Consumer Behaviour - UK USA Canada and South Africa
Every one of us is a consumer. At times, we find it convenient to pigeonhole how people behave into a number of pre-selected boxes and, within the veterinary practice context, it can be very tempting to concentrate on delivering the best care and attention for the animal with scant regard for what processes may be going on in the head of each animal’s owner but this can be a rapid route to having an empty waiting room.
Every veterinary client is also a consumer and no-one wears a special ‘going to the vets’ hat. When our clients are in the practice, they are thinking about, and reacting to, various stimuli with the same thought processes that they would use in any other establishment where they are buying a service. Of course, a distress purchase when the animal is sick or injured, will be different but for everything else, think consumer! These are your consumers in your practice and it is vital to the health of your business that you can understand them and meet their expectations.
Understanding consumers isn’t rocket science but it really is a vital skill if consumers are to buy a whole range of products and services from you. Take a moment to watch the short video clip to see how and why working with rather than against these consumers will be the best decision you’ll ever make.
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