling. They offered mainly services, and clients were happy to come to them for their pets' care. However, with the rise of spay and neuter clinics and vaccine clinics, the landscape changed, and veterinarians had to learn to sell not just services but also products. This was a scary and threatening time for many doctors, who were trained to be doctors, not businesspeople or salespeople.
## Selling as a Positive Interaction
Selling is not just about making a profit; it's about improving the pet's care and the bottom line of the business. Every interaction with a client is a buy-sell transaction, a contract. The client/pet has a need/problem, and the veterinarian has the solution. By viewing selling as a positive interaction where all parties win, veterinarians can increase sales and improve their relationships with clients.
## What Veterinarians Sell
So, what do veterinarians sell? On the surface, they sell veterinary services and products. However, looking deeper, they sell solutions to problems. Whether it's a wellness visit or a sick pet visit, veterinarians have the solutions to the pet problems that clients bring to their attention. They also sell good feelings and positive emotions, such as restoring health to a sick pet or maintaining the health of a pet. Ultimately, veterinarians sell the enhancement and strengthening of the human-animal bond.
## Creating Interest in Clients
To make a sale, the buyer must have at least some interest, some need, some desire. By making the client ask for what the veterinarian is selling, they can create this interest. One way to do this is by using a health questionnaire, such as the one used in the author's practice. This questionnaire helps clients identify any problems that need to be addressed, making the sale/solution easier to "purchase."
| Question Type | Example Question | Possible Answers | | --- | --- | --- | | Yes/No | Is your pet drinking more or less than normal? | Yes/No | | Multiple Choice | How is your pet's appetite? | Normal, Increased, Decreased | | Open-Ended | Please explain any changes in your pet's behavior. | |
By understanding what they sell and how to create interest in their clients, veterinarians can increase sales and improve their relationships with clients. By viewing selling as a positive interaction where all parties win, they can thrive in a changing market and provide the best possible care for their patients.
By using time-honored effective and simple sales techniques, veterinarians can increase sales the moment they finish reading this article. Selling can be fun, good medicine, and profitable!
