Posted by: H.M.
For Pets Best Insurance
In today’s tough economy where many consumers are not spending as freely, it can sometimes be a challenge to get clients to say “yes” to veterinary services that your practice offers.
Now more than ever, you and your staff need to communicate the value of your services. If your clients don’t fully understand the value, they may not accept treatment recommendations for their pets. Here are four tips that can help:
1) Maximize the client experience.
Clients make decisions regarding purchases based on a variety of influences. Your practice environment is a situational influence you can control. Creating a comfortable atmosphere for clients can positively affect their purchasing behavior. Hire the right staff, people who are enthusiastic about helping others, and pay close attention to the people who manage your front desk. Offer free coffee and make sure your waiting area is clean.
2) Use stories to show value.
If a client is concerned about the cost of a service, share a story about another pet you have treated for the same health issue, the care that pet received, and the positive results that can come from such care. Doing this lets your client envision having the service for their own pet — an important step in getting them closer to saying “yes”.
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3) Knowledge is power; empower your clients with information you provide.
The amount of information a client has about a particular product or service can influence purchasing behavior. A client whose pet already takes heartworm prevention medication is more likely to buy it again, whereas a client considering pet dental cleaning for the first time may need to know more before saying “yes.” Use staff meetings to train your team so they can easily describe services and convey at least one or two benefits of the services to clients in layman terms. And keep in mind, while many pet owners go online for information about pet healthcare, you can provide the experience and personal interaction that an online article can’t.
4) Use print and online materials to communicate value, too.
Do you have any brochures developed for your own practice? What about a website? Make sure your website is user-friendly and has pictures of your staff and facility, pet “success stories”, client testimonials, and contact information (address, telephone number, hours of operation). Consider adding an online survey to gather client feedback and use the suggestions to continually improve on client service.
For more suggestions like these that can help you promote the value of the services your practice provides, see “6 Ways to Toot Your Practice Horn” in Veterinary Economics, September 2011, www.dvm360.com.