Talking about money can feel uncomfortable. Many veterinary teams hesitate when discussing fees, worried about how clients will react. Will they question the cost? Will they compare it to an online price? Will they see the value? These concerns are completely understandable—but the good news is, they can be overcome.
When we communicate a price, it can feel like we’re sharing a fact. Yet for the client, their perception comes from how the price feels - something very subjective.
Price and value are different things
It’s easy to assume that if clients question a price, it’s because they think it’s too high. But often, that’s not the case. People normally don’t instinctively know what something is worth—so their perception of price is shaped by context, expectations, and how value is communicated.
Clients aren’t just paying for a procedure or medication; they’re paying for the expertise, the technology, the safety, the comfort, and the peace of mind that comes with knowing they’re doing the best thing for their animal. When we frame fees alongside the value delivered, clients can see the fee in a completely different light.
So how can we help clients connect the dots between what they pay and what they get? Here are a few tips:
1. Set prices fairly and share pricing strategies with your team
This may sound obvious, but communicating prices well starts with making sure that prices are set at a fair level which allows the practice to be appropriately profitable and that teams understand why the prices are set as they are. It’s hard to communicate fees with confidence when the rationale behind them isn’t clear. Helping teams understand how veterinary fees are structured - including what contributes to running costs, equipment investments and so on, can be incredibly empowering.
2. Put value and price in the right order
The way we structure discussions around value and price matter. For example, have a look at these two options and consider whether you think there would be any difference in how price is perceived when either the first or second version is used.
Version 1: “The dental will be up to £350. It will clean all the plaque off his teeth, get rid of his bad breath, and importantly it’ll also help reduce future gum and tooth problems. Dental problems get worse over time, so if you act now, you’ll make life much more comfortable for him and you can save money in the long run as the procedure will be more straight forward.”
Version 2: “The dental will clean all the plaque off his teeth, get rid of his bad breath, and importantly it’ll also help reduce future gum and tooth problems. Dental problems get worse over time, so if you act now, you’ll make life much more comfortable for him and you can save money in the long run as the procedure will be more straight forward. The dental will be up to £350.”
Rationally, it should make no difference, since the same information is shared. Studies have shown though, that communicating the price first prevents the full value from being understood. It’s like our brains get stuck on the price and can’t take in the value afterwards. Simply flipping things around so the value is communicated before the price can help ensure that the price is seen in the context of the value.
3. Communicate with confidence
The current cost of living is a very real challenge. Add to that the fact that veterinary fees can come at unexpected times, and it’s no surprise that fees can feel difficult to communicate. Don’t forget though, what feels uncomfortable to us (or what felt uncomfortable to the last client that this fee was communicated to) may not cause any concern for another client. It’s so important not to make assumptions about whether clients can or will be prepared to afford something.
It’s important to talk about fees with confidence - without feeling the need to apologise. When we use language like “Here comes the painful bit…” or “Are you sitting down...?” we’re priming clients to think that an excessive price is about to be communicated, and as a result we make the price feel even larger and more painful to them.
Of course, we can still acknowledge that a fee may not feel comfortable to a client, but we should do that without undermining a fair pricing policy. For example, we could say “I understand that this is a big decision, and I want to make sure you feel comfortable with the plan.” Or “I can see this has come as a surprise to you. I want to help you choose the path that feels right to you.”
Transparency is key
Price transparency isn’t about listing numbers on a website and hoping for the best. It’s about making price information useful - helping remove uncertainty and enabling clients to see what they get in return.
Often, clients aren’t looking for the cheapest option; they’re looking for the right option. Our job is to help them feel confident in their choices by making value clear and laying prices into context. When we do this well, clients don’t just accept a price—they feel reassured that they’re making the best decision for their animal.
Would you like to help your team communicate prices more confidently? Contact us to find out how we can help.
