Do you have the Right Mindset to Success?
Helen is an exceptional veterinary professional. She’s been running her own veterinary practice for several years now. Her clients love her and have great trust in her.
However, she feels that she has hit a plateau because her business is not growing at the rate she would like. Finding ways to attract new clients is challenging, frustrating and intimidating for her.
She doesn’t really enjoy marketing, and her efforts have been ineffective because she’s uncomfortable promoting herself. She believes that being a good veterinarian should be more than enough to attract new clients to her practice. She relies on word of mouth to attract clients, but with growing competition in the veterinary profession this is no longer enough.
Does Helen’s situation sound familiar? Maybe you are facing similar challenges in attracting more clients and generating the full earnings potential of your business. Vet school did not prepare you for the business world. You had to go through long years of study to obtain the knowledge and skills required to be a good veterinary practitioner. And then you decided to start your own private practice. And this was an entirely new experience. An experience that requires a totally different skill set.
You want to make a difference! You are talented at what you are doing and you love helping your patients. But maybe you’re not attracting as many clients as you would like. You assume it will just happen naturally since you are good at what you do. But this is not always the case and this is why you need a marketing strategy in order to make more people aware of what you are offering, to show how you are better than competition and attract more of the clients that you prefer to work with.
Helen is in exactly this same place! And she too has been wondering what she could do differently with her business.
Marketing can be particularly challenging. Why? Because there’s always the possibility of rejection. When we put out our message and present our services there’s always a possibility that people might not be interested. This is why Helen, like many other veterinary practice owners, tends to avoid or resist marketing activities.
The first thing Helen needs to realize is that her own mindset is the major obstacle to the growth of her business. Like everything else in life, our attitude and mindset determine how we approach something and whether or not we succeed.
Tony Robbins says that 20% of the obstacles are around the mechanics of running a business and 80% have to do with your psychology – that is, your own fears, limits and stories about why your practice isn’t where you want it to be.
Most people think that they need to change their strategy to make real change. Whilst strategy is absolutely important, it’s not the first element to start with. Take a moment and think about your perceived limitations. They may be the “reasons” why you’ve convinced yourself you can’t achieve something.
Here are some of Helen’s limiting beliefs:
- Marketing is bragging about what I am doing, it feels unnatural. It’s simply not me!
- If I write this article on pet care nobody will like it and I will make a fool of myself
- Clients get so frustrated from prices. They constantly blame me for charging them a fortune.
What does it cost Helen to think in this way? The cost is never moving an inch in her marketing, not attracting clients, and staying indefinitely stuck.
Helen has to realize that these thoughts are blocking her success and are probably not true; she needs to start exploring alternative and more realistic beliefs: “Marketing is about helping my clients learn what I am doing and to make informed decisions” or: “Some people will like my article and might even think I’m smart for writing it.”
This shift of mindset through working with her marketing coach can have a more profound impact on Helen’s marketing effectiveness than anything else.
Marketing is a game of communication. Learning how to communicate in the most appropriate ways will get the attention and interest of your potential clients. The more you communicate, the more the relationship and trust builds.
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