For your veterinarian customers, selling is a second language. They need an instructor. Why not you?

A recent article in Tampa Bay Newspapers by Kim Donovan, DVM, an associate veterinarian at Oakhurst Veterinary Hospital in Seminole, Fla., makes a strong case to consumers for the value that veterinarians bring them. Vet-Advantage readers should take note of what she writes, particularly when she discusses technology. (See the article at http://www.tbnweekly.com/editorial/pets/content_articles/081110_pets-01.txt).

“When you [that is, the consumer] pay for veterinary products or services, don’t forget to realize that there is so much more behind the charges you pay for,” she writes. Technology is an important factor.
“The new technology, like digital X-rays and anesthesia monitoring equipment, increase the quality of care provided to your pet,” writes Donovan. Digital imaging picks up subtle changes that might not show up on X-ray film, and it facilitates a rapid turnaround and diagnosis. What’s more, “the newest anesthesia monitoring equipment enables your pet’s doctor and staff to closely monitor your pet, making anesthetic procedures much safer.”
Vet-Advantage readers should pay special attention to what Donovan says about the in-house laboratory. “Having an in-house laboratory can enable your pet’s veterinary team to get blood results within 20 minutes to diagnose your pet’s illness that much quicker.”

The in-house pharmacy is another factor that consumers should consider when looking at their next bill, writes Donovan. “Having a well-stocked pharmacy … is another convenience you don’t find elsewhere.”
In her article, Donovan is doing two closely related things: First, she is educating clients about the services and technologies that their veterinarians bring them. Second, she is selling them on it, that is, showing them how these services and technologies benefit them and their pets.

Educating and selling clients is something that each veterinarian – and staff – must do every day, though they may call it something else. Their veterinary products sales reps can help them do both. After all, the language of features and benefits, as well as value, comes naturally to you. It’s a matter of giving your customers the tools with which they can sell their clients on the value of the technology that you carry.

You might take this for granted, but you can’t assume that all your customers see the connection between your sales presentation and theirs. So do them a favor and spell it out, particularly to those whom you suspect may be lacking in sales skills. Printed or digital marketing materials from your company or your manufacturers will always be appreciated. But what you say face-to-face will carry the most weight.