fbpx
Image of '

Brian Conrad, CVPM

Column: Selling Points

Brian Conrad is practice manager at Meadow Hills Veterinary Center in Kennewick, Washington, and immediate past president of the Veterinary Hospital Managers Association.

Brian Conrad is practice manager at Meadow Hills Veterinary Center in Kennewick, Washington, and immediate past president of the Veterinary Hospital Managers Association.

education

Never stop learning

Selling Points

Whether in person or online, the educating of veterinary teams by sales reps needs to remain a priority, even in a COVID world.

The business world as we know it was upended by COVID-19. It’s no longer business as usual. Practice owners, medical directors, administrators, managers and other clinic leaders have had to reinvent how we provide medical services and sell products. The idea of holding a lunch and learn is the farthest thing from our minds. What […]

sales rep relationship

Sales in a stay-at-home world

Selling Points

Regardless of whether you buy a particular product or service, the company representative is deserving of your time. You never know when a business relationship will pay off for your hospital and clients.

No one was surprised to hear that the sales forces of all the pharmaceutical and manufacturing companies were placed on home office detail when news of the pandemic broke. The COVID-19 crisis had completely changed the business landscape to include veterinary hospitals. As essential businesses, however, we have a critical obligation to continue to provide […]

flea tick

Pick a winner

Selling Points

Don’t try to sell every flea and tick preventive. Settle on a favorite and get to work educating your team and clients.

I just finished a meeting at Starbucks with my main man Jeff, a pharmaceutical rep for the manufacturer that supplies the majority of my hospitals’ flea and tick inventory. When we looked at my flea and tick numbers from the past year, I was happy to see an upward sales trend. The conversation inspired me […]

product

Is it time for a change?

Selling Points

Core training isn’t just for the athletically inclined. Bring your teams together as often as possible to talk about retail products and client messaging.

Sports fans know that their favorite teams’ seasons have a beginning and an end. Professional hockey, baseball, football and basketball leagues have a training season, a regular season and a playoff season that concludes with a championship. It’s a beautiful cycle, and all teams get a restart every 12 months. Running a veterinary hospital, on […]

feedback

How do you measure up?

Selling Points

Client feedback is essential for improving a practice, especially in the purchase of pharmaceuticals and food. If a pet owner is disappointed and you don’t know why and can’t make amends, you might have lost a patient.

I find that many veterinary hospitals are very good at taking action when they sense excitement or urgency with their business plans. Changes are proposed and implemented after the leadership team has had a vision, attended a conference or CE event, or read an article in this very journal. Whatever the case, these actions and […]

inventory

Count down to 2020

Selling Points

Figure out what truly belongs in next year’s inventory and plan ways to spread the word — and education — to your team and clients.

How is it that just a few weeks ago we were enjoying a summer filled with barbecues, family get-togethers and warm evenings? Or are you relieved that summer is over because you had to deal with fleas, ticks, humidity and a caseload that seemed never-ending? I prefer the first scenario even though both are likely […]

sales

From irrelevant to significant

Selling Points

Clinics that commit themselves to getting more patients on parasite protection — and doing it the right way — will see their numbers improve.

We have all experienced the manufacturer sales reps who stop by to discuss compliance. The laptop comes out and equations that we thought we would never see again after high school begin to tell us the number of units sold versus the number of active patients seen within a specified period. Throw in the number […]

products sales

Prevail at retail

Selling Points

Think imaginatively and freshen the look to jump-start sagging product sales.

Who is fronting the merchandise at your veterinary hospital? Rotating it? Freshening the stock? Creating and building a new point-of-purchase display? These types of actions are happening almost everywhere today throughout Retail America but probably not at most veterinary clinics. Why not? Not a priority? Don’t see value in the effort? Or are you of […]

Selling Points

The successful product launch

Selling Points

Choosing a new revenue item is easy. What is time consuming, and more fruitful, is careful planning and staff and client education.

Your veterinary hospital has decided to carry a new product. It could be something brand new to the market or something that has been around for some time and now you think it will be a better fit for your clients and their pets. Either way, change is about to happen. The success of a […]

meeting

Lunch and learn 2.0

Selling Points

What you do in advance of a staff meeting and how you utilize your sales reps can improve employee buy-in and, in turn, client compliance.

In the run-up to 2019, manufacturers and distributors met with their sales teams to announce new goals, strategies, product lines, marketing campaigns and client-clinic incentive programs. New educational pieces, training opportunities, efficacy studies and pricing lists were reviewed and summarized. To the average client, such news is as exciting as hearing their pet needs to […]

DMCA.com Protection Status
[2
[2
2]
2]
MENU