This is a must-read for animal health pros. Robert Sollars and others challenge age-old paradigms about how to manage customer relationships. Customers aren’t easy to come by or retain these days, but they’re also not always right. Here’s how to keep them happy without giving away too much. “The customer is always right” is wrong but “the customer always believes they … [Read more...]
Opinion – What B2B can learn from B2C
Most animal health pros will recognize someone they’ve worked with as they consider the perspectives in this article. The best sales reps have been personalizing their messages for years to decision maker(s). Karen Olson says we can learn a lot from savvy B2C marketers. Customize your messages for your audience. Give me a reason to switch. Reward me for choosing … [Read more...]
Editorial – Re-examine your e-commerce strategy
"Digital channels have become the dominant medium for influencing decision-making and building a stronger relationship between the brand and the end user”, says a 2011 Oracle report. It is past time for veterinary hospitals to reassess and update their digital strategies to include product sales. While this article focuses on distribution, consider that for many consumer … [Read more...]
Customers’ needs and perceptions changing
The impact of online marketing in the business-to-consumers arena now applies to the business-to-business world. Whether you've noticed or not, your customers' preferences, needs and perceptions are changing. They are looking for a different buying experience in 2016. It's time to adapt to their changing needs, wants and perceptions, says Bridget McCrea. This article signals … [Read more...]