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How to talk to pet parents about wellness plans (without sounding salesy)

You didn’t go to vet school to become a salesperson. We get it. But helping clients see the value in a wellness plan? That’s not sales. That’s advocacy.

Step 1: Focus on the Pet

Start with care goals, not price tags. Try something like: "Here’s what we recommend for Luna this year to keep her healthy and happy." When clients understand you’re prioritizing the pet’s well-being, they’re more receptive to the next steps.

Step 2: Normalize the Monthly Model

Frame the plan like any other subscription. “It works a lot like your gym membership or Netflix—but for Luna’s health.” When you compare it to services they already understand and value, it becomes more relatable and less intimidating.


Step 3: Share the Why

Clients respond to honesty. “We created this plan because we were seeing too many pets come in with preventable issues, and we wanted to make it easier for you to get ahead of problems."


You can also use real stories (or real-sounding ones, anyway). Like, "We had a pup on a plan who got his annual blood work, and we caught kidney disease early that we wouldn't have noticed until much later. We gave him some easy and inexpensive meds to treat it, and he’s now doing great."


Step 4: Keep It Conversational

If you feel awkward, your client will too. Practice with your team. Role-play. Make it sound natural. The more you talk about it, the easier it becomes.


This isn't about upselling. In fact, it shouldn't be selling at all. "Tell it, don't sell it." It's about unlocking better care with less stress. And hey, if it helps keep pets healthier and your clinic thriving, that’s a win-win.


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