If you’re excited about getting a few more clients, don’t be.
Attracting a few new clients (or customers) is easy. It’s keeping them, growing them and becoming the trusted veterinarian they send their friends to that gets little more dicey.
Today’s consumers are fickle. They change service providers on a dime. This happens when shoppers are unable to see value above and beyond what they can get down the street. It happens when they don’t see a difference between what you provide as compared to the other guy. So they might price shop. Or they might respond to a promotion or special. For many consumers, it doesn't take much for them to go elsewhere. (Studies show that today’s consumers are risk averse – they are more compelled to try to avoid the WORST of anything than they are to expect or seek out the BEST.)
So for veterinary practices, it’s easy getting pet owners to check you out. Getting them in the door the first time is easy. They’ll try that new practice that just opened. Or they’ll try the place with the new website, or the place that’s offering that introductory vaccine special.
But keeping them enthralled with you is a different story. This is what growing a practice is all about. It’s about building a relationship that provides so many benefits, it’s hard to change. It’s It’s about helping pet owners understand and EXPERIENCE value they can not get easily down the street. It’s about earning their trust – and ultimately earning it to the point that they become disciples for the practice – the best kind of marketing you'll ever have.
So don’t get too excited when you get a few new clients coming in y our front door.
Instead, pay attention to the back door. the more important count is how many you haven't seen in awhile.