Coverage is the right decision for animals and can spare owners costly medical bills
As a professional in the pet industry, you probably have encountered clients who are hesitant to invest in pet insurance. They think it is too expensive, complicated to get started, not worth the hassle, and more. The reasons your clients give you may vary, but as someone who understands the importance of this coverage and wants to benefit from the extra business received from pet owners with insurance, it is your duty to educate and persuade them to make the right choice for their furry friends.
You need to be a source of trusted information for your clients. The foundation of any persuasive argument is trust. Your clients need to know that you have their best interests at heart and that you are knowledgeable in your field. Since you are already providing veterinary services, you have a great advantage. Be transparent about your qualifications and experience, as well as any affiliations you have in the pet industry to ensure that your clients feel they can trust you. You can share relevant stories and experiences showing your expertise, and you can also show empathy—feeling heard can go a long way.
You want to offer quality information. Many pet owners do not completely understand what pet insurance is, how it works, and why it is beneficial. Of course, it is harder to sell something to someone if they do not understand it, so make it your mission to educate them on the basics. For example, if discussing pet insurance is not part of your examination routine, add it. Learn about the different types of coverage available so you can provide the right kind of information to your clients as they come to you.
Stories are a powerful persuasive tool because they are relatable and let your clients visualize themselves in the shoes of the person involved in your story. Share anecdotes of clients who have benefited from pet insurance. Try to emphasize the peace of mind and financial security it provides—for example, a time when a client needed emergency surgery on their pet but could only afford it thanks to insurance. If you want to add information to your website about insurance, include testimonials from satisfied pet insurance customers.
When trying to persuade clients to purchase pet insurance, one of the most persuasive arguments is the potential financial burden they might face without it. If the pet in question has a chronic illness, let your customer know that insurance could save them a lot down the line. Emphasize that even a simple accident or illness can lead to thousands of dollars in medical bills. However, be careful not to oversell it—the pet’s well-being should always be at the heart of it.
Think about the reasons why your clients might not be interested in insurance. Some might believe that they cannot afford it, and others will think it is unnecessary. The more you know about the reasons why they are not purchasing it, the better equipped you are to address these reasons persuasively and in a caring manner. If the reason is related to the cost of insurance, you can explain that there are different coverage options, and that payment plans are available, depending on your client’s budget.
Social proof is a powerful persuasive tool because individuals are more likely to trust and follow the decisions of others in their social circle. Have you ever purchased something because you saw someone else doing so? Perhaps you hesitated to buy something but decided to go for it when someone else told you they had it and loved it. You can leverage this as well by encouraging your clients to talk to friends or family members who have pet insurance so they can hear about the benefits. It is much more convincing when it comes from those around them whom they fully trust.
Although you should consider these techniques, every client is unique, so tailor your persuasion strategy to suit individual needs and concerns. You should not have a speech ready to go the minute they enter your office, or you may come across as disingenuous. Instead, listen carefully to their questions and objections, and respond with personalized information that addresses their situation so they feel like you listened to them in a way that allows them to feel comfortable taking your advice.
Persuading your clients to invest in pet insurance may be challenging, but it is important. As a veterinary professional, you know how hard it is to see clients deal with pet illnesses. This is where pet insurance can come in handy—it helps your clients feel more at ease and gets them to come to the veterinarian’s office right away, instead of waiting until things get worse because they cannot afford the bill. With your help, clients can get pet insurance and make sure that they have the means and security for their pets to stay safe and healthy.
Jennifer Guli is a seasoned digital marketing professional with more than 16 years of experience. Her accomplishments as a web content developer, writer, artist, and event manager are known throughout the veterinary industry.