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Take five

Business
Richard Pakey evaluates the five most important marketing and development areas to focus on

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It's fair to say that most practice owners squander their resources. What I mean by that is they spend them on the wrong things. There are hundreds of things you could do to build your business. I meet practice owners all the time who are devoting their time and energy into the wrong activities. That's a criminal waste of resources.

Getting nice new posters printed for your shop window won't really make a massive difference (especially as tests booked by 'passing traffic' reduces significantly across the UK). Meeting dozens of reps to swap your frame brands around feels fun but isn't that productive on its own.

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