Have you ever slapped a client? You probably have and didn’t realize it. During a consult, I watched a pet owner approach the front desk to pay. The client care coordinator said, “That will be $302 today,” slapping the client with sticker shock. The pet owner exclaimed, “Wow! That’s as much as my car payment.” When asked about price, 34% of clients say veterinary care is higher than they expected.¹ Here are three ways to enhance the client experience at checkout and communicate value:

1. Present service first, price last. Stand to greet the client as she approaches the checkout desk, smile and make eye contact. Read the list of services and products off the computer screen, and then state the total. Don’t say prices for each item, just the sum.

In addition to showing value, this approach allows the client to add items such as preventatives, medication for other pets and food. Say, “Today your dog had a preventive care exam, vaccines, an intestinal parasite screen, heartworm/tick test and skin cytology. You have medication for his skin infection, Heartgard® Plus and NexGard^TM. Do you need any other medications or food today for your pets? (Client responds.) Your total is $_____. Which payment method will you be using today?”

Summarizing services before saying the total shows value for the care delivered. Use easyto- understand terms such as intestinal parasite screen instead of fecal examination. If the client has a multi-page invoice for a surgical or dental procedure, state categories rather than reading every line item. Say, “Today your pet had surgery, which included a pre-surgical exam, preanesthetic blood work, anesthesia, surgical monitoring, an IV catheter and fluids, Previcox® for pain relief, and post-operative nursing care. You’re also going home with an E-collar and pain medication. Your total is $____. Which payment method are you using today?

Saying “You’re going home with…” confirms that all medications are in the client’s hands and not delayed in your pharmacy. I’ve seen technicians chase after clients’ cars waiving forgotten E-collars and medications.

If checking out a new client, say, “Which payment method will you be using today? We accept cash, checks, all major credit cards and Citi® Health Card.” Besides professionally and subtly indicating that payment is due at the time of service, you’ve let the new client know about all payment choices. Available through Covetrus, learn about Citi® Health Card.

2. Discharge first, pay last. When picking up my 17-year-old cat, Ollie, from a dental treatment, the client care coordinator said, “I’ll get you checked out first and then let the technician know that you’ve arrived for your discharge instructions.” Although I was comfortable with the price, the receipt was my first notification that Ollie had 12 extractions, not the eight anticipated extractions. This medical information should have been communicated before I saw the bill. Many practices have clients pay before discharge instructions because they’re nervous that some clients may leave without paying. While I understand the precaution, it’s poor client service. Clients need to understand all of the services that were performed before they see the final bill.

To provide a better client experience and ensure that you get paid, the client service representative would say, “I will let the technician know that you’ve arrived for your discharge appointment, and then I will see you again at checkout.”

So the pet won’t distract the client, keep the patient resting comfortably in the treatment area. In the exam room, the technician explains the results of the procedure, signs to watch for at home, how to give medications, and demonstrates home-care products. To avoid clients slipping out without paying, the technician would say, “I will meet you at the front desk with {pet’s name}” once discharge instructions are finished. The happy reunion occurs at checkout.

When discharging patients, provide a business card should clients have questions about home-care instructions. Say, “If you have questions at home, please call and ask for me. Here’s my business card.” The client also may pass along the card, generating a referral. Watch my video on using business cards at www.YouTube.com/ csvets.

3. When bills are $500 or greater, present invoices in exam rooms. In the privacy of an exam room, the client can openly ask questions without others overhearing the conversation. You also can address financial issues in private such as applying for third-party financing. Imagine a new client standing behind a pet owner who is checking out and hearing the invoice is $1,500—and she’s next!

If you have computers in exam rooms, install credit-card swipes. The other option is to print the invoice and bring it into the exam room. Say, “For your convenience, we’ll take care of payment in the exam room today. We accept cash, checks, all major credit cards and Citi® Health Card. Which payment method will you use today?” Walk to the front desk to swipe the credit card and return with the receipt to sign.

Get more advice on client experiences in my seminar on “Grow Your Client Service Skills, Grow Your Practice,” which is sponsored by Merial and Covetrus in 40 cities. Designed for the entire team, this course lets you train up to four employees for $299. Choose the morning session from 8:00 a.m. to 12 p.m. or afternoon seminar from 1:00 to 5:00 p.m. We suggest having half of your team attend the morning session and the other half joining us for the repeated afternoon program. Your tuition includes three hours of CE credit, a workbook, CE certificate, refreshments and lunch. Register online for seminars at www.csvets.com/events/ or call 720- 344-2347 between 8 a.m. and 5 p.m. Mountain time. Upcoming seminars include:
- September 16: Richardson, TX
- September 23: Arlington, TX
- September 30: Corpus Christi, TX
- October 2: San Antonio, TX

References
1. 2011 Bayer Veterinary Care Usage Study conducted by the National Commission on Veterinary Economic Issues, Brakke Consulting, and Bayer Animal Health. Accessed December 26, 2013 at http://avmajournals.avma.org/doi/full/10.2460/javma.238.10.1275.