Q&A: How to ditch discounts

Q&A: How to ditch discounts

Jun 01, 2009
By dvm360.com staff

Q: We gave dental discounts to increase business, and we're now ready to eliminate them. How can we do this without upsetting clients who have come to expect them?

A: There's only one way to eliminate discounts, says Veterinary Economics Editorial Advisory Board member Dr. Craig Woloshyn: Just do it. Practices that eliminate discounts generally see few complaints. That's because people don't usually expect a discount, but your practice offered one anyway. So simply stop offering, and the entire issue will go away. Periodic discounts—during Dental Health Month, for example—are easy to eliminate, since few clients will remember them from one year to the next.

Now is a great time to eliminate discounts, as you can legitimately blame the economy. You might tell clients, "With the way things are these days, we felt that eliminating discounts was the most reasonable course of action for everyone."

Now, move on to that other, more significant discount your practice likely gives every day. Most practitioners give away services that amount to close to 10 percent of their gross revenue—that's half their profit. To be more profitable, eliminating freebies is a good place to start.

Hot topics on dvm360

Pol on defense as Michigan veterinary board discusses negligence charges

Controversial reality TV veterinarian calls his approach 'common sense.'

Photo gallery: The top 10 veterinary schools in America, according to U.S. News

U.S. News & World Report ranks programs for the first time since 2011.

Front Desk Disasters, Episode 3: Dude looks like a lady

Everyone's favorite receptionist is at it again. Would you handle this situation differently?

Video: Flea hideouts in the house

Parasitology expert Michael Dryden, DVM, MS, PhD, reveals prime hideouts for fleas—and gives tips to clear them out of clients' homes for good.

Veterinarians: Your clients are going to Google with these cat questions

You might be surprised by what your clients are researching. Plus, get an educational client handout.