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Client Relations
Trading up ‐ hard sell or advocating best practice?
  1. John Goulding

    John Goulding graduated from Glasgow in 1989 and has since worked as an assistant, partner and now managing director in a mixed practice in the Midlands. He is particularly interested in maximising the use of computer databases for marketing and analysing performance.


VETERINARY staff often shy away from making recommendations that involve clients spending more than the bare minimum when it comes to their animals' care. Here, John Goulding explains why he feels that persuading a client to ‘trade up’ often goes hand in hand with promoting the best clinical care for patients, as well as being financially beneficial to the practice. An article in the next issue of In Practice will discuss in more detail what can be done in terms of preventive health care.

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