Coffee talk: Put prices in perspective for veterinary clients

When clients say your care costs too much, use the example of a cup of coffee, says Dr. Audrey Cook, a clinical associate professor at Texas A&M University in College Station, Texas. Framing the expense with a comparison—for example, "Your pet's care is roughly the cost of a cup of coffee a day, or less than a sandwich"—may help clients feel more comfortable with the investment they're making in their pet's health. "This often makes the expense seem much more manageable," she says.