Avoid Making Common Assumptions
Avoid Making Common Assumptions
It’s human nature to make assumptions about people based on attributes such as their age, clothing, profession, zip code, etc. For instance, you might not ask a young pet owner if she would like to schedule a dental cleaning for her dog assuming that she wouldn’t be able to pay for it. However, Millennials tend to spend more on their pets and she might very well say yes to this service if she was asked. Instead of making assumptions make the effort, ask your clients questions, and offer suggestions.
Here are three common assumptions you should avoid at your veterinary practice:
Assumption 1: My client will say no because of money.
It can be tempting to start shortcutting treatment plans right off the bat based on this assumption. However, you shouldn’t assume a pet owner would decline services before you ask. Your client may be fine with the amount or have pet insurance to help cover the costs. If money is the only thing stopping the client from saying yes, you can also offer other options such as staging care or obtaining third party financing.
Assumption 2: Clients don’t want my recommendations.
On the contrary, pet owners often look to their veterinarians for guidance on issues related to their pet’s care, and that includes suggestions for helping them manage their veterinary costs. In a recent survey, pet owners cited “my veterinarian recommended it” as the top reason they purchased a pet insurance plan.*
You can have a big impact on a pet owner’s decision to cover a pet, and can also help them sort out their options. According to another study, 52% of pet owners said their vet’s opinion was important or very important to them on their choice to buy pet insurance.**
Assumption 3: Clients with sick pets aren’t interested in other services.
Ask Yourself This Question:
The last time a 25-year-old client brought her cat in because he was vomiting (or fill in the blank with your own recent scenario), did you immediately look for treatment shortcuts because you thought she wouldn’t be able to afford a blood screen or X-ray? You’re not alone. Being aware of these thought patterns can help you break them.
If pet owners bring their dogs or cats in for an illness, don’t jump to the conclusion that they wouldn’t be interested in doing more for their pets. For example, you can take the opportunity to ask about scheduling a dental cleaning, discuss health issues that may be prevalent for their pet’s breed, or explain how pet insurance can help cover future veterinary costs. Treat every visit as a chance to build a long-term relationship with your clients.
* Consumer Preferences for Pet Health Insurance, Mississippi State and AVMA internal data, 2018
**Guggenheim 360, Pet Parent Survey, December 30, 2019