{"id":22128,"date":"2022-08-01T00:00:03","date_gmt":"2022-08-01T00:00:03","guid":{"rendered":"https:\/\/todaysveterinarybusiness.com\/?p=22128"},"modified":"2022-12-19T14:29:00","modified_gmt":"2022-12-19T14:29:00","slug":"pet-food-ward-0822","status":"publish","type":"post","link":"https:\/\/navc.sitepreview.app\/todaysveterinarybusiness.com\/pet-food-ward-0822\/","title":{"rendered":"How to Not Talk Like a Salesperson"},"content":{"rendered":"

If you\u2019re a veterinary professional these days, chances are you\u2019ve run across a pet owner proclaiming something like \u201cVets don\u2019t study nutrition in school,\u201d \u201cVets only recommend pet foods they get kickbacks on\u201d or \u201cVets don\u2019t know much about pet food in general.\u201d It wasn\u2019t long ago that clients looked to their veterinarians for feeding advice \u2014 and took it. Unfortunately, today\u2019s clients rely heavily on online reviews, pet store staff and self-proclaimed internet pet experts to choose the food that fills a dog or cat\u2019s bowl. They still value their veterinarian\u2019s recommendation (if one is even given), but they evaluate a matrix of social media, websites and personal feeding philosophies before clicking \u201cBuy.\u201d We need to reclaim pet nutrition, particularly maintenance diets and treats, to enhance our patients\u2019 health, longevity and quality of life.<\/p>\n

\n

EDITOR\u2019S NOTE<\/strong><\/span><\/h3>\n

This article is the last in a three-part Clinic Consult series on developing a successful nutrition program in your clinic, brought to you by Virbac<\/a>.\u00a0<\/em><\/p>\n

\n

I\u2019ve researched pet obesity for the past 20 years and can confidently tell you that \u201cregular pet food\u201d is what the vast majority of dogs and cats eat. Therefore, an owner\u2019s choice of diet, formulation, and feeding quantity and frequency has the greatest impact on a pet\u2019s disease risk.<\/p>\n

So, why are so many of us hesitant to talk about pet food with clients? Because, to put it bluntly, we often feel more like salespeople than medical experts. It\u2019s time for that to change.<\/p>\n

Sometime after Hippocrates declared, \u201cLet food be thy medicine and medicine be thy food,\u201d many human and animal doctors began abandoning the Greek physician\u2019s edict in favor of prescription drugs and surgery. I\u2019ll be the first to advocate for modern medicine, but not at the expense of nutrition. Hippocrates wasn\u2019t preaching that veggies are superior to medicines but rather that healers shouldn\u2019t ignore the restorative powers of diet. He wanted physicians to consider nourishment when counseling a patient suffering from illness. I believe his teachings apply to today\u2019s veterinary professionals.<\/p>\n

Defeating the Sales Stigma<\/strong><\/h3>\n

The first step in overcoming the sales stigma that many veterinary professionals harbor about maintenance diets is to reframe the conversation as a medical intervention. The bags, cans and rolls of pet food dispensed daily into millions of bowls should be viewed as nutrient vessels that chart a course toward healthy aging. Choose the wrong boat (or fill it too full), and you might inadvertently shipwreck a pet\u2019s well-being.<\/p>\n

Think of normal diets not as inconsequential chow but as an opportunity to fortify long-term health. The mix of macro- and micronutrients, caloric density, and supplements plays a role in boosting immunity, fueling energy systems, maximizing mental abilities and strengthening support structures. As I\u2019ve long said, the most important decision a client makes for a pet\u2019s health involves what and how much is fed. We need to help them decide by celebrating pet nutrition together.<\/p>\n

The Four P\u2019s<\/strong><\/h3>\n

Exam room success is often based on an intentional and methodical communication strategy. To help avoid feeling \u201csales-y\u201d when recommending pet food, follow these four P\u2019s.<\/p>\n

1. Permission<\/strong><\/h3>\n

Few people appreciate unsolicited advice, so gaining permission is essential when recommending pet food. Does the client want help? If not, the client is unlikely to accept your recommendations, even if the pet is obese or eating a diet you disapprove of. Everyone has a communication comfort threshold, and we must respect those boundaries.<\/p>\n

I\u2019m not saying you don\u2019t ask. I\u2019m saying don\u2019t force your opinions on a client. I don\u2019t view these conversations as win-or-lose debates but instead prompts of \u201cWhen you\u2019re ready, I\u2019m here to help.\u201d The goal isn\u2019t to sell your favorite food or convince a client that your feeding philosophy is best. The goal is to help find the perfect food for the pet and its owner.<\/p>\n

Receiving permission is important because food is a personal and emotional issue for many pet owners. They might fear being judged, have financial constraints or possess intense brand loyalty (or refusal) based on their experiences. I\u2019ve found that many veterinary professionals feel frustrated when a client rejects a recommendation, only to discover that the problem was the client didn\u2019t want help at the time.<\/p>\n

What you can say is, \u201cBased on today\u2019s exam, Buster would benefit from losing a few pounds. I\u2019ve got several ideas that I think could help him, including food and treats. Is that something you\u2019d like to discuss today?\u201d<\/p>\n

2. Problem<\/strong><\/h3>\n

Next, for a nutrition recommendation to stick, a problem needs solving. This is where conducting the narrative nutritional history comes into play. (Learn how at bit.ly\/TVB-Nutrition-2<\/a>.)<\/p>\n

As the conversation progresses, pay attention to intervention opportunities, such as a client\u2019s statements about:<\/p>\n