By Rachel Teichberg, CVPM, CVBL, CCFP
Let’s face it—sales often feels like the black sheep of veterinary practice discussions. The mere mention of the “S” word often conjures up images of pushy used car salespeople, making team members feel torn about whether we’re really here to care for pets or simply make money. But here’s the reality: sales isn’t a bad word. In fact, it’s the very thing that allows us to fulfill our mission of providing the best possible care to pets.
Working from Our Hearts, Not Our Wallets
Many in veterinary medicine associate the idea of selling with a loss of integrity, where the focus shifts only to our wallets. That is not the kind of sales we’re talking about here. We need sales with heart, or value-driven sales. With this approach, clients will receive a strong recommendation based on what’s best for the pet and your standards of care. This is where we focus on the “why”. We then blend that with the “what”, which is the financial transparency that comes with a sales conversation.
We can then see that every value-driven sales conversation is a way of saying, “This is what your pet needs to live a long, healthy life”. Framing it this way helps us see that the kind of sales conversations we’re talking isn’t just about money; it’s about communication, education, and care.
Value-Driven Sales: It's About Alignment, Not Persuasion
Successful conversations about care stem from alignment between the team’s recommendations and the pet owner’s values. To get there, we must address three key points:
- Focus on Shared Values: With each appointment, ensure you understand the pet owner’s priorities. Connect the necessary care to the bond they have with their pet by explaining how diagnostics, treatments, and preventive care contribute to their pet’s quality of life. For example: “The wellness lab work will help us rule out conditions early so that we can ensure Ruby lives a long healthy life.”
- Use Relatable Language: We sometimes forget that not everyone speaks the language of vet med. When we use medical jargon, we can create distance with pet owners, inadvertently making them feel embarrassed or confused. Use relatable and empathetic language to connect with your clients and communicate the why in a way they will understand. For instance, instead of: “We need to do a urinalysis.” Try: “A urine test will help us check for any hidden issues, like a potential infection or early signs of kidney problems, so we can treat them before they become serious. It’s important we get a sterile sample to avoid any false positives, so we’ll do a quick, painless procedure to get the urine right from the bladder.”
- Equip Teams with Confidence: The hesitancy many team members feel about discussing money often comes from a lack of preparation. With training and a deep understanding of the “why” behind everything the practice offers, your team will feel empowered to have these conversations. Role-play with your team so they can practice exactly how they should communicate the value and prepare themselves for questions or pushback. Money will be a part of the conversation, so prepare your team to answer questions about cost, too. With standards of care and payment options, your team can offer best alternatives and other solutions to get the pet the care it needs.
Embracing a New Mindset
In a recent survey, nearly 20% of pet owners said they plan to spend less on their pets this year. At first glance, that sounds daunting since we know that will directly impact the care they will receive. But the same survey also found that 98% view their pets as part of the family. This tells us that pet owners care deeply about their pets and want them to live long, healthy lives. They just need guidance to understand how your practice can make that possible with the care you provide.
By aligning recommendations with pet owner values, using clear and compassionate language to communicate the “why”, and building confidence in your team, you’ll start having value-driven sales conversations that focus on care—not cost. Sales doesn’t have to be a dirty word. Instead, it can become the cornerstone of a thriving practice where pets get the care they need, pet owners feel supported, and your team takes pride in the impact they’re making.
Remember, when you embrace the “S” word, you’re not just selling services—you’re empowering healthier pets, happier clients, and a stronger practice.
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