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When Your Partners Don’t Want To Market

One member of a four-man group wanted to market the practice. He wasn’t particularly aggressive, but he was young and had 25 years of practice ahead. Unfortunately, his ultra-conservative partners didn’t see the world the same way.

Initially, they did try to market as a group. However, the young buck met with great resistance to the specific strategies and the expense of the marketing program. There was just no consensus.

So the young buck changed his partnership agreement (just regarding these new patients) so he could keep any new patient income generated. Then he funded the plan, made the decisions and took the risks (because the others never would.)

Results: IT WORKED! Not surprisingly, the others soon wanted in on the action. The young buck was magnanimous and agreed – with one proviso. He alone would make the marketing decisions. No voting. He had seen what happens when you allow inexperienced “marketers-in-training” to make decisions in committee. Politics and emoting, but no decisions.

After all the moaning and groaning was done, they agreed to let the young buck become the marketing czar. After all, they wanted what the young buck had, and they didn’t really want to be bothered with something they didn’t like anyway.

And the group lived happily ever after.