This is the first of a series of five case studies.
How is it possible to increase a practices revenue so drastically when new client visits keep dropping and margins are getting squeezed? There is no one answer, however the answer may come from why businesses fail. Businesses come and go and according to a Forbes article, “Five Reasons 8 out of 10 Business Fail”, by Eric Wagner, 80% of businesses fail within 18 months. By understanding these five reasons this practice was able to avoid these pitfalls and thrive.
The first reason a business fails, is the business owner is not really in touch with customers through deep dialogue. Use whatever means your customers are most comfortable with but you need to communicate. That may turn out to be that lost art of face to face conversation.
The second reason, there is nothing differentiating you’re business in the market. Entrepreneurs that take this lightly end up in trouble. What differentiates you from your competition? You have the cleanest practice, the friendliest staff and the best doctors but how do you communicate that to a new client that has not been to your practice? Sorry but you can’t. You have to bring them in by communicating what they can relate to and money is the biggest relational element there is. If you can relate to your clients where they are financially it will be a win-win.
The third reason, the failure to communicate value propositions in clear, concise and compelling fashion. You can have the best practice, but if you do not know how to communicate that, you will fail. As stated in number one, learn to communicate in real dialogue not monologue. Be clear, concise and compelling. Talk their language and listen to the words they use and state them right back to them.
The fourth reason, leadership breaks down at the top. There is a lot of self-sabotage through poor decisions and weak leadership skills. Entrepreneurs that succeed spend time with personal development. Are you stuck in your old ways? Do you not want to listen to the younger generations? Give this some real thought and you may open your eyes to some great new ideas.
The fifth reason, the inability to nail a profitable business model with a proven revenue stream. What kind of recurring revenue stream do you have to sustain your practice? If you have a slow month or two, do you have enough cash in the bank or a recurring revenue stream to pay the bills?
All five of these reasons are why you need to rethink your business model when it comes to getting more paying clients in the door. Do you really listen to your clients when they hesitate about the cost? Maybe they just had to pay a lot of money to fix their car and it depleted their savings. Are they really saying they cannot pay, or are they saying they can pay but not all at once?
How do you differentiate yourself from your competition? You cannot sell that you are a better surgeon; pet owners have nothing to compare that to. You need to differentiate your practice in ways that pet owners can equate value to. Offering payment options is how a pet owner can see what makes you different from the practice down the street that requires payment in full. Helping the pet owner pay helps the pet, which in turn creates gratitude.
How do you communicate value? Again, you cannot sell that you are better at xyz; pet owners have nothing to compare it too. You can offer payment options that your competition is not offering; something a client can relate to and put a value on, the money in their pocket.
What is your proven revenue stream? With wages (adjusted for inflation) only rising by 3% since the 1970’s and more than 50% of consumers having less than $1000 in savings, how do you expect your clients to pay in full for every treatment plan? Enabling your clients to pay overtime via payment plans, wellness plans or pet savings accounts will create that recurring revenue stream.
Read our Case Study #1 below to discover how one of our clients overcame the problem of having to turn away more and more clients because clients could not afford to pay in full at time of service. The practice has overcome every one of these five reasons for failure to help them become more successful. Can you accomplish the same results at your practice?CaseStudy1_Bleeds_NoCrops