Читать книгу The Veterinary Dental Patient: A Multidisciplinary Approach - Группа авторов - Страница 35

In Daniel H. Pink's To Sell Is Human (2012), he argues that we are all intrinsically designed to be sellers. That is, we are hardwired to motivate or persuade someone to take action. He describes how one in nine people in the United States work in sales. The other eight, however, work in a non‐sales selling. As a medical profession, we are involved in non‐sales selling every day, whether of vaccines, a worming protocol, a diet food, a pre‐anesthetic blood test, dental treatment under anesthesia, or tooth extraction. We need to persuade people to take action based on our recommendations.

Rather than selling the client something that they or their pet does not need, we can instead use evidence‐based veterinary medicine to guide us toward such recommendations (Schmidt 2007).