I sent out a video earlier this week, about the vet who closed his doors to new clients.
It generated a LOT of response and questions (and some criticism too ????).
I replied to every email received. But also figured I should tackle some of the common themes that came up.
Is this real? Did this vet really close his doors to new clients?
100% yes. I’ve been working with this vet for coming up to a year or so, and have got to know him well.
He’s an epic implementer, and is great at jumping on an idea and doing it quickly. That means he fails fast. Which is fab, as it means we have to come up with new ideas all the time. This was a new idea started about 6 months ago, which just exploded.
I’ve since helped a load of other practice owners to implement it with some good results.
When you say he closed his doors, what exactly did that mean?
Essentially he stopped taking registrations from new clients. Instead he put them on a waiting list. Which put him in control of when he had an influx of new clients.
And how did they feel about that? For the vast majority, they loved it. For a critical reason: He had built a relationship with them before they asked to join the practice.
This the two step marketing I discussed in my video. You build up an audience; and then build a relationship with that audience; so at the point they are ready to pick a vet… it’s dramatically more likely to be you.
Note: This kind of marketing doesn’t work on people who buy on price alone. Good! They can go to the budget vets down the road.
How exactly did he do this. How did he build a database of 3,000 prospects in just 6 months?
This vet created, then really worked a Facebook group. I did an article last year on why groups beat pages (and how to set your group up).
Here’s a screenshot to show how many members the group has today (24th January 2019):
Who are these people? They’re mostly ordinary, pet-owning people in the local area.
We estimate about a quarter are existing clients, and the rest are using another vet in that area. For now…
You see, that’s the beauty of a Facebook group. It allows a practice to build a relationship with thousands of prospects, 24 hours a day. When they’re staring at their phone (their other best friend).
These people use the group to ask a vet questions about their pets. It’s a great bond to create with someone. And very few vets are doing it well.
Doesn’t this just create a huge burden of work?
Yes of course there is some work created. Like any marketing, you need to invest some kind of resource, be that cash or time.
And yes the work needs to be done by either a vet or competent nurse. It’s not something you can outsource to a marketing apprentice.
But it doesn’t have to be a huge amount of work. I said in my video that my client was spending 60 minutes a day on this… he phoned me earlier to correct me on this – it’s 10 minutes a day!
Either way, it’s a small investment of time. Because once you get past a few hundred members, the group becomes self-sustaining. The pet owners post loads of content and pictures, and all you have to do is add an expert comment.
Nice plug for the health plan there ????
Do I have to be on this all day, every day? What happens when people post while I sleep?
You don’t need that level of stress. There’s a way to set it up that allows you to approve all of the new posts, and add your comments, in one go, just once a day.
So you make it fit round your life, not the other way round.
Is this just for big practices?
This works for any size practice, anywhere in the UK. Probably anywhere in the world, actually.
The critical thing is making sure you are the first to get traction doing it in your area.
Specifically, how do you turn this group into clients?
Now and again, you do a gentle educational post saying you are open for registrations.
Some of the people who are ready to jump from one vet to another will take action. If you have online registration (highly recommended), this can all happen while you’re watching Netflix in the evening.
From a marketing psychology point of view, you build up an immense reciprocity with the members of your group. So at the point you ask for business, they are more likely to move their pet to you.
Paul, I have a lot of specific detail questions
And I have a lot of answers to give. But I can’t do them justice in an article or video.
What I will be doing in one my FREE one day vets marketing seminar on the 28th February is demonstrating this entire system, and showing you exactly what you need to do, to make it happen for your practice.
I’ve called this seminar the Ultimate Marketing System. Because in 7+ years working with vets, I’ve never seen anything that produces such amazing results, for such a small investment in resource.
I’m sure this party won’t last for ever. But for this year and next at least, you have a massive opportunity to fill your practice with happy, bonded new clients.
Right now, I have just 5 places left at this vets marketing seminar.