Jeff Rothstein, DVM, MBA

Look beyond the price tag when you buy, then track usage and profitability carefully to make the most of your purchase.

It's easy to overlook the problems that come with making clients wait. We think, "Hey, it comes with the territory." We make excuses. And we hedge our bets, knowing most clients only grow dissatisfied when they wait more than 30 minutes. But that approach won't wow clients. In fact, even a short wait may leave clients disgruntled. So it's an issue you should aim to manage.

I frequently tout the goal of developing a womb-to-tomb relationship with our clients and their pets. At the core of our practice philosophy is the statement, "Focus on long-term relationships versus the short-term dollar."

Even small businesses create hundreds of transactions during a month. And when you add your personal banking to the mix, it's easy to become overwhelmed, especially if you don't like bookkeeping.

During the first few years of practice, it's not unusual to dig through textbooks, go online, or read up on cases during spare time. But somewhere around the third year of practice, most of us gain a level of comfort with medicine that stems late-night reading. We go on autopilot.

I've played hockey for many years, often once or twice a week. One day it dawned on me I wasn't improving. Instead I was doing the same wrong things over and over--I was playing but not practicing. Finally, I took a skills class and was amazed at how much I didn't know.

What message does the appearance of your clinic send? And what message do the doctors, technicians, and support staff members send when they interact with clients? For a real eye opener, ask your clients these questions, using surveys, focus groups, and casual conversations during appointments. And don't forget to ask new clients and staff members why they chose your clinic. Their fresh eyes can offer valuable insights into the first impressions your practice makes.

In the past year, I've learned that a little laziness and a lot of assuming can cost big bucks. First it was our radiology badges-I assumed we all paid about the same price for this service. But when an astute colleague asked about the going rate in our area, I learned I was paying four times more than some of my colleagues!