Marketing to price shoppers

When a prospective client calls to ask how much I charge for a standard visit, my receptionist explains that my fees vary depending on the nature of the visit. I suspect this answer is driving away clients who are comparing fees as they search for a new veterinarian. Should my receptionist be more specific?

Mary Ann Vande Linde

"When someone calls for the fee of a shopped service, the receptionist should provide a precise fee—but never without a 30-second discussion of the value your hospital provides for that fee," says Dr. Mary Ann Vande Linde, a consultant with VMC Inc. in Evergreen, Colo. "For example, your receptionist could say something like, 'When [pet's name] comes in for [the service], we'll assign a technician specifically to [him or her], watch [him or her] carefully throughout the procedure, call you on recovery, and have complete home care instructions ready when you come to pick [him or her] up. Everything here is similar to a human hospital, and we take great pride in caring for your pet's comfort and safety. Our fee for this is [quote price].'"

Dr. Vande Linde recommends developing scripts for shopped services during a team meeting. Staff members don't have to follow the scripts exactly, she says, but this way everyone who answers the phone can give the price—and explain the value of your services.

Dr. Vande Linde recommends developing scripts for shopped services during a team meeting. Staff members don't have to follow the scripts exactly, she says, but this way everyone who answers the phone can give the price—and explain the value of your services.

"You're right to be concerned about giving fees over the phone," Dr. Vande Linde says. "The key is training your receptionist to show genuine concern for the pet and to talk about the value of the services and care your hospital provides."