​Like it or not you ARE a retailer…
Whether you want to believe it not, your practice is really very similar to any retail store front on Main Street USA. In fact, some of the gripes that practices have regarding “that particular client” are probably more the norm than the exception in the “traditional” retail store.  In most cases retailers (brick and mortar store fronts) will tell you that just when they think that they have seen it all, they see something new! But for some reason, Vet practices are often surprised that they are not immune to the windfalls of being open to the public, just like a café, clothing store, bank etc. etc.
So why not embrace this and look at some of the upsides of having a storefront open to joe public? Let’s take a quick look at the top 3 advantages of having a “retail storefront” embedded in your practice. *Note that

1. More income, not just more work as a result of a better, more sensible and appropriate mix of products for the shopper (client).
2. Cross promotions with local businesses to drive better, longer staying clients
3. It is still the only place that exists where, in that moment, people, products and their money are all in one - There’s an old saying in selling that goes something like ‘time kills deals’.

So, when was the last time that you, as a retail business owner/manager, re-thought product placement, layout, displaying product, flow of traffic and speedbumps (visual cues strategically used to slow down a potential shopper)? I confess that if I were in your position, my answer would be “not for a long time”. Frankly, the reason that I am even spending the time preaching this is because I know how important and profitable good visual display and merchandising of product is in the traditional retail world, having spent my 1st professional life working with Fortune 500 and 1000 companies that invest, not spend, INVEST tens of millions of marketing dollars in studying consumer behavior in retail environments. They know that even the smallest change in shelf location, visibility, height, color, heat, etc. could result in literally tens of thousands of dollars of incremental profit in just one item for sale, let alone throughout the entire store. There is major that is hiding in the front end of your practice. Don’t hesitate to unlock its potential because you think it’s too complicated or time consuming to do a good job merchandising.
One of the resounding experts in the field and what really is a science of merchandising and product display, is Martin Pegler. His series of books aptly titled: “Visual Merchandising and Display” (Fairchild) is considered by most who are “in the know”, as the holy grail of VM. I had the honor of having a private lunch with Mr. Pegler about 6 years ago, and his passion and spirit and truly innovative mind for that industry was truly remarkable. I would highly recommend picking one his books up and I guarantee that you will have a newfound outlook on your own front retail space, no matter if you have 5 sq. ft. or 500 sq. ft. to dedicate to product. Pegler can show you a few of the basics that will revolutionize this part of your business, and you may just find your inner marketing spirit in the process!
 I will save the story of how my copy of his book found its way to me for another time! Let’s just say that even though commercial stores are very and far between in Nantucket, they did somehow manage to put a mall in Madaket…….

Substitute “Veterinarian” for “Architect”......
Just like every other business owner and operator, I am B-U-S-Y. Each day challenges me and I it to make improvements in an effort to deliver a valuable service while earning the income deserved, and set new goals and ways to achieve them. But when a colleague sent me the link to the article below, I had to stop what I was doing right there, share it. Starting this blog has been on the lingering ‘to do’ list, but when I saw the link to this article entitled “ Architects are Facing a Silent War- the Business of Architecture”, I knew that my blog would be born and off and running. Take the same test that I did, and substitute the word ‘veterinarian’ where you see ‘architect’ and tell me if any of this sounds familiar, if you would on the following link:
 https://www.businessofarchitecture.com/architect-marketing/architects-facing-silent-war/
One of the main drivers to start ‘DVM Profit Zone’ was to do my part in helping veterinarians earn the income that they deserve, but rarely achieve. It has been a reality in the profession since practices came to Main St USA many years ago, and it has bothered me tremendously since I was a boy, and saw firsthand this unjust disparity. It just never made any sense to me that my dad didn’t make more money for all that he did and knew. Years later, when I finally had the means to do so, I decided to do something about it and came up with a simple tool that will help solve this unjust income crisis By getting much more out of the clients that a Veterinary Practice already has, and utilizing a cost effective, done for you marketing system that drives frequency of client visits, increases client lifetime value by keeping them loyal and longer, and building a stronger referral based practice, Vets can earn more money without being necessarily busier, or even getting a flood of new clients. It really can be as simple as it sounds and I will honor that commitment to positive income growth in the Veterinary Profession as long as I possibly can. Marketing is really simple if you just think of it as communicating. But communication is nothing without consistency, and that’s the real secret to effective marketing. There are no secrets to marketing, but there are basic formulas that, when followed correctly, bring great successes. Thanks so much for reading and reacting. Talk to you soon!