Business

Uppercase curved wavy shaped Commoditization: typographic letters form in red on top of a curved wavy shaped white ribbon banner with red half-cut shaped ribbon size edges behind the white ribbon banner
One of the Most uppercase typographic letters form in black floating above Dangerous Words uppercase typographic letters form in red with this phrase on top of a white curved ribbon banner followed by red half-cut shaped ribbon size edges behind the white ribbon banner and then floating below the white ribbon banner is In Pet Care uppercase typographic letters form in black
By Laura Laaman
Commoditization threatens many industries, and unfortunately pet care is no different. This phenomenon reduces services and products to universal commodities where the lowest price and easiest transaction wins.

As Americans, we’re culturally predisposed to commoditize. We’re bombarded with a constant flood of information so our brains look for shortcuts and simplify decisions wherever possible. So, unless your company can differentiate itself effectively, you and your competitors may get lumped together in the eyes of the pet parent prospect. Like a gallon of gasoline or pound of flour, pet care services can become just another generic, interchangeable purchase.

What Does Commoditization Mean in Pet Care?
When a prospective customer calls you for the first time, what do they ask? Chances are they want price and availability information—not details about the care you provide, security measures, staff ratio, credentials or cleanliness standards. This is a classic indicator of commoditization, where the unique aspects of your care are minimized by a narrow focus on cost and convenience.
For pet care companies, especially those that position themselves as premium providers, commoditization can be a significant challenge. In a commoditized market, the cheapest and simplest option usually wins out. Compared to pet sitters, app-based competitors and massive conglomerates, private brick-and-mortar pet care companies can’t possibly afford to charge the lowest rates.

For insight on how to counteract commoditization, we might look to the hotel and airline industries. These sectors have already faced and overcome similar challenges with a variety of strategies. Hotels, for instance, use star ratings, brand differentiation, and trusted reviewers to help customers make informed decisions based on their budget and expectations. Similarly, airlines offer different service classes and loyalty programs to create distinct value propositions.

Unfortunately, pet care currently lacks such standardized differentiation. This makes it even more important for us to consistently and clearly demonstrate why and how our services are better than the cheaper, riskier options.

How to Combat Commoditization
The key to shaking commoditization is to positively identify your company as a higher-quality option than your competitors. This is especially important if you charge anything above the lowest rates. Competing on price is a losing battle against online and corporate competitors who can significantly undercut expenses.

Instead, focus on what sets your company apart. Establish a strong brand identity that highlights the unique benefits of your services. Emphasize the superior quality of your care, specialized amenities, high safety and staffing standards, and anything else that makes your company special. Use consistent and powerful messaging to establish a cohesive, positive perception of your business. Testimonials, positive portrayals of your care, and effective photos and videos can help show why your facility is well worth the price tag. However, there’s one amazing tool in your pocket that many pet care facilities overlook—the phone.

Your Secret Weapon
In the pet care industry, the telephone remains a powerful—and underrated—opportunity. Even in today’s digital world, pet parents are likely to call you before booking services. Client prospects want to know if they can trust you, and the initial phone call is your chance to make a personal connection, differentiate your company and maximize the value of every booking. So how can you make the most out of these often overlooked opportunities?
Black rotary dial telephone
Most pet care facilities miss far too many calls—probably more than you think. Missing calls reduces trust and perceived reliability, and it’s the equivalent to leaving piles of money on the table.
  • Miss as few calls as possible. Most pet care facilities miss far too many calls—probably more than you think. Missing calls reduces trust and perceived reliability, and it’s the equivalent to leaving piles of money on the table. A single client might spend thousands—or even tens of thousands—with your company over the course of their pet’s life. Every new-client phone call is a valuable opportunity that should be treated with the utmost care and skill.
  • Consider adding a phone person. Once you’re answering as many calls as possible, how your company handles these calls is critically important. It’s no exaggeration to say this can actually make or break many pet care businesses. First consider who is answering the phone at your facility and what they are saying. Do you let anyone answer new calls? Do you freely give away price and availability information before trying to qualify your rates and differentiate your company?
These habits are as detrimental as they are common. Top-performing pet care facilities often have a highly skilled and well-trained phone person (or team). A strong, carefully trained phone person can play a crucial role in your business’s ability to grow, rebound fast and gain new customers—but only if done properly.
  • Arm your phone person with compelling information. Your phone person has mere minutes to earn the customer’s trust, qualify your rates and make the reservation. Ensure they’re ready with positive, consistent, compelling information to accomplish these goals.
To help the customer prospect visualize and understand the wonderful care at your facility and how you stand apart from your competitors, they might mention your company’s history, any certifications, special amenities, safety record, or whatever is unique about your company and services. It’s best not to let your phone person give pricing or availability information until after they’ve had the chance to promote your superiorities and distinguish your company from the rest.
  • Training and monitoring. It’s worth investing in thorough, proper training for your phone staff, as they’ll return it in spades. They should be able to confidently capture client information, promote your facility, upsell activities and add-ons, and secure the booking on the initial phone call. Ongoing coaching and training are beneficial to ensure maximum performance.
If you don’t yet have call recording in place, consider adding it. The ability to go back and reflect on how calls are handled is a critical tool for your phone person’s success.
Commoditization is a very real—and sometimes confusing—threat, but it’s hardly insurmountable. Client prospects are already calling you, and how you handle those calls can be your strongest defense against commoditization. By focusing on positive differentiation, consistent communication of the value of your services and leveraging the emotional nature of the industry through making human connections, your company can stand out in even the most overcrowded market.

Ultimately, the path to overcoming commoditization lies in showing customers (and customer prospects) that not all pet care solutions are equal. With these strategies, you can ensure your business thrives amidst the competition.

Laura Laaman is president of Outstanding Pet Care. Outstanding Pet Care’s Revenue Building Services and Absentee Owner Program provide the tools to help pet care business owners thrive. If you’re interested in a healthier and more rewarding business, schedule a consultation by calling 1-888-836-8740 or visiting www.outstandingpetcare.com/contact.

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