PDF Ebook The Paws Principle: Front Desk Conversion Secrets for the Vet Industry, by Scott Baker
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The Paws Principle: Front Desk Conversion Secrets for the Vet Industry, by Scott Baker
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Are you a Vet? Do you want to improve your practice?
In Nov 2014, business consultant and industry outsider, Scott Baker, was asked by a select group of Australian veterinary practices to offer his assistance in increasing the profitability of their businesses. Through extensive investigation involving hundreds of hours of interviews with over 147 staff from 32 practices, Scott identified the number one cause of lost profits for each of these practices – ineffective front desk management.
This book is a fascinating and candid look into the results of that study, but more importantly, creates a concise roadmap any veterinarian or practice manager can use to increase conversions, and, therefore, profits, right at their front desk.
Read on to discover:
• What a profitable front desk looks like and how to know if you have one.
• Why your front desk is most likely draining your profits right now, and how to identify and plug the holes in your leaking bucket.
• Why transforming your front desk is the answer to 7 out of 10 problems your practice faces every day.
• What veterinarians, practice owners and managers must understand and communicate to staff before attempting any changes to their front desk. Neglect this and you’ll have a mutiny.
• How your front desk holds the keys to achieving maximum compliance from every client, turning them into loyal, life-long supporters, who will never consider going to any other practice.
• How to equip your front desk to handle any situation with ease and confidence, regardless of the circumstance.
• The three questions a particular front desk asked each of their clients which increased appointment conversions 524% in one month.
… and much more.
- Sales Rank: #833490 in eBooks
- Published on: 2016-01-17
- Released on: 2016-01-17
- Format: Kindle eBook
From the Author
Lifetime Value of a Front Desk TeamMember
As I have said several times throughout this book, your staff members are the first and last point of call when it comes to dealing with your clients. It's critical that the fundamentals are always used during every transaction and at every opportunity. Many people who have taken some sales and business coursework or training are familiar with the notion of the lifetime value of a client, and how critical that is to growing a business.Perhaps we need to expressly consider the lifetime value of our support staff in the same way.
A pivotal time comes upon the first call to your practice. If the call is not handled correctly, you could be losing tens of thousands of dollars right there and then. We did a survey recently with more than a dozen veterinary practices, and we asked them what they thought the lifetime value of a client was and what they were prepared to pay to get one. Now--before I give you the answers to this question, I want you to answer it in your head for me right now.
You should know these answers off the top of your head, but if you don't, let's play. So the first question is: What is the lifetime value? How do you work this out? It's just an estimate, say, how long the average client is with you and then how much they spend per year. So the answers that came in from our query were spread out between $3,000 up to $10,000 for the lifetime value of a client. The next question: What would you be prepared to pay for a new client? The answers varied, and ranged in price from $50 to $200, which is a very good value for the money in anyone's language in any business.
So getting it right at your front desk can have a massive impact on your bottom line over the years. While we developed these numbers, I came up with another calculation. What is the lifetime value of a great front desk team member?
This is a critical point, and something that I have not ever heard anyone discuss. Imagine for a second you have a staff member who you know coverts more calls to appointments than anyone else. If that person only converts one new client a week for 40 weeks of the year, they are worth over 40 times the lifetime value of your client.
So for this example, imagine your lifetimeclient is worth $5,000, and this person at your front desk attracts or at least retains 40 new clients for the year: that's $200,000 in revenue for the practice over one year, and if they work for you for five years, the lifetimevalue of that staff member is $1,000,000.
From the Back Cover
I was fortunate enough to interview 30+ veterinary practicesas part of a pilot program begun in December, 2014. I interviewed the practicemanagers and owners, and also their administrative and support staff. We asked multiplequestions about how things were done, spent over seven months filtering theinformation, and uncovered many insights to allow us to develop effective solutionsalong the way.
The core problem we uncovered is that thedaily routines of many veterinary front office staff will not help grow thebusiness. Front desk management is a function that can truly make or break apractice, and few veterinarians or practice managers are engaged in doing itoptimally, because there isn't really a credential or training program for thisrole, which would give them the confidence they are looking for upon hire. On-the-jobtraining is all well and good, but only if the front desk team is already welltrained in front desk excellence, which is seldom the case. We wanted to findout how to help.
About the Author
Scott Baker is a serial entrepreneur. He is ahighly sought after and well-paid marketing consultant called upon by business owners and companies to help solve their unsolvable problems. His particular skill set is being able to walk into any business, bring immediate clarity, and offer simple solutions that leave business owners asking, "Why didn't we think of that?" He is not a fuzzy-headed academic, but a battle-scarred survivor,acquainted with both failure and success. What he shares comes from bloodied-nose experience, not ivory-tower theory. He has taken his most recent business from $100,000 to $60,000,000 in sales within ten years. He lives by the beach in Melbourne with his wife and three children.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Don't be left behind get this book and use its strategies.
By IJO
OMG I absolutely love it, based on the number of Vets I have visited over the years this book will be Godsend. From my perspective as a customer we have been waiting for this type of advice in the Vet Animal care industry. As a Vet if you don't have this kind of knowledge you will be left behind very quickly. I would advise that if you can be the first Veterinary practice to implement these strategies you may gain an advantage that your competition will never recover from. I am looking forward to using these strategies in my own industry. Thank You Mr Baker why has someone not come up with these ideas before.
0 of 0 people found the following review helpful.
Sound business advice, not just for veterinarians.
By Dawn Shaw
The Paws Principle, while written specifically for improving front desk service at veterinary practices, encourages a new way of thinking which is applicable for any business. It's a book about how changing the mindset of your employees can affect your outcome, and more importantly, your bottom line. I appreciated his focus on the people aspect, both employees and customers, as being the key to success. As a bonus, I now know how to create a longer lasting and more efficient fire by building it upside down (part of an effectively used metaphor).
0 of 0 people found the following review helpful.
I do love animals and have taken my cats to the vet ...
By Anne Bolender
While I'm not a vet, I do love animals and have taken my cats to the vet on numerous occasions, which is why I was intrigued by Scott Baker's book. However I am an entrepreneur, and from that perspective what I found from reading this book is that Scott provides plenty of valuable information on communication systems and processes that will benefit any business owner or entrepreneur in a big way. So if you own a small business of any kind and are interested in creating a sustainable client-centered business then this book is definitely for you.
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