November Harbor Business Experience Meet up aims to help students more deeply understand the concept of value. It’s important to understand your Value Proposition (the first fundamental included on the Business Model Canvas) as well as how to communicate your value proposition. This is probably the most important lesson of the course. In business, everything rides it. The future of your company literally depends on your value proposition and how effectively your client communication (i.e., your pitch) leads to paying customers.
Think you won’t do this as a regular practicing vet? Think again.
You have to pitch your value when finding a job. After diagnosing an animal’s illness, you have to pitch the value of your treatment recommendations to the animal’s owner. There was once a time when most clients would take your word as the “expert” and simply follow doctors’ orders. Thanks to the democratizing effect of the Internet, those days are gone. If the owner doesn’t see the value in what you recommend, then they won’t follow your recommendations.
If you want to drive real positive change in your practice, you won’t be able to do it alone. Want to implement a new healthcare tool in your practice? Want to get the team together for a meeting? You’re going to have to communicate the value of doing so in order to influence and move people. If your practice’s team can’t see the value in changing, then they won’t change.
Rather than leading with “push” tactics that can involve force or coercion, try “pull” tactics. When you’re able to identify and communicate the value your customer wants to see, you pull them into your world with meaning and connection. Empathy is a truly a required skill for identifying, honing, and perfecting your value proposition. Defining your organizational values also attracts those who believe what you believe, ultimately helping you drive internal action as well as external customer acquisition.