I read a Facebook post about a pet owner looking for a veterinarian who wouldn’t try to “upsell” her by recommending services that the client thought were unnecessary. While you don’t want to put too much stock in an occasional negative complaint like that, evaluating how your team suggests treatments and procedures is worthwhile. Let’s look at four common mistakes that can cause clients to think, “It’s all about the money.”
1. Protocols That Don’t Work Well
To improve client compliance, practice leaders often ask team members to recommend services over the phone, during check-in or in the exam room — before a veterinarian sees the pet. However, think about it this way: Would you accept recommendations from a receptionist or nurse before a physician examined you? No. A recommendation before a client education conversation is more likely to sound like a sales pitch.
SOLUTIONS
Reassess your protocols. How often do team members tell a veterinarian that a client declined a service before the doctor’s arrival? Unfortunately, the veterinarian will have difficulty re-engaging the client in a conversation about recommended care if the initial response is “no.” To avoid such a scenario, consider these changes:
When speaking with a client by phone before a visit, use statements such as “Dr. Taylor will examine Jake and talk about the best preventive health care plan for him before proceeding with any treatment.”
- When recommending first-time preventive care, focus on client education rather than specific services. You might say: “We’re seeing more leptospirosis in our area. It’s a serious disease that risks permanent kidney and liver damage. Here’s a brochure with some information. Dr. Taylor will talk to you about Bella’s risk factors.”
- Before the exam, only recommend the previous services. For example, a technician might say: “Last year at this time, Sophie had her annual heartworm test and senior care panel to assess her overall health. She is due for them again. Would it be all right if we do a blood draw while you’re waiting for Dr. Taylor?”
- To enhance efficiency, leverage team members to deliver additional education after the doctor’s exam and consultation.
2. Failing to Build Trust
Today’s pet owners have multiple options for veterinary care, are more cost-conscious and tend to be wary if they think someone is pushing them to buy something. Clients also might be less trusting when they see a different doctor or team member for the first time — someone who doesn’t know them or their pet.
SOLUTIONS
Build trust by getting to know clients through open-ended questions. Here are examples:
- “Hi, Mr. Jones. Tell me how you and Tucker have been doing since you were in last year.”
- “I know you’re here for Hannah’s annual preventive care visit. What concerns or questions would you like to discuss?”
- “It’s great to see you and Josie. How do you spend time together, and how is she doing?”
So that clients don’t think you’re trying to “upsell” them, ask questions such as these before recommending a service:
- “I know this is the first time I’ve examined Max. I looked at his medical record and noticed he is gradually losing weight. Have you noticed any changes in his behavior at home?”
- “I know you brought in Jake today to assess his limp. I’m also concerned about the redness and excessive waxy discharge in his ears. Would it be all right if we address it as well?”
3. Talking “at” Clients
To pet owners, your team’s client education and treatment recommendations might sound like a lecture. That reaction can occur when they aren’t part of the conversation. Today’s clients want to partner with the veterinary team and feel empowered to make the best decisions for their family. They want to be active participants in a pet’s care rather than passive receivers of recommendations. If a pet owner thinks you’re talking “at” them rather than “with” them, they’re more likely to decline care or visit another clinic.
SOLUTIONS
Here are three ways to communicate your value as a partner and trusted adviser:
- Before recommending a new service, inquire about the client’s knowledge of it. You can say: “We’re seeing more leptospirosis in our area, so we wanted to discuss Rusty’s risk factors. How familiar are you with lepto infections in dogs?”
- Jump-start conversations using open-ended questions before educational messages. For example, you might ask, “Tell me what you know about hyperthyroidism in cats” or “What’s important to you about Davie’s diet?” That’s better than launching a lecture on what you think the client needs to know.
- Invite clients to share what they think by using reflective listening statements such as “I sense you’re frustrated by Tigger’s response to medication” or “It appears you may have some concerns about Jake’s treatment plan.”
4. Not Focusing on the Benefits of Your Recommendations
Clients who don’t understand the benefits of a service or product might think you’re recommending it just to make money. Likewise, a client might think all pet owners hear the same things from you and that a pet is just a number to the practice.
SOLUTIONS
Avoid making recommendations before completing the physical exam. For example, a doctor who finds periodontal disease might immediately suggest dental services. When that happens, the pet owner won’t appreciate the rest of the exam if the veterinarian talks about dentistry procedures while studying another body part. Moreover, the client might think the practitioner cares more about scheduling a dental cleaning than discussing the pet’s overall health.
Therefore, focus on the benefits of veterinary care and personalize recommendations. Here are examples:
- “Because you and Jake like to hike together, it’s best if he is on tick prevention. This will protect him from tick-borne diseases, which can cause serious complications. We recommend [brand name], which has the following benefits. …”
- “My exam of Luna indicates she is experiencing hip pain. I recommend we X-ray her hips and legs. The benefit of an X-ray is that it shows us whether she has osteoarthritis and the severity of it. It also would help me tailor her treatment plan.”
Most practice teams think they focus on the welfare of pets by making appropriate suggestions, but how do your clients feel? With a few changes in how and when you communicate recommendations, you can avoid sounding like a salesperson and help more pets get the care they deserve.
FOOD FOR THOUGHT
To achieve client buy-in around pet food, start with the four P’s: permission, problem, practice and philosophy. Learn more at bit.ly/pet-food-TVB.