Making $0 In Sales In 31 Days
Florian Laurent
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  1. Aspirin. You’re offering a “web site” but folks want a solution to a problem or a better solution than they already have. Are they spending too much money on X? Too much time and effort to do Y? Frustrating as heck when Z happens? Their grief is likely unrelated to web design; probably collections, scheduling, selling preventive care, filing with insurance companies, costs of clinical supplies, inventory of consumables, etc. You may have a web solution but ask for and listen to their pain. Then be aspirin, wrapped in a web site.
  2. Triggers. Service professionals do a site makeover or adopt a new one every x years. It’s a PITA with indirect benefits. If they’re lucky, they only have to do it a few times in their whole career. So there is no “inciting incident” to trigger the call to “get me a new website yesterday!” There are a few practice lifecycle events that you can exploit: starting a new practice, a big change in the practice (new lines of business, changing professionals), preparing to sell the practice.
  3. Baseline. Is how they’re doing it now so bad? Yelp listings and running ads in veterinary directories are bringing in customers and answering FAQs about types of patients and office hours. What jobs can you do better?
  4. Who You Know. Veterinary practices often join the local chamber of commerce. That’s where they discover their supporting crew: a lawyer, an accountant, a local graphics/marketing studio, a banker. CPAs give great referrals because they usually know their client’s business challenges.
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