Some may think that in the pet services industry we don’t need negotiation skills because pet owners call us when they need services and the services are scheduled, invoiced, and fulfilled. Those of us who have been in the industry for a while know this is far from the truth! As Yanyn San Luis discusses in her webinar about “Negotiating Like a Boss”, she says that the word “NO” is what begins the negotiation. Let’s think about times when we hear this in the pet services industry, and then about times when we have had to negotiate for one reason or another.
In our industry there are times where a client calls and the first thing they want to know is “How much do you charge for your services?” This is a question that we feel we can easily answer because we all have our set prices for the most part, however sometimes the client tries to negotiate our prices down. As I mentioned in “The 4Ps of Marketing” post, we have competition that ranges from the neighbor kid to a “side-job sitter” and then to professional companies. This is where our “no” comes in, the client hears the premium pricing of our services as a professional pet service provider and either immediately says it’s too expensive or wants to know why we charge so much.
The key here is knowing how to negotiate this conversation in a way that shows respect and positivity while saying something like “It seems like we might be higher than you expected, can I ask what services you were looking for and what price range you had in mind?” The goal here is not to let them negotiate a price, but to negotiate them paying your stated price for the services that you offer.
THE NEGOTIATION BEGINS…
Let’s say the client claims that the neighbor kid has helped them in the past for half the price, or that they only need a quick 5-minute visit not an entire 30 minutes. As a professional pet service provider this is our opportunity to remind the client that we are licensed, insured, and have expertise that the neighbor kid likely does not have. We can also remind them that if an emergency happens, we are trained and certified to handle the situation in the proper way so that the pet gets the help it needs as quickly as possible. Stand firm in knowing that your expertise is worth it!
This may lead them to reply with “Okay but I do not need the full time you offer; can I get a shorter visit for a discounted price?”
THE NEXT STEPS…
We are not in this for the sale, remember that they need our services and at the end of the day if they are looking for cheap or fast then that isn’t you. Let them know that you do not work in shortened windows because to give the type of care that you are providing, it will take no less than your time frame to give the pets in the home quality care. We want to develop relationships with the clients and the pets, so we need to remember that some pets take more time than others and even if they may not have special needs, the additional time can be spent building a bond with the pet.
The client now has the choice to make, do they accept your time frame and prices, or do they want to go elsewhere?
FINAL STEPS OF THE NEGOTIATION…
If the client decides after all your efforts that they do not like your pricing, that is okay. It may be that they are not ready to pay for professional services, maybe they don’t understand the need for an expert service when other options are less expensive, or maybe they just can’t afford it at this time. No matter what their reasoning, it is important to know that as San Luis says, “The last impression is the lasting impression”. Make sure that if they do not choose you, that you can still provide them with alternative options that they can reach out to that are quality providers in the industry. Remind them that your recommendations are licensed and insured and that as a professional, you only refer to other professionals in the industry that you know could take excellent care of their pet(s).
Knowing that you believe in your business, your services, and your expertise in the industry; will allow you to confidently say to the customer “It looks like there’s nothing I can do to change your mind at this time, so I am happy to refer you elsewhere if you would like.”
Stand strong in the art of negotiation!
~ Ashley Lee
“Pet Pro gone Marketing Pro”
