“There Are Two Choices In Life: Making A Living Or Designing One”
Rod’s eyes were glued to the grapefruit in his hand. It was a beautiful golden winter sunset, but Rod felt that he was looking at an object that would soon be gone forever, maybe never to return again.
His life had been ordinary for years now. He had hoped it would change when he became a veterinarian, but there wasn’t much of a difference with the old days when he helped out with animals on farms and small animal practices nearby.
He wanted to feel like part of the group of veterinarians though, do things exactly as they did – not being noticed by anyone except those who needed him professionally or personally.
This had felt like a long day, especially after this momentous night when he discovered that he may have to file for bankruptcy, and he realized that he would be alone once more.
The day had been full of meetings, all in which he had to act as if nothing had happened. He listened to the chatter around him and tried not to look impatient. When the final meeting ended, he bolted for his car with a sigh of relief that it was finally over.
He drove home quickly but looked out at the trees as they passed by; how much longer would they be there? The sky was beginning to darken when he arrived home and stepped through the door. There were lights on downstairs so he went down slowly towards them. His mom emerged from her bedroom looking surprised and happy at seeing him come in early (it wasn’t too often).
He looked at her with defeat in his eyes and sadly said:“Business is down. We need to do some marketing to get out of this pickle!
Now here’s the problem: There are some seriously DANGEROUS things just waiting for us around the corner.
The rules of the game have changed. Marketing as we used to doesn’t work anymore and the costs have skyrocketed.
Followers and likes on social media are not necessarily a sign of success for our veterinary practice. Most social media engagement does not translate into sales, and often, it does not affect sales.
The cost of marketing on Google, Facebook, Instagram as well as on all the other important platforms has doubled in a year and will probably continue to increase.
With the cost of ads continuing to rise, we might be in danger of overspending if we don’t know what we’re doing. That’s when a marketing agency specializing in veterinary practices can help!
Rob’s mom says:”Come into the kitchen. I’ll heat up some supper.”
Rob: “Thanks, so sweet mom, but I couldn’t swallow anything right now. I feel as if I had a rock in my stomach.”
Rob starts to have the same panic feeling swell up in him, he experienced several times these last days. He feels noxious, starts to sweat, then is cold. He runs to the bathroom.
10 minutes later Rob comes back. He is pale.
The kitchen has the familiar smell of hot chocolate.
He recognizes the unique aroma of his mom’s hot cacao that always made him feel safe when he was a boy.
Rob’s mom starts:As everybody knows, darling, dad and I had a very successful fishing business.
Dad, God bless his soul, often had the same problem as the vet clinic is experiencing.
Rod: Really? I never knew that.
His mom: Yes, in fact, more than once. Only he always found a logical way to get out of this pickle.
There’s a way out of this, Rod, but promise me not to try to do it alone and to follow my advice. Now I want a promise.
Rod nods his head and says: I promise mom.
Rod’s mom continues: Nobody knows this, but the reason that dad and I were able to build the largest fishing company around was that we were coached to success. We didn’t just hope that things would go well. We assured that they did.
Rod: I had no idea!
His mom: It’s no secret, Rod, that successful athletes, politicians, and businessmen are all coached to success.
People look at things all wrong. Most think that it’s because they are successful that they can afford a coach.
But Rod, it’s the other way around. It’s because they have a coach that they became and stayed successful. And that’s exactly the way it went for Dad and I.
Now as promised, Rod, do as I say. I always had your best interests at heart. Right?
This is what to do. It’s very important: get a coach, now!
His mom starts to explain. Rod can’t believe his eyes.
Rod’s mom paces back and forth across the kitchen floor.
Rod knows his mother had always been a kind person up until now but never has he seen her this ferocious.
She carries herself with a quiet confidence and an air of power that is undeniable.
Rod watches in awe as she speaks like the president of a huge company we see in movies and moves around like someone who runs one too.
He can tell from her tonality, postures, and expressions that she is somebody important; not just his typical mom anymore.
It makes him feel nervous for some reason because he doesn’t know how to act or what to say.
Rod had never seen his mom like this.
He had always seen her as this adorable, kind, and loving mom that was always there for him before he left for school, and greeted him with a hot chocolate every day when he came home back from school.
He knew that she kinda helped his dad with the business. But now he can see that she obviously was a force to reckon with.
“Mom?” Rod asks looking perplexed at her actions-“What is going on?”
“Sweetheart, this is serious, sit tight and listen,” She said to him sternly- “Make sure to do as I say. ”
“Uh…okay then.” –he replies meekly not quite knowing what else he should do in the situation.
Rod hangs to every word she says and he experiences nothing short of a revolution in lead generation, and client getting strategies.
His mom continues. Listen, Rod:
“It’s a numbers game, and our prospects could be anywhere online. We don’t know exactly who they are ahead of time.
And so we’ve got to position ourselves to be found.
In a sense, we’re like a fisherman, dangling bait into a pond.
But to be successful, we need to get out into the open sea and be like a fishing trawler with a big net.
Rod’s mom now makes large arm movements while she speaks and paces the kitchen.”
She continues:
“And an onboard processing plant that sifts, sources, separates, pre-educates, and pre-sales prospects automatically. So we only speak to and enroll the cream of the crop.
If we’re struggling to get clients, and stuck in the hours for dollars trap, or riding the feast or famine roller coaster, it’s because:
We don’t have a trawler.
Or maybe we’ve got a broken trawler, or an underpowered one, or a hole in our net.
So anytime we’re working with animals’ health, we have a tremendous opportunity to take the process online for the simple reason that so few competitors have done so.
And Rod, I’m not just talking about information to better animals’ health, or supplements, or even devices.
Many aspects of diagnosis, prescriptions, consulting, and plan of care can all be handled online. Most certainly for the management of chronic diseases like hypertension and diabetes.
Almost any health-related program or solution can be sold and even delivered online.
It’s just a matter of scale.
Where are we now? And how big do we want to take it?
So tell me, Rod, tomorrow, bring me the numbers of the clinic and I’ll look at them.
But don’t forget to first sign up for coaching, Okay son?
Rod’s jaw drops and he nods his head to agree.
His mom continues:
“Remember Nancy, my friend, we used to bake cakes together for church?” Rod: “The lady that made carrot cakes?”
Rod’s mom: “Yes exactly, well, Nancy’s daughter Jenny is also a veterinarian as we know.
She’s a diabetes health consultant and the entire process of finding educating, enrolling, and transforming the health of her clients (dogs and cats) occurs online.
And it looks like this.
Jenny had developed a course on diabetic control that she was selling as a digital course.
She worked very hard to build an Instagram following and was a frequent guest expert at virtual summits and webinars where she could go and contribute some content in return for exposure.
And the sale of those courses was the prime vehicle for finding clients who would ascend to one-on-one consulting.
Of course, the problem with that was that it just wasn’t scalable.
Jenny had big dreams and was passionate about changing the lives of thousands of diabetics throughout the world, but she was only able to offer one-to-one advice to a very limited number of people.
As a result, the frenzy of activity necessary to sustain, let alone grow, a business like that was beginning to wear her down.
She then hired a team of helpers in order to duplicate herself, but the business did not grow as she had hoped. As a result, things became even more chaotic.
Today, Jenny’s business looks quite different.
Ads are targeted at owners of diabetic pets who can afford premium care on Facebook, YouTube, and other social media platforms.
Since it is 100% virtual, there is no shortage of them. They’re coming from all over the world.
These ads have nothing to do with getting treated by Jenny or buying a course.
It’s about signing up for a webinar that educates us about controlling pets’ blood sugar.
Webinars are no longer one-time events.
Every 15 minutes from 8am to 8pm, they run automatically, and clients can attend on the quarter-hour later that day, or the following morning to hear Jenny’s voice and see her face.
Once they learn more about Jenny and her diabetic health advisers, they book a complimentary consultation with Jenny.
In the meantime, folks who registered for Jenny’s webinar will also receive interesting, entertaining, and educational pre-written emails to gently remind them to attend.
If they were unable to attend the webinar, the replay would be available, as well as additional educational content that would urge them to schedule a consultation where they could enroll in Jenny’s program.
The entire process is automated.
Rod, listen to what follows, this is really interesting.
Instead of paying $500 to $1,000 for a course, and maybe $150 an hour for consulting, they pay $ 5000 to $10,000 upfront at enrollment, and the automation continues.
Jenny’s lifestyle protocols and procedures are taught to new members via on-demand training and tools, and they are assisted in executing these through on-demand training and tools.
They work with an assigned consultant who serves as a guide from the side, only available when they encounter roadblocks on their journey to becoming fit, fast, and fantastic.
As a result:
Jenny and her team no longer spend hours and hours on social media each day, posting and making friends, and manually hunting for and enrolling new clients on the internet, and then really consulting them in real-time for hours on end.
It used to take 10 to 12 hours to find a qualified prospect, another seven or eight hours to enroll them as a new client, and another 32 hours to consult that client.
As a result, Jenny’s team members can now deal with many clients at once.
Jenny’s business, which was labor-intensive and difficult to manage and grow before, basically a 16-hour day grind for her, is now highly systematic and scalable, generating consistent and predictable cash flow and growth.
Rod, now it gets even better.
Additionally, Jenny’s veterinary business is booming again.With her life back on track, she now works on the business instead of in it.
As a result, the business is a source of both income and equity.
Jenny’s systems, marketing, and intellectual property can all be sold one day, so she can cash out rich, just as dad and I did.”
Rod: “Where does all this knowledge come from, Mom?”Rod’s mom: “Firstly, dad and I were coached to success. And Secondly, Nancy gave me Jenny’s number.
Jenny told me everything about it, even sent me a link to her coach’s website.
Rod exclaimed, “My mom is the best!”
Rod’s mom: “Rod, you need to sign up with this coach first thing in the morning. But not just any coach. One that specializes in veterinary practices AND THAT IS A VET. Nobody is better suited to coach veterinarians than a veterinarian that has been in the trenches like Nortey.”
For as long as it takes for the veterinary goals to be achieved, he will provide a complete and custom-tailored roadmap, skills, tools, and coaching. We might even have some marketing expenses that don’t work that can easily be reallocated so that these systems are implemented.
The days of bleeding money, buying junk leads, and using obsolete marketing courses are over.
Let’s stop pouring money down the seminar sinkhole and wasting a lot of money on ads that do not convert to 10x ROI.
Many of the vets he works with have struggled for months or even years to figure out how to create a real business. It needs to be a business that grows and scales and generates amazing profits without us becoming the cogs at the center of a wheel that grinds us like hollow shells.
Jenny’s coach helps veterinarians grow either their regular offline practices or online businesses.
In Jenny’s case, she did both.
Thus, his clients only deal with appreciative, high-paying customers who come to them.
No time-wasting prospecting on social media. There’s no mind-numbing networking, cold calling, or cold e-mailing.
Meetings over dinner and in-person workshops are a thing of the past.
However, they are swamped with cash-in-hand clients clamoring for their attention.
The business coach Jenny works with helps her clients build a business that is self-sustaining, scalable and actually has some value, and can someday be sold.
Always remember this, Rod:
THE AVERAGE PERSON GETS PAID ONLY ONCE FOR HIS OR HER WORK.
A SMART BUSINESS PERSON GETS PAID FROM THEIR WORK TWICE – ONCE FOR THE WORK AND ONCE WHEN THEY SELL THEIR BUSINESS.
The value of their business grows and it can someday be sold depending on how well they help their clients, their willingness to adopt Jenny’s coach’s advice on marketing, their ability, and their work ethic.
Jenny’s coach happens to be running a special. She told me that he normally charges $900 for such a 45-minute session.
Rod’s mom hands him a piece of paper that reads: “Skyrocket Your Sales & Profits” FREE Coaching Session Where We’ll Work Together To…
– Create a crystal-clear vision for ultimate success (for your business and your life)
– Uncover hidden challenges that may be sabotaging your sales and marketing efforts
– Leave the session clear, focused, renewed, re-energized , and inspired to get your business growing bigger and faster than ever before
Over the next 72 hours, he is going to speak with vets personally, to look under the hood of their businesses and diagnose what’s wrong.
Help them map out the steps for growth, explain the program, answer questions, and determine if they are a good fit for the program.
A strategic plan will be outlined for them.
And if they are not a good match, they will still leave with insider knowledge they didn’t have before.
No big deal, they’ll know what they need to do and can go off and try to do it themselves.
If he does decide they are a good fit, and they want his help, he will assist them in reaching their goals.
The applicants must fill out a short confidential questionnaire before they can be considered.
Rod, only one in five applicants qualifies, so this may be the most important interview of your career.
However, if the applicant looks promising, he will confirm the call and send some additional information before speaking to him/her.
I hope that you enjoyed this information.
Cheers
PS: LINK to “Skyrocket Your Sales &Profits” FREE Coaching Session
