Maybe you'd rather clean out the kennels or scoop poop on the practice's front lawn than tackle the task of presenting an
estimate to clients. You may feel intimidated because you suspect the client may not be able to afford treatment or may decide
the pet doesn't need the care your doctor recommends. Take heart. These steps will help make money discussions easier for
you and for the client.
1. FOCUS ON THE VALUE YOU OFFER. You need to describe the service you'll provide and explain how Fluffy will benefit. Some clinics call their estimates treatment
plans to emphasize the value of the care the practice offers. And it's equally important to convey value when you discuss
the procedures the doctor recommends. For example, if the first item on the estimate is a complete blood count and chemistry
panel, don't just say, "This blood work will cost $112." Instead, point to the item on the treatment plan and say, "First
we need to analyze some of Fluffy's blood to diagnose her problem and make sure we select the right anesthesia for surgery."
You don't even have to state the cost. The client can read—she will see the price on the plan.
2. OFFER DETAILS. A thorough, easy-to-digest explanation will help clients understand the true scope of the procedure. What you don't want to
do is walk into the exam room and say, "This surgery will cost about $2,000—is that OK with you?" Clients will think that
sounds very expensive, and they won't understand all of the elements of the care you offer. Instead, if your treatment plan
lists a charge of $700 for hospitalization, explain that this includes fluids, nursing care, and a daily doctor's exam. You
might even jot key points on the plan to help clients remember.
3. UNDERSTAND THE PROCEDURES THE DOCTOR WILL PERFORM. If the treatment plan includes a bile acids test and you don't know what that is, ask before you present the plan to the
client. You don't have to be an expert, but if the client asks about the procedure you want to be able to say, "This is a
blood test that will help us determine how well Fluffy's liver is functioning."
4. ENCOURAGE CLIENTS TO ASK QUESTIONS. Clients may feel intimidated and overwhelmed by complicated medical procedures and may hesitate to ask questions about the
parts of the diagnosis and treatment plan they don't understand. So ask: "Do you have any questions about what I've said or
what we plan to do for Fluffy?" Remember, better-educated clients are more likely to make the right decisions for their pets.
Tough money discussions