Showing value for fees during checkout

Photo: standret/Adobe Stock

Q When clients pay at the front desk, the experience sometimes feels transactional. How can our client service team show value for fees at checkout?

A To avoid perceptions that it’s “all about the money,” your client service representatives (CSRs) must communicate value before asking for payment. Clients must perceive that the value of care equals or exceeds fees. Explain the services and products that were delivered and how they benefited the pet. Take this approach:

Use client and pet names. You likely greeted the client 30 minutes ago at check-in or can glance at the schedule to learn client and patient names. Let’s say a client with a golden retriever is approaching the desk at 10:30 am, and you see there was a 10 am wellness appointment for a golden retriever. Say, “Hello, <client name> and <pet name>. I will get you checked out for today’s services.”

Summarize services before sharing the total. Clients need to be reminded of what care was delivered to create the perception of value. Don’t say every line item or individual fees.

For a wellness appointment, say, “Dr <Name> gave <pet name> a nose-to-tail exam, vaccines to protect from <list vaccines>, an intestinal parasite test, a heartworm/tick test, and refills of 12 doses of flea/tick and heartworm disease preventatives. We applied the instant rebate for your preventatives, saving you $XX. You will receive a text reminder each month on the day to give the medication. Your total is $__. Which payment method will you use today?”

The client may have received a dozen professional services along with products. State that rebates were applied so clients understand benefits of purchasing drugs from your practice. Explain how you will support the client with follow-up dosing reminders. Say the total after summarizing services and products.

Have clients pay after—not before—discharge appointments. You risk “all about the money” reactions if you collect payment before discharge appointments. Clients need to hear about services performed, view diagnostic and imaging results, and get home-care instructions from the medical team before paying. The patient stays in the treatment area during the discharge appointment with a technician. A pet in the exam room will be a distraction, making it harder for the client to comprehend the care delivered and home-care instructions. When closing the discharge appointment, the technician will say, “I will go to the treatment area now to get <pet name>. We will meet you at the checkout desk where you will pay for today’s services. Thanks for the opportunity to care for <pet name>.”

When collecting payment for procedures, summarize categories rather than explaining every line on multipage invoices. While the client is in the discharge appointment, a CSR will review the procedure invoice. If unfamiliar with any services, the CSR can ask medical staff before presenting the bill to the client.

Say, “Thanks for the opportunity to treat <pet name>’s dental disease and perform oral surgery. <Pet name> had an exam and preanesthetic test to check the health of organs and to tailor anesthetic protocols. <Pet name> received injections of antibiotics and pain medication. We administered anesthesia and monitored the heart rate, level of oxygen in the blood, and body temperature during the procedure. The technician reviewed dental x-rays and home-care instructions with you, which also were emailed. <Pet name> had a dental cleaning, polishing, and fluoride treatment. Oral surgery included removal of 4 teeth. You are going home with pain medication and soft canned food for a comforting recovery. We provided a complimentary pedicure, a value of $__. Your total is $__. Which payment method will you use today?”

Summarize services in the order that care was delivered, starting with the exam and preanesthetic test and ending with medications that will be given at home. Explain the “why” behind preanesthetic testing with the phrase of “to check the health of organs and to tailor anesthetic protocols.” Email home-care instructions to make it easier for clients to forward information to other caregivers. Mention complimentary services such as a nail trim, along with the dollar value of the free service.

State the total and ask for payment. Say, “Your total is $__. Which payment method will you use today?” If checking out a new client, share which payment methods you accept. Say, “We accept cash, checks, debit and credit cards, and <third-party provider>. Which payment method do you prefer?”

Close with appreciation. Saying “thank you” is simple and genuine. If a future appointment was scheduled during checkout, explain that the appointment reminder will print on today’s receipt and a text or email confirmation will be sent. Clients will see itemized services and fees on invoices, which builds trust and confidence in your practice.

After collecting payment for a wellness appointment, ask if the client prefers a printed or emailed receipt. Close with, “Thanks for visiting us today, <client name>. We appreciate the opportunity to care for <pet name>. We have booked <pet name>’s next checkup in six months on <date, time>. An appointment reminder is on today’s receipt. We also sent a text confirmation. Please reach out if you have questions before we see you and <pet name> again.”

Let’s say you’re checking out a procedure and a progress exam was scheduled. After summarizing services and products on the invoice, say, “We wish a successful surgical outcome for <pet name>. We will see your pet for a progress exam to check the incision site on <date, time> and sent a text confirmation. If you have questions before then, please contact us. Thank you for the opportunity to care for <pet name>, and we will see you soon.”

To give CSRs confidence when presenting surgical and dental invoices, have your manager run a report to identify the top 10 procedures performed at your practice. Print these invoices and have a CSR team meeting to discuss how to present them. A technician or veterinarian can attend the meeting to explain procedures and answer CSRs’ questions. After discussing procedure invoices, have CSRs practice presenting them. Because roleplaying can be an intimidating experience, use the term “skill drill.” Have CSRs work in pairs to practice the skill, which will be more comfortable than speaking in front of the entire group.

When CSRs are confident in your fees and the value your hospital provides, clients will feel more comfortable with the cost of care. Pet owners will say, “Wow, is that all?” instead of “Wow, it’s how much?”

Need a script for a client conversation? Submit your scenario to info@csvets.com for consideration in future columns.

Best known as the “Queen of Scripts,” Wendy S. Myers, CVJ, knows the right words will lead clients to accept your medical advice, driving patient and practice health. As founder of Communication Solutions for Veterinarians, she teaches practical skills through online courses, conferences, and onsite consulting. Myers’ experience as a partner in a specialty and emergency hospital helped her understand issues that owners and managers face. Learn how Myers can train your team at csvetscourses.com.