Today's Veterinary Business

DEC-JAN 2017

Today’s Veterinary Business provides information and resources designed to help veterinarians and office management improve the financial performance of their practices, allowing them to increase the level of patient care and client service.

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62 Today's Veterinary Business VetPartners Corner Building an effective sales fun- nel is all about a deep sensitivity to where your prospects are, how they act and the factors that influ - ence them to decide. So, in order to build a successful sales funnel, you must first understand the modern buyer's journey. This is essentially the way pet owners go about find - ing their veterinarian. Any industry's buyer's journey changes over time, and we have seen a foundational change in the veterinary buyer's journey over the past 10 years. Years ago, the majority of buyers' journeys occurred by asking friends about their preferred choice, searching directories such as the Yellow Pages, or learning about new brands through local events or old-media advertising. The journey now takes place almost exclusively online. The modern buy- er's journey usually looks something like this: • Search for nearby veterinari- ans (usually on Google). • Investigate veterinarians on their websites and review pages. • Compare options and choose a preferred veterinarian. Your sales funnel's job is to convert as many "sales" as possible, which is essentially creating new-client appointments. A successful strategy usually involves a tightly integrated system of targeted ads, content marketing and a special kind of website. The primary components of your funnel are: • Engagement (the open top). • Consideration (the middle section). • Conversion (the bottom spout). • Remarketing (re-engaging with prospects who exited before they reached the bottom). Engagement You need to engage someone who is on a buyer's journey so that they enter your funnel and begin considering you as an option. This is typically done on Google, where most people initiate searches. There are three ways of accom- plishing this engagement: local, or- ganic and paid. Ultimately, Google tries to rank businesses based on the best and most relevant option for that particular search. Use a four-step online strategy to capture new clients and re-engage pet owners who showed initial interest. VetPartners Corner By Robert Sanchez A sales funnel is the system you put in place that is tasked with turning local prospects into new clients. It is the foundation of any realistic and sustainable new-client acquisition strategy. This article will teach you how a suc- cessful sales funnel operates and will present tactics designed to increase your ability to attract new clients. Rethinking the sales funnel

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