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"These pharmacies are trying to take the food off your table and keep your kids from going to college," Wood says. "Are you just going to roll over and wet yourself? It's time to take off the gloves and start fighting back."

Wood told attendees they still have loads of opportunities for product sales; however, they shouldn't carry the same products as Walmart and Target because they'll lose. Veterinary practices may not be able to offer better prices, but veterinarians can offer better value. Wood suggested that attendees stock their shelves with veterinary-exclusive and high-end products, including pet food.

Attendee Saye Clement, DVM, of Carling Animal Hospital in Ottawa, Ontario, says pet food sales are just as important as pharmaceutical sales—if not more so. "You're not a pet food salesman—think of it as treatment," Clement says. "Pets have to eat anyway; might as well put them on something that will help them."

Then Wood pointed out another plus: If clients purchase wellness diets from veterinary clinics, pets will most likely live longer, which is ideal for the pet owner, veterinarian and pet—everybody wins. He also brought up the highly debated topic of price-matching, saying that even if you price-match on just one product, clients will assume you're fair across the board. This will build client trust and create a positive perception that will carry over to other veterinary services.

During that discussion attendee and practice manager Tammy Flyte said her practice, Wysox Animal Clinic in Wysox, Pa., started price-matching in January 2012, and her revenue doubled compared with first quarter profits in 2011. The only prices her clinic matches are PetMed Express prices on Revolution, Frontline and Heartgard Plus. Staff members keep track of these prices to regulate the process, which saves clients the hassle of remembering to bring in the ad.

Flyte says product sales are soaring—and her patients are benefiting too. "http://Petmeds.com/ doesn't have the knowledge, training or background that comes with each medication," Flyte says. "We're doing clients a greater service."

If veterinarians decide to slash select prices they must vigorously promote them in order to for sales to improve, Wood says. "Add a footer on all invoices, tape signs in waiting and exam rooms, and put up a big banner if you're located on a well-traveled road," he says. "Price-matching won't do you any good if you don't promote it."

Wood also told attendees to clearly display their products' prices, otherwise they send the wrong message. "Don't act like you're embarrassed about your prices," Wood says. "Transparency is good."