Morgan McArthur, DVM for Vetscript

5 April 98

Veterinarians are too dear.

That’s not my opinion, of course, but I’ve heard it from veterinary customers around the place.

If that’s a common perception, should we, as a profession, be concerned?

I’d like to share an interesting story with you.

If you own a cellular telephone you know how competitive (read cutthroat) that industry is. Cell phones have become commoditized to the point that the shopper is most interested in low price. Full stop.

That’s what makes Art Rondell so extraordinary. Art is a cell phone salesman in Dallas, Texas, USA. Despite all the competition around him, Art continues to set company sales records. Most amazingly, he sells the same brands his competitors do but for 6-8% more!

When asked how he does it, Art responded:

“You don’t get it, do you? My customers aren’t buying cellular phones, they’re buying me! Nobody beats me for product knowledge, for meeting customer needs, or for responding quickly to queries. My customers know that and they’re willing to pay an extra 6-8% for Art Rondell.”

Some of a veterinarian’s best work takes place in unlit cavities or behind a suture line. When you’re a paid problem-solver remember that it’s hard to stand out if the customer’s still in the dark. Do your clients know, like Art Rondell’s do, how good you are?

If not, let them know. No, this isn’t extrovert/sales training. Relax. All I mean is that if the quality of your communication is good there can never be too much of it with your customers. Communication conveys value.

If you can’t show your value to your customers, they’ll form their own opinions about it. And then there is a chance you could be too dear.

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