Rising costs can make price increases unavoidable. The real challenge for leaders is helping customers understand the value behind them, and trust the care they receive enough to stay.

One of the veterinarians in the hospital community I lead recently came in on her day off to see a long-time patient. It wasn’t an exception. This vet regularly answers urgent emails in the evenings, and tells clients to text her anytime something feels off. Her goal? To be the person they call first. 

That kind of relationship carries even more weight as costs and subsequent prices have climbed. Businesses across all sectors are under pressure to raise prices as their costs have risen. But whether customers accept a price increase often has less to do with the number on the invoice than it does with their trust in the person quoting it — and the value they deliver. 

In our industry, as the cost of veterinary care has risen, clinics and pet owners alike have had to make increasingly difficult choices. A recent survey found 52% of pet owners had skipped needed veterinary treatments, with 71% citing financial considerations.

There are ways to become more efficient – and businesses need to lean into them – but every organization eventually reaches the limits of the cost increases it can absorb. Sometimes, raising prices is inevitable. The way leaders approach those increases can protect the trust they’ve built with customers. Here’s how.

Everyone who knows me knows how much I love my dog, Bert.

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