What happens when you tell one of your veterinary clients about the price of a service?
Many practice owners reply…
The client resists!
So why do clients sometimes object to your prices?
Your client might object to the price because what you’re charging sounds like a lot of money to them for a simple procedure. And when that resistance occurs, many practice owners do one of two things:
- They either allow the client to walk out of the door without making an appointment or
- They lower their price
Neither is a good option.
But here’s the thing… there’s a THIRD option
The good news is that there’s a third option that you can put into practice today:
Educate the client about the value of the service!
What’s the value of a $10,000 diamond?
I want you to imagine that you’re in a jewellery store looking at diamonds. You call the jeweller’s assistant over and ask them why such a little rock could possibly be worth $10,000.
What does the Assistant do?
They talk you through the reasons behind the price tag. They educate you about the clarity of the diamond and how having no flaws makes it more valuable. They might even let you look through that little scope in the store so you can see that clarity for yourself. All the while, they’re educating you about what makes a diamond so valuable.
What’s the veterinary value of the care you provide?
I want you to take that process and apply it to your veterinary practice whenever you face a price objection.
If you hear “it costs too much”, educate the client.
Show them the true value of the service and they’ll start to see why it’s worth spending that amount of money. It’s all about educating them about the value you provide.
And best of all, you can start doing this before you ever mention the price.
Talking about the value before you tell them the price means you face less resistance, which leads to more appointments.
Would you like to know more?
I can show you how to teach people about the true value of what you do in your vet practice – in fact, it’s one of the biggest gifts I can give you.
I just need you to take the first step. Schedule a call with me today and we’ll discuss how we can help you build a more profitable practice.
