Are you thinking of building a brand as a veterinary practice management consultant? That’s a terrible idea. Let’s unpack why.
I’m closing in on 10 years as a consultant in the veterinary space, which is kind of crazy. I started consulting at age 25, which required a ton of confidence. I almost didn’t start because I was so worried I couldn’t consult on every practice management topic after just 5 years managing.
So I didn’t. I initially focused on simply teaching Facebook tips for veterinary hospitals. At the time, I didn’t see anyone else doing this. There were practice management consultants, but no one as niche. Boom! I was almost immediately able to replace my income as a practice manager.
Nowadays, I have a broader business model that ranges from courses and coaching here at Snout School to high-level 1-on-1 consulting on brand design and strategy at The Snout Group.
My lack of confidence at the outset of consulting has become my secret weapon. Being niche is powerful, and that’s why I don’t want you to brand yourself as a “practice management consultant.”
1. Being a generic consultant sets you up for generic results
When you try to be a general practice consultant, you’re competing against a sea of other consultants. They’ll have similar skillsets, and they are willing to offer similar services. It’s tough to stand out in such a crowded market, and potential clients won’t know why to choose you.
Instead, focus on a specific problem you can solve. This will allow you to attract clients that are at your level, get them results, and build credibility. In a short time, you will become the go-to expert for that issue, making it much easier to market yourself and land clients.
2. Generic consultants get paid generic rates
When you focus on solving a specific niche problem, you can provide higher value to clients. People want to get a tangible result! If you can effectively solve a problem that no one else is tackling, you can charge a higher rate. Your knowledge will become more and more specialized, and therefore more and more valuable. Clients will be willing to pay more because they know that you are the expert in that area and can provide a unique solution to their problem.
3. Generic consultants have generic reputations
Practice management consultants are a dime a dozen. But consultants that focus on building high end brands for veterinary startups? I think I’m the only one on Earth. (If not, lmk!)
By being so niche, work of mouth spreads. People like to talk about remarkable information, and a specific niche is remarkable! Although I’ve only been working with startups for 2 years at TheSnoutGroup.com, I’m becoming known for that in addition to personal branding and clinic marketing.
So, if you’re thinking about becoming a practice management consultant, don’t try to be a generalist. Instead, find a specific niche problem you can solve and charge a good amount to provide that solution. Trust me, it’s the best way to set yourself apart, provide higher value, and build a reputation as an expert.
If you’re starting out as a veterinary practice management consultant, I’d highly recommend joining our Veterinary Marketing & Branding Lab course. Even better, jump in our group coaching program Vet Med Disruptors so you can have my feedback as you get rolling. I’ve designed these programs especially for defining a brand that gets results. They work as well for veterinary consultants as they do for veterinary clinics. So go for it!