It's probably more than you think. For example, a typical dog owner spends $219 a year on routine veterinary care, while a cat owner spends $175, according to the 2007-2008 APPMA National Pet Owners Survey (see Figure 1).
If you were going to spend $100 on a new set of tires, wouldn't you want to know why? Were the old ones worn out, or do the new ones work better in snow? Knowing why you should care makes it easier to make the decision to spend. And the same is true for clients and their pets. Clients expect a recommendation each time they visit your hospital, and they want to know how your recommendations benefit them and their pets. Once they know why they should care, they're more likely to comply.
Discussing money with clients can be downright scary. Learning to
present an estimate with poise takes the fear out of this critical
task?and improves the odds that clients will say yes to your