Mastering the Art of Veterinary Lunch and Learns

Sales Excellence

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How to create immersive – and successful – events for you and your customers.

Just as a renowned chef meticulously chooses ingredients and presentation styles for a culinary masterpiece, so should a veterinary salesperson when planning an impeccable lunch-and-learn session. Imagine walking into a Michelin-star restaurant; your expectations are not solely based on the food’s flavor. Similarly, in the world of veterinary sales, it isn’t just about the tangible product you’re offering; it’s about an immersive, enriching experience you create.

Lunch-and-learn events are more than just meals – they’re platforms to nurture relationships, showcase expertise, and cultivate trust. But how do you ensure your session is as delectable for the mind as the gourmet dishes are for the palate? Here’s a gourmet recipe for success:


No. 1: Understand your audience

Before even sketching an outline of your presentation, invest time in audience research. Whether they’re a cozy neighborhood vet clinic or a sprawling veterinary hospital, their interests and challenges will vary. The more you understand them, the more tailored and impactful your content becomes. Here’s a trick: deploy a quick pre-event survey. It’s akin to a chef asking for dietary preferences.

No. 2: Less is more 

While you might be brimming with information, avoid overstuffing your presentation. Like a chef curating a tasting menu, handpick 3-5 important features that will truly resonate. Be PRECISE in your offerings, ensuring every morsel of information is digestible and delightful.

No. 3: Engage through stories

There’s a reason behind every dish on a menu, and there should be a narrative behind your product. Share authentic testimonials or case studies showcasing real-life benefits of your solutions. Sometimes, a genuine story can outshine even the most dazzling stats.

No. 4: Make it interactive

The best meals are those where conversations flow. Make sure your session isn’t a monotonous lecture. It’s about making it a two-way dialogue, ensuring everyone’s voice is heard and valued. You can also spice it up with Q&A rounds, pulse-check polls, or trivia. At PRECISE Selling, we use a software program called Kahoot! that allows us to easily create a quiz show where everybody uses their mobile phones as buzzers. You will be amazed at how much a group of adults want to win a “silly” gameshow. But that show is stealthy. While they are trying to win, you are building a connection with the staff and educating them on your products/services in the process.

No. 5: Bring the product to life

Just as a live kitchen demonstration can enthrall diners, a product demo can captivate your audience. If real-time showcasing is challenging, innovative approaches like augmented reality or even high-resolution videos can work wonders. And never forget that YOU are the main character in this presentation. Your audience will say yes to you based more on your attitude and enthusiasm than anything else.

No. 6: Mind the clock

Just as diners would be displeased with an exceedingly long meal, attendees would dislike an overextended session. Time is an ingredient best used judiciously. Bake in time for interaction but ensure your core content remains undiluted and engaging. So, if they gave you the entire hour to present your solution, but you can meet your objective in
30 minutes, then do it in 30 minutes.

No. 7: Visuals matter

Think of your presentation slides as the plate presentation. Neat, vibrant, and without clutter. Infographics, succinct videos, and relevant images can elevate the experience, ensuring your audience’s visual palate is equally satiated.

No. 8: Close with a call to action

Every exquisite meal concludes with an invitation to return. Similarly, end your session by offering a tangible next step. Whether it’s an exclusive product trial, feedback forms, or a deeper dive session – guide them towards the next course of action.

No. 9: Quality over quantity

Just as a chef wouldn’t compromise on ingredient quality, ensure the meal you offer mirrors the quality of your presentation. Even if it’s a simple and short presentation, its quality should be top-notch. The presentation provides you a subtle but powerful window to discuss your brand’s values.

No. 10: Follow-up is key

Culinary experiences linger through memories, and similarly, post-event actions can prolong the impact of your Lunch & Learn. Dispatch personalized thank-you notes, be proactive in addressing any lingering queries, and harvest feedback. This post-session engagement is like the cherry on top, solidifying the relationship.

In sum, curating a lunch-and-learn session is an art and science. The goal is to interweave knowledge with experience, ensuring your audience departs not just informed but inspired. I often liken a salesperson’s role to that of a maestro – orchestrating an experience that resonates and endures. And when done right, a lunch-and-learn can become a symphony of insights, trust, and collaborative growth.

ABOUT THE AUTHOR

Brian Sullivan, CSP, Founder of PRECISE Selling, has spent decades deciphering the nuances of effective sales techniques. He believes that at the heart of every sale lies genuine connection, understanding, and mutual growth. To make your sales team PRECISE, go to preciseselling.com.

Photo credit: istockphoto.com/monkeybusinessimages

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