Some question for your reflections:

Do you know how to charge a client?

Have you ever had training for this?

Are you ashamed or feel pity when charging?

What do you say when the owner says it is "too expensive, doctor"?

Or when the client says will have to talk to a family member before taking a decision?

In fact, when the price is the biggest problem? The response to this is:

 When "YOU" think price is a problem! You do not feel comfortable when charging. Therefore, you should start to examine your beliefs about the finances of their clients, such as shabby clothes, type of car, their age (young or old), where they live.

Charging has a lot to do with psychological aspects related to the previous experiences of the veterinarian. If you think your price is high, it is going to be very hard for making profit in your practice. Re-think your concept, your patterns. You have to chance your thoughts! Clients look for the value of their experience with you, not only the cost of it. The formula is this:

Value perceived by client = Benefits you provide – Cost of procedure

Your role is to give more benefits, so that the client will see less costs you charged and that will enhance in his mind the value he perceives in your consultation! This value is not only you, but all aspects of the practice, such as parking lot, odor, dressing, team courtesy, etc.

Aside from transaction client, who does not care for the value, but only money spent, most of the clients do not look for price, but the value you offer (and your team). Therefore, the more benefits you offer, the less the client sees the price you charge!

Remember to talk about money only in the end of any negotiation. Never talk about money if a client does not ask you about it! If he asks in the beginning of a consultation, talk him through. So that you first show all value your practice has, then he will give more importance to the benefits you showed him!

Never object, fight against clients who start to argue on price. YOU should do only one thing: ask him why he thinks the cost is high, and then shut up. Simple as that. Do not argue with the client, never!