Phil Zeltzman, DVM, reminds readers that veterinary medicine can be provided only when exchanging services for money. Since clients are sometimes afraid of being sold or potentially afraid of the veterinary profession, he discusses the need to allay those fears by confidently providing recommendations as an expert advisor. To get a firm yes, make something emotional happen within them.
Source: Veterinary Practice News, August 10, 2017.
Quoting sales trainer, Tom Hopkins, Zeltzman offers several categories of animal owner fears and then discusses how adjusting some words can make a difference.