The single most difficult aspect of a shot show, is making clients abandon the need to have a veterinarian accountable by name and location and reduce the importance of perceived quality control. In other words, you have to dispel the idea that the regular veterinarian is worth what they pay for shots because that veterinarian has a reputation and responsibility to his community, knows your pet, and has viable record keeping on demand. Breaking down these expectations can be very difficult, some clients are discerning, these will never be your client.

Expertise, experience, familiarity, and accountability. These are your for enemies in the operation of a shot show. However among a certain category of client, these are easily toppled

Your target is the client for whom veterinary health care can be commoditized and it is handled much the same way as one would commoditize any product. One of the most effective sales lines when putting a poster at a Feedstore or pet store is “stop over paying for routine veterinary care” use a more affordable solution. When you put over paying, and affordable, in a respectable looking sign, the hook is set. This tidbit of information is worth the price of the book alone.