tpvets_logo.jpg (2726 bytes)TOA PAYOH VETS

Date:   25 January, 2010  
Focus: Small animals - dogs, cats, hamsters, guinea pig & rabbits.

Toa Payoh Vets Clinical Research
Making veterinary surgery alive
to a veterinary student studying in Australia
using real case studies and pictures

Dr Sing Kong Yuen, BVMS (Glasgow), MRCVS
First written:  25 January, 2010 
Be Kind To Pets
Veterinary Education
Project 2010-0009
Designers and creative agencies win new clients or retain existing ones if they can master the art of presentations and pitches. Clients need to be excited by what you show them. Your good presentation must connect with the client. How do you do it? There is no one-size fits-all approach to win business. The following may also apply to veterinary undergraduates wanting to score high grades and veterinarians in the competitive private practice:

Some tips for making a good presentation are as follows:
1. Solid research to show an understanding of the client's business and offer a solution

2. Make a structured presentation. Begin with a short and concise introduction about your company and the areas in which you specialise. Tell them your ideas, show the visuals to convey these ideas and how you understand the market from your research. Be enthusiastic but never oversell. Whatever the reaction, keep your focus and stick to your presentation plan. Round off with a clear outline of your intentions and invite questions from the floor.

3. The guy who best understands the content of the ideas and who can answer questions must be present and be well prepared.

4. Mode of presentation. Traditional boards or a full-scale multimedia show? Prospects get distracted by shows. Conversation may be better. Slide shows can be boring and too formal. Use it to outline key strategy, use less slides, be concise. No visual gags and clip art.

5. Portfolios. 3 or 4 samples with a nice story behind them, most relevant to the client, whether this is printed samples or live Web sites.

6. Rules of engagement. Ad hoc interaction or presentation first and questions later. Be focused even if the client interrupts with a question.

7. Listen more than talk and demonstrate you are listening. Don't answer questions if you don't know the answer.

8. Be relaxed. Don't read from a sheet, maintain eye contact and speak slowly. Remain genuine, open-minded and friendly. Listen, engage, advise and inform. The client is seeking a creative partner that is competent and one they can connect with.

9. Play to your strengths. Give yourself a unique selling point. E.g if you are a small agency and cheaper than anyone, let than know. Don't sell services or products. Sell results and how your services will work for them.

1. Don't pitch ideas. Pitch expertise
2. Make first impressions count. The client may make their mind up about you in the first 3 minutes.
3. Be prepared to think on your feet
4. Have a unique selling point

Every successful pitch has one thing in common. The theme is always enthusiasm and clarity of communication. You sell a client to himself and any client wants to feel good about what they do.

Can the above apply to veterinary medicine and surgery? For example, convincing the prospect to spay the dog? It can be done if you know the business. But don't oversell high chances of success in high-risk anaesthetic cases where you will be operating. 
Be Kind To Pets
Veterinary Education
Project 2010-0009
tpvets_logo.jpg (2726 bytes)Toa Payoh Vets
Clinical Research
More cases are at: Rabbits & Guinea Pigs

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