Framing Your Pitch
Why the best veterinary salespeople think like pet parents, not reps.
If you’ve spent any time in veterinary sales, you know one universal truth: veterinarians don’t wake up excited to talk to salespeople. They wake up thinking about the animals they need to treat, the stressed-out pet owners they need to reassure, and the overflowing schedule they need to survive.
So, if you come in rattling off product specs and pricing before they’ve even had their morning coffee, don’t be surprised if they glaze over or, worse, pretend you don’t exist.
Here’s how to shift from a product pusher to a trusted partner by tapping into the mindset of a pet owner.
Stop selling and start caring
Pet owners don’t see their animals as “just pets.” They’re family. They worry about their dog’s arthritis, their cat’s weight gain, and whether their rabbit is secretly plotting world domination. When a veterinarian makes a recommendation, pet owners aren’t just weighing the cost – they’re making a decision based on trust, emotion, and what’s best for their beloved companion.
Veterinarians think the same way. They don’t want to buy a product – they want to improve the quality of care they provide. If you walk in focused solely on features, you’re forcing them to do the mental work of figuring out why it matters. Instead, make that connection clear from the start.
Bad approach: “This supplement contains Omega-3s and glucosamine.”
Better approach: “This supplement can help older dogs move more comfortably, so their owners don’t have to watch them struggle to get up every morning.”
See the difference? One is a fact – the other paints a picture.
Use storytelling to make your products real
People remember stories, not bullet points. And guess what? Veterinarians are no different. If you want them to see the value of what you’re selling, tell a compelling story.
Instead of listing out how effective your wound care spray is, tell them about a clinic that treated an injured stray cat with it and was able to avoid an infection. Instead of rattling off statistics about your flea prevention, share a story about a client who was able to stop a full-blown flea infestation before it got out of control.
When you tie your product to real-world outcomes, you help vets see the immediate impact – not just the specs.
Pro Tip: If you don’t have your own stories yet, borrow them. Ask other reps, read case studies, or even use testimonials from other clinics.
Speak their language (Hint: It’s not “sales talk”)
Pet owners don’t talk about “efficacy rates” and “ROI.” They talk about keeping their dog comfortable, making sure their cat is eating, and whether their parrot is going to outlive them.
Vets operate in that same world. They are clinicians first, businesspeople second. If you’re leading with pricing, margins, and sales jargon, you’re putting up an unnecessary wall.
Instead, speak their language.
Bad approach: “This dental chew has been clinically proven to reduce plaque by 35%.”
Better approach: “This chew makes it easier for pet owners to keep their dog’s teeth clean without wrestling them with a toothbrush.”
Both statements communicate the same value, but the second one makes it relatable and practical.
Make it about their patients, not your quota
Vets have one priority: their patients. If your sales pitch doesn’t align with that, you’re just another vendor. The best reps position their products as tools that help vets provide better care.
Ask questions that show you care about their challenges:
“What’s one of the biggest frustrations your clients have about [condition your product treats]?”
“How do you usually educate pet owners about [problem your product solves]?”
“If you could improve one thing about your current solution for [issue], what would it be?”
These questions do two things:
- They shift the conversation from selling to solving.
- They make the veterinarians feel heard. And when people feel heard, they’re more open to hearing you out.
Make the buying decision easy
Ever try to pick out the best dog food at the pet store? It’s overwhelming. There are so many options, all claiming to be “the best.” That’s exactly how veterinarians feel when comparing products.
The best salespeople simplify the decision by making it clear why their product is the best fit. Here’s how:
- Summarize the value in one sentence. “This probiotic helps stressed-out pets digest their food better – so their owners stop calling you about their dog’s diarrhea.”
- Use comparisons. “Think of this like an all-in-one immune booster – kind of like how you take Vitamin C when you feel a cold coming on.”
- Give them an easy next step. “Would you like to try this with 5 cases and see how your clients respond?”
Don’t make them sift through 10 pages of product literature. Get to the point, connect the dots and make saying yes the easiest option.
Brian Sullivan, CSP, is the author of “20 Days to the Top” and a leading voice in the field of sales training and development. He believes in the potential of every salesperson to achieve their best and continually challenges sales professionals to reach new heights. Visit him at preciseselling.com.
Photo credit: istockphoto.com/sturti
