Parasite preventives: Offer less to get more
CVC educator and veterinary practice consultant Bash Halow, LVT, CVPM, recounts an interaction he witnessed while observing a veterinary hospital one day:
"A woman walked in at around 5:30 pm—probably straight from work—and asked the client care representative what flea and tick product she should get for her pet. Now, there were probably seven different products offered by this hospital that the person could be sold, and the client care representative launched into a litany of questions to try to determine the best fit for the pet. At the end of the interrogation, the representative said, 'Well you know, based on what you’ve told me, all of these products are really good. So go ahead and pick one.'”
This is a bad approach, Halow says. Most consumers freeze up when they have too many choices. “Your job is not to be Walmart—you’re not an aisle of flea and tick products,” he explains.
Instead, Halow says your message should be: “I don’t need to offer you a wall of products. I know all about that wall. This is the best product for your pet. Buy this one.” If they refuse your recommendation, you can send them to your online store to view more options.
Halow’s approach has scientific backing. According to the 2006 Harvard Business Review article, ‘More isn’t always better,’ research has shown that when consumers have too many choices they are less likely to buy anything. And even if they do end up buying something, they are less likely to be satisfied with their choice.
So instead of picking your clients’ brains with a bunch of questions, pick a flea and tick preventive and be ready to explain why you, the expert, know it’s the best.
Listen to the clip below to hear Halow’s advice in his own words.