5 ways to promote preventives
Practice manager Bash Halow offers his top tips for selling tick and flea products at your veterinary clinic.
Are you struggling to promote flea and tick preventives at your veterinary practice? Say no more. Here’s a look at 5 team-based approaches to help clients buy the best products for their animal companions.
1. Get your client to open up
Ask your clients about how they spend time with their pets. Then, combine that information with your knowledge of the breed, along with the pet’s medical history, to make a specific recommendation.
“Based on where you live, the fact that Rye is a Pointer, loves to hunt with you on walks, and spends a lot of time off-leash, you should buy...It will keep her safe and will keep you and your family free from any ticks that she would otherwise bring into the house.”
2. Share a story
Stories are a great way to captivate your clients. Try sharing a story that resonates with them to help emphasize the value of your recommendation.
“I have another client with a cat just like Lulu. She only lets her out every now and then, but like Lulu, she’s sometimes is gone for hours or overnight. She bought...from us because it provides the flea, tick, and intestinal parasite protection that a cat with Lulu’s habits needs. She gets it from us year-round.”
3. Endorse it personally
Showcasing your firsthand knowledge of a product can help build trust with your clients. Instead of just connecting with them as a veterinary professional, you’re connecting with them as a fellow pet owner. Sometimes, it’s this familiarity that wins clients over.
“This is what all of us here at Animal Medical of New City use on our pets. We love this product.”
4. Lead with the promotion
Don’t ask, “How are you doing with flea and tick medication? Do you need any today? ”Instead, ask for their permission to share about your current promotions. “Has anyone told you about the great promotion we have on...through the end of this month? May I tell you about it?”
5. Appeal to your client’s sense of duty to the community
Appeal to a client’s civic consciousness and their interest in helping small businesses by asking them to purchase their products from you. Shopping locally keeps dollars in our communities working to help us lift our economies out of recession.
“I realize that we are a bit more expensive, but we are doing what we can for our community and our economy by working hard to stay in business. We would appreciate your support.”
Bash Halow, CVPM, LVT, is a graduate of the College of William and Mary and of the Veterinary Management Institute series at Purdue University. During his 20 years as a veterinary professional, Bash has served as a practice manager, regional manager position and hospital administrator before opening his practice management consulting business, Halow Consulting. Bash is also a regular Fetch dvm360 speaker.