I noticed a shift in how veterinary practice leaders view telephone skills. For the first time in several years, I am getting more questions about training team members to answer calls. During the pandemic, phones rang off the hook, so the goal was to limit the call volume and get off the line as fast as possible. Due to chaotic work schedules and heavy caseloads, many team members received minimal training in phone skills and client service. However, with the pandemic over and veterinary visits and new clients trending down, more practices recognize the need to refocus their efforts on client recruitment and loyalty.
Phone calls create critical first impressions for clients. When existing clients call, do they feel your practice cares about them, or do they hear indifference? When potential clients call, do they think, “This hospital has a friendly team that wants to help me,” or do they feel rushed and wonder whether that’s how the team will treat them during a visit?
Define the Goals
Before you initiate phone training, identify the goals and the desired level of expertise. Don’t just tell team members to “Be nicer on the phone” or “We need to convert more calls into appointments.” Those instructions are too vague. Instead, consider the following questions to determine your priorities and identify proficiency gaps:
- Are more callers asking about fees?
- What services do people ask about?
- Do you want to improve the conversion rate on fee calls?
- Are your team members impatient or abrupt on the phone?
- Do clients complain about how a team member handled a call?
- Does your team need to be more efficient? More knowledgeable?
Your answers to questions such as those will help you determine action steps. However, before you launch the training, start with a team discussion about the value of providing exceptional service during calls. Remind everyone that their best efforts help more pets get the care they deserve.
Positive First Impressions
How your team answers the phone might influence whether a pet owner feels welcomed and schedules an appointment. Unfortunately, a tired or busy client service representative might sound lethargic or rush through calls.
Here are two skills for avoiding such a scenario:
- Articulate your hospital’s greeting in a clear, higher pitch. Smiling while using a higher pitch conveys a more energetic and friendly tone.
- Respond positively to a pet owner’s inquiry and convey a desire to help. A universal excellent opening line is, “I’d be happy to help you.”
How to Charm Callers
Engaging comments are a great way to connect to pet owners on the phone. A question like, “Tell me how you decided to get a Papillon,” might lead to a wonderful conversation. The downside, however, is that such a statement leads to a longer phone call, which most practices don’t have time for. On the other hand, a nice comment shows callers that you’re interested, want to help and care about how they feel.
Here are three types of engaging comments:
COMPLIMENTS
- “Gidget is such a cute name.”
- “That’s so great you adopted a shelter kitty.”
- “I love golden retrievers; they’re so beautiful.”
EMPATHY
- “I’m so sorry to hear that Oliver isn’t feeling well.”
- “I can hear you’re worried about Bella. Let’s get her in to see Dr. Jones.”
- “That must have been so difficult.”
REASSURANCE
- “We will take great care of Sophie while she’s here.”
- “I know you’ll have peace of mind by having Dr. Smith examine Jake.”
- “Our doctors will answer all your questions during Chloe’s visit.”
Communicate Value
Pet owners inquiring about your services want to talk to a knowledgeable client service representative. Moreover, they’re more likely to book an appointment if they understand why their pet needs a particular service. To build trust, train your team members to communicate the value of your services and products. If pet owners ask about the cost of care, always convey one or two benefits of the services before quoting the fees. That strategy helps people focus on the value to the pet rather than just money.
Here are examples:
- “Our doctors will perform a comprehensive nose-to-tail exam to evaluate Sadie’s physical health. They’ll review their findings, explain any treatment recommendations and answer all your questions.”
- “Harley is due for his second round of distemper and parvo vaccinations. They will protect him against two life-threatening viral infections.”
Closing Statements
Last impressions are often as important as first impressions. That’s why trained customer service agents finish by asking callers, “Is there anything else I can do to help you?” or “Have I answered all your questions?”
In veterinary medicine, a positive closing statement helps build client loyalty. Pet owners appreciate team members who desire to help and who show they care about the human-pet bond. For example, you might end a call with a reassuring message such as:
- “Ms. Taylor, I’ll check on the information you requested and call you back by noon.”
- “I know how much you love Benji. I’m so glad he’s feeling better and back to jumping around.”
If a pet owner books an appointment, close with a warm, enthusiastic statement such as:
- “I have you down for 2 p.m. Friday. I can’t wait to see you and Charlie again.”
- “We’re excited to meet you and Harley. Please call back if you have any questions before your appointment.”
Another important closing line is encouraging a pet owner to call back to book an appointment. For example:
- “We know you have choices, and we’d love to care for your new puppy. Please call us back when you’re ready to schedule a visit.”
- “Our doctors and staff are dedicated to providing the best patient care and client education. We’d love to have you join our practice.”
Now is the time to invest in your team by implementing a phone skills training program that helps them deliver exceptional service so more pets get the care they deserve.
OLD HABITS DIE HARD
A phone call is far and away the most popular way for customers to communicate with a business. According to a CFI Group survey, “76% of customers who contact customer service do so over the phone.”